7 Ways To Renovate Your Google Place by @e_mphasis #IndieRetail

Most retail businesses recognise the value of keeping their physical presence fresh and consistent but how many are missing out on attracting new customers through the quality of their local ‘online’ presence?

To stand out in internet searches then your individual store ‘Google Place’ needs as much attention as your shop front!

e-mphasis Internet Marketing are experts in optimising Google Places to drive more sales for retail, hospitality and leisure sector businesses.

We have learnt that if you want your retail business to stand out from the crowd in internet searches then your individual store ‘Google Place’ needs a similar level of care and attention to that you would provide to your retail store shop front.

Here are my 7 easy ways to make sure that you stand out from the competition for consumers wandering past on the super-highway.

7 Steps to stand out from the crowd using Google Places!

  1. Be In Control
    The first thing that is a must for every retailer is to claim their ‘Google Place’ or set one up if one doesn’t already exist. Unless your ‘Google Place’ is claimed you won’t be able to amend any details or more importantly control the content and therefore this is essential for your local marketing. Consider it as the same importance as your yellow pages listing from 10 years ago. You’ll need a Google account and to arrange either a phone, sms or postcard based validation to complete this.
  2. Look Like Yourself
    As with any marketing your Google Place should be consistent with your brand, this includes your business name, logo and any images provided, ideally use a picture of your shop front to show potential visitors what to look for if they visit you. Maybe feature seasonal merchandise and signage at the right times of year and ensure that any products pictured are actually available!
  3. Be Where You Are
    When positioning your map pin, Google starts with a centre of postcode location, depending on your specific postcode this can be some way away from your actual location and more importantly may actually direct potential shoppers to a point from which you can’t be seen or worse, has no access to the entrance to your store.
  4. Open Your Doors
    Have you ever arrived at a store to find it shut due to a lunch closure, shorter early week hours or no Sunday trading? Potential customers use details on Google Places to find out when you are open. Make sure that you provide up to date opening hours so that potential customers know exactly when they can visit.
  5. Be Multi-Channel
    Your customers may wish to call, text, browse the web or visit your store. Make sure that your potential customer has access to all your channels via your Google Place. When including your website make sure you bring consumers to an appropriate page, not necessarily to the homepage, maybe create a landing page specifically for local visitors with special deals.
  6. How Can You Help Me?
    The description of your business and the categories to list yourself under are often used by Google to match to relevant searches. Make sure that you think about what the ideal customers you want to attract would search for and include that text where possible in these aspects of your Google Place. Common examples that we find work well are a product category, brand name, convenience or destination product.
  7. Tomorrow Is Another Day
    The biggest failure we see in Google Places management by retail businesses is failure to keep their details up to date. All of the above aspects can change due to internal business, seasonal circumstances or even unexpected events.
    Make sure you revisit your listing details regularly, maybe set a reminder every month. Also it’s wise to keep up to date with Google listing guidelines and new features, plus check occasionally for duplicate or unethical competitive listings by searching for your business details.

Following the above steps will make sure that your local online presence is as polished and effective as renovating your physical store and a lot less costly!

This blog was written by Andrew Rayner, Managing Director of e-mphasis Internet Marketing, THE experts in local internet marketing for retail, hospitality and leisure.

For more information or to find out how e-mphasis can help your retail business contact the team via www.e-mphasis.com or call on 0844 4145159.


 

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About Clare Bailey

Clare Bailey, The Retail Champion (formerly Clare Rayner), is one of the most well-known and respected retail experts in the UK. With unrivalled knowledge in retail, high streets and consumer matters, she offers unbiased, independent content – whether engaged as a professional speaker, for broadcast media, or for a written feature. Clare is a business woman, entrepreneur and founder of several small businesses. Having been born into a family of successful business owners, it was inevitable that she’d eventually jump off the corporate treadmill and step out on her own! Today her brand portfolio includes The Retail Champion, The Retail Conference, the Future High Street Summit and the Support for Independent Retail campaign. In addition, she is co-founder of Mobaro Retail UK and a non-exec director of Beed Virtual Assistant Services. Having started her career as a fast-track store management trainee for McDonalds, she went on to work with leading retailers such as M&S, Dixons and Argos. She moved swiftly into management roles before being headhunted into senior consulting roles with global software giant SAP, and international management consulting brand, Accenture. Her corporate background in senior retail, consulting and technology roles, coupled with her experience of creating and running her own business, has enabled her to be equally capable whether consulting to global brands or micro businesses. This unique blend has not only positioned her as a leading expert in all things retail, but has enabled her to add meaningful commentary and insight to the debate around the future of the high street, and, how technology is driving fundamental change in the way consumers, and businesses, interact. Clare has become an influential voice in her field, which has resulted in her becoming a regular media contributor and sought-after conference speaker. Often seen on Good Morning Britain, BBC Breakfast, Sky News, and Chanel 5 (to name a few), Clare speaks on a myriad of retail, high street and consumer issues – but is particular adept when it comes to explaining the context behind retail trading results, newly released data, and government stats, in a palatable and informative manner. In addition to broadcast and conference speaking, Clare is the proud author of two best-selling business books published by Kogan Page - The Retail Champion: 10 Steps to Retail Success, published July 2012 and How to Sell to Retail: The Secrets of Getting Your Product to Market, published February 2013. She has provided contributions to various academic texts, including Retail Marketing Management (published by Pearson). With an engaging, conversational yet informative style, Clare writes for press and content agencies, providing features, articles, blogs and opinion pieces as well as contributions to white papers and reports. However, when the situation demands a more serious style, Clare can deliver - In 2016 she wrote an extensive report for a major insurance and risk law firm, as a retail expert witness, to support a public liability suit. She found that project particularly enjoyable as it played well to her strengths – assimilating large amounts of data and information, identifying the key points and articulating that in an understandable manner. When not on TV or speaking at conferences, Clare’s “day job” sees her supporting consumer-facing businesses through her consultancy services. When asked to describe what she most loves about retail consulting it is typically the opportunity to “dig deep”, getting “under the bonnet”, in order to leverage the business data to uncover the insights that lead to “lightbulb moments”. She also loves working on business change programmes that centre on improving the processes and systems to increase profitability by supporting more rapid, better informed decision making, improving the customer experience, or simply by become more efficient and streamlined. In this respect she considers herself a “business engineer” with a brain that works like a relational database! Due to her years of experience, her logical, objective approach, her quick, rational thinking, she is known for being able to cut through complexity, seeing right through to the crux of issues, finding creative solutions that others may have overlooked. As if all that wasn’t enough, Clare is a working mum, juggling a home life in rural Lincolnshire with her partner, their 5 kids, 4 cats, and geriatric Labrador! For all enquiries, contact Clare directly on 01727 238890 or email champion@retailchampion.co.uk.
This entry was posted in Blog-a-day for Indie Retail, Increasing Sales, Independent Retailer Month 2011 and tagged . Bookmark the permalink.

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