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.

Five Tips for Survival in the Digital Marketing World in 2016

 

You may have heard that the keys to marketing are the following: Product, Price, Placement and Promotion. These are the concepts of old and, in a new and changing digital world, you can’t afford to act traditionally. As we head into 2016, companies are expected to seamlessly represent themselves and can benefit or fold from online reviews. Consumers prefer companies that use multiple channels of communication and which easily resolve their potential customer experience issues. One of the ways to achieve this is to follow the formula:

Consumer, Context, Content, Commerce –> Convergence

The consumer is the focus of any advertising excursion and should be treated as such. With the consumer in mind, develop context, content and commerce for your product and, along with the final product, convergence will come across many platforms.

1. Consumer

Today’s consumer is connected, informed and vocal on social networks. Most importantly, the consumer is more likely to stay loyal to a company because of the feelings that the ads exude. Advertising should be centered around the consumer’s frame of mind, playing intelligently off emotions, wants, needs and personality.

2.  Context

No ad is effective without taking context into consideration – saying the right thing at the right time is crucial to your brand. Make sure you’re paying attention to current events. You may want to pull commercials featuring an airplane, for instance, if a major airline crash is all over the news.

3. Content

Content must be relevant to context and consumer. Since it can be easily manipulated and needs to be focused, content is the single most influential aspect of digital marketing.

4. Commerce

Anticipating a consumer’s needs is the crux of commerce. If your target audience is millennials, easy online access and quick shipping should be priorities. If baby boomers are your primary customers, long-lasting quality products for a low price are best. Do you carry a specialty item, or can the consumer go to a local store and purchase it? What makes your product better than a less expensive alternative? Younger generations feverishly research several products before deciding on one, while older people may buy one product on-site because of the brand. Cater your priorities to what the target audience wants and how they will seek it out.

5. Convergence

For your business to succeed, you need to establish consistency in audience communication, product quality and digital presentation. Instead of being hip for joining Facebook, your company looks careless because it doesn’t regularly update the profile. You might have a fabulous product, but your grumpy customer service staff turns consumers off. Be sure you are consistent with how you present both the company and the product.

Above all, be willing to change. With a vast and ferociously changing consumer palette, you need to stay relevant to be successful. Keep the consumer at the center. Write and exhibit consistent, relevant content and anticipate your audience’s needs. These are the steps to success.

The Public Relations and Marketing Group, LLC (PRMG) is a full-service public relations and marketing agency based in Patchogue, New York. PRMG is dedicated to helping businesses, professionals, non-profit organizations, government entities, attorneys and law firms leverage their time, talents and resources by using effective public relations and marketing techniques, as well as advertising, graphic design, website design and development, digital video production, search engine optimization (SEO) and social media tactics. For more marketing advice, please call (631)-207-1057 or visit www.theprmg.com.