Google’s new paid search layout impacts organic search results too.
Google recently modified its desktop SERP’s to mimic the mobile layout. This means that paid search ads are no longer shown to the right of the page, and up to 4 (four) paid results will appear at the top, (previously limited to 3.) The massive growth of mobile use is teaching Google more about how consumers are interacting with its pages, and what is driving results. These are translating over to desktop also.
But beyond that, it’s also going to affect organic results that some marketers have come to rely on. For one, CTR on some organic results may start to drop, as paid listings will be pushing organic results further down the page. It will also make the Local Pack (3 listings tied to map locations) even more important than ever. Just think, if paid listings and the Local Pack are the most visible portions of the SERP, competition among those groups is going to get more heated. And to make things more interesting, exactly what the consumer sees when they do view an organic listings is going to be important as well. Paying attention to the right snippets and text might make the difference between a buying consumer, or a missed opportunity.
What this means to local businesses is that integrated (paid and organic) Google campaigns are going to be more important then ever. Making sure that you are seen when consumers are actually looking for you or your product is the key to success. Consulting with a good local marketing agency can help greatly. And if you are one of those agencies, you should be on top of these changes, so the advice you provide to your clients is the most timely and effective.
Want to see more on how the change to paid results will impact organic? You’ll find it at SearchEngineLand, March 29.
Retargeting…is it creepy, or simply a great marketing tactic?
So by now, you’ve heard the term “retargeting” enough. But remember, the first time you encountered it? How did they know I was looking for a hotel? How did they know I was shopping for shoes? How did they know I was looking for the latest New Kids on the Block recording? (And oh that is so embarrassing.) Today, retargeting is something that most marketing providers enable. It’s no longer a novelty, it’s become a solid components of most strong marketing efforts. But if you’re an SMB, you still may have avoided it, thinking it just an extra expense that should be saved or too complicated. If you are marketing services provider, maybe you have overlooked the solid marketing potential of this tactic. Well, it’s time that we make a case for retargeting that cannot be overlooked. It is simply the best method of branding available today.
For more on retargeting, and 5 reasons you should include it in your marketing efforts today, check out SocialMediaMarketingGenius, March 23.
It’s your reputation…deal with it!
Ever heard anyone say this…”I can’t control what people say about me”? Businesses can bend over backwards for their customers, but still may have little control over what they may end up saying about their experience. Businesses can thrive, or die, based on their reputation. Great service, great execution, great products, should lead to a great reputation. But again, you can’t really control what someone says. You can however, deal with it, and turn any potential negative into something that will be a benefit.
In digital marketing, customer comments and referrals contributed greatly to a business reputation. And they contributed to more than just over-the-counter transactions. A business with a good reputation will have fewer troubles hiring employees than one with a questionable reputation. The key to a good online reputation is to do what you can to promote positives, and stay directly on top of potential negatives. Marketing service providers should be aware of their clients’ reputation and provide tools as well as guidance on how to promote great ones and help build those that may need some help.
For more on this, check out GeoMarketing.com, April 4.
Social Media is mobile media
You already know that Social Media can be a great addition to any marketing campaign. And some SMB’s are focusing most of their entire marketing effort on social interaction, posts, and business pages. But did you know that when they are doing this, they are basically conducting a mobile campaign? That’s true. In fact, almost 80% of all time spent on social media is mobile today. Over half the time on social media is spent on mobile apps, but tablets and mobile web also contribute to the usage.
What does this mean to local businesses and marketing service providers? It means that any conversation, and review of platform, and design or content contribution to business pages, posts, etc, must take into account the mobile audience. Reviewing a FB page on desktop is easy, but the audience will mostly be seeing it on a mobile device. Asking for response or engagement on a social channel needs to assume that most of the input and texting is going to be done on a mobile device. Don’t think for one second that mobile is a separate channel to be dealt with separately. Today, if it’s social, it’s probably mobile. You can find more on this at MarketingLand.com, April 4.
What can a “Shark” teach you about SMB marketing?
Buying and selling businesses is exciting, but it takes dollars and cents…millions of them. The popular TV show “Shark Tank” offers a great view of how businesses are valued, and what it might take to make them valued. And the men and woman behind the millions offer great advice. But would it surprise you to learn that these Sharks also know something about marketing small businesses? They buy and sell them, but they also have run them in the past. And if they’ve been able to make those small businesses more valuable under their ownership, they probably know a little about how to market them.
Robert Herjavec, one of the Sharks on “Shark Tank” has done just this. His business today is on track to generate $150 million in revenue this year. He started as a small business man, and knows a thing or two about marketing SMB’s. His advice touches on the basics of marketing…targeting, e-commerce, audience preference, etc. But it’s probably best to read it in his own words. He has great advice for any small business owner. And for anyone that provides marketing services, his words are worth reading as they represent what has succeeded, in the real world. Check out Mr. Herjavec’s Top 5 Small Business Marketing Tips from Entrepreneur.com, March 28.
The Local Strategist 