After passing the billboard on the Westgate freeway several times, I just had to know what the advertising was all about. I mean … a Google search box containing the search phrase “reach mobile Melbournians” had to be somehow relevant to the endeavours of Contact Point!
So I grabbed my mobile phone (hubby was driving so that presented no problem) and typed in the search term “reach mobile melbournians” only to find a collection of random unrelated search results for page after page. Very frustrating! I am fairly of-fey with searching, having been involved in search engine optimisation since it began, so I continued on regardless to find what the billboard was all about. I refined my search to ‘reach mobile Melbournians billboard’ and was fortunate enough to get to the right place. The answer? A big new digital billboard coming into Melbourne City. So the ‘mobile’ in those search terms referred to people on their feet (rather than on a mobile device), and the Melbournians was actually people visiting the heart of the city of Melbourne.
Actually, to be completely honest, this was the second I had searched for this search term – the first time, after passing the sign at a pretty good speed, I searched for ‘reach mobile Melburnians’ because I thought that was how it was spelled.
Today I was glad to have my curiosity satisfied, however it struck me that the effort I was prepared to put in so that I could find the answer to the burning question raised by the billboard surely wouldn’t be the norm, and therefore the cost of that billboard wasn’t capitalised on with a complementary search engine marketing campaign.
If Contact Point had been engaged to assist the promoter we would have recommended the following:
- Write an article or two like this, explaining the meaning of the billboard advertising, and publishing the blog a day before or on the day that the billboard ad appeared.
- Ensure that the blog was well optimised for the search engines.
- Include a custom, short URL in the billboard to help the curious find it.
- Use social media simultaneously on the launch day or just before, to talk about the billboard, pointing to the explanatory webpage, and using useful hash tags to help searchers find it (eg multiple spellings of words if necessary)
- Once the billboard was actually out in the public, take a video of it and post that on the company YouTube account, including appropriate hash tags and including a URL that points back to the landing page on the website.
There’s more you could do if you have budget, but all of the above could be done for very little cost and effort, making it much easier for me to solve my burning question. That’s my two cents worth!
We love helping businesses to grow using technology, so if you are planning to reach mobile Melbournians or Melburnians for that matter, especially through search engines or through the use of mobile apps or a mobile responsive website, feel free to get in touch.by