Vermont Business Magazine Today, Google announced that 2,900 businesses, publishers, and nonprofits in Vermont used Google search and advertising tools to connect with the people and communities they serve -- generating $2.18 billion in economic activity. By using Google products businesses increased their online presence and were able to grow, bringing more money and jobs into the local economy. The impact in Vermont was third highest in New England, behind only Massachusetts and Connecticut and more than New Hampshire, Maine and Rhode Island combined. This is the 10th year Google has released its Economic Impact Report.
In Vermont:
- In 2018, Google provided $740,000 of free advertising to Vermont nonprofits through the Google Ad Grants program.
- In 2018, 2,900 Vermont businesses, website publishers, and nonprofits benefited from using Google's advertising tools, Google Ads and AdSense; down from 10,000 in 2017.
- Economic impact up from $1.89 billion in 2017; free advertising down from $1.88 million.
A recent national study by Deloitte found that over 80% of small businesses surveyed are not fully using online digital tools. The same report determined the following:
- Digital small businesses are nearly three times as likely to have created new jobs in the last year
- Digital small businesses are seeing four times higher revenue growth
- Digital small businesses are almost three times as likely to reach more customers via increased calls, leads and sales inquiries
- Digital small businesses are three times as likely to have exported a product or service
“For small businesses across the US, the web is the most powerful tool to attract new customers and retain existing ones,” said Mary Ellen Coe, President of Google Customer Solutions. “Last year, our search and advertising tools helped generate billions of dollars in economic activity for millions of businesses - helping to create a lasting impact on local communities. And we look forward to working with Vermont businesses, nonprofits and publishers to help their businesses grow.”
Google’s Vermont Economic Impact Report detailed how Vermont Smoke & Cure in Hinesburg used digital tools to increase their online presence and reach customers. To reach consumers searching for meat snacks or similar products, Vermont Smoke & Cure turned to Google Ads, which now drives more than a quarter of its online sales. The company also uses Google Merchant Center to keep its product information up to date and Google Analytics to monitor its digital presence.
Google Profile: Vermont Smoke & Cure
Founded in 1962, Vermont Smoke & Cure has been dedicated to crafting delicious smoked meats for nearly 60 years. As the business has grown, it’s shifted its focus to specialize in sustainable and better-for-you meat snacks. Locals have long loved Vermont Smoke & Cure’s products, but when Tara Murphy joined the business as CEO in 2016, her top priority was sharing these treats with a larger audience of health-conscious snack lovers across the United States. At the time, Vermont Smoke & Cure had a basic website, but it didn’t have e-commerce.
“There were other people selling our products online, but we weren’t really capitalizing on that,” Murphy said. Tara knew that beefing up the company’s online presence was the key to connecting with a wider audience of snack lovers and those looking for snacks that fit specific diets, like paleo, keto, or gluten-free.
To make sure it reached consumers who were searching for meat snacks or similar products, Vermont Smoke & Cure turned to Google Ads, which now drives more than a quarter of its online sales.
“Google tools are great for capturing the consumer when there’s some seed of interest in something related to your product,” said Murphy. “Now we can really connect with someone searching for a protein-rich or low-sugar snack who may not be aware of how great a meat snack can be in their lifestyle.”
As more of Vermont Smoke & Cure’s ad budget goes to digital, its return on investment continues to grow. The company also uses Google Merchant Center to keep its product information updated and relevant and Google Analytics to identify which aspects of its digital platform need tweaking to create a seamless customer experience.
Since it started using Google tools, Vermont Smoke & Cure has experienced 30% year-over-year growth.
“We were able to educate ourselves by using Google Ads and then testing and learning what was making a difference and with whom,” said Murphy. “That influenced new product innovation and even our brick-and-mortar channel strategy.”
As a Vermont benefit corporation, Vermont Smoke & Cure works to minimize its carbon footprint and supports local community farmers to make the state an even better place to live.
“We want to be a thriving business in Vermont for many years to come,” said Murphy, who hopes to quadruple business over the next five years. “I see Google playing a role in us continuing to grow.”
Vermont Smoke & Cure has 54 employees. www.vermontsmokeandcure.com
To support more small businesses, Google launched its Grow with Google initiative to help create economic opportunity for Americans. Drawing on Google’s history of building products, platforms, and services that help people and businesses grow, the initiative aims to give Americans access to the best of Google’s training and tools to grow their skills, careers, and businesses. More about these resources are at grow.google.
Last month, Grow with Google came to Vermont to hold in person workshops trainings in local libraries. To support their local organizations’ efforts to teach digital skills, the initiative created the Grow with Google Partner Program to empower nonprofits, libraries, government agencies, educational institutions and other organizations with a range of digital skills resources. Organizations apply to the program and once accepted can use it as a hub for training content, tools and promotional materials. Partners can leverage customized toolkits for getting started, hosting trainings, and sharing Grow with Google programs and resources with their community.
Source: Google. 5.13.2019