What We’ve Been Thinking
search, mobile, app marketing, events and some random stuff.
search, mobile, app marketing, events and some random stuff.
We’re all hearing the noise around Google’s Glass. And if we were to fully accept Google’s ad campaign we would believe that the brave new world of Google’s Glass will be run by nerds and smoking hot women, just as fashion changes to that of StarTrek. But let’s try to see through the hype, as well as the Glass.
The implications of the technology are more than skin deep. Marketers – ‘Eye’s Up‘!
Google Glass isn’t a one way technology. Google are pushing the user benefits of having augmented reality, the capacity to take photos and videos without a clumsy handset. As well as being able to access useful information using voice commands.
What Google aren’t publicising as highly is that while you are looking at Glass, it’s looking right back at you. Monitoring eye movement, dilation and focus. This has obvious privacy implications and what they could do with that data is mind boggling. But for now we will stick to its effect on advertising.
We’ve all seen the Google search results heat map. And if you haven’t don’t worry because here’s one they made earlier.
For years Google has been trying to understand how users interpret their results before clicking on them. While heat mapping with cursor and eye movement studies have pointed them in the right direction and have been relatively accurate in expressing what part of the page people engage with, it’s nothing compared to what eye tracking millions of individuals could do to the way they display their ads and results.
It’s a long way off and probably a few heated legal battles will ensue, but Google Glass could revolutionise the ad industry as we know it.
Imagine a world where your ads are measured by the emotional response to the content. Not just how it matches the keywords on the page and how many people clicked it. Badly written ad copy or pictures of Miley Cyrus could cause your ad to plummet in quality score.
We thought it was bad when Google introduced first page bid prices. Ads based around emotional response would make this look like a blip.
Ad prices could rocket for those who don’t have the creative talent and as for small businesses, well, you can forget it. We’ve all seen the state of account setup but the owner of a business who’s mentality was ‘this isn’t so hard’. It will certainly bode well for agencies and in-house PPC managers who know what they’re doing. But for those who are winging it and muddling along it’s maybe time to think about seriously upgrading your skills or getting another career.
Google has no plans to introduce ads to Glass any time soon. Just keep it in the back of your mind that one day you are going to need to seriously up your creative skills to induce a strong positive emotional response when someone reads your ad.
Here’s a different way to look at this patent: it could be a huge PR stunt by Google. With that in mind don’t go running away telling your boss the end is nigh and we need a new paid search strategy (like some have done with a certain Google +1 post).
Setting up a Yelp business page is relatively straightforward. It does require a lot of waiting and confirming.
Like Google, Yelp tends to change its processes quite a bit. For example prior to writing this post you would have had to confirm your business with Yelp via a phone call and a pin. Now, however, it goes off to a mysterious place where – from a remote location nowhere near your business – a person decides whether you are a real business or not. I’m not sure how this method could work better than calling the business. But, hey, who am I to argue.
As usual I’ll be providing screen shots of all the pages you’ll see in the process so you can be fully prepared.
This is a 13 step process which includes verification to setup a Yelp business listing. You need a fair amount of copy in the form of:
Specialism of the business
History of the business
A bit about the owner
As with Google Places you’ll need photos.
The verification process takes a few days. You’ll receive an email which will tell you to login and set up your account.
Calling it a business section makes it sound very official but you don’t need to pay for this service.
To get to the business centre good to the footer of the page and under Help and click on Business Support Centre to add a business to yelp. Then click the big red button to get to the details page where you will fill out contact details.
Another nonsense page with a big red button you need to click again.
Now we are getting to the nitty-gritty. Input your business name and location and look it up. If it appears you need to claim your listing. If not, go to the bottom and click ‘add my business to yelp’.
Fill out the form with the appropriate details and click add.
Now check the email account that you entered for the verification email. Follow the process outlined in the email.
After verifying your account you will need to wait until the details you entered are manually checked by Yelp. This can take a while, at least a week.
Once you get your manual verification email you will be sent to this page. Login.
Now the fun starts. Get your copy and images to hand. Click the big red button in the lower middle of the page.
What you need here is a bit of copy explaining what your services are. Keep it short, sweet and to the point.
Add some photos of your business, logos or maybe the dishes or work you’ve done in the past.
In this section you’ll want to talk about how your business was formed. The ethics, standards etc.
Because the nature of Yelp is local you are expected to have a little blurb about the owner. A ‘get to know the boss’ section.
YAY! We’ve completed the setup process! You can go in and add extra information, tweak or refresh whatever is there whenever and as often as you like.
It’s a bit of a process but..
Just like an episode of Strictly, setting up Yelp requires a lot of steps, but it really doesn’t take long if you have your copy and images at hand.
Another tip about Yelp. Reviews are super important but don’t go faking them, buying or in any way try to game Yelp. They have very clever systems which can identify this and will strip your account of all your ratings – yes, even the legitimate ones.
I hope this helps you, adds to your understanding of Yelp and clarifies what to expect when you set up a Yelp account.
Appearing in Google’s local search results can be immensely beneficial to most businesses. Especially small hyper-local businesses, who gain from the online equivalent of passing trade. Someone could be in your area, round the corner for instance, looking for exactly what you sell or provide. That person uses their smart phone to Google “…in Your Street” and if you’re set up correctly you will be at the top of their list of results. You are encouraging an easy sale and who doesn’t like an easy sale?
The question is, what’s the most efficient route to maximum opportunities? Sit back and relax while I take you there.
First, be aware that Google has changed the name of the product so often that I don’t know what to call it anymore – Local, Maps, Places, Business, Whatever. Different names, same thing. Let’s go with ‘Google Local’.
Setting up Google Local is pretty easy and quick. The only downside is the length of time it takes for Google to verify the listing.
In order to do this you will need a Google account. If you don’t have one then create one here. You’ll be using this account for other Google services which we will discuss later in the series.
If you follow the link above you can start to create a Google account. Click the Sign Up button at the top right of the page. The first page you’ll come across is the Personal Details page.
Fill out your details and move to the next stage.
If you’ve not got a Google account you’ll hit a page which will entice you to sign up to Google+. They use clever wording to disguise what they are doing. Ignore it for just now. We will return to it later in the series.
Next you’ll land on the page where you’ve to enter your business details. Google have simplified this process and it’s far easier that it used to be, simply because they want you to sign up to Google+ to develop your business profile.
More often than not, the next page will have other options of similar or closely located businesses. Sometimes it will have your business. This is because someone else set it up before you. If this is the case claim the business. If your business is not there then click ‘none of these match’ and move on to the next stage.
We are at the end HURRRRAAAAH! It wasn’t that hard, was it? You will see a text box where you enter the recipient’s name. Do that then click. You will see a confirmation overlay showing an example of the verification postcard. This is what Google sends you and inside is your verification pin.
Now. You might be thinking ‘Awesome! That’ll be here by the end of the week and I can start earning my place in local listings.’. Wrong! The time it takes for a card to arrive varies greatly. I’ve seen it go from one week to six. Make sure you don’t miss it because you have a long wait on another card.
That’s it. Fairly straightforward, eh? The other stages of local optimisation are just as simple. Stay tuned.
When you’re out and about you tend to meet people from all walks of life, from billionaire bankers to sandwich shop owners (we go out and about in some remarkable places). The former have no interest in what we at Miratrix do for a living, while the latter usually do and bombard us with questions on how to boost their footfall. This article, then, is the first in a series of blog posts dedicated to the little guys, the real heroes of the contemporary economy (so if you’re a billionaire banker, cool your Lear jets for now: we’ll get back to you soon).
Making hyper-local searches super-effective
To be even clearer, the series is designed to help those businesses who’d benefit hugely from hyper-local searches such as ‘cafe in’, ‘restaurants and bars in’ or ‘clothes shop in’.
We decided to create a resource to suit businesses that are small and entirely local; businesses of a scale that cannot justify the cost of hiring a search marketing expert.
If you have a business which you think would benefit from ‘in’ search terms take your laptop or tablet, head to the nearest coffee shop, order a drink and read this. If you own a coffee shop go to a quiet corner and read this.
Contrary to the belief of many who deal with SEO’s (or what you might believe by reading other articles on local searches) the easiest, most influential thing a small business owner can do is not keyword research and calling the developer to update the title tags.
Setting up and claiming local listings will be the first and most effective things a small business can do.
Before you start setting up local directories you will need:
As I see it, if you cover the bases below you are in good stead to improve your local SEO traffic.
These posts are for small business owners who aren’t search savvy. If you are one of those people and are finding trouble with the tutorials please let me know where you are having problems and I’ll amend the posts to make it easier.
Over And Out!
Here’s a list of things I consider undervalued:
That’s an abbreviated list but you see where I’m going with it. Copywriting is important and just like pizza and fresh air the quality of the copywriting can mean life or death.
The other day I was discussing copywriting with a client, who had chosen to write their own copy. That’s fine, but as a believer in high quality copywriting I decided to try to explain why copy is so important. It’s hard to explain. It’s better demonstrated.
When pulling together the Miratrix site I originally wrote the content. After writing our content marketing page I re-read it and I was brutally honest with myself. It wasn’t inspirational and didn’t flow. Here’s my version of our content marketing page:
Content marketing has become a bit of a buzzword recently, but what the heck is it?
Put simply, content marketing is creating content that shows off your great products and services.
Offering your company’s products for sale on the internet isn’t enough to make sure you close the deal. Unless you are the cheapest provider for everything you offer, then you need to differentiate yourself and convince the public that they should buy from you.
Content marketing can help do this and here at Miratrix we are experts in documenting all the knowledge within your business and using this to generate you revenue.
Every business in the world exists to solve a problem for someone and content marketing is a way for you to demonstrate how you can help. It’s a diverse channel of business which can range from the straight forward to the biggest :
Now here’s the professional copywriter’s take:
Content marketing is a buzzword, but what the heck does it mean? And when was the last time a customer bought a buzzword?
Put simply, content marketing is online content created to maximise the appeal, value and uptake of your products and services, and their benefits.
Setting yourself apart and a great deal more
Offering your company’s products for sale on the internet doesn’t guarantee you’ll close the deal. You need to develop distinctive and effective ways to differentiate your business and convince your target market that buying from you is a good idea.
Professionally produced content marketing can help you do this and here at Miratrix we are experts in mining all the knowledge within your business and using this to generate more revenue for you. Experience tells us that you probably already have numerous solutions to build business, right under your nose.
Access high quality response
Every business in the world exists to solve a problem for someone. Content marketing is just another showcase for you to tell the world about how you can help. And clever content marketing will stimulate high quality response. Consider three proven fixes:
With tailored content marketing you can transform your company into the ‘go to’ website/store/office/phone number (we want to help improve every channel of your business, not just the website) for solving customers problems.
To gain these advantages, take advantage of Miratrix know how, now.
I didn’t find it hard. The final copy is concise and more engaging; it no longer just talks at the reader. There’s relevant detail without being wordy. It still reflects the Miratrix tone of voice.
Letting a skilled copy-writer distill your content is one of the best things you can do for your website. Because copy-writers are skilled in writing. and not in your area of your business, they can be objective. They can, with an open mind, a load of honest questions and a determination to achieve clarity, help you filter out all the jargon and unnecessary statements. You end up with text which can motivate a reader to perform the intended action, and feel more positive about your service, product or opinions.
Be warned. A hard-working copy-writer is prepared to look a complete numbnut in pursuing the essence of what you are offering: in asking seemingly stupid questions, the writer can learn more, faster. Sometimes, just sometimes, when faced with a barrage of idiotic questions, clients realise that they’ve spent years (and fortunes) missing the point about their own products (and their brand, but that’s another kettle of worms). When you get down to the words, you get down to the cold, hard reasons why people buy stuff.
Many people believe that they can write effective copy and they assume (especially in marketing departments) that it’s their job to write it or no one else will. To those people, I ask:
If the answer to all those questions is YES then good luck. If your answer to any of those is NO then it’s time to call in the professionals.
PS My copy-writer has many more great pointers on generating productive copy, but he’s keeping them to himself, and I’m keeping his name to myself. Hell, you may be a competitor of mine, and Miratrix wants every edge it can get.
Websites which aren’t utilised make me sad. I mean, you pay good money to put up a website and then you go and let it languish, fall into disrepair and become increasingly irrelevant to your customers. The poor thing only gets updated when someone in the office bothers to remember.
Would you treat a shop on the high street or your office with the same disregard? No, you wouldn’t, because they are important, forward-facing parts of the business.
So is your website.
I hear and understand the argument that begins, ‘Our contracts/products/services are too big/expensive to be sold online’. If this is the case, then it means that those who are thinking about buying from you will need considerable persuasion and will take time before making their purchase. Should you not be doing EVERYTHING possible to convince that person that your company is the one to buy from?
It’s unlikely that traditional advertising, pamphlets, flyers, quarterly brochures and so on will instantly convince a potential client that your company is cutting edge, relevant and competent. I’m not saying that those media have no impact – they do – just that they now act more as brief introductions and reminders rather than tools to convert. They have a place in the marketing toolbox, but they tend to be ephemeral and are more likely to be dismissed. That’s why printed matter, radio commercials, etc, carry the web address. Your website is now a crucial reception area for your business. So why not give customers an impressive reception?
If you were the owner of a company where deals are done face to face, through meeting the right person, I’d like you to ask yourself, ‘Where is that person likely to look first to find out more about my company?’ and, ‘Where is the person who is doing the procuring going to point their boss?’.
I’ll be surprised if you opt for any of the traditional mediums I mentioned above.
If you don’t want to focus on ranking for keywords that’s fine. I understand why you wouldn’t want to waste resource on link development for key phrases which will only drive a few hundred visitors a month (and most of those keywords only loosely qualify anyway).
What I cannot understand is that you have a static website carrying very little information and which consists mainly of sales copy. I don’t like reading sales copy. It’s usually easy to spot: it’s self-congratulatory, self-indulgent and often peters out into a list. I like to know why your product/service is innovative and awesome in ways that can help me; and then I like to see examples of awesome in practice. Ideally, I’d like the content to entertain me, but hey, maybe I should get out more. Finally, I want to hear from the expert in the field. YOU.
It’s much more difficult and time consuming to put together a pamphlet or brochure than it is to write a post on a trending topic in your field. And that’s before we mention that these days print is frequently far less effective than online at generating buzz about your business.
Many companies use their websites to promote themselves. You don’t need to be an intergalactic conglomerate to do it effectively. To be honest, it’s probably harder to write about your subject if you are in a large multi-national because of the tangle of red tape, guidelines and protocol that you need to fight through to make it happen. Small to medium size companies are more nimble, though there are exceptions.
Example of companies who make their websites work hard:
Once you’ve created your blog post (it doesn’t need to be a blog post, it could be a video, graphic, guide, glossary, anything at all) you need to let people know it’s there.
Have you got an email data base? Tell them! Got friends in the industry? Tell them!
If yours is a less technophobic company that likes twitter, facebook or LinkedIn, use those channels to start a conversation. Don’t just push it out saying, ‘Oy! Here’s a link read it!’
Ask followers to give you feedback or to share it for you. You’d be surprised how happy people are to help you out. Just ask.
Your blog posts won’t work for you if you don’t push them. Think of your posts if it they were flying lanterns. You need to get them up in the air first. Once they’re up, they’ll get noticed; people will point them out to each other; if they are well written, topical and relevant, they’ll more than take care of themselves.
What I’ve just discussed here is called a couple of things – content marketing, inbound marketing or as we like to call it at Miratrix “Talking About Your Business”.
‘Talking About Your Business’ doesn’t just have a positive effect on how new business perceives you it also helps gain traffic from search engines. You are killing a flock of birds with one stone. Earning new visitors, developing trust in your industry, promoting your business and expanding your client base.
In the long term it’s the most cost effective and enjoyable way to promote and develop your business. You never know, you might actually impress someone enough for them to contact you before they meet you in person.
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