January 19, 2012

How to use Google Insights for your nonprofit or business

Image by marting for Big Stock

Improve your marketing strategy with free insights generated by Google

Target audience: Nonprofits, businesses, NGOs, social enterprises, socially responsible brands, marketing professionals, cause organizations, social media managers, bloggers, individuals.

Guest post by Frank Anderson

You’ve started a blog for your nonprofit, NGO, social enterprise or green business and included examples of your organization’s sustainability initiatives. You’ve highlighted your efforts to reduce your carbon footprint and green your supply chain in your marketing collateral. You’ve created guides for your customers of how to be environmentally conscious with your product.

You’ve laid the groundwork for your green marketing. But things are changing and news is happening fast and furious. There are always new things to be trying and new green ideas you can be writing about to show that your organization is on the front lines of the green movement.

What is Google Insights?

The tagline for the popular movie The Watchmen was “Who watches the Watchmen?” With Google, if you’ve ever wondered, “Who searches the searchers?,” the answer is Google Insights.

Google Insights gives people access to what people are searching for on Google. And before you start to cry privacy foul, this data is on a very high level and no personal data is being shared there. In other words, you can see what groups of people are searching for, but not individuals.

What can I do with Google Insights?

Google Insights is best used for three things:

  • Seeing the general interest in the topics you are focusing on
  • Seeing popular related news articles to give you an idea of what is going on within your focus
  • Ideas for what other areas you could be focusing on

But first, you need to go to the site and start searching for something you are focusing your business on regarding green issues.

Let’s say you run a furniture store. Perhaps you’d want to search for “eco friendly furniture” or “eco furniture” (“green furniture” would obviously pull up some unwanted data). We want to start broadly as Insights works with very high level data. Continue reading