2024 Google Search Statistics Worth Knowing for B2C Marketers

google home page on cell phone

One of the things we love most about our work at Green Apple is the variety of businesses and industries we support. Our clients range from a B2B construction company to a B2C early childhood center. While the overall marketing philosophies and approach are similar, the tactics we use for each client can often be very different. In this post, we wanted to highlight some of the most essential 2024 Google search statistics for clients who are marketing directly to consumers.

7 Important 2024 Google Search Statistics for B2C Marketers

Here are seven of the most interesting and insightful statistics for marketers and brands in the B2C space:

1. Almost half of all product searches begin on Google. (Source) 

Just like many other searches, 46% of consumers start with Google when looking for a particular product or service. Knowing where product searches start can help marketers understand the potential impact throughout the different stages of a customer’s buyer journey. 

2. Nearly 35% of people will click on the first result of a search. (Source)

You need to rank first on important keywords for your business because that statistic drops dramatically after the #1 position.

3. 63% of Google’s US organic search traffic originates from mobile devices. (Source)

Mobile devices have now become the dominant search method for consumers. This is a  number that continues to increase year after year. Therefore, optimizing your pages for mobile ranking and usability is crucial to your business’s success.

4. Paid search ads can boost brand awareness by 80%. (Source) 

If you want to improve your visibility, PPC links allow you to “buy” your way into the search results. The more people see your brand, the more likely they’ll interact with it. 

5. 90% of users are likely to click on a page that lands on the first search engine results page. (Source)

If you can’t make the #1 search result, you should still try to get on the first page of Google search results. Based on survey results, it’s evident that people trust the first page of Google to help them find what they’re looking for. 

6. Four times as many people are likely to click on a paid search ad on Google (63%) than on any other search engine, including — Amazon (15%), YouTube (9%), and Bing (6%). (Source)

The reality is that PPC advertising on Google is more effective than on any other platform. Investing in Google search advertising is still one of the best ways to reach customers who are looking for your product or service. 

7. 23.6% of U.S. e-commerce orders originate from organic search. (Source)

Having an intentional SEO strategy is essential for B2C businesses, especially for those in the eCommerce space. The last thing you want is for a competitor to swoop in and steal potential business because they ranked higher than you on important keywords and keyword phrases. 

Maximize SEO with Green Apple Strategy

As a full-service marketing agency, we’re constantly looking for ways to help our clients use every tactic at their disposal to grow their business. Our SEO Silo™ service was specifically created to help local companies boost their brand visibility and improve their online presence through SEO marketing. If you’re looking for ways to maximize your SEO efforts or improve your ranking on Google, our team has the experience and tools to help.

Introducing Olive + Leo: Green Apple’s New Venture to Elevate Customer Loyalty in the Hospitality Industry

The rise of Nashville’s popularity in recent years has been nothing short of remarkable. The “It City” has experienced exponential growth, fueled by an influx of visitors seeking to immerse themselves in Nashville’s music scene, big events, honky-tonks, hot chicken, and hashtag murals. Nashville’s tourism industry generated record economic activity for the city in 2022 with unprecedented hotel performance. The city’s tourism industry is currently undertaking a five-year strategic plan to maintain the momentum and keep Nashville in demand as a destination.

For the bustling hospitality industry, the challenge of attracting and retaining customers has never been more pronounced. The stakes are even higher for independent hospitality businesses as they work to compete with bigger brands that have marketing budgets to match.

About Olive + Leo

Samantha Pyle, founder and CEO at Green Apple Strategy, saw an opportunity to help these smaller businesses compete. In February 2024, Sam and the Green Apple team launched Olive + Leo. O+L offers a streamlined text marketing and digital engagement platform to help restaurants and other hospitality businesses grow their audiences and build customer loyalty in an increasingly crowded marketplace.

“It’s never been more important or more challenging for hospitality businesses to find their audiences and tap into the loyalty they’ve inspired through the food, drinks, and atmosphere they’ve worked so hard to create,” said Pyle. “Customers crave genuine dialogue with the brands they love, but it’s largely up to those brands to meet their customers where they are to share their stories and make a personal connection.”

Instead of the full-service agency route, Olive+Leo is a user-friendly digital platform built specifically for hospitality. The platform combines the power of text marketing, digital loyalty programs, email strategy, and social media magic to allow businesses to stand out and build a loyal following. What we do is represented in our name. The olive is a plant that represents hospitality, warmth, and welcome, while the name Leo represents a canine symbol of loyalty. 

“When eight out of ten customers are messaging with their favorite brands on social media, even the smallest restaurant operation can no longer afford to consider digital engagement an optional investment. It’s essential, and we created Olive + Leo to provide an affordable solution that levels the playing field for hospitality businesses, regardless of their size.”


With pricing to fit budgets of all sizes, Olive + Leo offers a wide range of effective, affordable customer engagement resources within one simple “handheld hospitality” solution, including online and in-person customer database enrollment, an intuitive SMS and MMS service with trackable promotions and performance metrics, turnkey social media strategies, and a comprehensive email marketing platform. Users can also choose between DIY and fully managed accounts based on their capacity and needs.

At Green Apple Strategy, we’ve had the privilege of working alongside some iconic restaurants over the years. We love helping businesses thrive, but the unique challenges of restaurant marketing often make it tough to afford a full-service agency. We’re so proud to offer the hospitality industry an affordable option that will allow their business to not only stay afloat but thrive for years to come. 

See how Olive + Leo can elevate your customer experience, forge lasting connections, and supercharge loyalty. 

Offering Strategic Solutions and Services to Help Businesses Grow

At Green Apple, we’re more than a marketing and PR agency. Strategy is at the core of everything we do. Learn about our process and how we can help you achieve your specific goals. If you have questions or want to discuss your needs, our team is here to help.

How Text Marketing Can Build Customer Loyalty for Nashville Restaurants

With more than two million people in the metro area, Nashville restaurants have plenty of potential customers. But it takes more than getting a customer in the door to build a sense of loyalty. Modern-day marketing techniques can help, ensuring your brand is showing up in their email inbox, social media feeds, and more. However, with an open rate of 90 percent, one method is making it easier to get your message heard: text message marketing. 

Text message marketing can be a great marketing tactic for local and corporate brands alike. In this post, we outline best practices for using text marketing to engage with customers, increase loyalty, and stand out in a crowded market.  

Text Marketing Tips for Restaurants 

Opt-Ins Only

Text marketing is highly effective, but only among the customers who want to hear from you. With this in mind, only send messages to customers who have permitted you to do so. You can encourage them to opt-in on your website, in a newsletter, or through other digital channels. You may even offer a one-time discount in exchange for signing up for text messages. 

Even after a customer opts in, go the extra mile with a text that allows them to confirm their subscription to marketing and promotional messages. On the other hand, make it easy for a customer to unsubscribe, too.

Choose Words Carefully

Writing text message copy differs from writing for email, social or other channels. Because you have limited space to communicate, be sure to introduce your restaurant promptly and then stick to one call to action. Is there a sale you want to promote? What about a new menu item or a special event? Choose one call-to-action (CTA) and craft a clever message around it.

A casual tone works best for text messages when writing your copy. Yes, we give you permission to use abbreviations and emojis if that makes sense for your brand! Remember that although you can use a relaxed tone, customers still expect you to be professional and respect their time by not sending too many texts and contacting them during regular business hours. Avoid late night or early morning send times.  

Have an Omni-Channel Approach 

Text marketing for restaurants is an excellent way to build customer loyalty. However, it should not be your only approach. Part of successful marketing is meeting customers where they are, and not all of your customers will subscribe to your text messages. With this in mind, it’s critical to continue building out strategies that include marketing via email, social media, and at your brick-and-mortar location. Depending on who your target audience is, you can even use direct mail. This way, your brand can be top of mind even when customers are away from their mobile phones.  

Follow the Rules 

The path to text marketing success comes with rules and guidelines that can vary based on where you live. These include getting written consent (such as through an opt-in text), identifying your brand in the message, providing clear terms and conditions, offering an opt-out option, and always respecting your customers’ privacy. The Telephone Consumer Protection Act (TCPA)  provides essential and detailed information on privacy laws and regulations for SMS marketing that can protect you from future legal issues. 

Amplify Your Marketing Strategy 

When building a successful text marketing plan, our team at Green Apple understands that it can look different for every restaurant brand. We will take time to understand your business and your needs to develop an omni-channel engagement strategy to ensure you can engage with all your customers—wherever they are. Contact us today, and let’s get the conversation started.

From Visitors to Regulars: Building Customer Loyalty in the Hospitality Industry

We all know a restaurant that always seems to have a line out the door. And if you live in a city like Nashville, you may even have a favorite coffee shop or bar where they always remember your name. It’s no secret that these cherished local spots hold onto their customers with something more than just delicious food and good coffee. They’ve mastered the art of customer loyalty. 

In the competitive landscape of the hospitality industry, where competition is constant and customer options are abundant, loyalty is everything. Here are just a few of the facts: 

  • A 5% increase in customer retention can boost profits by 25-95%. (Source)
  • A loyal customer spends 67% more than a new one. (Source)
  • Loyal customers are: (Source)
    • 5x as likely to repurchase
    • 5x as likely to forgive
    • 4x as likely to refer
    • 7x as likely to try a new offering 

With numbers like that, it’s no surprise that restaurants, coffee shops, bars, and hotels are prioritizing customer loyalty programs and strategies more than ever.

Here at Green Apple Strategy, we’ve had the pleasure of working with incredible hospitality businesses, witnessing firsthand the transformative power of fostering genuine connections with customers. While there’s no magic formula, there are certain key ingredients that cultivate customer loyalty and keep those doors opening (or tables turning)!

 

Key Ingredients to Build Customer Loyalty

Here are a few insights into what it takes to foster customer loyalty that we’ve learned through our work with numerous restaurants and venues over the years: 

Service with a Smile (and a Listening Ear)

Customer loyalty all starts with the basics. Friendly, attentive staff, prompt service, and a genuine desire to exceed expectations go a long way in creating a positive experience. But remember, service doesn’t end there. Actively seeking and incorporating customer feedback through surveys, online reviews, or even casual conversations shows you care about the customer experience and are committed to improvement.

 

Strategies for Surprise and Delight

Who doesn’t love a little unexpected treat? Going beyond the expected and sprinkling in moments of joy can be an invaluable customer loyalty tactic! You could offer birthday treats, complimentary tastings, or loyalty program rewards that feel special and personal. Remember, it’s the little things that often leave the biggest impression.

 

Speak to Customers Directly Through Personalized Communication

Personalized communication is a high value for today’s customers. Rather than sending generic marketing blasts, it’s essential to utilize platforms like segmented email marketing and targeted text message campaigns to send offers and updates that are relevant to individual customer preferences.

 

Track Progress and Measure Success

You can’t improve what you don’t track! Implement tools to measure key metrics like repeat customer rates, average order value, and engagement with loyalty programs. This data-driven approach enables you to identify what’s working well and where adjustments are needed so you can enhance your strategies as you go.

 

Questions to Spark Your Customer Loyalty Strategy

Whether you’re a local coffee shop or restaurant franchise, here are a few thought-provoking to evaluate your current approach and identify opportunities to cultivate deeper customer loyalty:

  1. What are my customer demographics and preferences? Knowing your audience is key to personalization.
  2. What are my current customer touchpoints? Are you utilizing all channels effectively?
  3. How do I encourage feedback and actively listen to my customers?
  4. Do I offer unique experiences or moments of surprise and delight moments?
  5. Is my loyalty program engaging and rewarding?
  6. Am I tracking and analyzing data to understand what’s working and what’s not?

     

Ready to Turn One-Timers into Regulars?

Building customer loyalty takes effort, but the rewards are undeniable. By focusing on these key ingredients and asking yourself the right questions, you can transform your hospitality business into a cherished destination, turning visitors into regulars and building a community that thrives on loyalty and love.

At Green Apple Strategy, we’re committed to helping businesses thrive by cultivating meaningful connections with their patrons. Through our customer loyalty platform Olive + Leo or our marketing agency services, we’re here to help you build enduring customer relationships. Reach out to our team today and let’s embark on this journey together.

The New Word of Mouth Marketing: Unleashing the Potential of User-Generated Content

Word of mouth has always been one of the most popular and reliable referral tools. However, in today’s digital age, we can quickly access information about any product or service with a quick online search. What’s the best air fryer for a large family? How should I style my new shoes? What’s the best beach to visit for summer vacation? All the answers are just a search engine query away.

Yet, with all this knowledge at our fingertips, research still shows that we are more likely to make a purchase if it is recommended by a friend, a family member, or another person we trust.

Brands have found a way to create word-of-mouth referrals in an online environment through user-generated content marketing (UGC). The ever-increasing popularity of platforms like Facebook, Instagram, and TikTok, among others, has positioned user-generated content as a pivotal force in the future of social media. Read on to discover why your brand should implement a strategy for finding and sharing user-generated marketing content and how to achieve success.

Benefits of User-Generated Marketing Content

Increase Engagement and Reach

By creating user-generated content—such as unboxing videos, testimonials, or product reviews—real customers can actively engage with a brand rather than just being a spectator on the sidelines. UCG can also work to create a community around the brand as enthusiasts react and comment on the shared authentic content. Brands should also be active participants in the conversation by responding to posts in a meaningful way.

Showcase Authenticity

Today’s consumers are smart. They can tell when content is genuine and when it is fabricated.  93 percent of marketers agree that consumers are more likely to trust content created by customers instead of content created by a brand. Honest content created by real people, like your employees, customers, and brand ambassadors, will become your brand’s modern-day word-of-mouth marketing. 

Save on Costs

User-generated content is much more cost-effective than partnering with an influencer and can have better results! Depending on the influencer, hiring one could cost millions of dollars. However, sourcing and sharing user-generated content is much more cost-effective. For instance, if you run a campaign that offers prizes for creating content about your brand, your time and financial investment will be lessened since the ideation, creation, and execution will be done by your audience. 

Increase Conversions

User-generated content offers a way to get authentic endorsements from real people, which will go a long way, with 50 percent of millennials relying on recommendations from family and friends before making a purchase. The content acts as social proof that your product or service meets or exceeds expectations while allowing potential customers to see their contacts engaging with your brand.

What’s also noteworthy is how seamlessly user-generated content works with social commerce. Social commerce refers to purchases made directly from social media apps. Nearly 80 percent of people say that user-generated content influences their purchase decisions. User-generated content creates a natural funnel for customers to move from viewing favorable reviews to purchasing the product, all without ever leaving their social feed.

Best Practices for User-Generated Marking Content 

Share the Content

One of the best ways to encourage user-generated content is to share it! Uncover UGC by searching hashtags and finding content that mentions your brand. You can also ask your customers to share their experiences with your product or service through a giveaway, contest, or campaign. Some brands even creatively include the request on their packaging.

Whatever way you choose to gather content, be sure to share it! Doing so encourages a sense of community and motivates others to create content, too—opening the door to unlimited, authentic content.

Always Ask Permission

Yes, share the content, but before you do, be sure to get approval from the original creator, letting them know you will give them credit when you share. Usually, customers will be thrilled to be featured, but checking first helps establish a trustworthy relationship. Plus, it keeps you out of hot water with customers who don’t want their content shared. 

Embrace Diversity

Millennials and Gen Z expect the brands they support to embrace diversity, equity, and inclusion. Sharing user-generated content on social media allows you to do just that. Employees, customers, and brand ambassadors all come from different backgrounds, races, religions, genders, geographic areas, and experiences. While it could be complex to showcase a vast range of diversity in a traditional marketing campaign, sharing user-generated content makes it feasible for your brand to represent all of its enthusiasts.

Partner with a Marketing Agency

There are many moving parts to developing and implementing a successful social media strategy. It’s an essential aspect of marketing your business, but giving it the proper attention needed for success can be difficult. That’s why our team is here. Green Apple can work alongside you to seamlessly provide the help you need. We’ll strategize and implement, as well as measure results, optimize your ROI, and scale as you grow. Reach out to learn more about how we can help boost your brand.

Touchdown or Fumble? Brand Awareness Lessons from the Most Iconic Super Bowl Ads

The Super Bowl is an event that transcends the sport of football and has become a cultural phenomenon. Over the years, the ads aired during the game have become as anticipated as the showdown on the field. Every year, companies shell out millions for  30 precious seconds of air time, hoping to capture a magical moment of brand awareness that resonates with the audience. Countless campaigns have soared to iconic status, becoming part of our everyday culture. Others have landed with a thud. 

There’s so much to be learned from every marketing or advertising campaign. In this blog post, we’ll dive into some of our favorite “touchdowns” and notorious “fumbles” from past Super Bowl campaigns, extracting valuable insights into effective brand awareness strategies.

Touchdown: Budweiser’s “Puppy Love” Commercial (2014)

As dog lovers, Budweiser’s “Puppy Love” campaign definitely made our list. The commercial featured a heartwarming story of a friendship between a puppy and a Clydesdale horse. The ad resonated with viewers emotionally and received widespread praise, becoming one of the most beloved Super Bowl commercials in recent years.

The lesson: Emotional connection is king. People remember stories that make them feel something, and Budweiser masterfully tapped into that with their adorable furry friends.

Fumble: Nationwide’s “Make Safe Happen” Commercial (2015)

Nationwide’s commercial during Super Bowl XLIX, which featured a young boy lamenting all the life events he would miss due to a preventable accident, sparked controversy and backlash for its dark and somber tone. Many viewers found the ad depressing and inappropriate for a Super Bowl audience.

The lesson: Recognizing when and where your message lands is crucial. While serious messaging can be impactful, understanding the context in which your audience engages with your brand is crucial to avoid alienating them.

Touchdown: Doritos’ “Crash the Super Bowl” Campaign (2007-2016)

For nearly a decade, Doritos’ “Crash the Super Bowl” campaign invited consumers to create their own commercials for the chance to have them aired during the Super Bowl. This crowdsourcing approach generated immense buzz and engagement, with the winning ads consistently ranking among the most popular during the game.

The lesson: Don’t be afraid to empower your audience to be part of your brand story. Sometimes, the best way to promote your brand is to let your fans create their own magic.

Fumble: Mountain Dew’s “PuppyMonkeyBaby” Commercial (2016) 

This bizarre concoction of a puppy, a monkey, and a baby might have aimed for quirky, but it landed squarely in the “annoying” territory. Unhinged marketing can be effective, but only when it resonates with your brand identity and doesn’t alienate your audience. 

The lesson: There’s a fine line between being memorable and being off-putting. That’s why you should exercise caution and ensure that your attempts at creativity align with your brand identity and resonate with your target audience.

Field Goal: Apple’s “1984” Commercial (1984)

Apple’s iconic “1984” commercial, directed by Ridley Scott, aired during Super Bowl XVIII. While now considered iconic, this ad was initially controversial. The dark, dystopian imagery and political undertones went over some viewers’ heads, and it wasn’t immediately clear what product was being advertised. However, the ad’s boldness and originality eventually won over audiences and critics alike.

The lesson: Brand awareness can be a marathon, not a sprint. If you’re playing the long game, ensure your brand narrative is consistent and resonates with your audience over time.

Ready to Make Every Snap Count?

One of the marketing principles we constantly reiterate is that brand awareness is a journey, not a destination. It’s about consistently moving the ball down the field, learning from each play, and adapting your strategy based on the ever-changing game. So, take inspiration from these iconic ads. Celebrate the touchdowns, analyze the fumbles, and remember: the most important element is creating a brand experience that resonates with your audience long after the final whistle blows.

Want to brainstorm some winning brand awareness strategies for your business? Contact Green Apple Strategy today! We’re a team of passionate marketers who can help you tell your brand story and score big with your customers.

How Video Marketing Works to Capture Your Audience’s Attention 

Capturing and keeping your audience’s attention is a constant battle. You pour your heart into crafting compelling messages, but sometimes words just don’t cut it. That’s where video marketing comes in—a potent force that can capture attention and forge a deeper connection with your viewers.

We’re passionate about helping businesses harness the power of video marketing, and we’ve seen how it transforms brands from faceless entities to relatable, engaging forces. Ready to get started? First, let’s look at why video is so valuable.

The Value of Video Marketing

Why is video marketing such a game-changer? The stats speak for themselves:

  • People retain 95% of a message they watch in a video, compared to 10% when reading text. (Source)
  • Incorporating videos on landing pages can result in a staggering 80% boost in conversion rates. (Source)
  • Videos are shared 12 times more often than text and image content combined. (Source)
  • 92% of video marketers in 2023 say video gives them a good ROI. (Source)

These numbers paint a clear picture: video is more engaging, memorable, and effective at driving conversions than traditional marketing tactics. But what makes it tick? Here’s the magic behind the curtain:

  • Emotional connection: Videos tap into our emotions, allowing us to connect with brands on a personal level. A well-crafted video can evoke laughter, tears, or awe, instantly forging a bond with your audience.
  • Storytelling power: Videos let you subtly weave in your brand narrative, showcasing your values, mission, and the people behind the scenes.
  • Visual impact: Let’s face it, words can be dry, and it takes work to read them. Videos bring your brand to life with vibrant visuals, dynamic motion, and engaging design. This multi-sensory experience leaves a lasting impression on viewers.
  • Versatility: There is an incredible range of styles and formats you can pull from: explainer animations, product demos, live streams, and customer testimonials.  The possibilities are endless with video. There’s an approach for every message and every audience.

     

Captivating Video Marketing Ideas to Capture Attention

We’ve successfully filmed and edited many different types of videos to cater to the diverse needs of our clients. If you’re not sure where to begin, consider one of the following videos to jump in and start creating. (And if you need a little more guidance, we’re always here to ideate, plan, and execute a comprehensive video marketing strategy for you!)

Company Overview Videos 

Embedding videos on your website is a game-changer. It allows you to convey information in a visually appealing manner. To understand how, take a look at one of the videos we created for The Gardner School, providing a glimpse into their ethos and environment. 

Client Testimonial Videos

Let your satisfied customers do the talking! A video testimonial builds trust by showcasing real people’s positive experiences with your brand. This video we created for Crain Construction shares clients expressing their satisfaction with the projects they completed with Crain.

Campaign or Brand Videos

Videos for specific campaigns or initiatives can be tailored to add a personalized touch. The video we crafted for United’s Project UNITE initiative is a prime example, effectively conveying a message and generating enthusiasm for their efforts to bridge the digital divide in Middle Tennessee.

Thought Leadership Videos

Videos are a great way to share your knowledge and build credibility. You can establish yourself as an industry expert with video masterclasses, Q&A sessions, or insightful interviews. Our master-class style video for textLIVING positions the brand as an authority in its domain, fostering trust and credibility.

Lights, Camera, Connection: Leverage the Power of Video Marketing

In a world saturated with content, video marketing emerges as a powerful way to capture the hearts of your audience. If you’re seeking a way to stand out and forge meaningful connections, don’t underestimate the power of video—because, after all, it might just be love at first watch for your audience.

Ready to take your marketing to the next level with video? Contact Green Apple Strategy to start creating your marketing masterpiece!

How To Hone Your Social Media Strategy

Social media is a powerful marketing tool, but it can be challenging to plan and execute successfully. Because there are so many different platforms with changing algorithms, it can be a challenge to make content choices that resonate with your audience. Although it may seem complex, the best practices of content creation also apply to social media. In this blog, we wanted to get back to basics, reminding you of the simple but effective way you can cut through the noise and consistently engage your audience. 

 

Define Your Target Audience

If your content doesn’t resonate with your audience, it’s missing the mark. But the best way to determine what might increase follows, clicks, and shares is to have a solid concept of who your audience is. Your target audience is the group of people most likely to be interested in your product or service. Take a moment to clarify who that is. If you’re working with a marketing agency, they should be able to tell you who is most interested in your brand, including demographic features like geographic location, income bracket, and interests. With this information in hand, you can tailor your content more accurately to address the needs of your potential customers. 

 

Figure Out Where Your Audience Is 

Defining your target audience will also help you to know which social media platforms to focus on. If your audience is on TikTok, posting on LinkedIn won’t reach them. Determine the platforms your clients and customers prefer before creating content for them. Defining your target audience will also help you to know which social media platforms to focus on. If you’re feeling a little confused about how to determine this, our recent blog can help you identify which platforms are right for your business.

 

Create Engaging Content 

When it comes to creating engaging content, let your target audience, brand goals, messaging, and brand voice help guide you. Varying content to include infographics, photos, and videos is essential. It can be easy to get carried away, investing in content or formats that don’t resonate with your audience. Remember to engage in self-reflection to accurately assess your approach. What might grab someone’s attention? Don’t be afraid to conduct research on competitors or other accounts your audience is following. Other brands and influencers can give you creative ideas about how to effectively present your content. There are dozens of social media marketing tools that can help you organize ideas, strategize, create images, post content, and measure results. Take a look at this blog to read about the five tools we’ve come to rely on over the years.

 

Identify Your Benchmarks and Goals

Katie Shayotovich, one of Green Apple’s Marketing Strategists, always makes it a priority to research and identify industry benchmarks for each client she manages. 

“Looking up benchmarks for your industry can help you understand if your engagements and impressions are hitting the mark. For example, here are higher education benchmarks for 2023. These benchmarks can help a brand determine what their realistic goals should be and help strategize content ideas.”

It’s important to set goals and strategic pillars for your content, and accurate benchmarks can help you set realistic and achievable social media goals. These goals can then help you assess how content is performing. Part of your goals should also be deciding what you want prospects to do when they interact with your social media presence. Do you want to build brand awareness? Drive them to the website? Fill out a contact form? Share your content and increase your social media reach? What helps you turn a lead into a customer? The answer will be different for every organization.  

 

Review Analytics Monthly 

Take a step back and look at the analytics. Longitudinal data from previous months or years will equip you with meaningful insights that can guide your future content creation. Understand what performed best and adjust your strategy accordingly. 

Determine how often you want to assess your reports for actionable data. We recommend reviewing reports monthly, but you can also check your analytics throughout the month as needed, especially if you notice a large spike or drop in engagement. If you’re brand new to social media reporting, this analytics template is a great starting point. But don’t get too caught up in the granular, shifting details. Instead, take a holistic viewpoint when it comes to assessing data. 

“These days, the follower count doesn’t matter as much. Growing your followers is important, but it doesn’t determine an account’s success. This is a common misconception I run across often. When reviewing analytics, your community and engagement numbers are more important and a better way to determine how engaged your audience is,” Strategist Katie Shayotovich explains.   

She also recommends conducting an in-depth quarterly digital marketing audit to identify opportunities that can keep your brand even further ahead of the curve. 

 

Let Us Help You With Your Social Media Strategy

Honing your social media strategy is an ongoing process that requires adaptability and a deep understanding of your audience.  If you need some guidance and support from marketing and PR experts, we’d love to help you set and reach social media goals that can move the needle on your brand recognition. Reach out any time to start the conversation. 

5 Tools to Manage Your Social Media Marketing Strategy

Social media has become the cornerstone of any successful marketing strategy in an increasingly digital world. But with the ever-evolving landscape of platforms, algorithms, and user behaviors, staying on top of the trends is overwhelming. At the same time, managing requests from team members and finding the right balance between helpful and sales-oriented content can feel like an unwinnable battle. The good news? There are dozens of social media marketing tools that can help you organize ideas, strategize, create images, post content, and measure results. The challenge is identifying the right mix of tools without wasting time or resources.
 

5 Tools to Manage Your Social Media Marketing Strategy

How can you embrace the right content marketing tools that will help you guide your social media strategy toward success, efficiency, and meaningful connections with your target audience? After simultaneously managing social media for numerous clients over the years, here are a few of the tools we rely on daily:
   

1. Sprout Social

Sprout Social has been our go-to social media management platform for years because it offers a wide range of functionalities that empower us to optimize social media strategies for our clients. Its intuitive scheduling and publishing capabilities allow users to plan, create, and schedule content across multiple platforms, saving valuable time and ensuring consistent messaging. The platform’s robust analytics and reporting features provide in-depth insights into audience engagement, allowing businesses to track their performance, identify trends, and make data-driven decisions. It also offers social listening capabilities that let you monitor brand mentions, engage with your audience, and stay on top of industry conversations.

 

2. Airtable

Planning is a critical part of social media success. Airtable is a tool that has enhanced our ability to organize ideas and collaborate around social media campaigns. From content calendars and campaign planning to tracking engagement metrics and influencer partnerships, Airtable enables you to centralize all of your ideas and streamline workflows.
 

3. Canva

Images and visuals have become increasingly important in social media content. Social infographics are one of the most effective types of social content we create for our clients. Canva is a content marketing tool that allows us to create compelling, professional graphics in a short amount of time. With its vast library of templates, graphics, fonts, and images, Canva offers endless creative possibilities to design captivating posts, banners, infographics, and more. It also allows you to build consistent branding across your social media platforms — which is incredibly valuable for brands who don’t have the budget to hire a professional designer.
  

4. Neontools Hashtag Analyzer

Using hashtags in your social media posts is a proven way to increase engagement. In fact, including just one hashtag on a post on Instagram can generate 29% more interactions. LinkedIn also has a feature where you can see which hashtags are trending in your network. But how do you know which hashtags will generate the most impressions and engagement? Neontool’s Hashtag Analyzer offers in-depth analysis and evaluation of hashtags, providing users with valuable information such as popularity, competition, and reach potential. By understanding these metrics, businesses can make informed decisions when selecting the most relevant and effective hashtags for their content, increasing visibility and reach among their target audience.

 

5. CapCut

For the past several years, we’ve been actively exploring how businesses can use TikTok for marketing after the platform’s meteoric rise in popularity. Keeping up with the demand to create engaging videos is a challenge many businesses face with the platform. With its powerful video editing capabilities, CapCut provides a way to create compelling video content that stands out, drives engagement, and boosts your overall social media strategy. The tool offers a wide range of editing options and an extensive library of royalty-free music and sound effects, enabling businesses to add a personalized touch to their videos.

 

Let Us Help You Stay Informed About the Tools You Need 

At Green Apple, we recognize you don’t have the time (or even the interest) to keep up-to-date on the latest marketing tools. We believe part of our responsibility as a marketing agency is to equip you with the essential information you should know. The Core, our monthly newsletter, is the best way to stay informed about the latest essential marketing insights. You can sign up here!

How to Audit Your Digital Marketing Strategy

You’ve invested time, energy, and resources into your digital marketing strategy. But how do you know if it’s actually working? Are you seeing the results you expected? Are you falling behind competitors despite your best efforts? These are the questions that many small to mid-size business owners ask themselves as they navigate the ever-changing digital landscape.

At Green Apple Strategy, we believe developing data-driven strategies and keeping tabs on the latest marketing trends is essential. No matter the size of your brand or how successful your current strategies seem, marketing is always evolving. Regular audits help you stay ahead of the competition, adapt to digital marketing trends, and ensure you’re getting the best return on your investment.

In this article, we’ll walk you through the why, when, how, and what of digital marketing audits. We’ll also share insights we’ve gained from over a decade of experience working with businesses in nearly every industry.

What is a Digital Marketing Audit?

A digital marketing audit is a comprehensive review of all the strategies, tactics, and channels your business uses to promote itself online. It provides an overarching view of your digital presence and helps determine whether your current marketing efforts align with your business goals.

A good audit doesn’t just highlight what’s working—it also uncovers gaps, inefficiencies, and opportunities for growth. By regularly evaluating your digital strategy, you can make data-driven decisions to maximize marketing success.

Why Are Audits Important?

Digital trends shift constantly—almost as quickly as a viral TikTok challenge. What worked last quarter might not be effective today. That’s why conducting regular audits is crucial. Here’s how an audit can benefit your business:

  • Keep Up with Industry Changes: Marketing platforms frequently update their algorithms, best practices, and audience behaviors. Without regular audits, your strategy can quickly become outdated.
  • Optimize Performance: Audits reveal what’s working and what’s not, helping you refine your approach to improve engagement, conversions, and ROI.
  • Outperform Competitors: Benchmarking your efforts against competitors can uncover opportunities to gain a competitive edge.
  • Ensure Data Accuracy: By assessing analytics and tracking methods, you can ensure your decisions are based on reliable data.

For example, in a recent mid-year audit, we noticed that changing the size and type of social media graphics for a client significantly boosted their engagement—simply because we adapted to shifting platform algorithms.

When Should You Conduct a Digital Marketing Audit?

The frequency of audits depends on how heavily your business relies on digital marketing. However, we recommend assessing your efforts at least quarterly or mid-year. Digital marketing moves fast, and regular check-ins help you pivot quickly.

Here’s a good rule of thumb to consider:

  • Quarterly audits help fine-tune tactics and make small adjustments.
  • Mid-year audits allow for bigger shifts in strategy.

Annual audits provide a broad overview and long-term planning insights.

How to Conduct a Comprehensive Digital Marketing Audit

A digital marketing audit takes a deep dive into your online presence, analyzing what’s working, what’s not, and where you can improve. Here’s how to get started.

Your Website: Is It Helping or Hurting Your Brand?

The first step in a digital audit is to take a good look at your website. It’s often the first impression potential customers get of your business, and 75% of a website’s credibility comes from its design. Ask yourself: Is it easy to navigate? Does it load quickly? Is the messaging clear and compelling? A well-structured, user-friendly website helps turn visitors into leads, so make sure yours is working for you, not against you.

Here are a couple of resources as you start looking at your website: 

SEO Check-Up: Are You Ranking or Sinking?

Next, audit your SEO. Search engines are constantly evolving, and your strategy needs to keep up. Review your keyword rankings, meta titles and descriptions, and on-page content to ensure it all aligns with current best practices. Check for broken links, slow load times, and mobile responsiveness—Google prioritizes sites that offer a smooth user experience. The goal is simple: make it as easy as possible for your audience to find you.

These resources can help get a better understanding of your approach to SEO: 

Content Marketing: Is Your Content a Conversation Starter or a Snoozefest?

Now, let’s talk content marketing. A solid content strategy should attract, engage, and retain potential customers. Take a step back and analyze which blogs, videos, or case studies are performing best. What topics resonate with your audience? Which pieces drive the most traffic? If some content isn’t pulling its weight, consider repurposing or optimizing it based on your findings. The key is to create content that adds value and aligns with your business goals.

Here are a few resources our team has created to help you audit your content marketing efforts:    

Social Media: Are You Winning the Feed or Getting Lost in the Scroll?

Social media is another major player in your digital strategy, so give it a thorough review. Are you posting consistently? Are your engagement rates where you want them to be? Look at which platforms are driving the most interaction and consider shifting your focus accordingly. Social media algorithms change frequently, so staying adaptable is key to keeping your brand visible.

These resources can help you evaluate and enhance your social media efforts: 

Email Marketing: Are Your Emails Getting Opened or Ignored?

Finally, don’t forget about email marketing. Despite being one of the oldest digital marketing channels, email still delivers impressive ROI—when done right. Audit your open rates, click-through rates, and conversion metrics for the best chance of success. If engagement is low, test different subject lines, adjust your send times, or evaluate your email automation journeys for customers. The more personalized and relevant your emails are, the better they’ll perform.

Here are a few tips, tools, and tricks to take your email marketing efforts to the next level:

A comprehensive digital marketing audit is about uncovering opportunities. By regularly evaluating these core areas, you can fine-tune your strategy, stay ahead of trends, and ensure your marketing efforts are driving real results.

The Value of a Deep Dive & Diverse Perspectives

At Green Apple Strategy, we believe a marketing audit should be a team effort. That’s why our audit process involves multiple experts, each bringing a unique perspective to the table.

In addition to our full-time team, we collaborate with specialized freelancers—our network known as “The Orchard”—to ensure that every aspect of the audit is analyzed with expertise. Our collaborative approach provides a holistic view of your marketing strategy and delivers actionable insights tailored to your business.

Ready to Take Your Digital Marketing to the Next Level?

A well-executed digital marketing audit is a strategic advantage. By regularly assessing your efforts, you can stay ahead of trends, improve performance, and ensure your marketing strategy aligns with your business goals.

If you’re ready for a fresh perspective on your digital marketing efforts, our team at Green Apple Strategy is here to help. Contact us today to schedule a consultation and start optimizing your marketing strategy for success!