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3 Key Takeaways from Vivial’s 2020 Digital Marketing Trends Webinar

At the end of every year, agencies around the globe publish their thoughts on what hot digital marketing trends to keep an eye on for the upcoming year. But for small business owners, how do you know what exactly those trends mean? Are they relevant to your business, and even more importantly, how do you act on them?

That is where Vivial steps in. It is our goal to take complex marketing strategies and simplify it so that no matter your industry or business size, you can take our information and apply it.

After the release of our 2020 Digital Marketing Trends eBook, we felt it was important to bring in our strategists for a webinar discussion about their insights and why they believe these trends are essential to success.  Don’t worry if you missed it; we have it for you on-demand!

If you don’t have time to watch the full webinar at this moment, here are three key takeaways to get you started:

1. Focus on the User’s Experience

There is a common theme this year that we see across all avenues of digital marketing. As the internet continues to grow, so do the options people have. How you stand out this year is by providing the best experience for your user. This means delivering precisely what they are looking for as quickly as possible.

2. Consistency Across All Channels

With so many ways you can touch and influence someone during their buyer’s journey, it is crucial to have a consistent look, feel, and message. A great example of this is the journey someone takes when clicking a paid search ad. Let’s say they initially saw a Facebook post from your company about a product or service. It got their attention; however, they didn’t have the time or desire at that moment to click. Then, they see a similar paid search ad with the same subject matter. They recall seeing it on Facebook, and this entices them to click. Now your landing page needs to mirror the messaging that the user saw in both the Facebook post and the paid search ad.

3. Google My Business and Other Online Directories are a Must

Over 50% of searches this year will be by voice command – many of which will be to find a location and contact information for a local business or service. Therefore, it is not only important to optimize your website content for voice search, but also continuously monitor and manage your directory listings.

Google Maps is one of the top directories, and if it isn’t already, it needs to be a priority in your 2020 marketing strategy. For many small businesses, customers aren’t even making it to your website when they are looking for your information. Your Google My Business listing is the first thing they see and has information for them readily available. So, use that to your advantage.

While these are just a quick snapshot of a few trends we discussed, we dive into them in more detail in our webinar. We also discuss topics such as the desire for more video content, the best ways to do keyword research, using text messaging as a communication tool and writing crisp, and concise paid ad copy. Make sure you check out the full webinar, and if you have any questions for our team, shoot us a quick email, and we’d be happy to answer them.

View Webinar Here

Source: Resources – Vivial

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How to Write Click-Worthy Google Ads

With 50% more conversions coming from Google Ads than organic search results, we know it is a top priority for most businesses. But how do you make sure your ads stand out from the others around it and entice the reader to click?

We’ve got three key things to consider that will help you take boring copy and turn it into ads your target audience will want to click.

1. Choose the Right Kind of Headline

While there are several different ways to approach an ad, we have found specific ad headline types outperform the rest.

Make It Hyper-Local

If you are competing for local business, the number one thing you should be doing is making your ad copy hyper-local. Keep it simple – keyword + location in the first headline and your value proposition in the second.

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When people are searching for something, it is typically because they have a need. Use this to your advantage by using phrases that show the searcher that you understand what they need and how you can deliver it.

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Overcome an Objection

If there are common misconceptions that may prevent someone from clicking your ad, use your headline to take that reason off the table right off the bat.  For example, if you are a car dealership and have a promotion that allows buyers to purchase a vehicle with no money down, feature that in the headline.

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Give an Incentive

Everyone likes a good deal, which makes this type one of the easiest to create. Use a discount or special offer to sweeten the pot helping persuade them to click.

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2. Use Words that Sell

Your choice of words can affect the success of an ad more than most people realize. Incorporate words that are known to grab attention and have a higher tendency to convert, such as:

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3. Have a Strong and Creative Call-to-Action

Probably one of the most important components of a good Google Ad is the CTA or Call-to-Action. Don’t be tempted to go the easy route by including “click” or “click here.” Not only is that boring, but it’s proven that CTAs with “click” are lowest-performing CTAs according to a study done by WordStream. Instead, incorporate one of the following top-performing words:

Get Buy Shop Try
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With click-worthy Google Ads, you will be setting your search engine marketing (SEM) campaigns up for success. Need help crafting quality ads or managing it entirely? Our team of SEM strategists has you covered! Contact us for more information about our online advertising solutions.

Source: Resources – Vivial

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A New Look at Local Search: 13 Surprising Stats

Optimizing for local search is crucial for small businesses. This isn’t new and is something we have reiterated time and time again. However, most statistics supporting this claim are founded on the assumption that search activity begins and ends with Google. And rightfully so, Google is the dominating channel. But how important is it to have a well-rounded local search strategy that encompasses additional outlets such as Apple Maps, Yelp, and Facebook? Are these other channels worth putting time, effort, and money into as you begin your 2020 marketing strategies?

Thankfully, Brandify decided it was time to dig into just that with a Local Search Consumer Survey that’s purpose was to shed light on the preferences and habits of U.S. consumers when searching for information about nearby businesses.

Below we highlight their findings with 13 key statistics you may find surprising.

What Search Tools are Used?

Given the option to select multiple responses, it is no surprise that most consumers listed Google Maps as a tool they use to find information about nearby businesses. However, it is interesting to note the shared popularity of other options on the list.

  1. 77% of consumers choose Google Maps when searching for nearby businesses.
  2. Facebook, Yelp, and the business’s website are used by 32% to 38% of consumers for local search.
  3. A significant minority of consumers, from 13% to 19%, use Google Assistant / Google Home, Instagram, Apple Maps, Waze, and in-car navigation for local search.
  4. A smaller minority, from 2% to 10%, use a range of other tools, including Bing, Amazon Alexa, Foursquare, and several niche and specialty sites.

Which tools do you use to find information about businesses near you

Which Local Search Tool is Considered the Most Useful?

While Google Maps, again, holds the majority, you will notice a drop in the respondents that chose it as the most useful. In situations where consumers need more information about a business, they are turning to the company’s website and other sources such as Yelp, Google Assistant / Home, and Facebook.

  1. When given a choice, 51% of consumers name a tool other than Google Maps as the most useful for local search.

In your opinion which of these is the most useful tool for looking up information about businesses near you

How Frequently are Consumers Conducting Local Searches?

As expected, younger consumers conduct local searches more frequently with, 90% of those aged 18-29 doing so at least once a week compared to 56% aged 60 or older.  Although no matter their age, the consensus is that people are searching for local information a lot!

  1. 74% of consumers conduct local searches at least once a week.

How often do you look up information about businesses near you

What are People Searching for Locally?

When asked what businesses respondents looked up in the last month, it is fascinating to see the wide variety of categories. And some you wouldn’t typically expect are at the top of the list, such as doctors and medical facilities.

  1. 84% of consumers have searched online for a restaurant in the last 30 days.
  2. 21% for a retail store, and 33% for a doctor or medical facility.

What types of businesses have you looked up online in the last 30 days

How and Where are Consumers Searching?

As most would assume, smartphones are the primary device used when looking up local information. What is surprising is the significant number of respondents that say they conduct those searches at home and within the car coming in a distant second.

  1. 81% of consumers prefer to use a smartphone for local search.

Which device are you most likely to use when looking up information about businesses near you

  1. 59% of consumers conduct most local searches from home.

Where are you most likely to be located when you look up information about businesses near you

What is Most Important to Consumers When Searching Locally?

The most valuable takeaway from this survey is what data people care about the most when looking up information about local businesses. Based on respondents’ answers, ensuring easily visible and accurate contact information on your website and directory listings is vital to success, especially since those who are conducting local searches are highly likely to contact or visit that business, that day.

  1. Consumers consider hours of operation and basic contact information to be the most critical data points in listings, followed by reviews and links to the business website.

When looking up information about businesses near you what three items do you find most important

  1. 56% of consumers say they are likely to visit a business in person after searching.

What is the first action are you most likely to take after looking up a business near you

  1. 54% say they are likely to visit right away or on the same day.

When looking up information about businesses near you, how soon afterward do you typically visit the business in person

With this new information, it is clear consumers are utilizing a wide range of search tools when looking up information about local businesses  — creating a well-rounded local search strategy that encompasses optimizing not only for Google, but other resources that are attracting significant customer attention such as Facebook, Yelp and your business website.

Source: Resources – Vivial