22+ Fitness Center & Gym Marketing Ideas To Find More Customers

This post originally appeared at 22+ Fitness Center & Gym Marketing Ideas To Find More Customers via ShivarWeb

Fitness Center & Gym Marketing Ideas To Find More Customers

Most fitness center & gym owners would agree that there’s nothing like finding a good customer. But it’s hard to find a good customer if you don’t have calls & emails coming in.

Some gyms have a location that brings in applications with nothing but a sign in the window. But for most fitness center managers, you have to go out and market your gym to get a quality pool of potential customers.

I’ve consulted on search marketing for several large, locally based business. Based on those experiences, here are some fitness center & gym marketing ideas that you can use to bring in more customers.

Create Neighborhood-Specific Website Pages

For many gym customers, city searches are too big, street searches are too small, and ZIP code searches are not relevant. Neighborhood searches are just right.

Google Suggest - Neighborhoods for Gyms

That may sound obvious, but most local businesses that I’ve worked with still don’t focus their marketing on neighborhoods. It’s a lot of work. It’s tedious. But it can still be worthwhile.

If you list multiple locations on your website, simply organize them by neighborhood (i.e., make neighborhoods your category).

If you have a single gym location, create a neighborhood & next to your neighborhood pages to try to rank for “gyms in [neighborhood]” searches.

Create Niche Amenity Pages

Lots of gym customers have specific amenities and/or requirements that they want. Instead of listing your amenities in a giant list, make detailed pages about each amenity. Try to rank for searches like “gyms with [amenity]”.

You can use Google Suggest for ideas. Go to Google and type in “[city] gym with” and hit space, but not enter. You’ll see some suggestions.

Google Suggest - Amenities for Gyms

You can do this with the entire alphabet and as many modifiers as you can think of.

Google Suggest - Amenities for Gyms

Create pages that match those search queries to show up when people search.

If you want to take this to the next level, you can use a tool like SEMrush’s Keyword Explorer to provide phrase match search terms in bulk.

Google SERPs

Create Local Data Pages

Create resource guides for people moving or visiting your city. Create lots of them.

Google SERPs

Use Google Autosuggest to understand what people are searching for in your city.

Google SERPs

Develop Your Local Citations & Reviews

You should already have a Google My Business profile so that you can show up in Google Maps.

But you can take it to the next level to show up even more prominently.

First, you can build your Google My Business profile with photos, posts, and full listing details.

Second, go to every local business listing site and make sure that your Business Name, Address, and Phone Number match exactly. Whether it’s on the Yellow Pages, Yelp, or elsewhere – everything must match. These are called your “local citations” and Google uses them to confirm the relevance of local business.

You can use SEMrush’s Local Listing Management Tool to audit all these listings quickly.

Local Listings for Gyms

Third, create a local review strategy. Having diverse, unique, and regular reviews on your Google My Business page is the number one way to get more views (aka lease applications) from Google Maps.

Steal Ideas from Large Local Competitors / Businesses

I’m not a fan of brainstorming. I think that it’s more effective to build off ideas that have already worked.

No matter your size, you can always look to larger competitors or larger businesses for inspiration.

With fitness center & gym marketing, make a list of local businesses that you *think* are being creative – including companies in different industries.

Note – This is where the big guys – Planet Fitness, Orange Theory, LA Fitness, etc are useful. See what they are doing in [large city] and steal their tactics.

Like local listings and keywords, I then use a marketing tool like SEMrush to spy on those competitors. Type in the URL of a competitor below to see an example.

Here’s what you’ll see.

Gym Link Building Ideas

It looks like a lot. But drill down and categorize each link. You’ll quickly get a sense of what they are doing. You’ll see where they are posting on social media. You’ll see which media outlets have accepted press releases and what types of digital marketing they’re doing.

The trick here is *not* to copy cat them. Instead, take the general idea of what your competitors have done and make it your own – or, make it better.

Work with Local Blogs

Every city, no matter how small, has an interest in what’s going on. In Atlanta, where I live, we have Creative Loafing, Porch Press, Atlanta Voice, Atlanta Parent, etc.

Find those and become a regular fixture. All local blogs act on tips & press releases. Very few have a “boots on the ground” journalist. If you can be the place to provide inside information, local trends, free images, and consistent write-ups, you’ll earn attention and links.

Local Magazine with Gym Links

That extra attention and those links will help every other idea on this list. Google loves links. Social media users find URLs via links.

Your neighborhood pages, rental listings, amenity pages, and everything else on your website will benefit from more inbound links.

Use Hyper-Local Facebook Ads

A local business has one massive advantage against national brands trying to operate locally – you live in your city and understand it.

Facebook allows for hyper-local advertising. You can run ads that show within a radius of only a few miles. It’s tedious to set up, but it’s relevant and effective.

Learn how to create hyper-local targeting for demographics and geography to find lots of interested customers.

You can run small, targeted campaigns that show multiple places at once. Be sure to take advantage of Facebook’s Lookalike ads. You can target your *exact* customer (ie, those who like CrossFit, Jillian Michaels, etc) and live in a specific neighborhood.

Be sure to also browse Facebook’s Ad Library to get ideas for solid local gym ads.

Use Hyper-Local Google Search Ads

Google Search ads are famously effective and famously expensive. The best customer is someone who searches for “gyms in [neighborhood]”.

But that search click will be very costly.

But like Facebook, you have an “in” – Google Quality Score. Google will show ads higher if they are more relevant even if they don’t have the high bid.

Like Facebook, it’s tedious to set up, but if you can set up a hyper-local campaign, you’ll be able to get Google Search traffic that large competitors can’t bid on.

Use Hyper-Local Google Display Ads

Google’s Display Network also offers opportunities for local advertisers who are willing to put in the work.

Google serves banner & text ads on some of the best ad locations on the Internet. Many placements are expensive for bulk ad buys.

But again, Google would rather serve a relevant ad with a low bid than an irrelevant ad with a high bid. That’s your opportunity to set up a hyper-local campaign focused on specific demographics in a specific area.

List on Locally-Popular Review Websites

Review websites are a dime a dozen. They will send traffic to your listing. But they are expensive and require a lot of legwork.

The key is to find a few key review websites that are popular in your area – and list on those.

Gym Review Websites

You can use Google Trends, customer interviews, SEMrush, or simply looking at the Google Search Results to see who is more popular for your city / neighborhood.

List on NextDoor & Local Forums

NextDoor is one of many local social media websites & forums. They are hard to find and hard to join, representing an opportunity for any local, enterprising fitness center manager.

These networks are interesting because they are specifically local and extremely relevant for gyms. NextDoor also has a new early adopter ad program.

Advertise / Post on Local Subreddits

Reddit is an attractive website for many industries. But local subreddits are especially interesting for gym owners for a couple of reasons.

First, they are hubs for local discussion & recommendations.

Second, they are the first place for people to plan a move visit to ask specific, local questions.

Now, they are decidedly non-commercial with lots of rules. You should get to know them before posting or commenting as a commercial entity.

However, you should explore their sidebar wiki for research.

You should get in touch with the moderators to listen to their rules about business posting. And you should look at running ads or giveaways there.

Post Listings w/ Photos in Instagram

Think about how you can take workout & equipment photos & repurpose them across different platforms. I don’t think you should simply post listings on every platform, but instead use photos from actual workouts and fitness equipment to create a truly interesting feed on Instagram, Facebook & Twitter.

For example, suppose you have a unique piece of gym equipment. Post a tutorial on how to use it! So much gym equipment is useless to members because they don’t know how to use it. Take that opportunity to educate and help followers envision themselves in your gym space.

Develop a Local Workout Pinterest Board

Pinterest is an incredible resource for people looking to improve their lives. You can get in front of prospects with a locally-focused Pinterest board.

Use local photos, guides, etc from real workouts to provide ideas. Promote local trainers, businesses, etc.

Identify & Market Local Employers

Your customers are all working somewhere. And your prospective customers all will want a gym coming or going from their job.

Identify all the largest employers & sources of potential customers nearby. Create resource pages for those employers (especially if they are large).

Create discounts, bonuses, etc. Get in touch with those employers to see if there is a way to collaborate.

Identify & Market Local Schools & Amenities

Take what you did with local employers and do the same with local amenities and resources.

Create pages that act as resource hubs for neighborhood amenities & schools.

Identify & Market Popular Customer Sources

Take previous & existing customers and try to understand where those customers came from and how they found you.

See if there is a way to build off that success.

Cross-Promote Local Fitness Professionals

Local fitness professionals (trainers, nutritionists, sports instructors, etc) usually have an incredible offline network, but have a poor online network.

If you are investing in your online marketing efforts, try to develop a relationship to cross-promote the professionals.

Cross-Promote Local Businesses

Your customers will spend money nearby. Figure out what other businesses do well when you have 100% occupancy. Offer a way to cross-promote, especially if they have multiple locations or a presence with your target customer.

Remember that even a link to your website from their website will dramatically help your other online efforts.

Use Events To Get Social Media Attention

Events like open house tours, openings, holiday showings, etc are marketing staples for gyms. But events have a bonus effect online.

You can list them on multiple platforms to get extra exposure. Facebook is the best place for this tactic, but it also works on Google, Instagram, and event apps like Meet and Four Square.

Use Video Tours To Hack Social Media

Like events, most social media gives preference to video in their feeds. Take interesting video tours of equipment & workout tutorials.

Post the file natively to Instagram, Twitter, Facebook, and YouTube. Pay a small budget to boost it. And look for opportunities to embed it on your website.

Use Digital Referral Fees for Word of Mouth

Referral fees are also a staple of gym marketing. But they don’t get the same reach as digital referral codes.

Whether you use a simple bit.ly link, manually hand out custom codes (i.e., access numbers), or use a software service – digital referral codes can help you move limited physical word of mouth to unlimited digital word of mouth.

Find & Sponsor Local Charities

Sponsoring local charities provides a few marketing benefits.

First, you can likely get a link to your website, which will help your other efforts.

Second, you can tap into a well-networked organization with lots of word of mouth potential.

Third, you can tap into neighborhood goodwill to help with soliciting reviews to help with your Google My Business efforts.

Next Steps

There are a lot of marketing ideas out there for gym & fitness center owners. You don’t have to do all of them. You just have to do one or two well.

Find the one that fits your interests & resources and give it a try. Learn based on your initial experience and improve.

“”

22+ Bank Marketing Ideas To Find More Clients

This post originally appeared at 22+ Bank Marketing Ideas To Find More Clients via ShivarWeb

Bank Marketing Ideas To Find More Clients

Most bank managers would agree that there’s nothing like finding a new client But it’s hard to find a good bank client if you don’t have account applications coming in.

Some banks have a local name brand or location that brings in new clients with nothing more than a “Submit Application” link. But for most banks (especially local banks competing against MegaCorp), you have to go out and market your bank to get a quality pool of potential clients.

I’ve consulted on search marketing with one of the largest FHLB banks in the country in addition to many local businesses. Based on those experiences, here are some bank marketing ideas that you can use to bring in more clients.

Create City-Specific Website Pages

For prospective clients, location searches are usually fraught & confusing. I’ve never seen a bank with a good Branch Locator…even though customers are searching based on their city / neighborhood.

That may sound obvious, but most financial firms that I’ve worked with still don’t focus their marketing on neighborhoods or cities. It’s a lot of work. It’s tedious. But it can still be worthwhile.

If you have multiple branches, use those branch pages to rank for “bank [city / neighborhood] search. Don’t just depend on a single Branch Locator page. Build a specific page for each branch, including information about the surround area.

If you have a single branch, create a neighborhood & next to your neighborhood pages to try to rank for “bank in [neighborhood]” or “bank near me” searches.

Create Niche Offering Pages

Lots of prospective customers have specific features and/or requirements that they want from a bank. Instead of listing your offerings in a giant list, make detailed pages about each amenity. Try to rank for searches like “bank with [offering]”.

You can use Google Suggest for ideas. Go to Google and type in “[city] bank with” and hit space, but not enter. You’ll see some suggestions.

You can do this with the entire alphabet and as many modifiers as you can think of.

Create pages that match those search queries to show up when people search.

If you want to take this to the next level, you can use a tool like SEMrush’s Keyword Explorer to provide phrase match search terms in bulk like this example for “atlanta apartments”.

This idea might be tedious. But it can be fast and scalable. You can use the same template over and over – just customize the details of the service.

Because here’s the thing – a lot of your potentially best customers are already searching out banks with these different services. But they are having to ask about them in random forums and long Google Searches.

Last week, I listened to a podcast episode about searching out banks that do house rehab refinancing loans. The podcast host gave a long tutorial about subscribing to CoreLogic and tracking down banks that did these loans…but what if the bank just had an explainer page about these loans in the local market? You’d be much better positioned to bring in these customers than putting the research work on them.

I personally chose my financial institution because they provided Health Savings Accounts – and had a clear explainer page about setting one up.

Create Local Data Pages

Create resource guides for people moving to or just trying to learn more about to your city. Create lots of them.

Use Google Autosuggest to understand what financial terms people are searching for in your city.

Again, people are doing this research already. Without pages on your site explaining these topics, you are leaving these customers up to the influence of big financial websites where big banks can compete with $$$ ad money.

Develop Your Local Citations & Reviews

You should already have a Google My Business profile so that you can show up in Google Maps.

But you can take it to the next level to show up even more prominently.

First, you can build your Google My Business profile with photos, posts, and full listing details.

Second, go to every local business listing site and make sure that your Business Name, Address, and Phone Number (NAP) match exactly. Whether it’s on the Yellow Pages, Yelp, or elsewhere – everything must match. These are called your “local citations” and Google uses them to confirm the relevance of local business.

You can use SEMrush’s Local Listing Management Tool to audit all these listings quickly.

Third, create a local review strategy. Having diverse, unique, and regular reviews on your Google My Business page is the number one way to get more views (aka lease applications) from Google Maps.

Steal Ideas from Large Local Competitors / Businesses

I’m not a fan of brainstorming. I think that it’s more effective to build off ideas that have already worked.

No matter your size, you can always look to larger competitors or larger businesses for inspiration.

With bank marketing, make a list of local businesses that you *think* are being creative – including companies in different industries and the Megacorp bank making a big local push.

Like local listings and keywords, I then use a marketing tool like SEMrush to spy on those competitors. Type in the URL of a competitor below to see an example.

Here’s an example of what you’ll see from the local car industry.

It looks like a lot. But drill down and categorize each link. You’ll quickly get a sense of what they are doing. You’ll see where they are posting on social media. You’ll see which media outlets have accepted press releases and what types of digital marketing they’re doing.

If you drop in a national bank, you can sift & sort their local mentions. If a national bank has gotten attention from a local source, then you should have an extra shot at the same attention as a local bank.

The trick here is *not* to copy cat them. Instead, take the general idea of what your competitors have done and make it your own – or, make it better.

Work with Local Blogs

Every city, no matter how small, has local publishers and bloggers that get traffic simply because they are local.

In Atlanta, where I live, we have a popular Curbed blog in addition to the AJC Real Estate, Atlanta Business Chronicle, and dozens of smaller neighborhood newspapers and real estate blogs.

Find those and become a regular fixture. All these blogs act on tips & press releases. Very few have a “boots on the ground” journalist. If you can be the place to provide inside information, free images, and consistent write-ups, you’ll earn attention and links. Mine your loan information or business network for tips & local trends. Use those to get attention.

You can also use a Content Explorer tool from SEMrush, Ahrefs, or BuzzSumo to see what news has driven social media shares.

That extra attention and those links will help every other idea on this list. Google loves links. Social media users find URLs via links.

Your neighborhood pages, offering pages, service pages, and everything else on your website will benefit from more inbound links.

Use Hyper-Local Facebook Ads

A local business has one massive advantage against national brands trying to operate locally – you live in your city and understand it.

You know more about the neighborhoods with retirees moving in. You know about the popular and growing dealerships. You know the local business networks.

Facebook allows for hyper-local advertising. You can run ads that show within a radius of only a few miles. It’s tedious to set up, but it’s relevant and effective.

Learn how to create hyper-local targeting for demographics and geography to find lots of interested customers.

You can run small, targeted campaigns that show multiple places at once.

Use Hyper-Local Google Search Ads

Google Search ads are famously effective and famously expensive. The best customer is someone who searches for “bank in [neighborhood]”.

But that search click will be very costly.

But like Facebook, you have an advantage – Google Quality Score. Google will show ads higher if they are more relevant even if they don’t have the high bid.

In other words, Google will reduce your cost per click for a query like “local atlanta bank” compared to Chase or Bank of America because your landing page can actually match that query better than they ever could.

Like Facebook, it’s tedious to set up, but if you can set up a hyper-local campaign, you’ll be able to get Google Search traffic that large competitors can’t bid on.

Use Hyper-Local Google Display Ads

Google’s Display Network also offers opportunities for local advertisers who are willing to put in the work.

Google serves banner & text ads on some of the best ad locations on the Internet. Many placements are expensive for bulk ad buys.

But again, Google would rather serve a relevant ad with a low bid than an irrelevant ad with a high bid. That’s your opportunity to set up a hyper-local campaign focused on specific demographics in a specific area.

List on Locally-Popular Review Websites

Bank & financial review sites are a dime a dozen. They will send traffic to your listing. But they are expensive and require a lot of legwork.

The key is to find a few key review websites that are popular in your area – and list on those.

Or – track down the sites that currently show up for you brand name and work on those.

You can use Google Trends, customer interviews, SEMrush, or simply looking at the Google Search Results to see who is more popular for your city / neighborhood.

List on NextDoor & Local Forums

NextDoor is one of many local social media websites & forums. They are hard to find and hard to join, representing an opportunity for any local, enterprising bank manager.

These networks are interesting because they are specifically local and extremely relevant for financial firms. They also have an early adopter advertising program for truly local businesses.

Advertise / Post on Local Subreddits

Reddit is an attractive website for many industries. But local subreddits are especially interesting for bankmanagers for a couple of reasons.

First, they are hubs for local discussion & recommendations.

Second, they are the first place for people to plan a move visit to ask specific, local questions.

Now, they are decidedly non-commercial with lots of rules. You should get to know them before posting or commenting as a commercial entity.

However, you should explore their sidebar wiki for research.

You should get in touch with the moderators to listen to their rules about business posting. And you should look at running ads or giveaways there.

*Personal aside – this route is how I found my local financial institution. Delta Community Credit Union had high praise on multiple Atlanta subreddit threads.

Develop a Local Financial Pinterest Board

Pinterest is an incredible resource for people looking for local financial tips. You can get in front of prospects with a locally-focused Pinterest board.

Use local photos, sites, etc from your own customer experience to provide ideas. Promote local artists, makers, businesses, events, etc.

Identify Government Resources

Think about how you can leverage your financial and local status to get more attention. There are tons of government and financial websites where you can get a link & profile.

These profiles might not drive much direct traffic, but they will absolutely help your ranking & visibility in search engines and other marketing venues.

Identify & Market Local Employers

Your customers are all working somewhere. And your prospective clients all will want to bank close to their job.

Identify all the largest employers & sources of potential customers nearby. Create resource pages for those employers (especially if they are large).

Create discounts, bonuses, etc. Get in touch with those employers to see if there is a way to collaborate.

Identify & Market Local Schools & Amenities

Take what you did with local employers and do the same with local amenities and resources.

Create pages that act as resource hubs for neighborhood amenities & schools.

Identify & Market Popular Customer Sources

Take previous & existing customers and try to understand where those customers came from and how they found you.

See if there is a way to build off that success.

Cross-Promote Local Non-Profits

Non-profits usually have an incredible offline network, but have a poor online network. If you are investing in your online marketing efforts, try to develop a relationship to cross-promote the non-profits.

Cross-Promote Local Businesses

Your clients frequent lots of local businesses. And those local businesses also would love to have a local financial partner. Offer a way to cross-promote, especially if they have multiple locations or a presence with your target customer. This strategy is basic bank marketing (think appraisers, real estate agents, etc), but taken to the digital world.

Remember that even a link to your website from their website will dramatically help your other online efforts.

Use Events To Get Social Media Attention

Events like openings, financial courses, holiday showings, etc are marketing staples for banks. But events have a bonus effect online.

You can list them on multiple platforms to get extra exposure. Facebook is the best place for this tactic, but it also works on Google, Instagram, and event apps like Meet and Four Square.

You can also sponsor local events and make sure that you are included in all of their social media promotions. You’ll get a lot more visibility compared to only at the event visibility.

Use Local or Industry Focused Videos to Hack Social Media

Like events, most social media gives preference to video in their feeds. Take interesting video with a local take.

Post the file natively to Instagram, Twitter, Facebook, and YouTube. Pay a small budget to boost it. And look for opportunities to embed it on your website.

Use Digital Referral Fees for Word of Mouth

Referral fees are also a staple of bank marketing. But they don’t get the same reach as digital referral codes.

Whether you use a simple bit.ly link, manually hand out custom codes (i.e., account numbers), or use a software service – digital referral codes can help you move limited physical word of mouth to unlimited digital word of mouth.

Find & Sponsor Local Charities

Sponsoring local charities provides a few marketing benefits.

First, you can likely get a link to your website, which will help your other efforts.

Second, you can tap into a well-networked organization with lots of word of mouth potential.

Third, you can tap into neighborhood goodwill to help with soliciting reviews to help with your Google My Business efforts.

Next Steps

There are a lot of marketing ideas out there for local bank managers. You don’t have to do all of them. You just have to do one or two well.

Find the one that fits your interests & resources and give it a try. Learn based on your initial experience and improve.

“”

22+ Dental Marketing Ideas To Serve More Clients

This post originally appeared at 22+ Dental Marketing Ideas To Serve More Clients via ShivarWeb

Dental Marketing Ideas To Serve More Clients

Most dentists & dental practice owners would agree that there’s nothing like finding a good, consistent patient. But it’s hard to find a good patient if you don’t have new appointments coming in.

Some dentists have a location or word of mouth that brings in appointments with nothing but a Dentist sign on the curb. But for most dental practices, you have to go out and market your practice to get a quality pool of potential patients.

I’ve consulted on search marketing for many local businesses. One of my first clients was a family dentistry practice in Illinois. Based on those experiences, here are some dental marketing ideas that you can use to bring in more appointments.

Create City & Neighborhood-Specific Website Pages

For patients, metropolitan area searches are too big and “near me” searches are too small. City & Neighborhood searches are just right.

Google Location Results for Dentists

That may sound obvious, but most small local businesses that I’ve worked with still don’t focus their marketing on neighborhoods. It’s a lot of work. It’s tedious. But it can still be worthwhile.

If you list multiple locations on your website, simply organize them by neighborhood or city (i.e., make neighborhoods your category).

If you have a single location, create a neighborhood & next to your neighborhood pages to try to rank for “dentists in [neighborhood]” searches.

Create Niche Service Pages

Lots of patients have specific services and/or needs that they want. Instead of listing your services in a giant list, make detailed pages about each service. Try to rank for searches like “dentist with [service]”.

You can use Google Suggest for ideas. Go to Google and type in “[city] dentist with/that” and hit space, but not enter. You’ll see some suggestions.

Google SERPs Services for Dentists
Dental Insurance Examples

You can do this with the entire alphabet and as many modifiers as you can think of.

FAQs for dentists

Create pages that match those search queries to show up when people search.

If you want to take this to the next level, you can use a tool like SEMrush’s Keyword Explorer to provide phrase match search terms in bulk. Here’s an example report for a local business.

Create Local & Dentistry Pages

Create resource guides for people moving to your city. Create lots of them.

Local Dental Resource Pages

Use Google Autosuggest to understand what people are searching for in your city. Focus on healthcare needs. Laws, options, and providers vary wildly from city to city and state to state. Become the go-to resource for local FAQs about dentistry and healthcare. And if you don’t find enough local questions – you can always create content around broad questions.

Dental FAQ pages

Develop Your Local Citations & Reviews

You should already have a Google My Business profile so that you can show up in Google Maps.

But you can take it to the next level to show up even more prominently.

First, you can build your Google My Business profile with photos, posts, and full listing details.

Second, go to every local business listing site and make sure that your Business Name, Address, and Phone Number match exactly. Whether it’s on the Yellow Pages, Yelp, or elsewhere – everything must match. These are called your “local citations” and Google uses them to confirm the relevance of local business.

You can use SEMrush’s Local Listing Management Tool to audit all these listings quickly.

Third, create a local review strategy. Having diverse, unique, and regular reviews on your Google My Business page is the number one way to get more views (aka appointments) from Google Maps.

Steal Ideas from Large Local Competitors / Businesses

I’m not a fan of brainstorming. I think that it’s more effective to build off ideas that have already worked.

No matter your size, you can always look to larger competitors or larger businesses for inspiration.

With dental marketing, make a list of local businesses that you *think* are being creative – including companies in different industries. For dentists, it’s often easy enough to just check out what the top hospitals or top business practices are doing. Find what you can copy and go from there.

Like local listings and keywords, I then use a marketing tool like SEMrush to spy on those competitors. Type in the URL of a competitor below to see an example.

Here’s an example of what you’ll see.

It looks like a lot. But drill down and categorize each link. You’ll quickly get a sense of what they are doing. You’ll see where they are posting on social media. You’ll see which media outlets have accepted press releases and what types of digital marketing they’re doing.

The trick here is *not* to copy cat them. Instead, take the general idea of what your competitors have done and make it your own – or, make it better.

For example, if a local hospital gets attention in the local newspaper for providing a journalist with consumer trends – see if you can do the same. Or if a local doctor has a profile with a local healthcare directory, go get that same listing for yourself.

Work with Local Blogs & Magazines

Every city, no matter how small, has niche publications and blogs. In Atlanta, where I live, we have Atlanta Parent magazine in addition to the AJC Health Section, Best Self Atlanta, and dozens of smaller neighborhood newspapers and niche blogs / social media accounts.

Find those and become a regular fixture. All these blogs & social media accounts act on tips & press releases. Very few have a “boots on the ground” journalists. If you can be the place to provide inside information, free images, and consistent write-ups, you’ll earn attention and links.

Niche Magazine Example for Dental Marketing

That extra attention and those links will help every other idea on this list. Google loves links. Social media users find URLs via links.

Your neighborhood pages, local listings, service pages, and everything else on your website will benefit from more inbound links.

In other words, the links & write-ups won’t necessarily bring customers. But it will help you stand out in marketing channels that will bring in customers.

Use Hyper-Local Facebook Ads

A local business has one massive advantage against national brands trying to operate locally – you live in your city and understand it.

Facebook allows for hyper-local advertising. You can run ads that show within a radius of only a few miles. It’s tedious to set up, but it’s relevant and effective.

Learn how to create hyper-local targeting for demographics and geography to find lots of interested patients.

You can run small, targeted campaigns that show multiple places at once.

Use Hyper-Local Google Search Ads

Google Search ads are famously effective and famously expensive. The best tenant is someone who searches for “dentist in [neighborhood]”.

But that search click will be very costly.

But like Facebook, you have an “in” – Google Quality Score. Google will show ads higher if the ad is more relevant even if they don’t have the high bid.

Like Facebook, it’s tedious to set up, but if you can set up a hyper-local campaign, you’ll be able to get Google Search traffic that large competitors can’t bid on.

Use Hyper-Local Google Display Ads

Google’s Display Network also offers opportunities for local advertisers who are willing to put in the work.

Google serves banner & text ads on some of the best ad locations on the Internet. Many placements are expensive for bulk ad buys.

Google Health Display Ad

But again, Google would rather serve a relevant ad with a low bid than an irrelevant ad with a high bid. That’s your opportunity to set up a hyper-local campaign focused on specific demographics in a specific area.

List on Locally-Popular Review Websites

Local review websites are a dime a dozen. They will send traffic to your listing. But they are expensive and require a lot of legwork.

The key is to find a few key local review websites that are popular in your area – and list on those.

You can use Google Trends, customer interviews, SEMrush, or simply looking at the Google Search Results to see who is more popular for your city / neighborhood.

List on NextDoor & Local Forums

NextDoor is one of many local social media websites & forums. They are hard to find and hard to join, representing an opportunity for any local, enterprising dental practice. They also have an interesting new ad product for early adopters.

These local social networks are interesting because they are specifically local and extremely relevant for geographically limited businesses like dentists.

Advertise / Post on Local Subreddits

Reddit is an attractive website for many industries. But local subreddits are especially interesting for dentists for a couple of reasons.

First, they are hubs for local discussion & recommendations.

Second, they are the first place for people to plan a move visit to ask specific, local questions.

Now, they are decidedly non-commercial with lots of rules. You should get to know them before posting or commenting as a commercial entity.

However, you should explore their sidebar wiki for research.

You should get in touch with the moderators to listen to their rules about business posting. And you should look at running ads or giveaways there.

*Personal Note – I actually found my children’s pediatric dentist on the Atlanta subreddit.

Post Visual Educational Content on Instagram

Think about how you can make your Instagram feed useful instead of promotional & repurpose them across different platforms. I don’t think an office-centric or promotional feed is the route to go. Instead, be a professional curator of dental education and factoids to create a truly interesting feed on Instagram, Facebook & Twitter.

Develop a Local Resources Pinterest Board

Pinterest is an incredible resource for people looking to decorate & upgrade their living. You can get in front of prospects with a locally-focused healthcare-oriented Pinterest board.

Use local photos, lists, resources, etc from real listings to provide ideas. Pull from the local data pages mentioned earlier or visual explainers of common services.

Identify & Market Local Employers

Your patients are all working somewhere. And your prospective patients all will want a dentist near their job if they can’t have one near their home.

Identify all the largest employers & sources of potential patients nearby. Create resource pages for those employers (especially if they are large).

Create discounts, bonuses, etc. Get in touch with those employers to see if there is a way to collaborate.

Identify & Market Popular Customer Sources

Take previous & existing patients and try to understand where those tenants came from and how they found you.

See if there is a way to build off that success.

Cross-Promote Local Healthcare Professionals

Local healthcare professionals usually have an incredible offline network, but have a poor online network. If you are investing in your online marketing efforts, try to develop a relationship to cross-promote your fellow healthcare professionals.

Cross-Promote Local Businesses

Your patients will likely spend money or time nearby. Figure out what other businesses do well when you have 100% booked appointments. Look at the businesses in your shopping center or block. Offer a way to cross-promote, especially if they have multiple locations or a presence with your target patient.

Remember that even a link to your website from their website will dramatically help your other online efforts.

Use Events To Get Social Media Attention

Events like open house tours, openings, holiday showings, etc are marketing staples for many local events. They can be the same for dental practices, especially since events have a bonus effect online.

You can list them on multiple platforms to get extra exposure. Facebook is the best place for this tactic, but it also works on Google, Instagram, and event apps like Meet and Four Square. Think of events that you can hold – even if it’s as simple as a career day for the local high school.

Use Video Behind The Scenes To Hack Social Media

Like events, most social media gives preference to video in their feeds. Take interesting video tours of your office, tools, and behind the scenes.

Post the file natively to Instagram, Twitter, Facebook, and YouTube. Pay a small budget to boost it. And look for opportunities to embed it on your website.

Use Digital Referral Fees for Word of Mouth

Referral fees are also a staple of dental marketing. But they don’t get the same reach as digital referral codes.

Whether you use a simple bit.ly link, manually hand out custom codes (i.e., customer numbers), or use a software service – digital referral codes can help you move limited physical word of mouth to unlimited digital word of mouth.

Find & Sponsor Local Charities

Sponsoring local charities provides a few marketing benefits.

First, you can likely get a link to your website, which will help your other efforts.

Second, you can tap into a well-networked organization with lots of word of mouth potential.

Third, you can tap into neighborhood goodwill to help with soliciting reviews to help with your Google My Business efforts.

Next Steps

There are a lot of marketing ideas out there for dentists and dental practice owners. You don’t have to do all of them. You just have to do one or two well.

Find the one that fits your interests & resources and give it a try. Learn based on your initial experience and improve.

“”

22+ Credit Union Marketing Ideas To Grow Membership

This post originally appeared at 22+ Credit Union Marketing Ideas To Grow Membership via ShivarWeb

Credit Union Marketing Ideas To Grow Membership

Most credit union managers would agree that there’s nothing like finding a new member. But it’s hard to find a good credit union member if you don’t have account applications coming in.

Some credit unions have a company tie or member bond that brings in new members with nothing more than a “Submit Application” link. But for most credit unions, you have to go out and market your credit union to get a quality pool of potential members.

I’ve consulted on search marketing with one of the largest FHLB banks in the country in addition to many local businesses. Based on those experiences, here are some credit union marketing ideas that you can use to bring in more members.

Create City-Specific Website Pages

For prospective members, location searches are usually fraught & confusing. I’ve never seen a bank with a good Branch Locator…even though customers are searching based on their city / neighborhood.

That may sound obvious, but most financial firms that I’ve worked with still don’t focus their marketing on neighborhoods or cities. It’s a lot of work. It’s tedious. But it can still be worthwhile.

If you have multiple branches, use those branch pages to rank for “credit union [city / neighborhood] search. Don’t just depend on a single Branch Locator page. Build a specific page for each branch, including information about the surround area.

If you have a single branch, create a neighborhood & next to your neighborhood pages to try to rank for “credit union in [neighborhood]” or “credit union near me” searches.

Create Niche Offering Pages

Lots of prospective members have specific features and/or requirements that they want from a credit union. Instead of listing your offerings in a giant list, make detailed pages about each amenity. Try to rank for searches like “bank with [offering]”.

You can use Google Suggest for ideas. Go to Google and type in “[city] bank with” and hit space, but not enter. You’ll see some suggestions.

You can do this with the entire alphabet and as many modifiers as you can think of.

Create pages that match those search queries to show up when people search.

If you want to take this to the next level, you can use a tool like SEMrush’s Keyword Explorer to provide phrase match search terms in bulk like this example for “atlanta apartments”.

Create Local Data Pages

Create resource guides for people moving to or just trying to learn more about to your city. Create lots of them.

Use Google Autosuggest to understand what financial terms people are searching for in your city.

Develop Your Local Citations & Reviews

You should already have a Google My Business profile so that you can show up in Google Maps.

But you can take it to the next level to show up even more prominently.

First, you can build your Google My Business profile with photos, posts, and full listing details.

Second, go to every local business listing site and make sure that your Business Name, Address, and Phone Number match exactly. Whether it’s on the Yellow Pages, Yelp, or elsewhere – everything must match. These are called your “local citations” and Google uses them to confirm the relevance of local business.

You can use SEMrush’s Local Listing Management Tool to audit all these listings quickly.

Third, create a local review strategy. Having diverse, unique, and regular reviews on your Google My Business page is the number one way to get more views (aka lease applications) from Google Maps.

Steal Ideas from Large Local Competitors / Businesses

I’m not a fan of brainstorming. I think that it’s more effective to build off ideas that have already worked.

No matter your size, you can always look to larger competitors or larger businesses for inspiration.

With credit union marketing, make a list of local businesses that you *think* are being creative – including companies in different industries.

Like local listings and keywords, I then use a marketing tool like SEMrush to spy on those competitors. Type in the URL of a competitor below to see an example.

Here’s an example of what you’ll see from the local car industry.

It looks like a lot. But drill down and categorize each link. You’ll quickly get a sense of what they are doing. You’ll see where they are posting on social media. You’ll see which media outlets have accepted press releases and what types of digital marketing they’re doing.

If you drop in a national bank, you can sift & sort their local mentions. If a national bank has gotten attention from a local source, then you should have an extra shot at the same attention as a local credit union.

The trick here is *not* to copy cat them. Instead, take the general idea of what your competitors have done and make it your own – or, make it better.

Work with Local Blogs

Every city, no matter how small, has local publishers and bloggers that get traffic simply because they are local.

In Atlanta, where I live, we have a popular Curbed blog in addition to the AJC Real Estate, Atlanta Business Chronicle, and dozens of smaller neighborhood newspapers and real estate blogs.

Find those and become a regular fixture. All these blogs act on tips & press releases. Very few have a “boots on the ground” journalist. If you can be the place to provide inside information, free images, and consistent write-ups, you’ll earn attention and links. Mine your loan information or business network for tips & local trends. Use those to get attention

That extra attention and those links will help every other idea on this list. Google loves links. Social media users find URLs via links.

Your neighborhood pages, offering pages, service pages, and everything else on your website will benefit from more inbound links.

Use Hyper-Local Facebook Ads

A local business has one massive advantage against national brands trying to operate locally – you live in your city and understand it.

Facebook allows for hyper-local advertising. You can run ads that show within a radius of only a few miles. It’s tedious to set up, but it’s relevant and effective.

Learn how to create hyper-local targeting for demographics and geography to find lots of interested tenants.

You can run small, targeted campaigns that show multiple places at once.

Use Hyper-Local Google Search Ads

Google Search ads are famously effective and famously expensive. The best tenant is someone who searches for “credit union in [neighborhood]”.

But that search click will be very costly.

But like Facebook, you have an advantage – Google Quality Score. Google will show ads higher if they are more relevant even if they don’t have the high bid.

In other words, Google will reduce your cost per click for a query like “local atlanta bank” compared to Chase or Bank of America because your landing page can actually match that query better than they ever could.

Like Facebook, it’s tedious to set up, but if you can set up a hyper-local campaign, you’ll be able to get Google Search traffic that large competitors can’t bid on.

Use Hyper-Local Google Display Ads

Google’s Display Network also offers opportunities for local advertisers who are willing to put in the work.

Google serves banner & text ads on some of the best ad locations on the Internet. Many placements are expensive for bulk ad buys.

But again, Google would rather serve a relevant ad with a low bid than an irrelevant ad with a high bid. That’s your opportunity to set up a hyper-local campaign focused on specific demographics in a specific area.

List on Locally-Popular Review Websites

Bank & financial review sites are a dime a dozen. They will send traffic to your listing. But they are expensive and require a lot of legwork.

The key is to find a few key review websites that are popular in your area – and list on those.

Or – track down the sites that currently show up for you brand name and work on those.

You can use Google Trends, customer interviews, SEMrush, or simply looking at the Google Search Results to see who is more popular for your city / neighborhood.

List on NextDoor & Local Forums

NextDoor is one of many local social media websites & forums. They are hard to find and hard to join, representing an opportunity for any local, enterprising credit union manager.

These networks are interesting because they are specifically local and extremely relevant for financial firms. They also have an early adopter advertising program for truly local businesses.

Advertise / Post on Local Subreddits

Reddit is an attractive website for many industries. But local subreddits are especially interesting for credit union managers for a couple of reasons.

First, they are hubs for local discussion & recommendations.

Second, they are the first place for people to plan a move visit to ask specific, local questions.

Now, they are decidedly non-commercial with lots of rules. You should get to know them before posting or commenting as a commercial entity.

However, you should explore their sidebar wiki for research.

You should get in touch with the moderators to listen to their rules about business posting. And you should look at running ads or giveaways there.

*Personal aside – this route is how I found the local credit union that I use. Delta Community Credit Union had high praise on multiple Atlanta subreddit threads.

Develop a Local Financial Pinterest Board

Pinterest is an incredible resource for people looking for local financial tips. You can get in front of prospects with a locally-focused Pinterest board.

Use local photos, sites, etc from your own customer experience to provide ideas. Promote local artists, makers, businesses, events, etc.

Identify Government Resources

Think about how you can leverage your non-profit and credit union status to get more attention. There are tons of government and financial websites where you can get a link & profile.

These profiles might not drive much direct traffic, but they will absolutely help your ranking & visibility in search engines and other marketing venues.

Identify & Market Local Employers

Your members are all working somewhere. And your prospective tenants all will want to bank close to their job.

Identify all the largest employers & sources of potential tenants nearby. Create resource pages for those employers (especially if they are large).

Create discounts, bonuses, etc. Get in touch with those employers to see if there is a way to collaborate (even if they don’t want to add to your member bond).

Identify & Market Local Schools & Amenities

Take what you did with local employers and do the same with local amenities and resources.

Create pages that act as resource hubs for neighborhood amenities & schools.

Identify & Market Popular Customer Sources

Take previous & existing members and try to understand where those members came from and how they found you.

See if there is a way to build off that success.

Cross-Promote Local Non-Profits

Non-profits usually have an incredible offline network, but have a poor online network. If you are investing in your online marketing efforts, try to develop a relationship to cross-promote the non-profits.

Cross-Promote Local Businesses

Your members frequent lots of local businesses. And those local businesses also would love to have a local financial partner. Offer a way to cross-promote, especially if they have multiple locations or a presence with your target tenant.

Remember that even a link to your website from their website will dramatically help your other online efforts.

Use Events To Get Social Media Attention

Events like openings, financial courses, holiday showings, etc are marketing staples for credit unions. But events have a bonus effect online.

You can list them on multiple platforms to get extra exposure. Facebook is the best place for this tactic, but it also works on Google, Instagram, and event apps like Meet and Four Square.

Use Local or Industry Focused Videos to Hack Social Media

Like events, most social media gives preference to video in their feeds. Take interesting video with a local take.

Post the file natively to Instagram, Twitter, Facebook, and YouTube. Pay a small budget to boost it. And look for opportunities to embed it on your website.

Use Digital Referral Fees for Word of Mouth

Referral fees are also a staple of credit union marketing. But they don’t get the same reach as digital referral codes.

Whether you use a simple bit.ly link, manually hand out custom codes (i.e., account numbers), or use a software service – digital referral codes can help you move limited physical word of mouth to unlimited digital word of mouth.

Find & Sponsor Local Charities

Sponsoring local charities provides a few marketing benefits.

First, you can likely get a link to your website, which will help your other efforts.

Second, you can tap into a well-networked organization with lots of word of mouth potential.

Third, you can tap into neighborhood goodwill to help with soliciting reviews to help with your Google My Business efforts.

Next Steps

There are a lot of marketing ideas out there for credit union managers. You don’t have to do all of them. You just have to do one or two well.

Find the one that fits your interests & resources and give it a try. Learn based on your initial experience and improve.

“”

22+ Spa Marketing Ideas To Get More Clients

This post originally appeared at 22+ Spa Marketing Ideas To Get More Clients via ShivarWeb

Spa Marketing Ideas To Get More Clients

Most resort & spa owners would agree that there’s nothing like a full appointment booking. But it’s hard to fill appointments without a regular flow of new clients coming in.

Some spas have a location or reputations that brings in clients with nothing but a phone number. But for most spa owners, you have to go out and market your business to get a quality pool of potential clients.

I’ve consulted on search marketing for many local businesses and beauty business. Based on those experiences, here are some resort & spa marketing ideas that you can use to bring in more clients & appointments.

Create Neighborhood-Specific Website Pages

For clients, “near me” searches are too small, and ZIP code searches are not relevant. Neighborhood / city searches are just right.

That may sound obvious, but most local businesses that I’ve worked with still don’t focus their marketing on neighborhoods. It’s a lot of work. It’s tedious. But it can still be worthwhile.

Create a neighborhood & next to your neighborhood pages to try to rank for “spa in [neighborhood]” searches.

Create Niche Amenity Pages

Lots of clients have specific amenities that they want. Instead of listing your amenities in a giant list, make detailed pages about each amenity. Try to rank for searches like “spa with [amenity]”.

You can use Google Suggest for ideas. Go to Google and type in “[city] spa with” and hit space, but not enter. You’ll see some suggestions.

You can do this with the entire alphabet and as many modifiers as you can think of.

Create pages that match those search queries to show up when people search.

If you want to take this to the next level, you can use a tool like SEMrush’s Keyword Explorer to provide phrase match search terms in bulk. Here’s an example of how the data is displayed. Just type in “[city] spa” or even just “spa”.

Create Local Data Pages

Create resource guides for people learning more about your city. Create lots of them.

Use Google Autosuggest to understand what people are searching for among your amenities – and then put a local spin on it so that you aren’t competing with large publishers.

Develop Your Local Citations & Reviews

You should already have a Google My Business profile so that you can show up in Google Maps.

But you can take it to the next level to show up even more prominently.

First, you can build your Google My Business profile with photos, posts, and full listing details.

Second, go to every local business listing site and make sure that your Business Name, Address, and Phone Number match exactly. Whether it’s on the Yellow Pages, Yelp, or elsewhere – everything must match. These are called your “local citations” and Google uses them to confirm the relevance of local business.

You can use SEMrush’s Local Listing Management Tool to audit all these listings quickly.

Third, create a local review strategy. Having diverse, unique, and regular reviews on your Google My Business page is the number one way to get more views (aka lease applications) from Google Maps.

Steal Ideas from Large Local Competitors / Businesses

I’m not a fan of brainstorming. I think that it’s more effective to build off ideas that have already worked.

No matter your size, you can always look to larger competitors or larger businesses for inspiration.

With resorts & spas, make a list of local businesses that you *think* are being creative – including companies in different industries.

Like local listings and keywords, I then use a marketing tool like SEMrush to spy on those competitors. Type in the URL of a competitor below to see an example.

Here’s what you’ll see.

It looks like a lot. But drill down and categorize each link. You’ll quickly get a sense of what they are doing. You’ll see where they are posting on social media. You’ll see which media outlets have accepted press releases and what types of digital marketing they’re doing.

The trick here is *not* to copy cat them. Instead, take the general idea of what your competitors have done and make it your own – or, make it better.

Work with Local Tourism Agencies

Every city, no matter how small, has an interest in tourism. And spas / resorts are a core part of any tourism package. Make yourself known with local tourism officials, websites, and guides. Too many “local” spas are missing out on a good TripAdvisor profile.

Find those and become a regular fixture.

That extra attention and those links will help every other idea on this list. Google loves links. Social media users find URLs via links.

Your city pages, amenity pages, and everything else on your website will benefit from more inbound links.

Recruit Local Guides from Google Maps

Google Maps dominates local search. They have had a Local Guides program for some time now. They are people who leave frequent, useful reviews. People can subscribe to them to find recommendations.

It’s worth finding Local Guides in your area that are active and pitch them on your spa.

Use Hyper-Local Facebook Ads

A local business has one massive advantage against national brands trying to operate locally – you live in your city and understand it.

Facebook allows for hyper-local advertising. You can run ads that show within a radius of only a few miles. It’s tedious to set up, but it’s relevant and effective.

Learn how to create hyper-local targeting for demographics and geography to find lots of interested clients.

You can run small, targeted campaigns that show multiple places at once.

Use Hyper-Local Google Search Ads

Google Search ads are famously effective and famously expensive. The best client is someone who searches for “spa in [city]”.

But that search click will be very costly.

But like Facebook, you have an “in” – Google Quality Score. Google will show ads higher if they are more relevant even if they don’t have the high bid.

Like Facebook, it’s tedious to set up, but if you can set up a hyper-local campaign, you’ll be able to get Google Search traffic that large competitors can’t bid on.

Use Hyper-Local Google Display Ads

Google’s Display Network also offers opportunities for local advertisers who are willing to put in the work.

Google serves banner & text ads on some of the best ad locations on the Internet. Many placements are expensive for bulk ad buys.

But again, Google would rather serve a relevant ad with a low bid than an irrelevant ad with a high bid. That’s your opportunity to set up a hyper-local campaign focused on specific demographics in a specific area.

List on Locally-Popular Blogs & Travel Guides

Local blogs are often a dime a dozen. The key is to find the ones that are popular – or appear where you want to appear.

List on NextDoor & Local Forums

NextDoor is one of many local social media websites & forums. They are hard to find and hard to join, representing an opportunity for any local, enterprising spa owner.

These networks are interesting because they are specifically local and extremely relevant for local services. They also have new Groupon-style advertising options.

Advertise / Post on Local Subreddits

Reddit is an attractive website for many industries. But local subreddits are especially interesting for local businesses

First, they are hubs for local discussion & recommendations.

Second, they are the first place for people to plan a move visit to ask specific, local questions.

Now, they are decidedly non-commercial with lots of rules. You should get to know them before posting or commenting as a commercial entity.

However, you should explore their sidebar wiki for research.

You should get in touch with the moderators to listen to their rules about business posting. And you should look at running ads or giveaways there.

Post Listings w/ Photos in Instagram

Think about how you can take listing photos & repurpose them across different platforms. Spas have a unique opportunity to create an interesting, relaxing, soothing feed for potential clients. The key is to only be rarely promotional. Make it a feed that is interesting to follow on its own.

Develop a Local Relaxing Pinterest Board

Pinterest is an incredible resource for people looking to live better. You can get in front of prospects with a locally-focused Pinterest board.

Use local photos, recommendations, experiences, etc from real local experience to provide ideas. Promote local artists, makers, etc.

Identify & Market Local Employers

Your clients are all working somewhere. And your prospective clients might be a little stressed out and looking for an accessible provider.

Identify all the largest employers & sources of potential clients nearby. Create resource pages for those employers (especially if they are large).

Create discounts, bonuses, etc. Get in touch with those employers to see if there is a way to collaborate.

Identify & Market Local Businesses & Amenities

Take what you did with local employers and do the same with local amenities and businesses.

Create pages that act as resource hubs for neighborhood business & amenities.

Identify & Market Popular Client Sources

Take previous & existing clients and try to understand where those clients came from and how they found you.

See if there is a way to build off that success.

Cross-Promote Local Businesses

Your clients will spend money nearby. Figure out what other businesses do well when you have 100% bookings. Offer a way to cross-promote, especially if they have multiple locations or a presence with your target client.

Remember that even a link to your website from their website will dramatically help your other online efforts.

Use Events To Get Social Media Attention

Events like open house tours, specials, holidays, etc are marketing staples for resorts. But events have a bonus effect online.

You can list them on multiple platforms to get extra exposure. Facebook is the best place for this tactic, but it also works on Google, Instagram, and event apps like Meet and Four Square.

Use Video Tours To Hack Social Media

Like events, most social media gives preference to video in their feeds. Take interesting video tours of your services & property.

Post the file natively to Instagram, Twitter, Facebook, and YouTube. Pay a small budget to boost it. And look for opportunities to embed it on your website.

Use Digital Referral Fees for Word of Mouth

Referral fees are also a staple of apartment marketing. But they don’t get the same reach as digital referral codes.

Whether you use a simple bit.ly link, manually hand out custom codes, or use a software service – digital referral codes can help you move limited physical word of mouth to unlimited digital word of mouth.

Find & Sponsor Local Charities

Sponsoring local charities provides a few marketing benefits.

First, you can likely get a link to your website, which will help your other efforts.

Second, you can tap into a well-networked organization with lots of word of mouth potential.

Third, you can tap into neighborhood goodwill to help with soliciting reviews to help with your Google My Business efforts.

Next Steps

There are a lot of marketing ideas out there for spas and resorts. You don’t have to do all of them. You just have to do one or two well.

Find the one that fits your interests & resources and give it a try. Learn based on your initial experience and improve.

“”

22+ Golf Course Marketing Ideas To Get More Golfers

This post originally appeared at 22+ Golf Course Marketing Ideas To Get More Golfers via ShivarWeb

Golf Course Marketing Ideas To Get More Golfers

Most golf course owners would agree that there’s nothing like fully booked tee times. But it’s hard to book tee times if you don’t have golfers calling or landing on your website.

Some golf courses have a location or reputation that brings in golfers with nothing but a phone line. But for most golf course managers, you have to go out and market your course to get a solid roster of regular tee times.

I’ve consulted on search marketing for several local businesses large and small. I’ve also consulted for search marketing for one of the largest golf equipment retailers in the US. With that experience in mind, here are a few marketing ideas for golf courses.

Create City-Specific Website Pages

For golfers, regional searches are too big, “near me” searches aren’t quite right, but city searches can be just right.

That may sound obvious, but any golf courses still don’t try to lock down their local area.

It can be tedious, but having local pages that target different areas surrounding your actual location can be useful.

If you have a single apartment complex, create a neighborhood & next to your neighborhood pages to try to rank for “golf in [city]” searches.

Automate Tee Times + App Integration

There is an adage in retail that if you don’t have it, your customer can’t buy it. For golf courses, an analogous adage is that if you don’t have the tee time, you don’t have the customer.

There are dozens of golf course software providers. Find one that can automate and digitize your tee times if you haven’t already, and make sure that they feed into every popular app on the App Store.

Create Niche Amenity Pages

Lots of golfers have specific amenities and/or requirements that they want. Instead of listing your amenities in a giant list, make detailed pages about each amenity. Try to rank for searches like “golf course with [amenity]”.

You can use Google Suggest for ideas. Go to Google and type in “golf course with” and hit space, but not enter. You’ll see some suggestions.

You can do this with the entire alphabet and as many modifiers as you can think of.

Create pages that match those search queries to show up when people search.

If you want to take this to the next level, you can use a tool like SEMrush’s Keyword Explorer to provide phrase match search terms in bulk.

Create Local Data Pages

Create resource guides for people moving to your city. Create lots of them.

Use Google Autosuggest to understand what people are searching for in your city.

Develop Your Local Citations & Reviews

You should already have a Google My Business profile so that you can show up in Google Maps.

But you can take it to the next level to show up even more prominently.

First, you can build your Google My Business profile with photos, posts, and full listing details.

Second, go to every local business listing site and make sure that your Business Name, Address, and Phone Number match exactly. Whether it’s on the Yellow Pages, Yelp, or elsewhere – everything must match. These are called your “local citations” and Google uses them to confirm the relevance of local business.

You can use SEMrush’s Local Listing Management Tool to audit all these listings quickly.

Third, create a local review strategy. Having diverse, unique, and regular reviews on your Google My Business page is the number one way to get more views (aka lease applications) from Google Maps.

Steal Ideas from Large Local Competitors / Businesses

I’m not a fan of brainstorming. I think that it’s more effective to build off ideas that have already worked.

No matter your size, you can always look to larger competitors or larger businesses for inspiration.

With a golf course, make a list of local businesses that you *think* are being creative – including companies in different industries.

Like local listings and keywords, I then use a marketing tool like SEMrush to spy on those competitors. Type in the URL of a competitor below to see an example.

Here’s what you’ll see.

It looks like a lot. But drill down and categorize each link. You’ll quickly get a sense of what they are doing. You’ll see where they are posting on social media. You’ll see which media outlets have accepted press releases and what types of digital marketing they’re doing.

The trick here is *not* to copy cat them. Instead, take the general idea of what your competitors have done and make it your own – or, make it better.

For golf courses, you can even take local golf retailers or sporting good stores and try to dovetail off their efforts.

Work with Local Tourism Agencies

Every city, no matter how small, has an interest in tourism. And golf courses are a core part of any tourism package. Make yourself known with local tourism officials, websites, and guides. Too many “local” courses are missing out on a good TripAdvisor profile.

Find those and become a regular fixture.

That extra attention and those links will help every other idea on this list. Google loves links. Social media users find URLs via links.

Your city pages, amenity pages, and everything else on your website will benefit from more inbound links.

Use Hyper-Local Facebook Ads

A local business has one massive advantage against national brands trying to operate locally – you live in your city and understand it.

Facebook allows for hyper-local advertising. You can run ads that show within a radius of only a few miles. It’s tedious to set up, but it’s relevant and effective.

Learn how to create hyper-local targeting for demographics and geography to find lots of interested golfers.

You can run small, targeted campaigns that show multiple places at once.

Use Hyper-Local Google Search Ads

Google Search ads are famously effective and famously expensive. The best tenant is someone who searches for “golf courses in [city]”.

But that search click will be very costly.

But like Facebook, you have an “in” – Google Quality Score. Google will show ads higher if they are more relevant even if they don’t have the high bid.

Like Facebook, it’s tedious to set up, but if you can set up a hyper-local campaign, you’ll be able to get Google Search traffic that large competitors can’t bid on.

Use Hyper-Local Google Display Ads

Google’s Display Network also offers opportunities for local advertisers who are willing to put in the work.

Google serves banner & text ads on some of the best ad locations on the Internet. Many placements are expensive for bulk ad buys.

But again, Google would rather serve a relevant ad with a low bid than an irrelevant ad with a high bid. That’s your opportunity to set up a hyper-local campaign focused on specific demographics in a specific area.

List on Locally-Popular Golf Guides

Golfing websites are a dime a dozen. They will send traffic to your listing. But there are a ton of them.

The key is to find a few key apartment websites that are popular in your area – and focus on those.

You can use Google Trends, customer interviews, SEMrush, or simply looking at the Google Search Results to see who is more popular for your city / neighborhood.

List on NextDoor & Local Forums

NextDoor is one of many local social media websites & forums. They are hard to find and hard to join, representing an opportunity for any local, enterprising golf manager.

These networks are interesting because they are specifically local and extremely relevant for local businesses. They also run Groupon-style deals and local sponsorships with high engagement.

Advertise / Post on Golf Review Sites

Golf Course review sites are interesting because they not only send customers themselves, but they also feed reviews / ratings to local websites.

Do what you can to grow your presence there, especially if you attract a lot of tourists or new customers.

Develop an Interesting Instagram Feed

There are some businesses that don’t really belong on Instagram. But golf courses absolutely do belong. Golf courses are inherently scenic.

Work on developing an Instagram feed that is genuinely nice to scroll past. Spend some money commissioning 100 or so professional photos. Schedule those out for the next year on Instagram and balance them with specials or other local photography. Respond to comments and use local hashtags. Invite players to submit their own photos.

Develop an Email List w/ Tee Times

Capture emails with tee times. Use your email list appropriately to bring those players back and leave reviews.

Identify & Market Local Employers

Your customers are all working somewhere. Despite the decline in work-related golf outings, golf still makes for a great outing for acquaintances.

Identify all the largest employers & sources of potential customers nearby. Create resource pages for those employers (especially if they are large).

Create discounts, bonuses, etc. Get in touch with those employers to see if there is a way to collaborate.

Identify & Market Local Sports & Amenities

Take what you did with local employers and do the same with local amenities and resources like schools, colleges, associations, etc.

Create pages that act as resource hubs for neighborhood recreation opportunities.

Identify & Market Popular Referral Sources

Take previous & existing customers and try to understand where those customers came from and how they found you.

See if there is a way to build off that success.

Cross-Promote Sports Retailers

Sports retailers make a perfect match for local golf courses. Look for collaboration. Even if you technically compete with them via a pro shop, you have a lot more to gain from working with them than against.

Cross-Promote Local Businesses

Your customers will spend money nearby. Figure out what other businesses do well when you are packed. Offer a way to cross-promote, especially if they have multiple locations or a direct draw with customers (ie, a sit-down restaurant or resort facility).

Remember that even a simple link to your website from their website will dramatically help your other online efforts.

Use Tournaments To Get Social Media Attention

Events like tournaments, youth training, fundraisers, etc are a golf course staple. But events have a bonus effect online.

You can list them on multiple platforms to get extra exposure.

Facebook is the best place for this tactic, but it also works on Google, Instagram, and event apps like Meet and Four Square.

Use Video Tours To Hack Social Media

Like events, most social media gives preference to video in their feeds. Take interesting video tours of your course. Recruit drone enthusiasts and budding videographers with free access in exchange for promotion & free videos.

Post the file natively to Instagram, Twitter, Facebook, and YouTube. Pay a small budget to boost it. And look for opportunities to embed it on your website.

Use Digital Referral Fees for Word of Mouth

Referral fees are also a staple of golf course marketing. But they don’t get the same reach as digital referral codes.

Whether you use a simple bit.ly link, manually hand out custom codes (i.e., like raffle tickets), or use a software service – digital referral codes can help you move limited physical word of mouth to unlimited digital word of mouth.

Find & Sponsor Local Charities

Sponsoring local charities provides a few marketing benefits.

First, you can likely get a link to your website, which will help your other efforts.

Second, you can tap into a well-networked organization with lots of word of mouth potential.

Third, you can tap into neighborhood goodwill to help with soliciting reviews to help with your Google My Business efforts.

Next Steps

There are a lot of marketing ideas out there for golf course managers. You don’t have to do all of them. You just have to do one or two well.

Find the one that fits your interests & resources and give it a try. Learn based on your initial experience and improve.

“”

22+ Property Management & Apartment Marketing Ideas To Get More Leases

This post originally appeared at 22+ Property Management & Apartment Marketing Ideas To Get More Leases via ShivarWeb

Property Management Apartment Marketing Ideas

Most apartment & rental unit owners would agree that there’s nothing like finding a good tenant. But it’s hard to find a good tenant if you don’t have lease applications coming in.

Some apartments have a location that brings in applications with nothing but a For Rent sign on the curb. But for most property managers, you have to go out and market your property to get a quality pool of potential tenants.

I’ve consulted on search marketing for several large, regional residential real estate service companies. Based on those experiences, here are some property management & apartment marketing ideas that you can use to bring in more leases.

Create Neighborhood-Specific Website Pages

For tenants, city searches are too big, street searches are too small, and ZIP code searches are not relevant. Neighborhood searches are just right.

That may sound obvious, but most real estate firms that I’ve worked with still don’t focus their marketing on neighborhoods. It’s a lot of work. It’s tedious. But it can still be worthwhile.

If you list multiple apartments on your website, simply organize them by neighborhood (i.e., make neighborhoods your category).

If you have a single apartment complex, create a neighborhood & next to your neighborhood pages to try to rank for “apartments in [neighborhood]” searches.

Create Niche Amenity Pages

Lots of tenants have specific amenities and/or requirements that they want. Instead of listing your amenities in a giant list, make detailed pages about each amenity. Try to rank for searches like “apartments with [amenity]”.

You can use Google Suggest for ideas. Go to Google and type in “[city] apartments with” and hit space, but not enter. You’ll see some suggestions.

You can do this with the entire alphabet and as many modifiers as you can think of.

Create pages that match those search queries to show up when people search.

If you want to take this to the next level, you can use a tool like SEMrush’s Keyword Explorer to provide phrase match search terms in bulk.

Create Local Data Pages

Create resource guides for people moving to your city. Create lots of them.

Use Google Autosuggest to understand what people are searching for in your city.

Develop Your Local Citations & Reviews

You should already have a Google My Business profile so that you can show up in Google Maps.

But you can take it to the next level to show up even more prominently.

First, you can build your Google My Business profile with photos, posts, and full listing details.

Second, go to every local business listing site and make sure that your Business Name, Address, and Phone Number match exactly. Whether it’s on the Yellow Pages, Yelp, or elsewhere – everything must match. These are called your “local citations” and Google uses them to confirm the relevance of local business.

You can use SEMrush’s Local Listing Management Tool to audit all these listings quickly.

Third, create a local review strategy. Having diverse, unique, and regular reviews on your Google My Business page is the number one way to get more views (aka lease applications) from Google Maps.

Steal Ideas from Large Local Competitors / Businesses

I’m not a fan of brainstorming. I think that it’s more effective to build off ideas that have already worked.

No matter your size, you can always look to larger competitors or larger businesses for inspiration.

With property management & apartment marketing, make a list of local businesses that you *think* are being creative – including companies in different industries.

Like local listings and keywords, I then use a marketing tool like SEMrush to spy on those competitors. Type in the URL of a competitor below to see an example.

Here’s what you’ll see.

It looks like a lot. But drill down and categorize each link. You’ll quickly get a sense of what they are doing. You’ll see where they are posting on social media. You’ll see which media outlets have accepted press releases and what types of digital marketing they’re doing.

The trick here is *not* to copy cat them. Instead, take the general idea of what your competitors have done and make it your own – or, make it better.

Work with Local Real Estate Blogs

Every city, no matter how small, has an interest in real estate. In Atlanta, where I live, we have a Curbed blog in addition to the AJC Real Estate, Atlanta Business Chronicle, and dozens of smaller neighborhood newspapers and real estate blogs.

Find those and become a regular fixture. All real estate blogs act on tips & press releases. Very few have a “boots on the ground” journalist. If you can be the place to provide inside information, free images, and consistent write-ups, you’ll earn attention and links.

That extra attention and those links will help every other idea on this list. Google loves links. Social media users find URLs via links.

Your neighborhood pages, rental listings, amenity pages, and everything else on your website will benefit from more inbound links.

Use Hyper-Local Facebook Ads

A local business has one massive advantage against national brands trying to operate locally – you live in your city and understand it.

Facebook allows for hyper-local advertising. You can run ads that show within a radius of only a few miles. It’s tedious to set up, but it’s relevant and effective.

Learn how to create hyper-local targeting for demographics and geography to find lots of interested tenants.

Additionally, Facebook operates Facebook Marketplace, which is one of the largest local listing places online.

You can run small, targeted campaigns that show multiple places at once.

Use Hyper-Local Google Search Ads

Google Search ads are famously effective and famously expensive. The best tenant is someone who searches for “apartments for rent in [neighborhood]”.

But that search click will be very costly.

But like Facebook, you have an “in” – Google Quality Score. Google will show ads higher if they are more relevant even if they don’t have the high bid.

Like Facebook, it’s tedious to set up, but if you can set up a hyper-local campaign, you’ll be able to get Google Search traffic that large competitors can’t bid on.

Use Hyper-Local Google Display Ads

Google’s Display Network also offers opportunities for local advertisers who are willing to put in the work.

Google serves banner & text ads on some of the best ad locations on the Internet. Many placements are expensive for bulk ad buys.

But again, Google would rather serve a relevant ad with a low bid than an irrelevant ad with a high bid. That’s your opportunity to set up a hyper-local campaign focused on specific demographics in a specific area.

List on Locally-Popular Apartment Websites

Apartment listing websites are a dime a dozen. They will send traffic to your listing. But they are expensive and require a lot of legwork.

The key is to find a few key apartment websites that are popular in your area – and list on those.

You can use Google Trends, tenant interviews, SEMrush, or simply looking at the Google Search Results to see who is more popular for your city / neighborhood.

List on NextDoor & Local Forums

NextDoor is one of many local social media websites & forums. They are hard to find and hard to join, representing an opportunity for any local, enterprising property manager.

These networks are interesting because they are specifically local and extremely relevant for real estate.

Advertise / Post on Local Subreddits

Reddit is an attractive website for many industries. But local subreddits are especially interesting for property managers and landlords for a couple of reasons.

First, they are hubs for local discussion & recommendations.

Second, they are the first place for people to plan a move visit to ask specific, local questions.

Now, they are decidedly non-commercial with lots of rules. You should get to know them before posting or commenting as a commercial entity.

However, you should explore their sidebar wiki for research.

You should get in touch with the moderators to listen to their rules about business posting. And you should look at running ads or giveaways there.

Post Listings w/ Photos in Instagram

Think about how you can take listing photos & repurpose them across different platforms. I don’t think you should simply post listings on every platform, but instead use photos from listings to create a truly interesting feed on Instagram, Facebook & Twitter.

For example, suppose a unit has an excellent skyline view. That should be a post. Suppose you put in native landscaping around your unit. That should be a post. Do further research around hashtags to make sure that your post shows up in listings.

Develop a Local Real Estate Pinterest Board

Pinterest is an incredible resource for people looking to decorate & upgrade their living. You can get in front of prospects with a locally-focused Pinterest board.

Use local photos, decor, etc from real listings to provide ideas. Promote local artists, makers, etc.

Identify & Market Local Employers

Your tenants are all working somewhere. And your prospective tenants all will want to be close to their job.

Identify all the largest employers & sources of potential tenants nearby. Create resource pages for those employers (especially if they are large).

Create discounts, bonuses, etc. Get in touch with those employers to see if there is a way to collaborate.

Identify & Market Local Schools & Amenities

Take what you did with local employers and do the same with local amenities and resources.

Create pages that act as resource hubs for neighborhood amenities & schools.

Identify & Market Popular Tenant Sources

Take previous & existing tenants and try to understand where those tenants came from and how they found you.

See if there is a way to build off that success.

Cross-Promote Local Real Estate Agents

Local real estate agents usually have an incredible offline network, but have a poor online network. If you are investing in your online marketing efforts, try to develop a relationship to cross-promote the agents.

Cross-Promote Local Businesses

Your tenants will spend money nearby. Figure out what other businesses do well when you have 100% occupancy. Offer a way to cross-promote, especially if they have multiple locations or a presence with your target tenant.

Remember that even a link to your website from their website will dramatically help your other online efforts.

Use Events To Get Social Media Attention

Events like open house tours, openings, holiday showings, etc are marketing staples for apartments. But events have a bonus effect online.

You can list them on multiple platforms to get extra exposure. Facebook is the best place for this tactic, but it also works on Google, Instagram, and event apps like Meet and Four Square.

Use Video Tours To Hack Social Media

Like events, most social media gives preference to video in their feeds. Take interesting video tours of listings.

Post the file natively to Instagram, Twitter, Facebook, and YouTube. Pay a small budget to boost it. And look for opportunities to embed it on your website.

Use Digital Referral Fees for Word of Mouth

Referral fees are also a staple of apartment marketing. But they don’t get the same reach as digital referral codes.

Whether you use a simple bit.ly link, manually hand out custom codes (i.e., apartment numbers), or use a software service – digital referral codes can help you move limited physical word of mouth to unlimited digital word of mouth.

Find & Sponsor Local Charities

Sponsoring local charities provides a few marketing benefits.

First, you can likely get a link to your website, which will help your other efforts.

Second, you can tap into a well-networked organization with lots of word of mouth potential.

Third, you can tap into neighborhood goodwill to help with soliciting reviews to help with your Google My Business efforts.

Next Steps

There are a lot of marketing ideas out there for property managers and apartments. You don’t have to do all of them. You just have to do one or two well.

Find the one that fits your interests & resources and give it a try. Learn based on your initial experience and improve.

“”

14+ Unconventional Ways To Find New Keywords To Outsmart Your Competition

This post originally appeared at 14+ Unconventional Ways To Find New Keywords To Outsmart Your Competition via ShivarWeb

find new keywords

Traditional keyword research has a tragedy of the commons problem. The more people that use a common keyword research sources, the less valuable those sources become.

When everyone is using Keyword Planner, Ahrefs, SEMRush, and Google Autosuggest – the keywords from those sources will become either too difficult or will lose their intent. Big players, or Google itself, will show up and rank for those keywords.

As a small to mid-size publisher – you have to either become more creative, become more “long-tail,” or seek out more sources to find new keywords.

I’ve written before about “pre-qualifying content.” That process used different sources to confirm your own keyword ideas.

Finding new keywords from new sources is the reverse. It’s finding keywords that you have literally never heard of.

You would never know the root, modifier, or topic. It’s doesn’t show up in Google Suggest, and you’d never know how to search for it in traditional keyword tools.

Here’s where I’ve been looking lately.

Bing / DuckDuckGo Search

Bing and DuckDuckGo are usually seen as Google alternatives. But they have audiences in their own right.

And those audiences are different enough from Google that you can usually find new, interesting, and different keywords there that you won’t find on Google.

Head over to Bing / DuckDuckGo and try out their autosuggest with broad modifiers (how to, what is, etc).

Search within a broad topic that you are looking at and explore their related searches.

Lookalike Online Publishers

You might be familiar with the idea of a lookalike from Facebook Ads. They take a person that you want to target and tries to find other people who share that person’s characteristics. It’s a powerful idea.

And it’s an idea that you can use to find keyword ideas.

Many SEOs know to look at the big industry publisher for keyword ideas, but never think to find “lookalikes” of their big industry publisher…in an adjacent industry.

And adjacent industries can be a goldmine for both keyword roots and modifiers.

For example, imagine that you own a small fishing website. You probably know the trick for mining Field & Stream for content ideas.

But what about looking at the Field & Stream equivalent in the backpacking, boating, or wildlife magazine segments?

If you had a Venn diagram, you’d see that they all have an audience overlap, even if they don’t have a keyword overlap. And that represents an opportunity.

Remember, the best keyword research understands the question behind the keyword. Explore those publishers to find content strategies and audience questions that you could use.

Look at their top performing content and think about what you could swap in that would fit your website.

If Backpacker magazine did a profile on the top trails in the Southeast US, why wouldn’t a profile on the top rivers in the Southeast US work for your fishing website?

I would argue that it would. And best of all, any new keywords, headlines or modifiers that you find function as pre-qualified content, since you know it has already worked for someone else.

Wikipedia Analysis

I’ve written an entire post about using Wikipedia for SEO & Content Marketing. But Wikipedia is an especially good place to find keyword ideas because it is structured.

The process is to pick a category and systematically explore all the entries along with how they are related.

Read entries with an eye for keywords and concepts that need further exploration.

YouTube Search

YouTube is a popular place for How To’s, tutorials, and visual content. You can (and should) use YouTube autosuggest to mine for keywords. They’ll have a different dataset from Google search.

But I recommend that you go a step further. Look at (or scrape!) top ranking videos. Read their transcripts, tags, comments, and descriptions with an eye for new keywords and concepts.

If the video narrator uses a term that needs context or further explanation, note it. Look for how the narrator and video presents information.

Even the best YouTube videos leave gaps that need to be filled. And those gaps usually produce Google Searches.

It’s a great way to find high-volume, long-tail keywords.

I wrote an extended guide to use YouTube for SEO & content here.

Pinterest Search

I would argue that Pinterest is one of the top search engines on the Internet, even though it is thought of as a social network.

Millions of people use it to start their search and bookmark their favorite answers.

While it does work better for some segments than others, I think it’s worth checking out for nearly every industry.

Like YouTube, you should look at both their autosuggest and their suggested topics. But go a step further and look at top performing pins & boards.

Note any unique keyword angles, audience questions, etc. Usually, they have a completely different angle from Google that will provide a window into an audience’s true intent – which, again, will help you answer the “question behind the keyword.”

I wrote an entire guide to use Pinterest for SEO & Content here.

Instagram Search

Unlike Pinterest, Instagram is a pure-play social network. But it still throws off a lot of keyword data, especially for consumer industry segments.

Use the autosuggest on Instagram for modifiers, but also check out the Explore to find trending hashtags.

Take those hashtags and use them to understand trending topics, angles on existing keywords, and to find new, trending ideas.

Twitter Search

Using Twitter search for keyword research is a bit like using Instagram, except that it’s heavily biased towards right now.

Twitter doesn’t have the same breadth that any other tool has. But Twitter’s speed and recency and analytics can help you keep your content up to date and cutting edge.

Quora Search

I’ve written a full guide to use Quora for SEO & content. But the short version is that Quora has a bunch of experts answering specific questions with plain, human language.

You should mine both the topics and the keywords that contributors use in their answers.

Quora Drip Tray

As a bonus, if you sign up for Quora Ads, you can see the exact search interest that a question has.

Reddit Analysis

You can use Reddit with a similar process as Quora. I’ve written a guide to use Reddit for SEO & Content here.

But the short version is to find one or several subreddits that your target audience is interested in. Sort by Top or Hot and start mining both titles and responses.

Everything is written in plain language, so you’ll find plenty of keywords that your audience uses, but that might not show up in a keyword research tool.

Content Ideas from Reddit
Some noise, but also some great ideas

There are also plenty of automated Reddit research tools like Keyworddit.

Amazon Reviews

Next to Wikipedia, Amazon probably has the largest repository of user-generated content on the Internet.

Their reviews are a goldmine for finding keywords that your audience uses while searching for products. In other words, they have the intent to purchase, which is critical for many publishers.

Amazon Read Reviews

I’ve written a full guide to using Amazon for SEO & content here. I recommend starting with the Bestsellers in your category, and then manually looking through the user reviews and their questions.

There are a few tools that can automate parts of this research, but it does not work as well as manually read reviews & questions.

Google Scholar Autosuggest

Google Scholar is one of Google’s most powerful, but least understood products. It searches the universe of scholarly journals, magazines, patents, and more.

9 Google Scholar

In other words, it searches content that is actually rigorous and right. It’s a huge opportunity to find academic jargon, theories, data, and more.

Podcast Directories

There is a universe of podcasts that cover every niche, market segment, and industry. But episodes are not indexed or analyzed in any systematic way.

Head over to any of the big podcast directories including Apple, Google, Spotify, and Stitcher. Look for podcasts in your industry. Look through top episodes, reviews, and descriptions. Listen to episodes that catch your eye.

Harvest & use any new keywords that you find.

Physical Books & Magazines

I cannot stress how underestimated physical books and magazines are for keyword research. They are structured, comprehensive, edited, fact-checked, and exist in every industry for every market segment.

The problem is that they are inaccessible for quick research. You have to, you know, read them? But that’s your competitive advantage over big publishers working at scale.

Buy some physical books and magazines specifically for keywords and topics that are not coming up in your traditional keyword research.

There are a couple of ways to speed this process up. One way is to use ebooks. Convert them to HTML or text. Search them quickly, or use an algorithm to parse it.

Another way is to use Google Books. I wrote a guide to using it for SEO & content research here.

Customer Surveys

Google Surveys and Survey Monkey both make customer surveys much more accessible than ever in the past. They are still fairly costly, but can be a good value when planning an expensive content or ad campaign.

One idea here to ask open-ended questions and word association type questions to help trigger unique, qualitative keywords from real people.

Next Steps To Find New Keywords

There are a million variations of the cliche that “if you do what everyone else is doing, you’ll get what everyone else has.” Keyword research is no different. It takes work to find new keywords.

If all you do is go to SEMRush or Ahrefs, drop in a big keyword and sort by keyword difficulty…then you’ll never get ahead. Same with Google Autosuggest or Keyword Planner.

But searching out new sources to find keywords that your audience is using, but that you don’t see will help you get ahead.

“”

Email Blasts: Definition, Examples, & Best Practices

This post originally appeared at Email Blasts: Definition, Examples, & Best Practices via ShivarWeb

Email Blasts

Ah, the art of email marketing. Chances are you’ve landed here because you’re looking into sending email blasts as a part of your marketing strategy, and you’re wondering how to do it.

Email can be an incredibly effective way to connect with your customers and improve your business… when used correctly.

When used incorrectly, it can be a surefire way to land in spam (AKA where emails go to die).

So how do you use email blasts effectively for your business? What best practices should you follow?

But before we get there, let’s cover a few of the basics.

What is an email blast, anyway?

An email blast is an email that’s send to a list of subscribers.

Think of the promotional email you get from your favorite online boutique, or those newsletters you subscribe to from your favorite experts. Those are all “email blasts” that are sent out to subscribers who have “opted in” (AKA signed up) to receive content from these brands.

Why are email blasts important?

Email is an incredibly effective way to build deeper connections with your audience and build your business. When your audience opts in to receive emails from you, they’re giving you permission to reach out to them consistently. That’s huge.

Email blasts are also a great way to learn about your audience. You can see which topics your subscribers prefer, which products sell best (and when), and even which segments of your audience are most active.

That being said, when email blasts are used incorrectly, they can be pretty damaging to your business. Spamming customers with promotional content every day, not taking users’ content preferences into account, or even sending poorly written emails can get people to hit unsubscribe or even the dreaded “spam” button.

To make sure that doesn’t happen, let’s review a few key email best practices, so you can use email broadcasts effectively to connect with your subscribers and grow your business.

Email Blast Best Practices

Focus on Benefits

When you send an email, you know what you’re offering customers. But your readers don’t have a clue. Even if you write a great subject line, that still doesn’t get to the value of what you have to offer.

Too often, email campaigns revolve around features, without ever communicating the benefit these features have to the customer, which is key in the why. Take a look at the email from Zenfolio:

The 50% off discount is amazing, but what’s the benefit to me aside from saving money? Why should I take advantage of this deal? Is it because I’m a photographer who needs a platform to showcase my photos? Do I have a website already, but Zenfolio gives me more capabilities? Will it help me establish my brand more this year?

Now, take a look at this example from General Assembly:

This General Assembly email starts off by letting me know the benefit right away. A Software Engineering Immersive can help me back sure I’m in demand, always. I can use these skills to differentiate myself in a crowded tech industry — how neat!

Remember that your audience gets a ton of emails. If you want yours to stand out among the hundreds that come in daily, then you’ll need to make sure the content is something your audience actually understands the value of what they’re receiving. And it’s your job to articulate that value.

Think Quality over Quantity

Yes, you should be talking to your subscribers consistently. But that doesn’t mean you need to be sending them daily or even weekly emails.

The key to using email blasts effectively is to think quality over quantity. There’s no one-size-fits-all approach to email frequency. What works for a massive retailer like Nordstrom may not work for a local dentist’s office.

It’s up to you to define how frequently you should email your customers. Here’s a few questions to get you started:

How often can you realistically send out quality content? Every week? Every other week? Once a month?

What does previous data tell you? Have your open rates been impacted when you changed frequently? Have you seen an increase in unsubscribes when you email more frequently?

If you’re just starting with sending emails, set a schedule and stick to it. See how your content is performing. Are people opening your emails consistently? Are they clicking through to take the next step? Or are they unsubscribing in droves? Use the data to make a decision about increasing or decreasing frequency.

Write Better Subject Lines

Think of your subject line like the first impression on a date. It’s the conversation opener — the thing that’s going to determine if you move forward or keep on looking.

Subject lines determine whether your audience will open your email or not, so learning how to write effective subject lines is key.

For example, take a look at this subject line from The Atlanta Jewish Film Festival…

Not exactly something that stands out in the sea of emails in my inbox.

On the other hand, look at this example from Neville Medhora:

It’s a simple question, but it gets me curious. Which headline is better? I’m opening that email.

Side note — Neville has a pretty nifty subject line generator. Check it out to learn how to write better subject lines.

Segment Your Audience

Not all of your subscribers are going to want the same thing, which is where segmentation comes in handy. Segmenting your audience simply means dividing them into various lists.

For example, say you’re an online retailer that sells homemade pet products. Not all of your shoppers are looking for the same thing. Some may be interested in your dog collars, others your homemade cat treats, and others your bedazzled leashes.

By segmenting your audience, you can create campaigns that speak specifically to each audience’s wants and needs.

But keep in mind that you don’t just have to segment audience by wants/needs. Check out MailChimp’s post about the effects of different list segmentations to see a variety of options.

Personalize Your Email Blasts

Personalization isn’t just about using a dynamic tag to insert someone’s name. It’s about establishing relevancy to your reader throughout the entire email.

You can do this by reminding your reader why they’re receiving your email. As consumers, we get hundreds of emails a day. Your audience is far more likely to engage with your message if you remind them why they’re receiving it in the first place.

For example, take this email from “Be Yourself,” a collection on Medium. This isn’t the first email in the series, but the second.

Check out the second P.P.S.

bryself email

You can also personalize your email by being purposeful about point-of-view. By using second person (i.e. we, you), you put the focus on the the reader and show that you have an established relationship.

*Hint: use more you’s than we’s, like this example from American Express.

Additional Email Blast Inspiration

Looking for extra email blast inspiration? Here are a few more that we love:

Huckberry

This email blast makes great use of multiple calls to action (without it being overwhelming). Shoppers can pick their category directly from the email, and it also gives Huckberry great data to use in future segmentation.

Dubsado

This push for their referral program is creative and catchy. Notice their copywriting style — it’s fun without sacrificing clarity.

Industrious

Industrious does a great job of speaking to the benefits of signing up for their office space instead of just focusing on the features. This snippet was taken from an email blast about saving $500 when you sign with their office space, and added great context into why you’d sign up for Industrious to begin with.

Adobe

This is a great all around email example from Adobe, announcing their new Creative Cloud update. From the straightforward subject line to their short copy and clear call to action, it’s simple, effective, and gets me on board quickly!

Conclusion & Next Steps

Email blasts can be a great way to increase engagement with your clients, build trust, and get more sales. But only if you keep customer experience in mind.

Remember that your audience has given you permission to be in their inbox, and it’s permission they can take away if you don’t provide value, keep frequency in mind, and create an overall enjoyable experience.

Remember to look at your data to make informed decisions about what to change in your email campaigns. Check out open rates for feedback on subject lines, click through rates for feedback on your content and copy, and unsubscribes as a general indicator of whether you’re emailing too much / giving content people don’t want.

Test, improve, and test again. And always keep YOUR email habits in mind. Don’t do anything you wouldn’t want done in your own inbox.

“”

Facebook Ads versus. Pay Per Click For Small Company

Facebook Ads vs. Google AdWords

With limited budget and short time, should you concentrate on Facebook (800 million engaged users) or Pay Per Click (75% from the search market)?  You can easily see that Facebook (blue) and Google (red) ads both gain interest &#8211 but where when your place your energy?

Facebook Advertising versus Google Advertising for small busines

And just what&#8217s the main difference anyway?

The What of Google and facebook Ads

Google runs their advertising with the Google Adwords brand.

If somebody looks for a keyword, your advertisement is matched to that particular keyword and seems at the very top or right from the search.

Additionally, your ads can be displayed within the Google network (banners and text ads online are often thing about this network).

Facebook ads have the identical feel and look to some Google ad. They visible on the best side of pages on Facebook &#8211 and then try to get individuals to &#8216like&#8217 your Facebook page, to be able to then advertise promos, tales, etc within their stream.

The price is compensated per like &#8211 you may also &#8216sponsor tales&#8217 which will the circulate round the social networking &#8211 looking to get traction.

Pros of Facebook Ads for Small Company

  • You receive digitized person to person advertising from people&#8217s &#8216friends&#8217
  • You’re able to help remind coming back customers regarding your service/product (coming back clients are more lucrative than brand new ones)
  • You receive cheaper branding than traditional brand exposure (billboards, TV, etc)
  • You’re able to advertise straight to your ideal target customer (with Facebook census you may choose very precisely)

Cons of Facebook Ads for Small Company

  • People aren&#8217t on Facebook to purchase and research (imagine your mascot relaxing in the family room having a family speaking about pictures)
  • You don&#8217t appear when individuals are searching for you personally
  • Facebook ads could be pricey versus AdWords due to big companies doing huge campaigns. For instance, should you and Delta wish to advertise to single women between 25 and 30 who &#8216like&#8217 travel&#8230guess who&#8217s likely to win that ad?
  • You aren&#8217t handling a mature, complete platform (less guidelines)

Pros of Pay Per Click for Small Company

  • You advertise exactly when individuals are searching for you personally. If a person wants &#8216flower shop athens, ga&#8217 &#8211 You may be there.
  • Inexpensive, targeted, and focused &#8211 actually, the more relevant your ad is &#8211 the less you have to pay. A nearby florist will go mind to mind with 1800Flowers with the proper AdWords management.
  • Search may be the primary way people see the internet
  • AdWords is really a dynamic platform, but has lots of guidelines
  • AdWords can be used as branding over the Internet with banner advertising

Cons of Pay Per Click for Small Company

  • No lengthy-term relationship designed for coming back customers
  • Needs time to work, data, and good AdWords management to obtain qualified leads out of your target customers

Conclusion

DDB provided an industry research are convinced that 84% of Facebook &#8216likes&#8217 come from coming back customers.

Knowing that &#8211 you may view Google and facebook as buddies instead of competitors.

Google builds awareness and will get new clients, while Facebook enables you to definitely maintain that loyalty and encourage them to return.

So, Facebook Ads or Google Ads?

For the time being, your online business should give Google your hard earned money and give Facebook your time and effort.  And keep considering your marketing options.

The publish Facebook Ads versus. Pay Per Click For Small Company made an appearance first on ShivarWeb.

“”