With the second half of 2019 in motion, Maximum identified key trends in the digital and luxury sector that could assist you with your 2020 Lead Generation Marketing plans and ensure a strong finish to the year. As decisions are made on the smartest, most efficient use of time and marketing investment, remember, the earlier actions are taken, the greater advantage there is over competition in the long-run. Integrated strategies should take into consideration 2019 findings and include continuous testing in 2020 due to the impact of technology on the behavior and journey to purchase of our potential luxury prospects. Be in the know.
Where are you investing in SEO efforts? Search is the primary step across all stages of the new homebuyer’s journey. It can not be disqualified but you need to choose your battles.
So far in 2019: Google search results pages have evolved from a local business benefactor to a competitor. Google now displays more information on local searches, so you now need to place a priority on managing all elements of your Google presence, including the Knowledge Panel. As a result, click searches aren’t seeing an uptick this year. The new-look provides better user experience, answering questions without interaction. Know what you can control and how best to optimize to secure your position on page one for critical and “niche” keyword phrases.
Example: The current SERP page elements on Google include sponsored ads, 10 organic results, snippets, rich snippets, links to websites, people also asked, featured snippets, news, images, videos, a knowledge graph box, “people also ask”, featured snippets or answer boxes, carousels, and local pack maps. (can we get a snapshot of a page?)
On June 6th, Google announced a core update for “Site Diversity”, limiting the number of listings per brand domain to just two results. A brand can no longer own the top five positions unless Google determines it’s the best content out there. This aligns with Google’s goal to provide the best user experience.
What about social marketing? This crucial tactic is used by homebuyers seeking information, getting referrals, reading ratings and reviews, and engaging with brands of interest. It also plays a major role in Google’s SERP rankings algorithm.
What you need to watch out for:
The FTC slapped Facebook with a $5 billion fine and is forcing new privacy controls which could impact any infrastructure work on the anticipated merger between FB messenger, WhatsApp, and Instagram. Will users regain their trust in Facebook once the NEW restrictions are implemented? Stay tuned.
Now is the time to take advantage of “alt tags”, the upcoming release of “public collections” and the extension of the Stories camera storage time on Instagram. While Pinterest is the top image search engine that Google crawls when delivering Image SERP rankings, Instagram is trying to claim a piece of that market share. Pinterest is established among its users and offers an appealing platform with an incredible UX across all devices (not exclusive to mobile). However, with the accelerated growth among Gen X and Millennials and the backing of FB, Instagram can potentially deliver a powerful end product to the new generations salivating for content – videos and images to share and view. Invest your time effectively.
What about a content strategy? “Content is king”, so learn how to build it effectively. Content demands by home purchasers are driving the need for new and creative ways to deliver our messages to a very mobile and tech-savvy audience.
Determine where your time is best spent:
Focus on the new journey of the homebuyer – build out personas and understand their emotional triggers tied to a home purchase. Build on it.
Create hyper-targeted content capable of answering questions and providing resolutions to a typical homebuyer. Leveraging blogs and website real-estate.
Leverage your analytics, optimize existing content that your current visitors are consuming and engaging with.
Immediate and upcoming changes:
On Google Display Network, responsive ads are now the default ad unit. As consumers demand more personalization and creativity from brands, responsive ads meet those demands with exponential combinations of image, video, headline and description/call to action as they automatically adjust in size, appearance, and format to fit available ad inventory.
Mobile ads are now changing and aligning with the new Facebook redesign launched earlier this year, which will provide a better UX.
Get ready! “Paid Search” ads are coming our way on Facebook as early as this month.
Google’s mobile “gallery ads” will be in high demand. These are interactive ads that sit at the top of mobile SERP in position one, well at least for now…
While many brands are using video to drive upper-funnel goals like ad recall and awareness, Google Video Bumper Ads are short in time and lasting in impact. 46% of HNWI use YouTube searches, so investing in high-quality videos should be high on your list.
To ensure easy and efficient development of the new Bumper Ads, Google is unveiling the Bumper Machine, which is slated to roll out later this year. Access will be free of charge to advertisers.
Food for thought:
Marketing budgets don’t allow for us to be everything to everyone, so it’s critical to understand where you can make the biggest impact on your end goals. It’s the synergy of your marketing tactics working together that will get you the leads, tours, sales and club memberships goals that you desire.
If you have questions or would like further information, please reach out to Maximum – we’d be happy to chat with you! You are under no obligation when you give us a call.