How to Use Google Alerts to Drive Business
Google alerts are an extremely useful resource for promoting your business online. First of all, if you aren’t using Google Alerts to track your business, you’re missing a seriously useful hack. They are particularly handy for staying up to date with relevant and timely information regarding your business, so you can react immediately to any publicity or news as soon as it happens.
But that’s not all Google Alerts are good for…
Google Alerts can also be used via RSS as a news aggregator on your website or blog! This is particularly useful for showing your visitors you know what is happening around you as well as demonstrating a position of authority with regards to your particular topic. Displaying the latest, relevant news results provides a great reason for your fans to continue returning to your site. Tailored, niche content is much easier to digest when it is a subject aligned with your own browsing interests. It may even help increase the likelihood of your visitors purchasing from you!
The best part about this is it can be totally automated, so you don’t have to spend time curating material. But make sure you have tested and refined your alert keywords in order to get the best results. Or, be sure to check the results from time to time in order to filter out anything that doesn’t fit with your brand.
We will be putting together a guide explaining how to get Google Alerts displaying as an RSS feed on your website shortly…
The next application for Google Alerts is a little more intricate: With a bit of research and a thorough understanding of your target market, you can even use Google Alerts to find new business!
Example: How to use Google Alerts to Generate Leads
Our client provides storage equipment solutions to the global rowing community. Although they can retro-fit single pieces of equipment inside an existing boathouse, their biggest projects come from clubs and organisations who have or are building brand new facilities. These new facilities obviously require a complete fit out of storage equipment and therefore, are our client’s ideal market. So how do you know when a new facility is built and looking for storage equipment? Timing is everything – if you find them too late, they may have already sourced a supplier and you’ll have missed the boat. Google Alerts provides the answer!
By setting up alerts with keywords such as “new rowing boathouse”, “rowing building new boathouse” and “new rowing club” for example, you get a nice summary of boathouse developments happening around the world.
Of course you have to continue your research beyond the alert itself to determine the lead’s value. Sometimes, results are completely irrelevant, and sometimes they are duplicates of material you have already covered. However, on the whole, they are incredibly useful at identifying future projects, as they are often newsworthy topics in their local area.
The next step is to track all your leads in a spreadsheet. Information such as who to contact and where they are located is particularly important. Additional research on the lead’s website often provides the necessary information to point you in the right direction.
In our client’s case, we were interested in contacting the architects of the boathouse, so that we could get involved with the club and their design process, as early as possible.
We have experienced great success building up a database of quality leads for our client in recent months. It is then up to our client to continue the dialogue with the prospective club and come to an arrangement. We have had a great deal of success converting these previously unknown prospects into happy customers, and have done so without investing hugely in advertising, outbound mailing campaigns or other conventional outbound marketing activities!
We have been able to minimise the time taken to research new sources of business through alerts and have increased the prevalence of new business, while making it easy to filter out results of no value. And as it updates you each time a new boathouse is being developed, you don’t waste time searching for them manually. A weekly check of your alerts inbox provides you with enough
Regardless of your industry or business, there’s bound to be a positive application to use Google Alerts for. Whether it is direct lead generation, building a database of bloggers and journalists to share content between, or even researching a network of businesses whose interests align neatly with your own, the uses for it go on and on.
