Category: Touch Point

Cold Call Marketing Scams – Identifying a “Google” Scammer

Unknown Caller

Have you recently been called by someone claiming they are from Google?


Recently, we’ve seen a spike in cold calls to businesses from someone claiming they’re from Google.

During the call they may say things like,
“we’ve noticed your business doesn’t rank for certain keywords that it should and this is a big problem”.

Essentially using scare tactics to get you to act quickly and irrationally. They may also offer you a ‘Quick fix’, where for a small fee they can get you to the first page or even number 1 on Google search results for these particular keywords.

For people in the know, it’s an obvious scam, but smaller business owners can fall for this trap.

I just want to point out that there are digital media companies who rely on a cold call to make business. Even though this method has a very low success rate and even lower client retention rate, they are definitely not scammers.

The information i’ll be sharing with you today is only aimed at spotting these scammers.

Keywords

Whilst ranking highly for relevant keywords is important, the very top tier keywords are usually dominated by the big brands. This is because they have the resources (and sometimes entire departments) to spend lots of time and money ensuring they beat everyone else to that top spot. This makes it very hard for smaller businesses to compete, and instead should look for “low hanging fruit” where they can.

With this being said, keywords this scammer is referring to are probably very low ranking and don’t get many searches. So even if they do get you to number 1 for these keywords, it won’t improve your sales. It’s also important to note that ranking for the wrong keywords can hurt your websites ranking in the long run.

This information goes for any cold call you receive about your digital marketing strategy and in particular, keyword ranking.

Google

Google will never call you out of the blue.

If you are using Google Ads, an account manager will contact you first via email. They will introduce themselves and arrange a time that suits you to conduct an account review. If you ever get these emails I highly suggest you accept as they are very professional and can improve your Ads campaigns in just a few minutes.

If you’re trying to claim a business location on Google Maps using Google My Business, they may call, but only if you have ticked the box stating they can.

Google will never do the following;

  • Use scare tactics to get you to make a decision.
  • Offer to improve your website ranking on Google.
  • Ask you for passwords or verification code for Google My Business.
  • Call you via a recorded message or robocall.
  • Offer to manage your online profile.

Remember…

If you aren’t expecting a call from Google, then it’s a good chance it’s a scam.

Scammers are out there with a focus on winning your business, rather than helping it.

Even if the caller is from here in Australia, would you want to place your digital assets and business’ reputation in the hands of someone you have never met?

If you’ve received any requests or information from Google and you’re unsure about what your next action should be, feel free to contact Matt, our Google and SEO specialist.

Matt’s email – matt@effectivenaturally.com

Google created a support document about this specific topic. If you’d like to learn more about how to identify fraudulent calls just follow the provided link. https://support.google.com/business/answer/6212928?hl=en

Are you really open when you’re open?

One of my biggest gripes that happens with bricks and mortar businesses is in regards to opening and closing times.

Businesses that close at 5:30pm, but already look closed at 5:15pm.

Do you think that makes the customer feel comfortable or uncomfortable? It’s obviously the latter, and making customers feel uncomfortable is a problem for business.

Here are three examples:

  1. Being in a cafe and they start taking the garbage out and stacking chairs while you’re there (within the advertised opening time).
  2. Being at a retail store that starts shutting down computers and is more focused on packing up then helping you.
  3. Taking the signs in from outside before you’ve closed so to anyone passing by you look closed already.

You might think it’s an efficient use of time because business is slow in the last 15 minutes, but let me promise you that giving a customer a substandard experience certainly won’t start attracting more customers. You’ll just end up getting quieter and quieter.

Think of the big brands, they generally have a 10 minute and 5 minute call ready for their doors to be closed at that time. There’s a consistency, but they don’t reduce the experience you’re getting so they can get out early.

The benefit behind a bricks and mortar store is that you have the opportunity to immerse your customer in an experience that online stores can’t match.

How good is that experience if you’ve already started packing up or if you’re not ready when people arrive in the morning.

Your customer experience should be like an event. You don’t rock up to a concert and they’re still setting up. The stage is set before you arrive. You don’t want the magic to be tainted because some of the musicians were just hanging out in front of the curtain before the curtain opened.

And there’s another danger – they stop coming because you look closed!

If you’re paying rent for a bricks and mortar store, it’s important you look open when you’re actually open – especially if you’re paying premium rent at a site that has good passing traffic.

Life’s too busy for customers to remember when everyone closes, so if you look shut I just don’t stop. It’s that simple.

Be open when you’re open, and close when you’re closed. If you don’t want to stay till 5:30pm then set the expectation that you close at 5:15pm and delight them if they come to the door and you grab something for them.

The point:
Whatever you do, when a customer interacts with your business give them the full experience and your full attention.

 

Read more blogs on how to delight your customer here, or download our free ebook ’10 things small business must stop dong NOW.’

Why movement matters in retail

Retail marketing assistance consultancy movement merchandising

When something moves, we pay closer attention to it.

But how stagnant is your business?

A couple of weeks ago we had a fun post on our Facebook page with those air filled stick men they often have on top of a Godfreys store denoting a ‘special event’  (yes one of many). But it doesn’t have a sign saying sale, all we know is that it signifies something going on.

Is your Brand an all-round Habit?

Tips on brand building habits every day business

Our ‘Touchpoints’ blog is written to tease out, understand, share and spark action on two important things – brand and touchpoints.

Lets be honest, organisations are recognised for their touchpoints that  either grow or detract from building a great brand. Either could be you!

It doesn’t matter if you’re advertising is great, it doesn’t matter how good your stores look – if your business is flat and doesn’t offer a unique brand to the market then it simply won’t be as effective as it could be. That may not be what you want to hear… #sorrynotsorry.

You must focus on getting the basics simplified so that your teams deliver your values, culture and personality.  Convincingly.

Here’s the fun part! I ask you to answer the following questions (in your mind is fine) within 30 seconds, here goes:

  • What does your company promise in their slogan? (this should be easy)
  • What is your core value to the client i.e. why do they come to you?
  • What is the brand personality of your company?
  • What sets your organisation apart from competitors?

So, I’m hoping you didn’t struggle too much to come up with the answers. But the real test is this:

If you asked these questions of everyone in your organisation would they give the same answers?

Scary Fact: When hosting a trade show in Adelaide a few years ago I encountered a scary situation. Trade shows and exhibitions are a big investment and you want to maximise face time with possible customers. As the host, I pre-warned all exhibitors that I would be back in 10 minutes to discuss a ‘call to action’ and I’d like to know their Point of Difference – what it is that sets them apart from their competitors. Many had 3 or 4 direct competitors in the room. After 10 minutes only 3 in every 10 exhibitors were able to tell something that would stand out. Lost opportunity!

The Shining light: One exhibitor that did ‘stick’ in my memory is Kumho Tyres. Their point of difference that they quickly delivered was their culture of innovation and trying new things – their slogan being: “What’s next is already here”. They’ve invented an aroma tyre that smells of Lavender. I’m told (but it’s not mentioned in their advertising) that it was originally a trial to see if ‘burning rubber’ could smell any nicer. Once they trialled it they also found it had superior handling and lower road noise. The point is that these guys knew their brand and had an example to back it up.

Effective Naturally champions the 4 pillars of ‘promise, value, personality, difference’ as the foundations to a strong and consistent brand. They allow organisations to confidently advertise a promise they know they can consistently deliver. Consistent delivery is what builds trust and it’s only when trust has been earned that an organisation could expect to the positive word of mouth and customer loyalty that is enjoyed by the best brands in the world.

If you want to read more on the benefits of positive word of mouth read my blog on brand evangelism, or take action right now and check out our coaching opportunities.