What’s New in Digital Marketing Statistics and Trends:

Marketing Trends written on clapperboardHere is a quick rundown on what’s new in digital marketing statistics and trends from Mary Fisher, founder of Fisher Design Advertising and Public Relations, a Jacksonville, Florida marketing professional whose business just celebrated 30 years of success.

Facebook:

  • 68% of American adults are using Facebook, 2.4 billion users worldwide. 243 million in the US and Canada
  • Facebook audiences are skewing a little older: 65% are 35 or older.
  • 30% of the audience is 25-34 years old.
  • The average Facebook user is 40.
  • 2.23 billion users log on each month.
  • The average person is on Facebook 58 minutes a day.
  • 43% of Americans get their news from Facebook.
  • The average Facebook user clicks on eight ads per month.
  • The average price per click on an ad is $1.72
  • Facebook is the 3rd most visited website, after #1 Google and #2 YouTube.
  • People spend 20 times as much on TV ads to reach 2 times the audience as their Facebook video ads and you can target your audience on Facebook.
  • If you have a business Facebook account, and are regularly posting but not boosting posts or running ads, only 2% of your audience will see your posts.
  • 24% of business Facebook accounts are running ads.
  • Facebook ads are powerful and work well, if the campaign is set up properly.

Facebook Messenger: Can be installed directly on your website and act like a chat module. The person you are chatting with must have a Facebook messenger account.  See www.rattlestotassles.com or Dannymonzon.com for examples.

Chatbots: Facebook messenger is the most basic chatbot. Siri and Alexa are also advanced chatbots (artificial intelligence). Chatbots can provide information on your website while you are away. Chatbots can help with customer service and tie into your various systems to answer repetitive customer questions like: “When will my package be delivered?” “What time is my appointment?” “Where are you located?” What is my tracking number? It asked all the questions that a human would ask and was designed to include emojis to make the conversation sound more natural. They have scripts they follow. And if you wish, they can pass the call to a human to answer more in-depth questions.

Instagram (owned by Facebook):

  • Younger audiences.
  • 35% of American adults use Instagram.
  • You can place ads on Facebook and Instagram at the same time.

Twitter: 24% of American adults use Twitter. The news media does use it often, if you are trying to reach them.

YouTube: Advertise on Youtube with videos. Or put an informative video on YouTube and allow Google to place ads on your video.

Yelp: You can advertise on Yelp. The price is about the same as Google Adwords. However, I don’t recommend it for a service-based business unless you are doing pest control or something similar. Yelp is appropriate for restaurants, hotels, plumbers, etc.

Google Maps: Are critical for Google search placement. The Google maps listings for businesses are outranking the organic listings. And the number of 5 star review listings helps the maps ranks you.  You can now advertise on maps. It is part of Google Adwords.

Nextdoor website:  Also, a great place to personally recommend businesses and be recommended.  $100-$1,000 to place a real estate ad. Otherwise, it is very expensive to actually place an ad, $15,000 per month.

SEO (Search Engine Optimization): This is the art of making your website rank on the most popular search engines. SEO includes behind the scenes coding, plus copy on the website. Articles linked to your website from other websites. Directories like Google Maps, Bing Maps, Yelp, White Pages, Yellow Pages also need to be linked to your website. A website with very little copy is unlikely to rank well.

  • SEO for audible search (Siri, Google, Alexa) as well as desktop/laptop.  Optimizing your website for search engines has become even harder. Remember you need to optimize for a Siri and Google assistant’s audible search as well.
  • If you ask Siri who “the best orthopedic doctor in Jacksonville is,” it will use Yelp and rank by the number of stars in the reviews.
  • If you ask for an “orthopedic doctor near me”, it will use Apple Maps from your iPhone. It does not rank by reviews like Yelp.
  • iPhone combines the Apple maps listings with Yelp reviews to serve up answers.
  • If I ask Siri for “orthopedic doctor in Jacksonville”, it did not show the one with the best reviews or the closest one. It showed the website that was optimized for the search engines best and had the fastest load speed on the phone.
  • To optimize your site for an audible search, build an FAQ section that asks questions and answers them.

Website tracking software:

  • Install software on your website to tell you what companies are coming to your website. See Leadfeader. Cost: $59 per month. It will not track personal visitors from their home. You can also track your competitors coming to your website. Then you call to follow up with a call, an email, or postcard.
  • Most importantly, track all prospect phone calls to your business. Ask them where they heard of you. Many times they will say a Google search. In reality, it is typically more than one channel. They may have met you in a networking meeting, saw your ad, got a referral from a friend and then finally they searched you on the internet.

 

by Mary Fisher, founder of Fisher Design Advertising and Public Relations & SBRN Member

 

 

 

 

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