With many of us ditching the weekend slog up and down the high street in place of putting finger to mouse for the convenience of an internet shopping spree, brands and PRs alike are adapting their approach to attract greater attention online.
With this digital-first strategy to retail therapy, the way Little Red Rooster works continues to evolve. For example, it is our duty as a PR agency to provide clients with quality online coverage from which they want to see a direct conversion rate.
There are a multitude of fancy formulas and algorithms out there to help us improve online traction, but at present one of our main weapons is Google Trends – a public web facility offered by the tech giant.
Based on Google Search, it shows how often a particular term is entered relative to the total search volume across various regions of the world. It was built to generate visual, dynamic insights that paint a portrait of the life of a keyword phrase – past, present, and potentially (as much as can be predicted) future.
Take the eloquent sport of curling. As the Winter Olympics has come to a close, we can look to Google Trends to see what effect the games has had on this otherwise vastly underappreciated sport.
With a trend report showing extreme spikes like the mountain ranges of Pyeongchang in South Korea, rather than the flat surface of an ice rink, we can see how exposure to the sport has almost tripled through Google searches since the games began.
A highlight feature of Google Trends is to use it to help identify seasonal peaks in any given industry. This is an invaluable tool we use when working with brands to carefully plan product releases.
This means we can advise our clients to stagger launches at the most effective times throughout the year in correlation to when people are searching for that particular something. It’s not an exact science, but if predictions are correct it should maximise sales.
That’s right, all of you sat at home searching for ‘you’ve been tangoed’ fake tan lotion to gain that summer glow, brands can see when this is and release product accordingly.
We don’t currently have such a client on our roster, but we can see a seasonal spike in the search for portable Bluetooth speakers in the lead-up to summer or the demand for fitness wearables to go with that shiny new gym membership in January.
Although we don’t encourage amateur espionage and spying on our brand competitors, the ability to monitor its popularity on Google is invaluable to keep track of competition.
With Google Trends, we can show our clients just how well they are doing by comparing the level of search between two brands on one handy graph. This can unlock a treasure trove of analysis, including which key launches have proved popular for you and the competition.
Take two of the nation’s favourite fast food establishments – McDonald’s and KFC. We reckon Ronald has been eagerly checking in on Colonel Sanders via Google Trends in light of the feathered fiasco that is #ChickenGate and gleefully rubbing his hands.
However, with interest for Kentucky’s finest currently trumping the Big Mac makers (in true Blue Peter-style see the ‘one we made earlier’ report below) Ronald might want to keep his Sprite Zero on ice for now. A true example of when bad publicity comes good.
It’s worth noting Trends shouldn’t be used as a standalone tool. Instead, we use it in conjunction with research on Google click habits with the aim of creating truly effective coverage that turns into direct sales for our clients.
A not insignificant 53% of clicks on Google are through the number one ranking link, so being included here is massively important for driving sales, especially when you note the second article only gathers 16% of the clicks – a huge difference.
Not only does the article you are included in make a big difference, so does the placement within it. For a product round-up, about 50% of click through goes to the first item on that list.
So, not only do we strive to secure coverage in the crème de la crème of roundups, we endeavor to put our clients in poll position, greeting readers as number one in the article.
Therefore, our coverage achieves a higher success rate with click through and ensures a top-end return on investment for the brands we work with. In short, the PR we do will help you sell your products.
With online shopping continuing to grow at a rate of knots it is vital we use the data readily available to make sure our clients are ahead of the curve and ready to take on the ever-changing habits of the 21st century shopper.