Digital Marketing Weekly Roundup EP31 – In these articles, we will discuss some of the improvements of the tools and apps that we are commomnly using. Although they have been around for quite a while, few businesses really doesn’t have a clue to harness their full potential.
Secondly, we will talk about Facebook’s ever changing Messenger. This was originally designed for individual messaging system … but it has come along way since. Now, the business arena is embracing Facebook’s favourite baby … the Messenger.
Thirdly, if you are a retail store and you want to scale up your business. It seems that there has been a significat drop over the years about retail industry. Due to the fact that people not only goes to store … but they would also like to shop online.
Being in the retail industry and on digital space is like survival of the fittest. In this article, there are many tips that you can use.
last but not the least, a case study and an interview with George McCormick . He will discuss how the digital industry is drastically changing and what areas should businesses should focus on ans why …
So, let’s dive in …
10 Proven Benefits of Google My Business & How to Use it For Sales
It’s one of the most underrated online marketing tools that has proven to benefit your business (regardless of your size or niche) is Google My Business. It’s worth adding to your digital marketing arsenal for 2020 and beyond.
Google My Business was created to connect businesses with local consumers with the growing need for a more digitally savvy directory. Helping to boost online marketing and consumer shopping culture.
An interesting survey done by Bright Local found that with Google My Business (GMB), the average business receives 1,009 customer searches each month, with 84% of these coming from discovery searches, and the remaining 16% from direct.
Having a GMB allows a business to maximize its chances or an increase in local organic searches, highting positive reviews, along with other benefits.
One of GMB’s best features is that it’s free! Simply click here to sign up and fill out your profile with all the needed information such as contact numbers,a website, pictures, location, etc.
I found this infographic on signing up on Lousie Myers “Visual Social Media” to be helpful, and much more entertaining than than typical written how-to steps.
If you find that your business name has been listed or you made the mistake of giving someone permission to create your listing, and you’d like to reclaim your listing RevLocal has a great step-by-step video tutorial you can follow.
GMB is a tool that puts your business on a global map, literally.
Google is one of the largest search engines in the world. Google receives over 63,000 searches per second on any given day, not to mention Google “near me” searches have increased by two times over the past year.
I’ll let you in on a little secret…
About 90% of searchers haven’t made up their mind about a brand before starting their search. This simply means that your business has to be visible for online search to capture their attention and stand out from your competition.
Without Google My Business, you’ll be missing the chance to be visible regardless of how heavily you practice SEO techniques on your website. GMB listings get priority on the first page of local Google searches and Maps queries.
For example, when we searched for “Coffee shops in New York.” You’ll notice that a section of GMB listing appears before ranking websites.
Signing up for Google My Business is a small step into a brighter future. But at the end of the day, GMB is just a tool until you put it to work. Remember to optimize and update your GMB listing weekly, monthly or quarterly.
Here’s a quick recap of the ten benefits of using Google My Business:
Google My Business is Free
Google My Business Makes You Visible
Google My Business Ensures Consistency
Google My Business Images Provides a Great First Impression
Google My Business Improves SEO
Google My Business Easily Host Customer Reviews
Google My Business Helps Gain Customer Insight
Google My Business completes your Google Profile
Google My Business Offer an Official Website For Your Business
Google My Business is the Future of Online Marketing
Facebook’s Updated Best Practices for Business-to-Customer Messaging
Facebook has published an updated set of best practices for business messaging that reflect upcoming changes to the Messenger platform.
On March 4, new policies for Facebook Messenger will go into effect that are said to improve the messaging experience between customers and businesses.
Set positive expectations on response times by replying quickly and providing timely updates.
Facebook says there’s a strong correlation between responsiveness and successful business outcomes.
Facebook recommends communicating key points succinctly and immediately, as this aligns with people’s expectations for messaging as a channel.
This also enhances readability because messages that are short and to the point can also be read clearly in message previews.
Suffering from fewer conversions for the same ad spend on your Google Ads?
Your ads might be getting click fraud. Check if you need to protect your ads from competitors & bots. Simple setup. Start your free checkup today.
Businesses can leverage features within Messenger to send high value messages outside of the standard 24-hour window.
These features include:
“We believe following these simple guidelines will help to ensure a businesses’ messaging efforts will be effective and drive outcomes, while providing customers with pleasant and valuable interaction experiences that encourage them to continue engaging with the business on Messenger.”
How To Survive As A Physical Store In A Digital World
The decline of brick-and-mortar retail in America has been well documented: U.S. merchants are closing thousands of stores each year, and the long list of retailers that went bankrupt in 2019 includes everyone from luxury candy makers to flower delivery companies.
Though the apparent magnitude of the sector’s decline might be shocking, its cause is abundantly clear. Online shopping is eating retail. This is evidenced by the stark increase in what the average U.S. household spends online in a year — $5,200 in 2018. That’s an almost 50% uptick compared to 2013, according to UBS.
If you’re the owner of one or more of these stores, what are you to do?
You likely know the old saying “If you can’t beat them – join them.” It certainly applies here. That’s not to say you should take your operation completely online; you’ll still have competition there. Chin up. As the owner of a physical store, you actually have a few things going for you.
For one, even though Millennials, currently the largest U.S. consumer group, make most of their purchases online, they do still buy in-store 40% of the time, which is no small number.
And secondly, when shopping for items like apparel or furniture, there are obvious advantages to first seeing merchandise in person. Thirdly, your retail space also gives you opportunities to hold events and promotions that wouldn’t be possible if your only storefront was digital.
Furthermore, 71% of customers who shopped in-store spent $50 or more compared to only 54% of customers who spent more than $50 when they shopped online, according to a First Insight study.
That gives hope to store owners striving to cultivate loyalty in an age where consumers have an endless amount of choice. To stay competitive, incorporate digital elements into the physical shopping experience you’re offering your customers. Here are three ways to start:
Having a brick-and-mortar store doesn’t mean avoiding online and mobile shopping entirely. We love our phones, and around 63% of consumers rely on their mobile devices while shopping in-store.
They’re comparing prices, searching for discounts and online coupons, checking to make sure items are in stock, looking at recipes and outfits and lots more. If you don’t offer mobile point-of-sale capabilities in your store, you’re missing out on potential sales, especially
if your customers skew younger. Customers aren’t the only skilled mobile users. In the hands of your employees, phones can become powerful selling tools.
Empower your staff to use mobile devices to help customers on the sales floor—whether to look up inventory data or product information or something else. Nordstrom even lets shoppers skip long lines by deploying mobile POS devices, helping the retailer minimize in-store shopping cart abandonment and drive more sales.
Also allow customers the option to buy products online and pick them up in your store. In doing so you’ll capitalize on the advantages of online shopping, while simultaneously drawing consumers into your brick-and-mortar space. Give them opportunities to engage with your brand further when they get there.
You want to sell stuff, but for consumers, shopping at brick-and-mortar stores is about more than just purchases. Increasingly, retailers are enabling shoppers to experience products in ways they can’t while sitting at home on their couch. “Hooking customers with lots of options and fickle loyalties requires forward-thinking retailers to adopt cutting-edge technologies.
Advancements like artificial intelligence, virtual reality, and the Internet of Things empower retailers to deliver a seamless, singular experience,” explains Scott Schoeneberger, managing partner at Bluewater, a technology company. “The goal isn’t to stuff stores with tech but to elegantly embed tech in ways that genuinely upgrade the in-store experience.”
Fortunately for store owners, repeat experiences often lead to sales. If you can make the in-store experience meaningful and memorable, you can turn buyers into loyal fans. Not sure where to start? Just look at Neiman Marcus.
The apparel seller installed digital “memory mirrors” into its dressing rooms so that shoppers could record themselves trying on clothes, allowing them to see new looks from all angles. They also made clips sharable, so that shoppers could ask advice from friends without ever leaving the dressing room.
Marketers love digital marketing because it provides them with the thing they probably crave the most: data. This isn’t surprising considering how data is able to give companies a better picture of who their customers are and what they may want to purchase.
Many online storefronts use customer behavior data to feed machine-learning algorithms that power recommendation engines, ad-delivery platforms and other selling mechanisms. For example, Sephora emails product suggestions to customers based on their individual recent purchases. The store uses that information to make a personalized and educated recommendation to customers for what they should buy next.
This perk is not specific to online-only retailers. Brick-and-mortar retailers can benefit from this data, too. What’s more, your physical store can take this type of personalization up a notch.
For that, you’ll need an in-store POS that enables you to collect and store customer information. When shoppers go to check out after deciding on a purchase, your associates can ask questions that help them build a shopper profile. That data can be used to inform future sales, events, inventory changes and more.
You can also use digital receipts, which require you to obtain real customer email addresses, to connect shoppers with past purchases and begin painting a more complete picture of their behavior and preferences.
An interview with George McCormick: How digital marketing strategies are changing
Have you wondered how to factor in the most profound changes in the digital marketing ecosystem in 2020 and beyond? As the founder of one of the leading social media agencies in London, George McCormick speaks about changes in digital marketing and how businesses can adapt their strategy accordingly:
Actually, a lot of shifts have taken place. We now see smarter AI chatbots taking over customer care and even sales, so multi-channel communication has become more streamlined. It means that companies who run Facebook and Instagram ads, for example, can scale up campaigns much more rapidly without being concerned about staff shortages when new inquiries come in.
Facebook and Google were nifty at countering Amazon with the rise of image marketing in other countries: although Amazon commands the majority of product searches in the US, all over the world, retailers now tap into the Facebook and Google ecosystems to pump out their product feeds and connect with audiences in a highly targeted way.
It is also worth noting that since Instagram and Facebook targeting is possible via the same ad platform – a disproportionally higher reach is now available for things like short video ads and carousel product ads, again adding to scalability.
As we drive more sales and meaningful connections via social media marketing, the ecosystem should be able to handle it with ease. Voice assistants are basically an extension of the chatbot family, capitalising on the fact that most social media ads target mobile phone devices – and the concept of proximity marketing.
Brands will start to deploy much more of this technology and it is a huge help. Late adopters of this technology will likely have higher operational costs to compete at scale when opting to remain without it.
I would not say that voice assistants will impact the problems ad networks face when it comes to lower bidding for mobile inventory, but it is a step in the right direction for sure.
There is one word here: scaling. As omnichannel communication, big data and AI bots function together, we can see how easy it has become to provide personalization at scale.
It is again the case where pressure is taken off the HR department and businesses can grow with greater ease than before. If privacy laws remain the same and do not tighten up further, personalization has a great future and place in your marketing strategy. This ties in closely with email marketing too.
Yes indeed. It has become much more engagement-based as users are being tracked according to their engagement – so segmentation is much higher.
This could mean for example that from all the wealth of customer leads we drive with social media marketing and other forms, we’re able to drive more high-value clients to appropriate products and boost ROI.
Then, let’s not forget that since social media channels don’t share all organic activity with your followers, some businesses remain committed to investing in building powerful email campaigns. To me of course, the integration of social and email is an interesting area that we work with a lot.
Well, each business is different, especially when you consider the profitability of products weighed against the cost of pay per click – and the business model itself: If Dixon’s earn a hefty profit on the first sale of an electronics product, but Harrods only earn their money on the second or third sale it makes to a customer, then both will approach things very differently. But I see a shift from
Linkedin towards Facebook, Instagram and perhaps even Twitter, thanks to more advanced targeting methods being available in recent months. We also see more businesses bypassing the limitations of low search volume with what display can offer them.
Being up to date is one thing – but really, it is also about remaining competitive. With this in mind, content marketing has been hugely important and continues to be, but it is supported by more activities in the integrated marketing ecosystem.
AI and machine learning, for example, is something that is deployed quietly by ad platforms so some SME’s are not so aware of its presence, albeit that they benefit from it during campaign setup. Customer experience – and CRO is rather crucial too because it helps to remain competitive.
Communities themselves are taking a bit of a backseat – in other words, businesses now spend more money to target a variety of communities with paid ads, rather than trying to build their own community.
Then, the overlap is huge between mobile marketing, proximity marketing, and customer experience (in-store), as well as paid social media.
The trends are moving swiftly. I think Facebook for Business is going to be a breakthrough opportunity to help more B2B organizations – and to hopefully show with consistently good results, that social is not only for B2C.
You’ll hear Microsoft and many others talk about easy chatbot implementation – but make sure it is the kind of technology that can engage and convert your users.
If a variety of new technology works out well and budgets are cut on customer service teams: be sure to keep an eye on mobile cost per click, because it may just increase as businesses pass on their savings in other areas to customer acquisition.
Video marketing will remain a solid segment to invest in – creating these valuable assets can be used wisely across channels for a long period of time.
There you have it. These are some of the chnages that you will see in the coming months or so. As a marketer, one must adapt to these changes or else your business will suffer.
Google is constantly improving their apps and software so much so that business should also focus on Google My Business if they are local.
Businesses who uses Facebook should also learn how to create ads on Messenger … since this app has been the focus of Facebook early this year.
Finally, if you are a retail store, make substantial time to learn online sales because the way things are going … definitely online.
Hpe that these artciles will help your business. Hope it makes your life more enjoyable. If you’re looking for help with development, hosting, email setup, or literally anything else web related then I’ve got your back! Shoot me an email.
So, there you have it folks, that’s all for me at the moment. With being said, I will see ya later alligator !