AARRRmor conducted a webinar on 1st August 2019 on a digital subject that’s useful for small business owners, start-up founders, entrepreneurs. The topic was ‘Google’s Essentials’ for small businesses, that covered the basics of how Google Analytics (GA), Google Search Console (GSC) and Google Adwords work and are interrelated.
You may find it ironic for a digital media agency to be taking up workshops / training on digital tools. But the idea is to teach our clients to be self-sustained and knowledgeable. Growth works two ways!
As we move forward, let’s refresh our mind and quickly recall the Essential tools:
- Google Analytics
GA is a tool with behavioural insights about the users visiting the website. Their journey across the site from the time of landing to exit and everything that happens in between that. Sessions, pageviews, time spent, page wise analytics, devices used, location, clicks on buttons, etc.
It helps you to understand the drivers behind the traffic to your site, which activities, campaigns / ads / content pieces are working better. Also, This will help you to understand which channels and campaigns are working for you.
- Google Search Console (GSC)
GSC on the other hand is a tool with more of technical insights about the website’s health, and all things happening behind the scenes. Such as which are the links that are connected to your site, which keywords are ranking better for your site, more information on indexing etc. It also provides recommendations on improving them.
The best part about both GA and GSC is its agility and flexibility to merge with third party tools like SEMrush, for better synergy.
- Google Ads
Google Adwords and Keyword planner are like soul sisters, they are interdependent and work the magic. Simply put, Adwords is the platform for you to reach audiences that are looking for a product / piece of information like that of your business. The budgetary flexibilities are just brilliant.
Webinar Promotion Plan
Now the work doesn’t end here. Our work was about getting the word out about the webinar to as many of our target audience as possible through organic reach for starters.
Platform to conduct Webinar
In our checklist, we first finalised which platform to host the webinar on. After reviewing many websites we shortlisted Zoom and Hangouts as options and even debated the idea of going LIVE on YouTube or Facebook. However, we chose Zoom to host the webinar as it didn’t have a cap on the number of attendees and just Plug and Play.
To promote the webinar organically, its best to start with a simple plan and a list for reachouts – most critical. And so we first listed the event on 2 sites i.e. Townscript and Eventshigh along with Google and Facebook event pages.
PS: since August end, Townscript and Eventshigh have begun to charge a fee to host free listings.
We learnt that, even a simple topic like ‘Webinar on Google Essentials’ is something that most new marketers get confused about. However, after attending the webinar, the attendees have learnt to set up their own Ad account, understand GA (Google Analytics) and operating Search Console.
Qualitative feedback from them have motivated us to keep going with another batch of webinars. The best part was, this webinar converted into a long term lead for us. Therefore to conclude, we would say organic isn’t dead yet.