Optimizing Your Google Business Listing

Google Business Listing, Marketing Technology, Measureable Marketing, Pop up Retail, video marketing

I am in the middle of building a marketing strategy to increase revenue for a health and wellness center for a Doctor of Naturopathic medicine in Middlesex County, New Jersey.  He has outstanding patient testimonials, has transformed people’s lives with his seven-week detoxification cleanse and a growing base of 15 five star Google reviews.

I strongly believe that his practice will continue to build on word-of-mouth recommendations and friend and family referrals, however he has to be prepared for potential patients who will do their due diligence. They will Google him and his practice.  So of course the marketing plan I am creating for him recommends that he polish up his Google Business Listing.

How do you optimize a Google Business Listing in 2019?

With 30 second videos of course.

google-video1-ss-1920-800x450.png

Last January 2018, Google started testing videos on business listings.

Here are the video guidelines. . . 

Google says that once you upload your video it can take up to 24 hours for it to display, but some may upload in minutes.

I am recommending a 30 second video for each one of the doctor’s services (my client) that include quick testimonials from patients.

  • Video one – The doctor asking his top three questions for his initial consultation and health assessment (with a patient).
  • Video two  The doctor surrounded by foods to detoxify the body while discussing the benefits of his seven-week cleanse.

Ideas for your local listing. . .

After you’ve decided what video you want to upload to your Google Business listing, make sure the video follows these guidelines:

  • Google My Business Video Max Duration: 30 seconds
  • Google My Business Video Max File size: 100 MB
  • Google My Business Video Min Resolution: 720p

What Kind of Google My Business Videos Should You Create?

  • Customers enjoying your delicious, healthy meals.
  • What goes on during a complimentary consultation. 
  • Live music and happy hour fun.

Think about the misconceptions that customers and clients have about your business.

Maybe they think –

  • Your clothing is too pricey.
  • Your meals are loaded with butter.
  • You don’t offer any vegan or gluten-free options.
  • You don’t take their health insurance.
  • You never have live music.

Make sure to address those misconceptions in your video.

Need help marketing your business. Reach out via comments here or drop me a line at hello@mj.works

 

Top 10 Retail Marketing Ideas for Small Biz

Pop up Retail, retail marketing, word of mouth campaigns

stores

If you are looking for fresh ideas on how to increase traffic and sales for your retail store, check out FitSmallBusiness.com where you will find ten creative ways to reach customers and build word-of-mouth marketing to expand your community of shoppers.

My top three favorites –

 

Harness the power of referral marketing by asking customers to share photos of themselves using your product. – Tracy Willis from N2Q

Focus on high quality attention and market directly to your target customer and no one else. Mary Babiez of Thoughtful Presence

And one from me – create a refer-a-friend marketing automation pop up on your website like this one that I created for UniKWax.com

You can read all of the great tips to help your business grow from the professionals here.

Marketing-Expert

 

Sell Your Line in Store. Must Read for Retail Success

Pop up Retail

patternprintsjournal09nieminenRetailers are constantly looking for unique brands that introduce an authentic one-of-a-kind retail experience to their customers. In this digital age more and more brick and mortar stores are looking for those hard to find “treasure” brands that can truly share an “Aha! look at this” product moment. 

Think from the buyer’s perspective – what brands will pull my online shoppers in store? Seasonal buys are a thing of the past for most stores. There is always a little bit of money in the buyer’s budget to spend on something amazing. Here are key recommendations that must be addressed in order to have retail success.

1. Start off the relationship by anticipating their questions. Do you have selling history? Is your production and/or manufacturing set up and ready to go? Can you deliver and deliver on time? You may want to test your own production cycle in smaller boutiques at first. Do you have some inventory up front in case they want it right away? If necessary, can you negotiate on consignment? All things to consider.

2. Is what you are offering really new, modern and fresh? Highlight what is really innovative and unique about your product. Why their store? How is it really different than any other product line currently on the market – and how is it the same? How does your product solve the customers’ needs?

3. How will this product/collection enhance their store? Is your price point competitive? You are unique, but the buyer also wants to know that your products will move as fast as their best sellers. Before contacting them, do your research and be sure to visit the store a few times to check out their displays, client profile and sales representatives.

Know who your customer really is and chose the right retailers from the get go. Make sure the packaging, including small things like hang tags and labels deliver what you promise and that your products don’t take up too much space or rack room.

Don’t get discouraged if you don’t hear back right away. The best time to follow up with a buyer is any time. You can nag a bit with a few emails and calls. Make sure they are in the office, not traveling. Another great approach in the process is to ask the buyer, what can I create for your customer that she/he really needs, wants and desire? (This whole compromising your artistry and creativity vs reality is a whole other story).  Be willing to listen to the buyer’s feedback, there’s a reason they know what sells. Advice on color, shape and sizes will increase your chances of succeeding on store shelves. 

Oh, most importantly, let the buyer know how you are going to promote your brand so it’s moving off the shelves. Need help developing a marketing and promotion plan for your collection. Drop us a line or tweet us @marketcouncil 

 

Profiting from a Pop-Up

Engaging Customer Service, experiential retail, Pop up Retail, retail marketing, Sensorial Branding, Trends

Profitable Pop UpsIf you are considering a holiday pop-up for 2014 and you’ve never done one before, read on. For those of us in public relations, a pop-up store is one of the best backdrops for promotion and news making events and can add fresh energy to a brand’s image, like Fendi’s shop in Soho which opened July 5th. It’s also a great way for you to communicate your brand values and mission. I had the opportunity to participate in a client’s meeting last week with the producers of the Holiday Shops at Bryant Park. These particular holiday shops surround a free ice skating rink, open to the public seven days a week behind the New York Public Library. They include more than 125 boutique-like shops offering gift ideas from apparel to jewelry, decorative goods, local foods, and much more. This year the producers of the shops estimate foot traffic at 10,000 a day and have extended the selling season from October 21 through January 3 2015 in order to give vendors more “ramp up” time (typically one week to ten days to gain momentum) and provide a weather hedge. Yes, these stores are outdoors. This year, like last, they are sponsored in part by Bank of America. There are plenty of holiday pop-ups in New York and around the US. Some are stand alone and others holiday bazaars. New York Magazine and Racked.com typically add them to a post as the season gears up. A Profitable Pop-Up We know that pop-ups can be great for branding, with so many new eyeballs on your signage and products, but can they be profitable as well? The answer is yes, they absolutely can, as we have learned that the average vendor may gross up to a half a million in sales in an eleven week season at Bryant Park, which should cover staffing and start-up costs, if you watch the bottom line. It’s all about preparing for the maximum amount of sales possible. Consider the following check list to prepare for success.

  • Keep display costs and overhead expenses as low as possible. Forget shipping that heavy trade show both that will have to be retrofitted to your temporary store. Head to Ikea for light weight temporary shelving and battery operated lighting.
  • Be careful of the company you keep. Some pop-ups may be a bit too foodie or “crafty” for your brand. When shopping around, ask for a list of past and present vendors.
  • Design a stylish shop with eye-candy like displays and gift items at all price points – starting with stocking stuffers (trinkets under $10.00) and work your way up to gifts for her, him, teachers, tutors, aunts and cousins for up to $200 a box/basket.
  • Hire and train the right staff to represent your brand well. Go as far as creating an operational manual with pre-opening role-playing sessions for meeting and speaking to customers and closing a sale. Some vendors have actually not been asked back due to “operational issues” like the store not opening on time or looking presentable enough.
  • Drive customers to your store with pre-promotion for editorial coverage, calendar listings as well as social media posts and email campaigns. Canvas subway and bus stop stations with marketing cards and special offers to those that visit your pop-up shop.
  • Host events, especially on quieter days like Monday – Wednesday. Make them interactive and offer special sample giveaways for those who shop with a friend. Check out Google’s Winter Wonderlab and Snow Globe from 2013, which had six locations across the US.

Pop-up shops/temporary retail don’t have to be holiday driven. They are also a great way to test brick and mortar stores and engage with your customer. Looking for pop-up space? Check out TheStoreFront.com and Openhouse which has a culinary concept kitchen and flexible spaces and rates at their Mulberry location. Need help planning the perfect pop-up? Give us a call or drop us a line at m.johnson@themarketcouncil.com