GR Imagine is a proud Google Partner and supports Google’s efforts to educate fellow digital marketers around the world. That’s why we’ve created quick overviews of Google’s digital marketing exercises. These will condense Google’s digital marketing lessons into quick action points to refresh what you already know or give you a few marketing pointers that you can read within 5 minutes. It’s a perfect read for time-strapped brand managers, businessmen and marketers.
Goals put your entire strategy into perspective. Figuring out your goals is an important step to find success in online marketing. Just ask yourself why do you want to be online? Is it to make people aware of your existence? To find a new market? Build your reputation? These introspective queries will help you list down your goals and in turn answer what you have to do next.
For instance, if brand awareness is the goal, the first thing we would recommend you do is listing your business in local online directories. This will make users aware of your location and contact details. Post that you may want to share information about your business, which include the range of products and services you sell, the prices, client testimonials etc. - for that you want to build your own website.
However, if majority of your clients are on a particular social media network, then you can just set up a social media page, with all the necessary information.
Lastly, if you want to sell through your site, you may need to build an e-commerce website.
Your goals may change according to how your business evolves. But keeping them in front of you will help you prioritise any of the above-mentioned online routes.
Building Your Presence
Now that you have your goals in sight, the next thing you would need to do is further build on the online strategy that you have adopted. For instance, your website should have a call-to-action on each page, if your motive for building the website is enquiries. If you want them to come over to your physical shop to avail the service, you need to have the google map plugins and proper addresses in check.
Additionally, if your business solves problems, helps people keep in touch or is an aggregator for tickets and travel etc, you may want to look building a mobile/tablet application that people can use on a more regular basis. An app further allows you to add tons of functionalities that will help your customers and favour the brand.
Marketing your brand online
Search engines, website links, email marketing and social media are great ways to promote your brand online. Marketing related to search engines usually happens in the following ways:
a) SEO – Search Engine Optimization
i.e when you prepare the content and architecture of your site to boost your rankings in search results
b) SEM – Search Engine Marketing
i.e, when you buy ad-space in the search results
Both SEO and SEM operate on keywords. Keywords are relevant terms that a person searches for. If you go with the SEO route, make sure the keywords are present in your content and if you take up SEM, you would need to bid for those keywords, so that the ads appear every time a person searches for them.
Email marketing is also an important way to stay in touch with the customers, provided you are not spamming them and only mailing the customers who have chosen to be part of your mailing list.
Social Media also gives options to boost visibility for your business and in many cases is used to maintain relationships with customers, share regular updates and even be a grievance-addressal platform.
Analyse and Adapt
Online success is rarely an overnight phenomenon. You have to be thinking long term when you think online. Your sales are not immediately going to jump because you bid for new keywords today. The idea is to set realistic goals, track results and tweak according to changes and new information.
Tracking results means analysing what your customers like on your website or social media pages. And it’s not just results you’re tracking. Trends, audience interests and other such pointers that will help build the next phase of your online campaigns also need to be kept an eye on. This way you know what changes to expect and you will be ready for it.
99% of the time, online successes are not flukes. They are in fact realisation of the goals businessmen and marketers had set for themselves when they began their online journey. Want to start yours? GR Imagine's Digital marketing Services can help.