Watch live at http://www.bjcbranding.com/events - Digital marketing is changing faster than ever thanks to widespread ownership of smartphones, ever-increasing data and video streaming, combined with a cultural desire for digestible and personalized content right now. Do you know which trends will impact YOUR organization in 2018?
Join Bryan Caplan, National Speaker for Google’s Get Your Business Online Program, as he explores the top trends in digital marketing that small business owners like you should be paying attention to in 2018. In just under an hour, Bryan will walk you through each trend and provide some simple ideas for incorporating them into your overall marketing strategy.
5. 5
•1. Digital marketing – you have to be there
How do I know which to use?
Time: How much time can you devote to it?
Resources: What personnel and skills do you have?
Knowledge: Do you need to train on it or train your staff?
Your audience: Where does your audience spend their time?
6. 6
1. Marketing Personalization
2. Content Marketing
3. Video Marketing
4. Mobile Marketing
5. Customer Reviews
Digital MarketingTrends for 2018
8. 8
•3.Targeting + Segmentation = Personalization
How we receive
marketing messages
How many messages
we receive
Approximately
marketing impressions
per person, per day
264
CustomerThink.com
NOISE!!
9. 9
•3.Targeting + Segmentation = Personalization
56%
of consumers are more
likely to shop with a
good personalized
experience.
Brandanew.com
40%
of consumers buy
more from retailers
who personalize.
MyBuys
76%
of consumers will share
personal information for
a better experience.
Digital Marketing Association
12. IdentifyYourTarget Audience: Buyer Persona
Create a Buyer Persona
Give him/her a name
Demographics
Geographics
Psychographics
Use a photo
DIG DOWN…
13. Sample Buyer Persona
Meet Mary
• 72 years old
• Female
• Lives inTampa, FL
• Retired Secretary
• Has 5 Grandchildren
• Enjoys knitting, arts & crafts,
and visiting local museums
• Buys online & via catalog
• Loves Humor
14. Sample Buyer Persona
Meet John
• 45 years old
• Male
• Lives in Brooklyn, NY
• High School EnglishTeacher
• Has 2 children
• Enjoys languages, creative
writing & NPR
• Reads many reviews before
shopping
15. 15
•3.Targeting + Segmentation = Personalization
So go ahead…ask them…
Demographics
Interests
Buying/giving behavior
Event attendance
Communication behavior
Device Usage
16. 16
•3.Targeting + Segmentation = Personalization
…and then use that information.
Email list segmentation
Autoresponders
Social media promotions
Personalized offers
18. 18
•2. Content marketing is more important than ever
What is Content Marketing?
Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.
Content Marketing Institute
19. 19
•2. Content marketing is more important than ever
Why focus on content marketing?
72%
of marketers say relevant
content is the most
effective SEO tactic.
MarketingProfs, 2016
82%
of consumers feel more positive
about a company after seeing
custom content.
Ion Interactive, 2016
21. 78%
say a company’s
social media posts
influence their
purchases
73%
are likely to buy
from a brand that
responds on social
media
Impact of Social Media
84%
of social media
users share to
show their support
for a cause
31. 31
Videos add value…
and it doesn’t have to go viral.
•82% of all
internet traffic
will be video
by 2021
• - Cisco
32. 32
•3.Targeting + Segmentation = Personalization
88%
more time is spent on a
website with video, on
average.
MistMedia
85%
of Facebook videos
are watched without
sound.
TechSmith
300%
more inbound links are
created for blog posts
with video.
Moz
33. 33
Using the word “video” in your
email subject line will encourage:
19%
more opens
65%
more website
visitors
26%
fewer
unsubscribes
34. 34
Video marketing is platform-specific
timeless (evergreen) videos
shareable time-sensitive videos
short attention-grabbing videos
35. 35
Doesn’t require editing or
scripting
Builds authenticity for
your brand
Increases visibility via
automatic notifications
37. 37
•4. Mobile (experience and advertising)
75%
of Americans bring
their smartphone to
the bathroom
11Mark, 2016
of internet users own a
mobile smartphone
80% +
HashMeta, 2016
Customers use
their smartphone
to shop
4 out of 5
Business2Community, 2016
38. 38
•4. Mobile (experience and advertising)
Mobile has changed our behavior
It’s how people read your
messages and posts, and
how they find you & make
purchase decisions.
39. 39
Living in Micro-Moments
75% of the time
or more from mobile
Searches that happen
88% of “near me”
searches happen
from mobile
40. 40
Check how you appear
when people search on
mobile:
www.CanTheyFindMe.com
41. 41
Check how you appear
when people search on
mobile:
www.CanTheyFindMe.com
Enter your
business
information
Press “Scan
Now”
www.CanTheyFindMe.com
42. 42
Check how you appear
when people search on
mobile:
www.CanTheyFindMe.com
Press “Scan
Now”
Click here to schedule a
review call with our
team
www.CanTheyFindMe.com
43. Email BreaksThroughThe Noise (Better)
“If you don’t already know, email is still the most effective tactic for
marketers. It’s far from being outdated.”
- Neil Patel
NewYorkTimes Best SellingAuthor & ForbesTop 10 Marketer
44. People Read It
88% regularly
check email on their
smartphones
91% of people
check their email daily
45. 45
•4. Mobile (experience and advertising)
30% unsubscribe80% delete
When email doesn’t look good on mobile
Email has to work on mobile devices
46. 46
•4. Mobile (experience and advertising)
Avoid these mistakes...
Too much
text
Multiple
columns
Tiny
fonts
Large off-screen
image sizes
Hidden
calls to action
47. 47
• 5. Beyond Big Data – make decisions
Customer Reviews
48. 48
Effects of Reviews on Customers
Customers likely to spend 31%
more with 4-5 star reviews
18% average uplift in revenue
72% say that positive reviews
make them trust a business
The Positive Effect of
Good Reviews
86% will hesitate to buy if they
see negative reviews
Every 1-star decrease on Yelp
means 5-9% decrease in sales
54% pay more attention to
negative reviews
The Negative Effect of
Bad Reviews
49. 49
3 WaysTo GrowYour Reviews
Option 1: Verbal Ask
• Barely any follow through
• Too many steps involved
Option 2: Direct Link
• Several links to include in an email
• Reviewers must have an account for certain sites
• Too many options can cause overwhelm and confusion
Option 3: Review Service Engine
• Solicit via email, SMS, or direct link
• Catch & quarantine negative feedback before it goes public
• Respond to reviews from one place
50. 50
Manage Feedback & Leverage Reviews
You Ask for a Review
A Good or Bad Review
Comes In
You Manage Feedback & Leverage Reviews
- Resolve Negative Reviews
- Promote Positive Reviews
You Ask for a Review
51. 51
ExpertTip…
Best Results and Least Work:
Use a Tool Like MyReviewDashboard.com
• Proactively solicit reviews
• Easily manage review requests
• Respond to reviews in one dashboard
• Get alerts & detailed review metrics
• Quarantine negative reviews before they become public
• Look professional
55. 55
Marketing
Personalization
• Targeted messages drive
engagement.
• Build your Buyer
Persona ASAP!
Content
Marketing
• Valuable content
drives action.
• Don’t forget visual
content matters!
Video
Marketing
• Videos are not the
same on all platforms.
• Use video in email
marketing.
56. 56
Mobile
Marketing
• Keep emails mobile-
friendly
• Be aware of how you show
up in local search results
Customer
Reviews
• Your star ratings matter!
• Use a tool like
MyReviewDashboard to
grow your reviews!
57. Bryan J Caplan
Master Certified Email Expert, Constant Contact
National Speaker, Google GetYour Business Online
ThankYou
Learn more at www.BJCBranding.com
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