Google My Business (GMB) is a bit of a gem in the business world. Google, a giant in the tech game, has their fingers in all aspects of the universe (or at least it seems). With a Google account, you have access to all of the Google products: Gmail, Ads, YouTube, access to log into sites with autofill and so on. However, if you don’t have a Google Account, no big deal, except you once were missing out on the ability to leave a review with Google My Business. Not now! While it is much easier to leave a review with a Google account, there is a work around to leave a review for your favorite (or not so favorite) business. Business owners appreciate honest feedback, so it is important to follow through with a review. Take the leap and leave a response. Here’s how!
Step 1 & 2: Click The Review Link
Hop on over to Google, search for the Google Business Profile that you’d like to leave a review for and find the area that has some reviews already posted. Click there, then click Write A Review.
Step 3: Create An Account
If you do not have a Google account, click on create account, then select For my personal use.
Step 4 & 5: Use Your Current Email Address
Make sure to select Use my current email address instead, then fill in your information. As always, use a secure password when creating your account.
Step 6 & 7: Verify It and Agree
Google will send you a verification email. Verify that, then continue to fill in the required information. Read through and accept Google Privacy and Terms, then…
Step 8: Leave A Review
Now you can leave your review without a Google account! Adding photos if you have them is always great, whether it is a positive or negative review.
The Bottom Line
We understand that not everyone has a Google account. Hopefully this work around will help those who do not and more reviews will be left for businesses. It is helpful for others to read about your experiences so they can continue to research and make a choice and it is also great for a business to hear about your experience – whether it is good or bad!
In today’s world, there are so many different places a business can advertise. It isn’t just the newspaper and television commercials anymore. It is social media, streaming services, at the movie theater before the show begins, electronic billboards, apps and so much more. So how can a business even start to determine where they should advertise and how much money they should be spending? Let’s discuss traditional advertising and marketing spend to get the most out of your budget.
Have a Marketing Plan that Includes Advertising
Word of mouth advertising is great, but it only gets a business so far. Creating a marketing plan that incorporates advertising through different mediums can be far more effective. Within your marketing plan, a target audience should be determined. Their age, likes, trends, etc. can help to navigate where they gather most of their information. And once you take a deeper look at those items, you can then determine which medium will work best for your business.
A marketing plan without an advertising budget is like fishing without a worm. You might get lucky and catch something, but it isn’t going to happen as fast as you’d like, and it might not be your target customer. With an advertising budget, that is your worm that you are putting on the hook to lure in the right customers.
How Much Should A Business Spend on Advertising?
There isn’t a magic number when it comes to advertising budget. Your marketing team or advertising agency can help determine what the best budget is specifically for your business and where they feel you will get the most bang for your buck. The business owner, manager, whoever is making the call on spending, needs to be comfortable and feel confident in the budget and return on investment.
That is not to say there isn’t a general rule of thumb. Within the business world, the general consensus is to aim at spending between 2-5% of your sales revenue on marketing. Small Business Trends reports a lower number at 1.08% of revenue for advertising, but of course it will vary from industry to industry. Some industries spend more, like retailers at about 4% while restaurants spend 1.93%. Business to Consumer (B2C) companies typically spent slightly more on average, with product companies spending 9.6% and B2C services companies spending 11.8%. Those percentages might scare someone but let’s put it into perspective. If your revenue were $1 million per year, your marketing and advertising budget should be $50,000 annually based on the 5% of sales revenue rule. From that $50k, you can drop different amounts into different marketing and advertising buckets.
Track Your Return On Investment
When you are just starting out, it might seem like a hard decision to do a lot of advertising, but once you get rolling, it is a good idea to be reinvesting revenue back into the business through more advertising. You need to keep that momentum going, keep on pulling in more customers. But it is always best to track your return on investment in every medium.
Measuring your spending and the effectiveness of the advertising should happen quarterly. It does take some time to garner effective data, so if you are just starting out, give the advertising some time to get out there. Become a detective and find out which advertising works best for your target audience and which medium brings in the most business.
What are My Advertising Opportunities?
Working with an advertising agency like Triple-Nine Digital can help your business research which targeting tactics will work best for you. While we are always open to exploring new and different ways of advertising, here are the tactics that we pride ourselves on:
Targeted Display
Targeted Digital Advertising is just that, targeted. We don’t just blast your ad to whoever and wherever we can. The targets we look for are age ranges, gender, location, and interests. We also make sure that the style of the display ad matches your business and appeals to your audience. With pay per click ads, we match the text to the ad, sale, promotion, whatever we are running to generate more clicks.
Search Engine Marketing (Google Search Ads)
The average web user won’t go past the first five listings on a search engine results page. In fact, more than 67% of all clicks go to the top five listings.
Increase online traffic and visibility of your business with Google Search and be on top of search results at the moment customers are searching for your products and services.
Social Media Advertising
Social Media Advertising is making sure that your posts get seen by more people than those who just follow your business’s page. With Social Media Advertising, you can get your message seen in only certain areas or by only a certain gender and much more targeting options. By having an advertising budget on social media your message will go further than organic reach.
Video Pre Roll, OTT and CTV
Target your customers with your existing video on platforms like YouTube, Facebook, and OTT/CTV platforms and channels such as Roku, Sling, AppleTV, CNN, Fox, CBS and more.
Google Discover and Direct Email Marketing
Powerful, cost effective programs to promote products, services and events by delivering ads to Gmail accounts and targeted email lists.
Waze GPS App
Waze Advertising is owned by Google. There are three types of ad options within the Waze platform. They are Branded Pins, Promoted Search, and Zero-Speed takeovers that are part of an advanced Waze ad program. Each of these programs offers different capabilities, but all are driven by either your current location or your destination. Your ad appears in targeted search results or when a driver is near your location.
The Bottom Line
Every business is different. Every budget is different. What works for one business may not work for another and that is fine! True Fit Marketing will work with you to learn about your goals, products or services, and your target audience. From there we will do research of our own to create a strategy that fits for you and your business. Every business is unique and we know that there is no one size fits all strategy. We will research your competitors, demographics, and services to find what will work best. Once we create a plan and put it into action, we will adjust as necessary, reminding you and our team of the goals and evaluating performances so we are all on the right track to success.
The increase of the cost of living is no secret. From the gas prices, to milk and bread, and even simple Dollar Stores now being $1.25 stores, the inflation rate is increasing everywhere. But even as prices soar, that doesn’t mean wages increase, which in turn means consumers are paying closer attention to where their money is spent and at what cost.
When Covid started, we told our clients to keep going full steam ahead. Don’t cut back as you will come out ahead when things turn back around. Now that we are slowly but surely coming out of the other end of the Covid tunnel, our clients are still on top of their marketing and advertising. Now we are being asked about the current times. It is hard for a business to make decisions on where budgets need to be cut. But we are here to tell you that marketing should not be one of those cutbacks.
Trust In The Brand
Your customers purchase your products/services/goods, whatever it is because they have a trust in the brand. It isn’t because people can be “brand snobs”. People buy particular brands because there is a level of trust in the goods. We know that it is hard to increase prices on a customer base, but as long as the brand trust is there, your clientele will find a way to pay for it. And to have brand trust means you need a strong brand presence to nurture the trust. That is why marketing should remain an essential part of your business and shouldn’t be decreased. Once a marketing budget gets decreased, it is inevitable that it will ever be increased. By marketing to your customer base the reasons why they should continue to trust you in times like these may help to ease the pain of a price increase. And along the way you will still be able to gain new customers since other brands may just fall into the pits of zero marketing, while others will just glide along by the seat of their pants, hoping their customers will stick with them for the ride.
Pay Attention to the Data
Paying closer attention to your marketing metrics will help when it comes to where to focus your budget and where to pull back. When data shows increased sales from a particular location, double down your efforts and move around some marketing budget to that sales stream. If something isn’t working, now really isn’t the time to do trial and error. Take the loss and move on to where you’re seeing success. And let’s not forget that success in marketing can be a myriad of different things. Talk with your marketing team to discuss what success is and then trickle down to how you get to that success. Doing this will help weed out anything underperforming and could even save you some money in the long run.
Know What Your Customers Want
It is sad to think that some consumers are buying just the bare minimum to get by in times like these. Now is a good time to reaffirm to your customer base that you value them and that your product or service makes their life better. And it is an opportune moment to really relate to how your customers may be feeling and show them that you care either way. The relationship of a customer is a two-way street. You need them and they need you. Don’t shy away from content that sparks an emotional connection. Pull on the heartstrings.
We know times are different now than they were when high inflation struck in the 1970s and 1980s because of the Internet and digital media, but those times were a goldmine for businesses, especially the ones that kept marketing. So many new businesses launched those years as audiences were ready for something that might be a little cheaper (since it was new) but were also open to trying new things. This is why brand trust is vital so that consumers don’t just switch in an instant to something else. Now in 2022, we have e-commerce at our fingertips, and this could be a great opportunity for new businesses to jump in and steal some thunder from other businesses. That is why we suggest staying on course and keep on going with your marketing efforts. You aren’t starting from scratch like new businesses and you already have a key customer base. Don’t decrease marketing budget now or you will be on a dangerous trend of always trying to build back up to where you once were.
Generations X, Y, Z (add in whatever other letters – but don’t get confused when the Gen X’ers are older than the Gen A kids – phew!), Millennials, Boomers or Baby Boomers, and the list of names goes on and on. There are only six living generations in America (hmmm…that’s pushing it though because these people would be 95+), but it seems like so many more due to some having multiple names for the same generation. It can get confusing and messy trying to decipher who belongs in which demographic. And sometimes it even depends on who the study is by because some years get mixed in with other generations. Sometimes a Gen Y person falls into the Gen Z demographic and it gets complicated. The real question here is, does someone born into a set grouping of years really fall into the stereotypes that are aligned with them? As marketers and business owners, does all of this really have an effect on how we target them, and the way we send messages to them – specifically when it comes to advertising?
It All Began When…
We don’t really know this answer but what we can tell you is that the first generation to be grouped demographically, and agreed upon by demographers and market researchers, are The Depression Era people. These are people born in 1912s. From there, that is where the years and demographics kind of get skewed. The generations are widely agreed upon, but not universally. So that means there are always going to be people who don’t fall into the generational breakdown.
So Now That We Have Cleared That Up…
Let’s discuss who we are currently marketing to in terms of birth year. Remember, these six mentioned are not always agreed upon.
Born 1901-1926: Again, there are absolutely businesses that are marketing to this generation, but how many 95+ year olds are on social media?
Born 1927-1945: This would likely be what many refer to as our elderly population.
Born 1946-1964: As a generalization, these are now the new grandparents.
Born 1965-1980: They are getting younger! These are likely the parents of today’s world OR those who are choosing not to raise a family. There is a whole mix match of demographics that fall into this category.
Born 1981-2000: The best generation alive (who said that????) Just kidding. This is the group many of our team falls into.
Born after 2001: They are just starting to live in the real world.
Marketing to Each Generation
As a business or marketer, you should know your target market. From there, you should know the likes and dislikes of them. But does them being born during a certain year really help you as a marketer at all?
The likely answer is no, but we can discuss.
Each generation is diverse. Just like each individual person is diverse. And just because someone was born in 1981 doesn’t automatically mean they feel a certain way about something, or purchases something just because of that. Let’s be real. The spenders of today, right now at the end of 2021, are buying out of necessity because of what is currently happening with the world. Marketers need to communicate their offerings in a way that makes their audience believe it is something they can’t live without. This is where targeting can become more specific.
A Better Way to Market
Forget the generations and the ideologies behind them for a minute. Would you ever go up to someone and say, “OK Boomer (get it?). Since you were born between 1946 and 1964, that means you like rock’n’roll, you experimented with drugs, you spent all kinds of money and didn’t save a penny.” Or how about people who live in rural versus urban areas…they are exposed to marketing efforts in different ways. From the farm to the city – lifestyles are different so marketing is different. So just because someone who lives in a rural area is a Gen X person, do they fit into all of the stereotypes?
NO! You wouldn’t because that is not true for everyone. Hence why marketing toward generational stereotypes does not work.
Taking a look at your actual target market and knowing what they like, dislike, what their past is like and maybe their future is what is going to help make sales. Plus, knowing where your target audience is, whether they are on the Internet (is it computer or phone?), television (what stations? What subscription services?), or print media (things like magazines, billboards, newspapers – yes they still exist – mailers, etc.) will help make sure your business/product/service, whatever, is actually being delivered to them.
And Don’t Forget People Change
Just because at one time or another someone didn’t save money and spent every penny they had, doesn’t mean that they didn’t change their habits. And just because someone believed in something years ago doesn’t mean they can’t have a change of heart. A lot of factors are always being considered and that is why it is important to always be on the lookout for what your target audience is doing, saying, feeling, etc. Marketers and business owners need to consider all of their demographics to find the right target audience. And that doesn’t mean just pushing advertising to everyone in that target audience. It means getting whatever you’re selling in front of people that want or need it.
There is no one size fits all approach to marketing and selling, but we can always do our best to ensure we are meeting the needs of our audience for today.
Launched in 2014, Google My Business became a business’s best friend for online searching. Google My Business is an online business directory that lets you manage how your business appears on Google Search and Maps. If you skip out on using Google My Business, you potentially will miss out on customers and sales. Why? Well let’s dive a little deeper into what is Google My Business and how it works.
What is Google My Business?
In simple terms, it is a business profile within Google. But it is not just your Business Profile, rather a tool by which you enhance your Business Profile to boost its visibility and effectiveness. Business Profiles appear in Google Maps and in the local results of Google search. A listing on Google My Business can be an amazing marketing tool for search engine optimization (SEO). Obviously Google has some power on their search engine, but now it has allowed businesses to have their search space as well.
All that Google requires within the business profile is the business name, location, and category. Once it is confirmed that the business is not a duplicate, Google will create the business profile for that location. You can have multiple location profiles per business if you have separate addresses. For example, a doctor has two offices. The doctor can have two business profiles for the business with two separate locations.
Is Google My Business Free?
YES! And it isn’t a scam. Google doesn’t charge to create a Google My Business profile. Plus, Google My Business does not operate on a pay by service level, like free, super, premium, etc., business model. This means that your business has the same level of access as your competitors. However, this could all change and it could become a paid service and eventually upsell the account levels. But for now, June of 2021, it is free.
Why Should I Use It for My Business?
Google always favors Google My Business profiles with extra information and user engagement, especially recent engagement. If your profile is up to date with a business image, hours, location, and services/products, Google will know that it is relevant information and will know to show it to someone searching for something similar.
Additionally, your business profile is open to people to leave reviews, add their personal pictures, ask questions and even answer others questions. Google might also populate your profile for you from information that it finds online. Of course that can always be edited to make it fit to your business standards. You know your business best!
How Do I Set Up A Google My Business Profile?
Yay! Glad you’ve made it to this point of wanting to set up a Google business profile. It is the right thing for your business.
To get a Google My Business account, go to google.com/business and click “Manage now,” which will take you through the steps of creating an account. Enter all of your information. Google will then need to verify the business location is actually yours. You’ll be sent a postcard by mail that will have a code on it to confirm it is yours.
In the meantime, optimize and nurture your profile. Add your business hours, ask your best customers to add in some pictures and reviews, add your own pictures and make sure the other business information like location and contact information are correct.
Now What Do I Do with My Google My Business Profile?
Post to your Google My Business listing at least once a week. Think of it as an additional social media post. Make the Google My Business post something specific to your business and link to your website. Hashtags won’t matter for this post. If you have an image that you took, post that instead of one that you create and is just a general image. When you use a picture that you took at the business, it has location tags within the file that Google will recognize. We don’t have to get deep into how that works. Just think of it as picture magic!
Being active on your listing is always a good idea. Manage reviews, good and bad, add events that are happening for your business, add a new picture of a product or someone doing your service, or add in an offer that you want to share with your potential and current customers. If Google releases updated information grabs, a new item where it already shows the things mentioned previously, this should be posted about. At the time of this blog (June 2021) there is a Covid-19 update area where businesses can post Covid updates, like if they are closed or the rules have changed. There is a good chance that this particular information will be ranked better than others. Update your profile to match whatever Google is suggesting.
Good luck with your Google My Business profile! If you have any questions or would like help setting up or managing your profile, contact us.
Track Your Return On Investment
Trust In The Brand
As a business or marketer, you should know your target market. From there, you should know the likes and dislikes of them. But does them being born during a certain year really help you as a marketer at all?
Why Should I Use It for My Business?