Five Digital Marketing Trends Your Company Needs to Know in 2019

With the digital marketing landscape continually evolving, it’s difficult to know which trends will make the most meaningful impact on your business. Bob Goricki, Skoda Minotti’s Director of Digital Marketing, discusses five key trends that are shaping marketing technology, social media advertising, marketing automation, General Data Protection Regulation (GDPR) and search engine optimization in 2019.

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Skoda Minotti
•CPA, Business & Financial Advisory Firm
•Strategic Marketing Group service offerings
Strategic planning
Branding
Content development
Website design and development
Digital marketing
•Team of 16 people
•CPA/professional service firms and
B2B companies

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Bob Goricki, Director of Digital Marketing
•15 years developing, managing and implementing digital marketing
programs
•Industry expertise
CPA, business advisory, healthcare, nonprofit, manufacturing
•Certifications
HubSpot Inbound, Growth Driven Design
Search Engine Marketing Professional Organization (SEMPO) Institute
Google AdWords
Google Analytics
SEMRushAcademy
[email protected]
linkedin.com/in/bgoricki
440-449-6800

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•Marketing Technology Stack
•Social Media Advertising
•SEO Trends
•Marketing Automation
•GDPR

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Start with the basics
•Website CMS
Manage your website
•Digital Marketing Management
Drive traffic to your website
•CRM
Manage your contacts
•Analytics
Track your results

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Website CMS
Solutions to manage the content and functionality of your website
•Open source (WordPress)
•DIY (SquareSpace)
•E-commerce (Shopify)
•Fully integrated (HubSpot)

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Digital Marketing Management
Solutions to manage how you drive traffic, convert visitors to leads and track ROI

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Digital Marketing Management
•Inbound marketing software:
Manage all digital communication efforts from
one portal
All data and analytics can be accessed from one location
and easily analyzed
Integrates well with most specialized marketing software
needs (surveys, events, video, etc.)
May require you to compromise “best fit” functionality for
ease of use

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CRM
•Manage prospects, contacts and clients –both online and offline
•Requires commitment outside of the marketing department
•May require dedicated internal resources to manage and “clean”
the database over time
•Wide range of solutions and costs –from free to hundreds of
dollars per user per month

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Analytics
Basic free options:
•Google Analytics and Search Console
•Gives you general insight to how visitors are using your website
and how you are performing in search
•Ability to customize with conversion, event tracking, etc.
•Ability to build custom reports

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Analytics
Heat map software:
•Understand more about why and how users are visiting your site
•What causes users to stay on or leave your site
•Go beyond numbers into actual user behavior

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Analytics
User research:
•Solicit real-time feedback from visitors as
they navigate your site
•Utilize surveys, interviews, etc.

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Social Media Ads vs. Search Ads
•Know your audience
•Reduce unqualified traffic
•Customize your message to the audience
•Measure and report on most successful campaigns

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LinkedIn
•Great for targeting B2B audiences
•Target by location, industry, job title, role,
groups, etc.
•Display ads directly in the newsfeed
•Ads can include images/text or video

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Facebook/Instagram
•Managed through a single ad portal
•Target demographics, interests, behaviors, etc.
•Multiple ad formats: images and video
•Lower cost compared to LinkedIn

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YouTube
•Managed through the Google Ads platform
•Target demographics, topics, interests, etc.
•Run ads before/during/after content or promote
suggested videos to users
•Use very short clips with a call to action or longer
videos to entice viewer to watch more

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Mobile First Index
•Rolled out in March 2018
•The majority of Google searches happen from
mobile devices
•Google uses the mobile version of the page for
indexing and ranking purposes
•Highlights importance of a “responsive” site with
a similar experience for users on all devices
•If your site has different mobile vs. desktop content,
this can be a major issue

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Page Speed
•Speed Update: July 2018
•Targets pages that deliver the “slowest”
experience to users
https://developers.google.com/speed/pagespeed/insights/

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Topic Authority
•Google is looking for a “subject matter expert”
•Multiple articles around a single topic
improves your authority with Google
•Linking articles together via a “pillar” page
can enhance your standing with Google

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Keyword Intent
•Your keyword strategy must align with
searcher intent
•“Stuffing” articles with a particular keyword will
yield poor results
•Matching the content of the article to the
keyword strategy and the intent of the searcher
will provide the best results

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Analyze Your Business Needs
•Match automations to internal/external challenges
and where efficiencies are needed
•Consider investment of resources in automation
compared to projected benefits of automation
•Marketing automation may not be based on
volume, personalization, etc.

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Automated CRM Data Entry
•Business card scanning
•Automated data gathering
•Smart list building

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Online Appointment/Meeting Setting For Customers
•Connect directly to staff calendars
•Reduces back and forth required to schedule
meetings/appointments
•Allows “instant gratification” for a customer’s
online interaction

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Lead Follow-up And Drip Marketing Campaigns
•New client/customer “welcome” programs
•Automated stay-in-touch programs for
prospects showing an interest in
your content
•Triggered by events –birthdays, customer
anniversaries, contract renewals, etc.

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Internal Workflows
•Reminders of tasks and upcoming
due dates
•Assistance with processes such as new
client onboarding
•Ability to customize with email/text alerts

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Chatbots
•Facilitate client “self-service”
throughout website
•Instant response with related suggestions
•Ability to escalate to live support/book
a meeting

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Understanding General Data Protection Regulation (GDPR)
•Adopted in the European Union on April 14, 2016
•Became enforceable on May 25, 2018
•Affects businesses marketing to (or monitoring the behavior of)
EU companies and customers
•Severe penalties (up to 4% of global annual revenue)
for noncompliance
•95,000 complaints and 91 fines issued through February 2019

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GDPR Best Practices
•Review your existing contact list for EU contacts
•Ensure “consent” (cannot be inferred from silence, pre-ticked
boxes or inactivity) has been received and documented from
these contacts before engaging in any marketing activities
•Update privacy policy
•Notify website visitors of your cookie policy and give users the
choice to remove cookies

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