Google’s goal is to provide companies with powerful and easy tools so that potential customers can find them when they search online. Sounds simple, but as a digital marketing consultancy we need to show our clients exactly how this can be done, and then do it, successfully.
“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance” says Eric Schmidt, Google’s Executive Chairman and former CEO.
Irrelevance sounds the death knoll for any brand so we have recently increased our focus on Google visibility for our client The Cavendish London hotel.
Amongst various methods we have recently launched a promotion mechanic to draw attention to the existence of the hotel’s Google+ profile. Abiding by Google’s regulations we have incorporated the +1 and Follow buttons within the design to encourage participation however opting-in is not necessary to enter the promotion. The hotel has an outstanding online community of over 10k as well as their in-house newsletter database from which we can pool already interested traffic. With their exceptionally high return and retention rate we expected a enthusiastic response.
Following the creation, coding, design and launch of the competition on February 17th we received over 5k entries (50% of total online community figure) and an increase of 209 Followers and 95 +1s. We also received 133 Facebook Likes and 43 Facebook messages on the announcement post on the hotel’s Facebook Page Wall.
We shall be employing varying techniques to monitor success rate for acquiring entries and also observing the proportion of those opting-in to follow and like The Cavendish London’s Google Plus page.
Of course the promotion would not be a success without the support of the hotel who have put together an extremely desirable and accessible prize package to give back brilliant value for what has already proved to be a highly successful tool in growing the Google Plus page, the hotel’s online visibility and, of course, relevance.