As a small business owner or marketing professional, you need to continuously stay ahead of the curve with the latest trends, tools and technology to stay relevant in today's internet-connected world. What will drive your team's marketing success in 2017? In this presentation, Pepperland Marketing's Sean Henri discussed five key trends that will drive the marketing industry in 2017, and how you can take advantage of them.

1. 5 Trends That Will
Drive Marketing Success
in 2017

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Sean Henri
Founder, Pepperland Marketing
Twitter: @SeanHenri
Fun Fact: I was an extra in the most
recent Indiana Jones movie.
•
A Bit About Me
Pepperland Marketing
Based in Cheshire, CT
Moving to Watch Factory soon!
Twitter: @PepperlandMKTG
Growth-driven services:
• Inbound Marketing
• Sales Enablement
• Pay-Per-Click Management
• Google Analytics Consulting

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How to
SURVIVE&
THRIVE

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?

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Connect with Customers in Moments That Matter
• 80% of consumers used a search engine when looking for information about
local businesses.
• 76% of people who search on their smartphones for something nearby visit a
business within a day.
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?

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Anatomy of a Search Result
This is
an ad This is a business
listing
This is the
search query
This is an organic
search result

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Search is not Going Away
63,000
searches per second
167 billion
searches per month
2 trillion
searches per year

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5 Trends You Need to Know

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#1
Search Ads are taking up
WAY more space

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These
are ads.

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Search Ad Trends
1. Ads are now much larger; take up more screenspace.
2. Ads are more effective. Marketers have sharpened their craft.
3. As a result, Click Volume is way up.
4. Ads are more expensive too. More competition.
5. Relying on organic listings alone will significantly limit your exposure.

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What You Can Do About It
1. Start doing AdWords.
2. Get super targeted.
3. Do the math to make sure you see a positive ROI.
4. Work with a Google Partner.
5. Win them over earlier by sharing your knowledge.

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#2
Your website has become
your best salesperson.

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Website Personalization Trends
1. Consumers and buyers now expect a personalized website experience.
2. Recommendations based on past activity are increasingly common.
3. Technology is much cheaper. You no longer need to be Amazon-size to offer this.
4. Ecommerce buyers expect Wish Lists, recurring purchases, and fast shipping.
5. People don’t want to call. They are already on your website.

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What You Can Do About It
1. Connect your website to your customer database. (Check out HubSpot)
2. Blog about your customer’s most common questions/challenges. Create an FAQ.
3. Make sure your website is mobile friendly.
4. Use Live Chat. Staff it!
5. Update your website regularly.

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#3
Video is taking over.

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Video Statistics
1/3
of internet users watch
videos on YouTube
8 billion
daily video views on
Facebook
1.5 million
small to mid-sized
business shared videos

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Video Trends
1. Video content gets significantly more engagement on social.
2. Facebook Live is HUGE.
3. 360-Degree Video and Virtual Reality is on the verge of becoming mainstream.
4. More businesses are supplementing blog posts with video content to stand out.
5. The cost of video production is dropping.

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What You Can Do About It
1. Think about what types of videos your customers would enjoy.
2. Start small - use your smart phone.
3. Turn the content you already have into video format.
4. Encourage customers to share their own videos.
5. Broadcasts in-store events on Facebook Live.

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#4
Communication preferences
are changing.

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Cold Calling Is Dead
9/10
top-level B2B
decision-makers simply do
not respond to cold
outreach.
1%
of cold calls ultimately
convert into
appointments. That’s 100
calls to get one meeting.
18
is the number of dials
you’ll have to make on
average to reach a single
buyer.

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Email Blasts
aren’t any
better.

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People don’t want to be sold to.
They really don’t want to be interrupted.

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Communication Preference Trends
1. Getting a response from prospects is harder than ever before.
2. When a customer contacts you, they expect an instant response.
3. Customers want a personalized sales experience - no more mass emails.
4. People are becoming more comfortable with online support (Bots, Live Chat).
5. Ad Blockers are on the rise.

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What You Can Do About It
1. Rather than hunting for cold prospects, look for active buyers.
2. Instead of cold calling, write helpful blog posts that will attract new customers.
3. Instead of buying interruptive ads, use social ads to promote helpful resources.
4. Start interacting with customers on social media.
5. Think of ways to help your customers be successful. Don’t just sell to them.

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#5
Social media has matured.

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37% would buy directly from Facebook if it
were an option.

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What You Can Do About It
1. Pick the network(s) that make the most sense. Ignore the rest.
2. Start posting daily… if possible, several times a day.
3. Use social to pull people to your website. Think of a social post as an appetizer.
4. Use a social publishing tool to save time. (Hootsuite, Sprout Social, HubSpot)
5. Post stuff your customers will find valuable. Don’t be too salesy.

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Picking The Right Social Networks
• Facebook: Everyone
• Twitter: Everyone
• YouTube: Crafts, Pets, DIY, Mechanical, Home & Garden, Professional Services
• Instagram: Businesses that are centered around experiences
• LinkedIn: Business-to-Business (B2B)
• Snapchat: If you sell primarily to millennials
• Google+: Don’t bother

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5 Things
You Need to Do Today

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5 Things You Need to Do Today
1. Install Google Analytics on your website: google.com/analytics/
2. Install HubSpot Marketing Free: hubspot.com/products/marketing/free
3. Map out your customer’s purchase decision journey. (see worksheet)
4. Do an audit of your website.
5. Block 10 hours a week in your schedule.

49. Free Resources:
pepperlandmarketing.com/cheshire-chamber
● This Presentation
● $100 AdWords Voucher
● Marketing Planning Worksheets

50. Questions?

51. Thank You!