MARKETING
How Social Media Trends Can Influence Your SEO
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Whether it’s participating in the latest challenge, using a trending TikTok sound, or putting your own spin on a viral recipe, we all know social media trends provide a great opportunity to spread brand awareness and grow your brand’s social media following. But they can also be utilized to boost search engine results, driving traffic and sales to your website.
If taking advantage of social media trends in one way or another isn’t a part of your brand’s digital marketing strategy just yet, read on. This article will show why it’s important to jump on board and provide you with a list of actionable steps to ace the game.
Examples of search results influenced by social media trends
If we compile a list of social media trends from the last couple of years and search for their related terms on Google Trends, we can spot a recurring pattern — search results for related terms increasing at the time of their social media trends going viral. Let’s take a look at a few examples.
Little Moons
@melika_zaidi Omg look how many flavours! #littlemoons #LetsGetBackOnTrack #mochi #littlemoonsmochi #foodie #foodreview ♬ Butter – 방탄소년단 (BTS)
Little Moons mochi ice cream has been around for over a decade, but it wasn’t until January 2021 that their popularity truly exploded. All thanks to an organic, mid-lockdown viral trend prompted by a couple of TikTok creators.
It snowballed into thousands of Little Moons-themed TikTok videos of people searching for and trying their products, which ended up generating over 500 million views. Little Moons became the most sought-after ice cream in the UK, with their sales skyrocketing by 2,000%. At the height of the virality, product, brand, related unbranded, as well as retail searches on Google have increased drastically too, as seen below.
The significant drop in searches after the initial spike indicates that the trend has eventually died out, which is a consequence of social media content – viral or not – having a short shelf life. Brands can keep the momentum going by tapping into influencer marketing themselves, starting new trends and reaching new audiences.
Emily Mariko’s salmon rice
@emilymariko Best lunch of the week!
Another great example is Emily Mariko, a food and lifestyle content creator, whose leftover salmon rice “recipe” blew up on TikTok back in October of 2021. She went from 70,000 to 7 million followers within a few weeks, while everyone else’s follow-up salmon rice videos gathered over 800 million views so far. The Google Trends report shows us people were searching for Emily Mariko’s salmon rice on Google as well, which gave plenty of other creators, brands, and media outlets an opportunity to capitalize on it, since she didn’t utilize those searches herself.
With her newly amassed follower base, Emily Mariko continues to create viral trends and influence search results, as can be seen with a recent surge in “Emily Mariko toaster oven” searches below. This really goes to show that the power of influencer/REALfluencer marketing shouldn’t be underestimated.
Tax the rich
While the following case isn’t the most common way to go about it, there’s no denying that Alexandria Ocasio-Cortez posting her “tax the rich” Met Gala dress on Instagram is a very clever example of how a post on social media can not only sell, but help spread awareness about a cause. On September 14, 2021, when the post went live, searches for “tax the rich” jumped to new heights. Of course the media frenzy surrounding the event gave them an extra boost.
How brands can take advantage of existing social media trends to drive traffic to their website
Recreate trending content
One way to interject your brand into culturally relevant moments is to recreate a trending piece of content on your brand’s social media account. By putting your own spin on it, you can get your product or message out there in a very authentic way.
A great place to find trends is through TikTok’s discovery tab, where trending hashtags and audios will give you plenty of ideas for content. Do make sure to include a call to action at the end of your piece of reactive social media content, and paste an appropriate link in your profile’s bio to drive traffic off the platform straight to your website.
Create supporting content off social media
At this stage, most brands are doing the above, but what many brands and creators still aren’t doing is providing supporting content off of social media platforms. As we’ve seen, viral social media trends often transcend their original platform. Google Trends tells us people are searching for trending items on Google in conjunction with those trends taking off. It’s a missed opportunity to ignore the search boosts resulting from viral social media trends or organic influencers’ mentions.
Despite your brand or product not being explicitly featured in the original viral post, there are many ways to put your keyword optimized website content in front of the eyes of this new audience.
Let’s take Emily Mariko’s toaster oven searches to explore the opportunity. If you’re a brand or a retailer selling kitchen appliances, you can create a shoppable landing page featuring Emily Mariko’s most-loved kitchen appliances. Diving into her TikTok videos will show you she’s also a fan of rice cookers, aesthetic non-stick cookware, stove gap covers, blenders… All of these items are being searched for by Emily Mariko’s fans, so you can kill many birds with one stone.
Another piece of content to support toaster oven searches could be “5 toaster oven recipes even Emily Mariko would approve of” — an evergreen article with a trending angle. The list of ideas is endless and a list of brands that can jump on board is too.
You can even give digital PR a go and pitch a piece of trending content like the article above to journalists, essentially providing them with a story for a chance to gain quality backlinks and a potential influx of new customers.
Speaking of publishers and bloggers, they, too, can benefit from creating reactive pieces of content — by increasing website views and putting affiliate links to good use.
As viral social media trends can rarely be predicted and come in and out of style rather fast, it’s important to stay on top of the game, follow what’s going on in the social media space, and react quickly.
How brands can utilize influencer marketing to increase searches and demand
Collaborating with influencers to showcase your brand or product while participating in a trend is another great way to create awareness and increase searches for your product or brand. Not only do influencers have an advantage of an existing loyal audience. Many times, content creators will do a much better job at speaking the unpolished language of social media and your potential new customers, resulting in higher conversions.
This is how Popsockets, a brand known for their phone grips, took advantage of an already existing “Emoji Outfit Challenge”, a challenge in which people filmed themselves matching their outfits to popular emojis. They activated eight of their ambassadors to participate in the challenge by incorporating their product, and reached two million viewers.
If a popular influencer from your niche is already featuring a generic product you sell in a trending piece of content that could translate into follow-up content, or generally creates the type of content your product could be seamlessly incorporated in, don’t sleep on it. Reach out to them for a product placement and use the power of word-of-mouth marketing.You can find influencers in each and every niche or even look beyond your niche. With the right creative spin, even seemingly mismatched pairings can yield successful results these days, as long as there’s still an overlap in the target audience.
Grace Wells, a content creator sharing videography tricks, is a great example. She may not be the first person to come to mind for a promotion of a skincare product or an energy drink, but in her case, such collaborations are very successful. Her viral “making epic commercials for random objects” series on TikTok landed her many brand deals and is now successfully helping brands go viral.
@gracewellsphoto if you’d told me a year ago that I’d be throwing fruit around my house for a living… 😅🎥 #videographer #videomagic #celsiuspartner @CelsiusOfficial ♬ original sound – Grace Wells
Tips on creating an effective influencer marketing campaign
Launching a campaign on social media and trying to make it go viral yourself is where working with influencers across your niche comes especially handy. It helps your campaign gain that initial momentum it needs for it to start trending, generating views and eventually also additional reactive organic content, searches and clicks to your website.
If influencer marketing isn’t something your brand has dabbled in already, here’s some tips on what to keep in mind when creating a campaign that converts before or after you’ve identified a social media trend you want to get involved in.
Define campaign goals and target audience
Before even coming up with a creative angle, always start by defining your campaign goals and target audience. One of the biggest mistakes new as well as established brands make is choosing influencers solely based on popularity or how many followers they have. Your target audience has to overlap and the collaboration has to come across authentic to truly resonate with the audience.
Having your campaign goals clearly defined from the get-go will also help you identify the right influencers to work with and choose the right social media platform(s) for your campaign. Are you looking for brand exposure or do you want to boost sales for a particular product? Even within a single platform like Instagram, there are lots of nuances between what kind of content works on the feed verses on stories. If you wish a high volume of clicks to your site immediately, having an influencer promote your product on their Instagram feed might not be the best option. You’ll need a way for their audience to access a clickable link without having to take additional steps, so a feature on the influencer’s Instagram Story would be a better option. When you find the influencers who can help you achieve your goal, don’t forget to then share your campaign goals with them too, so they can optimize the content for your desired results.
Avoid one-off collaborations
Jumping on trends can mislead brands into chasing one-off features, but to allow the influencer’s audience to truly develop a relationship with your product, collaborations that stretch through a longer period of time and include regular, organic product incorporations are much more effective.
Work with a range of influencers
Since influencers often don’t share a fan base despite operating in the same niche, working with several different influencers rather than designing your entire campaign around only one is highly recommended. This will give you an opportunity to tap into different audiences and increase your campaign’s reach. And don’t forget about smaller-sized creators as well! Their engagement rates tend to be higher, a connection and trust they share with their audience deeper, plus they’re more affordable.
Give influencers creative control over their content
Let influencers promote your product in their own unique way, suitable for their personal brand and audience. Authenticity should always be at the forefront. Designing a campaign that will force them to follow a script is a no-go. Instead, create an open-ended brief. Give them rough guidelines on what you want to communicate with your campaign and let them come back to you with their own ideas. The collaboration has to come across organic, not sound like a blatant ad.
Start a social media challenge
Starting a challenge is one of the most popular and effective tactics of influencer marketing. Unlike with typical ambassador campaigns, the point of starting a trend is that anyone can jump in and create their own spin on it, stretching the reach of your campaign and building a sense of exclusivity and community within those participating.
To promote their Cinco de Mayo deal, Chipotle started a #LidFlip TikTok challenge in 2020, asking participants to record themselves attempting to flip the lid onto the bowl without using their hands. It was a fun way to boost awareness of their deal and engage with their community. The videos using the hashtag ended up generating over 700 thousand views.
If you’re creating a hashtag to go along with the challenge, just make sure it hasn’t already been used and do a thorough research to avoid any negative connotations that may arise and end up portraying your brand in a negative way.
Be prepared for the influx of searches and purchases
It is important to have everything ready on your brand’s end before the collaboration goes live. From optimized landing pages (to catch the incoming direct and search traffic), to making sure you have enough product stock for a campaign of your size. Though adding a FOMO element can sometimes play to your advantage — as was the case with Little Moons.
Support influencer marketing campaigns with paid advertising
Running UGC ads on your brand’s accounts alongside an active influencer campaign, whether that’s on Facebook, Instagram or TikTok, will add further momentum and exposure to your brand.
For more on how to work with influencers to support your SEO, watch Andy Crestodina’s Whiteboard Friday:
Conclusion
Utilizing social media trends and influencer marketing to boost brand awareness, search results and sales is an extremely viable marketing hack brands of all sizes can take advantage of right now. TikTok has completely changed the game — in a good way. As of right now, it’s still a platform where not only paid, but organic content can reach millions, so it’s fairly easy even for new and small brands to join the game of co-creating viral trends and/or producing optimized supporting content to capitalize on searches. And with the rise of social commerce, it will become an even more important tactic.
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MARKETING
Tinuiti Marketing Analytics Recognized by Forrester
Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance
Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.
As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges.
Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance.
As a marketing leader you may ask yourself:
- How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
- How should we allocate our budget by channel to generate the most traffic and revenue possible?
- How many customers did we acquire in a specific region with our media spend?
- What is the impact of seasonality on our media mix?
- How should we adjust our budget accordingly?
- What is the optimal marketing channel mix to maximize brand awareness?
These are just a few of the questions that Bliss Point by Tinuiti can help you answer.
Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.
The Landscape report is available online to Forrester customers or for purchase here.
MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
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