What I Have Learned About Digital Marketing

When I started taking this digital marketing course, I thought I got myself in to something that was way over my head. I was already overwhelmed with our first assignments: Create a LinkedIn profile, register for the WordPress blogging platform, get Google+ and Twitter accounts, and lastly, the relief, a Facebook account.

I came in to this class knowing only how to operate and communicate with the most simple social media network (Facebook) and was excited and nervous about what to expect for the rest of the quarter. I had tried to avoid going digital because I’m not the biggest fan of sitting myself down in front of screens for long periods of time. Technology frustrates me, but I know I can’t avoid it so I thought I might as well learn some ways to make it work for me.

It was challenging but I learned so many valuable skills that I can carry with me and improve on for the rest of my life, even if I choose to do something other than marketing in the future. I have outlined what I have taken away from this course and hope that you can find some valuable information to hold on to.

1) Always keep up on blog posting. The more you write, the better you get.

Writing is such an underestimated skill. Even if you don’t like writing, make posts about something that interests you. It doesn’t all have to be words, blogs can also communicate with pictures, videos, and links. Click here to start a blog today!

2) Create, build and keep a positive reputation for yourself on social networks.

What you post is out there for the world to see, so make sure it represents you (or your company) in the right light. Social networking profiles such as LinkedIn, Facebook, Google+, Twitter and others all have different audiences so it is important to choose which network works best to communicate the content you wish to post. Google+ and LinkedIn are great resources for employers looking to hire so it’s wise to keep your profiles updated and professional.

Make sure you are posting content that is relevant, educational, interesting, and engaging. The idea is to get people to want to share your content. Social networks are exceptional resources for communication; allowing big businesses to connect directly to customers or other businesses. Engaging with customers on these networks makes it easier to receive feedback and suggestions, therefore encouraging co-creation which can help businesses adjust products/services to better fit customer needs and expectations.

3) Solidify a positive reputation with customers; increase involvement and communication on the web.

Inbound Marketing is something every company should take advantage of. It is an incredible resource allowing for communication with your audience and it is also relatively cheap. Inbound focuses on building awareness about a brand by educating potential customers through social media platforms, blog posts, emails, press releases, white papers, etc. It attempts to educate buyers and properly equip them with educational content about the company’s offerings early on in their decision-making path; having the intent to influence their behavior at the most critical times.

3) Big data provides invaluable information; it is necessary to understand how to manipulate data to achieve business objectives.

Success is a process requiring multiple factors to work together towards goals and objectives. Tracking each step towards these objectives allows business leaders to identify problems and make strategic decisions to reveal growth opportunities that can be turned into actionable responses. For any business, it is critical maintain a database of any available information that is relevant to your objectives. Additionally,  it is important to know what to do with this data in order to extract the appropriate information for specific questions or concerns.

Understanding manipulation of big data is the future of business success and strong customer relationships. Digital data is the new platform for business recognition and growth and therefore should be monitored, maintained, and updated by trained professionals who clearly understand which data can support each objective. Check out these resources to start managing your data:

 

A special thank you to Mark Staton!

My digital marketing professor. When teachers are passionate about something, it makes it ten times easier to learn the content. Although I might not become a growth-hacker any time soon, I know I have the skills and resources to learn how to become one of the best. I thank you for finally forcing me to get a blog going! I plan to keep up with posts about cooking, traveling and other exciting things that are ahead of me.

 

My Blog Traffic:

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Total words in Digital Marketing Blog= 9028 words

Increase Your Value by Co-Creating Your Content

Co-creation: a new source of value is leading to a rebirth of customer loyalty which is a fragile concept in a world where customers are only a click away from a better offer. It adds a new dynamic to the producer/customer relationship by engaging customers directly in the production or distribution of value; the interaction between perceived benefits and perceived costs. Customer value can be defined as the three variables:  specific customer needs, the attributes of a product or service and the overall cost. These three variables should be considered across the five processes that customers take part in:buying, using, selling/disposing of a product/service, integrating multiple products to fulfill needs, and co-creation.

Better and cheaper communications and computing, plus relentless competition to deliver greater value to customers are expanding the possibilities for co-creation in the eEconomy. Microprocessors embedded in appliances make it possible to adapt them to the needs of specific customers. As goods and services in which information is a key component become more valued, customer-created content, knowledge and opinion all become vital assets.

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Of course, there will always be risks and it is important that they are managed and understood. The following risks must be considered: privacy, legal, and brand along with a number of challenges: goal divergence and greater effort on the part of both customer and producer. For example, eBay requires concerted customer effort and participation,while the producer must maintain and constantly improve the systems technology. Other challenges including equity of returns, definition of objectives, selecting the right co-creators to control channels, and definition of clear rights and expectations  must also be considered.

The effectiveness of co-creation will depend on how much value is created for both customers and producers. Companies will have to select opportunities with the highest potential payoff, as well as structure relationships to manage risks while reducing the effort required to realize this new value.

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Successful new product development (NPD) depends on a deep understanding of consumer needs and product development efforts that meet those needs. Product failure is often a result of the inability of marketeers to fulfill customer needs. NPD allows customers to take an active and central role in the design process which can improve product quality, reduce risk, and increase market acceptance. In the context of the Internet, co-creation can be defined as “a collaborative NPD activity in which consumers actively contribute and select various elements of a new product offering” (O’Hern and Rindfleisch 209, pg 4).

The scope of co-creation refers to the propensity of firms to collaborate with consumers across these three stages: ideation, product development, commercialization, and postlaunch activities. Segments of consumers who are most likely to participate in co-creation activities tend to be:

  • Emergent consumers– who are capable of applying intuition and judgement to improve product concepts that mainstream customers will find appealing and useful
  • Lead users – individuals who face needs that will eventually be general in the marketplace, but who face needs before others. They are well positioned to solve these needs for themselves
  • Market mavens – individuals who have information about many kinds of products, places to shop, and other facets of the market. They initiate and respond to information requests from other consumers
  • Innovators – the earliest consumers to adopt new products.

While some are motivated by money and seek profit from their creative property, some choose to “free reveal” ideas and freely share effort in the post ideation stages of cocreation. Others might be motivated by a desire to gain technology knowledge by participating in forums and development groups run by the manufacturer. Consumers may also participate in the process for psychological reasons.

On the other side of the relationship, firms gain insight to consumption habits and are able to assess the needs and wants of their consumers to develop better products that fulfill the customer’s needs. In order to be successful in cocreating firms must be

  • transparent
  • consistent with ownership of intellectual property
  • able to solve problems arising from information overload
  • able to accept and handle tradeoffs

Consumer/producer relationships can be very valuable in the future and continuous development of our products and services. Because we live in a world of constant change, it is important that our product planners, developers, marketers, and other departments communicate with customers and understand what is demanded and expected to fulfill their needs. The more people that work towards developing an idea, the better it gets. Together we can create valuable tools and resources that simplify our lives and match our expectations as consumers.

 

Will Mobile Payments Replace Credit Cards?

Mobile devices are entering yet another new era and soon smartphone users will be able to ditch cash and credit cards all together for their next shopping trip. Sprint Nextel Corp has been working with Android operating systems to allow users to make payments on the go. There are currently three apps on the market that act as digital wallets: Google Wallet, LevelUp and Square that can be downloaded on to your phone. Credit cards are already pretty convenient but mobile devices could soon be replacing that extra slice of plastic you have hanging around in your wallet.

Google offers its app Google Wallet, which lets you pay by tapping an Android phone against a terminal. It uses near-field chips to communicate with credit card terminals allowing you to make purchases instantly. LevelUp, is a smartphone app that pays your bill by displaying a bar code without any processing fee charges. There’s also pay with Square; a free app that runs on most Apple or Android smartphones. You can set it up by loading your name and picture into the app, along with a credit card number. You can then go to any retailer that uses the service, launch the app, and click a command that opens a tab for you at that store. Jack Dorsey, CEO of Square and co-founder of Twitter explains the new app and how it will interact with commerce.

Even PayPal, the online payments company, is starting to make the shift, with an app that works a lot like the one from Square.

Although these are innovative and exciting new tools, there is a downfall. They are convenient apps, but they’re not necessarily needed and using them just gets Google and companies alike more money and more information about your purchase behavior and history. But because these apps are still in their introductory stages, they have room for improvement and eventually they might end up replacing the plastic after all. LevelUp has already found ways to improve by using the app to connect with other apps like restaurants so users can order AND pay for their pizza delivery before it shows up at their door.

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New currency exchange systems will come and go with the technology shifts occurring now and in the future, and it is unclear whether Bitcom will survive as a digital platform for sending and receiving transactions. It is convenient to have an online wallet, but doing this exposes your information and can become accessible by those who know where to look for it. It is an industry that is in the making, but is limited and must be carefully designed to avoid cyber crime and theft.

The Future of Mobile Advertising

The power to control almost anything from the palm of our hands lies in our horizon. Mobile users will be able to schedule doctors appointments, book  all inclusive vacations, make grocery lists, and operate their home security systems all on their smartphone. The average person spends about 11% of his day engaged with his phone. As this number continues to grow, businesses should recognize mobile as their newest platform to communicate with their customers.

Customers want convenience; and that is exactly what mobile provides. To be successful, one must recognize that this is how consumers want to communicate with brands and therefore it is critical for brands to establish an online reputation that is user friendly, interactive and engaging. Obviously companies need to attract users to their brand. What’s not so obvious is that they need to maintain a relationship with them by understanding their needs and expectations for mobile interactions.

79% of large online advertising brands lack mobile-optimized websites. Mobile websites are  faster and less expensive to implement and users are expecting that they are easy to navigate and interact with. The companies who can successfully integrate their content across multiple platforms and tailor its offerings to each individual visitor will dominate the competition. The ability for companies to interact with their customers on such intimate levels can be both fascinating and frightening. Big data can reveal unimaginable amounts of information on any person. Learning how to use analytics can foreshadow great opportunities and help maintain existing B2C relationships.

It is important to take caution when attempting to reach users through their personal devices, however. User experience is key and one bad interaction could be enough to drive a customer away for good. Therefore marketers and advertising agencies should work with their clients to reform existing content to make it accessible to customers on their personal devices.

This guide to mobile advertising touches on some considerations for effective mobile marketing:

  • Embrace social and mobile participation
  • Strategically manage mobile paid search (mobile campaigns can produce twice the click through rates as desktop)
  • Customize for mobile by thinking local- 1 in 3 people use location in their search query
  • Encourage and enable participant action (click-to-call and click-to-download)
  • Dedicate budgets to mobile
  • Create seamless experiences across channels and devices

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Making sure your content is consistent across platforms is important, however this can be difficult on mobile phones because the screen space is much smaller.Therefore mobile content must be reduced and complied into a smaller space. Optimizing landing pages and ease of usability for your mobile site or app will help users find you, know your brand, and if you learn how to effectively use data to change and adapt your company to better meet the needs of your customers you will build a clientele of loyal customers. Incent them to sign up for continued interactions, you want them to look forward to hearing from you on their mobile device

Mobile ads not contextualized to the users interests are easily dismissed so you want to make sure you are sending the right content to the appropriate audience.It is also critical to engage with consumers each step of the path to purchase so when they are ready to buy, they choose you without hesitation.

Mobile touchpoints (QR codes SMS, NFC, and photo recognition) allow marketers to connect the consumer in the physical world to content in the digital world instantly providing a tailored experience in real-time. Because of GPS, social location and mobile services (SoLoMo) geo-targets users and can even bring up coupons and promotions for places nearby. Some rules for SoLoMo are as follows:

  • Respect user privacy, acknowledge that the user is in charge of when to engage with your brand.
  • Find the right talent to create mobile websites and apps. If the first step to build a mobile advertising campaign focused on ROI, focus attention on a few things that really matter.
  • Make web app available through websites and make sure apps’s title, keywords, and descriptions are well designed.
  • Get happy customers to leave reviews
  • Use all communication channels to let your customers know about your app.

Here are some great tools for improving your App Store Optimization (ASO) that will help customers find your app in the app stores. Check out MobileDevHQSearchMan, or Appnique.

KISSmetrics reminds us to:

  1. Design around a consistent and recurring use case. This requires that you truly understand what customers want from your mobile app, why they use it, how they use it, and when they use it. If you don’t know the answers to these questions, you need to invest in research with your customer base, either through focus groups or within the app using real-time in-app surveys.
  2. Create engagement mechanisms for your app to re-connect with consumers and remind them of your app’s presence on their device. You can generate reasons to engage, like exclusive content or benefits for your customers (discounts, rewards, content packs, etc.) available only through the mobile app

Finally, be sure to include updates; update descriptions create two-way communication. Consumers will always have issues, questions, and suggestions so you might consider in-app communication tools to make it easier to submit feedback.

 

Why Database Management is a Powerful Tool for Marketers

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For those of you who have tried to avoid computers and going digital, you can’t. Technology is the new basis of the professional world and everything that exists within it. There is no longer a need for file cabinets, fax machines, paper invoices or written inventory. Computers are able to store mass amounts of data that can be easily accessed and shared with other users and devices. Today businesses store all their information virtually from clientaccounts to inventory to sales tracking. Because of this transition businesses need to know how to access, organize, and modify data to meet their objectives. Data mining can be difficult but it is critical to understand how to work with and manipulate databases to get whatever it is you want from your data.

There are several software programs available to assist with database management. I personally have only been introduced to Microsoft Access and am currently becoming familiar with it. It is a great resource for managing big data, showing relationships, and keeping statistics. With this software you are able to create and link tables to organize and display relevant and precise data.

You might be asking why this is important for marketers to understand. Being able to control a database and filter it to support your research can help you find, connect with and maintain your targeted buyers. You can record any specific information about them, study their buying behavior and habits, and choose how to market more effectively and personally to each of your clients. Databases have become so complex in the past years and some companies have accumulated mass amounts of information about their buyers. However, some companies lack knowledge of this essential skill and don’t know how to execute. Starbucks director of analytics, Joe LaCugna has a team who analyzes social data; he states that “We haven’t figured out what exactly to do with it yet”. Until they figure something out, they are turning their backs on valuable information that has the ability to generate huge returns for their company.

If you learn to optimize database resources you will have the ability to reach and connect with your buyers more than ever before. Tracking individual accounts gives you the power to understand your customer’s needs; it lets you personalize your marketing strategy and maintain positive relationships with your buyers. Marketers can use this data to look at past purchase history and find segments to target for new product launches, sales, coupons and other campaigns. However, always remember that some information is personal and although it can greatly enhance your marketing efforts, you must be careful how you go about using it. Target got a little too excited when they discovered what databases could do for them and engaged in a marketing hiccup we can all learn from. Furthermore, it is important to remember to treat personalization as a process, not an outcome.

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As we learn what TO do with this information, we will start to build relationships with customers. We will understand what they need, when they need it, and how they need US to get the best product to them at their convenience. Imagine where this will take online shopping, education, healthcare, b2b and b2c relationships; literally almost anything can become more personalized and precise.

Barack Obama’s presidential campaign was one step ahead in 2008 and ever further ahead in 2012 thanks to database software and a tech savvy campaign manager. He used the software  to identify swing states and target them more heavily. He was able to target exactly where campaigning was needed and didn’t waste time and money where he didn’t have to.

How Structured Query Language Can Be a Useful Tool for Any Marketer

Structured Query Language (SQL) is a standard (ANSI) language used for accessing and manipulating databases. It allows you to work with databases and extract any data specific to your research. It is an important skill for anyone learn, but marketers can benefit from it greatly. Marketers that acquire this skill essentially have the knowledge to create their own campaigns with absolutely no assistance from other resources. SQL lets you sort, pinpoint, and organize data from entire databases which allows marketers to find and engage with their precise target markets. Marketers that learn this skill are very valuable because they don’t wait on a middle man to continue their research. An introduction to SQL lists what SQL can do for you:

  • execute queries against a database
  • can retrieve data from a database
  • insert records in a database
  • update records in a database
  • delete records from a database
  • create new databases
  • create new tables in a database
  • create stored procedures in a database
  • create views in a database
  • set permissions on tables, procedures, and views

SQL can be applied to track and modify data on your website. To build a web site that shows data from a database, you will need:

  • An RDBMS (Relational Database Management System) database program (i.e. MS Access, SQL Server, MySQL)
  • To use a server-side scripting language, like PHP or ASP
  • To use SQL to get the data you want
  • To use HTML / CSS

SLQ can be used and applied by almost any company. Western River Expeditions might use SQL to find people in their database who have previously experienced the Grand Canyon on one of their guided tours. They could use this data to send out a survey to gain insight and feedback on how they can improve their staff and tours. Additionally, this company might want to pinpoint prospective campers who are signed up for a tour in the near future and send information about what to bring and how to prepare for the week long expedition in the wilderness. Being able to work with a database is crucial to their services and can help them tailor their advertising and educational information to the appropriate group of travelers.

SQL can even be used at a veterinary office! With SQL the office would be able to keep a list of all current animals who have been in for check-ups, treatments, surgeries, etc. They can keep records of new clients and target them to make sure their furry friend is on track with primary treatments and shots. Current clients can be monitored and doctors would be able to access information on each individual pet before appointments. SQL allows vets to be personal and cater to each customer appropriately.

SQL gives you access to organize and filter your clients in any business situation. It is important to understand the needs and wants of EACH person and SQL makes it easier to pinpoint and please these customers on a more personal level. Learning to work with databases can be one of your most valuable skills as a marketer allowing you to choose individual markets and tailor your content to exceed their expectations.

 

A/B Testing: Which Variation Works Best for You?

A/B testing is a controlled experiment that tests two versions of a factor simultaneously to determine which variation works the best or produces the greatest return for your experimental model. This kind of test allows marketers to identify the most effective elements and apply them to the final product to be used in the real world.

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The Ultimate Guide to A/B Testing lists these elements that are commonly tested:

  • The call to action’s wording, size, color, and placement
  • Headline or product description
  • Form’s length and types of fields
  • Layout and style of website
  • Product pricing and promotional offers
  • Images on landing and product pages
  • Amount of text on the page (short vs. long)

If you want to test a single element you will need to create variations for it. If you want to test an entire page, that page needs to be created and uploaded to your website and can be applied using a testing tool that will either redirect users to your alternate website or display element variations randomly. These testing tools assists you by recording the variation that was shown to each visitor. Additionally, it lets you view results to determine which variation drove the most conversions.

A few things to remember when conducting your tests:

  • Always test both variations simultaneously
  • Always split traffic between versions
  • Make sure you are confident in your statistics by knowing how long the test needs to be run
  • Avoid testing the regular visitors of your site
  • Make sure each variation is consistently represented if the user is navigating through multiple pages; finding a good randomization algorithm and assignment method will help you accomplish this
  • To optimize your results, do several tests

A/B testing lets you study your visitors and see which variations they engage with the best. For example, “I’m on Twitter” tested 173% LESS effective than the following:

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Engaging with your audience is critical and it might be common sense to create your page so it is easy to navigate, read, and find whatever is being searched. The problem with this is that everyone is different! What is simple to you could be frustrating to someone else, your color preferences might actually drive away certain visitors who have a negative reaction for whatever reason. A/B testing is useful because it studies behavioral responses that are unconsciously happening when visitors interact with your page.

Each A/B test generates an Overall Evaluation Criterion. This is a quantitative measure of the experiment’s objective. A good OEC  should focus on predicting long-term goals, lifetime value, and repeat visits. It is important to decide on the OEC before running your experiment so you will have a planned comparison that generates relevant statistics for your test.

Running these tests establishes causal relationships between the changes made in different variants and the measures of interest. Using data mining techniques provides valuable insights and allows you to identify segments that benefit from features introduced within the experiment.

Coding: Learning the Language

Remember MySpace? Yikes. That was the first time I have ever been exposed to html and the concept of coding. To keep my page updated with weekly color schemes my friend had to introduce me to some formatting tips using brackets, semi-colons, quotations, and slashes. Although I didn’t understand these complex formulas, I managed to memorize a couple of sequences so I would be able to modify the design of my first website to my liking. Lucky for me, Facebook was introduced and I didn’t have to worry about coding anymore. Although the idea was fascinating to me I had no use for it and didn’t care to understand it.

That all changed once I started taking business and marketing classes. It is clear that the technology boom and introduction of the internet changed the world; my generation cannot escape the digital age so I had to become involved. After learning basic ideas and functions of computers, I understood that coding is a language written by humans and understood and processed by these fascinating machines. At this point, I was thrilled to learn that I have the ability to create any page with any content about any subject AND display and share my content with millions of people!

People can create inputs to generate digital outputs. To do this, you must tell the computer exactly what to do by using precise and simple step-by-step instructions that can be recognized by the computer. Coding lets you format your content so your inputs can be identified, processed, and used to generate your desired outputs. Today if your content isn’t digital it won’t be heard, shared, or improved. Integrating this language into your knowledge will only help you promote yourself, your business, or your brand. So why wouldn’t you learn this skill?

With the help of Code Academy, I was introduced to the language and was able to start creating my own page instantly with simple step-by-step instructions. As you can see by my first screenshot below, I struggle with computers. This should give you a good idea of where I started:

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This is my dashboard for Code Academy, although this doesn’t tell you anything, please appreciate the fact that I got this screenshot up and posted on my blog (a huge win for me)! The program itself was simple and went in-depth to explain code functions and applications. In just two hours I was creating my own website!

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Check out that coding! 3 hours ago I knew this: <h1></h1> was included in the foreign language of coding. Now, as you can see above, I understand that <h1> told the computer to input my name as the first heading. Within the heading I was even able to make my name a link to my Facebook page and center it at the top of my page! I was even able to generate movement, colors, and pictures which you can see below now that I’ve got this screenshot thing down.

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Evolving Paid Media to Target Buyers More Effectively

Marketers are an important part of the buying and selling processes, but recently their roles have adapted to implement new marketing strategies that are focused on the customer and his needs. As up and coming marketers, we have to reinvent paid media/advertising through digital-content development in order to reach our audiences on a more personal and emotional level. Paid media is shifting to drive more engagement and less interruption. Therefore marketers need to be creative in the ways they present their brand to prospective buyers and aim to build and maintain positive relationships with them.
 
In the past, content development was based on earned, owned, and paid media but it is time to evolve these categories to match recent changes in buyer behavior to target and engage with online shoppers. Instead, content should be thought of as paid or shared media. While paid media remains unchanged, shared media combines owned and earned media concepts but allows for interaction among consumers and marketers. Shared content is engaging and it allows user generated content to be published and considered by marketers to improve customer relationships. If the content is monitored effectively and marketers respond to feedback accordingly, shared media can have substantial benefits for your brand.
 
Shared content is a catalyst for advocacy, which is one of the primary goals of owned media. Consumers want to interact and engage with their favorite brands so let them help you share your content and make suggestions to improve it. Marketers want to make sure that the content they are publishing is relevant and engaging to the user. 
 
Being active through social media and using tracking cookies allow marketers to create very specific content. However, the EU Cookie Law could put serious restraints on marketing efforts to reach desired targets. Until then native advertising could be the next best thing. Native ads are a form of paid media that match the visual design they live within and look and feel like natural content. Native ads aim to become part of the user’s experience and are more subtly incorporated within the content being viewed.
 
Programmatic advertising is another form of advertising that is being developed and introduced in to the marketing mix. It is essentially an auction based site where buyers pay whatever price an ad is worth at a given moment. Specific audiences can be bought and it uses data to calculate the right ads, people, and time. It is software that can be productive in a way humans can’t be, a tool that lets you get the most bang for your buck. Through an advertising exchange you have the opportunity to show specific ads in a specific context on one device in real time. 
 
 
 

Why you should incorporate Google+ in to your social networks

As Myspace came and went I now wonder if the same will happen for Facebook, Twitter and other networks alike. Technology is always changing and adapting to new user demands and maybe these networks will begin to categorize into different segments. I guess it depends what each person expects to get out of his or her experience and web presence. Many Facebook users are familiar with the site and have no reason to create other profiles, which is satisfactory if you only use it to upload and share pictures and connect with old friends.

So why use Google+? With Google+ you can maximize your web presence and boost your visibility across Google’s entire network. This may not be desirable for some who are using the networks for entertainment, but business can benefit from this tremendously. Because all your search activity and content publishing is being done within Google, it automatically puts you in a better position to be discovered by your target audience, the entire internet is able to see and search for you.

Google+ allows you to create a profile similar to Facebook, you can share photos, create pages, post content, and find and discover friends. This network is essentially a more organized and personalized Facebook account that is visible to everyone on the internet, not just other Facebook users. This allows maximum visibility and can lead anyone to your business or profile if you take the time to optimize your pages and content. Unlike Facebook, Google+ can be organized to display different content to different audiences within your connections. The Circles feature enables you to group friends into different categories for which your information can be shared. This will display your content only to the selected audiences so you can attract many followers while keeping your content relevant to each group. 

Google+ uses your content and interests to make recommendations to connect with people who post similar content, which allows you to create and expand your circles and pursue relationships that might help you better optimize your content. Using Google’s recommendations to connect can help expose your content to other people who might have a similar audience, which boosts your chances of being found and recognized as an authority of the content. When Google+ sees people link back to you, you get more exposure and credibility with trusted relationships and your content will climb to the top of the search results. 

Because links can be shared and spread rapidly, it is important that people, and more importantly Google, understands where the content is created and by who. Google+ allows you to set up authorship for your account so your content can always link back to you. Of all networks, Google+ is the place to be. It gives you maximum exposure and can help bring your audience to you. Especially for businesses, it is important to be established through social media. You should also link other profiles and pages you have created to the Google+ account and weave common threads through your posts, profile, and other activities for long term optimization. 

Create your account today! Connect with me and others to build relationships and better establish your web presence.