How to Utilise Google as part of your Digital Marketing Strategy

The internet is a fast paced, ever changing environment. Staying up to date with the latest digital advancements and putting in place the correct marketing strategies can be a challenge for any business, so we think it is important to continually educate ourselves on the processes and tools available.

We recently attended the Google Digital Garage workshop in Devizes, as they tour their way around the UK supporting businesses and updating us on their latest innovations and how to use them.

The day consisted of a series of presentations that highlighted key areas within digital marketing and how to leverage them in order to gain maximum exposure to your ideal target audience on the world wide web.

The internet is now a key marketplace for all businesses. Long gone are the days where people relied on phonebooks and hard copy business directories to find the services that they needed. In the UK alone, 72% of people buy on their mobile phone. 90% of Facebook users access the platform via mobile phone. Across the world, 60% of searches are carried out on a mobile device. The way we consume, not just information but the way we shop, is changing. As a business owner, you could be at risk of falling behind if you do not have a digital strategy for your business.

There are 6 major digital marketing channels that make up the keys to a successful business.

-        SEO – Search Engine Optimisation – Do you have an online presence such as a website?

-        SEM – Search Engine Marketing – Paid search advertising on platforms like Google

-        SMM – Social Media Marketing – Do you have a social media presence which you can use as an additional contact point for potential clients?

-        Display Marketing – Online advertising on other websites

-        Content Marketing – Do you create regular educational and inspirational content for your target audience such as videos, blogs, guides & infographics?

-        Email Marketing – Are you collecting data from your leads in order to remarket to them using e-marketing? Are you up to date on GDPR?

Having an online presence so people can find you is incredibly important in this current technological age and if you have a high quality, optimized, mobile friendly website with a blog – you’re half way there. There are 44 million active social media users in the UK, each one spending an average of 1hr 54 mins per day online – so if you do not have a social media presence, you could be missing out on a huge opportunity for your business.

Though here’s the thing… people do not like being sold to. When producing content to post online, you should make it informative, educational and entertaining. When using social media channels, it is recommended that you work on the rule of thirds – 1/3 talking about your services or products, 1/3 curation of other peoples content (sharing relevant topics that relate to your business and appeal to your followers) and 1/3 starting conversations (use content to find out about your customers, what they like, where they go and what they like doing).

Another important tool is Google My Business. This is a free listing that you may recognize from any recent searches that you have made on Google, where the business you are searching for appears top right of the search results (called a ‘knowledge panel’) with details of location, opening hours, contact details and direct links to call them or visit their site easily and quickly. Google verifies each business accurately by sending a postcard to the business location in order to confirm the details are correct – also helping to build trust with your potential customers. 70% of searches include the term ‘near me’, so registering your business location online is essential for local potential customers to find you and see what you have to offer.

How to Build a Strategy:

1.     What are your business goals & objectives? To increase sales, raise awareness, book appointments?

2.     What are your budgets & resources? Do you have the time and people power to achieve your goals?

3.     Who are your audience? What does your ideal customer look like? You can target age, gender, location, interests and more using digital advertising.

4.     Decide what channels are relevant to your business. If you are a creative business, you may choose to manage Pinterest & Instagram accounts, as well as Facebook, in order to post interesting & visually appealing images of your work, products and services.

5.     Plan your activity: does your offering have added value? Have you researched your competitors? What time of day are your potential customers likely to be online?

6.     Measure your results. Use online tools such as Google Analytics (to measure website traffic) and social media insights to see how many people have viewed your information and what your conversion rates are. This is particularly useful when you begin to place paid ads and remarketing campaigns to entice people that have already showed an interest in your business. You can see exactly where visitors are clicking and adjust your campaigns to reach your desired goals.

All of these points are just that – a set of starting points to ensure that your business continues to have a place in the 21st Century. Did you know that the average attention span of a social media user is less than 8 seconds? And that on average, many customers do not convert to sales until they have seen or heard about your business approximately 7 times? Having engaging, multiple touch points across a range of platforms will help your business succeed and we hope that the information in this article will help you to take the next step. Remember, quality over quantity, do not over sell – aim to educate and inform and think hard about how your brand is perceived to the outside world. Around 50% of business owners in the UK still don’t have a website – don’t let your company be one of the ones that gets left behind.


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