The news travels fast - Google's Hummingbird update has a big impact on local search.

A Little Birdie Told Me that Hummingbird Values Content for Local SEO

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

Local SEO
Kobe Bryant and Lionel Messi star in a sequel to their original Turkish Airways ad, but this ad is something special.

Solid Strategy Produces Great Advertisements

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

Marketing
Edward Norton tries to educate "students" about Halloween safety in spite of disruptoins from a loud but misinformed student.

Loud or Confident Marketers Aren’t Usually Authoritative

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

Tools
Taking a page from Friday Night Lights, remember that a visionary comes up with ideas, setting up a sound strategy that adapts their vision effectively is yours.

Clear Vision, Solid Strategy Development, Can’t Lose

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.
Continue reading

Local SEO
The server room may not be a place many marketers look for tools to implement marketing strategy, but your information technology department can be very helpful when it comes to solving challenges.

How to Connect your Information Technology Resources with Your Marketing Effort

Information technology assets are part of every organization but are often under-utilized. These assets include critical information about your customers, their preferences, and – what’s most important – their purchasing habits. Understanding your customer profile and using it to market to those customers who fit it can have a lasting impact on your marketing efforts and add value to information you already own.

There are many reasons for the disconnect between an organization’s information technology and marketing teams. In many cases the marketing and IT functions are managed under completely separate chains of command. Also, marketers aren’t always familiar enough with the capabilities of their firms’ information technology assets, and information technology teams don’t often have a clear understanding of what information the marketing team finds valuable.

Does this sound like your organization? You’re not alone! Continue reading

Marketing, Tools