On Demand Advertising Solutions Blog: 3 Reasons Why Your Brand Needs To Get Recognized On Multiple Platforms, Podcast #39
In today's new digital world--it takes more effort for a business to gain credibility than just a phone book listing or ad in a newspaper.
He also discusses his conversation with a Google representative as to why this is crucial for search ranking.
It's all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors with an extended marketing platform--the perfect compliment to a Google Adwords campaign!
You may learn more about us and schedule a free appointment.
You may listen to all of our exclusive audio podcasts here.
Now, enjoy the video podcast!
Host: John D. Verlin
Transcript:
[Music]
00:03
good afternoon once again John Verlin
00:06
00:07
and digital marketing update podcast
00:11
today I would like to talk about a topic
00:15
that thinks really important because
00:16
small businesses in general have a
00:19
limited budget obviously for marketing
00:21
and advertising and a lot do not
00:24
recognize in my opinion, the importance
00:27
of not only social media but even an
00:30
online presence a website, a Facebook
00:33
business page, any type of presence and
00:37
its most likely because a they may be
00:40
a little older and have not been brought up
00:43
with the Internet as readily--so they are
00:45
more focused on building their business
00:47
through connections local media meetings
00:53
events things of that nature. Well 20
00:57
years ago, let's say you had a brick and
01:00
mortar store and you would go in and buy
01:03
newspaper ads, Direct Mail, and coupons.
01:07
Have some in-store signage to register
01:11
to win something or to get on their
01:14
mailing list. You know traditional media
01:18
type of ways to bring customers in. And
01:22
my gut instincts telling me just people
01:25
I've met they're kind of still operating
01:28
in that environment of how to build
01:30
their business. Problem is the world's
01:33
changed. Everything's changed. We've
01:35
talked about this in previous podcasts
01:37
but it's all moving online. It's all
01:40
moving to the digital mobile devices not
01:43
all but a lot of course you've got every
01:46
type of industry is panicking including
01:50
clothing, furniture, pharmaceuticals--all
01:54
from Amazon which is an online platform.
01:58
So it stands to reason that we need to
02:01
kind of wake up and pay attention to
02:02
this to stay in business and not only
02:04
that because customers, and this is the
02:08
most important factor,
02:10
customers are now going online and their
02:14
behavior has changed because of new
02:16
technologies. The new thousand dollar
02:18
Apple iPhone 10 is an example now how
02:22
many people over the age of 40 are going
02:25
to run out and buy one. Well technically
02:28
they're more fluent than anybody and
02:31
they can afford it. Now, will they buy
02:32
that? I don't know but if they do they're
02:36
doing it for a reason.
02:37
It's not necessarily just to be a techie
02:39
and be cool but because they're using it
02:42
more in their everyday lives and we all
02:45
are doing that with phones.
02:47
96% of the world has phones now.
02:50
Of course cellular phones--our behavior
02:53
has changed over the years to searching
02:56
and this one aspect has has changed
02:59
everything when it comes to small
03:00
business marketing. Because you no longer
03:03
have to pay attention to your customers
03:05
in the neighborhood or even in the
03:07
surrounding five 10-mile trade area.
03:09
You've got to pay attention to the
03:12
online presence and in my opinion a lot
03:16
of small business owners haven't even
03:18
really given that much of a thought. And
03:20
if they've done that, they've done it in
03:22
a very cheap manner. Well, that has to
03:24
change because times have changed.
03:27
People's behavior has changed and this
03:30
is the crux of it--because of that
03:32
behavioural change and their view of you
03:37
whether you have a presence or not on
03:39
the internet. How that presence looks.
03:43
Does it have any kind of weakness
03:46
compared to your competition image-wise?
03:50
Does it have broken links? All of this
03:55
online presence is really important from
03:59
an image standpoint. Forget the fact that
04:02
there's the back end reasons which I'll
04:04
mention here in a second. Just the image
04:06
factor can make or break somebody
04:09
wanting to do business with you you know.
04:13
Go ahead and Google I don't know,
04:16
whatever
04:18
the business. Look them over kind of
04:20
compare. Say it's a veterinarian or
04:25
hardware store, whatever is in your area
04:28
and where you live and just see how they
04:31
look online. How they rank in the Google
04:36
search engine. Are they way at the bottom?
04:39
Do they not even show up or do they have
04:41
a presence up front on the front page?
04:44
Those are the factors that are in the
04:47
back of your mind. You may not realize it
04:50
but you're adding up all those images,
04:54
positioning all those factors to decide
04:57
if you even want to take your time to
04:59
call the phone number--much less drive
05:01
over there. Now think about that. Probably
05:05
your behavior is like that whether you
05:07
know it or not. Because we're all
05:09
changing because of that and because of
05:11
smart phones and the capability to check
05:14
businesses out before we waste our time
05:15
and money.
05:16
Much less avoiding the brick and mortar
05:20
altogether and just going online to
05:21
Amazon and whatever you want. I
05:23
just did that today. before I'd go to a
05:26
hardware store for this. I bought it for
05:27
five bucks on Amazon with free shipping
05:30
in two days. So that has changed
05:33
everything. This is why, from
05:37
a an online presence standpoint--small
05:40
businesses and businesses in general, I
05:42
don't care how big you are or how small
05:45
you are it's a level playing field as
05:47
Steve Jobs said about the Internet.
05:49
You're just as good as the next guy and
05:52
they're just as good as you. Well, you may
05:55
have a unique product. But it doesn't
05:57
matter. Competition is gonna jump all
05:58
over that. I drive a Hyundai Sonata. I
06:03
think it's a 2012. Never had a Hyundai
06:06
before. I really care for them. But
06:09
guess what, they came up copying BMW
06:13
Volvo, Lexus, Honda and put it all
06:19
together and created a new brand. With it's
06:23
free-flowing design. Now
06:26
everybody is copying them. It
06:30
looks good after what four or five years
06:32
I've owned it. But they copied some of
06:36
the top-ranking automobile models out
06:40
there and brands with individual little
06:43
things that were cool. The Lexus look of
06:46
the back end perhaps or a BMW 5-series
06:51
whatever. And they took the best of--put
06:54
them together,
06:55
redesigned it. And still
06:58
has a fairly hot selling car in the
07:01
Sonata and other whole line. But that's
07:04
an example of change and how they copied a
07:08
successful formula from other brands and
07:11
created a whole new brand. So this is why
07:14
all of this is important because the
07:16
constant change and the fact that
07:17
competitors will be constantly changing
07:20
and they will be recognized whether you
07:23
are or not by your prospects. So that's
07:25
why this is important. So I'm entitling
07:27
this the importance of getting I guess I
07:32
want to call it your brand recognized on
07:35
multiple platforms on Google or just
07:39
multiple platforms in general. And what
07:42
do I mean by that? Well first of all a
07:43
platform I'm defining that as LinkedIn,
07:47
Facebook, Facebook business pages
07:50
maybe even your neighborhood Facebook
07:53
pages. Twitter, Pinterest, Instagram. These
07:58
are all platforms and you can be on a
08:01
Facebook business page but you're
08:05
missing out on other prospects viewing
08:08
other platforms and engaging on those
08:10
platforms. For example, I got a text from
08:13
a gentleman today on LinkedIn. Now I've
08:16
been on LinkedIn for a number of years.
08:18
He recognized some things I was doing is
08:21
interested in getting together and that
08:23
was through that platform. I didn't get
08:25
it through Facebook or Twitter it was
08:27
through LinkedIn. But I'm engaged in all
08:30
of those regularly. Why? Because you never
08:33
know where you're gonna get your next
08:35
lead, your next customer referral who can
08:38
then link forward it to people they know
08:41
and it's like a chain reaction effect. So
08:43
the first
08:44
reason you need to be on multiple
08:46
platforms with your brand is to reach more
08:50
targeted prospects that are using those
08:54
platforms.
08:55
Okay, the second point I want to make is
08:58
that by being found on multiple
09:02
platforms, it's easier for people to
09:07
recognize you because they may be using
09:09
various platforms and seeing your brand
09:12
listed over and over and over. When I was
09:14
in radio--we called it a
09:16
medium mix. You know you have a customer
09:19
or client that might be using radio, TV,
09:21
print and they're targeting different
09:25
demographics on different types of media
09:28
or in this case platforms. Because people
09:32
might read the paper that morning, see
09:33
their ad, hear their ad on radio in the
09:36
afternoon driving. Then maybe get a
09:39
direct mail or they've put under a
09:40
paperweight. But now they've heard it on
09:43
radio going out that afternoon and
09:44
remember the ad. The radio brought the ad
09:48
to mind that's sitting under a paper weight
09:51
from a direct mail piece. And they'd say
09:53
oh, I got to get over there and buy that.
09:55
It's on sale. It all works together.
09:57
There's no bad. All of these platforms
10:00
and all marketing you do work together
10:04
for the greater good. You have to have
10:07
that medium mix, I'm gonna call it,
10:09
approach. So the second point is, if
10:11
you're found on multiple platforms it's
10:14
easier for your brand to be found by
10:18
having a mix of different platforms. And
10:21
finally-- I talked to a gentleman from
10:24
Google the other day about this. The
10:26
Google algorithms
10:29
read all of those platforms. So
10:33
the more content and linking you have
10:36
with any kind of content you have or
10:39
posts on social media, Google's going to
10:42
rank you higher in the search
10:44
engines because of those multiple
10:46
platforms and multiple links between the
10:49
platforms. So those are three reasons you
10:53
need to really consider using multiple
10:55
platforms to get
10:57
ranked higher on Google and get
10:59
prospects to respond because they're all
11:01
using multiple platforms nowadays. Or
11:05
there's a really good chance for it and
11:06
you don't want to miss out on that.
11:08
John Verlin, you can
11:10
reach me at Johnverlin12@att.net.
11:14
or ondemand
advertising solutions com. Check out the
11:22
website I'll talk to you again next week
11:24
[Music]
All podcasts are recorded by Verlin Studios / Gardner, Kansas
Copyright, John D. Verlin 2017
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