Industry Focus for Friday, July 8, 2022
Every week, we distill the latest marketing news down into five top stories that you need to know. And we don’t just do it for our blog! Staying updated on what’s going on in the industry makes us one of the most agile and adaptable digital marketing agencies serving clients nationwide.
We’re always thinking about how we can optimize and improve our clients’ campaigns – and this week, we focused on paid media and strategy. Take a look!
“Why You Should Invest in Branded Keywords Even If Your Company Ranks #1 on Google” by Anthony Tedesco in Search Engine Land
Even if you’re at the top-of-page for brand searches, your business still needs to include branded keywords in your paid search ad strategy. Not only do you get better pricing on these branded keywords, but you also stay ahead of your competitors, who are likely using the same keywords to attract more people to them. In short, if you want to maintain your SERP authority, you have to pay for branded keywords.
-Submitted by Nicole Grazier, Associate Digital Copywriter
“Should Brands Keep Advertising Through a Recession?” by Alyssa Meyers in Marketing Brew
It’s a common question with an easy answer: yes. Continuing to advertise gives your brand a competitive edge. The 2008 recession illustrated how; financial and auto brands who made large cuts to their ad spending saw a drop in their net sentiment – meaning they were no longer top-of-mind in their industries. Similar incidents occurred during the height of the coronavirus pandemic, too. What did we learn? Don’t lose out on brand awareness – an economic downturn isn’t forever.
-Submitted by Joyce Wong, Project Manager
“Adaptability: The New Competitive Advantage in SEO” by Holly Miller Anderson in Search Engine Land
When brands don’t adapt, they lose credibility with consumers. Failure to adapt to changing markets and shifts in search intent is just one type of “dinosaur brand behavior.” Agile thinking and change management in strategy, tactics, collaboration, and data within search engine optimization helps build brand awareness – and keeps you in the SERPs.
-Submitted by Brandon Tietz, Senior Digital Copywriter
“5 Pro Tricks to Improve Your B2B LinkedIn Marketing Campaigns,” by Sean Johnston in Search Engine Journal
If you’re marketing your business to other businesses, you have to use LinkedIn. The tools that this professional social media platform uses to help you collect data on your campaigns include Campaign Groups, Company Matched Audiences, Company Engagement Reports, and lead generation forms.
-Submitted by Marilee Rodgers, Social Media Manager
“How to Write Subheadings That Hook (and Re-Hook) Your Readers,” by Pamela Wilson in Copyblogger
Think of blog subheadings as signposts that lead your reader through your content. Writing them the right way helps skimmers find what they need, and engaging subheads “sell” sections of your blog post to keep readers engaged. Highlighting the knowledge included in each section informs and intrigues – and that’s exactly the kind of web content you want!
-Submitted by Leon Edwards Jr., Digital Copywriter
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