You’ve probably heard the saying, “Imitation is the most sincere form of flattery.” When looking at major digital players such as Airbnb, Tesla, and Google, imitating their digital marketing efforts can improve your business's reach and success.
Google is a powerhouse on the internet. Some may even consider it THE internet. It makes sense that we should be learning from a business and brand that has single-handedly helped create the modern-day world wide web.
These are just some of Google’s digital marketing strategies you should try out yourself.
1. Provide free service or trial.
Google is an open-access platform that provides search features, data, and education for free. Google makes most of its revenue from ads on its search platform. This model will not work for most businesses, but the concept of a free service to get you in the door with no risk. You should offer value at the top of your sales funnel. Find creative ways to do the same.
Consider offering a free online course, a whitepaper, or an eBook for download that teaches or provides value. This free service is a powerful tool to get more visitors, subscribers, domain authority, and SEO credit if it provides enough value to get noticed.
2. Use technology to optimize your efforts.
Google is the master of leveraging tech and programming to be more efficient. Winning content strategies involve a partnership between real people and artificial intelligence (AI). Integrate technology in various ways to optimize your content and further your efforts.
Technology can help you streamline your research process to avoid blindly guessing what strategies to pursue and what keywords to use. You've heard about the data-driven approach to content marketing, and Google understands how technology can help you perform this research efficiently.
Another beneficial use of technology is in segmentation and personalized content. Have you ever received an email about a sofa you looked at a few hours after leaving the website? This customized approach to content marketing yields a much higher return on investment (ROI) and conversion rate. However, individualized service is not possible when it’s human-powered. You need AI and automated systems to run this level of digital strategy.
3. Take brand recognition and design seriously.
Google has become one of the most recognized brands on the internet. Furthermore, Google has hundreds of different platforms and services that operate independently while being linked. Each one may be separate, but the brand and tone of each platform and service are recognizable.
Brand recognition is an influential factor in the longevity of a business. Creating a recognizable tone, voice, and feel in all your content will help elevate your business. Does your voice on your blog sound the way your logo looks? Make sure your team has a solid understanding of your brand to replicate it across platforms and services.
4. Build a culture and a tribe.
Content marketing isn’t meant to operate as a one-way stream of information. It’s intended to work as a conversation. Your customers and followers should be able to engage with you and get a response. Google’s digital marketing strategy gives the brand a human face through its team (i.e. John Mueller). Google is also great at being transparent about how its algorithm ranks websites and any updates it rolls out. It continues improving its services based on feedback and has created an environment where its users feel heard and involved.
Take time to respond to comments on your posts, have a FAQs page on your website, share user-generated content, and thank customers publicly for reviews and feedback.
5. Focus on becoming an authority figure in your market.
Google was not the first search engine on the scene, yet it’s now one of the most used and referenced providers because of the authority and quality of its product. They are innovators who consistently provide quality products and services that go the extra mile. This only benefits you if you become a source of knowledge within your industry.
How can your business do the same? Providing valuable content is just one area where you can become known as a source of information. When other websites link back to your content, you increase your domain authority and the perceived authority within your industry. It’s also essential to interact with comments, questions, and reviews on your content and service.
Content is one of the most effective ways to be seen as an authority figure within your industry. Publishing informative and helpful content on your blog, website, or monthly newsletter increases brand awareness and builds authority. However, creating quality content that is well-researched, SEO optimized, and easy to read is time-consuming. Our team of professional writers and digital content strategists is here to help. If you’re interested in taking the digital marketing strategies used by Google and applying them to your own business, we can help. Get in touch today, and let's make a plan.