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5 Top Online Marketing Trends 2013

5 Top Online Marketing Trends 2013

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5 Top Online Marketing Trends 2013

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  1. 5 Top Online Marketing Trends 2013 ImpactOnlineMarketing.com for the 2013 MBN Symposium

  2. 10 Years of Dramatic Marketing Change • Growth of online marketing in general • Introduction and adoption of social media • Linkedin 2003 • MySpace 2003 • Facebook 2004 • Twitter 2006 • Pinterest 2010 • Instagram 2010 • Decline and fragmentation of traditional media ImpactOnlineMarketing.com for the 2013 MBN Symposium

  3. Times are Changing… DecliningEffectiveness of Traditional Media & the Impact of New Media • Yellow Pages – skewed to older consumers / expensive • Magazines – long lead time / shifting readership • Newspapers – in decline / skews older / singular markets • Television – fragmentation / zipping / zapping / Hulu • Radio – audio only / high freq needs / lots of alternatives • Direct Mail – costly / low conversion / slow / “junk mail” • Billboards– limited locations / limited messaging ImpactOnlineMarketing.com for the 2013 MBN Symposium

  4. New Media is Online… 2012 Online Stats • 1 Trillion + — number of web pages in the world • 200+ Billion — online searches each year in U.S. alone • 30 % — searches that are targeted locally (city or zip ) * • 20 % — total online searches done by mobile phones * • 37 % — small businesses without a website * • 80 % — local searches on mobile devices = buyers* • 0 % — chance to connect with consumers who are searching online if an organization doesn’t have a sufficient online presence * 2012 statistics based on U.S. data only ImpactOnlineMarketing.com for the 2013 MBN Symposium

  5. Focus Today is on5 Significant Trends in 2013 • Google Algorithm Changes • Google + • Google Plus Local • Facebook Changes • Mobile Marketing ImpactOnlineMarketing.com for the 2013 MBN Symposium

  6. Why the Focus on Google? • Google gets 70% of search in U.S. / 80% intl. • 60% of searchers don’t search past page one • Google algorithm has over 200 components • MANY changes to algorithms in 2013 ImpactOnlineMarketing.com for the 2013 MBN Symposium

  7. 1. Google Algorithm Changes 2012 2013+ Social Inbound Links ImpactOnlineMarketing.com for the 2013 MBN Symposium

  8. What Does This Mean for You? • Social media is more important that ever • Focus should be on engagement • 4 to 1 rule of sharing to selling • Your friends / fans / followers should be interacting • Drive people to your social media sites from website • Encourage sharing • Blogging & getting blog comments is a huge factor • Use social sharing buttons on your site to drive immediate social sharing of your content ImpactOnlineMarketing.com for the 2013 MBN Symposium

  9. Example of Site Socialization ImpactOnlineMarketing.com for the 2013 MBN Symposium

  10. 2. Google + … Really??? (Time to reconsider!) ImpactOnlineMarketing.com for the 2013 MBN Symposium

  11. Google Authorship • Gives you a “face presence” in Google results • Can drive much greater click-through • Photo catches attention • Gives your content credibility • Details at: https://plus.google.com/authorship ImpactOnlineMarketing.com for the 2013 MBN Symposium

  12. Google Reviews • As with Authorship, a Google + account is required to write reviews “counted” by Google • Important for Google Plus Local reviews • Google Plus Local no longer “counts” reviews submitted through CitiSearch, Yelp, etc. ImpactOnlineMarketing.com for the 2013 MBN Symposium

  13. What This Means for You • Get a Google + account • If you blog, sign up for Authorship • Leave Google reviews for local businesses you care about supporting • Encourage customers to get Google + accounts and use it to leave your business reviews online ImpactOnlineMarketing.com for the 2013 MBN Symposium

  14. 3. Google Plus Local • Google’s local identity crisis • Google Maps => Google Places => Google Plus Local • Google Plus Local in a state of flux • In transition from Google Places to Google Plus Local • Customer service issues for account holders • Changes may take a long time to take effect • This said, still important due to its prominence in results ImpactOnlineMarketing.com for the 2013 MBN Symposium

  15. Example of Local Results ImpactOnlineMarketing.com for the 2013 MBN Symposium

  16. What This Means for You • Google Plus Local may be your best change for page one results! • Claim your Google Plus Local page • Fill out all fields your are allowed • Be sure to follow Google’s guidelines • Work on getting customers / clients to write Google reviews • Google reviews are very important in ranking algorithm ImpactOnlineMarketing.com for the 2013 MBN Symposium

  17. 4. Facebook • Passed the Billion mark in monthly users in October of 2012 • Pros and cons • Largest social network • Huge % on FB • Regular users on a LOT • Very easy for a biz to get “lost” in the mix • Lots of clutter • Most people aren’t on FB to get “sold” ImpactOnlineMarketing.com for the 2013 MBN Symposium

  18. Facebook is Not AutomaticallyOnline Marketing Nirvana • Just because everyone is “on” FB does not mean they will be following what you do • EdgeRank (FB algoriths) keep going lower – less fans will see your posts • EdgeRank rates Fan engagement as a huge factor in determining delivery of your updates ImpactOnlineMarketing.com for the 2013 MBN Symposium

  19. New Facebook “Graph Search” • A new threat in online search • Based on premise that people will rely more on recommendations from those they socialize with • Currently in Beta – very limited exposure • Network roll-out date TBA ImpactOnlineMarketing.com for the 2013 MBN Symposium

  20. What This Means for You • Interactivity with Fans is vitally important • Use the 4 / 1 rule for sharing/selling - ask questions, put up polls, get feedback, show interaction – this is what FB wants to see & will reward you for • Use keywords in your Page description – that’s how your page will get found • FB loves photos & videos – use generously • FB hates auto-posting – avoid it! • NEVER buy Page “Likes” – they can be tracked • Use “Sponsored Posts” to re-engage Fan base • Once a week ideal ImpactOnlineMarketing.com for the 2013 MBN Symposium

  21. Facebook Use Goes Mobile ImpactOnlineMarketing.com for the 2013 MBN Symposium

  22. Mobile Marketing – The Next Wave • 50 % of U.S. citizens now own smart phones • Gen Z (18-23): 95% have cell phone / 64% have smart phone • Gen Y Millennials (24-32): 97% / 72% • Gen X (33-46): 95% / 61% • Younger boomers (47-56): 92% / 39% • Older boomers (57-67): 89% / 28% • Golden generation (68-88): 85% / 16% • TOTAL: 93% / 50%  • 97% of smart phone users search online by phone • By 2014 more people will access internet by mobile devices than by laptops & desktops combined • > 60% of local mobile searches result in action w/in 24 hrs. • <10% of all sites are mobile-friendly ImpactOnlineMarketing.com for the 2013 MBN Symposium

  23. Example of Non-Mobile vs. Mobile Website ImpactOnlineMarketing.com for the 2013 MBN Symposium

  24. What Does This Mean for You? • If you have a website, you need a mobile version • If building a new site, integrate a mobile version into the build-out • If you don’t have a website and you own a local business, you at LEAST need a mobile site • Feature prominently those things that mobile searchers are most likely to want to know: • Tap to call (for easy and quick dialing) • Map to the location • Hours of operation • Key info you gets asked most often ImpactOnlineMarketing.com for the 2013 MBN Symposium

  25. Thank you!Best wishes for a prosperous 2013! Karen Porter karen.porter@business.umt.edu -or- karen@ImpactOnlineMarketing.com (406) 529-8931 Visit: ImpactOnlineMarketing.com/mbn for a copy of this slide deck and a special gift ImpactOnlineMarketing.com for the 2013 MBN Symposium