small business marketing online – Page 2

January 6, 2012January 6, 2012

Google +1 Button: Your Road to Increased Visibility

The Google +1 button acts in a similar way to the Facebook ‘Like” button. However, the Google +1 button has more far reaching effects and is likely, in the long run, to impact heavily on the effectiveness of your small business marketing.

The Google +1 button is not just a ploy to challenge Facebook’s ascendancy in social media, it represents a fundamental paradigm shift for Google – from content to people, from page rank to people rank. Google has for a long time ‘branded’ you (given you a ‘value’ ) based on your online content and your connections.

Google +1 Button represents a shift from page rank to people rank

In the days of Google’s Wonder Wheel, Google provided a visual representation of how you were viewed by Google itself and the relationships between you and particular keywords. I have written about this earlier in a guest blog post, Google is Watching You. Unfortunatley Google has dropped the Wonder Wheel but you can see the representation below that Google developed of my friend and colleague, Chef Keem:

Google has recognised that Chef Keem is a leading Squidoo Lensmaster (Giant Squid), that he lives in Austin, Texas and that he shares numerous recipes on his website and on Squidoo as well as via his videos, articles and blog posts. Google even recognized that at the time this Wonder Wheel was created, Chef Keem was establishing a new Bavarian Bistro (see the bottom link on the right of the image). If you ever want to see how to create an effective personal branding campaign, then visit Chef Keem’s Kitchen.

The reality is that Google is moving more and more to giving you and your business a “value” based on how your content is viewed by others and the extent of your associations on the Web. Google has even built up a knowledge bank about you based on your online social connections, e.g. people you are connected to on Google+, Google Reader or Google Talk.

Google +1 in search results

The net effect of all this is that Google will show your +1’s in the search results for people you are connected with. The corollary of this is that when you search on Google, you will see below the individual search results if anyone from your social connections has +1’d the particular search result. The following image gives you an idea of what this looks like:

If I use your cursor to hover over the individual names you will see how each of the people who +1’d the site are connected to you (in this case each is connected to me via my Google Plus Circles).

So the more people you connect with via Google Plus and the more you +1 Web content, then the more visibility you will gain in relation to what you value of the Web. Also if other people reciprocate and +1 your content, you will appear in more and more search results for people you are connected with on the Web. So the +1 button has a spiralling effect if you continue to build your social connections through Google Plus and if you +1 the content of others.

Your Google +1’s on Google Plus

Your Google +1’s are available to you as a stream on your Google Plus profile. The default setting for this is that this list of your +1’s is private. However, you can make it public on your Google Plus profile by changing the settings.

There are a small number of simple steps involved when you are on your Google Plus site:

Click your profile icon
Click ‘Edit Profile” icon
Click on the displayed +1 icon (see image below)
Tick – ‘Show this tab on your profile”
Click “Saved”.

Adding the Google +1 button to your website or blog

There are a number of ways that you can add the +1 button to your website or blog so that people can use the +1 button to recommend your content/site to others:

Use Google’s code for adding the +1 button to your website or blog
Use a WordPress Plugin specifically designed for this purpose

If you are reasonably advanced technically, go for option 1 above. However, using a WordPress plugin gives you greater flexibilty and it may be easier for you to install a WordPress plugin.

To find a WordPress plugin for the Google +1 button, just do a search on Google. When I did this, I came across the following Google result:

Now you can see once again, Google is using my online social connections to show who recommended this plugin. In this case it was Mari Smith, Facebook expert, who is in my Google Plus Circles. Because Mari recommends this plugin and because it is used on reputable sites like Mashable, I chose the +1 button plugin she recommends. You can access the plugin here:

Google +1 Button – WordPress Plugin

You can see this Google+1 button plugin operating on this blog, Small Business Odyssey. The plugin offers different ways to customise the Google +1 button, including adding the button before or after posts or in both positions. You can also add a count of how often the +1 button is used for your website, page or post.

In the final analysis, the Google +1 button gives you the opprotunity to increase your visibilty and to enhance your small business marketing online.

December 26, 2011

Google Local Places: Critical for Small Business Marketing

Google has created over 49 Million websites for businesses around the world in the form of Google Places. These Google-generated websites contain basic information such as business name and address and a Google location map. They contain Google’s “best guess” about relevant company information and location.

However, the latest stats show that only 2% of these websites (Local Places) have been claimed and verified by business owners.

Local listings (Google Places) are increasingly valued in Google results. More recently, some local listings appeared ahead of other organic searches on Page 1 of Google results for relevant keyword terms. The resurgence of Google Places is one of the 7 major changes that impacted small business marketing in 2011.

Another key consideration about Google Places is that they are optimized for mobile to facilitate mobile search. There is a considerable fusion between local and mobile marketing occurring now, so creating mobile compatible sites is becoming increasingly important.

If you have an offline business, now is the time to claim your Google Places website using the guidelines provided below.

Creating your Google Places and Google Map

The process of creating your Google Places website takes three basic steps, as simple as A, B, C.

A. Setting up Google Places

If you have not yet created a Google Gmail account, now is the time to do so. If you are working on behalf of a client, then you can create an account with their business name in the email address.
Log into the Google account via http://maps.google.com and check if a company listing exists by searching for the company name (with location) in the box provided.
If a Google Places listing exists for your business (or that of your client) click the “edit this place” button and proceed to edit. If a listing does not exist, click “My Account” and choose “Google Places” to set up your listing.

B. Updating/editing your Google Places listing

1. Business Name

Google recommends you use the actual business name, not a keyword rich made-up name. This is to assist verification purposes. If Google cannot verify the business and your association with it (or that of your client), you will not be able to edit your Google Places.

2. Physical Address

It is vital that you give the physical address of the business (or if working from home, your home address). The physical address is necessary for Google to employ its Google Map technology as part of your listing. If you do not want the physical address disclosed, there is an option to suppress it later (along with the specific map location). The address is critical because Google Places is designed as a local business locator and Google needs this information to verify the listing.

3. Phone Number

This should be the direct local number so that clients and customers can contact the business directly. The last thing you want to do is send a customer on a “wild goose chase” trying to find someone to talk to on the phone.

4. Email address

Google has expressed a preference for you to use the email address that incorporates the company domain, This is preferred to a Gmail account or other derived address, as it aids the verification process.

5. Website address

This has to be the URL for your company (not a specific product or service). Google uses this for validation of your listing. If you have no website you can leave this blank.

6. Business description

You can make this description keyword-rich, provided you explain to potential customers exactly what the business is about (otherwise you are wasting your listing).

7. Business category

Google provides a drop-down list of suggested categories. You can type in the business category you think should cover your business (or that of your client). Google will suggest something close to this, if it does not exist. Unfortunately at the top level, you have to accept one of the Google suggested categories. You then have the option of adding four more customized sub-categories.

8. Optional Information

What you complete here will depend on the nature of your business. Possible information includes hours of opening, service area and payment options. Hours of operation can be critical for some businesses, e.g. there is nothing more frustrating than trying to locate the hours of operation of a retail store when in a hurry.

9. Photos

You can upload up to 10 photos provided they are associated with your business or products/services.

10. Videos

You can upload up to 5 videos (via their YouTube addresses) that are associated with your business. This is a great opportunity to add multi-media marketing on a page created by Google itself (that it wants to give priority to).

11. Coupons

Google Places also provides the facility to offer coupons and other special offers.

C. Activation of your Google Places

Once you submit your listing to Google, you will be given the option to receive an activation code by phone or by postcard (2 -3 weeks). When you receive this code, you need to use the PIN code provided to activate your Google Places Listing (access via the link provided or via “Dashboard”). If you don’t activate your listing, your (edited) Google Places will not be published.

Google Places is an important component of small business marketing and offers the opportunity to have your website listed high in Google search results with an attractive display.

December 26, 2011

7 Major Changes in Small Business Marketing in 2011

As 2011 comes to a close, it is instructive to reflect on the massive changes to small business marketing that occurred during the year and to look at their implications. These changes were driven by a number of landmark events that spawned innovations.

One of the key drivers of the changes that small business marketing confronts today, and into 2012, is the direct competition between Google and Facebook for Number One position on the Internet (and all the revenue that goes with this position). The impact of this competition is being felt throughout the Internet marketing world and in social media. There are many people becoming disengaged by the endless changes created by the two Giants of the Internet as they try to outpace each other. One possible prognosis is that this could open up the arena for another player who undermines the customer base of the both the big players, as Facebook did to MySpace.

I want to focus on seven (7) key changes as a way to highlight the impacts from a small business marketing perspective. This approach is in line with my suggestion to write blog posts in sets and sevens. So here are the seven key changes in 2011 affecting small business marketing:

1. Google Places upgrade and resurgence

Google introduced improvements to Google Places, the platform for local businesses to highlight their location, hours of business and their products/services. Along with these changes, Google gave new prominence to Google Places in local search results, changing the display and increasing the value of a Google Places web presence. Sadly, very few small businesses understand the value of this change and have failed to take up their allotted Google Places website. In 2012, Google Places will be an absolutely essential part of your small business marketing. Without it, you may find yourself dropping deeper and deeper in the list of local search engine results as your competitors make full use of this facility (one which Google itself hosts!).

2. Changes to Facebook Pages

The big news of 2011, was that Facebook had more web traffic (visitors) in March than Google and took over the Number One position in terms of search engine volume. The race is now on and Google and Facebook are involved in a head-on tussle to capture (or retain) the number one position. This competition has generated many changes on both sites. Facebook has made major changes to its Facebook Pages to make further inroads into the business market. These changes have complicated the scene for small business marketing. It has meant that many small business owners have had to ignore Facebook or engage small business marketing consultants (who are struggling themselves to keep up with the changes). But how can you ignore the Number One source of web traffic that is also a social media site with over 700 Million members?

3. Introduction of Google Plus and Google +1

Google quickly responded to Facebook’s resurgence with the introduction of its own social network, Google Plus. It also introduced an equivalent to the Facebook “Like” in the form of the Google +1 button. There are other major changes in Google’s search algorithm and results display that accompanied these changes. The challenge for small business owners is, “How can you keep abreast of these changes and their implications for small business marketing?”. Again, you cannot afford to ignore the Google changes or your competition will be appearing in a much more prominent way than you as Google attempts to “reward’ those who get on board with its new social network and related changes.

4. The resurgence of LinkedIn

LinkedIn is the world’s largest online network focused on business and in 2011 grew to over 130 Million members. LinkedIn is a new and growing force in small business marketing. Depending on the nature of your business, it can be a critical component of your small business marketing, particularly in the light of the overall growth of social networking which looks like continuing unabated in 2012. The introduction of status updates by LinkedIn is an attempt to utilise its growing power to move into the Big League occupied by Facebook and Google.

5. The growth of local marketing

During 2011, there was a massive switch of focus by Internet marketers from affiliate marketing to local marketing. This was driven in part by two influences, (1) the decline of affiliate income owing to the depressed economy in the US and (2) and the recognition that around 80% of business for offline businesses comes from within a 5 kilometre radius. The changes to Google Places and the emergence of social networking ‘review” sites, intensified this new focus. What it means for your small business marketing is that you have to make the most of online local marketing tools because your competitors are being courted daily by Internet marketers who see this area of consulting as a the new “goldmine”. The new superstars of Internet marketing generate their income from monthly retainers paid by businesses, small and large, for local marketing services.

6. The massive growth of mobile marketing

With the advent of the Smart Phone and the associated growth of mobile usage, mobile marketing has taken off as the new frontier for Internet marketing. This growth is being aided by the focus on local marketing and has spawned the development of thousands of apps for mobile phones. Two new areas of online riches are emerging, (1) the creation and sale of mobile phone apps and (2) the development of mobile marketing strategies and tools (software). As a small business marketer, you are going to need mobile compatible websites and mobile marketing tools. One advantage of Google Places discussed above is that it is already mobile-compatible – which is another reason why it is so critical for small business marketing.

7. 2011 – The Year of the PlugIn

With so many changes on so many fronts, WordPress developers have had a field day. There has been a massive growth in WordPress Plugin development in 2011. I receive an invite every day to purchase two or three new plugins. It is becoming increasingly difficult to keep abreast of these software innovations. However, the WordPress plugins are designed to make it easier for you to accommodate your small business marketing to the changes that are occurring in Internet marketing. Many of the plugins help you to automate your small business marketing process.

In succeeding posts, I will further explain these 2011 changes and highlight their implications for small business marketing moving into 2012.

December 22, 2011

Leverage Your Blogging: Create a Small Business Ezine

One of the easiest ways to leverage your blogging, is to create your own small business ezine. An ezine is basically an email newsletter where you share articles, news and blog posts with members of your mailing list (customer list). This approach to small business marketing serves multiple purposes and achieves leverage on a number of levels.

Your regular small business ezine enables you to maintain contact with your customers, educate them about your products and services and offer free information and advice. Most email service providers offer ways to further leverage your ezine via RSS feeds and automatic posts to social media sites like Twitter and Facebook.

If you are blogging regularly, you are creating the content for your ezine. If you blog daily, you will be able to provide a small business ezine of considerable substance.

How to use your blogging in your small business ezine

If you blog regularly, you can easily create an ezine from your blog posts. Since I blog daily, I send a weekly ezine to my mailing list covering a number of posts around a theme, e.g. Squidoo or LinkedIn. You need to decide the frequency of your small business ezine based on the regularity of your blog posts, the nature of your business and the kind of information you are offering.

Most autoresponders will replace the blog links in your email with their own generated links (if you specify that you want open rates and click-through-rates measured).

Another option is to use the URL shortener bitly.com to shorten your blog links. The advantages of this approach are that you can share each individual shortened link automatically with your Facebook and/or Twitter account and you can also get statistics on click-through-rates on the Bitly link. It is a good idea to add a comment (like a status update) before you share your link on Bitly.

Blogging has lots of benefits, not the least of these is that it provides you with content to share with your mailing list via your small business ezine.

December 19, 2011December 20, 2011

Linking Your Squidoo Lenses

The key benefit of linking your Squidoo lenses is to demonstrate your expertise in a particular topic or niche. Another benefit is that readers are more inclined to follow links to related lenses than to something that does not relate to their search term. Both of these benefits can provide substantial assistance to your small business marketing.

There are a number of ways to link your Squidoo lenses and I want to concentrate on two particular Squidoo modules that make lens linking very easy – the ‘Featured Lenses’ Module and the “My Lenses” Module.

[Image Credit: John-Morgan]

Featuring your lenses and creating a lens chain

The Featured Lenses Module enables you to highlight up to five (5) lenses that are related to the topic of your lens. You can feature your own lenses or those of other Lensmasters. With this module you specify the URL (web address) of the lenses that you want to feature and identify the number of lenses (up to 5) that you want to display. These options are illustrated below (‘Featured Lenses’ Module shown in edit mode):

One way to make good use of the Featured Lenses Module is to create six (6) lenses on a topic and then on each lens add a Featured Lens Module that highlights the other five (5) related lenses. This effectively creates a Squidoo lens chain and is a powerful option for small business marketing. I have used this approach on my Squidoo lenses about Online Learning as illustrated below:

Another linking option you can use with the Featured Lens Module is to link to lenses created by others. You have to make sure, though, that these lenses cover a topic related to your own. This approach can add value to your own lens because it gives readers ready access to further information on the topic of their search . It is also in line with the collaborative marketing ethos of Squidoo and may result in some form of reciprocal link or “liking”.

Using the My Lenses Module for linking your lenses

The ‘My Lenses’ Module differs in operation from the Featured Lenses Module in that you do not specify the URL of the lenses that you want to link to, but rather choose from a number of criteria that Squidoo then uses to list your lenses. This means, in effect, that you have less control over the specific lenses to be displayed in the module. A further difference is that you can display up to 25 of your own lenses. So if you have lots of lenses related to a topic, you might choose to use the My Lenses Module

As explained, this module works from criteria that you specify. You have two choices, (1) choose by Squidoo topic area from the drop-down menu (e.g. education) or (2) choose from the tags (keywords) you have used in creating your lenses. The My Lenses Module is illustrated (in edit mode) below:

Having chosen the basis for selection (topic or tag) of your lenses, you can then specify on what basis they will be displayed. The choices listed at the bottom of the module (in edit mode) are:

Lens rank
Recently created
Recently updated
Alphabetically by Lens Title

One advantage of both the Featured Lenses Module and the My Lenses Module is that Squidoo completes the details of the chosen lenses for you. So these two modules automatically display the Squidoo lens image, lens title (hyperlinked) and a brief description of the lens (as displayed above in the image – ‘Featured Lenses related to online learning’).

The two Squidoo lenses modules that enable easy linking of your lenses are a real boost for your small business marketing because they both add considerable value to your lenses in the eyes of readers and the search engines.