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Google’s new additions help drive traffic

Google have launched two new initiatives this week that could help improve your quality score and therefore your listings on Google. And we love news like that.

The first are dynamic site links. They sound complicated but actually they’re just content specific links that you can set. They appear below your normal advert copy and are in addition to the main link. They’re measured on relevance so they’ll appear automatically when it’s relevant to the search. They can be a call to action like ‘Book an appointment today’ or they might be information related ‘Learn more about our training schemes’. The main thing is for the moment they are free so there is no reason not to try them out. And if you change your mind you can just turn them off.

Some people are already reporting a 10% increase* in quality score when they are used and all the extra information you can add has to help.

The second new initiative to be launched this week is an addition to Google Maps.

They’re now including a new ‘Explore’ button which acts a bit like a local guide showing points of interest and businesses nearby as well as reviews and travel times.

This could work really well for restaurants, shops, cafes, garages and local attractions.

The button will appear in the bottom right of the screen on an iPhone and on the right side on android. You need to have your location settings on when searching to make it work, but think how easy it would be for people to find you. You need to make sure that you have the correct information on your listings and website so speak to us about how to make the most of this opportunity.

Likewise, if you’d like to know more about dynamic site links, just get in touch with one of the team in either Leeds, Manchester or London and we’ll happily talk to you about how you can get the most out of these new Google additions.

Social Media – Have you taken the plunge?

There’s an expectation these days that businesses large and small must have an online social presence that includes Facebook, Twitter, Google+ and LinkedIn. Of course, when used well, social media can be really effective. It can help raise your online profile, reach new audiences, help SEO and build credibility for you as an expert. However, it has to be thought through carefully. You have to pick the right social platforms for you. It’s a powerful medium and it gets out there straight away, so you need to think carefully about what you put out and how you respond. So, if you’re setting out down this route, here are a few handy hints to get you started:

Check your website supports what you are saying and looks the business – readers of your blog/tweets/Facebook page will check it out so you should be completely happy with it.

Get a Social Media Strategy – it’s tempting to plunge in and fire off tweets and blogs as and when but think about what you’re trying to achieve and try and plan updates.

Think about your audience and platform – like any marketing activity, for it to work, you need to know your audience, their needs and how to reach them. So, if your customers spend a couple of hours on facebook everyday that’s where you need to be.

Think content – heavy sales speak will soon turn people off. Content should be useful and user-friendly. Listen to your audience and take note of questions and opinions posted. If you help people by providing fresh and informative copy they will ‘like’ and ‘share’ – exactly what you want to get your brand out there.

Don’t forget your Search Engine Optimisation (SEO) – social media works well alongside SEO. In fact, search engines use Twitter, Facebook and Google+ for signs that content is used and valued. It all helps push you up the rankings.

Monitor your company’s online reputation – any online content, positive or negative, affects how people view your business. 83% of consumers say online reviews influence their perceptions about companies and 80% agree that negative online comments changed their purchasing decision*. So, it’s essential that you monitor what people are saying about you regularly and act on it.

Pulling everything together, social media, SEO, web updates may seem daunting but it doesn’t have to be. We can help freshen up your website, use independent SEO reviews to maximize your Google visibility and recommend the right approach for your social media activity too. Just give us a call to discuss how we can help your business.

*source: eMarketer.com via http://www.socialmediaexaminer.com/tools-monitor-online-reputation/ 11th June 2014

Sequenced adverts work best on Facebook

According to a new study click-through rates increase when an advert is part of a sequence. So much so that people who went to the landing pages increased by 87% and people who subscribed to the e-newsletter by 56%*.

The study featured three groups. The first group was shown gradual adverts over a twelve day period. A series focusing on brand awareness, product features and then the call to action with e-newsletter sign up. The second was shown three call to action adverts, for four days each and the final group was used as a control and not shown any adverts.

The results were interesting. People prefer to be told a story. They like to learn about the brand before the call to action is thrust upon them. And who can blame them. We know that purchasing online involves trust and brand awareness is a big factor of that.

We’re also human and sometimes shun away from the “Buy now!” demands. So by telling us a story about the brand, then informing us about the products and finally asking for the call to action seems a much nicer approach doesn’t it? The same could be applied to social media updates as well, so think about it in relation to your social strategy.

By using a sequence of adverts like this we can control when and how often messages are displayed much easier too, targeting key audiences and time of day. It could support natural SEO and drive traffic to your website. Why not try it with content marketing, where articles are placed on appropriate sites to generate web traffic. The client in the study also said that they gained a better quality of customer overall as well as increasing their return on investment.

If you’d like to discuss your social media strategy or just look at options available to you in terms of online and social media advertising or content marketing, just give us a call. We’re always happy to help.

*The Science of Social Media Advertising, A Research Study on Sequenced for Call to Action vs. Sustained Call to Action. Presented by Adaptly, Refinery 29 and Facebook. May 2014, www.adaptly.com.