What Can Your Brand Do With Google+? — Part 2
The Intermediate Guide
In my previous article, “What Can Your Brand Do With Google+? — Part 1 (The Beginner’s Guide)”, I introduced you to the Google+ platform and its benefits for brands looking to improve their success online. In order to effectively set up your Google+ profile for increased chances of success, you should know how to not only set up you profile, but how to optimize it to see the best results possible.
Therefore, this article will take you through the entire setup and optimization process for your Google+ profile, in order to get your brand’s efforts on the platform off to the right start.
“You have to generate revenue as efficiently as possible. And to do that, you must create a data-driven sales culture. Data trumps intuition.” — David Elkington (InsideSales CEO & Founder) @DaveElkington
How Can Using Google+ Help You Hit Your Company’s Revenue Targets?
In this article, I will cover…
#1 Setting Up Your Google+ Profile
#2 Using Google+ In Conjunction With Google My Business
#3 How To Verify Your Business On Google
Lets get started…
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#1 Setting Up Your Google+ Profile
If you haven’t set up your Google+ account (or can’t remember if you created one), hold tight. I’ll show you how to build one from scratch or migrate your existing business Page over to Google My Business, as your Google+ account will perform better on Google My Business, than the old stand-alone platform.
Step 1: Create A Google My Business Account
First, you need a Google My Business account. Once it’s set up, you automatically have access to a Google+ for business page. If you own multiple businesses in different locations, you need to set up a Google my Business account for each one of them as your business shows up in search based on location. Remember, you can always log in through Gmail to view your existing Google+ Pages.
Step 2: Select Your Business Type
Before creating your Business Page, you’ll be prompted to select your business type. You have three options to choose from: Storefront, Service Area, or Brand. Storefront and Service Area options are for local businesses, while Brand is for products or other business types that are not attached to a particular location. If you select one of the first two options, then you’ll be prompted to give your business name and geographic location (unless you’ve already done so in step one).
Not Sure What Business Type To Select? Consider The Following:
- Storefront: If you want people to physically come into your business and buy products, this option is for you. In search results, your Google+ Page will show location, hours, or other contact info.
- Service Area: If you run a service location and you’d like people to be able to identify your proximity to them, choose this option. In search results, your Google+ Page will show location, hours, or other contact info.
- Brand: If you want to engage and chat with customers or your business doesn’t operate out of a specific location, this option is for you. Your Google+ Page won’t show location, hours, or other contact info.
Step 3: Add Your Information
Next, you’ll get form fill requests where you add your business information. Follow these tips to ensure your business profile stands out and receives more engagement:
- Use Visuals
Give a visual taste of your brand. Businesses that add photos get 35 percent more clicks than those that don’t, and 42 percent more requests for driving directions. - Check For Correctness
Double check that the information is correct. All of the information you provide needs to be 100 percent accurate. If you misspell your address or add the wrong hours, that can seriously damage the customer experience. - Leverage Keywords
Use relevant keywords in your description. Use simple, human language that includes relevant keywords that describe your business. - Use The Power Of URL’s
Create a custom URL. A custom URL gives you a short, easily recognizable web address for your brand. Google offers tips on how to set one up.
Step 4: Connect Existing Pages To Google My Business
If you have an existing page on Google+ but it isn’t connected through GoogleMy Business, don’t worry. There is a way to see your existing profiles and connect them to your account.
- Login to Google My Business, select Locations from the page, and click Manage this location.
- Click the three dash menu in the top left-hand corner of your screen.
- Click Settings.
- Click Connect a different page.
- From the drop-down menu, choose the Google+ page that you’d like to connect to your Google My Business listing.
- If you have trouble finding your page, Google’s support forum has an advanced list of steps.
Step 5: Find And Delete Old Pages
In order to keep a consistent brand voice, you should make sure to check for any duplicate Google+ accounts and delete them. Here’s how:
To Find Duplicate Listings:
- Go to www.plus.google.com
- Type in your business name in the text box.
- Click on “People and Pages.”
- This will show you all listings and indicate if you have any duplicate listings. For detailed instructions on how to remove old pages, you can follow these instructions.
- Alternatively, if you want to remove a location within Google My Business, you can access your list view, select the locations you want to remove by clicking on the three dot menu, then select “Remove.”
#2 Using Google+ In Conjunction With Google My Business
Google seems to have always had an intense focus on providing local and small businesses with a boost in the business world. Although Google offers many options for small and local business owners to promote their business, the process hasn’t always been crystal clear.
With so many choices like, Google+, Maps, and Google Search, business owners previously had to manage multiple profiles to reach their customers. As a solution to this problem, Google My Business combines all these apps into one convenient all-in-one business solution.
Why Google My Business Is Key To Success:
1. How Google My Business Works
Google effectively composes local business listings based on several different sources. These include user edits, third party providers, verified business owner information, and several other sources compiled into Google’s business listings. When you create and make edits to your Google My Business profile, Google will ask you to verify your account by entering a PIN. The PIN can be sent either to the organization’s physical address or phone number.
2. Benefits of Verifying Your Account
Once you enter the PIN and verify the local listing for your business, you are allowed to enhance your profile page to new heights. When you verify your business listing, you have the opportunity to greatly expand your brands reach and share much more information with Google and your prospective target audience. Specifically, verifying your account allows you to:
- Add personal business photos
- Write detailed business descriptions
- Create business reviews
- Post updated business hours and location information
- Upload videos to your profile
- Offer your audience and customers coupons
- Produce real-updates for your business, such as weekly specials.
3. Google My Business Dashboard
Google My Business is the newest and fastest way for businesses to effectively manage their line brand presence through an all-in-one Google interface. The Google My Business dashboard allows you to do the following:
- Effectively manage and easily update your most recent and current business information on Google
- Increase your company’s brand recognition through Google+ page
- When your customers or audience members follow your business page, they can offer feedback, reviews, and even make posts to your business profile. In addition, your audience can use the +1 button to endorse your services and products, which will show their support on Google Search, Google+, Google Maps, and on advertisements
- Track your organization’s insights and engagement for Google+ posts and pages
- Manage and review metrics and information from your business’ YouTube channels and Google Analytics account
- Seamlessly start and manage the performance of your Google AdWordsExpress campaigns
4. Additional Local Business
While Google My Business can benefit any organization regardless of its size or location. Businesses that service specific geographic regions or businesses with a physical location are afforded even more benefits. However, to take advantage of these benefits, it’s essential you go through Google’s verification process. Once you do, Google My Business will offer your business the following benefits:
- Make your business more accessible and more easily found on Google. Google uses the information about your business to fill the local search results.
- More effectively read and respond to your customers’ reviews
- Review metrics and analyze analytics about how your customers are searching for your business. In addition, you can learn the geographic region your customers originate.
5. Understand The Limitations
While taking advantage of all of the amazing benefits of Google My Business is exciting, you should make sure you understand the following keys to success.
- Mailing Address Is A Must
Each business must have a physical or mailing address where your business mail is sent. Home businesses or mobile only businesses must also first specify a physical address, which is usually a home address. After you provide a physical address, you can choose to hide the address later and simply specify your service area. - Free To Ride
Fortunately, riding the Google My Business express train to brand recognition is free. At the same time, Google doesn’t accept any type of payment to have your business included in natural search results or for particular listings. However, you should keep in mind that Google does offer a locally targeted AdWords program for paid advertising. - Adhere To Quality Guidelines
Before you begin updating your business, make sure you have a thorough understanding of Google’s Quality Guidelines. Failure to adhere to these standards will prevent your business location from being approved and appearing on Google. - Know The Availability
Unfortunately, Google My Business is only available in certain countries. To determine whether your business is eligible to be listed, simply choose Add new listing when you sign into your Google My Business account. Then choose your country from the drop down menu. - Google My Business is a way for brick and mortar businesses to attract attention online from a local audience, using an all inclusive administrative dashboard. It is also a great way for digital brands to maximize their reach and improve their online performance.
H&M uses Google+ to connect with over 940,000 users and deliver engaging exclusive content. See how, in this success story.
#3 How To Verify Your Business On Google
In order to leverage the power of Google for your business, verifying your account will go a long way in the eyes of both Google, and your audience.
There Are Several Ways To Verify Your Google My Business Listing:
- By postcard
- By phone
- By email
- Instant verification
- Bulk verification
Verify By Postcard
Step 1: If you aren’t already logged into Google My Business, sign in now and choose the business you want to verify. (If you’re already logged in, you’ll be at the verification step.)
Step 2: Make sure your business address is correct. Optional: Add a contact name — that’s who the postcard will be addressed to.
Step 3: Click “Mail.” The postcard should reach you in five days — make sure you don’t edit your business name, address, or category (or request a new code) before it comes, because this could delay the process.
Step 4: Once you’ve gotten the postcard, log into Google My Business. If you have more than one business location, select the location you want to verify. If you only have one, select “Verify now.”
Step 5: In the Code field, enter the five-digit verification code on your postcard. Click “Submit.”
If your postcard never shows up, or you lose it, you can request a new code by signing into Google My Business and clicking the “Request another code” blue banner at the top of the screen.
Verify By Phone
Google lets some businesses verify their location by phone. If you’re eligible, you’ll see the “Verify by phone” option when you start the verification process.
Step 1: If you aren’t already logged into Google My Business, sign in now and choose the business you want to verify. (If you’re already logged in, you’ll be at the verification step.)
Step 2: Make sure your phone number is correct, then choose “Verify by phone.”
Step 3: Enter the verification code from the text you receive.
Verify By Email
Google lets some businesses verify their location by email. If you’re eligible, you’ll see the “Verify by email” option when you start the verification process.
Step 1: If you aren’t already logged into Google My Business, sign in now and choose the business you want to verify. (If you’re already logged in, you’ll be at the verification step.)
Step 2: Make sure your email address is correct, then choose “Verify by email.”
Step 3: Go to your inbox, open the email from Google My Business, and click the verification button in the email.
Verify Instantly
If you’ve already verified your business with Google Search Console (a free tool that lets you manage your website’s search performance and health), you might be able to instantly verify your email.
Step 1: Sign into Google My Business with the same account you used to verify your business with Google Search Console. (Some business categories aren’t eligible for instant verification, so if you don’t get a notification asking you to verify the listing, you’ll have to use a different verification method.)
Verifying In Bulk
If you operate more than 10 locations for the same business — and you’re not a service business or an agency managing locations for multiple businesses — you might be eligible for bulk verification.
Step 1: If you aren’t already logged into Google My Business, sign in now and choose a location. Click “Get verified” next to its name.
Step 2: Click “Chain.”
Step 3: Fill out the verification form with your business name (as well as the parent company, if applicable), country or countries where you operate, all contact names (i.e. everyone who will be using the Google My Business account), contact phone number, business manager email (someone at the business who can verify you’re a representative of that business), and the email address of your Google Account Manager.
Step 4: Submit the verification form. It can take up to a week for Google to review and process your claim.
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In this article, I’ve taken you through the process for setting up a Google+ and Google My Business account to help you set things up right from the start. My next guide, “What Can Your Brand Do With Google+? — Part 3 (The Advanced Guide)”, I will take you through what you should and should not be doing on the platform in order to increase your chances of seeing success. Take a read now.
