How to Choose the Best Podcast Microphone for your Podcast

Posted on | by Maura Hannum
Marketing, Podcasting

If you’re new to podcasting or technical producing in general, you know that there is no shortage of equipment to choose from. You’ve probably noticed that there can be a little bit of a heated debate over what equipment is the best, too. You’re probably overwhelmed and wondering where to even start. That’s why we’re here. Depending on where you’re recording, how many guests you’ll be including on your podcast, and whether or not you plan on integrating it with other soundbytes, your answer to this question may vary. We’ll walk you through some of our top picks and why they’re our favorites!

Before we dive into the options to choose from, let’s talk about why a good microphone is important. The reality is, you could have the most amazing content, story, or guest on your show, but if it’s hard to hear or difficult to understand because of poor sound quality, all of your hard work is wasted. It’s the mic that captures your voice, your emotions, and your story. There are 3 different categories we’re going to focus on in order to cater to all levels of podcasters: Beginner, Intermediate, and Pro. If you’re just starting out and need something quick and easy, we’ve got a recommendation for you. If you’ve been producing content for a while and you’re looking to take your content to the next level, we’ve got a recommendation for that too. 

 

  • Beginner Level Microphones

 

Just because we’re calling these“beginner” microphones doesn’t mean it’s a low quality piece of equipment. We’re calling these good for beginners due to their low cost and easy set up. 

 

  • Samson Q2U

 

This bad boy is incredibly versatile because it has both an XLR (External Line Return) output and a USB (Universal Serial Bus) output. This means you can plug it directly into your computer and record via GarageBand (or a similar program) or use the mic to conduct an interview on Skype or Zoom. Then, when you’re ready to get your feet when with a mixer or a digital recorder, you can use the XLR output. An XLR cable is required for most audio equipment. 

PRO TIP: When recording a session, run both cables at the same time so you can record two copies at once just in case a device crashes or malfunctions. That way, you don’t lose all of your hard work.

 

  • ATR2100

 

This is an alternative to the Samson Q2U but there’s not too much of a difference. Ultimately, the Samson Q2U is typically cheaper. What makes this model stand out is that it’s great for capturing live interviews due to being extremely lightweight and small, making it easy to pack and carry with you if needed. 

 

  • Intermediate

 

When you’re ready to take your podcast to the next level, upgrading your microphone is the first step. If your subscriber count is crossing the 100,000 threshold, then you need to start thinking about upgrading your equipment so you can continue to entice new listeners with high-quality content. 

 

  • The Rode Procaster

 

This is an extremely dynamic podcast mic. Most mid-level (and even some high-level) podcast producers use this microphone. It’s certainly up there in price compared to the previous models we recommended, but you’ll be able to see a significant difference in the quality of sound when you compare the two. 

The Procaster is an XLR microphone (like the Samson Q2U we mentioned earlier). The biggest selling point about this microphone is that it’s a dynamic mic. Dynamic microphones are a better choice if you’re not typically recording within a studio. They pick up less background noise and tend to be more forgiving in large, open spaces (like your office or study). Another pro to dynamic mics is that they don’t need phantom power, so you can plug it into a ¼” jack just like an XLR. If you’ve been in the podcasting game long enough, you probably know what phantom power is, but in case you don’t, it means that you can provide power directly to the microphone via an internal battery. Not all microphones need phantom power (like the dynamic mic we’re talking about right now). 

What’s great about this mic is that it has a version called the Rode Podcaster that doesn’t require a mixer or a digital recorder. It’s very, very similar to the Procaster kit but it’s a high-quality USB microphone instead. 

 

  • The Blue Yeti

 

The next in this group is a USB condenser microphone, one of the most popular podcast microphones in the world! From a price perspective, it’s not hard to understand why, given that it’s only $100. 

This mic offers a great quality audio thanks to its condenser capsules and its amazingly easy-to-use plug and play USB connection. One of its biggest advantages is its range of recording patterns. It offers settings for solo recording, face-to-face recording, and group recording. It’s flexible and able to adapt to just about any situation. The only downside (and it’s barely a real downside), is that you’ll need to be close to the mic to pick up a thorough sound so group recordings can get a little cozy. 

One thing to note is that this mic comes with its own stand, so it’s a great first step if you want to jump in at the high-end and not have to worry about accessories. When it comes to quality though, it might not hold a candle to the MXL990 or the Rode but the ease of use and the fact that it’s standalone makes it a serious contender. 

 

  • The MXL990

 

Now that you’re experimenting and getting your feet wet with condenser microphones, this microphone is the next step. It’s a great value and worth every penny at the time. Even though it’s a condenser, it’s fairly decent in a normal office-sized room and doesn’t pick up too much of the background noise. If you have a reasonably quiet space and are looking for a rich sound, this puppy is perfect for you! 

Before you run off to buy this microphone, keep in mind that you’ll need a nixer and/or a top-end digital recorder. You’re probably wondering where to start with mixers, but we’ll cross that bridge together another day.

 

  • Shure SM58

 

If you’re in need of a microphone that is that is high-quality mic that is more mobile. This mic is typically spotted at music festivals or events because it’s a durable handheld mic. They can withstand some tough conditions like being dropped, stepped on, splash, and so much more. If you need technology that can be out and about more than it’s in a recording space, this is it. 

This is a very versatile microphone because of its ease of transportation so if you’re planning on taking your show on the road, but still want to be able to record voice overs or commentary, this mic will work well for both aspects of your show. It’ll work just as well in the studio, mounted on a stand.

 

  • AKG Lyra

 

Released later in 2019, this microphone is a strong competitor to the rest but has very similar features, from polar patterns to a built-in stand. Some people say it sounds a little better than the Yeti, but that’s entirely up to each individual listener. If you’re willing to shell out a couple extra dollars, this might be a good choice for you. 

 

  • Professional 

 

At this level, you’re looking at some serious cash. These fancy pieces of equipment wouldn’t look out of place in a professional recording studio at all. The microphones we discussed at the intermediate level can provide everything you truly need. There’s nothing that says you’re not a pro until you’re recording with one of these babies. That’s certainly not the case. If you can get the job done for a fraction of the cost without sacrificing quality, do it. 

Ultimately, jumping to this level depends on your voice. These microphones are each designed with specific styles and pitches of voice in mind. If you’re ready to treat yourself, keep on reading. 

 

  • Rode NT1-A

 

This is a super low-noise XLR microphone with a surprisingly rich sound. You’re getting a great bang for your buck at $220 because it comes with a shock mount and a pop filter, so you just need a mic stand and a recording system to get started! If you’re ready to really go pro and you’ve got a mixer/interface to hook it up to, this an awesome starting point. 

 

  • Electro-Voice R20

 

There’s a saying among the podcast community, “if you know an Electro-Voice fan- you’ll know!”. This microphone has a very loyal following, and for a good reason! They’re certainly among the contenders for best microphones in podcasting and the audio industry in general. We imagine the following is due to the rich tones, depth, and resonance this gorgeous piece of technology produces. There’s just something about it that produces a memorable recording. Now, these microphones aren’t cheap by any means but they’re world class and you’ll be able to justify the cost in no time. 

 

Dynamic Microphones vs Condenser Microphones for Podcasting

So we’ve talked a lot about dynamic microphones and condenser microphones versus so what’s the difference? 

If you want the extra level of depth to your podcast, it’s definitely worth focusing on a condenser microphone. There are certain situations where a condenser microphone is appropriate and some situations where it’s more trouble than it’s worth. They introduce a higher level of quality to your recordings, but you have to use them in the right context. Because of their sensitivity, condenser microphones tend to pick up a lot of background noise, meaning that you need a quiet recording environment. Typically, they tend to be more on the fragile side, so transporting them in a bag on a regular basis isn’t the best option. Condenser microphones need external power, too. This normally comes through a phantom power supply like a mixing desk, a digital recorder, or a battery in the microphone. Investing in a mixing desk or digital recorder is definitely the right move if you’re trying to take your podcast set up to the next level, but it’s not necessary for when you’re at the beginner or intermediate level.

The alternative is a Dynamic Microphone. They are essentially the opposite of a condenser microphone. They record a narrower range of frequencies, so sometimes they can sound a little less rich. They pick up less surrounding noise so you have to be close to the mic. Because of these features, they’re great in not-so-great recording environments like live events or noisy areas. 

The two factors that determine what microphone you should go for are: your recording environment and your budget. If you’re trying to take your podcast to the next level but you’re not sure where to start, give us a call at The AD Leaf at 321-255-0900. We’re here to help you grow.

Marketing Agency

5 Reasons To Hire A Marketing Agency VS An In-House Team

Posted on | by Nicholas Douty
Content Writing, Email Marketing, Graphic Design, IT Services, Marketing, Pay Per Click, Search Engine Optimization, Social Media, Website Design

Should you hire a Marketing Agency or build an in-house team?

In today’s digital landscape, there is no shortage of marketing options for businesses. From freelancers and marketing agencies to hiring your own in-house team, companies have more choices than ever before, specifically when it comes to online marketing. As your business grows, you will need to consider how your marketing will be handled, including whether to hire new employees and build an internal marketing team or empower your brand through a Marketing Agency.

While each has its own advantages, a full-service Marketing Agency provides substantial value to large, medium, and even small businesses. They strive to build cohesive and effective brands, put organizations in front of their customers and audience, and drive sales through awareness.

5 Reasons to Hire A Marketing Agency

1. Unparalleled Experience

Why piece together individual talents when you can hire an experienced Marketing Agency to handle everything for you? One of the major advantages of hiring a Marketing Agency is a professional experience. In fact, a good agency will have specific knowledge in a wide range of industries and markets, along with experience facing a diverse range of scenarios and challenges never encountered by many newer business owners. Having a knowledgeable and experienced staff at your side can produce immediate results for owners, helping to quickly get your marketing efforts off the ground.

2. Broader Skillsets

It can be difficult to locate suitable in-house employees with branding and marketing skills such as SEO and graphic design. By hiring a Marketing Agency, you’ll not only have the necessary tools to achieve your vision for success but a suite of creative services at your fingertips.

For example, a full-service Marketing Agency can assist clients in everything from rebranding their company image and website, developing their print and direct mail campaigns, and creating a social strategy to boost SEO and PPC campaigns. With a Marketing Agency, a client may choose to utilize one service or all them–whereas, with an in-house team, businesses are limited in what they can achieve.

3. Fresh Perspective & Inspiration

Another major advantage of hiring a Marketing Agency is a new perspective. A marketing team can help inject new life into marketing efforts, helping to identify unseen opportunities and enhance current campaigns. One example is social media marketing. With more companies looking to broaden their social reach through sites like Facebook, Instagram, and Twitter, a Marketing Agency can significantly enhance a brand’s approach to social media, including how they’re perceived by their audience.

4. Speed, Efficiency, and Consistency

As an up-and-coming business owner, you’ll be forced to wear several hats when getting your business off the ground. Generally speaking, this will almost include tackling aspects of the business you’re unfamiliar with, such as branding and digital marketing. With only so much time in the day, it’s important your marketing approach doesn’t suffer from time restraints or inexperience. Hiring a Marketing Agency can easily solve this dilemma.

5. More Affordable Than Hiring In-House

The cost of hiring and maintaining a team of in-house marketers can be very expensive. For smaller businesses, this expense may be too much to afford.
One of the more surprising benefits of hiring a Marketing Agency is cost-effectiveness. Along with providing a plethora of knowledge, experience, and skillset, a Marketing Agency is almost always more affordable compared to hiring a full-time marketing team. For example, after hiring a marketing manager, web designer, graphic designer, content writer, and social media manager, the total cost can reach upwards of multiple six figures a year! And that’s not even including the cost of employee benefits.

Marketing is the heart and soul of any business. At The AD Leaf, we’ve spent the last 25 years working with a diverse range of clients — from healthcare and technology to governmental, law enforcement and consumer goods — to perfect our approach to marketing, advertising, and branding. From strategic creative direction to engaging digital marketing, our extensive marketing team is here to handle every aspect of your business.

Want to enhance your content marketing? Looking to take your social media to the next step? Contact the team at The AD Leaf Marketing Firm and learn how you can grow with us today!

“Loretta”: Kicking Ads & Taking Names

Posted on | by Salem Peters
Content Writing, Marketing, Pay Per Click, Social Media

We’ve all seen it.

The tear-jerker ad released by Google during this year’s Super Bowl commercial ad space.

This ad by Google depicts the voice of an elderly gentleman using Google to remind himself about his late wife, Loretta. This ad was also inspired by a real person, a Google employee’s grandfather. As the commercial begins, it avoids much of what Super Bowl ads are known for. Comedic humor. Celebrity faces. Nostalgic flashbacks. With so many of these pop-culture references and heavy emphasis on humor, each company and advertising agency has one of the most competitive niche ad spaces to fight over. And with a 5 million dollar price tag for a 30-second commercial space, the competition and drive to stand out becomes even more daunting.

To be fair, there were so many ads that were incredibly well-done and clear in their communication. From the Cheetos commercial with MC Hammer dancing in those…pants, to the dog that was the survivor of heart cancer, to the loveable Ellen ad showcasing life before Alexa, the lineup was chock-full of heavy hitters in the marketing space. Then there’s this Loretta ad that had us holding back tears and smiling without even trying.

The commercial opens with slow typing on a familiar Google search browser. The typing was the immediate initial stand-out element. It was slow, more intentional. Before a male voice could be heard I knew this was going to be potentially an elderly person behind the keyboard. Then the words “How to not forget” are seen, typed into the search bar. The stringed music begins to play, creating a somber ambiance. As the commercial continues, you can feel both sadness, but not mourning; a relatable “human-ess” but also a hope for one’s own life.

Then we hear an elderly man asking Google Assistant to help him remember different aspects of his wife, Loretta. It takes a moment to realize, but the more you watch you begin to realize that Loretta is the man’s wife, and she is unfortunately no longer with him. The commercial is of an obviously kind and warm widower who is using Google to help him remember things of a woman he loves but is no longer there with him.

As you continue to watch you see slideshow and videos that are obviously taken from a real individual from a real marriage and a real life. This is so important because if this was done any other way, an ad like this (which is already a big risk due to the nature of the ad) could be seen as insensitive, manipulative, and morbidly crass. But as you watch you see over and over pictures and videos of a real couple, happy and in love. Google is right there, helping this man remember Loretta’s favorite foods, how she liked going to Alaska, and how she hated his mustache he grew one time. Heart-warming doesn’t even begin to describe all the feels we feel watching this!

“Remember, don’t miss me too much, and get out of the dang house.”

Here we see that she truly is gone, but we also see a beautiful snippet of her relationship towards him, not just his towards her. It alludes to a moment he had with his wife, probably one of the last. Google helps with the heart-string tugging here by including the last little note from Loretta that said, “…and get out of the dang house’ helping the viewers navigate this sad topic with life and humor. The commercial ends with us hearing a human voice, the voice of the widower, and a door opening as he leaves the house with his dog, ending on a beautiful, real note.

Google’s “Loretta” ad embarks on a risky balancing act of sadness and joy, life and loss…and does it beautifully. Check out these stats from the data-driven video marketing agency, Unruly:

“Loretta” earned an EQ score of 6.5 thanks in large part to its large emotional impact. Nearly half (49%) of viewers had an intense emotional reaction to the ad. It was a 58% more intense reaction than the average U.S. ad and the highest of any of the 40 Super Bowl ads tested by Unruly. According to the company, “Loretta” was nearly twice as likely to make viewers smile, almost four times more heart-warming and 12 times more sad than the average U.S. ad.
The emotional reaction also seemed to translate to brand impact, leading to the highest brand favorability of any of the Super Bowl ads Unruly. Nearly half (49%) of all viewers reported a favorable view of the brand, compared to a U.S. average of 37%. What’s more—46% of viewers also reported purchase intent, with 47% saying they were willing to find out more about the brand.

“The Super Bowl is traditionally the chance for advertisers to bring home the laughs, yet two of the top three ads leaned heavily on more serious emotions. Google’s ‘Loretta’ ad had the highest score for sadness in the top 10 and both Google and New York Life Insurance had some of the highest scores for warmth at 32% and 26%, respectively,”
The data and the results shine a burning spotlight on one (there are obviously many more) glaringly important fact when it comes to marketing: In order to win big, you must risk big.

When I say risk, I mean to dare to take the road that others aren’t taking. Google did it perfectly in this ad because they counted on seeing the same trend of humor and nostalgic ads, all clamoring for a spot as top dog (Speaking of the dog, the other ad in the top 3 tier was about the dog who had heart surgery!). Google specifically and deliberately swam against the proverbial current by taking not the humorous and nostalgic road which is always a safe choice that “works”, but by daring to forge a new path by sewing themselves into your lives through appealing to something that binds every person together: Love. Google was making a simple and yet incredibly effective claim that we need Google for the most important things in our lives.

In order to win big, you must risk big. Sure, you can spend too much money on a 30-second ad space to create something brilliant, funny, and feel-good. Most of the ads we viewed and analyzed were indeed incredibly well thought out. But what about making something memorable? By appealing to different emotions than the typical niche space of the Super Bowl ad space, Google dared to be an outlier.

This is why Google’s Loretta is brilliant marketing. It perfectly goes against the trend by taking big risks in appealing to unusual emotions, while implying that we need Google for life’s most beautiful things.

And won.

Is your business ready to take the road less traveled and make something not only great but memorable? Consider partnering with us at The AD Leaf and let’s start kicking ads and taking names together. Call 321-255-0900 today.

SEO Specialists

What’s Going On With Google’s New Featured Snippet Update?

Posted on | by Francisca Ali
Marketing, Search Engine Optimization

Google had released a significant update for featured snippets on January 22, 2020. This overall update affects the first page of search results, and the organic traffic following featured snippets. However, what exactly happened and how will this affect search engine optimization (SEO)?

In the past, Google used to give any ranked URL two spots on their search engine results pages, which are also called SERPs. This would occur when a URL was ranked with a featured snippet, which is also called position zero as it would appear ranked above position one on any average search result. However, this no longer occurs with Google’s newest update on featured snippets. In fact, if a URL shows up as a featured snippet, Google will no longer duplicate and show the URL on any position past position zero. This entire procress is called deduplication, which is when Google removes duplicated URLs from SERPs containing featured snippets.

Google’s SearchLiaison posted the following facts about deduplication on Twitter:

 

Performance reports will not change at all as a result of deduplication, as Google SearchLiaison had explained. Basically, if a site loses position one of organic search but is still a featured snippet, it will still be considered rank one on any performance report.

However, how will this update affect any SEO efforts overall?

SeoClarity conducted some research to see how search ranking has been affected. Prior to the final update, the research revealed that 28% of duplicate listings appeared in the search results’ second position to any featured snippet. In addition, the following graph reveals that the ranking positions of the duplicate listing for about 250,000 keywords that had been found on featured snippets:

Google’s Featured Snippet Changes & Impact on Organic Traffic [STUDY]

 

However, now that sites on featured snippets have been deduplicated the first page of search results, SEO specialists and site owners are wondering how organic traffic and SEO will be affected overall. Luckily, with seoClarity’s study of traffic, they have found that traffic has been consistent from the lat 14 days to the final implementation of the Featured Snippet Update (from approximately January 10, 2020 to January 23, 2020). So, SEO specialists and site owners can relax as there is no significant change.

This is a good sign so far for all those who are concerned. Yet, it will be interesting to see if Google implements any changes relating to this situation, over the upcoming months. Be sure to contact The AD Leaf Marketing Firm for more information on the services our SEO specialists provide.

How TikTok is Taking Over and What This Means for Digital Marketing

Posted on | by Elisabeth Herold
Marketing, Social Media

Social media is constantly changing with new platforms coming in and rising in popularity every year. TikTok is one of these new social media platforms, and it’s one of the most popular networks of 2019. TikTok is currently the world’s most downloaded app, and its popularity is only expected to grow. For those of you still in the dark about this new social platform, TikTok is a video sharing app that allows its users to share 15-second videos that could be funny, artistic, musical in nature, dancing, and more. The app originally gained popularity with high schoolers and middle schoolers. It was originally founded in China, but in 2017 it made its way to the U.S. bringing major changes to the social networking world as well as pop culture. In 2018, TikTok broke records by achieving 100 million downloads just within the first half of the year. 

With every new social platform that gains popularity, digital marketers have to consider the possibility of marketing on that platform. The quicker marketers utilize platforms such as TikTok, the faster they can get ahead of the competition and potentially gain popularity for their company or companies on that network. Some companies like Chipotle have already hopped on the TikTok train by creating “challenges” on the platform for their customers to do. One of these challenges was having people dance for free guacamole in honor of National Avocado Day. To get the free guacamole, customers had to post a video of them dancing on the app with the hashtag #GuacDance. Chipotle was the first restaurant chain to partner with TikTok in the U.S. Its first challenge was in May of 2019, and it resulted in Chipotle’s highest digital sales day. Stephanie Purdue, vp of brand marketing for Chipotle, says about the company’s arrival on Tik Tok, “Our digital sales have grown significantly — we’re up 99% versus last year — and they now represent about 18% of our sales. Half of our customer base is Gen-Z and millennial, so it’s important for us to show up where they are. We really like being in unexpected and uncluttered spaces, and we felt like TikTok was one of them.” Chipotle plans to continue pursuing the market on this platform, and it also plans to significantly increase its digital marketing budget in the hopes of reaching more and more social networking users.

Starting TikTok with your company can help to maintain consistent communication with your customers which can help your company reap social and financial benefits. Almost half of all Gen-Zers are online for more than 10 hours a day which means leaving popular social networks like TikTok out of your marketing plan could be preventing you from reaching an audience that could be an important part of your consumer market. TikTok may not work for all companies depending on what demographic you are trying to reach, but understanding the platforms your customers follow is an essential part of business strategy and digital marketing. Breaking into the market on those platforms can allow greater communication between customers and the company and increase social growth overall.

If you are trying to figure out which social media platforms are best for you, we, at the Ad Leaf, can help. We are proud to say we know all the ins and outs of the digital marketing world. We make it our priority to find the best social networks to fit your business and to fit your customers. Let us help you navigate the difficult world of digital marketing. To schedule your consultation today, please call us at (321) 255-0900.

The Pertinence of Personalization

Posted on | by Shannon Sullivan
Marketing, Social Media

In real estate, “location, location, location” is often the key phrase that goes around but in 2020’s social media marketing environment it’s “personalization, personalization, personalization!” From what types of content you’re posting on particular platforms, right down to what the copy in that content is saying, gone are the days of a “one size fits all” type of campaign. A generalized campaign often shows a lack of thought in a time when people statistically want their brands to come off as more authentic and intentional in their marketing and products alike. 

To start off, let’s talk about content and demographics. The people actively using Facebook are likely not the same ones trying to go viral on TikTok, and the people looking at pictures on Instagram are usually not the same ones posting jokes and rants on Twitter. There’s overlap, of course, but overall who you’re talking to will vary greatly (think about your grandma being Facebook and your niece or nephew being Instagram– you don’t talk to them the same way). That’s why it’s important to make sure you’re posting relevant content to relevant people. Twitter may love that meme format, but will Facebook? Maybe not! Each potential customer is just as important, however. 

So you’ve got what platform works with what potential customer, but what about gaining followers? Responding to questions? Providing additional content? Social media doesn’t sleep! People, particularly young ones, can spot a bot or a generic response a mile away and it’s a major turnoff that can lose you customers in the long run. Your social media is the face of your company and you need to be sure you’re coming off as authentic and caring as possible. Whether responding to something good or bad, each and every interaction with your customers is something they will remember, even if you don’t. Taking time for a thoughtful response can go a long way. 

Personalization not only benefits the customer, it’s a great way to show off the personality and voice of your company! Take Wendy’s for instance. There are countless fast food options to choose from, so it’s no easy task to make yourself stand out, even for a classic company everyone knows. Their Twitter has been a massive success and an excellent example of social media done right. Whether it’s joining in on trending memes, searching for conversations to join in on, or responding to both bad Wendy’s food experiences and good, they make you feel like they’re more than a corporation in a stuffy board room. 

Not even social media ads themselves are safe from personalization. Sure, you can advertise to the people who follow you or two who you think your audience is, but what about those “almost” customers? If you’re anything like me, you’ve gone to a website, looked around, maybe even put some items in your cart before thinking better of it or running out of time, closing the tab and moving on. Targeting those people and providing them with more information about the product or service they were looking at is an awesome way to reel those people and convert them from visitors to paying customers. 

I’ve talked about personalization at a high-level today but it’s really quite a complicated topic that could have its own class taught. You don’t have the time to learn the ins and outs of social media, nor should you be expected to. When it comes down to it, keeping all of your audiences and all of the strategies used to reach them is a lot to keep track of. You’re the expert in your field, allow us to show off our expertise by handling your social media marketing campaign! For more information, call us at 321-255-0900.

Is Your Video Worth More Than A Thousand Words?

Posted on | by Nicholas Crandall
Marketing, Social Media

Everyone is familiar with the old saying “A picture is worth 1000 words.” While that is obvious, it raises the question how many words is a video worth then? A video can accomplish many things that a picture cannot on social media, especially with marketing. A video can provide more information as well as portray a message much more effectively than a picture can. Videos also get more than double the reach and views and tend to be remembered much easier than a picture would. According to Wyzowl.com around 100 million hours of video are watched each day on Facebook. With that being said, In 2020 it is crucial to use videos with your social media platforms. How are videos being implemented across social media? Let’s take a look at five major social platforms where video content is making a splash.

On Facebook

Of the 84 percent of marketers who have published video content on Facebook, 85 percent found it to be an effective strategy. The reason is that videos are engaging and are extremely easy to access on this platform. On Facebook, videos that are posted on your newsfeed automatically play as you scroll through your feed which is very convenient for users. The ability to share videos with just one click has made many videos go viral and be seen by many users very quickly. Facebook also has utilized the Facebook live option for videos that are happening in the moment allowing users to engage with the video creator as they are filming the video and streaming onto Facebook. For videos under 10 seconds, the Facebook stories option has been very successful for getting views as well as an additional way to post videos. Videos over 10 seconds tend to get the most engagement and views when viewed as a post. Another important thing to take into consideration when posting a video on Facebook is that 85% of users watch videos with the volume off. When people view videos their main focus is the imagery, not the sound. Going forward when creating videos use powerful visuals or footage that doesn’t rely upon sound to get the message across. Facebook ads containing videos also have revolutionized advertising on Facebook allowing marketers to see specific video analytics such as viewer demographics, views, and reach that cannot be obtained from an advertisement using a picture.

On Instagram

Over the past few years, Instagram has become much more video-friendly. According to wyzowl.com “Of the 51 percent of marketers who have used Instagram video, 88 percent found it to be an effective strategy.” This is even higher than Facebook which is the leading social media platform. This because while Facebook’s core focus is a combination of captions, pictures, and videos, Instagram places most of the emphasis on pictures and video. Videos under 60 seconds are the best with this platform. Short videos under 10 seconds can be featured on Instagram stories while videos under 60 seconds can be seen in your news feed. For videos longer than one minute, Instagram TV is the best method of posting and allows users to see a preview of the video as well as the whole video. Instagram TV also allows the content creator to see specific insights into video analytics such as views, and dropoff rates throughout the video. Similar to Facebook, Instagram live videos have gained popularity allowing users to watch and engage with the video as it is streaming live.

On Twitter

While Twitter is mainly used for quick tweets and messages, videos also have a strong presence on the platform. On Twitter, a video Tweet is six times more likely to be retweeted than a photo Tweet. Videos that get the most engagement and views on Twitter are ones that are brief but give a small explanation of the video or a preview into what the video is about in the caption. According to Nielsen, “Twitter video is two times more memorable than other premium platforms.” This can be attributed to the fact that Twitter doesn’t allow videos longer than 140 seconds to be posted. Of the 45 percent of marketers surveyed who have published video content on Twitter, 71 percent have found it to be an effective strategy. While this number isn’t as high as Facebook and Instagram, videos are still the best way to market on Twitter. 

On LinkedIn

LinkedIn is one of the quickest growing social media platforms but it is usually not associated with pictures or videos like other social media platforms. However, video popularity is on the rise for this platform with videos being an effective way to promote businesses as well as business professionals. Videos on LinkedIn are commonly used to highlight business successes, events or promote new technology, products, etc. Time limits are much less specific on LinkedIn with a 10-minute video limit. 57% of LinkedIn engagement is via the mobile app which means attention spans will be much less than being viewed on a desktop. Shorter videos with subtitles tend to do best on this platform as they are most likely viewed with the sound off. When posting videos on LinkedIn always make sure that the video is professional and relevant. Uninformative or off-topic videos are not seen as business-relevant which will lead to fewer views and engagement. 

On Pinterest

While videos aren’t as common on Pinterest compared to other social media platforms, they are very useful in driving users to your website. In order to post videos on Pinterest you will need a Pinterest business account instead of a personal account. When video pins are posted they don’t automatically play, however, when they are clicked on the video plays. One thing that Pinterest does that other social media platforms haven’t been able to achieve as well is driving traffic from videos directly to the website. This is an effective marketing tool that is especially useful for users looking to sell products or services that can be ordered online. Another advantage that users have with video pins is the thumbnail option which allows users to see the image that shows on the pin before it is watched. Pinterest video pins must be 4 – 30 seconds in length with a recommended time of 6 – 20 seconds to get the most views and engagements. Keywords have also allowed videos to be targeted to specific audience demographics and interests allowing for more relevant and targeted views on video pins.

While a picture is worth 1000 words, a video is worth much more in the world of social media. We know the best practices and rules for crafting the perfect videos for social media to boost your business. Give us a call to get started! (321)-255-0900.

Website Development

6 Advantages of Responsive Website Design & Website Development

Posted on | by Francisca Ali
Marketing, Website Design

Responsive website design basically implies making sites that can adjust to the size of the guest’s device. The objective for great website development is for content to render to a certain size, relying upon the device or screen size with the goal that visitors have an optimal experience with a website, no matter where they may try to view it.

The idea has existed for quite a long time. However, website development engineers started really perceiving the advantages of responsive website designs during the mid-2000s as more buyers began utilizing smart cell phones. Today, more clients get to the web with cell phones than with customary workstations or work areas, so the field keeps on developing. Organizations with sites that don’t take into account mobile clients are going terminated. To contact a more extensive crowd of potential clients, organizations must grasp the advantages of responsive website architecture. Essentially, it is an idea that every single working engineer must comprehend.

The Main 6 Advantages of Responsive Website Design & Website Development 

Responsive website design benefits clients in the accompanying ways:

Increased Mobile Traffic

The greater part of traffic to top sites in the U.S. originated from cell phones in 2015. Along these lines, it’s undeniably significant for organizations to have sites that render appropriately on littler screens with the goal that clients don’t experience twisted pictures or experience a problematic site design. While a few organizations still decide to have a different rendition of their site for mobile clients, responsive structure is turning into the standard since it offers more prominent adaptability at lower improvement costs.

Improved SEO

Responsive website architecture is turning out to be as essential to site improvement as quality substance. More grounded backlinks and better bounce rates convert into higher hunt rankings, however there’s an extra SEO advantage for mobile streamlined devices. Having a solitary responsive site instead of isolated work area and mobile forms keeps away from the issue of copy content, which can negatively affect your search positioning.

Lower Maintenance Needs and Costs

Keeping up a different mobile site needs extra testing and help. Interestingly, the procedure of responsive structure utilizes a variety of testing methods to guarantee ideal format on each screen. Having separate work area and mobile devices additionally requires two substance techniques, two regulatory interfaces and conceivably two structure groups. Responsive structure’s “one size fits all” approach implies less cerebral pain for designers, entrepreneurs, and shoppers. Investing less energy in upkeep additionally saves time to concentrate on increasingly significant things like advertising and substance creation.

Faster Loading Times and Pages

Versatile clients specifically have limited capacity to focus. Studies show that versatile guests will in general desert site pages that take longer than three seconds to get done with loading. On the off chance that a site isn’t upgraded for cell phones and tablets, it will likewise set aside more effort to explore, which can disappoint clients to a point of no arrival. Guaranteeing that your responsive site utilizes present day execution methods, for example, storing and responsive picture show will help improve your website page’s loading speed.

Higher Conversion Rates

Bringing down your bounce rate is just 50% of the fight. Making a steady client experience over all gadgets is critical to changing over new clients. At the point when clients are choosing whether or not to buy in to an assistance, they would prefer not to be diverted to gadget explicit sites in light of the fact that the procedure regularly takes longer. Having a solitary secure site that looks proficient on all stages makes clients more averse to get baffled or go to a contender.

Lower Bounce Rates

A responsive and enhanced mobile site gives a vastly improved experience for the guest. Thusly, almost certainly, they’ll stay for a more extended time frame and investigate various zones of your site. On the other hand, if your site isn’t responsive, it is a lot harder to keep the guest on the following website and hence almost certain that they’ll bounce off the site.

Simpler Analytics Reports

Realizing where traffic is coming from and how clients cooperate with your site is important to make educated upgrades. Dealing with various renditions of a site expects engineers to follow clients’ voyages through numerous transformation ways, channels, and diverts. Having a solitary responsive site incredibly rearranges the checking procedure. Google Analytics and comparative devices currently oblige responsive sites by gathering following and investigation into a solitary report with the goal that you can perceive how your substance is performing on various gadgets.

 

To learn more about our services relating to website development in Melbourne FL, be sure to contact us either by phone or email! 

Facebook Ads: 4 Best Practices

Posted on | by Salem Peters
Marketing, Social Media

 

Working in social media marketing, there are so many constantly changing variables to keep track of. For some, this is why they love marketing. For others, this is a point of frustration. Personally, I love the ever-changing landscape that is social media marketing. Daily it feels like there is something new to discover and (inevitably) some new challenge to conquer.

A brand standard is non-negotiable. This is a concrete value or practice within your brand or agency. For example: Daily we show up here at The AD Leaf at 8:00 am. This is a company-wide standard. 

A best practice could be the different routes we all take to get here at that set time. One day it may be that I take US 1. A colleague of mine may take a different road depending on traffic. The start of the workday is set. But the way to get to work may change depending on a plethora of variables. This is what the best practice is like.

This changing landscape is something to keep up with as we mentioned above. How do best practices fit within creating Facebook ads? Below are 4 best practices that we perform (at least for now) when creating Facebook ads. Contemplate these for taking your ad strategy to the next level.

#1 Your Facebook ad must be visual.

2020 marketing predictions show that social media is only going to become more…well, social. This means that there are going to be more image-based interactions, especially within branding and product search with areas such as eCommerce. In order for you to keep up with the times, your Facebook ad must be visually compelling. Having a visually engaging Facebook will cause the Facebook algorithm to treat your ad more favorably. Have you heard of the old saying, “Don’t judge a book by its cover”? Unfortunately, the Facebook algorithm (and honestly, the majority of the social media niche) didn’t get this memo. To stand out and be memorable, you have to have a visually compelling image. This will cause Facebook to not only treat your ad more favorably, but your ad will also be more likely remembered and shared across platforms. 

#2 Your Facebook ad must be relevant.

The success of your Facebook ad strategy hinges greatly on not only the visual potency of the ad but also the relevance of the ad. How relevant is the ad with your target audience? This is huge. You wouldn’t want to create an ad for artic snow parkas and marketing it all the way down south in Palm Bay, Florida! Not only that, but you want to place the ad before not only the right audience but the right intentions of your audience. This is critical, as you are spending time and money and need to ensure the ad you are running gets in front of the right people with the right intentions. 

#3 Your Facebook ad must be enticing. 

What makes your ad different than any other? Why should your viewer click on your ad to view more? Why should they visit your website? These are great questions to create a great, enticing ad. You should compose it in a way that is believable. For example, saying something like “Get a free roof today!” isn’t believable to me. I would read that and think it was a scam. But if a company was upfront with me I would trust them more and be more willing to click on their ad. If it read something like this I would definitely stop to find out more: “Did you know that going solar can get you a new roof in the process? Contact us today to learn how this happens at no cost to you!” When I read that, I see how this could be possible, and I don’t feel trapped by the transparency of the ad. 

#4 Your Facebook ad must have a clear call-to-action.

As stated above with the second free roof example, I ended it with “contact us today to learn how!” Your ad needs to cause your viewer to finally do something with your ad. Imagine this process as a link in a chain: each one builds upon one another for a specific and intended outcome. I saw a huge increase in getting leads when I pushed past my personal apprehension to asking the viewer to do something with the ad. When I began saying things like “Go here to get 20% off” or “Click the link below to get a FREE quote” I started seeing great conversion rates. It’s always helpful to create a sense of urgency with your call-to-action. What problem are you solving for the audience? In our scenario, we are providing a service by making it known to new homeowners that they have a way to get a free roof when getting solar panels installed. So what problem are you solving with your clients? Let that be the motivator for creating a great call-to-action.

Great! We hope that these Facebook best practices will help create the links in the chain creating greater conversion rates for your Facebook ads! These are great best practices to help take your Facebook ad strategy to the next level. Looking to take your brand to the next level? We at The AD Leaf would love to work with you by creating cutting edge, smart marketing campaigns to help you and your business prosper. Call us today to begin.

Digital Marketing in Melbourne FL

Digital Marketing Trends To Look For In 2020

Posted on | by Nicholas Douty
Content Writing, Marketing, Pay Per Click, Search Engine Optimization, Social Media

Digital Marketing in Melbourne FL Trends For 2020

As we approach the end of the year, it’s a great time to look ahead at where we’re going and the marketing trends we’re likely to see more of in 2020. Just in the last decade, Digital Marketing in Melbourne FL has evolved so much on a strategic level so let’s dive into some more detail of the specific trends to look out for.

Technology continues to advance at a very rapid pace, so of course, some of these trends will be focused around technology. However, there’s also a pushback against the increased digitization and automation of interactions between brands and consumers, and a desire to make marketing more human again.

While technologies such as AI and data-driven marketing will certainly be big trends for 2020, the overarching focus will be on people, not technology.

Here is a list of the top 8 Digital Marketing in Melbourne FL we’re likely to see:

Customer Experience

2020 is predicted to be the year of the customer. There are massive shifts in beliefs about what marketing actually is. It’s no longer about trying to convince people to buy from or work with your company, it’s moved towards providing fantastic customer experiences that will keep people coming back for more and bringing their friends and family next time. In a sense, when you focus on building a positive business culture and providing a great service to your customers, the marketing seems to almost take care of itself.

The growth of online content has also given consumers much more power than 10 years ago. They are no longer a passive party when it comes to learning about products. They’re going out and doing their own research about your products/services, not waiting to be force-fed information.

This means you have to offer them something more than information.

Customer Experience has become a pretty popular word recently and this is not because it is some quick to leave trend. 73% of people say that customer experience is an important factor in their buying decisions, but currently, only 49% of US consumers say that today’s companies provide a good experience.

What exactly makes a great Customer Experience? Efficiency, convenience, knowledgeable and friendly service, and easy payment options are what people value most in their customer experience. But aspects more traditionally considered as marketing’s domain are cited too: up-to-date technology, personalization, and easy mobile experience, brand image, and design all add up to the overall customer experience.

Strategic Marketing Transformation

When you’re reading about up-and-coming trends in an article like this, it’s all too easy to think that being successful in marketing can be simplified to following a list of best practices and making sure you’re using the latest techniques and technology.

The business of marketing is becoming increasingly complex. For companies to succeed in 2020, they’ll have to think beyond what they’re doing and link everything back to the why of the business as a whole. Your marketing goals and objectives must align with the overall goals of your business.

Strategic marketing transformation is the term used to describe the process when a business operating without a strategic marketing plan evolves by changing its fundamental business processes and procedures.

Undergoing a marketing transformation can help companies to improve customer service and experience, boost brand awareness and reputation, and ultimately increase revenue and profits.

Businesses achieve these benefits through a combination of data collection, using modern technology, building customer relationships and engaging with customers online, publishing quality content, and improving their online presence. All of these things are part of the underlying strategy that influences every department and employee in the company, not just the marketers.

Your strategic marketing plan defines goals and determines which Digital Marketing in Melbourne FL tactics you will employ to reach your customers including content marketing, SEO, email marketing, social media, advertising, and offline marketing. It then lays out a plan for how every part of the organization will be involved in these tactics.

To put it simply, the marketing strategy is no longer only the responsibility of the chief marketer or CMO. Strategic marketing transformation recognizes this and ensures that the brand, company reputation, customer relationships, and customer experience as a whole are considered in every business activity.

Personalization

Increased data collection and advancements in technology have already had a huge impact on the level of personalization that is possible and on what consumers expect from their interactions with brands.

Today’s consumers are flooded with marketing messages from multiple channels to the point where they have started to tune them out. Traditional advertising is losing its effectiveness, so what’s the answer? Personalized marketing messages that forge a real connection between the brand and the target market.

80% of consumers now say that they’d be more likely to do business with a brand that provides a personalized experience.

For example, in the 2002 movie Minority Report, the character John Anderton, played by Tom Cruise, is bombarded by a series of personalized ads calling him by name as he walks through the city. This was obviously complete science fiction at the time, but not quite two decades later, reality has almost caught up with the marketing future of Stephen Spielberg’s imagination.

Marketing personalization is no longer limited to automatically changing the name of the person you’re addressing in your email newsletters. Improvements in technology such as AI combined with increased data collection and insights from social media and other sources have made it possible and easy to hyper-personalize everything from content to design to product recommendations and everything in-between.

SERP (Search Engine Results Pages) Position Zero & Featured Snippets

SEO will continue to be an important aspect of Digital Marketing in Melbourne FL as we move into 2020, but we’re now seeing one of the most major shifts in the SEO industry in the last decade.

With the growth of mobile and voice search, people are changing the way they use search engines like Google. Being number one in the search engine result pages or SERPS is no longer necessarily the primary goal your business should be aiming for.

You’ve probably noticed your own search and browsing behavior has changed in the last few years due to Google changes and the fact that you’re looking for the fastest information when you’re on the move.

Featured snippets and other “on SERP” information means that you don’t need to click through to a website to get the information you’re looking for anymore – it’s right there on the Google search results page.

This on-SERP information may appear in various places, but the most sought after position is right at the top of the page, before the organic listings. This position has been dubbed “position zero”. As it’s often the only information that a searcher will view, it’s highly coveted. Over 60% of search results returned by Google are now position zero search results.

Brands are still trying to figure out how to achieve position zero as it requires different SEO techniques than those employed for a normal listing in the SERPs. If you can be the first in your industry to get there, you’ll have a huge advantage over your competitors. So expect to see more SEO companies offering this service over the next year, and pay attention to the latest best practices for optimizing your content.

AI/automation

Will 2020 be the year of the rise of the robots? Maybe! Just hopefully not the type from iRobot or Terminator!

AI is one of the major technologies behind voice search and smart assistants. It’s also made chatbots possible, which are now popping up on more websites than ever before.

AI technology and automation are helping to take some of the grunt work out of marketing so brands can concentrate on strategy and crafting a fantastic customer experience.

Remember, the human aspect of marketing is still important (and really more important than ever before), so the idea is to use this technology to enhance your marketing efforts, not replace the real people behind them.

Big data, supported by AI and predictive analytics, is also helping brands to learn more about their audience and customers. It’s enabling hyper-personalization of customer experiences and marketing messages at scale.

Voice Search

Voice search shows no sign of slowing down and will continue to be a major influence on how brands create content and market themselves online.

We’re not quite at the commonly cited prediction that 50% of searches will be driven by voice in 2020 (we’re currently sitting at about 20% according to Google), but this statistic is probably not that far in the future. The smart speaker business is booming, with around a quarter of US households now owning a Google Home, Amazon Echo, or another smart speaker.

Consumers are also expecting to use voice search more in the near future – 61% of those aged 25–64 who already use a voice device intend to use it more in the future according to research by PwC.

Voice search brings with it new challenges but also exciting opportunities. Tequila brand Patròn is an example of a company that’s seen huge success from using branded skills. Smart speaker users can ask their digital assistant to “ask Patròn for a cocktail recipe.” This not only helps to increase brand awareness and visibility, but it also enables users to buy the product directly from the recipe results.

Even if your brand isn’t ready for smart speaker advertising, it’s important that your content is optimized for voice search. Voice searchers use search differently. They use longer, more conversational queries, so slanting your content to serve these queries, as well as answering questions directly, can help to make it more visible to voice searches. This has the added bonus of making your content more likely to be picked up as a featured snippet or found on position zero on Google.

Focus on Customer Retention and Loyalty / Customer Advocacy

A huge part of providing a great customer experience is making sure that CX is ongoing and focused on keeping your existing customers, rather than just attracting new ones.

Recurring customers are more valuable than new customers. It costs five times as much to attract a new customer as it does to keep a new one, so it’s definitely worth putting in the effort to keep your customers happy.

Loyal customers also help to increase the reputation and awareness of your brand as they’ll talk about your company and products with their friends and family. Happy customers make great (and free!) brand ambassadors and influencers.

Many of the above-mentioned trends and technology can be helpful for increasing customer retention rates. Personalization, for example, is certainly expected from your existing customers if not your new ones, and it gets easier to personalize communications the more interactions someone has with your brand.

Be Ready for 2020

Now is the time to start planning your 2020 marketing strategy if you haven’t already. Make sure you start the New Year with a clear plan of your goals and how you’re going to achieve them.

We can’t really call it a trend, but it goes without saying that content marketing will continue to dominate the digital marketing landscape in 2020. Most of these trends rely on content in some way. To have success in them you’ll need to have a solid base of quality content across all your marketing channels.

If you are ready to get more traffic to your site with quality content that’s consistently published, contact The AD Leaf Marketing Firm by filling out the form or giving us a call today! Get ahead of the curve to generate more traffic and leads for your business by taking advantage of all Digital Marketing in Melbourne FL trends.