How Younger Marketers Can Impact Digital Marketing Strategies

Recently, there was a survey conducted by Magisto of 500 United States based businesses, both small and medium in size.  The survey was done in order to take a closer look at the marketing strategies being used: digital and mobile.  Here are some of the interesting findings.

magisto

Digital Media Focus

Younger adults seem to be far more concerned with digital media than older ones, and this interest transfers into business.  Millennials spend 58% of their marketing budget on digital media, according to Magisto.  This is a large contrast to the baby boomer generation, who spend only 14% of their marketing budget on digital media.  In addition to this, 41% of Millennials spend their marketing budget specifically on mobile media.

Brand Awareness via Social Media

Nowadays, it is absolutely essential to use social media to market your business. 44% of brand awareness now comes from social media ads alone.  Print ads have dropped to 13% and TV ads have dropped to 5%.  The younger generation understands this importance, and it is reflected in the statistics.  68% of millennials use social media marketing whereas only 27% of baby boomers do. Social media is important for brand awareness as well as generating revenue.

magisto1

magisto2

Video Focus

The younger marketers understand the importance of video content and its use for digital advertising.  Video content has grown significantly in the past year alone, and 88% of millennials plan to use it this year.  Video content is also paving way for innovative creative opportunities for branded content.  Millennials are four times more likely to use these opportunities than baby boomers are.  Magisto also discovered that despite these growths, not all small and medium sized businesses are prepared to embrace video content as a form of digital marketing.

magisto3

There seems to be an age gap in those that are willing to participate it vs. those that are not.  8% of baby boomers are testing out video content ideas for digital marketing strategies, and 47% of millennials are.  The primary reason that some businesses are opting out of testing video content is the cost involved.  In addition to that, people do not want to take on the technical difficulties and time consumption that creating video content ensues.

magisto4-1

Conclusion

Overall, it is fair to conclude from these results that millennials have a great impact on digital marketing strategies, as they are far more involved with them than the baby boomer generation.  Digital-first strategy is displaying a growth in interest, social media is playing a huge part in the customer journey from awareness to purchase, and video marketing continues to grow.

What Service Based Businesses Need to Know about Facebook Advertising

Online advertising is widely used amongst almost every single business out there.  For product-based businesses, it is pretty straightforward with online advertising.  With Google algorithm updates such as Carousel, it is easy to post images of products as well as a short description to capture your audience’s attention.

depositphotos_11796042_m-2015

For service-based busineses, such as a Chiropractic or a Dental office, advertising online can be a bit trickier.  Facebook advertising is an absolute must, as almost everyone has an online presence in this social media outlet.  Here are some tips for how to effectively advertise on Facebook for your service-based business:

  1. Understand the Purchasing Journey for your Consumers. When it comes to purchasing a particular service, people are going to do their research. Chances are, they are not going to select the first company that comes up in their search results.  This is why it is imperative that your brand focuses on online advertising and communicating as much of your message as possible to prospective customers.  Having information on Facebook allows people to comment about your services, recommend you, and easily provide information to make someone feel comfortable and confident before moving forward with your services.
  2. facebook-advertising-location-targeting-1

  3. Actively Manage Your Facebook Page. When someone hears about your company, chances are they will check out your Facebook page pretty quickly.  If it is lack luster, has little status updates, and no current photos, the chances are high that they will quickly move on to a different company.  Make sure your business information is up to date and complete and that you are posting regular statuses: fun facts, interesting videos and photos, blog links, etc.
  4. facebook-detailed-demographics

  5. Target Ads to Your Ideal Customers. You must first understand who your target audience is, and then target your ads accordingly. Know where your audience lives so you can target geographically.  You can also tailor your ads to specific demographics, such as age, income range, etc.  Lastly, you can target people by niche demographics.  There are Facebook users who provide information such as life events or homeowners status, which can open up many opportunities for brands.
  6. Make Great Ads that Command Attention. Your ads must be eye-catching in order to capture your audience.  Not only are you competing with other businesses out there, but you are also competing with interesting content provided by people’s friends and families in their newsfeed.  Use engaging images with a short, impactful message that contains the right call to action.

Dominating Local SEO

In the past, it was incredibly easy to rank high on Google’s search engine results pages (SERP) for your local business.  All that was required was having a website, obtaining a few listings on online business directories, and utilizing Google My Business page.

local-search-maps-ss-1920

If all of those things were properly employed, your local business would be ranked high anytime someone searched “Chiropractors in Indianapolis”.  Unfortunately, these days are long gone.  Local SEO has turned into a different game in the ever-changing world of SEO.

Local SEO is More Competitive

Because businesses have realized the importance of local SEO, they are now following through with the basics listed above in order to obtain higher rankings in Google’s SERPs.  However, because of this, there are many businesses all trying to reach the top of SERPs and there are only a number of available spots. In addition to this, it is actually more complex to rank for local keywords now as local search ranking factors have evolved quite a bit over the past few years. For your local business it is important to understand these changes.

Take note of the following changes that have a large impact on local SEO:

Google Local 3-Pack and Maps

On Google Maps they used to show 7 local business listings on the Local Pack.  Over a year ago, it went from 7 to 3.  It will soon go from 3 to 2, making it very competitive to secure a spot on Google Maps. In order to make it into one of these spots, local businesses will need to employ a variety of local SEO techniques, such as: optimizing Google My Business page, listings on multiple online business directories as well as citation sites, incorporating lots of local SEO content onto their site, and having happy customers that leave great reviews.

1-google-local-3-pack

Google My Business

Google has made a huge effort to get local businesses to claim their Google My Business page.  A way for local businesses to up their chance of landing on Google’s SERPs is to go above and beyond with their Google My Business page, adding as much information as possible.

2-google-get-your-business-online-initiative-800x461

Instead of filling out the basic information required, as many other companies might, businesses can add pictures of their business or products, update their logo, include business hours, different types of payment that is accepted, as well as any other keyword-rich business description.

Write Local Content

In order to compete with local competitors, local content must be incorporated into your website.

0-set-up-location-based-pages-seo-600x286

This can be done with regular blog posts, local events and activities, local news alerts, and even listing the specials and promotions you are currently running.