For many small business owners, the idea that using Google to automatically grow your small business couldn’t be farther from the truth. The online status quo is not “ok.”

Some business owners rely on Google to “find” their business with little marketing effort on their end. As a result, the brand isn’t recognized, the leads are weak, and the sales cycle is long and tedious. Consequently, bringing the right people to the virtual door becomes seemingly impossible.

We caught up with Nadine Nocero-Tye, Partner, of SyncShow, a Cleveland, Ohio B-to-B Online Marketing and Consultancy, who shared how using Google may help enhance brand awareness, increase lead generation, and shorten the sales cycle.

“The do-nothing mentality can be stifling to business growth. Yet many businesses have a goal to be number one in the search engine. And we have to ask why? Why do you want to rank number one? The answer should be “when the customer clicks the link, they will come to my website and take action.”

Nocero-Tye added, “Oftentimes, clients will say “well, we’ve done digital marketing before. I’ve done it. I’ve tried and it doesn’t work.” What we discover is a a piece-meal approach. Little bits of branding, SEO, and the website. As a result, the business falls flat when converting leads.

So, what can you do to shed the rose-colored Google goggles and get your business in focus?

Brand Awareness
Brand awareness is the extent to which customers can recognize your product, is your calling card for business growth.

Most consumers begin their search by Googling your company name or product. Therefore, it is important to focus on brand awareness as part of your overall marketing campaign. Your brand is your reputation, and a branded search query will bring prospect “high incentive” buyers to your website.

Lead Generation
What does lead generation mean for your business? That answer varies depending on your company and goals. Are you hoping to drive traffic to your website. Do you have an offer or a product for sale? Perhaps enticing customers to subscribe to a newsletter or follow a blog? Maybe you want the phone to ring. What is the ‘act now’ that you want your customers to do?

Getting qualified leads is the lifeblood for any business. With Google Ads, you can reach your target market and relevant prospects within your budget. Google Ads also provide an easy-to-understand dashboard, showing you real-time results and recommendations. Lead generation is a process. It requires a focused effort of testing and tweaking within your market to understand how the customer and prospective customer acts and reacts. For many businesses, using Google Ads to drive traffic – qualified traffic, results in an increase of sales.

Shorter Sales Cycles
What is a sales cycle? “A sales cycle is the series of predictable phases required to sell a product or a service. Sales cycles can vary greatly among organizations, products and services, and no one sale will be exactly the same.” – Pipedrive

In other words, the sales cycle begins from the first touchpoint until you close the sale. With that said, you want your prospective customer to find your business when doing their Google search. Allocating marketing dollars for paid Google ads can save you money. Think about it. For the most part, sales begin with Google. Consumers tackle the keyboard and with a few strokes i.e. keywords, they have a world of options at their fingertips.

Consequently, without paid ads, companies may spend more money over a longer period of time, yet still not return the qualified leads they are hoping for. Appearing at the top of the search will help your business get in front of a larger audience and the potential to convert to a paying customer.

Learn more. Listen to Nadine Nocero-Tye on the BizChat Ohio podcast. Nadine invites listeners to download 9 REASONS YOUR ONLINE MARKETING IS NOT DRIVING LEADS – a free whitepaper and schedule a discovery call SyncShow to help your small business grow with Google.