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3 Predicted Digital Marketing Trends for 2018 (1)

3 Predicted Digital Marketing Trends for 2018

MPH Creatives 3 Predicted Digital Marketing Trends In 2018

The world we live in is always changing and becoming more digital with rapid advancements in technology.

With this new-digitalised lifestyle comes new businesses and consumers interacting with new websites and apps. This plus new technology will, in turn, create new marketing strategies.

In this post I would like to share with you three different trends I predicted in 2018.


1. Measurement of omnichannel

omni_channel_magento

“Omnichannel” is a term you have probably heard a lot from numerous people this year. 75% of mobile searchers are revisiting a store within the first 24 hours; It was no real surprise that they released of Project Beacon.

Google has said In 2018 they will share more information on how they track store visits, so businesses can better understand how this attribution works.


2. Understanding & Not Underestimating The Power Of Micro Moments

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With people on average checking their phones 100+ times a day, micro-moments are so very crucial.

Decisions are now being made in micro-moments

Micro-moments are small moments in your day for example when you check emails, social media or push notifications. Monitoring these touch points and their impact on a macro-conversion will be a priority for all digital marketers and will defiantly be in there 2018 strategies.


3. Re-engineer the normal for a more inclusive message

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In 2017 we have seen big brand campaigns with a real focus on a few political topics specifically looking at gender equality, prejudices, and sexuality.

Two great examples of this are Heineken Worlds Apart campaign and McCain We Are Family campaign.

Brands who are ready will take the hint from the more prominent brands and will be more aware targeting everyone and how to use blurring the gender divide and taboo around sexuality to make there campaigns more relatable to there targets.


We’re excited to see what new trends, tools and technology that will be released in the digital marketing industry, As always we can’t predict the future exactly or know that this will defiantly happen in 2018.

But this is our best guess.

So this time next year, we will see how many predictions we were right.

If we have left something out please if you have any predictions of what new trends or new technology that will be used in 2018 leave us a comment.

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How To Get A PDF Indexed By Google?

How would you Search Engine Optimize a document like a PDF?

Hello Everyone

The other day I was asked by a client “How would you Search Engine Optimize a document like a PDF?“.

I thanked him for a great question, and I explained that it’s very smilier to how you would optimise a standard web page.

After some research this seemed to be a common question people were asking, so today I would like to answer “ How To Get A PDF Indexed By Google? “ in 5 simple steps.

Let’s begin.


1. Make Your Content:

The first step to getting a PDF indexed with search engines is to make the content! Sounds silly but it true When making a PDF Files you must remember that they are typically downloaded and stored by users, so they can read them later or share them, online or offline. One-shot content is ideal for PDF Files. One-shot content like lists, guides, reports, journals and case studies. If it any other type of content you’re better off putting the content into a web page and indexing it instead of a PDF File.

Next, take your content and save it as a PDF File. Most word processing programs can save word documents as PDF Files.


2. Optimize PDF File for Google Search

Your Second step to index a PDF File is to optimise it

Its a lot like how you would optimise a standard web page:

Create and set unique metadata:
Create a title with less than 55 characters and a Description with 150 characters in length.

Make sure that there is a higher text to image ratio, in the PDF:
I recommend one image to every 500 words of text, just for an even balance. Like web pages, search engines can index and rank you based on text content, but not on the image content.


3. Upload PDF File to Web Site

Your third step is to publish it live to the world, uploading the file to your website. You can host it anywhere that is available for the public use. (This includes Cloud Services and other hosting options)

Once you’ve published the PDF, copy the address/path to the file on your hosting this is where it is stored. Then try to load it in your browser, if you can’t view the PDF in your browser, ask your hosting provider and get that PDF showing. Search engines will try and load the file in the same way a browser does. This can be a great way to confirm that the search engines can find your PDF.


4. Ensure PDF File is Visible to Google Search Bots

The fourth step log in to Google Search Console (webmaster tools) using your Google Account that is connected to the business, You must have your site verified as a property with Google Search Console to proceed. In the coming weeks I will be publishing an article on how to get performance data (free) for your site from Google’s Search Console, but till then, you can visit their official website.


5. Submit PDF File to Google Search Index

Once in the Google Search Console account for your company, click on the site property and on the left-hand sidebar navigate to the “Crawl >> Fetch as Google” tool. You can use this tool to force Google’s bots to “Crawl” the PDF File immediately. (this saves you waiting around for Google to “naturally” crawl the PDF File).


So that’s “ How to submit a PDF to Google’s Index? ”. It is pretty simple once you get your head around it and now your PDFs will be optimised and show up in Google’s Search Results Pages.

Please leave us a comment if you have any questions or if you have anything to add.

5 PSYCHOLOGICAL THEORIES TO HELP YOU UNDERSTAND YOUR PROSPECTS

5 PSYCHOLOGICAL THEORIES TO HELP YOU UNDERSTAND YOUR PROSPECTS

Did you know there are 313M Monthly active users on Twitter, that a lot of users just on one social platform alone in fact 7.476 Billion of the total population use social media daily.

Like any business, you’re most likely asking yourself how do my customers use these platforms. Well, the base of any Social Platform is (surprise, surprise) to be social. Human Psychological theories is a great way to cut through all the noise and reach your target market.

Using Human Psychological theories to help better understand your audience and how they work. So today in the post will be about 5 different Human Psychological theories that can improve your marketing and how you can use them.


1. Social Proof

Social proof is when people make you adopt the beliefs or mimic the actions of a large group of people you admire or trust. Many people know this as the ‘social influence’, and it all comes down to the fact humans love to follow others behaviour. How else would you explain some of the horrific trends?

How to use the social proof theory in your own marketing?

You can use social proof in many different ways to improve your business marketing.

* User-generated Content:
Content made by users like testimonials, reviews and social mentions all 3 are great ways for leveraging social proof.

* Sharing Buttons & Sharing Counter:
Adding social plugins and sharing buttons to your blog will display the number of shares a piece of content has. If visitors can see that people have shared your post already, they are more likely to share.

They work because both show positive experiences from your customers and show to new prospects your business is trustworthy. Therefore, if you have any other forms of social proof, you should promote them.


2. The Decoy Effect

The decoy effect is a psychological occurrence that means consumers are more likely to change their mind between two options when you show them a third less appealing option.

How to use the decoy effect theory in your own marketing?

Think about the New York Times with their subscription offers

Compare the weekend deals and week deals separately.

* Saturday-Sunday for $2.50
* Against The Extended Weekend (Fri-Sun) for $2.50

* Weekday (Mon-Fri) for $4.99
* Against Daily Delivery (7 days) for $4.99.

So why did The New York Post add two more options? They added the first two options to make the last two options look so much better.

When creating product pages for your business you can take advantage of the decoy effect by using the same principle for your pricing strategy.


3. Information-Gap Theory

The information gap theory of curiosity develops when we feel there is a gap between what we know and what we want to know. The theory was developed by George Loewenstein in the early 1990s, proposes that we have a strong emotional response when faced with an information-gap.

How to use the information-gap theory in your own marketing?

You will need to create content that generates curiosity with your readers and then offers information that fills the information gap.

The easiest way to make curiosity in your campaigns is by crafting attention-grabbing headlines.

A formula created by Michael Masterson called the 4U’s this is used for creating effective headlines it says that all headlines should be unique, ultra-specific, useful and convey a sense of urgency. So when making a headline, test out a variety of options until you find a combination that uses each of the four U’s.
There are a few tools out there that can do it for free, Co-schedule is one that I use.


4. Confirmation Bias

Confirmation bias is a psychological theory, where people seek out information that supports their views whilst ignoring evidence that doesn’t. when it comes to confirming their pre-conceptions or self-hypothesis, many people are biased in their selection of supporting evidence.

How to use the confirmation bias theory in your marketing?

Find out about the positive perceptions that your customers hold about your business and produce content on your blog that reinforces them.

if you are trying to combat negative confirmation bias about your company, you will need to support all claims within your content with hard facts and research. If you use unfounded opinion to try and reverse negative confirmation bias, you will struggle to get your customers to believe in you again.


5. Paradox Of Choice

Often in marketing, providing people with freedom of choice is seen as a positive thing, because it offers your customers full control over their choice. However, if you give customers too much freedom of choice it can have a bad effect.

The paradox of choice created by Barry Schwarz suggests that providing customers with a limited range of choices has psychological benefits because it reduces anxiety for shoppers.

How to use the paradox of choice theory in your own marketing?

Try not to overwhelm your prospects by providing them with too many choices, or too much information to digest in one go.

Consider producing marketing materials that focus on a maximum of Three key points at a time. This extends to the creation of CTAs, where less is often more. So provide customers with just one or two clear paths to follow after they have consumed your content.


Using psychological theories to consider how your prospects think and what might work as a result can improve the way you market. we are living in an Information Age, where there is a lot of information being shared every day and anything that can help you cut through the information and help you better understand your customers will pay off with sales conversions in long.

If you enjoyed this article and have any questions or just want to know a bit more feel free to leave a comment.

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How to Use Twitter for Beginners

It can always be quite a daunting task to start using a new piece of tech whether it’s a new mobile phone or a social network. When seeking advice on marketing any business the first thing people say is “our you on social media”. Every company’s marketing needs our different & so should their social networks, there’s no point in being on a social network if you never post.

One of the social networks I get asked about a lot from clients is Twitter. The normal set of questions are

  • How do I use it?
  • What do I post?
  • I just don’t understand Twitter

So I thought I would try and help answer these questions with a blog post and to help you get started a Twitter Set-up checklist.

Finding The Right People:

One of the biggest struggles for a lot of people is how do I build a following. To do this effectively and organically there are some simple ways to help you.
The best way to find people is to search for them. What I mean by this is If you have a specific niche or industry subject search for others that are talking about it and who is following them right now. This can help to see what others are doing and what others are engaging in. This helps to give you a bigger picture of your target market and subject matter on twitter. Once you have a better idea of the niche on that network you can start engaging with prospects, influencers and their content. Most of the time if they are an active user they will follow you back. The aim of all social networks is to be social so get going and start engaging people.

Below is some easy ways to find people

#Hashtags:

So what is a Hashtags, I am sure you have heard of them by now. It’s the words you see on social media that start with “#”. They are used to organise tweets in real time into categories and subject matters. I warn you some of it will be rubbish and some you may not want to engage with but you will find other real people interested in your subject.
Tips:

  • Keep them as relevant to your content as possible
  • Don’t overuse them (try to limit it to is around 10 per post)

GEO-Targeting:

So you can use hashtags to target your tweets to different subject matters. But if you want to target users by location you can use GEO-targeting. With this tool, you can target specific cities, Postcodes with a certain distance.
You can use hashtags and GEO-Targeting to narrow the search of your subject or interest by location. Helping to find your local target market.

Tips:

  • Don’t Geo-target every post as it can limit your reach
  • Don’t Geo-target random places if they don’t have any relevance to your post

Trending Topics Sidebar:

The Trending topics sidebar on the twitter site is a list of all the current most popular hashtags. This can be used to help you get involved in trending conversations by engaging in relevant trending topics.
You can also target this to certain locations helping to narrow down the local trends.

Organising Your People:

Now that you have found your niche and what they like and where they hang out. It’s time to organise them. As you probably have seen twitter is a bit crowded and a lot of people misuse it. if you’re not careful you can end up with a feed of rubbish as well as missing out on all the good stuff.

To help users organise their different people they follow, Twitter created lists.

Lists:

Twitter lists our lists of users that help you narrow down your feed. You can make public lists if you want to share your list or private lists if you don’t want anybody to know. Twitter will not notify the users or update their follow count if they are in a list.
You can use lists to organise your most important users that you engage most or your niches influencers. This is also perfect for following competitor and not adding to their follow count.

Tips:

  • Don’t make too many lists (it can become confusing)
  • Don’t just add random public lists (it might seem like you are saving time but your not)

Outreach:

Using your new lists you can start engaging and reaching out to active users. The best way to engage with people on twitter or in your lists is to join in the conversion by asking for advice or giving your option on the subject. This can help increase brand visibility on twitter as it will come up on their feed and to their followers.

Direct Messaging:

For a more private conversation with a user, you can DM (Direct Message) them. Normally you can only DM someone if you both follow each other but If they have opted in for anyone to DM them (like a lot of business have) you can DM them without following.

Content:

“What do I post?”
is probably the most asked question by clients, Answer is it differs from industry to industry. You going to want to be clear on what your brand image is and what content best represents that. There’s no way to get around creating content, you just need to do it.

Here are some simple ideas to get you started

Short brand messages:

Twitter is a platform that is built on opinion but you have the 140 character limit, this means you need to be a little more creative with the way you articulate your messages. You want to be clear on what your brand is about and what messages you want to get across. A good way to think about it, if you’re struggling is to split your overall message into a monologue of small points to make a bigger point.

Retweeting:

Retweeting is twitter’s very own sharing function. You can share any one’s tweet on your own feed and to your followers. Retweeting is a great way to keep your feed busy and share great content to your followers.

Sharing industry stories:

What do you read on a day to day basis?

Every morning I read different industry publications to get a bigger picture of what’s happening in my industry. A lot of people use twitter to consume information and find links to publications. Sharing stories that you have read show your trust and authority in the industry and show that you keep up with what strengths and opportunities that our out there.

Use Images, GIFs & videos:

Even though Twitter started with a text medium you can use multimedia. Using images, GIFs or video can really help cut through the clutter on twitter and I have seen a lot better results with posts with multimedia vs posts without. It acts as a more engaging post because there’s something visual to catch their eye.

Everybody’s different but I find spending a day to focus on the week’s content schedule and creating the content for that schedule is a great way to start and gives you greater control of your time so you can get back to running your business.

As I mentioned at the start of the post I am offering a Twitter Set-up Checklist for free to get you started.

Click here to get your twitter checklist

If you found this post helpful subscribe to our newsletter and feel free to share the post or comment if you have any other good tips or questions about Twitter.

Cymbal

Cymbal The new music sharing app and how your brand can use it

Ever wondered what the next social media platform would be, would it be an app or online. Well, I can’t say I know yet but I am always on the lookout for new ones.

 

Cymbal Team

Do you remember when twitter started or when Instagram first launched its app?  Like most of us, you’re probably always Wondering the next social media platform and you want to be some of the first because you get to grow with it and you can build a following easier. Cymbal is growing and fairly quickly and I love the concept. It might be new but if you are a music focused brand it might be worth starting an account.

How it works:

how cymbal

It works similar to Instagram with a main feed of followers and you share music instead of images using SoundCloud and Spotify and allows users to share songs and have access to a feed it also allows you to play your complete feed like a playlist. You can follow hashtags, like and comment on songs which they call a Cymbal. You have your own profile of songs this combined with a way to discover new music from lots of sources, you really do have a solid all-around platform.

Marketing cymbal

Using it in your marketing:

How can you use it to market or reach your prospects? You can use to promote your brand and add a bit of personality to your brand outreach. For example, if you have a brand in the music industry like a Label, artist or manager you could use it to promote music with exclusive content, share songs they like and found new music. Venues could also take advantage as well by posting the acts music that our performing and stuff the venues are listening to. There’re lots of ways to market on this platform especially as it’s still a young growing app.

Give it a try it’s free and you can share it to your other social networks if you are a music based business this could be the next one to watch.

https://cymbal.fm/