How To Deal With A Tricky Market
-
Hi,
I hope to get some advice from some of you here. I have picked up a client in Scotland that owns a pretty large Taxi firm, however, they are competing against a much larger competitor. BUT I am thinking digital marketing rather than rankings here. My client has a great iphone app for booking and car tracking and in car card payments that no other competitor in the area has, or is willing to invest in. They also have a fleet of executive cars.
The company do have facebook and twitter accounts but do not use them properly YET. The company want to make the most of there recent huge investment and digital is where they want to improve their marketing efforts.
I would like to know peoples opinions on what they should do to get the company more business through digital means. The way I can see it is to get more people to know about the app and ease of bookings. But, how to do this is my question. Twitter ads and facebook ads I imagine are a good way, with an incentive. But I would also like to know if any people have any recommendations.
Thanks
-
Some more ideas:
- Track miles taxied and give bonus free miles
- Refer a friend and get free miles
- SEO: ask them to leave a review after they got a ride
- SM campaign: selfies in the taxi (#supertaxi or something)
I guess my general train of thought is to trade social media engagement for free taxi fares.. get people talking about the service and how easy it is to use.
Fun project, enjoy
-
Hi Oleg,
Thanks so much for the reply. Really helpful points, especially about the share ability in the app.
Target demographic is generally local Taxi users, currently the general consensus is that the company does not operate from a certain town and we have to let people know that they actually do.
The executive hire part of the company we can work more with SEO as people tend to search around for pictures and information of the actual car they are going to receive.
Thanks
Mark
-
Who is the target demographic?
Random thoughts
- Go heavy on social media, especially during big events/holidays (get picked up from airport, avoid drinking driving)
- Download the app for a chance to win a free limo tour
- SEO - write about places to go in the area, share stories
- Make sure the app makes it super easy to book > share + after they actually get picked up/dropped off > share
- g/fb/twitter ads
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Google for Jobs, Dublin, Ireland market
Hi Moz fans, I face an issue with Google for Jobs, Dublin, Ireland market.
Local SEO | | Mª Verónica B.
My client, a local job agency lose rank, his posts appear mediated by other big job companies who have high DA, over 60, client has less than 30 DA.
Any ideas?
Thanks in advance. Mª Verónica1 -
Free Local Search Marketing Tools You're Using These Days?
Hello to our wonderful community here! I'm updating an old list of free tools to use in a local search marketing campaign. The original list was created before there were quite so many paid tools in our industry, and it definitely needs an update! I'd like to ask, are there free tools you find yourself using these days in marketing local businesses? These could be related to any aspect of your campaigns. I'd love it if you'd share your favorites with me, especially if they are things you feel others might not be aware of but which are working really well for you! Thanks for any suggestions you can provide.
Local SEO | | MiriamEllis1 -
Going from a national to local marketing strategy
I started my graphic design business (imageco.com) after the dot com industry collapsed in 2001 and there were virtually no jobs to be found, I focused mainly on logo design and ultimately figured out a way to drive quite a lot of traffic to my site by the means of creating directories for printers in every major city in the US. It worked exceedingly well for many years but eventually I had a lot of copycats use this technique and ultimately it pissed off quite a few designers around the country and I was reported one to many times to Google and was forced to make some changes. So I dropped the directories and redesigned my site and stuffed as many place names in the site as I could so I wouldn’t lose all my traffic, it worked for a while but ultimately my site has drifted further down in the serps and with the advent of Google Local my traffic pretty much disappeared. Furthermore with the surge in crowdsourcing businesses like 99designs the value people placed on my logo design services dropped to a point where there just wasn’t much reason to go after a national market anyway. I’m not proud of how I built my business but I don’t make any excuses for it, I had a mortgage and a family to feed so I did what I needed to do. I’m now at the point where I’ve decided my best option is to move away from logo design and redefine my business as more of a visual identity/graphic design company and go after the local market. I live in the Seattle area, Bellevue to be specific and the economy is such that I know there is a ton of local opportunity that I'm missing out on and I want to focus my marketing efforts here. My question is what is the best way for me to do this? I focused mainly on logo design for nearly 20 years and my keywords are built around logo design for which I still hit fairly well on but I need to expand my offerings and want to redirect my efforts at turning up on local searches for other terms like graphic design, web design, print design, etc. I don’t necessarily want to instantly drop all of the landing pages I created for logo design because that is still where the majority of my business comes from but I’m fairly certain that these landing pages have me Pigeonholed as just a logo designer. Do I need to delete everything and start completely from scratch or is there a less extreme approach to making this kind of transition? And once I do make these changes what might be the time frame for turning up better locally? I’m in the process of redesigning the site, updating my portfolio and writing all new content and could really use the advice of this community. Thank you!
Local SEO | | Imageco0 -
403 to filter markets???
Hello! I was running an exercise to investigate the market around the main keyword "Retail recruitment" just for the US. Looking for key competitors, I've found one of them blocking traffic from any other sources but USA. When you try to access that site from any other country it returns a 403 error code. I think the only reason for doing this is to avoid big companies globally based to actually find them or study them in order to compete. The URL I'm talking about is http://www.c2recruitment.com/... What do you think? Would be another reason to do so? I also wonder if they are doing that just to avoid undesired traffic in general as it's a kind of market with high amount of impressions but low CTR. Third theory is that there's some SEO black-magic-for-local-seo-trick I'm missing. Any thoughts?
Local SEO | | Avature.Marketing0 -
Digital Marketers Take on Traditional Advertising (Billboards, Radio, TV, etc.)
So I have some questions (probably more of a discussion really) about how to do traditional advertising in 2015. I started working with a local company that has done very well for themselves throughout the years but has lacked in the digital marketing space. Today we are doing a lot better digitally and I have been put in a position that will also affect how we do traditional...which I've never really done before (I'm a digital marketer so why would I?). Here's my question (or discussion item): If we have always done radio jingles (include Pandora here too), cheesy commercials, and traditional billboards and they seem to have done well through the years should we keep doing those? I have 2 issues here as a digital marketer: I have virtually no data on people that see or hear our advertisements because there isn't an Analytics platform for the real world. This means that I can't stay with them, better their experience, or nurture them along the way with my advertising. My thinking here is that I want to get them to my website then -- Please correct me if I'm wrong or if there are other ways of thinking for this out there that make sense. I want to test test test these jingles, commercials, and billboards but I'm unsure how to. How can you tell what's working and what's not? Also, are there others out there doing things like this that can at least show me that jingles work (or do not work)? My impression is that they work because people remember the cheesy jingles and such but also that they don't work because everyone's take on them is "they are so annoying!" -- Again, please shed some light here and correct me if I'm wrong in my thinking. My final note here and MAIN purpose for posting here is because I want to change the way things are done with traditional. It all seems to be the same thing over and over, and I want to get creative with this and push the limits. This is why I have turned to the Moz community, because I think we have those types of minds here.
Local SEO | | HashtagJeff1 -
How to market web design and SEO company locally
Hello, I'm looking for easy (yah right, correct?) ways to market locally my web solutions company. I do web design, E-commerce web design, and I start informational and E-commerce companies for people starting at $1000/month - only new companies, later I'll do a little more E-commerce stuff. Looking for inexpensive, fairly easy ways to market locally. Thanks!
Local SEO | | BobGW0 -
Benefits of "Buffer Websites" Marketing for Real Estate Firm.
A local seo firm has approached us and mentioned that we should incorporate something called buffer websites into our SEO. I work with a Houston based real estate agency that sells single family homes. In a nut shell they suggested that we create 5-10 separate standalone websites that each have 40-50 pages of unique copy for specific targeted keywords of our choosing. The idea would by that all these websites and copy would all point back to our main website and help generate substantial traffic. This concepts seems to have been a couple years ago and now sure if we should go this route. Would we be better off just building unique copy on the main site and not focus on the 5-10 websites we would need to deal with? C
Local SEO | | RETEX0 -
How to market locally for a national brand?
I just got a new client that offers travel information for cities throughout the US and Canada. They have a specific page set up for most locations. I want to promote each page for that community, but the task is very daunting, as you could imagine. It's almost like having a separate client in each city. I've optimized the title tags, meta descriptions, content and so forth, but that's not enough. Engaging in a backlinking and social media strategy for each location is insane - I wouldn't have enough time in the day. Looking for off page promotional ideas that can be scaled nationally. Does anyone have a similar situation with a national brand, or any ideas you'd like to share?
Local SEO | | Masbro1