Will Google Places be an Internet Marketing game-changer in 2011?

Right when many internet marketers, hopeful bloggers and most anyone with a moderate interest in Search Engine Optimization feel they have some basic understanding of Google, the wizards of Mountain View turn the tables by developing something new and radically different. 

Showing up in November, Google Places has redrawn the search results page landscape by listing the top local businesses listed in Google with pinpoints on a map which has now shifted to the right-hand column. 

In the main organic column you'll see the listings for the pinpoints on the map. Several listings can still make it above these listings but that can be sacred ground for search results, as Google has put a stronger influence on its new places environment.

While the number of the new Places set up may vary, I believe the new magic number is 7 - the maximum number allowed. 

But wait there's more, Google Tags. Here's a neat way to add interactive call-outs that can feature one element such a as video, menu or a Web site link. Are Google Tags worth the $25 per month? Try a few months and see how your results turn out. 

So why has Google done this? Take a look around, it makes sense. Mobile internet is no longer wishful thinking, it's taking shape now. In fact twice as many people across the globe access the internet from a mobile devise than a computer. And local listings are becoming huge focal points for the mobile internet.

Besides, how else can Google keep up with Twitter and Facebook? There are some serious competitive rumblings happening since Facebook took over Google as the most used internet Web environment. Plus with Twitter now offering more mobile capabilities, the mobile market is white hot for those who can establish a strong brand.

So what should you do next? 

To avoid being left behind and losing a competitive footing, start your local/mobile marketing planning now for 2011. You don't need to start over, just enhance what you're doing. Here are three free, easy-to-start today, take-aways...

1) Mini-size it

Remember portable devices have a limited viewing area, so refine your mobile presence. Keep graphics and content simple. I hate to say this as a writer, but cut back your copy 30% , then cut it another 20%.

 

2) Keep it simple

No one likes complexity when you're having to type with the very tips of your fingers or scrolling with one of those little "scrolling things". So make sure your navigation is super simple. In other words make every possible path -- a happy path.  

3) Try an app

Don't be afraid. Create an idea or two that takes your brand somewhere new. Then find an app developer. It's less expensive than you think. And resources are out there ready to help. Plus how cool would it be to tell your customers about your new iPhone or Android application!

Is Groupon creating a dangerous carpet bombing effect on some small businesses?

The growth of Chicago-based Groupon has been nothing short of phenomenal. With at least 20 million subscribers in 29 countries receiving the Web company's free daily e-mail, Twitter and Groupon app offers, this is the fastest growing online business in recent memory.

And no wonder. With their unique format, local businesses sign up to be featured in one of their daily specials that go out to subscribers -- all neatly divided into 350 local areas.

These offers are unique and feature very attractive, discounted price points. But there's a brilliant caveat, a certain number of subscribers must buy the Groupon or the deal is off. And that rarely happens, because Groupon brings social marketing to a bizarre new state of online collectivism that is often too tempting to pass up.

From Lasik surgery to yoga lessons, Groupon has become an expert in the art of the unusual deal. The kind of deals that send hundreds, if not thousands of new prospects  to a local business. Oh yes, Groupon gets 50% of the deal for themselves - no wonder they may be worth $1 billion by next year!

But I want to offer a bit of warning and advice to eager Grouponees.

A story about a local dentist caught my attention recently. By offering a $231 check-up exam, cleaning & x-rays for just $49, the small business was overwhelmed with 768 requests in one day! Could you handle 100 calls an hour?

Read the complete story here

Since Groupon splits revenue 50-50, this dentist was only getting about $25 per offer. In reality, most businesses plan to lose money with a Groupon deal. But the hope is that they will gain so many new customers who will return again and again.

That's a nice idea in theory, but businesses planning a Groupon should have some understanding of what they may be in for and how to best prepare for it. So here's some prep...

Three things to consider before Grouponing

1) Get a Teaser Mentality.
Remember the premise of this kind of online promotion is to get attention with a sensational teaser offer. So treat it that way. Try not to set your business up for a disaster by giving away your product or service with the best profit margin. Lure potential customers with something that give them a good taste but wanting more.

2) Prepare and Then Prepare Some More.
Be ready for what could be the fire hose effect  -- many people demanding your offer in a short time period. So be prepared for an influx of calls. Maybe hire a short-term phone service to take calls you can't get to because you don't want to disappoint and have those folks bad-mouth your business to everyone they know!

3) Take Names and Numbers.
It's critical to develop a list to make this effort pay-off. So track all calls, categorize your new customers and then immediately follow-up with another offer to bring those initial trial people back for additional business.

Parting shot: There are smarter, less explosive options to Groupon. Try a simple text blast to existing customers inviting them to bring a friend or neighbor in for a special deal or use Facebook to drive a special offer. There are many ways to share a great deal.

Paul Patzloff is a hybrid creative marketing professional offering strategy and high-value content. His new brand Gravity uses innovative techniques to create online pull that attracts new, qualified sales leads for businesses. Request his new presentation "Feel The Pull of Gravity" by contacting Paul 


Image from Groupon.com

Why Direct Mail is still a winner

Creative, Copy Offer. Pretty basic and very effective. But Direct Respone advertising needn’t be a snooze. I concur with John Ogilvy who said “ you can’t bore people into buying.”

Here's a colorful piece that was part of an integrated for a growing national fitness chain. I like the clean rich imagery and very personal promise for the reader.

See more at paulpatzloff.com