Carrie discusses how search-first campaigns can help businesses organically and rapidly reach the top of search results.
To achieve organic results, Carrie believes bringing creativity into search is imperative. Working with DTC brands in the fashion, beauty, finance and tech worlds, she sees brands looking to partner with agencies that can help them boost their reach in new ways.
“The momentum behind the industry is one of the most exciting things. It’s growing rapidly; there’s lots of business out there for everybody. It’s all about being more innovative and being more creative,” Carrie said.
Organic reach is possible when brands have the creative edge. Carrie believes that going the creative route is preferable with data constraints and analytics compliance issues on the horizon in the paid-search space.
Rise at Seven’s approach also involves creating good content, digital PR and going viral in creative ways. Getting creative means taking brands onto new platforms, like TikTok, launching NFTs, and other new innovative channels where consumers are spending their time.
Carrie is a proponent of putting a brand at the centre of a conversation on social platforms and then deploying PR, creating content, or reacting on social in some way to get the brand noticed by the right consumers. For Carrie, it’s all about being fast-paced and reactive.
One of the ways Rise at Seven attempts to get brands into the consumer conversation is through newsjacking. Carrie discusses this method on her agency vlog:
To further ensure the content hits the correct targets, insight and data teams are scraping the web with an in-house tool to find what is trending at any given moment and where their brands can fit into the conversation.
“It’s understanding these big media moments that happen every single minute of the day and how that’s impacting consumers. What are they searching for, what are they reading, what are they engaging with and even what they’re buying. And then making sure your clients are at the centre of that,” Carrie concluded.