Google’s Bright Park tells entrepreneurs just how important digital marketing is for their businesses
When it comes to online advertising, Google is king. When it comes to search marketing in particular, Google has no peer. While nearly every major company in the U.S. has now invested advertising dollars into internet marketing, smaller businesses can easily run into roadblock if they don’t have the expertise or personel to implement a successful strategy in this brand new world of marketing.
This Wednesday, Bright Park, strategic partner development manager at Google, spoke to a crowd of small business owners at a sales conference in Lexington, KY. The conference was sponsored by local NBC TV station affiliate LEX 18, a Google strategic partner that offers digital marketing services to local businesses. WebProNews attended the event, and was able to speak with conference attendees about how they are incorporating digital marketing into their sales strategies.
Park, whose work focuses on business development for Google’s Channel Sales Team, highlighted the growing importance of online marketing for small businesses, gave some tips on how to improve small business search marketing, and provided some insight into the opportunities and challenges Google faces with bringing small businesses online.
Park began by providing some statistics on just how quickly the online world is growing, such as the fact that 5 billion people are predicted to be online by 2020. “From the dawn of civilization to the year 2003, mankind had created a total of five exabytes of data,” said Park. “Now, in the year 2012, it’s estimated that five exabytes of data are created every two days.”
Pointing out that mobile devices, such as smartphones and tablets, are now becoming ubiquitous, Park showed how search traffic often spikes when live events happen on television. “In short, if you’re advertising on television, you have to be discoverable online,” said Park.
He stated that this paradigm – the connection between TV and internet searches – is what Google calls the “zero moment of truth.”
Park pointed out that while past “zero moments” might be found in a storefront or television ad, people are now heavily researching their purchases online. “Four out of five consumers go online and research products before they go buy them,” said Park. In the course of such research, potential customers are going to use search, and Park encouraged small businesses to make sure they find the right message.
Park did, though, give a few tips for small business on how they can “win” that zero moment. The first tip was to put someone in charge of search marketing. Preferably, this is someone who knows the internet well, but Park admits that new world of digital advertising can be overwhelming. “Quite frankly, it can be complicated and time consuming to figure out a search engine marketing campaign,” said Park.
Park’s next tip was for businesses to find their own zero moments. Park stated that a business can start this process by simply typing its name into Google’s search and observing what auto-complete suggestions pop up. These auto-complete results are based on data Google has about what people are searching for, and, Park stated, they can help businesses determine what potential customers are searching for.
Park’s third tip was for businesses to answer the questions people are asking about it online by tailoring its online content, based on the auto-complete suggestions and other research performed in the previous tip.
As major enterprise begins to standardise its search marketing strategies and move on to social media marketing, Google’s push to educate small businesses that haven’t embraced the internet yet about the necessity of online advertising will certainly be hard work.