Archive for June, 2009
Local Search Gets Even More Powerful with Google Local Business Center
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If you are serious about local search and thoroughly understanding your traffic sources, you need to check out the new activity dashboard in Google Local Business Center. It offers new reporting that shows impressions and, more importantly, the activity on your local search listings.Login and start using Google LBC (Local Business Center) today!
www.google.com/lbc
Adding Video into the Mix on Your Site
Posted by: | CommentsOnline video marketing has now become a key business differentiator for companies wanting to communicate with customers or prospects in a compelling manner, and to do it in a short timeframe.
There is really not anything else that rivals the effectiveness and persuasion power of a well crafted video message that is placed on a website’s “landing page” (the page that new visitors to a site see first).
I believe that video should almost always be part of every social marketing mix. I say almost always because I don’t believe in cookie cutter approaches to anything. But I also haven’t seen many types of businesses that can’t benefit from incorporating a video component into their overall online marketing strategy.
Why? Because these days, the average attention span of a web user today is measured in mere seconds.
Today’s web surfer has a notoriously short attention span. When they visit a site, they very quickly determine whether the content and style matches what it is they’re looking for or interested in. If you can grab their interest right there and then, then they might stick around a little longer!
It’s not an understatement to state that you have one shot at arousing the interest and/or curiosity of a first time vistor to your website. They are always just one click away from leaving your web page if you have failed to engage them in some way.
With that one click, you have lost the opportunity to develop a relationship with that person, and the potential conversation about your product or service that can lead to a sale.
That click away factor is why I strongly recommend an easily seen video message on the web page that people will see when they first go top your site. It has the ability to arouse curiosity, entertain, hold the attention of your site vistor.
Most people who click on a short video (2-4 minutes) watch it to completion.
That means you have a captive audience for those 2-4 minutes! You have your shot to intrigue them, interest them, educate them…whatever your objective is.
“But I have no idea how to create a video for my website!”
It’s easier than you might imagine. You can be as basic or as advanced as you prefer, or as the marketing campaign requires.
A really basic method that can be effective is to create a video using screen capture tools. These tools make it possible for you to capture websites, make a video screen capture of you going through a PowerPoint presentation, or any number of other things like that.
And really, it is not all that complicated.
What you will need to get going with this method is a video screen capture program and a simple microphone. And if you want to create videos of PowerPoint / Word / Notepad presentations, you will of course need those programs as well.
Camtasia is without exception, one of the best screen capture utilities available – but it will cost you a little over 300 bucks! If you can swing it, I would highly suggest you get it. The makers of Camtasia offer a 30 day free trial for you to try it out before committing to it.
Here’s a bonus hint for you! Camtasia was inspired by a program called Cam Studio, which is free. It doesn’t have all the bells and whistles that Camtasia has, but it’s a pretty decent program. And the price is certainly right!
With these types of tools, you can produce very slick and professional looking videos. Here are just a few ways you can use them on your webpages:
* Create a set of videos answering your most frequently asked questions
* Create video tutorials or “how to” demos for products or services
* Create video-based information products that you can then sell
Here’s a link to the free version: http://camstudio.org/
Here’s a link to the “all the bells & whistles” version: http://www.techsmith.com/camtasia
The other and probably more common method that people use to produce videos is a simple camcorder.
Frankly, most consumer camcorders shoot very high quality video. With the right sound and light accessories, you can shoot a highly professional looking video to upload to your website.
There are a number of editing programs to polish your video before putting it on your site.
Free options include Windows Movie Maker for XP or Vista users or Apple iMovie for Mac users.
This is something though, that you may want to spend a little money on. For under $100, you can get some fairly powerful video editing software. Google these to find the products: Adobe Premiere Elements, ArcSoft Showbiz DVD, CyberLink PowerDirector, MoviePlus, Nero Ultra Edition, Pinnacle Studio, Roxio VideoWave, Ulead VideoStudio.
Once you have produced and edited your video, you will then be uploading it to share. There are a number of sites that you can upload your video to.
If you wish to embed the video on your site (usually the best option), then sites like You Tube will host your video while providing you with code that you can place on your page.
You can also set things up so that visitors to your site click on the video play button and never leave your site.
All things considered, I believe video to be a “must” for anyone who wished to leverage the social spaces if the internet.
It’s not a magic pill however. It takes work, creativity and a good strategic plan to make it effective.
Do some research, develop a strategy, decide what types of videos to produce, shoot them, edit and enhance them, create your online presence with them!
Learn more about the author, Grant Criddle.
The 4 Pillars of Monetizing LinkedIn
Posted by: | CommentsLinkedIn is a great tool to enhance your business and company profile and network with colleagues, former co-workers and others with similar personal and professional interests. Once you have established a solid LinkedIn profile take some time to help you make money (in whatever guide that may take). -Editor
One of the interesting things about my time on LinkedIn has been how my thoughts and strategies have changed over time. Its no different from life in that as you learn more you think of new ways to do things. I can’t tell you how many times I’ve asked “is that it?”, only to discover that there’s more to do.
Sometimes it has been that I came up with a new angle and sometimes its been because LinkedIn made some upgrades. Either way the only way to get more out of LinkedIn is to learn more, participate more, and to constantly rethink how to use it. The minute you stop learning you define the limits of what LinkedIn will provide…a sure fire way to ensure that you get less out of it than is intended.
Over the last year I’ve poked and prodded LinkedIn seeking to find some universal truths that would guide me in how I used LinkedIn. As I learn more there will be others, but for now here are the four things I know in regards to monetizing my time and effort on LinkedIn.
1. The Right Perspective = The Right Activities
I have to have a strategy. I have to have goals. These two form my perspective about what I expect to get out of LinkedIn. Knowing this allows me to determine the actions I need to take. At some point I know I need to measure my results but that will come in time. For now I’m simply tracking what’s happening so that I can create a benchmark.
I also have to own why I am on LinkedIn by stating it clearly. It doesn’t get any simpler than “I’m on LinkedIn to make money”. Connecting, helping others, etc. are all part of the requirement’s to make money.
2. More Connections = More Opportunity
This one continues to pop up and I’ve heard all of the reasons why you should or should not connect to those you don’t know. You’ll have to make your own determination but for me I have seen the difference in results having gone from a Hound Dog to a Open Networker (I’m not an official LION so I don’t call myself one). My offline networking in the Chamber and at events produces results with people I know or have met. I don’t need LinkedIn for that, I need LinkedIn to expand my “Unexpected Opportunities” from people I have yet to personally meet. Its done that and more.
3. Know, Like, & Trust = Success
This one should be in bold letters. Its that important. Two out of three doesn’t cut it. If you want to find success on LinkedIn you need to expand your reach (Know – connecting and groups), you need to provide value to others (Like – Answers, interacting, sharing, etc.), and you need to be found credible (Trust – quality profile, recommendations, sharing information). Achieving these three components has lead to between 1 and 5 people per week calling me to help them with their health insurance needs…most from people I do not personally know.
4. More Activity = More Success
The more you participate on LinkedIn the more your name is in front of other members. Eyeballs lead to traffic which lead to business. You could simply put your profile up and some people would find you. But you don’t need some people, you need a lot of people. It’s a numbers game that takes time and activity to succeed.
Wrap Up
The question of “Why am I on LinkedIn” has led me to question my purpose, my activities, and my results. The four items listed above are the high level concepts that provide the framework to build on.
The foundation of the four pillars is that More Knowledge = More Creativity. The more I learn and experiment the more I open my mind to potential. I read other LinkedIn blogs on a daily basis. I periodically buy or trade my books for those written by others. I understand that while I may know a lot it’s worth paying $30 to buy the experience and knowledge of others. I may only learn one new piece of information but I also open my self up to another’s perspective, which in the end may challenge what I currently think.
Focus on these four (and learning something new each day or week) and your time will be well spent. What do you think?
Author- Sean Nelson, http://www.linkedintuition.com
How to Make Money with Online Local Search
Posted by: | CommentsAt the end of the day what most of us want is for our web site, our store or our professional skills to make us money. Don’t forget that aspect as you optimize your site for local search. -Editor
Make Money, Get Out of Debt
You see that phrase all over the Internet search results. The web is full of money-making schemes and get rich quick promises. With each new Internet technology comes an endless parade of marketers who do not add value but rather try to insert themselves as the middleman between you and the real product. Look at refinancing debt in Google™ for example, each how-to page is really another meaningless page redirecting your attention to get credit for the click-through. It is hard to tell the ads from the real good information. That is the problem with, or cost of, free information. So how does one make money with Online Local search? The old fashioned way.
Find a Local Business
If you are not an e-tailer and you do not have anything to sell on the Internet, then the leads you need are people looking for a local business. We call these businesses, brick-and-mortar businesses. When someone is looking for one of these businesses on the web, they are either doing research or looking to make contact. Do you have the right tools in place for either buyer. Do a Google™ search on your business name and city, state; then do the same search but leave off the location criteria. What were the results? First page? Your business name and locale should get your first page results if you have any web presence at all. The narrower the search terms, Robertson and Associates – Anniston, AL, the more likely you will be the top or only result. Now, that is great for someone who is already a customer and who knows about you, but what about new leads. It is time for the local searches.
Free Local Search Advice
When someone needs a plumber in Trussville, Alabama. They will either go to Google and type just that, or they will use a local search tool like Fast411.com. The best local search platforms, like Fast411.com, allow a user to type in Plumber and then specify Trussville, AL. The local search engines then return a complete listing of the plumbers without miscellaneous ads or unrelated content. The best local searches offer Google Streetview, Facebook integration, text/sms integration and iPhone capabilities. So what is the free advice? Well would you agree that if someone uses a local search to find a business they are looking to buy very soon. If they are looking for a Plumber they may be in a bad situation with a leaky faucet or plumbing problems right now. Your business needs to have enough information on the local search platform for the buyer to know how or when to contact your business. This information is called an online profile and with the best local search engines it is free. How do you get your free business profile online? Click this link to look up your business and fill out the profile. If you area is not supported yet with the online submission, please go to this link to contact us. A few of the better search engines offer this service as well, you should search them out and list everything you can that is free. Remember, when someone is looking to spend money, you want to be found.
http://blog.fast411.com/?p=225
Bing — Early Estimations in Local Search
Posted by: | CommentsMicrosoft has a tough road ahead trying to win market share with its revamped search engine, Bing. It’s not good enough to be slightly better than Google or Yahoo to succeed in the search engine wars. As one of my clients, Naijia Huang, aptly put it last week, “You have to be so good and have more meaningful features that a person would actually stop using Google.”
This is a pretty tall order considering Google now has more than 65 percent market share of the search engine usage, according to comScore.
Will Bing make a difference for Microsoft this time? Considering that Bing’s launch is supported by an ad campaign in the $80 million to $100 million range, they certainly intend to make it successful. Early indications are somewhat positive; comScore just released the following numbers:
It’s way too early to say Bing is a success, so let’s just say that initial trials are favorable. Will these trials turn into market share growth? We promise to keep you posted.
Stakes Are High, Especially in the Local Search Space
What we know, however, is that major engines continue to try and move their search domination into local search. As discussed in previous articles, local search represents a large relatively untapped revenue source. Depending on whose estimates you believe, the local search industry could eclipse $15 billion dollars in the next several years, so it’s certainly worth targeting.
Today’s local search landscape is relatively fragmented to include major search engines, Internet yellow pages, city guides, and more. When just viewing local searches on the major portals, we see Google taking the lead.
Share of Local Portal Searches
Source: TMPDM/Comscore Local Search Usage Study, Q2 2008
Both Yahoo and Microsoft had declining local search shares between 2007 and 2008, while Google’s local search share increased. If Microsoft wants to compete, they’ll have to take some pretty big steps to master the local search space.
How Does Bing Stack up in Local Search?
The most obvious would be that the results page looks very similar to Google’s. Bing even has an 8-pack (local listings surrounded by a map) to compete with Google’s 10-pack. You won’t notice a significant difference until you click through to a local business profile page. Here, you’ll find the first evidence of why Bing calls itself a “decision engine.”
The profile page includes similar features to a profile page on Google, but also some unique features that separate it from the rest of the pack. The layout seems much more navigable in terms of generating a purchase decision about a specific business. There also seems to be a bit more content within each feature:
- Business Listing: No great innovation here; content is fairly consistent with what’s on Google and Yahoo. Information includes address, phone number, hours of operation, reviews, and a Web site link for the business and different features on the profile page.
- Map: Bing provides predetermined or “one-click” directions from different corners of the city. In some cases, this would be more convenient, especially if the searcher is already familiar with the area.
- Nearby: Links included under this feature are for other services or places of interest in the area. While it’s simple, the added convenience will go a long way for searchers planning an outing.
- User Review Scorecard: This section provides a summary of the user reviews and organizes them into categories for quick reference. Clicking on “Show Reviews” provides more insights relative to specific categories. At this point, these appear to be only in the restaurant category, this could be a great differentiator if Bing could build out these categories specific to other verticals.
One area where Bing excels is the integration of local results that include Yellowpages.com advertiser listings at the top and bottom of results pages. Content is vital to help searchers make informed purchase decisions, and this integration helps provide Bing’s users with purchase forming criteria, beyond a map and a link to the merchant’s Web site.
To see if this integration was actually having any effect on performance, we looked at the source traffic going to YellowPages.com as indicated by the Hitwise ClickStream tool. The last two weeks ranked Bing and Bing Local as the top 10 and 12 sites driving traffic to YellowPages.com.
The percentage of clicks coming from each for the week ending June 13 was 1.09 percent and 1.04 percent respectively. From May 16 to 23, Live Search (Microsoft’s previous search engine) was ranked 20th, responsible for only 0.45 percent of upstream traffic. It’s obvious that online users are finding this integration favorable and are making use of the information.
Predictions Please
Overall, Bing is on the right track as it relates to local search; results are comprehensive enough, page usability is equal, if not superior, and integration with Yellowpages.com is positive. However, it’s not enough to pronounce Bing a “Google killer” as some may have believed.
Naijia’s perception is right; unless Bing makes a great leap forward, there’s nothing here that will make people want to switch from their existing local search favorites.
