THE ‘FRANK SINATRA’ TEST
James Tuckerman, Editor-In-Chief, Anthill Magazine
When you run your own business, some days are sooooo much better than others.
Most of us business owners seem to spend such an inordinate amount of time putting out spot fires, resolving unforeseen dilemmas and chasing forever imminent deadlines that it’s sometimes hard to remember the reasons we went into business in the first place.
That’s why, when something good and unexpected happens, life’s all the sweeter for it.
Today is one of those ’sweet’ days.
I am pleased to announce two developments that make me smile; firstly, at the ingenuity of a company that epitomises innovation and, secondly, at the growing reputation and influence of our own Anthill (and you, our proverbial tenants).
Development number one… Google ingenuity taps Australia.
Google understands that Australian business owners think differently from their friends over the pond.
We are tech-savvy but cynical. We are ambitious but largely risk averse (sadly). We rely perhaps too heavily on personal connections and because of that we build most our businesses using word-of-mouth as our primary marketing channel.
Whether this is good news or not, it nevertheless places Australian business owners in an unusual position. A unique position, in fact.
We offer the perfect commercial landscape for a ‘road test’. As Frank Sinatra once declared, “If I can make it there, I’ll make it anywhere.”
Could this mean that Australia is the new New York?
Either way, Google has developed a new e-learning tool, specifically for the Australian market, called ‘10 Steps to Promote your Business Online’.
And guess what? Anthill readers are getting the chance to road test it before anywhere else!
Development number two… Anthill’s readers are spreadin’ the news.
If Australia is the new New York, I can only assume that Anthill readers must be the new ‘Mad Men’, Madison Avenue’s famous (and infamous) marketing elite, known to ignite a global inferno of jibber-jabber at the drop of a designer cigarette.
Why? Because Anthill readers are erudite, articulate, educated, genuinely curious and driven by the process of creation (and hopefully not immune to flattery).
Seriously, you guys and gals represent Australia’s forward-thinking elite.
As such, we invite you to click here and test this new tool before anyone else.
The really good news is that this new tool was designed to help SMEs wrap their heads around online marketing and get started with a marketing plan, which first and foremost starts with search marketing.
It was developed by Google with an educational aim of helping SMEs understand the online space, whomever they might use to manage their online marketing and wherever they decide to implement their pay-per-click strategy.
By testing this tool, we also hope that you might just learn a thing or two about your business and its online marketing strategy in the process.
If, like ol’ blue eyes, you ‘want to be a part of it’ and shape a new business tool that has been missing in the Australian SME population for years (including the option to provide comments and constructive feedback to Google), click here.
First chance to trial. A new tool from Google for Australian businesses. And the opportunity to reward our loyal readers.
Now that’s what I call a good day in business.
Tags: anthill magazine, exclusive, google, Online strategy, search marketing
August 26th, 2008 at 8:20 pm
With all due respect, I am not excited that google is bringing out an ‘amazing etool for businesses.’ I am not excited about the fact that google thinks it can use australia as guinea pigs, just like paypal and ebay…the accc shut them down fast, trying to force ebayers to pay with paypal - no aussie likes a double dipper!
Google, good or bad, just has too much power and that should make people wakeup not signup.
Ten steps to promote your business online is not an experiment its a sales pitch. The truth be known, google adwords spend in aus is way lower than the us…no facts just common sense.
Notice how many keyword areas on google.com.au adwords have few or no ads. Google just wants to beef up spending in aus i bet.
Like I said its not totally bad tho, there is MASSIVE online opportunity in aus with the adwords being the way they are. I tell many of my clients, that the internet is aus is WIDE OPEN, and there is plenty of money to be made if you are game and know the rules.
google wants to teach you the rules… good for them…good for you - if you can make google work for your biz you will cream it! Google will cream it too…so its winwin
But i am not excited…yawn….google blah blah google blah google….its like only have one pair of expensive jeans in the wardrobe, nice but wearing them every day is just boring….
did I mention…we made google work for us…
goodluck …get it right and you will never look back
I am committing to buy yahoo shares…this google thing just has to go out out fashion some day…;p
August 26th, 2008 at 11:24 pm
[…] Google is testing the new online learning tool for business owners in Australia before it begins rolling it out internationally. “10 Steps to Promote Your Business Online” […]
August 27th, 2008 at 8:52 am
Thanks MagicGirl,
Gotta respect your comments. But…
Speaking to new and established Australian business owners every day of my life, it’s clear to me that 99% of Australians still don’t ‘get’ SEM. They simply still don’t understand it.
The blogosphere might be over it (and will naturally be unimpressed).
Yet, tomorrow, I will address about 300 small business owners at Melbourne Town Hall about SME marketing (one of four speakers in a panel, during an all day conference).
If/when I mention SEM, I guarantee that the crowd will look at me as though I had proposed sending that very Town Hall to the moon and back.
You made the comment: “if you can make google work for your biz you will cream it! Google will cream it too…so its winwin.”
This goes to the heart of how Google has become a star player in the technology market. They win when you win. This tool may not knock your socks off but the lessons it offers can be applied to any type of marketing and any pay-per-click provider.
Educate and build the pie. That’s what Anthill has been doing since day one. And, I gotta say, it’s an impressive strategy. If it helps Australia wake up and join the 21st century, all the better.
Thems my two cents.
August 27th, 2008 at 9:43 am
Hi James,
Completely agree with you. As soon as I mention goals or marketing plan to any of my customers they wonder what the hell these things have to do with getting an advert on Google. I think this is a fantastic tool for small to medium business to get them thinking how SEM can fit into their non-existant marketing plan.
Louise
August 27th, 2008 at 11:11 am
Hey James - filed my post about 10Steps last night on www.BeyondDigitalMedia.com -
http://beyonddigitalmedia.wordpress.com/2008/08/26/google-tests-business-tool-in-australia/
which seems to have pinged-back to here, above.
I took the line, “I expected more - but it was clearly a promo piece to educate SMEs about AdWords and Search Marketing”. However, I agree completely with you about the lack of understanding in this sector of online marketing.
I found the tool well designed and easy to follow - for me. It would be interesting to hear feedback about 10Steps from your Town Hall audience if you had the opportunity to show them!
Great Mag and Site.
Cheers, Chris
August 27th, 2008 at 5:44 pm
It’s just a promotional tool to get people onto Adwords isn’t it? Not terribly exciting!!! Nice site design though.
August 28th, 2008 at 11:54 am
Thanks for the heads up, the tool is very educational and easy to use. Why people think they’re unveiling a conspiracy when they suggest that the tool is to boost AdWords sales is beyond me. Businesses exist to grow. Businesses in anthill exist to grow rapidly.
August 28th, 2008 at 5:51 pm
Hi James,
I am one of those computer illiterates who has a really smart x gen doing my computer work. Google is introducing a plan that is based on conventional business - it creates business for them and a total bonus for those new to business on line! It help them and helps us to, a win-win. Let’t not be tall poppies………..
Katy