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Business IQ

4 ways to reach more customers with Google’s business tools

John Ball
Country Manager of Google Customer Solutions AUNZ

John Ball is Country Manager of Google Customer Solutions AUNZ, with over 30 years of experience in information technology and online digital marketing.

John Ball
Country Manager of Google Customer Solutions AUNZ

John Ball is Country Manager of Google Customer Solutions AUNZ, with over 30 years of experience in information technology and online digital marketing.

John Ball, Country Manager of Google Customer Solutions AUNZ, shares his four tips to reach more customers with Google’s suite of business tools.

John Ball Country Manager of Google Customer Solutions AUNZ

Search is the most preferred destination that consumers use to find goods and services, yet two-thirds of small business owners aren’t taking advantage of simple search strategies to connect with customers. This discrepancy can translate directly to lost revenue; a quarter of consumers surveyed in Telstra’s Business Intelligence report on Digital Marketing say they’d stop considering a small business if they can’t find any information about it online. For most SMBs, there’s a massive opportunity to quickly and effectively reach potential customers online and start converting sales.

Here are four simple steps you can take using free Google tools to find new customers today.

Create your (free) Google My Business Account

When customers are searching, you’ll want your business to be easy to find. A simple way to boost your search visibility is by setting up a Google My Business account. Establishing a Business Profile within a Google My Business account lets you add details like your contact number, opening hours and photos of your business to Search and Maps.

Once you’re up and running, potential customers can contact you or get directions to your business straight from search results. You can also use your profile to see how you’re connecting with customers, track search volumes, and monitor actions like clicking and calling, all from a central location. To get started, try this simple online tool.

Optimise your site for mobile

In the attention economy, people want things quickly. More than half of Google’s search traffic comes from people on their phone, and a slow-loading mobile site can mean lost business. Your website should be designed mobile-first, with ease of use at front of mind.

If you’re unsure how your site performs on mobile, you can use Think with Google’s free Test My Site tool to get personalised recommendations on how you can improve user experience (and potentially convert customers). You can even download a bespoke report with recommended fixes to boost your site’s performance.

The tool also offers suggestions for improving conversion, like auto-populating forms with customers’ details to create a seamless checkout experience that can help drive sales.

Get strategic with Google Ads 

Google Ads are an effective way to reach potential customers. If you’ve never used them to promote your business before, Smart campaigns are a great place to start. Designed with small businesses in mind, Smart campaigns allow you to create custom ads in just a few minutes.

Once your ads are up and running, you’ll be able to easily check in on your campaign to see how it’s performing, as well as fine-tune your ads for optimal results. Since Smart campaigns launched, we’ve found them three times more effective when compared with traditional digital ads.

Brush up on your digital skills

As a business owner, it can be tough to find the time to learn new skills between meeting the demands of day-to-day operations. That’s why we’ve introduced Grow with Google, an online training platform that condenses important skills into bite-sized lessons.

You can use the service to brush up your skills in digital marketing, social media, analytics and video – all in five-minute lessons you can easily squeeze into your day. The platform also features case studies from real business owners, so you can gain insight from those who’ve had first-hand experience.

What’s next?
  1.  Check that your business’ details are up to date with Google.
  2.  Test your website's mobile performance.
  3.  Create a promotion with Google Smart campaigns.
  4.  Pencil in a date for some free training with Grow with Google.
  5.  Download the Telstra Business Intelligence report for more on digital marketing strategies.
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