The search giant serves up 4 quick digital tips here as a precursor to its info-packed talks slated at Vision Expo East

ever wish you could talk to Google? Well, thanks to a series of special events at International Vision Expo East, now you can.

On Sunday, April 2, from 10 a.m. to 4 p.m., Expo’s new Marketing Stadium will be home to a dozen 20-minute Google Talks. They’ll cover everything from marketing and branding strategies to digital and mobile opportunities.

SESSIONS + INSIGHTS

Learn from Google Agency Developer Liz Austin in sessions facilitated by 4ECPs President Kevin Wilhelm on ways to use digital products to grow your business. The Google Talks program is sponsored by Essilor, along with media partners PentaVision (publisher of Eyecare Business) and Canada-based Optical Prism.

In the sessions, you’ll hear directly from Google on how to best use the latest digital marketing tools to enhance the brand presence of your business, ways to attract new customers, and how to retain current ones. All 12 sessions are free, but be sure to also register for free one-on-one marketing and digital advice from the 4ECPs team of experts.

Austin says: “I’m incredibly excited to come to Vision Expo East this year. [Attendees can] hear about how the world of digital is actually changing the way customers and patients are finding eyecare professionals. We’re going to give you some top trends and insights that you can bring to your business, and truly make an impact.”

TRENDS + TIPS

To help set the stage, here are just a few digital and marketing tips from the experts at Google.

1. Build in Flexibility. “Consider setting aside a small percentage of your media budget that can be uncommitted to be more responsive to short-term opportunities.”
2. Match Ads to Moments. “Take a holistic view of the customer journey and create a range of assets that matches the right ad to the right moment. This includes both the near-term ‘I-want-to-buy moments’ and also the more long-term, relationship-building ‘I-want-to-know moments.’”
3. Become a Resource. “Ads don’t always have to center on a transaction. Be helpful throughout the research process and establish your brand as a trusted resource early on.”
4. Embrace Reviews. “Do not underestimate the power of (online) reviews. Embrace the importance of ratings and consumer perception online. Consider building these into your ads and messaging.”

Don’t miss this information-packed first at Vision Expo, full of insightful (and free) advice from Google, plus one-on-one meetings with 4ECPs. That’s a combo that can’t be beat.

—Stephanie K. De Long