Hi Team JSE! Are you ready for this week’s most cutting edge and, well, fascinating digital fitness and wellness marketing tips, tricks and trends?
If so – let’s dive right into:
- The Proximity-Based Mobile Marketing Craze:
Number one on our list this week is a powerful new digital marketing strategy based on the convergence of 2 massive consumer search trends: “mobile centric” and geo-location-based or “near me” searches.
The stats are breathtaking! Take a look:
- 75% all Internet searches are now done on peoples’ mobile devices
- 88% of all “near me” searches (like “personal trainer near me”) are now mobile based
- Near me searches have grown 130% while:
- Mobile-centric near me searches are growing at an astonishing 146% per year
So what’s the key takeaway here for fitness and wellness coaching experts?
Well, you want your ideal customer to know that when it comes to their immediate product or service need (the one there searching to meet on their mobile device),– you “get it” and you’re there to meet their need right now!
It’s all about creating and optimizing your online marketing content to be as high-value as possible and the final destination for their very next purchasing behavior.
You also want to make sure that potential new customers and clients see your content right in the heat of their immediate buying decision, before they see your top competitor’s content in their local mobile search results.
Based on: https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html
- The Google Shopping Insight Tool:
Google Shopping Insight is a powerful yet underutilized digital marketing research tool that lets you take full advantage of yet another great piece of the mobile-centric digital marketing pie.
Let’s say that you want to take your high-quality nutrition supplement business to the next level, by expanding your market from your personal training or corporate wellness clients to a much larger online market.
There are very likely areas throughout the United States, for example, where people are expressing a much greater interest in health and performance supplements.
Not only that but bodybuilders in Venice Beach California may be searching for protein shakes and bars to support muscle growth and workout recovery. People in Brooklyn New York, on the other hand, may be searching for high-quality kosher supplements.
The Google Shopping insight tool lets you type in a keyword phrase like “whey powder.”
It then generates a great infrared style heat map of where the most significant volume of searches are located for related products and services across the country.
Here’s a sample Google Shopping Insight map for a search based on the keyword phrase “Whey Protein Powder.”
There’s also a handy graph under the heat map that shows you the extent to which a given product or service keyword search is currently trending or declining.
Google Shopping Insight is a fantastic digital market research tool to help you more selectively geo-target in your Facebook local awareness, and Twitter ad campaigns.
Google Shopping Insight: https://www.quicksprout.com/2016/05/02/10-tools-that-you-need-to-use-before-you-start-your-next-business/
- Influencer Marketing is now an Absolute Must!
According to content marketing expert Jay Baer President of Convince & Convert, there are 4 trends driving Influence marketing to the forefront of cutting edge B2C and B2B digital marketing strategy:
- There is an ocean of increasingly amazing content being created and shared right now. What’s the result of this enormous, high-quality content surge? Noise-drown-out that’s getting harder to escape every day.
- There’s also been a gradual but steady reduction recently in organic search on Facebook and Instagram.
- Getting your content out via display ads is being thwarted by ad blocking technology.
- Americans are increasingly responding to recommendations and positive reviews from people they trust to shape their buying behavior compared to typical brand messaging.
The ROI for Influencer Amplified Blog Posts alone was 11X Compared to Banner Ads!
In fact, a recent study undertaken by research giant Nielsen Catalina Solutions revealed some startling insights about the influence marketing factor for White Wave Foods (parent company to Silk Almond Milk).
Content was created and amplified by 258 fitness and food influencers who each created and organically shared (not paid) content for Silk’s “Meatless Mondays” program. No paid advertising was used for the initiative.
What was the conclusion? Influencer Marketing ROI Blew the Online Ads Right Out of the Water! The bottom line results were just “staggering”:
- Households who consumed Silk’s organic influencer content saw an increase of 10% in the purchasing of Silk products
- $285 worth of additional purchases was made by every unit of 1000 people who saw the influence content compared to a control group.
- The ROI for just blog posts alone is 11X that of banner ads after 1 year.
So how do you actually DO influence marketing?
Well, in addition to regularly producing “ridiculously good” content that drips with inspiration and real life value, leading digital marketers are increasingly using powerful tools to help them quickly locate and connect with niche-specific influencers to promote that content.
Case in point: ContentMarketer.io with its amazing search and email -based influencer outreach and sharing network creation tools.
Of course, there’s also what Eric Enge, CEO of Stone Temple Consulting, calls:
“the raw basics of relationship building.”
These are the old school steps for connecting with influencers across your own social media and content marketing processes, even if you are starting to use state of the art automation tools:
- Follow niche-relevant, high-value influencers across every social media platform
- Consume all their content
- Take time to write seriously value-adding comments under their videos and blog posts
- Don’t make any requests of them
- Social-Stalking may not be such a good idea
- Demonstrate extraordinary patience
- Be aware that this influencer connection process often takes 6-12 months or more
- Act immediately as soon as the right opportunity arises to be of real assistance
- Use “As Good as TV” Video-Marketing Best Practices:
Two new studies from Yahoo and the Interactive Digital Advertising Bureau (IAB) have yielded some eye-opening insights into video marketing best practices for 2016 and well beyond. This includes a survey of 360 marketing professionals.
- Almost 70% marketing experts and agency executives believe that video will be as important as TV over then next 3-5 years
- They also expect to spend more than $10 billion on digital video in 2016 alone.
- The biggest growth area right now is in mobile video consumption, with a slight reduction in the amount of TV being watched.
7 Video-Creation Tips from the Yahoo Study:
- Large, highly visible logos need to be included
- Calls to actions are essential
- Where the brand is introduced in the video narrative has no impact on marketing metrics.
- Use “funny” and/or “dramatic” style “ad-tones” to drive Millennial conversions
- Screen alignment optimization is critical with horizontal landscape and vertical portraits as top performers
- Short (i.e. 15 second) “native video ads create deeper “recall and purchase intent” compared to longer form videos especially when auto-start viewing is used.
- Use Boring Email Marketing Subject Lines to Drastically Boost Your Email Marketing Open Rates:
Recently there was an analysis of 40 million customer emails sent through its email marketing platform and compared the characteristics of those with the highest and lowest open rates.
What’s a high open rate? 60-87%! Low open rates fell into the depressing 1-14% range.
High Open Rate Emails:
Had simple yet very “straightforward” even “boring” subject lines.
They were also free of the kind of link-bait style, high-pressure sales messaging that typical of the super-low open rate emails.
This is because the increasingly large volumes of email spam we get every day has punished us into quickly deleting link-bait like subject lines.
What’s the key takeaway about high-performing email marketing subject lines?
Two quotes here (mailchimp) summarize these key insights beautifully:
“This might sound dead-simple, but here you have it: Your subject line should (drum roll please) describe the subject of your email. Yep, that’s it.”
It’s also critical that your subject lines very simply and clearly let your reader know what’s actually inside the email.
For example, if it’s a newsletter, tell them it’s a newsletter. If it’s promotion, last minute sale or contest let them know it is.