Is Your Business Disoverable Passion Squared blog

Is Your Business Discoverable?

November 7, 2016Nina KovnerENGAGE

The single biggest problem with communication is the illusion that it has taken place. George Bernard Shaw

One of the most effective ways we grow our business is by engaging new clients. Word of mouth and referrals are the way this happens. We all know this. With the social + digital web, we have an awesome opportunity to amplify word of mouth and referrals. Yet, unless we are present on the platforms that people use to find businesses, then we have missed the opportunity to be discoverable.

So let me take you on a little journey, and before you jump on, put your “client” hat on…

Intent
I want or need something

Search
I am going to look for it

Discovery
Yay, I found it.

Action
I am going to click, call, book, buy…. or NOT!

There are two ways I like to look at search and discovery. There is social and digital. Both need to be looked at now as mobile search as nearly all of our day to day online activities are happening via our mobile.

Social
Social search is what it sounds like, searching on social. This is what we do when we use the search bar on Facebook, peruse hashtags or use the discovery page on Instagram or even use Snapchat to find businesses via a tool like Ghostcode, Add Nearby, etc. See where I am going with this?

Digital
Digital search is a more traditional type search like Google, Yelp, YouTube, Yahoo, Siri, etc.

The Job of Search Engines & How You Benefit
Both social + digital platforms and search engines are designed to deliver to us the most relevant and recent results for the terms we used to search. So if your business is relevant to the search and you are active on the platforms you have chosen, you have more of a chance of being in the top results.

Put Your Consumer Hat Back On
Ask yourself and think about the last time you searched for something online.
What terms did you use?

Now think about clients looking for your business.
What terms would they use to find you?
What is your “thing”? What experiences do you offer?
Who is your audience?
All these things need to be thought through to ensure you get matched up with the ideal target clients.

The words, posts, photo descriptions, about sections, etc. need to be relevant to your brand and business so when I go looking, I find YOU.

What Pages Matter?
Well, there are some that matter to all and then some that matter depending on your target audience as we always want to be where our clients are. But here is a good start.
Yelp
Google Business
Facebook
Instagram

Now Its Your Turn!
This week, I want you to set aside one hour to do some more searches of your own. Then head back to your social + digital pages and see where you can improve your chances of becoming more discoverable. Think words, think pictures and their descriptions, think contact info, brand name, services and specialties, all those things matter.

And if you feel extra inspired, click here and let me know what you discovered and what actions you will take.

Love + Awesomeness-
Nina

Are You There Salon?

Facebook Graph Search Explained

January 23, 2013Nina KovnerENGAGE

“To understand the mindset of the connected consumer, one must realize that everything begins with search and intent.”

Brian Solis

 

Are You There Salon?

Many of us have heard the news about Facebook Graph Search, a new search and discovery tool. While it is still in beta testing with a select group of people, I found a few things that might be helpful in understanding what it may mean for all of us.

I love this video from Facebook explaining why they created Graph Search. This is a good place to begin understanding this new tool.

Lets first understand that there are two ways to look at this new feature. Personal and Business. I am going to focus on the business side for this post. The best way I can wrap my mind around Graph Search is to think of it as a super social, highly targeted and personalized Google.

Are You A Discoverable Business?
One of the most important things to understand about the social and digital Web for business is becoming more discoverable. As my hero and mentor Brian Solis says so well in the opening quote, everything begins with search and intent. People are looking for your business. Your job is to be sure they can find it. This is done by being highly engaged on social platforms such as Facebook, referral platforms such as YELP, and of course, having a good website that clearly communicates your why, what and how to engage with your business.

To learn more about becoming a more discoverable business on the Web, check out our Webinar.

What You Can Do Right Now on Facebook

  • Consistency engage on your business page

  • Post relevant content at least one time per day

  • Be sure your About section and contact information is strong and clear

  • Claim Your Page Name (URL) (Here is a post I did on that in case you do not know how)

  • Be sure your business is categorized correctly (Click here to learn more about Business Page Categories)

Here is another video from Slacktory on Facebook Graph Search, with a hilarious spin. It’s awesome.

PS: To learn more about Facebook Graph Search, click here.

(shared with LOVE from Nina)