Brian Kreck - Digital Marketing for the Next Century

1. &

2. General Trends for
2020• While the majority of smartphone and tablet owners (68%) have attempted
to make a purchase on their device, two-thirds failed to complete a
transaction due to obstacles encountered during checkout.
• 47% of all online orders include free shipping.
• 80% of North American adults use ad-blocking. If nothing is done to address
ad-blocking, it's estimated that by 2020 it will cost businesses $75 billion
annually.
• 56% of all internet traffic is from an automated source such as hacking tools,
scrapers and spammers, impersonators, and bots.

3. Tailored communications
The single major theme for upcoming digital marketing is
to leverage technology to tailor communication with
customers based on their particular preferences.
• AI is returning custom search results based on what is known about the
customer and limiting what experts can do to make your website rank better
than your competitors.
• Website personalization is tailoring portions of the site to welcome them
back by name, and even show content tailored to their specific interests.
(For example, we can show them one of three specials based on prior order
history)
• Emails can similarly be tailored to reflect a customer’s preferences, location
and past purchases.

4. Major factors affecting
SEOReputation remains the most important element, and difficult to
influence.
• Content marketing remains the primary method of gathering incoming links
(also called backlinks)
The “basics” remain important.
• These are things such as titles, text on the
page, proper use of headings
(H1, H2, etc.) and use of
internal link text.

5. Longer content continues to outperform shorter content.
Here’s why…
• Earn High-Quality Backlinks
Other sites are often willing to provide backlinks for well-researched,
comprehensive blog posts as they are a great resource for audiences. In this
way, creating long-form articles can improve your chances of earning high-
quality backlinks.
• Improve Audience Engagement
Longer content also helps improve user engagement compared to short-form
content. Since most long-form content offers extensive information about a
particular query it helps keep your target audience engaged and in turn, this
assists you in boosting your dwell time and rankings.
Major factors affecting
SEO

6. Longer content continues to outperform shorter content.
• Increase Social Shares
Long-form blog posts offer readers a greater value and if they like a piece of
content and find it useful & informative, then there are higher chances of
them sharing it with their friends and colleagues, leading to more social
shares. More importantly, increase social shares can also help make your
content go viral.
• Reduce Bounce Rate
A simple fact, low-quality content leads to a higher bounce rate. More content
= more engaged audience = fewer bounces.
Major factors affecting
SEO

7. Major factors affecting
SEOCreate content people might be
searching for…
• Use words and phrases within your content which
potential visitors might enter in Google searches.
• When trying to create new content, think of what
information people might find interesting and/or
useful that is unique to your business. Your
activities/events, your staff/history/bios, your
awards/accolades, places to visit in your area,
latest winery news, etc. (with links to mailing list
signups to receive most current events. )

8. Major factors affecting
SEOGoogle favors websites that are mobile friendly.
If your site doesn’t have a mobile-friendly design, or if it does but you want to
ensure that it passes the test, Google offers a couple of resources. To test a few
pages, use their Mobile-Friendly Test. If you have a Google Webmaster Tools
account, you can get a full Mobile Usability Report listing any mobile usability
issues.

9. Major factors affecting
SEOAll websites need to have a secure certificate installed
for all pages, not just your shopping cart pages.
Security and privacy are very important to customers and they want you to be
transparent about the entire data collection process.
You can get a free SSL certificate from Let’s Encrypt, a Certificate Authority
providing certificates in the interest of creating a safer Internet:
https://letsencrypt.org/. For more help on configuring HTTPS: See “Enabling
HTTPS on Your Servers”. Source: - Google Support

10. Major factors affecting
SEOSnippets accounted for approximately 55% of clicks in 2019.
• Snippets are created automatically from page content to provide a page
preview relating to the user’s specific search.
• While you cannot customize Google snippets, there are two main ways to
suggest content for them: rich results using structured data and meta
description tags.
Structured data:
<html>
<head>
<title>About Us</title>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "http://www.example.com",
"logo": "http://www.example.com/images/logo.png"
}
</script>
</head>
<body>
</body>
</html>
Meta tag:
<meta name="Description" content="Discover the
innovative world of Apple and shop everything
iPhone, iPad, Apple Watch, Mac, and Apple TV,
plus explore accessories, entertainment, and
expert device support." />

11. Major factors affecting
SEOSNIPPETS: Rich results using structured data
Structured Data is one way of enriching results by providing data about the
meaning of page content to Google. For instance: by specifying the data type
and image location in the mark up, Google Search can recognize the image to
use as the organization’s logo.
Mark up:
<html>
<head>
<title>About Us</title>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "http://www.example.com",
"logo": "http://www.example.com/images/logo.png"
}
</script>
</head>
<body>
</body>
</html>

12. Major factors affecting
SEOSNIPPETS: Meta tag description
Use this tag to provide a short description of the page. In many cases this
description is used as a part of the snippet shown in the search results.
APPLE WEBSITE METATAG:
<meta name="Description" content="Discover the innovative world of Apple
and shop everything iPhone, iPad, Apple Watch, Mac, and Apple TV, plus
explore accessories, entertainment, and expert device support." />
APPLE WEBSITE SNIPPET IN GOOGLE SEARCH RESULTS:

13. Major factors affecting
SEOVoice Search is expected
to reach >25% by the end
of 2020
This search method is quickly
gaining popularity, and is expected
to bloom to over 50% by 2022. This
means that searches are more
likely to use conversational terms in
the future.

14. Use of AI in Google Search
ResultsAI is used to determine if snippets are useful to visitors.
The use of AI is not incorporated in 100% of the results, but the influence is
growing and is likely to continue.
• Technical names you’ll hear: “RankBrain” (2016) & “BERT” (Fall of 2019)
• Several SEO experts believe this portion of Google’s algorithm is one of the
top 3 factors in what results are returned
• The result of this is that those with even larger budgets will have fewer
opportunities to “game” the system.
• Google is using AI to spot “over optimized”
content and avoid steering visitors to
those pages.

15. Search Engine Marketing
Stick to the fundamentals here as well.
“Search advertisements are the most popular type of digital advertisement right
now, with marketers boosting expenditure in 2018 by 12% to reach $113 billion
spent."
• Take advantage of automation:
HootSuite can be used to research and
place ads on multiple platforms at the same time.
• Advertisers know more about individuals than ever before.
If you haven’t tried this already, log in to Google and then visit
http://www.google.com/settings/ads/

16. Search Engine Marketing
Stick to the fundamentals.
• Video currently accounts for 71%+ of all internet
traffic. While this is hard to compare to text/images given the outsized
bandwidth that video requires, it illustrates that people like and consume a
tremendous amount of video.
• A concept called “outstream placements” can place image/video content
within an article and trigger a (usually) silent video stream that
opens/plays/closes automatically within the content region of an article.

17. Search Engine Marketing
Stick to the fundamentals.
• The use of post-click landing pages is going to continue.
They generate a significant increase (I’ve seen statistics of a 12X
improvement, however I am unable to verify that number. We’ve certainly
experienced ~4-5X improvements)

18. E-Mail Marketing
Breathing new life into your emails using data found in
Commerce7• >60% of email is read on smartphones. It’s important
that your emails are responsive just like your website. Most
marketing tools such as Mail Chimp, Constant Contact,
and Vertical Response all offer methods to view emails
on a variety of platforms & devices.
• Keep copy short (< 3-4) and entertaining with links for further
information on your website. This keeps the email from being
visually overwhelming, teases interest, and
draws traffic to your site/cart.
• Personalize emails by including data from Commerce7 and
building campaigns based on preferences and past sales.
Dear Joe,

19. E-Mail Marketing
Breathing new life into your emails using data found in
Commerce7• Automate to expediate. Automation can be used to trigger
one or a series of emails based on criteria uploaded from
Commerce7 to email marketing tools such as MailChimp
• Keep copy short (< 3-4) and entertaining with links for further
information on your website. This keeps the email from being
visually overwhelming, teases interest, and
draws traffic to your site/cart.
• Personalize emails by including data from Commerce7 and
building campaigns based on preferences and past sales.
Dear Joe,

20. E-Mail Marketing
Creating email campaign content
• Create personal stories so customers can emotionally
connect with your brand
• How have people used/enjoyed your product?
Use client photos (with permission) of celebrations,
recipes, etc. for audience inclusion and engagement
• Look for unique topics specific to your company,
and
info that may be useful to your clients. (Ex: Pizza oven
on property tied to interesting Pizza/wine pairings, etc.)
• Are there any interesting questions you’ve been asked by
customers that might be humorous or useful to share

21. Personalize your outreach
• Send emails to customers on a specific date (birthday,
club anniversary, etc.)
• Birthday emails get 481% higher transaction rates and
342% more revenue than other promotional emails.
• Ask for birthdates for account registration forms, ie:
online purchases, wine club sign ups and on the new
Commerce7 “receipt” page.
• Send a mailing with an ‘exclusive birthday offer’ with a
form to encourage signups

22. Collecting email
information• Website mailing list sign up forms, newsletter signups, etc. Craft contests to
gather information: Have people fill out info to enter a raffle for a free bottle
opener or complimentary tasting.
• Tasting room kiosks can become the mechanism to gather information, but
keep in mind that you’ll still need the give-away to inspire people to provide it.
• Special WiFi hotspots can trade WiFi connectivity but request customers first
provide some simple contact information.
• Facebook ads: ads can be targeted towards very specific demographics to
hone in on audiences that results in leads predisposed to what your sell.

23. TELEPHONE FAX EMAIL
707 433 6166 707 433 6165
info@budbreak.com
CONTACT US
We’re local!
ADDRESS
416 Aviation Blvd.
Suite E
Santa Rosa, CA 95403
UP THE STAIRS ON THE RIGHT
HAND SIDE OF THE BUILDING

24. Questions?
THANK YOU!