In David Meerman Scott’s book The New Rules of Marketing & PR, he touches on a company called Scala in chapter 22. That chapter is about search engine marketing, and to me, it looks like Scala has mastered the art form behind it.
The section of the chapter in which Scott talks about Scala is all about fragmented businesses using search engine marketing to their advantage. For example, since Scala is a business using for digital signage, there are plenty of different names they could go by, such as: digital signage, digital merchandising, electronic displays, electronic billboards, and plenty of other names as well. In the world of SEO, this is great for Scala because they have so many different search names and terms they can draw customers in with. President and CEO Gerard Bucas said he loves this, and that their company relies on marketing through search engines.
On their website (www.scala.com), they are very upfront about what they do, and how you can use their products for your business. Taking up most of the homepage is a shattering lightbulb, which is interactive by the moving shards of glass when you hover your cursor over it. It definitely grabbed my attention, and I’m sure anyone looking to purchase digital signs would give them a lot more of their time.
After browsing their website for a little while longer, the many ways they use search engine marketing comes out. They instituted a blog through their domain, and you can read up on plenty of posts about their company. Not only did they have a nice blog right on their website, they also have a page dedicated to all of their news and press releases, where potential buyers can find even more information on new products or release they may have. I think the one thing that tops off all of their information on the site is the video they have explaining their company as a whole, and what customers can expect of them. As I mentioned in my last post, videos are essential in driving traffic and attention to your business.
All of these things boil down to one thing: search engine marketing. Using keywords, phrases, and search terms will bring a lot of attention to your website, and move your company to the top of the search results. Personally, it was very easy for me to find Scala through Google, and they were towards the top of the page on lots of different searches.
It may sound like I work for Scala and I’m trying to promote the company through the blogsphere, but that is not the case; they are simply doing everything right when it comes to this topic. I’d say Scala is successful for many reasons, and one being how well their content is used to market through search engine platforms. Without having a strategy that conforms to a great website, the business would fall under, and Scala seems to be growing rather rapidly.
Dan Callahan's Internet Marketing Blog 