11 Dec 2018
by bescoto@aol.com
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Options to Appear on Google Search

There are 3 ways to appear on Google’s front page search results. These are as follows:

  1. Google Ads, typically the first 4 and last 4 entries on a Google Search page.
  2. Google my business listings, shows the top 3 business listings in a maps section in the geographic area being searched or where you are searching from.
  3. Google natural or organic search results

Please see the image below for the different sections on a typical Google search:

In the above image we searched for solar solutions Midrand. (Midrand is a suburb/town). First to appear is the Google Ads section. We covered Google Ads in the previous article.

Above is the Google maps section – or Google My Business Listings. Please note it is essential to be the first 3 that appears here – very few people click on “More places” to see more of these listings!

The process to appear here is called local search engine optimization, and takes some months to appear as one of the top 3 listings.

The last section to appear, are the Google “organic” listings. To appear here involves a process called search engine optimization. This can take months, or even more than a year, depending on the competitiveness of keywords.

For this search, JM & Sons Solar appears in each of these sections.

A great strategy is to run Google Ads in order to immediately generate leads, while search engine optimization is done for the Google My Business section and organic listings.

To find out what would work well for your business, contact us by filling in the form.

Online Marketing Google Ads

Making Sense of Online Marketing Options – Google Ads

This week in our series Making Sense of Online Marketing Options, let’s discuss Google Ads.

More specifically I would like to cover paid search ads in general. This would include Google Ads and Bing Ads.

Google Ads are really great! It is the quickest way to be found when people search for something specific.

However paid search or PPC only really work well for certain types of products or services. So before you dive in setting up campaigns or pay a service provider to do it for you, let’s check what ideally works on PPC.

Ideal products or services:

  • People are searching for them
  • The right people are searching for them, with an intent to purchase

Are the people typically searching for a free solution or just for information?

IF they are just searching for free information you are going to get low quality leads and unlikely to get a return on your ad-spend.

Online Marketing Google Ads

Will your target audience search or are typically more low value customers searching?

For example I spoke recently to an international patent attorney in the USA, who specifically said he is looking for high tech companies with revenue of $100m plus. Doing a Google Ads campaign would bring many leads – but typically the wrong ones – he would be better off doing a laser targeted LinkedIn strategy.

Will your product/service pricing, margin or business model enable a good return on investment?

Google Ads is not cheap – you have to pay for every click to your website page, as well as for a service provider to continually optimize your campaign. Before you even start, work out how much you can afford to pay for a new customer, and critically question the service provider of that is a realistic expectation. You need to calculate how many leads it will take to turn into a customer, and how many clicks will turn into a lead. Then going forward, these numbers are critical to the success of a campaign. If your margins and transaction values are low, it is unlikely Google Ads or PPC will work for you.

You can also check if your successful competitors use PPC. This will give you some idea if a PPC campaign will work for you as well.

We have found Google Ads work very well for:

  • Certain types of law services, such as Family Law, Divorce, Personal Injury and others
  • Home services, such as plumbing, electrical, home renovations
  • Some financial services
  • Insurance, although click costs tend to be very high
  • e-Commerce products that are likely searched for

Please note the above list covers some examples and is by NO means exhaustive!

If PPC is integrated with a content marketing strategy (we will cover this in detail later in the series) return on investment will drastically increase. This is especially true for high value purchases, where potential customers go through a research period. By retargeting these prospects not with more annoying ads but rather with valuable content, you not only stay top of mind, but also build trust. When they are then ready to make a decision they are more likely to contact you!

If you would like to find out more about Google Ads & PPC and whether it will work for your business or professional practice, please feel free to contact us!

Please let me know if there is anything specific you would like us to cover in this series.

Online Marketing LinkedIn

Making Sense of Online Marketing Options – LinkedIn

In this article in my series of “Making Sense of Online Marketing Options”, I would like to discuss LinkedIn as a marketing tool.

LinkedIn is a powerful business to business platform and it can be used as a very effective way of reaching almost anyone in the world!

There is no other platform where you could actually try and connect with and even send a message to people to top people in your industry.

Having said that, it is also hugely important not to be invasive and spammy when reaching out to people.

To show the enormous power of LinkedIn, I would like to mention as an example a client that develops custom software solutions.

Online Marketing LinkedIn

 

We decided early on that the only viable option due to budget restraints was a focused LinkedIn outreach and content strategy.
They were looking for c level executives in large medium sized and corporate companies.
The ideal project size ranged from $200,000 up to about $2m that they were looking to engage clients on.

At the time they had only one prospect they were working on

Within 2 months they had 5 hot prospects (not leads) and a total of 15 high quality leads to work on.

LinkedIn, if used strategically can be extremely effective to reach out to and introduce your business to the right decision makers in the right positions in the type o organisations your target market is in.

It is very effective if:
  • You sell to other businesses
  • You can identify the industries you are targeting
  • You can identify the position within a company as the right decision maker or likely “champion” to engage
  • You have a large enough transaction size service or product, or high customer life time value

Although it is possible to succeed on LinkedIn without a premium subscription, the Sales Navigator premium subscription is great, as it enables to target companies by employee size as well as a number of other options.

To use LinkedIn successfully as an outreach prospecting tool does require some time and effort, even if some automation tools are used. You need to be consistent and also consistently post valuable content so that your connected audience are constantly reminded that you exist, and you build trust through this process.

There are services such as ours that offer a “done for you” service that effectively automates all this work on the client’s behalf, and the client simply follows up with people that are interested in their service or want to engage further.

If you have a strong compelling message or offer, you could also use LinkedIn’s advertising tool, by placing sponsored posts and adverts in front of your specified target audience.

If you would like to find out more about LinkedIn as an effective business to business marketing tool, please feel free to contact us by filling in the form.

online marketing

Making Sense of Online Marketing Options

Do you often get confused between the myriad of different digital marketing options? How do you figure out what will work best for your business or practice? How do you navigate between the advantages and disadvantages of the different channels and strategies?

In this series we will be covering each of the following and more to help you work out what is best for you:

  • Google Ads, Bing Ads
  • Facebook Ads
  • LinkedIn
  • Search Engine Optimisation
  • Local Search Engine Optimisation
  • Press Releases
  • Social Media Management
  • Content Marketing
  • Email Marketing
  • Video Marketing – YouTube, Facebook
  • Webinars

Some of these overlap and it could get really confusing.

online marketing

The first thing you need to decide to get clarity on a strategy, is the following:

  • Who is my ideal client or customer? What do they look like? What are their pain points, or what makes them excited?
  • What makes my service/products different? Why would anyone buy from me?
  • Where do my ideal clients/customers hang out online?
  • Where am I likely to find them?
  • Do they search for my type of services, and if so what are they likely to Google?
  • How much can I afford to pay for a new client/customer, and what is the initial and life time value of a new client/customer?
  • Do I sell to businesses (B2B) or consumers (B2C)?

These questions are important to answer, and the answers could also lead to other questions. Once answered accurately, these answers can help you formulate the right strategy to execute for your online marketing.

For example, if I conclude that ideal clients/customers are unlikely to search for my services on search engines like Google, then I should not spend money on Google Ads.

(That said, you may have an entry level product or service that is searched for, and some of these clients could then upgrade to premium services or products)

Please let me know if there is anything specific you would like us to cover in this series.

Generate A Bigger Facebook Audience

In our last episode, we discussed how to target your prospects on Facebook using “Audience Insights“. Today, I would like to cover something that’s very interesting and powerful. If you have an existing list of customers and contacts, you can upload these onto Facebook into what is referred to as a “custom audience”.

Why would I want to do that you may ask – I already have these contacts and I can already send them emails!

Well, there are two reasons for this:
Firstly, many people do not bother to open all their emails. By also advertising to your audience on Facebook you can engage them in a different, more social way, and keep your brand top of mind when it matters most.

Secondly, and this is a really exciting feature Facebook offers:
You can use your existing customer and prospect contact list to create what is called a “look-a-like” audience in Facebook. Facebook uses their powerful algorithms, demographic and psychographic data to create another target list for you that have very similar characteristics to your existing customers and prospects. And, now you can advertise to this very targeted audience on Facebook! It is absolutely awesome!

The advantage of doing this is the following:
Lower click costs – Facebook rewards you by charging lower click costs as this new audience is more likely to engage with your ads.
Better targeting – Facebook uses their algorithms to figure out the best audience likely to engage with your ads.

Let me know if you need any help implementing this for your business or professional practice by filling in the form on the right.

How To Target A Great Audience On Facebook

In the last article, we discussed the merits of Facebook Advertising, and how it is different to Google Ads. Let’s now focus on how you can find the right audience to advertise to on Facebook. There are several very powerful methods to target, but let’s start with Facebook “Audience Insights”.

Facebook has a powerful feature called “Audience Insights” that you can use to find the right audience for your business. You can select to reach people who have geographic, demographic and psychographic information based on:
Countries, cities, suburbs
Interests – perhaps they show an interest in technology – if you are involved in the technology industry for example
Age – you can select an audience based on age – maybe your ideal prospects fall into a specific age group
• Gender
• Occupation
• Whether they own a business
• Relationship status, for example married, single, in a relationship
• Financial status, for example whether they own a house, what they earn

Please note some of this information is only accurate in the USA, where Facebook gets data from “big data” companies. This is especially the case with financial data. Other data such as interests, geographic area, gender, age are pretty accurate world-wide. In the US, you can even target someone who has just bought a new vehicle, or applied for a home loan, and many other highly useful criteria.

The idea of selecting an audience is to make it narrow, so that your advert and landing page can address that audience in a language that they understand and that appeals to them. For example; if you sell biker jackets, your clients could be both male and female, but if you split your audience you can have one advert that appeals specifically to women, and another advert appealing specifically to men, thereby significantly increasing the number of leads and decreasing cost per lead.

Another advantage of selecting a narrow audience, is that it improves the overall Facebook user experience as they only see ads with information very relevant to them. This also improves your brand association, and decreases your unit advertising costs as your ads get a better relevancy score allocated by Facebook.

Targeting the right audience with relevant adverts and landing pages can give you great cost-effective results on Facebook!
For help with this please fill in the form on the right.

27 Mar 2017
by bescoto@aol.com
Comments are closed

When To Use Facebook Ads

In our past articles in this series we have mainly covered Google Ads as the top way of creating responsive high quality leads. Google Ads is really great to find prospects that are looking for your services right now. However sometimes there are not enough people specifically searching for your service right now.

It is also great if you provide a service or product that is very well defined and that people know they need.
But, what if you provide services or solutions that people don’t really realize they need? Or perhaps they don’t know there is a solution to their problem?

This is where Facebook advertising is a great solution!
You can advertise on Facebook to get additional leads or advertise services that you know people are not really searching for.
There are some major differences one should be aware of when advertising on Facebook though:
1. When people browse their newsfeed on Facebook, they are in a “social mode”. They are not searching for your service.
2. In order to attract prospects, your advert needs to be interesting, informative and targeted to the right audience.
3. You would need to offer some free information or advice that they can download, or a free video they can watch, an event or seminar they can attend, in exchange for their contact details, in the form of an email address, phone number or both.

Once you have their contact details, you will need to add them to your prospect list and keep sending them follow-up information via email. Please see our article to do with auto-responder emails earlier in this series.
You are now building a relationship with your prospects, and at some point they will decide that they need your service. By having a big enough prospect list, you are therefor ensuring a steady flow of business for the future, with very little effort!
Please keep a lookout for our next article on how to target the right audience on Facebook.