Thinking you can skip marketing for your small business? Think again. In today’s digital age, having a strong Google game is the key to success. Let me share a recent travel experience that highlights the power of leveraging free Google tools to make informed decisions.
Our Bali Adventure:
Recently, my wife and I changed our travel plans due to family reasons, opting for a spontaneous trip to Bali. With only one hotel booked, we wanted the flexibility to decide our itinerary on the go. Our interests were clear: snorkelling, hiking, peace away from the city, and access to a gym. Oh, and good WiFi for some work we had to squeeze in.
Navigating with Google:
To find the perfect accommodations, I turned to Google Maps on my mobile. Starting with a favorite restaurant, I used its location to explore nearby hotels and gyms. Google My Business profiles helped me vet hotels meeting our criteria, and Google Metasearch made booking a breeze.
Explore for Free:
Here’s the kicker – all these services are free! Despite complaints about the cost of Google’s paid search, these tools are available to every business, supporting your entire search strategy and improving return on investment.
While you may not capture all your customers this way, you’ll attract those specifically interested in what you offer, resulting in happier, more manageable customers likely to leave positive reviews.
Mastering free Google tools sets the stage for better returns on your paid channels. Google’s suite of products for local businesses gives you the upper hand over aggregators and online travel agencies (OTAs). As the local business, you have the location advantage that travelers seek.
- WhatsApp Usage: Utilize WhatsApp for efficient communication with travelers. It’s a valuable customer service channel that’s often more reliable than paid alternatives.
- Bandwidth Woes: Recognize that travelers make decisions quickly, especially with potential connectivity issues. Ensure your services cater to swift decision-making.
The DEFEND-ATTACK-OWN Framework:
- Protect your brand as a priority.
- Leverage Google Business Profile and Things to Do Meta search, enhancing your visibility on Google Maps.
- Take control of your marketing efforts.
- Target and remarket to meet specific profit objectives.
- Ensure your brand is consistently visible throughout the travel planning journey.
- Control the entire customer experience.
- Optimize the booking process on your website for ease.
- Build trust and rapport through traditional email marketing.
Conclusion: In the competitive landscape, Google provides indispensable tools for small businesses. By defending your brand, attacking the right market, and owning the customer experience, you’ll pave the way for a successful marketing strategy that maximizes returns.