2024 Google Search Statistics Worth Knowing for B2C Marketers

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One of the things we love most about our work at Green Apple is the variety of businesses and industries we support. Our clients range from a B2B construction company to a B2C early childhood center. While the overall marketing philosophies and approach are similar, the tactics we use for each client can often be very different. In this post, we wanted to highlight some of the most essential 2024 Google search statistics for clients who are marketing directly to consumers.

7 Important 2024 Google Search Statistics for B2C Marketers

Here are seven of the most interesting and insightful statistics for marketers and brands in the B2C space:

1. Almost half of all product searches begin on Google. (Source) 

Just like many other searches, 46% of consumers start with Google when looking for a particular product or service. Knowing where product searches start can help marketers understand the potential impact throughout the different stages of a customer’s buyer journey. 

2. Nearly 35% of people will click on the first result of a search. (Source)

You need to rank first on important keywords for your business because that statistic drops dramatically after the #1 position.


3. 63% of Google’s US organic search traffic originates from mobile devices. (Source)

Mobile devices have now become the dominant search method for consumers. This is a  number that continues to increase year after year. Therefore, optimizing your pages for mobile ranking and usability is crucial to your business’s success.

 
4. Paid search ads can boost brand awareness by 80%. (Source) 

If you want to improve your visibility, PPC links allow you to “buy” your way into the search results. The more people see your brand, the more likely they’ll interact with it. 

5. 90% of users are likely to click on a page that lands on the first search engine results page. (Source)

If you can’t make the #1 search result, you should still try to get on the first page of Google search results. Based on survey results, it’s evident that people trust the first page of Google to help them find what they’re looking for. 

6. Four times as many people are likely to click on a paid search ad on Google (63%) than on any other search engine, including — Amazon (15%), YouTube (9%), and Bing (6%). (Source)

The reality is that PPC advertising on Google is more effective than on any other platform. Investing in Google search advertising is still one of the best ways to reach customers who are looking for your product or service. 

7. 23.6% of U.S. e-commerce orders originate from organic search. (Source)

Having an intentional SEO strategy is essential for B2C businesses, especially for those in the eCommerce space. The last thing you want is for a competitor to swoop in and steal potential business because they ranked higher than you on important keywords and keyword phrases. 

Maximize SEO with Green Apple Strategy

As a full-service marketing agency, we’re constantly looking for ways to help our clients use every tactic at their disposal to grow their business. Our SEO Silo™ service was specifically created to help local companies boost their brand visibility and improve their online presence through SEO marketing. If you’re looking for ways to maximize your SEO efforts or improve your ranking on Google, our team has the experience and tools to help.

Marketing and Customer Service: Improve Collaboration to Enhance Experiences

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Businesses need both marketing and customer service to survive. While each team’s day-to-day activities look very different, both play an important role in engaging clients, increasing new sales opportunities, and generating more profit.

Collaboration between your marketing department and customer service team is critical for creating a more customer-centric culture. But where do you start? In this article, we want to unpack a few helpful principles we’ve learned over the years when it comes to collaborating with our clients’ customer service teams to enhance the experience for their clientele.

3 Reasons to Cultivate Collaboration Between Marketing and Customer Service 

Before we dive into the “how,” here are a few important reasons to break down the silos between your marketing and customer service teams:  

1. It’s more profitable to retain current customers than acquire new ones.

Let’s face it. Attracting new customers is hard. It requires a lot of time, energy, and resources to engage a prospective customer all the way through the sales cycle. In fact, numerous studies have found that it is 6 to 7 times more expensive to acquire new customers than it is to keep a current one. On the other hand, a 10% increase in customer retention levels results in a 30% increase in the value of the company. Because of the role that marketing plays within the organization, it can be a valuable asset when it comes to developing an intentional retention strategy. 

2. Marketing can learn from customer service to develop smarter campaigns. 

Your service team has a front-row seat to understanding how people really feel about your products and services. They know the challenges your customers face every day. They also know how people use your solutions to make their lives better. This information can be an invaluable resource for your marketing team as they develop marketing campaigns that speak directly to the pain points of prospective customers. 

3. You offer the same personal experience and congruent messaging for your customers.

The last thing you want your clients to feel is that you only cared about closing the sale. That’s why retaining business requires as much involvement from marketing as it does from your service team. Today’s consumers expect a consistent journey from the brands they support. In fact, 78% of customers expect consistent interactions with your business from the time they first engage your brand until they become a customer. Combining the efforts of marketing and service not only benefits your customers, it ultimately impacts your bottom line. 

5 Ways Marketing and Customer Service Can Make Each Other Better

If you’re looking to create more collaboration between your marketing and service teams, here are a few best practices to consider: 

1. Ensure your product marketing resonates with new and prospective buyers. 

Creating buyer personas is an important part of building a marketing strategy. If you want your messaging to resonate, it’s important to know what prospective (or current) customers are thinking, feeling, and facing on a daily basis. Because your service team is talking to your customers all the time, they likely know more about them than any other department in your company. Make time for these two teams to work together to create buyer personas. Their collaboration will make sure your marketing materials are targeted and relevant. 

2. Leverage the expertise of your service team in your content creation.

Your customer service team also knows your products and services better than anyone else. They’re often the ones helping clients find ways to solve challenges or provide helpful information. That’s why they make incredible thought leaders within your company. Your marketing team should collaborate with your service team around content ideas to capture helpful best practices and share valuable knowledge about prospective customers. 

3. Collaborate to monitor and respond to customers on social media. 

Social media put the power of brand perception into the hands of your clients and customers. Today, people can leave comments or reviews on social media platforms, Google, or industry-specific message boards. Many times, it’s the marketing team’s responsibility to monitor these channels. But working with the customer service team is key for transforming a negative comment into a more positive experience. 

We all know when a brand’s social media response seems cold and canned. Developing a process for marketing and service to respond collaboratively, even personally reaching out to the customer through their email, can make a tremendous difference when it comes to reputation management.  

4. Capture client success stories and testimonials for marketing collateral. 

While learning from complaints is important, capturing positive feedback can be just as valuable for your marketing efforts. When customer service and marketing work together, it helps the marketing team find testimonies or case study candidates more efficiently. This is particularly helpful if you want to turn customer reviews into a solid content marketing plan for your business. 

5. Create exceptional experiences for clientele with a loyalty program or a “surprise and delight” campaign. 

Your service team spends most of its time “in the weeds,” supporting customers. Finding the time or mental capacity to consider outside-the-box ways to strengthen the bond with clients can be difficult. As a department that’s generally known for being more creative, your marketing team can help enhance your customer experience with surprise and delight efforts. 

Despite having different job responsibilities, marketing and customer teams share common goals of attracting and converting new visitors into customers and providing exceptional service to retain those customers. To learn more about how we can help your internal teams cross-pollinate, reach out to schedule a meeting with us.

Marketing & Operations: 4 Keys to Successful Scalability

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One of today’s business realities is that everything is marketing. Gone are the days when marketing and sales worked in their own silo. The effectiveness of your marketing department impacts other departments. At the same time, other departments have a direct impact on areas of marketing such as brand perception or customer experience.  

Over the years at Green Apple, we’ve found the connection between marketing and operations is one of the most important relationships in a business. On one hand, successful marketing should lead to more customers. More customers will naturally impact operational needs. On the other hand, many operations teams make decisions that directly impact marketing needs. Whether you’re the CEO of a company or a leader of a specific department, it’s essential to ensure both teams work together so that your company can thrive.

4 Keys to Successful Scalability with Marketing & Operations 

Here are a few specific ways marketing and operations can collaborate. That way, marketing is focused on the right areas of growth, and operations have what they need to scale the business:

1. Define your ideal customer. 

Operations are responsible for ensuring your company can fulfill the business it generates. Unfortunately, most marketing departments are only focused on generating leads… not how you’re going to serve them through the sales pipeline.  

When marketing and operations align, marketing understands the company’s capabilities and what it takes to follow through on what’s promised. This can help significantly when it comes to defining your ideal customer for better lead generation results. 

2. Align your technology and tools to optimize your processes. 

Most businesses function on an array of various technology platforms and software tools. In some cases, there might be more than a dozen platforms that support your marketing, sales, and operational efforts. While it’s not essential for there to be a seamless integration between all of your tools, it’s important to make sure the core components of your marketing technology stack are aligned with operational tools. 

When marketing and operations align in their technology strategy, they can run the race faster and farther for successful, scalable marketing.

3. Leverage data from both teams to make more informed decisions.

We have access to more data than ever before. Every marketing campaign provides dozens of analytics that can be measured. At the same time, the operations team has insights that can inform customer needs and marketing investment. But we all know there’s a difference between reporting on analytics and creating a data-driven culture for growing your businesses.

How can marketing and operations make sure they are collecting data in ways that can be used by everyone? Both teams need to agree on key business objectives and define which metrics are most helpful in evaluating success. 

4. Create open lines of communication between both teams

Effective communication breeds collaboration. That’s why consistent and candid conversations between the marketing and operations teams are vital. It’s not enough for marketing and operations to simply meet once a year or only collaborate if there’s a PR crisis. 

Instead, there needs to be a consistent feedback loop between marketing and operations. Operations can provide marketers with insight into what customers value. Marketing can inform operations about what’s being said about your business online. 

Need Help Getting Marketing & Operations on the Same Page?

If there’s one thing we’ve learned over the past decade, it’s that you can’t create your marketing plan in a vacuum. As we work alongside clients to develop a marketing strategy, we’ve found that having operations in the room for important marketing discussions is key to building a plan that supports your entire business. 

A rising tide should lift all boats without causing one to capsize. If you’re struggling to get marketing and operations on the same page, our team can help. Schedule a discovery call to learn more about the specific ways our team can help you design a marketing strategy that supports every area of your business.

How Businesses Can Use TikTok for Marketing

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There’s no denying that TikTok has become the social media platform that’s garnished the most attention within the past couple of years. And it looks like it will continue to be one of the B2B social media trends in 2023 that businesses should consider. Whether you personally love it or hate it, business leaders and marketers are wrestling with the question, “Does our company need to be on TikTok?” 

As with any social media platform, investing in TikTok for marketing really comes down to whether it can help you reach and cultivate relationships with your potential customers. It’s also important to note that TikTok will continue to change and evolve as more innovations roll out, so you’ll have to stay updated on the changes to this platform.

4 Ways Businesses Can Use TikTok for Marketing

As we’ve worked alongside clients to determine how they can use TikTok for marketing, we’ve found a few helpful tactics that seem to work best for businesses. If you’re looking for a way to leverage TikTok for your brand, here are a few ideas to consider based on the latest trends: 

1. Post Educational Content 

TikTok can be a great way to educate current and potential customers with helpful insights about your products, services, or industry. According to Vidyard’s 2021 Video Benchmarks report, the most common types of business videos are product demos, followed by how-tos and explainers. Because of its visual nature, TikTok provides a way for you to create informational videos at a relatively low cost. You don’t have to invest in expensive cameras or editing software if you have someone with an engaging personality who is good at keeping people’s attention and teaching your audience. 

2. Find Your Target Audience 

One of the unique features of TikTok is the subcultures and threads that have been created around specific industries and areas of interest. For example, #BookTok and #MoneyTok are two distinct subcultures that make it easy for users to connect with like-minded people who share their interests and passions. One of the best ways to reach new customers on TikTok might be to invest time in developing a presence in a particular subculture that aligns with your business or industry. 

3. Invest in Influencer Marketing 

Sometimes the best TikTok strategy isn’t creating your own content but instead partnering with influencers who have already built an audience. The platform has proven to be a creative incubator for rising thought leaders and industry influencers. If you recognize that there is potential in reaching your target audience on TikTok, but you don’t have the time or resources to launch your own channel, it’s worth exploring how to identify and connect with influencers to promote your brand.  

4. Share “Behind-the-Scenes” Content 

In addition to providing the opportunity to educate customers, TikTok is also a social media platform that can humanize your brand. While every social media platform was created to help humans connect with one another, content that businesses create for Facebook, LinkedIn, and Twitter can still feel very corporate and sterile. In many ways, TikTok opens the door to reconnecting with your audience in a way that feels authentic and not overly formal. You might consider sharing “behind the scenes” content for your brand or creating a “day in the life” video that features an employee. You can also collaborate with current customers or community members to feature their videos on your profile.

Social Media Best Practices when Using TikTok for Marketing

As with any social media platform, it’s important to understand what makes marketing on TikTok effective. Here are a few basic best practices to follow when creating videos for TikTok: 

1. Make sure your content is authentic and represents your brand.

Becoming a thought leader in your industry requires authenticity and approachability, but don’t take yourself too seriously. Humorous, light, fun content works really well on TikTok. 

2. Engage with your followers so they feel valued. 

One way to increase engagement is to interact with your audience directly on the platform. People love to feel valued and heard.

3. Use data to consistently evaluate your investment. 

While you may not experience instant success, it’s important to always ask yourself, “Is this helping us work towards our larger marketing goals and objectives?” Asking the right questions to evaluate your social media content is an important way to make sure you’re maximizing your ROI.  

4. Test often to see what works and what doesn’t. 

You may be surprised by which ideas work and which ones fall flat. Don’t be afraid to experiment. 

While we don’t recommend TikTok to every client, it might be the best way for your business to get outside of your comfort zone this year. Once you’re ready to dive in, don’t forget to use TikTok Analytics to evaluate the success of your social media strategy and identify the type of content that can get you the greatest results.

7 Marketing Mistakes to Avoid in the New Year

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The new year often provides a fresh start for people and companies. This is especially true for marketing. Many companies start the year with a fresh marketing plan (or at least a few adjustments from their current efforts). Most of the time, there’s a level of energy and excitement as you start the year with 365 days to achieve your marketing goals.

As marketing continues to evolve, it’s important to understand and implement the basic principles for earning attention and inspiring action. Failing to embrace the core principles of marketing might lead to mistakes that cause you to invest time, energy, and resources into marketing tactics that don’t move the needle. 

7 Marketing Mistakes to Avoid in the New Year

After more than two decades in the industry, here are a few common marketing mistakes that businesses are prone to make in the new year:

1. Focusing on “tactics” rather than your strategy.

One of the most common mistakes business owners make is to focus too much on tactics and not enough on strategy. As a marketing agency, people often reach out to us and ask for help building a new website or a stronger social media presence. While these are admirable goals, they must be based on a strategic plan to truly return the best ROI for your business. 

If you’ve struggled to generate results and wonder why your marketing isn’t working, it likely has to do with prioritizing tactics over strategy. 

2. Getting comfortable with the status quo.

“The job isn’t to catch up to the status quo; the job is to invent the status quo.” – Seth Godin

Doing things the way they’ve always been done is tempting because it’s safer. But in a world that’s changing faster than ever, sticking with the status quo only creates an opportunity to get left behind. 

It’s important for B2B companies and marketers to get out of their comfort zone. Embracing a mindset of growth and change is one of the best ways to ensure your marketing efforts continue to produce results year after year. 

3. Failing to recognize how marketing is interconnected with other areas of your business.

At Green Apple, we often say that “everything is marketing.” This is a mindset we bring to every meeting and every marketing strategy we create for clients. Failing to recognize how marketing impacts sales or operational decisions could quickly create breakdowns in other areas of your business. Additionally, developing a marketing strategy without considering other key initiatives in your company might lead to a lot of “spinning your wheels.” 

4. Being too rigid with your marketing plan and failing to adapt.

If there’s one thing we’ve learned in recent years, it’s that businesses must be willing and prepared to adapt. In some cases, you can pivot your marketing tactics without abandoning your entire strategy. Sometimes, if there’s a major shake-up in your business or industry, you might need to overhaul your entire plan. 

5. Defining what your customers want without asking them. 

Marketing is all about helping customers understand how your business can help solve their challenges. It’s relational. And every good relationship is built on communication. If you want your marketing to resonate with customers, listen to them. Taking time to understand their challenges and create messaging built around their current reality is key to creating a more customer-centric culture. 

6. Talking about your products and services in a way that confuses an audience. 

Using complex phrases or industry jargon is one of the quickest ways to lose potential businesses. Customers will disengage if they can’t understand or relate to your message. 

If you work in a detailed industry, it’s important to find effective ways to explain the complex products or services that you offer. Making it simple for people to understand how they can become a client or customers is one of the easiest ways to gain potential business. 

7. Identifying the wrong KPIs or forgetting to measure results. 

Successful marketing initiatives often require the use of lessons learned from previous experiences. This means identifying the marketing metrics that matter most to the overall success of your business and developing the habit of measuring them on a regular basis. 

Green Apple Can Help Your Business Avoid Costly Marketing Mistakes

Everyone, from professional marketers to small business owners, makes marketing mistakes. But even if you make some mistakes, you should be ready to learn from them. If you’re looking for a way to take your marketing to the next level or simply need help managing everything that is required for reaching your goals, our team can help. Contact us to learn more about our unique approach and schedule a discovery call with our team. 

 

7 Reasons You Shouldn’t Cut Your Marketing Budget in a Recession

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“But, we have to cut something.” You may be feeling as though marketing is the easiest line item in your budget report to slash. We get it. As we’ve worked through this recession, Green Apple has made cuts of our own to ensure that we’re financially strong enough to serve our customers. We’re right there with you. However, cutting your marketing budget can hurt your business long-term, even when it might help it slightly in the immediate future. 

To ensure that your business can continue serving its customers, you must consider a few key points. Here are seven reasons to reconsider reducing your marketing budget in a recession.

1. What if your competitors don’t?

You may consider cutting your marketing budget, but if your competitors don’t, where does that leave you? When you reduce your marketing budget, you decrease how and how often your customers see you—allowing your competitor to move in.

2. Your marketing team can help your customers support you.

The return on investment for your marketing strategy is still valid during a recession. While things are “normal,” your strategy is to drive sales and build relationships; however, during a recession, you are more focused on the relationship-building side of things and can keep your customers invested in your success. They love you as much as you love them, and they don’t want to see your business struggle. Your marketing team can help you show the right amount of vulnerability and transparency, while still sending the message that you are here to help.

3. Your marketing team protects you.

Clients often think about marketing as advertising, but it’s so much more. Your marketing team is telling your brand’s story, and that story must be shaped to align with the social climate—so as to not be insensitive or offensive. Using COVID-19 as an example, companies needed to quickly shift their messaging strategies to be sensitive and empathetic. Having a team on your side that can help shift and shape your message allows you to support your audience, while keeping your brand top of mind.

4. You don’t want your customers to feel abandoned.

Your marketing strategy strengthens your relationship with your audience. A reduction in your budget can leave your customers wondering where you went—or worse, if your business is in jeopardy of shutting down.

You will, of course, be there for your audience in a different way during a recession. Your messaging will focus on how you’re taking care of customers as the tides change. Marketing can tell your audience what you’re doing to keep their best interests in mind, strengthening their trust in your brand.

5. It may be time to launch that new product.

You have less competition during a recession, as other companies are focusing on staying afloat. They aren’t putting their time and effort into launching new products or growing their business. If you are in the position to, and you have ideas ready to launch, work with your marketing team to put your new product out into the world.

6. You will not bounce back as easily.

If you reduce your marketing efforts, it leaves you in a difficult position when you’re ready to bounce back. You’ve spent a great deal of time and money growing your brand’s reach. Rather than scaling back, discuss a strategy with your marketing team to find ways to keep your reach consistent. Once the economy is on an upswing, you will appreciate not having lost months—or years—of progress.

7. It can take you off course to meet your goals.

Even amid a recession, you still want to move forward. Your marketing team can help you keep your goals in mind and find new strategies to meet them. Don’t underestimate a marketing team’s versatility and the potential to keep your business growing, even when the economy is less than ideal. 

Talk Strategy Before You Make Cuts

Before you decide on your budget, discuss all the options with your marketing team. They can likely work with you to achieve your goals, even with necessary budget accommodations. Your relationship with your marketing team should be transparent—they want to see you succeed, too, and will do everything they can to make that happen. 

Ready for a marketing team with your best interests at heart? Contact Green Apple Strategy today to schedule a consultation.

20 Questions to Ask Yourself that Will Improve Your Customer Profiles

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Customer-focused culture is everything. After all, serving our customers is what we’re here to do, right? When you take care of your patrons, they take care of you—and tell everyone they know about how much they love your business. One of the best ways to provide exceptional customer service is to understand your customer. The customer profile can help you do that. In this article, we discuss the basics of a customer profile, along with 20 customer profile questions that will help you build your own.   

What is a customer profile?

A customer profile paints a picture of your current or target audience. You can create in-depth profiles to understand your customers on a deeper level and use that information to better serve them. You can create a profile in any format you’d like, whatever helps you visualize your audience the most.  Here are a few ideas that might help you build your profiles:
  • Create a separate document for each of your target customers. For example, if one of the groups you are targeting is young families with children, you will create a profile document for that group.
  • Consider using stock images to help you visualize your customer. You may find that visuals help fuel your brainstorming process as you dive into your customers’ needs.
  • Make the creation of your customer profiles a group effort by opening the discussion to your team. Group brainstorms can give you multiple perspectives and open doors to new ideas. Tip: Try free brainstorming platforms like Mind Meister to map your thoughts.
  • Use the 20 questions below to take notes on your customers’ motivations, roadblocks, needs, and wants—among other identifying factors. Leave space to note actions that you can take to further cater to that target audience category. 

20 Questions to Improve Your Customer Profiles

  1. How would you describe your typical customer? 
  2. What do your customers have in common?
  3. What age is your typical customer?
  4. What types of jobs do your customers usually have? 
  5. What problem does your business solve for your customers?
  6. How do your customers usually shop: online or in-store?
  7. What level of education do your customers usually have?
  8. Do your customers generally live in rural or urban areas?
  9. Where do your customers get their information—news, ads, etc.?
  10. What are your customers’ typical motivations and interests? 
  11. What keeps your customers coming back? 
  12. What is a frequent compliment you hear from your customers?
  13. What would keep your customer from buying from you?
  14. What is your customer passionate about?
  15. What is your customer actively against? 
  16. How do your customers usually find your business?
  17. What makes your customers choose you over the competition?
  18. What do your customers worry about the most?
  19. What do your customers do on a typical weekday?
  20. What hobbies do your customers enjoy?
Are you looking for a marketing partner to help you better understand your customers? We’re here to help! Contact Green Apple Strategy today to schedule a consultation.