Just last week Microsoft announced thier new search service called Bing. Not only that but they have also announced a massive advertising promotion to promote their new online search service. Microsoft appears so confident with this new search engine offering that they have even gone as far as referring to it as a search “decision” engine. That in itself is quite profound since most people would not associate using a search engine with making decisions beyond which search results look more interesting or relevant then others.

So what is so different about this new search engine?

The Bing site now offers more information right up front, instead of having to click on results to get more information and to find what you are looking for. How many times have you searched for a local business and had to click on the search results to find their contact details and decide on the retailer that specializes in the product you are looking for? Bing is different, searching for a business on Bing will actually display more information right up front. Including reviews, hours of operations, photos, average rating, average dollar amount if the listing is for a restaurant.

Here is an example of what your business might and could look like on Bing:

This new business listing and Bing “decision” engine as Microsoft is calling it; could make or break your business when it comes to local business search. If a prospective customer searches using Bing and sees results that have detailed information about that business they will stand out from their nearby businesses. And the first impression will already have been made in the mind of the buyer. We have already covered how important local business profiles are on search engines for getting found and improving foot traffic, in an earlier post about Searching for your local competition online.

So how do you get in on all the action?

Combined with both the current buzz and media attention being given to Bing, a lot of people will be evaluating the Bing search experience compared with their preferred search engine of choice. It is also important to keep in mind that recent reports are indicating that Bing website searches could very soon surpass Yahoo as the second most popular search engine after Google.

To get exposure and stand out from the rest of the crowd you should setup your business profile early. Head on over to the Bing Local Listing Center to update any business information already listed for your company or to add a new business listing.

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Company Name: Any Sewer or Drain Inc.
Website: http://www.a4995.com/

How are they branding their services?

Here is an interesting example of taking a regular everyday business profession and adding a spin to help get marketing exposure. Think about this for a moment though, how many people would stop to notice local plumber’s advertisements? Or even receive the attention of a local newspaper columnist for that matter. There just isn’t anything different about another local plumber. But that is where this example is definitely different and generates buzz because they are actually trying really hard to get noticed.

We couldn’t have found a better example to illustrate our last post on How to Create an Ad your Customers will actually Notice.

You could argue that if their drain was blocked and backed up that a consumer certainly would start looking for a plumber. Even down to the non-descriptive domain name of “a4995″. That is actually their offer price $49.95. They advertise that they will unclog any sewer or drain for just $49.95. Any Sew or Drain Inc definitely gets points for having a memorable domain name for their business website as well.

How are they using the technique of viral marketing to get noticed?

In order to get the word out and promote their offer they are using several viral marketing techniques.

1. Running contests to give away prize money
   By running several contests they can generate website traffic and generate attention. Contest examples that are running on YouTube and generating submissions where everyone can vote for their favorite.  Some of the contests they are running include a) picking a mascot b) picking a spokesperson c) picking the best jingle
2. Using a price promotion to undercut the competition
   By using price promotion they are actually using word of mouth marketing as a tool to help promote their company. Using this technique will definitely start people talking and will help to generate even more viral interest in their offer. Based solely on the price and value they are offering.

How can you generate new marketing content on a low budget?

1. Use crowdsourcing to generate new content
   Perhaps your business can not afford to hire a focus group to get feedback on what would work to market your business. Using crowdsourcing you can now extend the offer online to request assistance. In this example users are creating YouTube videos to submit ideas for commercials, a jingle and a spokesperson through the use of contests. What better way to generate new ideas and and advertising content? Let your customers or target audience generate the content and then vote on their favorites creating a competition to arrive at the best creativity.

If anyone has other creative examples for promoting through the use of viral marketing techniques, please do leave a comment below.

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