15 Mar Thinking Smaller for Bigger Results
There are many clichés about thinking and dreaming big. In this article, we’ll be rejecting this and extolling the virtues of thinking small and local, hyperlocal in fact.
We’ll start our support of the small by looking at search engine optimisation (SEO), a ‘dark art’ that almost seems like magic to the uninitiated (if you need any help, get in touch). Essentially it is the practice of ensuring that if a potential customer does an internet search for a product or service that you provide that your website appears as high up in the rankings as possible, and not on the dreaded page 2.
In SEO you are encouraged to get in the mind of your target audience. What would they search for? It’s tempting to base your strategy on the first generic word that comes into your head. For example, an independent Oxfordshire-based shoe shop called ‘h2o Shoes’ basing their SEO strategy on the words ‘shoes’ and ‘Oxfordshire’.
In order for these keywords to gain any sort of traction at all, h2o Shoes would need to pump a vast amount of money into their campaign to compete with larger, more powerful rivals who are also using identical phrases. This, therefore, means that the cost and risk associated with these generic keywords determine that success is unlikely. There’s simply too much competition and noise to make h2o Shoes stand out, regardless of how reasonably-priced and breathtakingly stylish these shoes may be (and they would be, trust us).
A more effective strategy is to think smaller and more specifically. What do people actually search for? Would anybody actually type simply ‘shoes’ into Google and wade through the thousands of pages to find the arch-supporting running trainers they’re looking for?
Using keywords that are unique enough to give your brand a chance of appearing high in the rankings is a skill and requires a bit of time and effort (or a certain Oxford-based marketing agency…). Finding the correct phrases in the ‘long tail’ of the key phrase curve can have great results.
To conclude-small and specific-good. Generic-bad.
Our second example of the benefits of small, localised thinking is social media — a topic that we’re very passionate about. The theme is similar to SEO. it is nigh-on impossible to produce content that is generic enough to appeal to the masses whilst simultaneously engaging everyone. Unless you’re Innocent Smoothie.
A more effective way of conducting a successful social media campaign is to do your research and analysis.
You can use a social listening tool (or get in touch with a friendly marketing agency to do it for you) to discover what is being said about your chosen topic.
In our h2o shoes example, we could find out what themes are being discussed about our specific variety of footwear, and what our potential interests consumers in our local area. We can also discover what the characteristics are of a typical consumer of our product. We can then adapt our messaging and targeting so that it speaks to, and will resonate with, our target market. This may mean that it doesn’t get as many likes, shares, comments or retweets as if we were just sharing cat videos all day. But we can be confident that each follower will be more likely to continue down the purchase funnel to becoming a customer. This is why businesses are on social media in the first place.
We hope we’ve convinced you that bigger is not always better when it comes to SEO, social media and ideally marketing agencies. If you’d like more information about anything we’ve talked about here, get in touch with us. We’d love to hear from you.
IMPORTANT DISCLAIMER: Although we are a full-service marketing agency, in reality, we do not produce or sell reasonably priced and breathtakingly stylish shoes. Sorry.