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4 digital marketing tools every small business owner needs

Back to all resources

4 digital marketing tools every small business owner needs

Key take-aways

These days, you need more than a website or social media page to market your business online. In fact, the bigger your digital presence, the better. Utilise these free or inexpensive tools to grow your digital footprint, and reach more potential customers:

1. Google My Business

2. Google Ads (formerly known as Google AdWords)

3. Google Analytics

4. Google Digital Garage

What is Google Ads?

Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display ads on Google search results and its advertising network.

Try Google Ads now

Increasing your online presence doesn't mean you need to spend thousands of dollars on banners, videos, emails, and social media.

1. Google My Business

Google My Business is a free online listing for your business that appears when users search for you on Google or Google Maps. It presents them with a quick summary of key facts, including:

  • A short introduction explaining what your business does
  • Business address
  • Business phone number
  • Opening hours
  • Website URL
  • Google reviews
  • Social media links
  • Posts & photos

When you create a listing on Google My Business, this allows your customers to see who you are, how to reach you, and what others think about you. This, in turn, helps you build a trustworthy and communicative brand.

Google My Business also provides you with information about the people who search for your business, including who clicked your website URL and the phone call button, and who checked your address on Google Maps. To engage your customers, reply to the reviews they leave for your business, and enable the messaging function. Of course, you'll want to ensure that your information is accurate and up to date.

2. Google Ads (formerly known as Google AdWords)

Investing in an online advertising campaign is a great way to promote your website online. You can do it with Google Ads, an online advertising tool that helps you attract people searching for products or businesses like yours. The process is simple:

  • Write your ad copy
  • Pick the keywords you'd like to target
  • Set a daily maximum budget
  • Select your campaign's start and end dates

Using data from Google Analytics, you can develop and optimise your ad campaign strategy. For example, Google Ads allows you to customise your ads to reach people in certain locations or those entering certain terms into a Google search. If Analytics tells you you're getting plenty of traffic and conversions from customers who search for a specific term, you can capitalise on this by using this term as a keyword, and bidding on it.

For more tips to get started on Google Ads, visit this introductory guide.

3. Google Analytics

Having a website is great for any business, but figuring out whether it's attracting new customers is more of a challenge. Google Analytics is a powerful and free product that tracks all kinds of information about who visits you online and how they interact with your website, including:

  • The city or country visitors are browsing from
  • How long they stay on your website
  • Which pages they visit the most
  • Where they click through from
  • What parts of your website they click on
  • The most common routes visitors take through your website from page to page

Use Analytics data to make smart decisions about the way your website is structured and how you market yourself online. For example, you may improve your site's design to make it easier for visitors to view your most popular pages. Alternatively, after learning that a large portion of your traffic comes from a certain social media channel, you may decide to post there more often.

To take a closer look at your data, filter it based on time period (day, week, month, etc). This can help you gauge your website's performance over time and determine whether certain changes to your marketing strategy are having the desired effect.

Want to get started with Google Analytics? Follow these steps or learn more at the Analytics Academy.

4. Google Digital Garage

There is always more that businesses can do to stand out online, and that's why it's important to keep learning. If you'd like to pick up more digital marketing skills, Google Digital Garage offers lots of free courses in an easy-to-follow format.

Here are some of the digital marketing topics you can learn about:

  • Making the most out of social media
  • Selling more products online
  • Turning data into insights
  • Building an online shop
  • Getting noticed with Search ads

Summary

Increasing your online presence doesn't mean you need to spend thousands of dollars on digital display banners, emails, and social media. There are plenty of free and inexpensive ways to do it. Get started with the tools above, and use them to grow and scale your business.

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Sign up for Google Ads today

  • 1. Create an account
  • 2. Set your budget
  • 3. Write your first ad and decide where it's going to appear
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