SEO and the future of marketing

Throughout university I had always had a vague awareness of what SEO is. The afterthought of ‘I’ll find out about this later’ whenever my lecturers and professors mentioned the topic. However, ever since I’ve started doing some work with The Train Station Group, I’ve been spending a fair amount of my time researching just how powerful SEO can really be.

SEO is about formatting content on your website so that when people search for certain things using search engines like google or yahoo, your website will be a relevant listing. Social Media is king for creating a brand and raising brand awareness, however no one goes to facebook and searches ‘cheap flights to Fiji.’ No one goes on Instagram and searches ‘Samsung smart TV 70inch.’ Google is still god when it comes to click-to-sale purchasing.

The more specific the search, the more likely the sale, for example look at the two searches ‘basketball shoes’ and ‘lebron XII’s red and white cheap size 13.’ This much is obvious. Fortunately for sellers, searches like the latter account for 70% of all searches done on google. This phenomenon, of largely unique searches making up the majority of searches is called the long tail effect.

 

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The internet is catered to niceh sellers catering to niche interests. This is where SEO comes in. The more keywords your site will trigger to niche searches, the more likely your site will gain popularity and authority which will lead to more sales. Search Engine Optimisation is about tweaking content on your site, so your site is listed organically for niche searches that will lead to purchases. The better your SEO, the higher your listing, the more likely a consumer will click on your website.

There is a whole lot more to it then that, the best beginners guide I’ve seen on the topic is found here: Moz – Beginners guide to SEO. In the next post, I’ll explore how I plan to use SEO at the Train Station.

 

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Creating My First Digital Media Campaign

My sister and her boyfriend are in the process of birthing a great business model. It has been christened the Train Station ™, a great name considering one of the founders’ last names is train. It aims to connect people inspired to become healthy and strong with personal trainers/coaches (PTs) dedicated to inspiring such-minded individuals. Think of it as an eBay for PTs. Potential trainees shop around for trainers based on specialty, location, price and performance reviews.

With such ventures, exposure and clientele base are paramount to success. That is to say, the more people that are using The Train Station ™, the more successful it will be for the founders and clients. There are many ways to generate a user base; cold calling, sending out emails, running ads, posting in forums and specialty groups. The more of these avenues that are used in conjunction with each other, the better. The more overall exposure, the better. The overarching goal is to create awareness of the site, and attract its first customers.

Just after the business starts, and the first clients are being connected to the first PTs promotions such as free PT sessions for inviting friends for clients, and double paid sessions for PTs who recruit clients or other PTs to the site can be run to increase the traffic and consumer base to the site. The only goal here is to increase the user base and generate exposure.

In conjunction with the above promotion, brand promotion and brand styling can be made. A lot of businesses focus on function instead of aspiration. Function meaning what the business actually does. Aspiration meaning what the client could become, what the client aspires to, through using this product. The best thing about aspiration is it doesn’t have to relate in any way shape or form to the product. Picture someone drinking a coke. In my mind I picture an attractive fun person. We all aspire to be attractive, fun people, so if I drink coke I am attractive and fun. It’s complete nonsense, but that is the way our brains work, through connection and association.

Another example focusing on the Train Station™. If we were to focus on function, we would promote ourselves as a place to connect to PTs and find new and different ways to work out. If we focus on aspiration, we would brand ourselves as a way of becoming fit and healthy, of effecting positive change in our lives and the lives of others. We could associate our brand with taking control of our bodies, of our mind. With getting the body we want, the lifestyle and health we want. With achievement. Winners use Train Station, are you a winner? We would do this through the use of videos of clients. Through hashtags and creating a slogan and propagating the slogan throughout the internet so people become aware of it and comfortable with it.

This whole process would take, in all likelihood, around a year from here to fulfill. It’s a daunting amount of work with unknown setbacks and obstacles, but with dedication.teamwork.friendship we will be able to achieve all our goals and build a successful small business. In this blog, I will outline each step in detail, and explain how we implemented our plan and how we overcame the obstacles we come up against. Stay tuned for more. Also, if you haven’t already, check out the Train Station™.