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Posts Tagged ‘Google’

OK, Google, can you help me with marketing?

 

I’ve been seeing these “OK, Google” ads on TV and wondered what would happen if I asked Google to help me with marketing. Of course I know Google can help with marketing, so I thought I’d pass along a dozen of my favorite free Google tools (and descriptions from other online sources) — all accessible using one login.

These tools offer ways to get more out of your search engine and social media marketing experience.

1. Google AdWords

If you’re not getting good enough traction with organic search traffic, then you might want to consider a paid search campaign using Google AdWords. By bidding for the right keywords, you can gain a considerable amount of qualified traffic where the conversions will meet or exceed the value you pay for your ads. Be sure to use advanced targeting options for location, mobile or desktop browsers, and other criteria to get the target audience you want.

2. Google AdWords Keyword Tool

Need keyword ideas for your search engine marketing campaign or paid search advertising? Try the Google AdWords Keyword Planner. When you enter a term that offers a wide range of ideas, like SEO, you will get groupings of keyword ideas that you can dig deeper into. While the total of the global searches is not always spot on, it can give you an idea of whether one keyword is more or less popular than another. You can also see an approximate cost-per-click amount, if you were trying to target the keyword using Google AdWords.

3. Google Alerts

Want to keep on top of the latest news, mentions of your brand, or other items in Google search? Then set up your Google Alerts. When you enter a search query, you will get a sample of the results you would receive and the option to have them delivered regularly to your email inbox. You can use this to keep up with your competition as well to see where they are getting mentioned or are building profiles.

4. Google Analytics

Google Analytics is probably one of the most powerful Google tools that you can use a as a marketer. You can learn so much about your website’s visitors including, but not limited to, the following:

  • Demographics – Learn more about your audience, including their location and language.
  • Social Engagement – See what social networks visitors come from and how they interact with your website’s social plugins (custom coding must be implemented).
  • Technology Used – Find out what browsers, operating systems, and networks your visitors are using to view your website.
  • Mobile Information – Curious if you need a mobile website? Find out how many of your visitors are using mobile technology.
  • Traffic Sources – Analyze what websites, keywords, search engines, and other referrers send traffic to your website.
  • Top Content – Get a handle on how effective your content is by seeing your top entry and exit pages.
  • What Leads to Conversions – Set up goals in Google Analytics to find out which visitors complete conversions such as purchasing a product or signing up for a mailing list.

5. Google Books

If you love reading, then Google Books can be a good place to go to find books online in all genres, some of which you can read for free. But from a marketing perspective, if you have a book, then you will want to get it listed on Google Books so that you can sell it to an even larger audience, especially now that Google is competing with iTunes and other online media retailers with their new Google Play store for music, books, movies, and Android apps.

6. Google Docs

Want to share documents, spreadsheets, presentations, drawings, and tables with other users to view online or download? Then Google Docs is for you. You can even create forms and send them via a link or directly in an email to collect survey answers, crowd source post information, and other data.

7. Google Display Planner

Need some quick traffic or demographics information for a website? Get it using Google Display Planner. The larger the website, the more information you will be able to find about it including the average visitor’s age, gender, education, household income, other sites visited, interests, and keywords searched for.

8. Google Trends

Google Trends allows you to search for keywords to see their trends over time. This way, you can see whether a keyword is gaining in popularity, see worldwide search trends over the course of a year to find popular months or seasons for a search, see search volume by region, and find a list of top ten related searches and rising searches.

9. Google My Business

Want your business to show up before organic search results? For some keywords, it can thanks to Google My Business. Be sure that you claim or add your listing on Google Places, complete your profile, add photos and videos, and encourage reviews so that your business will make it to the first page of search results.

10. Google+

Google+ is Google’s social networking channel. Google has not only created a thriving social network, but has incorporated it into almost every aspect of the Google experience, including Google search results themselves. Thanks to personalized search results, you can actually rank higher than normal in search results for those you are connected with on the network.

11. Google Voice

Google Voice allows you to create a phone number to make and receive phone calls and text. You can view your messages in an interface similar to your Gmail. It’s a good alternative if you don’t want to give out your office or cell phone number for particular contacts.

Another cool little trick with Google Voice is that you can set up a Google Voice number specifically for tracking how effective your phone number placement on your website is. Every time someone calls in using your Google Voice number, you can count the calls in your Google Voice account. This will allow you to test the size, location and color of your website phone number.

12. YouTube

Last, but not least, if you want to dominate the video market, then start with Google-owned YouTube. Not only will your video be available to YouTube’s millions upon millions of visitors, but it will also be on prime real estate for showing up in search results. Even if you can’t get your website on the first page of search results through traditional SEO, you might be able to get there with video.

Jackie Costa is the director of content marketing at Clear Verve. She works with clients to communication more clearly and create smarter, better, channel-appropriate content. Listen for her on Twitter as @JackieMCosta.

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Waving Buh-Bye to the Wave: One POV Regarding the End of Google Wave

 

People have options aplenty when connecting with people online. Email, Facebook, Twitter, MySpace (yes, it still exists), Skype, blogs, photo galleries, instant message applications and Google Wave, the impetus of this post. People who happen to use all of these tools tend to use each one for something different – besides the overall reason of communication.

In my experience, people like and need to have their worlds divided into multiple categories: work, family and social life. Within each of these divisions, there are more separations: book clubs, sports teams, children’s play dates, longtime friends, new friends, guy friends, girl friends, online acquaintances, mentors etc. The list is endless. But the point of the list is that it shows people are inherently dividing up parts of life. Google Wave was trying to bring everything together and, in my opinion, that might have made people uncomfortable.

As convenient as it might be to have multiple ways of communicating in one place, we already have that idea with computers or handheld smart phones. While it is a great idea for Google to recycle parts of Google Wave as they figure out how to redevelop their ideas, it was time for the official Google Wave to go. People have already personalized ways to pull their different worlds together without meshing them together. And, in most cases I’m guessing it’s without the use or creation of a high tech program. It might just consist of having a system or order of communication amongst the different groups.

Overall, I completely understand what Google Wave was trying to do and I am impressed by what it looked like. I just think that what they developed can work better in separate communities as an intranet of sorts for the time being. Pulling everyone’s online communities together might be a little too much too soon.  Your thoughts?

More on the end of Google Wave:
http://googleblog.blogspot.com/2010/08/update-on-google-wave.html

Erica Gordon is currently interning at Clear Verve and works part-time at a Milwaukee area nonprofit. She recently received her Communication MA from Marquette University.  Follow Erica on Twitter @erica_g.

Take the Needle Out of the Haystack

Monday, May 3, 2010 — 

 

There are many options for monitoring your online brand presence especially now with the overabundance of social media web sites.  It can be overwhelming for people starting out with a new brand or those that haven’t started monitoring – just like looking for a needle in a haystack.

If you haven’t started monitoring your online brand presence, why start?  Monitoring helps you stay on top of:

  • Your company reputation
  • Learning about unsolicited customer feedback and responding – it’s a chance to make a bad service situation better
  • What your competitors are up to
  • Improving press and blogger relations

There are paid options that can be used for online brand monitoring but there are also some very good free options. Here’s our list of the top five free social marketing monitoring tools.

Google Reader – Google Reader is a must have for RSS feeds, news, blogs, social media tracking and having Google Alerts fed into.  It is easy to use and you can set up folders for each of the information you aggregate into Google Reader.  You can then set up Google Reader in a variety of ways to keep track of this information.

Social Mention – Searches images, blogs, comments, Twitter, Facebook, You Tube, etc. and gives you useful metrics such as “strength”, “sentiment”, “passion” and “reach” so you can compare brands.

BoardTracker – Allows you to search discussion/forum boards for social mentions.

BlogPulse – Cool search option for blogs from Nielson that is free.  You can create a RSS feed for whichever search you choose to be able to capture real time information on blogs on particular topics and send this feed into your Google Reader if you wish.

Netvibes – If you like dashboards, this is a good format for aggregating content from multiple online sources (Yahoo search, Google search, videos, conversations, etc.) and it is segmented out by tabs with categories of information.

If you are looking for more resources, check out this post from Social Media Today. Or if you have a favorite that isn’t listed that you’d recommend, please share.

Susan Schoultz is Client Service Director at Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns.  Follow her on Twitter as @clearverve2.