No matter the size or scale of your business, branding matters. Consistency in what your potential clientele see, hear, and react to online and via other sources of media is essential to building your business and staying competitive in your field. However, establishing that branding consistency when it comes to your business image has its pitfalls, and it is wise when developing your brand to avoid these common mistakes.
If you have an email subscriber list, then you’re probably wondering about how you should handle sending emails to them. You don’t want to send them too many emails and you want to make sure that the emails you send them are full of information they’re going to want to know. No matter what you do, there are several things you absolutely need to avoid doing when it comes to your email list. Here are some tips on how not to annoy your email subscribers.
You’ve done the hard yards. You’ve set up your business, you bought the property, you hired the staff, stocked the shelves and everything is running smoothly. But after a while you get use to the daily routine of waking up, doing the 9-5, coming home, eating dinner and going to sleep. Rinse and repeat. But before long you start to flat line and before you know it, boom, every work day is a drag and you feel reluctant to do what you really want.
But what is stopping you from doing what it is you want ? Well, the answer is simple and it’s one word. FINE. Every response has this evil four lettered word. And to quote Mel Robbins “Here’s the deal with saying you’re fine: It’s actually genius. Because if you’re fine, you don’t have to do anything about it”
So the question is, if you’re fine, is your business doing fine and are you pushing the inner snooze button on growth? If you are then maybe it’s time to make that change. Now getting what you want is simple but note that I didn’t say it was easy.
So if this sounds familiar, maybe it’s for a change. So what we did was find a great TED Talk that could help you break those routines. Mel Robbins delivers a great talk on how you can make a change and basically stop screwing yourself over. Check it out below.
Picture this scenario. I’m an Auckland based business owner and I’ve just arrived on the 9pm flight at Wellington airport. I’m on a last minute trip to see a client and need a quiet place to stay for a meeting near the airport in the morning. Yawning, bleary-eyed in front of the baggage carousel, I reach into my pocket and pull out my iPhone.
I hit the Google search bar at the top of the home screen and swiftly tap in “Wellington Airport Motels”, for which three or four links fill my five-inch screen for Booking.com, Trivago and Expedia, all promising me the lowest rates.
Naturally, I tap the first result and I’m instantly presented with a seemingly endless list of rooms near Wellington Airport, on a motel booking landing page. The various options are ranked by several factors; price, distance, guest ratings etc. I scan through the options, before finally clicking the fourth one down; your motel, which for the sake of your this story, we’ll name Bob’s Motel.
I’ve selected Bob’s Motel because it has a good rating, free wifi and it’s the second cheapest of all the motels nearby. I hit the “Book Now” button and just like that, I’ve paid the $180 by credit card and as I receive the confirmation email, my bag arrives on the carousel. Sliding my iPhone back in my pocket and glimpse briefly up at those big freaky Lord of the Rings eagles before venturing out into the stiff Wellington southerly. I climb into my awaiting Uber and within minutes, I’ve checked into room number 11 at Bob’s Motel.
It all sounds pretty good so far, right? You usually have a couple of rooms available on a weeknight and you’re probably grateful that that motel booking website has filled it, albeit at your cheapest rate and with a cool 15% commission. But hey, at least they’ve filled the room because we both know once you’ve closed for the night, you can’t resell a vacancy.
However, let’s talk hypothetically about me again for a second, because you see, as it turns out, my business requires my presence in the capital fairly regularly. After a very pleasant stay with Bob’s Motel a few weeks back, I’ve got a three night trip to Wellington coming up next week. Again, I jump on Google, only this time, I type in “Bob’s Motel”.
Excellent, repeat business! Come to think of it, you guess about a third of your guests are regulars. They come back because regardless of how they originally found you, they had a warm, restful sleep and they enjoyed the friendly service and banter with you, Bob, of Bob’s Motels.
Now, getting back to that Google search. I, like many of your regular guests hit enter on that search for “Bob’s Motel” from my iPhone and again, results from multiple motel booking sites all populate the first four or five results in the form of Google Adwords. Knowing that I had a good experience with the last motel booking website that I used, I enthusiastically tap their Adwords for “Bob’s Motel”. Again, I’m presented with your booking page, but alongside are a plethora of other options. I scroll down the page thinking $10 a night cheaper AND a spa pool at Sarah’s Motel is looking pretty good…
Hmm… scratching your head on that one? I imagine it gets you a bit riled up, and fair enough. Suddenly, the gratitude expressed earlier to that motel booking site for filling the room has vanished. It’s been replaced by the feeling that they’re not only cutting your lunch but taking a bite, handing it to your worst enemy and then eyeballing you while they slap you in the face. After all, it was your comfortable bed and hilarious wit that had me return to your motel, so why should said booking site get another slice of the pie or even worse, direct my search for you to another motel?
Even if I’m not tempted to another option and choose to remain loyal, with an average cheapest room rate of say $180, a three-night stay will cost me $540. This booking site is simply taking the reservation and payment of a guest you have an existing relationship with and at 15% commission, charging you $81 for the privilege.
Which brings us back to the title of this piece: Why every accommodation provider should have a Google Adwords strategy. If you’re a motel or hotel in New Zealand, there’ll be anywhere from 200-1000 Google searches per month looking for you by name. So let’s say 400 people search every month for Bob’s Motel, how many of those are clicking on those booking sites at the top of the results page?
The only way to ensure that more of your own guests are finding their way directly to you is to defend your territory. Other brands have taken out Adwords on your brand name to make money, so why wouldn’t you?
No digital marketing business should ever promise you “number one on Google” or anything to that effect. For more on this, read our blog about Black Hat SEO. What you can do, however, is at the very least, be the number one result for your own brand name.
Want more tips and advice on the best digital marketing strategy for your business? Contact the experts at Ora HQ today!
In 2014, Google ran over 1 trillion searches by users. As Google continues to permeate our daily lives, the power those search results can yield has become more and more an integral to our seeking out of information regarding brands, companies, or products.
An independent study was conducted to try to gain a better image of how Google impacts individual buying decisions by sampling a group of 1,000 people via Google Consumer Surveys. The purpose of this study was to observe and record how individuals interact with major sites like Google during their buying process.
To begin with, researchers were intent to find out how far people took their Google searches down the list of results. Did most shoppers stop at the first page, or did they go further onto page 2 or even further than that? This information gave researchers better concept of which page of results are viewed and are worth monitoring, versus pages of results where users never ventured.
When polled for results, about 36% of those surveyed claimed that they viewed pages one and two, occasionally including further results beyond the first two pages. Google’s data, on the other hand, clearly demonstrated that less than 2% of search users look below the top five results of page one. Clearly, the image shoppers have of their online behaviour differs drastically from the actual data.
What researchers did discover, however, was that most search results for products or services often pull review sites such as Yelp or TripAdvisor near the top of the first page. This resulted in more consumers in the survey group looking at reviews first and the actual products or services second. Over 67% of participants responded that online reviews influenced their final decision to buy, and over 54% admitted that reviews did have some influence in their buying process.
So what does all this mean for your business? Positive reviews can go a long way to closing more sales, and negative reviews can hurt your business just as easily. Researchers found that a business risks losing as many as 22% of potential sales if a search user finds just one negative article, and if they find three, that number jumps to almost 60%. When you get into four or more negative reviews, you are looking at 70% losses.
Ultimately, the results of this research are clear: you need to make sure that your online image is not generating lost sales and costing you money. If you need help managing your digital reputation, you may want to talk to some reputation management experts like the people at Ora. We are experts at making sure all content connected to your business’s products and services are aligned with your goals and focused on growth.
Get in touch with us today and start taking control of how searchers see your company!