On December 2nd, we at Turn the Page were thrilled to host a Google Digital Breakfast and an accompanying webinar for those across the country who could not attend in person. As part of being a Google Premier Partner, we have our very own representative who personally came from Google’s New York office to talk with some of our current and prospective clients. Read More
For our third and final installment of the Google Search for Businesses, we’re going to bring everything we’ve talked about so far in the series and tie it all together as we talk about the “Google 3-Pack.” Read More
In Part One of our Google Search for Businesses series we talked about claiming and optimizing your listing, and the importance of accuracy and updates. For part two we’ll discuss how online reviews play a big part in a consumer’s path to purchase journey.
Welcome to our three-part series on Google Search for Businesses! We’ll share the whole series over the next week. Stay tuned for more!
If you’re a business owner, you’ve likely set up a Google business listing at some point. Your current business info on Google is not only the #1 source for your customers in finding your business and affecting your bottom line, but did you know that your listing also serves as a bullhorn to other business sites?
How your Google listing and online aggregators can affect your business
An aggregator refers to a web site or computer software that aggregates, or collects information on a specific type of information from multiple online sources. For example, you might see listings for you company on sites like Manta or City Search. And they pull your business info over to their site.
So, let’s say when you put in your Google listing info you made a typo on your phone number or address, but don’t realize it until a few weeks later. By then, aggregators have likely scraped the bad phone number/address and listed it on their sites. And now you have a mess on your hands because you’ll have to try and fix the Google problem, then address the others. A good rule of thumb is to go in and “claim” each listing from the get-go so you have the power to to put in the correct info.
The phone/address issue is just one example of how strongly your Google My Business info impacts your business. If a customer can’t reach you due to an incorrect phone number, or they can’t find your physical location, you will probably never see that customer because they found another business to go to. And for you, that means revenue loss.
Google checks several sources to verify your business info, searching for consistency. Here are just a few:
From search to customer visit
Now let’s back up a bit and talk about how Google search works for businesses, and the current statistics on how we are searching online in this day and age.
- There are now more than 60 trillion (yes, you read that right) pages on Google.
- Each day there are roughly 3.5 billion searches – and half of them are on a mobile device.
- 30% of those searches are local, meaning individuals are searching for a local business or service.
- 60% of “nearby” searches lead to in-store purchases. That could be anything from a restaurant to gasoline or a grocery store to a dry cleaner. (If you’ve ever taken a road trip and weren’t paying close attention to the gas gauge, you’ve used this feature)
- 28% of those nearby searches have a greater chance to visit the business if found via mobile search (folks who are on the go, usually).
- 90% of nearby Google searches lead to a visit within a day (nice!)
List your services, products and amenities
Are you double checking your Google listing yet? You should be. In fact, it’s important to review your listing on a regular basis, add new photos and stay on top of online reviews (more about that later).
Optimizing your listing can also help lead customers to your doorstep. Be sure to list out your services and products. Do you have any amenities like WiFi or a patio? Do you serve alcohol or offer gluten-free menu options? All of these items should be included in your profile for those narrowing their search. Remember when you used voice search to find a nearby happy hour on a patio?
90% of nearby Google searches lead to a visit within a day (nice!) Click To Tweet
To speak for your business, or let others speak for you?
The moral of the story is – if you don’t claim your free Google My Business listing, Google will turn to other data to try and fill in the gaps. And even when you think you’ve got everything up to speed, you’ll need to go back and make adjustments to hours, new offerings, store closings, etc.
Remember: consumers begin forming their opinion of your business when they hit “search.” Be sure your information is correct, your reviews look good and you will be set up for success.
Next week – Part 2: How Revenue and Google Analytics Tell a Bigger Picture
So, you’re looking over your email campaign results, and once again, your open rate is low. So is your click-through rate. Even after you put so much time and energy in the content!
Before you throw in the towel, check out these 10 email marketing tips to help resuscitate your campaigns.
1. Time and Date for Email Delivery
This will not seem like an obvious issue at first, but before you hit “send” think about your type of business and your audience. Here are some business examples and things to consider:
- Restaurant: You want to remind people of your tasty cuisine when it’s getting closer to mealtime. For example, if you serve lunch and want to share a promotion, try sending around 10am, when people start thinking about lunch plans. For dinner, send at about 4pm, when people are getting off work and deciding whether or not to make dinner.
- Bank: Let’s say you have a great interest rate on CDs or a new credit card with great perks. Since this is more of a considered decision for the consumer, try sending over the weekend when people have a little more time to think things over.
- Landscaping company: Running a fall cleanup special? Try sending your campaign later in the weekday when people have gotten a good portion of work done and have a moment to check personal email.
- Retailer: Promotional emails are always good to send on either a Thursday or Friday afternoon as people start planning out their weekend.
There is one time and day we steer clear of here at TTP altogether: Monday morning. Scheduling an email to be delivered first thing on a Monday morning is kind of like a kiss of death: when people get to work, they already have several emails to get through. Your email may not get read at all.
2. Frequency of Emails
Another large issue that companies face is how often to send emails to their user base. First and foremost, too many emails quickly results in a lost customer. The biggest offenders in this category are retailers. Usually the best thing to do is to create multiple email options and allow users to pick which ones they want to subscribe to. The best practice is to send them a welcome email when they sign up and include a link to their email preferences.
If you do not have the ability to create individualized email campaigns, it’s always good to put yourself in the customer’s shoes – how many emails would be too much for you? A good rule of thumb for non-retail businesses is once or twice a week at most.
3. The Subject Line
Without a compelling subject line, users will have no desire to read the email. In order to capture a user’s attention, the subject needs to be compelling and relate to the user. It’s been proven that emails that are personalized to contain the user’s first name have a much higher likelihood of being opened. Here’s an example of how to make a subject line more eye-catching. We are using a Mexican restaurant as an example:
Original subject line: Happy Hour from 4-6 Today!
OK, so let’s get more specific with something like: $3 Margaritas and Half Price Apps from 4-6 Today! At least now you’ve got the customer picturing themselves with a tasty beverage and a snack.
Take it one step further by asking a question and personalizing the message (which often makes the customer answer the question in their mind): Kate, is it time for a $3 Margarita yet? It will go nicely with our half-priced queso dip!
So which one of these subject lines would make you open the email?
4. The Design and Content
The best email design is one that is clean, simple, and gets the message across. Calls to action should be apparent and above the fold. Stick with your brand’s voice, fonts (no more than two for email) and colors. Be sure to use your logo. And the first rule of email marketing: don’t bury the lead! In this day and age, readers want quick messaging. And don’t be afraid to have a little fun with it!The first rule of email marketing: don't bury the lead! Click To Tweet
5. Mobile Compatibility
If you haven’t realized that a majority of emails are consumed on mobile devices, here are some figures for you to consider.
- 80.8% of users report reading email on mobile devices.
- 75% of gmail users access their accounts on mobile devices.
- Users spend 9 minutes on email via a mobile device each day.
The easiest way to account for mobile interfaces is by building a responsive email (and be certain your website is responsive as well!). The email will then automatically resize based on the user’s device.
6. User Permission
User permission is a major contributor to email success. If you don’t have a user’s permission, DO NOT add them to any email list. That is the first and foremost rule of email marketing. Unsolicited emails will kill your email marketing effectiveness.
7. Pay Attention to the Results
The main factors to look for in your email results (which you should give a few days to finally settle) are the open rate, the click-through rate and the unsubscribe rate. Pay attention to industry standard averages to make a good comparison. Just because your open rate is 20% doesn’t mean you’ve failed – check the industry standard first. This is provided by most email marketing platforms (our favorites are MailChimp and Constant Contact). If your unsubscribe rate is above 5%, it’s time to reevaluate your email marketing practices.
At this point you may have identified some areas of your own email marketing strategy that need a little bit more work. Using the tips above will definitely help you get moving in the right direction. If you feel like you’d rather just let a marketing firm handle it all for you, please contact us and we’ll be happy to help you!
Webinars are a great way to connect with your audience. They’re cost-effective, offer an opportunity for direct interaction with your customers, and came be created in with wide variety of options and styles depending on your business. While there’s no one-size-fits-all approach, here are some tips from Turn the Page on how to make your webinar stand out from the crowd.
With so many social media channels now available, deciding which ones will benefit your business the most can be tricky. Can you really reach customers on Facebook? And what’s all this hashtag talk about? The good news is, your business doesn’t have to be on every social media platform. For most businesses, the best approach is to handpick social media channels that make the most sense for the brand. Your decision should be based on several different factors including your target audience, industry and social media marketing strategy.
We’re going to guide your through choosing the right social media channels for your business. Read More
A common question we get here at Turn the Page is: “Why does my business need a blog? What is the purpose?”
And the short answer is… well, there isn’t a short answer. That’s because a blog is a marketing workhorse that serves many purposes and is doing plenty of behind-the-scenes work for your business. Below are 10 ways a blog works for you – from delivering content that Google eats up like a newsflash to establishing authority in your industry, and everything in between.
- Your blog fuels SEO like an energy drink. Search engines (namely Google) love new content (and images) and will reward you for it by serving up your content to more readers. The more content you put out, the higher you will rank in search, while pushing competition further down the page.
- You don’t have to be a professional designer or have any real website building skills. Many blogging platforms like WordPress are people-friendly and don’t require advanced graphic skills.
- 60% of businesses who blog acquire more customers. Not too shabby!
- Your blog is the hub of all of your content marketing efforts. You can share blogs across any social media channel with links for your customers (new or old) to keep coming back for more.
- It gives your company a voice and establishes thought leadership in your industry. It also creates a place to talk about your new products or services andMarketing without blogging is like Batman without Robin Click To Tweet weigh in on timely news topics or market trends. It’s also the place to let your brand’s personality shine and show people what you’re all about.
- A blog creates a two-way conversation with your customers, prospects and industry peers. It encourages interaction, comments and feedback. This does require taking the time to read and respond to comments – there’s likely a client prospect waiting!
- A blog keeps you focused on your content marketing strategy. You create an editorial calendar and stick to it to continuously deliver purposeful content.
- It’s a great place to share company news and press releases – making it easy to share with media outlets. Blogs can serve as landing pages for your website – links to share for specific content or a news story.
- You can tell your brand’s story. A blog is a great place to offer more insight into your company, philosophy, employees, and ideas. Tell your customers why you’re in business and how you can help them.
- Blogs can give you insight into your audience. You can track blog visits through analytics and measure what interests your customers most.
At this point in the digital media world, marketing without blogging is like Batman without Robin – you’ve got a great tool at your dispense that is waiting to get to work!
To learn more about our blogging services, call (816) 527-8371 or (844) 889-5001 today!
We are excited to announce that for the second year in a row, Turn the Page has made the Inc. 5000 Fastest Growing Businesses List!
Turn the Page was founded by CEO Rob Rance (online marketing expert) and CFO Amy Driver (web development guru) after they met at a Kansas City networking group and decided to join forces. Today the company is made up of more than 20 online marketing experts – from web designers and PPC specialists, to account executives and strategists, plus everything in between.
In 2015 Turn the Page was ranked at #411 – a huge achievement for our team. For 2016 we are currently ranked at #3897 – another great accomplishment!
We are thrilled to be among industry leaders across the nation and one of just 19 Kansas City-area businesses to make the top 5000. We’re sincerely passionate about SEO, content marketing, social media, local search, PPC, website development, and all the services we offer — which is why we’re able to deliver real results.
If you’re interested in kickstarting or revamping your online presence with one of the nation’s fastest-growing companies, contact us today online or by calling (816) 527-8371.
Social media can be a useful part of any online marketing campaign but only if it’s used to its full potential. Discovering what works and refining your strategy can take a lot of time and effort, and there’s no one-size-fits-all solution that’ll work for every business. Nevertheless, Turn the Page thought we’d share some of our thoughts after analyzing our own social media efforts from Twitter and Facebook. Take a look and see if any of our results could help give your social media campaign a boost!