5 Marketing Lessons We Can Learn from Google
I am always looking for ways to help my small business clients get more results in their marketing. This week I got an unsolicited telephone call from Google, of all companies, which started me thinking. Why is Google, who is unquestionably the king of online marketing, engaging in telemarketing? I’d be interested to hear what the people at Google have to say. But in the meantime, I did my own research and discovered that Google does not only count on online marketing to reach new customers, they employ other marketing methods as well.
Here are five marketing lessons small business owners can learn from Google. I’m sure there are more, leave your thoughts in the comments below! We always love to hear from you!
1. Be Really, Really Good at One Thing
Before Google took on the Earth or built the Android, it did one thing better than anyone else, Internet Search. As the foundation of all things Google, their search engine and search technology was innovative in the beginning and continues to be innovative today. By committing to being really, really good at this one thing and maintaining that commitment, Google built a reputation in the market as a trusted resource. This kind of relationship with the consumer is pure marketing gold.
2. Don’t Rest on Your Laurels
Once Google had secured their place as the top search engine, they didn’t stop there. Rather than reveling in the fact that they owned online search, they continued to refine and revise their search algorithms and functionality to make the customers’ experience better. They understand that the competition is feverishly at work trying to copy their success. To that end, Google works to stay one step ahead of their competition, improving their main product, inventing new ones. This step is critical and something many small businesses fail to do. Having a great product may put you on top but it won’t keep you there.
3. Don’t Put All Your Eggs in One Basket
Even though Google owns the Internet marketing space and continues to redefine the way other companies market online, they continue use a variety of other marketing methods that includes email marketing, direct mail marketing, and even telemarketing. By using a variety of marketing strategies, Google ensures they are reaching all of their potential customers, not just those who are already invested in and interested in Internet marketing. If Google isn’t relying only online search to market their business why should you?
4. Be Innovative
Even though Google continues to do their one thing really well, they also recognize the power of expansion and diversity. The company is committed to creating a culture that embraces and inspires innovation. This innovative attitude has created things like Google Earth, the Android Operating System, and Google Maps. Even though not all products are successful (Google Wave for example) the innovation required to create these new products becomes a stepping stone for creating new (and often successful) products in the future. You’re not always going to hit a home run in your marketing, but you always should be swinging.
5. Have Fun
Google also embraces the idea that business doesn’t have to be boring. I love this! What other company do you know is able to routinely modify their logo without compromising their brand? This is something Google does on a regular basis with Google Doodles, the alternative logo designs that grace the Google home page for special events and holidays. Not only does this create a lot of fun for Google Users, (and I’m sure Google employees as well) it also creates a lot of marketing buzz for Google. They’ve often been featured on television, radio and newspaper just because of their fun Google Doodle.
Another thing that Google does is hides little surprises (or jokes) in the search engine function. These surprises, called “Easter Eggs” are search terms that produce unexpected screen behaviors or interesting page results. For example, when you type in the words “do a barrel roll” into Google and you screen starts spinning around. Google’s antics not only create buzz for the company and increase customer engagement, and I’m sure, satisfaction as well. It’s a well-known fact that humor sells. Google uses humor as a part of its regular routine.
Google makes it clear that when it comes to marketing your business, you need to have a diversified strategy. What other marketing lessons can we learn from Google?
Want to get more inexpensive and practical small business marketing ideas, grab a free e-book called “Build Buzz for Your Biz, 23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed” at http://23kazoos.com.
Wendy Kenney the Founder of 23 Kazoos, a Marketing and Public Relations firm in Phoenix, Arizona, that is relentless about results. She is the bestselling author of How to Build Buzz for Your Business available on Amazon.com, and has been featured in the Wall Street Journal, USA Today, and Newsday.
May 21st, 2012 at 11:37 pm
I like the “Don’t Rest on Your Laurels and Don’t Put All Your Eggs in One Basket” Business need to be improved, no matter what kind of business you have. Do not be satisfied on what your business have gained, Keep thinking of good strategies that will attract more prospect clients and sooner or later this will bring good benefit to your business. Of course, All tips are applicable to any kind of business industry. ^.^
May 22nd, 2012 at 3:55 am
“Don’t Rest on Your Laurels” a very good point.. it is easy to put a great product on top but more hardwork is needed inorder to sustain the top position …
May 22nd, 2012 at 7:21 am
J & L and Sara,
If we understand the business cycle we know that we always need to be reinventing, you only have to look at a company like Kodak to understand what I mean. A great company today can be gone tomorrow. Nothing lasts forever. Always be marketing. Thanks for your comments!!
May 29th, 2012 at 2:24 am
We can say Google is successful nowadays because of these qualities. It’s obvious that it’s really innovative in many ways. There are a lot of changes from time to time. They made it not to harm users but to help them also innovate on whatever they’re doing. The updates that will filter all the spammed techniques. Lately, I enjoyed their Moog Synthesizer from the Google search. It’s really interesting and exciting to wait for things like that.
May 30th, 2012 at 3:47 am
Yes, I think Google is of course a great example. I also have had a call from their Adwords team before which I was a bit surprised about. I suppose it makes sense to market on a number of fronts though.
They never stand still, they are always innovating, coming up with new ideas etc. I don’t think they are all hits but a lot of them are good positive improvements opr new ideas.
I think they are an inspiration to business owners about what can be achieved and how to go about it.
June 27th, 2012 at 1:03 am
They understand that the competition is feverishly at work trying to copy their success.
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July 11th, 2012 at 12:00 am
Yeah….If we submitted an unique content than Google definitely consider our website & index it
August 2nd, 2012 at 6:19 am
Interesting and a helpful one
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