Tag Archives: marketing for small business

No You are NOT Calling from Google

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Is Google Finally Responding to Small Business Complaints?

robocall diagram from FTC

Last September it was announced that Google was going to take on robocalls that purport to be originating from their offices. Of course the calls are not from Google, but are from SEO companies inappropriately (and illegally, btw) make false claims in order to scare small businesses into hiring them for their services.

At least one firm, Local Lighthouse Corp, has been sued by the big G for this. But there are many others out there.

The suit claims that Local Lighthouse Corp “sales agents have made and continue to make various false and misleading claims during Defendant’s telemarketing calls to confuse consumers regarding the true source or nature of Defendant’s services and the relationship between Google and Defendant” and “exploits such confusion to induce consumers to enter into contracts costing hundreds of dollars in recurring monthly bills.”

So how do these calls work, and what can a small business do about it, and how do you know they really aren’t calls from Google?

How Do RoboCalls Work?

The image above (from the FTC) shows the process of a robocall.

Typically, the calls start with a recording that prompts recipients to press a button in order to speak with a representative about claiming or updating their Google My Business Listings or to hear how they should be performing better in Google search or AdWords.

The aim may be to sell local search optimization services or to get login information to hijack business listings or spam Maps listings.

These types of automated calls are illegal in the United States because the recipients haven’t given written consent to get sales calls from the company doing the calling.

Depending upon the reasons for the call, the company may be using fake phone numbers, false identification, and lots of “middlemen.”

What Recourse Do I Have?

First: If you answer a robocall–your best defense is to HANG UP.

Second: if you have answered a call, pressed a button, or they left a message (unlikely) and claim to be calling from Google: report it to Google

This is a new directive from Google. In the past, they directed harassed businesses to either add their number to the Do Not Call Registry, or complain directly to the FTC or FCC.

Third: Do not engage with the caller (if a real person) It gains you nothing and will only be frustrating

Fourth: if you continue to get the calls, note the number and disregard if possible. Unfortunately, once you have answered the phone they know it is a real number and will more than likely continue to call. Report it to the FTC or FCC. But note: the FCC says it received more than 214,000 complaints about unwanted calls in 2014.

What if the Call is Really from Google?

There are only a limited number of reasons that Google will actually call your local business.

If they do call, it is always a live person calling, not an automated call–unless you specifically requested a call.

Why would Google call? Mostly to verify details about their products.

For example, if you have recently claimed your business listing on Google, they may call to verify the information in the listing. You have done this, right? If not, please do that right away. If you don’t have time, or are unsure how, contact an expert in local search marketing such as IATW, (970) 292-7063.

Google might also call if you are using their products such as AdWords.

Are robocalls dead because of this news?
Not in our experience. Yes, we get the calls, too!
Bottom line, if someone tells you they are calling from Google and they are going to get your business ranked on the first page of Google–hang up. Local Search Engine Marketing experts may call you. Some will even claim they can guarantee you results. But none will claim they are Google.

Google Partners

One thing to note however, Google does recognize that there are SEM companies working to help your small business be found on the internet. In an effort to “assist” these companies Google has developed a new program for Google “Partners.”  This may make it more difficult for small businesses to determine if the SEM company is legit or not.
While it is possible to become a Google Partner, small businesses should be aware that the requirement to get that badge is selling a lot of AdWords. In other words, you do not need to be a “Google Partner” to help local businesses with their internet marketing efforts. And the requirements are such that most partners will be larger agencies with higher expenses–resulting in higher costs passed on to you.

Buying Domain Names for Products and Brands

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Internet Advertising that Works the TANKShould a local business buy a separate domain name for every product or brand they carry?

It would seem like a simple question. For most retailers this would be impractical if not impossible.

There are times when having multiple domain names is a really good idea.

If you are the creator/manufacturer/owner of a brand or product then by all means you should have that domain name for those items. Even if it means you own a lot of names.

Owning the domain name doesn’t mean you actually have to build the site–although you might want to. What it does do for  is prevent someone else from scooping up the website and stealing visitors. Whether it is a competitor or just someone looking to benefit from your marketing, you don’t want to lose that internet traffic.

Case in point, recently on the television show Shark Tank some entrepreneurs were encouraged to change the name of their product. Now, I disagreed with the advice they were given, but that is a different story. What was the real travesty was that they got all this great publicity from the television show–but never bought the domain name. Instead a couple other people did and got a lot of free traffic! Fortunately for these entrepreneurs the websites had no relation to their business at all so it was clear to anyone who landed there that there was a mistake.

You love your existing site and just want to create a new page for your product–that’s fine, but still plunk down the few dollars it will take to secure the name. Then have your webmaster redirect the new domain to point wherever you want it to…your existing home page, a new product page, whatever. You keep all the traffic and all your marketing efforts are for your benefit.

With a little planning your website doesn’t have to tank.

How YOU Doing? Do You Even Know?

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One of the most important things for any business to know is where their customers are coming from. This is especially important for smaller, local businesses with limited marketing budgets. 2013-04-23 18.06.21

Truthfully, it should not be that hard to get this information, but sometimes you would think we are asking our clients to perform surgery without anesthetic on their customers. Now, isn’t that a comforting image?

Of course you don’t want to barrage your customers by asking them for lots and lots of personal information or hound them. We all want to be respected when we are doing our shopping. And certainly not everyone is going to be forthcoming with personal details–and why should they?

The simplest way to find out how people found you is to ask. Ask when you are ringing them up as part of the conversation. Even if they aren’t buying anything right now they may come back later. See if you can begin to build a relationship with them so they know you and your business. Make your place a fun place (or serious place if that’s your style…just make it THE place they want to come to for your product or service.) ringing up customers at your local business

I have clients who want me to advise them on the merits of X or Y or Z advertising media, but they have no data to provide me. I cannot honestly tell someone if that vehicle is worth the money if they cannot tell me if they have had any results from it. Guessing just doesn’t help anyone.

You have to know your own business and your customers. I love it when a client tells me they know some general information about their customers. At least that is a start!

As the business owner you must consider where your business is located when deciding how to spend your marketing budget. Pretty much across the board it is safe to say that you want to be found on the internet…but does that mean spending a lot of money on a website? Does it mean you have to make big online ad purchases? Maybe…or maybe not.

Is the phonebook dead? Are newspaper ads valuable? These are questions we get all the time. The answer is: maybe…maybe  not.

Even if you never liked taking tests, sometimes we have to test the waters to figure out what works. With some basic information on how your current customers are finding you we can help advise on what makes sense…but there will still be some trial and error.

Don’t ignore what has worked in the past!

Have you used mailings in the past with success?  Is your business downtown where an old fashioned sandwich board sign or colorful balloons have drawn in passers-by? Have you built connections through your Chamber of Commerce? These are all traditional methods that are great as long as they work for you.

Bottom line–you want your phone to ring or people to walk in the door, right? Then do what works for YOU and YOUR business even if it isn’t the what all the “experts” are telling you works today.