Digital

Marketing
Trends
for 2018
Today’s Expert
Bryan J Caplan
Master Certified Email Expert, Constant Contact
National Speaker, Google Get Your Business Online
Learn more at www.BJCBranding.com

Website Design Online Review

Email Marketing
& Landing Pages Marketing
Digital Marketing for 2018

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The Digital Marketing Experience…

• Digital Marketing Overview

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 How do I know which to use?
Time: How much time can you devote to it?

Resources: What personnel and skills do you have?

• 1. Digital marketing – you have to be there
Knowledge: Do you need to train on it or train your staff?

Your audience: Where does your audience spend their time?

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Digital Marketing Trends for 2018

1. Marketing Personalization
2. Content Marketing
3. Video Marketing
4. Mobile Marketing
5. Customer Reviews
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Marketing Personalization

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 How we receive How many messages
marketing messages we receive

• 3. Targeting + Segmentation
Approximately
= NOISE!!
Personalization

264
marketing impressions
per person, per day
CustomerThink.com

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 40% 56% 76%
• 3. Targeting + Segmentation = Personalization
of consumers buy of consumers are more of consumers will share
more from retailers likely to shop with a personal information for
who personalize. good personalized a better experience.
MyBuys experience. Digital Marketing Association

Brandanew.com

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• Segmentation + Targeting = Personalization

Like Lemonade

Like Lime-Aid Likes

Beet
Like Orange Juice Juice
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Targeted automation can be easy

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IdentifyYour Target Audience: Buyer Persona

Create a Buyer Persona

Give him/her a name
Demographics
Geographics
Psychographics
Use a photo
DIG DOWN…
Sample Buyer Persona

Meet Mary
• 72 years old
• Female
• Lives in Tampa, FL
• Retired Secretary
• Has 5 Grandchildren
• Enjoys knitting, arts & crafts,
and visiting local museums
• Buys online & via catalog
• Loves Humor
Sample Buyer Persona

Meet John
• 45 years old
• Male
• Lives in Brooklyn, NY
• High School English Teacher
• Has 2 children
• Enjoys languages, creative
writing & NPR
• Reads many reviews before
shopping
 So go ahead…ask them…

 Demographics

 Interests

• 3.Targeting + Segmentation
Buying/giving behavior = Personalization
 Event attendance

 Communication behavior

 Device Usage

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 …and then use that information.

•Email
3. Targeting + Segmentation
list segmentation = Personalization
Social media promotions

Autoresponders Personalized offers

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Content Marketing

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 What is Content Marketing?

Content marketing is a strategic marketing

approach focused on creating and distributing
• 2.valuable,
Content marketing is more
relevant, and important
consistent thanto
content ever
attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.
Content Marketing Institute

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 Why focus on content marketing?

72% 82%
• 2. Content marketing is more important than ever
of marketers say relevant of consumers feel more positive
content is the most about a company after seeing
effective SEO tactic. custom content.
MarketingProfs, 2016 Ion Interactive, 2016

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• Where is the trendy place to publish?

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 Impact of Social Media

78% 73% 84%

say a company’s are likely to buy of social media
social media posts from a brand that users share to
influence their responds on social show their support
purchases media for a cause
Visual Content Matters!
 Images drive your message home.
90% of information processed by the brain is visual content

Source: www.adweek.com 23
 What makes content shareable?

Useful Engaging Visual Emotional

© 2016 Constant Contact, Inc
 Engaging Post Categories

● Quotes
● Tips
● Greetings
● Top Lists
● Motivations
● Interesting Facts
● Contests
● Polls
Content Facts That Will Surprise You…
Content Facts That Will Surprise You…
Content Facts That Will Surprise You…
 Expert Tip…
Check out
www.GetPromoRepublic.com
•Video Marketing

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 Videos add value…
and it doesn’t have to go viral.

•82% of all
internet traffic
will be video
by 2021
• - Cisco

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 85% 88% 300%
• 3. Targeting + Segmentation = Personalization
of Facebook videos more time is spent on a more inbound links are
are watched without website with video, on created for blog posts
sound. average. with video.
TechSmith MistMedia Moz

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 Using the word “video” in your
email subject line will encourage:

19% 65% 26%

more opens more website fewer
visitors unsubscribes
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Video marketing is platform-specific

timeless (evergreen) videos

shareable time-sensitive videos

short attention-grabbing videos

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 Doesn’t require editing or
scripting

 Builds authenticity for

your brand

 Increases visibility via

automatic notifications
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•Mobile Marketing

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 • 4. Mobile (experience and advertising)
80% + 75% 4 out of 5
of internet users own a of Americans bring Customers use
mobile smartphone their smartphone to their smartphone
HashMeta, 2016
the bathroom to shop
11Mark, 2016 Business2Community, 2016

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 Mobile has changed our behavior

It’s how people read your

messages and posts, and
• 4. Mobile
how they find youand
(experience & make
advertising)
purchase decisions.

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Living in Micro-Moments

Searches that happen

75% of the time
or more from mobile

88 % of “near me”
searches happen
from mobile

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 Check how you appear
when people search on
mobile:

www.CanTheyFindMe.com

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 www.CanTheyFindMe.com

 Check how you appear

when people search on
mobile:

www.CanTheyFindMe.com

Enter your
business
information

Press “Scan
Now”

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 Check how you appear
when people search on
mobile:
Click here to schedule a
review call with our

www.CanTheyFindMe.com
team

Press “Scan
Now”

www.CanTheyFindMe.com 42
Email Breaks Through The Noise (Better)

“If you don’t already know, email is still the most effective tactic for
marketers. It’s far from being outdated.”
- Neil Patel
New York Times Best Selling Author & Forbes Top 10 Marketer
People Read It

91% of people
check their email daily

88% regularly
check email on their
smartphones
Email has to work on mobile devices

• 4. Mobile (experience and advertising)

80% delete 30% unsubscribe
When email doesn’t look good on mobile

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 Avoid these mistakes...
Too much Multiple Large off-screen Tiny Hidden
text columns image sizes fonts calls to action
• 4. Mobile (experience and advertising)

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 Customer Reviews

• 5. Beyond Big Data – make decisions

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 Effects of Reviews on Customers
The Positive Effect of The Negative Effect of
Good Reviews Bad Reviews
Customers likely to spend 31% 86% will hesitate to buy if they
more with 4-5 star reviews see negative reviews

18% average uplift in revenue Every 1-star decrease on Yelp

means 5-9% decrease in sales

72% say that positive reviews 54% pay more attention to

make them trust a business negative reviews

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3 Ways To Grow Your Reviews
Option 1: Verbal Ask
• Barely any follow through
• Too many steps involved

Option 2: Direct Link

• Several links to include in an email
• Reviewers must have an account for certain sites
• Too many options can cause overwhelm and confusion

Option 3: Review Service Engine

• Solicit via email, SMS, or direct link
• Catch & quarantine negative feedback before it goes public
• Respond to reviews from one place
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Manage Feedback & Leverage Reviews
You Ask for a Review
You Ask for a Review

A Good or Bad Review

Comes In

You Manage Feedback & Leverage Reviews

- Resolve Negative Reviews
- Promote Positive Reviews

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 Expert Tip…
Best Results and Least Work:
Use a Tool Like MyReviewDashboard.com

• Proactively solicit reviews

• Easily manage review requests
• Respond to reviews in one dashboard
• Get alerts & detailed review metrics
• Quarantine negative reviews before they become public
• Look professional

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 Online Reviews on Your Website
81% of consumers will visit your website to decide if they want to buy from you. - AdWeek

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Online Reviews In Your Emails

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• Let’s Summarize

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 Marketing Content Video
Personalization Marketing Marketing

• Targeted messages drive • Valuable content • Videos are not the

engagement. drives action. same on all platforms.
• Build your Buyer • Don’t forget visual • Use video in email
Persona ASAP! content matters! marketing.

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 Mobile Customer
Marketing Reviews

• Keep emails mobile- • Your star ratings matter!

friendly
• Use a tool like
• Be aware of how you show MyReviewDashboard to
up in local search results grow your reviews!

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Thank You
Bryan J Caplan
Master Certified Email Expert, Constant Contact
National Speaker, Google Get Your Business Online
Learn more at www.BJCBranding.com

Website Design Online Review

Email Marketing
& Landing Pages Marketing