Growing and Nurturing Your Email List

Every now and then, I see an article that suggests email marketing is dead; however, this is far from the truth.  I’ve met many home business owners who say the majority of their income comes from their email subscriber list. If your list isn’t producing results, it may not be because email is dead. It’s more likely that you’re using it wrong. Here are tips to growing and nurturing your email to increase profits.

Growing Your List

Part of the success in email marketing is to have a list that is growing. Many people I’ve met who are struggling with email marketing have a stagnant or shrinking list. Here are some tips for growing your list:

1) Have opt-in forms on every page of your site. For example, if you have a WordPress blog, have an opt-in list sign-up form in your sidebar. You might consider having one at the end of your content as well.

2) Entice them to sign up. Offer a freebie such as a report or video for signing up for your list. Let visitors to your site know what the freebie will do for them. So many online businesses simply have a form that says “Sign-Up to Get Updates,” which isn’t a compelling reason to join. Some online business owners indicate what their incentive is, but not in a way that entices people to join. Instead of saying, “Get my free report on how to lose weight,” say, “Start losing weight today!

My free report will tell you how!”.

3) Promote your incentive on social media. Most social media platforms have areas you can include information about your list and offer in the profile. You can promote the list itself, but you’re more likely to get results by promoting the free offer. Which would you respond to: “Join my list to learn about saving money!” or “Get ‘52 ways to save $1,000 a Month’ free.”

4) Include information about your incentive in your bios and emails. If you guest blog or appear on someone’s podcast or website, make sure your bio includes information about your incentive. Every email you send should mention your free report in the signature line.

Nurturing Your List

Growing the list is only one aspect of email marketing. Once they subscribe you need to provide value or they’ll unsubscribe. Nurturing an email list is a delicate balance of staying connected without overwhelming subscriber’s inboxes. Even more important than keeping on the list, is having them eager to open the email to see what you have to share. Here are tips for making your list an effective marketing tool:

1) Email often enough that subscribers remember you, but not so often you annoy them. This number depends a great deal on your home business. Most successful email marketers I know email two to three times a week. Emailing even just once a week, may not be enough.

2) Be you. The most successful marketers know that their effectiveness comes from selling themselves first.

Put another way, people will connect with and want to buy from you because of who you are. Your subscribers have many options for who to do business with, but if you can make a connection, build rapport and trust, they’ll choose you. So don’t be afraid to share stories and true-life anecdotes.

3) Give value. Whatever you email to your subscribers should enhance their lives. Money always follows value.

4) Make list members feel special. People who give you their name and email should be treated with the respect they deserve. Make sure they know it by thanking them as well as giving them things that no one else gets. For example, I provide a freebie every Friday that only my subscribers receive. It’s my way of thanking them and acknowledging that having their email is a big deal. 

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Is Your Social Media Content Boring? Here’s the Only Way to Fix It for Good

Social media marketing. Three words that every marketer utters when backed into a corner for answers and results. But here’s the hard truth about social media marketing. Not all marketers see an ROI. In fact, even though 77% marketers claim to be using social media for marketing, only 48% of them seem to have any ROI whatsoever. Why? Not all marketers invest enough to create fresh and effective content.

Is your content boring and overdone? Let’s think realistically. It’s hard to put out fresh, intellectually stimulating, humorous and compelling content every single day. Or is it? Maybe you haven’t discovered a creative process that allows you to perform that way yet.

1. Tickle your tastebuds with flavors that make you want to sing

“Successful creators don’t just like knowledge, they thirst for it,” says Keith Sawyer, author of “Zig Zag: The Surprising Path to Greater Creativity”. Serial entrepreneur and tech revolutionary Elon Musk and IT veteran Bill Gates have both confessed to being avid readers. To be a successful creator, you have to develop a desire to consume a lot of content yourself. But what content should you ideally consume?

Every exceptional artist has a muse, just as every talented content creator has go-to sources for inspiration. What are yours? Here are a few ways to find inspiration.

• Inspiration can come from anywhere – books, movies or even conversations with interesting people. Any piece of information that’s new can break you out of old thinking patterns that are holding you back. Ensure that you have time for good books, movies and conversations every week.
• Long walks, rides or meditation can do a lot for your creative imagination. Sometimes, your mind is full of ideas, but you are not in the right mind space to access them. During such times, you could indulge in meditative or refreshing activities to clear your mind and let ideas flow.
• Today, there are tons of apps and platforms serving content. But not all content is good content. Instead of letting these apps take over your life, why not control your content consumption and make it actually beneficial?
• Additionally, you could also use a content curation app like DrumUp to curate fresh content for daily inspiration.

The idea is to build daily habits that enable your creative imagination, helping you generate ideas easily so you can keep your social media content fresh. If you’re still stuck, you could try one of the following:

• Watch TEDTalks. They usually have new ideas and great language – two great precursors for fresh content ideas.
• Begin curating an inspiration file with pieces of ideas, writing, design or stories that intrigue you. They’ll come to your rescue during tough times.
• Watch interviews of your favorite personalities. You might find their lives and experiences inspiring.
• Listen to new music. If you are visually receptive, new sounds may prompt the flow of new ideas.
• Try remote association exercises. For instance, you can take the first line of one song and try to connect it to the last line of another song by writing the lines in between. You could also consider three completely random ideas and spin them into a story. Such activities generally get your creative juices flowing.
• Make a collage or build a lego house. You could also do something simpler if you lack resources. Arrange your desk or doodle random ideas in your head.

2. Diversify your social media content with videos, infographics, quotes, GIFs, memes and storytelling

Facebook mobile users spend no more than 1.7 seconds on each piece of content. That’s the time you have to grab their attention. Doing that by sharing the same kind of social media content repeatedly is impossible because people who lose interest easily will switch to another page. However, you can keep audience attention by diversifying your social media content.

It’s the purple cow principle. Remember Seth Godin’s infamous TED Talk “How to get your ideas to spread”? People won’t stop for a cow, but show them a purple cow or a cow with golden locks and…

• It’s hard to keep surprising your social media audience when you have to post content everyday. But you can easily “keep it fresh” by using different content formats such as videos, infographics, GIFs, memes and quotes.

Each of these content formats can be easily designed even if you don’t have designing experience. There are tons of Saas (Software As a Service) tools that offer ready templates which you can design these types of content. 

For instance, Venngage has several infographic templates that you can work with and Giphy makes GIF making easy.

• Use storytelling on every social media post. People are drawn to stories because they evoke strong emotions rooted in their earliest years of life. How do you use storytelling? Create characters, narrate scenes and take people through the experience that you want them to have.
• Work with all the special features on different social media platform. Facebook, Instagram and Snapchat Stories, Instagram Boomerang and Twitter Moments are all creative opportunities to change the way social media users perceive your brand. Not only do “Stories” appear prominently on top of social feeds, but they also disappear 24 hrs after publishing, giving you the freedom to share more freely.
• Save your posts and ideas in online content libraries such as the ones on DrumUp, so you can work with them just before publishing. You could also save great posts to inspire future posts or inspire the start of a series.

If you still don’t have enough to embellish your page with vibrant and original social media content, here are a few things that you can consider.

• Curate content from other brands, personalities who are in your space but don’t compete with you. DrumUp’s keyword based content curation will help you find articles written by journalists, whom you can also @mention when sharing posts through the tool.
• Share simple questions, quizzes or contests that can engage your social media audience.

 3. Invest in empathy; understand customer intent and feelings

Every social media marketer reads hundreds of blog and social media posts for social media marketing inspiration. However, few of them can actually drive results for brands using social if marketers lose sight of the most important part of having a social media presence – being human. Companies who anchor their social media marketing strategy around this fact are more likely to have larger and more loyal social media followings and better sales.

The beauty of social media is that it allows for two way communication, wherein current and prospective customers can respond to brands and share opinions. Use that fact to build real connections with your social media fans.

• The first mistake that many brands make on social media is that they overdo professionalism and end up being boring. People don’t want more “corporate talk”. They want to know who you are. So, be as genuine and authentic as you can on social media. Give your brand a personality that people can relate to.
• One of the biggest mistakes that brands make on social media is focusing too much on their brand, products and services. In marketing expert Guy Alvarez’s words, “Social Media is Not a Bullhorn”, and you should stop writing about why your products are amazing. People today can’t be bothered by what you have to sell. They’re interested in how you can change their lives. Show them that by sharing more customer-oriented content.
• Make people smile. Want to stay on top of customers’ minds? Tell them something that will make them smile. Create content that will come back to them when they’re driving or shopping or being bored on the internet.
• Give more than you get. Think about this. Would you rather spend time with a friend who’s there for you or someone who’s always asking you for money? Limit your social media sales pitches. Instead, try and befriend your social media audience.

The easiest way to build a rapport with your audience is by understanding how they feel. Here are a few ways to do that.

• Look carefully at support queries. What emotions have customers expressed towards your products and services? That can tell you a lot about how to approach them. For instance, if customers have displayed signs of uncertainty and anxiousness, you should invest in understanding what their concerns about your products are.
• Talk to customers face to face or on the phone when you can and ask for feedback related to your products and content. Pay attention to their tone of voice and emotions instead of focusing only on what they say.

 4. Work hard on that sense of humor, every single day

Being humorous is a great way to catch the attention of your social media audience. By appealing to them emotionally, you stand a better chance than others at generating curiosity about who you are and what you sell. It also stands that humor is great for brand awareness and brand recall, two things that can help you stay etched in your target audience’s memory longer.

However, writing jokes is hard. The activity requires a rare combination of creative intelligence and an understanding of customer psychology. Here’s a list of tips that can help.

• According to Dr. Peter McGraw and Dr. Caleb Warren, researchers at the University of Colorado at Boulder, humor occurs when two events coincide –

i) Someone threatens a person’s worldview (his or her) sense of how the world should be, and ii) The threat is amiable but potent. Try and satisfy these criteria with the jokes that you write for social media.

• Practise writing humor everyday, because only 10% of what you write maybe usable material. Just as any other skill, writing humor takes practise and you’ll get better at it over time.
• Follow a bunch of comedians and novelists you consider raconteurs, so you can breakdown their work and study their style of writing. When breaking down their writing, try and pay attention to the details – the words they use, the tone they use, the visuals that they try to paint with words. Some good examples of novelists to study are PG Wodehouse and Caitlin Moran.
• Curate humorous content for your social media fans. There are tons of great social media pages already posting funny content. You could simply repost some of that content (with tags and proper credit) for your audience’s benefit. The admins of the pages you help promote will definitely thank you for it.

If you’re still unable to find enough inspiration to add humor to your social media content, you could try one of the following.

• Wit is underrated. Use witty quips (crediting them to the author) or create your own. Try and give new endings to old sayings or come-up with new “terms” that have funny definitions.
• Poke fun at your brand. That’s a great way to endear your social media fans. Ellen DeGeneres tells a lot of jokes targeted at herself (click here for link to video below).

5. Strike the pinata at its heart by vanquishing customers’ pet peeves

When people don’t convert, it’s usually because they have a very specific issue stopping them from doing so. When customers leave, they usually have very specific problems that haven’t be addressed. Strategic content can bridge these gaps and boost both your conversion rates and customer retention rates. That’s why you should focus on creating social media content that relates to customer and prospect issues.

Here’s what you need to know when creating content to solve issues that customers and prospects face.

• Before you begin solving issues, it’s important to know if they actually exist and what they are. Many social media managers make the mistake of assuming likes, dislikes and concerns of target groups, leading to the incorrect investment of time and money on creating content that’s not really relevant.
• Once you’re sure of what concerns customers and prospects have, it’s time to understand exactly how to address them. The content format and script that you use matter to a great extent. You conversion and retention depend on how well you address issues using content.
• Use simple resolutions in content that your target groups can follow easily. Avoid using terms that can confuse people and don’t unnecessarily complicate your content.
• Invest in content formats that you know your target groups consume. For instance, if your target groups include people who read a lot, you can focus on blog posts. Else, it’s important to complement blog posts with videos, infographics, GIFs and memes. The videos you create should ideally be short and easy to consume – 60s or less if you plan to share them on social media platforms.
• You could use success stories, case-studies and testimonials to illustrate to your target groups how you can solve important issues. In fact, doing so will add social proof and credibility to the equation and make your brand appear more trustworthy.

Here are a few extra tips to ensure that you aim right and successfully eliminate the issues that your target groups have using social media content.

• Google keyword planner (and other keyword research tools) are excellent ways to understand customer intent. If you create blog posts using data drawn from such tools, you can attract attention on social media and drive SEO traffic to your website.
• You can also use a tool such as FAQFox to search for queries on forums such as Quora, so you can identify important questions that your audience is asking.

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Social media marketing is an important part of every marketer’s $0 marketing plan, but few of these marketers ever see the results that they desire. Why? They’re using the wrong content or targeting the wrong channels. This post suggests the only way you can take boring social media content and turn it interesting.

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7 Tried & Tested Content Marketing Ideas for eCommerce Businesses to Try Now

According to a recent study, 81% of shoppers conduct research online before making a purchase. It’s no wonder that eCommerce businesses are focused on attracting the attention of such customers via content marketing on various online marketing channels. You’re probably an eCommerce business yourself or an agency in charge of creating content for one.

If you are either, you probably know how hard it is to create content that works and helps you achieve your goals. This post describes 7 content marketing ideas that have worked for other eCommerce businesses for you to try.

Note: [4 out of 7] of these ideas are easier to execute with the help of a social media management and employee advocacy platform like DrumUp.

1. Find artistic social media ambassadors

What you create/curate visually will decide how successful you are on the internet. However, creating visually stunning social media content can be an expensive affair, which is where UGC comes in. Visually inclined social media ambassadors can help you create great content and market it via engaged social media channels.

Check out how Huckberry utilizes it’s ambassador generated social media content.

2. Create How-to or DIY videos featuring products

Instead of simply displaying your products, try and create use-cases for them within your content. The best ways to do this is through How-to and DIY videos that not only feature your products but also describe the best way to use them. How-to videos are great for complex products that typically need guides or manuals and DIY videos are great for products that have multiple use-cases.

Check out how Lowes has created a DIY video around its DIY fireplace kit product.

3. Connect products to celebrities and trends

People are influenced by celebs’ style, food-habits and behaviors in general. eCommerce marketers can use this to their advantage by connecting products to current trends and what celebrities are doing/wearing. To implement this strategy, you first have to identify which celebrities you target groups follow and then follow them to identify occurrences to use in your marketing.

Here’s how Mr Porter connects its products to celebrity lifestyles.

4. Share customer and employee stories

Stories are at the heart of social media. You can drastically improve customer engagement by increasing the incorporation of stories into your content marketing. Anything shared in story form – behind-the-scenes content, employee achievements and struggles, customers’ achievements and struggles – can go a long way in improving the results of your content marketing.

Check out the engagement on stories shared by Asda. Customers care about and connect with well-narrated stories.

Note: You can get more engagement and reach more of your target groups by getting employees to share your stories via DrumUp’s employee advocacy platform.

5. Display products and promotions via engaging GIFs/videos

Yet another creative way to share products and promotions is via engaging GIFs/videos. Creating GIFs/videos today isn’t much of a task, considering the availability of several easy-to-use GIF/video editing tools. The easiest way to incorporate GIFs/videos, however, is by curating them with the right caption and connecting them to your products/services. When doing so, ensure that you verify the license of the content that you wish to share.

Here’s how Net-A-Porter incorporates GIFs into its content marketing.

Note: DrumUp lets you curate copyright free GIFs from GIPHY within the dashboard.

6. Curate relevant content from non-competing entities

Content curation not only saves you time and money but also helps you build relationships with marketing allies in your industry. Today, almost every entity on social media runs on collaborations. And you can create collaborations by curating the right content. All you have to do is ensure that you have the right permissions to share engaging content.

Here’s an example of Grazia sharing the right content (with attribution).

Note: DrumUp lets you set-up RSS feeds and keyword based content streams for content curation. The keyword based content streams come with @mention and #tags, making it easy for you to attribute content.

7. Get C-suite executives and employees involved

People connect most with people, which is why you need to get your C-suite executives and employees involved in content marketing. Organic reach when C-suite and executives and employees share will also be much higher than when you share, giving you extra reach and engagement. Employee advocacy is also said to increase conversions, retention and general customer engagement.

Note: With DrumUp’s employee advocacy platform, you can simplify content sharing with employees, gamify participating and track the impact of their shares.

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Content marketing is the smartest way for eCommerce companies to reach and influence their target groups on online marketing channels. With effective content marketing ideas, you can engage your audience and surpass your content marketing goals.

Featured image by Maykzz@freepik.com

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15 Social Media Tools that Will Help You Survive the Fake News Phase & Its Repercussions

Fake news is a serious social media problem that could affect the relationship you share with your social media audience. How?

• People are starting to question the information that they receive via social media.
• People have always been wary about the information shared by brands on social media. In fact, people consider information shared by people like themselves more credible than the information shared by brands (Edelman 2018).

Note: To overcome this hurdle, you could explore employee advocacy as a social media marketing solution.

• Social media platforms such as Twitter have begun their battle against fake news, placing stringent rules to avoid the circulation of factually incorrect information. And they are doing that by making serious algorithm changes that could affect your social media marketing efforts.

So, how can you as a social media manager or small business owner ensure that your business survives the fake news phase and its repercussions? Here are 15 social media tools that can help you strengthen your relationship with social media fans.

1. DrumUp for fresh content & employee advocacy

Instead of sharing your own content, you could share content useful to your social media audience – content from sources that are universally trusted. That’s a great way to show that you’re neutral and trustworthy.

You could also have your brand’s content shared by employees, through whom you can effectively impact your target audience on social media.

DrumUp is a social media management tool that fulfils both these functions. You can use the tool to curate fresh content (using keyword streams and/or RSS feeds) and schedule them on social media accounts. You can also use the tool’s employee advocacy platform to enable employees to share your content effortlessly.

2. Canva for visual communication

Visuals are great way to drive a message home because they get processed by the human mind quicker than text does. Visuals are also offer you the opportunity to build trust with your social media audience. For instance, visual testimonials (such as a customer’s raving video review) can improve your credibility.

You can also use visuals such as graphs and screenshots to make your communication more transparent and effective by showing customers how your products and pricing work.

Canva is a graphic design tool that you can use to design most of the visuals that you can use on social media. The tool stocks canvases and templates optimized for most use cases on social media. The tool’s drag and drop feature and its flexibility make it a great choice for graphic design.

3. Brand24 for real & personal conversations

Successful social media managers see social media platforms as channels not only for publishing but also for conversations. You can use social media channels to connect with current and future customers, potential partners and co-marketers, influencers and brand ambassadors. You can also use social media channels to enable employee conversations and employee advocacy.

For social media to count, you have to show customers that you care. And you can’t do that at scale. You have to focus on one-on-one conversations.

Brand24 is a social media monitoring tool that you can use to identify mentions, important keywords – any indicator of important conversations. The tool’s alerts will give you opportunity to create real and personal conversations.

4. FAQFox for customer-centric content research

It’s not enough to just be in contact with current customers. You should also be in touch with prospect customers and know their wants, concerns and challenges. That involves assessing the temperament of different target groups of people. And doing this can be tricky.

The objective of understanding prospect customers is to be able to connect with them by creating/sharing content that’s most relevant to them.

FAQFox is an unorthodox content research tool which you can use to find questions that certain groups of people are asking. You can do this by running keyword searches across commonly used discussion forums such as Quora and those relevant to your niche.

5. FollowerWonk for influencer and ambassador hunting

Twitter is an excellent social media platform for influencer and ambassador outreach because it’s open and allows you to communicate with anyone from your friend to the POTUS.

When searching for influencers/ambassadors on Twitter, you need to analyze profiles to see who makes the best fit. This is easier done with the assistance of a tool than done manually.

FollowerWonk is a Twitter analytics tool that you can use to analyze profiles and filter them by matching keywords to Twitter bios. Using the tool, you can also identify influencers within your social circles and reach out to them with relevant content.

6. GIPHY for GIF based communication

GIFs are videos on caffeine. They are easy to consume as they take barely any space when compared with full-fledged videos and are much shorter in length. They are also more appealing, effective and affordable than full-fledged videos.

While curating videos is hard (videos are usually covered by copyrights because they’re expensive), curating GIFs is easy and inexpensive.

GIPHY is a copyright free extensive source of GIFs that you can use to spice-up your conversations on social media. The repository also has an API that we’ve used to enable GIF curation within DrumUp.

7. RelayThat for branded image creation

Branding is an important part of building trust on social media. The consistency that your messaging has affects how social media users see and interact with your brands. However, it’s difficult to keep track of colors and fonts when you are creating content on a large scale, everyday.

Many brands choose their colors, fonts and image creation styles in advance and stick to them perpetually, without deviating from them on any channel.

RelayThat is a graphic design tool that allows you to choose and maintain brand parameters that you can easily add to all of your social media images. RelayThat also allows you to add your logo and original images to standard templates effortlessly.

8. Rocketium for video content creation

Video is an indispensable part of social media marketing. An overwhelmingly large segment of social media users are beginning to consume video on a daily basis. Video has become everyone’s preferred format of content for consumption.

There’s a lot that you can do with video for social media, from creating How-to videos to conducting expert interviews and doing live QnAs.

Rocketium is a video builder that you can use to quickly put together videos for social media use. The tool has video templates that you can use to put together professional looking social media videos to make an impact on your target audience.

9. Pocket for niche content curation

Content curation is a smart way to build a relationship with your audience without spending too much on content creation. By curating content, you can the best content in the industry with your target users without to create it yourself on a daily basis.

However, it can be really hard curating content manually. Imagine having to visit multiple websites to find the content that you want to share, every single day.

Pocket is a content collection app that helps curate content for you, based on your preferences. The tool is smart and adapts to the posts you choose to read, eventually omitting all the content that you wouldn’t want to read.

10. TweetChat for Twitter networking & conversations

Yet another way to network with the right people is through Twitter chats. The people who participate in Twitter chats are usually very interested in specific niches and in meeting the right people.

Typically the format of Twitter chats allow you to exchange knowledge in areas within an industry and find others who are also doing the same.

TweetChat is a Twitter chat tool that you can use to follow hashtag specific conversations and participate in them real-time, which can otherwise be a nightmare. Within the tool, you can experience Twitter chats at your pace and never miss a tweet.

11. Socedo for social media lead generation

While social media conversations and content publishing are great for audience engagement, your social media efforts only affect your business when conversations turn into queries and eventually sales.

There’s plenty of opportunities on social media for you to turn conversations into business, but these opportunities usually take time to manifest.

Socedo is a social media lead generation tool which automatically assesses social media profiles and identifies the people who are most likely to be interested in your business and the products/services that you have to offer.

12. PitchBox for blogger outreach and off-social PR

Blogs are still relevant in many industries. If your company’s referrals are majorly driven through blogs and bloggers, building strategic relationships with them can be beneficial. And you don’t have to focus only on your niche. General blogs whose audience matches your target audience also count.

When building relationships with bloggers, it counts to make it as organic as possible. Identify individuals you admire and want to work with and let them know the same.

PitchBox is an influencer marketing tool that can be used to search for influencers and bloggers in your niche using keywords that you provide. The tool’s extensive search leverages integrations with major SEO tools such as Moz, SEMRush and Majestic.

13. BuzzSumo for targeted content promotion

One of the secrets of being successful on social media is building a network of loyal followers who engage with your content. However, building that network is a slow and time-consuming process.

The network of followers you build need not be restricted to just influencers. You can also work with micro-influencers or employees, customers and brand ambassadors.

BuzzSumo is a content research tool that you can use to identify people and blogs belonging to a certain niche, so you can reach out to the right people. Using the tool, you can breakdown the source of any article on the internet and access backlink and share data.

14. Twitter lists and Google Drive/Email for relationship building

Twitter lists are great for relationship building because you can create a context for every relationship that you build by adding people to certain lists. However, even Twitter lists can get messy once you have added too many people to too many lists. To ensure that the lists you create make sense, create small groups of people and limit your lists to only as many as you can handle.

One way to ensure that the Twitter lists you create have value, is by following up with Twitter list members away from the social media platform.

IFTTT is a cross-action app that has a few interesting recipes that you can consider using. One of them allows to store mentions in Drive or on email, after which you can personally make contact with the people who mention you.

15. SumoMe for social media referral based list building

Social media referrals are probably one of the top three or four sources of traffic to your website. So, what do you do with the traffic that comes to your website from social media? If you’re not converting it at the moment, you should probably consider focusing on that.

There are tons of ways to convert the traffic that lands on your website. Most of it involves connecting the right content on social media to the right landing pages on your website.

SumoMe is a website traffic analytics tool and traffic conversion tool that you can use to optimize website traffic and conversion. The tool even has customizable email signup forms that you can instal on your website to convert incoming referrals.

Wrap

With social media platforms undergoing major changes to battle fake news and survive its repercussions, it’s critical to invest in social media tools and strategies that are likely to survive the fallout. This list includes a collection of some of the smartest investments that you can make to ensure that your brand isn’t affected by drastic algorithm changes. Over to you.

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