Small Business Digital Marketing Stats You Can’t Ignore

It can often you can feel your small business is being bombarded with sales distractions, such as signing up for a hot new social media network that reaches millennials or changing the design of your website so it is more visually appealing and drive more traffic. More often than not, there isn’t any validation in these claims.

As a small business with limited budgets and time, you need the proof that a new marketing channel or update is worth your time and effort.

We have gathered small business digital marketing stats that you can use to make decisions about elements of your marketing strategy. From social proof to consumer input, these digital marketing statistics for small businesses will show you what is worth your time and money — and what isn’t.


digital marketing stats covering mobile device use in the US

FACT

35% of total web traffic in the U.S. comes from mobile devices — and number is only expected to grow.

TRENDS

2015 has been the year of mobile and it’s not going to change anytime soon. Google announced earlier in 2015 that number of searches done on mobile devices officially surpassed desktop.

The first generation of people to grow up with mobile devices are beginning to graduate into being customers. By the end of 2016, mobile devices are expected to have 90% market penetration, making it the top device people will use to research and buy products and services on.

CONCLUSION

Every small business needs a mobile-friendly website (or responsively-designed website).


digital marketing stats covering social media influence on consumers

FACT

35% of consumers’ purchase decisions are influenced “somewhat or greatly” by social media.

TRENDS

Furthermore, 43% of social media users said that they bought a product after sharing or “liking” it on social media channels such as Facebook, Twitter, or Pinterest.

92% of marketers say social media has generated exposure for their business, likely due to fact that social media was prioritized into their marketing strategy. To get the most out of social media, you should make sure your posts are regularly scheduled and cover all of your social profiles.

Social media tools — like LocalVox Social — make it easier for local businesses to get results from social media because it cuts through the clutter. The software (available on desktop and mobile) is like having an actual social media manager who tells you what you need to respond to and alerts you when you have new reviews and feedback.

CONCLUSION

Having a presence on social media is important for small businesses because you can see a real impact on sales, based on what specific products and services you are promoting. To make sure your small business gets the most out of social, use a tool (like LocalVox Social) and make sure you include eye-catching images and hashtags.


digital marketing stats on content budgets

FACT

A quarter of marketers devote 50% of their budgets to content.

TRENDS

The phrase “content is King” is used a lot among small business marketers — and for good reason.

If your small business has three competitors nearby, one in four will be dedicating 50% of their marketing budget to creating content, giving them a significant competitive advantage (hence, why content = King). A steady stream of fresh content will boost your ranking on search engines, making it more likely that you’ll be discovered by new customers who are searching for businesses like yours.

If you don’t feel like you have the time to create content by yourself, you can work with a marketing agency to develop content for your small business. LocalVox is provides content creation services for articles at affordable prices. For more in-depth content (such as videos), The Berry Company is another marketing agency that can get you the content you need. Both are experts in local and small business marketing.

CONCLUSION

Make content creation a priority. If you decide to work with a marketing agency, make sure they understand local and small business marketing so that the content you receive gets the results you want.


digital marketing stats increased spend on data-driven marketing

FACT

63% of marketers have increased their data-driven marketing and advertising spending.

TRENDS

In the early stages of growing your small business, a general knowledge about your local area will get you started. However, to keep growing, you’re going to need to move past general and into analytics and metrics that hone your strategy and make it more effective.

Online marketing is constantly developing new and innovative ways for small businesses to get the results they want. For example, Google has completely integrated the capability to include your business’s reviews into your AdWords copy, so that potential customers can base their decision on the experience of others.

Start putting information behind your strategy and build channels out to drive the most traffic that they can to your local business.

CONCLUSION

Data-driven marketing and advertising will help you spend your budget more effectively, so you get results you can measure. Embrace data!


digital marketing stats on the importance of video

FACT

78% of marketers said video was their most leveraged content type.

TRENDS

84% of U.S. web traffic is predicted to come from video in 2018.

One business that is investing heavily in video is Facebook, as demonstrated by their recent video hosting strategy.

The number of videos uploaded to Facebook — from brands and consumers alike — increased 3.6 times this past year. Facebook videos now have an auto-play feature that captures the viewers attention immediately, so they don’t scroll past your content without viewing. Facebook’s auto-play feature makes the social network an ideal place for short-form promotional videos.

On platforms like YouTube, longer-form videos are popular. Many small businesses don’t think they can use video, but that’s not true. Creating YouTube videos that provide some element of customer service, such as a product demo, or added value, such as a how-to video, will resonate most with this audience.

CONCLUSION

Video creation should be a part of your small business’s overall content strategy. Whether you choose long-form or short-form video depends on your small business’s marketing strategy.


You don’t have time for every passing marketing trend to be adopted by your business, but, as you can see from the digital marketing stats above, some trends are here to stay. Content marketing has a strong hold in the digital market and visual content needs to be available across platforms to grab your customers attention.

What strategies are you going to start implementing? Let us know in the comments below.


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The post Small Business Digital Marketing Stats You Can’t Ignore appeared first on LocalVox.

Exact Match & Borad Match Modified Keywords Within The Same Ad Group?

I set up ad groups originally with exact match but for a lot of areas it says low search volume. But doing a keyword diagnosis sometimes reveals that they are being displayed even though it looked like they were not going to be.

 

I set up broad match modified on some ad groups to see what difference this would make in terms of increasing volume (i set up negative keywords too) but this, for some, still says low search volume or then later on changes to showing. So i presume that you have to leave keywords for a few days to get a feel for whether what adwords is telling you originally is right?

But my main question is should you use exact match and broad match modified within the same ad group? Does this help with regards to cpc?

 

Or is it just simply better to go for broad match modified and ensure that your negative keywords are well equipped?

 

Thanks.

 

 

Today at IAB Mixx: a preview of new capabilities coming to YouTube advertising

Over the past 10 years of YouTube, video viewership has come a long way. In fact, according to new commissioned custom research conducted by Nielsen, the time 18-49 year olds spend on YouTube grew by 44 percent, while the time they spend watching traditional TV fell by nearly 10 percent over that same time period.

 
 

YouTube has become the place the world comes to watch, share and engage with video. And we want to keep creating even better experiences for the viewers, advertisers and creators who turn to YouTube every day. So today at IAB Mixx, we announced new products that point toward the future of our video ad platform, specifically around interactivity, mobile, and measurement.

 
 

Turn YouTube into your virtual showroom

 

Over the course of the year, we’ve been working hard to make videos more interactive, shortening the distance between the time a viewer sees an ad and their actual purchase. First we launched Cards, which let you share product information directly within your videos across all screens. We took this feature further with TrueView for shopping, which is a bit like “automatic” Cards – simply connect your Google Merchant Center feed to your TrueView campaign to dynamically insert product cards within your in-stream ads, based on the products that are most likely to lead to a conversion.

 
 

To help advertisers reach all the other product-focused content on YouTube – from unboxings, hauls, product reviews and how-to videos – today we’re announcing Shopping ads for YouTube. These will let you show a click-to-buy ad within partner videos on YouTube, going beyond your own videos to transform any relevant video into your digital storefront. Similar to Shopping ads on Google, you only pay when a user clicks on your ad.

 
 

We’ve kept the format similar to Cards and TrueView for shopping, so users can easily recognize and click on the “i” icon at the top right of a video to view the Shopping ads. Shopping ads on YouTube are built off of your existing product feed in Merchant Center. They will enter an auction similar to Shopping ads on Google search and are selected based on a variety of contextual signals.

 
Shopping ads on YouTube

Shopping ads on YouTube provide an entirely new revenue stream for creators, providing another way to monetize product-focused videos. They also provide a more interactive experience for viewers, letting them shop directly from videos. Stay tuned as we roll this new capability in the coming months.

 
 

Driving long term success for mobile apps with TrueView for app promotion

 

Mobile viewership on YouTube continues to grow. In fact, the average viewing session on mobile is now more than 40 minutes, up more than 50% year over year. We’re focused on creating ad formats that help you reach viewers across all screens, and today we’re making YouTube an even better place to promote your mobile apps.

 
 

Building off the success advertisers are seeing with app promotion in in-stream ads on YouTube, we’re introducing TrueView for app promotion for our in-display format as well. This format reaches potential users when they’re exploring content on YouTube. Early results from brands promoting their apps with in-display point to strong performance both in cost per install and lifetime value.

 
TrueView in-display for app promotion

We’re also enabling app promotion ads in our dedicated Gaming app, because what better place to promote gaming apps than in YouTube gaming content? And in the coming months, we’ll bring the ability to bid by cost per install. You tell us what you want to pay for a download, and we’ll optimize for that price. In an early beta, Smule used target CPA bidding to increase installs by 85%.

 
 

Expanding Brand Interest to YouTube Search

 

We’re also focused on providing better measurement, helping you understand whether your investments are driving results. Our Brand Lift solution, for example, helps you measure interest by monitoring lift in organic keyword searches related to your brand on Google.com.

 
 

Starting today, Brand Lift will look not only at searches on Google.com, but will take YouTube searches into account as well. With this update, you’ll be able to see if your ad is driving searches for organic video content related to your brand on YouTube. Measuring interest is an important part of determining impact, and is a unique benefit of advertising on Google and YouTube.

 
 

Reach the right audience on YouTube with Customer Match

 

Finally, I’d like to call out our new targeting product, called Customer Match. Announced yesterday, Customer Match helps you reach your existing customer base with the right message across three of Google’s largest properties: Google Search, YouTube, and Gmail.

 
 

Advertisers looking to grow their brand can also use Similar Audiences with Customer Match to reach prospective customers across YouTube and Gmail based on the interests and characteristics of their existing customer base. With Similar Audiences, you can leverage your customer email lists to discover new audiences that are most like the customers you already have. These new targeting features enable advertisers to connect with – or exclude – customers to drive the best results for their brand.

 
 

Here’s to the next 10 years

 

As we head into our second decade as the place the world comes to engage with video, I’m excited to see us continuing to move fast, to build new things and to help marketers build brands. We can’t wait to see what you’ll do with these new tools.

 
 

Posted by Diya Jolly, Director, Video Ads Product Management

16 Call-to-Action Formulas That Make People Want to Click

Good things happen when you create killer calls-to-action. I would even argue that your website can’t be successful unless you produce great calls-to-action.

The ideal CTA, however, isn’t always easy to think of. Sometimes, you need a little nudge in the right direction.

If you’re sick of “click now” CTAs that aren’t working, improve your game with these surefire call-to-action formulas.

1) Try it free for [TIME].

The word “try” is a soft term. It implies little risk. For this reason, it can be extremely effective, especially for downloadable products or apps.

Many SaaS products use this CTA. Here’s an example from Freshbooks:

Microsoft has the same CTA on one of their ads:

2) Get started now.

This phrase is a simple and short CTA. If you have limited space in your CTA button but want something that makes an impact, this is a great choice.

A user can get started on a signup process, a download, or something similar. Be sure to set the context in the remainder of your CTA so a user knows what they’re starting.

Here’s CreditKarma’s CTA as an example:

3) Order your [PRODUCT] today.

The word “today” is similar to the word “now.” Remember, instant gratification is a universal appeal for just about any CTA. If you are promising something today, it’s much more likely to produce action.

4) Learn more.

This classic CTA is short and direct. It appeals to one of the most fundamental of users’ needs: the desire for information.

A “learn more” CTA works best if you have an information product, or a multi-step funnel that informs users before asking for the sale.

5) Sign up for a free [TRIAL, MEMBERSHIP, ETC.].

This isn’t quite as strong as the immediate benefits promised by the other CTAs, but it is a great technique nonetheless.

The power of the CTA is in that single word free.

Here’s Insightly’s use of this method:

6) Start your free trial now.

This variation on the CTA above adds the word now to put sizzle in the action.

It’s a great option for SaaS organizations that provide free trials.

I prefer the “start…now” approach, because it appeals to the desire for instant gratification. Although a concept like “sign up for a free trial” works, it’s not nearly as direct. The phrase “sign up” sounds like there might be a period of delay.

7) Send me the [PRODUCT/SERVICE] right now.

Notice the word “me.” First-person CTAs use words like “me,” “my,” and “I.” They are powerful, because the user feels a sense of connection to the concept.

This CTA is heavily first-person oriented, and comes with a dose of the instant. “Right now” reinforces this concept.

8) Get [BENEFIT of SERVICE] today only.

This CTA is really strong because of the “today only” phrase. When you use that phrase, it causes the user to feel that the product might be scarce.

Don’t gloss over the benefit of service. When you explain the direct and positive result that your product can have, people are more likely to respond favorably.

9) Get your free [SOMETHING].

The “free” adjective is on full display in this short-and-sweet CTA. Obviously, you’ll need to offer something free, but it shouldn’t be hard to come up with an ebook, webinar, trial, or some other benefit that encourages users to convert.

HubSpot offers complimentary assessments to marketing professionals. Here’s the CTA:

10) Subscribe now.

It’s common, but still effective.

Some of the best CTAs are just like that — short, sweet, and to the point. You don’t need to say a lot in order to get the user to do a lot.

Ideally, most of your persuasion has happened on in your accompanying copy, rather than in your CTA button. With the stage set, you’re free to set the user loose with a two-word CTA.

11) See how it works.

A discovery-oriented approach can be very effective. The term helps promote curiosity and reduces much of the risk associated with CTAs like “buy” or “subscribe.”

“See how it works” is like taking a car for a test drive. It’s easy, fun, and risk-free.

This CTA works best for SaaS. Check out the example below to see what I mean:

12) Talk to us.

This is slightly more compelling than “contact us.” You can see an example of this on Contently’s homepage:

13) Experience the [BENEFIT OF PRODUCT OR SERVICE]

“Experience” is a sensory word. When you use this term in conjunction with an emotional benefit, then you’ve got a powerful CTA on your hands. This is an example from IMRCorp.com:

Make sure that you provide a highly-desirable the benefit of the product or service. This CTA is only as effective as the benefit that you attach to it.

14) Get [DISCOUNT] while supplies last!

Increasing urgency is a proven tactic for increasing the likelihood of a user’s action. If you can boost the user’s sense of time or supply — limited, running out, etc. — then you will increase their desire and need to click the CTA.

Print ads use this phrase in mailers and newspapers.

It works equally well as a standalone CTA button.

15) Get [PRODUCT OR SERVICE] today, and get [ADDED BENEFIT OR FREE PRODUCT].

Throw in a free something, and your conversion rates are sure to rise. Adding an additional benefit on top of the CTA allows you to increase the motivation.

16) Only [NUMBER OF AVAILABLE PRODUCTS OR SPOTS] available. Lock in your order now!

Limiting anything is the best way to increase its potential power.

I place limits on my webinars in order to maximize the value and impact that it makes.

There’s a psychological impact to this technique. When you limit availability you raise the perceived value of the product or service.

Conclusion

There are endless options for creating an ultra-compelling CTA. How do you pick the right one?

The solution to finding the perfect CTA is not to randomly try everything on this list. The solution is to sequentially test the CTAs that are most likely to produce an impact on your conversions.

CTAs are the powerhouse of your website’s conversions. Weak, ineffective, and cliché CTAs will give you low conversion rates. Pick one or two from this list, test them out, and watch your conversions rise.

calls to action write design