Relevant local content is one of the most challenging types of content to write, whether you’re a family-owned single-location business or a multi-national corporation with physical locations all around the globe. The sad truth is that our experience with this challenge reveals it to be more of a resource challenge than a content challenge. Continue reading
When agencies and customers we work with bring innovative ideas to the table, it makes me so happy. We’re always looking for sharp, new ways that our clients can use MarketSnare to deliver a truly localized experience for their visitors. What frustrates me is when they have a great idea but it is difficult to execute.
One recent project involved an agency with a customer who wanted to set up a network of local websites Continue reading
Kevin Mullett revealed our Content Opportunity Report to the world to rave reviews not too long ago. Simply put, this report offers a way to evaluate opportunities for generating content across one or multiple marketing channels. It is an excellent planning tool that empowers chief marketing officers as well as other marketing and communications professionals to think through how they can achieve their content objectives before actually trying to assemble an editorial calendar.
The Super Bowl itself may not have been much fun to watch, particularly if you were pulling for the Denver Broncos. That said, I love watching it not just for the game but also to see what ideas creative marketers come up with to convince you to do something.
For me, the clear winner of the night was an advertisement that many may not have seen but have heard about since it aired. This ad was for eSurance and featured spokesman John Krasinski. Continue reading
As we get the new year started, you may be trying to sort through how search algorithm changes like Google’s Hummingbird update have affected your website’s online visibility. You may be reviewing your online visibility data or website analytics from the past year and trying to evaluate what you need to do in 2014 to keep your online properties visible and relevant for your customers.
David Mihm is the authority at Moz when it comes to local search ranking factors. Mihm took some time to look at how the Hummingbird update impacted local search visibility. I suggest you take the time to read his entire post, but one of his key takeaways Continue reading
In a past Cirrus ABS blog, I wrote about the effectiveness of the Dollar Shave Club YouTube advertisement in the context of leveraging an effective strategy. Their campaign has been so successful that they’ve been able to air an abridged version of the YouTube video on commercial television and have expanded into new product lines.
That ad came to mind immediately when I viewed this Turkish Airlines advertisement featuring basketball player Kobe Bryant and soccer player Lionel Messi Continue reading
Google Plus could significantly impact your organization’s online visibility. Many people express skepticism about the actual value one might derive from a network that, on the surface, doesn’t appear to have many active users. But while not much may seem to be happening with Google Plus, I’d say it is worth considering how to make this channel part of your social media mix.
A major benefit of Google Plus the very fact of its Google connection and how much they have invested in it. A major shortcoming of any mechanical algorithm used by search engines like Google or Bing is that it is difficult to include a human factor, or signal, to determine the authority of content on websites. While different measures can be used to replicate the human factor, social media like Facebook, Twitter and Google Plus provide a direct human connection between the content and contacts connected to the person searching for information. Bing has developed a relationship with Facebook to mine this type of data, and it appears Google hopes to use Google Plus for this purpose.
Google Plus also has absorbed Google’s localization program so that Google Plus “pages” are what used to be the “local listings” in Google search results. Claiming these spaces and owning the content on them is critical for local businesses or affiliates interested in managing their online reputation and interacting with local customers.
Here, though, is the one benefit of using Google Plus that you probably would never have expected: the size of the audience you can reach with your updates. Twitter, because it is a hyperactive social platform when it comes to participation, may seem like a better bet. But the active user community on Google Plus is actually larger than that of Twitter’s and has been growing at a faster rate. Different platforms will always provide exposure to different audience segments. Just keep in mind that there is a growing community on Google Plus that shows no signs of slowing down.
So if it’s worth your time here, how do you go about growing a Google Plus community? Digital marketing commentator Rick Eliason recently shared some tips he used to get his first 250 followers on Google Plus. Though I don’t agree with him that you should write off other social activity while focusing on Google Plus, his other tips are worth noting.
Are you having success connecting with others on Google Plus? Please share any tips you’ve discovered with our readers in the comments section below!
Psychologically, we tend to reward loud people and people who are confident whether they have a strong record of having their facts right or not. If you watched Saturday Night Live over the weekend, you no doubt saw the skit where a police officer played by host Edward Norton experienced this frustration when trying to educate students on the importance of proper safety precautions during Halloween.
Norton’s frustration with the class finally reaches a breaking point when he says, “Challon is clearly misinformed but she sounds very confident and that may be throwing some of the rest of you off.” The student then rallies her classmates around her point of view, that they should do everything they can to get the candy, and, as a result, the officer leaves in frustration.
Let’s face it, to some degree slick ad campaigns with “loud voices” have an impact. All to often Continue reading
Strategy development requires using different types of data to establish a plan to help people achieve their goals. It’s like developing a vision for a customer, so in some ways it forces you to be a bit of a visionary. The concept of “visionary” has been on my mind thanks to this unattributed quote a friend posted on Twitter:
“Many think visionaries turn their back on the rest of us when they’re really leading us to the future.”
This quote challenges me because I see it casting the “visionary” in an excessively positive light. While I love following what trailblazers are up to, I can’t even imagine what the world would look like if every new “vision” of the future came to fruition. Ultimately I’ve found the visionaries I tend to gravitate toward aren’t those who always declare the “newest” thing the only way to go, but those who instead try to place “new” things in context for achieving strategic objectives.
Online marketing localization is still influenced by the “Yellow Pages,” even in the digital consumer age. Now, I’m not suggesting that people are pulling out the huge book every time they’re looking for someone to meet a need. But that book has had a pervasive influence on how consumers interact with businesses.
Nowadays, though, we have search engines to “do the walking” for us. They record not only the time of our searches but also the location from which we’re searching. Then they use this information to provide results that look most relevant to our needs – or needs people like us tend to have in our particular geographic market. Our individual location data used to be visible on search results pages, but now it’s usually hidden from view unless we click a button. Here is what’s important about this: