Friends of Phil's are #1 and #2 for live crawfish sales. Big gap in retail sales, not a big gap in marketing and position. What do you do when you need to jump over the other crayfish guy? LA Crawfish and Cajuncrawfish.com
"One big bowl of soup," the perfect description for Internet marketing now.
1. Create a baseline analysis.
Check SERP (search engine result pages), check Facebook, Twitter.
Check competitors adword targets.
Check backlinks Open Site Explorer (free)
SEOMoz also has a tool set.
Check site page spread.
Find low hanging fruit to start.Some easy, some easy turn out to be long and winding roads.
What is working for you right now?
Find competitive weak spots. If competition isn't social go there. If page spread is a weakness, create more pages. If Facebook LIKES is weak develop a Facebook LIKE campaign. Look for weakness and then act on it. If your competitor fixes the hole move on to another probe.
"Little bit search, but a bigger part now is probably social. Truth is social and search are the same thing now anyway," Phil.
Do what your competition isn't doing.
Crawfish lends itself to cool social media. Crawfish equals party. We brainstormed over Google docs. We developed the party idea. Let's have videos of people having parties. Best party gets free crawfish. Also, let's get UGC and video around crawfish and parties.
Cajun Crawfish (our peps) can't beat LA Crawfish on price so have to develop another strategy.
Cajun Crawfish Business Objectives
30% more online sales revenue.
PPC ads delivering $25 acquisition costs into the file
$25 was at limit of profitability so wanted to spend less, but once on the file you own them (unlikely to buy from another untrusted crawfish provider, so lifetime value is long and good).
Not bidding on crawfish as a keyword.
With Cajun absent crawfish becomes a cheap buy for LA, so sometimes you buy PPC in defense, to lock up the cash that could beat you senseless somewhere else.
Can bid on a keyword that is someone else brand name now, but can still get ads kicked out though unlikely here since Louisiana is generic.
Use Twitter to keep track of keyword mentions. Search.Twitter.com = great place to pick up leads. Should be reaching out to #****crawfish. But this strategy takes time. The thing that is hard to explain to people is "free" tools aren't free in terms of TIME.
Can plug in Klout scores. So K scores can become a way to cut out lower, less connected people. Great way to organize one-to-one outreach.
YouTube #2 biggest search engine. Serving 2B videos daily. Crawfish, there are only 14,000 videos coming up for crawfish. ? Advertising in the video? Depends.
If in video ads is done without too much pressure that works. But other than helpful stuff, more real advertising loses YouTube audience.
Transcriptions - write for the web and Google is fine with making it keyword friendly instead of an exact transcription.
Important to have other crawfish content such as reaction shots of people trying for the first time. Get a lot of views because viral. Then also create tip, secrets, and top 5 or 10 ideas kinds of content. We wanted to have 50 or so videos associated with Cajun Crawfish such as the CEO signing the Elivis song, with almost 200,000 views (the leading crawfish video).
Next month Gregory Ng on using video to create a six figure income.
Garret French (on Twitter) idea. Create a trust badge that people want on their site. Phil showed the US News and World Report badge for Best Law Firms. Create a trust mark that people call you because they want it so much. Garret Frenh is now from Local Citation used to be at Otolo.
Essential Take Aways
- Have a clear authority strategy (Google wants authority)
- Keep goals in mind
- Work your plan regularly
- Time - have to work social everyday
- Help More
Schema.org in the page's code so recipe page can have star ratings. Star ratings in Google comes from use of the schema.org layer work.
Can be jarring if you pitch me a special after pulling me off search.twitter.com. Better to help first and worry about money first.
Do I have to spend money to SEO Leapfrong competition? Probably ues.
Would you be better off doing "real" SEO? Hard to answer because normal businesses must look at everything. Yes you need better meta, better copy, but you can try Twitter, FourSquare and Pinterest to see where traction happens.
New Google Panda rolled out today and better at cutting through crap such as article submissions.
Twitter.com/search now instead of search.twitter.com and I like that because can include the Klout scores. Phil