We’re halfway through 2019 and the digital marketing landscape changes yet again. From Google’s efforts and new features to get local businesses to claim “My Business” profiles to its attempt to reduce Google Ads confusion by simplifying bid strategy options, the tech giant always keeps us on our toes. Socially, we dive into what content formats work best on Twitter while following the continued confidence millennial SMB owners have in advertising on Instagram. And no marketing trends update would be complete without some advice on how to better optimize landing pages for conversion with some everyday common sense and another reminder to use video to tell a better story. In an industry that doesn’t slow down, keep an eye on these moves and consider how to embrace the changes to better your business.
SEO – Branding Tools Coming to GMB
With over 95 million users participating in Google My Business profiles, the platform is constantly growing. Recently, new features were announced, designed with the goal of having “more local businesses claim their profiles and give those that have more branding and promotional tools.” These features though Google My Business will allow companies to continue to build their brand and promote themselves more effectively through Google. Learn more about all the new features here.
PPC – Saying Adios to More Bid Strategies
Come July, advertisers will no longer have the option to choose target spend when setting up new maximize clicks portfolio bid strategies in Google Ads. Why? The target spend setting is being replaced, with average daily budget taking its place. This isn’t the only bid strategy changing in Google. While enhanced CPC will remain a campaign bid strategy, in July it will no longer be an option at the portfolio level. These changes are being made to reduce confusion and provide more straightforward approaches when bidding in Google Ads.
Content Marketing – Tweet Tweet
What content is best for each social platform? It’s a good question that we get a lot, and the right answer is, “It depends.” There are a lot of factors, from which audience you’re targeting to what the message is and what action you want people to take upon viewing the content. On Twitter, a platform with over 326 million monthly active users, the most popular visual content used was tweets with images (88%), followed by tweets with links (61%).
Social Media Marketing – Faith in Instagram
Since Instagram launched in 2010, it quickly became the medium of choice for young business owners across the globe to reach their audience and advertise their products and the investment is nowhere near slowing down. Recent surveys show that 43% of millennial SMB owners say they plan to increase their investment on the platform.
Conversion Optimization – One. Uno. Ein.
However you want to say it–if you want to convert more often, limit options to focus the customer on the one, single action you want them to take. Giving people too many options creates information overload and buyer paralysis–two customer experiences that can send your landing page conversion rate into a tailspin. Limit your team to create one conversion goal per page and focus your CTAs to steer prospects to convert.
Video Marketing – Telling the story better counts.
So many businesses throw together landing pages with repurposed assets and stock imagery instead of taking the time and resources necessary to tell their story well. Using video on landing pages will increase conversions by 86%. Better yet, creating custom video that represents your business and your product/service accurately is going to improve lead quality.
Did you know?
The average internet user has 7.6 social media accounts.