Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ivana Bogdanović, Content Marketing Specialist, The Content Studio
As I’m daily surrounded by marketers, I often lose a sense of how much people are unfamiliar with digital marketing and what they can do with the tools provided to them, which are usually completely free. And so every now and then I’m surprised in the face of the harsh reality. Here I’m not talking about the big regional and multinational companies. Following global trends in marketing, they already educated their people. If not, I believe they will do so very fast, because we have all caught the digital fever. This story is more about small and medium-sized enterprises which make up a good part of the economy of the countries in our region. These are mostly private entrepreneurs who have developed a family business or implemented their idea through partnership. They monitor all internal processes and are maximally focused on revenue and earnings. But due to such workload, marketing usually suffers, ie. being left to someone to deal with advertising on a basic level. And that’s usually where traditional marketing channels dominate. And exactly such companies, which are mainly engaged in the production or provision of certain services, can easily find their customers where they spend the most of their time, on the Internet.
Today we have so many free tools that enable us to reach the consumer at the point when they need us, when they search for a product or service wanting to satisfy a need. And that’s where Google dominates!
Imagine you have a travel agency in the city center. You made your space attractive and you’re just waiting for people to find their way to you. How likely is it that someone passing by will think “I feel like going to New York?” Maybe you should try to involve a promoter who will stop people and share flyers about your great offer for New York. Hmm … that’s no good either. Why? Because when they need something today, people take up their smartphone or sit before the computer and ask Google. They look for solutions to all their problems there. They explore products, locations, services … everything. And this is exactly the moment when you should be there, to highlight all your main advantages – quality, price, speed … everything that would be crucial for them to opt for you. In a sea of tourist agencies, the consumer needs to reach you and your site first in their search, and if need be, they can walk down to your super agency in the city center. But they will first search for you on Google.
Everyone wants to be on the first page of Google. SEO does a great job in this, but it demands constant work and patience, and should be worked on throughout the year.
But some things require quick results. Knowing that, Google has created a platform through which you can auction for the attention of your customer, and grab them at a time when they really need you, when it is most likely that they will make a purchase, that they will call you, schedule an appointment, do whatever it takes to meet their need. With a well-placed campaign on Google AdWords, a good landing page that is simple and quickly leads to action, you are a winner in the race for customers. With a preliminary analysis of the keywords that are most likely to be searched when it comes to your product or service, and precise targeting by location, you spend your money rationally on those people who are likely to buy what you are selling. There is no wastage and large budgets that don’t give conversion. The money is spent sparingly and brings you straight to the customer.
Sounds simple and efficient? It is. But you can’t know what your options are if someone doesn’t explain all of this to you and show you how.
You can learn how at the Content academy, where you will hear a lot more about Google tools and how to use them to reach your customer at a time when they need you, at a place where they search for how to fulfill their need. See you on 15 November!