Greetings from the ever sunny Sunshine Coast of Australia for another instalment of The Digital Fixation; this time looking at the Google Marketing tools every business should be using. When considering digital marketing for your business, no matter whether you are in the embryonic stages of start-up or employ hundreds of people, the monolith that is Google looms. When it comes to Google you have two options;
- Ignore it, work against it and watch your business die, or;
- Work with it and give your business the best chance of success.
It is easy to see Google as the big corporate bad guy of the marketing world. However, Google has a mind-boggling number of tools and applications that create an ecosystem for growing your business. Combined with a digital marketing strategy, making the most of the plethora of tools available from Google will almost certainly be a short cut to success.
1. Google My Business
If I were to say to you, “Google is going to give you more visibility and free advertising for about a half hours work” then you would probably think I was lying. Not so, my friends. Google My Business provides your organisation with a free online profile from which Google then draws on for its millions of searches a second. It is the very first and very critical step in every SEO plan worth it’s salt. As a digital marketing consultant, if there is one thing you take away from this article, it is that your Google My Business profile is of paramount importance to your business.
2. Google Search Console and Google Analytics
If you have a website, you need the two Google partners in crime Google Analytics and Google Search Console. These bad boys tell you almost everything you need to know about how people find, interact and exit your website—supercritical information for every website owner.
3. Google Ads Keyword Planner
There are many of places and tools available for defining keywords for your brand; some are free, some cost more than my mortgage per month to use. Despite this, the best and first keyword tool you should turn to is the Google Keyword Planner. Designed to integrate with Google Ads the Planner Tool can work independently on multiple brands or sub brands to get you the most definitive keyword data drawn straight from the proverbial horse’s mouth.
4. Google Trends
Want to know what is trending across the globe right now? Google Trends is your insight into the psyche of the world. Utilising all the data from those millions of Google searches per second, you can see how your keywords are trending in organic google searches.
5. Google Alerts
Google Alerts is your eyes and ears to the world – kind of like your own super sleuth that you can set up to monitor your online reputation. By setting up Google Alerts with keywords related to your business and also your business and product names you can be alerted as to any changes or unusual activity in the world wide web that is related to your brand. Inconceivable!
6. Google Ads
The Granddaddy of PPC digital advertising is Google. It can quickly become an expensive business tool and should always be dovetailed with an SEO strategy that can get you free organic results. But if Pay Per Click or Conversion Marketing is something that you are comfortable with, then Google Ads is the first place to look.
7. DoubleClick Search by Google
Double Click Digital by Google takes the machine learning aspect of Google Ads to a whole new level. Double Click Digital is a managed program with multiple aspects designed to find gaps and new markets to advertise to. I do bid caution; however, this is one Google Application that is best used with a professional digital marketing consultant by your side.
YouTube is yet another part of the Google Empire. Using YouTube as a video storage platform and then sharing your youtube links across social media and your website creates a lovely little SEO bubble that the Google algorithm just laps up.
9. Google AdSense
If you are a You Tube content creator than making sure that you have Google AdSense activated and ready to serve is the best way to get money for jam from your YouTube channel.
10. Plain Good Business Tools:
Google Suite: Docs, Sheets, Slides, and Forms
The Google equivalent of Microsoft Office is super easy to use and allows for easy document collaboration.
Cloud-based document storage for your business. When combined with Google Suite for your email, it is by far the most cost-effective cloud based document storage solution.
All the usual calendar features, including cross platform integration. If you were an older user of Google Calendar and were not impressed, check back as the interface has been updated and it is a keen competitor with Outlook and Apple Calendar.
At Lee Paton Digital, we are a team of digital marketing consultants across the Sunshine Coast and Brisbane, with a passion for working alongside businesses to get great results. Get in touch to discuss how we can help you navigate the Google world and leverage it for the benefit of your business.