Everything You Should Know About Zoom Backgrounds

Over the past month, businesses and schools have experienced a major change in their work environments. Now, employees and students are connecting online through Zoom, the popular video conferencing platform. Taking these calls at home also places the pressure of finding a clean, at-home space to chat in! In order to solve this issue, there is a feature which remote workers can use to make working with colleagues more fun: Zoom Backgrounds. 

Now, you may not have heard about this feature, and you may be wondering, what it is and what it does. We are here to answer all of your questions. 

1. What is a Zoom Background?

On the platform Zoom, there is a Virtual Background feature which allows the user to display an image or video as their background during a Zoom meeting. Examples include more professional options such as your company’s logo, an office space, a solid color background; or more playful options, such as the beach, a city, or your favorite destination spot! 

2. How Do I Create a Zoom Background?

There are multiple ways to create a Zoom background, such as Photoshop or using a JPG image of your own. At The Public Relations and Marketing Group, we are here to assist you in your Zoom background needs! For more information and to submit your Zoom background requests, you can contact John Zaher at JohnZaher@theprmg.com or call (631) 207-1057.

3. How Do I Change My Zoom Background?

As mentioned previously, there is a Virtual Background feature on the Zoom platform. Once inside the platform, you can access this option through your settings. All you would need to do is navigate to this option and select the “plus” sign to upload your image.

    

4. What is The Purpose of a Zoom Background? 

Not only are Zoom backgrounds a creative way to make the most out of working from home, during the COVID-19 situation, but it also provides you with the opportunity to maintain professionalism while connecting with your employees or clients. In a few years, you and your colleagues will be looking back on this moment when you all bonded over the backgrounds on your Zoom call! 

As a reminder, our team at The Public Relations and Marketing Group is happy to assist you with your virtual needs. Do not hesitate to contact us to learn more. We look forward to hearing from you!

 

Part II: Choosing a Webinar Platform

Part 2 of a 3 part series

Choosing a webinar platform can be challenging. At the Public Relations and Marketing Group, we are here to assist you with your webinar needs. We will choose the most cost-effective platform for your business and walk you through a step-by-step process on preparing and hosting a webinar. When choosing a webinar platform, it essential to consider the following:

What are you looking to achieve from the webinar?

  • Brand exposure
  • Lead generation
  • Relationship with customers

What tools and features does the webinar provide?

  • Multiple presenters
  • Presentations
  • Screen sharing
  • Live chat
  • Question and Answer sessions

How often do you plan to host a webinar?

  • Once a week?
  • Once a month?

How can you use webinars to measure success of your company?

  • Email leads
  • Customer feedback
  • Consumer questions/concerns on your products and services

Overall, there are various factors to consider when choosing a webinar platform. If you are interested in hosting a webinar please contact johnzaher@theprmg.com or call 631-207-1057 Ext. 107.

Part I: Why Host a Webinar? 4 Benefits to Consider

Part 1 of a 3 part series 

Webinars make connecting with your audience easier. Presenters can use video, audio and screen sharing to market products and services to viewers anywhere. Begin building personal connections, engagement, and trust by inviting attendees to a webinar and engaging them through question-and-answer sessions, live polls and more. If you are considering new ways to build your business and attract new customers, here are 4 benefits to consider. 

  1. Hosting Webinars Raise Brand Awareness

Webinars provide the opportunity to utilize video conferencing technology to reach a wider audience. With this technology, your business can reach consumers across the globe and increase brand exposure. In addition, the people viewing your webinar are showing their interest, and therefore, are most likely potential customers. If they are satisfied with the webinar, they may even encourage family and friends to engage with your business. Overall, this word of mouth communication is guaranteed to leave a lasting impression for your brand. 

  1. Webinars Assist in Building Relationships with Potential Customers

By speaking to a group of potential customers, you have the ability to understand your target audience on a deeper level. A few examples include what they are interested in, what concerns they may have, and also understanding what motivates them. In opposition, viewers can get to know you as a person and gain your trust. They are able to connect to the video call while they are in the comfort of their own home or office, therefore there is no pressure. Accordingly, they will have the option to participate in interactive question and  answer segments. With each webinar hosted, you can establish a strong relationship with potential customers.

  1. Webinars Build Your Email List and Generate Qualified Leads

Sign-up forms for your webinar enable you to collect lead information such as email addresses, phone numbers, and job titles. In correlation, the details that you provide in your webinar educates and qualifies your audience. Examples include informing them about your background or services your brand offers and responding to questions or concerns your audience has.  

  1. Webinars Can Allow you to Stand Out Against Competitors

Are your competitors currently hosting webinars? Right now, is the perfect time to stay ahead of your competition. Building a strong online presence is essential in promoting your brand. In today’s world, 97% of consumers find businesses online first. By responding to these consumer actions and standing out online, you have a higher chance of growing stronger than your competition. 

Overall, there are various benefits to hosting a webinar. Most importantly, webinars open up a new entry way in growing your business. With the eligibility to invite and promote consumers, share your brand message, raise engagement, and analyze and convert leads, webinars are the perfect option. If you are interested in scheduling a webinar for your audience email johnzaher@theprmg.com or call 631-207-1057 Ext. 107.

Which Social Media Should I Put My Efforts into for My Business?

Due to issues with privacy and security, Google+ is shutting down in April of 2019. On November 6, 2018, Google+ users were faced with the exposure of their private profile content. Alphabet Inc, Google’s mother company, revealed that a bug allowed 52 million users’ private information to be compromised and given to outside app developers … Continue reading “Which Social Media Should I Put My Efforts into for My Business?”

Due to issues with privacy and security, Google+ is shutting down in April of 2019.

On November 6, 2018, Google+ users were faced with the exposure of their private profile content. Alphabet Inc, Google’s mother company, revealed that a bug allowed 52 million users’ private information to be compromised and given to outside app developers without the users’ consent.

“Protecting the privacy and security of our users has long been an essential part of our mission,” says Google, Inc. CEO Sundar Pichai. Yet, in October of 2018, there was a similar breach of privacy which also provided outside app developers with Google+ users’ private information, including full names, email addresses, genders, birthdays, photos, places lived, relationship statuses, and occupations. It was after this glitch that Google initially announced the demise of Google+, which was to be terminated in August of 2019. Considering the second privacy violation, the date of termination was moved up four months to April 2019.

So, with all these major changes from Google, which platform(s) are most practical and provide the most security for your company?

Google My Business (GMB) is presumed to be the platform of choice for business owners. GMB is a free tool for businesses to supervise their online presence throughout Google, including Google Search and Google Maps. This platform allows customers to find your business’ location as well as inform them about your business, its hours, and contact information.

Within your GMB account, there is a section called Insights which offers new analytic features. Among these are queries used to find your business, customer actions like visiting your website, making phone calls, and direction requests. The platform also allows business owners to place ads, write posts, upload pictures, and update company information. Another aspect beneficial to business owners is that GMB allows for customers to leave a review of the company and compiles them in an easy-to-read list. These reviews can be responded to by the business owners.

Other Social Media You Should Use for Your Business

Social media is the basis of which most customers are going to learn more about your business. Many companies use various social media platforms to not only connect with their customers but to gain visibility throughout the internet as well. It is most beneficial to your company if you utilize multiple social media outlets to market your business. But which ones are worth it?

LinkedIn is the most professional social media platform and allows businesses to network with other people or companies and draw potential customers or clients to your business. On your company profile, you can share any awards bestowed, your accomplishments, and post in detail about current and past projects. In addition to these features, you can post and share articles, videos, and photos on your newsfeed with your network of connections and followers. You can even develop your own articles using LinkedIn Publishing. Another great aspect of LinkedIn that is ideal for business owners is the ability to list job openings and review applications from potential employees. LinkedIn is a one-stop-shop for all your social media, marketing, and business development needs.

Facebook has specific pages and profiles for companies and business professionals. These provide the business with analytics, ad opportunities, and the ability to post events and updates along with photos and videos. Keeping your clients and customers up to date on all that’s happening with your business has never been easier or more condensed into one outlet. Facebook Messenger also provides more interaction with customers. Messenger allows customers to directly message a business and discuss any questions or concerns they may have.

Instagram is perfect for sharing photos and videos from company events and posting promotional graphics to market your products or services. There is a business profile option which will allow you to connect your email address, phone number and website at the top of your Instagram page. Interaction with customers and clients is extremely simple with Instagram’s comments which, depending on your privacy settings, give anyone the ability to write a comment on a post.

Twitter is another great social media platform for businesses to post last minute updates to their followers about promotions, events, or cancelations due to weather. In addition to these updates, Twitter is also a great source to repost from Facebook and Instagram.

Not sure which social media platform is best for your business? Focus on what your company is providing to the public. If you have a lot of photographs to share with your customers, Instagram is a great option to allow your pictures to highlight your business. If your business hosts a lot of events, consider utilizing Facebook to create ads and invite customers to these events. Additionally, Twitter is great for making quick updates to schedules and keeping in contact with clients. If you still aren’t positive about what platform to use, start with one you are personally using. This way, you already have some experience with the platform and can utilize your prior knowledge to increase your business’ exposure.

You may find that you want to have presence on more than one social media network. Being present in multiple areas will increase your company’s visibility and help you reach more potential customers.

Managing Multiple Social Media Accounts

It may seem as if managing multiple social media accounts can become overwhelming. However, there is no need to fret. There are terrific software programs that help consolidate all your social media accounts in one space. Among these are Hootsuite and Buffer.

Hootsuite integrates multiple types of social media outlets such as Facebook, Instagram, and Twitter into one interface. Other sites such as YouTube, LinkedIn, and WordPress blogs can be incorporated. If you have multiple businesses or organizations you manage, you may add these organizations along with all their respective social media accounts. Buffer is very similar. You can include multiple organizations as well, and each may have multiple social media accounts. Among those covered are Facebook, Twitter, Instagram, Pinterest, and LinkedIn.

These integrations are wonderful because they provide you with the ability to create a singular post and share it on all your social media platforms with just a few clicks. You can also schedule your posts to go out at a later date or time, even months in advance! Both Hootsuite and Buffer provide analytics and the ability to respond to all your comments within the same window.

When it comes to choosing which social media management software is best for your business, it is best to research each software to find one that fits your needs and budget. For further information please contact us at 1-855-PRMG-123 or email us at info@theprmg.com.

Marketing Your Restaurant During the Holiday Season

The “most wonderful time of year” opens heart and wallets, offering great benefits to restaurants and destinations; but, thanks to fierce competition, it also presents great challenges. Follow these steps to make your business, small or large, stand out from the crowd this holiday season.   Step 1: Recognize the common and effective trends. See … Continue reading “Marketing Your Restaurant During the Holiday Season”

The “most wonderful time of year” opens heart and wallets, offering great benefits to restaurants and destinations; but, thanks to fierce competition, it also presents great challenges. Follow these steps to make your business, small or large, stand out from the crowd this holiday season.

 

Step 1: Recognize the common and effective trends. See if these will work for you.

During this wintry season, take advantage of all the opportunities before you. Some common and effective holiday trends include giveaways, special deals and offers, and of course holiday parties!

Giveaways can be an effective tool when trying to reach a new audience. Offering a small product or service gratis can encourage someone who has never interreacted with your business to try what you offer because it’s free.

This method’s effectiveness stems from the reluctance of consumers to invest their time and money into a product they don’t know too much about. Offering a giveaway allows a potential consumer to see how great your business or product is without taking a financial risk. This in turn encourages the customer to keep coming back – even if they have to lay down cash.

Special deals and offers work similarly. Though slightly less popular than offering a free product, special offers do allow a more immediate return. Giving a 15% discount, or offering 50% more product (i.e.: “Buy one, Get one Half Off” or “Free Kids’ Meal with Purchase of an Entrée”) is often incentive enough to persuade customers to buy something if they wouldn’t consider paying full price.

Tip: Discounts or offers are an excellent way to entice new customers, and they can help retain the loyalty of current customers*.

Holiday parties are another successful tactic that restaurants and destinations employ this time of year. Free parties or events get people in the door, a crucial component to both restaurants and destinations; face-to-face contact – whether that is in your restaurant or at your park, or merely personal contact with your staff – is the best way to foster brand loyalty.

People enjoy celebrating during the holiday season; Christmas, New Year’s, Hanukkah, Kwanzaa, Chinese New Year’s, St. Lucia’s Day – there are many cultural holidays and reasons to celebrate during the snowy season. Take advantage of the good cheer by throwing a holiday party or event. An easy incentive might be free appetizers, winter-themed drinks, or festive desserts. Be ready to have extra staff on hand that night – especially bartenders.

Tip: The key to a successful holiday party is creating buzz prior to the event. Want to learn how? Keep reading!

Step 2: Stand out from the competition.

When trying to make your restaurant or destination business stand out from the competition, there are a few things to remember. Create a warm, inviting space and don’t be pushy. People want to feel welcomed and important. However, if someone is not interested, don’t bombard them with invites or offers – accept their decision and move on to the next consumer.

There are also multiple marketing techniques a business can use to stand out. Here are a few that work for any type of restaurant or destination business:

  1. Video Ads – Advertising through videos is one of the more effective means of advertising. Short, captivating videos are more memorable to the everyday consumer than static images. In fact, 64 percent of consumers who view a video ad are more likely to buy a product than if shown a static image ad.
  2. Email Blasts – Email marketing is an effective and cost-efficient mode of exposure. In 2016, email marketing efforts drive more than 27 percent of Black Friday sales.

Here are some important things to remember when sending eblasts:

  1. Have a clear subject line: if you are offering a sale or discount, make it obvious in the subject line to encourage recipients to open the email.
  2. Don’t promote too much in a single eblast: choose two or three things to focus on rather than overwhelming consumers with information.
  3. *Reward your loyal customers with special deals: This is where email marketing can be more efficient than general, and public, social media posts. Send specific emails to loyal customers thanking them for a previous purchase and reward them with a discount for the future.
  1. Posting on Social Media – With the surge in mobile internet use, social media has become an exponentially important marketing tool, especially for restaurants and destinations. Facebook, Twitter and Instagram are a great place to post giveaways and discounts – and it’s free! Some examples of giveaway/discount posts include:
    1. Like this post for a chance to win 25% off your next visit.
    2. Comment your favorite meal below for a chance to win that meal for free.
  2. Facebook Ads – Paid Facebook advertisements are another fantastic way to reach people, and work especially well in reaching new consumers. Facebook advertising is also an effective way to build up your social media following, which can give your organic posts more of a boost.
  3. Direct Mail Holiday Cards – Printed holiday cards are a delightful way to remind people of your business without being too pushy. Do NOT try to advertise on your holiday card. Consumers will view it as tacky and desperate. Instead, keep the seasons greeting card a greeting card; a nice gesture, one that doesn’t indicate needing anything in return, will generate or add to a good reputation for your business.

Step 3: Give back if and when you can.

The holiday season is the perfect time to get involved with the community. Even if it’s a small gesture, everything counts to those in need. Donate food to a soup kitchen, volunteer at a holiday charity, or raise funds for a worthy cause. It doesn’t take much to get involved.

Tip: Giving back will not only help others; it could end up helping your business as well.

People often interact with a brand that they feel offers a great product or service, but one that is involved in the community is more likely to retain loyal customers. Your business’ name in the press associated with a kind volunteer service, or a generous donation, will only increase affection for your brand or business. Embrace the spirit of giving and your consumers will see that you care.

We hope you effectively employ these methods to stand out from the competition this holiday season. These and many other strategies can help grow your business. To learn more, contact the social media and marketing experts at Dining Out Marketing Group. Email us at info@diningoutli.com or call us directly at 631-207-1057, ext. 107.

Best Email Marketing Practices for Professionals

There are many ways to implement email marketing and myriad articles discussing the best plan of action. In an effort to save you time, we’ve compiled some tips on the best email marketing strategies. Some have come to associate email marketing with spam, resulting in a sour view of the company or firm that sends … Continue reading “Best Email Marketing Practices for Professionals”

There are many ways to implement email marketing and myriad articles discussing the best plan of action. In an effort to save you time, we’ve compiled some tips on the best email marketing strategies.

Some have come to associate email marketing with spam, resulting in a sour view of the company or firm that sends the email. But, when certain tactics are implemented correctly, email marketing can provide useful and interesting content to current and prospective clients, which in turn will garner business. Word of mouth is extremely important in any industry, and successful email marketing is one way to get referrals.

Quick Tips

  1. Send Out Frequently
    E-newsletters should be sent out monthly, or at least quarterly.
  2. Don’t Blast from Home
    Don’t send to hundreds or thousands of people from your personal or work email – use an expert email marketing service.
  3. Create Valuable Content
    Don’t clog up your e-newsletter with unrelated links. You want your content to be compelling and related to audience interests
  4. Hone Your Audience
    For instance, if you own a local service business, you don’t want to waste your time targeting interstate or international clientele. There would be very little return-on-investment (ROI) and it could negatively affect your reputation with search engines.

How to Build an Email List

Start with the basics – you can use the contacts you have on file from happy customers. If you’ve been in business for a long time, this list will likely be a good starting point. Be sure to ask yourself “Would this contact be interested in receiving emails from my company?”

After that, you will need to actively build your list. There are many ways to do this:

  1. Add a “Subscribe to Our Email List” option on your website.
  2. Offer a giveaway – in exchange for the reader’s email address, he or she is entered into the raffle (for a gift card, for instance).
  3. Ask for emails in the middle or at the end of your website content
  4. Create an exit-intent pop-up – when a reader is about to leave a site, this small ad will pop up asking them if they’d like to stay up-to-date on the latest company news.
  5. Offer downloadable content, such as a how-to guide, for which readers will need to provide their email to access the content.

Take advantage of one of the many companies with nominal fees that will ensure your email address isn’t blacklisted, such as Constant Contact, StreamSend, or MailChimp. These services have e-newsletter templates that can be altered to meet your brand. If you don’t have the time, seek out the guidance of an experienced marketing team that can take care of it for you.

How to Create Valuable Content

Throughout the month, try to make a list of instances of the following:

  • Positive company news, especially external recognition like reviews or awards
  • Topical news related to the company’s industry – be sure to add a sentence or two describing how the news item might affect your audience
  • Common questions from clients or customers that you could answer in 6-8 sentences
  • Events your audience might be interested in attending
  • For retailers: the latest company offerings – such as forthcoming specials or sales
  • For service professionals: reminders about important deadlines or annual projects

Implement these details in two- or three-sentence paragraphs in the body of your e-newsletter, with pages that jump out to expand on the content. In the case that you don’t have a lot of news to share, write original content to educate your audience about your experience and your business – including why your business stands out in its field.

When to Schedule Your Campaign

You want the optimal opportunity for visibility and follow-through. Think about the day-to-day business of your audience and schedule the campaign to go out when your readers will be able to sit down and read it.

Consistency is key for email marketing; e-newsletters in particular. You want your audience to anticipate and look forward to your monthly letter, which is full of free, valuable and interesting content. If you’re getting a lot of click-throughs, think about implementing a “Forward” option. Let your audience know you’re on the lookout for new subscribers and ask if they’d consider forwarding your content to a friend or colleague who might likewise benefit from it.

Long Story, Short

Emails are a great marketing tool, because they are not only highly accessible, but also because they are easily shareable (via forwarding). Email marketing also increases your company’s visibility and keeps your name in front of current and potential customers or clientele.

Email marketing can be a useful method to garner new business. However, you may not have the time to write, research and implement your content into a monthly E-Newsletter, especially if you are a small business owner.

The Public Relations and Marketing Group is a full-service marketing firm that specializes in digital marketing for professionals, services, retailers and hospitality businesses alike. For more information about our email marketing service, contact our Long Island marketing agency, serving the greater New York City metropolitan area. Call 631-207-1057 or email info@theprmg.com for a free consultation.

 

ADVERTISING SPOTLIGHT: PERSONALIZED SNAPCHAT FILTERS WILL DRAW ATTENTION TO YOUR BUSINESS

Now that it has surpassed Twitter in daily users, Snapchat is one of the most popular social media apps. With the introduction of personalized geofilters for photos to increase user engagement with businesses, it can now be used as an influential marketing platform. Snapchat is a photo- and video-sharing social media app, famously known for … Continue reading “ADVERTISING SPOTLIGHT: PERSONALIZED SNAPCHAT FILTERS WILL DRAW ATTENTION TO YOUR BUSINESS”

Now that it has surpassed Twitter in daily users, Snapchat is one of the most popular social media apps. With the introduction of personalized geofilters for photos to increase user engagement with businesses, it can now be used as an influential marketing platform.

Snapchat is a photo- and video-sharing social media app, famously known for its vanishing element: users may to choose set a timer for their photos so that their friends can only view the photo within a certain (and short) timeframe.

Filters are a way to frame or otherwise ornament photos that users have taken with their mobile devices and will share through the Snapchat app. Geofilters take this one step further, as they are based upon the user’s specific geographic location. Many geofilter designs include logos, pictographs, words or phrases (including slang) and other fun images associated with a certain state, town, restaurant, etc. The filters were originally designed for exclusive use in public places, such as the Grand Canyon or the Washington Monument. With the introduction of on-demand geofilters that can include company logos, your business could benefit from substantial new branding and reach.

These “on-demand geofilters” won’t go unnoticed, particularly if your customer audience is made up of teens and young adults, the largest demographic to use Snapchat. According to Business Insider, 77% of college students use Snapchat every day and 58% of college students would be likely to purchase a brand’s product or service if they received a coupon on Snapchat. Additionally, Snapchat users are very actively involved with the medium, watching over 10 billion videos per day, according to a report published in Bloomberg back in April.

Your company would also benefit from the use of Snapchat geofilters for and during your planned events, as photos with filters are more likely to be shared on the social media platform than those without filters, and these shares attract attention.

A personalized geofilter for your business would appear to a Snapchat user after he or she takes a photo and swipes to the right; the filters could highlight either your brand or your particular event.

The cost for these personalized company filters depends on the size of the location where the filter will be displayed (called the “geofence”) and the length of time the filter will be displayed (from one hour to 30 days). If your business could profit from increased exposure, contact The Public Relations and Marketing Group for filter designs and other social media expertise. To learn more, call (631) 207-1057 or email us at info@theprmg.com.

Trust: The Key to PR’s Success or Failure

What’s the most important part of public relations? You might think that the answer is in the word “public”—in other words, how wide an audience you can reach with information about your organization. However, an equal amount of attention needs to be focused on the “relations” component of PR. PR is less a set of … Continue reading “Trust: The Key to PR’s Success or Failure”

Trust in MarketingWhat’s the most important part of public relations? You might think that the answer is in the word “public”—in other words, how wide an audience you can reach with information about your organization. However, an equal amount of attention needs to be focused on the “relations” component of PR. PR is less a set of tried-and-true formulas for communicating with customers, and more a discipline of building trust. The relationships you cultivate with audiences will ultimately determine your company’s success or failure.

This is borne out in recent conversations across cyberspace about the role of “influencers” in social media marketing. According to data from the PR firm Edelman, more and more existing and prospective consumers turn to trusted technical experts, academic experts, peers, and even CEOs for information on what products to buy. These “influencers” are opinion leaders because they have earned a given population’s trust and can therefore powerfully affect consumers’ purchasing choices.

As one author describes it, “Influencer marketing is yesterday’s word-of-mouth marketing on steroids.” Interestingly enough, even though 21st-century consumers seem to prefer the “old-fashioned” concept of trust when deciding to make a purchase, the media they trust have shifted significantly. Edelman’s data also revealed that millennials tend to place their trust in search engines and social media more than traditional avenues.

Whether your business uses primarily traditional or online marketing in its approach, it’s safe to say that you’ll see greater results only if you use public relations to cultivate trust and build relationships with the clients that matter to you. This will strengthen brand loyalty, as people will genuinely enjoy your brand and your product. Some of our most successful clients have already developed relationships with customers who love them and what they do, and it shows.

The Public Relations and Marketing Group, LLC (PRMG) can help your organization develop a comprehensive public relations plan to connect with your audiences. As a full-service public relations, marketing and digital advertising agency, we understand the public with which your business is likely to interact, and we can connect you with influencers who will further help you develop a relationship of trust with consumers. If you have any questions about our social media or other marketing services, please contact us at (631) 207-1057 ext. 107 or at johnzaher@theprmg.com.

What You Need to Know About the New Google My Business

Building an online presence is crucial to the success of any contemporary business. From a website to social media, the modern business must create a solid web presence to keep up with today’s most common method of new business acquisition: the Internet. Search engines are certainly the most popular method for potential new customers to … Continue reading “What You Need to Know About the New Google My Business”

Building an online presence is crucial to the success of any contemporary business. From a website to social media, the modern business must create a solid web presence to keep up with today’s most common method of new business acquisition: the Internet.

Search engines are certainly the most popular method for potential new customers to find local businesses, and Google is chief among them. Millions of business owners now look to Google My Business, the analytics and social media software developed to influence Google search results, to attract and retain customers.

Google My Business aims to frequently improve the properties it offers to users, and has continued its usefulness with several recent developments, including new insights, accelerated mobile pages (AMPs), and an “explore interests” feature, among others.

Key features of the new insights tool tell a business owner whether his or her listing is being viewed through Google Search or Google Maps and whether customers view the listing by searching for the business name (specific search) or by a category or related keyword (general search). An additional update removes Google Plus statistics from the insights panels.

Accelerated mobile pages (AMPs) optimize web content for mobile devices. They remove unnecessary resources, which in turn allows a mobile browser to provide a more fluid user experience. Google has announced that AMPs will be immigrating to Google’s main search results, thus increasing a company’s chances of acquiring organic traffic (versus traffic acquired from paid advertising).

Google’s projected “Explore Interests” feature would allow Google users to browse categories which appeal to them, such as music, shopping, food and drink, or sports. This feature can help drive more traffic to your company’s website by offering readers the relevant content in which they show interest.

A screenshot posted by the Android Police in its blog shows the test stage of the new feature:google my business adds explore interests feature

Search engines are an essential tool for businesses in today’s modern marketplace, and utilizing Google as a means to increase traffic, and therefore sales, is a good business practice. Although a well-rounded web presence is critical for the success of today’s business, but it can be overwhelming and sometimes difficult to navigate. The Public Relations and Marketing Group offers expert web development, marketing, advertising, public relations and social media management solutions to help your company compete in a 21st-century marketplace.  To learn more or for a free consultation, please contact us at 631-207-1057, or visit our website at www.theprmg.com.

What Mobile-First Marketing Means for Your Business

Last month’s Google Performance Summit in San Francisco, CA, revealed a number of changes to Google’s AdWords and Analytics tools. Some of the highlights of Google’s summit included the development of “Promoted Pins” in Google Maps, changes in ad bidding and a new appearance for ads in search results. All of these developments reveal that … Continue reading “What Mobile-First Marketing Means for Your Business”

Mobile-First Marketing

Last month’s Google Performance Summit in San Francisco, CA, revealed a number of changes to Google’s AdWords and Analytics tools. Some of the highlights of Google’s summit included the development of “Promoted Pins” in Google Maps, changes in ad bidding and a new appearance for ads in search results. All of these developments reveal that Google is moving forward into the mobile-first era while continuing to handle trillions of searches every year.

Google announced that its Maps service will soon include a new generation of localized ads, as well as “promoted pins” featuring local businesses. They note, “Nearly one-third of all mobile searches are related to location,” revealing that “people’s online and offline worlds are colliding.” Since locally-based mobile searches are growing, this is a tremendous opportunity for organizations to integrate their advertisements into the stream of their followers’ lives and to show them that they are located nearby.

Changes to AdWords bidding will now allow customization based on the platform of choice – desktop, tablet, or mobile. Again this change is driven by Google’s commitment to pursue a “mobile-first” approach to advertising. The increased customization capabilities for AdWords bidding will allow businesses to optimize their marketing for whichever platform drives the greatest response and, ultimately, to reach customers more effectively.

Finally, the “mobile-first” approach to advertising has led Google to reformat the way search results appear to favor mobile platforms. This follows Google’s decision earlier this spring to remove right-hand ads from desktop search results. Expanded-text ads and new responsiveness features in mobile displays further contribute to the versatility and appeal of Google’s world-leading ads program.

Google has published some very helpful information about how mobile searches connect customers to physical businesses. Of course, Google’s search and advertising capabilities have revolutionized the face of marketing in the digital age, and their shift toward a “mobile-first” approach means they are continuing to have influence in this area. The call for professionals in this ever-changing media environment is clear: as Google notes, “accounting for mobile and designing for mobile-first are two very different things.” Mobile advertising and search capabilities offer a promising way to bridge the gap between cyberspace and physical space, as the content users see online pushes them to visit physical locations.

The Public Relations and Marketing Group, LLC (PRMG) is a full-service public relations, marketing and digital advertising agency. A Certified Google Partner, PRMG is dedicated to helping organizations and professionals drive client outreach through strategies like mobile-first marketing. If you are interested in any of the services we offer, please contact us at info@thePRMG.com or 631-207-1057 for a free consultation.