google partners connect

Google’s Retail & Ecommerce Marketing Event Recap

August 23, 2017 by Justin Miller Leave a Comment

On Wednesday, August 16th, Google provided some great tips, insight, and advice to retailers regarding ecommerce marketing. Kristen Johanson, Head of Industry for Retail at Google and Alex Chen, Product Marketing Manager at Google Shopping, did a great job presenting 3 major problems the shoppers and retailers face online, and steps that retailers can take to remedy these problems.

Problem #1 – Discoverability – Can Consumers Find You?

While having a storefront on the main street helps, in-store foot traffic has been and continues to decline. However, shoppers are not disappearing, rather relocating online. Making your website and overall online presence (local listings, social media, reviews, etc.) that much more important. Today, having a great website isn’t enough, it has to be easily viewed and used on multiple screen sizes especially smaller mobile devices.

Problem #2 – Personalization – Mass Message Is an Easy Way to Fail

Each of your customers’ want/need something, but not all the same thing. While communicating with your client base according to their wants/needs is challenging, it is also a huge opportunity. Present the right offer to the right person at the right time, and watch your sales increase. For instance, imagine your favorite coffee shop texted you a discount coupon for your favorite drink when you are within walking distance of their new location (which you might not have even known about). Are you going to visit the new locations? – most likely.

Problem # 3 – Frictionless – Easy Consumption or Loss of Sale

Being found is step one. Customizing communication with your customers is step two. Step three is ensuring a good user experience. This includes fast load times, fewer clicks to check out, streamlined forms, ease of navigation, and much more. With global competition, sometimes the littlest pain points for a customer could drive them away.

Essentially, consumers are online looking for stores that cannot only provide the products they need/want but also a service that makes purchasing and receiving these products easy. The full Google video can be viewed on YouTube.

If you have any questions or would like to discuss your ecommerce marketing further, you can contact DaBrian Marketing Group, a certified Google Partner.

13 Digital Marketing Tips – Google Partners Connect

May 9, 2016 by Dabrian Marketing Group Leave a Comment

DaBrian Marketing Group recently hosted a Google Partners Connect event in which local business owners participated in a video-based seminar on effective practices of digital marketing. The video featured speakers that described important factors in constructing a business’ digital marketing presence.

Digital Marketing Strategies & Solutions

The speakers, Aditi Manwani and Frederick Vallaeys, listed thirteen goals that should be prioritized when developing a digital marketing campaign:

Be There: Mobile interactions with digital media dominate the consumer’s world. Businesses should be present at these moments to capture the attention of consumers.
Be Useful: Businesses should provide a use to consumers. The content to which a consumer is exposed must be valuable to the person’s current situation – such as a How-To video when the person needs instructions on the completion of tasks.
Be Accountable: Businesses should accompany consumers from the initial impression to the ultimate purchase through repeated exposure and interactions. Businesses should continually expose their brand’s information to consumers to build familiarity and trust – an example is a business responding to negative reviews.
Be Found on Google: Before consumers become customers, they must have knowledge of a business’ existence through its presence on Google Maps.
Make It Easy for Customers to Connect: Whether it is via a mobile device, email, or telephone, businesses should communicate their brands to consumers in ways that will create accurate expectations.
Connect at Moments that Matter: Searchers give clues to their intent through the words they use to search. Businesses should ensure that their content is focused on the searcher’s intent to lead them to the most appropriate information – such as reviews, pricing, specific products/service offerings.
Use Ad Extensions: On the results page of a keyword search, subheadings under the main link of a business offer consumers further resources that may be helpful to their current situations. This kind of ad extension is related to a 30% increase in the lead-generation for businesses.
Manage Reviews: Businesses should respond to, and not delete or hide, negative reviews. They should attend to concerns, fix problems, and grant consumers some kind of compensation for unsatisfactory experiences.
Be Found Across the Internet: Businesses should be accessible across different pages of different websites. This is possible through advertising on the Google Display Network.
Advertise When You Need It: Research on the usage of a brand will give information as to when consumers most often use it. With this knowledge businesses can better capitalize upon the current needs of consumers at any given moment.
Be Found for Product Searches: When consumers search the internet for retail-products, retail businesses should appear on the results page with Shopping Ads or Product Listing Ads that consist of images and price-related information.
Reconnect with Prospects: Advertising to existing customers of a business and previous visitors to a business’ website encourages them to return to the site with which they are already familiar.
Manage Targets: Businesses should ensure that their objectives are reasonable and measurable. Goals must align with the existing brand and be feasible according to the best practices of digital marketing.

Conclusion

The Google Partners Connect event at DaBrian Marketing Group succeeded in communicating valuable information about digital marketing to local business owners. This information was presented by a trusted source – Google. DaBrian Marketing Group’s status as a Google Partner allowed this event to benefit local businesses.