bryan coe digital marketing strategist

Digital Marketing Changes in 2016 [Infographic]

Here are some very interesting predictions to what the digital marketing landscape will look like in 2016, according to the following Signal infographic.

One of the biggest trends that will continue in 2016 is the use of data. Data will drive everything from targeting precision, to advertising formats, platforms and relevancy. It’s no longer enough to say that you can track the ROI of your online efforts, marketers now need to use the data to reach more relevant audiences and to produce better results.

predictions for digital marketing in 2016

 

How Do I Prove My Marketing Value? What Should I Measure?

These days when it comes to Digital Marketing we pretty much have the ability to measure anything we want. The bigger challenge is deciding is what really matters. I often here the questions.

How do I prove my marketing value? How do I calculate ROI? What do I measure?

The amazing thing is the answer is simple, but most businesses and marketers miss it:

MONEY

Dollar bill How to track roi = money

“Show me the money!” 

Ultimately if what you are doing online does not make or save you money, is it really worth it? Traffic alone does not translate to money. You need people to convert in some way for there to be value. Then you can track your ROI (Return on Investment).

Once you understand this there’s a simple formula. To get started you need are two metrics from your sales team.  How much is a new sale worth and your conversion rate from leads to sales. With this information, apply the formula outlined below.

If you start from the bottom and move up; What’s your ROI and what do you need to do to win 10 new clients?:

  1. diagram for tracking ROIDetermine or define the average value of a new client or sale. (Let’s use $1,000)
  2. Next if you know your average conversion rate (Let’s use 50%)
  3. Now you can figure out how many leads you need to get 10 sales. (In this case it would be 20 leads)
  4. Then figure out the percentage of visitors that become leads. We’ll use 1% here. So then you need 2,000 visitors.
  5. So finally, use digital and online marketing tools to drive 2,000 visitors to your website and record the cost to do this.

Using this formula you’ll be able to see exactly the return on your online marketing investment!

And no more wondering what to track.

Should I Wear a Halloween Costume to Work?

A little afternoon fun to get you in the mood for Halloween.

Does your company celebrate Halloween? Do you plan to wear a costume to work? Here are some tips for dos and don’ts for corporate costumes.

 

Simple Tips to Make Your Email Marketing Rock

As much as many people want to say, “email is dead,” they are simply wrong. Email marketing is still a great way to engage your audience, let them know about your great offers and nurture them to become a raving fan that helps you market to their friends and contacts.

OK, now that you’re sold on why it can be a great tool and you want to make yours better. Here are a few simple tips for making your email marketing memorable and shareworthy.

simple tips to create memorable emails that rock

Should You Stop Selling SEO Services? This Guy Thinks So

I came across this post today and I really believe it is something everyone read. Ryan really nailed it!

My core in digital marketing came out of SEO and you may know as the Digital Marketing Strategist, it is something that falls on my shoulders for our clients at Scheffey. So the title of the post might shock you. Why I Stopped Selling SEO Services and You Should, Too. 
 
So here’s the thing. For companies to really be successful online it’s truly about optimizing the web experience not just for a search engine. I’ll let you read the article to see exactly what I mean, but two things really jumped out at me.
 
“Yelp is a search engine. Facebook is a search engine. Twitter is a search engine. Amazon is a search engine. Quora is a search engine. Pinterest is a search engine. YouTube is a search engine. See where I’m going?”
Are you just optimizing for Google? If so, you probably need to think bigger than that.
And the way that the author’s girlfriend found furniture for their new apartment. Hint, it wasn’t Google.
The bottom line is SEO is evolving and unless we as digital marketers evolve with it, we will be left in the dust. the evolution of seo from cavemen to today

Here’s a link to the post, happy reading: Why I Stopped Selling SEO Services and You Should, Too

Should I tweak my titles and descriptions to improve my CTR?

A little advice from Matt Cutts to help you get through your Friday afternoon doldrums.

Question: Should I tweak my titles and descriptions to improve my clickthrough rate (CTR)?

Answer: Watch the video to find out 😉

 

I definitely agree with Matt on this. You should be writing the Title and Description Tags that entice people to click. You can show well in search results, but if you can’t get anyone to click, then it doesn’t really matter. To take it even further, match the call to action to a what you want people to do on the page and you’ll get better conversions.

And we all know Conversions are KING!

Micro-Moments That Every Marketer Should Know

This spring Google Announced that mobile-search has surpassed desktop search in the US. Knowing this we as marketers need to evolve to understand how people are going online and what is driving their usage.

What micro-moments are driving engagement for your brand?

Check out the infographic from Google.

4 New Moments Every Marketer Should Know

4-new-moments-every-marketer-should-know

10 Great Ways to Improve Your Email Marketing [Infographic]

Email marketing can be a very effective way to reach customers, either to nurture them or to, inform of new products or to acquire new customers. Creating successful email campaigns does not happen by accident though.

Increase the chances of your email being opened with the following tips from Sikich.

  • It’s important that you let people know what to expect from your emails and why they should sign up to receive them.
  • Also, don’t send your emails from a generic account. Send form a real person.
  • Want your recipients to do something with the email. Make sure to include an early call to action.
  • Make sure to optimize for mobile. This is becoming more and more important and many marketers miss this.

Check out the rest of the 10 ways to to improve you email marketing in the infographic.

improve your email open rates - infographic

 

Social Media Engagement is Not a Strategy

I came across this presentation today. I’ve seen Mark Schaefer speak before, he’s pretty good, but I have to admit when I first read the title I thought it was just more link bait.  After reading the power point I have to agree though, Social Media engagement is not in itself a strategy.

I’ve seen some local cases where people have had tons of followers and engagement, but still couldn’t afford the $15 for a co-working space membership. How does that happen?

The main thing you can learn from this presentation is social media engagement is only useful when it is tied to measurable business objectives. For example:

  • Lead Generation
  • Customer Acquisition
  • Customer Service
  • Product Sales
  • Product Development
  • You get the picture, right?

Have a look at the presentation and let me know what you think in the comments.

Google’s New Mobile-Friendly Update Does Not Affect AdWords

google adwords logoYou may have heard the news from Google that they have updated their algorithm to include mobile-friendliness as a ranking signal. The update, which went into effect on April 21, 2015, will only affect organic search, NOT paid search/AdWords.  In fact mobile-friendliness has been part of the AdWords quality score since 2011.

This was confirmed by Kate O’Donovan from the Google AdWords team in Dublin. She posted the announcement in the Google AdWords Help forum:

Starting Today, April 21 2015, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.

 While this change will not impact your advertising campaigns, mobile friendliness has been an ads quality factor since November 2011

She also ended her post by stating it even more clearly:

Remember this update will not affect your AdWords performance or your individual Quality Scores.

What’s the take away from this? Well, if you haven’t updated your site to be mobile friendly and you’re running paid search ad campaigns with AdWords, you’re probably already taking a hit on your quality score for mobile ads. You can overcome this, but generally if you want to overcome poor quality scores, you will end up paying more for your clicks. But the most recent update to Google’s Algorithm will not change this.

Want to check if your pages are mobile-friendly? Google gives us a great tool for this: Google’s Mobile Friendly Test Tool. They’ve also created a guide to help you get your site mobile-friendly: Google Mobile Guide