Episode

22. Virginia Buechel: How to Use Google For Small Business Marketing Success

In this episode, Virginia Buechel, Marketing Director at Rockaway Recycling, shares her decade-plus experience in small business marketing, working for her family's scrap recycling company and breaks down the concept of a “full stack marketer."

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  • Virginia Buechel

    Virginia Buechel is the Marketing Director of Rockaway Recycling. Virginia graduated with a degree in history with hopes of doing research in museums. After graduating, she was sucked into the marketing world by accident and hasn’t looked back since. Over the years, she has helped her family’s business jumpstart into the digital age in an otherwise old-school industry in scrap recycling.

TLDL

Virginia shares her decade-plus experience in small business marketing, working for her family’s scrap recycling company. She breaks down the concept of a “full stack marketer” and the value of learning multiple aspects of marketing. Virginia also highlights the power of platforms like TikTok and Instagram Reels for blue-collar businesses to showcase their work and attract customers. The key takeaway is that small businesses can take advantage of effective marketing that doesn’t have to cost an arm and a leg.

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EPISODE HIGHLIGHTS

[1:21] Virginia’s favorite brew

[2:26] What small business marketing success looks like

  • Virginia’s 12+ years of experience working in a family business started in 1977.
  • The importance of effective SMB marketing from her family business to the clients she currently manages.
  • Identifying content platforms and formats that more the most influential to SMB audiences.

[8:07] Why Google is a powerhouse for SMB brands

  • The importance of asking small businesses what type of marketing they are doing, noting that many do none or rely on outdated methods.
  • Virginia’s experience working with Google Ads for over a decade and the benefits of using Google for its cost-effectiveness, noting that even a small budget of $5 a day can yield real results.
  • The common problem that many small businesses find Google Ads overwhelming, which is a significant barrier to adoption.

[13:56] The Full Stack Marketer approach

  • How the title Full Stack Marketer draws inspiration from the concept of a full stack developer, using a holistic approach to marketing.
  • Understanding how different marketing efforts interact is an advantage, allowing them to optimize strategies, track leads, and improve conversions.
  • While Full Stack Marketers manage many aspects of marketing, they also collaborate with specialists for certain projects depending on needs and skillsets.

[20:37] Virginia’s hot take on YouTube marketing

  • Virginia predicts that YouTube will surpass TikTok in both content generation and attention.
  • YouTube’s advantage is due to its backing by Google, which ensures its strong market position.
  • YouTube videos are more likely to appear in Google search results than TikTok videos, reinforcing the platform’s dominance.

[20:14] Final thoughts and takeaways

  • Small businesses have significant potential in effective, affordable digital marketing.
  • There is a misconception that proper marketing requires spending thousands of dollars monthly, but a sound strategy can yield strong ROAS.

FOLLOW VIRGINIA

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Visit yourfullstackmarketer.com

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