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How to Generate More Traffic with Google’s New Features

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google my business

You’re probably already familiar with Google My Business.

If you aren’t, as a quick recap, Google My Business is a simple way to claim your office address or storefront on Google.

backyard bowl

That way, when someone searches for your business, you’ll show up on the right side of a Google search like the image above.

Or better yet, when someone searches for a product or service you’ll offer, you’ll show up in the local pack.

acai bowl

What’s interesting, though, is Google has been making changes to it, which means it just got easier to generate leads and sales for you.

Best of all, very few marketers are even leveraging these features.

Welcome Offers

What’s one of the easiest ways to generate more sales?

By offering discounts and coupons, right? Just think of it this way, if it didn’t work, Cyber Monday wouldn’t bring in $7.8 billion in sales.

Google knows that people are looking for ways to save money and find good deals. With this new feature, businesses can reward their customers by giving them welcome offers.

By following your business, they can get first-time deals and always keep in touch to see when new deals are posted.

offers

Not only will this bring you new customers but also repeat customers because people will be notified every time you have new deals.

To set up a welcome offer, open your Google My Business app and tap on your profile. Under “Turn followers into customers,” click on ‘Create Welcome Offer’ and hit ‘Create.’

You can enter the following information in your offer:

  • Title (30% off oil changes)
  • Description
  • Coupon Code (Optional)
  • Terms and Conditions (Optional)
  • Website (Optional)

Once finished, you can preview your message and publish. For notifications on new followers, and editing or deleting offers, you can read more on Google Support.

Generate leads in just a few clicks

Google is now adding a “Request a Quote” button in your business listing which was discovered by Joy Hawkins and can also be seen on mobile when searching branded terms.

request quote

This is happening with businesses that have the Google My Business messaging feature on.

To enable messaging, open the Google My Business app and go to your listing.

mobile 2

Navigate to Customers -> Messages and turn on!

moble 1

People will now be able to ask for quotes on cars, insurance, and pretty much any service out there.

You can even review these quotes and reply to them within the Google My Business App and connect with your customers easily for a quick sale.

Make sure you claim your URL

Businesses can now claim a Short Name and URL for their listing.

If you haven’t claimed your URL, make sure you do so before it gets taken by someone else.

Don’t get too crazy though as you can only change your short name three times per year. You can enable this by navigating to your locations page, click “Info” on the left-hand side, and see “add short name”.

short name

You may not think this is a big deal, but if you have used Google My Business before, then you know it’s not easy to share your profile on business cards, emails, and text messages without posting a huge URL.

With short names, your landing page will show as g.page/businessname and can be easily shared.

A business can choose a name between 5 and 32 characters and it can contain the business name, location, and more. People can still flag a name for impersonating another business or if the name is offensive, fake, spammy, or contains inappropriate terms.

So, remember not to violate any policies with your name.

I recommend doing this as it will make it easier for your customers to refer back to your profile where they can read updates, post, make reservations, read/write reviews, and more!

And eventually, people will be able to search short names in Google Maps to find the businesses they love.

Google Assistant

Google is now letting customers order food from restaurants and stores via Google Assistant, which is delivered through DoorDash, Postmates, Delivery.com, Slice, ChowNow, and Zuppler, with other partners possibly coming soon.

naab med

Users can click on Order Now on the listing and can choose pick-up or delivery and if they want to order ASAP or schedule for later. Payment happens through the default payment on Google Pay. If they do not have one, they will be able to add credit card information through this too.

Additionally, customers can order food by using Google Assistant by saying “Okay Google, order food from [restaurant].” If the user has ordered before, it will let them see past orders.

naab

Updating your menu online, as well as delivery service carriers and their apps will help get you started on this.

You’ll want to make sure your menus are consistent through all your service carriers to get the best orders to your hungry customers.

And of course, I know there is a good chance you don’t have a restaurant or aren’t in the food delivery business, but expect to see more ways Google My Business gets integrated with Google Assistant.

It’s better to be early than late.

And speaking of food, Google has also added the popular dish tab on your menu which features images and menu items that people love the most.

pop dish

This scans reviews and images on your Google My Business profile to find the most commonly mentioned dish and adds it to your popular dish tab. Of course, if anything is wrong, you can suggest edits to these.

This helps if there are dishes without names, wrong names, or typos can be fixed.

Auto-generated posts based on reviews

Look, you are busy, but you have no choice but to create content.

Google has given you easier ways to generate posts… in essence, they are now creating auto-generated posts for you.

These recommended posts are suggested through customer reviews on your Google My Business profile and are similar to their Small Thanks program, which tried to get you to highlight reviews given by previous customers on social media and even being able to print it out and display it on your business walls.

You are probably wondering why should you use it, right?

This helps keep people engaged in your profile if you haven’t posted on Google My Business in a while and gives you fast and easy publishing. It even gives you options to customize backgrounds with images and colors.

suggest post

This will pop up on your Google My Business dashboard and all you have to do is hit “Create this post”.

There’s no real way to pick other reviews for Suggested Posts, but you are always welcome to create your own. This is just a simple feature created to help engage your audience more.

Boost your conversions by controlling your images

Businesses can now set a preferred profile cover photo in your image carousel and have a place for logos at the top-right of your profile next to the business name.

This is an additional feature to the regular NAP (Name, Address, Phone Number) as well as business hours and will be prominently featured.

images

You can easily create offline material

Google is launching a website where businesses can order and get custom promotional items such as stickers and posters to advertise their business. This is in hopes that it will entice customers to follow places on your profile, add reviews, and create bookings.

You can even order signs like ‘follow us on Google’ and more for free (one shipment per location).

stickers

For posters, you can use the editor to create your own type of poster that can be downloaded and easily printed by yourself or a local printing company. If posters aren’t your cup of tea, you can even share these on social media.

posters

This is currently free as it is a downloadable offer, but you may want to pay to have someone print this out in poster size or as stickers to put on your business windows.

Just think of it this way, people put Yelp signage everywhere because it works. Chances are, it will work on Google as well.

Place Topics

Google launched Place Topics which uses data based on reviews to help give information on what previous customers think about your business.

place top reviews

This can help users see themes of reviews at a glance for businesses and it’s all automated.

It’s kind of like a tag cloud.

This does mean that you cannot generate these yourselves or edit them. So, if you don’t have one, you may not have enough reviews.

Also, if you have a negative one, there’s potentially no way of removing this unless you get the review removed. So, make sure your happy customers are leaving reviews is very important.

Possibly entice them with a 10% discount the next time they come… assuming you aren’t breaking any policy guidelines.

Q&A Auto-Suggest Answers

This feature that Google updated uses previous answers to questions and Google My Business Reviews to answer new questions on the spot. As you start writing the question, different answers start to pop up to give you the best match.

instant qa

So how can you make sure people get the most accurate answer?

Similar to place topics, encouraging your customers to leave detailed reviews of their experience really helps. The more detailed the review is, the better the question gets answered.

Of course, people who are searching for answers can potentially see negative reviews such as prices are too high, service takes long, very long waits on weekends, and more.

In other words, always encourage positive reviews from your loyal customers.

Slutsats

If you haven’t used Google My Business before, you should check it out. With their updates and new features, it is now easier to generate sales and collect leads.

In the future, you’ll see a much deeper integration between Google My Business and Google Assistant. This is going to be important as 50% of the searches will soon by voice searches according to ComScore.

Make sure you are leveraging all of these features and releases Google is launching because it doesn’t cost you money and if you get in early enough, you’ll have an advantage over your competition.

So are you using Google My Business to it’s fullest extent?

HOWTO'S

Denna oanvända Star Wars-affisch kunde ha förstört allt

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This unused Star Wars poster could have ruined everything

A recent unused poster design for 1977’s Star Wars has surfaced and reveals just when you think you’ve seen it all around this iconic movie, there’s always something new to talk about. Particularly as this rare and unused Star War movie poster art was so bad it could have ruined the franchise before it even launched.

The unused Star Wars poster from 1977 was posted on Twitter by film nerd’ account The Spaceshipper and many fans of the franchise were thankful it was never used. While some recent film posters, like new Ant-Man 3 posters that are a Photoshop nightmare, this rare Star Wars poster is bad on so many levels – it’s a graphic design fail, the slogan makes no sense and there’s little to engage with.

Star Wars film posters have been some of the best ever designed, from legendary artists such as the Hidlebrandt Brothers who painted the original 1977 poster that was used. Iconic poster artists have also designed for the franchise; the Drew Struzan Star Wars poster for The Force Awakens impresses and Hugh Flemming revealed all in our feature ‘the secrets of a top Star Wars artist’.

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HOWTO'S

Hur hanterar du ditt onlinevarumärke?

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You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.

In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.

By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.

In this article, we’ll explore some key reasons why managing your online brand is essential.

What is an online brand, and why do you need one?

Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.

It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.

It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.

How to manage your online brand for success?

Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.

A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?

1) Consider what you want your online brand to convey.

Are you an expert in a certain field? A thought leader? A creative visionary?

Once you know what you want your brand to communicate, be consistent in everything you do online.

Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.

2) Interact with other people online in a way that reinforces your brand.

When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.

By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.

3) Monitor your web analytics to track your progress.

Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.

For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.

Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.

4) Make sure your website represents your brand well.

Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.

Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.

If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.

5) Pay attention to your social media presence.

Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.

Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.

6) Monitor your online reputation.

Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.

For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.

7) Manage your online brand proactively.

The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.

By following these tips, you can create and manage an online brand that will help you achieve your goals.

The benefits of having a strong online brand

Let’s look at a few benefits of having a strong online brand:

1) Stand out from the competition.

With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.

2) Build trust and credibility.

A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.

3) Connect with your audience.

By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.

4) Drive traffic and sales.

A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.

5) Increase your visibility.

A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.

6) Attract media attention.

A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.

7) Enhance your career prospects.

Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.

8) Make a positive impact.

Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.

The importance of staying consistent with your branding strategy

As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.

When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.

Here are a few pointers if you’re not sure how to stay consistent with your branding:

1) Define your brand.

The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?

2) Create guidelines.

Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.

3) Train your team.

If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.

4) Monitor your brand.

Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.

5) Be prepared to adjust.

Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.

Wrap Up

A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.

If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.

About:
Oscar is a passionate full-time blogger and a part-time author. In his personal blog OssieRodriguez.com, he writes about software, online influence, and different business models.

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HOWTO'S

Hur SEO fungerar i digital marknadsföring

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how-seo-works-in-digital-marketing

Search engine optimization (SEO) is an integral part of digital marketing.

SEO helps with brand discoverability. When done right, SEO can create the most consistent and by far the highest-quality traffic source which doesn’t require on-going maintenance.

Yet, SEO is usually the most isolated part of the marketing. Whether it is an in-house team or a third-party service that’s delivering your SEO campaigns, it usually exists on its own without really communicating goals, progress or results to the whole company.

This creates silos that can lead to poor results and even reputation crises.

How does SEO work in digital marketing and how can a business make it work better?

What is SEO?

SEO is a collection of tactics (content, technical, link building, even website security and usability) that ensures that your website is easy to understand for search engines.

Basically, it ensures a machine knows that your page will be easy to find to a human being who is looking to solve a related problem.

Search engine traffic is one of the highest-quality traffic for many reasons:

  • Unlike PPC (paid) traffic, it doesn’t require an ongoing investment to keep coming
  • Unlike social media traffic,  it doesn’t require an ongoing work to keep coming
  • Unlike social media traffic, you are not interrupting people’s browsing. Instead you give them what they were actually searching for.

In other words, it is consistent and it converts well. No other digital marketing tactic beats that.

Apart from driving direct traffic, search engine optimization helps build brand awareness by increasing your brand’s organic findability.

Keep Your Whole Team Aware of Why SEO is Important

The great thing about today is that everyone understands the value of ranking high on Google! Sadly, however, many folks only know that they “need SEO” without having really understood what that means. 

SEO these days is too hard for a digital marketer to do alone. Many SEOs find themselves in situations where an executive will simply come down and go “Why are we not ranking well for ‘dingwobble’?” 

Keep working hard with teams for them to understand how they contribute to the SEO process:

  • Product Marketers who are responsible for the business, personas and messaging understand that SEO is critical to driving the bottom line revenue numbers they are looking at. Part of the persona developing process should be the development of the “digital persona” – what websites and search terms are these people looking for? This helps the product marketer when it comes time to develop messaging, as that is going to be critical for developing the content, so the right search terms better be there!
  • Fältmarknadsförare ansvariga för kampanjerna behöver veta hur SEO passar in i deras kampanj, hur det faktiskt är kärnan i vår efterfrågegenerering och hur man ser till att hålla kampanjerna integrerade.
  • Marknadsföring Kommunikationer skapar innehållet, så SEO borde mycket väl vara top of mind för dem, eftersom själva innehållet kommer att vara avgörande för hur framgångsrik SEO kommer att bli.
  • Men det är inte allt! Ofta skapar andra grupper innehåll (pressmeddelanden, blogginlägg, presentationer etc.) som också hamnar på webben och påverkar SEO. Oavsett om det är det Corporate Communications, Investor Relations eller ens Rättslig team är det viktigt att arbeta med dem.
  • DEN hanterar infrastrukturen och kan vara mycket avgörande för de tekniska aspekterna av SEO.
  • Försäljning och kundsupport team ligger i framkant av marknadsföringen och pratar med dina framtida och nuvarande kunder, så de måste vara involverade i SEO-strategin. Skapa relevant innehåll går utöver nyckelord. Den måste ta itu med verkliga problem och svara på faktiska människors frågor, och dina kundinriktade team kommer att vara din bästa inspirationskälla här.  
  • Chefer bry dig också! Även om de inte ofta kan påverka den dagliga SEO-strategin, kommer de att bry sig mycket om slutresultatet, till vilket SEO bidrar.

Att utbilda alla dessa människor om SEO hjälper dem att stärka dem, såväl som att positionera dig själv, SEO, som ämnesexperten som inte bara är någon backoffice som ger väldigt lite insyn i SEOs svarta låda, utan någon som är aktivt utbilda och bidra till organisationens framgång.

Granska och diskutera vanliga nyckeltal tidigt och ofta för att se till att alla vet hur segern ser ut för laget.

Dessutom bör SEO vara en solid del av varje projektlansering eftersom det påverkar varje steg av produktpositionering. Från att välja ett företagsnamn till att välja en webbplatsbyggare, bör dina första ansträngningar drivas av bästa SEO-metoder.

Vad är nyckeln till SEO framgång i en ständigt föränderlig miljö?

Som utövare av SEO tror jag att du måste titta för att säkerställa att du ser på att både utveckla dig själv i både djup och bredd av kunskap. En viktig fara i namnet av att bli informerad eller att vara en del av SEO-communityt är att spendera all din tid på att diskutera taktik och metoder snarare än att testa dem. 

Dessutom måste SEO:er som med alla anställda titta utanför sitt område för att sträcka sig och lära sig att bli mer väl avrundad. Det kan innebära att du lär dig koda eller utbildar dig inom något annat område av verksamheten du arbetar för. Detta kommer att utsätta dig för idéer som andra kanske inte har.

Som chef för människor handlar framgång egentligen om mångfald av expertis. Vem du anställer och vilken typ av människor du anställer kommer att vara mycket mer värdefulla än mycket av det folk investerar i när det gäller SEO-program. Du måste ha människor som kan rulla med slagen och utveckla en färdighet för självförvaltning och personlig tillväxt. 

Slutligen tror jag att veta vad dina verkliga mål är med att ha ett SEO-program är nyckeln till långsiktig framgång. Verkligheten är att du kan få mer trafik, men om den trafiken inte kommer från kvalificerade leads och genererar verkliga intäkter kan fördelen vara väldigt liten. Att ha väldefinierade mål och mätvärden hjälper dig också att undvika att jaga algoritmändringar och fokusera på helheten.

Slutsats

SEO är den mest väsentliga långsiktiga digitala marknadsföringsstrategin men för att göra den riktigt effektiv behöver du ett kunskapsteam som är väl integrerat i företagets liv. Lycka till!

Ann Smarty

Ann Smarty är varumärket NINJA på Internet Marketing Ninjas såväl som grundaren av många startups inklusive MyBlogGuest, MyBlogU, ViralContentBee, TwChat och många fler.

Ann Smarty har varit en onlinemarknadsföringskonsult i 10 år och tillhandahållit högkvalitativ digital marknadsföringsrådgivning genom sina tjänster och kurser (både gratis och betalda).

Ann Smartys idéer för innehållsmarknadsföring har presenterats i NYtimes, Mashable, Entrepreneur, Search Engine Land och många fler. Hon är känd för sina djupgående verktygsrecensioner, innovativa innehållsmarknadsföringsråd och praktiska digitala marknadsföringsidéer.

Källa: Ann Smarty

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