Pest Control and Bug Exterminator Blog

I know sad that I must blog my own quotes…

As Shakespeare so put it, “Brevity is the soul of wit.”

Apparently this tweet was liked, as I received some mentions on it. This concept is the summation of a key element in search engine rankings and therefore the core of gaining search engine rankings.

Is Content King?

The search engines want to believe that the best content on the internet will win. They gauge this by links. If you like something then you will share it with others by linking to it. Who hasn’t gotten an email with a link in it to a funny video. Funny is almost always likable. Who doesn’t like things that are funny?… Okay maybe its not best to crack a joke when in a heated argument with a wife. But let’s not get into timing right now. The idea of the search engine tallying up links is to find the sites that are most liked by all. Content should incite people to like you. Content should give people a reason to link to you.

Offline Likability = Online Linkability

To expand this concept one step further, I believe your offline likability is also proportionate to your online link-ability. This is going beyond what the search engine would expect. Search Engine’s believe that people more likely to naturally link to an awesome hotel’s website after having a fantastic weekend of sterling customer service. Hence the best hotel wins. I ..Perhaps. But popularity of lesser hotels may out weigh the likability of awesome less known hotels. I believe we are now taking this one step further. I am more compelled to share articles from individuals that I know and like. I win more links from people I meet and establish a relationship with. Take for instance Dennis G., he’s likable and thus linkable. I am much more likely to link to Ebay after having met Dennis.

We could even Expand this chain to:

 Likable = Linkable = Tweetable = Diggable = Stumbleable = Remarkable = Rankable

As one comment I received stated… “Wow, thanks for that. I have to summarize today why losing links is a big deal, ane explain why they are going to lose their rankings.”

Glad I could help. =)

“So this is good and dandy for individuals but what about businesses. Are we in business to be friends with people?”

If you have not figured out the new online order, YES, YOU NEED TO MAKE FRIENDS.  Granted, being likable does not mean being buddy-buddy. You don’t need to be a BFF. But as a business you do need to serve a purpose and people need to like you doing that service. Disney probably puts it the best:

“Do what you do so well, that the people who see you do it, will want to see you do it again, and will bring others to see you do it.“

Adding a smile to your service helps bring them back for more. Being friendly helps them share your business with their friends. In today’s online world this is amplified over several thousand social connections. Social media works best for those that know how to act socially acceptable and be sociable. I am a pest control guy. My first priority is to get rid of bugs, my second is to make you smile a little longer.

Now go out and be LIKABLE!

Arizona based Vertical Measures is hosting an all-day search marketing workshop, The Convergence of Search, Social & Content Marketing, on April 7, 2011, in Tempe, AZ.  Arnie Kuenn, founder and president of Vertical Measures will be speaking on topics such as content marketing, keyword research, link building and measurement.  The all-day Vertical Measures workshop is designed to be hands on by students and Kuenn together.

Students of the workshop will not only leave with ideas and feedback from Kuenn regarding their specific business or industry, but will also take home a handful of free, helpful resources for implementing and maintaining a successful content marketing strategy.

Not convinced yet?

Here are the Top 5 reasons to attend the workshop.

5.  Kuenn has more than 20 years of digital marketing experience.  He has started various companies that have serviced many big name clients.  He is a regular speaker at internet marketing conferences throughout the year and is the president of AZ Interactive Marketing Association (AZIMA), which holds monthly dinners with renowned speakers from across the country.

4.  Who wouldn’t mind being in Arizona at the beginning of April? The weather is going to be stellar!

3.  A FREE copy of Kuenn’s new book: Accelerate!: Content Development and Marketing to Grow Your Business Online.

2.  Kuenn + You + workshop schedule = better business = more revenue.

1.  Giving you absolutely no more excuses, we’re providing you with an exclusive promo code (vm4friends) worth 40% off the price of registration.  Boom!

Now, no more excuses.  Register.  We’ll see you there!

Location

Dynamic Worldwide – 4500 N. Lakeshore Dr. #695, Tempe, AZ 85282

Nearby Hotels

Embassy Suites Phoenix-Tempe – 4400 South Rural Road, Tempe, Arizona 85282

What are the chances that after leaving PubCon’s internet marketing conference in Austin TX that I would get a glimpse of Google’s 10 Foot banner ad in the Austin Airport?

 

Let me spell that out for you….

GOOGLE PLACES IS BIG

10 Foot Big in the case of this ad. So if you haven’t caught on yet, take note… Local Search is changing the game.

Internet marketers are scrambling like a bunch of Austin TX fire ants after their mound has been kicked. Local results are showing up for searches like watches, shoes, and costumes. The example of costumes shared by BlueGlass is a little far from what I believe Google’s intent is. Google constantly refers to “Plumbers and dentists” as their local examples. These are truly local searches. Most people that search for a local service, like pest control, have an intent to buy locally.  Restaurants would be the largest category here. The divide happens when we consider what is local? People in a rush to eat lunch are willing to pick up the closest burger. People looking to meet clients for lunch are looking for a joint with the right atmosphere.

Chiropractic did a quick study of what influenced real people in their dinner buying habits for local search.

1- Recommendation. What are friends or reviewers saying.

2- Recognizing the Name. This would be more on branding. When you’ve reached the status of the Salt Lick or Rudy’s BBQ and people from Phoenix AZ know of you, you are doing it right.

3- Location. How close or how far. Sadly the Salt Lick lost out for the PubCon conference because it was too far. Better reviews but too far for our crowd of friends.

So when it comes to searching locally for a restaurant those factors weigh in pretty heavy and search engine’s are not yet calculating your friend’s recommendations and are more concerned about “Location” then they are “Recognition.”

BUT WHAT ABOUT LOCAL SERVICES THAT VISIT A CUSTOMER’S HOME?

Yes. I have a little beef to pick with this one. A local service that covers the entire metro is totally different then a restaurant with only so much local pull. As good as the Salt Lick is, the customer must be willing to go the distance. Services that travel to your home, however, don’t require any more effort from a consumer. So as a consumer, if I am looking for an Austin pest control company, the 5 miles away or 50 miles away argument never really hits the table.  As a consumer looking for a local Austin service, I am more concerned about “SERVICE”. So local results that cannot be sorted by 5 star reviews, or number of reviews, are a bit of a nuisance.

Either way, the 1 ton Elephant of Local Search is on the loose…. and don’t call your local pest control guy about crazy roaming elephants …or gorilla’s.

_________________________

…. and FYI – Austin Airport hasn’t claimed their Google Listing yet.

Related article worth the read: Google Places : Local SEO That Influences Global Search Marketing

Post sponsored in part by:

Bulwark Exterminating 209 East Ben White Boulevard, Austin, TX 78704 (512) 291-1200 ‎

I arrived back in Arizona on Thursday after having spent the previous few days in Florida, attending BlueGlass FL 2010.  I got a number of good takeaways from the sessions that I was anticipating, but the session that really shook the boat was Viral Marketing.  All the speakers blew us away with simple, but priceless bits of information.

Starting the hour was Brian Chappell, Sr. Social Search Strategist at Ignite Social Media.  Brian made no bones about his philosophy of taking something viral.  While most emphasize the quality of content as the “king” of viral, he argues that the mechanisms and seeding techniques of that content are atop the royal hierarchy.  While the content must be top notch, the mechanisms and techniques that get it moving must be the appropriate driving force behind a good viral piece.  What’s a Ferrari without gas to make it go, or streets on which to drive? Exactly!

Mechanisms are the literal actions you are requiring of your public.  It can be forwarding an email, clicking a link, a facebook like, a retweet, a public leaderboard of participants, or use of an affiliate program.  These are the actions that spread the word.  Seeding techniques happen on two levels.  Initial seeding begins with the marketer, and includes tools such as a press release, a pay-per-click ad, a media buy, facebook and twitter updates on the company profiles, community and blogger outreach, or simply word of mouth.  Second level seeding is done by the audience.  This is achieved via their facebook and twitter updates, social shares on those platforms, their retweet, their blog posts, etc.  It’s these seeding techniques that make the content shine.

Next up was Chris Bennett from 97^th Floor.  The heart of his presentation seemed to be the simplicity of viral content.  Even the most complex ideas and concepts can be portrayed in pictures and graphics in a simple, easy-to-understand fashion.  Politics, social debate and the stimulus package all have its place in viral America if it can be displayed in a fun, simple and even humorous manner.

Chris advised to stay away from your typical “Top 10” list (which is the reason why this piece isn’t entitled “5 Things I learned at BlueGlassFL”).  Make sure your pieces are visually pleasing.  If your piece flops, keep trying.  It will eventually spread.  Don’t sell out your brand.  Also, remember that the best pieces are always informative.

Amy Vernon, Director of Viral Marketing Strategies from the host agency, BlueGlass, rounded out the panel of speakers.  Her main theme centered on the community aspect.  No matter the social channel, you will inevitably be a member of some sort of community.  Amy reminded us to figure out what communities and circles would be the best fit for our brand.  Once you’ve narrowed that down, study that community, know your place within it, and be a good member.

Switching gears just a bit, Amy gave us a great example of transparent and effective tweeting.  @DKNY came heavily endorsed as a perfect mix of personal narrative, active engagement and minimal brand mention.  Naturally, all good characteristics of a good community member.  Remember that @DKNY is not a channel of corporate info or industry tidbits, but it is managed by DKNY’s PR girl, and listed on the front page of DonnaKaran.com.  There’s no holding back with her.  From earlier this morning: “The good thing about today is……wait thinking….thinking…..let me get back to you.”  A case of the Mondays perhaps?

These speakers really opened up my understanding of viral marketing.  When I thought of viral, I would think of Rainbow dude screaming in the middle of the wilderness, or the ad that’s going to get your 50,000 facebook likes in a couple days.  I thought of it as the quick strike that delivered the decisive blow.  The KO in Round 1.  Viral is so much more than that.  Maybe it’s the piece that leads to 25,000 facebook likes over 9 months, or the YouTube video that gets viewed 100,000 times in a year.  It also doesn’t need to infest every inbox in the country or be seen by every single stay-at-home mommy when it’s featured on the Ellen DeGeneres Show’s “Videos from the Web” segment.  If it can easily be understood, shared and appreciated, then it already has a head start.  It’s mostly likely the TKO in Round 9.  Or, as Brian reminded us: “Viruses only spread when they are easy to transmit.”  I guess it doesn’t take a doctor to understand that.

Cricket wireless announces that it will now be carrying the Android phone. Per their news release they will be offering…

the first low-cost Android device to hit the Smartphone market in the United States* and the third Smartphone to be included in Cricket’s dynamic line of phone offerings. http://www.businesswire.com/news/home/20101006005730/en/Cricket-Shows-Respekt-Low-cost-Android-Device

While I am not quite ready to give up my iPhone… despite some small bugs… Offering me a test drive of the droid at a $55 low cost, unlimited access plan makes my iPhone look like yesterday’s news.  So… Yes. I am falling for the cricket bait. … I hope everyone appreciates the puns loaded in this post about a pest control guy falling for cricket bait! NEED A CRICKET PEST CONTROL SERVICE?

Cricket Marketing

Leap Wireless International has a business model down that encompasses everything a marketing plan should. They are embracing the future of phones and they are shouting it loud and clear.  Further, their customers get decent service. Yes, DECENT. Everyone knows that Cricket’s service isn’t going to compare to Verizon’s service.  Sorry, but you are flying 2nd class, which means that if the plane is full you might just get bumped to the next flight. But, what cricket is doing is establishing it’s position as the low-cost phone solution.  They are so low-cost that they are even cutting into the land line market. Your key marketing ingredient is your message compared to the rest of the market.  Cricket’s message is low-cost. Everyone knows that if you want a budget phone service you call cricket. Verizon’s message is quality service. “Can you hear me now?” Everyone turns to Verizon for a “reliable network.” Where does that leave AT&T… In the middle somewhere…??? Exactly, the only defining quality AT&T has right now is the iPhone…. So long marketing advantage when everyone else starts picking up competitive smart phones… or worse yet the exact same model.  If you are only selling a product then you better be the only one selling that product or be the best priced. You have no competitive edge if you are just selling a product. Thomas Ballantyne @Thos003 Don’t mind me I am just the pest control guy… FYI, Bulwark offers Full Service pest control.

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Green Pest Control – Dallas TX Conference

Green is the thing especially during Green week. The yellow brick road is now green. Pest control is no different. Green Pest control is the new buzz. But what does it mean? What is green pest control?

Is the pest control company green or are they just “Green Washing” ?

This brings back memories of the 80’s “Light” craze. Everything was going “Lite”, “Light food”, “Lite Beer”, “Lite Cheese”, stick a light label on it and it was hot. It’s the “New and Improved” sells pitch. Or try “No Calories” for water that never had calories. “Fat Free” gelatins, no fat all sugar. “Reduced Fat Mayo” sure you’ve gone down in fat nano grams, but shouldn’t you just skip the mayo all together? We went through and are still suffering from the “Low-Carb” label. From craze, rave, wave, to the grave. The problem with the newest fad is that being new makes it unknown and the results unsure. Fortunately the rage that is worthwhile leaves its everlasting impression. And we believe that green means better, better for you and better for the earth.

“Greener is Cleaner”

The problem still remains, “What is Green Pest Control?”

Unfortunately after day 1 of The Green Pest Management Conference, there is still no concrete answer. Being green is still too new for most of the pest control industry. The best way to say it is that Green comes in shades. There is the “100% Organic group”, the “All Naturals”, and the much looser “Mix and Match”. More of a hybrid approach.

Bulwark’s stance, forget the label and the hype, we know and have always known that the customer wants the most effective and the safest pest control solution. If you label green as using the most effective solution with the least amount of exposure to families, children, pets, water, and the environment then you can label Bulwark Green. Bulwark began its service with an in-wall treatment plan, no baseboard spraying, and using products that had been used and proven in agriculture pest control. Bulwark was one of the first pest control companies to feature EcoSmart products. Bulwark has always been aware of a customers concern about the safety of their family. Bulwark has always tried to do what we feel is best for the environment. Call it what you want. If you ask me, yes were are green, always have been a shade of green,… and a very dark green if you look at the logo…

and getting greener.

Always moving, always improving. Or as our employees have so lovingly phrased it, “Bulwark means Change” … The world is evolving, shouldn’t your pest control?