Articles

Grow your business online- Get Your Business Online Week presentation


STASIA KUDREZ: Hi everybody. My name is Stasia. And I’ll be with you
for the next 50 minutes to show you how you can grow
your business online using Google’s tools. So what exactly is this program
anyway, Get Your Business Online? It’s a program from
Google designed to make it fast and easy to
get your business online. We’re providing a free
website from StartLogic for an entire year. And that includes a domain
name and hosting and the tools that can help you manage your
site, plus free online tools and training from
events like this. So what are we going
to be actually covering in the next 50 minutes? We’re going to be talking
about your opportunities for getting found on Google. And I’ll cover a bunch of
things, including search engine marketing and search
engine optimization. We’ll also talk about how you
can use Google’s free tools to get insight into how
people are searching online and how people are
finding your website and what they’re doing
when they get there. We’ll talk about office
productivity tools, including Google
Apps for Business, which is one of my favorites. I use it every single
day to run my business. And at the end,
we’ll recap and we’ll talk about that getting found
on Google, insight, productivity tools, and then we’ll go over
your to-dos and your homework from today’s session. OK. So let’s start by talking
about getting found on Google. So why is this so important? Did you know that
every single day there are billions of
searches on Google? And every time
somebody searches, it’s an opportunity
for your business to show up at the moment
that they’re actually looking for you. Even if a very small percentage
of that number of searches is actually a potential
customer for you, it is your unique opportunity
to connect to them at that very moment that
they’re looking for you. So we’re going to talk about
a few things in this session. We’re going to talk about
how Google search works to explain your different
opportunities to appear on the page. I’ll talk about search
engine optimization. We’ll talk about some tips for
promoting your website, search engine marketing, and last, your
website on multiple devices. That’s a lot of stuff to cover. So grab a pencil
and follow along. And we’ll go through this
as quickly as we can. I like to start by
talking about why, why you actually
care about this. Well, research shows that
97% of online consumers are now starting that
shopping process online. It used to be that when you
wanted to buy something, you would go into a store. And you would look at all of
the products on the shelves to see what they
look like and see which one would be the
most appropriate for you. But now there’s this new idea,
the zero moment of truth. And that means that before
somebody even goes into a store and sees a product or calls
up your business and talks to a sales rep,
they actually start by doing a search,
usually on Google, to start doing that
research online. So even if this person
isn’t ready to buy yet, if your website shows up and
gives them the information that they’re looking for,
it’s your opportunity to develop that
relationship with them right at the beginning. And hopefully, they’ll
become your customer. If you don’t have
a website, you’re essentially digitally invisible. It’s really, really
important more than ever for you to actually
show up when people are doing these searches. That’s why I’m really excited
to be part of this program to help businesses like yours
get a free website for a year. So let’s go through
some of the ways that you can actually
get found on Google. So when you go to
google.com, you start by typing in
some words or a phrase that you are looking
for at that time. And that is called
the search query. So a lot of times,
people think, well, I did a search for the name of
my business and I showed up, so I’m done. And that’s great. That’s the first good step. And I would encourage you all
to go and try that out and see what shows up when we search
for the name of your business. But what if I just
moved to your town and I don’t know any
of the businesses? I don’t know who
the pediatrician is in town or the
veterinarian or what the best Indian
restaurant to eat at is. So what you want
to start doing is start doing searches on
more generic search queries. Start typing in things that
potential customers might be looking for, problems
that they need to solve, symptoms that they’re trying to
diagnose and see what shows up. These are all really
important words and phrases for your business
to show up on when people are doing those searches. And if you don’t, you have
some work cut out ahead of you. So when you do a
search, you type in those words and phrases. And then Google is basically
going to look through how many billions and billions of web
pages, trillions of web pages, and try to create on the
fly the best list of results for that searcher at
that moment in time. And that’s the really
amazing thing about Google is that they can go
through so many web pages so quickly to construct
this list for you. And so in the center
well of the page, those are the organic
or the natural results. And those are the web pages that
Google’s organic algorithm have determined are the
best set of results for that searcher at
that moment in time. Now, you can’t pay Google to
appear in the organic results. It’s entirely determined
based on the quality of that site for that searcher. However, you can do things
to help Google understand what your website
is about, which can increase your
opportunities for showing up higher in those results. And we’ll cover that
in a few minutes. The next section of this page
that I wanted to point out is where the
advertisements appear. And those can appear above
those organic results and to the side of
those organic results. Now the big differences
here– well, first of all, these are ads– is that
for the results that fall in that center well,
if somebody clicks on them, it’s free to you. It doesn’t cost the
website any money. With these
advertisement results, it’s not going to cost
you to show an ad. But it will cost you if
somebody then clicks on that ad and visits your website. But these are two distinct
areas of this page. And both give you opportunities
to show your business when people are searching for you. OK. So let’s start with SEO,
Search Engine Optimization. And SEO is basically
the process of trying to make your website
more visible to Google, which can then increase the
possibility that your site will be listed higher in
those organic results when people are doing a search. So what is the most important
thing that you can do? And the first and foremost
thing to do is to add content. Content is what tells Google
what your web pages are about. And the more you have
and the more relevant it is to your business,
the better your chances are for appearing higher
in those search results. Now, when you write that
content on your web pages, you want to think about
what types of things people might actually be searching for. What words and keywords are
relevant to your business? You don’t want to then write
those words over and over again 100 times on a web page. That’s not going to help. But you do want to stay very
focused on those sets of words that reflect how people might
actually be searching for you. And then if you
write to those words, you can help Google
understand that, hey, that’s what this web page, that
is what this website is about. And it can help
improve your chances for appearing on the page. Another thing that’s
really important is to keep your
website up to date. One of the nice things about
the website tool that’s part of the GYBO program is
that you have the ability to log in 24/7 and make
updates to your pages. And that would hold
true for any website, no matter what
platform you’re using. You want to go and keep
adding content to it. It does not have to be a lot. It could simply be a blog where
you add a post every few days or every week to tell
people what’s new or to put up a new photograph
of something that happened, a customer shot, a product shot. But the more you put
into your website, the more you will get back. Another thing that’s a good
benefit from adding content is that it increases the chances
that people will actually link to your site. And that’s what you want. You want to have good useful
information for your customers so that if my friend
Colby sees that I put up a great article that’s
relevant to her business, she might put it on her blog. And then her friend
Whitney might read it and say,
oh, that’s great. I’m going to put
it up on my blog. And people will be linking
into me, which shows me that this page is valuable
to people who are reading it. So it’s a good thing to
keep adding to your site. Now the first tool that I’m
going to introduce you to you is a free tool from Google
called Webmaster Tools. And it’s at
www.google.com/webmasters. And Webmaster Tools
provides a bunch of reports that
can help show you how Google sees your website. It can tell you things like
what pages they’re looking at, what search queries brought
visits to your site. It also lets you
sign up for alerts. And alerts can
tell you if there’s any kind of problem with Google
reading the pages of your site. It also allows you
to submit a site map. And a site map helps tell Google
what your website is about, which can then improve your
chances for getting correctly listed in that index. Anyway, it’s free. It’s at google.com/webmasters. The last thing I’m going
to say about search engine optimization is that
it’s important to set realistic expectations. If you do create a
website at www.gybo.com, then that’s great. And that’s definitely
your first step. But it can take time
for Google to go and actually index those pages. And then those pages are
essentially competing. They’re in the mix
with every other web page about that
particular topic. So it can take time
for your website to start appearing in the
index and higher in that index. But the more you give in to that
site, the more you’ll get back. OK. So those are my tips for
search engine optimization. Now that I’ve kind
of depressed you and told you that it can
take a while for your site to get listed, let
me give you some tips to help you in the meantime. One of my favorite ways
to promote my website, my products, my
services, is email. It’s fast. It’s efficient. There are some
really cool things that you can do with
email these days. You can do things like
target particular groups of people with special content. You can personalize it so
people know that it’s from you. If anyone’s taken
my class out there, you’ve probably heard
about my bearded dragon. Her name is Eliza
and I love her. I got her at a pet store that
keeps a customer profile on me. And they know that I have
a pet bearded dragon. And so every two
weeks, they email me a coupon for
24 free crickets. And it’s about $2
worth of crickets, but I print that coupon
out every single time. And then I go into the
store to get my free offer. And what do you know? While I’m there I may as will
get some bags of dog food. And, oh, I think
I need some food for the crickets,
all sorts of stuff. So using that email
to get people in and to build that relationship
is really important. One little caveat with email. Don’t send too many. It’s important to keep
that relationship going. But I don’t know
how many out there– I don’t know how many
people are watching me. Is it one? Is it a million? I don’t know. But however many of
you are out there, you probably start your day
by pulling open your laptop and then deleting the first
500 emails that you’ll never have time to read,
because you’ve got to do the rest
of your business for the rest of the day. You don’t want to be
in that group of emails that gets immediately deleted. So every time you
send an email, think about the person who’s going
to get that in their inbox. Is it something they need? Is it something that
they’ll want to open? Is it something that will get
them to open it the next time? But if you do this right, it can
really work for your business. Now, social media
is another great way to develop your
relationships with your fans. Yesterday we talked about
creating Google+ pages for your business. If you weren’t
able to check that, you can go back and
review the videos. And you can actually download
the workbook from yesterday to get that information. Social media is a great way
to put that personal face, that personality
behind your business. It’s also a great way
to do practical things, like, for example, fill
last-minute cancellations. My friend Kim– Hi, Kim–
in Nashville, Tennessee is a massage therapist. And if she has a cancellation
for say an afternoon appointment, she will go to
every social media platform that she uses. And she’ll say I’ll give you
$25 off if you take my 3 o’clock appointment. So there are some really
practical ways to do it. Another thing that you
can do if you’re just creating your website
today or this week with Get Your Business
Online, you may have been only using print
material to run your business. So now take a look at
what you’ve been doing. And then add the URL
to your new site there. That could be your receipts. That could be your business
cards, your estimates, your invoices, your
packaging material. You can put those stickers
on the windows of your car. But you want to
let the world know that your new website exists. Now when you start
building your new website, you’ll think about
the obvious pages. You’ll think about building
your home page and maybe your Contact Us page. But I want you to
also think– and this applies to existing
websites as well. I want you to think
more long term. I want you to think
about not this week, but next week and next
month and next year. Why would somebody, after they’d
visited your website once, want to come back? Because that is what
you’re trying to do. You’re trying to develop
that relationship where someone says, OK. Here I am a month later. And I need to know this or I
need an answer to this question or I think I might need
this product or service. And they think to
return to your website to go find that information. And again, that might
be adding a blog to your website with useful
information and tips. That might be
having your specials for your restaurant
up every week. But you want to give people
an incentive, a reason to come back to your site. And last but not
least, invite people. Tell them about your
site and say, hey. You know, if you had a good
experience, leave a review. Tell people about my business. The word of mouth,
online and offline, is a very powerful way
to market your business. OK. So that finishes SEO and some
tips for promoting your site. Let’s go to our
next topic, which is Search Engine Marketing. I’m not going to talk
a whole lot about this, because we have an
upcoming session. We’ll do a full
half an hour talking about SEM, which stands for
Search Engine Marketing. You can advertise
using SEM on Google. And Google uses something called
a Pay-Per-Click model, or PPC. And in a nutshell, it
means that you’re not going to pay Google for
the privilege of showing your ad on Google’s web pages. You’re only going to pay if
somebody then clicks on that ad and visits the website. There are two options, Google
AdWords and AdWords Express. Again, in the next
session, we’ll really break down the
differences between these two models. They both work in essentially
the same way, though. I’m thinking about something. I want to buy something. I want to learn something. I’m trying to find a
good restaurant here in Mountain View, California. I’m trying to find a clothing
boutique, because my shoes are uncomfortable up here. So I type it in. I’m like, OK, I’m looking
for a clothing boutique. And voila, I see a Google
search engine results page. And it gives me those lists of
results, including those ads. And I may see an ad at the
top that says, hey, look. There’s a clothing
boutique that’s in walking distance from where
I’m giving today’s shoot. So I could get over there. And I click on that link
to visit the website to see their hours or
to get their directions or to see what their phone
number is so I can call them. The important thing here
that I want to drive home, though, is that Google’s job
is to show an ad when somebody does that search
and to then send that person to the website. So when they get to that
website, it is your job, it’s your responsibility
to then make that sale. That website has to get
somebody in and say, look. This is where that
information is. Here are the products
and services. That’s one of the
reasons that I really like the website that we’re
offering from StartLogic, because it gives you these
really professional templates. And your website
will look great. But it has to be
professional and easy to use, because if a visitor
can’t figure out what they’re supposed to
do on that website, then it doesn’t matter if Google
actually sent them there. You’ll probably lose the sale. OK. Again, an advertiser
is only going to pay for the click on an ad. That’s why it’s called PPC. So you do the search. The ad appears either at
the top or on the side. And then it sends
them to the website. We’ll do another full session
on AdWords and AdWords Express if you have more
questions about that. And we’ll be back for the Q&A. All right. Last but not least
in this section, we’ll talk about
making your website work on multiple devices. How many of you out there don’t
have a cell phone on them? I’ll bet it’s very few of you. Almost everyone who
comes to my classes has a phone in their pocket. And some people have
multiple devices, whether that’s multiple
phones or a tablet and a cell phone and a laptop. But more and more
people these days are carrying these phones
that are called smartphones. And they are connected
to the internet. And if you look at
your website reports– we’ll talk about
Google Analytics in more detail–
you can actually see a breakdown, a
percentage and the raw number of how many people are
visiting your website from these mobile devices. And I’ll tell you it is
increasingly significant. So not only do you need to have
a website for your business, but you need to
have a website that looks good on a mobile device
and is easy for somebody to use on that small screen. Some of the big rules of
thumb for a mobile website, first, make it thumb-friendly. You know, it’s kind of ironic. I’ve been an internet
professional for a long time. I practically– you
know, I feel naked now because I don’t
have my phone on me for this presentation. But for as much as
I use that phone, I still have a little trouble
with that tiny keyboard trying to figure out and
clicking on the buttons. So the easier it is
for that website for me to navigate by pressing with
those thumbs, the more likely it is that I’ll actually
interact with that business. Another thing–
and I can’t believe I’m going to say
this– all right. I just turned 40. And so it’s really true. When you turn 40,
or at least for me, I have trouble reading
that little screen now. So you want to make sure that
your fonts are large enough so people who don’t have
those reading glasses on don’t have to squint or do that
to actually read those screens. So make sure that your fonts are
large enough and clear enough for people to actually
understand that information. And you want to write
clear, concise content. If you’re working on a
laptop or desktop computer, you have a fairly large
screen available to you to read those words. But on a mobile phone, you
have a much smaller screen. So it makes sense that when
you write your content, you want to get all of the
most important information up at the top. Back from my journalism days, we
would say don’t bury the lead. And that’s essentially true
for the smartphone audience. You want to make sure that
that critical information, whether that’s your address or
your phone number or your store hours, are up there at the
top where people don’t have to scroll down over and over
to find that information. If you want to learn more
about mobile advertisement, mobile devices, websites
on mobile phones, you can go to Google’s
resource website. It’s at
www.google.com/think/multiscreen. OK. What’s next? Let’s talk about
getting unique insight. So we’re going to talk
in this section about why tracking matters
to your business. I’m going to give you an
introduction to Google Analytics. I’ll talk about Google Trends. And then I will talk
about Google Alerts. All right. You ready? So let’s start off by why? So look at this screen
here and imagine that this entire
red box represents people who visited your website. And at the very bottom of the
box, you see that blue line. And that blue line represents
people who visited your website and then completed
a desired action. In online marketing, we
call that a conversion. So let’s take the easiest
example of a conversion. If you are an
e-commerce website, meaning you sell
products on your site, you basically want
someone to visit the site, go and find a product,
put in the shopping cart, put in the credit card, and
then check out and buy it. And that’s it. That is a conversion. It can be a little
trickier, though, because I’ll bet
a lot of folks out there don’t have
e-commerce sites or don’t plan to have
e-commerce sites. So what is a conversion for you? Well, I’ll put it out there. You need to have something,
because if you aren’t putting a goal for your website, if
you aren’t defining a goal, there’s no way to
measure whether or not it’s actually working for you. So let’s take an example. Let’s say that you are a service
provider here in Mountain View. Your goal for your
website could be to have people fill
out a form on your site to request a quote for services. If you are a
restaurant, your goal might be to have someone
email you to set up a reservation for
dinner for tonight. If you were a software provider,
and it was a much longer sales cycle, maybe someone
wouldn’t buy it right away, maybe a conversion
would be someone to actually call
you on the phone or to schedule an appointment to
talk to one of your sales reps. Whatever your goal is,
your business goal, you need to figure
out how you’re going to measure that and
apply that to your website. Once you do, here’s where
we get back to our slide, the line at the bottom
typically reflects the people who
actually converted. And so that big red
area at the top, those are the people that
came to your site. But then they left. Those were your low-hanging
fruit that for whatever reason didn’t actually
complete that desired action. So here is the challenge
for every online marketer. It’s to bring that blue line
a little bit higher so that we get more conversions
from the people that actually visited our website. So enter our next product,
which is Google Analytics. It’s a free tool. You can get it at
www.google.com/analytics. And so what exactly
is Analytics? It’s a free, easy
to use web tool that provides reports that
show you how visitors actually found your site and what
they did when they got there. And it can measure
the effectiveness of your online and
your offline campaigns. I used to use this way
back when in my agency days when it was a product
called Urchin. And Google actually
bought the product. And then they made it
freely available for people. And it’s not a stripped-down
product at all. If anything, it has
just grown and it has become more and more
powerful over the years. If you advertise
with Google AdWords, Google Analytics is
an absolute must, because they have now
integrated those reports. So you can really see how well
your advertising campaigns are doing in Google Analytics. OK. So what do you do
with Google Analytics? You answer questions. And if you were to
set this up, it’s a fairly simple
process to do so. You simply create the account. And then you put a
little piece of code on the web pages on your
website that you want to track. You then go in and
you see these reports. Now, how many out there in
the audience, how many of you are web analysts? Anyone? I’m guessing that
very few of you are. And so the most
common reaction that I see from someone who’s looking
at it for the very first time who’s not in the internet
industry is, oh my gosh. You know, maybe I get
what these reports are. But I have no idea
what I’m supposed to do next with
this information. So what I encourage
businesses to do is to approach it from
a different angle. Instead of going into
the reports and digging in and trying to figure out
what those numbers mean, instead think about some
of the business questions that would be helpful for you. And maybe a good business
question is, all right. Well, I want to know
what people are actually typing into Google that
bring them to my website. And so you can use
that information to get a sense of what
people are interested in. If everyone who is
visiting your site is interested in
this topic and you don’t have a lot of
information about it, it helps you figure out
what maybe your next content plan will be, what
kinds of sections you want to build
out in your website, what kinds of specials,
what kinds of coupons, what kind of offers you might have. You might also see, all right. Well, when they
look at the website, what pages are they
actually reading? And you can see even where
they leave those pages. So you can say, all right. They looked at these pages. But then 90% of my visitors
are actually leaving here. And that can give
you a clue why. Maybe that page isn’t
written as well. Maybe that page there’s no
obvious next step for them to take. Maybe that is the
obvious endpoint of their visit to the site. But then you can
see that, all right. I’m going to close
up the call to action and tell them what I
want them to do next, or add my phone number. If you have an
e-commerce website, there’s some really
cool built-in features where you can
actually see things like how far a customer got
down in that shopping cart. You can see where they added
the products and at what point they abandoned it. And that can help
you figure out where you may need to
make improvements to make that check-out process
more efficient so you’re less likely to use
your customers. And you can use it to improve
your site interaction. I do a lot of work for a
non-profit, a few non-profits, actually. And when we set up Google
Analytics on their websites, we learned some really
interesting things. For one of the non-profits,
she was absolutely certain that all of her
visitors would come in to the home page
of her website, because that’s where all of
her new and most interesting information was. But when we finally set
up Google Analytics, we found that in actuality
the most popular page on her website was a reprint
of a Maya Angelou poem that was buried so deep in her
website you would have never been able to find it unless
you had done a site search or you knew exactly where to
go in and click on that link. And so what did that tell us? That told us, well, all right. People are really
interested in getting more about Maya Angelou. It also told us that we
should not delete that page. And we should also
take that page and make some obvious
segues into other parts of the website. So these are the types
of things that you could learn by using
Google Analytics. And it’s free, at
google.com/analytics. Tomorrow we’ll be talking for
two full sessions about how you can set this up and
the types of reports that you can access to help
you grow your business online. OK. Let’s talk about the next one. This is Google Trends. It’s a free web page
at google.com/trends. And this tells you
not what’s happening on your website like
Google Analytics. But it tells you what’s
popular on Google as a whole. So if you can see in this
screenshot, what I’ve done here is I’ve actually
compared two terms. And that could be
hybrid cars versus SUVs. It could be anything
that you want to look at. If you are a service provider
and you’re interested to see, well, are people looking
for ventilation cleaning or are they looking for
HVAC tune-ups, whatever types of terms are
relevant to your business, you can go in and compare
their relative popularity. And the report will
actually show you over time, dating
back to 2004, when those searches are
popular on Google. You can refine your results
by geography as well. So if you only want to look
at data in the United States or in a particular state
in the United States or a particular region of a
state in the United States, you can really
refine your results. Now this is the same web page. It’s just farther
down on the page. But I wanted to show you
here how you can also get geographical information. So you can see if
there are parts of the world or the country
where particular searches are more or less popular. And you can use that
information by targeting advertising campaigns. So if you know that this
particular product is really popular in the State
of California but not popular where I live in Nashville,
Tennessee, then you might say, all right. I’m going to allocate
this advertising budget for California and
this advertising budget for this product which
is popular in Tennessee. It will also give
you other suggestions for other popular
searches that are related. So it’s a great
research tool if you’re starting to do that initial
research to figure out what people might be searching
for when they’re searching for businesses
like yours online. Again, it’s a free web
page at google.com/trends. OK. If you don’t do anything else
that I talked about today, if this is the only thing that
you get out of my session, please set up a Google
Alert for your business. It’s free. It’s at google.com/alerts. And I like to think of this as
being my own personal online PR manager. Here’s how it works. You have to be logged in
with your Google account. That can be your Gmail
address or if you register your email with Google. And then at Google Alerts, you
can enter up to 1,000 things that you want to track. So some of the
obvious ones would be the name of your business,
your products or services, maybe your name, your
employees’ names. But it’s not limited
to just that. You can track anything you want. That can be your sports teams. That can be your competitors. That can be your children,
your exes, anything that you want to keep tabs on. And then you can get
an email as it happens, once a day, or once
a week that includes the title and a
little description and then a link to where
Google found that new content and where you were
mentioned online. Again, it’s a free tool
at www.google.com/alerts. OK. So let’s talk about the last
topic, last but certainly not least, office
productivity tools. And in this section,
I’m going to be talking about Google
Apps for Business. This is a tool that I use
every single day of my life for both business
and for personal use. It is available at
www.google.com/apps. And so let’s talk
about what this is. So Google Apps, if you
were going to define it, is a cloud-based
productivity suite. So how many of you out there
have been hearing about cloud? Everything is
cloud, cloud, cloud. I actually had a gentleman
ask me, where is this Cloud And it’s a pretty valid
question for people who aren’t in this industry who
don’t actually know what it is. It basically means that you
have a network of computers out there. And your stuff , all of
your stuff, your documents, your emails, your contacts,
they no longer live on that one individual device. My sister, who lives
in Sacramento– I hope you’re watching
today, Sis– she actually spent several years in the
rain forests doing research. And one of the things,
one of her challenges at that time was that it was
way back in the day and cloud computing wasn’t in
use at that time. And she would
actually carry around her laptop clutched
to her chest, hoping that nothing
happened to it, because she had years of research on it. And if something
happened to it, then that would have been
really a terrible thing as far as her research went. Now, if she was going to be
doing the research again, it would be entirely
different, because as long as she could get
access to the internet, she could actually store on all
of that data up in the cloud. And so if, you know, it
rained on her laptop or a jeep ran over it– which actually
did happen at one point. The laptop did survive. But if that happened,
it wouldn’t matter. As long as she could
get to another computer or another device that
had internet access, she would be able to get
all of her stuff back. OK. So let’s talk about five
reasons to use Google Apps. First of all, your work
is always backed up. I don’t know how
many of you out there have had that
terrible thing happen where your hard
drive may have died. That actually happened to
me this holiday season. And thank goodness I had
backed everything up, because my computer
was completely fried. If that’s happened
to you, it doesn’t have to happen again,
because now you can take all of those
documents and store it securely in Google Apps for Business. And if your computer
does die, you can go and get
your stuff, as long as you can get any other device. Grab someone’s smartphone,
their tablet, their computer. All you need to do is
log back into your Google Apps for Business account. And all of your stuff is there. Collaboration is very easy. I work from my home office
in Nashville, Tennessee. And all of my colleagues
are all around the country. A lot of the folks
that I work with are here in Mountain
View, California. Some of the folks
I work with are in Ann Arbor, Michigan,
or Des Moines, Iowa. But we are all basically able
to work together not only as if we were in the same room,
but as if we all were working on the same computer, because
with Google Apps for Business, we can now easily
collaborate on any document. If Whitney is working
on a document, I can actually see her
when she has it open. And I can watch her type it in. I can communicate. I can chat with her
right on that document. I can create a version
history, so if I accidentally overwrote– sorry, Whitney. If I overwrote something
you put in there, I could then go back and get it
so I didn’t overwrite her work. So it makes that whole
process of working with the team very, very easy. Now, the fourth benefit of
Google Apps for Business is that it’s private and secure. This data belongs to you. One thing I’ll talk
about security, though, is that
it’s secure assuming you have a good password. I’ll just put a little tiny
plug in there for Friday 15. It’s our resources
section at gybo.com. And we actually do a
lesson on password safety. Unfortunately, the
most common passwords that are being used
in the United States include things like password
and 12345 and 123456. Most people out
there– and up until embarrassingly recently,
including myself. Most people use
the same password for every single website that
you have an account with. It’s really important these days
to have a very secure password that you keep
private and that you don’t use across
multiple websites. So you can go and watch
our Friday 15 lessons for some guidelines about how
to create a great password that will keep your data safe. And last but not least for
Google Apps for Business, it can save you money. Let’s go into the
pricing for that. OK. So the first thing
is that there’s a no-commitment 30-day trial. You can go in. You can sign up. And you can try it out
and see if you like it. If you do like it
and want to continue using Google Apps for Business,
the pricing after that is $5 a month per person,
or $50 a year per person. And within your organization,
you’re not limited. So you can have one person. You can have 1,000 people. It’s whatever makes
sense for your business. Every single account
gets a lot of storage. You get 30 gigabytes
of email storage. Now, it’s kind of
hard to wrap your mind around how much that is. How many emails does
that actually include? If it gives you any context,
I am an internet professional. I get a gazillion
emails every single day, many with very
large attachments. And I think I’m only using
11% of my total storage at this point, years into it. So it would be very difficult
for you to actually use up that storage. And if you do, you can buy
more at a very reasonable cost. Another thing that you get
is 30 gigs of Drive storage. So the thing that I
want to differentiate is the difference
between Docs and Drive. Within Google Apps for Business,
you have your documents, which I’ll show you in a minute. But you also have a place
where all of those documents are kept. You can also keep things like
your images and other files. And so think of that as sort
of that overall storage folder where you keep
all of your stuff. And again, you get 30
gigabytes of Drive storage included as part
of that account. Now with Google
Apps for Business, you get 24/7 support.So
you can call. You can email. And there’s a 99.9%
uptime guarantee. It’s a service level agreement. It basically means as long as
you can get to the internet, you can get your stuff. One other thing to put out there
about Google Apps for Business is that there are special
editions for different types of organizations, education,
government, and non-profits. So if you are a
non-profit in the world, you can actually go and apply. And you may be able to get
Google Apps for Business for free for your non-profit. It’s at google.com/nonprofits. OK. So let’s look at
some of the apps. The first one is Gmail. I’m going to bet that just
about every single one of you out there has either used
or seen Google’s email program, which is called Gmail. And you know that because
your email address ends with an at gmail.com. Now if you’re going to use
Google Apps for Business, it is still going to use that
Gmail platform, that software that you’re familiar with. But there’s one big difference. With Google Apps
for Business, you are now able to then associate
your own domain name with it. So instead of the email being
from Stasia at gmail.com, it would be from Stasia
at stasiasbakery.com. And all of the folks from
outside, unless I told them, would have no idea that I
was using Gmail or Google Apps for Business to
power my business. So that’s the big
differentiating factor. And I believe that it actually
does make your business look that much more professional,
that much more technically savvy to then be using
that email address that is connected to your
website domain name. So that’s the first
big benefit from using Google Apps for Business. The second are those
documents that I referred to. Now, with Google
Docs, it’s going to give you the ability
to import documents made from other types of software, to
create documents from scratch, and also to export documents. So say for example you made
a document in Google Apps for Business. You could then export it as
a Microsoft Word document if you wanted to. It includes things
like word processing and spreadsheets and
presentations, forms and drawings. And just like I said
before, with all of these, it’s a very collaborative
tool, where other people can go in and work on
those documents with you. Now, you still have control. You’re able to keep a
document private to yourself. You can share it with
particular people. You can share it with
your entire organization or particular people
outside of your organization or make it public to the world. So you really do have
very granular control over who is going to
be able to see and edit any of the documents that you
then create within Google Docs. All right. Last but not least
is Google Calendar. And Google Calendar, I’m
assuming that many of you have used it before. I really like this tool, because
it really pulls together a lot of the things that you’re using
in Google Apps and some stuff from Google+. So now when I schedule
a meeting with the folks that I’m working with,
I can– first of all, I’m going to create an event. If those folks have shared
their calendars with me, I can actually look and
find available times, appointment slots
when none of us have a conflict, when none of
us have an existing meeting. And then I can send out an
invitation to all those people to say, hey, can you
meet today at 3 o’clock Pacific Central–
Pacific Standard Time. I’m from central time. I can also do things
like attach documents that I have stored in my Drive. So I just showed you in
Google Apps for Business how I could make that
word processing document. I can then add that to
my Calendar invitation. So now when everyone joins
that meeting at 3 o’clock, they don’t have to
go– I don’t have to email that
document separately or they don’t have
to look for it. It’s part of that
Calendar invitation. Another thing that I can
do is I can create a video. I can schedule a video
to automatically happen. So if the folks joining
me have a web camera– and most people do built
into their computers– it can launch straight
out into a Hangout. We can have a video meeting,
looking at the documents that I created in Google Docs
and I’m sharing that way. So all of these products
integrate really, really well. So that is why I love
Google Apps for Business. If you’re not sure
about it, try it. It’s free for 30 days. And at that point,
there’s no obligation. You don’t have to put a
credit card in to try it. And if you want to
continue, it’s then just $5 a month per person, or
$50 a person per year. OK. So if you want to
learn more or if you’ve got questions about it, you can
go and register for a webinar. It’s on the Apps website. The URL is google.com/apps. And what you’ll want to do is
click on the Webinars & Events tab, which is at the top. And click down to the
Resources section. And from there, you can then
see all of the training events that they have set up. And you can register to
go in and learn more. If you want to learn more
about Apps for Business, Whitney will be leading a Q&A
at the end of today’s session. And so write down the
questions that you may have. And we’ll be happy
to answer them. You can also start sending
them in through our website. All right. So let me give you a
recap of all of the things that we covered today. We talked about getting
found on Google. So here’s your first
homework assignment. I want you to pull up Google. And I want you to start
doing some searches. Do a search for the name of your
business and see what shows up. Then, try searching for
your products and services and see what shows up. Search for things that
a potential customer might need or want that your
business can provide and see what shows up. These are your competitors. These are your
online competitors. And it may be a
completely different set of competitors than
your offline set. So this is where
you want to start building that list of places
where you want your business to appear. If you haven’t yet created a
website and you’re not showing up at all, the two things that
you can do to get started, the first quick option is
to create a Google+ page for your business. And the second is to visit
gybo.com and create a website that you can get
free for a year. And those are going to start
improving your opportunity for showing up when people
are doing those searches. You can look at Google
AdWords or AdWords Express. Terry will be covering
that in the next session to explain the differences
and to show you how that can help you
grow your business. And also, don’t forget. Grab that cell phone. Grab that smartphone
and take a look at what your website looks like. If people can’t see
it, can’t navigate it, can’t figure out
what to do, you are going to lose potential
customers if you’re not a mobile-friendly website. OK. The second homework assignment
is to get unique insight. And the three things I want
you to do, first of all, try out Google Analytics. Again, you can create
your free account at google.com/analytics. All you’ll do is put
a little piece of code on all the pages
of your website. And then you’ll get those
great reports to show you what people were looking
at and how long they spent on your website and what
they typed into Google and other search engines
that got them there. Try Google Trends to do some
analysis, some comparison about what people are
actually searching for online. And Google Alerts. Again, if you don’t do
anything else for today, please set up a Google Alert
so you can track what’s being said about you online. Your third set of
homework assignments is to try out Google
Apps for Business. If you’re not sure, try
one of those webinars. You can sign up for
free at google.com/apps, again under that Resources tab. And you can see what
it’s all about there. You can go to the
support forums and you can see there’s lots of
information about migrating your system, your email,
and your data into it. And again, you can
try it for free for 30 days with no obligation. OK. Now tonight if you are
thinking about all this and you want to try
some of the tools out, the first thing that
you’ll need to do is to create a Google account
if you don’t have one already. A Google account, if you
have a Gmail account, that’s automatically
a Google account. Make sure that that’s
the Gmail account that you use for your business. Some people have a
personal Gmail account. And some people have one
that’s just for business. So when you go and you
create particularly like your Analytics
or your AdWords or your App for Business or
your Webmaster Tools account, you want to go in and set that
up with your business account. If you don’t have one already
you can set it up for free at google.com/accounts. And you don’t have to
use a Gmail address. If you already have an
existing email address that you use with your business
with your other domain name, you can then register
that as a Google account and use that to sign in. OK. So now that we’ve
covered that step, here is your last
slide, where I’ve listed all of the resources
of all of the products that I’ve talked about today. So if you’re up at
night thinking about, oh, Stasia went over that
tool and it was so great, I can’t remember where to find
it, pull open your workbook and go to this slide. And I’ve listed all
of the URLs here to help make it easy
for you to find it. If you’re interested in trying
out Google AdWords or AdWords Express, which we’ll be
covering in more detail in just a few minutes, you can also get
a free consultation and set-up by calling 855-607-0426. OK. And with that, my
name is Stasia. And thank you so much
for staying with us and being part of Get
Your Business Online week. And I will talk to you soon.

Comment here