Pricing and Launching New Products

I offer many services to clients and sometimes find myself being hired for one particular one while other providers supply the rest.

The problem with being hired for just SEO is people do not realise what other skills you have.  I work a lot with retail and start ups.

The issue with being seen as the SEO guy is you can be brought in much later in the process.   I had a client who who was manufacturing a new range of products. It was a  great idea and they had an small team of suppliers all providing parts and services.   I asked what the price of the product was, which sounded great until I also asked how much it cost to produce.

There was very little margin left for profit and if one or more of the suppliers had put up their price, or postage prices increased, it would leave nothing.  They also had not taken into account how much budget would be required for marketing online.  Once you launch a new product online it is very hard to increase the price later on.

Having a healthy margin means you can offer bundles, special offers and still make a profit.

It also means if suppliers do increase prices you have room to breath and innovate.

Phil

Should you advertise on Facebook or Google Adwords?

Video Transcription Below

Now, the thing to remember is on Google Adwords, when people search they are in the mood to purchase. They are looking for a solution to a problem or something they would like to do, so they are actually in the mode of buying. So if you are trying to book a restaurant or somewhere to stay for a holiday and you see an advert it is essentially answering your query so you are thinking about purchasing.

On Facebook or any kind of social media advertising you are interrupting people . They are busy minding their own business, looking at things that they like and your advert appears and interrupts their newsfeed. It may interest them enough to take them away to find out more about it, but they were not thinking about buying your product or service, so that is the difference.

What this means is that both strategies will work, but the Facebook route with take longer as you will need to engage with people and build trust. However, when they do purchase or book with you they are more likely to share with all their friends giving you a much larger audience with a personal recommendation added in . So the benefits of advertising on Facebook will be far reaching.

My advice would be to start with Facebook Advertising and then look at Google Adwords. You can experiment with a smaller budget and have excellent targeting with Facebook.

It also does depend on what you are trying to sell. If you are an accommodation provider and have some late availability, then Google Adwords is going to work better for you than Facebook.

If you would like any help or advice with Facebook Advertising or Google Adwords then please get in touch.

Thanks
Phil
Genius Loci Media | +44(0)1736 -719342

5 Tips To Increase Your Hotel and Accommodation Bookings

5 tips to increase accommodation bookings

The first thing to realise is that marketing has changed.  What worked before no longer does and those fixed budgets need to be more flexible. The biggest change is how your guests now consume media and how quickly they can share, read reviews and move on to other websites and portals.

Here are my tips for increasing your bookings:

1. SEO

Make sure your website and social media posts use keywords and phrases which really have traffic behind them.  SEO should be an ongoing part of the other four activities below from YouTube tags to your image tags within your blog posts.

2. Blogging

This from experience seems to be a real issue for many websites in the tourism sector. The issue for many is trying to find something to write about and then worrying how long the post should be!

My advice is to think of documenting rather than creating. This way the content almost finds itself. Short videos of the scene on your doorstep, photos of your chef’s latest creation, local events, staff news, guest feedback and photos.
Blog posts can be just a few lines with images and with your SEO activity build up a lot of authority for your business. (Try and ensure your posts relate to the area your business is in).

NB: You will find that some of your social media posts would make good blog posts. Remember you are trying to get people to your website so use this as your main platform and share from here.

3. Google Adwords

The top search terms on mobile are nearly all Ads and most of your guests are using mobile so an Adwords strategy is important. This is where your SEO and keyword research will be useful in helping you to target more efficiently. Also think of targeting mobile users when they are most likely to be looking. So travel times and work breaks for example.

Also set up a corresponding landing page on your website. When your prospective guest arrives on your website, don’t make them think. The call to action should be obvious.

4 Social Media

You may be thinking you do a lot of this already, you post on Facebook, send a few tweets and update your website offers but is it a co-ordinated strategy?  This is not just about making noise and posting using your PR tone of voice. It is about being authentic and real.

Social media is still producing mixed results in many areas of Tourism and this is because some people see it as an extension of search or Google Adwords. Advertising on Social is not the same as Google.

On Google people are searching for a specific service or an answer to a problem. They are in the mindset to buy. So if I search for a hotel in Cornwall and I see Ads for hotels with offers I am more likely to click on them.

On social media I am not looking for your business, I am scrolling through my newsfeed looking at things that interest me when your Ad interrupts me. If I click through I am less likely to to take up your accommodation immediately but I might like the page for later reference. This is why building a relationship and trust with your social media audience is so important.

Also remember your social media fans expect an immediate response to any question they have.

It is also important to interact with ALL social media reviews. Your social media audience have the ability to share your posts and recommend you far and wide.

Getting into people’s news feeds on social media is just as important as getting a high position in Google.  I would also recommend posting to Google Plus as this does help for local searches.

5. Video Marketing

Visual is everything. People watch more than read on mobile…it’s easier!
I am not talking about spending £1000s on a corporate video that sits on your home page for 12 months but short 30 / 60 second clips which document what is going on within your business or the local area. These should be on your blog posts, YouTube, Twitter, Facebook and Instagram.

Getting out from behind your corporate logo will build trust and make you stand out from the crowd. Your content becomes easy to share and reach a larger audience.
Clips can be shot on your smart phone with logos, call to actions added afterwards.

If you need any help in within your business relating to the topics raised in this post please get in touch.

Phil Aston

01736 719342

The Difference Between Advertising on Facebook and Google

There is a key difference between these two types of paid advertising and especially in the way both audiences behave.  I still come across people who wonder whether using social media is worth the time and energy needed to do it correctly. Another question I hear is how can they be sure they are getting sales from it.

What you have to consider when choosing which platform to advertise on is the following:

Google Ads

If you are searching on Google for a restaurant or somewhere to stay, you are in a buying frame of mind, looking for a service and interested in booking it.  So if Google serves up some Ads which match your search criteria you are more likely to click on them.  This is because you are looking for this type of deal and looking to buy.

Facebook Ads

This is very different on social media.  Lets look at Facebook , here you are scrolling through your news feed, looking at cats, sunsets etc., and all of a sudden an Ad appears.  You have been targeted because of your interests and what you follow and indeed your own public posts. However, you were not searching for this service so technically it is an interruption Ad.

However, you might be intrigued enough to click through.  You might like the page and share it with your friends.  This gives the advertiser a chance to do something you cannot do with Google Ads, engage and build a relationship. You may not see as many sales initially, but as you interact and chat you are building trust for future sales and online reviews.

Phil Aston

If you would like help with setting up and running Facebook Ads please get in touch

Why You Will Probably Only See One Result For Your Website in Google

Up until recently you might have experienced your website appearing several times for a search query. This has changed and you are more likely to see just your homepage or the page specific to the the query itself.

This is why it is important to optimise each page for the subject it covers.

Phil Aston

 

Latest Facebook Updates must be making Google very nervous.

Social Media is SEO

A couple of years ago Google experimented with making its own attempt as a social media platform ‘Google Plus’ the centre of its universe. Some people even said Google Plus was google and that once logged in you did not need to leave. The platform offered everything from setting up scheduled video events to the added benefits of SEO for local search.
With the formation of Alphabet Google has dismantled much of this and put it under different headings.

Last week Facebook made an announcement which bring much of what Google promised under one roof with the added advantages of real time recommendations and sharing capabilities’.

The real game changer for local businesses is as follows:-

New Call To Action Buttons

  • Order food: You can now order food from restaurants directly from Facebook Pages. Simply click “Start Order” on any restaurant’s Facebook Page that uses Delivery.com or Slice.
  • Request an appointment: For local businesses that require you to book an appointment, such as spas and salons, you can now request a time via the business’ Facebook Page and view their entire range of services and offerings. They’ll then get back to you on Messenger to confirm your appointment.
  • Get a quote: Some local business Pages will now have a “Get Quote” button at the top that lets you easily and quickly request a quote from the business.
  • Get tickets to movies and events: For many new movies, you can buy movie tickets straight from their Facebook Pages via Fandango. In partnership with Ticketmaster and Eventbrite, Facebook are also making it possible for people to get tickets to other events — free or paid — directly from the event page.

There is no doubt that these new initiatives will affect Google AdWords revenue and Google search as people will have the option to search for a restaurant, read reviews, book a table and order their food without using Google.

If you want help with your Social Media Strategy or want advice with Facebook Advertising please get in touch.

Phil Aston

01736 719342

Should I Upload My Video to YouTube or Facebook?

I get asked this question a lot.

The answer is you should upload your video to wherever you have an audience.

Some Examples

YouTube

  • The second largest search engine next to Google and owned by them.
  • This should be your first port of call for uploading your video.
  • You can also promote your videos more cheaply than Google Adwords
  • Easy to share and embed
  • Set up cards for links to your offers, website or funding websites
  • You can also broadcast live from YouTube

Facebook

  • You should always upload your video directly to Facebook as well as YouTube
  • Videos play automatically in Facebook newsfeeds
  • You can add a link or call to action to your website
  • Very easy for people to share and comment

Twitter

  • You can upload up to 140 seconds of video footage
  • Video plays within the newsfeed

Instagram

  • You can upload up to 60 seconds of video footage

Vimeo

  • The benefits are no Ads and you can control what video comes up next.  However, you are missing out on the discoverability of the other platforms

Editing and Branding

A while back all you needed to do was publish your video on YouTube.  What I am suggesting is a bit more work and involves different edits and ensuring you add your branding at each stage. However, this approach will ensure you respect each audience and optimise your video for each platform.

You can also tailor the message for each audience.  Remember that you can re-position your video for other campaigns.

We offer video editing and support via our Digital Marketing and SEO packages – please get in touch if you need any help.

Phil Aston

Genius Loci Media

 

 

Video Marketing / Live Streaming Update / Google Hangouts

A lot can happen in a week!  Since my last update BLAB has decided to close down operations and will no longer offer a live streaming service.

Other news this week is from Google, which is moving Google Hangouts from Google Plus to YouTube on September 12th.

So where does this leave live video streaming and where is the best place to host your broadcasts?

Google Hangouts / YouTube

Although removing Hangouts from Google Plus they are not going away.  Hangouts will be made part of YouTube and will make it very easy to start or schedule a live broadcast either from YouTube or via your website.

Other advantages to this route are:

  • SEO – broadcasts can be discovered more easily on YouTube (YouTube is the 2nd largest search engine next to Google)
  • Broadcasts are in HD video and audio and are in widescreen
  • You can have up to 10 people in a guest panel
  • You can schedule events and invite people
  • Events can be public or private
  • You can download the video for editing or other marketing
  • Ideal for panels / training / interviews / events
  • You can add links, call to actions and subtitles

Usage – Hangouts were always complicated but with them moving to YouTube they will become far easier to use.  The quality can be like a TV broadcast and you have the options to share screens and bring in other materials.  So for overall promotion of your brand and building up your YouTube channel this is the best platform.

However, if you just want to show people the sunset or your latest attraction Facebook Live and Periscope are the easiest options.

Facebook Live

Better for in the moment broadcasts but the quality can be low.  The image is always square regardless of shooting in landscape.  Not everyone likes these, in the USA they are being used for broadcasting news events, which is not what Facebook really wants.

Advantages

  • It is Facebook so your audience could be large but the video does remain within Facebook.
  • You can interact with your audience
  • It’s very easy and fast

You could use this for announcing a promotion or competition or highlighting a new service.  You can also use it to tell people to tune in on a specific date for news.

Periscope (Twitter)

Very easy to start from the Twitter App and still a great way of sharing your experience with your audience

Advantages

  • The live stream starts in the Twitter feed
  • You can download the video after the event to save it
  • You can shoot in Landscape
  • Great way to engage your Twitter audience

You cannot have guests but you can interact with your viewers.

Ideal usage is for showing people around a location or sharing an event. 

For more details on how to set up a live broadcast from YouTube follow the link below

https://support.google.com/youtube/answer/7083786?p=live_hoa&rd=1

My Prediction

All this news gives Facebook the chance to dominate the live streaming arena.  Once they roll out a split screen (allowing guests) – website embeds etc. then they will be a very strong position with 1.7 billion users to be the main player.

YouTube will still be the place for your video library and high end productions.  Advertising on YouTube is also a lot cheaper than Facebook and AdWords.

 

Phil Aston

Genius Loci Media

01736 719342 | www.geniusloci.co.uk

SEO / Social Media – Predictions for the rest of 2016

Genius INSIGHTS | Digital marketing news

Social Media is now a big part of SEO, just as Blogging is part of your content strategy.
Here are my thoughts for rest of the year.

The Social Media News Feed

This is now where everyone is hanging out (and on Mobile). If one of your guests has 500 friends who each have 500 friends, then you have access to 250,000 leads who will take more notice if a post is recommended by someone they know and trust.
The news feed is where people go to for latest news in their community, their interests and their friends.
Social Media shows you what you want before you think to ask (i.e. use Google Search).

Tone of Voice

Professional and corporate accounts are not going to dominate news feeds – you need to ensure you develop representative personalities for your brands.
Users trust the people providing information in their feeds, especially if they can interact and feel they know the face behind the logo.

Google

Google Search will not be the platform to deliver quality viewers in the future. Quality viewers will come to your website via social media news feeds and online word of mouth as people scan theirs feeds and friends.
When people find you via Google you still have to prove you are the best choice. A popular social media post with good interaction and shares can tell people immediately that you are worth it.

Content is King (Not Anymore)

Information is no longer valuable and we have to accept that unless you are a scientist on the verge of a major discovery that what we say on our website is being said in a similar way by others in our field. So your focus has to be on context and how we position ourselves.

Be Authentic and Build Trust

Social Media posts should not just be about your offers or brand, you should also;

  • Talk about your passions – location – food – people etc.
  • Talk about other things that your fans might like
  • Promote other people / businesses in your area
  • Post tips and advice
  • Know who your posts are for
  • Start with the benefits – (endless scrolling does not work)
  • Let your fans share their photos and experiences

Facebook Ads

Now a key part of any marketing strategy. The targeting on Facebook is fantastic and Ads can be shown to separate audiences as you experiment with different posts. So if you want to target women living within 40km of Truro on their mobiles who like eating out, you can.
Facebook Ads work better than promoted posts.

Google Ads

If you want to be on the 1st page on Google on a mobile, then these are essential as the 1st page of results are now all Ads. People still tend to avoid ads on a desktop but on mobile they just want the fastest results.

Video Marketing

As I have mentioned many times, video is the best way to gain trust and get shares and interaction. What is also happening this year is that people are watching more video on their mobiles with the sound off. So adding sub-titles or text is now very important. Facebook make it easy to add a link.

Hashtags / Links in Facebook

All social media platforms have a search facility and Facebook search is certainly improving. I would recommend adding a maximum number of three hashtags and always a link back to a Blog post or the main website.
Should you use your own Hashtags? Unless it’s a household name or you are a TV program I would say not. Use Hashtags that people are actually searching for. The whole point of any hashtag is to get discovered.

If you need any help or advice for your business please get in touch.

Phil Aston

Social Media is SEO

I get many enquiries from people asking for help with their SEO.  My first question I ask is ‘What is your social media strategy?’ This is usually followed with, we don’t have one or we have a junior member of staff who does that for us.

When I ask ‘How did you find me?’ the answer is more often than not, that they saw a video on Facebook, or a post on Twitter, Google Plus etc.

I help my clients get found online, and social media is a key way I now do this. Look at people in restaurants, train stations, airports or just anywhere – what are they doing?  They are looking at their smart phones and they are not searching google, they are on social media. If that is where they are looking then that is where you need to be as well.

If you want help bringing together your internet marketing then get in touch.

Phil Aston