Introduction3Although Google serves as the go-to search engine for many Internetusers, there still seems to be a large unawareness for its other tools.Here at HubSpot, we feel it’s important to discuss Google’s various toolsas they fit in nicely within the type of marketing we and our customerspractice: inbound marketing.As you have noticed, traditional marketing activities have hit the backburner, establishing a stale and ineffective method of reachingconsumers. As a response to this changing environment, we need to shiftour focus to attract people who are actively searching for products online.Thats where inbound marketing comes in.Inbound marketing accurately conveys the challenges your consumersare facing and what types of solutions they are looking for. It takesadvantage of the way people communicate and do research. We areusing search engines, reading blogs and tapping into our social networksto find answers to questions and make purchase decisions. Companiescan utilize these different channels to better target their marketingactivities and bring in more sales.
Introduction4Inbound marketing is easy to measure, allowing you to see your returnon investment, whereas with traditional marketing techniques, it’s muchharder to tell whether the money you spent is actually turning into sales.One of the key players in this rapidly evolving landscape is Google.While there are numerous search engines out there (Yahoo, Bing, AOL,etc), Google remains the dominant destination people land on forresearch and reviews.However, Google is not only a search engine. It also owns a range ofassets that provide marketers with social networking and contentcreation opportunities. This is what this eBook is all about. Hope thetools we cover here will help you become better at inbound marketing!
Google AdWordsGoogle AdWords is a provider of Pay-Per-Click (PPC) ads. Itallows businesses to create ads and target specifickeywords. As people search for these keywords, the paid adsappear in Google paid search results.61Does that sound confusing? Let’s break it down. For example, let’s do asearch for a dentist in Cambridge, MA. As you can see in the screenshotbelow, there are two types of results that appear in results:1) Organic search results:These search results are earned by accumulating a lot of inbound links andSEO authority.2) Sponsored links:These are search results you pay for in order to rank for a specific keywordcombination.Sponsoredlinks
Google AdWords71Google AdWords Offers Contextual TargetingAs part of the Google Display Network, Google partners with hundreds ofwebsites, news pages and blogs that can feature your ads. “And similar tohow it works with Google Search, your keywords determine where your adsare shown on the Display Network,” Google’s Step-by-Step guide reads.When you create a specific ad, Google can match it to a website it relatesto. For example, if you’re a bakery and your ad is about a cake, it will fit inwell with the Dining and Wine section of The New York Times. This is calledcontextual targeting.In order to create engaging display ads, Google will also provide you with afree Display Ad Builder tool.“75% of searchers click on organic search. Only 25%of online searchers click on paid results.GET STARTED:Go to adwords.google.com1) Select a well-performing offer (a whitepaper, report, etc.).2) Create a Google ad.3) Design a call to action.4) Launch and monitor performance.
Google DocsGoogle Docs are free online documents that can beaccessed from anywhere, shared with your team and editedby invited collaborators.What Types of Google Docs?There are five types of documentsyou can create:1. Word documents2. Spreadsheets3. Presentations4. Drawings5. FormsSharing & Full AccessAfter creating a document, you canshare it with anyone who needs toview, edit or manage it. Once youare in the document, a share buttonin the upper right corner will allow.you to edit the users who can haveaccess. All you need to do is enternames/email addresses.Scheduling & EfficiencyGoogle Docs helps you becomeefficient at calendaring andscheduling content. For instance, atHubSpot, we use Googlespreadsheets to keep a running list ofour blog post ideas, email marketingsends and upcoming webinars. Inthis way, we ensure everyone on theteam is aware of our activities andcan help out as necessary.92
Google DocsContent Creation & CollaborationGoogle Docs helps with brainstorming newcontent ideas and collaborating within theactual creation process. Maintaining thesedocs, you can eliminate unnecessary meetingtime and be more efficient.Calendars & MeetingsLastly, Google calendars also provide youwith a helpful platform to stay organized,create reoccurring events and rememberdeadlines. At HubSpot, we even use them asa way to keep track of when our teammembers will be away from the office.102GET STARTED:Go to Docs.Google.com1) Select a content series (blog articles, webinars, videos, email).2) Create a document around that content3) Share document with co-workers.4) Collaborate, modify and publish.
Google Keyword ToolGoogle’s Keyword Tool helps you create a solid keywordresearch strategy. While it’s part of Google AdWords, youcan also use some of its capabilities without being enrolledin a PPC program.Why Keywords Matter?People enter keywords into search engines in order to find information andentertainment, conduct research and make purchases. As a business, you wantonline searchers to find you and your company’s website when they make queriesrelevant to your product or service. That’s why doing the right keyword research isessential and can help you attract more qualified traffic to your site.How Google’s Keyword Tool WorksYou can do two things by going to the website:1) Enter keywords and the Keyword Tool will return synonyms of those keywords.2) Enter a website and the Keyword Tool will suggest keywords used within thatwebsite.123
Google Keyword ToolHow Competitive Keywords AreIn addition to suggesting keyword ideas,Google’s Keyword Tool will also tell youhow competitive these phrases are.Generally, you don’t want to choosehighly competitive keywords, but youwant to focus on the ones you canrealistically start ranking for.Monthly Searches Help StrategizeGoogle’s Keyword Tool will also informyou on the monthly searches forkeywords (approximately 12-monthaverage of user queries). When youspecify a country or a language in yoursearch, you can also look into the localmonthly searches. So if you’re a localcompany or a company looking toexpand nationally or internationally, thisstrategy will work to your benefit.133The Long-Tail Keyword StrategyThere is no way we can discuss keywordstrategies without mentioning theimportance of the long-tail keyword. Itrefers to the usage of narrow and specifickeywords rather than going for the broadterms. The latter are highly competitivewhich, as Matt Powell noted in 2008,“means big costs and also lowconversion rates.” An example of a long-tail keyword strategy would be to targetthe phrase “youth education programMassachusetts” instead of just thegeneric term “education.”GET STARTED:Go to GoogleKeywordTool.com1) Enter a keyword you want to be ranking for.2) Find out synonymous keyword combinations.3) Choose one low on competition & with decent monthly traffic.4) Write a blog post around it.Imagecredit:MattPowell
Google AlertsGoogle Alerts is a free tool used by marketers to monitorbrand name, key industry terms and competitors.Why Receive Alerts?Google Alerts enable you to easilymonitor the Web for desired keywords,sending you email messages when theseterms are being used.For example, we use Google Alerts tomonitor the word “HubSpot” along with“inbound marketing” and “Internetmarketing.” It’s one way to stay on top ofnews related to our industry and brand.154Generally, Google Alerts are usefulto marketers who don’t have thetime or resources to be proactiveabout monitoring the Web forspecific mentions. Google does thesearching for you! As an example,see below a Google Alert for “socialmarketing content.”
Google AlertsDon’t Worry, You Can Filer the Alerts“More email? That’s the last thing I want,”are probably the thoughts running throughyour mind while you are reading this. Butdon’t worry! There is a way you can filterthe email alerts.When signing up for Google Alerts, youcan select the type of content you wantGoogle to look for (e.g., blog post, newsarticles, video, etc) and how oftennotifications are sent.Let’s say you choose a popular topicwhich is basically popping up 24/7. Youmight not want to be alerted every singletime it gets a mention. Luckily, you canopt for daily or weekly alerts.164GET STARTED:Go to Google.com/Alerts1) Pick a few industry terms.2) Set up Google Alerts for each.3) Monitor your presence.4) Create content around newsworthy stories.
Google NewsGoogle News helps you leverage the buzz around freshnews stories and instantly follow up with recent events.185Generate Content IdeasGoogle News provides you with agreat platform to find news relevant toyour industry and generate contentideas from the results you see. Takeadvantage of a story’s timeliness andpiggyback on its newsworthiness.For instance, in the query below, welooked for news matched to thephrase “inbound marketing.” One ofthe results Google News returnedwas an announcement of a surveyposted only an hour after our querywas made. This is the perfectopportunity to write a blog post!Be an Industry Thought LeaderWriting about recent industrytrends and events will turn you intoan industry thought leader and ago-to resource for onlinesearchers.Remember to offer your uniqueperspective on the topic you arecovering, and even include quotesfrom experts in your organization.If you are feeling especiallypassionate about the issue,consider creating a video about it!Once you nail down the topic, youcan choose from a range ofcontent formats (e.g. video, blogposts, ebooks, press releases,etc).
Google NewsAppeal to Mainstream MediaFollowing fresh news stories and being ableto create content around them is anadvanced approach to inbound marketing.Your content may even be picked up byjournalists and bloggers seeking informationon the same topic.This is the real-time aspect of marketingthat companies need to leverage. As DavidMeerman Scott notes in his book “Real-Time Marketing & PR,” marketers todayneed speed and agility to give themcompetitive advantage. Google Newspresents a wonderful way to do that, somake sure to try it out.195GET STARTED:Go to News.Google.com1) Enter an industry key term.2) See what comes up and choose the most recent result that’srelevant to your business.3) Brainstorm content ideas around the topic.4) Create a blog post about it.
Google ReaderGoogle Reader is a free tool that helps you stay up to datewith what’s going on in your industry. It’s great for comingup with content ideas and engaging with your communityin industry-related conversations.Filter Your News to Save TimeIn today’s attention economy, time is ourscarcest resource. That’s why we valuemost the tools that save us time.Google Reader does exactly that—savesyou time by allowing you to quickly filterthrough news stories, blog posts, videosand other content relevant to yourindustry. Subscribe to websites, blogs,industry leaders and get notifications ontheir updates.216Be Social in the BlogosphereWhile blogging is important forestablishing yourself as a thoughtleader, commenting on other blogsalso builds your credibility.Following other blogs is especiallyimportant if you are just starting outwith blogging. It enables you todraw more content ideas,participate in important industrydiscussions and create valuablerelationships.But if you subscribe to hundreds ofblogs, when are you going to sparetime to read all these article? Thatis why you want to browse throughthem using Google Reader.
Google ReaderQuick Organizational TipsChoose five or ten top blogs to add to your Google Reader. Check it daily. If you canconsistently keep up with this pace, slowly increase the list.Find Competing BlogsGoogle Reader also allows you to identify who in your industry is prolific and with alarge following. It will match your search terms with feeds and show subscribercounts:226GET STARTED:Go to Google.com/Reader1) Subscribe to industry blogs/sites.2) Follow industry thought leaders.3) Check Google Reader daily.4) Draw blogging ideas.
Google PlacesGoogle Places gets your business found on local searchresults on both Google Search and Google Maps.Why Google Places?1) You gain more visibility.2) You attract more traffic.3) You can level the playing field.4) It’s free.If you haven’t done this yet, you needto create your Google Places listing assoon as possible. It’s a free way foryou to get listed on the first page ofGoogle and level the playing field.When creating the listing, optimize forthe right keywords and feature imagesand videos relevant to your business.Let’s Take an ExampleLet’s say that you are looking to find amoving company. You visitGoogle.com and enter the searchphrase “moving company.” Thanks toyour IP address and the advancedsearch algorithms, Google alreadyknows where you are located. In ourcase, it’s Cambridge, MA.So even though we didn’t specify alocation in our search term, the veryfirst results Google returned are fromwebsites located in the same area.This is the power of Google Places.247Every Place CountsIf you don’t work out of an office, youare allowed to list your house/homeoffice as a business (but, you take therisk of letting people know where youlive). Any physical location used tomeet customers should be listed inGoogle Places. Thus, people locatednearby are likely going to gravitatetoward your business because it’sconvenient, easy and on the frontpage of Google.
Google PlacesLearn by ExampleIf you have any doubts about how to create your Google Places listing or what tofeature on it, check out HubSpot’s Google Place page. Even though we are aB2B software company, we found some interesting content to feature on ourpage. We highlight photos and links with which our audience can engage:257GET STARTED:Go to Google.com/Places1) Claim your Google Places listing.2) Optimize for the right keywords.3) Add images, videos and other media to engage your audience.4) Provide links to other online assets you own.
Common Questions26Q&AIsn’t following a thought leader onGoogle Reader the same asfollowing them on Twitter?They are similar, but there are thingsyou can do in Google Reader that youcannot do on Twitter: read the contentright away without an extra click,comment and gain visibility. Also, if youmiss a tweet, it just goes awayunnoticed. A notification in GoogleReader doesn’t go away until you markit as read.So should I follow a thoughtleader via Twitter or GoogleReader?It’s your personal preference. If you’rea heavy Twitter user and like to quicklyscroll up and down for news headlines,that may be your best bet. If you’drather dig deep, go with the Reader.But it also doesn’t hurt to use both.Is Google Reader for RSS feeds,like I see on a website? Do thosego to a Google Reader account?Yes, exactly. A lot of times when youclick to subscribe to a feed, you will begiven options, one of which will beGoogle Reader.In Google Places, what can Ihighlight about my company?Bring a human element to it. Portray animage of who you really are, showingthe faces behind the email addresses.I can’t think of a topic for a blogpost.Sort through your Google Reader feed,and start reading stories. Comment onyour favorite thought leaders’ blogs,and as you do so, you will startgenerating ideas for your own blog.You can also use these ideas forwebinars and videos.
Common Questions27Q&AWhich Google tools are bestfor SEO?AdWords complements the way youwould approach SEO, along withGoogle Places and Google’sKeyword Tool.How should I researchkeywords?Make a list of five or six of thekeywords you would like to use andsee what Google suggests. If youhave a competitor in mind, entertheir website and see whatkeywords they’re using. Generally,you don’t want to choose keywordswith a lot of competition.How can I test offers withAdWords?AdWords allows you to do reallyaccurate testing of your offers.Say you have a trade show, aconference or a webinar comingup. Before you do morepromotion of that event, you cando some testing.Create an ad and try out differentvariations of the offer’s title. In that way,you gauge interest and see what peopleare gravitating toward.How does buying AdWords work?When you launch a Google AdWordscampaign, you’re essentially paying acost per click. The campaign variesbased on the competitiveness of thekeywords you’re bidding for and howlikely someone is to click on your ad.You can set a limit and indicate howmuch you’re willing to pay for aspecific keyword and how much you’rewilling to spend in a specific day (oryour total budget for the campaign).There is a lot of flexibility, which isgood because it’s all about testing andfiguring out what’s right for yourcompany. AdWords aren’t foreveryone, but definitely worth a shot.
Common Questions28Q&AWhy do are so many of thesetools associated with blogging?Blogging is one of the fundamentalaspects of inbound marketing. Itbuilds long-term assets that help bothhumans and search engines find yourbusiness. Successful marketers needto maintain at least one blog that canbring them visibility, traffic and newleads.If I’m using these tools for free,what’s the benefit of usingsoftware like HubSpot?All the tools we cover in this eBookare great for content creation. Theywill help you draw ideas, produceinteresting marketing offers, betterorganize your activities and getexposure.But content creation alone won’tgenerate leads for your business.Youll need to introduce calls-to-action, capture the information ofyour visitors and turn that traffic intoprospects. That is why you will needto create landing pages, use leadnurturing and email marketing toremain top of mind for yourcommunity and get them interested inyour product or service.What is more, you will want toanalyze the results that you aregetting and see which marketingefforts were worth the investmentand how you can improve. It’spowerful to be able to use closed-loop marketing and tell whichvisitors turned into leads and sales.HubSpot is the only all-in-onemarketing software platform thatallows you to do all these things—create content, SEO strategies,landing pages, calls-to action,emails, reports and more!
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