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Search Engine Marketing
Copywriter: Matt Roberts, Group Account Director, YouCom Direct

Every street is local to the people that live there


Every street is local to the people that live there. Focusing online content on local keywords generates more search results with Google’s algorithm favouring localised sites. This approach is required on each site that lists your store. Online directories are effectively duplicates of your own store pages. But, vary the content and these won’t be seen as duplicate pages, instead search engines will categorise them as ‘additional pages’ (new content). This means more search results for your brand on page one of a Google search and less of your competitors. Inserting local keywords into your store page’s title / meta description tags is the first step toward local ranking.


Your localised content should focus on long-tail keywords to delineate your site


Your localised content should focus on long-tail keywords to delineate your site. Long-tail keywords will help the store page rank higher than a generic keyword which have much more competition. ‘Storage Greenwich’ may describe your service and local area, but ‘Best storage company in Greenwich’ will have less competitor noise and be more likely to reach your sales market. Don’t forget the meta description tag is truncated in search results if too long, so for geographic keywords it is better to insert them as near the beginning of the tag as possible.


The Itsukushima Shrine (also known as the floating torii gate) is example of localised content


The Itsukushima Shrine (also known as the floating torii gate) is one of the most famous landmarks in Japan (shown above). Localised content that can be displayed on your store pages and your online directory listing pages alike should contain information relevant to the local area.  Detailing nearby local landmarks is perfect for this goal.  But content marketing management is (relatively) easy once you get going / have experience.  For instance, have you considered adding testimonials from local businesses you’ve served?  Suppliers or SME customers are often very willing to provide a testimonial and that is like gold to Google searching for local content in a search results page.


Before producing localised content for your store area, identify your target audience

 

Before producing localised content for your store area, identify your target audience. Ask your store managers to interview customers face-to-face. Those interviews themselves can provide additional local content for that store.  Google’s Keyword Planner is a great tool to measure search volumes for the keywords that were identified out of that customer research.   If you’re lucky enough to have people willing to link back to your store page either via their personal blog or review, make sure you have content that is worth shouting about to give them reason to do so.  Some tool that represents an advantage over your competitors or at least appears new to customers will do that job.


 

Such a tool for localised content could be a virtual tour where blog writers or reviewers can discuss your industry in general and then give an example of how people can now walk around a store to answer their questions without even visiting.  Such a tool is newsworthy and worth writing about, relevant to both the readers and to Google. 



Becoming active in your local town or village will also generate ideas for localised content, so you can be authentic in your writing (no one else will have that content and the same keyword search terms that you know your customers will use to find your service, will be ranked higher within that content due to its originality).


Hosting local events is one such example of being active in your local community


Hosting local events is one such example of being active in your local community.  If your store has a lot of space that will lend itself to the activity nicely.  If the local event is charity related you will also generate natural, original, localised content for your store page.  Attending local events or sponsoring local events are other ways to cultivate your community inclusion.  Now we know we are creating local content to rank better in a search engine.  But don’t forget, the main idea should also be to position your brand in the local community.  For that reason, it is essential to publish strategic content on different media channels.


Links to high page authority sites increase your ranking

 

Social media should be your main channel highlighting your community activity and linking back to your store pages that display it. But good high-ranking local landing pages will add to this and accelerate the results of your hard work providing excellent localised content.  YouCom Direct have a strong partnership with a local landing page company to achieve just that for our clients and priced on performance (so the only cost being when customers click through to your store page from the localised landing page or make a call to your store).


 

Local search marketing works best when utilising store page assets such as your own local research and statistics. For example, you have customers, right?  So, you record sales history.  From this you can glean sales patterns, data trends.  You are sitting on your own gold mine of data.  So, analyse this (or give it to an agency to do it for you) and put the resulting statistics on your store page (localised content derives from such data). By doing this you are creating the opportunity for bloggers and local media outlets to reference these statistics and create new backlinks for you naturally.

Our social media marketing gains 1,000 new followers a month

As a specialist agency in directory advertising, contact us for more information on building localised content, circulating localised content via online directory networks, connecting to high page authority bloggers for natural link building and for social media marketing that gains 1,000 new followers a month (see our own Twitter).  All of our services are paid by performance with a cost per customer lead or cost per click (i.e. pay-by-results performance marketing). So, you only have to supply an advertising budget when we perform.

 

Follow the YouCom Direct news posts to see the next developments.

 

Our Twitter news

Our Google Places

Our Tumblr news

Our Pinterest news

Our LinkedIn news

 

Required reference:

YouCom Direct News Article, Jan 2019, London, ‘Localised Content’.

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Data Marketing
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct

Everyone wants to personalise their look

 

Everyone wants to personalise their look.  E-commerce has for a long time seen the benefits and value to data personalisation. Amazon and Tesco are famous online sellers who collect vast amounts of data on customer’s purchasing patterns. They analyse recency and frequency of purchase, behavioural trends and patterns. These are used to power their offers and suggestions to sell you more things. ‘Bricks & Mortar’ sellers, often struggle to replicate those successes (with exception to those that do well on both like Tesco). In 2018 we have identified a shift in understanding with physical retailers making changes to introduce personalisation practices.



70 percent of retailers are personalising the in-store experience

 

According to one research company, 70 percent of retailers with a physical store presence are now personalising the in-store experience to compete with their online counterparts. Let us introduce ‘Facenote’, a machine learning AI software that recognises your customers using face recognition techniques. By personalising the customer service, briefing sales staff to personal preferences and tracking their needs, such software can lead to greater customer loyalty and retention as well as upselling benefits.


To register, brands invite their customers to be identified by texting their selfies

 

The software requires only a simple webcam or regular security camera.  Its algorithms allow for customer recognition and identification. Shoppers can then be welcomed by name, and staff on the sales floor can be briefed on each customer’s personal preferences and purchasing habits. In-store product recommendations can then be personalised in the same way that Amazon does to you online.  To register, brands invite their customers to be identified by texting their selfies or sharing Instagram images.


Amazon uses algorithms to personalise user’s homepages

 

A study by salesforce found that 52 percent of consumers would switch from a brand that doesn’t personalise their marketing communications.  This is why Amazon uses algorithms to personalise user’s homepages with product recommendations based on previous search and purchase history. When you read this, you think “makes sense”.  But the majority of retailers have a simple one-size-fits-all generic homepage for all logged-in users, irrespective of age, gender, behaviour, disposable income etc.


85 percent are likely to buy from a personalised mail order catalogue

 

The real winners in marketing are those who personalise a service or product leading to add-on sales, upselling and organic growth.  Scotts of stow are a growing mail order company who succeed with catalogues littered with the recipient’s name making various products more appealing.  Consumers will open the catalogue and see a doormat with their family’s surname on it for example and are 85 percent more likely to buy it as a result.  More than this, they do it extremely well making it seem less like a Photoshoped digital makeover and more like it is a real selling product that everyone else is buying.


Netflix know if you haven't seen this film

 

Netflix are one to do similar and of course they use the latest AI technology to assist their algorithm analysis.  For example, if they know you haven’t yet seen Knight and Day with leading actors Tom Cruise and Cameron Diaz, but you have watched many other Tom Cruise films, they will tailor the film cover in their ‘recommendations’ to show Tom Cruise.

If you watch Cameron Diaz films, you will see the Knight and Day film cover with Cameron Diaz on it.  It is clever marketing that is (relatively) simple to do and (relatively) cheap (brands don’t need to buy billboard adverts for example, simply use existing data to personalise recommendations that lead to more new sales).


Trademark Logo


YouCom Direct specialise in this same approach to business listings by personalising content based on geographic area and even consumer past purchasing history.  We use all the data our clients can share with us (after our usual NDA agreements to protect privacy) to tailor those natural search results showing in Google that originate from business directories.  We have seen a provable uplift in response rate as a result.  To discuss personalisation in more depth contact us on contactus@youcomdirect.co.uk

 

Follow the YouCom Direct news posts to see the next developments.

 

Our Twitter news

Our Google Places

Our Tumblr news

Our Pinterest news

Our LinkedIn news

 

Data Source:

              https://facenote.me/ 

 

Required reference:

YouCom Direct News Article, Dec 2018, London, ‘Personalisation’.

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YouCom Chatter
Copywriter: Matt Roberts, Group Account Director, YouDirectories

Elisa sits by her proud pumpkin cat!

There are a lot of talented pumpkin carvers out there and in this article we present some stunning and funny designs from our mystery shoppers and publisher/supplier contacts. First Place – (Photo above) Elisa (or Eli) helped mummy and daddy make the pumpkins this year including a very clever cat pumpkin that looks like her top!  WELL DONE ELI !  

Elisa’s mummy, Hasnaa, carved this Owl

Elisa’s mummy, Hasnaa, carved the Owl in the main photo, shown close up above;    

Elisa’s daddy, Robert designed these masterpieces

Elisa’s daddy, Robert, went a little crazy with some fabulous and very talented efforts (clown and Alien) and although they had to be destroyed after Elisa had a nightmare the night she saw her daddy’s scary artwork, it was the combined family efforts that wins first prize of £25.00    

Elisa’s daddy, Robert created these fantastic efforts

And the same pumpkins in the daytime proves they’re genuine.    

Mr K prefers to make a monster face than use a template

Second Place – “Mr K” is the cool superhero name of Eileen’s 9-year-old.  Mr K prefers to do a monster face than use a template.  Excellent Pumpkin grimace Mr K.  We look forward to what you create next year.  But it wasn’t only Mr K’s Pumpkin that won second place…    

Eileen’s original Tinkerbell Pumpkin created using a drill bit

It was a family effort again that won second place with Eileen’s original Tinkerbell Pumpkin created using a drill bit.    

Eileen’s Pumpkin created using a drill bit

And Eileen’s second attempt of a very pretty pumpkin (isn’t Halloween supposed to be scary Eileen?).  So, Eileen and Mr K win £15.00 for 2nd place.    

Third Place – goes to Dani for this Batman and Superman inspired effort

Third Place – goes to Dani for this Batman and Superman inspired effort with crazy teeth pumpkin in the background.  But this image alone wouldn’t have won without a little help from our furry legged friends…    

Bat girl and Spider Dog to the rescue.  Dani wins 3rd place

Bat girl and Spider Dog to the rescue.  Dani wins £5.00 for 3rd place.    

Lucy and her son Tyler are missing Disney and carved a Mickey Mouse Pumpkin

Lucy and her son Tyler are missing Disney and carved a Mickey Mouse Pumpkin.  Mum and son also carved Goofy, but the photos didn’t come out so well.  However, this effort judged with photos that we can’t upload, wins a duplicate third place prize (technically 4th place) of £5.00.  Well done Lucy and Tyler!    

Louisa's boys Oliver and Benjamin win the special prize

Group Account Director Award – Louisa’s boys were very keen for her to send their pumpkin efforts again this year.  The glitter pumpkin on the left is the work of 3 year old Oliver.  The scary face on the right is by 5 year old Benjamin!  Well done Benjamin!  They win the special Group Account Director award of £7.00    

Louisa's husband creates a special pumpkin tribute to Mansfield Town

Louisa’s husband and Life-long Mansfield Town fan sneaked his own design in between the boys pumpkins late one night, a carefully crafted pumpkin showing he’s a real football fan (no prawn sandwiches for him on match day).    

Petra created a colourful pumpkin with help from her 3-year old

One of our favourite pumpkins for cuteness factor was submitted by Petra having first been drawn all over by her 3-year old.  Very colourful.    

Laura’s daughter Sophie age 3 years helped her mum make the cat pumpkin

Laura’s daughter Sophie age 3 years helped her mum make the cat pumpkin and was very insistent on how it should look (an agency creative director in the making there).  Laura’s son Alfie, age 6 years, made the other pumpkin all by himself!  Well done Alfie!  And a very cute mini-pumpkin made by Alfie too.  We’ll be sending mummy some equally cute finger puppets because we’ve run out of cash prizes.    

Marie runs a creative and engaging blog and sent in this clever design

Marie runs a creative and engaging blog and sent in the above.  Excellent effort by Marie and family and worthy of highlighting here.    

Jackie made her first pumpkin for ages after her children previously made them

Jackie made her first pumpkin for ages after her children previously made them.  Placed at the entrance to her house by the looks of it, this spooky chap will scare off trick or treat visitors!    

Afra’s Owl pumpkin is uniquely adorable

Afra’s pumpkin is uniquely adorable.  Made with her 11 year old daughter who absolutely loves owls, this ‘Owl Pumpkin’ with it’s slightly odd eyes will bring a light and a laugh to even the darkest night.  And as Afra says, how many pumpkins do you see with feet?  Well done all!    

Hannah’s son Jaxon (with a little help from dad) carved this one

Hannah’s son Jaxon (with a little help from dad) carved this and clever mum made pumpkin soup for tea.    

Simple yet slightly sinister pair of pumpkins from Laura B

We end this year’s competition with a simple yet slightly sinister pair of pumpkins from Laura B. Thanks to everyone who took part.  Always remember if you’re making something anyway, give a competition a go, you might just win!   Follow the YouDirectories news posts to see the next developments.   Required reference: YouDirectories News Article, Oct 2017, London, ‘Pumpkins 2017.
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Data Marketing
Copywriter: Lee Bratton, Senior Account Manager, YouDirectories

Love your data and it will reward your brand

Love your data and it will reward your brand.  In such a competitive global economy, data marketing is necessary for every organisation.  For local search advertising, the data brands have about their customers enable better keywords and rich content for improved Google results.  Data marketing can be split into two parts.  Historical data and predictive data.  Historical data most companies have (even if they don’t collect it very well).  It will include the name and contact details but also buying recency, frequency, monetary value (RFM); interests and other transactional data.  Predictive data will look at customer geo-demographics, lifestyle, propensity to respond to different offer types etc.  

Data Gathering should be a precise exercise

But brands can’t just gather data for the sake of it.  Companies must learn to ask the right questions.  Agencies will generally help marketing managers define the information they need because they work on many different brands all wanting to increase market share from brand marketing or performance marketing.  Here are some examples of ‘brands’ that know the data they need to meet their goal.  

MI5 use sophisticated computer programs to analyse data

MI5 will be using sophisticated computer programs to analyse social media feeds, CCTV cameras (where other systems interact like number plate recognition software), Oyster card data and many more, that will help their goal to keep us safe from terrorists.  

Tesco pioneered the use of supermarket data marketing as we know it today

Tesco pioneered the use of supermarket data marketing as we know it today with the first widely applied loyalty card.  They know what you buy, what time of day (or night) you buy, how frequently you buy, what promotions are successful for you and how your eyes look around a store.  They can then combine this with social media groupings to alter buying behaviour.  As consumers we are all happy to participate because stores like Boots give us good rewards.  But woe betide you buy hair loss gel for a friend, because you’re going to receive a lot of hair loss promotions over the next six months!  

Social Media sites like Facebook have face recognition software to analyse data

Social Media sites like Facebook will have similar face recognition software to the security services and are (as you read this) even now analysing your photos to find you ‘friends’, people who look similar to your family and friends which may make you click to connect with.  They also use contextual data targeting.  Announce to your friends you are getting engaged and advertisers searching to advertise wedding services will suddenly have you added to their list of targets to receive their advert.  Now you are bombarded with wedding photographer adverts (or pre-nuptial solicitor services for the more cynical).  

YouDirectories Logo Registered Trademark

It means ‘they’ really do know everything.  If the data is used for performance marketing, which YouDirectories specialise in, then the data will help generate better keywords and rich content to ensure directory listings appear for the most relevant searches in a certain store radius.  This will also mean competitor search results are pushed down the page and often to page two, so it has an added bonus.  Targeted copywriting in directories increases calls, click-through-rates (CTR) and improves conversion rates from call to sale and from click to sale (the latter being notoriously poor).  To learn more about how data marketing could work for you, email us below.     Follow the YouDirectories news posts to see the next developments.   Glossary: CTR – Click-through-rate RFM – Recency Frequency Monetary Value   Required reference: YouDirectories News Article, Sep 2017, London, ‘Data Marketing’.
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Data Marketing
Copywriter: Matt Roberts, Group Account Director, YouDirectories

Design Personalisation makes our clients adverts stand out from competitors

At YouDirectories we focus on something called ‘Design Personalisation’.  We tailor client’s advertising to show accurate local content for stores, but we also have specifically designed adverts for a local audience and personalised messaging.  These adverts have a design that is unlike anything you normally see in Yellow Pages or online and will create customer engagement to drive higher call volumes (as you can see from these images).  

A YouDirectories Advert will engage your customers

To understand the ROI from marketing design personalisation, we should first look at hospitality marketing.  Hospitality is a collection of supplementary services that adds value to a purchase by treating customers like guests, providing amenities that anticipate the person’s needs during their interaction with the service/product provider.  Hospitality marketing ensures employees treat customers as guests, greeting them with pleasure when meeting them for the first time and when old customers return.  They are creating a personalised experience for each customer.  This creates brand loyalty in a fractious marketplace.  Pret do this very well.

Pret rated the highest on personalised interaction with customers

A survey of 4,500 consumers by Market Force, asked consumers to rate their satisfaction with their last experience at a coffee shop and how likely they would be to recommend it to friends. The data was averaged to rate each company brand on a Composite Loyalty Index.  Pret also rated the highest on seven of the eight critical drivers of satisfaction, primarily driven by ‘friendliness of staff’.  Courtesy for customer’s needs extends to all forms of marketing communication.  Face-to-face like in Pret, but also telephone and online interaction.  

Brands realise the importance of customer lifecycle marketing

Brands realise that the customer lifecycle is more important than short-term sales and seek to build customer loyalty to gain repeat business and upsell opportunities.  In the USA, hospitals make a lot of money from people because they don’t have a national health service free at point of use like in the UK.  They know the reason most families start using a hospital is to give birth and with so many birthing centres and hospital, they face stiff competition.  Stiff competition and a service/product that opens the door to further ‘sales’ opportunities will require hospitality marketing to make that service or product more personal to the customer.

74 percent of marketers know personalisation is good for business

To gain new customers, brands seeking to deliver hospitality marketing messages do so via data personalisation.  According to an Econsultancy study, 74 percent of marketers know personalisation is good for business, yet the same study reveals only 19 percent of marketers are actually using personalisation.  BMW improved sales conversion rates by 30 percent by personalising their media messages with customer’s first names.  BMW know that your brand begins to have added value in the customer’s mind when you design the adverts to create engagement via tools such as personalisation.  

YouDirectories Logo Registered Trademark

The search for competitive advantage in mature industries will come down to not where you advertise but what and how you advertise.  The creation of value-added services and supplementary services to make your product/service/brand stand out from the competition.  Managers must be aware of selecting the right mix of supplementary services and the right agency will help you to do that.  YouDirectories won’t just list your store details on websites with high user numbers, we focus on ‘personalising’ your store data to become relevant to the customer on a local level.  Good Design Personalisation is an effective form of local marketing.   Follow the YouDirectories news posts to see the next developments.   Data source: Survey by Market Force, a leading global customer intelligence solutions company.   Required reference: YouDirectories News, Jun 2017, London, ‘Personalisation.’
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Consumer Behaviour
Copywriter: Lee Bratton, Senior Account Manager, YouDirectories
Marketing Tips by YouDirectories Many local business’s today are overwhelmed by the variety of local marketing choices available across desktop, mobile and tablet platforms. Many don’t know where to start which is where these marketing tips help.   At YouDirectories, we understand how every local business is trying its utmost best to attract as many local customers as possible. We can help businesses outperform their competitors through local search optimisation and directory advertising. Marketing Tips by YouDirectories Accurate & Accessible Information One of the most important aspects of local search is ensuring that your businesses information is consistent, accurate and accessible throughout the web.
  • 50% of business owners have listings for their business that are not accurate.
  • 70% of business owners say they don’t have the time to manage listings on all of the sites that consumers use.
  • Only 23% of business owners have a good sense of how listings drive traffic to their business.
  If your business information is outdated or appears in different ways in different places, it will not only lower your visibility in search it will make it difficult or even impossible for potential customers to find you.   Marketing Tips by YouDirectories Optimise Your Website Make sure that potential customers can find your business in search by listing all relevant information in the website title. Create individual pages for each business location as well as each product or service your business offers. This will raise the visibility of each in search, making it easier for potential customers to find exactly what they’re looking for. Use keywords and phrasing that potential customers are most likely to use. Include basic business name, address and phone number information on every page of your website. This not only boosts SEO, but also makes it easier for a potential customer to contact or visit your business.  We recommend more than this of course for a website needs a UX focus but these are the basic tips.   Marketing Tips by YouDirectories Mobile Friendly One of the biggest mistakes your business can make is not optimising its website for mobile. 50% of local searches are carried out on mobile devices. If a potential customer attempts to access your website via mobile but is interrupted by pages not loading, sizing issues or the inability to find information, they are more likely to go back into search until they find one of your competitors. 70% of mobile searches lead to online action within an hour. Mobile users that find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop. Why? Because mobile users are on the go. When a consumer grabs their smartphone to search, they have a specific intent in mind.   Marketing Tips by YouDirectories Visual Content A picture is worth a thousand words, and when it comes to capturing your audience’s attention, you want to take full advantage of every chance to communicate your message. Consumers today are attracted to photos and engaging videos, they also help to boost website SEO and improve visibility for local listings. Studies show our brains not only process visuals faster, but they retain and transmit much more information when it’s delivered visually. According to Brightcove, video on social sites generates 1,200% more engagement than texts and images.  Imagine what this could do to your business listing on a directory site?  But you need the right sort of video so talk to us to get it right.   Marketing Tips by YouDirectories Don’t ignore reviews If you want your business to appear prominently for localised searches, then you will certainly need to consider how your customers are able to leave reviews for your business online. The importance of accumulating genuine and honest reviews is increasing. People are looking for reviews on local businesses to determine if they are exactly what they want or try somewhere else. Customers are now sensitised to write reviews and publish them, especially after a positive service and experience.   For 7 out of 10 consumers, positive reviews inspire trust. This highlights just how important they are for a local business, and it’s clear that reputation management is something that cannot be ignored.   Marketing Tips by YouDirectories Over 20% of searches on Google today are from users who are looking for local information and 97% of all consumers are going online to look for local companies. Using the above tips can really help to engage your customers. 83% of people doing online local searches then continue on with a number of actions offline such as phone calls, emails, visits or even purchases. What’s interesting is how consumers are researching online but buying locally.   Contact us to discuss how we can help you enhance your customer engagement using the above great tips and much more! Follow the YouDirectories news posts to see the next developments.   Glossary: UX – User Experience SEO – Search Engine Optimisation Required reference: YouDirectories News Article, April 2017, London, ‘Local Marketing Tips’.
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YouCom Chatter
Copywriter:  Senior Account Executive, YouDirectories
Pumpkin Entry: Master Benjamin Fryatt, son of Louisa Fryatt (with help from Daddy)
Photo Credit: Master Benjamin Fryatt, son of Louisa Fryatt (with a little help from Daddy)
  When is a pumpkin not a pumpkin? When you drop it; then it’s squash!  🙂 Pumpkins are pretty hard to ignore. After all they are huge and a lovely bright orange. You can find them just about everywhere this time of year, from your front porch to your daily latte. In the spirit of Halloween celebrations, we asked our mystery shoppers to enter a competition with us. We want to thank everyone who took part, we had a lot of fun looking at all the ways people can carve a pumpkin!  There were scary pumpkins and funny pumpkins, pumpkins with amazing animals carved and pumpkins with bugs on top, even a pumpkin that looked like Peppa Pig! They were all absolutely brilliant, we found it very tough to pick a winner, but we had to choose. The winners are as follows:
(don’t forget to click on the image to see a photo description)
  Elite mystery shopper Olivia Hack wins 1st Prize! First Place – Olivia Hack for this outstanding tiger. Olivia is one of our elite mystery shoppers, if you want to know more about becoming an elite mystery shopper contact me via the website contact form.  Olivia wins £25.00   Mystery Shopper Viki Marden wins 2nd Prize! Second Place – Viki Marden, this one scared us!  Viki wins £10.00   Maya Morgan's "spooky face" and personal effort wins 3rd place!  Well Done Maya! Third Place – Rebecca Morgan, we couldn’t resist Maya Morgan’s adorable smile (while trying to look spooky) and the amazing effort that she did on this pumpkin.  Maya wins herself £5.00 to spend on her favourite sweets (with mummy’s approval of course!)   Jemma McGowan wins the special group account director award for a memorial day pumpkin in honour of our fallen heroes. Competition’s don’t have a fourth place, but we have a Group Account Director Special Award and that goes to Jemma McGowan for a Poppy Day Memorial pumpkin in honour of our fallen heroes.  The special award wins £7.00  

Congratulations to the 4 winners!

Here are a few other entries that were on our shortlist but just missed out. Luka showed her brother a thing or two when it came to pumpkin carving and Mario added a boys touch for this Pumpkin dinner guest! The Larkin family made this one; “Luka and Mario loved carving pumpkins but it turned the pumpkin’s stomach.” (Luka showed her brother a thing or two when it came to pumpkin carving, but Mario added the boys touch of sauciness to this dinner guest)   Caitlin Teo made this scary cat! (mystery shopping mum Eileen supervised) Mystery Shopper Eileen Teo’s daughter Caitlin made a scary yet cute cat:   Kieran Teo made this scary pumpkin! (mystery shopping mum Eileen supervised) Mystery Shopper Eileen Teo’s son Kieran created this one, the triangle eyes are great:   Emma Easton's effort scared everyone in the office, we even had to get it approved to publish! hahaha (precision carving skills) Mystery Shopper Emma Easton, very scary!:   Florinela Nedelcu's beautiful Halloween cat is a well deserving entry (we can't wait to see next years...) Mystery Shopper Florinela Nedelcu, cute kitty, the whiskers are great:   George Laws and Son send us a stern faced pumpkin from Scotland Mystery Shopper George Laws, the eyes make this one look extra evil:   Georgia Knight makes what must be the prettiest scary pumpkin with this lace-style effort. Mystery Shopper Georgia Knight, the crosses above the eyes look like stitches eeeeek!:   Jacinta Zechariah's stunning designs seem to float in the air Mystery Shopper Jacinta Zechariah, such an excellent effort:   Katie Shacklock's Day of the Dead style entry has soft-touch lighting elegance, a Tim Burton touch of artistry. Mystery Shopper Katie Shacklock, the bug on top is just class:   Katy Mitchell's pumpkins made us laugh.. (the poor left pumpkin...) Mystery Shopper Katy Mitchell, the one on the left looks afraid of the one on the right haha:   Kerrie Haywood produced a stunning Witch pumpkin with this photo Mystery Shopper Kerrie Haywood, wicked witch:   Another intricately carved Pumpkin by Kerrie Haywood Another one from Kerrie Haywood, outstanding effort:   Lauren Hulme sent us a Peppa Pig special pumpkin made by mummy and daddy for their daughter (clever daddy!) Mystery Shopper Lauren Hulme, this was made by her husband for their daughter who is Peppa Pig crazy:   Our mystery shopper Leyla Preston has a wonderful blog (www.motherhooddiaries.com) where she shows her creative mind like this photo of a cute little pumpkin Mystery Shopper Leyla Preston, we loved this small cute pumpkin:   Scary Pumpkins from creative Leyla Preston! Another one from Leyla Preston, scary pumpkins:   Prize winner Olivia Hack produces a 2nd special pumpkin (this witch ate a lot of mince pies with a slightly large bottom!) Mystery Shopper and first prize winner Olivia Hack, this was another entry that was submitted, the hat and broom are awesome:   Petra Robertson makes Portuguese Jam from Pumpkins!  Now that's creative! :) Mystery Shopper Petra Robertson, not a pumpkin but we loved this entry. Petra makes Portuguese Pumpkin Jam:   Shane Walker knows how to create animated characters with his Pumpkins (cool eyes Shane) Mystery Shopper Shane Walker, the eyes stand out:   Are Shane Walker's Pumpkins  cool or what?  Looks like Disney's Monsters Inc. Another one from Shane Walker, we love the teeth:   Final entry from Shane shows forward planning and perceptual artistry to get the eyes and teeth just right. One more from Shane Walker, this one made us laugh:   Tamsin Mathias shows great talent with this very spooky pumpkin for little Esme (how clever is your mummy Esme?) Mystery Shopper Tamsin Mathias, spoooookyyyy:   Mystery shoppers are keen market researchers and online media experts who undertake a variety of work for our clients and those of our parent company YouCom Media.  Work includes online questionnaires, qualitative studies, focus groups, product reviewers and many more ad-hoc market research work which assists us in supporting our clients and their brands.  We have tens of thousands of online followers and enjoy building a fun online community of new friends and valued members.  This year we look forward to sending all Elite mystery shoppers a beautiful motivational calendar which will be our next event following the Halloween Pumpkin Carving 2016.  Thank you everyone! Follow the YouDirectories news posts to see the next developments.   Required reference: YouDirectories News Article, Oct 2016, London, ‘Pumpkin Competition.
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Advertising
Copywriter: Account Executive, YouDirectories

Superbowl Advertising with YouDirectories

On the 7th February 2016, two National Football League teams from the 2015 season met at San Francisco’s Bay Area, Levi Stadium in California. The whole of North America was excited to watch the Denver Broncos and the Carolina Panthers. Just 71,088 fans watched the match inside Levi’s stadium, but the 50th Superbowl drew the whole world to its glamour, action and of course, it’s adverts and half-time performers.   YouDirectories understands how advertising your business during big events like this offers many benefits. Any company looking to market their business online effectively needs to look at a mix of solutions, including search engine optimisation, an online marketing strategy and to always consider the advantages of online local search marketing.   Superbowl advertising with YouDirectories A 30 second advert aired during the game cost £3.45 million. About 12 days before the event, the advert space was not completely sold. As an advertiser you would look into the statistics behind placing an advert for such an event, for example in 2015 there were 114 million people viewing the game and 47 percent were women. This is significant data!   Superbowl advertising by YouDirectories People who watch the Superbowl do so not just for the game, about 18 percent of adults surveyed claim adverts run during the game is what motivates them to watch the event. 10.3 percent said the adverts influence their buying decisions. Advertisers know they have to put on a show for 30 seconds, but with the Superbowl, adverts also get free publicity across the internet, newspapers, magazines and shows on television. Celebrities are featured in the advertisements and use their millions of followers on Twitter and other platforms to spread the ads even further.   Superbowl advertising by YouDirectories Adverts have to be of high quality, it’s expensive but rewarding for companies that can afford it. For small time businesses, there’s still a chance to reach thousands with an equally effective media campaign without breaking the bank.   YouDirectories uses content marketing and geo-targeting to help businesses stay ahead of their competition. Generating store visits, clicks and calls requires an advertising strategy which engages consumers, exactly what YouDirectories are currently doing for their clients. Follow the YouDirectories news posts to see the next developments.   Required reference: YouDirectories News Article, April 2016, London, £3.45 Million for an Advert’
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Content Marketing
Copywriter: Matt Roberts, Group Account Director, YouDirectories
Creative Marketing Tips by YouDirectories   This article contains bullet point tips for getting more calls and more clicks and more footfall than your competitors and it’s all free by the way.  YouDirectories are an advertising agency who advise clients how to turn around their campaigns.  But we provide that advice freely and it’s available here too.   Creative Marketing Tips by YouDirectories Your website, social media platforms and online business directory listings should all be working hard to help you stand out from the competition.  Because your digital footprint is what will help you sell.  But not every company does that well. Everyone’s looked at their own websites and wondered how is it that the competition is getting better search results, better call volume, better footfall?  The answer in the main is because many brands assign social media or business directory advertising to someone in their organisation who is simply putting content out there and doing little else.  But that would change if they followed this free advice.   There is so much more they could be doing to get their story and their message noticed.  YouDirectories is a local search advertising agency that specialises in getting brands noticed in local searches and we have identified the following ‘tips’ for digital marketing staff;   Creative Tips by YouDirectories Focus on tags Our clients outperform their competition. Period.  Their call volumes are higher than before they worked with us, their stores are more sold out than their competitors and there are many things we add but tags are the quickest big difference we can make.  If you do a Google search on ‘YouDirectories’ and go to Images what do you see?  The same applies to our clients and should apply to your company or you as an individual if you’re writing posts and blogs.  You can’t just throw a lot of tags in there, there is some science behind it, but broadly speaking, any tags are better than none.  Place search tags on all your images.     Creative Marketing Tips By YouDirectories Focus on Keywords It sounds obvious but marketing staff don’t do it enough or as well as they should.  YouDirectories have taken on brands as clients who only had their store address, phone and URL data on their directory business listings (think Yell.com).  What about the keywords? How do they expect to stand out online and achieve that digital footprint they want?  The first thing we do is a full review and identify the keywords the brand should have.  Digital marketing staff need to do the same.  Use the business description, use the heading, use the photos, even use the URL.   There are many different ways to add keywords and alter the local search results in your favour.     Creative Tips by YouDirectories Content Curation (show the love) This is the next big marketing term.  We had content marketing and everyone was talking about that.  Now it’s content curation.  This is where you find another piece of content that you feel is great for your brand and your business or that you feel your customer audience will benefit from possibly unrelated to your business and you share it. You make your social media channels a place where people go to for the best news regarding your industry or their interests.  And that’s the key.  Use good data-marketing techniques to establish the interests of your customer audience. Always make sure you give credit to the source.  This is a new world with an old word and that word is love. Share the love, gain traffic for someone who wrote some great content (if you wish to share ours / this news article, click on the links at the bottom).   Creative Marketing Tips by YouDirectories Hashtags Almost always forgotten, almost always not used well enough.  Many brands have an in-house member of staff, sometimes even an agency, who does some really good writing and engaging content, they put it on social media and it’s lost in space. For Twitter, Google Plus, Google Places, Tumblr, LinkedIn even directories, if you use hashtags, you’ll gain traction. The main purpose of hashtags is to highlight the relevant local search word in each tweet or post. With the right research, all brand marketing staff can find the highest searched hashtags for their industry.   Creative Marketing Tips by YouDirectories Headlines The headline serves as the single biggest factor determining whether your reader will click to read your article or post.  You have to have a headline that draws them into your marketing message. Make it A.I.D.A. related (see glossary at the bottom of this article). Give readers a promise or promotion. Think about what will they learn by reading your message? Why should they bother? Becoming really good at writing headlines is one of the most important skills a digital marketing person can gain and this is one of our most important creative marketing tips.   Creative Marketing Tips by YouDirectories Use different formats Creating quick social media posts is easy, blogging is also pretty good for content creation, but what about video?  What about research studies?  Surveys? White papers? infographics? There are many ways to reach your customer audience. The biggest mistake a digital marketing person can make? (Or rather the biggest mistake senior management can make when they appoint them) is allowing the company to focus on using the platform they are most comfortable with rather than the platform where your customer audience spends most of their time.   Follow the YouDirectories news posts to see the next developments or contact us to speak about your brand and share more good creative marketing tips.   Glossary: A.I.D.A. – Awareness, Interest, Desire, Action (marketing model)   Required reference: YouDirectories News Article, Mar 2016, London, ‘Creative Marketing’.
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Technology
 Copywriter: Matt Roberts, Group Account Director, YouDirectories
Bitwalk sunrise by YouDirectories Imagine being paid to walk.  Every time you walk to the shops, walk to work, walk to school, walk anywhere, someone pays you money.  Well that’s what Nissan Bahar and Franky Imbesi have created and it’s taking the world by storm.   Their mobile app counts and verifies each step you take, earning the walker 1 BW$ for approximately 10,000 steps (about five miles).  Immediately you can see it won’t earn you vast sums quickly, but hey you’re paid just for walking to work which you’re going to do every day anyway.. Bitwalking by YouDirectories The mobile app reports the speed and type of movement as measured by the accelerometer.  However, the total amount a person can earn in one day will be capped at approximately 3 BW dollars (nearly 30,000 steps).  That’s potentially 90 BW dollars a month (£65 approx.). The Bitwalking team have also developed algorithms to prevent users operating multiple accounts.   In 2015 and early 2016, there has been a trend for fitness trackers with Sony, Garmin, Fitbit to name a few all producing wrist bands that monitor how far you’ve walked.  The Bitwalking app just goes that one ‘step’ further by offering an extra incentive to keep fit.  In 2016 a Japanese electronics manufacturer is already working on a Bitwalking wrist band that will let users earn without needing to have their mobile with them.   Bitwalking with YouDirectories There are many potential advertisers and partners for such an idea.  Shoe manufacturers will be quick to come on board, health insurers (think of the advertising campaigns by Prudential life insurance), environmental firms and anyone courting publicity (Virgin are already linked to Bitwalking).   There would be a lot of local search data from all of the users walking around their town or city which potential advertisers could have access to.  This alone would generate the real-dollars needed to get the scheme off the ground.  Foursquare was a directory app which did similar, providing user’s local walking data to advertisers by way of informing them when users ‘checked-in’ to a shop or business.   Concerns over privacy of individual users walk patterns were answered by the co-founder Nissan Bahar who stated “That won’t be for sale.  We may explore offering advertisers the opportunity to focus on different groups depending on how active they are, but we won’t pass on any information relating to individual’s movements.”   Employers could be invited to participate where their employees are encouraged to be healthier and the Bitwalking currency that they earn could be converted then paid in their salaries.   Bitwalking buys coffee with YouDirectories It’s estimated that western world users would earn on average 15 BW dollars a month.  It is unlikely users could swap BitWalk dollars for real money but they would be used to buy goods much like the barter system in place before money was invented.  Businesses that offer free coffees when you buy nine drinks (think Café Nero) could very easily get on board.  Franky Imbesi says “For some Bitwalking will be a free cup of coffee a week perhaps offered by local businesses to encourage people to explore their local shops. For others it could be a game changer, transforming their lives by enabling them to earn and trade in the same way with the rest of the world.”   Bitwalking helps the poorest That is a major point of appeal in the developing world.  Poorer individuals where people have to walk far to go to work or to school or just to collect their daily water, could all see real tangible benefits.  In this way the western world that has long taken part in philanthropic charity events to help those in need, could help the poorest in the world.  Some charity donations never reach their intended recipients due to charity overheads, corrupt local government officials or local gangs who steal food and other goods funded from Western charities.  But if Western companies working with Bitwalking could provide goods that users can exchange for their Bitwalking dollars, those poor individuals would directly receive the benefits.   The online store will sell goods for the same price in BW$ as US$.  Now the 15 BW dollars per month doesn’t seem so low.  $15 is approximately £10.00.  There could be many goods bought for say three months’ worth (£30.00) and all from just walking. Keeping the virtual shelves of this online store fully stocked will be one of the first challenges for the new idea, but so far, so good.   Of course with such a new platform it isn’t available to download in the app store.  It is invite only but YouDirectories hopes you succeed and you can try your luck below; BitWalking Apply Here With YouDirectories

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    Follow the YouDirectories news posts to see the next developments.    Required reference: YouDirectories News Article, Feb 2016, London, ‘Paid for BitWalking’.
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