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KEO Marketing Blog

Social Media Marketing: Lessons from the World Cup

social media marketing lessons from the world cuIf you have been anywhere near a computer or television recently, you’ve probably watched at least a few snippets of the World Cup. Frankly, it’s been tough to avoid it, and even if you aren’t a soccer fan, it’s easy to get lured into some of the drama and competitive energy.

While the teams battle it out on the field, lots of brands are also in a competition to try and capitalize on World Cup excitement to boost their brand image and add some excitement to their advertising and social media campaigns.

Two of the most visible brands at the games are Nike and Adidas, who seem to be battling it out to win the World Cup marketing and social media wars.

Adidas may be an official World Cup sponsor, but Nike is a major player in the event as well, thanks to its assortment of sponsorship and endorsement deals with various players, and its prominent World Cup themes in current campaigns.

A few quick takeaways from the World Cup, from a social media and brand marketing perspective:

Be prepared to act (and react) quickly. The great thing about tying your campaign or social media content to a newsworthy and popular event is that you automatically have interest and potential followers based on hot topics and popular keywords. The downside: unexpected things can happen, and you may need to make some quick adjustments. Adidas found this out when it had to quickly pull its promotions involving Uruguayan player Luis Suarez after he was suspended for biting another player.

Creativity and a human angle can really help. The U.S. men’s soccer team put together a package of videos in a campaign they called “One Nation, One Team, 23 Stories.” There was an individual video for each player on the team, with each one having a unique personality and style. This let you get to know the players, and helped you feel more of a personal connection. Even people who weren’t diehard soccer fans could get lured in by some of the stories.  It was a great way to build interest and encourage engagement with would-be fans and potential supporters/customers.

Use whatever angle you can. Companies from all sorts of industries have been figuring out ways to work the World Cup or related topics/personalities into their social media campaigns and other promotions. Even if it’s just a casual reference or a small part of the overall campaign, this lets you capture people who are searching for related keywords or hashtags. And that’s a huge potential audience: during the match between the U.S. and Portugal, for example, 10 million people had 20 million Facebook interactions and there were 8 million Tweets about the game as it was happening (according to CNN).

Of course, trying to manage your social media marketing campaign and strategically tying it to current events or breaking news can be a challenge if you don’t have to staff or experience. If you need help, let KEO Marketing handle that for you, as we do for many of our clients.

Posted in keo marketing, social media | Tagged brand marketing, keo marketing, social media marketing

Google Testing Domain Registration Service

Google Testing Domain Registration ServicesAs if Google isn’t already all-powerful enough, the tech giant is in the process of developing a service that could play a big role in your website way before you ever create it.

The company just announced that it is testing out a new domain registration service called (what else?) Google Domains. As with most other domain registrars, Google Domains will let you search for available domain names and then register your choice once you’ve decided on the one you want. You can also sell or transfer domains.

You’ll be able to get the most common domain extensions like .com and .net. But if you want to get more creative (or industry-specific), you will also be able to choose from many of the newer domain varieties that seem to be popping up on a daily basis. That means you can be the proud owner of a site that ends in .photography or .salon or even .limo if you wish.

The program is in a beta phase right now, and is by invitation only (although there’s a spot on the Google Domains website where you can request an invitation).

In keeping with Google’s perennial strategy of incorporating many different services into one giant process that all work together, the company’s domain registration branch will also offer additional services, such as website creation and hosting, for an additional fee, of course. Google is partnering with well-known site-building services such as Squarespace, Weebly and Shopify to provide some of these extra services. However, the initial basic registration fee will include a couple of nice free perks, such as private registration and easy domain forwarding. And this being Google, it likely goes without saying that SEO features will be promoted heavily.

Since it’s not yet available for the general public to try out, it’s hard to say what (if any) differences users will notice as opposed to the experience with any other registrar. But since the cost of basic registration is expected to be comparable to that at other companies, we think it certainly couldn’t hurt to go with an established, proven name like Google.

Once you’ve registered your domain, you actually need to create your website and make sure people know about it. We can help with both tasks, as KEO Marketing handles all aspects of Web design, content development and search engine optimization.

Posted in keo marketing |

Mobile Marketing Can No Longer Be Ignored

mobile marketingMobile marketing is something you can no longer ignore, no matter what your industry. While it’s true that certain industries have been slower to become mobile-centric than others, mobile users are quickly becoming a strong (perhaps even dominant) force across the board.

Savvy, forward-thinking marketers saw the writing on the wall long ago and were quick to make efforts to adapt to the escalating shift toward mobile. As the rapid growth of mobile became impossible to ignore, more marketers started to think about what they could do to accommodate mobile users. At this point, those who may have been slow to act are likely scrambling to try and catch up.

Truly embracing the mobile crowd means you must develop a comprehensive strategy that encompasses several important aspects including web design and content development.

Marketers who have been late to jump on the mobile bandwagon, or who are contemplating whether to change or expand their current mobile strategy, might be interested in checking out the results of the recent 3rd Annual U.S. Mobile Path-to-Purchase Study conducted by xAd and Telmetrics.

A few important (and perhaps enlightening) takeaways from this survey:

People use mobile devices everywhere, not just when they are on the go. Half of all smartphone-armed consumers are using their mobile devices even when at home and presumably within close proximity to a computer.

You need to grab users quickly (and right from the start) or risk losing a sale. In the past, marketers often assumed that mobile users mainly used their devices toward the end of the buying cycle, just as they were poised to make a purchase. However, the findings showed that the highest ratio of mobile activity happened early in the buying/shopping process, when people still were unsure exactly what they wanted, and thus were most open to the influence of good marketing.

Don’t underestimate offline activity. It may seem contradictory but even people who greatly rely upon mobile information for buying decisions still include offline activity as a major part of the process.

Location is important. Given the frequency of offline purchases and interactions, it’s probably not surprising that location matters a lot for many mobile users. Along with price, location is the detail most commonly looked up by mobile shoppers ready to buy.

At KEO marketing, we understand the value of the mobile consumer and can plan and maintain an effective mobile marketing strategy for your business.

Posted in mobile marketing | Tagged keo marketing, marketing strategy, mobile marketing

Search Marketing: The Arrival of Google My Business

arrival of Google My BusinessGoogle seems to be making a major effort to make its services more appealing to business users. Case in point: the recent announcement that Google Places for Business is now Google My Business.

This is more than just a simple change in name. It’s the offering of a nice package of tools designed to help businesses better take advantage of the considerable power of the Google arsenal. (This new incarnation also includes the Google+ Pages Dashboard.) The best part: it is, Google stresses, totally free.

Google My Business is, Google says, a one-stop shop for businesses that want to find an effective way to share information and interact with customers. By creating this central portal where businesses can manage a variety of tools in one place, Google aims to make it very easy for companies to accomplish the most important online engagement and information-sharing tasks.

As a result of this new initiative, Google says it now offers maximum visibility across all channels, giving you more opportunities to connect directly with customers. People will be able to find you via many routes, including on Google+ or by using Search or Maps. You highlight the most important information people need to know, and this appears prominently when they look for details about your business. For example, the Google search results can display your address and business hours, while the Map display will tell people exactly how to get to your business (very helpful for people using a phone or mobile device).

We think Google+ can be a particularly valuable tool, and yet it is one that many businesses ignore, or neglect. This is an effective and relatively easy way to interact with customers or prospects directly, perhaps even in real time. It’s one of the best tools for starting a discussion or engaging in a dialogue with someone who is interested in your business.

In addition to announcing updates and posting events, you can also use Google+ to share different types of content and media. There are lots of creative ways you can use photos and videos to catch users’ attention or bring your business to life. You can do a virtual walkthrough tour of your facilities, post photos of your best items or encourage customers to share their own videos showing how they are using your products

This can also be a convenient and valuable customer service tool, as you can use this platform as a venue for interacting with customers or sharing helpful information and updates.

Using the Google My Business dashboard, it’s quick and easy to change or update your information, so you can make sure potential customers always see accurate details.

As always, Google highlights the advantages of using a variety of different Google tools in tandem. For example, you can use Google Hangouts to host a chat or record video footage of your event, which you can then share with all of your contacts and fans.

Google stresses that this interaction is meant to be a two-way street. You make things easier and more convenient for customers and visitors, and in turn they can help support your businesses by sharing your content, posting positive reviews and ratings or using the +1 button to show their endorsement.

Google My Business also provides you with some useful insights about customers and web visitors, such as the number of clicks and driving directions requests you receive.

All of this is designed to make it easier for you to service and actively engage with customers, which helps you to build up a loyal following.

Of course, all of the great tools in the world won’t do you much good if you don’t have the time or knowledge to best use them effectively. KEO Marketing handles search engine optimization and social media tasks for many clients and would be glad to help with all of your needs in these areas.

Posted in search engine marketing | Tagged google, keo marketing, search engine optimization, social media marketing

 

 

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