HIA-LI Digital Marketing Presentation
- 2. Eric Schmidt Google More content was created in the last two years than the previous 5,000 years of humanity.
- 3. There is more computing power used to do a Google search than all the NASA computers used to land a man on the moon.
- 4. In April, online sales more than doubled for Walmart, Target, Home Depot and Etsy.
- 5. Google now processes more than 40,000 searches EVERY second - 3.5 billion searches per day!
- 6. 82% of searchers will use their smartphone to help them make a decision about an in-store purchase.
- 8. • Improve website user experience, reduce friction, optimize for individuals with a disability. • Optimize online business - add services and products, enable online transactions (ecommerce). • Transition from traditional to digital advertising platforms. • Focus on customer loyalty – reputation management. • Communicate with prospects and customers via website, email, social media, chatbots. • Connect with care! Improve the Customer Experience
- 10. Google My Business A free and easy-to-use tool for businesses to manage their online presence across Google, including Search and Maps. By verifying and editing your business information, you can help customers find you and tell them the story of your business.
- 11. Manage the information that Google users see when they search for your business, or the products and services that you offer. Interact with customers - Read and respond to reviews from your customers, and post photos that show off what you do. Understand and expand your presence - See insights on how customers searched for your business, and where those customers are coming from. Google My Business
- 12. Google My Business Businesses that add photos to their listings receive 42% more requests for driving directions on Google Maps and 35% more clicks through to their websites than businesses that don’t.
- 13. Panels appear on the right in the desktop search results. It contains information about a company. Panels also contains hours, questions & answers, posts, reviews and photos. Knowledge Panels
- 14. Google My Business & COVID-19 Temporarily paused Google Reviews Post COVID-19 updates Adjusted Hours of operation Added “More Hours” for delivery, takeout Extra services provided to the community Purchase Gift Cards & make Donations
- 15. Having a consistent Name/Address/Phone Number (NAP) is very important, because Google places a lot of weight on having that information accurate and correct.
- 16. Search Engine Optimization The process of affecting the visibility of a website in a search engine’s unpaid results—often referred to as natural or organic results.
- 17. Focus on singular keyword OLD SEO NEW SEO Focus on long tail keywords, keyword intent and searcher’s needs How SEO has changed
- 18. Long-tail keywords Each page of your website should focus on one set of long tail keywords. Keyword: Insurance Long Tail Keywords: Group Health Insurance for Small Business
- 19. Semantic Search Improve search accuracy by understanding searcher intent and the contextual meaning of terms as they appear in a search to generate more relevant results.
- 21. A search result that answers the query right on the search engine results page (SERP) so the user doesn't need to click to a website to complete the search. Often, many zero-click searches are answered by a simple featured snippet or knowledge card. A featured snippet works by pulling a short answer directly into the SERPs. Zero-Click Searches
- 22. 47% of search traffic that used to go to websites like yours is gone!
- 23. Voice Search
- 24. Voice Search Siri, Google Home and Alexa 50% of smartphone users are using voice search
- 25. Optimize Website for Voice Search • Optimize for rich answers. • Include FAQs on your product pages. • Use conversational language for content. • Target long-tail keyword phrases. • Improve loading time of your website. • Improve website mobile experience. • Leverage GMB listing for “near me” searches.
- 27. Landing pages, or “lead-capture pages,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them via a Call-To-Action. Landing Pages
- 29. Link building is the process of acquiring hyperlinks from other websites to your own. When someone links to your website, they are effectively saying it is a good resource. Link Building
- 30. All link building campaigns must start with something worth linking to.
- 32. It takes seven positive experiences to make up for one unresolved bad experience.
- 33. Positive reviews send signals to Google that a business is trustworthy and provides a good experience for customers.
- 34. 74% of businesses have at least one review. 88% of buyers research products online before making a purchase. 86% will hesitate to purchase from a business that has negative reviews. The reviews are in!
- 35. Transparency is a continuous process of learning and improving, turning negative feedback into constructive conversations that build trust and win loyal customers. Complete transparency
- 36. Respond quickly. Offer to make it right. Be authentic - conversational and honest. Take the high road. Be sympathetic. Think of future customers. Contact the customer offline. Responding to negative reviews
- 38. Online advertising that allows advertisers to target specific sets of keywords or audiences in order to drive traffic to a website or phone number. Pay-per-click literally means advertisers are charged when a search participant clicks on an ad. Pay-Per-Click Advertising
- 39. Search Ads – appear at top and bottom of search results pages. Display Ads – appear on 2 million display network websites. Social Ads – appear in social media feeds. Remarketing Ads – serve ads to people who have visited your website. Google Shopping – ads appear in a carousel on a Google search result page. Gmail Sponsor Promotions – ads appear at the top of a user’s mailbox. Geo Fence Ads – location-based marketing connecting smartphone users in a designated geographic area, such as a store. Streaming Audio – appear in audio content like podcasts, digital radio and music streaming services. OTT Ads – appear on over-the-top devices streaming TV (Amazon, Hulu, Netflix). Pay-Per-Click Options
- 40. Reach - Access to 80% of Internet users worldwide Cost - Low cost for high ROI. Only charged when consumers click on your ad Timing - Ads are seen by users looking to purchase. Reach audience at the right time, with the right message Flexibility – Ability to start advertising quickly. Target ads to the specific location(s) of your target consumers Pay-Per-Click Benefits
- 41. Social Media
- 42. Avoid promotional messages. Focus on meaningful content and a strong brand personality through your social channels. Through more efficient social media targeting, you reach your core audience much faster. Increase Brand Awareness
- 43. The sum of all social media actions that create value (brand awareness, revenue, customer satisfaction). Engagement When people perform actions on your Page. They may like a post, click on a link or comment on an image. Social Media ROI
- 44. 1. Listen relentlessly. 2. Reply immediately. 3. Have a human voice. Tips for businesses using Social Media to connect with customers
- 46. Web Site Evaluation Effectively measuring site performance will enable you to accurately gauge ROI, and will aid in future decisions and strategy for evolving the site. Tracking visits is vitally important for a deeper analysis of your Web site.
- 47. Web Site Evaluation • Number of unique visits • Average duration of a visit • Top referring web sites • Top entry and exit pages • Top referring URL’s • Average number of users per day • Most active day of the week
- 48. A free service offered by Google that generates detailed statistics about the visitors to your web site. Shows you how people found your site, how they explored it, and how you can enhance their visitor experience. Google Analytics