Earlier this year, Google released its annual Economic Impact Report. It’s a fascinating read, one that highlights one or two businesses in each state. Their stories, along with the ones we share through Grow with Google, run the gamut of American industries, from digital startups to mom-and-pop travel services to manufacturers. There are upstarts and legacy businesses. Those who provide services and those who still make actual things.
Despite their size — or because of it — these stories are a treasure trove of digital marketing lessons. For many smaller companies, digital marketing is sometimes the best and only option.
The companies featured in the Economic Impact Report are not just surviving. They’re thriving. How? Some are mastering online-to-offline (O2O) practices and becoming omnichannel marketers. Some are redefining what it means to be creative. Others are using digital to transform 100-year-old businesses. And all of them are discovering ways to help their customers (and their communities). I’ll be writing more in-depth about some of these, but, for now, here are some of the key digital marketing lessons I’m taking away from these inspirational, growing businesses.