Is Google Insights Flawed

The free resource programme from Google allows you to chart the rise ir fall of a search term from anything from a month to 5 years. First you enter a keyword or search term you would use for your business, in this instance “composite door” and the results show a huge rise in search volume over the last 5 years, representing the growth in popularity in this time. It also sows that compared to the UK, the USA only searches for composite door to a 8 to 100 ratio, proving that the UK is delievering the growth in tthis ype of business. This is all great stuff until you start researching customer behavior on the internet. a representive from MSN a few years ago claimed that up to 50% of search terms were new or very rearly used and that as time goes on. more and more of us use longer search terms (long tail).

So what has this got to do with Google insights? Well loads really, because when you use the tool for the search term “car parts” you see a drop over the last 5 years in volume of searches suggesting a decline in the industry. But being based in the car part industry we just know this is not true, so even though the Insights info suggests a drop, the market has increased.

What has really happened is that searchers are using more detailed search terms rather than generic terms like “car parts” and so insights only really measures search term usage, not growth in business.

With the composite doors market being so new, long tail searches are just now being used that much yet, but of course as awareness of the product increases, so will the varuation of search terms. So is Google insights flawes? The answer is no, if you know how to understand and use the information delivered.

For reference composite doors www.globaldoor.co.uk

Marketing is Key

Business is tougher than usual within the current climate with many that would rely on passing trade now needing to take their business to the world. This has meant that many marketing companies are busier than ever hopefully assisting getting the business message out.

Top gear the popular car TV programme did a feature albeit a tongue in cheek one, as a challenge to market the new VW Scirocco Diesel . The advice was to find a truth within the car and use that truth as a basis of a TV advert (something that can be used in all business marketing). The problem was when they came to test the car; their perception was that a car this beautiful should not have the slower Diesel engine in, but the faster petrol one. More advice came, do not focus on the car with a diesel engine, but focus on the diesel engine in a beautiful car.  What followed was a catalogue of funny videos that we all know will never be used for real. But from a VW perspective they got a good 10 minutes of prime world TV. What was also understood, that even simple messages can be difficult to deliver.

Here are some more marketing challenges

Composite Doors

This is the latest door product made from composite materials that end up stronger and better looking that the traditional uPVC doors. The marketing challenge is that composite doors presented on a colour brochure of website look exactly the same as uPVC doors, and most people will not take the time to read the text.  If you stand next to a composite door, you can clearly see and feel the benefits, but pictures just don’t do it.  One solution was to show cutaways of the doors, but again you needed to be present to see the difference. The final conclusion is that video footage of composite doors being made will probably be the best was to show why they are superior doors. But coming to that conclusion took some time and will cost more to market than the traditional brochure or advert in the paper.

Business Support

Most businesses leave it too late to ask for business support and have no idea where to go for the right help. One problem is that to be seen as a reputable business adviser or consultant you need a superb CV and qualifications to match. But if there is anything a small business owner does not like, is guys in suits with a fancy CV and loads of qualifications. It is a catch 22 situation. It is no wonder most business support comes from referrals.  How to market this and to get business owners first to find you and then decide you are good for their business is an art. A solution is probably not from business advisers, but from business owners currently running their own business. Would they not be the best advisers, for those who are struggling? Something to think about.