All posts by Rumble Romagnoli

Rumble Romagnoli is the CEO of Relevance - an award-winning digital marketing agency that specialises in luxury brands. With 16 years of experience and success in search, visibility, placement, and promotion, Rumble can advise you on the digital exposure for your brand. He currently works as Head Digital Consultant and Managing Director for Relevance with clients in travel, yachting, real estate, rental agencies, ski holiday companies, aviation, fashion, jewellery, and furniture. Rumble works between the Monaco, London and New York offices. Please contact Rumble for any advice and any consultancy.

Relevance’s luxury marketing 2022 year in review

Relevance, and its specialist division Relevance Yacht, saw phenomenal success throughout 2022. We’ve welcomed some inspiring new clients, from start-ups to global powerhouses, and continued to help our existing clients grow their business with carefully planned marketing strategies. 

As we have grown, so too has our team and service offerings. We’ve bolted on several new services and hired new staff to keep up with our growing workload. 

Let’s take a look at our 2022 review and everything the Relevance team has accomplished!

Relevance’s 2022 review 

New clients 

Relevance was delighted to work with new and exciting clients in 2022, including established global brands and boutique start-ups. 

Our new clients cover a broad range of industries, including yachting, real estate, travel, interior design, skincare, fashion, and horology. All have the desire to target UHNWIs as their raison d’etre. Our diverse 2022 clients reached out to Relevance for a variety of marketing needs, from one-off projects to monthly support. 

We have signed with 20 new clients including

Aqua Santé, Altoo, Omniyat, Monaco Red Cross, La Prairie, Wearatec, Coûtant, Sialia, Kitson Yachts, Engel & Völkers Yachting, Coletti Real Estate, Luxoria , TJB Private Travel, and Jacques Zolty who sought Relevance’s audience profiling, branding, website design and build expertise, or 360° digital marketing services. 

Brands defined 

Our branding work is often where the marketing journey begins for our clients. It is at this point that we establish our clients’ niche, visual, and written identities. For Relevance’s creative team, our branding work sits at the core of everything we do, and it is where we truly get to know and connect with company founders and decision-makers. 

In 2022 our creative team worked on brand names, manifestos, messaging, tone of voice, logos, colours, and visuals for more than 10 clients.

These included:

Sialia – a fully-electric luxury yacht brand 

Wearatec – an exciting luxury brand that is innovating smart technology wearables for luxury watches

Jacques Zolty – a luxury resort wear brand from Saint Barth 

Coletti  – a Monegasque real estate agency

Our branding work has taken us to all corners of the globe, and we have loved working with every one of our fascinating entrepreneurial clients.

Websites designed and launched 

Our team had the opportunity to design and launch multiple websites in 2022 across a variety of industries, including yachting, luxury travel, and real estate. These sophisticated custom built websites boast a sophisticated design, a sleek  user-friendly experience, and tailored SEO, helping to enhance our clients’ online visibility while also boosting brand awareness. We launched more than 10 websites some including for Kitson Yachts, Engel & Volker Yachting, Coletti Real EstateTJB Private Travel, Luxoria, Jacques Zolty, and the charity Barbagiuans de Monaco.

New services 

As an agency, we are constantly evolving. Our 2022 review sees us adding 3 new services to reflect the changing digital marketing landscape. This year we were delighted to officially add video, luxury photography, and online reputation management to our roster of marketing services.

Our video content marketing service encapsulates pre-production to distribution, with everything completed in-house. We offer several styles of videos, including short-format designed for social media Stories, Reels, and TikToks, to longer-format videos, such as company showcases and video case studies. Despite this being a new service, our video content team has been incredibly busy, creating 131 Instagram Reels, 62 Tik Toks, 7 video case studies, and 4 corporate videos. 

Our luxury brand photography services are designed to beautifully capture a luxury brand services and products, reflecting the brand’s story, personality, values, and ethos. Photography services include product, lifestyle, and corporate photography. Relevance’s team manages every aspect, from creative conceptualisation to sourcing models, styling, location, and post production editing. 

Finally, Relevance’s online reputation management service is designed to help luxury brand’s control what information is readily available online via popular search engines. Our team do this through several techniques, including finding opportunities to improve rankings of positive content and bowling down negative search results. By managing a brand’s online reputation and by taking a proacitve approach to negative news we can help shape a positive online narrative and ensure a brand is presented in the best possible light. 

New employees 

With a growing roster of clients, we were thrilled to welcome 7 new team members. Joining the Relevance family this year were:

Lily – Social Media and Copy Specialist

Scarlett – Senior Account Manager

Kiri – Video Specialist 

Chris – Senior Graphic Designer 

Yuliya – Account Manager 

Priscilla – Account Manager

Angela – Marketing Manager

We also welcomed several new digital marketing interns; Perla, Dorin, Johanna, Smit, Ana, and Mariya, all working in the capacity of account executives to support our account managers and directors deliver flawless results to our clients. 

And finally, we welcomed back Ilze, our SEO Content specialist following the birth of her beautiful daughter! 

New partnerships 

In 2022 we forged several new partnerships, including with the International Yacht Brokers Association (IYBA) and the Monaco Economic Board (MEB).

The IYBA is the world’s largest yacht brokerage association, created in 1987 to unite those engaged in the yacht brokerage business. As a leading yacht marketing specialist, Relevance Yacht, is proud to be listed amongst the world’s most influential yacht service providers. 

The Monaco Economic Board represents the principality’s leading businesses. Established in 1999, the MEB actively promotes Monaco’s economic development, while supporting its members. 

Paid Media Campaigns

In 2022, Relevance ran more than 1,170 PPC campaigns on Google, Bing, and social media. Along with creating and monitoring performance, we also optimised them to ensure we delivered the best results for our clients while remaining within allocated budgets. 

Throughout the year we used a mixture of traditional campaign types such as Search or Display and tested several new ones, including Performance Max and Discovery campaigns in Google Ads. This enabled us to deliver enhanced results for one of our clients, allowing us to dramatically increase the number of conversions while also significantly reducing costs.

Compelling content 

Great content  and storytelling sits at the heart of many of our marketing campaigns. Boasting a deep understanding of the lifestyles and consumer habits of UHNWIs, the content that our team of writers craft is carefully developed to resonate and engage the world’s richest audiences. 

Looking at our 2022 year in review, our content team has written more than 800 editorial articles, blog posts and landing pages, helped several luxury brands develop their tone of voice, edited multiple video scripts, written copy for several new website launches, overseen the development of multiple press releases, and crafted attention grabbing copy for a glossy printed brochure. 

Headline grabbing PR results 

Our PR team has been incredibly busy throughout 2022 delivering exceptional results for our clients, helping to spark positive dialogue and secure coverage in some of the world’s most influential publications. 

Thanks to some clever pitches, our PR team has secured 18 covereage in renowned publications such as Time and Leisure and International Banker, The Independent for our clients St Tropez House, YACHTZOO, La Costa Monaco Properties and Chilli No. 5.

We have also had great success with press releases for our clients including YPI CREW, Artichoke, Worth Avenue Yachts, Chilli No. 5, and Quantum,  which have been picked up by numerous dedicated, niche or national media such as SuperyachtNews, English Living, The Food and Drink Network, Burnham Weekly, Luxury Lifestyle, Coin Tribune.

Additionally, our PR team organised a highly successful press trip during the 2022 Monaco Yacht Show for one of our yachting clients (confidential). Press included existing and new contacts from CEO magazine, Elle, The Guardian, Spears, and Fish Media which boasts many titles, including the prestigious  Mayfair Life, putting our client in-front of a huge targeted audience. 

Insightful Relevance articles and social posts 

We love keeping our followers engaged with scintillating content on our blog, across our social media platforms, and on partner sites. Our content is designed to keep our followers up to date with the latest luxury marketing trends and industry news. Our 2022 review shows that we posted 25 articles on the Relevance blog, 13 articles on the Relevance Yacht blog page, and published more than 20 articles on partner sites, including The Drum, and Forbes Monaco. 

Just some of our top performing articles for 2022 were: 

How To Grow Your Social Media Followers for Business in 2022

The Top Yacht Shows 2022

The Six Rules of Luxury Logo Design   

The Top 5 Digital Marketing Trends 2022 for Luxury Brands 

We also posted over 30 videos, which covered industry insights from our team of experts and audience profiling data. 

All of our marketing articles, along with other industry insights were shared courtesy of more than 530 social posts across Instagram, LinkedIn, Facebook, and Twitter.  


We were thrilled to finally say goodbye to Covid restrictions and the full return of in-person events. And, we made full use of it, attending 4 events throughout the year.

Events attended this year included: 

The Experiential Yachting Forum 

This inaugural event was held at the Monaco Yacht Club in April and was attended by Relevance’s PR Director, Muriel Penoty. The forum gave attendees an opportunity to learn about the latest yachting industry insights, while networking with key stakeholders. You can learn more insights about the 2022 event in our blog post here

The Cannes Yachting Festival and the Monaco Yacht Show

Attending the most influential yacht shows is always a highlight for the Relevance team, and staff from our London office flew into Monaco to attend these prestigious events. Both shows presented a superb opportunity to meet with clients, tour some of the finest superyachts, and learn about new innovations and trends in the yachting industry. During the Monaco Yacht Show we also held a series of highly successful workshops, covering social media, digital marketing, and CRM, which are available to view on our YouTube channel. Missed the yacht shows? Discover the top yacht trends of MYS & CYF 2022 in our blog. 

brighton SEO

Both members from the UK and the Monaco team enjoyed a further get-together during October’s brighton SEO where we upskilled our knowledge on all things SEO. With more than 120 talks, our team divided and conquered to attend as many as possible, and then pooled our knowledge to support our clients’ digital marketing strategies in 2023 and beyond. We then shared our knowledge with our followers across three articles: 100 key takeaways, the best content marketing takeaways, and the best SEO tips from brightonSEO 2022.  Relevance’s President and Founder, Rumble Romagnoli also gave a fascinating talk on how to create an air-tight keyword strategy. 

Charitable support 

This year we have helped 2 charitable organisations to raise funds for a good cause.

We helped Barbagiuans de Monaco define their identity, and designed and developed their website in 3 languages (English, French, and Italian). Barbagiuans de Monaco helps Monaco and international-based charities including Fight Aids by organising fund-raising sporting events. This year, the famous Fight Aids Cup was held at the Louis II Stadium in Monaco.

This year was also the fourth year in a row that we continued to support CLub Vivanova, which helps to raise funds for several different charities every year. This year Club Vivanova helped Chances for Children Foundation, the Borneo Wildlife Preservation, and Mimosa. As well as providing ongoing support, Relevance also offered a lot – a brand identity discover session worth 6,000 euros – for the auction during the Club Vivanova 2022 Charity Gala. We hoped you enjoyed reading our 2022 review! If you are a luxury brand and need support with your marketing needs in 2023 and beyond, then contact the team at Relevance. We are the leading luxury marketing agency and excel at delivering results-driven campaigns for brands wishing to target the world’s richest audiences.

Brighton SEO 100 key takeaways 

The best brightonSEO takeaways 

The search conference brightonSEO might be over for another year, but the ideas and knowledge learned will help the team at Relevance roll out impactful campaigns for our clients.

Spanning two actioned-packed days, brightonSEO is one of the world’s largest SEO conferences, featuring 120 talks by leading industry experts.

We summarised 100 brightonSEO takeaways – have a look and feel free to download our full document below:


BrightonSEO takeaways: Content marketing and branding

  1. It’s not possible to calculate the full return on investment when it comes to content. A common-sense approach is required. 
  1. Content cannot not bring value if it gets traffic and talks about your product.
  1. Before developing any content, gauge its search traffic potential, business potential, ranking difficulty, and the effort and resources required.


Social media and video content 

  1. Content isn’t king anymore. Instead, it’s the emotion that you are selling with your content. Videos are perfect at conveying emotion, therefore more if not all marketing should be video-first.
  1. Short content is on the rise. The big social media platforms are investing in short formats by offering content creators high shares of advertising fees to create even more short content.
  1. Platforms monetise the tools they offer. Marketers should always be on the front lines of testing new tools and features as they promise high engagement and trending content.


BrightonSEO takeaways: E-commerce marketing 

  1. Optimising PDPs (product detail pages) is the first crucial step for successful e-commerce as it drives conversion. Indeed, 81% of consumers remember PDP.
  1. The best strategy for e-commerces using Amazon and other marketplaces is to filter products by keywords.
  1. Don’t forget to add at least one relevant keyword to each product specification section – specifically, in the six descriptive bullet points on Amazon PDPs.


Review management

  1. Check what customers or potential customers think of you. Type your brand name + reviews on Google to understand your starting point.
  1. Choose a relevant platform to generate reviews. If it is good to have feedback on different websites, it is even better to have multiple reviews on a platform that really matters to your audience.
  1. Don’t be scared to ask for reviews: customers are more likely to leave a positive comment if asked. Be friendly and make sure you make it easy for your customers to leave feedback. But above all, be sure it’s the right timing when requesting feedback.


Google Analytics 4 

  1. Don’t fear Google Analytics 4. GA4 helps give clarity between users and sessions and makes data analysis easier to understand. 
  1. GA4 can analyse helpful content, allows for important integrations, and allows for cross-platform app analytics. 
  1. With server-side GTM, GA4 enables teams to track events and conversions in a server-side environment, bypassing browsers and privacy implementations. 


SEO & technical SEO

  1. To avoid keyword gap fear understand your potential customers, know the competition better than they know themselves, and be ready to immediately adapt. Research your digital space and who else is appearing there. 
  1. Always be aware when doing keyword research that people use different names for the same stuff and the meaning of words can change depending on countries and cultures. 
  1. Explore what content is current and what people want to know. This will help you understand the desires of your audience. 


Digital PR  

  1. Create your client’s wish list, and source the journalists on Twitter, or directly on the magazine’s website. Subscribe to their Twitter account so you can receive their email alerts or requests when they send one out.
  1. Make sure you only send journalists PRs that are relevant to what they write about.
  1. Be quick to react to any email/journalist alert and be mindful of deadlines. 



Download the full document by filling the form below:

Want more in-depth analysis on some of the top insights from brightonSEO? Check out our articles on the top content takeaways from brightonSEO and the top SEO insights from brightonSEO

The 10 key steps to building successful eCommerce for luxury brands 

Establishing a luxury eCommerce brand in a crowded marketplace takes expert planning and know-how across multiple disciplines, including branding, design, website, SEO, advertising, content creation and PR. It also takes time and funding.

Relevance has helped create multiple successful eCommerce strategies for luxury brands from concept to launch and beyond diverse sectors, including fashion and food and beverage. Most recently, our team established the F&B brand and luxury eCommerce start-up Chilli No. 5, helping to launch a successful online B2C business. Our continued support since the launch has helped Chilli No. 5 establish itself as one of the leading luxury hot sauce purveyors. 

Since its conception, Relevance has provided branding, websites, SEO, advertising and media buying, social media, influencer marketing, PR, CRM and Marketing Automation services, delivering incredible results across all digital channels. Our successful eCommerce strategy helped increase Chilli No. 5’s add-to-basket rate by 78%, grew the conversion rate by 55%, and boosted the average order value by 67%. 

Here, we explore the key aspects to consider when creating a luxury eCommerce marketing strategy. 

10 successful eCommerce strategies  

1 – Establish your startup eCommerce brand

Naming a company is the first step of the eCommerce marketing brand process. Before settling on a name, check its availability on website domains and social media handles. Try to create a unique and memorable name that cannot be confused with any other brand operating in your space. Create a name that reflects the quality and nature of your company. The naming of products that fall under your brand’s umbrella can be as important as your brand’s name, and product names should be considered as carefully as the brand name. 

With eCommerce startup Chilli No. 5, we chose the sauces based on user data on Google. Did you know that Piri Piri is one of the most searched sauces on the internet, with 110K+ searches per month? Armed with this knowledge, we advised Chilli No. 5 to create a Piri Piri sauce and called it Perfect Piri Piri. 

The next step for a successful eCommerce launch strategy is creating your brand. This is not just the visual identity but also your brand’s personality, including who you are, who you want to be, what you stand for, and how you convey that. Branding for startups should include a manifesto and vision, which can help define your brand’s values and ethos, a process we advocate at Relevance.

Researching your audience is central to developing a successful eCommerce strategy. Personas are fictional characters representing your target audience’s typical values, desires, and traits. Identifying these personas can help you visualise your audience and better understand their needs. We not only segment personas, but we give them names. Then research every aspect of their personality, for example, what schools they went to, jobs they are in, brands they like or dislike, and where they spend time online.

Additionally, you’ll need to understand your luxury brand start-up’s archetype. Carl Jung’s 12 brand archetypes represent a different persona that feeds into the human experience. You can read more about archetypes here

Selecting the right archetype or archetypes for your new eCommerce startup can help forge deeper connections with your target audience based on shared human psychology, enhancing loyalty and trust. These personality archetypes can help guide your brand’s look, feel, and tone of voice. Chilli No. 5 has a major archetype of Creator, with the additional spiritual and transformative influence of the Magician.

2 – ECommerce start-up; product design and packaging

An essential consideration for luxury eCommerce marketing is product design and packaging. Your products will need attractive, well-branded and bespoke packaging. Even when kept to a minimum for environmental considerations, the products will always require protection for shipping. Remember that the delivery experience should be as luxurious as the products. 

The beauty of the packaging is critical to the digital assets you can create and use on your eCommerce start-up website and for promotion on social media, especially image-led Instagram, Pinterest, YouTube and, to a certain extent, PR. Beautiful and inspiring products can go viral, reducing advertising costs and increasing click-through rates. Chilli No. 5, for example, has established itself in the gifting market thanks to elegantly packaged sauces in sustainable glass vials, which look incredible in their beautiful velvet black selection box. 

3 – Establish who is in your digital space

Researching who is in your digital space will enable you to identify who your key competitors are and how you can position your unique selling point. This is a vital process to establishing a successful eCommerce strategy. 

Pricing is perhaps the most important marketing signal, and you must thoroughly research how your eCommerce brand will be viewed in the market. Chilli No. 5 positioned itself as one of the most expensive chilli sauce companies worldwide thanks to its designer packaging, sustainable glass vials, and additional health supplements in all sauces. This strategy set Chilli No. 5 apart from mass market hot sauce brands, establishing it as an exclusive product and luxury brand.

Use SEO keyword and competitor research to determine which companies, portals or publications are in your digital space online. PR research can help establish what is being written about for similar companies online. Use social media competitor research to find out which companies are present on social media. This will ensure you know in advance who is in your digital space.

4 – Manage your online reputation

Consider how you will manage your online reputation as part of your eCommerce marketing strategy. Tools such as Trustpilot are a great way to build reviews, but only if you are confident you have robust customer services in place and a quality product. 

SEO reputation management can help you influence what content about your brand is readily available online. Put in place a robust online reputation management during your eCommerce launch strategy that effectively monitors what is being published about your brand. If negative information is circulated, SEO reputation management can help influence its visibility, making it much harder for clients to find. Relevance has helped companies manage their reputation on Google and other search engines.

In the interesting case of Chilli No. 5, the first page of Google was blocked when you type in “Chilli No. 5” by producers and portals discussing the production of the No. 5 chilli. It was very tricky to bowl down these listings to have Chilli No. 5 on the first page when searched. Relevance used various techniques to make this possible. Now when you search for Chilli No. 5 in Google, you will only find Chilli No. 5 references.

5 – Create dashboards linking to analytics, CRM and data points

Data such as analytics from your website, traffic originating from different sources, and existing and acquired clients’ databases need to be consolidated into a single system that offers a holistic view of all your audiences’ interactions with your brand. The best way to do that is through Google Data Studio using connectors created by Funnel or Supermetrics.

A complete system will encapsulate information from social media, website visits, real-life sales activities and offline/online marketing actions. This provides a comprehensive picture of the client, thus closing the gap between the supply of your product/service and the prospective customer’s request. Marketing automation and the client’s implicit and explicit information will become an integral part of the remarketing strategy – creating a continuous relationship with your audience.

Relevance has created a Data Studio E-commerce Dashboard for Chilli No. 5 and has set Chilli No. 5 up with a HubSpot account, which connects to forms and the WooCommerce shop on WordPress. All e-mails, marketing automation, and e-mailing by client segments are within HubSpot, enabling Chilli No. 5 to target the right persona with the correct message, increasing conversion rates and basket rates. Please contact Relevance if you need advice on a good eCommerce Dashboard.

6 – Explore how you will sell online 

When designing a luxury eCommerce website, you’ll need to consider whether to create a custom website design or opt for a pre-made template. At Relevance, we only create custom design websites as this ensures that an eCommerce website has a luxury feel that resonates with its target audience. Other considerations include choosing the right eCommerce platform, such as WooCommerce or Shopify. 

Next is languages; which languages do your potential clients speak? Will you translate or do the SEO in those languages? When planning your eCommerce SEO strategy, you will need to work with a specialist eCommerce and luxury brand SEO agency. Relevance founder Rumble Romagnoli is a recognised SEO expert, having started his SEO journey in 1988 when Google launched. The way you set out your website should be determined by consumer and competitor SEO data. Do not do the SEO later, or it will cost you both time and money.

Depending on the luxury product you are selling, you need to question whether Amazon might be a good distributor for your business as part of your eCommerce launch strategy. You might think Amazon is not the best fit for luxury brands, but trends show the contrary. Amazon started entering the luxury world in 2020 with its Luxury Stores and now sells designer brands like La Renta, Roland Mouret, La Perla and Clé de Peau. 

7 – ECommerce brand building; develop trust-worthy relationships with your audience 

Building trustworthy relationships with your audience can help bolster conversion and create a strong cohort of loyal customers and is an essential part of building an eCommerce brand.

Content is a great way to build relationships with your audience. Start building out content during your eCommerce launch strategy that connects with your target audience and establishes you as an authority in your space. 

Implement a robust content plan that covers content across all digital touchpoints. Ensure you include videos, still photography, website copy, landing pages, and blogs in your plan. A content calendar can help you track monthly content and ensure no key dates are missed. Finally, looking at your competitors’ content can help you further fine-tune your content and boost engagement. 

8 – Set up an engaging social media presence, but remember that content is king

Social media is an effective way to connect with your target audience and share inspiring content and news about your brand, including trends and market intelligence from the wider industry. 

Research what social media accounts your audience inhabits as part of your eCommerce launch strategy, as not all social media platforms will be the right fit for your brand. 

Nevertheless, there are platforms that are geared toward supporting eCommerce brands, such as Facebook, Instagram, Pinterest and now TikTok with the launch of TikTok Shop. All these platforms offer a shopping app and/or allow brands to tag products within their posts to take users directly to shop on their eCommerce site. Doing so shortens the user journey in a bid to increase conversion. 

The next step in your eCommerce launch strategy should be to research your competitors’ social media accounts to understand what types of content connects with your target audience. To engage a luxury audience, you must do more than promote your product to engage a luxury audience. This clientele demands extra value, and your social media profiles should provide this. We’d highly recommend investing in video. Don’t forget to explore hashtags that can help further the reach of your posts. 

Finally, utilise user-generated content (UGC) on social media to engage with your audience at a deeper level. UGC is proven to increase engagement and conversions. If you’re a new brand, it’s worth engaging influencers to create UGC for you and also post to their highly engaged social media following to boost brand awareness. 

9 – Start advertising

Once your website has been built and optimised, it’s time to generate traffic. SEO is key to generating long-term organic users, but the drawback of SEO is that it takes time. One way to quickly let target customers know you exist is to start advertising your products through digital channels. 

Not all digital advertising channels are equal in this space, so research them throughout as part of your eCommerce launch strategy. Arguably, the largest and most recognised is Google. Its advertising platform is wide-reaching and provides a multitude of targeting options to help hone in on your ideal customer. Google’s advertising platforms offer display campaigns to build awareness, search campaigns to target high intent users actively searching for your products, and retargeting campaigns to stay visible to past website visitors and entice them with an unbeatable offer. 

Social media has become unavoidable both to engage with existing customers and drive awareness of your brand to users looking for engaging content. Social Media advertising is an effective way to push your content to specific audiences and engage with them throughout the buyer’s journey. Facebook and Instagram have the market share of this advertising segment, but TikTok is growing in popularity given its reach and virality opportunity. 

The power of the algorithm has made it easy to get started. Expect to allocate some of your budget to testing your campaigns as part of a successful eCommerce strategy before finding that magic combination that drives consistent traffic and sales. 

10 – Engage a press office as part of your eCommerce strategy

Control the narrative with strategic PR, both online and offline. Build out media lists and connections with key industry journalists, social media influencers and genuinfluencers.

As part of a successful eCommerce strategy, plan targeted press releases to announce key business events and product launches, consider hosting press events when relevant and attend key industry events. Industry events are not only a great way to reach new customers and learn about the latest trends in your industry but also provide a great way to network with the press.  

One of the best ways to have an editorial article published about your luxury product is to send select journalists product samples. This will enable journalists to try your product and write about their experiences.  

Send out product samples when you see the publication’s agenda is scheduled to have a dedicated issue/chapter on the type of product you sell. Alternatively, if your product is more of a service, invite journalists to experience it on a press trip. Make sure they get the feel of what you are selling, just as if they were customers.

Finally, harness the power of digital PR as an effective link-building strategy for SEO.

For Chilli No. 5, Relevance secured incredible press coverage in the F&B space, including publications such as Forbes, The Independent, and PlantBased. This positive coverage has helped to establish Chilli No.5’s reputation as the leading gourmet chilli sauce company and boost SEO to become highly visible in the digital space.

Relevance is a full-service digital marketing agency with a wealth of experience implementing successful eCommerce strategies. Contact us to learn more. 

guide to SEO competitor research & analysis

Just as with any other sector in life, keeping a close eye on what your business competitors are doing in the digital sphere is vital. 

It is only by completing a comprehensive SEO competitor analysis that you get a proper idea of where you stand in the digital domain of the SERPs. Understanding your position tells you where you should be aiming and what you can do to get there.

It is imperative to understand that search engines don’t necessarily experience your business in the real world, and they only rely on online factors when it comes to ranking. This is why it can be frustrating when a smaller, newer business outranks more established businesses on the SERPs and why comprehensive SEO competitor analysis is so important. 

Gathering intelligence about other competitive brands improves all aspects of SEO. It lets you know who you ought to be looking to outrank on SERPs, the keywords you should be trying to rank for, and where you can go to look for backlinks. Above all else, SEO competitor research shows you your SEO strengths and weaknesses as well as those of your business competitors.

What is SEO Competitor Research?

​​An SEO competitive analysis involves a detailed dive into your digital marketing presence to see how you stack up against the competition. It can include:

  • SEO keyword competition analysis – this provides in-depth information about the keywords that your competitors are ranking for, offering invaluable data about which SEO tactics are working best, helping you to select the right keywords and develop a finely tuned digital marketing strategy. 
  • Top content analysis – by conducting an in-depth content analysis, you can better understand which content your competitors have developed that is driving engagement with their customers. By understanding what content is working for your competitors, you can then implement an effective digital marketing strategy that you know will deliver results. 
  • Keyword gap analysis – this provides invaluable information on valuable keywords that your competitors rank highly for, which you don’t. Identifying keyword gaps and then developing a robust digital marketing strategy to target them can help you find new audiences and boost engagement and sales. 
  • Competitor backlink analysis – by analysing your competitor’s backlinks, you can better understand how you can implement a backlink strategy to rank higher than your competitors in search engines and therefore drive more qualified traffic to your website. 

SEO competitor research is the process by which you can get all the details you need about your business competitors. It will provide data about which SEO tactics are working for your competitors and, therefore, likely work for you too.

You probably have a pretty good idea of your direct business competitors. If you are selling shoes, anyone else who sells similar shoes to a similar audience in the same price range would be a direct business competitor. But it’s also important to consider that everyone else, no matter what they are selling, who shows up for keywords that you want to rank for, are also competitors that you need to analyse.  Any site or page ranking for a keyword you’re also targeting is a direct SEO competitor.

A glance at the SERPs for your keywords will show you the pages and domains you need to compete with.

Why is SEO Competitor Research Important? 

First and foremost, SEO competitor research is healthy. It encourages innovation and prevents complacency. Here’s why this exercise is so valuable:

  1. It identifies what you’re doing well. There will generally be some things you do better than your competitors. When you identify them, you can do more of them and widen your lead. 
  2. It highlights weaknesses in your strategy. No SEO strategy is flawless. When you look at what your competitors are doing, you identify any gaps in your own strategy and begin to take care of those deficits. 
  3. It gives you new ways to reach your audience. Competitors might be using tactics that are completely new, giving you fantastic opportunities to improve your results. 

Simply put, an SEO competitive analysis will help your business grow. It can be the catalyst for identifying and adopting new strategies that help you improve online visibility and increase your bottom-line results. 

Looking at what your primary business competitors are doing and doing the same thing sounds like an easy solution. But apart from the moral and legal obstacles in doing this, Google will not look favourably on this either. What you should be aiming for is a complete understanding of everything your competitors are doing and what they are not doing. Only by truly understanding your business competitors can you hope to beat them on a consistent and long-term basis.

Relevance’s team of SEO specialists provide expert SEO services for optimum website positioning. We provide bespoke SEO services, including SEO competitive analysis, for luxury brands seeking to target Ultra-High-Net-Worth-Individuals. Relevance is a Google Certified Partner and has worked with Google for the last decade, providing our clients with incredible results. If you would like to learn more about our SEO services and how you can rank highly on the SERPs, contact our team. 

Get to know Relevance: Meet our company president and founder Rumble Romagnoli

Tell us about yourself

I am the company founder of Relevance – I founded the digital agency in 2007. It used to be an SEO agency and is now a full service digital agency that I am really passionate about. I really love business, especially helping companies with their growth. I work with such an exciting portfolio of clients, and helping them to grow in measurable ways gives me immense satisfaction. In addition, there is nothing I find more rewarding than seeing the smile on people’s faces when we add value to their offering.

What is the role of a President in an agency?

My role within Relevance is to oversee the vision of the agency – both now and in the future. I also track the agency’s growth to ensure we grow sustainably. Additionally, I work as one of the lead luxury brand marketing digital consultants at Relevance, working closely with the SEO team. Finally, I help with tenders and ensure we get some of the most exciting client deals over the line, helping to secure the agency’s long-term success.

Now that you are the President, how has your involvement with Relevance changed?

I am still very focused day-to-day directly on client accounts, advising on their digital and luxury brand marketing campaigns. I am less involved with the administration of running the agency. This allows me to free up more time to connect directly with clients, their campaigns, our specialist teams, business development and marketing, and finance. The hiring of our new CEO, Ned Quekett, gives me more time to be productive.

What are you most proud of regarding the company?

The past two years have been very turbulent. Yet, our agency has consistently delivered digital marketing campaigns to our clients despite the world turning upside down. All our people’s livelihoods were safe, and we made zero cuts throughout the pandemic. We even grew and have acquired Brand Spanking – a creative agency based in London, UK, which is headed up by our creative director, Frances Martin-Isaacs – to add additional branding and design resources to our offering. I am proud of our team; everyone works exceptionally hard with the greatest respect for each other, our partners, and our clients.

What is the company culture and company values you want to inspire in your team?

Responsibility. We manage the digital marketing strategy and campaigns of multiple client businesses. Our team works on these businesses as if they were their own. With great power comes great responsibility. 

Why are company values important?

If you don’t have values, you have no character and no edge. The team at Relevance has values that set it apart from the competition and make us an attractive place to work. In all the businesses I have been involved in, I have never seen such a connected team.

How does the structure of the agency ensure good communication between staff and the senior management team? 

Our structure is very flat. We are all part of one team or one family. You will have the leadership team on the floor with the junior staff brainstorming on business initiatives and getting the job done. The designers work closely with the SEOs, and the social teams work with the advertisers. It is fluid, connected, and considered. Everyone can have an opinion on how the agency should be run and come up with ideas for our client campaigns.

Is there anything you are working to improve at Relevance?

The shift to working from home is huge. Everybody thinks things just happen. We have spent time and resources trying to make it work for our clients and be as productive as possible to make sure we add value to our clients. I constantly work to make sure my people and our clients are happy and produce great results.

What are the short, mid and long-term strategic directions for the agency?

Our only strategy is to be the go-to digital agency for companies looking to target Ultra-High-Net-Worth individuals. We are continually building and developing our network, partners, and know-how around serving our clients as best we can. We need to make sure we have the best data possible regarding the profiling of the wealthiest to provide the most targeted luxury brand marketing campaigns possible. And, by doing the best work, we ensure we deliver the very best results. Results are at the heart of everything we do as an agency.

What are the benefits of taking risks in business? Is it the key to success?

Great question. Business is a risk, but risks must be calculated. For risks to be calculated and considered, you must take your time and have the best people in your team to guide you.

What has been your biggest challenge since you created Relevance?

The biggest challenge for all businesses is getting the best talent and keeping them happy. If you can do that, you will usually have a very successful business. In digital, our daily challenge is keeping up to date with the future of digital marketing and the constant developments in the industry. Google, Facebook, Bloomberg, Reuters are all platforms that develop constantly, and we have to be ready to inform our clients as developments come in.

Why do you think Relevance excels at digital luxury brand marketing?

We believe in our niche. It is not necessarily luxury marketing; it is digital marketing targeting UHNWIs to buy high-value goods and services. The key here is not to go too broad and instead to use our experience and know-how. All our clients can have the same customers, so our job is to profile those customers and feed them with the content best suited to them.

We hope you have enjoyed getting to know our company President. Stay tuned for our next interview with Relevance’s sales and marketing director, Laura Lelasseux.

If you are a luxury brand and would like to learn more about how we can help with your digital marketing needs, then contact our team today. 

What’s Changed At Relevance In 2021: A Letter From Our President

 2020 was an unpleasant surprise for most of us. The COVID-19 crisis affected all of our businesses, staff, families, and friends. We are very lucky at Relevance to have had such a supportive team despite economic uncertainty, furlough, and health concerns. Relevance is also very lucky to have had such supportive clients who held on – knowing digital was the future. I thank you personally.

Roll on 2021 – the future of digital is upon us. The golden era of events and that handshake during lunch is certainly on hold, and businesses now understand that we can do most things online. Where there is change, there is opportunity. Watertight performance tracking, razor-sharp targeting, diverse virtual content, effective brand visibility and audience connection are essential to harnessing this change.

Relevance has learnt and adapted quickly during COVID. We know how important creativity is to stand out from your competitors, especially in the luxury industry. We can proudly share that we acquired the design-driven creative agency Brand Spanking London this February. This latest acquisition adds refined in-house creative services including luxury branding, print, advertising creative and art direction for high-performance user-centric content strategies.

We understand the benefits of CRM to connect marketing to sales. We have brought in a specialist CRM team to help our clients recognise our added value and understand which sources are providing them with real customers. We have understood the invaluable network that larger publications can provide, and have brought in a direct buy advertising team with direct connections with UHNWI publications, and a tech platform to provide low cost entry to a programmatic server.

Our clients come first. Their success is our success. As an agency we must adapt to keep our clients in the lead.

We have also restructured Relevance, putting in place a performance-led management team comprising specialists in luxury brands and UHNWI targeting. I welcome our new CEO, Ned Quekett; our new COO, Louise Horner; CFO Giuseppe Insolia; Frances Martin-Isaacs as Creative Director; and Niki McMorrough, our newly appointed Commercial Director, who comes across from Bentley Motors. I myself am now the President of Relevance, enabling this new team to build and execute a strategy which responds to the fast-paced growth of digital we are seeing in the luxury industry. I will still stay hands-on with the company and my clients as a strategic consultant.

Despite all the challenges we collectively faced last year, 2021 will certainly be the year for digital marketing. At Relevance we will continue to provide goal-driven, insight-led creative for our luxury brand clients. As always we will offer transparency, trust, and results. 

If you would like to have a chat about digital services for your brand or organisation, please get in touch; we’d be happy to discuss how we can help.

Rumble Romagnoli

President at Relevance

An Interview With Property Expert Sergey Toni

Why is digital marketing important during a pandemic? Hotel operators, office building managers and commercial property investors all agree – the pandemic has helped them focus on the long-term importance of marketing as a means to a successful recovery. We delve into the world of property with a seasoned expert.

Who is Sergey Toni?

Sergey Toni is a commercial and residential property expert with a proven track record of managing European property assets across a variety of sectors. With over a decade of experience, Sergey thought he had seen it all – until that is, the COVID-19 crisis hit. Here, Relevance interviews him about the importance of digital marketing during a pandemic.

What have been the biggest challenges to your business during COVID?

I work within a variety of sectors that during COVID have been affected in dramatically different ways. The hotel and hospitality sector has been particularly hard-hit. As a business, we are incredibly reliant on digital marketing to deliver a post-pandemic boost. Whilst investment in marketing will not yield immediate results, for portfolio managers and business owners, it’s important to understand the long-term benefits of increasing marketing spend in times where many competitors are looking to reign back their spending. 

The logistics businesses I manage have been altogether a different story. Demand for warehouse space is at an all-time high with the boom in online sales. We are finding that digital marketing is driving enquiries from new prospective tenants looking to expand their operations to meet the extra capacity that online shoppers have created.

Rumble and his team introduced me to the concept of omni-channel marketing – the idea that rather than having a tight focus on Google Ads, a business needs to explore different directions from LinkedIn to Facebook, embracing different media from traditional ads to viral video campaigns.

How does luxury digital marketing help property businesses?

We have found that working with Relevance has transformed the way we see marketing for our business. With the rise of Zoom meetings and working from home, it is especially important to differentiate your offering from that of the competition. Relevance has been able to advise on branding as well as strategy, which is something that was overlooked by our previous marketing agency. The value-add of a strong brand identity is undeniable when you’re working in the property sector. Where office buildings are concerned – tenants will only see their comfy sofa as an upgrade if the offering is branded. Think The Shard or the Walkie-Talkie. Think of the experiential offices created by WeWork. Relevance helped us see our marketing as an extension of that. 

What would your advice be to entrepreneurs who are just starting out?

Know your product. Understand what makes you different and go with an agency who can convey that. Don’t under any circumstances try to do it yourself – you will spread yourself too thin and lose focus on the parts of the business where you’re most important. 

How to Keep Your Clients for More Than a Decade

At Relevance, we pride ourselves on having worked with a number of leading luxury brands for over a decade. We are extremely proud of the fact that we seem to have found the winning formula for how to keep clients happy, and delighted to have built up such an incredible repertoire of business relationships.

So how have we achieved it, and what do we know about how to keep clients happy? Below is my ten point first-hand guide to keeping a client on your side for more than a decade. 

1. Transparency

Be transparent in all your communications. Instead of overloading your clients with niche terminology that can be confusing, stick to layman’s terms and avoid ambiguity wherever possible. Your clients will thank you, and it will create an open channel of communication that makes them more likely to share their thoughts with you in turn.

2. Honesty 

Things don’t always go your way, and mistakes happen occasionally – you’re only human.  Be honest and make sure you admit to your mistakes as soon as possible. Then provide solutions. But do not, whatever you do, provide solutions unless you are sure that they will work. Better still, seek advice and come back with the answer when you’re sure.

3. In-house assistance 

We encourage all our staff to visit a client’s office, or shipyard, or factory – whatever their industry – so that they can immerse themselves in the client’s company ethos and environment. This is particularly important for our account management team, who can then better understand exactly what it is that their clients are looking for and help convey this to our specialists. 

4. Manage expectations 

It is very important – right from the initial meetings, and long before you have even signed the contract between agency and client – to manage expectations and make sure that everyone is singing from the same hymn sheet. Remember: you are being employed with an end goal in mind, not to perform unspecified miracles. 

5. Make sure all stakeholders are onboard

You might not have met all the stakeholders, and perhaps only regularly deal with a few direct contacts, but make sure you reach out to everyone nonetheless. Remember that your contacts might not be making all the decisions, so create dashboards for all stakeholders – with their unique KPIs – and keep everyone involved. They will thank you in the end. 

6. Full service specialisation & a multi-faceted team

At Relevance, our mutli-faceted team offers a full service to our clients, which we believe attributes to long-term, win-win relationships. We find that different services go hand-in-hand and contribute to the overall success of a marketing strategy. For example,  it is often hard to work on SEO if you have no developers, or implement a successful social media plan if you don’t have any content capabilities. We find having specialists in all areas helps us to succeed, even if the client has not asked us to work in some fields. We pride ourselves on our multilingual, multi-discipline team, with everyone playing their part in the retention of clients.

7. Flexible financing 

When it comes to finances it helps to be flexible when providing payment options, and to have a brilliant financial manager leading discussions who knows how to be firm but fair. Invoicing is tricky, and some clients will try and push the boundaries to help their own cash flow. The secret to success here is knowing that you need to manage your cash flow too, and so staying in control. Offer flexibility to help clients out in their payments when you can, but know when you have to say no.  

8. Solid contracts 

Start from a position of strength. Take your time drawing up contracts at the start with a legal specialist, which we then advise you to go through with a fine-tooth comb to make sure that everyone is clear on the terms. Ensure that the client completely understands and is happy with the contract before they sign, to avoid any future misunderstanding. 

9. Be proactive 

Taking a proactive approach, rather than a reactive approach, is a great way to keep a client happy. At Relevance we aim to stay ahead of the curve and work hand-in-hand with our clients to take action and drive change. Our account managers and specialists constantly brainstorm new ways to help bolster our client’s digital marketing strategies, whilst always keeping clients up-to-date on anything that may affect them in the future. 

10. Where possible, be their friend too

The final point on my 10 point guide to how to keep a client happy is relevant for any contract between agency and client, whether in marketing or another industry. It pays to be amicable with your clients, and at Relevance we like to do little things to show we care, such as inviting clients to our fantastic Christmas parties each year and putting in time to meet for coffees and lunches. The fact is that most people want to work with people that they like, and with each effort you make to build a relationship you are making your contract more likely to be renewed.

Digital Trends Which Will Make or Break you in 2020

Over the last 20 years, the digital marketing industry has seen advance, adjustment, revision, and transformation. I wouldn’t call it upheaval, or even metamorphosis, because it is changing so regularly, we seem to be living and working in this limbo of continual transition. When you feel ready to give an opinion on Google’s algorithm, a month later you may as well destroy that thought. As soon as you feel comfortable with Facebook, you had better be reading up on creating Stories on Instagram and indeed wondering what might be released any minute on WhatsApp. I personally am of an age to have lived through it all. I have survived this torrent of variance which has battered digital agencies and the restless advisors and consultants within their glass walls. Just when you feel secure, the internet drops out from under your feet with the latest rules, algorithm changes, fresh channels, as well as new trends. Here at Relevance we like to keep our finger on the pulse. As a full-service digital agency, we have teams of specialists in every field. Here are their TOP 5-10 key and coveted digital marketing tendencies to bear in mind when you approach your digital marketing strategy for 2020. We have divided these indispensable wayfinders by categories: SEO, PPC, Social Media, Digital PR and Influencer Marketing. But I wouldn’t go holding your breath.

SEO is always in flux, with Google constantly changing the rules. In 2019 Google has changed the search landscape radically again – with a rethink of what ‘search results’ now mean. Long gone are the simple links and descriptions SEOs have come to know back to front… now we have to think much further outside the box. Read on to find out what we think are the major areas you need to focus on.

Being top of the Search Engine Results Pages (SERPs) used to be a ‘job done’ once you had your organic SEO in place. Nowadays, it is not, and particularly not for Google! When you look at Google SERPs, or the ranking pages of other search engines, today you will find a kaleidoscope of results.

Ads, maps, Q&As, videos, images, organic listings, reviews, flights, hotels and lots more appear, often above traditional link results.

This means that you can no longer work only on your classic SEO, using creative content and backlinks. You must now work on your overall visibility – the Google ‘real estate’: map listings, video listings (YouTube), image optimisation, PR listings/mentions for branded terms, as well as a whole host of relevant Google Snippets (recipes, hotels, flights, Q&As, people also ask, products, reviews, lists, etc.).

More information can be found on the Google blog here.

For 2020 we are advising our clients to research the SERP page for their major key phrases and work on strategies to be visible there – beyond the traditional search results.

If you haven’t got into Google Snippets and Rich Snippets, now is the time to do so. Wondering why your organic search visitors have plummeted over the last year? It’s likely to be because your position has dropped on the page – overall.

As mentioned above, even if you were first in the traditional search ranking, you are now underneath a number of other results, in widely differing formats. This is because Google is now populating the search pages with lots of dynamic snippets.

People no longer have to click through to websites to find the information they need – it’s now right there, on Google’s homepage. This info can be for flights, hotels, videos, images, recipes, reviews, FAQs, and much more. It also means that people no longer have to even leave Google to get the information they need.

If Google was once the ‘index’ to the internet, it is pushing towards being the internet itself – a resource that requires no clicks. This is a whole new area of SEO, and it is pivotal in 2020:
-Keyword research is vital to find out what people are searching for
-Competition research is important to find out who else is appearing for these terms
-Classic SEO is also important to make sure you are in the running to be chosen
-But then your code markup/schema is also vital to work on with your developers to ensure you too can appear in these key spots.

CTR for these positions will be lower as people don’t necessarily click through to your website, but branding awareness will increase as you are seen to be helping people solve problems. Conversion rate will also increase as only the most interested people will click through to your website and convert.

For other types of snippets, you can see what Google supports here

If you haven’t noticed it yet, video is now being pulled from YouTube and from websites, including Vimeo occasionally, and being propelled to the Top of Google above the organic search listings, sitting in a prime piece of Google real estate.

It’s surprising Google took so long to do this. The search engine has had a video tab for many years, but videos were never given such importance in integrated search. If you are not convinced by the importance of this, have a look at some search results in Google and you will see it’s affecting many many searches.

Google is using various pieces of information to decide which videos to feature: the most viewed videos from YouTube, the most relevant YouTube SEO, and even the most relevant SEO on pages that feature the video across the web. It collates this information and decides which videos are most relevant for your search – and then features them at the top of Google above the SEO listings.

Creating good video content around important keyword families and uploading it to YouTube and/or embedding on your website is key in 2020. In addition you could use Google’s YouTube Advertising to promote your video content and increase viewership – a fast track that will likely help you to appear at the top of Google.

A topic we’ve always ensured we focused on here at Relevance – but one we feel is often undervalued – is your overall website structure, particularly a highly organised website folder structure.

Improving this will not only help the user to navigate around your website and find the information they need, it also helps Google bots (used by Google to establish its SERPS) to index it more easily, giving your website more visibility.

As Neil Patel, an expert in digital marketing, says: “They increase the navigability of your site, point users to the most relevant information, increase your brand’s reputation, improve user trust, help you dominate SERPs, increase click-through rate, and shorten the conversion funnel.’

An organised website structure also helps reduce bounce rate as people flow easily around your website to consume your content. This is also an important ranking factor

In 2020 you have to think ‘Mobile First’. Google changed their index to Mobile First on July 1st 2019. Mobile-first indexing means Google predominantly uses the mobile version of your website content for indexing and ranking. Historically, the index primarily used the desktop version of a page’s content when evaluating the relevance of a page to a user’s query. This shift is vital to think about when creating your website design, navigation, structure and on-page content.

It isn’t just Google, it is also users – of course!

Everyone is now on their mobiles most of the time. We know it’s so much easier to check your SEO, UX, content and design on a large desktop computer, but STOP now, pick up your phone and test, test, test. In fact, throw your desktop PC or iMac away and start thinking like your end-user!

‘Plus ça change, plus c’est la même chose…’

SEOs (like us!) love to tell you that everything is changing, but one thing remains the same: backlinks are the fuel of SEO and they always have been. Relevance CEO Rumble Romagnoli says: “Up to 2020 I have always said links are 60-70% of the algorithm. I would also say this for followed/non-followed links. I have had many arguments about the importance of both, but they are both important, whatever Google says.” How do you create backlinks? Well, that is another question…

The best way to get some great pertinent content onto Google is via your blog, or news section. It allows you to target people looking for the most obscure, trending, key phrases and topics that you might not be able to use on the rest of your website. You can create hundreds of pages of great content not optimised for your product key phrases, but words people might be using to find out more about you or your industry.

A blog allows you to move quickly and target trending key phrases. In addition, long tail key phrases have less competition, so are easier and more profitable to target. They are also less likely to have Google snippets.

Want to find out potential organic key phrases and topics that might work for your site? Test topics and keywords in your advertising – an area where you can quickly see results. These learnings can then be applied to your organic strategy.

Rumble Romagnoli explains: “I once had the chance to work with a hugely bright SEO guy. He was an SEO genius. When asked to help the National Lottery, who were first for the keyphrase “National Lottery” he said: I will get you second, third, fourth, fifth, sixth, and so on. I will cover the entire first page in website links that will come to your company only. They of course hired him. This concept has been hugely important for the last 10 years, and is as important in 2020.”

This does involve some help from the PR team as you will need some very powerful publications to feature your name to reach the first page.

If Google takes out a patent, they are probably up to something. Watch that space.

With competition rising on the internet – according to Internet Live Stats, there are 1.74 billion websites on the Internet in 2020 – global digital advertising spending will grow 6% to $656B in 2020 (Statista). In a world of ever-present digital advertising, PPC marketers will need to stay a step ahead in 2020, keeping their focus on adapting to the following trends.

It’s an obvious starting point for any marketing strategy, but never before has really knowing your audience been more critical for digital advertising.

In 2020 it will be essential to study your audience, find out what platforms they use and how they use them, and to tailor your message to each audience segment/persona. Advertisers will fall behind and fail to communicate with their audience if they deliver the same message to different targeting segments.

You need to be thinking about all platforms and all your personas when you create your PPC strategy.
Create your personas
Craft a central message for your promotion
Tailor your message to each persona
Adapt that message for each platform
Target the same persona across all platforms for maximum impact

Sharing your message across multiple platforms to the same audience will increase the likelihood of a sale. The key is balance: be careful not to overexpose your ad to one single audience as this may lead to negative feedback, but some theorists suggest the sweet spot for someone to buy after seeing your ad is between 3-7 times.

With ever-increasing competition for advertising space in the SERPs and stagnation in the number of positions available for advertisers it is clear that costs are going to increase. This is particularly pertinent when it comes to mobile searches and is certainly not the news that digital advertisers want to hear.

With a heavy focus on keeping cost-per-click (CPC) and cost-per-acquisition (CPA) at profitable levels for a client, advertisers will need to seek new opportunities outside of simply increasing ad spend. Enter Gen Z. A few notable platforms entering the market include: SnapChat, TikTok and Amazon, breaking the mold from the established Social Media and Search Engine platforms in 2020. Focused on display and video content, these platforms offer alternatives for advertisers and could drive down overall CPCs and CPAs whilst also increasing the reach of your messaging.

Without sounding like a broken record, video is the way forward. According to Forbes, an average user will spend 88% more time on a website with video than one without. It is a highly interactive and engaging tool, connecting you and your consumers. Most social platforms also now provide editing features allowing you to make your content more digestible, so it couldn’t be easier!

A great tool still in its infancy is Google’s Bumper Machine, introducing the ability to turn videos shorter than 90 seconds into a selection of six-second bumper ads. This could pave the way for a whole series of video content hitting YouTube and the SERPs in 2020.

In 2020 PPC Strategy becomes more valuable than ever before, as PPC managers experience a shift in role from manual optimisers to technical strategists and automation experts.

For years, we’ve been anticipating great changes to our roles as Google continuously shifts towards automation and machine learning. On the one hand, this presents new challenges to advertisers as Google’s objective is simply to maximise clicks (possibly at the expense of the precision we’ve manually brought to the game over the years). On the other hand, this provides a great opportunity to focus on strategy if we learn to adapt to an automated landscape.

So what are the latest automation changes from 2019 that will influence your campaign strategy in 2020?

Changes to how ‘exact match’ and ‘phrase match’ close variations function, Google’s Auto-apply suggestions, and those pesky ‘expansion audiences’ are some huge game-changers which have taken away significant control from advertisers and created a need to closely monitor the effects of Google’s AI on PPC campaigns.

Yet, Google has also shared some of its machine learning capabilities with advertisers in 2019 through Smart campaigns, Smart shopping campaigns, Dynamic Search Ads, and Automated bidding strategies. These all offer advertisers new ways of testing Google’s AI. Advertisers can also now build their own algorithms, such as in the case of automation layering, to automate time consuming tasks and focus more time on strategy.

With rising competition in 2020, the focus will be more than ever on optimising beyond your conversions and keeping customers rather than simply focusing on obtaining new ones. The concept of affinity should be above the objective of awareness. Building a community will be of primary importance – enter the role of retargeting, in the form of engagement, traffic and returning traffic, or shares, as part of an integrated digital marketing communications strategy.

The world of social media is ever-changing. What worked in 2019, may not work in 2020… The platforms like to shake things up for us (and keep digital marketers forever on their toes!) and users develop the way their interact with social platforms too. That’s why it is vital for social media managers to keep their ears to the ground, and eyes glued to their smartphones.

Trends change, algorithms change and what users want from brands continues to change. So, to help you know what to do with your social profiles this year, we’ve pulled out the top trends expected to emerge in 2020… read up and review your strategy. Things may need a little tweaking to keep you current in the roaring twenties!

Ephemeral content is something that is available only for a short duration and then disappears. Instagram and Snapchat Stories are perfect examples of this type of content. Today, people’s attention spans are short and the way they like to consume content has changed. Hence why Stories are reigning on Instagram and Facebook. They are short, engaging, and hypnotising. Users can spend long periods of time tapping through multiple Stories. Users love to take part in polls, use augmented reality and see low-fi, authentic content from brands. Hootsuite states in their recent report that Stories stickers enhance video performance by 83%, but keep in mind that Facebook recommends using stickers when they “help communicate key information about your brand or product,” but avoiding them if they “contribute to visual clutter.”

If you’re not on Stories daily, we think you should be. According to this recent report by Hootsuite, 62% of people say they have become more interested in a brand or product after seeing it in Stories and 64% of marketers have either already incorporated Instagram Stories into their strategies or plan to. Be one of those marketers.

Instagram is one of the largest social networks and any major changes on this platform can have a dramatic effect on the world of social media marketing, for both influencers and businesses. 2019 was a tumultuous one for content creators and brands, with Instagram’s latest changes and algorithm tweaks causing a stir last year. 2020 is set to be no different.

One such major change, already happening for some accounts in Australia, Canada, Brazil, Ireland, Italy, Japan, and New Zealand since July and the US since November, was Instagram removing the likes feature for posts. Instagram may soon apply this change globally.

The platform hopes this allows users to be creatively open and free, rather than constricting their content to ensure they gain popularity on social media through likes. Also, the longing for validation is detrimental to people’s mental health. A recent study reported on by the UK national newspaper, The Telegraph, of more than 6,000 children aged 12 to 15 found those who used social media more heavily were more likely to report issues such as depression, anxiety and loneliness.

Many brands and influencers are feeling the pressure with this new announcement, as many wonder how they can easily report on their social efforts with such features being removed.

An alternative view is that it’ll stop consumers judging content with fewer likes and liking what speaks to them, rather than what is popular with other users. It’ll be interesting to see how this pans out in 2020 as we may see businesses moving away from influencers and towards traditional social media advertising.

2020 could be the year that social commerce really takes off as an increasing number of customers shop on social platforms. Instagram already launched Instagram Shopping for selected brands, giving businesses an immersive storefront for people to discover and explore products as well as a link for purchases. Whilst eCommerce profiles can of course still tag products, for check-out on their website, this new feature speeds up the purchasing process on the app as products are displayed visually on the brands profile (sitting comfortably between the IGTV tab and tagged photos tab on the profile page). Products are displayed in a similar fashion to an eCommerce site, allowing Instagram users to save products (adding these to their wishlist on the saved section on the app), tap for more details of the product and finally, click through to view on website for purchase.

If a user has liked or saved images that include product tags, the user will find these products listed in their wishlist under ‘saved posts’ or ‘liked posts’, reminding users of the products which hopefully results in further purchases. Exploring the Instagram Shopping tab on a favoured brand will also group together any previous products that have featured in previous posts of the brand you’ve liked, allowing the user to browse products they’ve been attracted to.

Facebook’s family of applications already offers tools for customer care and community management so that all marketing funnel activity — from product discovery to post-purchase customer care — can happen on social media. And TikTok recently opened the door to social commerce with beta tests that let influencers embed social commerce links in videos on the app.

TikTok hit 1.5 billion downloads in 2019. That growth was fueled by its increasing popularity with Generation Z, aggressive marketing campaigns, and the company’s investment in geographic expansion. Expect TikTok to grow even more in 2020 as marketers figure out how to make the most of this platform to connect with their younger target audience. You could say the short video format is what’s making this platform reign, as video content is extremely engaging and will soon dominate social media, a clear winner over all other types of content.

For example, according to Sprout Social, on Instagram videos receive 38% more engagement than image posts and 2.1x the amount of comments. Since 81% of marketers agree that engagement is the most important metric of social media success, it’s no surprise than many of us want to figure out how to improve these numbers.

Whether it is short-form videos like those popular on TikTok or Stories or long-form content on YouTube, videos are the future of social media content. According to a Cisco study, by 2022, 82% of all online content will be video content. This clearly shows how important it is to start utilising video content to stay relevant in the social media domain. If you’re not currently creating videos, it is time that you include it in your content strategy. In the near future, videos will dominate social media and anyone who doesn’t realise that will need to spend time catching up.

In less than a decade, influencer marketing has grown into a multi-billion-dollar industry. Constantly evolving, this exciting marketing strategy has become one of the preferred strategies to launch campaigns.

According to Linqia, 66% of marketers ran more than three campaigns last year, with 42% now using influencer marketing as an ongoing strategy. 2020 will be a big year, filled with opportunities to partner with online creators, reaching more targeted and niche audiences. At Relevance, our influencer marketing experts have predicted the 5 following trends for the coming year:

Comment pods, super likes, and Instagram bots are being put aside. Instagram has become much more savvy towards automation services, meaning that fake engagement will become much less accepted. Influencers and brands are now prioritising true relationships with their followers.

An increasing number of content creators are jumping on the influencer trend, making it ever harder to stand out. The world of Instagram creators has become oversaturated, forcing them to find their unique point of difference. This means we will likely see more ultra-niche influencer accounts in 2020. If you take a look at @watchanish, social influencer of 1.7M followers on Instagram, you will see that the content he shares mainly revolves around luxury watches.

Followers are looking for real, relatable influencers to connect with, expecting these influencers to share their honest lives. This means that natural, less edited and more spontaneous content will be favoured.

According to the 7 rules of advertising, potential customers need to see a product or service 7 times before purchasing it. Brands will work on building audience trust and promoting the best possible version of themselves by forging more personalised relationships with influencers when launching campaigns.

Nano and micro-influencers will be on the rise, with smaller influencers seen as more likely to have an intimate relationship with their followers. The number of likes will not be prioritised anymore. Real connections and engagement will be valued highly. Real influence will be the game changer in 2020.

Today’s generation favours diversity in their consumption of news. Formats have multiplied, platforms as well and the relationship people have with news and PR has changed in this era of fake news. It’s important to make sure your PR is being noticed, picked up, trusted and that your brand is being seen and talked about. While traditional PR is still one of the main ways to share your news with the world, some of the methods need to be reviewed. Think outside of the box, and think about the current environment you’re working in.

Traditional PR, when distributed online is more likely get picked up and go viral when the message is short and visual.

Create a short video with your news. You can easily download a short video from Shutterstock or from Pexels to give your message a more captivating angle. Share the video and a quote. Add your contact details and a URL. And send. Keep it short.

As journalists receive a huge amount of PR these days, if yours can be related to an actual piece of news, make sure to bring that angle forward (within reason – make sure you’re not making up connections a journalist wouldn’t believe). This can give the journalist a new twist to an already existing viral story.

For example: Our client St Tropez House rents luxury villas in St Tropez. When the town of St Tropez decided that some of the very well-known existing beach clubs had to close down because they were in a now protected area, we sent out a PR with an infographic about it, explaining to the world’s media how this was going to impact tourism for the upcoming season, which clubs were staying and which were going.

A journalist from the UK national, The Telegraph, picked up the story to look at how the real estate business (rental and purchase) was going to be impacted by such regulations.

Make sure the article you send for an advertorial or a sponsored post is worth a read with data/infographics, great imagery, video, podcast – diversify your content.

In any case, make sure your video has captions, as many people don’t have the sound on their devices when looking at them.

As journalists get many PRs, if they’re not the first to pick it up, then their editors often don’t want the story as it’s being published elsewhere.

Get to know the journalists you’re pitching to, and offer them exclusivity. You’ll gain in the long run in the quality of the content they’ll produce and what you can provide for your clients.

Power up Your 2020 Digital Strategy

There’s no question that 2020 will see a raft of new and exciting ways for digital marketers to reach their target market. Video content, Google Real Estate, and quality over quantity are all set to dominate digital campaigns this year. As always, expect constant change, constant movement and new concepts, technology and marketing ideas to emerge. It can be a bewildering landscape, but hopefully, the tips and information you’ve read from me and my team today have given you a taste of what you should be focusing on. As the experts in these areas, we are learning, adapting and testing in these areas every day, so we can deliver the best possible results for our clients. Helping them to navigate in areas where they don’t have a map. If you need guidance like this, and a team to power up your digital marketing strategy for 2020, then contact the digital marketing experts at Relevance today

What We Learnt From The Superyacht Marketing Forum 2019

Earlier this month the Superyacht Marketing Forum took London’s Shoreditch by storm, held at the 5-Star Curtain Hotel and offering an intimate occasion for the leaders in yacht marketing to come together and share ideas. With representatives from major shipyards including Sunseeker, Princess, Heesen and many more from brokerages, crew agencies, and international yacht shows, the attendees could single-handedly disrupt digital marketing for the entire industry. Relevance is extremely proud to have been invited to speak at the Forum, with our CEO Rumble Romagnoli delivering an insightful speech on the rise of digital marketing in the yachting industry and how this will play out in the future. Below, discover what else we learnt while there. 

Read our top takeaways from the Superyacht Marketing Forum 

Content & Digital Brand Strategy

  • Creative thinking is important. We considered how to think outside the box when selling experiences vs when pushing products. We need to be constantly re-evaluating our performances and capabilities.
  • Communication is changing fast in our digital world, with the rise of voice search (Alexa), touch screen, Augmented Reality, Digital Reality (holograms). Our superyacht marketing strategies need to adapt accordingly.
  • The importance of content in customer experience was reaffirmed across the purchasing process, with the focus on the creation of quality content, PR and social media publications. While yachting remains a high-end industry, targeting only the most exclusive clientèle, the speaker made an argument for also using broader media.
  • Many PRs are ‘boring’ – make sure your message is noteworthy or relevant and find an interesting angle. Get to know the publication/journalist you’re pitching to, so you can work on a targeted pitch rather than sending the same thing to everyone. Magazines don’t want to all feature the same piece of news, they want and need exclusivity. Change your strategy and the architecture of the message. Follow up with the publication afterwards for feedback.
  • Ask your clients to have their clients leave reviews on TripAdvisor, on Google Maps, as people are likely to read them, especially about the quality of services and their personal experience with a brand. Respond to poor reviews, so people can see that your brand strives to satisfy all customers.
  • Brand recognition increases the likelihood of a client to commit to a brand by imposing social symbols. Aston Martin and Sunseeker are, for example, both associated with James Bond. 
  • The superyacht marketing industry is a particular niche that’s best represented by micro-influencers. They should be seen as content creators, not just influencers, as they’ll deliver the message better if they share their own personal experiences. That’s what makes their audience engage; not just a biased review of a product/service, but the fact that they live it. Be ready to invest between £20,000 to £100,000, so you can spread the campaign across several platforms.
  • In the UK, 44% of people trust TV adverts. Targeting Video On Demand (VOD) is a potential goldmine, as people who are watching streaming services will give you their attention and will likely watch the full commercial.
  • The targets to reach UHNWI (there is £31.6 trillion worth of world wealth) are:
    • Fine Art World 
    • Luxury Travel
    • Designer Apparel
    • Luxury Cars

So if you need to associate your brand with another brand to reach a broader range of the world’s wealthiest, choose one of the above niches.

Digital Experience

  • The newer generation of potential clients will be much more difficult to attract, especially when it comes to high-maintenance, high-cost and time-consuming products such as yachts. We questioned whether the pooling of the world’s biggest apps into a single platform would work in our society – the same solution Facebook is trying to push and WeChat is pushing with great success in China – and wondered what that would mean for digital superyacht marketing. Would this ever be achievable in the western competitive world, with our high level of respect for personal privacy?
  • Boat Shows are becoming a post-digital experience for the consumer. Unlike most industries, where the client tours a real shop before ordering online for a better price, clients tour online before shopping at the yacht shows. However, in a fully-digital world, boat shows will have to change.
  • Customer experience in yachting may not be as good as we thought: Dr. Phil Klaus, Professor of Customer Experience and Marketing Strategy at the International University of Monaco, presented some negative client experiences within the superyacht marketing and sales industry. While this holds some truth and the market is a challenging one, with not-so-honest parties occasionally representing interests other than those of the owners, the survey was conducted over just 13 yacht owners. The data is therefore limited and would serve to be developed more. 

That comprises our takeaways from the Superyacht Marketing Forum – we learnt so much and benefitted from an incredible range of speakers. Hopefully, this insight will be helpful for all those who couldn’t attend. See you at the next event!