Digital Marketing – Twitter Vs Google

In the May 2009, many digital marketing professionals thought that Twitter would end Google’s reign. However, a year later in 2010, Google ended such speculation by announcing that it had partnered with Twitter to include real-time tweets in its search results. Initially, it was believed that unless Twitter developed a system for cleaning up spam on its network, it could not possibly threaten Google. This was because the main USP of the Google is its ability to deliver relevant, high quality results for different search terms. Though these results were not completely spam-free, they were much better than the results provided by other search engines.

According to a Internet marketing article published in 2010 by Technology Review, Google equates a user following another user on a social networking website, to one web page adding a link to another on the Internet. Just as the value of a page increases when a highly-ranked page links to it, the quality of a user goes up if a more established user begins following him. Does this mean that getting more Twitter followers is the same as the common digital marketing strategy of collecting more incoming links?

No, not quite. Collecting followers on Twitter is one of the easiest things to spam. There are many tools out there that will follow users, based on specified digital marketing keywords. Most users, who are followed on Twitter, will usually return to the favour by following the follower. Once a digital marketing brand gets a ton of followers using such a tool, it is quite simple to unfollow a majority of these users with applications like ManageTwitter. Additionally, the brands could also get profile names which include a targeted digital marketing keyword, and also create other profiles having that same keyword.

The only way for Google to beat this is to modify their search engine algorithm to weed out profiles that do reciprocal social media following, similar to reciprocal link building. Another related issue is the importance of social search. Digital marketing pundits are always saying that people are more likely to trust the advice given by their friends, rather than Google’s search results. Theoretically, this may be true, but in the actual practice, it is not so. In fact, most users begin to follow others simply because of a single smart tweet. They do not really know the person they are following or value their opinion.

Top 3 Reasons Small Businesses Fail at Marketing

I often speak to groups of small business owners and I keep hearing the same comment over and over again with many of them saying that marketers don’t matter or marketing doesn’t matter anymore.

There are many reasons I’ve heard as to why marketing doesn’t matter: “all my business comes by referral,” “I never spent money on marketing and my business grew,” “marketing is a waste of money,” “I see no value in marketing,” “marketing is all luck so why spend money on it,” and so on.

Oh, how they are so very wrong! Below are the top 3 reasons why:

1. Their definition of marketing is wrong

When business owners tell me that marketing doesn’t matter, they usually have a totally different understanding of what marketing is than those who recognise how marketing contributes to business goals where it enables you to charge the most money you can for your services and products.

Marketing is first about spending time building a solid foundation based on strategy before proposing a series of tactics aimed at lifting sales. Until the business finds a way to change the context of how their ideal customer views what they do, and then becomes become the obvious choice provider, they’ll find that their marketing efforts never seem to build momentum or gain any return on investment.

You must be able to enter the conversation taking place in the head of your customers. Or, to look at it in a different way, to be able to address the number one question on your customer’s mind at exactly the right time.

So, how do you do this? The conversation that is taking place in every prospective customer’s mind revolves around two major points. There is a problem they have, and that they don’t want… and there is a result that they want, and they don’t have.

Those who often misunderstand marketing believe that it is only about advertising campaigns, brochures, flyers, website, email marketing, SEO, tradeshows, social media, copy, etc. These are the tactics – the way you implement your marketing. I’d argue that marketing is essentially the core of business strategy because it is about understanding the current customer, tapping into their fears, their goals and their aspirations and then creating products and services that the ideal customer is willing to buy from a brand they now they know, like and trust.

2. They believe either they or their co-worker can do it

Sometimes in the “do it all yourself” world of small business (or even big business when it comes to it), it’s difficult to identify the areas that require outside help. A business may be able to set up their newsletter, add plugins to WordPress, write a Facebook or LinkedIn post, and clumsily create header graphics, but you need somebody who is trained, practiced, and skilled at looking strategically and holistically at the marketplace, understanding the customer, and then creating unique opportunities based on this understanding.

Just think about it for a minute; just because you have a calculator and excel does that mean you are an accountant? If you have a ruler, pencil and have watched some episodes of Grand Designs – does that make you an architect? If you post regularly to your friends on Facebook and Instagram – does that mean you are a social media expert?

So why do small businesses believe that by buying a Mac and some software they will become a designer, marketer and communications expert?

It needs to be led by a strategic marketer who can then develop an integrated marketing approach. Can you or your co-worker do this? In some cases, you can. But those who can are most likely to either come from marketing or consulting backgrounds where they have transferable skills and experience defining AND delivering against a growth strategy.

If you are a small business, you need somebody who will have a very solid, process, streamlined, consistent, repeatable approach. First, they will research and learn about your company in great depth, the dynamics of the marketplace and identify shifts, trends, and changes. From there, the strategic marketer will be able to present the different elements of your marketing plan in logical order of how you should construct them, update them, or revise them; and identify the key areas you should be focusing on – be it generating leads, converting leads, increasing transactions right down to changing prices.

3. They hire the wrong marketing help

There is a huge misunderstanding around marketing strategy, marketing tactics, and marketing execution.

There is a difference between being strategically capable, creatively capable and executionally capable.

Small business owners don’t hire a strategic marketing coach/firm to develop creative graphics and headers; nor should you hire an advertising/graphic design agency to handle marketing strategy. A small business doesn’t need to hire a consultant or a firm who is a strong marketing executor when their biggest need is a strategy for sustainable growth. You may get more attention, but not the best results.

Google Tools For Enhancing Digital Marketing in 2018

Pretty much all the major businesses, regardless of industry or status, use Google to fulfill some kind of requirement. Be it Google Drive, Google Docs or ever familiar Gmail, it seems as if everyone depends on at least one of Google’s Services to support their daily life work routine. That being said, there are a few hidden gems in Google’s Toolbox which at times do not get exposure and consequently remain underutilized.

Although, it is true that Google has innumerable apps, however there are some which can have a serious positive impact on digital marketing initiatives for businesses and those seem to be on the low a bit. Moreover, Google’s products generally have “freemium” models, which offer an invaluable opportunity to improvise with a variety of unique techniques and dive in on what suits the niche brand most.

Everyone is testing out the latest and most effective tools from the world’s most gigantic Internet powerhouse. So it is advised to give a few of these seemingly under- recognized tools or products a try for better results.

Powerful Google Tools For Digital Marketing

Google Trends

If you are looking to boost up your SEO strategy, Google Trends is a tool that should not be neglected. It allows you to see how frequently a Keyword is searched so you can get a measure of its popularity.

Google Trends instantly creates a graph of the search volume categorized by language, country, region etc. revealing how the key phrase has evolved over a specific period of time. It also predicts how these phrases will trend in the near future, thus helping you in making more precise and prepared decisions.

Most importantly, Google Trends makes it relatively very easy to stay up-to-date with a certain product’s or service’s marketing language so that one can jump into interactive conversations about topics which are relevant to his/her niche.

Think With Google

Think With Google is more like a creative brain-faith we can depend on when searching for inspiration and improvisations for our digital marketing strategies. The resource contains valuable insights on industry trends, analytical research and statistics, tips on marketing techniques and unique outlets to give us new ways to venture for further success.

When devising your online SEO marketing strategy, especially if you have an E-Commerce Website and you are investing on a quarterly and yearly plan basis, do not skip out Think With Google. This tool also helps when a marketer is suffering from a writer’s block too.

Go-Mo

According to experts’ reports, almost 66 percent of people say that a mobile-responsive website makes them more likely to buy a product, use a service or engage into reading in the case of blogs.

So it is very important to tap into the mobile revolution or one’s business may soon be left behind due to lack of innovation.

Go-Mo uses Artificial Intelligence and helps in making this transition to the digital world, a very comfortable experience. It is free for the first year.

It instantly generates a mobile-friendly version of one’s website. So you are no longer restricting your targeted on the go customers with a website that is almost impossible to navigate through.

Google Analytics

Studies show that Google Analytics is an overlooked tool among small and medium scale business enterprises. Without Google Analytics, executing website marketing strategies is like walking blindly in the dark.

Website analytics reveal critical data and results on how existing and potential customers interact with marketers online. When evaluated efficiently, the analytics insights offer plenty of opportunities for customer engagement enhancement and higher conversions as well.

So it is a must use tool for digital marketers who want to evolve and succeed gradually.

Lastly, as the horizons of technological advancements are widening day-by-day, one can expect a tech giant like Google to introduce more such effective and helpful tools for improving the digital marketing platform. However, it is not only the responsibility of technology leaders, but of users too to take the platform to a more evolved, matured and efficient level.

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