Why Google +1 Stinks For Social, Business, Ranking or Otherwise
The latest hot topic is the launch of Google’s +1 feature. While some are singing the Facebook ‘Like’ killer song, others are professing it to be a smart business tactic and others are having blackhat dreams. Of course, not long after it was announced, I received an invite to a Facebook question on the subject.
This poll led to some great discussion and I added my two cents as well (I’ll let Mike tell you about that on his blog) . The truth is, I’m just not that excited about it. I don’t see it doing well, and while it may rope a few businesses, and a number of sites will likely use it, it just doesn’t have the power.
Is +1 Really a Social Thing? No, but Yes
When people originally started picturing +1, they compared it to the Facebook ‘Like’ feature. There’s no denying the similarities, at least not after it is out in the wild and on your favourite sites.
Unfortunately, for social media lovers, +1 is missing a key feature known as aggregation and conversation. Facebook does this, and does it well. So, other than seeing an ad that some guy from Tuktoyaktuk I know through Twitter clicked or +1′d (which is a social failure all on its own), it has no real purpose.
That isn’t the only role +1 is speculated to have on the Web, however. And really, iIt isn’t exactly meant to be social.
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+1 As a Business Thing and Cash Grab
Not long after it launched, Search Engine Watch published several speculations about the real purpose behind +1. Aaron Wall and Loren Baker said it’s purely a business thing, created specifically to push Adsense ads, Google Accounts, and other features. I completely believe it. Anyone who read the Adwords blog that day would too, and let’s not forget Google is in this to make money.
By launching +1, it can push businesses to use Place pages and other local, business specific features it has been known to monetize in the past. This is fully their right, and just may work, but I highly doubt they’ll be successful.
Ruud Hein of Search Engine People also spent some time speculating how the data gathered through +1 could be used for ranking purposes. Ok, I could maybe see that working too, but…
Google Forgets About One Important Thing
There is no doubt in my mind that, if business owners see their ads will be found more easily because someone clicked a button, they’ll pay to opt into the feature. This side of the feature will likely fly.
What they did forget about, however, is that people actually have to click and use the +1 feature, and they have to be in your social network. Will people really use it? I honestly can’t see it.
Facebook’s ‘Like’ and Twitter buttons already do this and have already been adopted by users. Why would they switch now? I sure wouldn’t. Right now, I have two groups of people I share things with. Business associates, with whom I share things on Twitter, and family/friends, who I share with on Facebook. What incentive or benefit do people have to switch?
The other issue is that people actually have to go back to the SERP at this point to +1 something. Now, I don’t know about you, but I spend a fair amount of time wandering online. I jump from link to link, switch tabs, and do a fair bit of digging. Why in the world would I waste time researching something or pressing the back button repeatedly to find a stupid button that may or may not be seen. Others, such as Lee Odden and Jon Henshaw have expressed similar concerns.
Here’s another conundrum Google has: I have three distinct social circles: 1) Friends and family who don’t know and don’t care about what I’m mumbling about, using, and sharing online because it’s usually work related. 2) Work related people who actually may be interested in the things I share. 3) Friends and acquaintances, who understand and may be interested in the odd tidbit, but really could care less for the most part.
Why would I share personal things I like with group #2? Why would I share work related things with group #3? In the SERPs, they get it all, even if it’s research for a client project. On my social networks, I can share it with people who are already looking at what I have to say. If it’s personal, I share it on Facebook. Work related stuff gets shared on Twitter. Why would I need a third?
I would also like to add that what I find relevant, quality, and interesting is only shared by a small percentage of my social connections. Many times, I pass up the links they share elsewhere because they simply aren’t that valuable, in my opinion. Having these same links show up in the SERPs isn’t going to make me any more interested.
What Google Needs To Do If It Ever Hopes To Go Social In Any Way
I think marketers and Web-savvy people pretty much agree that Google sucks at anything social. They just don’t seem to grasp the concept, and either mimic things other companies already do well, or create something so disjointed it’s essentially useless as a collaboration or social tool. Google has yet to decide where it stands in a world out of its control.
The way I see it, businesses are jumping into social media with both feet and figuring out what to do with it all afterward. Many of them post without any real central location or any way to access it all. They fail to create a hub of value.
Google, one the other hand, has already been including features such as tweets and status updates in the search results. What it really needs to do is aggregate all social content and serve it up much like it does in the search results already. However, give users an option to filter it globally, within their social circles, and divided by lists.
Give users a global dashboard, much like some social apps already do, where they can see all of their social networks at once, search their content, and find what they need. Create a hub that consumers can use to see a company’s social interactions and reviews all in one place.
Greplin is already very much like this for your own social stuff, and Trunkly is great for aggregating several sites into one place, but they both still have a long way to go, if they intend to become an aggregated social hub. Sadly, they need access, power, and money. Sort of like what Google already has, but has dedicated mostly to neat toys. In short, Google needs to stick to what it does best: search.
The other thing Google needs to do is connect all of its services together so that they play nice with each other. My Motorola ATRIX phone automatically picks up all of my contacts, including those stored in Google contacts, and puts them all together in one central location where all of my apps can access and use them. Why doesn’t Google do that?
Of course, I’m not sure I’d want Google having quite that much information about me, but it already has way more information about me than any other company on the planet, most of which it can gather without permission or a password. Make things like Google Docs easily sharable and workable right from the major social networks. I’d love to be able to share a calendar or item from Google Docs with a quick push of a button or two, or define groups for collaborative work, without having to set up each site separately. Remove the repetition! And for goodness sakes, make sure all it’s current offerings are integrated and work together!
They have true potential here, and simply are failing to use it.
Horror Movies, Great Copywriting & Profitable Websites
The other night, I was working away at my computer watching “Paranormal State” on Netflix (New to Canada! YAY!) and because it isn’t exactly a show for my kidlet, I plugged in my headphones. The apartment eventually got dark, but because I’m quite a connoisseur of scary stuff, I didn’t pay much attention. It takes a lot for a movie to scare me.
Suddenly, I heard something move to my left, and I admit it: It scared the crap out of me! I yanked the earphones out of my ears and literally looked to make sure I was alone.
Of course, I laughed at myself. It was silly, but the show and my own habits set me up to freak out and do exactly what I did. It did scare me enough to start thinking though…how similar are scary movies to good websites? Is there anything I can learn here?
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Scary Movies Bring Everything Together
Horror movies use our minds to scare us. Every element works to gain our trust, suck us into the story, and make us part of the story…the music, the images, the sounds…it all fits together perfectly.
Websites aren’t supposed to scare us…well, some are, but generally speaking, they’re not supposed to. What they are supposed to do, however, is to gain our trust, suck us into the sales funnel, and make us buy into the ultimate goal. Every element needs to work together to do it.
The Perfect Introduction
If you’ve ever watched Paranormal State, you’ll notice it starts off with a black screen, completely devoid of everything except simple white lettering. The sounds are reminiscent of something banging on the pipes and other sounds you’d normally hear at the scariest points of a movie.
The message is written clearly, simply, and is very much to the point. The text is in a font you’d normally see used on official paperwork, and before the show even starts, you know the entire show will be presented from an investigative standpoint.
Websites and copywriting need to set up the visitor instantly. The first thing they notice should already tell them what to expect from the rest of the site. If you were to think of your website like a movie, it should give hints about the main elements of the plot.
Not sure what the plot for your website or copywriting should be? Here are a few tips:
- Start with the end in mind – Decide where you want visitors to be at the end of their visit. Hopefully, this is at the end of a conversion.
- Decide where each ‘viewer’ starts - Websites are a lot like a ‘choose your own adventure story’. Your job is to figure out where each segment will land and begin their journey. Even though they may start at multiple locations, they should have a similar theme.
- Connect the Dots - Make a note of all the important ‘intersections’ for each of your conversion paths and make sure each visitor can go through the ‘story’ without getting lost. Can they skip to the end at any time?
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Focus Attention On the Most Important Information
In a scary movie, you’ll notice that only one element, sound, visual stimuli, or script, will peak at any one time while the foundation of the story is being laid. At the key points where you’re being drawn into the story, only one element will build tension. This might be a character talking while nothing notable can be seen onscreen, or it might be the music slowly building the tension while all is quiet and still.
Then, as you near the climax of the movie, you’ll hear the intensity build in two of the elements. The music will intensify as the characters begin to realize whatever it is the climax will be. You’re naturally pulled into the storyline and find yourself experiencing the story yourself. Waiting. Wondering. Wanting to know. The climax? All three elements reach their peak.
Now, think of your conversion process.
While it may not be as noticeable in a shorter process, ecommerce stores make it relatively easy to plan out. Think about it:
You start the story by landing on the site. Already getting an idea of what you should be looking for, you follow a category or click on a product page.
Once there, the theme of your visit surrounds this main piece, giving you information, and convincing you to purchase that item. There are other paths you could take, other products you could purchase, but the main focus should be centered on the product you initially chose. In short, even though there are other elements present, the other stimuli should be muted and naturally direct focus on the main path.
From there, you place your item in the shopping cart. The end (the checkout button) should be calling to you, but things like sales, free shipping if you buy $X more, and other offers should be intensifying. They’re all indications of the climax to come.
By the time you’re done, you can’t help but think about how nice it will be to get your items in your home and in your very own hands. Clicking the checkout button? That’s the climax. The moment of relief from all the built up tension.
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Every Story Has a Hero
No matter what kind of movie you watch, they always have a star. There is always one main character you can rely on to find happiness, save the day, or defeat the bad guys. This is where most of the focus is centered, and generally, where the story begins and ends.
Does your site have a hero? Does it have a product, a group of information, or offer that everyone can look to for help? Will it save the day?
The next time you watch a horror movie, or any good story, watch it, enjoy it, and be entertained, but watch it a second time. Take time to watch it with the sound off, listen to it without watching the screen, and if you can, read a script from the show. Make note of how the elements work together and how the movie draws you in until you convert and buy the story. Then, look at your own website, or get someone else to do it, and see if it does the same.
Competitor Analysis: How Your Competitors Make Your Online Marketing Better
How can you play a game when you don’t know the rules? Like a good game of Risk, you need to measure up your opponents, their strengths, their weaknesses, and decide exactly what kind of a stand you’re going to make in order to claim your portion of the market share.
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Identify Your Competitors
Sit down and make a list of all the websites and/or businesses you would consider your biggest competition. If your customers aren’t turning to you, who are they turning to? Keep in mind this may not even be something in your direct niche.
For instance, one of my clients produced videos and taught classes on how to type in a healthy manner on various devices. They didn’t really have much in terms of direct competition, but what they were competing with is the many ergonomic devices out there. This made their competitor market huge.
So, yes, even if they don’t seem like direct competitors, if your target audience might choose someone else, you have to include them in your plans.
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List Their Strengths and Weaknesses
You need to know what it is your competitors do well and where they need to improve. So, make a list of strengths and weaknesses for each one. This will become your ‘power list’.
One you’ve recorded everything, go through, item by item and list how you’re better than that competitor and how you outperform them. Once you have this, you’ll be able to lay the groundwork for your copywriting, your marketing plan, your business model, and almost every element of your business.
Layout Each Competitor’s Marketing Strategy
The marketing strategy your competitors use can tell you a lot about your market and how best to find them. By listing out the main way each of your competitors generate business, you’ll be able to use the same concepts and ideas yourself. Keep in mind that this doesn’t necessarily mean copying them! Doing that will also mean you’ll copy their mistakes!
As an added bonus, you’ll be able to analyze each competitor’s marketing plan and identify areas, segments, and concepts they’ve missed. This will give you years of information and ideas for years to come, particularly if you refresh your competitor analysis on a regular basis.
Find out what types of places their using to generate traffic. Where are they advertising? What kind of referrers do they have for their website? What sorts of keywords are they using? Which audience segments are they targeting? Particular regions they’re performing well in?
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Competitor Content Analysis
Take a wander through your competitor’s content strategy. Start on their home page, go through their product/services pages, look through their blog posts, their guest posts, social media content, everything.
As you go through, make note of:
- What features and benefits do they place an emphasis on?
- What style and tone do they use?
- How have they structured their content? Does it work? Why or why not?
- Have they used link bait or buzz content? Was it successful, and if so, why and who did it attract?
- Have they been using specific social networks? Which ones? How?
- Where have they been placing content?
- Have they been focusing on certain target audiences, uses, products, or ideas?
At this point, you already have the framework for a comprehensive and effective marketing plan. You simply need to incorporate your own goals, priorities, ideas, and needs.
Promotional VS Informative Marketing Content: Which Is Better?
Many of my clients ask about what they should and shouldn’t publish when marketing their websites. If they want to sell, they should write content that directly promotes the company or a specific product, right? Or maybe they should they offer readers information that’s more… well… informative.
Companies want to advertise their products and services while creating a buzz around their business. Unfortunately, some get so caught up in the idea of getting conversions, they forget readers have to have a desire to read the piece in the first place or they’re just going to ignore it. (Think banner blindness!) It’s sort of like failing to see the forest for the trees.
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Now, while I’m a firm believer in the idea that there’s a time and place for everything, and am aware of the huge advantages promotional content can have, I strongly believe in using informative content in a blog, article marketing strategy, or to otherwise market a website, product, or service.
Why Promotional Content Is Often Ineffective For Marketing
On the Web, people are constantly bombarded with advertising. So it’s only natural that the last thing they want to spend time reading is
more advertising when dealing with an overflowing newsreader or inbox. When this happens, I find readers ignore this type of content and see it as having no value to them.
It’s important to introduce a new product, but promoting products too often can cause you to lose readership. They don’t want to read about you all the time. They want to find out how to solve problems, and the way I see it, if you have a properly crafted website, you don’t need to highlight something different every day.
Your readers should already know what you offer. This doesn’t mean promotional content is useless, but you need to be cautious about how you incorporate it into social spaces. (Mention sales, news and publish the odd post, but don’t consistently use entire blog posts to talk about you and your offerings.)
If you really want to sell the products or services you have on offer, you need to forget about advertising them. Instead, demonstrate to your audience how the items or services you have for sale can make their lives better, easier, or more enjoyable.
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Readers Want To Learn From You, So Give ‘em What They Want
By the time a reader gets to you, they have one of two goals:
1. They want to know how to solve a problem or issue by themselves. They want to leave your site and come away with something they can use, even if it’s hot news topics or industry changes.
2. They are too busy, or too inexperienced to handle an issue themselves, and want to hire you to look after it. In this instance, they don’t want to be educated. They expect you to know everything and use this knowledge to help them achieve a goal.
Your job as a website and business owner is to decide what goal your readers have and how you’ll address them. Depending on your niche, you may even need to address the needs of both types of readers.
From here, you can create topics that address these needs while still getting your message across in a subtle way. The idea is to make your audience go ‘Oh hey! I bet their product/service can help me do that.’ Or, ‘if I bought the product or service, I could do all this too…’
How Each Reader Type Converts:
You’ll find those who want to solve an issue themselves still may need some of the complimentary services you offer. Or, they’ll discover how much work or experience is required to do the job they have in mind and change their minds about doing it themselves. In this instance, who better to do the work than the expert they chose to learn from initially? Others may simply respect you for helping them and improve your authority. No matter which way it goes, you essentially lose nothing.
The group of readers who know they don’t have the time, experience, or expertise to do something are the ones who directly convert. They are already looking for the things you offer, so you just need to show them why you are better than your competition.
Lastly, if you’re guest posting or working on a content placement program, you’ll find the site owners are a lot less reserved when it comes to informational content. Promotional content, on the other hand, could cost you to get up there.
So, the next time you create a piece of content to publish on a blog, for example, which type will you use? Why? Do you feel promotional advertising can take a leading role in blogs, for example?
