What are the forces that will drive digital marketing in 2018 and beyond? The digital craftspeople at Noble believe there are five key trends to keep your eye on in the New Year:
Social influencers
A/B testing
A “create once, publish everywhere” approach
Developing your brand’s voice for SEO
Content personalization
Join Noble Studios CEO Jarrod Lopiccolo and his team of Noblebots at their offices on the edge of downtown and MidTown. It promises to be an enlightening evening where longstanding assumptions will be challenged and new approaches offered. You’ll walk away with a load of practical takeaways you can put into place for your organization right away.
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Agency Recognition
INC 5000
5x Fastest-Growing Private
Companies In America
Top Design Firms
Top 20 Design Firm
Premier Google Partner
Search, Mobile Ads, Shopping
200+ Industry Awards
SEO
Certified ProfessionalsA/B Testing
Certified Agency
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Develop an integrated strategy
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OPTIMIZE
Uncover above-the-
fold opportunities to
improve for fast wins
DEFEND
Know where you’re
performing well and
need to monitor
CREATE
Identify organic-friendly
opportunities that need
content
COLLABORATE
Find below-the-fold
opportunities to team-
up with paid search
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Branding is more than people identifying with your logo or
trademarks. Help them to discover and connect with you.
61% of marketers say improving SEO is their top inbound priority
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• Understand SEO/SEM basics
• Check and monitor listings regularly
• Create useful content
• Reputation is critical to online brand impression
Purchase a voice enabled device for home and start
experimenting to unlock consumer trends
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• Audience is unique and identifiable.
• Can you technically identify the thing that makes a visitor part of a specific
audience?
• Who is the visitor? Where are they coming from? New vs returning?
• Audience is valuable.
• Is the audience important from a strategic or volume standpoint?
• Audience has a unique need to solve.
• Use personalization to help user achieve their goal or understand your company.
Know Your Audience
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That’s great, but why A/B test?
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• Data vs. opinion
• Customer voice vs.
internal speculation
• Maximize ROI
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Up to 90% better conversion rates when
using 1st person POV
Write the most clickable copy
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Use Active Verbs
✓ Download ✓ Start Trial
✓ Get Started ✓ RSVP
Be Specific
✓ Get My Travel Guide
✕ Click Here
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Keep it Short
✓ Should be easily read and
understood at a glance.
Create a Sense of Urgency
✓ Simply adding “Now” can
boost conversions
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Make it the Star of the Show
✓ CTA’s should never compete; Use
plenty of negative space.
Images & Placement Matter
✓ Be sure eyes are pointed
toward CTA’s
✓ CTA’s should be above the fold
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Winner: Version B
Out of 6,000 emails sent, the
karate-themed header image
kicked butt, increasing course
registrations by 136%.
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B
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Organic Keywords
• Builds a strong and diverse link
profile by generating better
and natural backlinks for your
website
• Provides intriguing and unique
content that is captivating and
shareable
• Adds credibility to your
content and increases your
content reach
How does Influencer Content Impact your Website?
Influencer Reach
Organic Keywords
44. • Treat the influencer like a contractor – they are professional content creators and like to
be considered as so.
• Allow the influencer to have some level of creative freedom in the content they create,
however ensure that they have a clear direction for the type of content you are looking
for them to produce.
• Not all influencers are right for all brands. Make sure the influencers audience and brand
matches your businesses audience and brand.
• REACH. Be sure that the influencers you contract have a large following to help increase
your brands reach.
• DO YOUR RESEARCH. Chose an experienced influencer professional who’s values and
brand align with yours.
Tips for Influencer Marketing
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• Make sure your Google Analytics is installed
• Social Channels – make sure all your channels have a consistent brand/voice
• Don’t rely on vanity methods – look at actual conversions vs. passive/vanity metrics
• Content calendar – with frequencies and goals, ex: 5 blogs a month, 10 social posts a
week and make sure to stick to that calendar
• Blogs – best way to show your readers you’re not interested? – not updating your
blogs
• Consider videos for the future knowing it’s becoming the #1 medium (74% of all
internet traffic was video in 2017 – create a YouTube channel and use tags to lead
people back to your channel
Quick Pro Tips
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It’s a combination of art and science that creates today’s marketing winners.
Data-informed organizations understand the limitations of data. Since the collected data is only a snapshot of the reality, decision-making shouldn’t rely solely on this data. Therefore, instead of simple focusing on the data, you have to test and question it in order to draw conclusions.
Our client's success is our success. To us, creating marketing and advertising campaigns is just the beginning. We analyze data and results with the aim of continuously improving performance.
About Our Agency. It’s one thing to win business and another thing to keep it.
Team Roles
Agency Philosophy
Intro Michael
Purpose: Relay the magnitude of the power of search.
Guidance: Utilize only one stat to introduce the section. Chose the one that resonates with your client the most.
In the example above (a SERP for the search query “lawnmowers”), all of the results on the SERP – with the exception of the map and business listing beneath it – are paid results. The three large text-based ads at the top of the SERP (considered prime positioning for advertisers) are typical PPC ads. Of those three ads, the lower two (for Craftsman.com and Husqvarna.com) both feature ad extensions allowing prospective customers to navigate to specific pages on their websites directly from the ads.
Let’s start with a fact, SEO is hard work.
It’s a rapidly changing discipline. And as marketers, executing many aspects of our day-to-day work in context of this change can make us feel like we are walking a tightrope.
Google makes thousands of changes to their search engine algorithm every year.
And yes, it’s great that they try to soften the blow by creating cute little names for them like Hummingbird, Penguin, & Panda.
But in reality, it’s a real jungle out there…
And this is only considering the goal of keeping up with Google. Add in changes to your industry, the marketplace and consumer behavior, and it’s even more complex to manage.
When we suggest better integration between SEO and paid search to clients we often get some initial pushback based on the idea that one is superior to the other.
It frequently goes like this: “if you add a paid search ad on top of an organic listing, you’re just adding expense. You would have already received that click.”
Our experience has shown us that this is absolutely not the case.
Having both an SEO and paid search presence provides protection against algorithm updates and other unknowns, as well as incremental traffic and conversion.
Optimize: Focus your efforts where organic opportunity is high but your page isn’t optimized to capture the most traffic.
Create: Capture high-value organic opportunity that you are missing. Create content for organic-friendly topics to get in front of customers and increase conversions.
Defend: Maintain your strong position. When performing well on organic-friendly topics, it’s critical to monitor and maintain performance to continue driving traffic, conversions and revenue.
Collaborate: When organic opportunity is lower, work with paid search to drive traffic, while also optimizing for the best organic real-estate.
Voice search is expected to reach 50% share of queries by 2020 according to Comscore, so it could be as large a growth factor in search as mobile was between 2012 and 2017.
55% of millennials ignore brands that have poor reviews.
You should also focus on producing copy that directly answers conversational questions.
INTRO CHRISTINE
Displays content customized to the customer vs requiring them to filter content to find results
Can be based on time (Spotify), geolocation, or browsing behavior (Netflix)
Accounts for where user is within their journey and attempts to aid them in solving a problem
Displays content customized to the customer vs requiring them to filter content to find results
Can be based on time (Spotify), geolocation, or browsing behavior (Netflix)
Accounts for where user is within their journey and attempts to aid them in solving a problem
What part of the journey are users in?
Have they arrived to the site from a Google search? Did they arrive from clicking on a banner?
Is the user arriving for the first time with a specific question? Are they a returning user who has not converted in the past?
User tracking can be considered “creepy”. Be aware of this and use personalization to help the user sold their problem.
Don’t over-personalize – allow users to “break out” and explore additional experiences.
“in market” users are more focused on what is happening now
New user from NTC is made aware of direct flight options, making it easier to access skiing options in Tahoe
INTRO TIM
Two versions of a page are displayed randomly to a user. The page that performs better wins.
Web page
Display ad
Or email
Establish that as a control set
Determine a hypothesis and Create variations in order to determine the best performing variation.
Data informed decisions vs. opinions
The customer voice is the loudest, not internal speculation
Over time, with manyAB testt this leads to greater and greater conversions
Let’s focus on CTA’s for a moment:
The whole point of a CTA is to move someone to take action right away, so write copy that’s irresistible to click.
Make it gesture friendly
Dental Professional Practice email signup
Course registration.
Left: professional, and expected headshots.
Right: Mortal Kombat!
We do professional A/B testing everyday for our clients. You can too!
If you’re interested in starting your own experiments, Google Optimize has both free and paid plans, and is a great option of small businesses.
INTRO ERIN STIEHLER
Targeted audiences, your brand aligns with that brands audiences
Sat ex. - 70% more likely to make a purchase if a friend refers it to you
Service - We identify the product to the people – Patagonia – service offering
Ex. we’ve done – Yosemite – waterfall hike, found influences, they didn’t pay anything, shared, became #1 blog to date
Tip – be authentic, don’t try to influence in a negative way
Take Our client Visit Reno Tahoe for example:
leverages influencers to create content for their website – from guides to tours.
This content is significant because it can be optimized to target high volume search terms for your audience.
How does influencer content on the website impact SEO?
– Improve your site ranking.
– Improve your keyword placement in organic ways.
– Improve your content engagement.
YES- it is hard to track which makes some marketers nervous about the rise and of influencers:
According to TapInfluence, 73% of marketers say that they have an allocated budget for influencer marketing. ION found that 71% of consumers are more likely to make a purchase based on a social media reference. - It is difficult to measure the return on influencer marketing, therefore determining the budget isn’t black and white. Your budget should depend on the value influencers bring to your business/ product.
