The Evolution of Keyword Targeting on Online Directories August 28, 2008
Posted by Jennifer Lind in Internet Yellowpages.Tags: directory search, local search targeting
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When I am explaining internet yellow pages to a client or new coworker, many often have a very good understanding of search engine optimization and paid listings, and they typically think internet yellow pages work in the same ways. For example, that the sponsored links typically found on the right hand side of IYP sites are the only options for advertising.
One area where I have seen changes from the IYP sites to be more like the search engines is in keyword building. Many sites such as Superpages and Dex now offer the ability to add category keywords chosen from a pre-generated list specific to the category you are advertising under. For example, on the Superpages category look up tool, for the Limousine Services category, you can add Leather Seating, Party Bus, or Video Games to your keyword list. You can also choose to select Jaguar as a keyword if you only offer Jaguar limos.
Though Yellowpages doesn’t have category keywords currently, their site is now pulling direct match results from keywords entered in the More Info Page when specific product or service keywords are entered. You will notice these results typically when your search does not push you to a category but instead brings up a short list of advertisers with your keywords highlighted in the hyper link to the business’ More Info Page.
One day we may see businesses taking advantage of SEM/SEO keyword lists to better build out their More Info Pages on IYPs.
As organizations adapt their campaigns to better take advantage of keyword search tools on IYP sites, we may see further development in this area in the future.
Read more on this topic from The Kelsey Group’s blog – Recommended Reading: The “Semantics” of Local Search – where a posting was made today on the necessity for local advertisers to make themselves more unique by focusing on services offered and other factors that go beyond the brand name and category.
How Businesses Should Respond to Reviews August 21, 2008
Posted by Jennifer Lind in user generated content.Tags: reviews, ugc, user generated content
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First, a top-notch example of how not to respond:
I recently watched a rerun of Kitchen Nightmares where they visited Sebastian’s in Toluca Lake, CA. The restaurant was doing everything wrong. They were microwaving food, nothing was homemade, and they had a complex menu that took the waitresses 20 minutes to explain. Chef Ramsay came in and turned the place around. By the way the show ended, I thought the restaurant was off to a great new start. So upon looking at the listing on Citysearch, I was amused to find the restaurant now closed, and 73 reviews for Sebastian’s, many of which were people who had not been to the restaurant but were appalled by what they saw on the show. Though I can’t be certain, about 10 of the reviews seem to come from the owner (who else would say “It’s SEBATIOUS!” 12 times in one paragraph?). These entries included raving reviews of the food and atmosphere and bantering people who wrote negative reviews about Sebastian’s.
I am not sure if the owner of Sebastian’s could have saved his business if he’d responded to the reviews differently, especially considering his overall performance on the show and in the reviews. Internet users can easily see through a fake review, and it will only result in a poor image of that business.
Here are a couple of examples of great business responses that Sebastian’s should have tried:
- From a personal experience, I ate horrible food at a Mexican restaurant in Minneapolis once and wrote a review about my experience. Soon after, I received an email from the company offering a coupon to give them a second chance. Although I chose not to go back, I felt like the company had listened. I hoped that they would make some changes to their menu. The coupon offer gave me a more neutral feeling for the business, which toned down my desire to tell everyone I knew to never eat there.
- Take a look at the reviews from CustomInk on Yellowpages.com. A customer says they tried to call the company, but had trouble getting through. CustomInk wrote a business response to this person explaining that they were experiencing a higher call volume than expected, but promising to add more staff and the goal to answer all calls on the first ring. This business specifically addressed the issue and let the customer know they were working on a solution. Great job!
These two examples are great because the business responded in a very real way. CustomInk was honest and admitted they were having a problem.
The new wave of the internet includes businesses getting involved in online communities and listening to their customers. The way you respond to what your consumers are saying has a direct affect on the success of your company.
MIMA Event 8/13 – Video/Mobile Marketing: From Soup to Nuts August 18, 2008
Posted by Jennifer Lind in MIMA.Tags: mobile marketing, video marketing
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The MIMA event I attended on Wednesday was a panel of 5 people from various interactive marketing agencies in Minneapolis that focus on digital advertising:
- The Uptake
- Smokin Yogi
- ThreeVolts
- MRM Worldwide
- Ciceron
Statistics:
It is becoming almost a daily activity to consume online video. The main types of video are: news, movies/tv, homemade amateur, music, and commercials. About 10% of the online video out there is corporate video. The other 90% is amateur/homemade.
Examples:
- www.savethewalls.org – a campaign from 3M designed towards college students
- Proquo Office Junk
- Rabbit Hole – Spec video for Nestle Quick – mrm worldwide, minneapolis
One interesting idea was having clickable products within a video. For example, a Harley drove by, and the motorcycle was clickable and directed you to the Harley website. Companies can utilize amateur videos by sponsoring their own products that appear in already created content. For example, one video we saw showed a Nokia phone that allows you to stream video right to the web so you can show live feeds. The guy shooting was holding a beer in his hand. Why doesn’t Nokia and Budweiser pick this up and advertise through this video?
One problem with this may be getting legal to sign off on content that isn’t regulated. Basic advertising rules and models do not apply to the web, and corporations tend to take their advertising too seriously. To be successful in video marketing, you have to go with your gut. For example, Nestle wanted to do a viral video campaign and on this document, it said that viral videos should be funny. MRM shot a video called What’s Your Rabbit Hole – meaning where do you go to get away from the stresses at work. One guy had a particular story he reads to his daughter every night. When he was stressed at work, he would call his daughter and talk to her as one of the characters from the story. It was a very moving video, but the marketers at Nestle threw it out because it wasn’t funny as the document had said was a requirement.
When it comes to budgeting, the cost is significantly less than tv. You don’t have to pay for Union talent. However, that’s not to say they are proud to pay actors less. Corporations think creating a web video should be cheap and has to look amateur. However, this is not true. There are no rules or regulations, so why force them? A web video has no boundaries and can be whatever you want it to be. There are no production models.
