Companies can learn a lot from Google’s top marketing masterminds. Google dominates the online world with the most desirable Internet product – search. Google’s marketing magic into basic principles any company can use to increase sales. So follow Google’s rules to improve the way you market your company and its brand:
Google succeeds because its search results are relevant to its customers, who use those results to make decisions about what to buy, read, investigate and so on. Your company must become relevant to your customers. Help them solve their problems. Enable them to make better decisions.
“Keep it simple, stupid”
Google’s home page is a model of simplicity. Apply this principle to your operations, including your brand and your marketing, which should involve a “simple unique selling proposition.” Keep your webpage uncluttered. Google’s Website Optimizer can help.
The best time to market to people is when they are in the mood to buy. Often, this is when they search for product or supplier contact information. Interweave editorial content with “commercial content.”
People who are actively engaged with online content – news, videos, podcasts and social interaction – have no interest in your commercial message. They see your advertising as an interruption. The most effective opportunity to sell occurs when online users search for something. Plan ads for keywords that do not directly relate to your products, but represent prospects that you want to reach.
“Act like content”
If your website is overtly commercial and largely content-free, Google’s search algorithm will not rank it highly. To attract the maximum number of searchers, offer meaningful content. The more specialized information is in relation to searches, the better.
Google exhaustively tests everything it puts online, including its logo, its “AdWords reporting interface” and the colors of its toolbars. Comprehensively check all your important online components, including keywords, advertising copy, landing page, and so on.
Such Google tools as “AdWords, DoubleClick and Google Analytics” can determine if your ads work because they depend on objective data. Interpret this data properly, and you can count on the results. Numerous data points are trackable, such as, for example, “exposure, interaction” and “conversion. Google pays close attention to ad tracking via its Quality Score, which measures how relevant keyword advertising is to users. Thus Google ensures that it presents only the most relevant ads to searchers.
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