It starts with a great product, or many in Google’s case. Then market the heck out of it. So what’s different about that? It’s free, absolutely free* for users. In fact, people who “buy into” using Google products aren’t even called consumers, they’re called users.

Take their SPAM fighting team for the Gmail product, for example. How do you make that an interesting topic worth sharing with users? Google created an informational video with their “Top SPAM fighting engineer” explaining what Gmail does differently to help you. If you aren’t already asleep you’ll have to check it out because it’s actually very entertaining (that’s not a typo). SPAM fighting video.

You’re probably aware of how they make their money, selling ads for other companies products. Hmmm, so they create kick-ass products, have fun marketing them in a way that leverages Web 2.0 and give it all away for free and somehow they expect to make money? Yep, $1.07 billion. For the most recent quarter. Net. All companies should be so lucky. Then again, a lot of companies can’t get past the first requirement in this equation.

“Hook” me up with Google’s marketing tactics, HookorSink.com fully approves.

*No disclosure needed, weird huh?

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