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Maximize your Digital Presence

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Digital consumer trends, and online marketing tools for Canadian SMB's.

Digital consumer trends, and online marketing tools for Canadian SMB's.

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  • Now the million dollar question ...How can we successfully to do it all? Small business owners are well aware that time is money.
  • First things first. What is digital?Digital, it includes all types of SCREENS connected to the Internet, whether your computer, your smartphone, your tablet or devices of all kinds, existing or future.Digital also includes the CONTENT that is consumed on these devices, be it web, online video, search engines like Google, social media like Facebook.For several years, the trend is undeniable: there is a rapid multiplication of screens and content.
  • Canadians are among the champions of the digital world.84.5% of us use the Internet. On average, we spend 45.3 hours online each month. This is 17% more than Americans.Canadians are also champions of online video and social media.It is estimated that by the end of this year, for the first time, more people use the Internet with a mobile device with a computer.
  • 86% of online Canadians do research online before making a purchase.50% say they are influenced by the content they find there.On the mobile side, 79% of smart devices used for activities related to shopping. And when they find what they want, 88% make a purchase within 24 hours.
  • The digital consumer is pressed for time - always in a rush. They demand highly relevant personalized, detailed information instantly, taking into account their location, and their mobility.The digital consumer uses several screens at once: this is the era of “multi-media". The digital consumer actively searches for information at any time through the TV, computer, mobile phone, and the tablet.He expects highly relevant personalized information that is applicable to his local reality. This applies equally to entertainment or information to research companies and shopping.The digital consumer expects to receive this relevant content at the right time. And the right time is always IMMEDIATELY. And he has the means to obtain it. If it's not you, it will be one of your competitors.Needless to say, things get complicated for SMEs looking to acquire and keep this kind of highly demanding customer.
  • Now the million dollar question ...How can we successfully to do it all? Small business owners are well aware that time is money.
  • Even among companies that are present online and have a website, there is a lack of consistency in monitoring and efforts.A study by the American firm SiteKreator did a survey that reveals the importance of updating the content of websites.Indeed, we see here that the regular addition of content attracts more consumers to business sites. More they are informed, the more they come back.
  • The speed of change can be scary. All these innovations are many unknowns with which SMEs have to juggle.But they must take action. The slope will be hard to go back to those who have not done anything in terms of digital marketing. Not to mention the competitors move faster than them.Under these conditions, how to catch up?
  • Now the million dollar question ...How can we successfully to do it all? Small business owners are well aware that time is money.
  • This slide summarizes the differences between traditional media and digital media from the point of view of advertisers. Whatever their size or industry, they all face a complexity that was not there before. But in return, they get a better measure of performance and offer their customers a more targeted message and personalized.
  • Digital technology has the power to bring consumers to SMEs like never before.Contrary to what you might think, all SMEs can do digital marketing. It is not a question of money, it is a matter of strategic choice. And subtlety.We said earlier: in the digital world, interactions are defined by a screen and content. It is therefore essential to 1) appear in a timely manner and 2) provide a relevant experience to potential customers.SMEs who want to acquire more customer must be everywhere at once, and give the right information at the right time. All this in a profitable way of course! How can they achieve this feat?
  • Here are five key tools that enable SMEs to appear on the right screen with strong, relevant content, when their customers need them.They can be counted on the fingers of one hand: Website / Search Engines / Online Directories / Social Media / Mobile Applications
  • Today, people expect a business to have a website that contains all its business information such as contact information, products and services, etc.. A professional website reassures the consumer that this is a company that cares about providing customer service and information about their business in a clear and transparent manner.In addition, this content is important for search engines like Google, Yahoo and Bing. The more a website contains relevant information and updates, the more prominently it will appear in search results.There are four rules to a successful website:1 - It is important to clearly define what the objective or purpose of the website is. How will you measure a website’s good performance? Lead generation? Appointment setting? signing up for email newsletters? 2 - Regularly updating information on the website helps ensure search engines see this site as up-to-date and relevant. It also helps build existing customer loyalty, and which helps to create new business opportunities.3 - It is important to select and integrate the right keywords in a website. This is what maximizes visibility in the search engines for the most relevant searches.4 - Of course, it is essential to measure the results. There are free online tools to do so.
  • We have seen that it is important to update the website to attract more traffic. But the text is not enough. To be effective, the content of a website should also include photos or even videos in an attractive design. For example, a retailer may show some featured products, a service company can show its recent achievements, a restaurant can show its atmosphere or testimonials from satisfied customers. As a small business, it is important to put forward their unique personality. These efforts will positively impact not only the website but the entire online visibility. For example search engines like Google tend to rich content including photos and videos. It is also essential to develop your website in two versions: one for computers and one for mobile screens. Thus, your site can be visited in a practical and enjoyable on smartphones and tablets.
  • Green
  • In the digital world, the website of a company is its virtual showroom, and search engines can be compared to the main street. Indeed, it is from here that a large part of digital customers reach your businessWe just said, a company that created an attractive website with many relevant content increases his chances of being found in Google, Yahoo and Bing. But this is only the first step. Your business must outrank the competition in the search results. To achieve this, two methods:Search Engine Optimization (SEO): Beyond the overall design of a website, SEO is a specialty unto itself. Content and site architechure is developed in such as way as to optimize the chances of being returned in the search results for popular search engines for the most relevant types of consumer searches. It involved a deep and current understanding of how search engines operate and how they compile and rank information on the Internet. SEO takes longer to see results but they tend to last longerSearch Engine Marketing (SEM): is also called paid search or pay per click advertising. SEM will trigger the appearance of an advertisement at the top of the results page when some specific keywords are sought. Since keywords are auctioned by the search engines, the art of the SEM is to identify the keywords that relate most visibility without costing too much. SEM can be easily turned on or off
  • In consumer eye tracking tests conducted by our subsidiary Mediative, we noticed that users tend to follow certain predictable path when making visual search in Google, Yahoo or Bing.Two areas are prime real estate for businesses that want to generate clicks: Referred to as the "golden triangle" – it is comprised of the entire top (where you often see paid ads and the top organic results); the left column (usually where you see the organic listings)The goal of search engine optimization (SEO) is to be placed near the top of the organic results as seen on the left hand side. The 10 results get most clicks.Search Engine Marketing (SEM) allows a business to pay to have text ads with hyperlinks placed at the top or in the right column. It is more expensive than having a good organic SEO through SEO. But yields quick and very relevant results.
  • A search strategy that targets a specific location is essential for businesses that rely on a local customer base. Mobile local search volume will outpace desktop local search volume in 2015, according to BIA/Kelsey.
  • Obviously, it is in a company's best interest to increase its visibility in every way possible.One of the easiest is to publish your business information on online directories.These are trusted sources to consumers, and those who use them do not just window shopping. They come with the clear intention of making a purchase.To be effective, a profile on an online directories must contain not only the address and phone number of the business, but also its products and services, photos, video, etc.. Anything that can convince a potential customer to choose them.Even if this content is similar to that of the website, adding this detail to the profile will enhance the visibility of the online business and provides key buying information at a convenient glance without clicking through to the website. ..In addition to the recognizable major directories, there are also all the small local directories or specialized directories, such as directories of professional associations or chambers of commerce. The customer also uses these sources then to find local businesses.
  • Social media is an essential complement to search engine marketing. The reason is simple – the opportunity for reach.Facebook is the second most visited site in the country after Google. 8% of the Canadian adults have used Facebook to do a local  business search in the past month.OR83% of Canadians are Facebook users14m of Canadians visit Facebook every single dayIn Quebec, we are champions: 43% of the population has a Facebook account and half of them consult Facebook more than once per day. This is huge. It represents many opportunities to share information about a business’ product and services, but also to interact with consumers. 32% of Facebook users follow at least one brand or organization.SMEs should capitalize on these new opportunities with a continuous presence in social media.It is not just big brands are flocking to social media. The share of SMEs adopting social media has doubled in one year, from 12 to 24%.
  • Whether SMEs will benefit most from a presence on Facebook, Twitter, YouTube, LinkedIn etc will depending on their industry and market. Whatever the platform, the goal remains the same: to be present and speak to potential customers that are interested. Initiate discussions and provide promotions or special offers exclusive. By doing this, we can build a community of consumers and when the time comes to make a purchase or a recommendation, they will gravitate to the company they have established connections with through social media.
  • We talked about the Web, search engines and social media. What about mobile? Mobile provides plenty of opportunities to generate leads.The mobile market is evolving at breakneck speed The use of smartphones and tablets will soon overtake that of computers.Already, half of local searches are done on a mobile device. Consumers will seek information on products (56%), coupons (56%) of comments and ratings on companies (53%), and of course business contact (51%).There are many ways for companies to give consumers what they want on their mobile device:Placing mobile advertising Priority placement in mobile directoryOffering coupons and deals
  • For companies who have no strategy in place for the moment, there are quick and easy ways to get started.First, there are free online profiles. We have already talked about online directories – YellowPages.ca offers the opportunity to register your business with a basic virtual profile Yelp or Google Places allows businesses to broadcast the same kind of basic content on their platforms. http://www.google.com/local/add/businessCenterFor those who already have a website, the Business Development Bank of Canada offers a free website evaluation service. It is an automated tool that analyzes a series of technical criteria to see if a site is configured efficiently.http://www.bdc.ca/ENThere is also our Market Profiler tool, which was created by Yellow Pages to help businesses analyze their online visibility using a set of criteria. Again, this is an automated tool and free.http://profil.pagesjaunes.caThese are good first steps for SMEs who want to become active in the digital world. It gives them a good taste of what is available.But sooner or later, you will need to consider a more comprehensive digital marketing plan.
  • One of the great advantages of digital marketing is that you can measure the results with great accuracy.More than ever, small businesses can measure their return on investment in real time.They can track all the clicks, calls, or the impressions they receive. So they know the individual performance of various components of their strategy. They can measure the effectiveness of each chosen keyword in Google to advertise, they can know how much time visitors spend on each content of their Web site, or even they can expect phone calls generated by each ad in the local directory .This information allows them to adjust their strategy to make more and more efficient. And they show the result of each dollar invested.Previously, only big companies with big resources had access to such measurement tools, through market research companies or consultant. The new digital environment has put ​​these tools within the reach of any SME. And this is the best news in the digital age.
  • Now the million dollar question ...How can we successfully to do it all? Small business owners are well aware that time is money.
  • Even with the right digital marketing strategy, a significant problem remains: Who will manage this strategy?Most small business owners are not legal experts, accounting experts or marketing experts – they are bakers, plumbers, chefs, dentists and so on. Business owners and managers are already too busy running their company They rarely have the expertise or resources to manage a comprehensivedigital strategy. They could hire someone to take care of their marketing, but do they need someone full time and how can they be sure they have someone who has the most current expertise? For most SMEs, it would be ideal to take advantage of a team of experts, and the latest technology and tools at a competitive cost.
  • The ultimate goal of a good digital strategy is to maximize sales opportunities while simplifying your life.Letting you concentrate on your real work --- serving your customersBusiness leaders need to get involved in developing their digital strategy marketing, but they should not have to waste a lot of time in the day to day management.Hence the importance of choosing a trusted partner that will provide the tools, expertise, service, and accurate measurement results, preferably in one integrated offering. For example, when to update the contents of its website, whether to test new keywords in Google, or how to take advantage of new mobile opportunities is best left to the team of specialists who understand your digital marketing needs best.Letting you focus on your real job: Providing the best massage therapy services in the land 
  • Transcript

    • 1. Who am I? • Senior Manager, Performance Marketing • 8 years of hands-on experience.
    • 2. 60% of mobile phones are smartphones (Canada).
    • 3. • • • • Attention Span in 2000: 12 seconds Attention span in 2012: 8 seconds Attention span of a goldfish: 9 seconds % of people who forget their own birthday from time to time: 7% Source: Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the Average: An Empirical Study of Web Use”.
    • 4. People have more choice & expect brands to provide: The Information they want, When they want it, How they want to consume it.
    • 5. NOW WE MUST BE STRATEGIC WHAT CONTEXT? • Appear at the right time WHAT CONTENT? • Offer relevant experience
    • 6. Purposeful Design • Understand your visitor’s goals. • Help them make a decision. • Consider how visitors will arrive and interact with your site. (mobile, desktop, etc.) • Simplicity: use less to accomplish more. • “Persuasive Website Design”
    • 7. Before: Benefits only Clutter Call to Action somewhere down here
    • 8. After: Less Distraction Clear Path Relevant info (answered questions) Help Make Decision Result: 4 times the signup rate! 125 -> 500/month
    • 9. Keys to Successful SEO • Good website architecture • Engaging Content • Promote content • Always be adding new content. • Claim Google + local page • Setup Google Authorship • Build citations (directories) • Links from other related websites Keys to Successful SEM • Smart keyword research • Send to a relevant webpage. • Write compelling messages. • Utilize display & remarketing opportunities. • Tracking tools (Adwords conversion pixel, Google analytics) • Test, test, test…
    • 10. SOCIAL MEDIA Build a community of opportunities 83,2% of Canadians are FACEBOOK users 14 million Canadians visit FACEBOOK every single day comScore Inc, July 2013, Facebook statistics
    • 11. Social Media Tips • Start with one or two platforms. • Engage users first, so you wont have to ask them to be fans. • Be consistent. • Be responsive, users need to know you are listening. • Remember, you are investing in relationships. • Do something worth talking about.
    • 12. Responsive Design • Means one design, adjusts visuals & content to fit the screen accessing the website. • Don’t have to worry about specific device, just the dimensions. – Scaling, click vs. touch. • Google prefers Responsive design
    • 13. Responsive Design Desktop Mobile
    • 14. MEASURING RESULTS Ultimately, it has to add up.
    • 15. Measuring Return on Investment • Almost all online behavior is measurable. • Take advantage: – – – – – – Google analytics (& goal setup). Google Adwords tracking (Paid ads) Call tracking Yellowpages Analytics (for current digital customers). Bing / Google webmaster tools Salesforce.com • Find a measurable KPI if your business is different.
    • 16. Thank you! Jordan.Bones@ypg.com @j_bonesy Jordan Bones

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