So what is Google’s Social Search Feature?

I guess the first thing you need to know is what is social search.

As you know Google launched their own social network platform to rival Facebook last year which is called Google+. Just like Facebook it is free to join and it has the same basic concept of linking to people. This new tool has enabled Google to gather information on all of the Google+ members such as their postings, connections and pictures.

The new Google social search feature now takes the knowledge and uses it to personalise your search results so that are unique to you.

Google Social Search Examples

Let’s use an example. Say you searched for a common name like ‘John Smith’ before the change then you would be presented with thousands of John Smith’s on the web most of whom have no relationship to you. However, if you are a Google+ member and are logged in and do the same search your results will be based around any John Smith’s you know. These results will appear right at the top of your results as they are relevant to you. In other words Google will use Google+ to understand people and their relationships.

Google use another example where the author named a dog after his favourite childhood fruit called a Chikoo. When he runs the search he gets pictures of the fruit and of his dog together with search results relevant to both. Very clever stuff and something I personally thought was much further off!

What does this change really mean for your website?

So how will this change affect you, your website, or your online business? After all it means that natural search results from the wider web will now appear far lower down the search results pages. As will Facebook results, incidentally. So how do you guarantee a position of prominence?

The first thing you need to do is start your very own tribe within Google+.  You need to become a brand that people want to connect to and associate with within Google+ and you need to do it now. The sooner you start the less competition there is.

I am going to figure it out and produce a list of tips for web marketeers on how to embrace the Google social search feature

Over the next few weeks I plan to figure out a campaign that normal website owner and marketeers can use in order to create your own Google+ tribe so that you can integrate your brand far more tightly to Google+ members and get your results appearing as often as possible for their searches.

So how is this change going to effect you? Does Google know what they are doing or have they gone too far? Is this Web 3.0? Drop a comment or a question below and let me know…

Disclosure: Please note that some of the links below are affiliate links and I will earn a commission if you purchase through those links. These are all things that I have experience with that I am recommending because they are helpful and are companies that I trust, not because of the commissions that I may earn from you using these products. Please do not spend money unless you feel it’s for something you really need and will help you reach your goals.

Design

• WordPress: The #1 Blog Publishing Platform. Free and easily customizable with wonderful support. All of my blogs use WordPress.
• Joomla: Free and easy to use CMS. Provides industrial strength CMS with hundreds of add-ons to customise it’s functionality.
• Rocket Themes: The ultimate resource for premium Joomla, WordPress, Magento, Drupal, phpBB3 themes.
• WooThemes: Woo specialises in WordPress Themes and boy do they look good. Highly recommended.
• The THESIS Theme: Thesis promises out-of-box search engine optimization, faster page load times, maximum readability to engage and hold reader’s attention, and point-and-click design and font controls.

Hosting

• Bluehost: Easy to use, 1-click automatic WordPress installation, and excellent customer service. Highly recommended for your first site.
• Total Choice Hosting: Great hosts, although they are not the cheapest around they offer great support and have really good forums.

Product Distribution & Shopping Carts

• E-Junkie: It’s compatible with Paypal Standard, Paypal Pro, Google Checkout, Authorize.net, TrialPay, Clickbank & 2CheckOut. Works like a charm, very low price to use. Comes with a decent affiliate program for your products.
• Clickbank: Another digital products retailer. Probably the most popular. Decently priced, but comes with an amazing affiliate program for your products.
• Paypal.com: Paypal is just ok for selling your own products through them, but you’ll need an account anyways to configure with and accept payments from the above shopping carts.

Keyword Research

• Market Samurai: The number one tool for keyword research available, hands down.
• WordTracker Free Keywords Tool: Spits out a number for the popularity of a keyword of your choice. Search volume numbers can be compared to find the perfect niche, or to choose keywords for your blog posts.
• Google Adwords Tool: A tool to help you decide what keywords to use for your Adwords campaigns. You can also check to see the popularity of certain keywords and the competition for ads for those keywords as well.
• Seo Book Keyword Suggestion Tool: Another fantastic keyword research tool, with even more information and numbers to compare and select the perfect keywords.
• Seo Keyword Ranking: An excellent tool to keep track of the keywords you’re working on. Excellent interface and really easy to use.

Email Subscriptions & Marketing

• Aweber: The internet’s most powerful email opt-in service and email marketing/broadcasting tool.

Advertising Stuff

• Google Adsense: Make money by placing relevant ads on your website that are generated from advertisers using Google Adwords. This is free to use, but you have to register for an account.
• Google Adwords: If you want to begin advertising on Google, you can select keywords and locations and you pay each time someone clicks on your advertisement.

Testing Results

• Google Analytics: Google’s free website tracking and analytical tool. A must have for anyone with any type of website.
• Clicky: Clicky is just like Google Analytics, except it’s easier to use, and you can view how many people are on your site (and what they are doing) in real time! Your first site is free.
• Google Optimizer: This is another free tool from google where you can test different webpages of the same content, only changing one or two things, so you can see which one works/converts best. It’s basically a website optimizer testing tool.

Outsourcing Work

• Elance: Hired service for just about anything you can think of.
• Odesk: Another outsource website for freelancers, IT companies, programmers and web designers from abroad.
• 99Designs: This is a unique website that you can use if you need a logo design. It’s in a contest format. You submit the description of what you want, and designers will compete against each other to win money.
• Virtual Staff Finder: Virtual Staff Finder is the best and quickest headhunter service on the web if you’re looking for high quality VAs for anything you want done by someone else for your online business. It’s run by Chris Ducker and I highly recommend it.

Books

• The 4-Hour Work Week by Timothy Ferriss, Escape 9-5, Live Anywhere, and Join the New Rich: Pretty much the most awesome book in the entire world.
• ProBlogger: Secrets for Blogging Your Way to a Six-Figure Income by Darren Rowse: The best book about blogging from the number one online blogger, Darren Rowse.
• Moonlighting on the Internet by Yanik Silver: I also own this book and it’s really what inspired me to go full time working online. I finished it in 1 day because it’s so good.
• Rework by Jason Fried & David Heinemeier Hansson: There are so many gems in this book that I model my business from.
• Convert!: Designing Web Sites to Increase Traffic and Conversion by Ben Hunt: The best web design book around. The information on marketing online is fantastic and you won’t find it anywhere else. I use the concepts to build all my sites.
• Rich Dad Poor Dad by Robert T Kiyosaki: If you have ever thought that working as a member of staff made you a wage slave then this book will confirm it and make you want to start up your own business right away.

For Capturing Video and Screencasts

• Camtasia for Mac - for screen captures
• Camtasia for PC (Camtasia Studio) – for screen captures
• Omnidazzle – to draw on screen

iPhone Applications

• How to Create iPhone Apps With No Programming Experience: The most extensive (and motivating!) eBook guide to getting your iPhone app ideas from your head onto an iPhone, without ever touching code! Tons of free bonuses to go along with it.

Niche Sites

• The Niche Site Duel Hub: This is where 18 people share their journey of building a niche site from scratch and doing our best to rank #1 in Google and make money.
• THE Backlinking Strategy That Works: Detail about the backlinking strategy I use and how Pat Flynn was able to climb a brand new niche site to #1 in Google using it.
• The Best Spinner: The #1 Article spinning software that saves a ton of time by allowing you to easily reword articles that you’ve already written so you can submit them to multiple directories online without worrying about duplicate content.
• Unique Article Wizard: Along with The Best Spinner, above, generates hundreds of thousands of backlinks. Check out the video about how it’s used in The Backlinking Strategy That Works (above).
• Blog Blueprint: This piece of software generates high quality backlinks to your websites fast – up to 20 per day. For more information about how it’s used, check out The Backlinking Strategy That Works (above).

1. Solutions to their problems
People don’t buy products or services. They buy solutions to their problems:

• Buying storage space solves the problem of a cluttered house.
• Buying a train ticket solves the problem of getting to Manchester.
• Buying advertising space solves the problem of no one knowing a company exists.

What problems does your product or service solve?

2. Trust
There is tremendous scepticism in the world. And with good cause. This because there are many businesses that don’t deliver what they promise so people are afraid that you won’t deliver what you promise. It’s up to you to earn their trust.

There are many ways that you can do just that:

• Offer free trials of your product or service. For instance you could provide free samples, free demos, free tips or free consultancy.
• Offer a 100% money back guarantee.
• Supply testimonials from your happy customers

3. Things to be easy
People hate things that are difficult or complicated. Market your business in a clear and uncomplicated manner and don’t complicate things with unnecessary jargon. Make your information request systems easy. Make your ordering system easy. Have someone on hand to answer any queries your prospects and customers may have. Make your prospects and customers lives as easy as possible and you will be rewarded with them returning time and time again.

4. To feel important
Everyone wants to feel important. Treat your prospects and customers with respect and consideration. Show your appreciation for their purchases, and provide your repeat customers with special discounts to reward their loyalty.

5. Freebies
Be generous in the free information you provide to your prospects and customers. It’ll set you apart from your competition and build trust with your prospects.

• To generate new leads?
• To generate immediate sales from new customers?
• To sell more products and services to existing customers?
• To circulate new information to existing customers?

2. Identify your target market
If you’re mailing existing customers then this is quite straightforward. However, if your objective is to generate either new leads or immediate sales from new customers then you need a mailing list. You can create your own mailing lists, or rent one – expect to pay around £100 per 1000 names.

Other things you need to know:

• You will need to check with the Mailing Preference Service that your contacts have not opted out of receiving direct mail. A rented list should have already been cleared with the Mailing Preference Service, however it’s best to check.
• You should also check with the Information Commissioner’s Office that your use and storage of personal data complies with the Data Protection Act.

3. Establish your budget
Although direct mail is a relatively cheap marketing vehicle, you do need to consider the following costs:

• Time spent compiling a mailing list, or money spent renting one.
• The mail shot itself. How many sheets of paper will you be using?
• Postage costs.
• Envelopes.
• Labour costs. Time spent planning, sending and following up on your mail shots.

4. Response rate
Consider how much each response will be worth to you. How many responses will you need to make the mail shot cost effective and worthwhile? Bear in mind that the typical response rate is about 1–2 %. However well targeted direct mail can have a much higher response rate.

5. Timing
Plan the timing of the mail shot. Consider the following:

• Most businesses respond better to mail shots received midweek.
• Avoid holidays.
• Is your product or service seasonal? For example, a BBQ is unlikely to be bought in December.

6. Learn from other people’s mistakes.
Which envelopes do you open? Which letters do you read? Which do you reply to? And most importantly, why? Copy the ones that work and avoid designing it like those that don’t.

7. Headlines
Use an attention-grabbing headline highlighting the key benefits to the customer, or at least arousing their curiosity. The headline must make the customer want to find out more.

8. Benefits
Use the body to emphasise the key benefit mentioned in the headline and also to highlight any additional benefits. If possible support this with facts.

9. Get people to respond
Don’t just provide your contact details and hope for the best. Tell your customers exactly what to do next. For example “Call today and ask for your FREE no-obligation copy of 101 marketing tips for business.”

10. Avoid looking like ‘junk mail’.
Personalise the mail shot. More often than not a “dear occupier” letter will go straight in the bin unopened. Personalise the envelope to get past the potential customers junk mail filter.

11. Experiment.
Use test mailings to establish likely response rates, and to compare the effectiveness of different mail shots and mailing lists.

12. Response management
How will you handle the response? Will you need to train employees how to deal with the enquiries? Will you need to hire temporary staff to answer the phones? And most importantly of all make sure you have adequate stocks to avoid disappointing your new customers.

13. Use a specialist
Consider using a specialist-mailing house if you are planning a particularly large mailing. It’ll save you time and money in the long run.

14. Analyse the response
This is one of the most important tips of all. If you don’t analyse the response how do you know if that particular mail shot or mailing list is working for you? Always record which contacts have been mailed, their response and update your mailing list for any mail ‘returned to sender’.

1. Focus on helping instead of selling
You shouldn’t be trying to force people into purchasing your product or service. You should find people who may want your product or service and then focus on offering helpful information so that they can make an informed decision. There’s an old saying, “You can get everything you want, by helping enough people get what they want.”

See 5 things your customers want for tips on what your customers want.

2. Be persistent
Persistence is power when it comes to increasing your sales and profit. Far too many businesses fail because they don’t follow-up leads repeatedly. Most sales are made after the seventh or eighth contact — the sale is rarely made after just one – so be persistent.

3. Focus on benefits instead of features
Spend your time focusing on how your potential customers will benefit if they purchase your product or service. For example, if you’re selling central heating, don’t sell the power of the unit — sell the warmth. Selling insurance? Don’t sell the coverage — sell the peace of mind. Rather than using words like I, me, and my use you and your. Put the customer at the centre of your business and always look at your marketing from their point of view.

4. Listen to your customers
Ask your customers how you could improve your products or services. If you listen to their recommendations, they will feel valued. You’ll also be able to give them exactly what they want — not what you think they want. In turn you will get more of what you want — sales!

5. Give a free demonstration
If possible, give free demonstrations of your products or services to people who may be interested. Follow-up with these potential customers in a timely manner to attempt to convert their interest into sales.

6. Distribute free samples
If possible, get samples into the hands of people who may be potential customers. People like to try before they buy.

7. Target the right people
If you try to market to everybody then you end up targeting nobody. Decide who might be interested in your product or service and target them. For instance, people who live in flats or apartments are unlikely to purchase a conservatory so don’t target them. It is a waste of your time and money.

8. Trust Is A Must
Sales are rarely made after just one contact because potential customers need to get to know and trust you before they are willing to progress to the next stage. In order to build this trust you must work at relationships with your potential customers. Take your time and show that you are trustworthy, reputable and reliable so that your potential customer will be in no doubt you will do what you say you will do. Once they are comfortable with your company the sale will follow.

9. Networking
Networking is a great way to get your message out to a large number of people, for free. Since each person knows about 250 other people, you can spread the word about your business quickly. Go to your local Chamber of Commerce meetings. Shake hands at business functions. Exchange business cards with associates you see in stores, churches and community events.

10. Make it easy for people to do business with you
Your customers are not going to work for you — you have to work for them. Do anything you can to make doing business with your company a pleasure.

11. Generate referrals
Referrals are a great way to generate new business. Don’t just wait for people to refer you. Proactively ask for referrals from existing customers, acquaintances, family and friends. Don’t forget to graciously thank anybody who refers your business to someone.

12. Distribute informative literature
Make sure that the benefits and features of your product or service get into the hands of your potential customers. If people don’t know what you do, or what you sell, or the benefits of using your product or service then how can they make a decision to purchase it?

13. Listen to your employees
Nobody knows their jobs better than your own staff. They see all the problems and issues on a daily basis. Chances are, they also know the best ways to solve them too. Ask your staff what the biggest issues are and get their ideas on how to solve them. Then give them the power to go out and change things so they can do their work as easily and simply as possible. Not only will you make your employees happier, you will get some brilliant cost saving ideas too.

14. Make it clear what to do next
You have written the best marketing letter or advert you can. It puts the customers requirements first but you still get very little response. Sound familiar? This is a common problem caused by not making it clear what should happen next. Do not leave your contact details and hope for the best. Make it crystal clear so potential customers know what to do. For instance write “Call today and ask for your free no-obligation copy of 101 marketing tips for business”. This simple instruction makes it easy for someone to respond.

15. Use testimonials
Whenever an existing or potential customer says something positive about your company, ask them if you could use their statement in your marketing materials. Your company’s credibility will increase with the use of testimonials from happy customers. This credibility then helps build trust, which in turn will lead to sales.

16. Offer to be a speaker
Business organisations such as the Chamber of Commerce are always looking for speakers for their meetings. Contact these groups and offer to talk about your area of expertise. Not only will you be viewed as an expert in your field you will also generate interest in your business that can be turned into sales.

17. Focus on the lifetime value of your customers
Don’t focus on generating one-off customers. Build a relationship so that your customers become repeat, lifelong customers. Remember it costs roughly 10 times as much to find a new customer than it does to keep an existing one.

18. Learn from the experts
Marketing is an important skill based on both knowledge and experience. The fastest way to gain that knowledge is to find someone who knows what works and can advice you on the best solutions for you and your particular business.

No significant product, whether it?s a car, a perfume, or a child?s toy, makes it to market without first being prototyped and tested.

The reason we do this is to figure out whether something is going to work ? functionally and commercially ? before investing a lot of money finalising its development and launching it.

Yet most websites are still launched without any form of prototype.

Most websites go live with a complete, polished design, based on a combination of the designer?s and the client?s personal taste and their best guess of what will work.

This is the way it?s always been done, and it?s extremely wasteful.

We need a new approach to web design, where we actually test whether a site or page will ?work? before spending thousands on fancy design.

Here?s the general approach:

• Guess what the market wants. This involves thinking about problems or opportunities your website can solve, and crafting appropriate propositions.
• Create a ?lo-fi? website or landing pages. Invest in content, not design. Use a conventional design theme that follows standard practice.
• Drive traffic to these prototype pages using AdWords.
• Test the various appeals, from AdWords and Analytics data. What appeals make more people click? What pages do they stay to read? What content persuades them to click through?
• Keep going. Retire appeals that don?t work. Try to come up with better messages, and test using the lo-fi approach.
• When you are confident you have a good appeal, start to refine your messaging and calls to action using split-testing.
• Finally, apply graphic design in multiple rounds, but split-test each change to make sure your design actually improves conversion.

Using this approach, you?ll spend more time crafting content and less time crafting graphics, until you know your ?prototype? content works.

You?ll invest in buying traffic, which gives you vital market research intelligence based on the way people actually behave. This could be the best money you ever spend on your website.

Because you?re working with quick prototype pages, you can test different words and pictures easily, without having to spend time unpicking complex page designs.

You can be confident that if a page works with a rough design, it won?t perform any worse as you refine the design. You only need to keep design changes that work.