Hello,
Hope you had a good restart post the lockdown.
We are almost at the last quarter of this calendar year. I know many of us have a lot to finish. But if we keep our energies focussed, I am sure we will progress ahead. We still have almost ninety days left, and that’s a lot of time to achieve anything. Well, almost anything :).
A quick tip for your year-end content strategy
Speaking of the last quarter, in case you intended to release some year-end content, the perfect time for you to get going with planning and execution is now. If you go by the search results, there is always an upsurge in traffic for insights and trend reports in November and December. And if you would like to introduce downloadable content in your marketing plan, it’s time to add them to your editorial calendar now.
Roundups, E-books, Predictions, Trend Reports, Insights, Analysis, Playbooks - the format could be any. But the value delivered needs to be thought through.
And my other word of advice would be to -
Build these content for your own properties, then distribute them on rented land. Not vice versa.
It requires a quick check at your end to evaluate the content effort for your own properties vs social media. If you would like to know more about it, you may check my recent post here.
To reap the benefits of search indexing and year-end traffic spike, this one suggestion is crucial.
Own, connect and grow.
Owned media is an asset in the long run.
Two search-trends case studies you might like
While we are on the topic of search trends, I would like to share two interesting case studies with you - Mitsubishi and Nissan.
Automotive is still not a full e-commerce category in many geographies. Conversion in this segment heavily depends on offline stores and experiences. Last year, during the pandemic showrooms, were closed impacting the sales. Both Mitsubishi and Nissan observed the changing business environment and consumer needs. They pivoted their marketing strategy to adapt to the new behaviors during the pandemic.
What’s interesting to observe is the way they used search trends in their digital strategy. Two different brands, two different strategies, but both delivered results.
Mitsubishi played around with its messaging incorporating high search volume keywords like “camping”, “biking”, and “outdoor vacation” in its video. Due to domestic and international travel bans, consumers were looking for vacation ideas to nearby locations. It came out with the theme ‘Holidays with Mitsubishi’, to connect with such consumers who were looking for local escapes with their families.
Whereas, Nissan experimented with engagement and conversions in some parts of Europe using the search results. It revved up its digital strategy to launch Hello Nissan - an online destination to connect and converse with its target audience. The idea was to bridge the gap between the brand website and the dealers digitally. And to keep the conversation going while the showrooms were closed.
Consumers respond to brands that truly understand their needs at any point in time. And for both Mitsubishi and Nissan, consumers responded.
Observing and listening pay off. Always. Give it a try.
Hope you found these case studies insightful and worth your time.
Wish you a wonderful start to a new month.
Cheers,
Kanupriya
P.S: In case you are new to my newsletter and would like to check my 10-post series on Marketing for Small Businesses and Solopreneurs, you may start with the first post here. And if you think it delivered value to you, it would be great if you can help me spread the word about it by sharing it with others. Thanks a lot.