How to Grow Your Customers in a Rapidly Changing World
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How to Grow Your
Customers in a Rapidly
Changing World
Reshift Media 2019
The opinions or viewpoints expressed in this presentation do not necessarily reflect those of the Canadian Franchise Association (CFA).
RESHIFT MEDIA Digital marketing organization specializing in franchise companies with specific expertise in software development, social media, search and website/mobile development Reshift Media 2019
Core services
SOCIAL MEDIA SEARCH DESIGN DEVELOPMENT
Strategy & competitive analysis Strategy & competitive analysis Clean & modern responsive Leading-edge front-end and
design back-end development across a
Industry analysis SEO/SEM research & analysis wide range of technologies
Information architecture &
Social profile setup & SEO/SEM implementation & wireframing Mobile/HTML5
optimization management
User experience analysis & Custom microsites, contests
Community management SEO content & technical optimization and middleware
strategy
Reputation management User personas & stories Data architecture & integration
SEO content & technical
Monitoring & reporting optimization Prototyping Mobile and desktop app
development
Training Training Identity & Social Branding
Reshift Media 2019
How to Grow Your Customers in a Rapidly Changing World Reshift Media 2019
Let’s start at the end… Reshift Media 2019
SOCIAL MEDIA
Apply audiences
to targeting
CUSTOM & LOOKALIKE
AUDIENCES
RETARGETING
CONTENT CREATION & ADVERTISING AWARENESS
CREATION
Mine customer
data
IMMEDIATE AD CLICK
Mine website &
PROSPECTIVE CUSTOMER customer data
RETARGETING
DEDICATED LANDING PAGE
OPTIMIZED FOR LEAD CAPTURE
ADDITIONAL
RESEARCH RESEARCH /
SEARCH ADVERTISING CONSIDERATION
KEYWORD / INDUSTRY
RESEARCH
ORGANIC SEARCH Select high-
conversion keywords
RETARGETING
Reshift Media 2019
SOCIAL MEDIA
Apply audiences
to targeting
CUSTOM & LOOKALIKE
AUDIENCES
RETARGETING
CONTENT CREATION & ADVERTISING
Social MediaAWARENESS
CREATION
Mine customer
data
IMMEDIATE AD CLICK
Mine website &
Data & Lead Capture RETARGETING
PROSPECTIVE CUSTOMER customer data
DEDICATED LANDING PAGE
OPTIMIZED FOR LEAD CAPTURE
ADDITIONAL
RESEARCH RESEARCH /
SEARCH ADVERTISING CONSIDERATION
Search
KEYWORD / INDUSTRY
RESEARCH
ORGANIC SEARCH Select high-
conversion keywords
RETARGETING
Reshift Media 2019
SOCIAL MEDIA Reshift Media 2019
Social media is a big deal
17M Canadians visit Facebook every day
People spend 58 mins a day on Facebook,
Instagram and Messenger
8 billion average daily video views on
Facebook
88% of Facebook users are accessing via a
mobile device
Reshift Media 2019
The reports of Facebook’s death
have been greatly exaggerated
94% of online Canadian adults have an account
on at least one social media platform
of online Canadian adults have a Facebook
84% account
of Facebook users visit the site daily
79%
of Facebook users visit more than once
Reshift Media 2019
48% per dayReshift Media 2019 Source: ComScore, Global Digital Future in Focus 2018
1
How organic reach works 2
BRAND / COMPANY
2.5%50%
10%
-5%
100%5%ofoffans
fans
Reshift Media 2019Reshift Media 2019
Reshift Media 2019
What this means for you
Likes, Reactions
Comments, Shares
? Pre-recorded Video
Live Video
Reshift Media 2019Strategy #1: 1
6
“Interactions” is the new “Engagement”
DON’T: Ask yes/no questions or purposely try to DO: Create relevant content and ask meaningful
illicit low-value engagement: questions that spur community conversation:
Reshift Media 2019Strategy #2: 1
Think “off” of your page 7
BRAND / COMPANY
Reshift Media 2019Strategy #2: 1
Think “off” of your page 8
BRAND / COMPANY
Reshift Media 2019Strategy #2: 1
Think “off” of your page 9
BRAND / COMPANY
Reshift Media 2019Strategy #2: 2
Think “off” of your page 0
BRAND / COMPANY PERSON / INDIVIDUAL
Reshift Media 2019Strategy #3: 2
Integrate paid and organic 1
strategies
BRAND / COMPANY Ads are just posts that you
happen to pay to distribute
$
Reshift Media 2019Strategy #4: 2
Measure the right things 2
Be clear how social Focus on quality over quantity
media fits into your
business strategy
Avoid vanity metrics Off-page activity is as good or
better than what you see on your
page
Reshift Media 2019Strategy #5: 2
Put your network to work 3
Facebook locations framework
- Allows franchise businesses to connect local locations to your
head office page
- Every location has its own local page
- Local access, ability to post and analytics are unaffected
- Admins of head office page automatically gain access to all
attached local pages
- Explicitly informs Facebook that the brand has multiple physical
locations, and where they are
- Enables easier management of your Facebook network while also
aiding in local Facebook visibility
Instagram is also “going local” to some extent
Reshift Media 2019THE digital trend to watch in 2019/20…
Reshift Media 2019
Messaging / chat
In 2018….
Facebook + Twitter + Instagram + LinkedIn = 3.4 billion users
WhatsApp + FB Messenger + WeChat + Viber = 4.1 billion users
1.6 trillion searches on Google
72 trillion messages on the above platforms
FB Messenger alone has 10 billion messages each month
68% of consumers say that messaging is the most convenient way to
stay in touch with businesses
Reshift Media 2019Source: ComScore, Global Digital Future in Focus 2018
Trend from forms to natural language/chat Reshift Media 2019
Chatbots! Reshift Media 2019
SEARCH Reshift Media 2019
SOCIAL MEDIA
Apply audiences
to targeting
CUSTOM & LOOKALIKE
AUDIENCES
RETARGETING
CONTENT CREATION & ADVERTISING AWARENESS
CREATION
Mine customer
data
IMMEDIATE AD CLICK
Mine website &
PROSPECTIVE CUSTOMER customer data
RETARGETING
DEDICATED LANDING PAGE
OPTIMIZED FOR LEAD CAPTURE
ADDITIONAL
RESEARCH RESEARCH /
SEARCH ADVERTISING CONSIDERATION
KEYWORD / INDUSTRY
RESEARCH
ORGANIC SEARCH Select high-
conversion keywords
RETARGETING
Reshift Media 20193
Why should you care about 5
search?
93% of online experiences begin with search
81% of people perform some type of online
research before making a large purchase
47% of consumers view 3-5 pieces of content
created by a company before talking to a salesman from
that company
Reshift Media 20193
The concept of “search” has 6
changed
Reshift Media 2019 363
The concept of “search” has 7
changed
Reshift Media 2019 37Trend #1: 3
Local search is where it’s at 8
Reshift Media 20194in5 people conduct local
searches. They search on:
Source: google.com/think
Reshift Media 2019People purchase at a higher rate
after a local search
18% of local searches led to a purchase within a day compared
to 7% of non-local searches
Source: google.com/think
Reshift Media 2019People act quickly after a local search
% of people who visit a location
within a day of their local search:
searches on
smartphone occur
right before people
visit a location
Source: google.com/think
Reshift Media 2019Trend #2: 4
Search comes to you now 2
Reshift Media 2019 42Trend #3:
Voice search is here
20% of all searches are performed via voice
Expected to grow to 50% by 2020
By 2020 30% of searches won’t even involve a
screen
40% of adults and 55% of teens already use
voice search
13% of US households owned a smart speaker
in 2017
Expected to grow to 55% by 2022
Reshift Media 2019Trend #3:
Voice search is here
36% of millennials use voice assistants at least once a
month
Compared to just 10% of baby boomers
41% of people who own a voice-activated speaker say it
feels like talking to a friend or another person
People aged 26-35 represent the highest percentage
of smart home device owners
Reshift Media 2019Trend #3:
Voice activities
Reshift Media 20194
6
Remember when we talked about chatbots?
Reshift Media 2019Strategy 1: 4
Conversational content 7
When people are conducting a voice search,
they typically phrase it as a question:
- How much does the new iPhone cost?
- Where is the nearest pizza place?
- Who is the highest rated plumber near me?
Write content to match that style in order to
have a better chance of reaching position 1
- Or better yet, position “zero”
Reshift Media 2019Strategy 1: 4
Conversational content 8
Build a comprehensive FAQ with pages
dedicated to answering specific questions
- Create short, one-paragraph answers
- Keep it informative-don’t be “salesy”
- Individual pages are better than one “big”
FAQ because each page can be indexed
and search optimized by Google
Reshift Media 2019Strategy 2: 4
Content depth & volume 9
The long-tail search is back!
When speaking, people naturally say more, which leads
to more detailed searches
This is good news because it means you have an
opportunity to rank well for topics you have specific
expertise in
The best approach is to produce a large volume of
content covering specific topics related to your business
- Feel free to create “general” content to establish
overall credibility and inform your website visitors
- Augment that “general” content with detailed
information covering specific topics your potential
customers may be interested in
Reshift Media 2019Strategy 3: 5
Plan your content 0
Don’t randomly blog about whatever pops into your head in the morning
Stick to content about your industry which is pertinent to your current &
prospective customers
Research the topics you write about
- Conduct keyword research (trends.google.com is a handy tool for this)
- Ask your customer service team what customers are talking about / asking
- Look at what your competitors are doing
Create blogs/FAQs to target specific
topics that prospective customers
are interested in
Don’t just create one post and hope
for the best – create multiple pieces of
content covering the same topic
- Articles
- FAQs
- Videos
Reshift Media 2019Strategy 4: 5
Make sure Google can find & 1
understand your content
Even search engines can have a tough time deciphering web page content
You can add “structured data” (also called “Schema markup”) directly to a
page’s HTML markup to help search engines to not only crawl your site,
but to truly understand it
- Adds additional information to the site
- Creates inter-relationships between products/services
Adding this rich data enables search engines to:
- Understand all aspects of your site to enable improved search
visibility for more products
- Generate rich snippets, which are small pieces of information that
appear in search results
- Index your site for voice searches
Learn more: https://schema.org/
Reshift Media 2019Hey Google, where is the
nearest dog grooming
place?
Reshift Media 2019Strategy 5: 5
Optimize your GMB pages 3
Reshift Media 2019Strategy 5: 5
GMB also powers maps…and
maps 4
everything else
Reshift Media 20195
Bing follows a similar 5
approach
Reshift Media 2019Strategy 5: 5
Key GMB/Bing elements 6
Claim your Google My Business & Bing Places listing for every location in
your network
Make sure the listings information for every location matches what is on
your website
- Name
- Email
- Phone number
- Address
- Hours of operation
Link the listing page directly to the corresponding local page on your site
(not your national homepage!)
Upload photos & videos
Be sure to have a plan on how to respond to reviews (particularly negative
ones)
Reshift Media 2019Strategy 6: Put your network to work Reshift Media 2019
“Buy our stuff”
“Find your nearest
store”
Reshift Media 20195–10X
Better Results
Reshift Media 2019DATA & LEAD
CAPTURE
Reshift Media 2019SOCIAL MEDIA
Apply audiences
to targeting
CUSTOM & LOOKALIKE
AUDIENCES
RETARGETING
CONTENT CREATION & ADVERTISING AWARENESS
CREATION
Mine customer
data
IMMEDIATE AD CLICK
Mine website &
PROSPECTIVE CUSTOMER customer data
RETARGETING
DEDICATED LANDING PAGE
OPTIMIZED FOR LEAD CAPTURE
ADDITIONAL
RESEARCH RESEARCH /
SEARCH ADVERTISING CONSIDERATION
KEYWORD / INDUSTRY
RESEARCH
ORGANIC SEARCH Select high-
conversion keywords
RETARGETING
Reshift Media 20196
Customer data is crucial 2
When we say “customer data”, we mean:
- People who are regular, recurring customers
- People who were customers but have lapsed
- People who have visited your website / landing page but did not
become a customer
- People who share the same characteristics as any of the above
groups
Sources of customer data
- Internal sources: POS, CRM, email database, etc.
- 3rd party sources: Facebook/Instagram, Google, LinkedIn, Twitter and
other pixels
Reshift Media 2019Social media data
You can install pixels from various social You can also use Custom Audiences made
media platforms on your websites, apps and up of your existing customers to create
other digital properties Lookalike Audiences. Lookalike Audiences
are people who are similar to your existing
A Custom Audience is a compilation of customers, but who do not conduct business
people who have interacted with the with you today, and who not have even heard
company in some way, such as by visiting of you
your website, downloading your app,
completing a form or making a purchase - Lookalike audiences represents a great
opportunity to find new customers, as
- You can use a custom audience to they are a pool of people who have
retarget people who have visited your similar interests, habits and
website or landing pages but did not demographics to your existing customer
convert. base
- This means you can re-engage with
people who arrive at your webpages via
organic search, paid search or any other
means in order to potentially convert
them into customers.
Reshift Media 2019Search engine data
Most people think of search as just - Google will look at recent visitors and
matching keywords to queries, but done find patterns in their search behavior to
properly it can be much more than that find new potential customers who are
searching for the same type of content
Retargeting: This is an area that is often that your existing customers are
neglected in search advertising.
- Retargeting on Google can be quite
powerful, as it allows you to “dominate”
search results for specific people who
have previously expressed interest in
your company
Similar Audiences: This is relatively new
functionality which is very similar to
Facebook’s “Lookalike Audiences”
- With Similar Audiences, you are able to
target people who are similar to people
who have visited your website
previously
Reshift Media 2019Landing pages
Your “main” website serves 3 main functions: We recommend using call tracking in order to
track leads generated by the campaign. In
- Organic search ranking (achieved through addition, the calls can be recorded for quality
deep, quality content and technical assurance and training purposes
optimizations)
- Conversion of organic leads Ideally, each location should have a dedicated
- Utility for existing customers landing page which includes local-specific
information such as:
As good as your website may be, it is not
intended for “rapid” conversion of intent-oriented - Location name
advertising traffic
- Address
Instead, you should direct all your paid
advertising to a landing page or dedicated - Phone number
microsite
The landing pages should include a
The landing page should contain enough noindex/nofollow so that Google does not crawl
content to allow the person to understand the and index the sites. This is done for two
products/services you offer as well as what reasons:
makes the company different, but will do so in a - Keep organic and paid leads separate so as
fashion that encourages a phone call or form to ensure “clean data” for decision making
completion
- Avoid causing duplicate content issues
- Increases propensity for people to convert which may impair the search visibility of the
- Improves Google quality score which in main site
turn lowers our CPC and increases page
position
Reshift Media 2019SOCIAL MEDIA
Apply audiences
to targeting
CUSTOM & LOOKALIKE
AUDIENCES
RETARGETING
CONTENT CREATION & ADVERTISING AWARENESS
CREATION
Mine customer
data
IMMEDIATE AD CLICK
Mine website &
PROSPECTIVE CUSTOMER customer data
RETARGETING
DEDICATED LANDING PAGE
OPTIMIZED FOR LEAD CAPTURE
ADDITIONAL
RESEARCH RESEARCH /
SEARCH ADVERTISING CONSIDERATION
KEYWORD / INDUSTRY
RESEARCH
ORGANIC SEARCH Select high-
conversion keywords
RETARGETING
Reshift Media 2019Thank you! Reshift Media 2019
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