Category Archives: local search

St. Lucia September SXSW: Content Marketing Example

[nzs_heading heading=”2″] The Search for Great Content [/nzs_heading]

It’s always great to find content that is genuinely entertaining and of particular interest. This is content that is serving its purpose. The video is an owned media digital asset strategically created in conjunction with several brands, among them Embassy Suites Hotels, SPIN, & SXSW.

As a fan of the Brooklyn-based, St. Lucia, I was browsing some live recordings and came across “September”.  It took place during SXSW, but was actually recorded inside Embassy Suites Downtown Austin & produced by SPIN. The YouTube account is the official account of Embassy Suites Hotels.

This is a great example of content marketing. It is serving its purpose as original content with most definitely a positive ROI.

From the brand’s perspective, it is driving targeted impressions to an accurate target audience. There probably was a bunch of clicks coming through to SPIN from this video of interested consumers searching for more content. From Embassy Suites’ perspective, the content serves as a unique video asset that will gain views & send traffic to Embassy Suites. Random? Not really, there is a lodging component to almost everything. Because of the demographic, a significant number of viewers will likely stay in a hotel. Embassy Suites is now on their radar because they hold concerts for some of their favorite bands in the actual rooms.

[nzs_heading heading=”2″] No Annotations? [/nzs_heading]

It is interesting to note that there are no YouTube annotations (a hyperlinked text or graphic within the video). This is likely the case for two reasons: branding or lack of strategy. These are strategic links links that send more traffic to a site.

From the consumer’s perspective, this YouTube video is exactly what they wanted (for the most part). If you were searching for a live version of “Septemer”, you would likely enjoy this. The consumers are then coming across these brands, perhaps for the first time, in a positive environment. An ideal situation compared to consumer frustration when something annoying can happen; irrelevant banner ads and pop-ups.

[nzs_heading heading=”2″]Great Content=Unlimited Links![/nzs_heading]

Bottomline, this content passes two important questions that should always be asked when creating content for a brand (along with many others). The content is entertaining and of particular interest. Live music is usually entertaining and the interest  involves aspects of all parties; St. Lucia is a rising band, SXSW is a major festival, SPIN is a popular webzine.

Last but not least, when your content is REALLY GOOD, you can get mentions like the blog you’re currently reading.

(I debated giving an editorial link to Embassy Suites Austin Downtown, but i’ll just leave this here…)

Google+ Secure Hangouts for Lawyers

[nzs_heading heading=”5″]Take full advantage of all Google+ has offer [/nzs_heading]

Hangouts on Google+ are now mainstream methods to connect with the public for news, entertainment, and social purposes. With Secure Hangouts, two parties can communicate via a secure, encrypted connection that are ideal for certain legal communications between attorney & client.

Lawyers now have a brand-new, efficient way not only of servicing existing clients, but also marketing yourself as a lawyer. Video content is widely understood to be one of the most engaging forms of content. With existing means of video production available already, lawyers that have been taking advantage of video content assets can now incorporate a new dynamic of conversion optimization in the form of Google Secure Hangouts.

Prior to Google Secure Hangouts, conducting a Hangout about a certain topic was easy to do and the recording would automatically upload to YouTube. This strategy is a way to gain targeted impressions for your practice in the hopes of a future client. Currently, this can be effectively measured using Google Analytics to monitor a YouTube Channel’s metrics. With Secure Hangouts, we can now segment users further and create a new type of lead.

[nzs_heading heading=”5″] Personalized Content Offerings Driving Hot Leads [/nzs_heading]

Secure Hangouts and the personalized content offerings they provide place a potential client in touch with legal representation directly. This process can be extremely fast, rapidly shortening one set of assigned conversions. In this case, analytics may show several days between an initial view on YouTube that lead to another form of contact, ie phone or email. Now, that gap can be closed and efforts can be spent nurturing the lead.

Developing a strategy for how to incorporate Secure Hangouts within your practice will be key for long-term organic visibility. Feel free to share your firm’s Google+ or YouTube Channel below.

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Google+ Local Category Optimization: Google Now Insight

Click on the above image for a clear example of the importance of Google+ Local category optimization. Google Now’s is increasingly rising in popularity, especially with the pending launch of Google Glass and the impact the device will have.

[nzs_heading heading=”5″] Which ‘Places Nearby’ Would You Click? [/nzs_heading]

While there are many unknowns, there are some future proof optimizations that can be made. Selecting the appropriate categories and completing as many fields as possible within the Google+ Local listing is key to not only being served within Google Now, but also attracting clicks similar to how rich snippets function in a standard web search.

Google Now will soon be in widespread use and composed of cards that are one of the elements that make up the standard interface of Google Glass.

As you can see, not all of the local listing ‘Places Nearby” are the same. The Dunkin Donuts does not have any reviews, does not indicate the operating hours, and has no picture.

The third choice is the most complete: profile image, operating hours, reviews, and correct category selection.

When your listing is served within Places Nearby, Google is making a determination that your business is relevant to that particular end-user without any active searching. I took this screenshot on an early Sunday afternoon, where doing shopping some food shopping or needing some coffee is a high probability.

Bottomline: correctly claiming, merging and optimizing the Google+ Local listing will position your business to be visible where your customers may be looking.

[nzs_heading heading=”5″] To learn more about Google+ Local optimization or find out about your business, fill out the form below. [/nzs_heading] 

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