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educating freelancers & small business owners in northern chester county pa
Digital Marketing Trends for 2015January 2015
Presentation by Jeff Tincher & Carla Wilson
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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...
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mobile, mobile, mobile
❖ why mobile?❖ tools to help❖ which mobile design❖ mobile-friendly labels
in SERPs
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take mobile seriously
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avoid software that is not common on mobile, like Flash.
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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, http://searchengineland.com/google-officially-launches-mobile-friendly-labels-mobile-search-results-208949
understand your current mobile traffic first
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take mobile seriously
93% of people who used mobile to research went on to make a purchase.
source: Google, Mobile Path to Purchase
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65% of online searches begin on a mobile device, yet only 16% of marketers
have developed a mobile strategy.source: Search Engine Watch, HubSpot
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mobile friendly tools❖ Google Webmaster Tools
➢ mobile usability (search traffic)
➢ page speed insights (other resources)
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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
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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://developers.google.com/webmasters/mobile-sites/
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test your mobile sitehttps://www.google.com/webmasters/tools/mobile-friendly
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podcastingpodcasting will be huge
NPR is calling 2015 “The Year of the Podcast”
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podcastingFactors for rise of Podcasting:
Popularity of Serial podcast Ease of listening - iPod / smartphone / car On-demand, 24/7 listen while commuting, exercising, running errands
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podcastingMore 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
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podcasting studyEdison 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.
http://www.edisonresearch.com/podcasting-bigger-think
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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
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podcastingEdison Research has an informative 5-minute webinar explaining the research here:
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https://www.youtube.com/watch?v=DO3M1rQGF0M
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but don’t forget…VIDEO
Image courtesy of renjith krishnan at FreeDigitalPhotos.net319
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video marketing❖ Facebook Reach is dropping❖ Businesses will leave FB altogether to create their own content
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video marketingNow 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
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video/visual marketingSocial Media Examiner’s recent blog post stated:
#3 SlideShare Becomes theYouTube for Business
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video marketingAction Item
create a video by marrying together a slide deck with a voiceover audio.
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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)
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1 quote: Joe Balestrino, Internet Marketing consultant, at JNB Consulting
Schema.org Local Business NAP<div itemscope itemtype="http://schema.org/LocalBusiness"> <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>
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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
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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
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image source: moz.com
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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.
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http://www.forbes.com/sites/ewanspence/2014/06/06/facebook-puts-everyone-on-notice-about-the-death-of-organic-reachhttp://www.forbes.com/sites/jaysondemers/2014/11/19/the-top-7-social-media-marketing-trends-that-will-dominate-2015/2/
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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
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http://www.business2community.com/infographics/10-social-media-marketing-trends-watch-2015-infographic-01123869http://www.business2community.com/social-media/social-media-trends-set-dominate-2015-01096851
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digital technologists are the future
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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 howsoftware and technology works -- or be left behind.
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