Farewell Google My Business but Wait Google Profile is More Important than Ever

Last month Google My Business officially changed over (yes… AGAIN) to Google Business Profile. Long gone are the days of Google+ and yet here to stay is the need to pay attention to this powerhouse profile. Word on Google Street is that the Google My Business app is going away in 2022. Some of you didn’t even know there was a Google My Business product! So let’s catch you up and get you… on the map!

Google is making more changes to integrate the management of your business profile right from Google Search, Google Maps, and other Google’s other products. In its announcements, Google mentioned more functionality being added to the “in-search” merchant experience, saying that “the easiest way to manage your profile is now via Google Maps and Search. Moving forward, additional tools to help you understand how your business is performing and how you can enhance your online presence will be available exclusively on Search and Maps.”

Whether or not you are a local business, using Google Business Profile is a no-brainer! Someone searches for “Coworking Space near me” or “Cake shop near me” and Google is going to pull results for the person searching. If the business has filled out their profile, the person searching will see details about this business, images, hours of operation, reviews, map for directions and more. If the business has NOT claimed their Google Business Profile or has not filled this information out, their results will be pushed down the line.

The more you beef up that profile with regular (at least weekly) posts, new photos, and new reviews the better your page will rank. Most businesses are spending time posting on their other social channels but neglect this powerhouse! Take one of your Facebook or Instagram posts and update your Google profile weekly!

For the business owner, you will now simply search for your business (don’t put in your URL) and in the results you will find EDIT options. I personally like using the old (how quickly we deem something old these days) Google My Business App, but I guess I was one of a few who actually used the app. Here is what your search result will look like:

New Google Business Profile 2022

So what if you don’t have a local business? What if you work from home?

Here are 3 things to keep in mind regardless:

  1. You need to claim your Google Business Profile. Get that website verified and fill out your profile completely.

    Pack the info in there. Fill out every single area. I suggest you keep the info in a document that will allow you to manipulate the information such as keywords, services offered, and locations you want to focus on.

  2. Get a business address.

    You don’t want to use your home address since Google maps will zoom right in to show anyone searching your home, cars, and even family members in some images. CREEPY! Secure that business address. Whether that is at a local Coworking space (of course I would mention that one since I also own The Village Workspace…a Colorado coworking space) or a mailbox at your local pack and ship store… you need a legit business address. Most have a service where they can notify you and even forward your mail to your home. Be sure your address is specific– the box number is your specific suite. Google will penalize or suspend a business account if they have the exact address as others in that location.

  3. Get reviews!

    A friend of mine just ran into this situation where her Google profile had no reviews and a customer chose not to use her, pointing out her lack of reviews. (He sounds like a jerk anyway–it was a good thing she didn’t take him on as a client). This friend had used other social channels for reviews, like LinkedIn, and she hadn’t specifically asked her clients for a Google review. This can be a critical feature for any business. People read reviews. Whether we like it or not, our customers will decide our fate many times by posting good or bad reviews. The key is to ask for reviews when you have a happy customer. Send a quick message or email to someone who compliments you and include the link to your Google review page. Make it easy for them. Don’t ask everyone at once either. Get a couple a week or few a month. When you see a business with 5 great reviews all in one day and nothing after that, you might assume it’s their grandmother, mom, and best friends.  Keep them dripping in each month. Make that a part of your team’s performance reviews–asking for reviews.

Just like Prince when he changed his name to “The Artist”, it doesn’t matter what Google decides to call itself… it’s still Google! You’ve got to pay homage no matter what people are calling it!

If you need help staying up on all the latest marketing trends and important tasks that need to be done each day, simple reach out–we’d love to set up a call to share our process and see if we are a good fit to work together.

Gina Schreck

Gina Schreck

Build Authority and a Personal Brand

Build Authority and a Personal Brand

We get this question quite often, “How do I create a personal brand or be seen as a thought leader in my industry?” Usually I know the answer they are hoping for. They want to hear, “Just post a few things a week on any social media channel and you will get asked to speak for thousands and make millions selling the wonderful services you offer.” If you want to build authority and create a personal brand, it will not happen quickly… and it definitely won’t involve pushing an easy button! 

Everyone wants to be a thought-leader (even if that phrase makes many want to throw up a little in their mouth) but few will actually do the work that it takes for people to think of them first when it comes to solutions in their industry. Who is the person that comes to mind when you think of wellness? Business growth? Sales? Leadership? Now the question is, what made you think of this person? Did they write a book on the topic? Several books? Have you heard them talk about this topic over and over again? Have they been sharing content on this topic over a period of time? You don’t have to be THE expert or authority on a topic to get in the conversation and keep showing up. 

Becoming the go-to-person or authority on a subject doesn’t happen over night. It doesn’t happen in a couple of months. It takes repetition and time. It also takes sharing your original ideas and your opinions and unique take on what is happening in your industry. This can include what others are talking about but it is coming from your unique perspective. Here are 5 steps to create a personal brand and be seen as a thought leader in your industry:

Define your topic.

Did you notice I didn’t say TOPICS? There are so many who claim to be experts in 87 different topics. They are an expert in communication… and leadership… and customer service… and ethics.  I get it, you have lots of interests. You may even be like me, owning two very different businesses– a digital marketing agency and a coworking space. But if I start telling you I am an expert in ethics and sales and wellness, you won’t believe me. There is no way I have the time to become the authority in all of those areas… no matter how great I think I am at multi-tasking!

If you are an expert in leadership, what type of groups have you led? Perhaps you create helpful content around leaders in the non-profit arena, or leaders in the hospitality industry. The more specific you can be, the easier it is for you to create lots of great content that people in that industry will seek out. This doesn’t mean that people outside of this niche won’t find it helpful as well. It just means you are the go-to-person for leadership in this specific area. 

Choose your format.

Do you love to write? Are you comfortable in front of a camera? Maybe audio format is more your style. You should make a goal of creating one piece of unique content at least once a week. It could be a blog post, a video tip, or a podcast. This single piece of content is then shared across your social network and even converted into different formats. We often take a video that a client makes and get it transcribed to turn into a blog post and then pull the audio to load into a podcast. 

This might be where you start saying, “I don’t have time to create weekly content,” and that’s ok. Just don’t also say you want to be seen as a leader in this area. Don’t be that person who longs to be seen as an expert or thought leader but doesn’t want to put in the work. You can carve out 1-2 hours a week to create thought-provoking content in the format that fits you best. You can hire an assistant or a marketing agency to then magnify that message in several ways, but that first piece has to come from your intellectual property… or inside your head.

Answer YOUR public.

There is a website called Answer the Public that we use to see what questions people are searching for online. This helps us determine what content to write about. This concept is where you start to create content. Answer YOUR public. What questions do clients and potential clients search for on Google? What do they ask you when you are speaking to them? If you can’t think of at least 10 frequently asked questions that your potential customers are searching for, you may need to spend more time learning about your true customer.

Make a list of these FAQs and then one by one, create content answering them. Don’t tell us what everyone else is telling us. Tell us what you think. Tell us why you agree with the masses or why you absolutely don’t. Give it to us straight and don’t use corporately jargon and pithy statements that sound like a brochure. I hate it when I read a blog post and the person is telling me such obvious information that I leave feeling as if I wasted my time. When a leadership blog tells us to focus on being more authentic but doesn’t give specific and unique ways to do it, we want to shout, “Where’s the Beef?”

Keep learning.

Being an authority doesn’t mean you know it all. It means you are out in front, learning, consuming all you can about your topic, and sharing your knowledge along the way. Do you listen to podcasts in your industry niche? What do you read to ensure you are staying involved in the latest trends and happenings for your business? I am always surprised when I ask people what they listen to or read to stay up on the latest news or trends in their industry and they can’t think of anything. Whether or not you are working to be seen as a leader in your industry, you’d better be learning, or you will become extinct!

There are podcasts and blogs on every topic under the sun, and if you find an area you cannot find one in your specific niche… you’d better be starting one ASAP! I start my day listening to shortcasts from my Alexa device while I make my coffee and feed the dogs, and then I listen to a few podcast episodes while I get ready and drive into work each morning. Do you pop in and join the conversations on Clubhouse or Twitter’s Spaces? These are all great ways to learn and to join in and start voicing your opinions. You don’t have to host the discussion to join in. 

Keep showing up!

As I said in the beginning this will not happen over night, but when you are using today’s social media tools, it happens much faster than it used to. If you simply show up every day sharing tips, tools, resources, and your voice, people will start to listen…and follow you! The more you show up and focus your discussions around your topic, the more people will begin to associate you with that topic. 

Can you think of other tips that you have used or that someone else has used to stay out front in your industry? We’d love for you to share here…and to give us your opinion! 🙂

What the Apple Security Update Means for Marketers

What the Apple Security Update Means for Marketers

If you’re one of the more than 113 million people that own an iPhone in the United States, chances are that you’ve already updated your phone to iOS 14.5. With this update, Apple is requiring users to provide explicit permission for an app to track, collect, and share data. So, after you’ve updated your phone, the next time you go into the Facebook app for example, a prompt will appear where you are asked to allow, or not allow, the app to track your use, and share your data. This is called a Tracking Transparency Prompt, and any apps that do not display the prompt will actually end up being completely blocked in the Apple app store at some point. Initial estimates thought that after the update, the number of users sharing their data will drop to between 10% to 15%, from roughly 70% today.

As a marketer, you most likely rely on social media apps to use this data so you can accurately target your audience for any ad campaigns that you may be running. Obviously, you want to make sure your content is getting in front of the right eyes! User privacy is something that is *very* important to Apple, so despite the pushback from Facebook, it’s highly unlikely that Apple will reverse course and change, or even get rid of, this new feature.

So, what do you do now?!

Initial data is actually more promising than we all thought, with opt-in rates much higher than previously anticipated: 39% overall and 26% average per app. Keep in mind those, these are just preliminary numbers, so this could change over time.

Our friends at Hubspot have given us a few quick tips to help navigate these privacy changes:

  • Believe it or not, there are other phone makers out there besides Apple! (Android, we are looking at you!) So, you can still target your ad campaigns to those users effectively and rest easy. Remember, when setting up a Facebook ad, you can specifically choose to target Android users.
  • Rely on your website a little more now. Make use of Google Analytics, or whichever analytics tool you prefer, to pay more attention to where your users are coming from, and what they are searching to get there. Then, you can create target personas or target audiences based on that data. (Data is king, remember! ?)
  • Revisit, and refine, your organic content. Take the time to go through your content and make sure everything aligns from your website to your social media. Remember, you want your messaging and brand to be consistent in everything that you post organically! Use any relevant data (back to bullet #2!) to help strength, or refine, your content strategy.

While this iOS update has many marketers and business owners concerned about their ability to target future users and generate quality leads, the true impact of this update won’t really be known until the full rollout is complete. Like in the past, us marketers have adapted to updates and changes, such as moving from traditional marketing to digital, and from one platform to the next. We will get through this together!

How Can I Grow My Email List?

How Can I Grow My Email List?

A few months ago, we talked about why email marketing is going to be big in 2021 and what you can do to keep your customers and users engaged. 

Email marketing is one of the most effective online marketing tools around right now. The algorithms that social media platforms use are always changing, so your content might not be getting in front of the amount of eyes you were hoping for. Email marketing gets you directly in front of the eyes of the consumer, so you don’t have to worry about some unknown algorithm affecting your ability to market to potential customers. 

You can read more in the blog post linked above about why email marketing is huge right now, so we won’t repeat ourselves here! That being said, how exactly can you go about GROWING your email list to start email marketing? That’s where Landing Pages and Lead Generation (Lead Gen) come into play!

What are Landing Pages?

Landing pages are one-off pages (created on your website, or some email marketing services like MailChimp also offer landing page creation), that allow you to take the prospects that you’ve attracted and convert them to leads. One way of using your landing pages is to create a social media post or blog with a CTA that entices the customer to click, where they then get taken to a landing page.

Photo courtesy of Hubspot

Landing pages can be designed in a variety of ways. They can be set up so users simply enter their name and email to join your newsletter, or perhaps you’re offering a complimentary pdf on a subject they are interested in. When you don’t have a landing page, you can’t gather information about the people visiting your website, which makes it difficult to understand who they are, market to them, determine if they are even in your target market, and eventually convert them into customers. It’s also worth considering doing some A/B testing on your landing pages to see which one is converting more quality leads for you.  

Need some inspo? Check out HubSpot’s list of some landing pages to get your creative juices flowing!

What is Lead Generation?

Lead Generation is the process of attracting leads (potential customers) into your sales pipeline with the hope of nurturing them throughout the buying process to help convince them why they should choose your product or use your service. In short, Lead Generation is the initiation of customer interest into products or services that you offer. Landing pages are one of the top ways to create quality lead generation for your business or company, AND build your email marketing list.

Here at SocialKNX, we can craft landing pages that will not only help you grow your email list, but also generate leads to help you grow. As your email list keeps growing, we can also create drip campaigns to keep your leads interested until they become a customer. Reach out today and let’s plant that seed!

“Happy” One Year Anniversary, Pandemic

“Happy” One Year Anniversary, Pandemic

World pandemic


In these uncertain times.

In these challenging times.

New normal.

Now, more than ever.

If you hear those phrases one more time you’re going to scream, right?

It’s been one year since a world pandemic shut down most of the United States and the way we conducted business and marketing activities drastically changed. As marketers, now that a year has passed, we are forced to take a good look at the ways marketing has (rapidly!) changed in ways that might be permanent. 

Preserving a focus on community and empathy was brought to the forefront of marketing efforts during the darkest days of the pandemic – and is definitely a marketing “trend” that is here to stay. The shutdown certainly caused anxiety and stress to be consistent emotions in our daily lives. As marketers, ensuring that messages are empathetic and compassionate is something that is necessary to continue, even a year later. You want to make an effort to be human and speak to consumers without the sales pitch. (Remember- marketing is all about creating that connection!)

And when was the last time you checked out those buyer personas you created? You may have had a crystal clear picture of your buyer persona in the past, but, as we know, things have changed! Businesses are finding all sorts of new buyers for their products or services. Think of all the family members that have learned how to use Zoom just for family get-togethers; Zoom isn’t just for businesses any more.

Have you started doing more online ads since the pandemic started? Well, that is also a “trend” that is going to stay consistent as consumers continue to go online to find the answers and solutions to their problems or needs. Additionally, your digital marketing efforts should still collect data in order to help craft your buyer personas and create impactful digital marketing campaigns using social media, email, paid ads, and more. Your data can help you decide where you’ll need to double-down on marketing efforts that are working and where you need to make tweaks to efforts that aren’t.

You know those 5 statements we opened this blog with? Hard truth: Those statements aren’t unique anymore! Consumers have become “blind” to seeing those statements and they are likely to just keep scrolling past your message. Continue to use phrases and words that are engaging and eye-catching and create that connection. Think outside the box! Remember, you need them to realize that your product or service is solving a problem of theirs!

The pandemic might have shifted the marketing landscape, but it has also created opportunities for brands to effectively reach and engage with consumers at different stages of the buying journey. As the economy continues to recover, there could be an increase in consumer spending, so you want to make sure you’re staying in front of your current and potential customers’ needs. 

And of course, there’s social media! Many people have turned to social media for socializing and are now active on a variety of social media platforms- even those who swore they wouldn’t be on TikTok when the pandemic started! This surge in social media use has led to businesses putting a higher focus on building and maintaining strong customer relationships on social media, allowing marketers more efficient and effective communication with their audience.

So while we’ve passed the one-year anniversary of the COVID shutdown, it’s not necessarily a time for celebration. We’ve all adapted in personal and professional ways, and as marketers, we’ve adapted our marketing strategies. That being said, the primary goal of marketing efforts still stays the same: generate brand awareness, increase customer leads, create consumer loyalty, and ultimately grow your business.