You’d be forgiven for not knowing anything about Google’s latest Workspace app, Google Currents. The search company has hardly gone to great lengths to advertise their new offering or explain how it can help your business.
In this post, we’ll cover precisely what Google Currents is, what you can do with it and whether you should use it within your organization.
Ready to get current on Currents? Then let’s dive in.
Google Currents is the search company’s new company-based social networking tool that’s within the Google Workspace suite of tools. According to Google:
Currents is a G Suite app that enables people to have meaningful discussions and interactions across your organization, helping keep everyone in the know and giving leaders the opportunity to connect with their employees.
In a further statement, the company said:
Currents lets you create an online community where you can safely share team updates, new ideas, and common interests in real-time.
It is an updated version of the now-defunct social media platform Google+. The platform has been slightly redesigned and streamlined to make it faster and easier to post content.
It’s no longer a social media platform, either. Instead, it’s an enterprise-level communication tool similar in scope to Slack that aims to improve communication and collaboration within teams. Users can create and comment on discussions that can be seen by everyone or a select number of users. Every discussion can be seen in a user’s feed, which they can rank by relevance or chronologically.
It’s the second time an app has been named Google Currents. The name was previously used for a magazine app that eventually became Google Play Newsstand and then later Google News.
Google Currents is a fairly intuitive platform. Just in case you aren’t sure if it’s worth it for your team, here’s everything you need to know about how the platform works before you get started.
Posts are the foundation of Google Currents. They are how you share information and collaborate with your colleagues.
You can choose who sees posts by selecting to share posts with specific communities or people. Anyone who follows you and has permission to view your post will see it in their stream. Posts will also show on your profile.
Click on the “+” button in the bottom right-hand corner of your profile page to create a post. Give your post a title, then add your copy. You can use the icons at the bottom to add a link or an image. Choose which communities or people to share your post with, then hit “Post” to publish.
You can share someone else’s post by clicking the Share icon next to the post. If you don’t see a Share icon, then the user has either chosen not to let people reshare it or they’ve posted it in a private community.
You can read company or department-wide news and posts using the Streams tab in the left-hand sidebar. Simply click the Stream you wish to view.
Next to each Stream, you’ll see the number of unread posts. Depending on the tags you use and the communities you post to, your posts may automatically show up in these Streams.
If your administrator has activated the Spotlight system, then you’ll see promoted content from your organization’s leaders before other posts.
You can create a Google Currents Community for any occasion, whether it’s for your department, a project, or a shared interest. More than one person can moderate a community, and anyone invited to it can post. You can even create private communities with people outside of your organization.
Create a community by clicking on the Communities tab in the left-hand sidebar. Click “New Community” or “Create Community” if it’s your first one. Enter a name for your community and choose the people who can see it.
You can also use the Communities tab to find other communities to join (or request to join if they are private.)
You can customize your feed and explore new content in Google Currents by using tags. You can follow the hashtag #CompanyNews to see posts with that tag in your feed, for instance. If you are the administrator, you can turn tags on and off for your entire organization.
When creating a post, adding tags can maximize its reach and make sure as many people see it as possible. Google recommends using between two and four tags per post, either by creating your own or using the ones Google Currents suggests.
Following a tag is easy. Simply hover your mouse over the tag and click “Follow”. You can preview the tag before following by clicking the tag itself. Google Currents will suggest tags for you to follow in the left-hand sidebar under Tags. You can use this area to unfollow tags you want to stop following.
Your Currents profile allows users to learn more about you, what you do within your organization and your interests.
Your administrator will probably have created your profile for you. If not, you’ll be able to create one when joining the platform.
You’ll want to make sure your information is up-to-date and accurate if they did.
Workspace administrators can view Google Currents analytics to see their post engagement metrics and track user behavior. You can navigate to the analytics section by clicking “View Post Analytics” in the menu of a post.
According to Gartner, here are some alternative platforms to Google Currents.
There’s a lot to love about Google Currents, but there’s also a bit to be desired. As useful as it is, it’s far from the perfect tool. That can leave you wondering whether Google Currents is worth using in your organization. Here are my thoughts.
If you already use Google Workspace, Google Currents is a natural fit when it comes to communication tools. It already integrates with your email, documents, and storage, so it just makes sense to keep everything under one roof. Less switching between applications means more productivity, too.
While Google Currents is part of the Workspace ecosystem, it is another tool that your users will have to learn how to use. This isn’t ideal for productivity, but the good news is Google Currents is fairly intuitive. If you can use Gmail and Google Drive, you can probably learn to use Google Currents within 30 minutes.
Every enterprise needs a communication and collaboration tool. Email is too clunky to use day-to-day and physical solutions no longer have a place, thanks to remote working. That makes a tool like Google Currents indispensable to any large organization.
If you are looking for a good collaboration tool, you may not necessarily find everything you are looking for in Google Currents alone. Other tools are typically more comprehensive. However, that’s not the case if you use the entire Google Workspace ecosystem. Include Hangout Chat, Docs, Drive, and Gmail, and you have a pretty enviable productivity suite that can give most collaboration platforms a run for their money.
If you don’t let your colleagues create communities on Google Currents, where else will they create them? Facebook? LinkedIn? Private email groups? All of these situations are out of your control and also increase the risk of a data breach. The last thing you want is for an employee to share private company information in a public forum like Facebook. It’s much better to keep everything under your company’s control.
Bottom line: if you’re already using Google Workspace, Google Currents is a no-brainer. You’re already integrated into the Google ecosystem, so what’s one more tool, especially when it’s relatively easy to use? Go ahead and try it. If you don’t love it, you can always pull the plug.
If you don’t use Google products of any kind, you may be better off using another tool like Slack. Given that it’s only $6 per user per month, why not give it a try?
Google Currents is an enterprise-level collaboration tool from Google. Any Google Workspace user automatically has access to Google Currents.
Your Google Workspace users are automatically added to Google Currents. If you want to add more people to Currents, you’ll need to create more Workspace accounts.
No. Users must have a Google Workspace account to use Google Currents, which starts at $6 per user per month.
Google Currents is included in Google Workspace, which starts at $6 per user per month.
Yes and no. The codebase is very similar, and so is the design. However, Google Currents is aimed at enterprises as opposed to the general public. It is also self-contained in the Workspace ecosystem.
Google Currents is Google’s new enterprise-level communication and collaboration tool. It’s the perfect solution if you’re already integrated into the Google Workspace ecosystem. It’s a pretty good tool, even if you’re not. It’s another great tool to add to your toolkit.
Google Currents is one of the best ways to communicate whether you’re a massive organization or a small startup. What’s more, I expect more features to be added in the near future. It’s only going to get better!
What’s your experience with Google Currents been like?
With most businesses these days investing in digital marketing, competition for online audiences’ attention is becoming fiercer by the day. Even if you invest in creating the best ad campaigns, you still have to put in a lot of work to get your ads to reach a wide audience and convert them into customers.
That’s why you must optimize your ad campaigns.
Ad campaign optimization refers to the steps you take to improve the performance of your campaigns. It helps you maximize your potential and, ultimately, your profits by:
The key to creating ad campaigns that perform well is to make sure they’re customer-centric and not product or brand-centric. Doing so makes your ad campaigns more appealing.
But then I get ahead of myself. Let’s quickly dive into the hacks you can use to optimize your ad campaigns.
With technology advancing at the speed of light, many advertising platforms change their algorithms often to offer both users and advertisers a better experience. These algorithm changes are one of the many reasons you should be constantly optimizing your ads.
Let’s review five ad campaign optimization hacks that will help you get the best return on ad spend (ROAS).
Today’s customers can interact with brands across many platforms. Because of this, they may start their journey on one platform, continue on another, and finish off on a completely different one.
To increase your chances of conversion and making a sale, you must optimize by creating multi-channel campaigns.
Multi-channel ad campaigns incorporate different distribution and promotional channels into a single, unified customer acquisition strategy. The main advantages of creating a multi-channel campaign include:
Creating a multi-channel campaign is one of the best ad campaign optimization hacks as it allows you to create a cohesive brand story across different channels. This makes it easy for people to recognize your brand when they encounter your ads on different platforms. This is important, as research shows it takes 6-8 touchpoints to convert a lead into a sale.
How do you create and optimize your multi-channel ad campaign?
Crafting an effective multi-channel campaign requires careful planning and a bit of work, especially since there are so many moving pieces. However, your multi-channel ad campaign strategy will put you ahead of the competition if you can execute it well.
To optimize your ad campaigns, you need to have benchmarks. More than that, you need a strategy for tracking and measuring your campaign’s performance.
Thankfully, there are several tools you can use to get real-time insights into your ad campaign’s performance.
How does this help you optimize your ad campaigns?
Tracking relevant campaign KPIs helps you understand:
Reaching your target audience on their preferred platforms is essential to running successful multi-channel ad campaigns. The question, however, is how to efficiently design one.
My friends at Salesforce showed me one of their new features that makes running multi-channel ad campaigns super easy.
It’s called Advertising Sales Management.
Salesforce’s Advertising Sales Management feature allows you to automate multi-channel ad campaigns all from a single dashboard. The feature also allows you to minimize revenue leakage by providing you with harmonized reporting across disparate data sources. This gives you a single view of your customer across all channels and platforms.
Advertising Sales Management also gives you real-time pacing updates and automated alerts, allowing you to easily and quickly optimize your ad campaigns according to the trends revealed by hard data. For example, you can easily identify a channel that’s underperforming and re-allocate the remaining resources from that channel to a channel that’s performing well. This will help optimize your ad campaign and maximize your ROAS.
As great as optimizing your ad campaigns on the fly sounds, try not to over-optimize or change your campaigns too often. Doing so will prevent you from seeing long-term trends that you can use to build better iterations of your campaigns.
Effective ad campaigns aren’t brand-centric.
They focus on the client.
That’s why you must create an ad strategy that corresponds to your buyer’s journey.
The buyer journey refers to the steps prospects go through before converting into customers. It usually features three distinct stages:
At this stage, your prospect becomes aware of the problem your product or service solves. Create personalized ad content that acknowledges and agitates this problem. Visually engaging content is also best here as you want to grab your audience’s attention as they scroll through content on the platforms you’re advertising on.
Your prospect starts considering solutions to said problem. Ads that demonstrate your ability to solve your target audience’s problem work best here. You can also run retargeting ads here (using tools like SmarterHQ and AdRoll among others) to engage users who viewed your previous ads or content. Life Event Targeting is also another excellent way of optimizing your campaign at this stage.
In the decision stage, your prospect is evaluating the provider best suited to tackle their problem. Here, you need to create content that helps customers make informed decisions.
To craft optimized ad campaigns, you must consider these stages and align your campaigns to each stage. Successfully aligning your ads to each stage requires that you take a similar approach to multi-channel campaigns. The only difference is that instead of creating the same ad for different platforms, you create different ads targeting different people at different touchpoints in the buyer journey.
Aligning your ad strategy to your buyer journey is essential to optimizing your ad campaigns as it enables you to craft targeted and personalized ads and messaging. The result is better performing ads and, consequently, higher conversion rates.
Media plays a crucial role in the impact of your ad campaigns. At times, you may want to use different media types for a single campaign to ensure an engaging and effective customer journey. For example, you may design a campaign that includes a combination of an ad, landing page, YouTube video, etc. Managing the cohesive flow of your media assets across different platforms is key to the success of the campaign.
If your customers get confused because your media assets across platforms are not in alignment, your engagement and conversion rates will plummet. You need to have a robust media planning strategy.
Multi-media planning can be a headache and getting it wrong can negatively impact your ad campaign’s performance. But with the right tools, it becomes easy.
Again, this is where Salesforce’s Advertising Sales Management tool comes in handy. It features a converged multimedia planning feature. This allows you to easily plan your media assets across paid, owned, and earned media channels.
Doing so increases your media planning efficiency. The result is an ad campaign optimized to offer customers a positive CX as they move across different platforms on your buyer journey.
An often overlooked and yet essential aspect of optimizing your ad campaigns is keeping a centralized product catalog. This is an online database of all your product inventory including descriptions and pricing.
Why is this essential to optimizing your ad campaigns?
Having a centralized product catalog allows you to easily set and display product pricing and use that info in your ad campaigns. This makes for a more pleasurable experience for your customers as it provides a lot of essential information they need to make a decision.
With a centralized product catalog, it becomes easier to see and decide which products you want to feature in your ad campaigns. It’s especially helpful when running multi-channel campaigns as you can easily match product images to best-suited platforms.
Another reason having a centralized product catalog is crucial to optimizing your ad campaigns is that it helps you streamline some of your ad creation tasks. Without one, you’d be stuck in inefficient and unproductive processes that waste time and resources when you decide to change product-specific aspects of your ad campaigns.
The best way to have a centralized product catalog is to use a catalog service provider. This is a company or tool that helps you aggregate, enhance, and create product catalogs replete with product descriptions, images, videos, and other types of rich media content. These are factors that can contribute to your having a higher Google Ads quality score.
Salesforce users also have an advantage here, thanks to the Advertising Sales Management tool. One feature you’ll appreciate is the Enterprise Product Catalog feature. This is a centralized and flexible product catalog that allows you to easily manage your product catalog ensuring consistency in your ads.
A well-organized centralized product catalog is essential in ensuring that any changes to your product inventory reflect in your ads. This ensures your customers always have accurate information.
It depends. For a successful campaign, you should only do major optimizations every six months or so. If a campaign isn’t going well, you can tweak it as often as you like. Just be sure to let your campaign run long enough for you to see trends before you start making tweaks. It may take a campaign some time before you start seeing success.
Ad optimization means using data to create and make subsequent changes to a digital ad campaign to better its performance.
Some of the best strategies for ad optimization include creating multi-channel campaigns; aligning your campaign with your customer’s buying journey; using multiple forms of engaging media throughout your campaign; and tracking your campaign’s performance
In order to get the best ROAS, you have to take steps to ensure your ads align with best practices for maximum audience reach.
Despite the competitive nature of today’s business environment, you can still outperform your competitors and drive enough revenue-generating traffic to your business.
You can do that by optimizing your ad campaigns.
Following the above hacks will help you design, create, and execute ad campaigns that will help you attract, engage, and convert your target audience. Even if your ads are currently performing well, there’s still more room for improvement just as there’s still room to increase your bottom line (who wouldn’t want that?)
What tips have you seen working for you when optimizing your ad campaigns?
Are you struggling to scale up your paid ads?
Or even worse, are you struggling to get them working?
You see all these big companies running tons of ads, some even are spending millions of dollars… if they can make it work, you can too, right?
Well, today at 9am PST I am hosting a webinar that breaks down the ad secrets from the big brands that you can copy to sell more.
So, make sure you register, it’s free.
At our agency, NP Digital we’ve worked with companies of all sizes… large and small.
And we’ve learned a lot of cool, unique strategies that are typically only used by the bigger companies. But what’s interesting is these strategies also work well for smaller brands that have smaller budgets… but they just tend not to use them.
Here are some of the specific things we will teach you:
And the points I mentioned above are just scratching the surface. So make sure you register for the free webinar.
I hope to see you on the webinar. I know I mainly discuss SEO, which is a great marketing channel, but you should also consider leveraging paid ads.
With paid ads, you can scale faster and see results quicker. It takes some time to get paid ads going correctly, but hey that’s what today’s webinar is all about.
And whether you are spending little to no money on ads or millions, there will be strategies and tactics that will benefit you.
I look forward to seeing you today.
PS: If you just want my team to implement these hacks and manage your ads, go here.
Ever feel like you don’t get the attention you deserve on your Facebook posts?
Every marketer wants more attention. After all, that’s the goal of social media marketing, right?
The problem is, it can be difficult to win time in Facebook’s spotlight unless you know exactly what to do.
The answer to better Facebook engagement is simple: You have to optimize your Facebook post to stand out.
In this post, we’ll show you how to consistently create posts that get engagement.
No more waiting for likes and comments. No more spending 20 minutes crafting and curating each post.
You just want an easy process that gets results.
That’s exactly what we’ll cover—but first, let’s talk about what we mean by engagement.
Have you ever asked yourself exactly what gets the most engagement on a Facebook post?
According to Facebook, engagement is an umbrella term that can refer to all the actions people take as a result of what you post.
Here are examples of engagement on Facebook:
These actions can be broken down into the following engagement metrics:
Engagement metrics are important because they allow you to track how your content performs with your audience.
Generally, the more your audience interacts with your posts, the better your overall Facebook reach will be.
What makes your users take action on your post?
What kind of content does your audience want to see?
Let’s break it down.
People like Facebook posts that are interesting, timely, and funny.
Not every post you make needs to tick all of those boxes, but you do have to create something worth engaging with.
For example, Starbucks gets the most engagement when they ask for audience participation, like in this post.
Special announcements also receive high engagement.
These kinds of updates are interesting, important, and sometimes funny. They inspire people who follow Starbucks, and they have good photography to boot.
Even if you aren’t as big as Starbucks, you can use the same tactics to drive your Facebook strategy.
Overall, remember your content needs to be interesting, important, timely, and funny (if it’s appropriate for your brand).
Let’s break down each one of these to see how they work.
If you’re ready to start writing engaging posts, you need to start with a strategy built around your audience’s likes and needs.
Follow these seven tips to impress your Facebook audience and improve your inbound leads.
Your audience wants information that is relevant to their interests.
More than that, they want information that is educational and interesting.
Starbucks’ new product announcements get high engagement because they are useful.
A Starbucks customer sees the post and gets excited about a new drink or food item they can try.
The key to writing engaging Facebook posts is to be an invaluable source of information.
Take this example from the grocery store Safeway, which offers users valuable information about healthy eating.
Plus, they get to promote a partner product and benefit from influencer marketing at the same time!
Way to go, Safeway. We see you.
The beauty of digital marketing is you can easily deliver curated content your users are interested in.
By creating content specific to their needs, you can improve engagement metrics on your branded Facebook posts.
How do you know what your audience likes?
Tools like Facebook Audience Insights show you what pages your followers like, what they buy, how much they use Facebook, and so much more.
The best posting times are often debated in the world of social media marketing.
However, being timely is about more than simply posting at the right time of day. It means putting out the right content when your customers are looking for it.
Specifically, timeliness means using seasonal content and leveraging current events.
Think of every major retail company in the world. They all take advantage of certain seasons like Christmas and summertime.
Why shouldn’t you?
Seasonal content allows you to be timely and create stuff people want to see.
That’s not all—seasonal content can refer to literal seasons, but it can also refer to trends.
Remember the ALS Ice Bucket Challenge?
Tons of companies like McDonald’s and Pillsbury participated in the challenge.
Their content came out at just the right time. If they had waited six months to participate, the content wouldn’t have been timely.
If you want to create engaging Facebook posts, think about current news, events, and trends.
Find ways for your brand to participate.
Then, let the likes and shares roll in.
Humorous content will always have a place in marketing and advertising.
However, it’s easy to overuse.
When you do it right, it can be wildly effective.
Take this post from McDonald’s, which takes on the persona of a Gen-X’er in an art museum.
McDonald’s uses humor in many of its posts, creating a laid-back and relatable persona and highly shareable content.
There’s no over-the-top, dark, or controversial humor here.
It’s all clean (and sometimes snarky) humor that connects with their audience.
However, this doesn’t work for all brands. A brand like UNICEF wouldn’t be able to use the same sort of humor that McDonald’s does.
When using humor, remember to stay aligned with your brand.
If your branding is more formal, you’ll want to dial down the humor and stay more professional.
If your branding is more casual, you can be a bit more lenient with humor.
Of course, even formal brands can crack a joke now and then. Whatever you do, stay consistent with your branding.
Gone are the days of text-only Facebook posts—we’ll leave that medium to Twitter.
Facebook posts are perfect for sharing a nice photo or video, and your users will engage with that more than a plain text update.
Text still plays an important role, but it shouldn’t always stand on its own.
That’s one of two big mistakes we see in this area.
Some pages post considerably lengthy status updates, and they don’t get much engagement from it.
The other big mistake is posting photos or videos without text.
To get the best engagement, you need to use the right amount of text, usually one to two lines, along with a photo or video.
If you look at high-performing pages, you’ll see they stick to this strategy religiously. Most brands only deviate when there’s a special occasion.
If you want to create a high-performing Facebook video campaign, try using these tools to make your Facebook video post stand out.
Once you’ve got a few formats down, play around with it a bit. Your followers may like status updates that are only one sentence long, or they may enjoy a full paragraph with media.
Find out what your users engage with and run with it.
Too many posts are one-sided, but your audience wants to engage with your content!
Asking questions, prompting responses, or even giving away free items in return for engagement can help your post perform better.
Take this example from Publix, which asks users a question before offering valuable information.
Not all of your status updates need to be exactly like this, but you should aim to start a conversation with your audience.
You can ask a question.
You can pose a challenge.
You can give directions.
Anything that encourages your audience to do something, whether that’s commenting on your update or going to your site, can help drive engagement.
Contests and giveaways are a great way to drive engagement on your Facebook post.
By offering your users something in return for an action, you have a better chance at getting their attention.
According to HubSpot, contests bring in an average of 34 percent new customers for brands.
Contests also allow brands to grow their followers 70 percent faster.
Try using a contest in your next Facebook post to encourage user engagement.
Take this KFC Facebook post as an example.
By offering a range of prizes, KFC encourages its users to stay up-to-date with the channel, which drives engagement for all their posts.
Other contest tactics can include asking your audience to tag their friends to improve your post reach and follower pool.
Tagging specific locations can also promote business in localized areas for brands that have multiple locations.
When creating your contest, offer something your audience is interested in.
This could be a product, discount, or even educational information.
Remember to exchange the prize for the desired action.
If you want more followers, ask users to tag a friend. If you want more website visitors, ask users to enter your contest through your website.
Whatever you do, be sure to measure your results.
The best way to get your Facebook posts seen is to understand your audience insights, create content they want to see, and supplement organic reach with paid advertising to grow your audience.
Yes, Facebook’s advertising platform is a great way to boost the reach and engagement of your Facebook post. With 2.74 billion monthly active users spending 34 minutes per day on the platform, using paid Facebook advertising will improve your post engagement.
Yes, Facebook should be an important part of your overall digital marketing strategy. Not only does it provide advertising opportunities in itself and within Instagram, but being present on Facebook can help drive traffic to your website and improve user engagement.
The best Facebook posts contain a mix of video, text, and photo, use links often, and use engagement tactics to improve audience relationships.
To get more likes on your Facebook post, create shareable content, keep your posts short, respond to your audience, and run contests. Looking for more info? Check out our seven tips for writing engaging posts above.
Facebook is a powerful platform if you know how to use it right.
The best way to improve the performance of your Facebook posts is to create content your audience wants to see. So how do you do that?
By analyzing your Facebook metrics, understanding your audience’s pain points, and creating original content that speaks to their needs, you’ll create an engaging Facebook page that your audience will love.
Follow the steps above and measure your results. From there, it’s all about testing, optimizing, and finding what works for your business.
How do you engage with your Facebook audience?