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Marketing has many mysteries, especially if you’re doing it on your own, but there are tools available that will help keep you on track. Data is my favorite part of online marketing, and every kind of digital marketing provides you with it. Whether it’s clicks, likes, shares, open rates or page visits, the data available to you takes a lot of the guesswork out. Use your data ruthlessly to help you be successful.

Before you begin, remember to think like your customer. Design your marketing in ways that your ideal customer would find attractive and useful and place your marketing efforts in locations that they use. Don't get in the habit of using jargon or lingo that is specific to your industry- use words and phrases that your customer would use. For example, most homeowners would say “sprinklers”, not “irrigation systems”.

You don’t have to be on every social media platform. In fact, if you’re on the DIY marketing plan, this can be overwhelming and oftentimes unsuccessful. Master one or two social media platforms before expanding to join more. It’s more important to be really good at one or two than to have an un-effective presence on many. 

Lastly, regularly monitor, update, and refresh your web presence. Google allows you to be found 24/7, so making sure your website is the best it can be, along with your ability to get found in a Google search are especially important. Here are some of my favorite free tools from Google:

  • Google Analytics—a service that helps you analyze your web traffic and visitor demographics. g.co/analytics
  • Google Search Console—a service that helps you monitor, maintain, and troubleshoot your website's presence in Google Search results​. g.co/searchconsole
  • Google Business Profile—your free Business Profile lets you manage how your business appears on Google Search and Maps on all devices. google.com/business
  • Test My Site—assesses the speed of your mobile load times and provides recommendations to enhance your mobile site experience. g.co/testmysite
  • Google Trends—a web-based tool that shows the relative popularity of different search terms on Google. Extremely helpful when you’re working on content.  g.co/trends

About the Author(s)

Erin Beemis

Erin Bemis is a national speaker, trainer and consultant focused on communications, digital marketing and operational success. Currently, she has two key roles with two very different organizations: Google: National Speaker | Trainer for Grow with Google  Michigan Chamber of Commerce | Director of Chamber Relations

Trainer, Grow with Google
Erin Bemis speaking