Best Marketing Lessons Learned From a Google Employee

                            
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                          Best Marketing Lessons Learned From a Google Employee

                                Who do you think knows more about marketing than me?

                                  Or even more about marketing than other marketers?


Sure people like me and other marketers know a lot of information but there someone who has a lot of inside information Hey everyone I am wajahat and today I am going to share seven marketing lessons I learned from a Google employee The first lesson I learned was to research new markets. I always created content in the English market until a Google employee told me that I should create content in German French Portuguese Hindi these are all regions where they lack content.

Sure in English it is a competitive space but I see in a lot of these regions even though they are still competitive markets theyre nowhere near as hard as to rank in the English markets. So look at your customer base look at where they are considered translating and transcribing your content. That was the first lesson I learned.
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In other words, expand globally. You can get so much more search traffic just from that one thing. The second lesson I learned is expanding globally doesn't guarantee traffic. I used to when I first did this I would just translate all my content. I quickly learned from this employee that I needed to transcribe my content adjust it to that market You need to do keyword research that's why tools like Ubersuggest we have keyword advice for every single country in different languages because its 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.
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What I have 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 youre using metrics like your click-through rates your bounce ratesare terrible what'll happen is your English sitewill start ranking lower and lower as well. Hence you need to transcribe your content and make it super relevantor else your whole site gets hurt.The third lesson that I learned payment plansare a great way to make money.

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Now in most English markets we look at payment plansas hey people are paying us moneyand theres a good chance youre not going to doall six payments 12 payments whatever the numberyoure charging them theres a lot of drop-offyou lose cash.What they ended up telling me and I learned thisfrom them this is really wise in some regionsthe credit card companies and banks offer payment plans.So in Brazil for example when you do a 12-paythe credit card companies may charge you 6% but they guarantee that youre going to get all 12 paymentsand they even give you the money up frontand they collect it from their end user seach and every single month.

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If they dont pay you still get your money up frontyou dont have to give anything backto the credit card companies.So in certain regions you can do thingslike payments plans.Sure in the United States payment plansarent as lucrative but in other countriespayment plans are amazing because when someone subscribesto a payment plan they actually have to continuewith every single payment.Just like if you bought a car in the United States you need to make your monthly paymentsor the cars going to get repossessed.So look at the different payment plansthat different companies offerand thatll give you ideas on which regionsyou can make the maximum amount of money forbecause by reducing the upfront costsand having payment plans you should be ableto drive in many more sales.

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The fourth lesson that I learned is by being omnichannelyour CPAs go down.A lot of us use things like SEO pay-per-click we stop there You may even use Facebook ads you may even useradio ads television ads billboard ads But what I found is when you leverage them all at the same time your CPAs go down A good example of this is when I was working with Expediathey ended up showcasing how when they were using multiple channels for advertising and marketingin other words omnichannel their CPAs across the board went down their advertising became much more affordable.

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Everyones already familiar with the brand Expedia and they did this when their brand was already established.It was a little simple thing but that made a huge difference So with your marketing consider going omnichannel because even if some of these other channelsdont produce as good results by leveraging themall at the same time your overall costfor each of the channels should go down.The fifth lesson I learned from the Google employeeold is new.

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We all try to keep creating new content.I used to do that where I used to create one blog posta day but now I just write one blog post a weekbut I update 90 blog posts a month.I have a team of three people all they dois update my old content.Lesson I learned from this employee Google lovesfresh content more than old outdated content.Hence a lot of times youll see new contentgetting pushed out there and you rank higher at Googlein the short-run and then it goes down which is normal.And there could be a wide variety of reasons for whybut in general when you update your old outdated contentcreate a better user experience expand upon the contentmake it way better for them remove the dead links.All that stuff sends signals to Google that heywe should rank this old content higher and higher.If you dont do that what youll find in many casesyour old content keeps dwindling downand your rankings go lower and lower.The sixth tip 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 lookwhen youre trying to figure out what sites are goodversus bad look for the brands its a indicator.

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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 lets face it they don't really have a brand. So the bigger the brand you build the higher your rankings. And Googles looking for things like how many brand queriesare you getting on a monthly basis? The more you get the better off you are So how do you improve your brand queries? Well its a rule of seven When 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 collect emails and send out email blast every time you have updates or new blog posts make sure you go out there and leverage push notifications theres tools like Subscribers.comwhere people come to your site they can subscribe 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 itis using messenger bots Facebook Messenger bots to be specific. So things like MobileMonkey ManyChatevery 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 it'll keep getting people to come back time and time again And the last tip and this one I experienced first handmake sure you have feet on the ground.

Even Google a digital company did you know they do grassroots marketing campaigns?

Like they had a bus go all around the United States helping businesses create their website that the example of a grassroots offline campaign The reason that's important is people need to interact with you your brand your company And if you just do online campaigns they are not going to really get that interaction.If people at Google which is a digital companyhave 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 tell you that traditional offline marketing still works.

Don't forget to leverage it its powerful Things like sending postcards in the mail Yeah back in the day it was really popular nowadays people are like that cant do well well its still effective Hence you still got all that junk mail If it wasn't effective people wouldn't keep sending that stuff to you time and time again.

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