Hook: Perceived value is one aspect of marketing that won’t change—regardless of the year. Marketing before and after a digital makeover will always revolve around how your customers and prospects see your business. How do you plan to engage with your customers and prospects to grow your brand in 2017?
In this video series, you will discover:
- Why Facebook Advertising and Social Media Content Distribution should be on the top of your Marketing Plan for 2017.
- How you can effectively target your Facebook Audience and present your Ads to customers who are the most receptive to your offer.
- How Mobile and Video Marketing will exponentially increase your sales conversion rate.
- How important E-Commerce is and why today is the best time to consider E-commerce for your business.
- Why customer reviews are critical to business success and how you can easily collect them on autopilot.
Your customer is overwhelmed and easily-distracted given the number of marketing messages they receive and the amount of distractions available online.
How do you stay on top of your game, acquire marketing qualified leads, and increase conversions? It’s a big question, but by keeping up with the top trends, you will be able to answer it and build your business. Here are my top five digital marketing trends for 2017.
Top Five Digital Marketing Trends for 2017: Facebook Marketing & Online Audiences
As I travel around the country, I like to observe people and their behavior. On a recent trip, I found myself at the local mall and as I looked around, one thing was very obvious: Most people were looking down on their smart phone.
What do you think they are doing? You and I both know they are on social media and probably browsing their news feed on Facebook, searching for something on Google or Yelp or watching a video on YouTube.
- We need to transform the way that we look at social media.
- Social media strategies should help you market less and convert more sales.
- The problem with Facebook ads today is that many brands fail to properly align their offer with a specific target audience.
- This leads to low engagement and click through rates on their ad campaigns.
- When examining a Facebook Ad strategy, it is important to look at the pre-Ad experience, the experience during viewing the ad and the post-ad experience.
- What this means is: How does the ad come across to the user as they are scrolling quickly through their news feed?
- Is it relevant?
- Is it helpful to them?
- Is it aligned with the audience? Or does it make the audience uncomfortable?
- If any part of the process makes your audience feel uncomfortable, there is a high likelihood that you will get complaints which will lead to Facebook shutting down your ad and in the worst possible scenario: shutting down your whole ad account! Facebook takes their Terms of Service and user feedback very seriously!
- When the user interacts with the ad, does the promise of the ad align with what was in the ad?
- Is there anything misleading about the ad relative to what you are presenting to the Facebook user?
- If there is anything misleading about the ad like unrealistic promises, you might find yourself in trouble.
- Post-Ad Experience – Where are you sending the traffic?
- Is there an alignment between where you are sending the traffic and your ad?
- What happens after they go to the page and they opt-in to be on your list?
- What is the experience that they get and is it aligned with what the Ad promised?
- Facebook employees will check your landing pages and even opt-in to your accounts in some occasions to make sure that the total ad experience to the customer is acceptable.
- Some of the most important things you need to consider with your Facebook ads include:
- Targeting – target your audience to be very specific to ensure that the relevancy of what it is you show to them is high relative to who they are and what they need right now.
- Creative Ad Copy – you need to ensure that the imaging that you use in your ads will grab and hold their attention so that you have a chance to share a marketing message contained in the text above and below the ad. Make sure you don’t include too much text in the image as this will impact your reach.
- Ad Scent – You need to ensure there is an Ad Scent between the advertising and the page that you take the Facebook user to. There has to be consistency between what the ad looks like and promises and what the destination website delivers.
- Multi-Variant Split Testing – find out through testing what works. This means varying the titles, descriptions, images and even links to landing pages to identify what combination will work best with different segments of your target audience.
Facebook Audiences is “Email 2.0”
- The ability to reach a highly targeted audience on Facebook so you can effectively market your solution is a big shift that has been going on for the past couple years and IT IS GROWING exponentially.
- You have the ability to create a target audience based on their demographics, psychographics and buying behavior.
- This enables you to put an ad in front of someone who will be more likely benefit from your solution thus increases your conversion rate.
Here is a short guide to Facebook Ad Targeting that I can go into greater detail with you personally if you would like:
You can categorize this process into five vital phases:
- Demographics – this has to do with:
- Physical location of your consumer
- Do they own a home?
- How do they earn?
- Languages they speak
- Relationship status
- Educational Attainment
- Net income
- Age group
- People who like your page
- Friends of people who like your page
- People who use your app
- People who are going to your event or who have gone to your event in the past
- Hobbies & Activities
- Entertainment – what keeps them entertained?
- Business & Industry
- Shopping & Fashion
- Fitness & Wellness
- Custom Audiences
- Website Traffic – list of people who visit your website or view specific web pages.
- Customer Profile – a customer file to match your customers with people on Facebook and create an audience from matches.
- Engagement on Facebook – list of people who have engaged with your content on Facebook.
- Look alike audiences – New people on FB that are similar to your most valuable audiences.
- Automotive purchases
- Financial Info
- Purchasing behavior
- Mobile Device user
Please keep in mind what we just covered is just a sample of what you can do inside the Facebook AdManager. The information above will help you show your ads to the people you care about and increase your sales conversion tremendously.
Top Five Digital Marketing Trends for 2017: Mobile Marketing
Today, many small businesses are starting to realize that in order to survive they must nurture their audience by personally interacting with them. This is the only way to truly make them loyal to your brand. Let’s take a look at some statistics relative to mobile marketing.
- According to the marketing company 11Mark who asked 1,000 Americans about their bathroom habits, 75% of Americans admit to bringing their mobile device to the bathroom.
- Americans are so attached to their mobile devices nowadays that they will take it with them wherever they go – even to the bathroom.
- According to a survey conducted by SessionM, 90% of consumers use smartphones to shop.
- Many businesses are recognizing the mobile trend and “incentivizing” the use of mobile phones within their store with discounts and coupons targeted at mobile users.
- Many restaurants are doing the same thing by offering a free beverage or appetizer to those that check in using Foursquare or Facebook.
- According to comScore, in 2016, 198.5 million Americans own smartphones (nearly two-thirds of the US population).
- According to Google,9 out of 10 mobile searches lead to action; more than 50% lead to sales.
- A 2016 report from Cisco says thatby the year 2020, there will be more people globally who own a cell phone than those who have electricity or running water.
- Make your app or website mobile friendly, therefore it is useful for both the sellers and the consumers.
- Ads need to be targeted specifically for the mobile platform.
- You need to consider different advertising platforms that can allow you to get in front of a mobile audience.
- One example is leveraging Facebook Lead Ads that prefill contact details of the user so they do not have to type it in on their smart phone.
- Build audiences on Social platforms where your customers hang out online.
- Here they can consume small bits of content that entertain and educate them while they are on the go. Build a following on:
- Schedule your posts across time slots and platforms for maximum engagement.
- Leverage live video on the mobile platform as a means to communicate when you are inspired and on the go and are able to help your audience become more educated while being entertained.
Top Five Digital Marketing Trends for 2017: Video Marketing
Making videos used to be very difficult. Today, making “good-enough” videos is easy and getting easier by the month. It’s so simple that your competition will beat you at it if they do even one video in a market segment with none.
Think about these facts for a moment (Source: https://www.youtube.com/yt/press/statistics.html , https://www.brandwatch.com/blog/36-youtube-stats-2016/ )
As of December 2016:
- More than 1 billion unique users visit YouTube each month.
- 6 out of 10 people prefer online video platforms to live TV
- Over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth, and 50% more than last year.
- In 2015, 18-49 year olds spent 4% less time watching TV while time on YouTube went up 74%
- 300 hours of video are uploaded to YouTube every minute
- More than 50% of YouTube views come from mobile devices
- On average there are 1 billion mobile video views per day
- But only 9% of U.S. small businesses use YouTube
- YouTube is localized in 88 countries and across 76 languages.
- YouTube reaches more US adults ages 18-49 than any cable network.
- Searches of “how to” videos on YouTube are growing 70% year over year
To make videos “back in the day,” i.e. 2006, you needed:
- Multiple Apple computers—MacBook Air and 27” iMac ($3,100+).
- Video software ($99 to $299).
- HD Cameras (Samsung HD—$159, Kodak Zi-8—$209; Nikon D5200 DSLR—$1,200).
- Olympus stereo microphone—$49.
- Tripods—standard and Joby Gorillapod ($79 and $22).
- Video software—$250/yr.
- Flash conversion software—free to $347.
- Online hosting—Amazon S3—cheap to use, took me a month to learn and become proficient.
- Premium website for creating, converting, storing, embedding and submitting video to the top 20 video sites—$3,000/yr.
Today, in 2016:
- You can get a Logitech HD webcam for $70 at Sam’s Club, use the built-in camera on any new computer, or just bust out your smartphone and record straight to YouTube, Snapchat, Instagram, or Facebook Live.
- YouTube even has free tools to edit, annotate, and monetize your channel if that’s your goal.
- Top of Funnel Benefits. Source: (https://www.affordablewebdesign.com/internet-web-marketing/video-marketing-benefits-and-statistics/)
When you add video to your business profiles it:
- Increases number of profile clicks more than 30%
- Increases number of calls generated by more than 18%
Video drives a wide range of customer actions:
- Increases number of visits to advertiser sites by 55%
- Increases physical store visits by 30%
- Increases incidence of purchase by 24%
- Middle of Funnel Video Usage.
- Leverage video for demonstrations
- Help the customer understand how they would install and deploy a solution and gain value from it.
III. Bottom of Funnel Video Usage.
- Customer case studies
- Customer testimonials
- Video that explains pricing for different types of solutions.
- Video on social media sites can drive more traffic to your site.
- Video on your website can inform and convert more visitors to prospects, and prospects to clients.
- Video for your clients can educate them, upsell them, retain them, and encourage them to send referrals and testimonials.
- Even an average video will help you beat your competition that is too lazy, vain, or distracted to leverage video.
Top Five Digital Marketing Trends for 2017: eCommerce
2016 was set to be the year of e-commerce. There are numerous trends and big data to support this statement, so let’s take a look at these two critical statistics, their meaning and how your business can capitalize in the year ahead.
- According to Americommerce, E-commerce is a $220 billion market in the U.S, growing by almost 20% per year.
- In terms of global trends, the U.S continues to lead the way as an e-commerce giant. This multi-billion dollar market has grown at an annual rate of 17% during the last 10 years, thus, making American consumers a primary target audience for International brands.
- To achieve success, be sure to research consumer trends and behavior in targeted regions.
Statistic #1: According to Business2Community, 60% of International traffic for e-commerce comes through Facebook
- E-commerce offers you access to a global pool of customers, and you will need a strategic sales and marketing plan to successfully convert international consumers.
- Depending on the nature of your product, your market may also provide your best route to volume sales and a healthy conversion rate.
- Online customers are increasingly likely to research specific products and reviews through Facebook before clicking through to the associated website.
- With this in mind, it is critical to develop a multi-channel social media presence that is integrated with your website.
- This creates a seamless link between your primary sales platform and Facebook, which will optimize conversion rates.
Statistic #2: According to Business2Community, Mobile will account for 26% of retail e-commerce sales in the U.S by the end of 2017
- E-commerce market in the U.S remains a trail-blazer for the rest of the world
- Mobile transactions (conducted through smartphones and tablets) will account for 26% of all retail e-commerce sales in the U.S by the end of 2017.
- These measures are also beneficial to e-commerce, as they make it easier for customers to identify products and complete sales transactions.
- If customers can check-out using e-wallet solutions such as PayPal alongside traditional card payment options, you will automatically benefit from higher conversion rates.
- A great example of an E-Commerce website is Shopify
- Shopify is a completeecommerce solution that allows you to set up an online store to sell your goods.
- It lets you organize your products, customize your storefront, accept credit card payments, track and respond to orders — all with a few clicks of the mouse.
Top Five Digital Marketing Trends for 2017: Testimonials & Social Proof
Customer reviews are very important to businesses whether large or small. Here is why:
- 88% of consumers trust online reviews as much a personal recommendations.
- 67% of shoppers spend more online after recommendations from an online community of friends.
- 90% of consumers say that their buying decisions were influenced by positive reviews.
- 72% say that positive reviews make them trust a local business more.
- 85% say they read up to 10 reviews of a certain product.
- Almost 90% say that they would pay more to ensure a superior customer experience.
What can you do with reviews and how will it benefit you and your business?
- Share reviews with the world.
- The first thing you should do is get your reviews in front of your circle of influence.
- The easiest way to do this is sharing your reviews on your social media sites.
- This way you stay in front of your customers and potential customers opening yourself up for new jobs and referrals.
- Top of the mind awareness is crucial when it comes to getting referrals.
- Be found where your customers are searching.
- Potential customers will use search engines to find out more about your products or services.
- You want your reviews to be showing up when they are doing these searches.
- There is nothing more powerful then someone else talking about how amazing your products and services are.
With our solution, you get:
- 1,000’s of powerful video, Audio, and written reviews* instantly and in seconds.
- With everyone saying their services or products are the best and so much competition out there you need to stand out from the rest.
- Our solution turns your existing customers into sales reps for you.
- When people watch these video reviews of your services or products from actual customers they will believe your reviews.
Top Five Digital Marketing Trends for 2017: Summary of the Top Marketing Trends
To recap, these are my Top Five Digital Marketing Trends for 2017:
- Increased Focus on Facebook Marketing / Advertising
- The Rise of Mobile Marketing &
- Video Marketing
- Social Proof / Testimonial Harvesting
Of course, this list isn’t exhaustive; so please so save some room for the unpredictable and unprecedented. Given 2016’s top trends and what I see is most likely to happen in the near future, this is how we should be planning for 2017.
What do you expect for 2017? I would love to hear your thoughts on marketing trends that will help businesses flourish in 2017.
Do you want to be able to effectively target prospective customers on Facebook and increase your chances of converting them into raving fans for life? Click on this link and get my special report on Facebook Advertising for FREE!