On Wednesday, May 21st, we hosted a Google Partners “exclusive” event at our office. From start to finish, the event was… odd. The “exclusive” part is eluding me entirely, as it was open to anyone with a computer. Google promoted it as a big exclusive event, without noting that it was a webinar. They supplied us with advertising that didn’t mention it was a webinar – which we decided not to use – and a Chromecast for viewing.
With amazing minds like Arjan Dijk VP, Global Small Business Marketing, Fred Vallaeys, Google AdWords Evangelist, and Ben Wood Director, Channel Sales Americas, we were hoping to learn – a lot. Below are the key takeaways with our side notes:
Arjan Dijk VP, Global Small Business Marketing
Identifying your voice is actually something we see SMBs struggle with. The only way to compete with big business is to promote your differentiators – are you closer? Do you have better service? Can you respond faster? Why do you exist? Finding your voice is critical to your marketing strategy. A great point, but fairly basic.
Fred Vallaeys, Google AdWords Evangelist
While all this information is fairly accurate, it was again very basic, and there was a lot of pushing of Google’s suite of products. Also, getting listed in directories is questionable advice – especially if you don’t specify what a “good” directory is. Further, there were suggestions to solicit reviews by offering discounts – something we’ve been advised strongly against, by none other than Google.
Ben Wood, Director, Channel Sales Americas
What to expect from an agency:
Questions to ask an agency: What service will you provide?
Again, these are all true, but we’re wondering who didn’t know this. Are there agencies out there that can continue running without doing and providing the things he listed? The event was set up for agencies and SMB clients. Our team and partners overall felt they didn’t learn much, and this might be a better session for someone just starting out, having never explored the possibilities of digital marketing yet.