Marketing could be a challenge for some of us but it's not complicated at all. It's always changing and sporadic, especially that social media platforms is now a destination-location for business owners and marketers to reach their target segment and potential customers. You can't sell what you don't understand, and you can't sell a product or service if you don't know what your customers want.

Google has a handful of underrated tools that can help every business owner understand what their customers need, whether it’s based on what they’re looking for and when are they looking for a product or service. Google Trends enables you to compare search volume patterns across location and time frame, and provides related search terms and comparative volume for them.

A long-standing favorite of the content marketing community, Google’s Keyword Tool is often used to determine which search terms to include in a paid search engine advertising campaign. Starting with one, a handful, or hundreds of seed terms, the keyword tool will then recommend a swath of alternatives and display comparative search volume and level of competition (number of existing advertisers per term).

While it's quick to consider Facebook, Twitter, and LinkedIn to use as primary marketing tools, it's also a good practice to utilize some underrated Google tools to determine what your target customers need and if they are even willing to make a purchase. Every purchase is an opportunity for any business owner to know why a customer bought a product, what prompt them to buy it, and of course, how the product or service will help them.