by Lolly Spindler
This past week we attended a search seminar at Google LA. Bo Pulito, a Strategic Partner Manager for Google, shared some interesting new data Google had acquired and what that meant for inbound marketers and small business owners alike.
Here are four statistics from the seminar that will hopefully help inform your current inbound marketing strategy.
1. Mobile search surpassed desktop search in October of 2014.
This has been a fairly well circulated stat but it’s still incredibly important to touch on. Mobile search overtook desktop—and by a large margin—at the end of last year. Google only sees this trend increasing, and drastically, as time goes on.
Why the dramatic change? Mobile devices are convenient and more accessible. Think about it, we tend to have our phones on us a lot more than we do our laptops. And when we do have our phones, people check them every six minutes on average.
When there’s a term that describes the anxiety we feel when we don’t have our phones (nomophobia) but not when we’re without our computers, we know we’re mobile dependent.
What does this mean for marketers? If you don’t have a mobile strategy, you’re missing out on traffic. First of all, your site needs to be mobile friendly and have a responsive design.
Additionally, if your business has a physical location and you’re interested in finding customers in your area, make sure to use local keywords and set up a Google My Business account. Nowadays this is crucial: one in three mobile searches have local intent and “near me” searches have increased 34 times since 2011.
2. YouTube reaches six times as many 18 to 34 year olds than the top five full-episode players combined.
We know how important visual content is and how its popularity is only going to increase in the coming years. One type of visual content that is skyrocketing in popularity and performance is video.
If you’re creating video content—and you should—make sure to upload it to YouTube, a Google product, to get maximum exposure. Another best practice: when using that same video content on Facebook, upload it directly to the social media site via Facebook video. It’s been found that Facebook rewards videos uploaded directly, increasing engagement to thousands of users as opposed to the mere hundreds that links to YouTube and other external players receive.
3. Internet users spend 95% of their time on content sites and 5% on search sites (like Google).
This makes sense, as we’re prone to navigate away from search engine result pages (SERPs) once we find what we’re looking for. This statistic is important because it means if you’re not utilizing paid advertising on Google’s Display Network you’re missing out on the opportunity to reach your customers wherever they may be online.
The Google Display Network is different than regular Google AdWords because instead of just showing up in the ad space reserved on SERPs, your ads appear on dedicated ad space on content sites (think ESPN, Oprah, popular blogs, etc.). If you’re using the Display Network in addition to traditional Google AdWords (which you should), this will allow you to get in front of your audience when they’re searching 5% of the time and while they’re browsing the web that remaining 95% of the time.
4. There are incredible benefits to showing up organically and in the paid ad space on page one of the SERPs.
It’s important to supplement all of your SEO efforts with paid advertising. If you can work your way up to page one of the SERPs organically, and pay to have your ads show up there too, you can increase clicks by 90%, visitors by 40%, and conversions by 44%.
That’s a huge number of conversions.
By keeping your ear to the ground and staying informed of the most recent research and statistics, you’ll be able to adjust your inbound marketing accordingly.
The major takeaways from this post? Make sure your site is mobile-friendly, utilize video marketing, implement paid advertising via Google AdWords and the Display Network, and keep on keeping on with yourSEO efforts.
by S. Anthony Iannarino
Sales is a zero sum game. Someone wins, and someone loses. The person who wins does so because they create a preference. They create a bias, and that bias blocks competitors and competitive offerings.
The way that you create a preference for you and your solution is by creating greater value. You want to drive a wedge between your customer and your competitors and create a strong bias for you and what you sell.
Greater trust creates a preference. Your dream clients are worried about execution, and they worry about risk. Trust is the timeless and deep fundamental that alleviates the concerns that you will fail your client. It mitigates the concern that you might be self-oriented and that you are making decisions to create the greatest benefit for you.
You also create a preference through developing a deeper understanding of your dream clients challenges. Understanding your client’s challenges proves that you cared enough to learn about them and their business. It also demonstrates that you have business acumen and situational knowledge, the keys to developing the right solutions and ensuring they fit.
You create a bias by having ideas about what your client’s future will look like—or how it might look if they make the right decisions. This future-orientation positions you as something more than someone who sells a product or service. It establishes you as a trusted advisor, someone with the ability to help guide your client’s business into the future.
Along these same lines, you create a preference when you take responsibility for a greater outcome. When you handle outcomes instead of products and services, you create a preference by taking on a higher level of accountability. Coupled with your deep understanding, this makes you a more strategic partner by allowing you to become an integrated part of how your client does business. You bring ideas.
Economic value creates a preference. One of the most significant changes in sales over the last few decades has been the whittling away of sales relationships that were built only on a personal liking and friendship. Those things are still important, but they need to be coupled with economic value. Your solution needs to create results, and one of the measurements is going to be financial. You create a preference when your value creates a greater economic impact (and you can do this even when you have a higher price).
What are you doing to create a preference and bias for working with you over all the other salespeople your dream client could choose to buy from?
What are you doing to create a bias for your ideas about what the future is going to look like and the decisions your clients should be taking now?
How does what you are selling and how you are selling it create a greater level of strategic commitment and integrate you into your client’s organization?
How do you become a category of one?