• About Joshua

    Joshua D Boxer the leader and innovator behind Magnetic Marketing Innovations.  His passion to develop new and unique methods to catapult clients to the next level make him a very in demand marketing consultant.

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The Vibration Effect

When a violin player puts his fingers to the strings, he communicates through sound waves. These waves travel outwards in all directions until they reach the ears of his intended audience. If the musician has a good song to offer and he’s persistent in playing it, eventually his listeners will make copies of that music and spread it wherever they go. With time, the sounds from that one little violin can reach the entire world. I like to call this, The Vibration Effect, especially as applied to marketing.

Marketing is like the process that makes a violin player’s song popular. First a few people find a product and like it. They tell a few more people about it and slowly the product grows in popularity.

Of course, there are a whole lot of marketers trying to catch the attention of the consumer. However, they don’t all market at the same time, in the same place and for as long. Many are better at marketing than others and each one has a different kind of method catching your attention. However, if a marketer does well enough, with the right technique and long enough, his product will find an audience.

This may seem like too many variables for the average marketer to easily develop an effective marketing plan. In reality, it’s just three simple pieces to create an effective “song”.

1. Persistence

2. Timing

3. Message

Persistence

Many marketers give up the plan way too soon for their message to have reached the audience. This happens for a number of reasons. Maybe the marketer thinks it’s too hard to figure out the right formula to reaching consumers. Maybe the marketer isn’t seeing instant results from his work. Or the marketer has been doing this for a long time, but one of the other two methods are ineffective, so he’s not seeing results.

One of the most important aspects of a good marketing plan is Persistence. It takes time to become an overnight success and that requires diligence. Remember the old joke, “How do you get to Carnegie Hall?”

The answer: Practice. Practice. Practice.

Timing

This also applies to, Timing, in marketing. Many would-be marketers have problems with scheduling their promotions and messages. Some will pay for the same ads over and over until the public is sick of it. Others will only promote occasionally, depriving the consumer of a chance to find a great product. The key is to promote on a regular and consistent basis.

This consistency in schedule also helps draw the attention of users who may not have heard of the product before. Over time, the interest grows and more money is tossed into the coffers.

Message

None of this is going to work without a good Message. Promoting to the public is a tricky thing. The message needs to be polished and slick enough to sound professional. It also needs to provide some value to the audience. A so-so song played expertly is still a so-so song.

The marketer can’t draw real interest in a product or service without offering the public something valuable in his message. He may be able to create a splashy ad and it shows up consistently, but it’s nothing without value.

Luckily, value comes in many forms. Promotions can be informational or they can be fun and interesting. There are many ways to get the consumer interested in your message from making that emotional connection to providing needed information. Once the consumer’s attention is fixed, the sales begin.

The Vibration Effect is useful in all areas of promotion. Before the advent of the internet, marketers relied exclusively on radio and television to get their message out. The internet allows marketers to do so much more from press releases to blogs to podcasts. I know I haven’t thought up all the different ways to effectively communicate with the consumer.  How do you like to get your message out?

 

 

 

 

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How to seduce Siri….

It’s been a little while since I’ve posted, but I thought I would share a report I wrote a little while ago with you today.  In light of what’s about to happen with the next Google update.  It’s getting more and more important to stay ahead of the curve, and not rely on Google rankings to bring your clients new customers.

 

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What is Voice Search Optimization?

Voice Search Optimization (VSO) is the a great new direction for SEO consultants to expand their business in. Voice recognition software has been used for years to write documents, play games and use computers. Recently, it’s been updated to allow mobile device users the ability to search the internet without the tediousness of using a tiny keyboard. This is where VSO comes in.

VSO is another way of bringing in site visitors through improved search engine results. Instead of just optimizing a web page with standard SEO practices for desktop users, consultants can now use VSO techniques to target mobile device users. Additionally, Google has made recent changes that allow anyone with a microphone to use voice recognition to search the web.

Most people are familiar with the Google Mobile Operating System for Android phones. It’s allowed people to search the web and operate their phones with voice recognition.

Google has now expanded their voice recognition search to its internet browser, so it can be used on any computer. Plus, Apple has even gotten into the game with “Siri”, a voice recognition software for the iPhone. More people than ever are using their mobile devices to search for products and services. Now they have a newer faster way to do it.

How Does this Benefit Me?

As an SEO or marketing consultant, it’s your job to stay up to date on the most current marketing strategies. VSO is one of those strategies. Voice recognition software is relatively new on the scene, but is becoming more and more widespread. People are using it for everything on their computers and mobile devices, even searching the web.

This changes the kinds of keywords people are likely to input into a search engine. It changes how keywords are formatted and it also means more localized searches as more people use mobile devices like the Yellow Pages.

Any savvy marketer can see the potential gain from offering their clients a new way of targeting users of voice recognition. VSO is still changing and growing, much like the early days of SEO practices. Keyword density and the types of keywords may change over time. New techniques are being developed all the time. Clients will need help updating their sites for VSO for years to come.

Search engine optimization will need to take this into account when optimizing a site. The basics of SEO will remain the same. Website owners will still need to perform

keyword research. Sites will still want to submit sitemaps to the major search engines and use metadata and link building. It’s just that they’ll be focused on a two pronged approach that marketers can help them set up .

Rather than limiting SEO to keywords, website owners will want to focus on optimizing for phrases and even whole sentences. The number of typos and misspelled keywords entered into search engines will drop off as these mobile devices begin performing searches for the user.

How is Voice Recognition Used?

Voice recognition software can have an impact on how websites optimize for the search engines, especially small businesses. Users of these programs will be more likely to enter queries using natural, conversational phrases and whole sentences. Additionally, a full 1/3 of users of mobile devices tend to look for localized content that’s relevant to their GPS location. These people are using their mobile devices like the yellow pages and maps to find businesses in their local area.

Voice recognition software is typically pre-installed on a mobile device such as, the Android or the iPhone. It is voice activated or activated at the push of a button on the screen.

Once activated, the user speaks his query into the phone and the software begins to search for the relevant content on the web. The search software will focus on important keywords in the phrase and run a search using a common search engine or else enters the entire phrase into the search engine and sorts the results. The most commonly used search engine for this software is currently Google. Programs, like Siri, will return results based on GPS location, rating and reviews.

For instance, if a user enters the query, “local Mexican restaurants” into the search software, the program will look for restaurants in the local area based on the user’s GPS location and then filters the results by those that serve Mexican food. The program may further filter results according to a restaurant’s rating on Google business listings or Yelp. It will be the job of the marketer to help clients update their website information so that those sites are more likely to show up in these search results.

How to Develop a Site for VSO?

VSO affects primarily small businesses as users of mobile devices that are pre-installed with voice recognition search software want to find localized information. Restaurants, bars, stores, service providers and even online sites like, eBay and Amazon want to take advantage of VSO.

Adapting a business website for the mobile device involves VSO and developing localized SEO. Websites will want to develop a localized business presence using the online business listings like;

Google Places,
Bing Business Places,
Yelp,
Yellow Pages, and other local directory listings.

They will also want to add business information such as the business address, phone number, and website URL on every page of the website. This improves chances that any single page of the site will turn up in localized search results.

Businesses will want to make sure that the listings submitted are as detailed as possible. They should include a keyword-rich description and hours of operation, photos, video and fill in the categories in a Google Places listing. It’s also important to develop some business reviews and good ratings at each business listing site. Siri is one of the voice search software that is going to filter results based on the types of reviews and ratings a business receives.

Consider using rich snippets for improved localized search results on that mobile device. It will provide the user with essential information about the business.

What are Rich Snippets?

A rich snippet is a small piece of content that shows up directly under the link for a business in the search engine results. Users may recognize a snippet by it’s grey color and italicized font. This content provides relevant business information to the user at a glance such as address, hours, rating, etc. Websites can add any number of rich snippets to their meta data and it won’t appear on the web page itself, but will affect the appearance of the actual search engine listing.

Rich snippets don’t directly affect search engine results, but they are an important aspect

of developing localized website information. The rich snippet can display the street address of a small business so that a user looking for that business instantly knows where to go. Examples of the many different types of rich snippets can be found at Schema.org.

How Do I Add Rich Snippets?

Rich Snippets can be added to a website listing via one of three formatting methods, microdata, microformats and RDFa. Each of these methods is really just a different way of tagging the items you want to show up on a search engine listing. The search engine crawlers that encounter your website will see these tags and display them in your website listings.

The tags for rich snippets are inserted directly into the HTML of website pages. There are different tags used to highlight different pieces of content for rich snippets. Most search engines support rich snippets, but Google is the one that really utilizes them the best. Currently, Google supports the following tags:

Reviews
People profiles Products Business listings Recipes
Events
Videos

An example of a rich snippet code for reviews looks like this:

<div>
<div itemscope itemtype=”http://data-vocabulary.org/Review”>

<span itemprop=”itemreviewed”>Game Paradise</span>
Reviewed by <span itemprop=”reviewer”>John</span> on
<time itemprop=”dtreviewed” datetime=”2011-03-21″>March 21st</time>. <span itemprop=”summary”>Great low-cost games!</span>
Rating: <span itemprop=”rating”>5</span>

</div> </div>

The piece of code at the beginning of this block, <div itemscope itemtype=”http://data- vocabulary.org/Review”>, indicates to the search engine that the block is a review encoded in microdata format.

The <span> tag is used to indicate a new property or snippet. For instance, <span itemprop=”reviewer”> , tells the search engine that this section of code highlights the name of the person who provided the review.

You can learn more about inserting rich snippets at Google Support. Google also provides a rich snippets testing tool to help website owners determine if their tags are working properly.

Should I Create a Mobile Website?

Yes, businesses that want to take advantage of the voice search software on mobile devices will need to create a mobile version of their site. Mobile sites are pared down versions of a standard website, that looks good on the small screens of mobile devices. W3C.Org offers a mobile ready website checker to ensure that website looks good on mobile devices.

These mobile sites usually have small or no pictures, very small paragraphs and concise content. Also, website owners should create and submit a mobile site map to the major search engines so that the search engine bots can accurately find and evaluate each site page. A mobile site makes it much easier for the user to access the small business’ website.

Potential Services to Offer Clients?

Marketing consultants can offer their clients a variety of special services for VSO of their website or business. Offering localized business listings, rich snippets modification or VSO of a site are all good ways to get your foot in the door with a client. Run a special sale price on just one or two aspects of VSO to bring in lots of potential clients or at least get lots of contacts for your buyer list.

Some potential services to offer include:

Developing localized business listings Review and suggestions for VSO of a site Adding rich snippets to website pages Developing a mobile version of a website VSO keyword research

Mobile marketing texts through your client lists

The world of VSO involves a few content changes for the small business website. However, the biggest effects are seen in how businesses focus on localized search engine results. Marketing consultants can cultivate old and new clients by offering VSO related services, and as a result add another arrow to their quiver.

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