Google New York Digital Coach Angelina Darrisaw pauses in her presentation at a Feb. 21 lunch and learn for entrepreneurs at Google Fiber Academy in College Park.
Small business owners in the south Fulton area recently learned how they can find their next customers—and vice versa—online.
Search engine company Google recently shared with entrepreneurs its data on trends in digital marketing and offered tips on how to target audiences online and track their returns on investment.
A free lunch and learn session Feb. 21 at its Google Fiber Academy in College Park attracted about 40 executives ready to increase their earning potential.
Company Strategic Partnerships and Program Leader Aisha Taylor, Local Digital Coach Justin Dawkins and New York Digital Coach Angelina Darrisaw led the training session.
According to their slide presentation, before consumers commit to a purchase, they consult at least 10 sources on either laptops, tablets or smartphones.
They want details “based on the moment that they’re in,” Dawkins said, depending on what they intend to buy or consume, which device they are using, what time of day it is and where they are in the city.
Darrisaw said specifying their addresses can help businesses be more competitive.
“You might be more relevant,” she said. “You being here and having an option for me is going to be way more relevant than this big national brand that I don’t feel like I can put a face to.”
The edge can be “very impactful” in some decisions, Darrisaw said.
“I love to highlight the local because so many of us sometimes have a local consumer base,” she said. “So that’s important.”
Location, location, location is not only a mantra for property brokers, Taylor said, but also influences mobile device users.
Research on consumer behavior has revealed it exists in cyberspace as well, with many potential customers taking the path of least resistance by not scrolling down.
“When we talked about those micro-moments, people on their phone with a split second, people are often going to whatever’s easiest,” Taylor said. “When you’re at the top, we sometimes call the search results page ‘prime real estate.’ As much space as you can take up in that prime real estate is going to be most beneficial. In ‘real’ real estate, location is everything. In the search engine page, location is everything.”
Darrisaw touched on a technique not included in the class agenda but described for attendees’ benefit.
“SEO, which is search engine optimization, is basically how you leverage keywords throughout your site and make sure that you raise where you show up in search for your potential customers,” she said.
Many will use Google to find products and services.
The company can tie those searches to ads that pop up at the top of results pages and offers products to create ads and track response, the speakers said.
The company opened its Google Fiber Academy, a training center for installers of high-speed broadband internet and television service, in 2015.
The company earlier that year announced the rollout of higher bandwidth fiber networks in nine metro Atlanta cities, including the Tri-Cities of College Park, East Point and Hapeville.
According to a search of city hall addresses, service is not yet available at those locations.
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