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Much like the internet itself, Google’s core search algorithm is constantly expanding and evolving. To keep in front of web design trends and user expectations, the criteria for ranking pages is constantly reviewed and updated. This helps make sure users continue to receive the most useful and usable search results possible. 
As part of this, major updates to Google’s core algorithm are released regularly (usually once a year). The next of these is due to commence in June, with a gradual roll out. Building on the standards established in previous releases, this update will further increase the importance of the user experience. It will also look at the key technical components that support accessibility and usability.  
Here we look at what Google’s 2021 core algorithm update will include, how it builds on previous releases, and how you can prepare for this change.  
<h2>What’s changing?  </h2>
Google are notoriously protective of how their search algorithm works. This extends to the planned update, with only high-level details having been made publicly available. As such, it’s impossible to know exactly what’s in Google’s 2021 core algorithm update until it’s fully released. 
That being said, the company has announced a few key components. 
 Specifically, they have advised that this year’s upgrade will be focused on what they are calling <a href="https://developers.google.com/search/docs/guides/page-experience">page experience.</a> As part of this, to achieve a top ranking, pages will now need to meet new performance criteria in relation to: 
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="24" data-aria-posinset="1" data-aria-level="1">How quickly the main page content loads </li>
<li data-leveltext="" data-font="Symbol" data-listid="24" data-aria-posinset="2" data-aria-level="1">How long the page takes to respond to user interactions (e.g. clicks or taps) </li>
<li data-leveltext="" data-font="Symbol" data-listid="24" data-aria-posinset="3" data-aria-level="1">How much content unexpectedly moves around (e.g. due to expandable in content ads) </li>
</ul>
Additionally, pages that perform very well against these criteria will be noted in search results with a visual indicator. Exactly what this will look like and how it will be applied have not been announced yet. 
According to Distl’s Technical SEO specialist Ryan Price this release has been designed to encourage people to invest time and resources into making the web better for the user. 
“It tells webmasters and business owners they can rank better by having a faster, more performant website, especially on mobile”, he said.  
<h2>How does this relate to previous updates? </h2>
In many ways, Google’s 2021 Core Algorithm Update is a logical extension of their previous releases. It’s further evidence of their championing of a “better web” and should help lift page design standards. It also further reinforces a set of minimum performance requirements that many sites are already meeting. 
For example, two previous algorithm updates focused on <a href="https://developers.google.com/search/blog/2014/08/https-as-ranking-signal">data encryption</a> and <a href="https://developers.google.com/search/blog/2015/04/rolling-out-mobile-friendly-update">mobile friendliness</a>. These created a solid base for Google’s focus on usability. They also established the framework for using ranking signals as a way to improve site standards. 
In Ryan’s opinion, all three of these changes have had a positive effect. 
“A mobile friendly, secure, and fast website is everything a user wants”, he said.  
“And, by dangling a carrot like ‘better rankings for sites that switch to https’, it encourages mass uptake”. 
<h2>What happens when these changes take effect? </h2>
While we can’t be certain exactly what these changes will practically mean, we expect the impact on most sites will be minimal. This is based on the fact that there was little ranking impact from previous algorithm updates. Even the “Mobilegeddon” release, which threatened to punish mobile un-friendly sites, did not significantly impact most sites. 
That being said, particularly poor performing sites (e.g. those that take longer than 10 seconds to load) could be penalised. However, such issues would have a major impact on site performance and conversion metrics. As such, complying with the new standards would be a win-win.  
Ryan believes that most people should see this update as more of an opportunity than a threat. 
“The new criteria will be part of over 200 ranking signals, so it’s likely most sites will have a lot of other positive signals which will negate any impact from this change”, he said. 
“And, would you improve your bounce rate by making it faster than 10 seconds? Most certainly yes!” 
“So, as long as this change is handled correctly, it should be a net positive”.  
<h2>What can you do to prepare?  </h2>
If you’re concerned about what Google’s 2021 core algorithm update will mean for you business, there are a few things you can do to prepare.  
Most importantly, you should look at the overall usability of your site. Simple things like compressing or resizing images and redirecting broken links can make a big difference. You should also look at the structure of your content and make sure it’s logical and clear. 
If there are more major issues with the usability of your site, you may need to consult an expert. This is because the solution could be quite technical and require a change to your website’s code. If this is the case, it may be easier (and cheaper!) to completely rebuild your site.  
If you’re a client with Distl, all of this will be looked after for you. According to Ryan, Distl has been preparing for this for at least the last four years.  
“We have in-house designers and UX specialists that design with usability and page experience in mind,” he said. 
“In 2016, we also changed our whole website offering to React websites to deliver the very best in speedy sites”. 
“Our Account Managers also regularly review site structures and content and optimise them for the best engagement and conversion rate”. 
<h2>Want to discuss this further? </h2>
We believe we’re well positioned to make the most of Google’s 2021 core algorithm update. If you’d like to discuss this further or want to arrange a review of your site’s usability, <a href="https://wp.distl.com.au/contact-us/">get in touch with us today</a>.

Preparing for Google’s 2021 Core Algorithm Update

Defining your brand purpose is a critical first step, but the plan you put into action to fulfil your vision is what matters in the long run.  
We recently shared how we refined <a href="https://distl.com.au/insights/building-resilient-brands/">our purpose for building Australia’s most resilient brands</a>.  
Now it’s time to dig deeper and delve into how we do that. 
<h2>What does resilience look like? </h2>
A resilient business has the strength to weather any storm. 
It can adapt to any change in the business environment, whether it’s technology advancements, market shifts or a global pandemic.  
It requires a focus on generating equity growth that builds your bottom line and sets you up for future performance. 
In our <a href="https://equityfirst.distl.com.au/">e-book The Equity Equation</a>, our director David Metcalf explains how arbitrary business growth often provides bigger turnovers, but smaller financial and personal rewards.  
He demonstrates the need to shift focus away from growth for growth’s sake, because a bigger business isn’t always a more successful one.  
Instead, the goal should be to build growing equity. To build resilience.  
But what exactly is equity?   
Equity is value. Commercial. Intellectual. Financial. Emotional. It’s that elusive something that the best brands appear to conjure out of thin air, generating the critical mass and momentum that fuels success. 
We help our clients to build resilience by focussing on their brand &#8211; the most valuable part of any business. 
<h2>The four ingredients for building resilience  </h2>
<a href="https://distl.com.au/insights/what-is-the-difference-between-your-brand-and-branding/">Your brand isn’t just your logo</a>. It’s not your business name or product name. In fact, it isn’t any one thing.  
Your brand is everything. It’s the perception of your company, products and services. It’s how people think and feel about who you are as a business and what you do. It’s your reputation. And reputation is everything.   
That’s why your brand is so powerful. It can bring customers to your door or turn them away in droves. It can help you build industry partnerships, or it can fracture critical relationships. Ultimately, it can make or break your business.   
Investing in your brand is one of the wisest business decisions you can make. At Distl, we build resilient brands by using a game-changing combination of strategy, branding, web and marketing. All in-house. All seamlessly integrated. All generating invaluable brand equity.  
<h3>Strategy</h3>
Everything we do at Distl starts with <a href="https://distl.com.au/strategy/">strategy</a> and results in building tangible equity and value into your brand and business.  
We factor in your history, your present position and your vision for tomorrow, reconciling your culture and brand, your market, your competitors, your financial situation… every aspect of your branding and marketing.  
<h3>Branding</h3>
<a href="https://distl.com.au/branding/">Branding</a> is one way to build value-adding equity into your brand. It’s about crafting a brand identity that resonates with your audience and communicates who you are to ensure you are creating the right perception.  
We analyse your name, logo, tagline, messaging, colours, imagery, typography, photography and more to see what kind of picture you’re painting. Then, we strategically realign every aspect of your brand identity to ensure it’s telling the right story.  
<h3>Web</h3>
Your brand is only as good as your <a href="https://distl.com.au/web-design/">website</a>. In today’s digital age, your website is often the first touchpoint between you and your customers. It’s your first impression, and you need to make it count.  
Your website needs to showcase your brand, build trust and ultimately, convert. And that calls for our rare blend of branding, technology, design, UX, development, content and SEO. Every website we build is designed and developed around your strategic business goals and objectives.   
<h3>Marketing</h3>
We approach <a href="https://distl.com.au/marketing/">marketing</a> the same way we build brands – from the ground up. We look at the big picture, then optimise every aspect to ensure your branding and marketing are unique and, vitally, effective.  
From SEO, PPC and social media through to PR, video and out of home advertising, we consider every option, devising an integrated solution that’s tailored to your business. We recommend the best channels and approach to achieve your goals and maximise your return, continually measuring your results to enhance performance.   
<h3>Start generating invaluable brand equity  </h3>
If you want to build a resilient brand, you need to leverage strategy, branding, web and marketing.  
You could start by investing in one or two of these areas, but to achieve meaningful results in the long term, you need to go all-in and fully commit to all four.   
Whether you’re an existing client or completely new to Distl, we’re here to make sure you’re reaping the rewards of our four-pronged approach.   
<a href="https://distl.com.au/contact-us/">Get in touch with us today</a> to start your journey toward generating invaluable brand equity.

How we build resilient brands

After several years of working with different businesses around town, Katie Hauth found herself growing restless.
In her core, she knew that something wasn’t quite right. While she loved developing brand and <a href="https://distl.com.au/strategy/content-strategy/" target="_blank" rel="noopener">content strategies</a>, she felt disconnected from the agency world.
At first, freelancing seemed like the answer. And then, she found Distl.
“I was finding that my values did not align with where I was working,” Katie explained, “I feel a really strong pull toward everything we stand for at Distl”.
Hailing from Portland, Oregon, Katie has called Perth home for 9 years, and has spent the past year and a half as an account manager and digital marketing specialist at Distl.
“I love diving in and getting to know my clients and their customers on a deeper level. Understanding what they’re looking for, how they are looking for it, and how to best connect with them so that we can formulate a strategy that captures those people from the beginning,” Katie said.
During her time so far at Distl, Katie has found her professional confidence has grown immensely. By working alongside people who show mutual respect and appreciation for each other, she’s felt far more comfortable putting forward her ideas and taking initiative.
Communicating openly and honestly with her clients and fellow team members is something Katie believes in wholeheartedly. Our empathy and transparency values resonate with her deeply, so much so that it trickles down into her career aspirations.
With a history in retail, eCommerce and marketing, customer experience is an area of great interest for Katie. She is passionate about finding ways to enhance those experiences for her clients’ businesses as well as our own business here at Distl.
Two of our recent projects that Katie has contributed to include the <a href="https://distl.com.au/works/loan-monster/" target="_blank" rel="noopener">Loan Monster</a> website and the <a href="https://distl.com.au/works/keys-dental/" target="_blank" rel="noopener">Keys Dental</a> rebrand. From <a href="https://distl.com.au/seo/" target="_blank" rel="noopener">SEO</a> technical optimisation to creative photo shoots, Katie feels fortunate to be involved in so many different facets of our strategy, brand, web and marketing service areas.
“I love that no two days are the same, and that I have such a diverse range of businesses I get to work with. I really enjoy working with my clients and getting to know them”.
When she’s not bringing her ideas, passion and laughter to Distl, you’ll find Katie entertaining her rescue pup <a href="https://www.facebook.com/distldigital/photos/a.639997456049967/3645005838882432/">Biscuit,</a> headed to a spin class or hitting the town to get into something fun.

Katie finds her cultural fit at Distl

&nbsp;
Apple’s latest update iOS 14 has been causing waves in the digital marketing space. But what exactly is going to change, and how will it impact the future performance of your social media campaigns?
&nbsp;
<h2>What’s the deal with iOS 14? </h2>
In June 2020, <a href="https://techcrunch.com/2020/06/22/apple-ios-14-ad-tracking/" target="_blank" rel="noopener">Apple announced</a> a range of security and privacy updates that would be rolled out in iOS 14.
Under the new operating system, app developers would need to display the App Tracking Transparency (ATT) prompt, giving users the option to decline app tracking.
The new privacy feature would require apps to gain user permission before collecting and storing data for tracking purposes, giving users the ability to opt out of tracking on social media platforms.
While Android systems have always provided users with the option to decline app tracking, advertisers will now have less access to demographic information and behavioural data once the changes come into effect.
<h2>How will it impact social media advertising? </h2>
Social media enables advertisers to create and optimise campaigns for specific app or web-based conversion events &#8211; think enquiry form submissions, online purchases and so on.
Part of the reason why social media advertising (especially Facebook) is so powerful is because the algorithm uses tracking data to serve your ads to users who are most likely to convert.
There’s also a range of paid social features that are reliant on tracking data, including remarketing campaigns, interest targeting and Facebook lookalike audiences.
<h3>How does Facebook collect and use tracking data?</h3>
At the moment, businesses can enable the Facebook pixel to collect and share user data with the social media platform.
When a Facebook user visits a website with the pixel installed, the algorithm draws insights from their behaviour and groups them with other users based on their perceived interests.
For example, a user may be categorised as someone with an interest in beauty after visiting the websites of several online beauty retailers.
With an understanding of that user’s behaviour, Facebook will serve them ads that target an interest in beauty, regardless of whether that person has specified that interest on their profile.
<h3>What happens if a user opts out of tracking?</h3>
Opting out of behaviour tracking does not mean the user will no longer receive ads, only that the ads they are served will be less relevant to them.
For instance, let’s say a user is in the market for a new car and has been browsing online.
Once they opt out of tracking, they will no longer receive ads that are related to their prospective purchase.
If a dealership was advertising a promotional offer on social media, it would not be communicated to that user and they could potentially miss out on a great deal.
Another user could be shopping online and become distracted, leaving items in their cart without checking out.
If they have disabled app tracking, they may not be served with a remarketing message to remind them to complete their purchase.
<h3>How will your ads be affected? </h3>
There are two main changes most advertisers will likely experience.
<ol>
<li>A decrease in the available audience pool for ad targeting.</li>
<li>A decrease in the performance of any campaign designed to retarget users based on web activity.</li>
</ol>
<h4>What can you do to ensure your ads continue to perform?</h4>
Facebook have put together recommendations to help advertisers prepare for the roll-out of the new privacy feature.
Under their new <a href="https://developers.facebook.com/blog/post/2021/01/19/actions-partners-mobile-web-advertisers/" target="_blank" rel="noopener">Aggregate Event Measurement</a> policy, they have put a series of actions together to help you ensure your ad account remains compliant.
As the policy only allows you to optimise ads for the highest value conversion event, it will help you to get the most out of your campaigns.
Despite a reduction in web-based retargeting, you can still capitalise on those who have engaged with your business on social media.
You can create custom audiences based on those who have recently interacted with your Facebook page or Instagram account.
While they may not have visited your website, these users have demonstrated an interest in your product or service and are still a valuable audience that should not be overlooked.
Once you’ve set up these custom audiences, you can then use them to create a lookalike pool of users to further expand your reach.
With a bit of nurturing and the correct messaging, you could find your next most valuable customer.
<h4>When is the change going to happen? </h4>
Since making the initial announcement, Apple launched iOS 14 in late 2020 without mandating the ATT prompt.
It is expected that it will come into effect in the coming months after app developers have had sufficient time to implement the new feature.
<h4>Prepare for the change today </h4>
Want to get on the front foot? We can work with you to create an effective <a href="https://distl.com.au/social/social-media-advertising/" target="_blank" rel="noopener">paid social strategy</a>, ensuring your campaigns continue to deliver results in the short and long term.
No matter whether you’re an existing or prospective client, <a href="https://distl.com.au/contact-us/" target="_blank" rel="noopener">get in contact</a> with us today.

What does iOS 14 mean for social media advertising?

2020 ended on a high for us. After more than two decades in business, our two agencies became one. We distilled down all of our experiences, mixing the digital smarts of BirdBrain with the brand building world of Luminosity to create one, all-in-house agency.
Now that our new brand has launched and the dust has settled, I’ve had the opportunity to reflect on the past and what the future might hold. While our rebrand enabled us to better integrate our services and streamline our operations, more importantly, it led us to refine our purpose.
In my experience, the best businesses are driven by a purpose that is greater than just survival. When a business focusses on products and services alone, the only way to compete is to continually find ways to be smarter, cheaper and faster. The problem is someone will inevitably come along who can do it better.
Our work is designed to help our clients discover and communicate who they are and why they exist. We’ve seen firsthand how a clearly articulated purpose can unite a team, provide strategic direction and drive long-term, sustainable results.
We’ve also experienced the consequences of straying from this path and losing sight of the bigger picture.
<h2>How we got here </h2>
My personal business journey began in 1995 when I started DiskBank, a CD and DVD manufacturing business. I was 24 years old, fresh out of uni and full of confidence. From day one, I was fixated on what I thought every business owner should be doing &#8211; growing their business.
For 10 years, the business experienced unfettered growth in revenue, staff and locations. As we expanded across the country, it seemed as though we were on an unstoppable growth trajectory, until the bottom fell out of the CD and DVD market.
What came next was a very difficult period where I was forced to make some tough decisions. As revenue plummeted, I began to close offices, liquidate equipment and let quality staff go. By solely focussing on growth, we had built an unsustainable business model that struggled to survive when the industry began to decline.
In the end, we managed to resuscitate DiskBank, adapting to the shift in the multimedia market and evolving part of the business into what would eventually become Distl. Not wanting to endure the same experience again, I adjusted my approach toward building a resilient business with the strength to weather any storm.
It was this change in mindset that led us to define our purpose and establish a vision that guides everything we do at Distl.
<h2>Defining our purpose </h2>
Over the years, I’ve discovered a passion for helping businesses achieve results in the short as well as long term. While leads, traffic and revenue are all important, building long term brand equity will ensure sustainable success over time.
Equity is value. Commercial. Intellectual. Financial. Emotional. It’s that elusive something that the best brands appear to conjure out of thin air, generating the critical mass and momentum that fuels success.
While business growth can be good, it’s equity growth that will build real financial worth and fortify your business. Understanding the true value of brand equity is what led us to define our purpose:
<blockquote>To build Australia’s most resilient brands.</blockquote>
Our four service areas, strategy, branding, web and marketing are the key components that are needed to build equity and build resilience. By providing fully integrated solutions that leverage each of these core areas, we are able to deliver short term results as well as long term success for our clients.
<h3>What does it all mean for you? </h3>
“As brands strive for differentiation, relevance and growth, a clear purpose brought to life in compelling ways is often the difference between success and failure,” &#8211; Afdhel Aziz.
Every aspect of our business is now aligned to our purpose, ensuring everything we do is designed to deliver real value to our clients.
If you’re an existing client and you would like to know more about how our approach impacts what we do for your business, get in touch with your account manager today.
For prospective clients, I welcome you to <a href="https://distl.com.au/contact-us/" target="_blank" rel="noopener">contact me</a> to see how we can use strategy, branding, web and marketing to help you build a resilient brand.

Our purpose: building Australia’s most resilient brands

Since the Australian Government first announced its planned News Media Bargaining Code, it has been met with significant resistance. First, Google announced that the changes would force the withdrawal of the company’s services in Australia. Then, Facebook made a bold, sudden move, <a href="https://7news.com.au/technology/facebook/facebook-v-australia-everything-you-need-to-know-about-mark-zuckerbergs-controversial-ban-c-2191375" target="_blank" rel="noopener noreferrer">removing Australian news from its platform</a> in a matter of hours. Since then, they have been in discussions with the Australian Government to return our news to our feeds, but so far, no agreement has been reached.
These events have led many to wonder what a life without Google would look like. As a key connector between customers and the services they require, Google search is a crucial support for many Australian businesses. Their exit could fundamentally change howx many companies do business and leave a significant hole in their marketing plans.
That being said, it’s hard to see a complete withdrawal happening. While Facebook has only removed a small part of their offering and is now in negotiations with the Government, Google has been intentionally vague about their changes. As such, we believe that, if Google do take any action, most businesses will be unaffected.
<h2>How did we get here?</h2>
Mid-last year, the <a href="https://www.abc.net.au/news/2020-07-31/draft-mandatory-code-conduct-facebook-google-pay-for-news/12510776" target="_blank" rel="noopener noreferrer">Australian Government announced plans to change how news content is shared online</a>. Under the News Media Bargaining Code, tech giants would have to pay traditional media outlets to link to their content. This would be a significant change to existing arrangements, which allow sites like Facebook and Google to share news content without needing to pay for it.
While proposed to apply to a range of sites, the Government specifically named Google and Facebook as its initial targets. Claiming it will help protect the future of Australian news media, the Government says the code is simply designed to help level the playing field.
As the code will not specify payment arrangements, major platforms (like Google) would need to negotiate a deal with each media outlet. If they cannot come to an agreement, an independent arbitrator would determine the most suitable arrangement. As to be expected, there would also be tough penalties for companies who do not comply with the code.
<h2>How has Google responded so far?</h2>
Unsurprisingly, Google has several issues with this new code. In fact, Google Australia’s Managing Director, Mel Silva, has described the proposed scheme as “heavy handed intervention”.
In January, Google escalated the issue by announcing they would <a href="https://www.theguardian.com/media/2021/jan/22/google-threatens-to-shut-down-search-in-australia-if-digital-news-code-goes-ahead" target="_blank" rel="noopener noreferrer">remove their search function from Australia if the code was put into place</a>. Believing the proposed arrangement would fundamentally break their search function, they have said the code would make operating in Australia “untenable”.
<a href="https://www.abc.net.au/news/2021-02-05/google-opens-paid-for-australia-news-platform-to-undermine-law/13127648">Google has since launched its News Showcase platform</a> in an attempt to show that the new code is unnecessary. Featuring paid-for content from seven leading regional and independent Australian news outlets, the platform provides access to feature stories curated by the publisher. With plans to expand the offering over the coming months, Google says this is a clear alternative to the Government’s proposed process.
<h3>What would Google “exiting” look like?</h3>
Understandably, the prospect of losing Google’s widely used search function has many people worried. It has become such an intrinsic part of modern life that it’s hard to picture what we would do without it. From looking up what to make for dinner, to planning our next holiday, and – yes – even checking the day’s news, Google supports almost every area of our lives.
However, it’s important to remember that Google is much more than a simple search engine. And, as even the company itself has acknowledged, providing news material is an extremely small part of their service. Even their B2B and B2C offerings are far more diverse than just paid search advertising.
With this in mind, a complete withdrawal would make no sense. It would also be extremely difficult to do, given the sheer volume of hardware they have sitting in Australian homes. As such, if they do take any action, it will most likely be targeted and temporary, much like Facebook.
<h3>So… what happens next?</h3>
In our opinion, it’s extremely unlikely that Google will follow through on their threats. While Australia may not be its largest market, we still contribute significantly to the company’s coffers, <a href="https://www.smh.com.au/business/companies/google-s-australian-revenue-hits-4-8bn-20200514-p54t30.html">with Google Australia bringing in $4.8 billion in revenue in 2019</a>. This is not something they will walk away from easily.
Even Google has said that exiting Australia is their worst-case scenario. They surely understand that reducing their reach in such a way would hurt the company, both operationally and financially. Their global coverage is one of their biggest selling points and this would be seriously compromised by omitting Australia.
It’s also worth noting that Australia is not the first country to have these kinds of discussions with Google. In fact, there have already been several international court cases regarding Google’s use of news content. None of these have resulted in a blanket change to how Google works.
So, put simply, Google withdrawing from Australia would be such a lose-lose situation, it’s almost unfathomable. To us, it’s far more likely that the News Media Bargaining code will be adjusted to suit how Google wants to operate.
<h3>What does it mean for your business?  </h3>
No matter what happens next, we strongly believe that news and media outlets are the only businesses that will be impacted by any changes to how Google and Facebook operate in Australia. As the initial take down of news related pages was such a sudden, sweeping action, some businesses were temporarily wiped from Facebook by accident, however, this was swiftly remedied.
<h4>Want to discuss this further?</h4>
While we’re not worried about the future of digital marketing, we understand you may be. If you have any questions about this situation or are concerned about what it could mean for your business, get in touch with us today. As a client of Distl, you can reach out to your Account Manager at any time to have a chat about what’s on your mind.

What does the News Media Bargaining Code mean for your business?

These days, having a <a href="https://distl.com.au/social/">social media presence</a> for your business is just as important as having a website.
With demand for content forever increasing, there is now an expectation for brands to be consistently active on social media.
As the space continues to grow, becoming part of our everyday lives more and more, you need to consider how it fits within your overall digital marketing mix.
Social media is one of the only digital platforms that allows you to engage directly with your market, enabling you to forge connections with existing and potential customers.
Each social network offers different ways to serve content to different types of audiences, and you need to identify which channels are most suitable for your business.
For B2B offerings, LinkedIn is a clear path to pursue, while visually driven products and experiences will likely find their place on Instagram, Pinterest or YouTube.
Once you have established the social media platforms that will be most effective for your brand, you need to decide whether you will take a paid or organic approach, or perhaps a combination of both
During this decision-making process, you’ll need to refer back to your business objectives and determine what you’re looking to achieve in order to establish the role social media will play in your digital marketing strategy.
Think of it like completing a Sudoku square; you can’t start the game without having the first three numbers, as this will set your direction and guide your approach.
By putting your business goals down on paper, you will be able to identify which <a href="https://distl.com.au/social/social-media-advertising/">social media tactics</a> will be best to apply moving forward.
To help you take the next step, let’s look at the key differences between paid and organic social and how to take advantage of these opportunities.
<h2>The breakdown on paid social</h2>
As the name tends to suggest, paid social is a form of digital advertising that allows you to deliver key messages to users that fulfil set criteria.
No matter which social media channel you choose, you will be provided with options to help narrow down your audience, enabling you to target users by age, location, interests and many other factors.
The aim is to ensure your ad is only reaching relevant users who will be likely to take action based on the information you have provided.
Using copy, imagery, video and animations, you can craft a compelling message that will resonate with your target audience. By including a clear call to action, you can communicate what you would like them to do next.
It could be to click through to your website, perform a transaction or confirm their attendance to an event.
When building your paid media campaign, you will need to set an advertising budget that will in turn impact how many users within your target audience will see your ad (reach) and how often they see it (impressions).
<h2>When to take the paid path</h2>
By using paid social, you can take a highly strategic and direct approach toward achieving a key objective, with the ability to continually tweak your ads and optimise your campaigns based on performance.
If you are pursuing a specific metric or numerical goal, paid social can be a very effective strategy. For instance, if you need to capture a certain number of leads to generate sufficient sales to reach your revenue targets, then you will need the level of control that paid social can provide.
As social media platforms are constantly looking for ways to make their offering more profitable, your organic reach – or the number of users who will see your content for free – will always be limited. With paid social, you are quite literally paying the networks to increase your reach, ensuring your message can be seen by as users as possible.
At the same time, it’s important to note that a bigger budget will not automatically equate to better results. Much like Google, the social media platforms are driven by the desire to provide their users with the best possible experience, meaning the quality and relevancy of your content will also affect how well your campaign performs.
For your paid media campaigns to be truly successful, your efforts will need to be supported by a strong organic social presence.
<h2>How does organic social stack up?</h2>
Your organic social media is comprised of all the content that you post to your profile, including your bio, photos, videos, blogs, stories and more.
While you can certainly ‘boost’ or ‘sponsor’ your posts to help increase reach, the aim of organic social is to create content that will naturally gain traction over time.
By gradually building momentum, you will raise awareness for your brand and your offering, while drawing interest from your audience.
Like dangling a carrot in front of a horse, each post should entice users to your profile where they can choose to follow your brand and engage with your posts.
As you will not be able to directly control who sees your content, it’s vital to take a consistent approach to continually provide information to the network algorithm and reach relevant users.
The key is to create content that either provides entertainment or valuable information that will lead users to engage with your post, as the more likes, reactions and comments you receive, the more your content will be seen.
As organic social is all about brand building and content distribution, it can be used to;
<ul>
<li>Raise brand awareness</li>
<li>Communicate brand personality</li>
<li>Reach new audiences</li>
<li>Nurture potential customers</li>
<li>Foster the loyalty of existing customers</li>
</ul>
<h2>Paid vs. organic</h2>
Where paid social directly advertises your products and services to potential customers, organic social is more of a gentle wave or a subtle nod that encourages users to go and explore further if they wish.
If you were to compare the two to an in-store shopping experience, organic social represents the impression the customer receives when walking past the shop front. The way it looks and feels will impact whether they decide to set foot in the store.
Paid social, on the other hand, is the salesman or woman who tries to influence the customer and close the deal.
One helps to set up the shot, the other makes the slam dunk – you get the idea.
Keeping with the sporting theme, consider this; no team ever made it to victory without a strong midfield, but it’s often the goal scorer who gets all the glory and the credit for the win.
The dynamic between organic and paid social is very similar, with the former often overlooked for its value, however, a team effort is required if you want to make the most of your social media presence.
<h2>Why don&#8217;t we have both?</h2>
Picture this scenario; a potential customer sees you advertising on social media for the first time. They aren’t familiar with your brand, but they’re interested in your offer and they want to know more.
It’s likely they’ll click through to your website and read through a few pages to gauge whether they’re prepared to engage with your business.
It’s also just as likely that they’ll click through to your social media profiles and scroll through your content to determine whether your business is;
<ul>
<li>Trustworthy</li>
<li>Professional</li>
<li>Knowledgeable</li>
<li>Experienced</li>
<li>Reliable</li>
<li>Capable</li>
</ul>
As the quality and consistency of your organic social content will leave an impression on them, it’s important to showcase your business in the best possible light and build confidence in your capabilities.
At the same time, you need to express the personality of your brand to connect with potential customers on an emotional level.
While logic and reason play a part in purchasing decisions, our hearts usually rule our heads, with emotions taking the wheel more than we would probably care to admit.
If the user relates to your content, appreciates the themes and concepts that you communicate, admires your aesthetic style and finds inspiration in what you post, then they will start to build a meaningful relationship with your brand.
Your organic social content is also an opportunity to provide existing and potential customers with an ‘inside look’ into who you are, what you do and how you do it, adding a human touch to your brand that will further strengthen the perception of your business.
By backing up your paid campaigns with strategic organic content, you will be able to take full advantage of the power of social media.
<h2>Let&#8217;s get social</h2>
If you’re still wondering whether you should be using organic social, paid social or an integrated approach, have a chat with our digital experts.
We can work closely with your team to devise an <a href="https://distl.com.au/strategy/social-strategy/">effective strategy</a> that’s tailored to your unique business objectives. To get your social media on the right track, <a href="https://wp.distl.com.au/contact-us/">contact Distl today</a>.

Paid or organic social

“Hang on a minute,” you say, “branding is part of marketing, so how can it possibly come before it?” Spot on! Technically, the question doesn’t make sense, but we wanted to grab your attention, point out a common marketing oversight and, in doing so, help you maximise the effectiveness of your marketing.
<h2>How do we differentiate marketing and branding?</h2>
Marketing is the activities involved in promoting or selling goods or services, and so branding is simply a <a href="https://distl.com.au/strategy/brand-strategy/">bigger-picture marketing strategy</a>.
As well as having immediate influence over buying decisions, <a href="https://distl.com.au/branding/">branding</a> maximises long-term return on investment by creating higher business or product value.
How? By generating what the industry refers to as brand value – a brand that has real financial worth – which is <a href="https://distl.com.au/insights/why-bother-with-branding/">why branding is crucial</a> to brand and business success.
<h2>Why do businesses focus on short-term marketing?</h2>
Unfortunately, many businesses only take the short-term approach of focusing on immediate sales results through marketing. Usually, they just don’t know there is an alternative because no one has told them, so they miss the opportunity to create significantly higher brand equity over the long term, as well as gaining the short-term results they need though branding.
Sales spikes don’t equate to business growth or health, and they are rarely sustainable, particularly for SMEs.
And that’s exactly why we recommend that branding is considered before investing in other marketing or promoting activities.
The interesting thing is that it doesn’t have to cost more to create significantly higher business value or improved longer-term sales. It does, however, take branding knowhow.
<h3>Talk to our brand team</h3>
If you&#8217;re looking for a bigger-picture marketing strategy, get in contact with us today. Our brand team can help you create a brand strategy that will increase your brand and business&#8217; equity.

Branding before marketing

At Distl, <a href="https://distl.com.au/branding/brand-identity/">we create themed brand identities</a> that enable our clients to build their brands through <a href="https://distl.com.au/branding/">branding</a> that adds long-term value to their business. But what is a themed brand identity?
<h2>Themed brand identities, explained</h2>
First, it’s important to <a href="https://distl.com.au/insights/what-is-the-difference-between-your-brand-and-branding/">understand the difference between your brand and branding</a>. Once you do, it becomes easier to understand what a themed brand identity is, and why it’s so effective.
In short, a themed brand identity is a flexible visual language developed to represent and position your brand.
Brand identity: All visual devices/communication used to help form a brand and identify the company, product and/or brand to the audience.
A well-engineered theme delivers much more than <a href="https://distl.com.au/branding/branded-content/">visual consistency</a>. A theme comprises a series of graphical or typographical devices to complement and support the logo in representing the intended brand intimately, accurately and effectively.
<h2>Why develop a themed identity?</h2>
Our goal is to generate the most value from every marketing opportunity, and from every marketing dollar you spend. <a href="https://distl.com.au/insights/why-bother-with-branding/">A well-engineered theme creates a more powerful and effective communication platform</a> which, in turn, delivers a higher return on marketing investment.
Actions speak louder than words – if your branding is more professional, engaging and compelling than your competitors (all other things being equal) who do you think your target market is more likely to trust and buy from?
A theme is tirelessly working for you without you having to lift a finger – a passive sales team influencing customers before you’ve even spoken to them.
A well-crafted theme takes the effectiveness of brand identity to a whole new level, making it a vital part of any successful brand strategy.
<h2>How does it work?</h2>
A picture tells a thousand words, and it’s impossible to stop our minds from forming opinions of the things we see – it’s an in-built involuntary reaction. A theme works to generate a positive perception that is aligned with the first (and lasting) impression you want to create.
A theme communicates brand personality and attributes more effectively than the standard ‘photo, panel of colour and logo’ approach. It generates a stronger affinity with, and confidence in, the product or company it represents.
After two decades of reviewing and refining our branding methodology, we have come to understand that a well-crafted theme is by far the most effective way to:
<ul>
<li>Create real competitive advantage.</li>
<li>Make it more difficult for competitors to compete with your branding.</li>
<li>Differentiate and position a business or product as an industry leader.</li>
<li>Improve branding awareness and recognition.</li>
<li>Better align your business with the needs and desires of the target customer.</li>
<li>Connect more effectively with people on an intrinsic level to gain their trust.</li>
<li>Give target customers more confidence to buy from you rather than your competitors.</li>
<li>Enable the flexibility to evolve or refresh your branding without changing your logo.</li>
<li>Connect with the needs and desires of your target customers – if you look like ‘their kind of business’ then they’ll feel more comfortable talking to you.</li>
<li>Create a positive connection without saying a thing – let’s face it, you’re more likely to talk to someone if you like (or are at least comfortable with) how they look.</li>
<li>Improve long-term business health, bottom line and value.</li>
<li>Maximise your return on marketing investment.</li>
</ul>
<h3>Find out more</h3>
If you want to find out more about themed brand identities and how they can help your brand reach its full potential, our brand team can help you out. <a href="https://wp.distl.com.au/contact-us/">Contact us</a> today to talk to a brand expert.

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