Latest / Negocios Locales / #168 Publicaciones de RRSS en las fichas de Google

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#168 Publicaciones de RRSS en las fichas de Google · Negocios Locales

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Local business. Episode one hundred and sixty- eight. Very good morning and
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welcome one more week to local businesses, a weekly space. Where we talk
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about your file, about Wolves, about Spofile, about your website, about
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intentions, about search, about the user, about reviews, about digital analytics,
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about laces, about artificial intelligence, with the only objective of making your
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local business more visible on the Internet thanks to the improvement of search engine positioning
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for those who do not know my name is Laura al Foso. So and
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local seo consultant. I invite you to subscribe to this program in your regular
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podcast player ounces of my website, Laura Alfonso com Where you will also find
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all the notes of this episode and in addition, you have the possibility to
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subscribe to Larius letter of local business, where I will tell you all the
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news of interest for your business, that does not give me time to address
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in this episode and this week. What we' re going to talk about,
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because we' re going to talk about something that' s very up
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- to- date and it' s Google publications. Disus profile disappears in
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favor of social media publications. Well, that' s what we' re
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gonna talk about in today' s episode. But remember that the now Alfonso
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dot com bar recursos, you have the videocourse gets more customers positioning your local
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business and where, over several lessons and about three hours, explains how you
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can improve the visibility of your local business and with that get more customers.
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Because when the business next door gets more customers than you without having your experience
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or a better product it just means that it' s doing something that you
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' re missing and in this course I explain to you what, because we
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also analyze competitors and everything and do it in a simple way, without technicalities
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and without needing to spend on expensive tools. Why we do everything with very
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powerful tools and zero- costing, because it' s not about making more
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and spending more money, but about doing better. And now that' s
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how we start. In July of two thousand sixteen began to appear on the
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dates of Google busness rofiel and the different businesses the links to their social networks.
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However, that information put it to Google by hacking the web and it
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was not information that directly offered the business then what happened that on many occasions
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social networks that appeared associated were not the right ones. However, in the
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links to these social networks they remained. But in the summer of two thousand
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and twenty- three the novelty occurred. Google allowed businesses to be the ones
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who decided what the right URLs were for those social profiles, and we were
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all out there like crazy updating that information. But so far there were no
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further implications of providing this information. But what has happened that last week we
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have seen how it turns out in the United States and Canada that the posts
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that are posting those businesses on other social networks are beginning to appear. And
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when I talk about other social networks, I mean Facebook, Instagram, Twitter,
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Linkedin, Pinterest, tiktok and YouTube. And how that visualization is carried
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out. Well, it' s only seen on mobile devices and both on
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those tiles that have a display in extended mode, as we explained a few
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weeks ago in this podcast, how in the tiles that have a smaller display
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and appear in the form of carrus it, that is, you have to
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scroll from left to right to see all the content. For now, what
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we know is that they were showing those posts that are at most two weeks
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old. It can be a mistake, because not because it turns out that
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the terms of service of Google that I leave you the link the notes of
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the program has included a frequent and new question that says why my publication on
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social networks appears in my business profile and answers Google. If a business profile
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has a social media link associated, your posts on those networks may automatically be
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displayed here. The natural question that arises is that it happens then that in
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the native publications of our file disappear, because that is what it looks like
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And it can be logical, because in a last study by White Spar what
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it told us is that only the twelve comma five percent of the businesses had
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n some active publication in the last six months and, in fact, in
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studies I knew in previous studies that I have read, it said that the
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businesses that used this functionality actively was only four percent. Then it is possible
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that Google has decided that in the face of a low use of publications,
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because it eliminates that functionality. But of course, because it has that under
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use publications, because they are not actually ranking. I assure you that as
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we knew it was a ranking factor and we were going to be there publishing
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continuously. And it is in this context that new doubts arise to me,
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because, of course, the profile of the user when it is on social
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networks is in a more informational way, while the tab appears when the user
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is in a transactional mode, then how we should orient those publications that will
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appear on our tab. Of course, we are now making sure that all
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our social media publications are transactional, because we may be able to exhaust the
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user. But it is true that maybe we do have to increase the weight
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of transactional publications a little bit, see the informational ones to get Google to
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highlight those that most interest us and we have to do it on all social
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networks, because that is not yet entirely clear, because what it seems is
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that the first social network that you have introduced and on your Google wustus pofile
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date, is usually the one that chooses Google to put the publications on your
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tab. This is what it seems to be and we already know that with
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Google, what is worth today might not be worth tomorrow. But I do
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tell you that if a social network is where you are most active, you
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are interested in putting it first before another, where, perhaps, you don
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' t have so many publications. Since we' re going to have to
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start making social media posts with a more transactional tone. I' d really
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like to talk to you about what the brain biases are to actually reach out
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to the consumer and get us bought. Last year I had the opportunity to
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attend the Torrelota no Es work as a speaker and I agreed with Pablo Moratinos,
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who also had a masterful presentation and spoke precisely of those biases. The
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brain receives so many stimuli throughout the day that it has to be making continuous
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decisions. In fact, we make decisions even sleeping on average We make a
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comma two decisions every second. You can imagine if all the decisions we make
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throughout the day had an interrational you, because we would be exhausted by that,
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so that the decisions are more impulsive and the user does not have to
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think. So much so, we must attack the different and the emotion why
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these decisions are less rational and more impulsive and therefore help us sell more.
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I really liked the phrase put by Pablo Moratinos, by Carles Estera, psychology
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doctors and professor of cognitive neuroscience, which said that it is very possible that
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the decision to buy a pizza has a little to do with hunger instinct and
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being in a cool world as it is to eat among our peers in our
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favorite group. There we are attacking emotion, belonging to the group. Therefore,
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we see that we have a brain that decides, another that feels and
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another that thinks. And with our marketing, with our publications. We have
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to try to reach all three, but above all the emotional and instinctive,
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because it is the one that is going to boost sales to occur faster.
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And for that we have to attack the biases, because our brain is not
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perfect. You have noticed so many times when you get exercises that tell you
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to see how the dishes are here, face up or face down, and
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depending on how you see it from how the lights are. You think the
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dishes are concave or convex. Likewise, there are also exercises of a few
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cylinders. I don' t know if you remember I' m going to
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look for them and I' m going to try to put them in the
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program notes that they tell you. Hey. These cylinders are on a board
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with several squares, what colors are square, what color is this? And
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it looks like they' re different, but then it turns out they'
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re the same color. And that' s because it' s produced,
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because the brain isn' t perfect, as I told you. And then
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you have to attack those imperfections in order to sell more. Then let'
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s see five biases. There are many more and if you like it,
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you can leave me notes in this episode and we can address them in later
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episodes. One of the biases that works most is, logically, that of
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scarcity and urgency. Playing with the time of a promotion or having limited units
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is essential to sell more. What it does is encourage people to make a
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quick decision. This is very much used, for example, by booking when
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you go to their website that tells you a limited time offer or, for
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example, the English cut with its 48- hour limit offers. Well,
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it' s important that in your publications you try to use this bias of
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scarcity and urgency, speaking of the limited units or the time of the promo,
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because that way you' re going to be able to make the user
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make a faster decision next bias this I love is the bias of the class
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or disaster and the one that consists, because it consists of giving the potential
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customer initial information, usually about the price, so that then, in later
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messages, when there is a difference in that price normally given down, the
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user sees that it is an opportunity. That' s used a lot,
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for example, Apple, when rumors started running that his iPad was coming out.
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The information that came out was that approximately the price of the device would
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be about zero euros, which is what happened, that when then the price
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was five hundred. That' s not bad, because everyone saw it as
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a chollo and then there were more mints because the user already had anchored in
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the brain that initial price of a thousand euros. That' s why he
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saw him as a real chollo. And why it' s also called tailor
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' s bias. Well, it is said that this technique began to be
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applied by a tailor with his apprentice. The apprentice put him at the entrance
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to greet the clients and he was inside working. When I came to the
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client and told him listen, how hard it is for me to make a
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jacket, because it turns out that the apprentice always told him a thousand two
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hundred, but he hopes that I will finish confirming with the tailor. Then
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he went in four, and when he went out again, he said no,
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not that there were nine hundred, for the client had already anchored within
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his brain in the thousand two hundred. And when the apprentice came and said
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no that there were finally nine hundred, what it did was increase the sales,
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because the user said uy then come I buy it it it is not
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going to go up price. Or this apprentice got it wrong, so let
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' s take the opportunity right now. So that class bias says it'
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s coming from a tailor. Let' s go with the next bias,
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which is the premium bias towards and what this means, because people tend to
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better remember the first elements in a series of information. You can take advantage
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of this bias by presenting the most important messages at the beginning of your marketing
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actions. What it means is that if, for example, you' re
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drawing lots of several of your products, don' t start generating suspense from
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uy I have something to offer you not from the beginning. The first is
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in the first professorship of the post already has to put someum and from that
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way, already the user knows that he has to lend of addiction because,
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perhaps you have something interesting to tell him next bias, that bias of reciprocity
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and that tells us the bias that people have to feel the obligation to return
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a favor or a kind gesture. This can be used super well when,
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for example, within your service, within your product, you offer something free,
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for example, and this we have applied to optical topics and it has
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worked very well. You can make a post saying that the new mounts of
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a well- known great brand have arrived and you can say that the analysis
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of the view, of the view graduation is free. This is usually a
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traffic to your store. The user, perhaps, is not interested in these
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new mounts of that very expensive brand, but he is seeing that he hears
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that maybe if he gets the graduation of the view, because that is clear
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after he is taken care of and free of charge, he receives from you
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a service, it is unlikely that he will go without buying anything so I
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recommend that you see what is that service that can provoke reciprocity in your potential
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client and, in that way, start to sell more. And we go
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with the last bias, which is the bias of framing or framing, which,
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to speak in Christian, means that you always speak in positive and never
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negative, especially when we are talking about the products we sell. For example,
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a spam blocker will always see that what it does is remove ninety-
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six percent of spam from your computer. But what he' s never going
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to say is that he leaves you four percent spam on your computer, because
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the message is much less effective. The same thing happens, for example,
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with the milks, with the yogurts, they don' t tell you hey
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has a one percent fat, what tells you is that it' s ninety
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- nine percent fat free, the same with the sugars. Well, you
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have to use that fremino, framing bias. Or what I say is positive,
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because it always results in greater benefits and there are many more biases.
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There are hundreds of biases. But the important thing and what I wanted to
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bring to you with this episode is to tell you that right now, Wolle
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Business Profire' s publications seem not going to be so important, at least
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for now, as long as they are not a ranking factor and the publications
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we are doing on social networks are going to be much more relevant. As
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in social networks, the user is in a more informational way, it is
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difficult to attack him with more transactional messages and that is why we have to
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begin to raise a little bit the weight of this type of messages to the
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detriment of the informational ones, without passing, because if we can not generate
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rejection and when addressing those messages, we can approach them in different ways attacking
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these biases. In the end it seems that marketing is a bit manipulative,
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and I think it is, because in the end it is about seeing how
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you can convince the mind, so through these biases you can orient the publications
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in a different way, because I hope it has been of interest to you,
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especially that you can apply it to your local business. And if you
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' re one of those who hasn' t registered your social profile information yet,
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get on with it, because you' ve already seen that what it
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does is enrich the tab. For now we' re looking at it in
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the United States and Canada tabs, but soon we' ll have it here
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as usual. Thank you so much for your five- star reviews and feedback
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on Apple Podcast and Spotify, and remember that you can also listen to me
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on other platforms like live, Google Podcast, Amazon Music, Podcatcast and the
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rest. And you would do me a huge favor if you subscribe to the
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local business podcast, because that way you give me more visibility, I can
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reach more people and make this podcast sustainable and we just have to close it.
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But only until next week where we will hear again and where, then,
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where it will be here in local businesses. Happy week.