Categories
Marketing

Rank Fast on Search Engines With These Quick Tips

Are you finding it tough to rank for any kind of keyword in google?

Search engine algorithms are constantly being updated and more companies are building out their online presence.  This means that it’s going to continue to get harder to rank.

However, at Spectruss we have found some basic SEO tactics can cover about 80% of the heavy lifting when it comes to SEO strategy.

spectruss-chattanooga-seo-resources

Here are some quick strategies to rank fast on search engines:

Research User Intent

The best general strategy is to go after long-tail ranking terms.

For instance, at Spectruss we are not a general web agency.

We are a full-service web-design agency based in Chattanooga, TN with the sole-focus of accelerating our customer’s business.

You have to be extremely specific about who your target customer is before you even start optimizing your site for search engines.

The first thing I like to do when researching keywords is to use Google’s keyword planner.

Note, that when it says competition is “High” that just means there is a lot of demand for people buying those ads.

Don’t just write for things you think are interesting.  You need to produce content that people are actively searching for in your business.

For instance, if you owned an outdoor apparel store you wouldn’t want to just rank for ski equipment or gloves.

The terms—”ski equipment” and “gloves”—aren’t very descriptive. You might not be able to get a focused understanding of what the user is searching for.

But the long-tail keywords are valuable. Someone searching for “men’s red Burton Gore-Tex ski gloves” is looking for a specific product.

With a few additional variables, you can create and deliver precisely the kind of content the user is seeking:

  • Buy men’s red Burton ski gloves
  • Compare men’s red Burton ski gloves
  • Research men’s red Burton ski gloves
  • men’s red Burton ski gloves features
  • men’s red Burton ski gloves accessories

If you can figure out the long-tail intent—and it’s not that difficult—you can masterfully craft content that will match that intent. As a result, your content will quickly rise to the first page.

 

Craft A Unique Headline

According to The Science Post, 90% of people don’t read past the headline.

This means you need to really nail the headline so you can grab attention

There are tons of good copywriting books on just writing headlines.

However, I have two strategies for writing copy that have never let me down.

 

Strategy 1: Use Google Ads

Major companies invest millions of dollars in google ads constantly testing different headlines and which ones get the most clicks.  You can benefit from this research and simply copy the headlines they are using in their ads.

I always do this when writing for e-commerce companies and the results have never let me down.  Direct-response copywriting is a time-tested technique that is extremely compelling to website owners wanting to make a positive ROI without a significant investment.

Strategy 2: Steal from Amazon

One of my weird hobbies is reading Amazon reviews.  It’s truly fascinating for several reasons.  However, for writing headlines and creating content it’s a gold-mine that very few people utilize.

In Amazon reviews you see EXACTLY what the buyer was wanting IN THEIR OWN WORDS.  If they are disappointed they tell you exactly why they were disappointed IN THEIR OWN WORDS.  It’s really a copywriters dream.

The most significant thing you can steal is the most up-voted reviews.

Strategy 3: Use Formulas

I also like using formulas which always seem to do well.

The most basic formula I use is this:

[End result they want] + [Time period] + [Address the objections]

Examples:

  • [How to make amazing sushi] + [In 10 minutes] + [For under 5 bucks]
  • [Make a website] + [By tonight] + [With zero experience]
  • [Grow your email list] + [This month] + [Without paying for advertising]

You can also reverse these around and be more direct with this formula:

[Take this action] + [Specific Time Period] + [End Result]

Examples:

  • [Consult with me] + [For 1 hour] + [And I’ll improve your SEO Ranking]
  • [Talk to just 3 of your customers] + [For 5 minutes] + [To laser-target your sales pitch]
  • [Put this liquid in your cast iron skillet] + [Wait 1 hour] + [And you’ll never have to clean it again]

 

Produce A lot of Content

Produce, Produce, Produce

Articles that rank high in Google typically have over 2,000 words and have internal and external links as well as pictures and videos.

If you want to consistently rank high in Google you have to be dedicated to produce very high-quality content on a consistent basis.

 

Summary

I’m obviously not going to tell you that you will rank number 1 in Google for a term like “credit cards.”  However, I can tell you that you can rank for very specific terms that your customers care about.

If you want a more in-depth analysis of your site and how you can ultimately get more traffic to your site contact us at Spectruss by phone or email.

423-800-8633

info@spectruss.com

 

Categories
Marketing

The Ultimate Content Marketing Plan

You have an important message.  You have a website for people to see the message and take action.

The only problem: Nobody goes to your site to actually see the message.

You could advertise.  However, that has it’s own set-of challenges.

This is why you need a comprehensive content marketing plan!

What exactly is content marketing?

According to The Content Marketing Institute:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

 

Content Marketing Plan

The important part about content marketing is that you want to create something of value for your ideal customer.  This piece of content cannot be just some ebook or blog post using generic content.  This content needs to be so amazing that it get’s shared within the audience that you are trying to attract.

Examples of Amazing Content Marketing:

  1. Lego Club Magazine by Lego
  2. Food & Family Magazine by Kraft Food
  3. Lauren Luke makeup videos by Lauren Luke (eBay seller)
  4. Health Hub Magazine by Cleveland Clinic
  5. The Furrow Magazine by John Deere agricultural machinery (began 1895!)

Aside from being a time-tested way to attract customers, millenials are especially attracted to content marketing.

After you develop content for your site, you now need a marketing plan to promote the content.  Use the checklists below to get some ideas on how to promote your content.

Content Marketing Plan

Once you have organized your content for sharing and optimized your headline to grab attention, you need to focus on marketing your content.

Here are some questions to ask:

Are you going to promote this content to your email list?

Are you going to syndicate this content to other sites?

Can you submit this content to any online forums?

Does the content mention other individuals and companies so they can promote the content?

Have you used social media meta tags?

Can you make slides outlining the content and put on SlideShare?

When do you plan on publishing the content?

What is a “content upgrade” you can offer so people can give you their email and get something of value?

Are you talking and promoting other people’s content?

 

Social Promotion

Social media is extremely important in sharing your content.

You want to produce content that not only gets viewed but also gets shared across social media.  It will take time to figure out exactly what type of content will get shared on the different types of social media platforms

 

Here are a few questions to consider.

Are you connecting on Twitter with your audience?

Are you using sub-reddits to add value and build a following?

Are you active in Facebook Groups that are relative to your company?

Are you active in LinkedIn Groups that are relative to your company?

Do you mention other experts when sharing on social media?

Are you scheduling your social media posts to when your audience is online? (Hint: this is REALLY important)

 

Promotional Tools

If you really want to leverage content marketing and are not prepared to work full-time, you need to leverage tools so you can be productive and efficient with promoting your content.

Here are a few resources you can use:

Use a tool like Buzzsumo to see what type of content is getting shared the most on social media that is relative to your subject matter.

Use a sharing tool like Snip.ly to add traffic back to your site no matter whose content you are sharing.

Use a tool like Paper.li if you are interested in curating an internet style newspaper that is relative to your audience.

Use Click to Tweet so your audience can easily share your content on twitter.

Use Buffer to schedule your content promotion on social media sites.

Outreach

The best part about content marketing is you control who talks about your brand.  Well, you at least control the start of the conversation.

Below are some action points after you publish your content?

Remarket to past visitors.

Reach-out to traditional journalist who publish content within your niche.

Curate content from other and republish on your domain.

Send direct messages to influencers on LinkedIn.

Reach out to people who share content similar to yours.

 

Summary

 

Hopefully these checklists will help you produce more engaging content with your audience.  Content marketing can easily become overwhelming.  The most important thing to remember is to take action.

Don’t try and implement everything at once.  If you attempt this nothing will actually get done.  Just focus on implementing one thing on the checklist.

If you need help creating content or want to talk about different ways you can attract more customers to your business, contact us at Spectruss by phone or email.

423-800-8633

info@spectruss.com

Have a great day!

Categories
Events

Hutton and Smith Brewery Wins Bronze at GABF!

Spectruss is pleased to announce that Hutton and Smith Brewery won Bronze for their German-Style Altbier at the Great American Beer Festival last weekend. Hutton and Smith Brewery has only been opened for a little over a year and they have already produced over 24 different beers, including the award winning On-Sight Alt. Some amazing things to come from this brewery in the near future! Stay tuned for some big news!

Check out the complete winners list here: https://www.greatamericanbeerfestival.com/the-competition/winners/

 

Also check out our case study for Hutton and Smith Brewery: https://spectruss.com/portfolio/hutton-smith/

Categories
Marketing

5 Strategies To Get More Leads From Linked-In

It’s easy to get inundated with social media and after 4 hours lie to yourself that you have actually been working.

This is why I prefer to spend my time on LinkedIn.

Instead of getting sucked into other “social” networks, Linked-In was built for business.

The best part is that B2B marketers all report significantly higher conversion rates with Linked-In versus other social networks.

Linked-In Conversions

 

Here are the Steps To Get More Leads from Linked-In:

 

1. Set-Up Your Company Page To Be A Lead Generation Page

 

ApploeOne is doing a lot of great things with their Linked-In profile.

 

They have invested in the design and copyrighting so the image and content tells the reader what the company does in a very short time-period.  If your employees are connected on LinkedIn you will generate a significant amount of traffic if they are active on the platform.

 

2. Use Advanced Search

The key here is to get as targeted as you can.  Most salespeople have geographic parameters.  However, there are other parameters that can help.

For instance, I am active in a Commercial Bankers Group.

I wanted to know who in this group specializes in Commercial Real Estate and is based in the United States.

You can see that there are 5,240 people who are involved in commercial real estate and also in this group.  LinkedIn allows you to save three advanced searches before they want you to pay to be a premium member.

 

3. Start A Linked-In Group

I am a moderator in several Linked-In Groups which also gives me a big advantage when contacting prospects.

From my experience most people set-up Linked-In Groups wrong.  For instance, let’s say you sell automation technology for manufacturing companies in the Mid-West.  Most salespeople and marketers would set-up a Linked-In Group Titled: Automation Technologies Group.

I would set-up a group called:

MidWest Manufacturing Association Group

or

Midwest Manufacturing CEO Group

I would be highly selective in who I let in the group.  I would also send out a mass email and mass physical letter head announcing the group.

After a couple of months of filling the group with valuable information would I start to selectively prospect to members of the group.

The best part about groups and your actual connections is you can export this list to an excel file and get the names, company data and emails from the members of the people in this group.  This is great when you need to do an email blast or do a mass mailing.

You can also do email blast to members of your group from LinkedIn which has some very obvious advantages to you as a marketer and salesperson.

 

4. Publish Content

You can’t just sign-up for LinkedIn and expect money to fall from the sky.  You also have to publish updates and even write articles to increase engagement.

Michaela Alexis is the prototypical LinkedIn Connector.  She wrote a detailed story on how she landed her dream job in 2 weeks using Linked-In.  This story has been read by over 140K people and been shared over 1,000 times!

She started off like most people with no significant following.  However, by publishing interesting content she now has over 27K followers!

This proves you can create a brand here on Linked-In!

 

5. Connect and Follow Influencers

Like any social network you need to see what is getting shared by the most popular people.  This shows what types of content people are interested in.

Below are some influencers to follow if you are interested in there areas of expertise.

If you are interested in Content Production and Social Media Marketing

Michaela Alexis

We mentioned her background in the section above so I want repeat her background.  I’m very impressed with how she routinely produces amazing content.

https://ca.linkedin.com/in/michaelaalexis

If you are interested in Entrepreneurship

James Altucher is about as unconventional as LinkedIn Influencer’s come. He’s a successful entrepreneur, chess master, venture capitalist, and author of many books including, The Power of No. Altucher looks for the most painful and embarrassing situations in his life, then writes about them.

https://www.linkedin.com/in/jamesaltucher

If you are interested in Happiness

Gretchen Rubin is the author of several books, but she’s best known for her New York Times bestselling book, The Happiness Project. She’s emerged as one of the most influential speakers and writers on the topics of habits and happiness. In addition, she’s a prolific writer on LinkedIn, publishing several Pulse articles a week. If you’re striving to feel better at work or home, Rubin is a must-follow.

https://www.linkedin.com/in/gretchenrubin

I highly recommend you start engaging on Linked-In to build a following and leads for your company.  If you have any questions feel free to call or email us.

You can follow Spectruss on Linked-In here

 

Categories
Marketing

Marketing To Millennials – Why This Is The Next Big Thing

There are 80 million millennials in the United States with annual buying power of $200 million.  Millennials purchasing power will only increase in the next decade and this is why advertisers are obsessed with targeting this group.  For perspective, Demographers and researchers typically use the early 1980s as starting birth years and use the mid-1990s to the early 2000s as final birth years for the Millennial Generation.

The only problems with this is the fact that Millennials are repulsed by advertising.  This is why they gladly pay for Netflix, Spotify and Tivo so they don’t have to deal with the interruptions.

New Media vs Traditional Media

33% of millennials rely mostly on blogs before they make a purchase, compared to fewer than 3% for TV news, magazines and books.

Social media

62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. They expect brands to not only be on social networks, but to engage them. This obviously takes more labor from companies to be able to maintain social networking feeds, but it’s worth it if you want to reach millennials.

Source: http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#5658bd5f28a8

 

Print

 

With this powerful demographic data you would think small business owners would be focused on selling to this market.  However, a study by Manta found only 15% of small business owners are actually marketing to millennials.

Source: http://www.marketwired.com/press-release/millennials-the-next-big-thing-in-small-business-2032182.htm

Interruption Marketing vs Inbound Marketing

Interupting behavior with advertising and product/service listing sites are completely inauthentic and millennials give these sources zero credibility.  ,

Millennials want e-books, blog posts, videos, and other how-to information – and that’s inbound marketing. This demographic wants authentic content generated by the company versus generic advertising targeting the mass market.  Think Dollar Shave Club versus Bic Razors.

Millennials are 44% more likely to trust experts(who happen to be strangers); they are 247% more likely to be influenced by blogs or social networking sites.

Content Marketing is the Winner Take-All

Content marketing is currently the buzz word for marketers.  However, its important to point out that content marketing has been around (and very successful) for several years:

1895: John Deere introduces The Furrow, a free publication with tons of farming tips and techniques to help farmers become more profitable. Today, it’s available in more than 40 countries and in 12 different languages.

 

1900: Michelin Tires released a 400-page auto maintenance guide with everyday drivers in mind, and also included travel tips. 35,000 copies were distributed free of charge before the company started selling the manual for a profit.

 

1904: Jell-O circulated free copies of its own cookbook, highlighting creative ways to use the unique product. In 2 years, the company saw sales increase to over $1 million annually.

 

1966: Nike released a 19-page booklet titled Jogging. It was filled with advice on enjoying running as a recreational activity, including posture and striking tips. This brought running, as a sport, to America, and it never once mentioned a Nike shoe.

Source: HubSpot

millennial marketing facts

 

Summary

We think marketing to millennials is the next big thing to change shopping habits and we think now is the time to start implementing these ideas.

Want help implementing these ideas?

Book your 30-minute free consultation (and get personalized advice on how to implement the ideas from the guide)

If you have any questions, please call or email me.

423-800-8633

info@spectruss.com

 

Categories
Uncategorized

How To Make Your WordPress Site Unhackable

At Spectruss website security isn’t just important, it’s paramount.

 

The problem with security on the internet is that it’s unlimited with how much money you can spend and of-course nothing is guaranteed to work.

However, we have found a very low-cost and reliable system (after a lot of work) and I want to share it.

The system is based on our favorite wordpress security plugin: CLEF

The Clef mobile app provides two-factor authentication without you having to keep track of a password.  You download the plugin-in from WordPress and you download the CLEF app onto your phone.  Sync your phone with the Clef Wave to log in.

Aside from not having to remember passwords and two-factor authentication, it’s also free!

Jessica Riley who is in-charge of CLEF’s marketing had this to say when I asked her about CLEF and website security:

Clef provides businesses with fraud protection right where they need it most but control the least; user accounts. As more of our lives move online, Clef has provided a solution that empowers regular folks to act in their own best interest regarding their online security, which in turn fills the security gap that user accounts, and bad passwords, have created for online businesses. Most hacks happen through access provided through user accounts, often due to poor passwords or duplicated passwords across the web. Clef’s mobile cryptography bypasses passwords, removes a frustration point for people, and seals a major vulnerability for online business.

This plugin and app combo allows you to replace usernames and passwords on your WordPress site with your smartphone.

This is how it works:

Download the app directly from the Apple iTunes or Google Play stores.

Then download, install and activate the CLEF plugin from the WordPress Plugin Repository.

When you set up the smartphone app for the first time you create a profile on your phone. Clef uses that profile to generate a new digital signature each time you want to login to your site. Rather than login with a password, your login screen will be replaced with the “Clef Wave,” which you will need to sync with another Clef Wave on your phone.

The smartphone app will then grant you an hour-long session to use your site unless you increase the session time on your phone.  You can increase the time to “infinite” which obviously makes it a little less secure.

 

After you download the plugin in the WordPress directory you will see this:

 

Once you set-up CLEF you will see this:

Once you download onto your smartphone you create a PIN:

 

Now that you have CLEF downloaded to your wordpress dashboard and your phone you hold your phone over your wordpress site:

 

After you log-in and are set-up your phone will display the time you have remaining.  A benefit I have found is that it forces you to stay focused on writing.  This is why I don’t have the infinite time marked on my CLEF app.

Here is a great CLEF Explainer Video:

 

Clef from Clef on Vimeo.

 

Summary

We highly recommend you use both WordPress and CLEF for extra security for your website.  If you have any security questions about your website or just want to talk about your website – call or email us at Spectruss.

Categories
Business

How To Skyrocket Your Return On Investment For Your Business

einstein quote on email

When company’s want to increase sales, the vast majority just start blindly spending money on advertising.  The irony is that advertising has one of the worst returns on investment for marketing dollars spent.

MarketingProfs.com did an extensive study on marketing spending returns on investment.

The design team at Spectruss took the data and made the image below.

 

Email ROI - Return On Investment

As you can see, email marketing dominates with SEO being a distant second.  Banner Ads are literally in last place for a return on investment.

Most people get intimidated with email marketing – however it’s exceptionally easy to get started.

Here are some places to collect email addresses to quickly build your list.

 

Facebook Messages

Recently a friend sent me a message asking for my email address.

I instantly gave it to him.

It turns out he is opening up a restaurant and wanted to invite me to the launch party.

Twitter

Twitter has a very low response rate with just getting customers from this platform.  However, they let you set-up “cards” where someone can opt-in to your email list with just one click.

If you are already active on twitter I recommend this strategy.  You can create a twitter card and use it for free.  We will post an in-depth guide to this in the future.

Checkout Receipt

This should be very easy to do with your check-out system especially if you are online.

What’s more important however is that actual customer’s email is exponentially more valuable than an email from a non-customer.  Ramit Sethi from iwillteachyoutoberich.com provided the following statistics:

You can see that it’s extremely valuable to get the email from people who have already trusted you with their money.

Giveaway

Giveaways are a great strategy to build a large email list in a short amount of time.  The key here is to make your giveaway relevant to your core customer.  For instance, if you owned a children’s boutique you don’t want to have a giveaway for a set-of tools.

Landing Page

This is an obvious one that Groupon.com made extremely popular.  The key with a landing page is enticing someone with something VERY valuable.  A limited-time discount code is a great giveaway as well as a free report or checklist.

Don’t overthink what you need to giveaway as an email opt-in.  A lot of people prefer short resource guides compared to large eBooks.

 

All Spectruss sites are fully integrated with the email service provider Mailchimp.

Do you use email in your business? The CAN-SPAM Act establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

  1. Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.
  2. Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
  3. Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.
  4. Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.
  5. Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests.
  6. Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.
  7. Monitor what others are doing on your behalf. The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.

Source: https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business

 

Categories
Events

Spectruss Presents: Tim Hinck Performing Beethoven’s Diabelli Variations

Spectruss is pleased to announce our collaboration with musician and composer, Tim Hinck, in providing him with a new identity and web presence in time for his preformance this weekend. Starting tonight at the Chattanooga Theatre Centre, Tim Hinck will create a multi-sensory experience for his audience while performing Beethoven’s Diabelli Variations. Exploration and discovery are the fundamental elements of Hinck’s performances, and audience members are surprised every time they step into a performance.

Doors Open at 7:30. Show starts at 8:00.

Don’t miss this multi-sensory experience.

Categories
Business

Increasing Online Sales Around the World

After the recession of 2008, sales have continued to increase for both brick-and-mortar stores and online stores.  Most retailers discount online sales and think of it as an activity that is “not worth my time.”

However, online sales are accelerating at a significant pace.  Before, people were hesitant to shop online due to privacy reasons. many people were afraid to use credit cards and reveal personal information.

However, online stores have introduced better return policies, faster delivery and some of them offer free shipping. This has attracted a lot of consumer traffic toward online stores. Moreover, online stores have started operating in different niches and they offer a variety of styles within one category of consumer goods nowadays.

Online Sales in the USA

According to a Forrester report, online sales in the US are expected reach $370 billion by 2017. One of the most famous online retailers in the USA is Amazon. Apple and Wal-Mart are big names as well in other online shopping stores of USA. Online sales were even increasing and doing well during the years of recession.

Moreover, the US population has taken more and more to work from home which has decreased commuters on the road and added positively to the green movement. As more working people stay home, they are making major purchases from online stores.  Online sales hit a boom during the holiday season as well. you can find great deals from the online retailers that attract huge consumer traffic.

Online Sales Around the World

The rest of the world has also seen an increasing trend of online shopping. Countries around the world that have seen a boom in online shopping include United Kingdom, India, Germany and Brazil. The biggest example of a worldwide retailer is Amazon. Amazon started as an online book retailer from Seattle. 

Amazon spread its wings from books to other large variety of consumer goods including electronics. The success was so huge that now, Amazon is leading online retailer around the world and is counted as number one on a global basis.

A huge boom in online sales has also been witnessed in the Asia region. China leads the Asia region in regard of online retailing due to the economic boom experienced by the country. It is estimated that China will have produced an eightfold increase in online sales by 2018.

Online sales have also increased as the stores have come up with mobile applications for the ease of online shoppers. With this convenience, people can shop on the go now. The most popular products that sell online include clothing, electronics and home appliances. However, regional differences are expected.

Summary

If you are a brick and mortar retailer, now is a great time to add e-commerce capabilities.  This will increase revenue and profit for a relatively minor investment.

Categories
Marketing

The Promobot Revolt and The Rise of Clever Marketing

A Day like Many Days

June 15th, for many a day of work, a day of living and breathing the realities of being a marginalized cog in the wheels of industry. No one expected June 15th to be the day the machine took a stand, the day the revolt…the uprising of Promobot would begin.  It all began in a small town in Eastern Russia as these things typically do. While FUBAR may not be the right term, it isn’t a stretch to say that in the world of gate security someone dropped the ball. 

Promobot is a robot designed to be a marketing statement of sorts. This robot takes on the form of a character – the “Promobot” character if you will. From there as it works in stores, its main designation is to attract a customer stream by not just standing out but also by running through a number of automated tasks that will ultimately improve the experience of a customer. It’s both a full time employee and marketer! 

A Clever Concept with Big Results

While there is no definitive proof this was a fabrication, the manufacturers of Promobot used their star to create a viral hit. The premise? Simple enough, Promobot escapes their lab by running through the office and out the door where he was met with a security gate that had accidentally been left open. It was shortly thereafter that the robots battery had died leaving him stranded in the road. This caused a small traffic incident that prompted the police to arrive and remove him from the road. Coincidentally a DSLR camera happened to be perched and did a fantastic job of catching the final moments of the revolution in stunning HD quality. 

It’s a fantastic ruse (most likely) setup by the company itself to create the viral sensation. Within two days of the video hitting the internet it had gained an audience of over 420,000 and counting. There is a terrific lesson to be learned here. It’s easy to be caught up in our business and work taking it very seriously. It’s easy to forget that human beings loved to be entertained and perhaps the best way to entertain human beings is by giving them something super funny to talk about. 

A Lesson Learned For Us All

Marketing as it is does not have to be cut and dry, it does not always have to represent your brand and business to the highest degree of seriousness. It simply needs to get people to take a second look, showing a bit of personality is a great way to do that. I think for a lot of people when coming up with a plan to market their business we run down the normal checklists of social media, sharp web content, nice print designs if needed and everything is branded. While this works great to establish an identity, often times it does little to capture attention.

Simply put, when working on your next plan to get your business name out, maybe think outside the box. Consider an approach to humor your audience, to give them a treat, a breakaway from their normal day to witness something delightful and then leverage that to create a subtle but impactful way to bring it back to your business.

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