Google Senior Healthcare Marketing Event: Full Recap

Google Senior Healthcare Marketing Event: Full Recap

We celebrated Valentine’s Day in the best way: by heading to Google Ann Arbor for an exclusive senior healthcare industry event. SS Digital Media Founder, Nick Skislak was joined by Google representatives Isha Vij and Taylor Kobryn. The discussion included a focus on digital marketing and its benefits for the senior healthcare industry.

 

Check out some of the key takeaways from the event:

  • Social media is more than just creating content. It’s about listening and interacting with your audience.
  • Life is made of tiny micro moments — moments when a customer experiences something that requires an immediate answer. Make sure you are there when your customers need you.
  • The need for senior healthcare is only going to increase. The projected U.S. population ages 65+ in 2050 is 83.7 million people.
  • More than 2 billion people use Google on a daily basis. If you’re not advertising here, you should be.
  • In Michigan alone, Google ads for senior health care are receiving more than 1 million impressions a month.

Following the discussion, we took an exclusive tour of the Google Ann Arbor office. Did you know, at Google you’re never more than 150 feet away from a microkitchen? How cool is that!

Google Ann Arbor to Host SS Digital Media Senior Healthcare Marketing Discussion

Google Ann Arbor to Host SS Digital Media Senior Healthcare Marketing Discussion

Join SS Digital Media as we meet to discuss the senior healthcare industry and how digital is impacting marketing. The event will be held on Tuesday, Feb. 14, 2017 at Google Ann Arbor headquarters. Cost is $25 and will include, refreshments and lunch.

Alongside representatives from Google NYC, Founder of SS Digital Media, Nick Skislak will discuss numerous aspects of digital marketing including:

  • The continuous evolution of digital marketing
  • How to track online success and failures
  • Current and upcoming industry trends
  • The best practices for increasing web traffic and conversion rates, and more!

You will even have the chance to tour Google Ann Arbor after the event concludes!

Join SS Digital Media and Google for a Lunch & Learn!

Interested in joining us for our senior healthcare industry event? We’d love to see you at Google! Fill out this form to register. If you have any questions, contact our Project Manager, Tessa Feeley at tessa@ssdigitalmedia.com or by phone at 248-629-9594. Space is limited.

Top Digital Trends and Predictions For 2017

Top Digital Trends and Predictions For 2017

Happy new year! SS Digital Media is continuously growing and evolving as an organization to stay at the forefront of digital marketing and advertising. Check out what you can expect to see in the new year with these top digital trends and predictions for 2017.

1. Messages Catered To Specific Devices

The digital world has infiltrated all facets of daily activity. Even televisions are starting to incorporate interactive advertisements. Electronic devices allow for constant connection between advertisers and consumers.

Moving into 2017, this connection is going to continue to grow. In order to successful in this ever growing digital realm, it is important to cater messages to specific devices. For example, mobile web pages and advertisements should provide only the key information needed by a user while content for laptops and desktops can be more in depth.

2. Transition From Macro-Influencers to Micro-Influencers

User generated content on social media has continuously grown as a tool for advertising and marketing. Social media users with large fan bases have become an essential method for brands to get their messages heard. In the upcoming year, this type of marketing is shifting to focus on smaller, micro-influencers as opposed to their larger counterparts.

This is due to a change in trust by consumers. With this type of influencer branding becoming more popular, consumers are beginning to mistrust posts created by large social media accounts. Believing these messages to be insincere, followers are listening less and less to influencer’s opinions. Shifting toward smaller influencers will allow a brand to reach an influencer’s followers with the message still seeming genuine.

3. Survival of the Fittest Advertising

Google Adwords has been using artificial intelligence (AI) algorithms to connect user search queries with advertiser keywords for some time now. In 2017, these AI algorithms are going to evolve beyond just words to incorporate other creative components for real-time customer feedback. Google Adwords will rank content based on continuous consumer reactions. Considering factors include:

  • Colors
  • Font
  • Layout and copy

RELATED: Don’t Set It and Forget It: Google AdWords Management

These are just a few of the trends and predictions for the upcoming year. As with everything these days, digital marketing and advertising is continuously changing. All of us at SS Digital Media are excited to see how our field evolves and grows this upcoming year.

Don’t Set It and Forget It: AdWords Account Management

Don’t Set It and Forget It: AdWords Account Management

I would first like to say, it is always our recommendation to have a professional manage your account regularly, whether that’s an in-house person or an agency. Over the years, I’ve heard a lot of clients ask if we can just setup a Google AdWords account and just let it run by itself. The short answer is yes, you can do that, but it is a terrible, awful idea. Here’s a few very quick reasons why:

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DSDET: Day 2 Morning Speakers

After a great first day, we hit the ground running on so much great information. Here are the recaps from our morning sessions:

Snapchat for Business

By Carlos Gil, Head of Global Social Media, BMC Software

With more than 60% of smartphone users between the ages of 13-34 on Snapchat and over 8 billion daily video views, it’s safe to say that the platform is here to stay. If you haven’t jumped on board yet, we’ll get you up to speed on how to use Snapchat for your business.

Takeaways:

Snapchat has become a big business, it’s a legitimate marketing channel. If you’re still thinking it might not be, just ask Gatorade. Gatorade spent $500,000 on a one day ad during the Super Bowl for animated lenses. They saw more engagements and impressions than the amount of people who watched the Super Bowl.

Demographics Rule – When it comes to choosing which social media channels are right for you, you should be where your customers are. And if your customers are between 18-35, Snapchat could be great for you. On that same topic, if your audiences are old, it might not be for you. Snapchat reaches 41% of millennials!

Why Snapchat matters?

  • 200 million users and 10 billion video views daily
  • Most active social network behind Facebook
  • Brand adoption exceeding Twitter and LinkedInsnapchat_logo

Understanding the Basics

  • Mobile app for micro-content storytelling
  • Photo and video is 1 to 10 seconds long
  • Content posted disappears within 24 hours

Snapchat is Twitter meets Youtube

  • It’s micro content

Creating Content as a brand, it must be:

  • Fun
  • Creative
  • Informative
  • Engaging

Geofilters & Business: You don’t have to be on Snapchat with Geofilters as a business. This is a great tool for event marketing.  

Converting and measurement

  • Great for flash sales
  • Make sure you implement Bitly URLs for proper tracking

The future of Snapchat:

  • It’s definitely growing
  • It’s working on better ad platforms
  • Looking to go public in the next year
  • Looking to sell more than a billion dollars in ad revenue

Using Intent Signals to Understand, Develop and Measure Audiences

By Mike Clarke, Head of Brand Measurement, Google

In this session, attendees will learn about some of the ways we can use search data to accomplish all of this.

Google emphasizes the meaning of moments, and how can you be there during these moments. Here is the breakout of these moments:

  • I-Want-To-Know Moments = Two thirds of question-related searched “what, when, where, how, why, who” are happening on mobile.
  • I-Want-To-Go Moments – 90% of searches for “what time does ____ open/close” are happening on mobile.
  • I-Want-To-Do – Two thirds of “how-to” searches on YouTube are on mobile devices.
  • I-Want-To-Buy – Mobile phones saw 115% year over year in shopping ads.
  • I-Want-To-Watch-What-I’m-Into – The number of hours people spent watching videos on mobiles is up 100% year over year.

Intentions help unlock insights

  • What types of insights can Google help you with?
    • Consumer
    • Category
    • Brand
    • Zeitgeist – Culture
  • Google Predict – Google searches are getting intimate and a lot of it is happening on a mobile device.
  • Google Trends & Google Correlate – Search terms over time and in relation to one another.
  • Google Consumer Surveys

Make sure you are testing out the free tools that Google offers to help increase performance and tracking.

Death to Boring B2B Marketing: How Design Thinking Drives Success

death-to-boring-b2b-marketingBy Cliff Seal, Lead UX Engineer, Salesforce

Today’s Lineup:

  • The issue
  • The solution
  • The plan of action

B2B Marketing is hard. Why?

  • You’re selling to opaque audiences
  • You get complacent or end up doing what works, or what everyone is saying what works.

“What is the biggest problem marketers face?”

“How to keep up with trends to drive higher quality leads.”

Keeping up with Twitter is not following the trends. Maybe you’re bored. Trends aren’t challenging. Vendor balancing isn’t interesting. Ridgid tools aren’t supportive.

#B2BProblems – Just own it

  1. Grow into its own creative potential
  2. Put data in its place
  3. Compete in relevancy not volume

Teach the business owner something new about their needs and challenges.

Design thinking lets the best ideas float to the top. Your ideas don’t necessarily mean your own, but helping facilitate good ideas. Think past the obvious and start asking the right questions is the first step.

Here’s how to start:

  • Redefining goals – What is it that I am trying to enable my customer?
  • Knowing and embracing your constraints – Frame your creativity by defining what the boundaries are.
  • Identify the contexts that can accept failure.
  • Start talking to actual people to get insights.

Click the link below to see Cliff’s presentation:

Death to Boring B2B Marketing: How Applying Design Thinking Drives Success

As the morning comes to a close we are extremely excited for the last half of the day, and definitely ready for some lunch!

Day 3 of SMX: Morning Recap

What an amazing few days and the Landy Awards last night were nothing short of amazing. This morning we kicked off with some mobile tips. Here’s the recap:

Session #1 – Your Mobile PPC Sucks But It Doesn’t Have to 

More activity is happening on mobile than ever before.

Take aways:maddiecary

  • Mobile e-commerce is growing 300% faster than non-mobile e-commerce.
  • 42% of searchers have started using voice search in the last 6 months.
  • Voice search is more conversational so your keywords need to leverage that.
  • Leverage third-party bidding tools for optimum performance.
  • Try out price extensions (only available on mobile).
  • Searches containing “near me” have doubled in the last year.

Session #1.1 – Your Retargeting Sucks (But It Doesn’t Have To!)

Remarketing is not a new concept. It really has been around since 1885, when advertisers figured out the number of touchpoints they needed before their consumers would make a purchase. Here are a few things to consider with a remarketing strategy:

  • Pick the right network (there is more than one!)
    • PLAs, GDN, Facebook, etc.
  • Use smart lists – There are studies showing smart lists out performing cart abandoners in remarketing
  • Use frequency capping
  • Use separate campaigns for text and images
  • Test multiple ad layouts
  • Watch for defaults

Click the link below to see Maddie Cary’s presentation:

Your Mobile PPC Sucks (But It Doesn’t Have To!) By Maddie Cary

Session #1.2 – Location Targeting: The Benefits Of Thoughtful Segmentation

This session focused on setting up geographical structure based on business KPIs.

Take aways:

  • Google can track over 70% of impressions to the zip code level.
  • On Mobile 66% of impressions can be traced to the zip code level.
  • Advanced location options – Don’t forget about this option on your PPC account, and make sure you don’t leave it on default.
  • Over 4% of spend could be wasted on searches outside your target locations.
  • Increase conversion rates by location bidding.
  • Increase lift to ad and landing page on geo (skyline) and call outs. Look at your most important geographics for this.
  • Review requests by location and cater ad copy to that.

Click the link below to see Kevin Fleming’s presentation:

Location Targeting: The Benefits of Thoughtful Segmentation By Kevin Fleming Jr

Session #2 – Optimizing Content For Voice Search & Virtual Assistants

In the age of mobile devices and personal online assistants, the future of SEO lies in optimizing content for the spoken word. Even today, 20% of queries on Google’s mobile app and Android devices are voice searches. Marketers and merchants should prepare now for a future in which voice search and virtual assistants play a much larger role in content discovery and conversions. This session explores how to optimize your content for voice and the coming wave of “hearing enabled” virtual assistants.

Discovering the love for voice search:

  • By 2020, 50% of search will come from voice. comScore.
  • 22% of people use voice search in the bathroom.
  • Most used voice search is when you experience typing challenges, quick answers or are on-the-go.
  • Faster compared to typing 30 vs. 150 words per minute.

d3_panelHow to start optimizing for voice search:

  • Rethinking intent
  • Review the why, when, who, are, where, etc.
  • Schema
  • Think of questions like:
    • Where should I go for…?
    • What time does my flight land?

Some Fun Stats:

  • 76% of smartphone searches have used a store location or location extension to help them find and visit a local store.
  • 77% of searches mentioning “coupon” are on a smartphone.
  • 20% of all mobile queries are voice and it is growing! Last year, the numbers have doubled.
  • Over half of US teens & 41% are using it daily.
  • 30X more action queries with voice search – Google stat.

Quick Voice Search Checklist

  • Analyze search term reports to check for question/long-tail phrases.
  • Start to think about intent and action in response to Voice Search.
  • Re-visit your keyword, creating and targeting strategy.

RankBrain & Voice Search – What You Need to Know:

  • Stronger influence on 15% search queries Google.
  • It’s conversational, the queries are much longer.
  • Less competitive queries.
  • Although long tail keywords are searched for less they have a higher intent.
  • Add landmarks to your strategy.
  • Need to find more keywords? Try SEMRush and Moz tools.
  • Use Wikidata profile to help feed Google’s knowledge graph.

Content ideation – Start data mining by commonly asked questions from customer via call centers, email and live chat. This includes brand and generic questions. Use suggested ideas, or other third-party tools to find the best questions for your brand or industry.

Click the links below to see their presentations:

The Evolution of Voice Search By Purna Virji

Content Optimization For The Voice Search Generation By Jennifer Slegg

Optimizing Content For Voice Search & Virtual Assistants By Tony Edward