What We’ve Been Thinking
search, mobile, app marketing, events and some random stuff.
search, mobile, app marketing, events and some random stuff.
In case you haven’t been paying attention, the internet has been the fastest changing business environment over the last 15+ years and it’s showing no signs of slowing down. In these years, the way that individuals use the internet has went from dial up, to broadband and desktop computer to smart phone. What they are searching for has changed too.
Back when Amazon was still a start-up, the number of people searching for books, DVDs and CDs was growing every year. Nowadays the number of people searching for these kind of terms will still be growing (well blu ray will) but this growth has been eclipsed by the growth in people asking questions.
What do I mean by questions? “How do I…..” The internet is full of people asking looking for answers!
People are of course, still conducting searches for products and service, but the number people people just typing straight searches into Google just keeps on increasing.
The important question for business owners is “how do I make more sales from this trend?”. This is undoubtedly a difficult question, but one that I’m going to attempt to answer.
If you are a lawyer, power tool seller, wedding dress maker, home cinema installer or mobile phone retailer, people (potential customers) will be looking for the answers to questions that you can help them with.
I know many people will argue that once the visitor gets the information they will leave the site and never come back. I won’t try to argue with this – conversion rates of these people will be low, but what you are trying to do is build your company as the experts, the people to visit or call when they do want to buy or engage a service.
Ask yourself this: if you had the choice between two local lawyers to call, one who displays their wide ranging knowledge by giving simple and straightforward advice on their website and another who has generic text and stock images, who would you choose?
You can find the type of things your customers are searching for quite easily if your website has been running for a while and you have Google Analytics setup. Have a look for “how”, “what”, “where” and “why” keywords and you are bound to find some questions that your website probably isn’t delivering the answer to. A few blog posts or an FAQ page later and your going to be picking up more traffic and showing off your expertise to potential customers. You might even pick up a link or 10 along the way!
Finally, don’t be afraid to give this information out thinking that people won’t need you once they have the answer. Will people decide to do their own SEO because they read this article? No. Will I do all my own accounts because I read up on how to use Sage? Hell no! I will, however, have more trust in the accountant that published the article/blog post and be more likely to pass them my business.
We are struggling in the search engines. Not often you hear that phrase from an agency.
What do I mean by it? I mean if you google Miratrix, you’re getting nothing but power rangers results.
According to the untrustworthy webmaster tools we are position 25!
Even one of my friends commented on it.
— Andrew McCann (@andrew_mccann) February 28, 2013
Damn Power Rangers!
…and Google is entirely correct to assume this. Until now all the signals Google have been given from other websites and users is that Miratrix = Power Ranger.
This is how Google is associating the search phrase Miratrix with the results.
We must shift Google’s association between the word Miratrix = Power Ranger + misc to Miratrix = digital marketing agency + power ranger + misc. And we want the association to occur in that order.
Here are few reasons why we don’t currently have that association.
Firstly – a newish domain with next to no history. What this means is Google doesn’t trust the domain yet. It has no reason to. It’s like meeting someone for the first time. You know nothing about them but are happy to chat away over a couple of drinks but you’re not going to discuss your investment portfolio with them.
Trust takes time and investment in good content.
Secondly. We don’t have a lot of content on our site. This makes it difficult for Google to associate the term ‘Miratrix’ with what we do. As you will see over the next few weeks we will build the association between Miratrix and marketing, giving Google the signals it needs to show us more often in the results.
Another import aspect about our content: it will be fresh, unlike the pages which are presently ranking for Miratrix the Power Ranger. Google will be visiting us more often than the Power Ranger pages and giving us kudos for the fresh content. But we can’t just stop at written content. We also need video and images ranking because these are what are dominate the SERP’s for Miratrix at the moment.
Links. Good old links. We’ve not got many, not to mention we have no link velocity. Check out our link profile.
I’d just like to say that the only links that we’ve built are from ddmconsultancy.co.uk (I used to trade under this domain) and folio14. Which is a redirect from ddmconsultancy.co.uk. We have no idea who built those other links! If you are reading this and you did it, please own up.
Finally social signals. Some say it’s the ‘new link’. I’m holding off on that until facebook or twitter actually produce a profit and manage to sustain themselves without VC. In saying that, they are important and Google uses them to alter the SERPs and index things. We’ve got twitter we’ve got a Google + -though we’ve not really paid much attention to it yet but we will in time. And it will be a key tool for syndicating our content, ideas and moans.
Our team here at Miratrix will be taking care of the content aspect but you can help us by tweeting, sharing or +1’n our domain. You can also link to this post, another one you have found helpful or our domain with the word Miratrix in the anchor text.
If you help us out with this by doing either or all of these things, in no time at all we will be ranking for our own brand name.
I’ll do a review post in the next few weeks to update you on how it’s going. It shouldn’t take us ‘10,000 years’ and unlike Zordon we won’t need to ‘recruit a team of teenagers with attitude’.
The recession is hitting the High Street like nothing we’ve ever seen or are likely to see again. It’s a sort of High Street teraforming. A High Streetageddon.
Businesses with more than one store in a city are finding it hard to justify the premium of rent and have begun to reduce overheads by closing the doors on the less profitable outlets.
In the rush to shut stores a lot of the big brands are missing a trick. What I’m about to suggest won’t massively affect their sales or boost conversion but it is useful to their customers. It will help promote a better image of the company and hopefully loyalty.
For example, in response to severe problems, AllSaints have cut their portfolio of stores. Glasgow has gone from having three stores within two minutes walk of one another to having one store on the busiest shopping street in Glasgow: Buchanan Street.
Here are their Google Places listings in the SERPS. Seem’s they’ve forgotten to update their listings and mark their stores as closed.
A tourist or visitor to Glasgow, or someone who is less aware of their surroundings, might not realise that two AllSaints stores are closed and have been for some time.
That potential customer has a couple of options when arriving at a store which is closed. Break out Google maps on their mobile and tour each location until they find the one which is open or just give up and go shopping at their next favourite brand.
With the economy the way it is, it is absolutely possible that if someone saw one store closed they could make the assumption that the company is gone entirely and move on to their competitor.
It’s simple and almost embarrassing when you think about it. Tell the person the location of their nearest open store. And if they don’t have one in the area point them to the online shop.
OK. That’s easy. Couple of vinyl window stickers and BOOM you’re sorted and many stores already do this.
Not exactly contemporary, though, is it? You can do so much better.
Here’s a list of things you’ll need:
QR codes are free, Google Maps is free, landing pages are not free but aren’t particularly expensive. Calls to action – a good copywriter will nail this fast.
Here’s the current window:
I would have done something like this:
Use the the QR code on the left and you go to a bespoke landing page on the website which gives customers the nearest location, plus walking time, and a map with directions.
What makes the difference for the customer – the one person who can get you out of these tough times – is that you’ve done all you can to help them find what they are looking for. Just as a friendly retail assistant would do in store.
The customer will feel that you care. You understand what they want.
All I’m suggesting is common sense. I’d like to see more retailers adopt this (obviously some can’t due to contractual obligations with the unit) and do more to help customers spend their money with them and not their competitor.
Read more about High Street chain store closures in this morning’s BBC.
I’m not looking to write the definitive answer on what content marketing is, rather, just give a brief insight into what I see it as and some of the benefits it can bring to companies.
Content marketing seems to be an easy to topic to write blog posts about but a difficult thing to do in real life….or more specifically, difficult to persuade business owners to spend money on!
While TV adverts can cost millions to make and the same again in media costs, this is an accepted part of marketing (or advertising) and is easy to talk to business owners about. TV makes phones ring, drives visitors to websites and builds brands, there’s a million Power Point presentations on its effectiveness and people understand it. ‘Content marketing’ can be a similar beast but there’s still a lot of unknowns that can put people off.
Someone could come and sell me a TV ad costing £X to make and £Y to buy advertising slots with. The Power Point and Excel graphs could then tell me that Z number of people will see the ad and we can then work out the value of this based on thousands of other bits of research. What if, however, we were to make a movie/song/graphic/game and then use the internet to distribute it and drive people to your website or shop? This seems like a great idea because we can ditch the expensive TV campaigns and reinvest in even better content.
As an aside, it’s true that the best TV ads can live on for decades and the invention of YouTube means that they can keep building your brand forever.
So, what if we were to create content that isn’t an advert and is just entertaining and/or educational for our customers? The best way to describe this is really to look at some examples…..
Palladium Boots – This content is so good that you should just click on the link, go to their site and learn more about cities from around the world than you will from any travel guide! Seriously, go and do it now! Their main way of distributing the movies was through their own site but their YouTube channel still has over 1.8m views. These aren’t just views of people who see a TV ad in passing, a lot of these people will have sought out the movies or been referred via Facebook (lots of them from me) and actually WANT to watch them. From this (I’m guessing significant) investment, Palladium Boots have managed to
It would be great to hear more about how this was sold into the company and what effect it has had on sales. If you’re reading this and know anyone over at Palladium Boots then please put them in touch.
GoPro – These guys are so good at creating content, getting people to create content for them and distributing it around the internet, that it’s hard to know where to begin! Now, it helps when you company builds video cameras but their YouTube channel has over 200m views, their Facebook pages has over 4.4m likes and a email database that must be huge due to their ‘everything we make daily giveaway’. This is so clever because they’ve given people a reason to follow them and then shown them thousands of reasons to buy their products. Like Palladium Boots, I doubt these campaigns have been targeted at SEO/ link building, but because they are so worth watching, they have built links and built the brand at the same time!
This takes me on to the point that I think lots of people are missing about content marketing; it’s not just about search engines, it’s about making your company or product stick out as the expert in it’s field, the best place to shop for products or information and a real company with real people and real lives. This is something that Nicholas Woodman of GoPro does really well as he’s so passionate about the product and what can be done with it – he doesn’t just hide away behind marketing teams or boardrooms.
Now all of these concepts and ideas are great if you are an international company with big budgets and an amazing new product to sell, what if you are a small company with a less innovative product?
Hint: you can do more than start a blog!
Dales Cycles – I’ve chosen to look at this local Glasgow company as they have started down the content marketing route but haven’t quite gone all the way. They have two pages of blog posts going back to March 2012, most of which have pictures or YouTube videos of products they sell or people they sponsor. The content looks decent enough to a non cycling enthusiast but it’s not the kind of stuff that would really attract me to the site. They also have 25 videos in their YouTube channel which again, look more OK than amazing.
So what could a smallish company like this do? He’re a few ideas of the top of my head that I think could make them even more of a destination both online and offline:
There’s loads more content ideas that you could do with a company like Dales, it’s just a case putting yourself in the mind of a customer and thinking about what you would be interested in seeing. The greatest thing is that you’re not just creating content for the purpose of feeding the Google SEO machine, you’re actually helping your customers AND getting the SEO benefit!
Still, Dales Cycles are quite a big company and have staff, resources and marketing budgets, YOUR company might not have these things. Can you still do content marketing and make it profitable? Yes!!!
You know how spammers sign up to forum, answer a question slightly related to their clients site and add a link? You can do this without being a spammer and can make yourself seen as an expert in front of a captive audience desperate for your knowledge. I’ve seen this done really well on motoring forums, green energy forums, fitness forums and tech forums. Using a slightly more modern method, Oliver Emberton answers self help type questions on Quora and has built a following of people desperate to read about his methods of self improvement. After one of his posts went viral he was approached about book, tv and film rights for the novel he is writing.
If one man in his office can get a movie deal by sharing his expertise online, think about the amazing things that you can do with you business…..
With the recent demise of Jessops and HMV, there has been a lot of talk of how the internet is killing the high street and how terrible it is that we’re going to be left with ghost towns. It would be difficult to argue that the high street isn’t changing but I think ‘dying’ is over dramatising it and blaming the internet is missing half the story.
The internet is a very versatile place to do business and it has created businesses that could never have sprung up except in the biggest cities around the world. Whatever your hobby, whatever niche you are interested in, there is a site you can buy the supplies you need and maybe even chat with people with similar tastes. But, even in the short period that the internet has been around it has changed a lot and this has almost mirrored what has happened in the high street.
Offline shopping habits have changed from a similar situation of small niche shops to big out of town hyper stores that sell everything you could ever need. Most local butchers and bakers disappeared decades ago as this business transferred to the supermarkets. Once they had secured this market they moved on to magazines, CDs, movies, greetings cards, electronics goods, clothes – do we see a pattern here that reflects the high street chains that have closed in the last few years?
So, where does the internet fit in and what trends have been happening there? Well the internet has clearly added to the pressure on the high street. Price transparency has been the real killer here! High street shops were able to make good profit margins on products because it was neigh on impossible to compare prices with their rivals. This created a perfect storm that flipped profitability from traditional shops to websites; shops had overheads and an audience limited by their location, websites could have low rent warehouses in the middle of nowhere and the whole world as their potential customers. For many companies, however, it didn’t have to be this way, they could have joined in the party much earlier, established themselves on the internet and made the switch to 21st century trading.
Here’s some examples of where it went wrong and some companies who did it right.
HMV – Were late to start trading online (compared to other sites anyway), did not have price policy where online and offline were joined up, did nothing to take advantage of their stores to take on and beat Amazon.
Jessops – Did not use their position as experts to answer the questions of people on the internet. This comes at a time when photography and DSLR cameras are more popular as ever and complete novices are buying expensive bits of kit. These people could have been better served by shops they could have kept going back to answer questions of + a great website that would have helped them become a better photographer + the option of classes/lessons in stores. There are offers on daily deals sites for photography classes every other week – the demand was there!
Comet – I suspect that Comet could have made a successful transition to internet trading if they hadn’t been lumbered with so many stores around the country that still had long leases left to run. They had a pretty decent site, not the best but OK. In their case it looks like the business model as a whole that failed, rather than their internet plans not being good enough. They came under pressure from lower cost rivals and they concentrated too long on the low profit margin products while missing out on the race to sell high end, high tech goods.
Who did it right?
Schuh – Taking what they did well on the high street and doing it even better on the internet. A very focused buying department, shops that are constantly renovated to appeal to their target market, staff that are 100% focused on customer service and priced at the right way to make sales and make profits. Although the Schuh stores and website might not always be the cheapest place to buy a pair of Converse, customers know that they will get fast delivery, easy returns and the latest styles – not things you can guarantee if you buy from Amazon!
Scan – OK, they aren’t a high street store (they have one store) but they have been around since 1987 and have transitioned their business to trade online and compete in a marketplace that is dominated by Amazon and customers looking to buy at the very lowest price. How did they compete then? They became experts in their field,they show people they are always ahead of the tech curve, they have best customer service in their market and they use the supermarket technique of selling ‘loss leaders’ to get people through the door.
This, however, is not the end of the story as the internet is evolving much faster than the story of the high street. Amazon is the Tesco of the online world and is gobbling up the markets that lots of smaller websites used to turn a profit on.
We’ll follow on from this story soon and talk about how retailing is changing online…
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