I’m sitting here a little sunburnt as we race through the summer months. I think because the sun is so periodic in the UK that as soon as we catch a glimpse of it, we’re determined to dust off our sun-lounger and catch some UV rays! As I write this I hope you’re having a good summer too. For Majestic, in the month of August we’ve been taking time to take stock of how the first half of the year has gone, and strategising a bit more for the remainder of 2016 and the start of next year.
If you regularly visit the Majestic blog you may have spotted that we are writing more posts centered on different themes of development, social news, and research, and putting out a bit less content in English, and a bit more in local languages. That’s because through analysis and different marketing campaigns we’ve been able to learn more about how users are actually using Majestic and analysing link data so we can write articles more suited to local and global need.
In Summer last year I thought it’d be good to raise Majestic’s brand awareness and engage with more of our users in their native language – specifically boosting our blog and social content in Polish, Italian, French, Spanish and German. It may have seemed an ambitious task but thankfully with an excellent team of Brand Ambassadors and internal support it’s been possible.
Why these countries? There were multiple factors I took into consideration, but to start with, I think you have to analyse where there is room for market share growth and also what is feasible for your business, and more so your business product. Most of us probably know or have heard of the 4 main P’s of marketing – Product, Promotion, Price and Place and they all relate and help to identify where, how and why you have the persona’s and target market for your business. However, that’s not to say that these 4 P’s don’t change over time and I’m a big believer that you can’t work out how to move a business forward, if you don’t have a true grasp of where you are.
The takeaway in August…
Do not forget to analyse your activity. So for Majestic, last year I analysed what marketing channels I had at my fingertips and the resources available. I analysed whether they suited the Majestic brand and product, and then decided if this needed to change, be optimised or deleted; (sometimes it really is just better to say “okay, that doesn’t work for us”). So for example, on the Majestic Pinterest channel we have a different board for each language, and on our Majestic YouTube channel we now have different playlists for each language so as to help users learn more about Majestic, but also for us internally to understand what support our audience need. Then and now, we can produce a blog post to expand on that tutorial of interest, or an infographic as a visual aid for that topic in a local language. After all, every country has different values and uses different search terms. Content needs to be culturally relevant to resonate with the audience and engage users. Then, when you understand the market, pro-actively, and not via forced engagement, you can drive a natural link online and/or offline between your business and a third party for hopefully longer term success.
Which means that this August, it’s been a matter of more social statistics, Excel spreadsheets and conversations to analyse how things have changed since last year – at Majestic and in the Search Industry. How events are performing, campaigns progressing, and what ideas we can push forward from brainstorming sessions. Then of course, it’s been focused on development and bringing marketing in line with new releases so that we’re not only improving the marketing campaigns we’re delivering, but working to enhance the usability of the Majestic product too; which we’ll continue to do so as similar to marketing, teamwork (mentioned last month) and development, analysis is a continuous and revolving process.
But not forgetting…
I must also mention that this month, of course being the peak of summer in the UK has been about BBQ’s, and on August 18th I was invited to the Peak Ace Summerfest. It was a one day event of content marketing, SEO, SEA and Social tips. The line-up of speakers included our own Brand Ambassador for Germany, Andor Palau, as well as other industry speakers including Judith Lewis, Russel McCarthy and Peak Ace representatives. Each session gave different insights – some tips on content marketing, pointers on the importance of looking at conversions to see how performance is influenced by activity, as well as overall thoughts on marketing attribution. It was a worthwhile event with some interesting conversations had at the networking party; (personal thanks and apologies again to Stephan from Trust Agents for the drink spillage!). But all-in-all, it defined to me how analysis is important because you spend plenty of time planning and running different initiatives, and so without spending time reflecting on performance, you can’t know if the efforts of your labour need improving in the future.