Tag : audience

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6 Reasons Why Your Business Needs Google My Business

When Google announced the planned shut-downof Google+ last year, few in the social media landscape were surprised. With pesky bug problems and low usage by both individuals and organizations, the platform simply wasn’t sustainable.

But such is not the case for its commerce-friendly cousin, Google My Business. In fact, aside from a company’s own website, its Google My Business profile (may be the most valuable piece of online real estate to manage.

If your business does not have a Google My Business account, or if you only lightly use one, here are six reasons why you should up your game:

  1. GET FOUND. If someone is searching for your company online, what’s the first thing they do? Google it, right? With an active Google My Business account, your “Business Profile” (as Google calls it) appears to the right of the search results on a desktop browser window, or at the very top of a mobile screen, providing a quick link to your website and a whole lot more (read on).  BONUS: Your Business Profile also helps you get found on the map, automatically identifying your location (or locations) on Google Maps, and providing directions with a click of the mouse.
  2. ENSURE ACCURACY. Your Business Profile puts you in control of what users see in the search results. In addition to your web address and location, you can specify phone numbers, operating hours, the services you offer (organized by sections, descriptions and prices), and more.  BONUS: This takes pressure off of your SEO and tagging efforts, and ultimately improves your rating on the search engine.
  3. SHARE CONTENT. Similar to other social media platforms, Google My Business allows you to share photos, videos and posts, showing what makes your business unique and increasing the appeal for viewers to follow your business.  BONUS: Understanding the business value of other platforms, Google My Business allows links to your Facebook, Twitter, LiinkedIn and other profiles.
  4. ATTRACT AND ENGAGE CUSTOMERS. In addition to shared content, your Business Profile offers places for customers to book services, write reviews, ask questions (which you can answer for all viewers to see), and send direct messages. Each chance to directly engage customers increases their trust and your growth potential.  BONUS: Google My Business also allows you to share special offers with your followers. Talk about incentive!
  5. GET INSIGHTS. The Google My Business dashboard includes some of the best features of Google Analytics, including website and search performance, how viewers search for your business (by query phrases as well as through direct, discovery or branded methods), and what actions they take upon finding you (website visits, direction requests or phone calls).  BONUS: Google My Business also shows what other businesses similar to yours are posting, helping you to keep an eye on best practices and the competition.
  6. IT’S FREE! There is no cost to establishing a Business Profile, which you can access both on a desktop browser and the Google My Business app. Google’s only requirement is that your business must have some level of in-person interaction with customers, and not be 100% online.

Here at Social Thrive, we take great care and pride in managing Business Profiles for our clients, knowing how important it is to their success. (To see a few examples, search for Arsenal Yards, The Royal Belmont, Back Deck, or Thomas Interior Painting). We’re also happy to provide free audits and recommendations for businesses who have yet to make the most of the opportunity.

But if you want to get started on your own right away, our friends over at Hubspot offer a great step-by-step guidefor creating a Google My Business listing.

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On target marketing message

Is Your Online Marketing Message On-Target?

You have a website.

You have several social media channels you post on.

You have an email list that you send out regular communications to.

But are you reaching the people your business needs to talk to in a way that they connect with?

Who is your target audience?

A well-defined target customer is essential in any marketing activities so make sure you have the follow documented;

  • Demographic details – age, gender, geographic location, work or role, economic traits, education level – focus on the factors that are going to help you hone in on your prospective customer
  • What problems are they facing that you can help solve? Your business offers solutions to your customer issues so having solid demographic information paired with what your customer is challenged with will help you hone your messaging to reach your potential audience.

After you have this defined, communicate it to your entire team and continue to confirm it through customer surveys.

How does your customer consume information?

Knowing the on-line behaviors of your target audience is a part of understanding your ideal customer and will impact where you focus your marketing efforts. You should be using Google Analytics and other means to track how customers heard about you to refine your marketing plan going forward.

Social Media

Based on your customer demographics, you will want to invest in specific social media channels vs. ALL of them. Here are a few things to think about:

Email Marketing

Sending emails to current and prospective customers is still an important part of your overall marketing strategy – even if it results in less action than 10 years ago when our Inboxes were less cluttered. Research shows that people still read emails from companies if it is relevant and interesting, so while it may not lead to direct action when you send the email out, it keeps your brand “top of mind” so that people know who to reach out to when you become relevant.

Is your messaging consistent?

Your company has all kinds of digital and printed assets – but do they look like they all come from the same company?

Ensure that your banding remains consistent across platforms (website, social media channels or brochures and business cards) with appropriate logos, naming conventions with cross-links to all of your other platforms. By referencing all of the different ways customers can interact with you, they are given a choice as to how they want to consume information about your products or services.

Marketing messaging is an important part of Social Thrive’s customer strategy and we would love to talk to you about yours!