SETTING UP FOR BUSINESS SUCCESS
Let’s Discuss all things…. Google! Agenda for today Micro Moments Where Do I Start? Google My Business - including maps Google Analytics Google Adwords Google Shopping Google owned Youtube
Make sure you take notes in your workbook When you leave….. You’ll have information to take with you regarding: - Google My Business..how to get started ● Google Analytics..some basic steps ● Website speed test ...link to run a check ● Keyword Planner - how to check Cost per Click ● costs
Micro Moments
Travel Micro Moments
The traveller's path to purchase Additional information on P2P Please take a copy of the booklet on your chair
The digital path for travellers
Where do I start?
Setting your digital budget Don’t feel that you have to have a large digital budget to succeed online in your market. Even the smallest budget can make you visible to customers. $500- $1000+ $0 $1000 Per month Per month What can you do to start Will allow competitive Obtain a regular digital building your brand in positioning in the digital presence - plus utilising marketplace. the digital space? the free digital tools available
No digital budget $0 If you don’t have capacity for additional budget what can you do to start building your brand in the digital space? Applications Google My Business ● Facebook Page - no cost apart from your time investment! ● Instagram Page & hashtags (#) ● Other social media relevant to your target market ● (Snapchat/WeChat) Linkedin (corporate audiences) ● Directory Listings ● Google Analytics on your website ● Business Association Websites ● Benefits Free business tool/s to manage your presence across Google - a way to stand out ● SEO presence and credibility - higher ranking in search results ● Industry presence on directory sites ● Analytics - understand how your customer is engaging with your website, what’s ● working, what’s not?
Get your Business Found use directory listings - they’re free! Why? - Increase your digital footprint - Increase your Google ranking - Link back to your website - Drive traffic to site For more look here: https://www.loginradius.com/fuel/australian-business-directory-listing-websites/
Website Checklist Future proof your online business. It’s important to invest time into creating a great visual experience alongside a Google responsive & customer friendly framework. Make sure you spend time in your visitors shoes - experiencing and critiquing the journey *Make sure you have a telephone number at the top of the page Is it customer centric - do new visitors want to stay and seek *Ensure you have the logins to your website, they’re the keys to your business Check all forms Make it easy for your customer to contact you Check for broken links & pages Check site speed https://testmysite.thinkwithgoogle.com
Some digital budget $500- $1000 Using minimal budget is important to obtain a regular digital presence - plus utilising the free digital tools available (previously mentioned) Per month Applications Invest in regular website development - mobile or responsive ● Google Analytics ● Facebook Advertising - basics ● Short term high impact - Display campaigns ● Benefits Positioning within the digital market ● Brand Awareness ● Client Acquisition ●
Competitive digital budget $1000+ Will allow competitive positioning in the digital marketplace Applications Per month Engaging a digital agency ● Google AdWords (SEM) ● Display and retargeting capabilities ● SEO strategy ● Social media strategy/Facebook advertising ● Benefits Digital agency to help you with: Measurement ● Conversion tracking ● Call recording ● Quality leads ● ● Phone calls - not just clicks
CASE STUDY
Conversion Rate Optimisation PHONE VIDEO NUMBER CALL TO IMAGE ACTION MOBILE FRIENDLY WEBSITE COPY CONTACT FORM NO ACTION NEEDED OPPORTUNITY IDENTIFIED
Website Checklist Future proof your online business. It’s important to invest time into creating a great visual experience alongside a Google responsive & customer friendly framework. Make sure you spend time in your visitors shoes - experiencing and critiquing the journey *Make sure you have a telephone number at the top of the page Is it customer centric - do new visitors want to stay and seek *Ensure you have the logins to your website, they’re the keys to your business Check all forms Make it easy for your customer to contact you Check for broken links & pages Check site speed https://testmysite.thinkwithgoogle.com
https://testmysite.thinkwithgoogle.com/ https://www.tributemedia.com/blog/you-have-7-seconds-what-a-visitor-should-know-about-your-website-within-moments
Google Lighthouse
Location, Location, Location
Recommendations: Prior to Marketing: ● Fix website Conversion issues ● Reduce page load time by following Google Lighthouse optimisation suggestions ● Create a local location for their Google My Business profile. Marketing Strategies Moving Forward: ● Digital Engagement ○ Display advertising specifically targeted to COO’s and CFO’s of mid-tier business’. For instance a TruSkins Display execution on business news websites could be very effective. ● Digital Re-Engagement ○ Retargeting people that hit your website, currently engaged prospects.
Google My Business
Cost Effective Showing your business in front of millions of searches each day. Google My Business puts your business info on: - Search - Maps - Google + (now for Social - no longer a business application) So customers can find you, no matter what device they’re using. Tips Easy access via a click of a button to your business’ ● ○ Hours of operation & Phone number ○ Website ○ Directions ○ Tricks Plus gives customers insight into your business’ ● Busiest hours ○ Review ratings ○
**Refer to your workbook for set up instructions **
Visibility on Google Search & Maps Google My Business appears in the prime real estate of search results Profiles appear in the local “3 - ● pack area” and in Google Maps CPC Ads results Local 3 pack is located in a ● valuable and highly visible space on the search results page on Google With a highly optimised GMB ● profile, a business can appear near the top of the search Local 3 pack results for $0 expense Organic Results
Claiming & Optimising your GMB profile An optimised and up to date profile signals to Google that your profile is relevant for users searching for your product or service and may boost your profile in the local 3-pack How to optimise your profile: Claim the listing go to “Google My Business” - click on ● Start NOW and follow the prompts Make sure your operating hours are accurate ● Your service category is up-to-date ● Business phone, name and address is correct & the same ● as on the website Add images that will help potential customers choose ● your business over the competition
Google Analytics
Understanding Analytics
1. Set up your account and property Once you have a Google account, you can go to Google Analytics and click the Sign into Google Analytics button. You will then be greeted with the three steps you must take to set up Google Analytics. Source: AC Nielsen DCR, July 2017
After you click the Sign Up button, you will fill out information for your website. Source: AC Nielsen DCR, July 2017
Google Adwords Search Engine Marketing
Why AdWords? Your always on lead converter, making sure you’re present when your most valuable customers are ready to make a connection with your business A key strategy in expanding most digital marketing plan
5 Key Points about AdWords (search engine marketing) 1. Always on lead converter 2. You only pay when someone clicks on the ad 3. Target your customers most valuable to you 4. Flexible to move with your business needs 5. 100% transparent and shows true ROI
Keyword Planner 9,360 Radeladians searched for locksmiths in Adelaide during November!
Over half came from a Mobile device.
Benchmarking your AdWords campaign Putting the strategy into practice Step 1. Identify cost per click (CPC) in Google Keyword Planner Step 2. Identify amount of leads required Step 3. Work out your budget Step 4 . Other digital marketing tools to complement Step 5. Track & Measure - REPEAT
Calculating your budget
Things to consider Do you have the technical knowledge to deliver a successful campaign? • Click through rate - average 3-5% • Ad Rank • Quality Score • Ad text relevance • Landing Page Quality • Site Links • Call Extensions • Page Load time
Automate where you can The most successful marketing automation performers have an average of 60% higher lead-to-sale conversion rating
Optimise for phone calls. Not just clicks
Optimising Optimise for phone calls Not just clicks
Google Shopping
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