By Mark Eting
Bullseye Strategy Special Correspondent
You know what they say about the word “assume”: don’t. This is especially true if you’re responsible for your company’s bottom line. At risk: local businesses who think simply having a website with up-to-date contact info is enough for them to be found online, marketers shying away from YouTube because they lack video assets, and brands who don’t recognize Pinterest as the virtual sales catalog that it’s become. Not to worry: this week’s Bullseye Buzz is here to set things straight.
What You Don’t Know About Local SEO
A website with your business’s address, hours of operation, a clear description of the services you offer…what more does a local business need to get listed on Google? More than that, apparently. As Search Engine Land explains, when a customer types in (or shouts), “surgery centers near me,” the ones who show up are only those “Google Guaranteed” or certified through partners such as HomeAdvisor and Porch. Getting “in” with Alexa and Siri might not be automatic but it sure is necessary if your local business is concerned about profits. We can help you sort it out.
What You Don’t Know About YouTube
You probably know that YouTube is the second-largest search engine just behind its parent company, Google, and that 18-34-year-olds watch the ‘Tube more than they do any single television network. But what isn’t necessarily obvious–which may be holding us back as marketers–is that you don’t need to create videos to advertise on YouTube. Video creation is expensive and time-consuming, and it’s hard to get it right, so YouTube advertising might not exactly seem like low-hanging fruit. This handy guide to YouTube advertising from Social Media Today, however, points out that static images have their place on this channel. The same assets you create for Facebook, LinkedIn, Instagram and other channels can be sized to be “cards,” for example.
What You Don’t Know About Pinterest
Pinterest has grown to become so much more than a source of wedding daydreaming and home renovation ideas–not to mention “mommy guilt” for those of us who would have never thought to turn a sandwich into a funny animal face in the first place. As more brands have migrated to this channel to create content and spotlight products, Pinterest has evolved into what’s essentially an online product catalog. Case in point: Pinterest’s new conversion ads, which optimize for sales conversions instead of link clicks. A brand that got to try out this ad unit in beta saw a 2x increase in sales and a 58% lower cost per acquisition. We’re eager to get our e-commerce clients into the Pinterest conversion ad game!
“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry.