If there was ever a company that could be titled the Masters of Marketing, it would be Google. They pretty much wrote the rule book when it comes to online promotion, dominating the web in pretty much every way. They even own YouTube, the largest media sharing site on the net.
Though they haven’t managed to make it like they wish they could in the world of direct social networking (Google+ wasn’t a flop, but it wasn’t a splash), these are still the kings. So we can learn a lot about marketing by taking a look at their various strategies around the web.
1. Narrowly Target Audiences
Many companies make the mistake of limiting their content on YouTube. They create videos aimed at a single language, cultural and geographical demographic. Then maybe make up for it by putting some effort into other social media lines of communication, like a country-specific Facebook page. But Google instead creates different channels for users, with forty specific to region and language that promote their interests.
2. Make Distinctions Between Users and Marketers
Professional accounts will always have different needs than personal ones. Both users make up an important segment of the overall traffic to any site. Google frequently makes a massive distinction between the two. As a consequence, they have different services, ads, communications and YouTube channels for marketers and advertisers, or major businesses. Using YouTube as an example once more, they have eighteen channels for advertisers alone, all set in different regions.
3. Rely On User Opinion
Sometimes, Google projects just fall flat. We have seen it happen as often as we have seen their successes, perhaps even more often. Which is to be expected with a company that believes on demo and beta releases at such early stages of development. This tactic shows a certain dedication to user need and opinion that is often lost from other businesses. They put something out, listen to their customer’s reactions, tweak it along the way, and wait. Eventually they decide whether to refine and re-release a polished version, or scrap it.
4. Building The Hype
One thing that Google is well known for is building up a hype. When they do have a project they are set on releasing as a finished product – such as their many social media attempts – they whip the tech crowd into a frenzy. This is heightened by their habit of working on an invitation-only system. Exclusivity is a sure way of generating interest, which is why we saw such a huge exodus from Facebook to Google+ in the first week or two. Even if many users returned.
5. Take Calculated Risks
If there is any lesson we can really learn from Google, it is that taking risks in business can still be profitable. As was mentioned, many projects have flopped, become outdated more quickly than expected or was overtaken by competition. But this has not slowed down, nor lessened the impact, of this online giant. In fact, through taking these calculated risks, Google has managed to create some truly innovative products and services that are still dominating the market.
It is impossible not to see Google as one of history’s greatest business successes. Starting off as nothing more than a unique and brand new search algorithm, it has developed into an entire industry in and of itself.
This can be attributed to their marketing as much as their innovative work in the field of online technology. Study their strategies, and you may find yourself with your own success.