business | Content for Biz Inc.

Google Places Out, Google+Local In

Google announced the launch of Google+local this week — a move which effectively converted more than 80 million Google Places pages into Google+local pages. So, if you didn’t get around to creating a Google+ page yet, you can thank Google for getting you started.

Local information integrated across Google

Of course, there’s a reason for all this, not the least of which is to gain more traction for Google+. Users can now click on the new “Local” tab on the bottom left-hand side of Google+ to search for specific places or browse for locations. If you click on a restaurant, or a place, you’ll be taken to a local Google+ page that includes photos, Zagat scores and summaries, reviews from people you know and trust, and other useful information like address and opening hours.

As part of the move, Google replaced its five-star review system with the Zagat 30-point rating scale. Google has also added depth to the reviews by adding ratings on service, atmosphere and the like. Individual scores will be rated on a zero to 3 point scale, averaged and then multiplied by 10 to create an average score where 26-30 is near perfection and 0-9 is poor to fair.

26-30	Extraordinary to perfection
21-25	Very good to excellent
16-20	Good to very good
10-15	Fair to good
0-9	Poor to fair

What’s a business to do?

For now, according to the Google and Your Business Blog, businesses should continue to update their company info via their Google Places page, but eventually this will be phased out. If you already had a Google+ business page, you might check to be sure you don’t have two.

“If you are a business owner, you should continue to manage your information in Google Places for Business,”said Jen Fitzpatrick, VP Engineering, in the Google and Your Business Blog. “You’ll still be able to verify your basic listing data, make updates, and respond to reviews. For those who use AdWords Express, your ads will operate as normal as they’ll automatically redirect people to the destination you selected, or your current listing,”

Implications for local search

There is good news for savvy marketers who have already mastered Google+ because now these pages will be indexed and available across across all Google properties including search, maps and mobile. If you haven’t yet started on Google+, now is a great time to start. But like it or not, your low maintenance Google Places page is now a full blown social media site that needs your attention. Its time to expand your social circles, encourage reviews and engage your followers with great content. Google+ is flexing its local muscle.

When is a Purse More than a Purse and a Floor More than a Floor?

When developing a content strategy we look for themes and subjects to talk about. This typically involves going beyond the usual parameters of a product or service.

For example, you can buy a purse from Gigi Hill bags to look stylishly organized, or you could view it as an opportunity to build a business. You can purchase a wood floor, but a bamboo floor is a greener option for the socially conscious.

You can hire a construction company that submits the lowest bid, or you can work with the firm with the highest safety standards and most safety awards.

You can buy parts made in China or parts made in the USA.

You can go to dinner at a local restaurant or you can buy a meal from a local restaurant that is supporting a local charity.

Often times, peripheral buying considerations become the themes on which a marketer can build community: opportunity, sustainability, safety, patriotism and charity.

In business and in life, when purchases align with individual beliefs, the brand message is strong and powerful because people want to feel good about what they buy.

How does your product or service make people feel good? What can you build your community around?

With Listening, Comes Clarity

Before you write a word of content for your B2B website, listen to your customers.

Carve 30 minutes out of your schedule, leave your preconceived notions about your business at the door and call a customer. Instead of worrying about selling something, focus on listening. Listen to their questions and answer them. Hear their problems and ask yourself if you have a solution. Ask about the process they went through before they purchased. Ask how they felt afterward. Ask what motivates them to buy. Ask what you could do better. Ask them to describe your products and services. Ask what makes your business stand out from competitors.

Take notes.

When we do this for our clients, what we need to say and how we need to say it becomes much clearer. Unlike people close to the business, customers won’t tell you everything about your product, but they will tell you what’s important. And that’s what is most helpful to a writer.

You have seconds to communicate your message and you must be clear. You cannot try to communicate too much or people will shut down. Visitors won’t bother to call and ask a question. They will move on to another website.

Don’t let language be a barrier. Use their language not yours. Worry less about industry experts writing content, and worry more about providing clear and understandable content.

What would you like to see on Content for Biz? I am listening.