Posts tagged Sarah Giometti

How To Advertise On Google Plus

Hey there internet fans. It’s Ryan Perry with Simple Biz Support. It’s Wednesday. Therefore, it is Social Media Wednesday. On the other side, I’ve got Sarah Giometti with ICT Marketing. Good morning Sarah.

Sarah Giometti: Good morning Ryan. How are you?

RP: Struggling a little bit. As you can tell, you’ve got the up-your-nose camera view. Unfortunately, my main PC’s having some issues right now. So, I had to break out the laptop. That’s why we started a little bit late and that’s why I’m looking down on everybody which I normally don’t like to do unless I… I guess I can talk like this at a hunched level throughout this broadcast. So, it is what it is, but we’re going to make it work one way or the other.

SG: Yep. I’m sure that’ll be great for your posture anyway. You can just work it out at Power Fit.

RP: There you go. We were… Typically, we talk beforehand. We had to break out the old technology, the cell phones, in order to nail down our broadcast today. We were talking about the fact that you can actually advertise on Google Plus. So, not Google AdWords, although, it is through AdSense, but it’s a way of promoting your Google Plus page, your social media business Google Plus page and for me, from an SEO point of view, that’s an important feature simply because Google… You always want to play in Google’s playbox, stand box, if you will, in the sense that if you play under their rules, their terms, your chances of being found, becoming more visible, first page placement is more important.

So, having good social engagement on Google Plus especially if you’re in a competitive market space, can be very, very helpful. So, you’re going to kind of talk about what that looks like and also, you kind of talked about kind of a unique program of tying the Google Plus ads along with Facebook and I forget… Oh, Custom Audience. So, I’m going to let you talk.

SG: Alright. So, yes, Google Plus does allow you to run ads promoting your Google Plus posts. It runs very differently from things like Facebook and Twitter. First off, you, unfortunately, do have to have 1000 followers on your Google Plus page for your business before you’re allowed to run these ads. Second, you are promoting the Google Plus posts. However, you’re not promoting them within the Google Plus platform. You actually promote them through the Google AdWords campaign, program, platform and then you send it out on their Displayed Network.

SG: So, the ads show up on third-party networks like XYZ.com and people can see the post and interact with it from there without having to come back to Google Plus. So, this is where it’s kind of a game changer is your posts are being promoted to a possible audience throughout the internet, off of the social media platform and they can interact with it from there. They can click the link to go to whatever article you’re posting, maybe one of your blog articles or one of your videos. They can plus one it from there. They can comment from there and so your engagement increases.

SG: Some of the bigger brands who have already run these, they’re reporting a 50% increase in their engagement by running these page post ads. The other beauty of it is traditional Facebook advertising is within the Google search pages. It’s a headline and some text. So, there’s no picture. There’s no pretty. In the Display Network, you can have a picture ad, but again, it’s not interactive as much as…

RP: Okay, so, let me just… ‘Cause I think we’re taking it to a place that really hasn’t been talked about a lot. So, just to give clarification… Sorry. Just to give clarification to the audience, let’s take them through a scenario. Let’s say you’ve got a shoe store and you want to sell shoes. If you’re on Facebook and you do Facebook advertising, you are restricted to be within the Facebook network. That is, if anybody is not on Facebook or they’re not logged into Facebook, they will never see your ads because they’re only going to show on Facebook.

RP: What you’re saying with the Google is that because it goes through AdSense and the ads actually go out through their… What is it? The Display Network is that the ads, you do not have to be in Google Plus like you do have to be in Facebook in order to see an ad. It might show up on… I don’t know some of their… But they have some big agencies. I don’t want to say MSNBC News, but they do have some very large websites like that that they post ads on.

SG: Correct.

RP: And you’re saying that instead of it just being an ad with a bolded title and two lines of text like we would normally see for pay-per-click, we can actually have a picture ad that’s a little bit more engaging, more visible, more attractive?

SG: Correct. It would be the… The post that you post in Google Plus is what people would see throughout the Display Network. So, if you include an image in your Google Plus post, either just a straight image with some text or the image that goes along with a link to a blog article or whatever page you’re promoting. That imagery… So, it could be beautiful, colorful imagery [05:42] ____ text. Obviously, the text you still want to keep shorter ’cause it is still an ad, but that… You have a lot more control over the visual part of the ad and yes, it’s displayed throughout the Google Display Network throughout the internet.

So, as long as people are logged into… Actually they don’t need to be logged into Google. They have to be logged in to interact with it so that their name shows up in everything but it gives people the opportunity to interact with your post through out the internet versus just having to be on Google Plus. The ads actually are never on Google Plus.

RP: Okay, so it’s always on the display network so even if people are logged into their Gmail account, they can actually like it, share it, those type of things. If they’re not logged in, they are still going to see the ads, so there’s still value they can click on it, it will take them into Google Plus. But definitely from a brand point of view, I love the fact that you can incorporate images because I think images are so important these days with your audience, think about Pinterest, Instagram, how popular those social media platforms are and that’s strictly, all they do is images for the most part.

SG: Absolutely, with these days, we’re very visual people and so we like images, we like video, as you know that’s a giant part of your speciality, and so this is where the images are big and beautiful, and well they are of various sizes but they stand out in the ads, and they’re interactive which a lot of ads really are just, they are dead picture where you click through, you don’t really know where you’re going.

SG: This gives you the opportunity to tell people what you are trying to show them versus just a picture, it’s a blog article about Facebook custom audiences for instance, so you can tell them ahead of time, like a news article to entice them to click the link and go read the article but read the blog post and so it makes it more interactive, more human to them than just a picture ad that says your name, a couple of words about what you do, and hope that they click through the picture to whatever random place you’re sending them ’cause they really don’t have any idea.

RP: Okay, so then the kicker bonus that you had talked about before we started the broadcast was the fact that is integrating the Google Plus ad with the Twitter, or excuse me, the Facebook custom audience.

SG: Yeah, so this is why people are thinking might be a bit of game changer with lead generation is, Facebook custom audiences, you can use tracking pixels on certain pages of your website if that, so if you went to my website and read a blog post that I had a tracking pixel on for Facebook and you were logged in in your Facebook account, Facebook would grab your Facebook information and the next time you log into Facebook, my ads in Facebook would be delivered to you. And so you see this a lot more often, online shopping use this the most, more than small businesses do and so have you ever noticed you are doing online shopping looking at a product, you are back onto Facebook and all the time you see that product everywhere?

RP: Right, and it’s not just, it’s not like, if we talk about shoes again, it’s not just a picture of a shoe, it’s a picture of the shoe you were looking at.

SG: Yes.

RP: And it’s that specific, and so that’s called re-branding.

SG: That’s re-targeting.

RP: Re-targeting, I’m sorry. Yes, re-targeting, which is very powerful. So you are recommending that this type of marketing is probably best suited for people selling a product, versus service-oriented businesses.

SG: Not necessarily. They’re just the ones who have taken advantage of it the most. Service organizations, there’s no reason that a service organization can’t utilize it the same way. It is a little bit harder with the images, you have to be a lot more creative with your imagery that you are going to use for these ads but the scenario could be potentially, you put a post on Google Plus, you run that ad on the displayed network, someone clicks on the link, goes to your website, reads the blog article that you’re promoting, you have a Facebook tracking link on that blog article and the next time that person’s on Facebook they see your ads again.

So here’s somebody that’s already shown interest in your content because they’ve been on your website to look at a blog article, a video, they may have stayed, looked at more information, and now you get to touch them again on a second platform, third platform really if you count your website, and pull them, draw them in on Facebook as well. Now you’ve touched them on multiple platforms and you have an opportunity to grab them as a follower and keep putting your content in front of them and nurturing them into that sale.

RP: Right, and if you think about it from a branding point of view, what’s the touch now? Is it seven to 10 approximately? You need to have seven to 10 touches before people really recognize you?

SG: I still think it’s closer to 20. Everybody has a differing opinion of what the number of touches is but people are kind of in content shock, there’s so much content out there, we’re being driven a ton of content every time we log into every single social media platform, there’s a huge amount of content that is fighting for our attention.

RP: Sure.

SG: So I think it’s even, it would be higher for your brand to stand out in that mess of content, so you need a lot of touches and so this is an opportunity to touch them in multiple different places, they’ll start remembering you and then when you hit them on Facebook they have the option to follow you, and get more and more of your content, so you just keep touching them and touching them, and that’s all based on activity they took somewhere out in the internet because they saw a different ad that you are running.

RP: Right, now you may not know the answer to this, one of the things I am thinking of is that, okay, so I run a Google Plus ad, I do the Facebook and I’m forgetting everything today, I apologize, the custom audience ad. Somebody goes to my blog, they read an article, they get tagged by Facebook, they log into Facebook, they see my ad. Do you have any ideas, if I keep on paying every single month as the business owner, if I keep my account going with Facebook, how long that ad will show to that end user?

SG: That I actually don’t know…

RP: Okay.

SG: How long that goes. It may be until they convert. So they like the page, things like that, it might end it. That, I actually don’t know the answer to.

RP: Okay.

SG: But I will look that up.

RP: I’m sure Facebook will take your money, one way or the other, though.

SG: Oh, absolutely. They are more than happy to take your ad money, and they still are the cheapest form of advertising around, hands down.

RP: Right. Yeah, and actually, Zuckerberg needs more money. I just read an article yesterday. Apparently he has… People have been working on his house for over a year now, construction, building all this new stuff, remodeling everything, and the neighbors are getting a little annoyed with the noise, the dust, the blocked roads, the No Parking, and then, of course, there’s security on top of it all. But can you imagine remodeling a house for over a year?

SG: No. It sounds horrid. But he also bought like four houses surrounding his house.

RP: Yeah, he spent $30 million on four houses around his house. I dont’ know if he’s going to tear all those down so he can have just one big property…

SG: No, he wanted to control who moved in…

RP: Right.

SG: Which is smart. I mean, I…

RP: Yeah. Sure.

SG: That’s smart.

RP: Right, because as he starts having kids, he’s going to have four kids, apparently, and so now each one of ‘em will have a house…

SG: Correct.

RP: Right next to Mom and Dad. I don’t know. There was… I was watching the show the other day, and then we’ll get going ’cause we’re past our time, but it had to do with people and big pools. And this guy bought the next door neighbor’s house so he could tear it down to put a pool in. And this is, he spent a million dollars on the house, the property just so he could put a pool in. I’m like, “That is some serious dedication, folks.”

SG: That is, that is.

RP: Alright. So, for people that are interested, though, I really like the two-part approach using Google because there’s so much reach with Google as far as advertising, and then bringing it in to Facebook where that… And I’ve got re-branding stuck in my head… Re-targeting, to re-target the ads so you get multiple impressions is very, very powerful. What’s a good way for people to get a hold of you, Sarah, with any questions?

SG: They can find me across all social media sites. So ICT-Marketing.com is our website. Facebook, we’re ICT-Marketing, I think, ICT Marketing, one of those. Someday, I’ll get that one right.

On Twitter, we’re ICT_Marketing. So you can hit me up on the social media platforms, I’m there personally as well. If you want to reach me personally, I’d say go for Twitter, not Facebook. I lock my personal Facebook down, so you’d have a harder time reaching me, but you can reach me through my company pages as well.

RP: Alright, perfect. Sarah, as always, I appreciate your time, and we’ll be talking next week.

SG: Thanks, Ryan. Have a great day.

RP: You too. Thank you.

About Ryan Perry

Ryan Perry has taken his 10+ years of business ownership and hands-on marketing skills and focused them on online marketing. In April of 2009, he started Simple Biz Support with an emphasis on Search Engine Optimization (SEO). Ryan is propelling local business websites to the top of Google, Yahoo and Bing resulting in increased market exposure and revenue for his clients using a variety of internet marketing tools including blogs, article submissions and video. Additionally, Ryan speaks and vlogs (video blogs) about internet marketing, educating business owners how to effectively use various SEO tools and techniques to promote their business on the internet. Ryan currently resides in Santa Rosa, CA. Connect with Ryan on Google+

How To Engage Your Audience On Twitter

Hey. Good morning, internet fans. It’s Ryan Perry with Simple Biz Support. It is Wednesday morning and as always, I have with me, Sarah Giometti with ICT Marketing. Good morning, Sarah.

Sarah Giometti: Good Morning, Ryan. How are you?

RP: I’m doing wonderful. Yourself, today?

SG: Fabulous, thank you.

RP: Fabulous. How are your legs feeling?

SG: They’re a little sore from the workout I’ve had last couple days, but good, it’s a good sore.

RP: Yeah. So the husband had a birthday and what was his birthday wish yesterday?

SG: To go on a hike, and it turned out to be a seven-mile hike.

RP: Yes. But it was a nice easy hike. That’s how you conned you into going on this hike.

SG: That is correct. It was an easy hike that was only five miles uphill.

RP: Only five miles. Sounds like fun. Well, I’m glad you made it back okay and you’re sitting, so the legs should be okay.

SG: Yes.

RP: Alright, wonderful. Well, the last couple of weeks, we spent a lot of time talking about Facebook and seeing how there’s more to social media than just Facebook. We decided to talk about Twitter today because Twitter has made some changes. So why don’t we go quickly into some of the upcoming changes that are going on? We talked briefly that you’re going to need a new banner image because the layouts completely changed but you said they’re also putting a little bit more emphasis on images and videos in the feed.

SG: That’s correct. So over the last year or so, they’ve started slowly increasing the visibility of photos and videos. And Instagram really was their… Not influenced, they were influenced by Instagram, that they wanted to have videos and photos stand out, to be able to be seen more often. You’ll see this more on the computer than the apps. The apps haven’t quite caught up with that yet. But when you go on the computer, through your browser, you’re gonna see that photos and videos really stand out, so they’re easy for you to see and play and interact with them really quickly.

RP: Okay. Just real quickly, when you say “apps”, I’m assuming you’re talking about smartphones, tablets?

SG: Correct, so the smartphone, tablet Twitter apps haven’t been updated yet but there have been some sneak previous of what it’s gonna look like and it’s pretty much it’s gonna mirror what you’re seeing in your web browsers.

RP: Alright, very good. So we know, right now, one thing, if you don’t have a branded Twitter page and you are a business owner, you should have one. Make sure that branded image is the new design with the big banner across the top. And with an ongoing emphasis with pictures and video on Twitter, now you can actually engage in a… I don’t wanna say like Facebook ’cause Facebook’s always been very strong around pictures and video because Twitter’s a different market. However, there’s a better opportunity to engage because the videos and pictures can be more prevalent on the feed.

SG: That’s correct. So, people will be able to… That was one of my biggest complaints was, I didn’t really wanna click a link to go look at a picture. And so, I’m actually really liking this because it’s just right there in the feed for me that if I wanna see the picture, it’s there for me; if I wanna play the video, it’s just right there for me. I don’t have to click a link and go somewhere else. So, it actually will make even me engage a lot more with the stuff that’s in my newsfeed, so I think it’s a really great improvement for Twitter and for businesses to take advantage of.

RP: Alright, great. And while we’re on Twitter, I think a lot of people, business owners, especially small business owners, that’s our target market, people with a couple of employees is, they really don’t know how to use Twitter and how to engage on Twitter because if you just simply create a new Twitter account and you start talking and you start tweeting, people aren’t really gonna know that you exist because they are not following you.

RP: And I think one of the things that people don’t realize, and it took me… Gosh, it probably took me a couple of years to really understand the power of Twitter, in this regards, is research, and the fact that you can do some really great research on people because anybody who is in social media will tell you, the very first thing you need to do on social media is listen and the other thing that you need to do is you have to find out where your audience is playing or where they’re at, I should say, where are they located. It’s kind of like, if you moved into a new city and you love to play soccer, you’re not just gonna randomly go out, start [04:36] ____ talking to people, and say… A place where people congregate and where they actually play soccer, and then show up and listen and engage with people, until you build a reputation and then it becomes a two-way conversation. So how do we do that on Twitter?

SG: Twitter is a great research tool. Every small business should be on Twitter, and they should use it for… You can research what your competition is doing, who are they talking to, what groups are they in. You can look at the lists they belong to. You can also see where your target audience, where they’re hanging out and talking to. And so, let’s do a quick screen share here, if I can get it to come up.

SG: So, here is my Twitter account. And what you can do are… There’s a couple of things. One, if you’re looking at what your competition is doing, you can go to… You should know who your competition is, and you can go to their profile and immediately look right at the top, under the cover image, you can see right here, the “more”, and you drop down and you can click on “lists”. You can see if they are following any lists. We don’t here. I do on my personal Twitter account, but right here, they’d be… It would list if they’re a member of any lists that they’re following, and this would tell you what news and information that they’re consuming, so that you can look and see if that would be appropriate for you to consume as well.

SG: You can do this the same as your audience, because everybody’s profile on Twitter is public knowledge. And so, if you know some of your… Who your target audience is, who you want your competition… Not competition, you want your clients to be, you can look at this information as well, but you can also use a search term. Use the search bar, not to just search for people, but search for things. And so, you can do things like “dentists near Santa Rosa, California” and it will come up with people that fit that search criteria. So, it’s a really great way to see if you’re looking for specific topics, specific industry or people to see who’s on here. I use this to locate, since we help small businesses with social media, I use a search tool like this to see who’s near me who may need some help with their Twitter and that gives me an idea of people to ask to get introduced to, to see if I can help them.

RP: All right. And I think the other think that’s really cool, and I’m gonna see if I can switch over back to your screen share as I am talking is, if you are a dentist, as an example, one of the ways that you can actually engage with people is do a search. So, what was typed in on the search bar in the upper center right area is “dentist near :”, and then without a space, type in the city or just a zip code. So, you could actually type in “dentist near:95401″ as an example, and what it’s going to do is Twitter’s gonna go out, and it’s gonna find users that have stated that they are in the Santa Rosa area, 95410 area. And if it has any tweet related to dentist, it will show that in a feed.

RP: Now, what’s cool about this? Imagine if you are a new dentist in town and you wanna start engaging with people, building a rapport, getting some visibility out there, not selling but engaging, as you’re going through, you might actually read something from a local person who is like, “Oh, I am so scared of going to the dentist.” And as a dentist yourself, what you may do is reply to them and maybe link an article about sedation dentistry or “10 ways to relax” or something like that.

RP: And now, you’re presenting yourself as a friend versus, “Oh well, don’t go to that dentist, because you’re scared. Come to me, I am a better dentist.” Now we’re selling ourselves and that’s gonna be a big turn off. And I think from a search point of view, as business owners, if you think about your business, and a lot of business you get from networking functions where you’re just simply engaging in social conversation, you’re not necessarily talking about business, and how can you take that same social, personal engagement, and take it online, and still have the same effect in that digital market?

RP: And I think there is a lot of disconnect from people that go, “Oh, because I’m online, I’m digital, I should behave differently.” And no, it’s not the case. It’s just like going to a party and maybe there’s a 100 people or a 1,000 people at this party, and you know none of them because you’re brand new to Twitter, how would you engage in those people in a face-to-face, one-on-one interaction the first time? The same social rules apply online.

SG: Totally true, Ryan, that people think they should be different in social media, and they really shouldn’t be. And so, you don’t wanna use this research tool in order to jump in and sell yourself. This is a great way to, you use it for research, for listening. A great example is, I had tweeted something not quite positive about a company that I was dealing with and their competition… It’s a great opportunity for their competition to chime in, not by selling themselves, but just to commiserate. So, if I’m gonna ask something kind of negative, their competition’s like, “Oh, I am so sorry, you’re dealing with that. Let us know if we can help you with anything.” It’s a great opportunity for somebody else to come in and make a person feel better while not selling themselves.

SG: And so, it’s kind of that commiserating, creating that relationship. So, it’s a great listening tool to see what people are saying, so you can do, not just looking for an industry or your clients or anything like that, you could also use this to look for keywords. And so, this plays into Ryan’s area of SEO where taking the keywords that you are operating off of, you can use Twitter to look for that to see who is tweeting about that. Other people that are tweeting negative things is an opportunity for you to join in and have a conversation with them, but have a conversation, not sell yourself.

RP: Yeah, why don’t you give us… Let’s use an example and let’s use somebody that we know is a very large company, a Ford, a Coke, a Southwest, something like that, so that we know we’re gonna get multiple results.

SG: Let’s see. So, I did “Pepsi near Santa Rosa, California” just because I wanna keep it local to us, but now I can look and see, I’ve got all these information, so if I work for Coca Cola, I could be tracking what people are saying about Pepsi, and I can step in and join the conversation without selling myself.

RP: And actually take a look just underneath the picture or look at Anthony Nevarez.

SG: Right. “Pepsi is nowhere near the level of Coke.” This is a great opportunity for Coke to jump in and say,”Hey, we’re so glad you love us” or something and join the conversation. And then, this guy feels special because Coke is responding to him, who’s a big corporation, and Coke gets to join in the conversation, and be part of it that his followers are gonna see, and so it’s a really great opportunity.

RP: Right. Yeah, and I think the social… Like you said, geez, just being recognized as individuals, we love to be recognized, and especially, if you are fan of a brand, or… And it doesn’t need… If we go back to small business, it doesn’t have to be a national brand. It could be, “Geez, I’m a fan of this construction company” or “I’m a fan of this restaurant”, and what if you had sent a tweet that you had a great dinner at XYZ Restaurant, and then later that night or the following day, they thanked you? Or a competition came in and said, “Oh my gosh, for Mexican food, we love that”, and maybe they’re an Italian restaurant commenting on a Mexican, so there’s not a direct competition there because people like different types of food. Anyhow, it’s a huge opportunity there to really build an emotional connection with people that selling just doesn’t have, and we’ve got about two minutes left, so if you’ve got any follow up on that, plus we also need an action challenge for the day, related to search.

SG: Right, so I would just say, I totally agree, it’s a great opportunity for small businesses to further that relationship with somebody by responding to the people who are tweeting about them, and for a complimentary, not quite competition, so like you said, the two different styles of restaurants is a great opportunity for them to jump in, and get their name out there to these people that obviously like good restaurants. So, definitely, it’s a great opportunity that a lot of small businesses are missing on. So, the action challenge for this week is, to use lists to find out where your audience are. So, do some research on Twitter, hop on there, play with the search bar, go look at where your competition, what list they’re a part of, who you think your target market is, look and see what lists they’re on, and see if any of those are appropriate for you to be a part of, and follow them.

RP: Yes. And not only follow, but also spend a little time and engage with people.

SG: Absolutely. Yeah, join the list and be a part of the list, actually be part of the conversation and be part of the interaction so that people… The best way to get your name out there is to be part of it.

RP: Wonderful, Sarah. Well, our time is up, as always, I appreciate you taking the time out of your busy week to do this Google live Hangout with me, and I hope you have a wonderful rest of the day, and we will talk next week.

SG: Sounds good. Thank you very much, Ryan.

RP: Alright, thank you. Bye.

SG: Bye.

About Ryan Perry

Ryan Perry has taken his 10+ years of business ownership and hands-on marketing skills and focused them on online marketing. In April of 2009, he started Simple Biz Support with an emphasis on Search Engine Optimization (SEO). Ryan is propelling local business websites to the top of Google, Yahoo and Bing resulting in increased market exposure and revenue for his clients using a variety of internet marketing tools including blogs, article submissions and video. Additionally, Ryan speaks and vlogs (video blogs) about internet marketing, educating business owners how to effectively use various SEO tools and techniques to promote their business on the internet. Ryan currently resides in Santa Rosa, CA. Connect with Ryan on Google+