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Summary google garage fundamentals of digital marketing
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Google garageBadge 1:
How will being online help your business succeed?
Reaping the benefits of search. Having a digital presence means you’ll be visible when
people go online and search for a business like yours. When a customer clicks a link to your
website there’s so much they can learn about you.
Karl, a 50 year old car mechanic, runs a small town local garage and is considering taking his
business online.How could going digital benefit his business?
1. More insights into customers’ online behaviour
2. He’d be more visible to customers
3. He can target ads at local customers
Badge 2:
Hamish is a successful hairdresser. He’s decided to grow his business by opening another
salon.Hamish doesn’t have an online presence yet, but thinks this might help. Which of his
business goals could being online help him achieve?
1. Attract new customers
2. Gather customer feedback
3. Advertise extended opening hours
Hamish has created a website with an online booking system for his salon appointments. He
wants to engage more with his customers and came up a list of goals. Help Hamish to match
each task with the online tool you think he should use to achieve his goal.
-Gather customer feedback – Email survey
-Tell customers about the extended opening hours – Social media page
-Show customers Hamish’s latest hair looks – An online gallery
-Help local customers find the new salon – a map
If you offer relevant services and products, search engines will show your business in the
search results.
Now, there are two main ways you can use search engines, and we’ve got lots of info to
share on both.
The first is search engine optimisation, or SEO , which helps you promote your business in
the unpaid search results.
The second is search engine marketing, or SEM , which lets you buy ad space in the search
results.
SEO is all about getting your site in front of the right people who are searching for your
products and services.
,In SEM, the business pays to enter an auction. They then bid for advertising space on a
website, and whoever wins gets to show their search ad.
Tagging keywords within your content could increase the chance of your website appearing
higher up in search engine rankings. This is called search engine optimization (SEO) and is a
free way for Hamish to reach more potential customers.
Hamish’s website isn’t getting as many visitors as he’d like. He’s heard that search engine
marketing (SEM) can help, but isn’t sure how it works. Can you explain what SEM enables
you to do?
-Buy ad space on a search results page
- Bid for keywords to display your content in search engines
Key learnings
To go digital and do it the right way, you need a well-thought-out and flexible plan. In this lesson
we’ll talk through:
setting realistic expectations
tracking and measuring how you’re doing
adapting to changes in technology and your industry.
Despite his digital presence, the number of hits on Hamish's website is still low. He’d like to
use analytics to find out more about how customers are interacting with his site. What can he
learn from analytics? Select the ways you think analytics can help business owners.
-Show which pages of a website are most popular.
-Identify where in the world visitors are logging on from
-Log which items of the website are clicked on.
Badge 3:
Addie runs a local bakery. After getting the business up and running over the last six months,
she’s now ready to create a digital presence. What do you think Addie should set up first:
Social media profile or a mobile app?
A social media profile is a quick, simple and cheap way for Addie to establish an online
presence. This should be the first step she takes to help customers engage with her and her
business. After Addie has established her social media profile she can then look at longer-
term investments such as building a mobile app which could help customers find out more
information and place orders.
Addie is investigating how to create business websites for her local bakery business. She’s
trying to get her head around how websites work. How good is your tech knowledge? Can
you check the facts for Addie?
An IP address is made up of a string of numbers that can be located by any device
connected to the internet.
A browser figures out where online content is hosted and displays it to the user.
Every website is hosted on a server.
, Addie owns the Knead to Know Bakery and has decided to open a website. But first she
needs to choose a domain name. Take a look at her ideas and select the best domain
name by crossing off the rest.
www.kneadtoknowbakery.com is the best name
Key learnings
Visitors to your website should be able to navigate and interact with your site easily - that’s called
usability. Bring them back again and again by:
providing simple and clear navigation
creating a consistent layout
writing relevant and effective content.
Addie wants to make her website easy to navigate. Which of the following features should
Addie include on every page of her website?
Search button, logo that brings you to the home page and side menu.
Key learnings
When designing your website, watch out for mistakes that often chase customers away. In this
lesson, we’ll outline some ways to avoid frustration, such as:
quick-loading pages
mobile-friendliness
general accessibility.
To make the homepage of her local bakery website interesting Addie wants to add some
media elements to it. Different elements will cause the page to take longer to load, so she
needs to get the right mix for the site.
Can you put the following elements in order from the ones with the longest load time to the
shortest?
2 minute HD advertising video for the bakery
Large high res, full screen background image
20 second explainer animation
Low res compressed thumbnail image
Twitter button that links out to twitter page
Text descriptions
Badge 4:
Key learnings
An online business strategy can boost your chances of digital success, helping you to define
clear goals and focus your online activity. In this lesson, we'll explore:
how an online business can benefit from a business strategy
best practices when creating a business strategy
examples of common goals and popular strategies to achieve them.
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