Tristan Lee (Google)

Apr. 19

On this episode of Marketing News Canada, Darian Kovacs interviews Tristan Lee. He is the SMB Marketing Lead at Google.

As the SMB Marketing Lead at Google, Tristan’s primary focus is on many aspects of marketing relating to small to medium sized businesses. He helps these businesses embrace the power and capabilities to succeed both nationally and internationally. Prior to joining Google, he spent six years in brand management at Procter and Gamble. He worked with P&G’s most popular and loved brands. With over eight years of brand building experience, Tristan can confidently say he is proud of his capacity for empathy, entrepreneurial spirit, and track record of innovating to drive breakthrough results.

COVID has greatly affected everyone, and some businesses more than others. Tristan acknowledges that small businesses are seeing the greatest impact and he is eager to help them during these difficult times. When it comes to either free or inexpensive resources to assist small businesses, he believes the most effective is the internet. He sees significant trends in businesses moving completely online, or at least partially online.

Google has been committed to growing Canada’s economy for nearly 20 years. Last year, Google’s small business tools helped generate nearly 23 billion dollars in economic growth in Canada. Tristan spoke about what is referred to as the “new collar economy.” These are jobs that did not exist a few years ago. With the rapid growth in technology, the amount of jobs becoming available is astronomical. Google is making it easier than ever to work from home, with jobs available that are strictly online working in the technology departments.

For businesses to grow, they must drive traffic to their website. Google Analytics is a strong tool to measure performance related to your website and make decisions. This is where information such as “who” is viewing your website can be found. Once the target audience is understood, more information can be found such as what times of day have the highest traffic and what products consumers are desiring and buying the most of. Once more information is found it becomes simpler to change your business to cater to the needs of its typical consumer.

When it comes to growing consumer base and awareness, Tristan stated that appearing in marketplaces is critical. This includes platforms such as Facebook Marketplace, Amazon, and more. These platforms are free and have a large consumer base and will aid in growing yours. In this past year, Google made shopping listings free in Canada, making it easier than ever to appear on multiple online marketplaces.

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