Google Mobilegeddon: Truths vs. Myths

There has been a plethora of e-mails, warnings and alerts about the big change that Google is implementing tomorrow in regards to mobile-friendly websites and how rankings will be impacted.

Some of these messages have distressing warnings about losing your Google page ranking unless you have a mobile-friendly website.  Others warn you will never be found again unless you immediately create a mobile-friendly site.

Keep in mind, there are two different search results that Google generates.  One set of search results is returned for people searching on desktops, laptops and tablets.  Another set of search results is returned for people using their smartphones to search.

This change in search algorithm only impacts the mobile search results.

The Google Mobile change only impacts the organic search results returned when someone searches on a smartphone.

The Google Mobile change only impacts the organic search results returned when someone searches on a smartphone.

Here’s the straight scoop as posted by Google and other SEO experts.

  1. The change will only impact rankings for the organic results displayed for mobile searches. In other words, people who are using their smartphones to search may now get different results in the organic area of search results.In JanSan, approximately 85% of searches are done on desktops, laptops, or tablets … not smartphones.
  2. People searching on desktops, laptops, or tablets will receive non-mobile search results which are not impacted by the new algorithm.

  3. The “Local Maps” area (or local pack) on the mobile search results also will NOT be affected. If you have a high ranking in this area of search results, you will not fall off the rankings.
  4. The only area that might be impacted is the organic area of mobile search results. Keep in mind that the competition for search results for “janitorial supplies” is not as heated as for, say, pizza or movie theaters.In other words, even if your website is not mobile-friendly, you may not see a change in your rankings in this area, as well.

Additionally, there are other factors involved with rankings, such as content and strategic use of various optimization tools.  It has yet to be determined how Google will weight a mobile-friendly site vs. great content and optimization.

Below is a chart showing what search results will be impacted by the new Google Mobile algorithm if your website is not considered “Mobile-Friendly” by Google:

Device Used for Search Local Map / Local Pack
Ranking Impacted?
Organic / 10 Blue Link
Ranking Impacted?
   Desktop Computers No No
   Laptop Computers No No
   Tablets No No
   Kindle/Nook No No
   Smartphones No Yes

That said, If you are interested in having a mobile-friendly website, we are more than happy to build one for you. Keep in mind, however, that to create a fully responsive website, it requires additional time and formatting. This, of course, adds cost to the website build.

For the JanSan industry, we suggest waiting to see how this change takes effect and if it even impacts you before spending marketing dollars in a website re-design.

Interested in hearing more? Give us a call at 630-922-1125 or send us an email at ginny@petru.biz.

> Read “Google’s Mobile-Friendly Algo: Everything You Need to Know”
> Read “Google’s Mobile Friendly Algo Will Only Affect the “Ten Blue Links”
> Read “Google’s Mobile Ranking Signal Does Not Affect Desktop Searches”

Just Like High School – Popular vs. Smart JanSan Marketing

The most recent study by Content Marketing Institute shows Social Media as the most used tactic by B2B marketers ...

The most recent study by Content Marketing Institute shows Social Media as the most used tactic by B2B marketers …

The statistics on B2B marketing for 2013 are in, and they bring back memories of high school, where everyone flocks to the attraction of the “in group” versus tracking a course that is smart, effective, and will have impact for the future.

According to the study conducted by the Content Marketing Institute, B2B marketers are using 12 different marketing tactics, which is an increase over the average used in the past two year (8 tactics). In 2013, social media (not including blogs) were reported to be the most popular contact marketing tactic, as 87% of marketers engaged with it.

but social media does not even register on the "most effective" tactics.  Still at number 1 ... in-person events followed by case studies.

but social media does not even register on the “most effective” tactics. Still at number 1 … in-person events followed by case studies.

Most Effective Marketing Tactic
However, reminiscent to high school, popular is not the most effective for long-term ROI.

When queried regarding the most effective marketing tool, social media didn’t even crack the 50% mark.

Which tactic was considered the most effective? In-person events with nearly 67% of those surveyed placing value in the old-fashioned face-to-face marketing tactics.

Second on the list for effectiveness was the use of case studies, which have become the new “word of mouth” and testimonial. E-newsletters also ranked in the top ten, with 58% remarking positive effectiveness.

JanSan Marketing Reality
These statistics reflect what we see every day in marketing in the janitorial supplies industry. Many in our industry are embracing social media … I don’t think a month goes by that I don’t see some type of article in a trade publication about the merits of social media marketing. However, when we look at the hard statistics, we see a completely different story.

Today, you are lucky if even 3% of your facebook “likes” see a post. Compare that to an average of between 9 – 15% open rate on an e-newsletter for an average B2B prospect list. Many experts will tell you that your tweets reach even fewer people.

Does that mean abandon social media? Not at all. It is a necessary component to today’s marketing mix.

But what we do say is be prudent in your marketing  … just like high school, the most popular kids don’t always show up at the reunions as the most successful ones.

> see our examples of case studies

Smile Marketing in the JanSan Industry

Smile marketing ... it's good for business! We’ve preached it for years … stand out from the big boxes by taking advantage of your competitive edge. One of the most significant competitive edges that independent distributors have over big boxes is their experienced, friendly staff who can provide expertise in any area of cleaning and maintenance.

Every website we build for JanSan distributors utilizes the opportunity to reach out to visitors in a personal and meaningful way. We view the “about us” page in particular as the vital first step to engaging website visitors and involving them with you and your business. People buy from people they know, like and trust.

Seeing smiling pictures of your staff is the equivalent in our high tech society of opening your door, reaching out your hand, and personally greeting your customers to make them feel at ease.

This last spring, we were pleased to see that American Express published an article that has come up with terminology to explain this approach. They call it “Smile Marketing.”

A person’s smile is “the symbol that was rated with the highest positive emotional content.” There are some physiological factors that explain why smiles create such positive feelings. When the smile muscles in the face contract, there is a feedback loop that goes directly to the brain, reinforcing the feeling of joy that even transcends the elation created when eating chocolate.

Consider the number of ways that your sales staff can implement Smile Marketing. Of course, nothing replaces the in-person smile and handshake. It is perhaps the most simple and effective action to make customers instantly feel comfortable or diffuse their anger.

Discuss with your customer service reps the importance of smiling when they are on the phone with customers. Studies show that your voice tone actually changes if you are smiling, making it more inviting to the callers.

Think about the power of a smile in the sales process. Sales reps who smile display an air of confidence about the product and caring about the customer. It is easy for the customer to feel connected, as when someone smiles, there is a pretty good chance that the other person is smiling back.

Smiles advance the process of engaging customers and connecting them to you and your business. After all, customers want to buy from a business where people seem happy, confident in their product, and ready to satisfy the customer. People do buy from people they know, like and trust.

Keep smiling! It’s good for business.

> Read the full article “The Science Behind Smile Marketing”

> Real vs. Fake smiles … can we tell the difference?

Content Marketing Takes Front Seat In 2014

content-is-kingYour mantra for 2014 should be “help, not hype” as you build meaningful content on your website and in your marketing activities.

We’ve said this for years .. there has been a  sea change in the sales process and marketing strategies due to technology.

Customers don’t want to be “sold” anymore.  They want to have significant information about how products solve their particular problems and meet their facility needs. After the information gathering, they “sell themselves” on a supplier and/or product.

Continue reading

JanSan Distributor Monthly Marketing Program Launched

Turn-Key Monthly JanSan Marketing ProgramJanSanOptimize.com launches our JanSan Distributor Monthly Marketing Program!

It is an easy, affordable, automatic way for janitorial supply distributors to stay in front of customers and prospects with both electronic and physical marketing materials.

Continue reading

Do You Have A Phantom JanSan Website?

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When visitors land on your website’s home page, they should feel like they are being welcomed through the front door of your business.  Once people have crossed the website-door threshold, you want them to wander through your site, much like … Continue reading

Keyword Reality in JanSan Marketing

Keywords in JanSan MarketingI’m sure you’ve heard it at least once a day … you have to use the “latest and greatest” SEO strategies to “get found” in searches so you can increase your sales.

If you are not implementing 152 different online strategies, you will soon be lost forever on the internet and no one will find you or know about the greatness of your company.  Your business will perish because you didn’t use the right keywords in the right way.

So, you either fret into the wee hours of the morning,  hire a SEO firm to handle it for you, or try to learn anything and everything about SEO implementation and try to do it yourself.

We recently had a client in a good-sized market who had those worries.  The company’s website had been built with google analytics, so we were able to take a good look at some meaningful statistics. We evaluated the traffic to the site, where it was coming from, the keywords that were used by visitors to find the site, and the user experience once the visitors landed on the page.

The audit results?  Of the keywords that were recorded for how visitors found the website, 99.8% were some form of the company name in their searches.  That’s right.  Visitors had some form of the company name they used to find the company’s website … not the keywords that had been heavily saturated on each web page.

Is that to say that keywords are irrelevant in JanSan marketing?  No, not by any means. But what our experience tells us is there are other elements that are important to being successful in marketing to prospects that should not be overlooked in a fervor to use every possible keyword on your website pages.

Want to know more about successful JanSan marketing?  We’d love to share our case studies … give us a call today at 630-922-1125!

Creating Footprints in the Brain

pix-footprint-brainAre you creating “footprints” in the brains of your customers and prospects?

The more times you get your name in front of your customers and prospects, the deeper and more lasting your image is in their minds.  When they are ready, you will be the first one they call.

In this world of numerous digital marketing tools, what is the best method to create lasting impressions of your company? 

In a study conducted by Millward Brown, “Using Neuroscience to Understand the Role of Direct Mail”, it was found that “greater emotional process is facilitated by the physical material than the virtual.”  In other words, hard copy … whether a postcard, ad, or sell sheet … will create more lasting impressions in the brains of your customers and prospects.

The study showed participants various advertisements in both printed format and on-screen.  While participants interacted with the material, brain scans assessed how they were processing the marketing messages.

The material shown on cards generated more brain activity suggesting that physical material is more “real” to the brain and is better connected to the memory because it engages with its spatial memory networks.

In summary, this study concluded:

  1. Tangible materials leave a deeper footprint in the brain.
  2. Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads
  3. Physical material involves more emotional processing, which is important for memory and brand associations.

For years, JanSanOptimize.com has understood the value of printed materials in a marketing program.  See our website for our current customized postcard program that allows you to highlight three floor products in your inventory.

> Read the full Millward Brown study on “Understanding Direct Mail with Neuroscience”

> Distributors: Check out our “Summer Promo Postcard” offer

5 Ways to Grow Your JanSan E-Mail List

Growing E-mail Address ListIf you do not have an extensive list of e-mail addresses of customers and prospects, you are not alone.  It is quite common for us to run across clients who feel they should have more e-mail addresses for their e-marketing activities, and are wondering the best way to do so.  Here are five ideas to capture e-mail addresses for marketing purposes:

  1.  If you send physical invoices, include a “buckslip” note informing your customers you are implementing a new communication program utilizing e-mail and request they call or e-mail you with their business e-mail address.  Inside sales reps can follow-up via phone with customers who do not respond.
  2. Add a capture form on your website, blog, or facebook page asking visitors to sign-up for your informative newsletter and “be the first” to know about special deals.
  3. Create a White Paper or “Guide” on a particular maintenance subject that is geared towards a particular audience in your market.  In order to download or access the guide, the visitor needs to provide a name and e-mail address.
  4. Every time your customer service department fields a phone query, they should be asking for the caller’s business e-mail for follow-up.
  5. Participate in local shows and events that are appropriate for connecting with your target audience.  Offer a free giveaway that attendees must provide contact information to enter.  As an example:  If your Chamber of Commerce holds an annual Business Expo, offer a drawing for free product or service.  Consider approaching your vendors to see if they can provide assistance in defraying costs in return for the local publicity.

And don’t forget to add any lead that is provided to you from your suppliers! Even if the lead seems quite cold, regular contact can warm it up.