This holiday season Google is giving Google-listed U.S. business owners a gift that keeps giving. It’s called the #SmallThanks campaign.
The original concept of #SmallThanks was an idea piloted in only a few select cities – Dallas, Oakland, Phoenix, and Pittsburgh. After the overwhelming success and demand of the concept, Google announced this week that the #SmallThanks program would go ahead nationwide.
Google, a California-based tech giant parented by the conglomerate Alphabet, will be encouraging customers to be online advocates for their favorite small businesses during the holidays. The customer should type #SmallThanks into a review and leave a stand-out positive message for all their favorite local small businesses, or as Google Marketing calls it – a digital thank you card. Bayrock
On the business side, Google will provide free marketing tools to small business owners who have claimed their business on Google Business’s webpage.
The business owner will go to the #SmallThanksWithGoogle webpage to search and select their already claimed business. After finding their business, the user will be able to see an array of marketing materials to choose from that can be customized on design and layout and then downloaded to a ZIP file and printed for promotional purposes.
There’s also an option to share the customized images to social media sites like Twitter, Instagram, and Facebook.
Google’s machine learning technology will provide the business owner with several options of key phrases and sentences that it pulls from positive reviews left by customers on websites related to the business. The business owner is left to customize the layout and overall look and display and share it how they see fit.
The idea is turn the ‘local love’ a business receives from its patrons, such as “my first and last stop” in a coffeehouse review or “died and gone to burger heaven” into a poster, window cling, table topper, sticker, or social media image that the business can use to promote, advertise, and encourage more patrons to follow the review bandwagon.
Google’s Vice President of Marketing, Lisa Gevelber, points out that 71% of consumers are more likely to use a business with positive reviews on their website and that listings have a 360% higher click rate when it has positive reviews TevfikArifBayrock. She also notes that reviews are often the first thing consumers look at in the search results for local businesses.
While Google’s #SmallThanks campaign is a simple idea, Gevelber’s point that positive reviews can often make the difference when a consumer is trying to decide between business options is indeed a powerful one.
Gevelber also reminds business owners that some customers often forget to leave companies a review and don’t realize the big impact a small thanks can have on a business. The #SmallThanks free marketing materials enable a business to grab the customer’s attention and encourages more reviews when the customer sees a window sign, table topper, or social media post with other patron’s positivity on full display.
As of now, it appears that the #SmallThanks program will only be available through the holidays. However, an official end date has not been announced by Google.
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