Hi, this is Scott from Curation Suite, and today we’re going to talk about content curation for the local marketer. Even if you’re not a local marketer, what we talk about today, you’ll find extremely insightful and valuable so you’ll definitely want to listen as well.
We will focus this on people that are really looking to market themselves, or their company, locally. I’m thinking about people like plumbers, attorneys, home-improvement companies, childcare providers, fitness coaches, cafes, restaurants, real-estate agents – really anybody that needs to focus or limit their marketing on a very localized area.
We’ll talk about the type of content curation that you can do. We’ll talk about your commentary. We’ll talk about traffic generation techniques, what works really well in a local market. We’ll also talk about call-to-action, so that’ll be an important thing that we’ll discuss here today, as well.
Before I jump in, we really should lay the groundwork a little bit, and talk about the two distinctions that you need to think about as a local marketer.
Those two distinctions are: immediacy of marketing, and how friendly your topic-area or what you do, your industry, is towards curation.
Immediacy of marketing
what this is about is understanding the immediate nature of the offers that you can provide, and how soon someone needs your product, your service, or what you do, once they learn about you. Think about it this way: if you contrast a restaurant versus a plumber. I can be on Facebook right now, and I can learn about a new restaurant and I can be there eating dinner tonight.
The way to look at this is, let’s say that I learn about a restaurant. I click over to their website, and I see a call-to-action that says, “10% off your first meal in the next 48 hours.” That’s an immediate offer. I can be converted right away, right?
If you contrast that with a plumber, or a real-estate agent, or someone like this – I only need a plumber when there’s something broke in my house or when I want to add a new bathroom. I only need a real-estate agent when I’m going to sell a house or buy a house, or maybe I have some kind of real-estate question. I never really know when I’m going to need either one of these services, but I know when I do I’m going to want to work with someone I trust, that I know, that I’ve heard of, that I know does a good job. Right?
This is the first distinction that you really need to understand or make. Most people, if you’re already marketing locally, you already understand this anyways. It’s important because with the strategy of content curation, and even content marketing, often understanding how you convert the people that you capture the attention of, is one of the deciding factors on how you have success with it.
This is also the opportunity – I used to run a local company in Minnesota, here, and I really do wish that what I know now, I would have known years ago because there’s a huge opportunity for a local marketer to do what I’m going to share here today.
It’s not hard; it’s just, not many people think outside of the box. Not many people think outside of what they do. They don’t think outside of, “I’m a plumber.” Or “I re-tar driveways.” Or whatever other things local people do. “I’m a personal trainer.”
Most people don’t think outside of that, so that’s the first thing you need to really focus on, is understanding the immediacy of the offers. Can you do a direct-response offer? Or, do you have to really focus on maybe building a little bit more brand or authority? Both of these, as a restaurant, you should be doing that anyways. If you can’t have an immediate offer, an immediate conversion, then what you need to focus on is building a strong brand and a strong identity.
Build a Strong Brand or Identity
What I mean by this is, I’m sure everybody understand what the brand and identity is, but within 1 to 1 1/2 seconds of someone landing on your website, they should be able to know – and feel – what it is you offer, what it is you do, and that you’re the best. I know that sounds like a lot, but we live in a fast-paced world. This can be done. You just need to think about how would you design your site above the fold. When I say above the fold, that’s an old newspaper term – if newspapers are going to be around much longer. But basically, it’s above where your browser where you can’t see it without scrolling. Right?
When someone first lands on your site, and actually I’d even go a step further. You should design your header this way, because most of the curations that you’re going to be doing – most of the stuff that I’m going to talk about here – people aren’t going to go to your main site. They’re going to go to a blog post. They’re going to go to a story, so really your focus should be your header and your menu item should build your brand, build your identity, and reinforce that you’re the best.
They should clearly know what you offer. If you’re a plumber, they should clearly, through visualization, know that you’re the plumber. It should be clear that you’re the best plumber. If you’re a real-estate agent, they should clearly see that you’re the best real-estate agent in the area. If you’re a fitness trainer, it should clearly denote that you make changes.
I’m being very specific, but you might think this is hard. It’s not hard.
You just need to really think about – get in the mind of your visitor. The reason why I’m covering this first, before all the tactical stuff, is because this is the stuff that matters. If you spend some effort and some time really drilling in and understanding, “What’s the visualization I need to have on my website that’s going to build a brand and authority?”
Much of what I’m going to talk about here is – if you’re a plumber, you’re not going to curate around plumbing. No one cares about plumbing. I can’t say, “No one cares.” You probably care about plumbing, but the people on Facebook, the people you’re looking to attract – they only care about plumbing when they having something broke. They don’t care about plumbing.
They don’t want to see how to fix a broken pipe. They don’t want to see that stuff. They want to learn about stuff in their local market. They want to learn about stuff that interests them, but you can capture their attention and you can build authority. You can build a brand by talking about that other stuff, but you’ve got to do it intelligently. You’ve got to do it in a way that is visual. You’ve got to do it in a way – and this is the long-term affect of what you’re doing – you’ve got to do it in a way where someone sees you time and time again, that you’re building a relationship. You’re part of the community. Then their pipe breaks, and then they go, “Oh, I see that guy/gal on Facebook all the time and I’m going to call her.”
How this really works with a company is that the company is always posting the top stories in my local area, and I know who they are. You’ve build a relationship with them and once again, you’ve worked on your brand identity to create that connection so that it’s very clear on a sub-conscious level. Much of what I’m saying is a sub-conscious type of thing. You just kind of know it. It’s just kind of something that happens, but it’s also frequency. It’s also happening time and time again.
I could probably go on for another 15 to 20 minutes on just this subject, but the first thing is – everything I’m going to share here becomes much more effective if you focus on building a brand and an identity that is very clear, and at a sub-conscious level people understand within under a second. I’d say a second and a half, under a second. They clearly know the value you provide. They clearly know that you’re the best.
Understanding What You Are Going to Curate
From there, we get into more curation-specific. You have to understand on what you’re going to curate, what you’re going to share on your site, what you’re going to publish. You have to understand how friendly your industry is towards curation. What I mean by this is – let’s take a personal trainer. A personal trainer, for instance, she can curate stuff around recipes, the latest exercise techniques, the latest stretching techniques, maybe even the latest exercise equipment. That fits well within what she does, and it fits well within what I would consider most people would find interesting on places like Facebook, Twitter, Instagram, whatever social network you want to list out there. That’s important, because if you’re in an industry like that, then you do have the ability to curate around your subject matter a lot more.
I hate to pick on plumbers, but if we look at a plumber – does a plumbing company, for instance, have the opportunity to curate how to fix a broken pipe? How to install a bathroom. I would argue, you wouldn’t curate that anyways, because you’re actually attracting the wrong customer if you do. Is that something that the majority of people out in social media are going to be interested in? Most likely not. Understanding your industry and how it fits into the type of topics you should curate, is really important. What I’m going to share with you here is that if you’re in an industry like that, even if you’re in a personal training type of industry, or that type of market where you could curate around your subject matter, it’s more effective it you execute the strategy that I’m going to share here. Which is: you don’t curate anything on what you do. You ensure, like I said before, you have a strong brand-identity. I haven’t even talked about call-to-actions yet, but that’s the next icing on the cake. You first ensure that you have a strong brand-identity.
Here’s What You Should Be Curating
Then what you curate is – you curate the top story for that day from your local market, from your local area.
So, I live in Minneapolis-St. Paul, here. I would even niche it down to maybe the city that I live in if I was really super-doing local marketing, but I could just do Minneapolis-St. Paul. What I would want to curate is the top stories in my local market. These would be anything from local celebrity gossip, to maybe a recent change on the highway, to whatever other stories you see in the local area. This is the type of stuff that people in your local market are interested in. This is how you capture the attention of the people in your local area, especially using curation.
Curation is such a lightweight strategy, and this is easy to do if you have the Listening Engine or Curation Suite. It’s simple, especially with the Listening Engine. With the Listening Engine, you set up a couple topics with some keywords and some feeds. You subscribe to all your local newspapers, all your local TV stations, and you have more than enough content to choose from.
Even better than that, you fire up your Listening Engine in the morning, and you sort by “trending” or “total shares,” and you have the top story in your local area to curate, or your top couple stories to curate. That strategy with the Listening Engine just takes it to the next level.
That’s what your curating. You’re curating stuff that is the top stories, that there’s a high likelihood that people are interested in locally. Once again, you’re curating this on your site, and this is why your brand-identity is so important. What you’re going to do is, you’re going to curate these stories, stuff that people are interested in.
You’re going to capture their attention. They’re going to click over to your site. They’re going to consume that content, and through consuming that content they’re either going to click – let’s say that you curated an article from your local newspaper, they might click over to that local newspaper, but to get to that newspaper they had to come to your site. This is why the brand-identity is important, because that 1 1/2 – 2 seconds, you’re building that relationship.
You’re serving people what they want, but you’ve clearly defined what you need to have there visually. You need to actually say in whatever headlines you have, in your header, to describe what you are, describe what you offer. I keep going back to this because it’s important.
What you’re doing with curation – I probably should’ve mentioned this from the get-go – is with some content marketing, you might be trying to attract people that are in a problem/solution, meaning that they have a problem or they want, maybe, a new pool, or they want their driveway to be re-tarred, or they have a broken pipe and they’re looking for a solution. A plumber, someone to do that.
Curation is Not a Problem to Solution Content
There is a role for SEO and content marketing for that type of content, but with curation – especially with what I’m laying out here – what you’re really doing is you’re being part of the community. You’re being part of the conversation that’s going on. You’re sharing some of the top things that are happening within your community. Maybe you’re sharing what’s going on this summer, what’s coming up this summer, this fall, or this winter.
You’re sharing these things, but in doing that you’re being part of the conversation that’s going on. You have to then realize that you have to have a strong reason for doing that, which is your brand-identity. Building a brand so that people will make that connection when they need your product or service. They’re hungry; they want to go to a restaurant, etc. etc. That’s really the key.
Curating From Popular Places Like Reddit
There is some things you can do with call-to-actions that I’ll get into here in a second, but let me re-cap. I want to make sure that this is very clear. Actually, let me share one strategy that you could do right now. Reddit is a very popular social network. I guess you could call it a social network.
It’s a forum, social network. Each state in the U. S., and I believe each country across the world, has what is called a subreddit.
You can go to Reddit and find subreddit. Just search your state. If you live in Wisconsin, if you live in New Jersey, wherever you live. Search for New Jersey subreddit Reddit. I’m looking at the subreddit for Minnesota. Here’s something you could do, right now. In fact, built into Curation Suite is the ability to search Reddit.
I’m looking at the subreddit for Minnesota right now and I see a couple top stories. I’ll just read them off to give you an idea of what I would do at a local market here in Minnesota. The first one is a picture, “Snap this Sunday night at the BWCA.” It’s a pretty cool picture.
That is something that I would probably check with before I could use it. Actually, I could embed that Reddit post right into my site and that’s completely legal. If they’ve shared it on Reddit, I have the ability to embed the Reddit post on my site. That’s something that I would do. I could share this actual picture.
I know it’s hard to see in the audio but I could say, “This amazing picture was shot at the BWCA. You’ve got to see it!” Bam! I share that on Twitter. I share that on Facebook. Once again, I’m sharing my site. I’m not sharing this directly on Facebook. I’m sharing my site that has this Reddit post embedded into it.
This is Why Brand Identity is Important
People land there. They see, “Oh, Scott’s a plumber.” Even if it’s sub-conscious. Just imagine this a couple times a week. I’m not sharing stuff about plumbing. I’m not talking about plumbing. I’m not talking about what I’m doing. I’m sharing about stuff that’s interesting to people. Maybe people are making the conversation, where maybe I share in that curation a little bit of commentary. Let’s say I remember – I don’t know what the BWCA is. I should look that up – but I could say, “I remember when I spent three days up at the BWCA. Anybody else spend some time up there?” Once again, what am I doing? I’m being part of the community. I’m sharing things that people are interested in.
Let me share a couple more stories and then we’ll get into call-to-actions. We’ll get into some more things. Once again, I’m just looking at Reddit. I’m not even looking at our local Listening Engine, here. Here’s “Nice Minnesotans don’t get the cruelly efficient zipper merge.” There’s a big advertising thing here in Minnesota. I don’t know if its like this in other states, but basically there’s a technique called the zipper merge for merging in traffic. It’s kind of funny that they spent a lot of money in advertising but this is a prime example. I could curate this story talking about how Minnesotans really don’t get it. Then I could say, “Does it really make sense?” I could even say, “As a plumber, I spend a lot of time on the road and I can contest or I can confess that I don’t get it, and I’d say 80% of other people on the road don’t get it either.”
Once again, it’s taking these things locally, injecting your own commentary into it, and sharing it out there because these are the things that people are interested in.
These are the things that actually build a relationship with people. The more that you share these type of things, the more that people can relate to you even if you’re just a company. It’s the same type of thing. I’m talking sometimes more in the individual, and I know a lot of people that market local are more in companies. You should make sure that your company can have this type of voice as well. If I was a company, I could do the same type of thing. I could talk about the zipper merge. I just have to frame it in my company’s voice. Hopefully this is very clear.
We do a Quick Start Package with Curation Suite, and basically I liken it to riding a bike with content curation. Whenever we have a local marketer that is looking to market locally, and I share with them this technique, at first they’re a little unsure. I say, “Just try it for a couple days and watch your results.
That’s all you have to do.” And, to a fault, every time they come back and say, “This works! I would have never thought. I was thinking I had to curate around driveways, or curate around landscaping, or curate around these things.” And you can do some of that. You can mix some of that, but you want to do like a 90/10. 90% of the time, you’re talking about the local stuff. 10%, maybe you’re talking about landscaping, or whatever it is you do.
Here’s another story. “My local movie theater plays kids movies for free.”
This is interesting. It’s in a local area. You could ask a question, “What kids movies should they play?” It’s just looking at these things, and this is actually a freeing thing for a lot of people as well. Especially in the local market because they do wonder, “What should I curate?” Especially someone that’s in a industry where maybe it isn’t that friendly, this frees you. This tactic frees you a lot.
Before I get into more details about some of the curation and the techniques, I want to mention about call-to-actions.
Local Marketing, Curation, and Call to Actions
This is a technique that we’ve tried and it works very well. When you talk about call-to-actions, remember I said immediacy in marketing. Obviously, if you can create a direct response right now, when someone landing on your site, do that. If you have the opportunity to do a direct response marketing, offer a coupon, offer a purchase, offer something right away.
Of course you’re probably already doing that anyways. If you’re in a market or an industry where you’re a real-estate agent, you’re a plumber, you have some kind of service or offering where you don’t know when someone needs your service, you should first do this curation technique that I just shared with you consistently. That’s the first thing.
Next, you need to figure out how you can execute an e-mail marketing strategy. This is important. Anybody can do it. Everybody should be doing this. I don’t care who you are, if you’re marketing online, e-mail is still the single best way to monetize. It’s still the single best way to build a relationship. Everybody should be doing e-mail marketing. It’s a mistake -years ago, we made – not doing enough, and now it’s the first strategy. No matter what market or niche we go into when I’m helping someone in the Quick-start package, it’s always one of the things we focus on.
When we talk about the immediacy of marketing…
Lets say you’re a real-estate agent or a plumber, you have to get a little bit creative of how you’re going to approach the e-mail marketing. Think about it this way: why is someone going to give a plumber or real-estate agent their e-mail address? They’re going to be worried, are you going to spam them? Are you going to send them things they’re not interested in. The easiest thing that you can do is, you’re already curating the top story so offer that. Offer that as a newsletter. Say, “The top surprising things you never knew about Minneapolis-St. Paul, daily.” Something like that. What we’ve done that works really well is – it does take a little bit more effort – but you maybe seasonally change it. We have seasons here in Minneapolis-St. Paul. You could say, “We’re going into summer. Enter your e-mail for the top 10 things you need to do this summer.” Then, you offer those 10 things and you also send the daily digest of your top story that you’re curating.
Ninja Technique for E-mail Marketing
I’m going to share with you a technique for e-mail marketing that you must employ.
When you have someone subscribe to your e-mail. You could even do a simple newsletter. You want to ensure you do a couple things on each e-mail you send, and also the first e-mail that you send. You have to do this without being spam-y, without being sales-y. You want to ensure that you include keywords and the type of service areas or things that people would search for if they needed your service or what you offer.
This is important because oftentimes with this technique that I’m sharing, you’re building a relationship with people on an ongoing basis. They kind of remember you, but like anything else they don’t remember your exact name. They don’t remember your exact company name, but they know that you’re the person they want to work with because you’ve build a relationship. You’re talking about things they care about, but for whatever reason, they just can’t make the direct connection.
If they subscribe to your e-mail, people remember that. If you’re sending out e-mail daily, they typically do remember it a little bit more. One thing you definitely want to do, is the first e-mail that you send out as a confirmation, is ensure that it is keyworded correctly.
What I mean by that is, you want to ensure that in the e-mail itself, if you’re a plumber it would say, “Joe, the plumber.” If you’re a real-estate agent, I would say, “Minneapolis’s or the North Metro’s top real-estate agent.” I would include other things in that e-mail that would ensure that if someone were to search for me in their e-mail inbox, my e-mail would come up from search terms that they would be looking for.
What happens every time we’ve implemented this technique, and shared it – especially with Quick-start members. I’m still amazed when I check up with people, or when we get calls they say, “Yeah, this e-mail technique works because I get calls all the time, people saying I subscribe to your newsletter and I just had something happen or I just needed some landscaping,”
I know the Fayetteville Landscapers, for instance, this happens to them all the time. They say, “I subscribed to your newsletter for a long time, and I remembered I had you in my e-mail inbox, and I searched for you and that’s how I got your number.” They always ask, “How did you hear from us?” And they usually say, “Well, I searched my e-mail and I found you because I remember I subscribed.”
Just this little thing of doing this, ensuring that keywords that people would search for, is just another thing to put you over the edge. The e-mails that you send out on a daily basis, if you’re automating that, you want to make sure that every now and then there’s keywords.
One awesome technique that the landscapers do, as well, that I think anybody could implement, is they’re really good at their social media and sharing the jobs that they do. They shoot videos, and they do other stuff. They do a good job of adding commentary and color to what they do. In this e-mail that they send out with the top stuff in Fayetteville, every week they change-up their latest job.
For instance, they might send out something that says, “Look at this landscaping job that we just completed – ” Their copy is better than what I’m saying here. But they say, ” – and you won’t believe how long it took us to take out this tree.” They’re sharing stuff about what they do, but they’re doing it in a way that would be interesting.
You could do the same thing, I don’t care who you are. I don’t care if you run a septic system. I don’t care what it is. If you’re in a septic system, you find something interesting in the back yard when you’re cleaning out someone’s septic area, take a picture of it. You can share that. That can be something unique. You’ve just got to find creative ways – the same way that you’re curating here – find creative ways to inject what you do and reinforce the value that you provide. This is key.
This goes well beyond curation.
You can kind of tell. I think the opportunity for curation, with local marketing, is huge, especially with our tools.
With the Listening Engine – I think I’ve shared this before but I used to run a property management company. It was an investor here in Minneapolis-St. Paul. I wish we had the Listening Engine Curation Suite back then to execute some of these strategies.
We were doing some of the stuff, but like I said, with the knowledge that I have now, it would have been great to be able to execute these things on a local level. We would have dominated even more. That’s really the key. You’ll find with the strategy that I’ve shared here, and everything that I’ve shared here, it becomes fun. Everybody that I’ve shared it with and that has executed it, it’s a load off their shoulders.
A lot of times it is a little bit frustrating trying to curate, share, and create content around your main subject matter but when you have the whole swathe of everything that’s happening in your local area to pull from, and to post that, it becomes a lot easier. That’s the things that people are interested in. That’s the things that’s going to capture people’s attention.
Use ReTargeting to Put Curation on Steroids
I’ll even take it a little step further. You want to put this stuff on steroids. Implement retargeting into this mix. Re-targeting, not just everybody that visits your site. If you’re not aware of what re-targeting is – basically, if someone visits your site, you can serve them Facebook ads, or Google ads where they go basically, around the web once they visit your site. You’re basically putting a pixel on someone’s machine, and then you can re-target ads to them.
As a local marketer, because they visited your site, you can re-target a little bit more call-to-actions, or better call-to-actions, more direct call-to-actions than you could if you were just doing the curation model.
The reason for that is because – this is kind of the next-level stuff, and you can do this with re-targeting platforms – you can say, “Look if someone visited this page, the about us page,” or let’s say you are a local landscaper and you have a picture of all your latest jobs, or a page with all your latest jobs. You can say if someone visited two pages on my latest jobs, re-target them because they’ve kind of raised their hand. They’ve said, “Look, I came over here from a story on the zipper merge in Minnesota.”
They didn’t go to that story right away, they actually spent some time on my site. They looked at some of the jobs I did. They looked at some of the stuff that we’ve been doing, so they’ve kind of raised their hand and said they have some kind of interest in landscaping. Nobody is going to spend a lot of time if they don’t have any interest, right? Maybe they are curious, but that’s a huge re-targeting opportunity.
What would you re-target with someone like that? If you use the landscaping one, you could maybe do a direct-action. You could say, “We’re going into summer, get 15% off on any landscaping bid.” That could be an offer that they see. It goes to a landing page. There, you’re going to capture their e-mail address, their phone number, and maybe even their personal address. You should be doing that anyways, and then you’re doing some direct mail to them. I know oftentimes, I look at the curation strategy as kind of like the top of the funnel.
It’s very powerful, but I also understand because we run a business ourselves, and I’ve done local businesses that it’s an integrated marketing approach. No matter what size you are, you want to build up to this. Direct mail is still an effective technique. E-mail marketing is still the best technique. Curation is a great top-of-the-funnel technique. When you have these things working in conjunction and you’re doing it in the right way, it becomes even more effective.
I really wanted to do a deep dive with local marketers because it is one of the segments of people that I see purchase our products. Oftentimes when we do some consulting with people, we’re sharing with them exactly what I’m sharing here. I’d say 90% of the time, people do go into the direction of, “I’m a plumber. I’m a landscaper. I’m a handy-person. I’m a personal trainer. I’m going to curate on that.”
For some people, like I said, that might work but for most people, localizing their content, localizing their curation, doing the method that I share here is the most effective.
Generating Local Traffic with Curation
To talk about how you are generating traffic through this method, if we just use the examples that I’ve already used where I’m going to post the story on the zipper merge here in Minnesota.
I’m going to publish that story on my site because I want to get people over to my site. That’s really my goal, so I can capture them via e-mail. I can build my brand. I can also, hopefully, re-target them. I’m going to share that out on Facebook, Twitter, Instagram, whatever other platforms I can share that on. I’m going to share that post on it. Once again, this isn’t going to be something that people aren’t going to be interested in. They’re going to be interested in this story. They’re going to want to learn about it.
It’s also why you do have to do curation right. What I mean by that is, sure you could just share that story right on social media and you’re going to get some interaction. You’re going to get people engaging, and that is a valid technique.
If you wanted just a straight-up social media curation strategy, that’s one way to do it. I don’t like that because, again, I want to get people to my website. I want to get the data from the people. I want the opportunity to build a brand. I want the opportunity to capture them via e-mail. I want the opportunity to re-target them. I want to get people to my website. Once I’ve published that curation on my site, I then share that curation out on social media. It’s on a subject matter that is local, that people are interested in so there’s a high probability that they’re going to pay attention to that above if I were to just kind of share stuff around landscaping or whatever else I do. That’s how you generate traffic with this.
Where SEO Content Fits In
The other nice thing about curation on this localized market, localized way, is that oftentimes what you’re going to do – and a lot of local marketers do this – is they work with maybe an SEO company or they know SEO themselves. A lot of the content that they’re creating is around their subject matter because they are seeking the problem/solution.
When I say that – maybe you’re a pool installer so you want to make sure that you start ranking for pool installations and everything else. You don’t want to curate the same kind of stuff because then you’re really overdoing it. When you start curating the stuff in the local market, it send the right signals to Google, the search engines that you’re more than just about pools, you’re part of what’s going on locally. You have a living breathing site.
That’s the other thing that I’ve seen too, a lot, with local marketers. They are working with an SEO company, and they go in spurts. They publish a lot of content, and then they kind of trail off, and then a lot of content. With this method, because curation is so quick to do, you’re always publishing content, so your site is always fresh. The search engines like to see that. They weight sites that are fresher than sites that aren’t because it shows that people are actually in business. It shows that people are actually out there actively publishing content. That’s the other thing that this method helps with as well.
There’s so many benefits to doing curation as a local marketer. One of the great things about our product Curations Suite and the Listening Engine is that you can tailor it to your local market.
How to Set Up a Listening Platform
You can set up keywords just around your city. You can set up keywords that really focus on the type of content that you want to discover and you can subscribe to your local newspapers; your local magazines; your local TV stations. You can really hone it in on a very localized way. The icing on the cake to this is that because the Listening Engine pulls in social data, you literally every day can find the most popular stuff that’s happening in your local area via social media.
You can say, “Show me the stuff that’s trending.” Maybe you’re going to find something that hasn’t yet got popular, but it’s going to be popular. This is kind of like the next-level thing. If you can be known as kind of ear-marking or finding the things that are going to be trending in your local market, people are going to pay attention to you more because they’re going to be in the know.
If you use the Listening Engine and then you sort it by our trending score, you’re going to find things before they’re trending, before they really kind of hit that – I don’t like the word “viral,” but before they kind of go a little bit more popular. That’s where you’re going to find them. If you’re known as someone who finds that stuff, or maybe even pushes it over the edge, you’re going to get even more people paying attention to you. That’s one of the reasons why our tool works for marketers of just about any size. It works for the local marketer. It works for the person that is looking to build authority in a larger market or niche because you can tune it for what you want, but much of it is that it gives you this power to see what’s popular. It gives you the power to set it up how you want it. It gives you that market intelligence to see what’s popular around your market, your local area, etc.
Number one, you want to ensure that you’re building your brand-identity. That’s one of the most important things, and you have limited real-estate to do that. That’s in your header. When someone’s clicking over to a story, that’s the first thing they see. You want them to understand what you provide and to know that you’re the best. It should be something unique to your market. It should be something that they can immediately connect to you. They can say, every time they see it, “Oh, I’ve seen that before,” and when they need your product or service, they draw that connection.
The next thing is, you want to think about the type of content that you should curate. We talked about how you can – if you’re in a market where you can curate stuff more around your topic area, like a personal trainer – then you can do that. That works. But, for most local marketers, what you’re going to want to do is publish the top stories in your local market. I shared one technique with Reddit.
If you have the Listening Engine or if you just have Curation Suite, you can Curation Suite to search locally as well. You can use Curation Suite to search Youtube locally. You can use Curation Suite to search Google News or Bing News locally. You really have a lot of power at your fingertips, if you own Curation Suite and the Listening Engine.
The other thing that you’ll really want to focus on is share the stories that are interesting, that are the stories that you wouldn’t ordinarily think that you would share but that will capture people’s attention.
These are the things that will make you part of the conversation. This is an important thing. I think I’ve mentioned it before, but you’re being part of the community, and people want to do business with local people. People want to do business with people they know.
People want to do business with people they trust.
With this technique of curating stuff that people are interested in and attaching it to your business, you have the benefit of showing up more often. You have the benefit of being that person that’s the tour guide of the local city, that’s showing them what’s happening. You’re in that same conversation without being sales-y. Without spamming. You’re making it – I don’t want to say secondary because you’re not. In some ways what you do is secondary, but it’s not because if you’ve designed everything correctly people see it, even at a subtle level. Even at a sub-conscious level.
One more thing, make sure that you’re adding your own thoughts and commentary to the stuff that you’re curating. That’s another opportunity for you to build a connection with people.
When they see what you have to say, even if it’s just a short commentary. Even if you’re just pointing something out based on what you’re sharing or your curating, that’s a huge thing. Just that little additional piece is building a relationship with people, is creating a personality, is building your brand.
The next thing is ensure that you’re doing e-mail marketing.
Everybody that is listening to this right now, you can do e-mail marketing. It’s one of the best techniques that you can employ. It’s still the best permission marketing you can do. If you have time to do either e-mail marketing or social media marketing,
I’m going to suggest that you always think about and spend time honing in your e-mail marketing. That is something that is the easiest and most effective way to build a relationship, to connect with people, and it’s something of value. The social media presence that you build isn’t of as much of a value as something like an e-mail list of people that will open your e-mail. That’s huge.
Let’s say that you are a local person and you have build an e-mail strategy that I listed here and you have maybe 300 people, locally on your e-mail list. You’ve been sending them the daily digest.
Maybe once a quarter, you can send out a special deal. You can do this in such a way that people won’t mind because they’re already getting the entertainment value. They’re already getting information about the local area, so when you send something like, “Hey, this week only, we’re running a special offer X% off,” or “Buy one get one free,” whatever it may be. People will be open to receiving that. They won’t unsubscribe because you’re only doing it once a quarter. You’re only doing it every now and then. Wouldn’t you like that opportunity? That’s the key. That’s really the key to doing this.
I know I covered a lot of advanced strategies here, but one of the keys to making local marketing work for you, and to be one of the few people that is executing this strategy that very few people think of, is think outside the box. This strategy is an outside the box strategy, but it works.
If you go the other direction, you’re not going to catch your people’s attention. If you go the direction of talking about things that people are interested in, you’re going to capture attention, and then you really need to focus on what we’ve already talked about.
If you don’t have the Listening Engine or Curation Suite, I highly suggest that you take a look at it because it makes the publishing of curation and discovery of content that much easier. It integrates with social media. It integrates right with WordPress.
You can set up the Listening Engine exactly how you want it. For a local market, this is something you could set up easily to be able to discover the top news in your local market. You could subscribe to all your newspapers, your local TV stations. It really is a tool that is highly flexible.
If you don’t have Curation Suite or the Listening Engine, definitely look at our videos. See how it’s set up. I think you’ll see that it’s a highly valuable tool, especially if you’re a local marketer and you’re looking for – I’d say curation is a lightweight strategy. What I mean by lightweight is it’s quick. Like the stories that I shared with you before. I didn’t have to think about what those stories were about. I kind of knew about it because I follow the local news, but I didn’t have to come up with my own content. I saw a story on the zipper merge and I immediately came up with some commentary around that.
Then I can publish that to my site, and now I have something that I can share out to social media and get some traffic. If I wanted to, I could spend $2 to $5 and maybe boost that on Facebook and boost it on Twitter. Then I’m going to get more traffic.
When you start getting creative, and start thinking about this, and it starts working then you really say, “Wow! Can I do more of this? How do I make this even more effective?” As you start seeing this strategy unfold – and a lot of what makes this strategy unfold is having a tool that – I’ll give you an idea so you’ll know how this works. When you set up the Listening Engine, you set up keywords and you set up feeds.
It pulls in social data and trust data. You could start your morning, or have someone in your office start the morning and sort the content over the last 24 hours, published over the last 24 hours, by total shares. You’re going to get the top content by total shares right there. You’re going to get the top stories, and all you have to do is pick one of the top ten stories that you see there and curate on it. It’s that simple.
Once you curate it, add your commentary, then all you really want to do is push it out to social media and if you’ve automated your e-mail marketing – meaning that maybe you’ve connected your blog to your e-mail service, it’ll get picked up and it’ll automatically send out the daily digest e-mail. This is stuff, once you get the system in place, it takes literally a couple minutes a day. Especially if you have the Listening Engine because it’s discovering content. You just go in there and find the content that you find most interesting, using the visual editor in Curation Suite to curate the content that you want to cite, and then hitting publish. It’s really that simple.
If you have any questions, if I didn’t cover anything or if something wasn’t clear, you can definitely get in touch with us. You can get in touch with me by e-mailing us at [email protected]
You can reach out to us on on Twitter, Curation Suite on Twitter. We built our other Facebook page. We’re going to start building our Curation Suite Facebook page come the new year. We built our company, You Brand Inc. page, so we’re going to start building the Curation Suite one. Facebook isn’t the best way for now, but it will be in the next couple of months as we build that up. Definitely, if you have questions, if something I said here wasn’t clear, if you have questions about the Listening Engine, or if you are interested in our Quick-start package.
Our Quick-start package is one-on-one consulting. I liken it to riding a bike with content curation. We cover every step specific to your business. You’re marketing to make curation work for you. It covers everything from having a curation plan, your commentary, setting up your Listening Engine, to advanced strategies. One thing I will mention is that we do have a tool called, “Super Social Engagement,” that works very well for local marketers as well. It allows you to engage on Twitter in a very high-frequency way, in a non-spam-y way, in a very valuable way. This is another tool that we have called, “Super Social Engagement,” that I think is a huge opportunity for local marketers. That’s something that, if you haven’t looked into that, that’s available in our members area, so definitely check that out. That’s an advanced strategy. Once you get curation down, look at something like Super Social Engagement. That’ll take it to the next level.
This audio went a little bit longer than I anticipated. I really thought it was going to be 15 to 20 minutes, but I wanted to do a deep-dive for a local marketer. I know it’s a big segment of people that purchase our products. It’s a big segment of people that I see that are interested in our products, and I really wanted to provide what I consider the best answer, the best strategy for anybody that’s looking to be a local marketer with curation. That’s all. Once again, you know how to get in touch with us if you have any questions. I look forward to seeing you in our next audio.