The Transition – Google/Social Media – Which is it?

Every day we see the battle of the IT Experts and the Social Media Gurus!

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On the one hand we have the IT Experts going apoplectic over people opting for Social Media advertising over Google tactics. Then there are the Social Media Influencers influencing everyone to spend money with them and capture a huge slice of the market.

The truth? You want the truth? Cue Jack Nicholson “You can’t handle the truth!”. Just kidding – it’s a truth that’s simple and palatable – relax.

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The real strategy is to create content, social media and an online presence that actually promotes your ‘Search Engine Optimisation’. Put simply, you’re easier to find. Your business ranks higher than your competitors.

When technology is new, the Tech Gods can tell us just about anything they like. Who is going to question them? But with technical advances permitting platforms with far better access, usability and targeting ability, such as Facebook, Instagram, LinkedIn, etc. Google has become a directory tool.

The Google catch-up version of Social Media ‘Google My Business’ just doesn’t cut the mustard. It simply can’t offer the demographic access that Facebook provides on a daily basis. And… no emotion!

But here is the rub. You need BOTH. It’s not either or. With Facebook and Instagram canning ‘likes’ (no longer displaying likes), the days of the so called ‘influencers’ in our view are limited. To some extent ‘influencers’ are the new age tub-thumpers, the super salespeople of the digital age. But… no substance.

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What all businesses now require is a practical integrated digital marketing plan. You will not get this from an IT expert, nor will you be satisfied with the work of an ‘influencer’. You need a strategist, a marketeer.

People who play on Social Media may know how to post. What they don’t know is how to link this to your website, your content and enhance your Google ranking. Boosting posts may seem simple but it’s not.

Social Media is the equivalent of traditional daily newspapers. Practically speaking, your location and demographic parameters are paramount in gaining good brand recognition. Your budget should be what determines your reach. Treat your traffic as a funnel that sends people in your direction interested in your products, your services, your business.

Want to know more? Call us, the Marketing and Branding Company on 03 8696 9700 and arrange a free consultation at your convenience. Or simply leave your details here for a prompt reply.

Don’t let anyone lock your business down to suit their agenda. The object of the exercise is to grow your business – not theirs. Take control – Call MBC.

Marketing and Branding – it’s what works.

Enjoying Online Currency – Websites and Social Media strategies that work.

“We have a website” is a phrase we hear often. “Ok, I’m looking at your website, it says it was created in 2013 is that right?” “Well I guess so” answers the prospective client.

Let’s cut to the chase – 2013? You may as well say “No I don’t have a website”. Why? Because there have been so many advances since then. Your website is probably for all intents and purposes, invisible.

Firstly, websites these days are viewed predominantly on Mobile Phones and Tablets. These views account for more than 80% of all searches made. In the past people had PCs and iMacs that lived in their studies or bedrooms. The action used to arc up from about 4pm when the secondary school students arrived home from school. Not so now. Desktop searching is predominantly done from offices and home businesses. Desktop websites alone provide poor results from Google in terms of effectiveness. Without a mobile version, be it an ‘app’ or simply an adapted version of your Desktop website, you are not ranked as responsive and will be missing out on over 40% of your possible web traffic.

Content is King or Queen (depending on your preference).

Back in the day, it was all about the images and your ‘SEO’ company’s ability to manipulate keywords. Now there is not only a minimum number of words required on each page, it’s of paramount importance to have web content through Social Media, Advertising, Blogs, articles in online magazines, Videos embedded on your website and on YouTube all pointing to and validating your current content. Content must have relevance or you simply don’t rank.

This requires some effort and a degree of skill in targeting your preferred audience or market. Whether it’s Facebook, Instagram or LinkedIn it all requires constant posts and clever planning to achieve your place at the forefront of those trying to achieve the same goals – visibility, website traffic and enquiry.

There are no free lunches. Whether you decide to use Google AdWords or Facebook, to be effective costs money. Facebook (and now Instagram which it owns) have made it abundantly clear that without payment, a business or person can only ever achieve less than 15% of their potential audience. It’s simply the way the Facebook behemoth has created its algorithms. Pay to play or go away!

Advertising is about gaining the attention of your market.

Over 12,000,000 people a day log-in to Facebook in Australia alone. As a comparison, the record number of people watching a Free-to-Air Television program was in 2018 when over 2.62 million people watched the AFL Grand Final. Book an advert with Channel 7 on that day and it will likely leave you little change out of $1million. Get to up to 3 million people a week in Melbourne on social media? Our guess is probably $3000–$5000 over 6 days minimum on Facebook will achieve you 660,000 views. Admittedly, it’s not linked to a premium event, but rest assured it will get out to the audience you have targeted, directly and personally.

Want to learn more? Get a professional website – responsive, intuitive and appealing. Develop an effective Social Media campaign that bumps up your Google ranking, and offers its own very real customer connectivity.

Call MBC now on 03 8696 9700 for a free, no-obligation quotation or consultation. Or leave your details here for a prompt response.

Marketing and Branding – it’s what we do!

Which works best Facebook or Google?

Every so often the question comes up “Which is better? Google or Facebook?”. Essentially it is in reference to targeting potential customers and clients. And the answer is simple – both but for very different reasons.

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Let’s start with Facebook, its lovechild Instagram, Messenger and WhatsApp. Facebook have access to some of the most incisive market research ever carried out – without the participants even being aware of it. The ‘pages’ you visit, the ‘groups’ you belong to, the posts you like, the ‘check-ins’ you add – all add up to an amazing summary of your consumer habits, beliefs and instincts. Facebook can offer the ability to draw exactly the people you wish to attract. It creates an algorithm that puts your paid advertisement in front of the type of people you wish to target – effortlessly.

Add Instagram to this – now predominantly a paid-for platform, Messenger and WhatsApp. In boosting a Facebook post, you automatically also utilise these platforms as well – unless you adjust it to a different preference.

It is an incredibly powerful medium. In the past two Presidential US Elections both Barack Obama and Donald Trump have successfully utilised Facebook to great effect. Trump spent millions on Facebook advertising.

He used Cambridge Analytica, a British firm to carefully target would be support, spread various appealing messages as well as misinformation about his opponent Hillary Clinton. This is now on the public record. Jeremy Corbyn and the Labor Party in Britain are currently doing something very similar resulting in the Conservative Party and its Brexit policy now being on the brink of total collapse.

Facebook’s advantage? It’s emotional, it draws emotional responses. Straight cut Search Engine enquiry is pretty simply just a glorified directory. You may get top billings with Google – first page and all that – but does it emotionally draw your audience. The answer is a resounding no.

Google is playing catch-up to Facebook. Google My Business is no where near as prolific as Facebook. It offers photographs and a bit of copy. But – Social Media it is not.

In the past, it was sensible to utilise Press advertising backed up with visual (TV) and Radio. Free-to-Air, Cable, Foxtel are now simply passe in that none of it can target your audience as effectively as Facebook, Instagram, YouTube and other Social Media platforms.

Now you ‘read the news’, ‘watch the video’ and ‘hear the message’ all in one place – Facebook.

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That’s not to say you don’t need to rank on Google – it is all an interplay. High ranking blogs, Facebook posts, videos and articles all contribute to ‘content’ regarding your business and its products, services and brand. The more content, the higher your ranking with Google.

And you need to rank highly on Google, publish great posts on Facebook, Instagram and associated platforms. Boost posts on Facebook and Instagram using well researched demographics and locations. You will reap the rewards.

Spend real money. Better still engage an experienced professional team to produce your Social Media and Content. MBC have over a decade of creating, producing and publishing great social media. When the time comes to focus on your business call in ‘the Marketeers’ to develop your brand, its visibility and your Web and Social Media presence – MBC.

The Marketing and Branding Company – it’s what we do. Call now on 03 8696 9700 or leave your details here for a prompt reply.

‘No Likes’ means it’s time for a dose of Commercial Reality on Instagram.

Oh no! No published likes on Instagram posts. Here at MBC we’ve been expecting this or similar since it has merged with Facebook and the Facebook behemoth now rolls on. The way it works is pretty simple. Show us the money honey!

Facebook owns and operates Instagram, Facebook ‘Messenger’ and WhatsApp. It is a commercial enterprise. No, it’s not open source, yes, you do surrender your privacy when you sign up and yes your personal activity, likes and dislikes will be onsold to those buying consumer data – so we’re straight on that right?

BUT – it is and can be for you a very powerful business tool. Social Media has largely replaced newspapers, free to air television and radio with the Y Gen and younger population. X Gen walked away years ago. Over 12 million people log onto Facebook daily in Australia. Why wouldn’t you want to be there?

Be there effectively. Spending $150 on a properly targeted boosted post is one hundred times better than a page full of hashtags. Treat Facebook as a funnel. Cast widely and offer the baubles and shiny things that particularly appeal to your audience.

As of now, Instagram is essentially a paid for service. Again, develop your targeted demographics, keep in mind it’s all about images, immediacy. By paying to boost your posts you will be guaranteed of reaching a far bigger audience – without the need to recourse to an ‘influencer’. Frankly you’ll be better off with an informed marketeer well versed in social media. It’s worth considering the cynical response – Instagram used influencers to develop the platform and increase the overall traffic. Having served their purpose, it drops them. Management re-takes control of the medium – “You want to win? Follow ‘our’ processes.”

We warned our clients up to two years ago this day was coming. Most as a result have already become well ensconced in the ‘pay to play’ methodology, gaining good brand and product recognition.

Should you wish to explore your social media options call us now on 03 8696 9700 for a free, no obligation consultation. Alternatively please leave your details here for a prompt reply.

Marketing and Branding – It’s what we do.

Why you really do need a new website – and a clever strategy to promote your business.

Today the first port of call for anyone wishing to avail themselves of a product or service is… Google.

So if you are about to promote your business and its products your website is a good starting point. If your website was built more than two years ago, it’s time to build a new one in many cases. Today 80% of all searches are done on a mobile device, so it is imperative that you have a high functioning, responsive mobile website. Some developers will tell you it has to be a mobile ‘app’. A mobile ‘app’ is a mobile website that is ‘intuitive’, in other words, the functionality is designed to anticipate the searchers next move or search methodology. In a nutshell all websites should be intuitive and enable fulfilment of the searcher’s quest in a timely fashion.

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Google in one of its regular notifications on Algorithms and policy made it quite clear – to qualify as a ‘responsive’ website, it’s imperative that you have a functional fit for purpose mobile version of your website.

No doubt if you run a business with its own website you are bombarded with spam encouraging you to ‘call now’, ‘first page on Google’, ‘adjust your content to allow you to rank higher on Google’. Nine times out of ten it’s a pitch for, wait for it, a new website.

The best thing to do is to seek out a competent team that first of all understands your business, its products and services, and the marketing channels and sectors you are operating in. Don’t fund someone to learn about your industry at your expense.

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The next thing is to develop a marketing communications strategy. This includes the website and its function, social media, Public Relations, traditional media and advertising. If you are in a Business to Business situation, don’t waste money on general advertising. Stimulate demand in your current marketplace – choose expansion that focuses on gaining a greater market share – or maintaining your current market share.

Use professional photography – either a proficient, industry based professional or stock shots that are of sufficient quality to separate you from the myriad of websites that are also dependant on stock shots. An experienced Graphic Designer can choose the stock shots that work best for you on your website, social media and advertising. Original, copyright shots are much better – if you can afford them.

Engage a company that can custom design your website, provide unique graphics, layout and imagery. A company that can competently provide copy that fulfils both your client’s enquiry and creates interest with Google.

Call MBC now on 03 8696 9700 for a free, no-obligation quotation on all your web and marketing needs. Or simply leave your details here for a prompt response.

The Marketing and Branding Company – it’s what we do.

Can I find your webpages? Are you rating on Social Media?

On a weekly basis at MBC we write and produce a number of blogs and social media posts on Facebook, Twitter, Instagram, Linkedin, Pinterest and other popular social media platforms.

Currently Google recommends that to improve your website’s actual ranking you ensure that your organisation or its products and services are adequately described on your website (Content) and supported with other material both on your website and through information elsewhere (advertising, editorial, blogs and social media). Videos, slideshows, galleries and links to hosted videos on YouTube – all greatly assist.

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This week we were asked whether sub-domains will harm your Google ranking. This is old thinking. This is from a time where all that was up on the web was your simple desktop website. Our client’s information was that in using a sub-domain you’re dividing your traffic and as such diminishing the numbers visiting your primary website. That’s hardly the case, with many companies placing their blogs on sub-domains yet the blog ‘appears’ on the company website (often as Latest News). It’s linked to social media (Facebook, LinkedIn) and in turn carries a link to your company website. It creates back links and primary website traffic, if set up correctly.

The other hot potato is whether Social Media affects your overall ranking. If you provide links via your Social Media posts it sure does.

Confused? Let us assist you and step you through it. If you look you can support any viewpoint with a Google listed link – whether you’re right or wrong. Don’t be conned by articles written in 2014 – look for recent information. If the article is talking about Panda, Penguin, Hummingbird, Pigeon or Fred, you may be on the right track. Of course then there’s Possum, Rankbrain and the algorithms they don’t notify on. It’s really about currency – what is Google policy right now?

It comes down to clean, concise original content, reduction of spam, keyword loading and removing links to irrelevant sites. Marketing is an online business these days – the transfer has been shockingly quick. Your online presence is the imperative.

When it comes to online strategy, it’s a really good idea to be truthful and honest – but take full advantage of what is on offer and what is possible.

None of it really works without good branding, good graphics (infographics) and a genuine connection with your market sector.

Call the Marketing and Branding Company now on 03 8696 9700 for a free no-obligation consultation on how we can assist you in expanding your business and its sales. Websites, Social Media and everything in between – build a winning strategy with the Marketing and Branding Company – it’s what we do!

Can I find your webpages? Are you rating on Social Media?

On a weekly basis at MBC we write and produce a number of blogs and social media posts on Facebook, Twitter, Instagram, Linkedin, Pinterest and other popular social media platforms.

Currently Google recommends that to improve your website’s actual ranking you ensure that your organisation or its products and services are adequately described on your website (Content) and supported with other material both on your website and through information elsewhere (advertising, editorial, blogs and social media). Videos, slideshows, galleries and links to hosted videos on YouTube – all greatly assist.

connect with your market 3

This week we were asked whether sub-domains will harm your Google ranking. This is old thinking. This is from a time where all that was up on the web was your simple desktop website. Our client’s information was that in using a sub-domain you’re dividing your traffic and as such diminishing the numbers visiting your primary website. That’s hardly the case, with many companies placing their blogs on sub-domains yet the blog ‘appears’ on the company website (often as Latest News). It’s linked to social media (Facebook, LinkedIn) and in turn carries a link to your company website. It creates back links and primary website traffic, if set up correctly.

The other hot potato is whether Social Media affects your overall ranking. If you provide links via your Social Media posts it sure does.

Confused? Let us assist you and step you through it. If you look you can support any viewpoint with a Google listed link – whether you’re right or wrong. Don’t be conned by articles written in 2014 – look for recent information. If the article is talking about Panda, Penguin, Hummingbird, Pigeon or Fred, you may be on the right track. Of course then there’s Possum, Rankbrain and the algorithms they don’t notify on. It’s really about currency – what is Google policy right now?

It comes down to clean, concise original content, reduction of spam, keyword loading and removing links to irrelevant sites. Marketing is an online business these days – the transfer has been shockingly quick. Your online presence is the imperative.

When it comes to online strategy, it’s a really good idea to be truthful and honest – but take full advantage of what is on offer and what is possible.

None of it really works without good branding, good graphics (infographics) and a genuine connection with your market sector.

Call the Marketing and Branding Company now on 03 8696 9700 for a free no-obligation consultation on how we can assist you in expanding your business and its sales. Websites, Social Media and everything in between – build a winning strategy with the Marketing and Branding Company – it’s what we do!