Everyone has heard of Google and you’re probably not surprised to learn that it’s the world’s most visited website! It currently holds more than 92% of the search engine share- it’s seemingly unstoppable!
So if you’re making sure your SEO is getting your business seen in searches it makes sense to go one step further and take advantage of Google Business Profile.
What is Google Business Profile?
Google Business Profile (previously known as Google My Business) is a free business listing provided by Google. The listing lets you include all your important business contact details and photos and is a brilliant way to boost your business discoverability. It’s only available to businesses that have customer contact, so you’ll have to stick to other tools and analytics if your business is online-only.
It’s really beneficial to your business to create a Google Business Profile as once you’re up and running your listing can appear in any of the Google Services from Google Search, Google Maps and Google Shopping.
How Can Google Reviews Impact Your Website?
Customer reviews are great for your business- they give you valuable insights into your customer and their journey, build trust and credibility and give you great content to use in your social media marketing to boot! Obviously the difference with Google reviews as opposed to say reviews on your business Facebook page is that they’re there for everyone to see- this might seem scary especially as you can’t pick and choose which reviews to share but the combination of star rating and written detail really help your potential customers make an informed choice.
Negative Review? Don’t panic!
Criticism or negative reviews can be hard to handle but don’t let that put you off creating your Google Business Profile. It’s important to respond to your reviews, positive or negative, as this has been found to affect how your business comes across to customers. A survey carried out by Google and Ipsos Connect found that businesses that respond to reviews are viewed as being more trustworthy than those that don’t so it’s well worth taking the time to reply.
Be sure to respond in a timely manner and remain true to your brand voice and image. If a review is negative you should respond honestly and always offer an apology where it is necessary. Criticism is a great learning tool so use it to help improve the weak points in your business.
If you get a review that is inappropriate then you can get it removed by reporting it to Google.
Top tips for optimising your Google Business Profile
Need help with your Google My Business listing? Want help improving your existing profile? Book a Health Check for first aid assistance.
We’ve avoided saying it for as long as we could, but it can’t be denied any longer - get ready, Christmas is coming!
It comes around so fast every year, I won’t even tell you how many shopping days you have left. But don’t panic, you still have plenty of time to get your business ready for the festivities, but you need to act now! Christmas is a great time to make meaningful connections with your customers and clients as well as a fantastic opportunity to show off your amazing brand with some top-notch Christmas inspired marketing.
We’ve done some of the hard work for you (we can’t help with the Christmas shopping, sadly) and put together a festive filled guide to get your business in the Christmas spirit!
Christmas 2021 Marketing Strategy
If you haven't already reviewed your marketing strategy for Christmas then you need to act now. This year is slightly different to Christmas 2020, but Covid is still affecting how businesses run and customer behaviour:
Dec the Halls...
If your business has a physical premises where customers visit then you need to be thinking about festive marketing materials such as boards, banners, posters and decals for the windows. Don’t forget twinkly lights, Christmas tree and, if appropriate, music inside.
…and the Virtual Halls
Don’t forget the online window dressing:
To say thank you to your customers and to wish them well for the new year, why not send a branded calendar, stationary or Christmas card? Handwritten for that extra personal touch.
As always Creative Remedy are on hand to help with any of your branded printing materials including calendars and cards as well as your Christmas digital marketing. Don’t forget the more notice the better, we can’t change print lead times unfortunately!
On 31st of October in a number of countries, “Halloween” or “All Hallows Eve”, the eve of All Saints Day is often celebrated by children, and adults! dressing up in frightening costumes. Not everyone supports the view of Halloween but nevertheless it is another business marketing opportunity that can be marked in the calendar.
1. Give Away Branded Treats
Give away branded treats with every purchase or order. Cupcakes and treat bags are always popular but think a little outside the box… it might just grab you a bit of attention!
2. Hold a Halloween Event
Be part of the Halloween spirit and if appropriate make it a dress up day at work.
3. Halloween Themed Graphics
Create spooky or Halloween themed graphics and add a funky graphic to your branding... this can used on your social media and website.
4. Get Creative with #Hashtags or Voucher Codes!
You can brainstorm a bespoke hashtag or voucher code for your customers to use to promote how they use your products or services or to save money on products and services just for that day. #Halloween2021, #Boo, #FindTheSpider, #TrickOrTreat
5. Hold a Halloween Competition
Hold a Halloween competition with public voting on a specific theme e.g. For a veterinary practice… best spooky dog costume. You will need to advertise this through your website or social media.
Treat by the way!... Happy Halloween!
Hopefully you’ve already got email marketing set up as part of your marketing strategy for your business- if not then we recommend you read ‘Email Marketing For Small Businesses’ to find out why having one is an essential part of your marketing plan.
If you already use email marketing as part of your marketing strategy then great, but it’s important to update your email marketing strategy regularly in order to get the best results for your business. It’s no good just planning then leaving it for a few years. Over time your business changes and so do your customers. If your products or services have changed in order to meet demand, then your customers or your customers’ needs will most definitely have changed too.
Update Your Customer List
It’s so important to make sure you have an up-to-date customer list. If you’re using old contacts the chances are there are several incorrect details as well as subscribers who are no longer interested in your products or services. You need to be tough and cull any contacts that are no longer interested. Finding out who to keep and who to delete might seem like a bit of a task but it’s vital not only for your engagement but also to keep on the right side of the law with GDPR.
Email marketing services such as Mailchimp and Campaign Monitor will help you weed out the old customers and see which customers might just need a bit of a push to re-engage with your business.
Organise Your List
Once you’ve decided who to keep and who to throw out it’s a good idea to organise your customer list, whether that’s by the service they are interested in or behaviour such as previous purchases. Once you’ve got your groups sorted it makes it easier to tailor personalised email campaigns and hopefully increase engagement.
Make Privacy a Priority
Make your Customer Feel Valued
Personalised email marketing is bound to have a much more positive effect on your customer engagement than the scatter-gun effect of just random content that might not resonate with all your subscribers. If you sell a product, you could consider sending out personalised birthday emails with discounts or for services- let them know how you are there to help and support them. You could also look at what's happening in the world currently- many businesses offer discounts to NHS staff or Key Workers in thanks for their continued hard work.
Book a health check if you need any support reviving your Email Marketing or Marketing Strategy.
What does understanding the customer journey help you achieve?
Before a customer makes a purchase through your website they will first go through many interactions with your brand/business starting with when they first become aware of your brand right through to making a purchase. The route each customer takes to get to the final sale is varied and personal to them. We call this the customer journey.
Finding out about the customer journey is important if you want to help build a strong, loyal customer base. Knowing each stage the customer goes through helps you identify weak points in your communication strategy which you can then be improved to create a better customer experience and increase brand loyalty and sales.
How to track your customer journey
To understand the customer journey you need to analyse all the data from your marketing channels:
The different marketing channels all have the same aim - to lead the customer to your website. But, as you know, just getting the potential customer to the website isn’t enough, what you want is for the customer to take the next step:
There are ways to measure how all the marketing channels are performing using various apps:
These websites and apps will collect all the data you need and help you get a better understanding of your audience so you can then adapt your marketing strategy to try and turn those visits into sales and in time increase brand loyalty and keep customers returning.
Get to know your customer
For any of this to work it’s important you really get to know your customer at every stage of their journey. This will help you develop content and services that are relevant to your customer. Find out how the customer feels at each stage of their journey - what made them take the next step? What stopped them from making a purchase?
To get the most out of your data you need to understand your numbers then you can see where improvements need to be made in order to boost traffic, increase loyalty and get more sales.
For help understanding the customer journey and making sense of it all contact Creative Remedy
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