Hello there, I’m Eleanor Patterson, and I’ll be sharing 7 marketing lessons I learned from a Google employee today.
1. An employee of Google advised me to generate material in German, French, Portuguese, and Hindi, all of which are regions.
where they lack content. Sure, in English, it’s a competitive space, but I see in a lot of these regions that, even though they’re still competitive markets, they’re nowhere near as hard to rank as the English markets.
So look at your customer. base, look at where they are, consider translating and transcribing your content. That was the first lesson I learned. In other words, expand globally. You can get so much more search traffic just from that one thing.
2. Expanding globally doesn’t guarantee traffic.
I used to, when I first did this, just translate all my content. I quickly learned from this employee that I needed to transcribe my content and adjust it for that market. You need to do keyword research. That’s why tools like Ubersuggest, Ahrefs, and etc. have keyword advice for every single country in different languages because it’s different in every single region.
So use it to understand what people are looking for and then adjust your content, translate, and transcribe it from there. What I’ve found is if you create bad translated content and you place it out, and when you do this, it can actually hurt your rankings for all your whole site, all your languages because
if you’re using metrics, like your click-through rates, your bounce rates, are terrible, what’ll happen is, your English site will start ranking lower and lower as well. Hence, you need to transcribe your content and make it super relevant or else your whole site gets
3. Payment plans are a great way to make money.
Now in most English-speaking markets, we look at payment plans as, “Hey, people are paying us money and there’s a good chance you’re not going to do all six payments, all 12 payments, whatever the number you’re charging them, there’s a lot of drop-off, you lose cash.”
What they ended up telling me and I learned this from them is that, in some regions, credit card companies and banks offer payment plans. So, in Brazil, for example, when you do a 12 pay, the credit card companies may charge you 6%, but they guarantee that you’re going to get all 12 payments, and they even give you the money up front, and they collect it from their end users each and every single month.
If they don’t pay, you still get your money up front. You don’t have to give anything back to the credit card companies. So in certain regions, you can do things like have payment plans. Sure, in the United States, payment plans aren’t as lucrative, but in other countries,
payment plans are amazing because when someone subscribes to a payment plan, they actually have to continue with every single payment. Just like if you bought a car in the United States. you need to make your monthly payments or the car’s going to get repossessed.
So look at the different payment plans that different companies offer, and that’ll give you ideas on which regions you can make the most money for because, by reducing the upfront costs and having payment plans, you should be able to drive in many more sales.
4. Being omnichannel your CPAs go down.
A lot of us use things like SEO or pay-per-click, and we stop there. You may even use Facebook.
You may even use radio ads, television ads, or billboard ads. But what I found is that when you leverage them all at the same time, your CPAs go down.
A good example of this is, when I was working with Expedia, they ended up showcasing how when they were using multiple channels for advertising and marketing,
in other words, omnichannel, their CPAs across the board went down, and their advertising became much more affordable. Everyone’s already familiar with the brand Expedia, and they did this when their
brand was already established.
It was a little, simple thing, but it made a huge difference. So with your marketing, consider going omnichannel because even if some of these other channels don’t produce as good results, by leveraging themall at the same time, your overall cost for each of the channels should go down.
5. Old is new.
We all try to keep creating new content. I used to do that, where I used to create one blog post a day, but now, I just write one blog post a week, but I update 90 blog posts a month. I have a team of three people, all they do is update my old content.
loves fresh content more than old, outdated content. Hence, a lot of times you’ll see new contentgetting pushed out there and you rank higher at Google in the short-run and then it goes down, which is normal.
And there could be a wide variety of reasons for why, but in general, when you update your old, outdated content to create a better user experience, expand upon the content, make it way better for them, remove the dead links.
All that stuff sends signals to Google that, hey, we should rank this old content higher and higher. If you don’t do that, what you’ll find in many cases, your old content keeps dwindling down and your rankings go lower and lower.
6. Branding is Everything.
Eric Schmidt once had a quote and he talked about how brands are the solution. And what Eric Schmidt
was saying is, hey, look, when you’re trying to figure out what sites are good versus bad, look for the
brands, it’s a indicator.
You already know that Nike is Nike, or CNN is CNN, or BBC is BBC, you can trust those brands. Big brands are very unlikely to do anything that can jeopardize their brand for a quick buck. Small companies are more likely to do something to jeopardize their brand to make a quick buck because hey, let’s face it, they don’t really have a brand. So the bigger the brand you build, the higher your rankings.
and Google’s looking for things. like how many brand queries are you getting on a monthly basis? The more you get, the better off you are. So how do you improve your brand queries? Well, it’s a rule of seven. hen someone sees your brand and interacts with it seven times, they’re much more likely to keep coming back and remembering your brand.
So a simple way is to collect emails and send out email blasts every time you have updates or new blog posts. Make sure you go out there and leverage push notifications. There are tools like Subscribers.com where people come to your site, they can subscribe, and you can keep pushing them to get them to come back.
every time you have an update or a new post. And then the third way I love doing it is using messenger bots Facebook Messenger bots, to be specific. So with things like MobileMonkey and ManyChat, every time that you have a new blog post or update, you can send out a blast. The open rates are insane, the click rates are insane, and it’ll keep getting people to come back time and time again.
7. Make sure you have feet on the ground.
Even Google, a digital company, does grassroots marketing campaigns; did you know that? Like they had a bus go all around the United States helping businesses create their website, that’s an example of a
grassroots, offline campaign.
The reason that’s important is that people need to interact with you, your brand, and your company. And if you just do online campaigns, they’re not going to really get that interaction. If people at Google, which
is a digital company; they have tested out and tried things like pop-up shops; they do things like have a bus go all around the United States and help small businesses; that tells you that traditional, offline
Marketing still works.
Don’t forget to leverage it. It’s powerful. Things like sending postcards in the mail Yeah, back in the day,
It was really popular. Nowadays, people are like, “That can’t do well.” Well, it’s still effective. Hence, you’ve still got all that junk mail.
If it wasn’t effective, people wouldn’t keep sending that stuff to you time and time again. Now if you need help growing your traffic and your revenue, check out my blog, UpSpills.com.