Some may argue that by being free (for the most part) Google cheapens its brand and misses out on revenue generating opportunities. However, others see it as a way to build valuable relationships with potential buyers. By giving out an array of free tools and applications, Google integrates its brand into personal and professional lives of its customers. At the end of the day, this strategy brings more paying clients - and money - through Google's main revenue generator AdWords. What's more, by letting people use its' tools for 'free,' Google gains an insight into its users' lives and minds, which, again, translates into more revenue from Google AdWrods.
Lesson learned? Free stuff that you give out to your target audience is not really free after all. When presented in a right way, e-books, whitepapers, educational videos, apps, games, blog posts and more can become powerful tools for generating and nurturing leads, communicating a message to your audience and even executing a market research. Everything that you broadcast using social media sites, each message you communicate and everything you give out 'for free' should be integrated into you overall marketing strategy. Only then you'l be able to get the real value out of the free stuff you share with you existing and potential customers.
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