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Cold Call Marketing Scams – Identifying a “Google” Scammer

Unknown Caller

Have you recently been called by someone claiming they are from Google?


Recently, we’ve seen a spike in cold calls to businesses from someone claiming they’re from Google.

During the call they may say things like,
“we’ve noticed your business doesn’t rank for certain keywords that it should and this is a big problem”.

Essentially using scare tactics to get you to act quickly and irrationally. They may also offer you a ‘Quick fix’, where for a small fee they can get you to the first page or even number 1 on Google search results for these particular keywords.

For people in the know, it’s an obvious scam, but smaller business owners can fall for this trap.

I just want to point out that there are digital media companies who rely on a cold call to make business. Even though this method has a very low success rate and even lower client retention rate, they are definitely not scammers.

The information i’ll be sharing with you today is only aimed at spotting these scammers.

Keywords


Whilst ranking highly for relevant keywords is important, the very top tier keywords are usually dominated by the big brands. This is because they have the resources (and sometimes entire departments) to spend lots of time and money ensuring they beat everyone else to that top spot. This makes it very hard for smaller businesses to compete, and instead should look for “low hanging fruit” where they can.

With this being said, keywords this scammer is referring to are probably very low ranking and don’t get many searches. So even if they do get you to number 1 for these keywords, it won’t improve your sales. It’s also important to note that ranking for the wrong keywords can hurt your websites ranking in the long run.

This information goes for any cold call you receive about your digital marketing strategy and in particular, keyword ranking.

Google


Google will never call you out of the blue.

If you are using Google Ads, an account manager will contact you first via email. They will introduce themselves and arrange a time that suits you to conduct an account review. If you ever get these emails I highly suggest you accept as they are very professional and can improve your Ads campaigns in just a few minutes.

If you’re trying to claim a business location on Google Maps using Google My Business, they may call, but only if you have ticked the box stating they can.

Google will never do the following;

  • Use scare tactics to get you to make a decision.
  • Offer to improve your website ranking on Google.
  • Ask you for passwords or verification code for Google My Business.
  • Call you via a recorded message or robocall.
  • Offer to manage your online profile.

Remember…


If you aren’t expecting a call from Google, then it’s a good chance it’s a scam.

Scammers are out there with a focus on winning your business, rather than helping it.

Even if the caller is from here in Australia, would you want to place your digital assets and business’ reputation in the hands of someone you have never met?

If you’ve received any requests or information from Google and you’re unsure about what your next action should be, feel free to contact Matt, our Google and SEO specialist.

Google created a support document about this specific topic. If you’d like to learn more about how to identify fraudulent calls just follow click here.

Where’s your magic button?

Just the other day I found myself in the situation where I was asking business representatives, “What sets you apart?”. The answer I often get is ‘our service’. But what about the service – is it good, bad, quick, slow?

  • When was the last time you heard any business promise bad service?
  • Does everyone have the same idea of what good service is?
  • If you’re going to promise service that’s special, then I want to know exactly what’s so special about it.

Over the past few days of travel I’ve been staying in a Hilton hotel. As you arrive, the concierge welcomes you to your room and after your inspection lets you know that if there is anything you need just press the Magic button found on the phone. The bathrobe is offered for your convenience and comfort but if you wish to purchase one, just press the magic button.  If there isn’t enough space in the fridge for your personal food then you guessed it…hit the magic button and they’ll bring you an extra fridge!

So why is this Magic button special? Well really it’s just a button on the phone – but it’s what it represents that’s special. It‘s the key to Hilton Service. Hilton hotels are renowned for a culture of exceptional service, but this provides the quick and easy key to accessing it. I’m told they’ve even found a signed, framed poster of a football player for a guest via magic button request.

The Point…

Customer service in every business should be great. If you’re going to use it as the ‘thing’ that sets you apart, make sure your small business brand experience and customer service strategy:

    • Is clearly defined to suit the service level of your perfect customer – the other day I heard someone at McDonalds complain to the person next to them because they’re getting ‘too fancy’. Remember customer delight comes from delivering on the type of service they’ve come to expect. People travelling Jetstar are generally quite satisfied because they don’t expect much.
    • Has a point in the experience where every customer interacts with a unique talkworthy signature (like the Hilton Magic button or Tom’s shoes where every pair of shoes you buy automaically has a pair sent to a third world country).

Need a hand finding the ‘magic button’ in your business? Coaching with Rick Marton can help you map your customer experience and work out a service signature that will get people talking. Book time here.

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