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Business Benefits? Although theater attendance
nationally has fallen, OSF is breaking their own records every year, achieving 85-95% of seat capacity filled (in a season that runs from March-November) Via http://www.mailtribune.com/apps/pbcs.dll/article?AID=/20131110/NEWS/311100340/-1/TEMPO
The Wallingford Beast? Using an
old newspaper article as inspiration, the crew from Seattle’s Archie McPhee concocted an entire series of videos, a website, and a tourist attraction inside their store.
Margins on $0.50 Tchotchkes Suck.
To survive, McPhee had to become a remarkable, unique destination for Seattle’s residents and its visitors. Flexing that marketing muscle over and over again has led to online success, too.
Remarkability is what creates the
potential for virality and inspires the act of sharing. Those who do/will not create share-worthy local businesses will likely find their niche dominated by someone who does.
Lack of consistency costs: Each
of those pages was used as the primary site on different listing sources (for a while, Google even had Bang’s Schedulicity page as the primary map result for their brand)
Our brains are rewiring themselves..
As generations who grew up with technology mature, consumers’ expectations for instant gratification from the web & apps will continue to accelerate.
Let’s try an experiment: I’m
visiting Northern Queensland and check out local attractions on my Tripadvisor app. This crocodile one looks cool…
But are they open today?!
Tripadvisor usually has an “hours” field, but I guess it’s not here so I’ll have to visit their site. Maybe they have a really complex schedule or something.
Oh great, a non- responsive
website. Let me just pinch and zoom around and accidentally click the wrong menu item until I click the right one and… man, if they only had the hours on the homepage!
8:30am-5pm every day of the
year?! Why didn’t Tripadvisor have that information?! Ugh. Three clicks and almost 200 seconds down the drain!
Actually, I was wrong about
Tripadvisor. They don’t have an hours field, but they do allow businesses to put hours into their description/info field. This is a very useful hack for all sorts of FAQs you might get.
Compare & Contrast: This is
my optometrist’s mobile site. It’s not much to look at, but it does get me every piece of info I need extremely fast.
A Basic Checklist: Are the
5-10 most common questions asked in-store, over the phone or in search queries answered (or at least obviously linked-to) on the site’s homepage? Is there a process to regularly review information online (on your site and on any portals) for accuracy? Are the sites that rank in searches for your business name as complete with information as possible? Does the mobile version of your site load quickly and display properly on iOS, Android & Windows Mobile? Have you enabled features that may save consumers clicks/time on popular apps & listing sites?
Even if you think your
customers only use Google.. Watch out. Local listings are often playing second-fiddle to content sites, local aggregators, and roundups.
Barnacle SEO: The process of
optimizing your listings, site, business, and marketing to appear in OTHER sites that rank well may be a huge win. Excellent piece by David Mihm here.
Side Benefits: Outreach to content
sites, inclusion in listing sites, and the process of jumping through the hoops to get these mentions yield links & citations that help rankings. Link & address citation!
Critical Mistake: Many local businesses
assume that if the message/marketing doesn’t reach their target customer, it’s not worthy of investment. Reality: Reaching influencers (press, media, bloggers, online reviewers, social accounts, etc) may actually have a stronger impact that trickles down through increased mentions/links/rankings/etc.
Web Results? Despite Daniel’s tragic
lack of investment in any web marketing (no website, no local SEO efforts), searching for any keywords around his video brings it up, often above the local results.
“I’m trying to run a
business here. I don’t have time to figure out the web or try crazy marketing stuff. I need to focus on my customers and my bottom line.” -The 99% of local businesses that don’t dominate their niche
“Remarkability lies in the edges.
The biggest, fastest, slowest, richest, easiest, most difficult. It doesn't always matter which edge, more that you're at (or beyond) the edge.” - Seth Godin
5 Keys to Local Search
Success in 2014 Rand Fishkin, Wizard of Moz | @randfish | firstname.lastname@example.org bit.ly/5keyslocalsearch