The Year in Search: the questions we asked in 2017 is an annual summary of Google searches from the past year. It is chock full of good data for key segments and industries, and a great reminder for advertising agencies gearing up their business development efforts in 2016.
The Author begins:
As 2017 draws to a close, it’s time to look back on the year that was with our annual Year in Search. As we do every year, we analyzed Google Trends data to see what the world was searching for.
Of greatest relevance to ad agencies is the concept of micro-moments. While defined more as a consumer marketing concept leveraging mobile, it is also true in B2B and particularly for ad agency prospecting - the everyday moments when (marketers) need information, inspiration, or even entertainment. It is the moment in time when agencies must be present.
According to a previous Google article, there are three ways you can act on micro-moments to ensure your brand is ready to meet consumers (marketers) in their moments of intent:
Be there: Anticipate the micro-moments for consumers in your category, and ensure your brand is ready to help when those moments occur.
How do you do this? Content in the right channels, a website that delivers, keywords and SEO, top-of-mind outbound and a broad network of influencers and advocates.
Be useful: Make sure your brand is relevant to consumers' needs in the moment, and connect people to the content they're looking for.
How do you do this? Have solutions to their problem, demonstrate experience and outcomes, have a provocative point-of-view, show services that get results.
Be quick: They're called micro-moments for a reason. Mobile users want to know, go, do, watch, and buy swiftly. Ensure your brand's mobile experience is fast and frictionless.
How do you do this? Use technology (social listening, Google alerts, web analytics, and a variety of services and software available now with more coming onboard this year) that tells you when and then respond fast. Data proves that the first responder with an idea usually wins and a response within 30 minutes generates the highest success rate. Every minute delayed decreases your success.
It’s really hard to anticipate the need and have the resources primed when that need surfaces. Don’t give up. Think of it as the goal of your program and every incremental step closer gets you one percent more. Every step you take improves your win rate one percent more. Those folks at Google are pretty smart and so can we be, too. Is your agency new business program “in the moment”?
I help advertising agencies improve their new business development. If you struggle or want to know how to get better, I would enjoy sharing my ideas and experience. #LetsGrow!
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