If you tuned in before you would know… My quest is to uncover what it takes to build the ultimate local blog. I want to attract a pretty hefty amount of local traffic by publishing information that people can use, and actually want to read. I want it to stand out, and compete popular publishers in the area. I want readers to return regularly, or even subscribe to the RSS feed if that is their thing. I’m not sure how many people around here actually subscribe to feeds, but most of them use email. Those email addresses are gold. The content must be credible to gain subscribers.
But what is local? I live in Houston. My natural instinct first tells me to go for the gold and target the whole city. There are 7.5 million people in the Houston metropolitan area… That is a massive amount of people and an ocean of information to cover. That sounds wonderful, but if I want make a truly local site, tackling a city of this size with one web site could be counter-productive.
The competition is fierce and search engines are saturated. With a fresh domain and only a few nuggets of content to start with, I’m going to need a lot of time and a hefty amount of promotion/content to get it ranking high enough to pull steady traffic… Plus, the larger the area you try to cover, the less relevant the articles will be for certain visitors. They will probably not care about the new mixed-use development opening 40 minutes across the city, or the hot new mall being built on the east side of town that they may never visit.
Old media takes a shotgun approach. New media zeros-in on an area or a niche. In the case of a local blog, we are targeting a geographic area small enough to be relevant to everyone it targets. Focusing on a smaller area has quite a few advantages. You can be certain that although you may want cover many topics, they will all hold some kind of relevance to your readers due to the fact they are close by. This opens up many doors. If I feel like the locals want to hear about sports in the area, I can cover it. If I have want to feature a story about a local restaurant, that is fine also. I want to zero-in on an area smaller than the entire metro-area of Houston, yet large enough to have decent-sized number of potential visitors. I need to be sure an audience exists before targeting it.
Most cities can be broken down into specific regions that are widely accepted. Whether it be the name of a suburban city, a major corridor, a county or simply a side of town (like the Northwest area). The lines have already been drawn by the public. I just need to decide on whether I will fall in line with the accepted “areas” or draw my own boundaries. This all depends on the specific situation. What is good for me in Houston Texas may not be good for you in Colorado, California, or New York. If I were targeting a rural town, I may determine that I need to spread the focus out to surrounding towns also, to meet the audience-size and news requirements for my site.
Of course, some areas are more “close-knit” and active than others. The target population might be packed into a very small geographic area, like in a college town, or in the Northeast. You may even see an opportunity to target a single building or street if you live in a dense area. All you are looking to do is fill a void. The smaller you get, the more involved and dedicated your visitor base may get. Imagine if you found a website that was dedicated only to your specific neighborhood, condo, or apartment building. You would most likely take special note of it. You may not even think twice to give out your email address for updates. The content is so local, it can’t be denied.
Avoid the tendency to shotgun the city. This is hard to do if you like to think big. What happens if you want to grow past that area? What then? Strike that fear by remembering there are more domains in the sea, and you can duplicate the effort if the need arises. But right now, think about the needs of your audience. They appreciate local, and will take note of a site with dedication to their backyard. Backfence was too much too soon. The perception wasn’t personal enough to rally an audience. It also relied on user-generated content, which is not really to goal of starting a local blog. I’m not interested in a site that is clearly set up to be some “national network” destined to fail. If the site is clearly set up to cover MY area and dedicated to it, I know it is the real deal. My audience will too.
Let me know your thoughts on this. How local should you go?
Marketing amidst uncertainty: 3 considerations
(BUSINESS MARKETING) As the end of the COVID tunnel begins to brighten, marketing strategies may shift yet again – here are three thoughts to ponder going into the future.
The past year has been challenging for businesses, as operations of all sizes and types and around the country have had to modify their marketing practices in order to address the sales barriers created by the pandemic. That being said, things are beginning to look up again and cities are reopening to business as usual.
As a result, companies are looking ahead to Q3 with the awareness they need to pivot their marketing practices yet again. The only question is, how?
Pandemic Pivot 1.0: Q3 2020
When the pandemic disrupted global markets a year ago, companies looked for new ways to reach their clients where they were: At home, even in the case of B2B sales. This was the first major pivot, back when store shelves were empty care of panic shopping, and everyone still thought they would only be home for a few weeks.
How did this transition work? By building out more extensive websites, taking phone orders, and crafting targeted advertising, most companies actually survived the crisis. Some even came out ahead. With this second pivot, however, these companies will have to use what they knew before the pandemic, while making savvy predictions about how a year-long crisis may have changed customer behavior.
Think Brick And Mortar
As much as online businesses played a key role in the pandemic sales landscape, as the months wore on, people became increasingly loyal to local, brick and mortar businesses. As people return to their neighborhood for longer in-person adventures, brands should work on marketing strategies to further increase foot traffic. That may mean continuing to promote in-store safety measures, building a welcoming online presence, and developing community partnerships to benefit from other stores’ customer engagement efforts.
Reach Customers With PPC
Obviously brick and mortar marketing campaigns won’t go far for all-online businesses, but with people staying at home less, online shops may have a harder time driving sales. Luckily, they have other tools at their disposal. That includes PPC marketing, one of the most effective, trackable advertising strategies.
While almost every business already uses some degree of PPC marketing because of its overall value, but one reason it’s such a valuable tool for businesses trying to navigate the changing marketplace is how easy it is to modify. In fact, best practice is to adjust your PPC campaign weekly based on various indicators, which is what made it a powerful tool during the pandemic as well. Now, instead of using a COVID dashboard to track the impact of regulations on ad-driven sales, however, companies can use PPC marketing to see how their advertising efforts are holding up to customers’ rapidly changing shopping habits.
It’s All About The Platforms
When planning an ad campaign, what you say is often not as important as where you say it – a modern twist on “the medium is the message.” Right now, that means paying attention to the many newer platforms carrying innovative ad content, so experiment with placing ads on platforms like TikTok, Reddit, and NextDoor and see what happens.
One advantage of marketing via smaller platforms is that they tend to be less expensive than hubs like Facebook. That being said, they are all seeing substantial traffic, and most saw significant growth during the pandemic. If they don’t yield much in the way of results, losses will be minimal, but given the topical and local targeting various platforms allow for, above and beyond standard PPC targeting, they could be just what your brand needs as it navigates the next set of marketplace transitions.
The last year has been unpredictable for businesses, but Q3 2021 may be the most uncertain yet as everyone attempts to make sense of what normal means now. The phrase “new normal,” overused and awkward as it is, gets to the heart of it: we can pretend we’re returning to our pre-pandemic lives, but very little about the world before us is familiar, so marketing needs a “new normal,” too.
Advertising overload: Let’s break it down
(BUSINESS MARKETING) A new study finds that frequent ads are actually more detrimental to a brand’s image than that same brand advertising near offensive content.
If you haven’t noticed, ads are becoming extremely common in places that are extremely hard to ignore—your Instagram feed, for example. Advertising has certainly undergone some scrutiny for things like inappropriate placement and messaging over the years, but it turns out that sheer ad exhaustion is actually more likely to turn people off of associated brands than the aforementioned offensive content.
Marketing Dive published a report on the phenomenon last Tuesday. The report claims that, of all people surveyed, 32% of consumers said that they viewed current social media advertising to be “excessive”; only 10% said that they found advertisements to be “memorable”.
In that same group, 52% of consumers said that excessive ads were likely to affect negatively their perception of a brand, while only 32% said the same of ads appearing next to offensive or inappropriate content.
“Brand safety has become a hot item for many companies as they look to avoid associations with harmful content, but that’s not as significant a concern for consumers, who show an aversion to ad overload in larger numbers,” writes Peter Adams, author of the Marketing Dive report.
This reaction speaks to the sheer pervasiveness of ads in the current market. Certainly, many people are spending more time on their phones—specifically on social media—as a result of the pandemic. However, with 31% and 27% of surveyed people saying they found website ads either “distracting” or “intrusive”, respectively, the “why” doesn’t matter as much as the reaction itself.
It’s worth pointing out that solid ad blockers do exist for desktop website traffic, and most major browsers offer a “reader mode” feature (or add-on) that allows users to read through things like articles and the like without having to worry about dynamic ads distracting them or slowing down their page. This becomes a much more significant issue on mobile devices, especially when ads are so persistent that they impact one’s ability to read content.
Like most industries, advertisers have faced unique challenges during the pandemic. If there’s one major takeaway from the report, it’s this: Ads have to change—largely in terms of their frequency—if brands want to maintain customer retention and loyalty.
7 simple tips to boost your customer loyalty online
(BUSINESS MARKETING) Without a brick-and-mortar store, building rapport and customer loyalty can be a challenge, but you can still build customer loyalty online.
With many businesses – both big and small – operating online, there are less opportunities for building those face-to-face relationships that exist in brick and mortar stores. According to smallbizgenius, 65% of the company’s revenue comes from existing customers.
It’s important to keep in mind the different tactics at your disposal for increasing customer loyalty. Noupe recently released a list of actionable tips for increasing this loyalty. Let’s examine these ideas and expand on the best.
- Keep your promises – Stay true to what you’ve agreed to, obviously contractually, but stay true to your company values as well. Even if you feel you’ve built a good loyalty where there is room to take a step back, don’t rest on your laurels and be sure to remain consistent. If you’ve provided a good experience, keep that going. The only change that should happen is in it getting better.
- Stay in communication – In addition to the ever-so-vital social media platforms, consider creating an email newsletter to stay in touch with your customers. Finding ways to have them keep you in mind should be at the front of your mind. By reaching out and being friendly, this will help retain their business.
- Be flexible with payments – No, don’t sell yourself short, but consider installment plans for pricier items or services. This will help customers feel more at ease when their wallet’s health is at stake.
- Reward programs – Consider allowing customers to accrue loyalty points in exchange for a freebie. The old punch card method is still an incredibly popular concept, and is a great way to keep people coming back. The cost associated with giving something away for free will be minimal in comparison to loyalty you receive in order for the customer to get to that point. Make sure that what a customer is putting in is about equal to what they’re getting out of it (i.e. don’t have a customer spend $100 in order to get $1 off their next purchase). If all of this proves successful, this can eventually be expanded by creating VIP levels.
- Prioritize customer service – A first impression is everything. By prioritizing customer service, you can help shape the narrative of the customer and how they view your business. This splinters off into them giving good word of mouth recommendations to friends and family. Be sure to keep positive customer service as the forefront of your mind, as giving a bad review is just as easy – or even easier – as giving a good review.
- Value feedback – Allow customers a space to provide their feedback, either on your website or on social media. Find out what brought them to you and gage how their experience was. Be sure to thank them for their feedback and take it into consideration. Feedback – both good and bad – can be vital in helping shape a business.
- Avoid laziness – Stay sharp at all times. Don’t treat all customers as nothing but currency. Include personalized touches wherever you can. This will make all of the difference.
Opinion Editorials3 days ago
3 things to do if you *really* want to be an ally to women in tech
Opinion Editorials1 week ago
Questions you wished recruiters would answer
Business Entrepreneur4 days ago
15 tips to spot a toxic work environment when interviewing
Business Entrepreneur1 week ago
Zen, please: Demand for mental health services surges during pandemic
Opinion Editorials3 days ago
4 simple tips to ease friction with your boss while working remotely
Opinion Editorials2 days ago
Why robots freak us out, and what it means for the future of AI
Opinion Editorials1 week ago
6 skills humans have that AI doesn’t… yet
Business Entrepreneur1 week ago
This startup makes managing remote internships easier for all