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5 Digital Marketing Trends for 2015 (Chester County Marketing Group preso)


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Digital Marketing Trends for 2015 presentation overview:
Jeff Tincher, of 610 Digital LLC, started out talking about the importance of mobile marketing and why it is important for businesses to have a mobile-friendly website. Test your website’s mobile usability using Google Webmaster Tools. And for some great info and guidelines for mobile friendly sites, check out Google’s Guide to Mobile Websites.

Next up, Carla Wilson, of Wilson Media Services, announced that podcasting is going to be HUGE in 2015! She then spoke about the value of video in a marketing strategy and ways businesses can utilize video to find new customers and retain current customers.

Jeff then talked about updates and trend information for search engine marketing, that there will be an increase in remarketing advertising in 2015. Other trends in SEM that we’ll see in 2015 are that some businesses will write less new content but go back and improve on content that is already published and working to their advantage. Local SEO has always been important for service companies and brick-and-mortar stores, but optimizing even more so in 2015 will make sure your local site comes up higher in the SERPs. Read more about NAP (Name, address, phone) and check out for additional information on optimizing for local SEO.

The last topic was about social media and the decline of Facebook Organic Reach for business pages. Since 2012, Facebook’s organic reach has fallen from 16% of fans engaging with a page’s post to almost 0%! It’s a wake up call that Facebook’s “Free Ride” is over and time for brands to “pay to post”.

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5 Digital Marketing Trends for 2015 (Chester County Marketing Group preso)

  1. 1. educating freelancers & small business owners in northern chester county pa Digital Marketing Trends for 2015 January 2015 Presentation by Jeff Tincher & Carla Wilson
  2. 2. | | #ChescoMG the next 40 minutes, or so... ❖ trend 1: mobile, mobile, mobile ❖ trend 2: power of podcasting ❖ trend 3: video marketing ❖ trend 4: search engine marketing ❖ trend 5: social media ❖ the future holds... 2
  3. 3. | | #ChescoMG mobile, mobile, mobile ❖ why mobile? ❖ tools to help ❖ which mobile design ❖ mobile-friendly labels in SERPs 3 1
  4. 4. | | #ChescoMG take mobile seriously 4 avoid software that is not common on mobile, like Flash. 1 2 3 4 make sure text is readable without the need to zoom (pinch and pull) fit content to the screen so users don’t need to scroll or zoom leave enough space between links source: Search Engine Land, results-208949 understand your current mobile traffic first 5
  5. 5. | | #ChescoMG take mobile seriously 93%of people who used mobile to research went on to make a purchase. source: Google, Mobile Path to Purchase 5 65%of online searches begin on a mobile device, yet only 16% of marketers have developed a mobile strategy. source: Search Engine Watch, HubSpot
  6. 6. | | #ChescoMG mobile friendly tools ❖ Google Webmaster Tools ➢ mobile usability (search traffic) ➢ page speed insights (other resources) 6
  7. 7. | | #ChescoMG which mobile design is best? ❖ responsive ➢ serves same HTML code on the same URL ➢ “responds” to screen size of each different device and displays accordingly ➢ all SEO juice stays with URL ❖ dynamic ➢ uses the same URL but different HTML code depending on devices ➢ up to the server to know about the user’s browser ➢ issues if code mobile site incorrectly ❖ separate url ➢ different HTML and URL; the server tries to detect device and redirects to appropriate page using HTTP redirects 7 Matt Cutts on Responsive Design For SEO value, he states responsive design is the smarter way to go for SEO, primarily because you can have issues when creating a mobile version of the page if you aren't implementing it correctly. "In general, I wouldn't worry about a site that is using responsive design losing SEO benefits because by definition you've got the same URL," Cutts said. source: Search Engine WatchCheck out Google’s guide to Mobile-Friendly Sites https: //
  8. 8. | | #ChescoMG test your mobile site com/webmasters/tools/mobile-friendly 8
  9. 9. | | #ChescoMG mobile labels in google serp 9 ?
  10. 10. | | #ChescoMG 2210 power of the podcast
  11. 11. | | #ChescoMG podcasting podcasting will be huge NPR is calling 2015 “The Year of the Podcast” 11
  12. 12. | | #ChescoMG podcasting HUGE! 12
  13. 13. | | #ChescoMG podcasting Factors for rise of Podcasting: Popularity of Serial podcast Ease of listening - iPod / smartphone / car On-demand, 24/7 listen while commuting, exercising, running errands 13
  14. 14. | | #ChescoMG podcasting More Factors for rise of Podcasts: ❖ For Content Creators audio is easier to produce than video ❖ It takes less equipment and less tech ❖ Story is important to a business brand 14
  15. 15. | | #ChescoMG podcasting study Edison Research conducted a Share of EarTM study in 2014. They asked 2,096 Americans, age 13+ to make an audio diary of everything they listened to for a day. 15
  16. 16. | | #ChescoMG 16
  17. 17. | | #ChescoMG podcasting - fun facts ❖ 39 Million Americans listen to podcasts each month. ❖ they listen to an average of 6 podcasts per week at an average of 5.75 hrs per day. ❖ there are 250,000 podcasts on iTunes (this is up from 200,000 in 2010) ❖ iTunes just surpassed 1 Billion subscriptions 17
  18. 18. | | #ChescoMG podcasting Edison Research has an informative 5-minute webinar explaining the research here: 18
  19. 19. | | #ChescoMG but don’t forget…VIDEO Image courtesy of renjith krishnan at 319
  20. 20. | | #ChescoMG video marketing ❖ Facebook Reach is dropping ❖ Businesses will leave FB altogether to create their own content 20
  21. 21. | | #ChescoMG video marketing Now easier to produce because of: ❖ Google Plus Hangouts On Air ❖ Using smartphone to create video ❖ Livestream from smartphone directly to FB page using HangWith app 21
  22. 22. | | #ChescoMG video/visual marketing Social Media Examiner’s recent blog post stated: #3 SlideShare Becomes the YouTube for Business 22
  23. 23. | | #ChescoMG video marketing Action Item create a video by marrying together a slide deck with a voiceover audio. 23
  24. 24. | | #ChescoMG 24 4 search engine marketing
  25. 25. | | #ChescoMG SEO 2015 ❖ basics of SEO won’t change ➢ on-page (what YOU say about yourself) ➢ off-page (what OTHERS say about you) ❖ mobile SEO will be very important ➢ get your site mobile-friendly! ➢ don’t expect non-mobile friendly sites to rank that well1 ❖ small business SEO will be local ➢ important to optimize for local area ➢ use local directories; obtain citations ➢ include a NAP (name, address, phone) 25 1 quote: Joe Balestrino, Internet Marketing consultant, at JNB Consulting Local Business NAP <div itemscope itemtype=""> <span itemprop="name">Chester County Marketing Group</span> <div itemprop="address" itemscope itemtype="http://schema. org/PostalAddress"> <span itemprop="streetAddress">123 Sample Dr</span> <span itemprop="addressLocality">Exton</span>, <span itemprop="addressRegion">PA</span> <span itemprop="postalCode">19341</span> </div> Phone: <span itemprop="telephone">610-555-1212</span> </div>
  26. 26. | | #ChescoMG SEO 2015 ❖ business will optimize existing content ➢ some will reduce amount of new content and improve current content ➢ length & value of content very critical for effective SEO (200 words or less is thin content) ❖ be successful in organic search rankings ➢ understand analytics and metrics like CTR, CTA, bounce rate, time on page ❖ optimizing video will grow ➢ use relevant keywords to describe your video’s title, body content ➢ submit optimized videos to YouTube PLUS Facebook, Twitter and other sites 26
  27. 27. | | #ChescoMG search and display ads ❖ slight shift from keyword focus to audience focus ❖ more mobile usage means more mobile ads; focus on optimizing mobile conversions ❖ ad retargeting will grow 27 image source: moz. com
  28. 28. | | #ChescoMG 28 social media 5
  29. 29. | | #ChescoMG social organic reach is going ❖ Facebook’s “Free Ride” for businesses is over, time to pay up to show up! ➢ 2012 - 16% of fans engaged ➢ Feb 2014 - 6% of fans engaged; lower for page with over 500K ➢ Dec 2014 - approaching zero …. 0.073% ❖ Facebook “Economics” 101 ➢ As Facebook continues to limit the number of posts page fans actually see, the demand for promoted posts and ads will continue to increase. Result = increased pricing. 29
  30. 30. | | #ChescoMG other social trends in 2015 ❖ audio and video dominate social content ➢ Instagram will be used by more businesses and marketers this year ➢ more micro-video ❖ social to become a core pillar of content marketing ➢ it’s not going to just be about writing the content ➢ we now have to distribute and share ❖ social media and the B2B market ➢ LinkedIn surpasses Facebook as #1 for B2B marketing ➢ Facebook currently has an 89% usage rate vs 88% on LinkedIn ❖ Google+ isn’t dead, yet ➢ authorship is gone; G+ Chief Evangelist stepped down ➢ Hangouts will thrive 30
  31. 31. | | #ChescoMG 31
  32. 32. | | #ChescoMG digital technologists are the future 32 The 2015 edition of Chief Marketing Technologist Blog’s Marketing Technology Landscape supergraphic has been released, now with 1,876 vendors, across 43 categories. marketers of the future will need to understand how software and technology works -- or be left behind.
  33. 33. | | #ChescoMG thanks for attending Visit and learn more about the Chester County Marketing Group at www. Subscribe to our newsletter & events 33