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What Are Your Digital Marketing Priorities for 2020?

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What are the key digital marketing trends for 2020 that your business needs to consider to generate more traffic, leads, and revenue? What should be a priority in your digital marketing strategy? Here are a few digital marketing trends that suggest where savvy managers should invest their time and resources next year:

  • Capture the Zero Position in Google Search to Get Found
  • Content Marketing, Creation, and Distribution like a Rockstar
  • Customer Retention with Marketing Data & Segmentation to save money
  • Use Artificial Intelligence with Digital Marketing for efficiency

Now, let’s dive a little deeper into what we mean and why you should care.

Optimizing for Zero Position on the Search Engine Results Page (SERP)

The zero position refers to the first Google search engine results that appear above the organic search (SEO) listings. It’s sometimes called a featured snippet, rank zero, or P0.  By optimizing for the zero position on the search engine results page (SERP), you can steal relevant traffic from your competition and appear above them in the top SEO results.

Average CTR of Featured Snippets

It sounds really easy, right? Not really, the content you create should be part of a bigger content marketing strategy. You’ll need to consider the intent, keywords, difficult to rank, search volume and customer experience while providing content that dominates the zero position. The most common types are content are:

  1. Answers to Questions (Who, What, When, Where, and Why)
  2. How-tos or instructions
  3. Definitions
  4. Comparisons
  5. Price/Cost Breakdowns
  6. Best of Lists
  7. Frequently Asked Questions

Don’t forget to add a call to action to the content.

Changing of Content Marketing, Creation, and Distribution

Content Marketing will continue to evolve in 2020. User and search intent will drive content creation and development with data being collected to provide better results through machine learning or artificial intelligence. Customers want to receive content tailored to their interests and needs. Your competition is going to focus more on catering to voice searches via mobile and smart speaker devices.

The creation of content should be in different formats to accommodate the user’s intent, personalization, voice search, and to increase your chances to appear in the featured snippets. Use the content that is delivering results and distribute it across platforms in a way that is helpful to your audience.

Improving Customer Retentions with Data & Segmentation

It takes less money to keep your existing customers happy so we recommend more effort into the middle and last stages of the buyer’s journey. Happy customers tend to tell their friends and provide referrals to help increase revenue. They are also more likely to give your direct and honest feedback about issues to improve your brand.

Be sure to keep them informed on your organizational changes or processes that would impact your relationship through email marketing or engage with them on social media. By collecting data and segmenting your customers, you have an opportunity to save costs while delivering on your products and services.

Leveraging of Artificial Intelligence for Digital Marketing

Artificial Intelligence (AI) has been used in digital marketing going back to 2013 with Facebook. Here is a list of the most common uses of AI in digital marketing:

  • Voice Search
  • Programmatic Media Buying
  • Ad Targeting
  • Re-targeting
  • Marketing Automation
  • 1:1 dynamic emails
2020 Digital Marketing Trends - Artificial Intelligence (AI)

Prioritize from the list and develop an action plan to implement. Using one or more of these could help to increase relevant traffic to your website, get more leads, and improve your overall revenue growth.

Don’t have the time or expertise to keep up! We keep up with the digital marketing trends so you don’t have to. Give us a call to learn more about 2020 digital marketing trends that will impact your business. 

Conclusion

The 4 digital marketing trends for 2020 is not a complete list. You will be on the right track if you start by optimizing for zero position, use content marketing more strategically, improve customer retention, and use artificial intelligence with digital marketing when the opportunity is available.

We wanted to identify the trends that would improve your site traffic, help you to generate more leads, and increase your sales within budget. It’s also important to understand the digital marketing trends and how they will impact the competitive landscape.  

Want more information on the top 2020 digital marketing trends?  Check out the list of references:

4 Major Marketing Trends for 2020 and Beyond on Entrepreneur

What’s new? What’s next? 6 essential marketing trends for 2020 – Smart Insights

Top Marketing Trends For 2020 – Forbes

Gk Elite Case Study – Conversion Tracking Using Google Adwords

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You Can't Improve What You Can't Measure (Accurately)

Recently, DaBrian Marketing Group wrote a case study on one of our Pay Per Click (PPC) clients. When we first reviewed their Google Adwords accounts, it appeared they were receiving several conversions. However on further review, their conversion configuration did not align with actual online transactions. After establishing new conversions that lead to and track online sales, DaBrian Marketing was able to measure return on ad spend (ROAS) and optimize our client’s PPC to increase transactions and their bottom line.

To learn more about this case study, watch the video below and download the full case study. If you have any questions, or would like DaBrian Marketing Group to take a look at your PPC, give us a call at 610 743 5602.

What problems are you having with your Pay Per Click advertising? Tell us in the comments below!

Combining SEO & PPC to Impact Business

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SEO + PPC = $

Hi. I’m Danny Laws, principal owner of DaBrian Marketing Group. DaBrian Marketing Group is a digital marketing agency. We focus on everything from web design, to social media, Pay per Click, inbound marketing, SEO as well as google analytics, and we are Google AdWords partners. Today I want to talk a little about the effectiveness of combining SEO and Pay per Click and how that can impact the business. What’s some of the things I’m going to talk about at a high level specifically come from the Google partner, something that took place in New York about a month ago and I’ve been thinking about that lately as we go into the new year closing out Q4 [Quarter 4], and speaking with a lot of our clients about potential opportunities that combine the efforts of both SEO and Pay per Click to maximize their effectiveness.

With that being said, some of the things I want to give you a high level on the content, talk about strategies, specifically localized strategy, the impact on incremental clicks, performance, controlled visibility, the data (how do we leverage that data, right?), tailoring the message, and finally we want to talk about localized measurement and what that means for a business in its context. Kicking this off first and foremost, speaking of localized strategies, we want to take a look at the localized strategies for your business, including the SWOT analysis, your unique value proposition, your company’s position within the market, and look at how you formulate strategy as you consider SEO and Pay per Click together.

One of the most common things that we see is redundancy on ineffective keywords from both an SEO perspective and a Pay per Click perspective. Not only are you ranking for keywords that have low volume and don’t resonate with your target audience, but you’re also paying for those keywords and phrases via AdWords or Bing Ads, so compounding the issue. Ideally you want to avoid that. You also want to consider a mobile strategy. You’ve heard it, you’ve seen it, you’re looking at all the data, Google went, as far as mobile, making sure everything was mobile friendly, giving you accessibility, a number of tools to make sure that you can maximize your strategies and improve your mobile sites. That is going to be imperative closing out the 4th quarter, going into 2017.

Making sure that your products features and benefits are very clear to your customers. Not necessarily you, but what does that mean to the customer, how do those features and benefits translate. We want to make sure that we keep that at the forefront, and while you’re looking at strategies bear in mind that AdWords, Bing Ads goes way beyond simple elements of search. That’s Gmail, that’s display, that’s video. Think about that as you start to lay out your localized strategy. In some cases that’s a national strategy, but it’s still relevant.

The other piece of this is the incremental clicks. PPC generates brand awareness. It’s generally at the top of the page. You’ve seen at the top of the page and now you’re seeing it at the bottom of the page. In many cases that generates awareness around a product, an offering, or a brand. Some people, such as myself, won’t necessarily click on that knowing that it has a tendency to cause a customer cost per click. They’re paying for that click. Periodically what people do is simply take that organization and search for them that has an incremental lift in organic search queries sometimes by brand name, sometimes by offering and sometimes by service. You’re going to see that incremental lift when you combine Pay per Click and SEO just naturally by people’s own human behavior.

The performance; again looking at Pay per Click and SEO, the ability to measure lead generation, sales, as well as brand awareness is more simplistic than ever provided the tools, the enhancements, the analytics, the integrations that are out there. Call tracking is another variable that plays very much into the organic side, specifically for services being able to measure that information and seeing what’s happening. You can measure the performance as an overarching search campaign, and you could also measure them in isolation Pay per Click and SEO separately to figure out where the greatest opportunities are for you to minimize your costs and maximize the lead generation and achieve your goals’ objectives however you had them laid out within your overarching strategy.

The other piece here is controlled visibility. What we very often see in the space is Pay per Click versus SEO the potential number of customers that are coming and minimizing that cost per new customer, cost per new lead, cost for new sale, or new business relationship in its entirety, so there’s a lot of overlap in that area. Sometimes that’s a good thing and sometimes that’s a bad thing where you’re duplicating efforts. There’s definitely an opportunity to control what people see based upon the content that you’re creating and the campaigns and what they’re focused on. Whether it be a geographic footprint, whether it be a specific demographic, you name it, there’s an opportunity to control what shows up on the paid search side so that you’re not cannibalizing yourself unless it’s a necessity or a critical element of the strategy. Not necessarily a good thing in its entirety, but sometimes it can work to your benefit.

The other piece here as far as this control visibility is mobile. You have this mobile component and the opportunity to create mobile only campaigns for that call and functionality or call-only campaigns to make sure that those individuals are coming through that those are hot leads, that their intent is they want something right now. You can deliver on those results creating a greater customer experience and generally leading to more profitability, which is ideally what you want to do between SEO and Pay per Click as well as your overarching marketing and business plan.

The other piece here is limiting the redundancies in keyword targets based upon psycho-graphic, demographics, intent. Those types of things, being able to isolate them and/or figure out how you have a more cohesive strategy, is definitely an element that you want to take into consideration as you’re looking to combine SEO and Pay per Click for more impact on the business. Looking at opportunities where your visibility is organically, is it where you want to be? And, substituting and/or testing Pay per Click campaigns to make sure you’re covering the ground that you need to and being competitive in the marketplace when people are looking for products and services.

The other piece that I mentioned earlier is the data, data everywhere. You’ve got Moz Tools, you’ve got Raven Tools, you’ve got SEMrush, you’ve got Google Analytics, Adobe Analytics, you name it, you’ve got tools for mobile site, browsing tools, you name it, Site speed. If you can think of it, pretty much it’s a tool out there. How do we leverage that data? I want to give you one clear example. If you’re running Pay per Click campaigns, you’re running on the display network as an example, the display network allows you to disseminate banner ads in relevant locations within Google’s networks that resonate with your target audience, and in some cases, you’re going to see great results.

Finally, localized measurement. If you’re a business and obviously you’re on a national scale you want to look at what’s happening from a national perspective, but if you are a regional business, if you are a smaller mom-and-pop type of business, what is happening from the Pay per Click and SEO side specifically in your backyard as it relates to brand reach and visibility, lead generation, and/or sales? You don’t necessarily want to look at the world in its entirety when you’re looking at organic search traffic. Local traffic is mission critical.

Are you positioned well enough from an organic perspective and a paid search perspective? Are you leveraging just low-hanging fruit, meta-descriptions? Do you have geography, geography tags in there in some cases? Do you have site links in your Pay per Click? Do you have price extensions in your Pay per Click specific to the local market in that local offering? Do you have the map component associated with your local listing; your name, address, phone number? Do you have those elements consistently showcased on your paid search ads and on your site from a content perspective, as well as a metatag perspective. Are you leveraging rich snippets (schema tags)? Anything that you can do to maximize that reach and visibility from a local perspective is mission critical for your business in order to make sure that you’re getting people from your own backyard and capturing those opportunities that are most cost-effective.

In addition to that is looking at the return on advertising dollars. I’ve seen it and I’ve been on pretty much a world tour the past 4 days it feels like, but every presentation that I go to I hear agency folks talk about ROI, ROI. Not saying it’s not important, but as an agency ourselves, we can’t control every variable that’s associated with ROI, so we try to focus on that return on ads and return on marketing dollars. What did you get back on those marketing dollars? At the localized level you need to take that into deep consideration because you’re going to have a number of people come to you saying, we can create that reach and visibility, but I think we also have to make sure that we’re looking at return on ads spend at the localized level.
With that, I would say, check us out on our social media network for more content. Don’t hesitate to comment on the video and let us know what you would like to see that’s going to be more useful for you to maximize SEO and Pay per Click together as well as our digital marketing services. Any question you have don’t hesitate to reach out to us on social media as well as our YouTube channel. Thank you much. Have a great day.

Tips for Enhanced Ecommerce Reporting with Google Analytics

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Enhanced Ecommerce Reporting with Google Analytics

Good morning. My name is Daniel Laws, and I am the Principal Owner of DaBrian Marketing Group, an advertising agency in Reading, PA. I’ve been fielding a few questions around Enhanced Ecommerce reporting with Google Analytics. Today, what I want to talk about is exactly that, Enhanced Ecommerce reporting with Google Analytics. What I’m going to address today is what it is, and first and foremost, how is it different from the existing reporting that’s there. Also, how do you set it up? When you should set it up, where to set it up, as well as who needs to be involved in setting up those elements. Why you should care. What’s the value for your business for you to have those pieces set up.

With that being said, I’d like to kick this off with a little bit of information. Don’t mind me. I’m looking at dual screens here where I’ll drag a few things in, and obviously try to show you what I can. Obviously because of confidentiality with some of our clients and showing you their Google Analytics, can’t necessarily do that, but I’ll do my best to make it as informative, and give you the appropriate resources, and also load this information to our blog so that you might be able to get links directly to the assets. With that being said, I’m going to kick this off. Bear with me one moment while I share my screen. First and foremost, what I want to talk about is what is Enhanced reporting. With that being said, we’ve got Enhanced reporting. What you can see here is Enhanced reporting is going to give you more granular information than what you would get typically from Google Analytics as it pertains to shopping behavior, performance behavior, sales, product performance, sales performance. Those types of components will be more informative to you.

I’m looking for the screenshot here of something that’s actually going to be of value. What you can see here in this particular area is that it’s able to give you information as far as shopping activity, where the abandonments are happening simply from the shopping behavior components, as far as adding things to the cart, abandonment from cart, abandonment from checkout, those types of pieces. It can give you more information as well but at a high-level, I think one of the things that you’re going to be able to see … I know you’re going to be able to see is the shopping behavior, as well as a number of other items that will help you to make better business decisions around what sales items are working, perhaps identifying opportunities to fix the site, what have you.

How is this different from AdWords Shopping? From an AdWords Shopping perspective, you’re going to get high level information as far as clicks. You’re going to get information as far as Ecommerce revenue, conversion rate, those types of things, cost per click, to be a little bit specific. It’s going to give you some of those components if you’re running shopping. Obviously, this is a blank scenario. That’s why I used it in a test environment, so to speak. Obviously, it’s going to give you that type of information within the reporting, which is uniquely different than what you’re going to get from an overview of shopping behavior types of components. Now, what we’re looking at is shopping related information, revenue affiliates, campaigns, transactions. Those types of things are going to populate within the shopping. As you can see, it’s rather different than the other components.

The other piece of this is how do you set it up. I think one of the best resources that are out there are … Obviously you’re going to want to go to the Enhanced Ecommerce reporting section. Again, I’ll put this link towards the conclusion of the video. You’re going to want to get that information around Enhanced reporting. How you set it up can be complicated. I don’t want to say it’s very complicated, but it can be complicated in some scenarios. You want to make sure you have the most up to date analytics component there. What I mean by that is if you take a look, if you’re not on the most up to date Google Analytics version, if you’re not on analytics.js, you will run into issues and will need to migrate. Again, this is the information that’s there. You’ll need to migrate to that. You do have two options. You can migrate in an existing component or you can create a new property. In most cases people are going to want to have some of that historical data, be able to look at it in one fell swoop. The migration can become a little bit cumbersome in order to make that happen. Perhaps at a later date I’ll be able to shed some light on that for you as well.

You want to make sure that you have a measurement plan, first and foremost, before you go on this. Why are you doing what you need to do in order to capture this information? What metrics and KPIs? How are you going to troubleshoot and validate everything that’s there? Looking at some of those high-level components within the measurement plan … I’m not going to get into the details. If you haven’t done or looked at a measurement plan, I would recommend that you take a look at Google Analytics Academy, which gives you a high level overview of a measurement plan and how to break that down. Make sure that you have all those metrics, those elements, goals and objectives lined out prior to implementing the Enhanced Ecommerce reporting with Google Analytics.

When should you set this up? In most cases, people are already going to have some type of data already established, some campaigns, things that you’re already doing. I would say as quickly as humanly possible. The reason why I say that is it’s going to shed some light on a number of different areas, as I eluded to earlier, and perhaps help you to identify some low hanging fruit. With that being said, you want to do it now. If you can’t do it now, do you schedule regular updates for Google Analytics in order to roll out new capabilities? When you roll out those updated capabilities, I think that is when you’re going to want to take a look at updating the code and implementing the necessary components.

The reason why I say that is that it goes back to what you’re going to want to enable first and foremost, the tracking capabilities in itself and turn on Enhanced reporting. One of the prerequisites for this, as you can see here, is to turn on that particular element. That is inside the Admin Console. Due to confidentiality, obviously, I won’t show you that right now. If you want to go to that particular area, you go into Google Analytics. You go to Admin, and then you navigate to the view area of Ecommerce Settings, enable that particular piece, and that should be able to help you with some of those elements. Obviously you want to save, and then you want to implement the appropriate tags. That’s where it goes back to the Google developer components of what needs to be there and establishing that plug-in. It’s a great resource for that type of information as far as impression data, product data, and action data, as far as what needs to be required within updating that code.

Perhaps the other option for when you should set this up is when you roll out new products, new site features, whatever it might be, is incorporating that into that roll out if you can’t get it out now. You’ve heard me talk a little bit about the code, and updating the code, and what do you need, and those types of things. The other piece of this is who needs to be involved. To some degree you’re going to need somebody with some programming skills, familiarity with Google Analytics code, so a web analyst or someone who can obviously read through some of the material and the reference materials within the guides, and assist with those elements. In general, that’s going to be a programmer, somebody with familiarity with JavaScript, HTML, CSS if necessary. That’s generally not often required. It’s usually JavaScript, HTML code, PHP, those types of things, depending upon what your site is built on.

Where does this information go? Obviously, what you need is a site, as I eluded to before, you need to enable this inside your Google Analytics as I showed you before. You’re also going to want to have access and administrative access to Google Analytics when you bring the necessary parties involved. You may opt to implement this from a Tag Manager perspective. For the purposes of right now, I would say test it, get it up in the test environment. If you have the appropriate Google Analytics configuration, you’ll generally have an unfiltered view, a master view, and in the test view, I would say get those elements up and running first and foremost. If you’re going to use Tag Manager, make sure that you’re utilizing something within a test environment with Tag Manager to populate that information. When I say Tag Manager, I’m referring to Google Tag Manager specifically.

Why should you care? Number one, it integrates with your Ecommerce site, which is uniquely different from the shopping campaigns. The shopping campaigns and AdWords are very specific to you utilizing shopping campaigns via Google Analytics, no more no less. With the Enhanced Ecommerce Shopping, will allow you to gauge opt in opt … Not necessarily opt-in but abandonment rate, check out issues, sales performance issues, as it pertains to your Ecommerce site without running a campaign in its entirety, or without the necessity to have to run a campaign, if that makes sense. With that being said, it gives you an opportunity to improve revenues, increase revenues, identify broken processes that are impacting conversion rates. Why are people abandoning the shopping process? Why are people not putting items in the cart? At the same time, identifying ways to improve the average order value and the efficiency of your marketing. Where does the efficiency of your marketing come in? Comes very much so into play with internal promotions, and order coupons, and being able to get that information within Enhanced Ecommerce reporting with Google Analytics.

One of the other pieces of this, as I eluded to, is obviously the checkout, the shopping behavior, the checkout behavior analysis, their performance, product performance, sales performance. There’s also the internal promotions, order, and coupons just to name a few others that are going to provide you with information on what is working, what products are moving, what sales are performing well, do you modify things, and being able to collect that information based upon the measurement plan that I had mentioned earlier, and looking at those core metrics and being very focused on the goals and objectives to be able to pull out those insights and to do something about it.

With that being said, what’s the value to your business? The Bottom line is this information is going to help you to increase sales and revenue. It’s going to help you to improve marketing efficiency. It’s going to help you to prioritize items that are going to impact growth. One of the things that we often see is you have business owners that are running their business themselves and are handling their Ecommerce site, or working with a vendor directly, or they’ve got a marketing manager that is all encompassing. You’ve got a huge organization where not all of the pieces are connected. Where do you prioritize what’s going to have the maximum impact on the business?

By implementing the Enhanced Ecommerce reporting with Google Analytics, it gives you the opportunity to prioritize that information more specifically, look at those low hanging fruits that can impact revenue and growth, and to make sure that you can allocate time with things that are going to have the maximum impact, as opposed to trying to tackle everything. In most cases, there’s a lot to tackle from an Ecommerce perspective. We’re talking about SEO. We’re talking about advertising, paid search, banner ads, shopping campaigns, remarketing, a number of different things from an Ecommerce perspective, and retail perspective is everything from inventory ads.

Where do you prioritize your time? I think by enabling Enhanced reporting, it gives you a little bit more visibility into that. It gives you better metrics and allows you to justify advertising spent. Listen to me again, allows you to justify advertising spent. Many times we’re spending money on SEO. We’re spending money on pay per click. We’re spending money on email campaigns. We’re able to see what’s generating revenues, what items are being bogged down. You can slice and dice that data by segment, by marketing tactics so to speak, whether it’s the source medium. From a Google Analytics perspective, allow you to slice and dice that information and look at that shopping information very specifically.

With that being said, what I’ll do is I’ll load some of these resources to our blog when the video is live, point you in a right direction. Perhaps at a later date, we can get a little bit more granular on implementation of the code. Maybe we’ll get our buddy, our resident programmer webmaster here, Brett, to actually walk through some of those components for you. With that being said, thank you very much. Hope it was useful. Please let us know if we can add anything else of value. Thank you very much.

Resources:

https://support.google.com/analytics/answer/6014841?

https://support.google.com/adwords/answer/3455481?https://developers.google.com/analytics/devguides/collection/upgrade/

6 Ecommerce & Retail Store Metrics to Improve Sales

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Put Your Retail Metrics & Ecommerce Analytics Into Context

There are so many metrics to help businesses improve sales, but there is so little time for the VP of Marketing or Sales.  Let’s take a look at a few retail marketing metrics or ecommerce analytics to help you gauge success and improve your sales in-store & online.  I recommend that you look at these metrics in the context of your product categories, marketing tactics that lead to visitors, geography, and your types of customers.

Sign-ups or New Accounts to Grow Your Customer Base

The growth of new sign-ups and new accounts gives you an opportunity to nurture the customer relationships and to ask questions to improve the business’s ability to cross-sell or up-sell your existing customer base. It will give you more details on the demographics new accounts or new customers. Ask in-store and online customers to sign-up for your newsletter, coupons, and notifications on upcoming ecommerce promotions or retail store events.

6 Ecommerce & Retail Store Metrics to Improve Sales

Coupon Redemption Rate for Insights & Sales Revenue

You are offering customers discounts, coupon rates, or rebates but are they redeeming your offerings? Improving the redemption rates will provide insights into which incentives lead to more (profitable) customers, in-store visits, online visits, and increase overall sales revenues. You will also discover whether or not in-store or ecommerce discounts lead to higher average order/in-store purchase value. If you don’t already know the answer, run a test to gather the information to identify which components are helping to increase your revenue.

Percent of Assisted Revenue Contributing to Market Share (dollar)

Assisted Revenue is monetary value of sales a channel (Direct, Email, or Organic) assisted in earning the sale.  You want to know which marketing channels are contributing to the business’s revenue to guide the marketing budget allocation and future decision making. For example, if a customer initially comes to your website via paid search and later purchases directly on your website, you would attribute some of the sales to paid search as well as direct traffic. By identifying the marketing channel that is increasing the market share, you must use the information to evaluate opportunities to grow the market share while increase profitability. Start using the data import features within Google Analytics or Adobe Analytics for a complete picture of your retail marketing metrics or ecommerce analytics.

Average Order Value or Value Per Transaction for More Sales Revenue

You will generate more sales revenue by increasing your average order value or value per transaction. In addition, you will have insight into the Product SKUs and Product Categories that are increasing the overall value per transaction.  With information on Product SKUs and Categories, you can make recommendations to increase your profits and return on investment (ROI). Identify the best mix of products to maximize your profits.

Shopping Cart Abandonment Rate for Better Conversion Rates

You worked hard to get a new account and have given the new prospective customer a coupon, but the product is still sitting in the shopping cart.  Reducing your shopping cart abandonment rate means more sales and revenue.  So, work to get better conversion rates by identifying the sale process and simplify the process for your customers.

Conversion Rates That Go Beyond Just Transactions

You always want to increase sales transactions, but consider the process that customers take before making a purchase. It often includes downloading some information, clicking on product reviews, signing up for a newsletter, sharing a product via social media, searching onsite for product details and more.  You can and should capture this information as a conversion or an event, both online and in-store whenever possible.  Have an internal discussion on questions the business has and the metrics that help you get answers.

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