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Connect with Google: Digital Marketing Workshop 2017

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A digital marketing workshop geared toward small businesses and hosted by Google and Search Influence. Join Will Scott (CEO, Search Influence), Gabrielle Benedetto (Partner Relations, Search Influence) and Ann Payne (Agency Development, Google) as they discuss the most impactful ways to leverage digital marketing for your business.

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Connect with Google: Digital Marketing Workshop 2017

  1. 1. Confidential, Property of Search Influence © 2017
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  8. 8. Confidential, Property of Search Influence © 2017 landscape ideas with bricks landscape ideas with hydrangeas landscape ideas with pool landscape ideas with railroad ties landscape ideas for backyard with dogs landscape ideas to hide electric box landscape ideas near deck landscape ideas for privacy
  9. 9. Confidential, Property of Search Influence © 2017Source: Hubspot
  10. 10. Confidential, Property of Search Influence © 2017Source: Hubspot
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  13. 13. Local Industry
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  24. 24. Confidential, Property of Search Influence © 2017Source: AutoSweet
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  32. 32. Confidential, Property of Search Influence © 2017 ● ●
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  38. 38. Confidential, Property of Search Influence © 2017Confidential, Property of Search Influence © 2017
  39. 39. Confidential, Property of Search Influence © 2017Source: Hubspot 2-6%
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  43. 43. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential The Customer-Centric Search Experience ANN PAYNE Agency Development Manager
  44. 44. Every 8 minutes, a small business in the United States closes its doors for good.
  45. 45. “The consequences of a customer-led, digital-centric market are becoming clearer and starker.” - Forrester Research’s 2017 Predictions
  46. 46. “...bouncing from one site to another on a whim”
  47. 47. Confidential + ProprietaryGoogle Confidential and Proprietary Would you wait in this line?
  48. 48. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Source: The stress of streaming delays, Ericsson Consumer Lab, Neurons Inc., February 2016 Users associate mobile load time with stressful situations The level of stress caused by mobile delays compares to watching a horror movie Waiting in line at retail store Watching a melodramatic TV show Standing at the edge of a virtual cliff Watching a horror movie Experiencing mobile delays Solving a math problem
  49. 49. Source: www.webpagetest.org How fast is your site? SLOW virginamerica.com extraspace.com bankofamerica.com 3.6s bloomingdales.com 10.9s 10.9s 7.6s
  50. 50. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential dissatisfied visitors will never return to a website where problems have occurred 53% of visitors abandon a site if it takes >3 sec to load
  51. 51. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Mobile pages with 1 second shorter load times achieve up to 27% higher conversion rates Source: Case study: Mobile pages that are 1 second faster experience up to 27% increase in conversion rate, SOASTA, September 2015 Pages with load times under 2.4 seconds and lower conversion rates are most likely 404/error pages. 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9 Load time (in seconds) Sessions Sessions Conversion rate (%) Conversion rate 1.9 % Conversion rate 1.5 %
  52. 52. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential 2.2s When Mozilla decreased load time by 2.2 seconds, Firefox download figures rose by 15.4 percent, or 10 million per year! Walmart saw 2 percent increase in conversion rates for every 1 second improvement in page load times. Mozilla and Walmart experienced success by improving mSite page speed Source: A beginner’s guide to website speed optimization, Kinsta, January 2017
  53. 53. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Remember: Customers are empowered Expectations for relevance and a frictionless experience have never been higher Speed is the most underrated element of user experience Mobile pages with 1 second shorter load time achieve up to 27% higher conversion rates
  54. 54. thank you
  55. 55. Proprietary + Confidential Graveyard
  56. 56. 75 Requests Counted 1.0 MB Page Weight 5000 ms Load Time You can’t fix what you can’t measure. Targets to aspire for: Metrics That Matter TARGET Prioritize toward improving your mobile site with these target KPIs: ● Request counts are good for most customers. Simplified page layout and design helps keep requests under 100 -- try to get under 75 if possible. ● Page weight is far above 1.0 MB for most customers. Large image sizes is the biggest culprit. ● Prioritize content on landing page to load important elements (brand, value proposition, calls to action). Use chrome analytics extension to see highest engagement elements. ● Aim for a MOBILE LOAD TIME (Speed Index) under 5s on a Mobile 3G connection PRO TIP: Take a picture of this slide and give this to your developer team.
  57. 57. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential A New Way of Searching
  58. 58. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Who is using it? By age
  59. 59. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential When and why are they using it?
  60. 60. Proprietary + Confidential Keywords are getting longer
  61. 61. pizza
  62. 62. have a pepperoni pizza delivered
  63. 63. People, when it matters.

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