You need SEO
In today’s world, marketing is the future. Gone are the days when you could just put a commercial on television or an ad in the newspaper and watch the customers pour in. Customers are bombarded with ads everywhere they go. They have lost their effectiveness. Even worse, companies and ads have lost trust.
To get the attention of companies these days, you need to prove your trust, it is no longer implied. You do this by offering to help people in minor ways, like explaining to them why SEO is important. While a billboard or radio commercial may work in a smaller Texas town, in a place like Austin, you need more. That is where SEO comes in. People have many concerns about SEO, and we are here to dispell the concerns.
It still works
Most importantly, many people seem to think SEO no longer works. We are regularly surprised at people who think SEO no longer works because the ten-year-old tricks like keyword stuffing and clear fonts no longer work. The fact is, SEO is just more specialized. The early days of web searching there were all sorts of dirty tricks people used to rank higher in search engine results. As time went on, Google got rid of these tricks to make rankings deliver based on the best quality pages. Some people like JC Penny never changed and were even delisted from search results. The bottom line is, if you build your page offering genuine value and benefit to your customer, Google will list you higher in the search results. It is simple. It is also not going anywhere. Google will keep updating and changing, SEO will always change, but it will always exist, just the methods change. This is why a dedicated professional like Zilker is what you need to stay on top.
SEO Increases Market Access
The numbers don’t lie. The most business goes to the top three results. Over 60% of people use one of the top three links in a search, in fact. And almost all business goes to the first page of results. If you are not at least on the first two pages, you are not benefiting from search results at all. If you are not investing to get your name on the first page of some search terms, you are losing money and customers.
It is cost-effective
Organic marketing is both cheaper and more effective than paid ads. Most people skip past the paid results on a search and choose the top organic results of their search. Paying a professional to put you there is cheaper per click than paying for an ad, especially when you usually have to hire a person to place your ads for you as well. Investing in SEO, when done right is also the more trusted brand option over any paid source.
SEO Can Boost the Effectiveness of Your Other Marketing Efforts
All of your other marketing, from print ads to social media to word of mouth benefits when your SEO is performed well. A well-done blog post gets shared with others who then benefit. People will share your page and blog posts on social media, they will come to your page for helpful advice you always give. The bottom line is a well done and informative page is a benefit to your community, and it improves the value and trust of all of your other marketing efforts.
Your competitors are doing it
Remember, every time people search for your type of business and go to a competitor, that is because they invested more into SEO than you did. If you are not constantly moving forward in your branding, you are not standing still, you are falling behind everyone who is moving forward.
If you feel you need to improve your digital presence, feel free to call us today, and we can discuss your SEO strategy and put you above other Austin businesses.
These days, any marketer is sure to get one request above all else regularly. “I want you to make me go viral” they say. It is the dream of every small or even large business to go viral. Unfortunately, very few understand what ‘going viral’ is. If one could just magically add a cat to a video of people eating pizza from your restaurant, it will be shared millions of times, and my restaurant will be famous, and I will never have to pay a penny for marketing again. If this were true, marketers would be out of a job. If there were a magical formula for going viral, and any marketer had it, you can be sure it would be treated as a cure for cancer. A closely guarded secret we would charge a million dollars or more to have access to. The practical realization is there is no magic formula for going viral, and if there were, it would be so common, viral videos would be as common as catching a cold.
The reality is while certain traits are more massively appealing than others, there is no magic, guaranteed way to go viral. The best that can be done is to add the elements of what makes content go viral and hope for the best. However, we can give you some tips on what makes something go viral. If your content has at least one of these factors, it has the potential to go viral, but remember, at the end of the day, the most significant factor is luck. Or at least a lot of money boosting your content. So, without further ado, here is the handy, straightforward guide to making viral content according to Jonah Berger, author of Contagious: Why Things Catch On:
1) Social currency
The first factor in going viral is social currency. People want to be cool. They want to be the first one to share a meme. They want to be in on the new hip lingo, they want to like a band before it was cool. If you can convince the customer they are in on something secret not everyone knows, you spread your social currency. This is the trick behind naming items after customers or having secret menu items.
Triggers are the things in your life that remind you of the product. Geiko scored a big win with Hump Day. They had two mascots at the time, the caveman and gecko. In fact, overall, Geiko is fantastic at viral content. With the camel, they made shouting out Geiko slogans and commercials and posting them on social media a weekly thing. Every Wednesday, people voluntarily talked about the Geiko commercial and shared photos of camels. Rebecca Blacks video, as horrible as it can be explained in large part to the song title. People shared that song every Friday. Even I have done it, and I hate that stupid song in its fat face.
See above. I mentioned Rebecca Black. Why? Because I hate that stupid song in its fat face. It brings out an emotional response in me. This is the key to Donald Trump’s success. Love him? You talk about him. Hate him? You talk about him even more. Trump has mastered the viral game either on purpose or by accident, it does not matter, that is how he won an election spending less money.
See above, I mentioned Donald Trump. What is everyone else doing? Why, they are talking about Donald Trump, of course. Recently, Nike went viral with the Colin Kaepernick ad. Viral marketing genius. Not only did they get the brand out there, but they also triggered emotions, both positive and negative at once, and even had a bonus of getting the public to go on a marketing mission of creating hundreds of images to share making fun of the original ad. People who don’t even care about football or the issue got on the marketing bandwagon with their own Nike memes. It was brilliant, and Nike not only knew it would cause controversy, but they were also counting on it.
5) Practical Value
Is it helpful? I am giving you 6 simple rules for creating viral content. Is it helpful? Yes, it is, or I would not bother telling you. People do not search for things that are not helpful. We share lunch hacks, car saving fuel hacks, 3 tips for doing this or that. People love sharing tips.
People love to tell stories. So much so, 95% of people share content by word of mouth. Most people heard about the hump day commercial at the water cooler from their friend before they saw it online. Who asked their friends what day it was on Wednesday? Did any of you in the 90’s answer the phone with a “WAZUUUUUPPPPPPPP?” Telling the story even in some way’s circles back to number one, social currency, you are in the know of the new joke. Or even better, you were in the know before it became a commercial and you get to brag you did it before it was on television!
There you have it, all the critical factors for going viral. Now, this is no guarantee you will ever go viral, but if you want to create content that goes viral, you need to have at least one of these elements. Remember, in marketing, you do not want ONLY to create viral content, you add viral content to your kit, and if you get lucky, one of them goes viral. Your marketing team should always keep these factors in mind when creating your marketing plan. If your company is not doing this for you, be sure to give Zilker a call, because we will.
What is the best marketing trick you know? Ads? Community service? Commercials? How about social media? Is that Instagram account what drives more sales and customers to your store? Or is it something else? Some businesses have gimmicks. The Speakeasy Bar inside a hot dog restaurant in New York gets by on word of mouth alone because it is a fun gimmick that gets people talking. Out of everything in your marketing toolbelt, which one works better than the rest, hands down across all industries?
I will give you a hint, it is also one of the cheapest methods of marketing around. It is not even a new technology that gives you the ability to do what you never were able to do before, You will not find it online or in your mailbox or anywhere else outside your store. In fact, the public at large would never even see it. You may be asking yourself, what could you possibly do to market yourself if the public never gets to see it?
Customer Service Is Key
Customer service. Word of mouth is still and always be the king of marketing. Over 100 million people watch the Super Bowl every year, and brands spend millions to produce a 30-second commercial to pay millions more to have it shown. This does less for marketing than a single viral act of selflessness or selfishness by a brand. A single response in anger can ruin a business forever, United Airlines still has not recovered from the removal of one customer one time by force. This has happened to every airline countless times in the past, but this time the internet caught wind of it. A single act of goodwill can cause an increase in sales that no commercial could ever give. Staying in the airline industry, Southwest outperforms every other airline in history. They are not the most comfortable or accommodating, in fact, their reputation is quite the opposite. However, they have this. Great customer service whenever possible and these are the things people remember.
Across the board and even locally, Austin businesses such as Luxury Auto Works and Capital Pediatric Group have gone out of their way to accommodate customers needs, and in a way that genuinely assures their customers’ health and happiness, even if it may hurt the bottom line. Many local Austin businesses learned this in the recession. When families needed to cut back on expenses, those businesses that maintained a stellar level of service stayed in business despite cuts to other areas of operation.
The number one reason people try out a new business is that someone they trust recommended them. This is why influencer marketing is growing. People trust someones personal recommendations, even if that person is a celebrity. Brands are just not trusted with their own message these days, the consumer is far savvier than in the past. One friend telling another that a certain detergent did not remove a stain holds more weight than 100 commercials on television no matter what the brand says.
So, if you want to really increase your brand’s reputation, do what nobody else but you can do. You have to offer a superior service. You have to care. Survey after survey shows time and again that a customer is willing to pay a premium for service. If your customer service is not stellar, prices or quality will not save you no matter how good it is.