Achieving online visibility and having an online presence that can generate solid sales leads are a crucial part of the marketing strategy of every modern business. In this post we take a look at one of the most important tools that Google has put at your fingertips in order to help your business grow and we reveal the top tips to get this tool working for you.
The importance of Google My Business
As a business owner, you are familiar with the importance of optimising your website so that customers can easily find you. More than 1.2 billion people use Google every month to find products and services, so being visible on Google is a fantastic growth opportunity for businesses of all sizes. Of course, to do that it is vital that you know what tools are at your disposal and how you can make the most out of them.
A few months ago, Google replaced its flagship business listing service (Google Places) with Google My Business. The replacement was brought about by two important changes in consumer search behaviour. First, at least 45% of all Google searches in the UK now include a locational element, which means that nearly half of Google searches are performed by people who need to find a specific business in a specific location. Second, 50% of all online searches are now performed using mobile devices.
Google My Business has been created to suit these trends, as its objective is making crucial information about local businesses more easily available to potential clients. My Business is currently available on Android and will soon be released in other mobile platforms, complementing your main website and bringing higher traffic volume to your business. Because of its interaction with other key online marketing tools (like Google+ or Google Maps), My Business acts as a one-stop-shop for business owners. Moreover, this feature offers you the chance to communicate more directly with your customers and to create an information-rich environment that will attract them to your company and help you build your brand.
Top tips to get your My Business page ranking high
Now, if you had a Google Places page, you will notice that it has been automatically replaced with a My Business page. Don’t assume that all crucial information has been simply transferred. Follow these tips to maximise the impact of you My Business page.
Create a comprehensive and informative profile
Use your Google account to make sure that all your up-to-date local data is in your My Business page. In terms of ranking, the most important fields are company name, address, and phone number (53%), website (10%), and e-mail, description, opening hours, photos, and payment methods (5% each). Next, go through the verification process in order to get your page 100% complete.
Encourage satisfied customers to leave a review online and use My Business to reply to those reviews. This will help increase your My Business star-rating and act as a confidence booster for potential clients.
Citations are the online equivalent of networking. Get your business listed on directories like Yelp, Yahoo Local UK, Qype, Yell, Thomsonlocal, Foursquare, or Tipped. One word of caution: ensure that your listing (name, address, phone number, and e-mail) are consistently spelt and match those on your My Business page.
If you have a business blog (and you should have one), you can publish your posts on your My Business page. This sends a positive message to customers: that your business is “on the ball” and that you place high importance on communicating. Moreover, search engines love fresh content!
Include video content
Video content is the 6th most popular digital marketing strategy, and chances are that its value will keep increasing. High-quality video will make your business stand out from the rest, so link your YouTube channel to My Business or let the specialists create engaging video content for you.
No time to do all this?
Of course, if your schedule is already packed full with other commitments, you can always outsource this essential function. Hopscotch Studios have a great deal of experience optimising Google My Business pages and would be very happy to give you a free consultation on how you can achieve much greater visibility in the search engines.
Give us a call on
or send us an email:
Videos don’t have to go viral to help you out with your business, brand or product.
If a picture is worth a thousand words than a video is worth a million words! Videos are able to communicate with people on multiple levels whether your video is informational, educational or humorous, getting your message across to your customers and fans is an important marketing strategy.
Video is now the sixth most popular content marketing tactic. Mobile video marketing is the future of advertising and will soon make up 66% of global mobile data traffic by 2017! Get ahead of the game and start video marketing!
What Can You Learn From The World’s Best Brands?
According to a new report, a lot.
The 2013 Brandz Top 100 Most Valuable Global Brands report was recently released, and in response, this blog has highlighted some important brand building lessons for small businesses. It’s a great read with some interesting points. You can read it here –http://ow.ly/luFg0
Find a few cute cats, put them in ridiculous situations, and superimpose your company’s logo. Hey presto – you have a viral video!
If only it were that simple. In reality, with over 72 hours of content being uploaded to Youtube every minute, the chances of a random video achieving even thousands of hits is minimal. Viral video marketing can be extraordinarily powerful, but it is rarely random. In fact, those businesses which think through their advertising strategy ahead of time are almost invariably the ones which attain runaway success in viral advertising.
What’s Your Story?
The first thing you need, before even going near to a camera or paying a director, is a strong story. Without this, you could cast Pacino and De Niro and you would still struggle to achieve viral status. This is, perhaps, the number one mistake made by companies struggling to tap into the power of online advertising. Simply put, adverts only go viral if they touch a nerve in the viewing audience. Whether you are aiming to shock, amuse, or tug at the heart-strings of your potential customers, your story must be strong. Without it, you have nothing.
Tap Into Popular Culture.
A strong story still needs a ‘hook’ – something which will make your audience feel that the company’s brand speaks to them. One of the best ways of providing this is to tap into popular culture memes, aligning your product or service with a particular view of the world. Audi have done this successfully in their most recent advertising campaign, which has gone viral across the Internet due to its use of Leonard Nimoy and Zachary Quinto, and its frequent references to geek culture. Whilst you are unlikely to be able to afford A-list Hollywood actors, similar access to popular culture is available to you through the references you utilise and the associations you allow your audience to make. Read more
If you are in doubt about whether you should invest in a video for your website, read on. Online video can help to:
1. Drive traffic to your website
Just look at these key findings from a Forbes | Insights document published in 2010 in association with Google:
Video is becoming a critical information source for senior executives. More than 80% said they are watching more online video today than they were a year ago.
Senior executives are also turning to video more frequently. Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
Work-related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
Executives can be receptive to video advertising. Overall, executives notice ads that run alongside videos, and many are comfortable watching in-stream ads. Video-friendly younger executives are more comfortable with these ad formats.
The social element of online video is strong in the executive suite. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often. Younger executives appear very willing to share and view videos using social media.
And that’s not all. Google loves video (after all, it owns YouTube) and will give listings which contain video extra “Google juice”, ensuring that those websites enjoy higher rankings in organic search results. In fact, most of the major search engines give priority listings to websites that host video content. The chances of getting a page one listing on Google increase 53 times with video (source: Forrester Research, 2012) Read more
This is normal text
This is heading 1
This is heading 2
This is heading 3
This is heading 4
This is heading 5
This is heading 6
Here is a list (with bullet points that don’t appear):
Here is a list with numbered items:
Here is a hyperlink with link text:
MarketingProfs estimate that 76% of senior marketing executives say campaigns that integrate video and email generate higher click-through rates.