Google wants small businesses make the most of the internet, and it’s doing its bit to encourage them.
In April, the internet giant announced it will offer free workshops to help small businesses improve their online presence. To that effect, it has now shared a video that explains digital marketing for small and medium businesses.
The 43-minute video is part of the Google Partners Connect video program and provides useful tips and insights to strengthen your online presence and grow business. It features two presentations: one on mobile consumer behavior and one on the importance of micro-moments.
Part 1: Mobile Consumer Behavior
Presented by Aditi Manwani, Product Marketing Manager at Google, the first part of the Google Partners Connect video provides some interesting insights on consumer behavior and introduces the concept of micro-moments.
Manwani says micro-moments represent a new consumer behavior trend. Increasing use of mobile is changing the way we behave, making these micro-moments more important than ever.
She explains this by talking about four moment types.
The first type is the “I want to know” moment when consumers are not ready to buy yet. Next is the “I want to go” moment when they want to visit a local business. This is followed by the “I want to do” moment which is either before or after the purchase. At this moment, businesses have the opportunity to build loyalty. Finally, there’s the “I want to buy” moment when consumers are still making a decision of how to buy.
By being useful and staying accountable, businesses can capture these moments.
Part 2: 10 Ways to Grow Your Business Online
In the second part of the video, Google digital evangelist Frederick Vallaeys shares some cool tips to help you boost your business online.
He begins by saying that every second more than 40,000 searches are made on Google. Yet, as he remarks later, only 45 percent of businesses in the United States have a website. It goes without saying that there’s an opportunity waiting to be grabbed, and businesses are simply not doing enough to make the most of it.
Emphasizing the importance of mobile, Vallaeys adds that businesses should think mobile first when they build their website. That’s because, mobile is getting bigger and a mobile-first approach will help businesses do well on desktop as well.
He provides more information on how businesses can connect with customers at moment of relevance by selecting the most appropriate keywords.
Among other things, he highlights the importance of videos to “raise trust factor” and the need to acknowledge and respond to online reviews to connect with more customers.
Another word of advice for small businesses is to measure the impact of their online marketing initiatives and be reasonable while setting goals.
Response to the workshop and the program has been overwhelmingly positive, with businesses appreciating Google for sharing valuable insights. Many small business owners used the #PartnersConnect hashtag to thank the company.
— Josh Echele (@Josh_Blayzer) May 4, 2016
— Jennifer Hill (@jenniferdhill) May 4, 2016
— 3PRIME LLC (@3PRIME) May 4, 2016
In the coming days, Google will upload more videos under its Google Partner Connect video program channel on YouTube.