Do we really need a Google Plus page in 2018?

As part of the biggest technology platform on the planet, G+ has an unbreakable foundation for businesses to build on.

It’s no secret that Google Plus (G+) as a social network may be a qualified as a fail, but for businesses, the platform has merit and opportunity. In particular, SMEs and local businesses wanting to connect with potential customers via local mobile search will find lots of value here.  As part of the biggest technology platform on the planet, G+ has an unbreakable foundation for businesses to build on.

Posts on G+ generate nearly as much engagement per follower as their Facebook posts and almost twice as much engagement per follower as their Twitter posts.

The trick to winning on G+ is to play the game according to its rules. G+, unlike Twitter and Facebook, has its own localised, engaged and fairly technical audience. And because of this unique audience, cutting and pasting your marketing strategy on to the G+ platform will not work, plain and simple.  To get the most value from G+, you’ll need to tweak your strategy and use a different voice.

Understanding that G+ works in tandem with Google Search, being on the platform really is essential for any small business. Some of the benefits that are derived from this association may include; potentially ranking higher on the SERP, increased ability to engage customers by providing your key business information (location, phone number, directions, reviews, photos) on the search pages and online synthesis with the associated Google for Business services.

Additionally, G+ allows for the promotion of posts, special deals and other unique or targeted content (to those in your G+ Circles and those searching for your business on G+).

HOVERCARD

G+’s Hovercard is basically your business card and the first impression information you present. Anyone interested in following you, will visit this page so it’s very important to take the time to fill this out, in detail. This really is an opportunity to give Google, potential followers and customers useful information about your company (including keyword rich information about your brand, products and services).

G+ tagline is similar to the Twitter bio, allowing only a few characters to relay what your brand is about and encourage people and other businesses to follow you.  Try and have fun with the tagline by presenting something funny, witty, smart and informative.  We recommend that you regularly (seasonally or quarterly) reword or update your tagline and introduction to keep it relevant, fresh and up to date.

The links section can be a great source of information, but often gets ignored as the opportunity it is to successfuly promote your other social media profiles, website, sales channels, etc. The more information that you can provide here that is fresh and unique to your business, the better chance you’ll have to boost your G+ profile and your number of connections.

STRATEGY

Like anything else, you’ll get back what you put into G+.  Ensuring that you leverage from the platform’s unique opportunity to connect to relevant customers and consumers, as a business you’ll want to create a G+ strategy that attracts and engages. When creating your G+ strategy, consider some of these factors:

  • Ask for reviews (builds brand credibility and trust)
  • Follow other businesses and leaders in your field
  • Leverage from Google’s Service Area and Storefront pages
  • Regular polls (for user engagement, result can be spun into unique content)
  • Content from relevant industry publications (that aren’t competitors)
  • Links to your blogs, videos, press releases, infographics, etc.
  • Relevant, searchable hashtags
  • Pin updates to the top of your profile page
  • Strategically share content (differentiate from other social platforms)
  • Utilise your personal page to share in relevant communities
    Commenting
  • Use visuals (images of your head office and employees)
  • Promote the +1 button (G+ shares have positive impact

HASHTAGS

Speaking of hashtags …using them on G+ is different than on the other platforms.  Sure, they will help reach more people than a post without them, but there a few other differences to consider:

  • Hashtags have a stronger influence on G+ than on the other platforms.   If you’re wanting increased engagement on G+, hashtags are your friend.
  • On G+ hashtags can provide some SEO benefits for you.  When searching Google for a relevant hashtag, you could see a sidebar that shows Google+ posts related to your search.
  • There’s not too much research yet on hashtags used on G+, so we recommend using between one and three per post.

SEO

We’ve saved the best for last.  Sure, we all value and appreciate the highly targeted (bottom of the funnel) traffic that Google can deliver, but as the value of those links (as ranking signals) is reduced, Google then, as a way to measure real popularity, increases the value of social signals. But wait, there’s more:

  • Based on data from G+, not from Facebook or Twitter, social signals will become a key component in the future ranking algorithm
  • Based on the authority of a G+ profile and its activity, G+ profiles and posts can rank well in a Google search
  • Anyone who reshares (+1) your content or follows you, can help to get your content ranked higher in G+ and (Google) organic
  • Links from G+ profiles will help your site rank higher, so you should be building links from your G+ profile and promoting it across your other online real estate

With Google as its backbone since 2011, it should be obvious that Google is heavily invested in G+ and it’s successes.  We think you and your business should be too.

Social Media Management Services – An example in what to look for

Here in Australia, over a third of users check their social media more than five times a day, which is an increase on the previous year. Spending an average of 35 min on their feed, nearly 75% of consumers rely on social media to make a purchase decision.

Here’s a few more stats to marinate on: just six hours of social media management per week can lead to a 66% increase in lead generation and a 61% improvement in search engine rankings.

If you aren’t building your reputation with social media you are essentially invisible online, and instantly putting yourself at a disadvantage to your competitors. Your social media is the face of your company and is often the first thing customers see. Make it count, by telling your story on social media. This will humanise your brand, while educating and engaging your current and future customers.

Regardless of what industry your company is in, your customers are using social media on a daily basis. It’s imperative that you engage and connect them to your brand, so that you’re always their first choice.

TABLE OF CONTENTS

  • Let us tell your story
  • What’s in it for you?
  • What we’ll do
  • Growth by engagement
  • The Pitch

LET US TELL YOUR STORY

Signifi offers a range of social media management services that are sure to suit your current business needs. We’ll transform your social media presence with high-quality content, regular activity, improved engagement and increased followers. With over a decade of social media management and strategy experience for businesses, both large and SME, across multiple industries, we know how to we organically morph and develop with the ever-changing goal posts and algorhythms that is today’s social media. This experience ensures not just your success, but ours too. And if you haven’t got any social media pages yet, don’t stress. Our expert team will help you create your social identity, including imagery and social campaigns if required.

WHAT’S IN IT FOR YOU

A carefully curated social media strategy can bring endless opportunities to your business, but it’s important to choose your content wisely and integrate it into your holistic marketing strategy. We believe that it’s better to concentrate on fewer platforms and do them well, presenting a consistent identity, voice and tone. This consistency will create genuine engagement and connections between your business and your customers. Social media can be effective for the growth and success of your business, online and off. We will create, curate and conceptualise bespoke content to help you compliment your SEO efforts. We’ll free up your time and grow your business synchronously.

WHAT WE DO

We’ll carefully research your customers, the market, the competition and compare the data to your brand identity and story. This will be followed by an assessment of where you are right now, where you want to go, how we will get there and how we will measure it.

We then reverse engineer what’s currently working and build your strategy around those current success. Along with a tailored social media strategy, we also offer:

  • Content calendar [keyword research, content strategy, scheduling, promotion plan and
  • create all optimised written and visual content]
  • Content/Giveaways
  • Content ideation and copywriting
  • Posting and moderating
  • Dedicated Social Media Manager
  • Boosted posts
  • Reviews
  • Direct messaging/Sales assistance

GROWTH BY ENGAGEMENT

One of the biggest opportunities that social media provides businesses is the one most often neglected: connecting with your customers on a one-to-one level. Every social platform, including Facebook, allows you to connect with your customers on a one-to-one level. Comments, direct message and mentions enable the opportunity to ignite a conversation. We believe that the best way to ignite this engagement is by connecting on a human level, using personality and humour. Using humour and creativity is an opportunity for your brand to be memorable, relevant and highly engaged.

If humour is not a part of your online brand identity, we’ll use our creativity to make help your company stand out. And if humour is an integral part of your online identity, we’ll ensure that the humour is consistent with your brand identity and what it represents.

Growing your followers on social media will help to increase word of mouth, referrals and brand awareness. We’ll help you to increase your followers with relevant people, ensuring that your followers match the demographics, interests and behaviours of your typical customers. This audience growth will drive real, organic traffic to your website and storefront. Keeping your audience informed about the happenings in your industry and your business is a great way to make it easy for them to choose you. People love to learn about things that add value to their lives and chances are your business does just that. Post regularly about the who you are and what you do, will help to gain trust with your audience.

THE PITCH

Social media is time consuming. Working with Signifi will provide you with an end-to-end social media management service that takes a holistic view of your business and that will give you the precious time back that you need to spend more time managing your business. By sharing relevant, relatable content on a regular basis we’ll keep your customers happy whilst also attracting new ones, to keep your social media platforms healthy and active. Follows, comments, shares, likes, tweets, retweets, adds, views, pins, posts, votes and mentions – thankfully, we’re fluent in social so you don’t have to be.

Koala Mattresses – We Make Furniture For The Digital Age

TABLE OF CONTENTS

  • Taking direction from the U.S. – Why does it work?
  • Getting Social
  • Competition
  • Future

“We make furniture for the digital age” is the first message you see on Koala’s “About” page. Kind of says it all, really. Launched in November 2015, by Byron Bay mates Dany Milham and Mitch, with a simple video of a crossed legged lad bouncing on a mattress, while an adjacent glass of Aussie red wine remained static, demonstrated that their “zero-disturbance technology mattress” was making a splash (even though the wine didn’t). Boasting a “120-night trial”, which allows for a full refund if it’s returned within 120 nights, helped to promote their confidence in their “mattress in a box” product and their company. And if you live in Sydney, Melbourne, Perth or Adelaide they will even pick it up from you for free. Available in five sizes, the Australian made mattress, purchased online, is simply delivered to the customer’s house within four hours (if ordered before 2pm) if they live in one of the above cities. It’s almost like they are daring customers to order one just for the experience of having a new mattress delivered direct to your door in a box. They even tell you how to recycle the box and how to donate your old mattress (if you live in Sydney or Melbourne).

WHY DOES IT WORK?

Based on the product and business model of Casper Mattresses in the US, the childhood friends realised there was local opportunity for an online bedding retailer, which sold $1 million worth of mattresses in their first 79 days (which is over 17k mattresses), $13 million in the first year and garnered a run rate of $36 million in 2017. In addition to naming the company after an Australian icon, they have adopted the feel-good factor associated to one for one retailers by supporting the Port Macquarie Koala Hospital. For every koala mattress purchased, the company contributes to the rescue and treatment of sick and injured koalas. Promoting to their customers that when they “buy a mattress, adopt a koala”, their partnership with WWF (World Wide Fund for Nature) helps saves koalas and protect their environment. Customers will even receive an official certificate of adoption, along with a “warm, fuzzy feeling”. A good night’s sleep and all the feels, it doesn’t get better than that.

GETTING SOCIAL

Using the power of social media in late 2015, Dany and Mitch posted the video (shot on their phone) that started it all, promoting the bed’s “zero disturbance factor” (from jumping on to a Koala mattress with an undisturbed glass of red wine), which has racked up over 3 million viewshttps://www.youtube.com/embed/W-gbW0kaeDU

They’re also winning on Facebook with over 108k followers and Instagram too, with more than 32k followers. Instagram has proven to be the perfect companion for their modern customers, allowing them to socially promote competitions, new products and various company focused hashtags.

COMPETITION

Just like when Uber disrupted the market, Koala’s introduction to the Aussie market went uncontended and just like Uber, that didn’t last too long. There are now over 10 new competitors in the “mattress in a box” market. Offering variations of Koala’s 120-night guarantee, 10-year warrantee, pillows and accessories, free delivery, financing and sleep related blogs, most of these companies come off as online retail wannabes instead of market disruptors. A couple of the companies even promote their brand using the red wine challenge. Couldn’t they at least have used rose?

FUTURE

Now with a full suite of complimentary bedroom items, including; bed frames, sheets, duvet sets, pillows and sofas (just launched in April this year), Koala continues to dominate the market by using their website as their showroom and their more than 13,000 highly rated and positives reviews as their sales team, cutting out the middleman. Continuing to disrupt the market, they’ve gone old school.  They have partnered with Myer to bring the Koala experience to you IRL before you buy.  Currently available in selected stores in VIC, SA, QLD and NSW with more to follow.

Not content with dominating here at home, they’ve got their sights set on China, Japan, USA and the UK. All of this ascendency has pushed Dany and Mitch to pivot and pivot quickly.  They brought in a team of support staff to help continue their trajectory, which meant they themselves had a shift in focus from within the business. According to Mitch, they “had to move from being founders to managers in the business and have hired talented people to take some of that work away from them”. Leaving them with the challenge of “how to become very good managers and business leaders.”

“Our mattress itself is a first of its kind, but we want to keep innovating. We don’t want to stop there. We don’t want to be a once trick pony,” Dany told Business Insider Australia. I think there’s never been a better time to drink wine in bed.

Are You Social Savvy? The 8 Fundamentals of Engaging With Your Customers on Facebook

I have put together a quick guide on increasing social media engagement and strengthening your customer relationships:

TABLE OF CONTENTS

  • Content is King
  • Increase Positive Engagement
  • Variety
  • Post consistently
  • Engage with your fans
  • Talk to your followers directly
  • Page House Keeping

First and foremost, you need to understand who your target audience/s are as well as their motivation to buy your products.

Start by asking yourself what problems you solve and think deeply about how your expertise and products will benefit these people. Look at the market and ask yourself why you are uniquely placed to sell your products to them.

A good place to start is by identifying who has already bought your product or service. To further refine your audience, segment them into primary and secondary groups and paint a picture of who your target customers are. This includes target demographics like age, gender, location and any other relevant attributes, e.g. marital status, how many kids they have, interests, etc. 

Content is King

Have a consistent theme and stick to it. People may be more likely to follow your page if they know what they can expect.

You’ll want to have a mix of your own content and popular content you’ve found on the internet, for example studies or influencers backing up your business and products. If you are sharing someone else’s content, always credit them in the share.

You’ll also want to create unique content of your own. The key to creating engaging content is an honest, attention-grabbing headline as well as understanding what is interesting to your audience.

You can bring more attention to a post by pinning it to your Page or embedding it in your website. When you pin a post, it will remain at the top of your Page so it’s the first thing people will see.

Increase Positive Engagement

You will want to create content that that will drive an emotional response from people and that people will want to engage with. It could be an opinion poll, a video people can relate to, a graphic that makes people laugh, or a product photo that encourages someone to tag their friends. Inspire people, make them laugh, educate them, relate to them.

When you create a post always add a call to action at the end of it. You can ask people to like, comment, and share with their friends or end the post with a question. People are more likely to share or comment on a post if you ask them to.

Be mindful of avoiding content that will harm or make people angry at your brand such as sensitive issues, bigotry, spelling or grammatical errors, or foul language.

Variety

Post a variety of content, for example:

  •  Status Updates – what’s new and happening at your business? Are there any special offers happening?
  • Blog Posts – Create a blog post or share an article on an interesting topic.
  • Personalized Photos & Stories – Take snap shots of workers, customers, and events you’ve attended or hosted.
  • Images and graphics – Upload photos your products or graphics that people are likely to engage with.
  • Videos – Upload educating, thought-provoking, amusing or product-related videos.

Regardless of the type of content that you post, make sure that there is always an image or video included in the post. You will also soon identify which posts have the best responses and which one’s people aren’t engaging with much.

Post consistently

To increase social media engagement, you’ll need to post regularly on your pages. On average, 2-3 posts per platform per day will help you build an engaged audience. If you post too much, you may annoy your audience, which can result in an unfollow.

You’ll also want to post at the best times. On average, between 1-3pm is the best time to post on most social networks. 

Engage with your fans

Get a dialogue going between you and your followers!

  • Allow fans to write on your wall and leave reviews.
  • Ask followers to caption an image or hold a contest, for example a recipe contest.
  • Host a giveaway and request followers to comment or share your post.
  • Respond to their comments and questions and get a dialogue going.
  • Host regular live videos where fans can tune in and ask you live questions.
  • Encourage a sense of community between your followers by creating a group. You should moderate posts within the group to avoid spam and to ensure that the group remains valuable to its community and standards.
  • Create events.

Talk to your followers directly

Let your fans know that you are keen to communicate with them and that you make an effort to be available.

When you’re ready to start receiving and responding to messages, enable messaging on your Page so that customers can start conversations with you.

Turn on Instant Replies to send an automated reply to anyone who messages your Page. This feature can be used to greet customers and thank them for contacting you before you can respond personally.

With a Messenger Greeting, you can set a customisable greeting to appear when someone begins a conversation with your Page for the first time. This greeting appears before any messages are sent and can provide any information you want people to have before they message you.

Page House Keeping

  • Make sure your Page is eye-catching. A good start is using your logo as a profile picture and uploading a vibrant cover photo. Do not use frames here as they draw attention away from your image.
  • Use the About section to tell people a little bit about what your business does.
  • Before using a photograph or video on your Facebook business Page, look at it on your smartphone and ensure that your main subject is clear and that is captures your attention.
  • Keep up to date with your market and competitors. Make a note of posts that are engaging and drive an emotional response. Use these as inspiration to create similar posts of your own.      
  • Keep up to date with Facebook news to continuously optimise your engagement strategy. For example, Facebook are currently implementing changes to help users find relevant content to help them have more meaningful social interactions.

The New Phrase On The Block: Dynamic Relationships

As we say farewell to 2017 and look towards the next year ahead, the most significant driver for refreshing advertising strategies and transforming digitally will be customer experience.

The sum of experiences that your customers have had with you is equal to how your brand, products and services is perceived by them. These experiences can include the availability and quality of content you produce, the ease of an online shopping experience or adverts that your users see based on relevant products and services or promotions and sales.

We often talk about dynamic advertising from a technical point of view but have you thought about why it is so effective? The core of dynamic advertising is the ability to create and nurture dynamic relationships with your customers online. This highlights the importance of using deeper data insights and technology to run strategic campaigns, ensure advert-to-consumer relevancy, brand and offering authenticity as well as higher engagement for better brand awareness and bottom-line growth.

Because consumers continue to have increased expectations from businesses, to stay ahead of the curve, businesses need to continuously increase their quality of service through innovation, automation and artificial intelligence. Creating authentic customer experiences leads the pack and deeper, more personalised engagement is no longer expected from small businesses only. Dynamic advertising enables smaller businesses to maintain their relationships whilst concentrating on growth strategies and large businesses are able to provide a more personalized approach.

Targeting your consumers with content relevant to their demographic, location and personal interests will soon become the norm. In order to really instill a personalized experience you also need insight into their behavior online in order to show them what they really want to see! In turn, business revenue goals are more tangible.

As we are heading into another year of advancements in advertising, technology and associated social behavior; Authentic language, messaging and design is more critical than ever. Consistency here is key and we need to incorporate search, online display, social and online TV platforms into digital strategies, while creating a positive device-agnostic experience, focusing on user experience as the key metric.

For more information on quantifiable advertising ROI and all things digital – including prospecting for new customer acquisition and dynamic retargeting for increased conversion rates, repeat buyers and less cart abandonment, reach out to us today.

Promotions are an important part of being an online retailer

Promotional offers are used to motivate consumers to buy your product or service, and can help consumers overcome any resistance that they may have when shopping online. Promotions can also drive brand loyalty and consumers are more likely to keep visiting your site if they feel that they are getting a good deal.

Table of Contents

  • For the best results – out with the old and in with the new!
  • How we do it

Some offers may encourage consumers to purchase more products at a time resulting in more revenue, and promotions are a great way to move old stock or large quantities of a specific product/s quickly. It is important to always have a clear strategy in mind when creating promotions.

A recent study found that 77 percent of consumers factor shipping costs into their willingness to buy. Other effective offers include a dollar amount off , a percentage off, bulk order offers and a free gift with a purchase. If your competitors are running promotions, you should be too!

For the best results – out with the old and in with the new!

When eCommerce retailers run promotions to move products quickly, they typically also run an EDM push to existing customers on their mailing list to support the message and drive promotion sales.

As per industry standards, 75% of people typically don’t open these emails but retailers can ensure a greater reach and extend a promotion message off-network, targeting their customers while they are online and on other websites, e.g. Their favorite news or social media website. Avoid the dreaded agency costs of having to run new creatives each time with Dynamic Display advertising!

How to do it:

The Loopa Retargeting Promotion Engine by Signifi Media can not only reach all of your customers off-network and dynamically display the product that they are interested in, but it can also overlay the promotion message and discount information without you needing to lay a finger – allowing your off-network promotion message to be in sync with onsite.

The Promotion Engine has a criteria system that matches most promotions, can be configured in minutes and pushed out to all the dynamic display adverts that are already running. There are no creative or design limitations. We can create unique dynamic ads that fit in perfectly with your brand, and the look and feel you want to achieve.