So after writing my blog on Google Analytics I said I would post one providing some information on Google AdWords. I said this completely forgetting I was already registered to attend a conference hosted by Google, on AdWords. 

Google held their presentation in a large auditorium enough to capacitate the whole lot of us and focused their first presentation on trends in the industry. This is the one piece of information I took from it. Social media and mobile marketing is not a fad. Paraphrased and not that I thought otherwise but if Google says it, it must be true… right? 

So we broke for lunch, killed about an hour and a bit talking to people and what not, then we (Google conference attendees) were separated into two groups, by choice of course. Beginner or advanced? Not that I claim to be an expert on AdWords, I chose the advanced seminar hoping to pick up some tidbit or gem that I could take back to the office. Nope. I had to double check again to see if I had entered the beginner room by mistake.

I don’t know who they were targeting with their presentation because it wasn’t helpful enough to people who have some sort of understanding, yet I heard from a couple of people with no understanding that it was very confusing and too heavy on the lingo that means nothing to them. It’s Google… one of the most recognizable brands in the world… I thought this was going to be the be all and end all of seminars. Oh well.

I’ll sum it up to my top ten benefits to make it a little easier of a read for you since this post is already getting too text heavy.

My Top 10 Benefits of Google AdWords

1. Allows you to be seen on Google
2. Cost effective way to market your business or products
3. You chose how much or how little you want to spend
4. Your position on Google is not determined by how much you spend, but rather by how relevant your ad is to your target and how many clicks you receive
5. All of your ads are completely customizable in terms of what text or link is displayed. If you’re running ads on the Google Content Network, your ads can even have images and video.
6. All of your ads are completely targetable by keywords, location, even time of day. If you’re running ads on the Google Content Network, you can even target your ads to certain age demographics.
7. All of your ads are easy to track to see which ones are performing well and which need to be revised, allowing you to spend your dollar wisely
8. AdWords software is very user friendly and will allow you to make it as complicated or as simple as you want
9. Google provides tools to generate keyword ideas, they let you know how heavy the competition is for each of the keywords you are targeting, recommend pricing points and much more to help you maximize your money
10. It will boost traffic to your website and create more brand awareness

“What is Google Analytics?” “Why should I use Google Analytics?” “How can I make money from Google Analytics?” “Why would I PAY to use Google Analytics?”

Well… I’ll answer the last question first, Google Analytics is FREE!

Now to the first question; Google Analytics is a system that tracks and displays critical information of your websites performance. In short, it shows you who is using and viewing your website. It shows you where your visitors are coming from, how long they stay on your site, which page is most popular, and so much more.

Next question… If you have a website, then it makes sense to utilize Google Analytics to allow you to understand how well your website is working for you. You will see that if your homepage has a high bounce rate then your website is not engaging potential clients. Your marketing and advertising strategy may be driving the wrong type of customer to your site, or it may be time for a refreshed design or a clearer more impactful message. (Bounce Rate is an averaged percentage between the number of visitors who leave your site immediately and the number who stay and click through to multiple pages.)

“How can I make money from Google Analytics?” It’s not that you can make money from signing up but it will help you earn money. Most people reading this blog will be in B2B rather than B2C so ecommerce and tracking ROI from direct sales through your website is not relevant. However, there are ways to ensure your web presence is earning dollars. You can set goals; for non-ecommerce sites, goals would be what you want your website to accomplish whether it’s filling out a form, downloading a file, or emailing you. Values can be placed on certain goals if you need $ numbers to work with. Our IT guru Jerry wrote a previous blog article explaining Google Analytics in greater detail. http://www.trypm.com/blog/2011/05/27/google-analytics-interpreting-key-metrics-for-a-transportation-related-website/

10 Benefits of Google Analytics

1- Allows you to see how many people are visiting your website

2- Allows you to see how many returning vs. new visitors you are getting

3- Allows you to see where your visitors are coming from

4- Allows you to see how long visitors are on your site and how many pages they view

5- Allows you to see what the most popular page on your site is

6- Allows you to see how your visitors found your site

7- Allows you to see what the most common search terms are

8- Allows you to see a comparison to previous performance

9- Allows you to see which sites you are getting the most referrals from

10- Allows you to see how you stack up against other similar websites if you choose to submit yours

The other option is to market yourself through Google AdWords which I will explain in my next blog post. AdWords will take a bit of an investment but it, in combination with Google Analytics, will allow you to target your message more appropriately and spend your marketing dollars more effectively.

If you haven’t already ventured into the online world of social media and marketing, there are probably only a few reasons why:

• You don’t know how to
• You don’t have the time to
• You don’t think it will benefit you

These are reasonable responses to the question of “why?” but with a little further research, I think you may just change your opinion as many businesses have, including us!

It can be a little difficult to see the light at the end of the tunnel, especially in a business to business scenario. There are several benefits, so maybe now is the time to jump in!

You don’t know how to – It can be a little overwhelming if you don’t have an understanding of what it takes to get involved in social media. The best thing to do is search for one of your clients on these social media platforms, or even one of your competitors to see what they are doing and how they utilize Facebook, Twitter, YouTube, Word Press, LinkedIn, etc. Read, read, and read… it will give you more insight in how to join the online world as well as keep you up to date on what is going on in your industry. Who knows, maybe you will have something to say right away. Commenting on other businesses blogs and pages are great ways to introduce yourself and share your knowledge on the web.

You don’t have the time to – You don’t have to dive into everything at once. Maybe you are already more familiar with Facebook than any other site. Start there. If not, just pick one to start with for the first few months and you will gradually gain the confidence to implement others. Setting up a Facebook or Twitter account will not take you long to accomplish, just get it done and you can do some tweaking later. There are actually a lot of great blogs out there that will walk you through the entire process of creating these accounts.

The best in the business are posting and tweeting multiple times a day. They most likely have the resources to have an employee dedicated solely to social media. You should shoot for at least once every couple of days and if you start up a blog, try to start by posting relevant news to your company or your industry once a week, or at a minimum, bi-weekly. The more you do it, the better you will get and thus, take less of your time to create frequent posts.

You don’t think it will benefit you – It is true that social media is more effective for B2C companies but that doesn’t mean that it is not beneficial to B2B. The idea behind social media is to first of all, create more brand awareness on the web. The more websites your company is listed and active on, the easier it is for people to find you, understand you and learn what specifically sets you apart from the rest. These sites show up on general searches through Google and other search engines, so if you post quality content, rich in industry keywords, you will get a higher ranking. It’s all about posting good content as regularly as you can to try to get people involved in your business and your industry. Start a dialogue, talk to people that you otherwise wouldn’t have the opportunity to, drive businesses to your website, and ultimately make a positive impact on your business. We’ve seen it work.

Remember— If you do want to get into social media and even after your research you don’t think you will be able to pull it off, you can always outsource it to a trusted company.

15 Benefits of Social Media:

• Create brand awareness
• Reach beyond your own prospect list
• Drive more traffic to your website
• Stay informed of the goings on in your industry
• See what people are saying about your company
• Get your news out there in real time
• Gain a higher ranking on Google and other search engines
• Show your existing and future clients you are willing to stay up to date
• Show your existing and future clients you care about your brand
• Show your existing and future clients you care about them
• Ability to provide immediate customer service
• Post job opportunities instantly
• Track website and social media performance with Google Analytics
• Generate more sales leads
• Oh yeah…. It’s FREE

A Few Points on Social Media Sites

Facebook

• This is the most universal social media site.
• This site allows you to post videos, pictures, links, polls, etc.
• You can customize your landing page to entice a visitor to “Like” it.
• You post relevant news to your “fans”
• Join industry or company specific groups and join the discussions.

Twitter

• This is the most real time social media platform, where the majority of serious “tweeters” will post multiple times a day.
• A great way to post latest news, other peoples relevant “tweets” (retweet), post and reply to job opportunities.

LinkedIn

• This is the best site to stay in touch with key contacts from specific companies of your choosing.
• Offers group discussions in several industries.
• Lets you introduce and be introduced to mutual business contacts in your industry.

WordPress

• This is one of the easiest ways to set up a blog for your business.
• A blog is a great way to increase the content and size of your website which will help to get you a higher ranking on search engines.
• Helps to bring visitors to your site regularly.

YouTube

• People love to watch videos.
• A great link to have on your website.
• If you have no desire to create videos, you can still set up a channel for your business, like relevant videos to your industry as well as post comments.

Google Analytics

• Not a part of social media but an essential tool to track the effectiveness of your website and social media.