The Weekly Marketing Roundup: Week of 09/07/19

This Week we discuss The death of Google Search traffic, The move to Facebook Messenger Bots and The state of social intelligence. marketingnews sydneydigitalmarketing digitalmarketing weeklymarketingroundup Thank you for tuning into this week’s digital marketing roundup. Here we talk about the latest news, challenges, and opportunities affecting the digital marketing landscape today, curated by Sydney Digital Marketing. Join the conversation in the comments below.

The Death of Google Search Traffic and What It Means for Marketers

Google Becomes Alexa

Here is what Alexa does effectively: provides a single answer to your question. Historically, Google has effectively: provided millions of answers to your question. To illustrate, if you type in “What is the capital of California?” you’ll get more than a billion answers. Now, however, if you type that same phrase into Google Chrome, the answer appears as a page in itself: Weekly-marketing-roundup-09/07/19 “The conventional web, with all of its tedious pages and links, is giving way to the conversational web, in which chat-like AI reigns supreme.”

How This Hurts Traffic

Using Social Media Examiner as an example, and the key-phrase “social media”; you can see that Google is doing everything it can to answer the query before any search results appear. Weekly-marketing-roundup-09/07/19 In Addition, 49% of ALL Google search traffic does NOT result in a click Weekly-marketing-roundup-09/07/19 When results like the below featured snippet provide answers at the top of a search query, people don’t need to click through to the article that the snippet is sourced from. Weekly-marketing-roundup-09/07/19 According to Social Media Examiner, the below Facebook article shown above was displayed more than 100,840 times in the last 90 days and was only clicked on 4,658 times (4.6%).

What Does This Mean for Bloggers, Publishers, and Marketers?

With the increasing amount of people using Google as a search engine – Google search volume for common phrase search terms has steadily risen. This means that the issue is NOT an industry-wide softening of interest in topics pertaining to your industry. Weekly-marketing-roundup-09/07/19 The threat for a majority of companies (like Social Media Examiner) is from Google being the main and singular source of inbound traffic. Google is also a search-based platform, one which allows brands to take advantage of user intent when prospects search keywords. This means that the calibre of user traffic from Google is often higher than that of any other channel. Google traffic might not directly be your business’ highest lead generation channel. Google might, however, be the source of most of your email database. Which in-turn could be your highest income generator.

With that in mind, here is a possible future:

#1: Continuing declines in traffic: Search traffic continues to decline as Google takes the top slots for search queries. #2: Fewer people to nurture: Fewer people read your content, share it, and opt into your free email offers. #3: Fewer customers: Revenue declines as your owned audiences shrink. Fewer website visitors and email subscribers means fewer people to promote your products and services to. From here, the first and perhaps most obvious step is to work on your conversion rate optimization (CRO). Weekly-marketing-roundup-09/07/19 The second major initiative is to diversify beyond the written word I.e. use video whenever you can. The above findings might not be directly impacting all industries with the same severity. It is important though, that brands watch their Keywords for indications of shifting industry influence.

4 Reasons Why Small Businesses Should Use Facebook Messenger Chatbots

As businesses continue to ramp up their presence on Facebook, consumer expectations are also rising in-step. This includes the expectation of round-the-clock support from brands on the social network. Whether it’s through answering queries, responding to feedback, and even being able to make purchases, consumer expectation is rising – they want to be able to do it all, quickly, easily, and at the time of their choosing. This is where chatbots on Facebook Messenger come in, providing an automated solution to customer engagement. Chatbots enable you to respond at any time, provide assistance and prompts, and maintain engagement with your Page visitors.

1. They’re There When You Aren’t

Regardless of your availability, these inquiries will come, and need to be responded to ASAP. Some companies hire people for social media management, but as a small business Chatbots can be pre-scripted to answer a range of questions, and politely respond when faced with an inquiry they can’t answer.

2. They Personalise Customer Engagement

Given the role that social media now plays in our interactive process, your Facebook inbox will sometimes be the most direct channel for developing relationships between customers and your brand. Effectively scripted chatbots can provide customers with personalised and fulfilling engagement experiences, enough to give your messages that ‘human’ touch. Weekly-marketing-roundup-09/07/19

3. They’re Multi-functional

Whether your business caters to specific and complex needs, or simple ones, chatbots are flexible enough to provide response services which can supplement customer experiences. Chatbots can be made to do just about anything, so why not train them to help your business and direct people to a point of interaction with your brand or purchase.

4. They’re Cost-effective

If you review the kinds of questions that customers regularly send to your Facebook Page, you can more or less come up with a list of the most common ones, and use them to build your bot, addressing these specific queries.

7 Social Media Marketing Courses to Bookmark

The social media sector is fast and furious, and what worked last month might not work this month. No matter your industry, and no matter the social media platform/s you invest in, you need to stay on top of the latest changes, trends, and best practices. Luckily, there’s a range of great courses, webinars, and videos out there which can help you maintain your social media education.

1. Chatbot Master Class by Isaac Rudansky

You’ll learn how to you to earn leads, create event registrations, and take appointments through your Facebook Messenger chatbot.

2. Facebook Business Breakthroughs by Mari Smith

Mari Smith is a widely respected social media marketing thought leader, and she shares her best Facebook tactics in this training program. The course includes 12 modules which dive into key topics within Facebook marketing, with a specific focus on how to use video on the platform.

3. What Is Social? by Coursera

Coursera’s online social media course is made for business owners, executives, and marketing professionals. It’s introductory level, so if you’re just getting started this is the course for you.

4. Social Ads 101 by WordStream

This course teaches the fundamentals of paid social advertising on social media platforms including Facebook, Twitter, and LinkedIn.

5. How to Dominate Social Media by Search Engine Journal

This e-book is chock-full of actionable tips to boost your business’s visibility and customer engagement using today’s biggest social media sites, including Facebook, Twitter, Reddit, LinkedIn, Instagram, Pinterest, and Snapchat.

7. Quick Sprout University by Neil Patel

Crazy Egg co-founder Neil Patel‘s Quick Sprout University provides a modern education, not only on social media marketing but digital marketing in general. For social media marketing in particular, he shares his best tips for earning leads, gaining more engagement and traffic, making a profit through social media, and more.

LinkedIn Has Outlined its Recent Algorithm Updates, Which Focus on Broadening Engagement

After reporting that it’s been seeing ‘record levels of engagement‘ over the past year, LinkedIn has this week outlined some of the specific changes that it’s made to its feed distribution algorithm in order to maximise member response, and boost activity among users. “More and more people are using the feed and giving feedback to their network’s posts: our members generate tens of millions of viral actions (likes, comments, and reshares), and the number is increasing more than 50% YoY. However, we found that these increases weren’t equally distributed. In fact, at the beginning of 2018, we were in danger of creating an economy where all the gains in viral actions accrued to the top 1% power users, while the majority of creators who don’t receive much feedback were receiving less than ever.” Weekly-marketing-roundup-09/07/19

That’s obviously not ideal for improving user engagement and retention, so LinkedIn sought to re-work its algorithm, and better promote posts from more users, in order to encourage discussion among a broader set of people. LinkedIn has built in an element which rewards content creators (‘audience builders’) on the platform, as opposed to merely showing users the most engaging content to maximize response. The idea of this is to encourage more activity from across the board, and make LinkedIn, in general, a more engaging and active place of discussion.

The State of Social Intelligence

Social data – raw insights collected from users’ social media activity – is key to helping you understand how to improve your social media performance, and maximise your digital marketing efforts. The teams from Social Intelligence Lab and Talkwalker recently partnered up to conduct a new report on “The State of Social Intelligence“, in which they surveyed industry experts to get a better sense of how social data and analytics are being used to optimise performance. There are now 3.48 billion social media users in the world, up 9% year on year. And that audience is within your reach. Every social user is a potential customer. But before you can convert them, then you need to understand them. In the coming year, 67% of all organisations surveyed have identified plans to invest in their social intelligence capabilities, with 45% planning on investing in more people for their analytics team. If you’d like to discover more about why social intelligence is essential for your brand, and to get a complete overview of the social intelligence industry, you can download the full report here. Thanks for tuning in to this week’s marketing roundup for Marketers and Business Owners alike. Make sure to follow our company channel for more updates every Friday Lunchtime (AEST).