In an era where a robust digital presence is fundamental for business success, Google and the Santa Cruz Small Business Development Center (SBDC) have taken significant strides to support local enterprises. On July 19, 2024, they hosted an in-person workshop designed to arm small businesses in Santa Cruz County and its neighboring areas with indispensable digital skills. The event drew a noteworthy attendance, including Congressman Jimmy Panetta, who underscored the critical importance of digital proficiency for contemporary businesses.
Congressman Panetta illuminated the necessity for small businesses to stay abreast of technological advancements. “As technology evolves, it’s essential that small businesses learn the digital skills needed to grow, attract new customers, and reach their full potential,” he stated. His remarks struck a chord with the audience, emphasizing that mastering digital skills is key to business growth and sustainability in today’s market.
The workshop aimed to offer practical training in various digital tools and strategies, with a focus on several key areas. Firstly, Search Engine Optimization (SEO) was highlighted as a crucial method for improving a website’s visibility on Google Search, thereby driving organic traffic and enhancing online presence. Secondly, participants were introduced to Google Business Profile and Google Analytics, tools that help businesses manage their online presence and analyze performance metrics to make data-driven decisions. Additionally, strategies for creating effective advertising campaigns using Google Ads were discussed, along with the potential of Artificial Intelligence (AI) to boost business operations, making them more secure, productive, and customer-centric.
Alexander Pedersen, director of the Santa Cruz County SBDC, expressed his enthusiasm about the collaboration with Google. “We are thrilled to partner with Google to provide this hands-on training for small businesses in Santa Cruz and the surrounding communities,” he said. Pedersen underscored the vibrant business community in Santa Cruz and the commitment to ensuring these businesses remain resilient and continue to develop their digital skills.
Roberto Martinez, Grow with Google’s California-based Digital Coach, led the workshop, bringing 15 years of digital marketing expertise to the table. With seven years as a digital coach, Martinez has witnessed firsthand the transformative impact of digital skills training on small businesses. He provided invaluable insights and practical advice, guiding attendees through the nuances of digital marketing and technology.
The workshop also featured real-world applications and insights from local business owners. John Locke, co-founder of Birichino Winery, found the workshop particularly motivating, noting that it incentivized him to review current practices. He was intrigued by the potential of using Google tools to draw in more customers. Mary Lyell, a practitioner of Traditional Chinese Medicine at Three Sisters Healing, attended the workshop to explore avenues for reaching a broader audience. While she had reservations about AI, she appreciated the comprehensive resources provided by the SBDC. Cathy Carlson, owner of Las Lomas Lavender and Honey, was inspired to revisit her business profile and recognized the importance of maintaining an online presence as she prepares to expand her product offerings.
The Santa Cruz SBDC offers ongoing support to local businesses through one-on-one advising and various training programs. These services are designed to help businesses access capital, plan for growth, and implement best practices. The SBDC’s mission is to ensure that all businesses in Santa Cruz County have access to the resources and support necessary for success.
The digital skills workshop organized by Google and the Santa Cruz SBDC exemplifies the power of community partnerships in fostering business growth. By providing essential digital skills training, they are equipping local businesses to navigate the complexities of the digital landscape and achieve greater success. As technology continues to evolve, such initiatives will play a crucial role in ensuring that small businesses can compete and thrive in the digital age. This workshop not only endowed participants with valuable skills but also emphasized the importance of community support and continuous learning in realizing business success.
