Marketing Role Play: How to use GOOGLE TRENDS for keyword research, product research and content ideas
Apr 03, 2023Episode 6
Katt Wagner
This episode is listenable, but if you want to see the example social posts I created for some of the role plays, check out the YouTube video: https://youtu.be/DDXe2WxUqWg
-- I made this Google Trends tutorial to help you: -Explore practical use cases for SEO and keyword research -Think creatively when it comes to content planning -Improve your marketing strategy without paying for tools.
To do this, I'll take you through three marketing role plays to demonstrate how I brainstorm and problem-solve different situations for different businesses. 🟣 A local restaurant that just opened up and has a lean marketing budget. 🟣 An e-commerce shop doing product research for a paid ads strategy 🟣 A real estate agent who needs marketing ideas to get social and start networking in the new market they just moved to.
Timestamps: 0:00 Why a Google Trends marketing role play is valuable 2:52 Marketing Role Play 1: Using Google Trends as a Local Business (Restaurant Marketing Ideas) 10:24 Marketing Role Play 2: Selling niche products online with paid strategy (Google Ads and Product Research) 14:48 How to use Free Keyword Research Tools to validate Google Trends (Ubersuggest Product Research) 20:35 Marketing Example 3: Real estate role play as a new agent in a new market looking to build referral network
Service & Coaching (Don't see something? Ask! I have services that aren't listed for public booking to help gatekeep my time) https://stan.store/brandhacking
This episode is listenable, but if you want to see the example social posts I created for some of the role plays, check out the YouTube video: https://youtu.be/DDXe2WxUqWg
-- I made this Google Trends tutorial to help you: -Explore practical use cases for SEO and keyword research -Think creatively when it comes to content planning -Improve your marketing strategy without paying for tools.
To do this, I'll take you through three marketing role plays to demonstrate how I brainstorm and problem-solve different situations for different businesses. 🟣 A local restaurant that just opened up and has a lean marketing budget. 🟣 An e-commerce shop doing product research for a paid ads strategy 🟣 A real estate agent who needs marketing ideas to get social and start networking in the new market they just moved to.
Timestamps: 0:00 Why a Google Trends marketing role play is valuable 2:52 Marketing Role Play 1: Using Google Trends as a Local Business (Restaurant Marketing Ideas) 10:24 Marketing Role Play 2: Selling niche products online with paid strategy (Google Ads and Product Research) 14:48 How to use Free Keyword Research Tools to validate Google Trends (Ubersuggest Product Research) 20:35 Marketing Example 3: Real estate role play as a new agent in a new market looking to build referral network
Service & Coaching (Don't see something? Ask! I have services that aren't listed for public booking to help gatekeep my time) https://stan.store/brandhacking
In this podcast, I'm going to role play three practical examples to show you how you can use Google Trends to start talking about the things people are interested in. welcome to Brand Hacking. Have you ever felt like you're stuck in a content rut? Like you can only talk about your business or your industry, and anything outside of that? It's just totally off limits. I used to feel that way too. I thought that as a business owner, I had to stay in my lane and only talk about the things that were directly related to my product or service., but then I realized that some of the most successful brands and personalities out there were breaking this rule. And not just breaking it, but thriving because of it. Take for example, that car repair shop that went viral on TikTok with a video of a bouncing cat. It's Maxwell the Cat, if you wanna look it up. They acknowledged in the video description that they knew the video had nothing to do with their business, and it still captured the attention of tens of millions of people. And then you've got Fortune 500 companies like McDonald's and Wendy's that join in on trending threads on Twitter. Not because it directly relates to their product in any way, shape, or form, but because it's a way to engage with their audience and build their brand identity and recognition and get more social shares. The truth is, sometimes being off topic is gonna be the best way to build a personal connection with your audience because rather than seem like a business in a box that spouts off like a broken record about their product or service 24 7, your brand sounds more human and personified. your business isn't just what you sell. It's also you and your team. But back to our problem. How do you get out of the content rut? One way is to stop and take note of the content that captures your attention while you're scrolling Social media. But another often overlooked tool is Google Trends. After getting into a conversation about Google Trends earlier this week, I realized most of the content and advice about it is pretty much "go use it for keyword inspiration and then go plug it into another keyword research tool and then pop out a bunch of SEO content." But you can do so much more with a Google trend search, really quickly in a couple minutes. and there really isn't any advice out there that shows you how. So in this video podcast, I'm going to role play three practical examples to show you how you can use Google Trends to break free from your content rut and start talking about the things people are interested in. In the description, you'll also find a link to a long form guide that includes three things. It explains the one-on-one behind Google Trends data. So we're not gonna talk about that here. A list of 10 more examples of how any industry can use off-topic content and still stay on brand. And then number three, a list of 10 different freelance services and products that you can create from an opportunity you identify in your Google Trends research. So check that out if you wanna do some deep diving after these three role plays. Ultimately our goal, you and I right here, right now, is to think of new ways to use Google Trends, to generate content ideas, start doing marketing that people care about instead of scrolling by and ignoring it, and to build a relatable identity behind your business. So let's put on our marketer hat and dive into some Google trends Roleplays. If you're following along through video, you'll see it in action, but if you're just listening, no worries. The concepts are what's important, and you'll understand them just by listening. For my role to the example, number one, I'm going to role play as a business owner that bootstrapped to open a new restaurant in Cocoa Beach, Florida. It's where I live. It's great. I love it here. The restaurant in my role play, let's just say, is meant to be a casual spot with a late night menu and drink specials. And as the business owner, I want to embrace content marketing because my budget's really lean. It just costs me a lot of money to bootstrap up this restaurant. But I'm ready to go. I'm ready to get the word out there. And we're gonna do it through social media, maybe some blog posts, lots of good pictures of the food. But what should I talk about? What word should I use? How can I shortcut reaching the right people? This is why Google Trends is going to be important for me in this role play example. So let me get my screen shared. Google Trends is a super simple interface. It's not as complicated as something like Google Analytics. You can scroll down here and just take a look at quickly what's trending across the globe. But really we wanna just go right up to the simple search bar, and this is a local business. You could search the local town name or region name or any common nicknames that people have for the town. You could also add some longer tail searches. That means more than one word to the key phrase, so something like " restaurants in [town name]". For here, we're gonna do two searches and then narrow it down. Let's try restaurants in Cocoa Beach. It's spring. It's spring break week down here, so you can see interest over time. There's people all over the country coming to Cocoa Beach for their spring break vacations, so they're probably looking for restaurants to go to while we want tourists to be able to find us. We're also interested in our day-to-day foot traffic, 365 days out of the year, so let's narrow down our region. I'm gonna go down to Florida. The state. You can still see the same pattern here in interest. The 100 over here means peak interest for the timeframe that we're looking at. People are just looking for best restaurants. In Cocoa Beach. A related topic is Melbourne, which is really where the closest airport is. So we've gotta broaden our search. We're just gonna put Cocoa Beach., and you can see the obvious subregion interest is coming from searches in Florida. And right away it's really obvious that the related topics have to do with with travel. There's popular tourist attractions, hotels, got the rocket launches. Let's dive down to past seven days. So what are people talking about right now? We see it's not so much searches for hotels. We don't see any of those things at all. Instead, we see related topics are red tide; rocket; space launch; tide; and miniature golf which is an indication to me that people are looking for things to do. As far as related queries, which is things that people are also searching for. The same people that search for Cocoa Beach are also searching these queries. Launch today Cocoa Beach; red tide; Cocoa Beach red tide; red tide Florida; Cocoa Beach weather radar. So there's definitely some common themes on what people are interested in in the last seven days. as a restaurant owner, you know, if people are searching for red tide or rocket launch and using the word today, um, they're looking for miniature golf. They're probably looking for a place to go today or within the next couple of days. And then the weather. Weather is not something you check in advance. It's something you're here looking for right now. You know, most forecasts are, you know, 10 day widows or less, gives you the best accuracy, so, As a business owner that wants to get foot traffic in this week, especially since it's spring break here, I know there's people from out of town doing searches. I know that people use Google, but I know people also look at Facebook events and they also look at Instagram and they also look at TikTok. They also look at Snapchat. They look at Twitter and they'll search these terms. So I want to be using Cocoa Beach. I wanna use the term Red Tide. I wanna use the term Red Tide Florida. I want to use Cocoa Beach weather in some of my posts. And if I wanna talk about any of the space launches, I wanna use the term"space launch," " rocket,""launch today Cocoa Beach". So I have general ideas, you know, people are interested in the weather and the red tide, which are kind of the same, right? Like people are probably looking in general, if it's safe to go swimming. That's kind of an overlapping query. But I also have the rocket launch. So those are two different things. As a business owner with a bar, I might not need to make a post that just says, Hey, there's gonna be a launch today, but come eat at a restaurant. That might bring in some foot traffic, I might get some awareness, but nobody's gonna share it. Nobody's gonna tag it. What's exciting about it? However, if someone goes to Facebook and they search for Red Tide or Launch Today or Space Launch, and one of the posts that comes up is me mentioning like, "Hey, the Red Tide report is bad today, but you know what you can do? You can come in and get our Red Tide cocktail during happy hour. Buy one, get one tag a friend, bring it on home." And now not only do you have an eye-catching post, but you're offering people the information they want. You're saying that, Hey, the red tide's bad. You probably shouldn't go swimming., but you can still come down to Cocoa Beach, come down to our restaurant and bring a friend, bring somebody. And because you're seeing this on social, I'm encouraging you to tag or share this post with your friend. Facebook will love that engagement. And I've created a, a parallel piece of content to a popular topic that people are searching for. Even though my business isn't about tracking water quality. Likewise for a space launch, my post could say, "Hey, SpaceX is doing the Falcon nine launch today between the window of
3:23 PM and 4:
25 PM" and I know the weather's great here. I know it's highly likely that the launch will be successful. It won't be scrubbed, so I'm gonna put out a call to action. I'm gonna say Share this post, and if the launch is successful, you can come in and get half price drinks. For one hour after the launch, and that's gonna be my post, and I'm gonna have a really pretty drink. It's gonna be called the space launch or the Falcon nine or whatever's going on, and I'm gonna put it with a side by side of a rocket launch picture and the tall drink cup, I'm gonna put it on Facebook, I'm gonna put it on Instagram. I might tweet it, I'm gonna Snapchat it, put it on TikTok. If I make a quick video out of it, I'm gonna tag my business location and all the platforms that allow location track. and I'm gonna use a few hashtags like Cocoa Beach, cocoa Beach, red Tie, or Cocoa Beach, space Launch. Space Launch. SpaceX. Rocket Launch. Launch today. Launch Today. Cocoa Beach. Cocoa Beach Bars. Cocoa Beach Restaurants, cocoa Beach today. And I'm gonna fire those posts off and it's accomplishing three things. I'm giving people the information they're looking for, if they wanna know if there's red tide or space launch today, I'm giving people something to do either in the event that that news ruins their plans, or if they're looking for a way to supplement their plans by doing something additionally while they're out there watching the space launch anyway. In this role play example, we're taking key phrases and hot topics, and we're incorporating them into our content. So not only are you getting inspired to make the content so you have something in general to post from your business accounts, but we're also doing it in a really fun way. So when people see something that they've been thinking about or hearing about, they're likely to stop scrolling. They're even enticed to share this with someone because if they're gonna go wash a space launch with someone, or they wanted to go to the beach with someone and they see this option, like, Hey, there's cheap drinks here. There's a BOGO special. I can bring a friend. You wanna be my friend? And they tag each other. I mean, that's how social platforms really work. You're getting all that juice with just this one idea that came from a simple Google trend search. Even though my hypothetical restaurant doesn't track red tide or work in ecosystem management, we're finding a way to incorporate these hot topics that people are searching for and talking about into a totally unrelated thing, a must try drink special that you should tell your friends about. But let's go to example two this time. Let's go national. I'm gonna role play as a solopreneur that sells safety key chains. In this example, my goal is to find Subregions to direct paid ads to. I'm gonna go do a Google Trends search, to verify, get some data, and do some data driven decision making. So we're back to Google Trends. Let's just do a search for campus safety and see if there's some hot sub regions around the country right now. I mean, very clearly we see South Dakota is the peak interest. It's at that value number 100, which is the peak value for this duration of time. But if we look, some of the related topics seem to overlap a little bit with administrative policy making and not really news stories that are touching day-to-day people that would be interested in a personalized key chain product. So let's try "safety key chain". So in this example, you see we're actually searching by our product and the related topics, "safety," "pin," I don't really want a safety pin, but over on the other side we see related queries."Safety first key chain," and "safety key chain set." So remember, related queries are things the same people that are searching for "safety key chain," the phrase we're currently searching and looking at insights for, also went and commonly searched for. So to me these are a really similar key phrases,"safety key chain,""safety first key chain,""safety key chain set." If the same people are searching for these three things, it seems like they're not getting the result that they want, especially since over on related topics, it's clearly talking about safety pins, which I don't really wanna use a safety pin as a self-defense weapon. So what we're gonna do here is let's look at what some of the top results come up as. So we'll go to Google. I'm gonna search Safety Key Chain, and I get a lot of sponsored right away, sponsored ads, Amazon, She Defense, self-defense key chains. So there's a lot of paid, there's bidding already for these ads, right? My ad, I wanna spend ads. There is some subregion differences, so I might be able to target people in Missouri specifically there's a lot of interest. But I noticed in my safety key chain search, there's all this SERP real estate for image results. There are so many images here and shopping results. These are clearly either affiliate websites selling merch on Amazon, or they're businesses that sell their own product, and they're really all image-heavy search results. I don't see a single video result, so I'm gonna go to YouTube. So on YouTube I'm seeing two paid ads and these shorts are getting so many view. What I'm noticing is a lot of these videos don't have any helpful description keywording, they really just have their title. And shorts are taking up... they have their own feed, but they're also taking up the main results feed. And remember, YouTube tries to give all Shorts a fair chance, whether you're a large channel or a brand new channel. And all of these are really girly. Let's change our search phrase to "safety key chain for men." we're seeing the same videos, right? It's like YouTube doesn't have anything more specific to feed to the search query, and we're still seeing the same ads. Those are quite girly and in using "safety keychain for men," it's not just that it's for men only, but. The point is like, what if I'm just looking for something discreet or that blends in that looks like a car key fob. I don't wanna walk around with a pink fuzzy. It's just not my aesthetic. If you can't tell by looking at me like a pink fuzzy pompom, it'll, I'll probably rip it anyway. It'll get stuck in something. It's not for me, but all of these are so big and girly and the shorts are getting a ton of views. So if you're looking for something to make content about, you should be making a short if this is your niche, because people just like watching it again, you have a good shot even if you're a new channel, if your content is similar to this, they're gonna show your video to people that watch this video, these shorts. As far as the regular videos, there's just such a limited... we have these that look kind of neutral and they have men in them, but then it jumps right back to the same girly results we already saw in the Shorts. So I'm thinking possibly we are identifying a gap, a product gap, at least in the keywording remember, this was a search term for safety key chain for men. So now what I would do as a business owner selling safety key chains is if my product isn't discreet and less flashy looking, I'm gonna consider designing that product or designing a few versions that are that way, and I'm gonna target more in-depth. I wanna use a keyword research tool to check on search terms for "safety key chain for men." you could try a tool like low fruits or AHREFs, SEMRush, Moz if you already use those, have keyword research tools, but I think Neil Patel's Ubersuggest gives you like two free searches a day. And we're just gonna search for "self-defense men." You can add other keywords, but first I just wanna get an idea if there's any volume for this at all. and just to get a view first, we'll look at the search volume, and this isn't always a hundred percent accurate. It's an estimate of monthly search volume, but we do see"men's self-defense key chains," 40 searches, "self-defense for man," "self-defense ring" has 210 estimated monthly searches. We've got some things about belt buckles. Even though these are showing as zero, they're only showing because they've been searched for before. Zero is usually a low end estimate because there isn't enough monthly data. and then we're gonna sort by SEO difficulty. So we wanna scroll. These are the easiest to rank for, like basically if you create content with these keywords and it's deemed to be valuable content, you can rank for these things pretty easily. There's a decent amount of overlap between YouTube query searches and Google searches. They're not entirely the same. People will go to search for videos for different things. People will sometimes use Google to search for something when they're looking for a video. But we wanna see even these yellow are pretty competitive. You can see that the paid difficulty for these is like pretty much off limits. Like we don't wanna try to pay for "men's self-defense ring" or "men's self-defense key chain," but it's not entirely impossible to rank organically for a search page result. And as we saw with YouTube, YouTube looks really underserved for any content that's not pink, flashy, girly, and fuzzy. So my strategy runway now, I'm gonna reconsider what terms I wanna put an ad budget behind and if I even want to use search intent as where I'm putting my paid strategy, but I'm definitely gonna make a few videos in a few Shorts for YouTube as well as maybe one long corresponding blog post from my website, targeted around self-defense for men. And I'm gonna use some of these things that play off of jewelry, right? Because if someone's looking for a bracelet, jewelry, a key ring, I might consider that as a product idea. But it looks like all these major companies are just going after the self-defense ring and self-defense key chain as the only key phrase. And we've got Etsy in this result. We've got a really low domain authority site here, another low domain authority site here. I don't know. I think for me, my paid strategy might go to boosting retargeting ads. This is what my strategy would be, and possibly doing my retargeting on an image-friendly platform like Instagram or Facebook, and as a content and product launch, I am. I think there might be a gap in cool man gadgets, right? Like, you know, look how popular things like grilling and man caves have become, you know, even though there's a bountiful selection of pink fuzzy key chains out there, everything else just looks kind of like an obvious self-defense key chain. So maybe we could do things that are more fun and creative and take the success these cute, girly key chains have had and seems like there's a ton of competition for, and try to productize something and fill this gap for self-defense products for men and less girly, less flashy self-defense accessories for girls who just don't wanna be that girly. So in this example, you saw me use a trending topic to work backwards from something I thought was going to be a good strategy. I already thought I had a strategy in mind. I was ready to roll with it. I just wanted to make sure I picked the right keywords, and then I realized that it might be a waste of money or a really difficult use of money. I'm sure you'd get some clickthroughs running paid ads on that Google display, but the bidding cost is gonna be through the roof. Likewise, there were already YouTube ads there, but what I learned from doing this little exercise is, even though people are searching for self-defense accessories for men and self-defense in general related to men as a corresponding keyword in the key phrase, it was really limited what content was going to be served there. The other thing I learned was these YouTube shorts are getting tons of views. People like to watch the process of the creation of these products. So some of my content is going to involve the process in designing and packaging and making personalized labels, you know, behind the scenes looks. Those are gonna be some short videos I make for Snapchat, Reels, and Shorts. The other thing is using those keywords."Self-defense for men" in both regular video titles and descriptions, and incorporating those videos into blog posts where we're gonna try to compete with those low domain top 10 ranking pages that we saw in the search results using Uber suggest. So this example was important because you don't always want to go into using a tool and let confirmation bias get the best of you, right? We don't always want to use a tool as a way to validate our starting point and only validate it. in this case, the tool helps me question my starting point and reevaluate it, and now I can go into a strategy where I'm not gonna be wasting money on really competitive ads. And I think I'm gonna design a product that fills a clear void. And if nothing else, there's a huge opportunity to make shorts and short videos and get a ton of views organically because it's just a topic that people seem to love to watch and that YouTube likes to put in front of people in the form of shorts content. So we'll close out that second role play, but just know that sometimes it's good to use a tool to find out that an idea wasn't such a good idea because now you can start from the drawing board and come up with a better plan. For example, three, I'm gonna role play as a real estate agent that just relocated to the Sandy Springs, Georgia area, that's right outside of Metro Atlanta, with all new social profiles and a brand new website, and no friends or family in the area yet. I wanna come up with a reason people will click my page consistently and share my posts with friends. If I can accomplish that, the platforms are gonna be more likely to keep putting my content in front of these people and to the people that they're connected with. So my reach will grow and grow as a secondary benefit. I wanna get to know the area better too. So what I'm gonna do is see what type of activities people are searching for, and I'm gonna start providing ideas on things to do in the form of content for social posts and on my blog. So let's share the screen. and we'll go back to our Google trends and we have to put ourselves in the shoes of someone that lives in Sandy Springs and they wanna go do something tonight after work with a friend. We'll start broad. We'll just start with Sandy Springs, right? Cuz you always wanna start broad. And past day, this isn't really that necessary. You know, we're playing to the idea that Sandy Springs is fun. There's things to do all the time, even though there's gonna be one-off events that we can talk about. But in general, we wanna see how people search to see what things are going on, and the way that people search for things going on really isn't inconsistent. It's pretty much the same. They're gonna search"things to do,""restaurants near me,""concerts near me," and they're gonna use phrases like "today," or "this month," which even though right now I want that to be within a certain duration of time, a certain timeframe, today is still a sort of evergreen search term, right. Next month when I'm looking for something to do today, I'm gonna use the same phrase, things to do today near me. So just in general, if we change Sandy Springs, let's do past 90 days. Obviously it's a super popular search in Georgia, so we see one specific festivity. I'm not gonna butcher the pronunciation on purpose, but it looks like Yda. We also have the Sandy Springs Brewing Company, people searching for the greater Metro Atlanta area. Chipotle, Sandy Springs is a breakout query. Sweat Houz with the Z is a breakout query. Aldi, so a lot of grocery shoppings. People looking for housing, so people looking to relocate to this area. It's, there's a good chance that these relocations are from people that are already familiar with Atlanta or Georgia in general, but they're moving to a new neighborhood. We also have Roomies or Rummies Kitchen, LA Fitness, Sandy Springs, LA Fitness Yoga Studio is a related topic. Someone's searching real tacos. Sandy Springs, fresh One Kitchen, Sandy Springs, a gun range, so Sandy Springs Range and Gun Zoom Room, Sandy Springs, that might be a Zumba Place brunch. Sandy Springs. So great, like we know people love a good brunch. And then look at that. Homes for Sale, Sandy Springs. So there are people looking to move to this area. and there's plenty of things I can talk about that don't have to be real estate related. Now, just so you know when I talk about this a little bit more in the guide that's linked in the description, you can use this dropdown search to narrow down by specific categories. And there is a real estate category, but it's just looking up. Apartment complexes doesn't give that much data. And if you talk about these things constantly, like, yeah, you might wanna use some of the keywords, apartments in Sandy Springs, ga. and if the Morgan Sandy Springs is an apartment complex, maybe you wanna do like a walking tour video of that. But other than that, we don't really want to bury ourselves into the narrow real estate category. Let's do things to do Sandy Springs. Now, what's interesting about this is, at least for this. Duration of time. The peak interest, the peak usage of the search term was December 19th, so that's right around the holiday time. Sandy Springs, if you're not aware, there's a lot of shopping centers, you know, with the cobblestone roads. Really beautiful setup, really beautiful architecture, and each of these little shopping alcoves kind of has. Cute nichey, kitchy restaurants built in. So you can see why during the holiday season people were either in town visiting or they were traveling to Sandy Springs to go shopping and probably were looking for things to do while they were there, or they were hosting guests and wanted to take them out on a night on on the town and search for places to go. But it's clear from just a little bit of research that people are largely looking for fitness. They're looking for gyms and yoga. They're also looking for food. We had brunch, which is very much a food and social activity. It's two things in one. We also had searches like Chipotle and tacos, and the two different kitchen searches came up. So people are looking for places to go out to eat and get food that we can make a good faith assumption now that people will be interested in knowing about what food and fitness things are going on in the Sandy Springs area. Plus. I don't know about your timeline, but my friends are always asking, we're the best place to go for brunch and they love doing brunch events. Let's try "Sandy Springs Brunch." And we'll do the past year, there's actually a breakout, a rising search for Buttermilk Kitchen. As far as topics, we see Buttermilk Kitchen, Southern Restaurant also come up in the topics. We also see Dunwoody, which is a neighborhood near Sandy Springs. We see Mojave Restaurant, Tupelo Honey, Southern Kitchen and Bar. Are all places that come up. So now what I would wanna do is I would wanna find out, actually confirm that they actually offer brunch. And then what I'm gonna do is I'm going to post maybe twice leading up to when I'm gonna be there in person on my pages. And one week I'm gonna plan to go to Mojave's brunch. The next week I'm gonna plan to go to Tupe Honey Southern Kitchen. And then the week after that, I'm gonna plan to go to Buttermilk Kitchen. I'm also gonna go on Instagram and search for these locations and see if maybe if they host a DJ for the brunch or any live music. I'm gonna go and connect with either the promotional team or the dj or the music artists that are gonna be at these brunches. They're gonna be part of my network now, and I'm gonna see if they have any promotional flyers already made. So I don't need to do it. I don't need to create the content myself to announce where I'm gonna be. If so, I'm gonna grab those flyers. If they don't have it, I'm just going to make a simple text post in Canva that says"THIS SUNDAY: BRUNCH AT..." and I'm gonna put the restaurant that I'm going to you and I'm gonna put a time window, so maybe 11 to one. And I'm gonna mention something catchy like bottomless mimosas or Nashville Hot Chicken and waffle special, something like that, just to have an image for the post that I'm gonna be making across socials. And I'll post it once or twice throughout the week, and I'm gonna use different words. I'm gonna use the name of the restaurant. I'm gonna use Sandy Springs brunch. I'm gonna use hashtags like#Brunch, #SandySprings,#SandySpringsBrunch,#ThingsToDoSandySprings. And I'm gonna use location tags. Sandy Springs. I might tag the restaurant in one post and I might tag the neighborhood Sandy Springs in the second post. And then the day I'm about to go, I'm gonna post one more time and then while I'm there I'm gonna use live picture. I'm gonna take live pictures or live videos and I'm gonna post them to stories, to Snapchat, possibly to TikTok, and I'm gonna repeat some of that same keywording and language and tag the, the location. If I'm on Snapchat, I'm gonna scroll to use the lens that tags the restaurant if they have it available. And I'm gonna enjoy my food. I'm gonna enjoy the music, I'm gonna enjoy my time hanging out. When I'm done, I'm gonna consider writing a at least 300 words. We're probably aim for 600 posts about that restaurant.
Something titled:
"Why Buttermilk Kitchen is my favorite Sunday brunch spot in Sandy Springs." And then I'm gonna start it off, like if you're looking for things to do in Sandy Springs for Sunday brunch, you should check out Buttermilk Kitchen. So we get that key wording in, we get those search terms, we're answering people's questions that they might be going to Google for. We make the blog post about it. Um, and when we're done, we'll make some pretty pictures, throw it in the blog post. But we're gonna make new social posts that now that we have pictures of the food, we shared them to our candid stories. But we're gonna make a a prettier social post. Like, this is the food I got. It was great. I highly recommend it. Share it. Let your friends know about this business. Include the really nice picture of your drink or your chicken and waffles, and you don't even need to put texts on a food picture. When people see good food, they wanna share it to a friend. They wanna tag a friend in it. if they like it. Now you've got really eye-catching content, delicious food, and something to do, where to go get it all in one place. You've got a blog post out of it, and people are gonna be more inclined to follow your page because they wanna see where you go next. So it's a great way to connect with new people that don't already know you, and then if they go try this place out. right? They see your post and they're like, well, I gotta go check that out. And you kind of make it a regular habit to go support this business and go and take pictures and tag it there. The people that found out about this place through you, if they see you there, they might come up and say hello to you. I've had this happen all the time. More so with karaoke than brunches. I used to find karaoke events and go for wings and karaoke if I wasn't too shy to sing. But people get to know you and now your face is recognized. They come up to you and introduce themselves to you. Oh, I saw your profile online. I saw your post about this. Like, this is so great. Thanks for recommending it. And if the food's really good, if the environment's really good and you're the person that told it to them, they like have appreciation for you, right? You have that social proof. They're grateful that you recommended this place and now they know you. So in this example, role play, I really wanted work-life balance to be my content strategy. So while helping create content that others would find useful, I also got to find new things to do so I could explore my new neighborhood and meet new people along the way. The great part about a strategy like this is it's an easy way to get candid photos of real places near you and start to get recognized in person. And don't forget when you're using these photos in your blog posts or on social, always add alternative texts properly Name the file name to something descriptive, using appropriate keywords and add appropriate descriptions. You never know when the metadata can help you get that highly coveted image result spot on a search engine. Most important thing is none of this content is about selling houses. Yeah, it still grows your business and your brand and people that are looking to decide if they wanna move to this neighborhood, they're not just gonna be looking for the term houses for sale. And that's obviously a very high intent keyword search. And unfortunately, they're gonna probably be inclined to click the first person that ranks, which is. a lot more competitive to do, but it's low hanging fruit. It's not the only battle to fight in. It's probably a battle that isn't always worth fighting. If paid ads and super competitive SEO aren't your thing, instead you're finding new ways for people to find you and now they know you, not just because they see your name on real estate listing photos. They know you because they see you as someone who knows the town and always knows what concert or brunch spot or Latin Night is the one worth checking out This. It's a reason for them to check your profile consistently and share your content with their friends or tag their friends in it. So the platform will think that your content is great and keep showing it to more people, and people will stop when they see it because they wanna be the ones that know what's the best thing to do in Sandy Springs. But anyway, those are three example role plays. These role plays are meant to be specific, practical examples that demonstrate how we can use Google trends to really create our strategy runway in general, there's no reason a national trending topic like a recent award show or an underdog win at a sporting event that cause a huge upset can't be something that you make a one-off post about. Talking about normal things will make you seem less like a business in a box to others, and you'll feel less like your work is work. In my long form guide on Google Trends, which again, the link is in the description, I share 10 more industry examples and a list of 10 freelance services or products you can create around the right Google trend. If you take anything from this video, It's that you shouldn't limit yourself to thinking you can only create content within the boundaries of your industry or niche as demonstrated through each of the three role plays. You can use Google trends to uncover topics and trends that may seem unrelated to your business, but can still be leveraged to create engaging and valuable content by immersing yourself in the things that other people are interested in. You can break out of your content rut you can talk about things that people are interested in, and you can be known more for your content sounding like a conversation starter rather than canned marketing material. So next time you're feeling stuck in a rut, remember that data is right there to help you get out of it. It's totally free. Use it and make sure you're following this channel, because I'm gonna keep doing more demonstratives on tools. So rather than just give the 1 0 1 or some general advice on how you can and should use something, I'm gonna show you creative ways to take what a tool can do for you and put it into practice. So support future content like this by liking and subscribing and give it a share if you think it's valuable to someone you know, if you aren't already connected, make sure you follow the channel or the podcast wherever you prefer. and the newsletter that I publish each week on LinkedIn, which might have more information than gets included in the audio or video versions of these. And also check out my Facebook group Brand Hacking For Small Business. It's a tight-knit group that is all working in the same direction to grow a fun business with a personal brand flare. But with that said, thanks so much for tuning in and happy brand hacking. Brand Hacking" is a brand new podcast hosted by Katt Wagner. Katt has helped hundreds of professionals in the music, retail, and real estate space build big brand power with small and simple steps. Be sure to like and subscribe to catch future tips on building an unbeatable brand.
