Remember the fun phrase we started saying, tossing it around as a verb anytime we couldn’t find the answer to a problem?

“Google it” became such a household term, even going so far as to nearly monopolize the digital experience. Everyone at some point has used or has been influenced by the digital search giant, Google, and using well-known search engines as our go-to source of information has become ingrained in our everyday lives… until now.

Dive into our first installment in our four-part series, where we explore the changes in search and how it’s reshaping our approach to digital marketing.

The Challenges of Modern Search

Artificial intelligence (AI) is a game-changer, but not in the way you might think. AI has plenty of positive benefits to leverage within digital marketing, including:

• Predictive analytics
• Automated ad campaigns
• Hyper-personalized content

But that’s not what we are here to talk about. AI is also causing an oversaturated market, making it even more difficult for businesses to stand out.

The competition for visibility online was already fierce before AI tools emerged, but now they are making it more important than ever for businesses to show up on search engine results pages with high-quality content that highlights your unique business expertise, originality, and perspective.

But let’s face it, the internet is becoming that miscellaneous junk drawer everyone has at home, full of things that are necessary — maybe — but messy and never easy to find.

So how do we overcome the impacts of AI and information overload in our digital marketing strategies?

Preparing for Change

For small businesses, the effects of AI on search means there’s a golden opportunity to connect with potential customers in a much more direct and personalized way – and it's happening on social media.

But this also means businesses will need to: 

• Stay up-to-date on the latest AI trends to give yourself a competitive edge and continue improving customer experiences.

• Constantly refine your digital marketing strategies to keep up with changing consumer behaviors so you can reach and resonate with your target audience.

• Understand the challenges of new AI technologies to overcome them and make important decisions for your marketing strategy and how to best allocate your marketing dollars.

Embracing Social Media for Search and Discovery

Many people are already turning to social media for search. A user can be scrolling on social media, while also finding what they are looking for without ever leaving the app. This is the place for businesses to showcase their brand where consumers are actively seeking information and recommendations.

Not only that, businesses can leverage paid social media ads to build a following online, drive more traffic to their website, and put their brand in front of the right eyes at just the right time.

UpSwell, Your Digital Marketing Partner

As we navigate through a massive overload of information, the key for small businesses is to adapt but stay consistent. And although social media is a great place to advertise, that doesn’t mean you should neglect other areas of your marketing plan.

A successful marketing strategy will look different for every business. That’s why figuring out the right mix of digital marketing for your business is key. You can always make adjustments until you find the right balance and reach your goals, but that can be costly and time consuming if you don’t know where to start. 

If you’re looking for a partner to guide you, the experts at UpSwell can help. Contact us to get started!

In our ongoing four-part series, we explore how search is changing and affecting how we approach digital marketing. Join us for part two, where we share our guide to social media search, revealing our top tips for maximizing your return on advertising spend (ROAS).