What Celebrities Get About Snapchat That Brands Don’t

Without visible follower counts, likes, or any other kind of public metrics, Snapchat provides an even playing field for all users. Celebrities aren’t given special treatment over us “regular folk.” As the New York Times explains, celebrity “posts are not presented in a newsfeed, and an algorithm does not prioritize their content and automatically feed it to users.”

This hasn’t stopped celebrities—like Kim Kardashian, The Weeknd, and Gwen Stefani—from flocking to the platform and using it to its full potential.

And they’re doing it better than most brands. Continue reading to discover how celebrities have unlocked Snapchat in ways your business can learn from.

Why celebrities are better at Snapchat than most brands

They keep it real

Snapchat’s informal style lets celebrities share their true selves. Musician Jay Sean says, “On Snapchat, I really know my fans. They don’t like anything too contrived or too staged.”

Echoing these statements, actor and comedian Kevin Hart says that Snapchat gives him a more genuine connection with his fans and is where he goes “to connect with them in a fun, natural way.”

The unedited and ephemeral nature of Snapchat is freeing for celebrities. As Vanity Fair explains, “they’re able to provide a connection that feels more real; something that, from the standpoint of the viewer at least, feels like a level of intimacy.”

To demonstrate authenticity and build relationships with your audience like a celebrity:

  • Own up to any mistakes (i.e. if one of your Snapchat videos has a spelling error in the text, poke fun at it in a following video).
  • Don’t try too hard to be cool if it doesn’t fit in with your brand voice or industry.
  • Have a sense of humor and be vulnerable. Throw that ego to the wind.
  • Be self-aware. Your followers know you’re a brand, so don’t try to convince them otherwise. As Entrepreneur says, “the only really genuine thing a brand can do is acknowledge the absurdity of trying to pass itself off as a person. Any attempt for a brand to take itself too seriously on social media is inherently disingenuous and will likely be ignored at best or scorned at worst.”

For more on establishing a genuine personality on social media, check out our post Keeping it Real: How to Build an Authentic Voice on Social.

They share the spotlight

Celebrities often use Snapchat to celebrate their fans and support staff.

Musician The Weeknd features his backstage crew and tour bus workers, sending them shout-outs and highlighting their hard work. He also makes a point to include and thank fans in his Snapchat Stories. He will even share his favorite Snaps from fans with the Memories feature.

DJ Khaled, the reigning “King of Snapchat,” uses this audience-first approach when he encounters fans in public and takes the time to thank them. He knows that recognizing the people who help contribute to his success is a way of showing he is “appreciative and humble—two adjectives that are closely tied to likability.”


Image via DJ Khaled’s Snapchat Story.

To make an audience-first approach work for your brand:

  • Share audience content through your Snapchat Stories (such as a video of user-generated content or audience-sent Snaps using Snapchat Memories)
  • Answer audience questions
  • Feature your customers and audience in your Snaps when possible (i.e. if you have clients visiting your offices or customers shopping at your stores)
  • Give shout-outs to your brand ambassadors and fans with a video Snap
  • Thank your followers on a regular basis—for example, if you reach 100,000 Instagram followers, you can share a Snapchat Story thanking your audience

They teach their audience useful skills

How-to videos are among the most popular searches on YouTube, with North Americans watching over 100 million hours of these in 2015. Celebrities know that audiences find this kind of content valuable and use Snapchat to share instructional videos of their own.

Model, TV personality, and author Chrissy Teigen has used Snapchat Stories to share step-by-step directions for recipes to promote her cookbook. Pretty Little Liars actress Shay Mitchell also knows the value of how-to content, and often shares steps for achieving her hair and makeup looks.

How-to videos are a great way to build awareness for your brand or product without being too sales-y. To share how-to content on Snapchat:

  • Understand where your expertise lies and how that can translate into actionable steps. For example, if your business sells hair products, you can share five tips for getting the perfect blowout in your Snapchat Story.
  • Show off your products—this can be as simple as a quick guide to how to use a particular feature.
  • Feature your employees and their unique skills—for example, if Dave in finance is really good at decorating cakes, shoot a Snapchat Story with him sharing a step-by-step guide to decorating a cake. Not only are you sharing an interesting skill with your audience, you’re also giving them a peek behind-the-scenes.

They provide their audience with exclusive content

One of Snapchat’s best qualities is the feeling of intimacy it creates between users. Celebrities use this when they share behind-the-scenes content and exclusive sneak-peeks.

Chance the Rapper provides his Snapchat followers clips of new music, both his own and that of artists he likes. As Complex Magazine explains, “A few months back, [Chance the Rapper] previewed an alternate version of Kanye West’s ‘Waves’ on his Story, and has used the platform to make music announcements and discuss charitable initiatives.”

Some ways to give your own audience exclusive content:

  • Give them a behind-the-scenes tour of your office or production warehouse
  • Offer a sneak peek of a new product on Snapchat before posting on other channels
  • Share a list of “secret” hacks related to your industry—for example, if you run an international residential cleaning company, share three lesser known cleaning secrets (or products) your employees use and swear by
  • Post interesting content from your executive or other relevant industry—for example, you could feature your company’s CEO in a video where they share “3 websites I check before I start the day”

They celebrate what makes them unique

Celebrities are pros at highlighting what sets them apart. From the moment they achieve an inkling of fame, those in the spotlight are required to create and constantly define their brand—always with their fans in mind.

For example, the general public loves to criticize Kim Kardashian for being “famous for being famous,” but her shameless self-promotion, famous friends, style-icon and selfie-queen status have done nothing but work in her favor.

As Inc. explains “She defined herself as a trendsetter, then laid out the foundation of who she was through her social media accounts.”


Image via Kim Kardashian’s Snapchat Story.

Ways to establish your brand like a celebrity:

  • Think about your goals. What do you hope to achieve with each piece of content? Whether you’re looking to drive brand awareness or generate leads, you need to have goals in mind.
  • Stick to your values. What does your brand stand for? What’s important to your employees, audience, and stakeholders? What kinds of content would go against your values? When these boundaries are established, they will help define how you present your brand on social
  • Determine what makes you different. How do your brand, product, and services stand out from the crowd? Focus on these unique characteristics and make them a part of your Snapchat strategy.
  • Consider your audience. Who are you looking to reach with your content? Why should they care? What are you going to do to help them?

They use the power of storytelling

As a short-form video platform, Snapchat is the perfect place for storytelling. Celebrities know that if they use a proven storytelling structure—with a beginning, middle, and end—they can provide interesting content for their audience.

Musician and The Voice judge Gwen Stefani often uses storytelling in her Snapchat Stories documenting what happens over the course of a day filming the show. She also uses Snapchat to share events that took place with her contestants, as well as in her personal life with her kids.

To tell stories with Snapchat:

  • Show events in a logical, sequential order
  • Establish a clear beginning, middle, and end to your Snap Story
  • Find a common theme and weave it through your Snaps for the day
  • Provide context and set-up what you are going to be doing or showing your followers
  • Add music to set the tone (every good video has a soundtrack to match)
  • Use Snapchat to its full ability—add filters, text, and slow- or fast-motion effects to add interesting components to your Story
  • Mix in B-roll footage to break up your story. Some neutral shots like scenery, texture, or a solid color can help add visual interest.

To learn more about creating compelling content, check out our Guide to Crafting the Perfect Snapchat Story.

Hootsuite’s on Snapchat! Click this link on mobile to go directly to Hootsuite’s profile or scan the Snapcode below to add Hootsuite as a Friend on Snapchat.

Google just released verified customer reviews: 3 ways to come out on top

Customer reviews play an important role in the success or failure of a business.

Just think, before you try out a new product or service, don’t you usually go online to read the reviews and see what kind of experiences other customers have had? In addition to boosting your online reputation, reviews can also be used to boost your visibility and authority online.

Google has always been a great place to look for reviews; their trusted stores feature contains a lot of helpful insights and information about a wide variety of popular businesses.

That being said, they recently decided to do away with trusted stores in favor of a new type of review: verified customer reviews. Now it’s up to businesses to learn the difference between the two as well as how to optimize this new feature in their favor.

Below I’ll explain more about what verified reviews are as well as suggest some ways businesses can use them to come out on top of the competition.

What is a verified customer review?

A verified customer review is a review a customer can leave after making a purchase from a company’s website. It differs from a typical Google review in that in order to leave one, a customer MUST make an online purchase, so the business being reviewed is required to have an online store.

Traditional Google reviews could be left about anything (an online purchase, an in-store purchase, a customer service experience, etc.) and they could also essentially be written by anyone, even though Google discourages fake reviews.

There is no way to verify that the person leaving the review actually made a purchase. These types of reviews are not going away, but because of their flaws it was necessary for Google to introduce a more reliable way to leave feedback.

Image via thesearchmarketingshop.com

Verified reviews stand out in the way they are obtained; after a customer makes an online purchase, they’ll be sent an email with a link asking them to leave a review. If they haven’t made a purchase, they won’t receive an email and they won’t be able leave feedback.

This is great for other customers who now have a trustworthy way to determine whether a business is worth pursuing; they don’t have to try and guess if a review is authentic or not.

That being said, it’s going to require some extra work on the part of entrepreneurs. You have to set up verified reviews, and then it will take some time to build up a positive reputation.

Thankfully there are some things you can do to enhance your chances of coming out on top.

How to sign up for verified customer reviews

The following steps come straight from the Google Blog and explain exactly how you can enable customer reviews.

  • Sign in to your Merchant Center account (or sign up if you do not have an account).
  • Select “Merchant Center programs” from the dropdown in the upper right-hand corner.
  • Click “Get Started” in the Google Customer Reviews card and accept the Program Agreement.
  • Add the survey opt-in code to your website.
  • Optional: Add the badge code to your site wherever you want. This will make the badge appear on your site, allowing you to display your seller rating and show customers that you’re integrated with Google Customer Reviews.

Image via Google

The key here is to remember that you have to opt-in for this feature; you won’t automatically start receiving verified reviews. Thankfully, it’s free, and if you follow the few simple steps listed above, you’re bound to start getting reviews in no time.

That being said, because verified reviews are a relatively new feature, not much is known on exactly how to best optimize them in your favor. The essence of them is that they’re left by true online customers, so we’re going to focus on how you can collect as many positive reviews as possible.

1. Offer an incentive

Unfortunately it’s often the customers who have bad experiences who are most likely to leave a review; most people can’t be bothered to take the time to write about a positive experience.

This may change if you offer some kind of incentive for leaving a review (you can’t specify that it has to be a positive one, but most likely it will be if you run an incentive program).

Include information about the incentive in your company newsletter, post about it on social media, and advertise it on your website.

You can offer something like free shipping or a percentage off their next purchase for taking the time to leave a verified review; people love free stuff, and it might just be enough to encourage them to take the extra few minutes to follow the link and leave the review. It never hurts to ask!

2. Follow up the link with a personal email

Google is already making it incredibly easy to leave a review by automatically emailing a link to customers, but there’s no reason why you can’t take it a step further and follow up their email with your own. Just because Google is asking them to leave a review doesn’t mean they’re going to do it.

Customers will appreciate a more personalized email from you explaining why reviews are important to small businesses and how much you would appreciate them reviewing the product they just purchased, as well as your business overall.

If you don’t want to send an email you can also follow up with a phone call if you have that information. It’s much easier to say no to a computer than it is to a human, and many people are receptive to the idea of helping a small business succeed.

Throw in an incentive for leaving a review and you’re golden!

3. Respond to both positive and negative reviews

It’s not enough to just ask people to leave a review; you also need to respond after they’ve done so. If they leave a positive review, reach out and thank them for taking the time to do so.

If they leave a negative one, it’s even more imperative that you respond and try to rectify the situation. Find out exactly what they’re unhappy about and try to make it right.

Even if you can’t satisfy that particular customer, other patrons will see that you’ve taken the time to address the concern and try to fix the issue and they’ll appreciate that. One or two bad reviews don’t necessarily have to ruin your reputation as long as you handle them appropriately.

For more out-of-the-box ideas on obtaining good customer reviews, check out this article from HigherVisibility.

Regardless of how you get them, reviews are essential for business success and we recommend that you take the extra time to cultivate relationships with your customers so that they’re motivated to leave positive feedback.

Now that verified customer reviews have been introduced, we foresee Google reviews holding even more weight with customers, so it’s important that you collect positive ones for your business.

Have you opted in to verified customer reviews yet? Do you have any ideas on how you can use them to come out on top?  Comment in the section below!

 

Amanda DiSilvestro is a writer for HigherVisibility, a full service SEO agency, and a contributor to SEW. You can connect with Amanda on Twitter and LinkedIn.

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8 Apps to Help Your Enterprise Organization Scale Social Media

Chances are your organization relies on a range of software solutions to run more efficiently.

The days of large organizations being locked into a single, all-encompassing software program to run all mission-critical processes are long gone.

So, if the social media solution you rely on works seamlessly with the tools other teams use, it makes everyone’s workday run just a little smoother. And because your teams are already familiar with these solutions, your IT and training budgets get a break.

So, in no particular order, here are eight apps to help your enterprise-sized organization scale social seamlessly.

1. Collaboration: Slack

Slack has quickly become a favorite collaboration tool for organizations of all sizes, helping people get things done.

The Slack app for Hootsuite is a great way to collaborate around social. It lets your teams send social media posts directly to a specific Slack channel, user, or group right from the Hootsuite dashboard, making it easy to keep everyone in the loop.

You can even capture relevant social information for each message, and add sentiment and a comment along with each post.

2. Content Sharing: Google Drive

If your organization already relies on Google Drive, this app is a must-have. It lets users view, sort, and search for Google Drive files right from within Hootsuite. That means everyone who’s working with your social media accounts can share the same secure access to a single location for all approved brand assets, images, and other files.

Plus, you can include Google Drive as a destination when you post to social, automatically creating an archive of your all of your social posts in one easy-to-access location.

8 Apps to Help Your Enterprise Organization Scale Social Media

3. Security: ZeroFOX for Hootsuite

You’ve invested a lot of time building your brand on social media, but is it as protected as it could be?

ZeroFOX provides automated protection against social and digital threats, including phishing, account takeover, and brand impersonations.

With the ZeroFOX for Hootsuite app, you’ll get automated alerts right in the Hootsuite dashboard when your brand and social accounts are targeted with dangerous or offensive content, including malicious links. Then you can take action by requesting takedowns or by sending the alerts to the proper parties, all from one place.

4. Marketing Automation: Marketo

If you rely on Marketo for your marketing automation, this app adds the power of social to your lead management. Now you can create Marketo leads from Twitter and Facebook activity you discover in Hootsuite.

You can also see lead details right in a Hootsuite stream, including their name, email address, and company, as well as the lead’s source, score, and status. That makes it easy to drive lead scoring and push leads deeper into your sales funnel by adding details of their social activity—all without leaving Hootsuite.

5. Customer Service: Zendesk

Chances are a growing percentage of the requests your organization gets for tech support or customer service now come through your social profiles. The Zendesk app for Hootsuite lets your team create new Zendesk tickets from Facebook or Twitter posts, from your Hootsuite dashboard.

Your team can view ticket details including status, requester, subject, description, comments, groups, assignees, and more. They can also update and edit tickets, as well as add comments or internal notes, all without leaving Hootsuite.
8 Apps to Help Your Enterprise Organization Scale Social Media

6. Employee Advocacy: Amplify

Amplify is an intuitive app that makes it easy—and safe—for your workforce to share approved social content with their own friends and followers.

As part of a complete employee advocacy solution, Amplify lets you save time by managing social messaging and amplification, all from the Hootsuite dashboard. You can then measure results by tracking top-performing posts and which ones your employees share the most.

You can also use Amplify to boost employee engagement by making it easy for your people to stay connected and informed about what’s happening in your organization.

7. CRM: Salesforce

The leading customer relationship management platform gets even better when integrated into Hootsuite. The Salesforce app is a great resource to support social selling, making it easy to Identify and capture new sales leads and opportunities that you discover on social into the CRM you already rely on.

With this app, you can see details and activity history for your Salesforce leads and contacts, and add key social activities and conversations to their records. You can also add and search details of Salesforce customer cases right within your Hootsuite dashboard.

8. Analytics: Brandwatch Analytics

The Brandwatch app lets you monitor and analyze social mentions from more than 70 million sources—including major social channels, blogs, forums, and news and review sites—right from a Hootsuite stream.

Brandwatch’s advanced sentiment and impact scoring even lets you monitor the tone of mentions, so you always know what people are saying about your organization or brand.

Direct integration into Hootsuite lets you assign and respond to mentions Brandwatch discovers instantly from your Hootsuite dashboard, while using your existing workflows.

From smarter collaboration to stronger security, these apps integrate with Hootsuite to save you time and let you do more—right from within your dashboard. That makes it easy to bring the power of social media to the tools that already support your business.

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5 reasons to give SEO experts a seat at the website planning table

Photograph of people brainstorming around a table.

Maybe it’s your company’s yearly planning session, or maybe the meeting is being called because your website is in dire need of a refresh.

Whether the goal is to help form a new layout for the website, or to start creating the content calendar for the year, the planning sessions will naturally have product heads, key executives, and marketing managers in attendance.

As your company conducts this careful planning process and dreams up the site’s future, there’s one other important voice that should be at that table: your SEO expert. Whether this is an in-house individual or an external SEO agency or consultant, the knowledge this person can provide will have a critical impact on the site’s ultimate success.

Here are five ways that your go-to SEO expert can positively affect the outcome of your website project:

1) Ensure that your site has a design that’s search engine friendly

Just as it’s the job of your designers to ensure that the website is inviting and communicates elegantly with users, your SEO expert’s responsibility includes making sure the site communicates all the right information to search engines.

Your SEO lead can help tailor a site design that delivers essential company/product information from the homepage, in a way that assists search engines in efficiently learning all they need to know about your site. By doing this, your SEO expert sets the stage for your site to be viewed more favorably when it comes to organic search rankings.

2) Discover and make the most of content opportunities

Your content specialists ought to work hand in hand with your SEO expert to craft content that has legs and delivers business value. The right content selection process can lead to subject matter that works for you, naturally pulling in traffic by providing desired information on the correct topics.

Your SEO expert can really help inform this process, identifying those content opportunities that will bring in new customers and then optimizing that content so that it receives the visibility it deserves.

3) Optimizing updates to page content, metadata, and locations

When making any changes to the structure of your site, make sure your SEO expert is involved.

How your site is designed to move visitors from page to page – and the content and metadata within those pages – have a determinative effect on how search engines value your site. Your SEO expert can inspect the user flow of your site’s pages and suggest any content changes that would be beneficial.

Your expert might also take the opportunity to rewrite metadata and update pages to follow the best practices for heightening visibility in search engine queries.

4) Utilize the possibilities of off-page content

From videos to presentations and beyond, remember there are opportunities to gain visibility for your brand away from your website. In certain cases – which your SEO expert should be able to recognize – these pieces of content can ultimately contribute to your brand’s SEO by enhancing your overall presence in search engine results.

For example, a video screencap displayed in search results can capture clicks and attention, and ultimately increase traffic to your site. 

5) Execute large-scale SEO initiatives

When making preparations for a site redesign, it may also be an optimal time to pursue major SEO initiatives.

Some site-enhancing projects worth considering: adding HTTPS to make the site more secure (and trustworthy for visitors), or adding schema markup where appropriate – likely for videos, recipes, products, etc. – to enable search engines to provide users with more informative results.

 

Kevin Gamache is Search Strategist at Wire Stone, an independent digital marketing agency for global Fortune 1000 brands.

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8 Free Resources to Soundtrack Your Social Video Without Getting Sued

If you’re posting social videos to YouTube, you should know that the site takes audio copyright very seriously. If you include music that doesn’t belong to you, your video will likely be taken down from the site, and after three “copyright strikes,” your account will be terminated—and you’ll be barred from creating a new account.

Other social networks also protect copyright and will take down videos that use other people’s work without permission. Like YouTube, Facebook will terminate your account for repeated copyright violations.

In this post, we’ll look at how to create fun videos with great Creative Commons music and other royalty free music and sound effects without taking the chance that your videos will be removed or your account killed.

What is audio copyright?

We’ve talked about copyright on this blog before as it relates to images. Since the same basic concepts apply to audio copyright, let’s review: copyright protects creative work, establishing who owns the work and how it can be used.

It may be a bit of an annoyance when you’re looking for great royalty free music or sound effects to accompany your video, but the same laws that stop you from using the latest top 40 hits as background to your videos also protect the work you create yourself. You may not be Beyoncé, but you have the same degree of ownership over the work you create, and the laws that protect Queen Bey protect you and your business, too.

Like images, audio tracks are covered by section 106 of the Copyright Law in the United States, which specifies that only the copyright holder can:

  • reproduce the copyrighted work
  • make derivative works based on the copyrighted work
  • distribute the work to the public
  • perform the work publicly
  • transmit the work digitally

So, if you’ve created an original audio track, you own it. If someone else created an audio track, they own it, and you can’t use it without permission.

When can you use someone else’s music or audio?

Basically, you can only use someone else’s music or other audio if you have written permission from the copyright holder—otherwise known as a license.

Since the process of approaching a copyright holder to secure a license involves far more work, cost, and specialized skills than are reasonable for most social media videos, your best bet is to stick to using audio tracks that are already licensed for your particular type of use.

If you’re creating videos for your business, you need audio that is cleared for commercial use in derivative works (since using a song in a video is considered derivative under Creative Commons music licensing). Creative Commons is a great place to start your search.

8 Creative Commons music resources for your social media video

Creative Commons is a system that allows people who develop creative works to make them available to the public for free, so that other people can in turn use them to make their own creative works.

Remember, you’re looking for audio tracks that have been cleared for commercial use in derivative works. Your best bet is to choose music and audio with either an attribution-only or a Creative Commons Zero (CC0) License.

Unless the audio is licensed as CC0, you need to provide attribution. That means you need a credits section in your video, or you need to include credit information in the text that accompanies your video on the video-sharing network (like YouTube) or social network (for example, in the text of your Facebook post). If you don’t want to provide credit, stick to CC0-licensed tracks.

Here are some sites where you can start your search for CC-licensed free music for videos. Each site contains a mixture of licenses, so check each track before using it in your video.

1. ccMixter

This site features original samples and a capella vocal tracks from musicians around the world, with a good sampling of free tracks for commercial use.

2. Free Music Archive

A royalty free music collection curated by the radio station WFMU, the Free Music Archive allows you to search by genre or by charts reflecting the site’s most popular music for the last week, month, or all time.

3. Incompetech

Incompetech offers thousands of musical sound effects and longer pieces of music by composer Kevin MacLeod, searchable by genre, feel, tempo, or length, or browsable in collections based on genre and mood.

4. Free Sound

Free Sound includes a large collection of sound effects, including some licensed under CC0.

What about the public domain?

While Creative Commons gives you the broadest base of resources to search, it is not the only answer when looking for royalty free music and audio tracks for your social media video.

Another option is the public domain. In most cases, audio work moves into the public domain a certain number of years after the copyright holder dies. Once the work moves into the public domain, it is essentially public property and you can use it without attribution in your videos. Artists can also donate their work to the public domain.

The rules relating to public domain vary by country, so make sure you understand the laws that apply to you and your business before you decide to use public domain music. When you’re ready, try searching these sites to see if you can find what you’re looking for. Keep in mind that these sites are not as regulated as the Creative Commons, so you’ll be taking them at their word that the music they provide is truly in the public domain. Performing your own due diligence is a wise idea when using these sites.

5. FreePD.com

This collection includes collected public domain music as well as more music and sounds from Kevin MacLeod, the composer behind Incompetech. The difference in MacLeod’s work here is that he has donated his work on this site to the public domain, so you don’t have to credit him in your video.

6. Musopen

Musopen is a collection of public domain music you can search by composer, performer, instrument, style, or century.

Other sources of royalty free music and sound effects for your social video

Still need more free music and sound effects? Here you go.

7. The YouTube Audio Library

The YouTube Audio Library provides free music for videos you create. Some of the music is licensed under Creative Commons and requires attribution, but much of it does not. Click on the particular audio track you’re interested in to get the full details.

The YouTube Audio Library also provides a huge database of free sound effects to use in your videos, from typing sounds to growling monsters.

8. Partners in Rhyme

Partners in Rhyme offers a wide collection of royalty free music and sound effects available for commercial use, including a printable license.

Questions to ask yourself when choosing audio for your videos

Now that you have plenty of resources to help you find music and sound effects for your video, it’s important to step back and think about exactly why you want to add audio to your video in the first place. Here are some key questions to ask yourself.

What do you want the audio to do?

Music and sound effects can be used to stir emotion and create excitement, while sound effects can act almost like unspoken dialogue in terms of telling the audio component of your video’s story.

That said, you don’t want to rely too heavily on your video’s audio track, since many people will watch your video without the sound turned on at all.

Those who do hear your audio track may well be put off if it is packed full of too many sound effects. Each sound or piece of music should have a purpose, rather than simply being added to fill a void.

Where do music and sound effects fit into the video?

Remember that music can be more than just background noise. If it isn’t suitable for the duration of your video—perhaps because your video contains dialogue or important ambient sounds—think about using music to help set the tone at the beginning of your video or emphasize the call to action at the end.

Or, maybe music isn’t a fit but sound effects could be incorporated to emphasize certain points or create a particular mood.

Who is your audience?

This is an important one when choosing music for your video, as you’ll want to choose something very different for an audience of teenagers than an audience of retirees. As in all social marketing efforts, it’s important to know your audience demographics and make your creative choices based on what your research tells you they will find most appealing.

Don’t have your own research on this yet? Start by making some common-sense assumptions (no acid rock for videos aimed at grandmothers, say), then refine your choices based on testing.

Ready to put your video marketing plan into action? With Hootsuite you can upload, schedule, publish, promote, and monitor your social videos from one platform.

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5 Social Media Innovations That Are Changing the Retail Industry

More than 84 percent of smartphone users in the U.S. go online to look up products before purchasing. E-commerce is slowly taking over the consumer world with sales reaching $394.9 billion in 2016, up nearly 16 percent from the previous year.

To stay on top, it makes sense that go where their audience is—meshing the worlds of retail and social media.

Here are five e-commerce tools that are changing the retail industry.

1. Pinterest Lens

Pinterest Lens is to consumer items as Shazam is to music.

The discovery tool shows you related goods based on whatever your camera points at—food, clothing, furniture, recipes, and more.

For example, if you took a picture of an avocado, the app might give you a guacamole recipe. You can even snap a picture of a shoe and Pinterest Lens will show you similar styles or different outfits to pair them with.

This feature promotes the search and discovery aspect of Pinterest—taking collecting and building Pin boards to another level of searchability. Soon you’ll be able to capture an image of just about anything and Pinterest Lens will be there to offer you a lineup of related content.

2. Like to Know It

Ever wonder where a fashion blogger’s outfit of the day or #ootd came from? Like to Know It helps you find out and offers you the chance to buy the look yourself.

The app is integrated with Instagram, allowing users to take and upload screenshots of clothing they discover in their feeds. From there, Like to Know It users can make purchases directly from the app.

Like to Know It makes it easy for brands, bloggers, and influencers to market clothing and accessories on Instagram.

This also speaks to how more users are consuming media on social media. It makes sense to deliver content to them directly.

3. Instagram’s shoppable photo tags

Instagram has rolled out with a new shopping feature—shoppable tags. In the same way you can tag people, businesses can tag products in their photos.

Instagram has been testing the feature with brands like Kate Spade New York and Warby Parker by adding product information and links to their Instagram posts.

To find out more about a product, users press a “tap to view products” button—revealing prices, description, additional photos, and a “shop now” button to for purchase.

Because so many people use the platform as a form of online window shopping, Instagram took the next logical step and made it possible to make purchases directly from the app.

With this feature, brands can make better use of Instagram for business. Instead using ads and retail landing pages, brands can use Instagram as a discovery, marketing, and sales tool.

The photo-sharing app is also developing a way to measure how many users have tapped to see more product details or clicked on the “shop now” button.

4. Polyvore

Polyvore bills itself as a community style site. The social media platform is best used for creating sets—collages that are made up of products from different online retail stores.

These products—apparel, jewelry, and accessories—can be mixed and matched with Polyvore’s creation tool. When hovered over, details of the product, as well as a link to purchase, will appear.

After you’ve created a set, the collage can be shared on other social media networks and is discoverable by other users through the Polyvore app.

Polyvore has become one of the most effective social platforms for ecommerce sites to drive traffic and sales from. Much of its success comes from the fact that it’s used as a discovery tool by people looking to find new styles and trends. By providing access to different retail brands, Polyvore’s outfit-making tool makes curating, sharing, and searching for fashion items a fun and engaging experience.

5. The MasterPass Facebook Messenger bots

MasterCard and Facebook Messenger have joined forces to give you a new kind of consumer experience—a world where bots not only look up restaurants for you, but help place your food order.

MasterPass is a digital wallet service that lets users complete transactions over Facebook Messenger.

With a few clicks, users can place an order, arrange for pick-up or delivery, and complete payment.

This innovation is an example of the new ways consumers are interacting with businesses. While customers were previously encouraged to download a company’s app to use its services, bots are quicker and easier to use. They also don’t require download or take up space on your smartphone.

Use Hootsuite to monitor all of your social media activity—interactions, engagements, and insights—all in one place. With Hootsuite, you’ll never miss an opportunity to join the conversation. Try it today.

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7 Twitter Accounts That Will Make You a Better Social Media Marketer

One common challenge for social media marketers is the pace—not only is it tough to stay on top of a consistent posting schedule, but social platforms seem to announce new features or changes every other week. It’s almost impossible for the stretched-thin marketer to keep up.

Fortunately, marketers can lean on subject matter experts who readily offer up their hard-earned advice, all in 140 characters or less. When it comes to stepping up your social media game, it only makes sense to turn to the platforms themselves for guidance.

That’s why we’ve taken the time to round up some of the top influencers on Twitter who serve up their expertise on a daily basis. So, whether you’re looking for inspiration, relevant industry news, or even a laugh, peruse the list below and give them a follow.

1. Ann Handley

@marketingprofs

When it comes right down to it, what determines great social posts? Great content, of course. And writing guru Ann Handley’s Twitter account is rife with fantastic tips on taking your content marketing to the next level. The renowned author of “Everybody Writes” serves up a mix of writing advice, a helpful weekly #SocialSkim of the top marketing news, and a touch of humor to keep you entertained as well as informed.

2. Peter Shankman

@petershankman

Once you give his Twitter bio a glance, you’ll quickly realize that Peter Shankman has a smorgasbord of job titles. From business consultant, angel investor, NASA advisor (so cool, right?), and founder of Help a Reporter Out (HARO), his interests run the gamut. But Mr. Shankman still has plenty of time to create high-quality blog content and more than a few hilarious (and helpful) tweets.

What can social marketers learn from this modern-day Renaissance man? Scrolling through his feed, his personality and brand shines through in every tweet. This guy knows how to stay on message—and it’s a well-crafted one, at that.

3. Jeff Bullas

@jeffbullas

As one of Entrepreneur’s Top 50 Online Marketing Influencers to Watch, it’s no surprise that Bullas’ feed is replete with advice on how to step up your social game. While he posts daily on topics across the digital marketing spectrum, this marketing consultant also generates dozens of pieces of original content on social media strategy.

And with more than half a million followers, it’s obvious that this expert has a strong following for good reason.

4. Melonie Dodaro

@MelonieDodaro

This digital marketing maven offers solid advice from north of the border. As the CEO and founder of the Top Dog Social Media agency, she tutors businesses on the ins and outs of using social media to boost their businesses. And she offers up a heaping helping of pro tips on her Twitter feed as well.

While originally touted as one of the industry’s top LinkedIn experts, (and she still offers tips to optimize LinkedIn profiles and pages), she also posts plenty of advice on getting the most from your efforts across other major social platforms.

5. Pam Moore

@PamMktgNut

As one of Forbes’ Top 20 Women Social Media Influencers, Moore is a certifiable social media expert. As CEO of her own agency, aptly called Marketing Nutz, she lends her expertise via social media training and consulting to clients ranging in size from solopreneurs to Fortune 10 companies.

As one of her approximately 300,000 followers, you’ll get the latest updates on changes to crucial social platforms, industry news, and a healthy dose of her own expert advice for eager marketers.

6. Rand Fishkin

@randfish

The well-known founder of SEO software firm Moz offers an insider’s perspective on social media and digital marketing from a organic search perspective. He pairs his musings on digital marketing and SEO with honest tweets about startups and the tech industry as a whole.

So, followers not only receive relevant Silicon Valley news, but also his learned views on the hot industry issues.

7. Gary Vaynerchuk

@garyvee

When it comes to almost any social media channel, Gary Vee rules the digital roost. If you aren’t convinced by his many accomplishments (four-time New York Times bestselling author, serial entrepreneur, and renowned speaker, just to name a few), then take a quick gander at his Twitter profile.

You’ll find his usual no-nonsense business advice, exclusive sneak peeks from his #AskGaryVee podcast, and good, old-fashioned social media advice. This content formula obviously works, since he gets great engagement from his whopping 1.46 million followers.

Have a favorite Twitter account that wasn’t included in our list? Whether it’s about social media, marketing, tech, or something completely unrelated, we’re eager to hear your thoughts. Tag @hootsuite on Twitter and let us know!

Why It’s Time to Ditch Cross-Posting on Social Media for Cross-Promoting

To cross-post or to cross-promote on social media?

For a time, cross-posting seemed the solution—offering a quick and easy way to share across multiple channels at once. But cross-promoting has been catching attention lately for its strategic prowess.

In this post, we’ll take a look at the differences between these two tactics and explain why cross-promoting is ultimately better. Yes, we said it—we’re putting our chips in the cross-promoting basket. Here’s why.

Cross-posting vs. cross-promotion: what’s the difference?

Cross-posting

Cross-posting is the act of posting the same message across multiple social media channels for a single piece of content.

So, say you have an article to promote. With the cross-posting approach you would publish the link with the exact same headline (and media file if there is one) across Twitter, Facebook, LinkedIn, etc.

For busy social media marketers cross-posting certainly has its allure—it’s easy and can save you loads of time when using a bulk scheduler. But cross-posting on social media also has its limitations—especially where channel compatibility is concerned.

Take, for example, Instagram’s feature that allows for auto-posting on Twitter. On the surface, auto-posting seems like a great timesaver—enabling you to update both channels simultaneously.

Dig a bit deeper though, and you’ll see this approach has its drawbacks due to compatibility glitches between the two platforms.

Sharing images on Twitter via Instagram used to be a simple affair—allowing seamless photo sharing from Instaland to the Twittersphere. Times were simple, life was good. That is until Instagram went and dumped Twitter (and broke all our hearts in the process).

Technically, auto-posting is still possible, but it ain’t pretty. Where once there were lovely images featured, auto-posted tweets now convert those images into links (that often appear cut off).

That’s right, a timeline filled with imageless tweets and unsightly links.

There are workarounds through third-party apps like IFTTT, but remember, the more tools you use, the longer it’ll take you to post—and wasn’t time saving the whole draw to cross-posting in the first place?

Cross-promoting

Cross-promoting, on the other hand, is content promotion through the creation of unique messages for each social media channel. While cross-promoting takes a bit longer to execute than cross-posting, you’ll likely have more success connecting with each platform’s unique user base.

Here’s a great example of cross-promoting in action from customer-service gurus Zendesk. Here we see how their team creates unique captions to individually suit their Twitter and LinkedIn audiences while pointing towards the same piece of content.

How to cross promote on social media

And here’s another example from app stars Zapier showing how they tailor their captions to specifically target audiences on Twitter and Facebook.

Benefits of cross-promotion on social media

Allows you to speak the language of each platform

Imagine showing up to a party where everyone appears to be speaking Spanish. Now imagine trying to tell a story in Japanese. Chances are you’d lose your fellow party-goers’ interest pretty fast.

The same goes when posting captions that don’t suit the personality of the network. You wouldn’t want to share a serious, text-heavy message on a highly visual platform like Instagram, for example.

With a cross-promotion approach you can keep your content on the mark by tailoring your message to the tone of each of your networks.

Will help increase the reach of your content

Sure your brand is publishing remarkable content, but what good is it if it’s not reaching the audience?

Simple cross-promotion techniques—like adding social tabs to Facebook (more on this in the next section)—can help you increase the reach of your content by making it easier for people to find one social network from another.

7 best practices for cross-promotion

1. A strong headline or message is key to grabbing people’s attention

Everyone knows the importance of the headline or social media message when it comes to getting clicks and shares. At the same time, people seem to forget that finding the right headline takes time.

Don’t fall back on click-bait formats you think will draw clicks. You need to strike a balance between being clear, and being emotionally evocative. The worst thing you can do is get someone to click on your message and send them to content that doesn’t deliver.

Make sure you take the time to brainstorm a few variations of the copy. Once you’ve established multiple good options, you can then test your messaging. Try pushing the same content with different messages and track what performs. Get to know what kinds of messaging work best with your audience, but never stop testing.

2. Make the most of your content by sharing to relevant channels

Not all content needs to be shared everywhere. Some content pieces will be better suited for specific networks. For example, a job posting will likely be of interest to your LinkedIn followers, but probably not to your Instagram fans.

3. Optimize content for each network

Embedded within each social media network are unspoken rules and expectations for content sharing. Content that’s created with these expectations in mind will perform much better.

Before posting your content, be sure to adjust your captions to suit the posting structure and rules of each network, like Twitter’s latest character limits. Where Twitter’s character limit dictates that text is kept punchy and directive, longer-form or more narrative-based captions could work better on personal relationship networks like Facebook.

Also be sure to avoid sharing network specific items on the wrong network—like tagging someone’s Twitter handle with an @mention on Facebook post.

4. Use UTM parameters to track content shared on different networks

Any social marketer knows, proving ROI is key to getting the rest of your organization to buy into the strategy.

To find out how well your links are performing across each channel, we suggest setting up UTM parameters for your content. UTMs make it possible to check the performance of your content—by network—in Google Analytics. Best of all, you don’t need to be a programmer to get started.

For more on this, check out our post, How to Use UTM Parameters to Track Social Media Success.

5. Stagger your social media posts

You don’t need to fire off all your posts across networks at the same time. In fact, it’s a good idea to stagger them according to the optimal posting times for each network.

Keep your social media publishing to a schedule. A social media management tool, like Hootsuite, allows you to schedule messages in advance so you’re not a slave to your calendar.

Scheduling messages ensures you’re posting at regular intervals rather than in bursts. Once people learn your schedule, they’ll start checking in when they can expect new content from you, building a certain degree of loyalty. This in turn can increase your click-through and engagement.

6. Add social tabs on your Facebook Page

You can further boost the connection between your social media channels by adding social tabs to your Facebook Page. Adding tabs can be done through the use of third-party apps (like powr.io or Woobox). You can also manually add Instagram directly through Facebook by following these quick steps.

7. Have a clear call-to-action

Your followers have seen your message, now what? Social media serves to support broader business goals, so your messages should ultimately be tied to a larger purpose beyond being seen or liked.

With that in mind, end your social posts with a strong call-to-action. Examples of good social media CTAs include:

  • Offering up more information on the topic in a blog post or resource
  • Encouraging them to sign up for a free trial of your product
  • Asking them to use a special social media code for a discount in store
  • Offering the potential of a prize for a specific action, like following and sharing

At the end of the day, the occasional use of cross-posting won’t kill your social media efforts. But to get the most out of your content, cross-promotion is definitely the way to go.

When getting started, use a social media calendar to help visualize your cross-promotion shares. You can find an easy calendar template on our blog.

Use Hootsuite to easily post and schedule content across multiple networks—with a unique message for each channel—at once.

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Silent Video: How to Optimize Facebook Video to Play Without Sound

With more than a billion video views on Facebook every day, it’s clear that Facebook video is a key part of daily life for social media users. If you’re creating videos to help promote your brand, there’s one key strategy you need to keep in mind: scripting for silence.

Why silent video rules on Facebook

For a while, videos in the mobile Facebook News Feed played with the sound turned off by default, and users had to tap the silent video clips to get sound—but no more. In February, Facebook decided that videos would automatically play with sound on mobile devices, as long as the volume on the device is turned on. This change has been rolling out gradually since the announcement was made.

When silent autoplay was the default, 85 percent of videos were watched with the sound off. It’s not clear yet how the change to autoplay with sound will impact that figure, but it is clear that you can’t assume the new policy means users will hear your audio track.

Users have the choice to turn autoplay sound off for all videos within their Facebook settings. And with publications well outside the social media space—think the Telegraph newspaper, Time magazine, and even Cosmopolitan—publishing articles on how to turn autoplay sound off, you can bet plenty of people will be choosing to continue their News Feed browsing in sweet, sweet silence.

For the record, if you want your own Facebook feed to remain sound-free, just go to Settings and toggle Videos in News Feed Start With Sound to off. Or just put your phone in silent mode: anyone whose phone is set to silent will also see silent video clips by default.

Facebook’s own data highlights why you might not want to overdo it in the audio department: 80 percent of people will actually have a negative reaction to a mobile ad that plays loud sound when they’re not expecting it—and the last thing you want is to spend money on advertising only to have people think less of your brand.

Creating videos that work with or without sound gives users choice about how they interact with your videos, so your message can speak volumes to all those who view it, whether they actually hear it or not.

Silent video ideas to optimize social video

Here are some key strategies to help you craft great Facebook videos for the silent environment.

Plan ahead and tweak your script

Rather than shoot on the fly, you’ll need to plan ahead when shooting videos that work without sound. Think about exactly what story you want to tell, and distill your key message down to its most visual elements.

If you need to incorporate some language to get your point across, think about how best to do so in a video without sound. Will you use captions? Short snippets of text onscreen? Make sure you allow visual room in your shots so you can include this text without competing with your visual imagery.

On that note…

Think about adding text

Whether it’s captions, text overlay, subtitles, or some other creative way of including language, incorporating text lets you use words even without using speech. Keep in mind that Facebook’s internal testing showed that captioned video ads were watched an average of 12 percent longer than un-captioned ads.

Focus on engaging visuals

In video without sound, you’ve got to capture attention using only what’s seen onscreen—and keep in mind that screen might be very small, since 65 percent of Facebook video views happen on mobile devices.

A talking head just won’t do, even if you provide full subtitles. Think about ways you can capture attention with color, movement, or other powerful imagery that draws viewers in and keeps them from scrolling along.

Add music or sound effects

Why would you want to add music or sound effects to a video specifically designed to work without sound? The fact is that some people will see your video with sound, especially since the recent changes to Facebook’s autoplay policy. If there’s simply no soundtrack at all, your video will get lost—or worse, make viewers think there’s something wrong with their speakers. Add in some music or playful sound effects to emphasize your message for those who literally want to hear what your video is all about.

Brands that are producing great silent social videos

For inspiration, let’s take a look at some silent video ideas from brands that are getting video without sound very, very right.

BuzzFeed’s Tasty

The short video recipes BuzzFeed shares on its various Tasty channels are hugely popular—the main Tasty Facebook page alone has more than 84 million Likes. The silent video clips show all the steps required to complete the recipe, and short text overlays list the ingredients used in the video. No sound is required to understand exactly how tasty your next meal or snack could be.

Netflix

How do you create a trailer for a TV series or movie without a powerful voiceover, attention-grabbing sound effects, or even any audible dialogue? Netflix has the formula nailed, using a mix of captions and other onscreen text in combination with fast-moving visuals to create trailer videos that draw the viewer in with or without sound.

Lowe’s

The home-improvement store’s time-lapse videos require no sound to get viewers motivated about completing projects in their houses and gardens. The specific directions are provided on the Lowe’s website, so the videos just need to get viewers keen enough about a project to click through and learn more.

Hotels.com

Hotels.com decided to acknowledge and embrace the limitations of silent video with a campaign specifically designed to be viewed sound-free. The campaign got 5 million views in its first three weeks online, and five times the average engagement for the brand. It won the 2016 Shorty Award for Best Use of Facebook.

Huggies

For its “Hug the Mess” campaign, Huggies created a series of videos showcasing the trouble that kids can get up to—and how their wipes can help clean up the mess. Since there’s no dialogue, no captions are required, and the viewer knows exactly what’s going on without a single word being said.

Squatty Potty

You say you want compelling visuals? How about a unicorn pooping rainbow-colored ice cream (yep, this one might is a bit NSFW)? There’s a reason the Squatty Potty Facebook video has more than 114 million views—it’s virtually impossible to look away.

This one’s a bit different because the video involves quite a lot of talking, so there are captions throughout—and it’s true that the video wouldn’t make sense without them. But the sheer eye-popping, mind-bending nature of the video is sure to draw in viewers even if they can’t hear the prince’s dulcet tones, making this an example of how even a video that requires dialogue can work in the silent environment if it captures viewers’ attention right off the bat.

Best tools for creating silent video clips

So, now that you’re convinced you should be optimizing Facebook videos for no sound, how do you actually make that happen?

If your video contains speech, your best bet is to use Facebook’s automated captions tool. The tool will generate a set of caption that appears overlaid on your video. You can preview the captions to ensure they’re correct, and make any necessary edits before the captions go live. You can also manually upload your own captions using an .srt file.

Other popular apps designed specifically to add text to videos include:

  • Vont: Choose from more than 400 fonts and make custom edits to text size, color, angle, spacing, and more. Available in English, Chinese, and Japanese.
    Price: Free
  • Gravie: Add text, overlay graphics, and clip art to your videos to convey more than words alone can say.
    Price: $1.99
  • Text on Video Square: Choose from more than 100 fonts and make custom edits to font size, alignment, and spacing.
    Price: Free

For more free and inexpensive tools that can help you add text to your video—or just create videos that are visually compelling enough to make an impact without sound—check out the eight apps and desktop programs listed in our Social Video Toolkit.

Note: If you’re using tools other than Facebook’s automated captions to add text to your video, and you plan to use the video in an ad, you need to be careful when selecting your thumbnail image. If your thumbnail is 20 percent or more text, it will get “less or no delivery at all” based on Facebook’s ad guidelines.

Make sure your thumbnail shows a compelling image rather than a frame of text. And keep in mind that this rule is for your own good, since Facebook research shows people respond best to ads with minimal text on the initial image.

And just to wrap up, here’s one more example of a silent Facebook video from a brand that has the concept nailed. Sure, we may be biased in saying that—but look: puppies!

How to optimize Google My Business listings for multi-location businesses

Being listed on Google My Business (GMB) is an essential part of any local SEO strategy.

But how can businesses with multiple locations make sure they aren’t penalized in search rankings?

Produced in association with SweetIQ.

Google My Business

Google My Business was rolled out in 2014 to make it easier for local businesses to be found via search. It had an added benefit of allowing businesses to stay on top of reviews, and to perform analytics on interactions like clicks, views, calls and requests for directions.

In other words, it became the first step in any local search marketing strategy.

Today, a well-maintain GMB listing remains a vital source of traffic and, ultimately, revenue – especially for businesses competing for location-specific keywords.

Google’s ‘three pack’ of local search results, which is triggered by search terms with local intent like “restaurants Venice Beach”, is given significantly more prominence than organic results in both desktop and mobile SERPs. In fact, organic results are not even visible above the fold for mobile users.

Google’s mobile SERP for ‘restaurants Venice beach’ (left) vs ‘Venice beach’ (right). Screenshots courtesy of Andy Favell

Essential for SEO

Since Google reduced the number of local results from 7 to 3 in 2015, it has become more important than ever for businesses to feature as high as possible in these results. And with 1 in 3 Google searches now having local intent (according to digital marketing expert Jordan Kasteler) there is more traffic up for grabs than ever.

On the flip-side, competition for this traffic is fierce, meaning mistakes can cost you dearly. The Local Search Association estimates that over $10bn worth of potential annual sales are lost because of missing or conflicting information in Google My Business listings.

For businesses with multiple locations, this is a real problem; each business location has a unique address and contact details. How can big businesses ensure they aren’t penalized for conflicting information on their Google My Business profile?

First steps

Luckily, Google is well aware of this problem, and allows business owners to claim multi-location business listings. However, in order to be verified by Google as such, a few conditions must first be met. A business must:

  • Have at least 10 locations
  • Not be a service business
  • Not be an agency managing several clients

The local 3-pack for ‘pizza delivery New York’ returns Domino’s Pizza – a chain with many hundred locations

Optimize your multi-location business

After claiming your multi-location business on GMB, the next step is to optimize your listing. But before you can do this, you must first understand what factors influence your chance of appearing in the local ‘three pack’.

The most important of these is accuracy across all platforms. This means making sure every piece of information about your business is consistent across all the websites it appears on, including Yellow Pages, Yelp, Facebook, Foursquare, Apple Maps, Hotfrog and, of course, your own website.

Google bots crawl all of these pages and, when encountering information about your business, will compare it to your GMB listing to establish its validity. Any inconsistencies will raise a red flag about the accuracy of your information and will likely lead to your GMB listing being penalized in the rankings.

How do you ensure accuracy between your listings?

1. Claim and verify all your locations using a single, unique GMB account.

Make sure you delete any duplicate listings or accounts that may have been created by other staff members in other locations.

2. Ensure your business name, address and phone number (‘NAP’) are an exact match wherever they appear.

The easiest way to achieve this is to simply copy and paste from your GMB listing.

3. Optimize your store locator on your central website so it’s crawlable by Google.

Google considers your website the most ‘official’ source of information regarding your company, so ensuring Google can access it is essential.

4. Use a microsite for each of your store locations.

This gives each location a unique reference and separate About page – each with an accurate NAP that Google can crawl.

5. Use a Local Marketing Platform to manage all of this information.

It allows you to see what Google sees, and check and edit data for all your store location from a single interface – ensuring complete accuracy across all platform. Most can also provide advice on optimizing store locators for your website, along with detailed analytics on user interactions, traffic sources and more.

To learn more about optimizing GMB listings for multi-location businesses, and to understand how to turn GMB data into actionable insights, download the SweetIQ Guide to Google My Business.

Content produced in association with SweetIQClick here to read our collaborative content guidelines.

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