Social media is a fantastic way to boost online PR and get your studios and teams spoken about online. It is another route to reach new and existing clients and share your portfolio of work and services without having to push it in a direct way. It is often the first place people look when deciding where or with whom to do business, and is increasingly the platform clients want to use to communicate.
Having consistent social posting improves your perceived credibility. Visitors will see that you care about sharing your news, that you’re working on new ideas all the time, and you’re a real-life business. All that makes it more likely that they’ll reach out.
Gone are the days of counting likes (Instagram have literally been trialling hiding like counters this year). With the increase in prevalence of ‘like-bots’ and ‘bought likes’, it’s not about the number of likes you get anymore. It’s about how engaged you are with your audience, and they with you. To achieve this, you need engaging, valuable, sharable content. Here’s an enjoyable and insightful read all about “Fucking Good Content“.
Why is it a struggle?
Ever spent an hour trying to find the right filter, write the best caption, tag the relevant people? Most businesses have faced the black hole of the social media time warp. If you don’t know what to post and when, days can slip by and you eventually waste so much time trying to post that you give it up entirely. Making an illustration for one social post can feel fruitless, when time could be spent designing work for clients. Sporadic posting can result in a social page that posts 3 times in week one and nothing for the rest of the month. This lacks flow and visual consistency and presents you as less professional than you are.
We have put a framework together to help you get back on track and make social appear less daunting and time consuming, more engaging, consistent and visually appealing.
We’ve broken it into a list of Ingredients, a Recipe and a Method to make it more err… digestible. We’ve even included a list of things we are seriously allergic to and some serving suggestions for you.
Time to get planning your social media? We’ve structured ours as a list of ingredients, recipe & method to make it taste a little sweeter!
Email me for your FREE downloadable Content Plan – EMAIL Thanks Vanessa
Book your 1-1 mini Course on Social Media Planning BOOK
What is Google my Business and why is it so important for your business?
Google my Business offers you a great way to appear in google search results, as a local business this is a clear must have tool and the best thing is its FREE. Google my business provides you with the ability to list your business location on Google Maps and local search results.
As much visibility for free your business needs and with the google review tool built in no need to pay other platforms for this service. You can display important information about your business services, opening hours, location with links to your website and social media. You can add pictures and videos direct to this platform a real plus for your SEO optimisation. You’ve probably done a Google search at some point such as, ‘places to eat near me’, if so then you’ll notice that Google returns a list of three locations where you can eat based on your current location.
The three businesses that have shown as a result of your search query have a GMB page and are one step closer to attracting you as a customer. If these places to eat did not have a GMB page, then they would not have shown. Think about this in the context of your business, whatever product or service you may be selling. How can local searches benefit your business and what might you be missing out on without one? As Google makes regular changes to its algorithms, if you want to get found in local search you need to have a Google My Business listing and be optimising it on a regular basis.
How to Optimise Your Google My Business Page
After you’ve set up and claimed a GMB page for your business, the next step is to make sure it’s optimised, and you’ve filled in all the important information. You should aim to include as much information as possible on your GMB listing as possible.
When people have done their search and found your business in the search results, their next step will be to click on your business to find out more information, such as contact details and directions. The way people search is changing, and information needs to be accessible instantly. If you haven’t set an accurate business address, then it won’t be easy for people to physically find you. If your business isn’t easy to find, then people will go somewhere which is. It’s as simple as that. This is the online environment businesses must now compete in, so make sure your business is taking advantage of the way people are searching online and don’t let it hinder your ability to attract new customers.
Get Your Description Right
Take the time to write a good description to add to your listing and try make it as local as possible where you can so it’s more relevant to the user. The description is used as an overview about what your business does, and keywords related to your business can be used here. Your GMB description can be up 750 characters but it’s worthwhile getting the most relevant information in the first few sentences. Try to include 2-3 keywords that describe your business best.
Add Posts to your Google My Business
You can now attract more interest by adding posts to your GMB profile. The content will show in Google search and on map results. To add a post all you have to do is go to your GMB account and create a new post. You will be able to upload an image, write up to 300 words of text or an event title, which should include the start/end date. There is then an option to add a call-to-action with a variety of button choices including ‘Learn more’, ‘Reserve’, ‘Sign up’, ‘Buy’ and ‘Get offer’. The post option gives you great flexibility to promote events, share your content and promote your products or services, highlighting when you are running special offers. The post will last for 7 days before you will need to replace it with a new post. Google will email you a reminder to do this. The screenshot of the Innovation Visual GMB page here shows how we used the post feature to promote our Google Retail & Shopping Livestream event. As you can see a clear date and time is shown, alongside a clear call-to-action to ‘Sign-up’. If you have set up Google My Business but haven’t yet used the posts feature, then hopefully you now know enough to give it a go. Remember to keep an eye on your posts, as it appears that Google posts expire after seven days of posting them, meaning you will have to update them weekly. Events can be listed for longer and automatically expire on the day of the event, which is handy.
Add Up to 10 Photos or Videos to GMB posts
As of February 2020, you can now add up to 10 photos or videos to Google posts. This means you can do even more to elevate your posts and stand out from the competition. Images and videos can help tell a story and the ability to add multiple images will definitely benefit e-commerce businesses as it will help you add multiple images of products.
Add Images on a Regular Basis
You may have added core images such as the exterior/interior of your business, your logo and your team but you shouldn’t stop there. Post images as much as you can. This will show Google you’re active and it will favour you when it comes to showing you higher in map or local search results.
If you want to rank higher in search and map results, then collect reviews. Reviews act as real world signals of what people actually think about a business and are a key factor when it comes to ranking in local search. Not only this, but they act as social proof to your potential customers and help them make a decision on whether to do business with you or not. The best way to collect reviews is to ask for them. Seek out customers who you know what been satisfied with your product or service. To make it easier to collect reviews, set up a templated email but make sure you personalise it where possible before you send!
Respond to Reviews
Whether good or bad (and especially bad) – make sure you respond to all reviews, so your customer knows you’re serious about them and their experience with your business. This will also help other customers build trust in you as a brand. Acknowledge and thank customers who leave a good review as it shows a level of engagement at the post-purchase stage.
Finally, you can use your reviews as an opportunity to get better as a business; learn what people like and what they didn’t like and improve upon it. Reviews are valuable data to a business.
Don’t Miss Out on the Benefits of Google My Business
Make sure that your business has an up to date and detailed Google My Business page. If you have not taken the time to create and optimise one, then you’re missing out on one of the best free ways of appearing in Google search results. It’s also highly adaptable and can be updated as needed to reflect day to day changes. All it takes is time and knowledge to optimise your page, so make sure you do it. You could see the benefits instantly.
Let’s start off by conquering the main question here, what actually is SEO? By definition SEO, also known as Search Engine Optimization, is the process of increasing the website traffic by increasing the visibility of the website. In simple terms, this means that SEO is a way of making your website appear closer to the top of google searches and increasing its relevance.
Now I’m sure everyone would love their website to be straight in the customers eyeline when they search for a specific business or service, but this doesn’t just happen with a click of a button. In order to achieve this, you must go through the motions and start applying certain techniques to your website. So, what are these techniques? The more you can add to your website the better! Blogs, videos, more information, etc. If all of the content, you are applying to your website is valid and helpful then this helps Google to prioritise your website in order to see your ranking improve.
How can SEO help your business?
Well, the bottom line is, if done right, using SEO improves your relevance and ranking, full stop! It may not work straight away as building up this sort of trust with Google will take time, but you will definitely see results. SEO increases your business’s rank without having to pay for every click to get your website up there.
Relevance and Authority
There are two key factors when managing SEO, these are relevance and authority. It is imperative that you get both of these things right to increase your ranking and start to see results.
Relevance – look back at your content and assess it. Is it useful? Is it helpful? Is the content itself relevant? Is it easy to read? Is the content your own? You need to check all of these as best as you can because Google will too, and if you don’t answer yes to all those questions, you have little to no chance of Google increasing your ranking.
Simply, make your website credible! Not only will this come across to Google and in turn increase your ranking, but it will also help you in the long run. People don’t want to read something they can’t understand or read all the way to the bottom and realise it wasn’t helpful, so increasing your credibility alone will help your website.
Authority – again, credibility is key! Does and can Google trust your website? Authority is more important than you may think because this authority depends where you rank. If google doesn’t trust your website, then you have zero chance of improving your rank as Google will only boost credible, relevant websites. So, make it be yours!
What does Nettl offer?
So, what can we do for you in terms of SEO? Here at Nettl of Neston we understand that it can be hard to get your head around or to know where to start, therefore, we strive to make your SEO journey as simple and transparent for you as possible.
Firstly, we offer a free audit on your website, which means we take a look at your website and pick out what you could change or boost. We also offer a free consultation in which we would discuss anything we picked out and how best to go about improving it.
Rest assured, there aren’t a couple of us typing away at our computers from nine to five, only to add a few pretty colours to your website. There are over 50 experts, or as we like to call them here at Nettl, geeks, working away at our HQ in Manchester to ensure the technical side of everything is taken care of and carried out in the best way. This allows them to then evaluate how your site ranks up over time.
So, what are you waiting for? Pop in for a free consultation to start your journey of getting the most out of your website. Search Engine Optimization here we come!
It’s over a one year since the GDPR came into force and despite the irritating barrage of consent notices that came along for the ride, we can probably agree data protection across Europe has improved.
But it’s also fair to say the new rules have had an impact on the marketing activity of most businesses. Many email lists would have shrunk a little. Like Super Mario when he’s off the mushrooms. Not that it’s all about size, of course.
But we can’t rely on email alone anyway. You have to use a combination of channels to give your business or idea the best chance of being seen or heard. Or better still, talked about.
However, gripped by post-GDPR fear, some businesses have been paralysed into inertia. “Crikey, if we can’t spam all those email addresses we’ve collected, what are we going to do? What are we allowed to do?”
Well, if you’re wondering exactly that, here are five essential marketing channels for your business, wrapped up in an infographic style for your viewing pleasure, and with explanations below. Enjoy.
#1 SEO (Search Engine Optimisation)
Why do you have a website?
To sell more boiler cover packages? To book more appointments for your team? So more people hear about your microbrewery? It’s fair to say everyone’s different. But most people want more of something. And that something usually boils down to more website traffic.
More website traffic comes from organic search than any other source. So whenever someone is using a search engine to find information that’s relevant to your product, service, or website, you need to be there. Or you’re missing out on potential business. And that’s where SEO comes in. What’s SEO?
More website traffic comes from organic search than any other source. (1)
4 in 5 people use search engines to find local information. (2)
94% of B2B buyers research online for purchase decisions. (3)
Here’s an odd suggestion. How about getting out into the real world? We know, sounds crazy, but as the old saying goes, people do business with people. And there’s usually lots of people at events. One 2018 study asked B2B marketing folk about lead gen tactics, and events came out on top.
Which events do your customers attend? A trade fair? A convention? Classic car show, music festival, vintage fete? Could you drum up new business at one of these? Could you create your own workshop, event or open day? Or how about an all-ticket event where people hang out by the fire, eat pizza, hear from experts (and listen to your brand story about handmade jeans in a small Welsh town).
79% of marketers generate sales using event marketing. (5)
84% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event. (6)
#3 Direct mail
We’ve already talked about how important it is to have a mix of channels. And print cannot be ignored. Even Google send you stuff in the post. Want more examples? Airbnb, Facebook, Amazon, all use print marketing as part of their approach.
And the opportunity direct mail offers has actually increased since GDPR. That’s because you don’t need explicit consent to send a mailer, letter, brochure or catalogue. Provided you make it clear how they stop getting future mailings, and the content is relevant, sending direct mail is allowed under the ‘legitimate interests’ of your business.
The incredible thing about direct mail is, it’s turned full circle. We all get less post than we used to. Yet, research shows that it gets a better response than ever.
87% of people said they were influenced to make an online purchase as a result of receiving direct mail. (7)
4 out of 5 people say they’ve connected with a business after getting direct mail. (8)
44% agreed that they were more likely to remember something they had read in print rather than on screen (only 12% disagreed). (9)
#4 Social media
When engagement rates on Facebook are reported to have fallen to 0.09%, you might be forgiven for thinking social media is a waste of time for business marketers. However, linkedin has proven to be an effective place to hang out, help and connect. Especially if you’re in a B2B sector.
The fact remains that many consumers do scope out the company’s social media presence before making a purchase. And for some potential customers, it may well prove to be the very first exposure to the brand. For that reason alone, it’s important to create content that is on-brand, adds value and is posted regularly to demonstrate that you’re active in the marketplace and a credible option to explore.
94% of B2B marketers use Linkedin to distribute content. (10)
54% of social browsers use social media to research products. (11)
49% of consumers depend on social influencers for recommendations. (12)
#5 Oh, and of course you can actually still email people
But here’s the thing, there are some rules.
Email addresses you’ve scraped from cards at a show, purchased randomly, or even collected in exchange for a coupon code won’t cut it anymore (strictly speaking, they never really did).
Instead, people need to have explicitly opted in to receive the type of emails you’re going to be sending. Or, they could be an existing customer who previously bought or enquired about a similar product or service from you. That’s referred to as a soft opt-in, under PECR.
81% of SMBs still rely on email as their primary customer acquisition channel. (13)
49% of people said they’d like to receive promotional emails from their favourite brands. (14)
The average open rate for a welcome email is 82%. (15)
Marketing is about getting the right message, in front of the right people at the right time. Both digital and offline methods have a role to play in marketing your business. The resources assigned to each depends on your budget and where your customers are. Nettl can help you leverage all available channels to do well in today’s omnichannel arena.