Google My Business
Google allows you to create a Business Profile which displays across their services and is free, easy and personalised. It allows you to control the way your business is presented in Google search results and on Google Maps. Acquiring a profile is easy to do and allows you to showcase your business’ key information and images, products and services, connect with consumers, post updates, collate reviews, facilitate online orders and more.
Google currently occupies roughly 90% of the search engine market, so it is crucial to maximise your profile presence through a Google Business Profile.
Google Business Profiles have proven to be a key driver in improving the following areas:
- Visibility – make your brand stand out from the crowd; personalise your profile and take control of first impressions by showcasing your business how you want it to be seen.
- Engagement – easily communicate with consumers through events, posts, offers, reviews, and direct messaging.
- SEO rankings – identify keywords and how consumers are finding your business to connect with them.
- Operational costs – this free service allows organisations to take control of how they manage their business profile on Google.
- Brand awareness – growing an organisation’s presence across Google services inspires brand authority and awareness as consumers become more familiar with a brand.
- Consumer insights – identifies how consumers find and view your brand.
You can also find a helpful Business Profile setup video guide here.
Google Marketing Kits
Google provides several FREE marketing toolkits to help accelerate your business’ online presence. From their digital and in-store toolkits, with printable posters, signs and stickers, to captivating promo templates and website templates; Google has you covered when it comes to creative starter kits. You must have a verified Google Business Profile in order to be eligible.
Your website is your shop window to the world, it showcases your brand and highlights your product. Google Analytics helps you understand who is browsing and who is buying. Knowledge is power; by reviewing the statistics available to you, you can improve and grow your business both online and in the island.
Google Analytics is a free web-based analytics tool that allows businesses monitor their website performance including identifying key statistics for SEO (search engine optimisation), user experience and marketing objectives. Businesses can access insights for apps and assess the success of digital marketing campaigns.
Google Analytics provides free online courses for GA4 that help organisations learn about Google’s measurement tools and ultimately assist in the growth of online performance.
What are the benefits of Google Analytics?
Identifies Key Statistics
GA provides comprehensive analysis of users, pages per session, session durations, bounce rates, along with behavioural reports, acquisition reports and audience reports.
Identifies User Behaviours
Businesses can develop an understanding of how consumers operate on their platform, allowing you to adapt and change where required to get the best results and inspire continuity.
Data collection allows organisations to identify specific markets for advert personalisation, based on demographics and geographical location.
Quantifies Insights and Data
GA helps identify consumer trends, buyer behaviours and patterns through engagement.
GA identifies insights into which pages are performing best and those that are underperforming. This can assist in strategising where you should be allocating your efforts.
As of July 2023, Google Analytics as we know it will change and all users will need to move to GA4. If you’re not set up on GA4 already, make sure you’re prepared well in advance to have as much data available as possible come July 2023.
GA4 is Google Analytics’ newest addition to the platform and all data will flow through this platfrom from 01 July 2023. It was created to streamline the previous versions by offering a new user interface that moves away from third-party platforms and towards artificial intelligence learning, which has proven to provide more accurate and valuable data, specific to user requirements. It has predictive capabilities that offer suggestions without complex models and theories.
Find out more about GA4 and make sure you’re set up in time for the next generation of Google Analytics.
Google Ads is an online advertising system that allows your business to create targeted digital ads.
Google Support defines Google Ads as, ‘an online advertising program that allows organisations to create online ads that reach people exactly when they’re interested in the products and services that you offer’. Google Ads accounts are managed online, so you can create and change your ad campaign at any time and with immediate notice, including your ad text, settings and budget.
Why use Google Ads?
Google Ads allow you to target the right audience at the right time, based on the users’ search criteria.
Google Ads users can control their ad spend with no minimum or maximum spend. You only pay for adverts if users click on your ad. If you utilise Google Ads correctly, you can reduce spend on OTAs (if applicable).
Google Ads dramatically increases targeted traffic in a brief period, which has a positive impact on brand awareness – this is crucial when launching a new business and growing your existing businesses. Even if the user doesn’t click on your ad, they become familiar with your brand.
Tracking Campaign Success
Within Google Ads, you can see if someone clicked on your ad and how that journey continued, for example, if they purchased your product or called your business. You can see which ads are delivering and which aren’t, allowing you to easily move budgets around to drive the best return on investment.
You are in control of how much you spend, and what you display to who and when, with an easy-to-use dashboard.
Google Reviews provide users with key information and first-hand feedback about your business. The growth in zero-click searches has proven to significantly influence the way consumers identify your business, with over 90% (Qualtrics, 2020) of consumers stating that they check online customer reviews before making a purchase decision.
To get started you will need a Google Business Profile. Any reviews will then display next to your profile in Map and Search and will help you stand out from the competition.
Why use Google Reviews?
Improve Search Ranking and SEO
Receiving frequent, positive reviews has a significant positive impact on how businesses rank on a Google searches. The more active a Google Business Profile is, the better the business will rank on local searches.
Build Brand Trust
Google Reviews are a great way to showcase honest feedback about a business. Potential consumers build a relationship based on experiences of existing consumers.
Influence Purchase Decisions
The word-of-mouth marketing tool speaks for itself, as consumers can confirm they are making the correct purchase decisions, based on the previous experiences of existing consumers.
Creating a Google Business Profile is free to do, easy to manage and is a very effective marketing tool.
Gain Customer Insights
Existing consumers provide valuable feedback to businesses that helps to identify strengths and weaknesses.
Once you’re set up and ready to go, make sure you’re actively encouraging your customers to leave a review. You can easily create a link that will take customers straight to where they can leave a review, making it easy for them. An example could be in your thank you emails and on receipts.