Mini-Marketing School with Google Primer

Mini-Marketing School with Google Primer

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Last week I received a notification informing me of a little something called Primer. Primer is a mobile application by Google that teaches short, sharp lessons in marketing.

As Google describes it, “Primer is a fast, easy way to learn new marketing skills. You can take our bite-sized lessons wherever and whenever you have five minutes free.”

The app boasts a super slick interface as you’d expect from a Google-built application and its lessons cover advertising, content, measurement and strategy.

Upon opening the app, I’m asked, “What would you like to be primed on today?”

I’ve handpicked a few of my favourites to chat about.

Get Customers Interested by Telling a Great Story

Ryan Holiday, ex-American Apparel Director of Marketing put this course together.

The key message is in finding your company’s story regardless of how unexciting it may be. It asks you to figure out what makes you special.

There are two ways to find your story: make it personal or find a higher purpose.

The personal approach centres on a time when your business idea spawned. Maybe your idea came from something inspirational that you read or through a life-changing personal experience.

Having a higher purpose focuses on larger solutions that other businesses may share. For example, disrupting the custodians of an industry or creating new ones, or solving world problems and furthering humanity.

Telling a story gives you more opportunity to resonate with prospective clients. It also serves as fuel for content marketing ideas.

Don’t be afraid to elaborate on your underlying tale. Play to it in your sales campaigns and base your mission around it.

How Remarketing Keeps Customers Coming Back

Remarketing is a new advertising concept. When someone visits your website, they likely won’t buy from you straight away. You may succeed the first time, but more than likely they’ll need a second, third or fourth nudge before pulling out the credit card.

Remarketing shows your offer to the client even after they’ve left your website. Your product will now appear as an ad on the next website they visit (assuming they have AdWords on their site).

It’s in line with Gary Vaynerchuk’s, jab, jab, right hook method. Often you’ll need to be in contact a few times before achieving a conversion.

According to Primer, you need four elements to make remarketing an effective business strategy:

  • Enough active visitors. You’ll need plenty of the right people visiting your site in the first place.
  • Target customers. Are the people you’re remarketing to worthy enough to bring back?
  • A remarketing tag. This is the hardware that is crucial for the process to work. It lives on every page of your site and operates the cookie, so Google knows who to retarget on your behalf.
  • Online advertising. This works as your control room. Here you can control how many times a customer will see your ad, where it appears and how much you’re going to pay for it.

If you tick the above boxes, it might be worthwhile exploring remarketing further.

How Strong A/B Tests Can Read Customers’ Minds

Primer suggests that A/B testing is a way to almost peek into your audience’s mind. Testing headlines, images, and other elements to see what works best can save you wasted time and effort down the track.

By elimination, you can remove the parts of your content marketing campaigns that aren’t achieving engagement.

It dives into great detail – even things as small as colours – to test in your marketing pieces. It asks you to pit one version of an advertisement against a replica of itself.

A/B testing is almost a given these days. If you’re not doing it, you’re missing out on a load of data about your clients and potential clients.

You don’t have to get too technical. Most marketing automation tools have this functionality built in.

It’s worthwhile testing it out and having some fun to discover what moves the needle and what doesn’t.

Find Valuable Insights in People’s Online Searches

How people behave online says a lot about them as a customer. Events like moving house, getting engaged or getting a new job offer us quality data. These insights identify if they’re likely to do business with you or not.

If we go one further and discover what people are searching for, it gives us unparalleled knowledge about who is searching and why.

The question is, how do you find insights most in line with you brand?

The Primer app poses:

“Imagine, for example, a man does this search online: ‘How do I house-train a puppy?’ We could make a few guesses about what’s going on in his life.”

The assumptions we can derive are:

  • He has (or is getting) a new puppy.
  • He’s likely never trained a puppy.
  • This is likely his first puppy.
  • He might need dog toys, food and pet supplies.
  • He might be interested in obedience schools.
  • He probably doesn’t like cats.

The market couldn’t be anymore uh, Primed (damn they’re good).

And when Mr Puppy searches any of the above, related businesses had better be present.

So Why Not Try Marketing School Next Time You’re Waiting at the Bus Stop?

Primer is by no means a replacement for constant, deeper learning about marketing, your customers and your own business.

I like to think of Primer as an inspiration generator. It may uncover things you never thought would be suitable for your business.

It’s handy, well presented and updated often. And hey, it’s free so why not give it a shot.

Remember, Primer is a marketing tool for Google. It teaches you new ways to use Google’s services and sows the seeds of their products.

But if you’re already using Google’s suite of marketing tools, it could be a nice training aid for you to get more out of your AdWords campaigns.

Or you could continue playing Candy Crush on your morning commute.

I won’t tell.

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