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2020 Digital Trends & Must-Haves - Milestone Webinar

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What are the 12 must-haves for your 2020 digital marketing tool bag to create a holistic digital marketing strategy? Milestone President and Founder, Benu Aggarwal, along with Bill Hunt, President, Back Azimuth Consulting, discuss the trends, and break down what's most important for marketers in 2020

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2020 Digital Trends & Must-Haves - Milestone Webinar

  1. 1. Confidentialwww.milestoneinternet.com | 1-408-200-2211
  2. 2. #SEJThinktank @MilestoneMKTG 2020 DIGITAL TRENDS & MUST-HAVES
  3. 3. #SEJThinktank @MilestoneMKTG@MILESTONEMKTG
  4. 4. #SEJThinktank @MilestoneMKTG Milestone Product And Services Offering CMS Local Reviews AnalyticsInsights Schema Voice Search D RI V E REV ENUE A ND TRAFFI C FROM D I G I TA L Design Content SEO Paid Marketing Social content marketing Analytics & consulting Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare D I G I TA L P R E S E N C E C LO U D S E R V I C E S
  5. 5. #SEJThinktank @MilestoneMKTG Evolution Of Search & Your Digital Strategy In 2020
  6. 6. #SEJThinktank @MilestoneMKTG Evolution of Search TEXT DRIVEN 2008 2020 VOICE DRIVEN KEYWORDS CONVERSATIONS No duplicate content No spammy content or links Relevant & precise results Understand Long Tail (FAQ) Local Mobile SERP Quality Local Results Thin Content FIGHT SPAM ENHANCE UX https://moz.com/google-algorithm-change
  7. 7. #SEJThinktank @MilestoneMKTG Mobile And Voice Search Are Really Taking Lion Share 50% of search is expected to be voice-based by 2020 (ComScore, 2017) 30% of web browsing will be screen-less by 2020 (Gartner 2019) https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459 https://www.seroundtable.com/google-mobile-searches-now-65-of-all-searches-28003.html https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/ 65% of all Google searches are mobile (Google 2019) https://www.dbswebsite.com/blog/trends-in- voice-search/
  8. 8. #SEJThinktank @MilestoneMKTG Nearly 64.3% of Searches Are Now From Mobile Devices, 54% Leads 10% Jump As Compare To Last Year 64.3% 54%
  9. 9. #SEJThinktank @MilestoneMKTG BERT – Why & Impact Bidirectional Encoder Representations from Transformers According to google – “Bert helps better understand the nuances and context of words in searches and better match those queries with more relevant results” GETTINGVOICEREADY CONVERSATIONAL SEARCHIMPACT Google estimates that this update will impact around 1 of 10 searches Designed for conversational and natural language queries Relevant results, better user experience, less clicks
  10. 10. #SEJThinktank @MilestoneMKTG Your Digital Strategy Is To Saturate Google Home Page This is Your Homepage.
  11. 11. #SEJThinktank @MilestoneMKTG Ads Local 3 - Packs FAQ Video Images SERPS in 2020 Universal SERPs
  12. 12. #SEJThinktank @MilestoneMKTG 84% of Searches are Discovery Searches
  13. 13. #SEJThinktank @MilestoneMKTG Google Mobile Browser Search Clicks: Sept. 2019 56.10% 39.69% 4.22% Zero-Click Searches Searches w/ Organic Clicks Searches w/ Paid Clicks
  14. 14. #SEJThinktank @MilestoneMKTG Rich Answers, Images and SERP Saturation
  15. 15. #SEJThinktank @MilestoneMKTG 12 Steps to create Robust Digital Strategy in 2020 FIND SEARCHER INTENT CONSISTENT DIGITAL ASSETS ENTITY SEARCH VOICE SEARCH INTEGRATION & AUTOMATION CONSISTENT & ENHANCED INFORMATION FOCUS ON THE ANSWER, NOT CLICKS SATURATE SERPS MEASURE IMPACT USER EXPERIENCE HOLISTIC DIGITAL STRATEGY KNOWLEDGE VS. WISDOM
  16. 16. #SEJThinktank @MilestoneMKTG Start with - What Business Problems We Are Solving? MOREAWARENESS, MOREFOOTTRAFFIC NEWBUSINESS/ REBRAND DIRECTCONVERSION, LOWEROTASHARE ENGAGEMENT& CONVERSIONS SPECIALEVENTS,SLOW SEASON BOOSTLENGTHOF STAY(LOS) GROWMEETING BUSINESS MILESTONE IDEA LAB
  17. 17. #SEJThinktank @MilestoneMKTG Step One - Find Searcher Intent Do we have assets that can meet customer needs? Create content to meet customer needs FIND SEARCHER INTENT
  18. 18. #SEJThinktank @MilestoneMKTG Content: Think Needs, Intent, Topics not Keywords 18
  19. 19. #SEJThinktank @MilestoneMKTG How To Create Informational Content? Where is Playa del Carmen 5th Avenue parking? What are the best Playa del Carmen 5th Avenue restaurants? ? What are the best Playa del Carmen 5th Avenue clothing stores? Google Searches MOZ Keyword Explorer Ahrefs or Moz keyword explorer Insights AnswerThePublic UberSuggest Keywordtool.io Serpstat Questions capture voice and natural search queries Answers are rich, informative, and solve a problem Generates answer boxes on SERP KEYWORD TOOLS
  20. 20. #SEJThinktank @MilestoneMKTG Step 2 Align Digital Assets with Content Strategy FAQs wrapped in schemas CONSISTENT DIGITAL ASSETS
  21. 21. #SEJThinktank @MilestoneMKTG Step 3 – 2020 Year of Entity and Voice Search Sample schemas FinancialInstitution name description areaServed image contactPoint brand logo address phone fax email tickerSymbol FinancialProduct sameAs (social URLs) FinancialProduct name description areaServed hoursAvailable image contactPoint brand logo address phone fax email MortgageLoan potentialAction sameAs (social URLs) MortgageLoan name serviceType image url description broker loanType interestRate audience Expected Impact – 20-30% increase in Organic Search Traffic Schemas on Bank Websites drive online product sales
  22. 22. #SEJThinktank @MilestoneMKTG Step 4 – Getting Ready for Voice Search FAQ Manager – Capture FAQs and Publish across all channelsVOICE SEARCH
  23. 23. #SEJThinktank @MilestoneMKTG CONSUMER GOOGLE HOME ALEXA GOOGLE ASSISTANT VOICE ACTIONS MODULE VOICE QUERIES CONTENT MODULE Step 5 - FAQ to Create Voice Action Milestone Voice Intent mapping Directory information Training phrases * Assumes mobile responsive website and optimized for schemas and speed VOICE SEARCH
  24. 24. #SEJThinktank @MilestoneMKTG Step 5 – Leverage Critical FAQ Data Across Multiple Platforms FAQs (voice search based) VOICE ACTIONS + QUERIES PLATFORM (AI-enabled) Chatbot Your website UNANSWERED INTENTS INTEGRATION & AUTOMATION
  25. 25. #SEJThinktank @MilestoneMKTG Enhanced Local and GMB Really Impact your Results
  26. 26. #SEJThinktank @MilestoneMKTG Step 6 – Critical to Have Accurate and Enhanced Information Across All Channels https://moz.com/learn/local/citations-by-category Local Search Engine & Hyper Local Listings Data Aggregators Internet Yellow Pages Social Channels Maps APPS & LISTINGSCentral Data Hub Source Search Engines Apps & listings End-points CONSISTENT & ENHANCED INFORMATION
  27. 27. #SEJThinktank @MilestoneMKTG Leverage all Assets to Expand Your Listings PUBLISH TO GMB YELP WEBSITE Google My Business Yelp Offers Website Offers RICH AND ACCURATE INFORMATION
  28. 28. #SEJThinktank @MilestoneMKTG Consistent Data, Enhanced Listings Leads to Amazing Local Performance
  29. 29. #SEJThinktank @MilestoneMKTG Step 7 – 2020 Optimize for Traffic and Getting People Right Answer “zero click” solves problems FOCUS ON THE ANSWER, NOT CLICKS
  30. 30. #SEJThinktank @MilestoneMKTG Step 8 - Saturate SERPS and Universal Results SATURATE SERPS
  31. 31. #SEJThinktank @MilestoneMKTG Key to Success - We Understand and Align to the Users Needs Across all Devices QUESTIONS INSTEAD OF SEARCHES SHORTER ATTENTION SPANS SMALLER DEVICE SCREENS SCREEN-LESS DEVICES
  32. 32. #SEJThinktank @MilestoneMKTG Step 9 – Aim For The Best User Experience AUTHORITY: Consistent qualitative Links & Citation 1 TECHNICAL SEO: Webquality2 RELEVANCY: Relevant, Fresh & Conversational3 SPEED and Mobile first4 CLICKABILITY: Entities, UX, Layout, Structure5 5 Pillars for User Experience Your Domain should demonstrate solid expertise, authority and trust (EAT) USER EXPERIENCE
  33. 33. #SEJThinktank @MilestoneMKTG Evaluate Impact of Enhancing Speed
  34. 34. #SEJThinktank @MilestoneMKTG AMP, Long Tail, FAQ Getting Most Traffic AMP, Dining, Things to do, Specials, FAQ
  35. 35. #SEJThinktank @MilestoneMKTG Performance DROPS Seen Across Sites That Do Not Cut It – Traffic, Speed And Mobile SEM Rush Domain Analysis Analytics code changed 900 Sessions 450 Sessions
  36. 36. #SEJThinktank @MilestoneMKTG Step 9 Inspiration Enhanced experience through newly optimized assets
  37. 37. #SEJThinktank @MilestoneMKTG Step 10 Right Answers Can Be Monetized
  38. 38. #SEJThinktank @MilestoneMKTG Holistic Strategy Align with your business objectives HOLISTIC DIGITAL STRATEGY
  39. 39. #SEJThinktank @MilestoneMKTG Step 11 - Strategy & Business Objectives Framework Experience Conversion Consideration / Engagement Awareness CUSTOMERVISION Increase return visits by 5% Increase Meeting & Wedding inquiries by 10% Increase engagement by 5% Increase brand awareness by 10% SMART GOAL ENGAGE CONVERT ACT REACH STRATEGY Increase loyalty & promoters Convert to purchase Consumer outreach & connection Grow market share IMPACT Repeat Visitors Recommendations Bookings, RFPs Branch locator usage, time on site, lower BR Impressions and New Visitors SAMPLEKPIS EXPLORATION DECISION-MAKING PURCHASE ADVOCACY BUYERSJOURNEY
  40. 40. #SEJThinktank @MilestoneMKTG Know Your Customer - Data Driven Audience Targeting 40 Gender: 72% 28% Age groups: 25-3422% 28% 23% 35-44 45-54 Industry Geo-location Interest Device Customers Brand Loyal
  41. 41. #SEJThinktank @MilestoneMKTG What Happens When We Do Not Sing And Dance Together? Strategy Spend Impression Clicks Impression Share Google – In-Market $3,291 31,362 2,842 51.85% Google Display $4,392 9,847,174 130,935 -- Audience Targeting Wrong = Wrong Clicks
  42. 42. #SEJThinktank @MilestoneMKTG Step 11 - Holistic Strategy Across All Channels MEASURABLE IMPACT AVAILABLE CHANNELS & SERVICES Speed & Mobile Technical SEO Relevancy Authority Performance Analytics Clickability User Experience Crawl Health Indexability Content Marketing Local & Links PPC CRO Business Intelligence Schemas, CRO, DAO, site features
  43. 43. #SEJThinktank @MilestoneMKTG Step 12 - Convert Knowledge Into Wisdom
  44. 44. #SEJThinktank @MilestoneMKTG ACT ENGAGE ADOPTION REACH Funnel View AWARENESS CONSIDERATION ENGAGEMENT CONVERSION RETENTION STAGE MS STRATEGY RESULTS KPIs 895,887 Impressions on Search Console 2,048,306 Organic Impressions on GMB + 13.1% in Traffic from all Channels +21.3% in Traffic from Paid Search +17.1% in New Users +9.2% in Web Leads from Organic +36% in Phone Calls from Paid Search +12.9% Overall in Phone Calls from Website +4% in GMB Phone Calls +200 RFPs REACH & IMPRESSIONS TRAFFIC TO WEBSITE LEADS & BOOKINGS - 30% Bounce Rate +20 Conversion Rate +10% LTV (Customer Lifetime Value) Conversion Rate and LTV
  45. 45. #SEJThinktank @MilestoneMKTG Step 12 – Converting Knowledge Into Wisdom AUTOMATION RETENTION STAYING AHEAD COMMUNICATION NPS ENGAGEMENT ADOPTION QUALITY TIME TO DELIVERY GROWTH All Teams Product and Services Performance + Communication Laser Sharp Focus Define Success Create Processes Add Value Deploy Latest Strategies Customer Delight & Value Customer Satisfaction
  46. 46. #SEJThinktank @MilestoneMKTG Are you ready for 2020? First 50 Attendees will Get Complimentary Review • Content Health • Entity / Schema Health • Mobile Readiness • Technical Health • Local & GMB • https://go.milestoneinternet.com/audit
  47. 47. #SEJThinktank @MilestoneMKTG Register Now WEBINAR: Moreleads&revenuefromYelp usingtheMilestoneplatform Go.milestoneinternet.com/YelpGo.milestoneinternet.com/Engage February 20 * Early Bird Discount Promo Code: ENGAGE
  48. 48. #SEJThinktank @MilestoneMKTG@MILESTONEMKTG
  49. 49. BACK UP
  50. 50. #SEJThinktank @MilestoneMKTG 2020 DIGITAL STRATEGY

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