As the owner of a business, you need to focus on marketing. Without the right type, there’s a chance that nobody will know you even exist. Then it doesn’t matter how great your business is, you’ll have no clients…
One form of marketing is to engage with the largest – Google. You may feel that the playing field is uneven and that there’s no parity between what Google can offer you, compared to what you can offer it. But fear not.
Here we look at search engine marketing services and how to market your business on Google. It’s the largest search engine, so you’ll be starting at the top! Read on for how to start.
Google’s a giant, but you use this to your advantage. You need to embrace digital marketing, be it by yourself or with the help of a search engine marketing services provider. Referrals, and searches are the new passing trade – you need to be known to people before you can sell to them. Your competitors will be doing it, so you must too. You need a great online presence, and a website that is easy to navigate and leads people along steadily to the checkout. A loss of attention, through poor navigation will mean lost opportunities/sales.
Firstly get on Google Places, it’s a free directory! There are free tools online, such as Learn With Google, that will help you. Remember though, Google is selling their product too, so be wary.
PPC or Pay Per Click is a form of marketing that places ads at the top of the search engine results. Using keywords, you can promote your place to the top of the results. There a cost though. Every time your ad is clicked, then you’re charged. Users are taken to your landing page and from there it is up to your site to convert interest into sales – this is why your site is key!
Though every click is charged, it doesn’t mean a sale. You just get the referral, for the fee.
If you’re not confident at running a PPC campaign then you may want to consider using a search engine marketing services provider.
It adopts the community approach of Facebook, but for businesses. People can post about their business, promote discounts, sales, products and services etc. You have to engage properly in this community though to get the most from it.
Search Engine Optimisation, means getting noticed on google, by appearing higher in the list of search results. It takes time compared to PPC, and you need to stay on top of your own site to ensure that you get the most from it, using the right keyword etc. to attract the attention of the search engines. SEO create slower “organic” trade.
Analytics and Adsense
Google will show the performance of your site in Analytics. You can also have Adsense whereby you have a customised Google search tool on your own site, and then make a return on the money paid by those that advertise on its searches. This may be worth considering.
This button let’s your customers share their experiences automatically on Google +, so news spreads quickly. Be careful though as clients can share bad experiences too!
Google is the giant search engine. There is indeed an unfair advantage when dealing with them, and they are in the business of making money too! However, with care, and pre-planning, you can market your business on Google, and use its size and presence to your advantage. Good luck.