Posts Tagged Branding
Those of us with an iPhone 4S have slowly been falling in love, with Siri. For those of you that aren’t aware of what Siri is, it’s a voice activated semi ‘personal assistant’ for owners of the iPhone 4S. She can help you organize information, answer questions, give you directions, send text messages and so much more. She’s fun, witty and dang it, she seems to have all the answers! No longer are we forced to take that extra step and ‘Google’ or tap into our latest app to find the answers to our most pressing questions. We just ask Siri. But yikes, what does that mean for those of us in marketing? Well, essentially it means you have to rethink your SEO strategy.
Now, Search Engine Optimization (SEO) is well known in the world of digital marketing to keep your website top of mind in Google, Yahoo and other search engines. It’s a prime way to gain digital traffic by utilizing keywords that your potential customers are using to find information – and if you use it right, you! Siri has its own way of using keywords to find information its users are looking for. Apple has kept the source of Siri’s information somewhat hush-hush, but what we do know is that Siri is using more and more local data to give you the answers you need.
For example, if you’re on the corner of 3rd Avenue & 33rd Street in New York City and you ask “Siri, where can I find some seriously amazing sushi?” Siri will pull up sushi restaurants, likely using yelp and other local sources around you, in your proximity. Your location of course has already been identified via the gps data that’s already registered in your phone. So when Siri says there’s a great sushi place just one block from you on 34th Street – you immediately think she’s a genius and skip onward, happily.
So, this doesn’t mean SEO is on the outs – it just means its evolving. Siri is simply using the additional information provided by your phone data to customize searches for your specific needs. So for marketers, this means we need to start targeting our keywords and strategies to more local mediums when it makes sense, like Facebook, Yelp and Foursquare, to come up during local searches. Also, keep in mind that the phrases people use for web searches will be different compared to what they’re vocalizing through the phone. So slang words and phrases should be considered as well.
There you have it. The world of SEO is constantly evolving but you can stay up-to-date and top of mind. Keep your message consistent, your keywords inclusive, localize your outreach, and keep watching for evolving trends to keep your web and mobile traffic flowing. Good luck!
Your company is launching a new product and there are several types of customers that could benefit from it. You need this product to be a success. It’s important to you, your co-workers, your boss, your board of directors and anyone else associated with your company. So what do you do? You are told to form a committee and so off you go. 3 months later, you find yourself at yet another 2 hour meeting with 30 different committee members, all from different backgrounds and agendas, and not a single theme, message or collateral piece has been agreed upon. You’re frustrated, your boss is annoyed and frankly your dog at home doesn’t like your new attitude.
Look, it makes sense. We want to incorporate everyone in our branding process and it’s important to get feedback from different people. Yet somewhere down the line we become so busy over-thinking what could go wrong and what we could miss, that we over-complicate the process and never end up making any decisions. It’s quite common and something we as marketers are all too familiar with. So what’s a marketer to do? Here are some tips I’ve found helpful to navigate the committee territory.
1. Be Honest
Do you really need a committee for the project you’re working on? Input is always important, but structuring a committee may not be the best way to go about the process. Sometimes it’s best to identify a list of questions or topics from different people and incorporate those points into the overall campaign or project. For a product launch that involves a new business partner or new market, a committee could be extremely helpful. Yet in cases where you’re just repackaging an item, it may not be necessary.
2. Be Selective
Make sure those that are invited to be on the committee will benefit the project. It doesn’t have to be a Who’s Who of the company resources, sometimes less is more. Make sure you have a varied background that can contribute to the overall success of the project, but don’t go overboard.
3. Set Definitive Goals
You have to know what you’re working towards. If you don’t have clear goals, it’ll be hard for your committee to rally around the subject matter. Everyone wants the project to be successful; they just may have different ideas on how to get there. Making goals and objectives as clear as possible (use actual numbers and metrics when possible) will help everyone to focus on the big picture and why you’re all there in the first place.
4. Set an Agenda
Having a clear agenda and sticking to it will help everyone to stay on track to accomplish the goals and tasks at hand. Be sure to recap the main points from previous meetings and have specific take away points from your current committee meeting. Everyone should have a task and a follow-up item to report on for next time. This ensures that progress is happening, which helps to energize everyone and also helps everyone to feel like they are part of the process.
5. Have a Clear Timeline
Make sure your timeline is clear. Give due dates and if you can avoid it, don’t modify the timeline. If there is a loose deadline, it’s much easier for people to mull over items and delay making decisions that need to be made.
6. Listen Up!
There are 7 billion people in the world so chances are there are a lot of great ideas out there (and yes, some of them may not even belong to you!). It can be frustrating to change direction in the middle of a project but if someone brings forward a compelling idea that could enhance the project overall, be open to it. Putting personal agendas to the side will help you to look at things more objectively, which can only help add to your success. If not everyone on your committee is as open as you are, be the example. Sometimes just seeing that someone else is actively listening and open to new ideas makes it ok for others to do the same.
So there you have it. Some simple, straight forward tips that can hopefully help everyone on your committee to feel more effective. Remember there is a value in forming committees when they’re done right. After all, there’s a reason why there are so many committees in the first place, right?
Have another idea or point to share? I’d love to hear from you! Feel free to submit your suggestions to firstname.lastname@example.org. I promise I won’t even make you join a committee!