It’s no secret that the internet is taking over everything, and this includes marketing. There are several means of digital marketing. You could focus on Search Engine Optimization (SEO) to put yourself in front of customers looking for your services. Another avenue at your disposal is content marketing. You can harness the power of social media for your marketing, and of course, everyone knows about pay per click ads.
Pay per click ads have made a lot of companies a lot of money. But, a lot of other companies have wasted valuable marketing dollars trying to make pay per click ads work for the wrong kind of business. If you’re trying to expand your marketing efforts, you’ll need to see if pay per click advertisements are right for you.
First, Can You Handle the Customers Pay Per Click Ads Might Bring You?
Every business wants more customers, but the fact is, those extra customers won’t do you any good if you’re not ready for them. If you’ve been suffering from slowed sales, you already know you can handle the increase. However, if your sales team already struggles on follow ups with prospects, or you don’t have the resources to increase production, it may not be a good time to pursue pay per click ads. Too many customers sounds like a problem we all want, but the fact is, it can hurt your image, which will end up hurting your sales long term.
Consider Who You’re Targeting with Pay Per Click Ads
Who you’re targeting plays the biggest role as to whether pay per click ads will work for you. If you’re going to maximize your click-through rate, you need to know your audience. The more targeted you can make your ads, the more likely you are to see a return. For example, if you’re a local business looking for local customers, you can use geotargeting to get the right people.
On the other hand, if you’re more interested in a broader campaign to build brand recognition, pay per click ads may not be the way you want to go. Other options, like cost per impression campaigns may be better for you.
And of course, when you’re considering your market, you’ll need to factor in customer value. Your ad clicks have to be worth the cost. For example, if you’re paying $2 per click for a product that only costs $3, then you’re not going to make money off your pay per click ads.
Think About Budget
Pay per click ads can be great because you don’t have to make a huge commitment to try them out. However, you’ll still need to define a budget, and there are things besides the ads you’ll need to account for. The landscape of pay per click ads is constantly changing. If you don’t want to keep up with those changes yourself, you’ll have a firm to do it for you. You’ll have to keep these costs in mind, and balance them with the cost of keywords in your industry. Some industries have extremely expensive keywords, and you want to avoid bidding wars.
Pay Per Click Ads Aren’t the End
Chances are, if you want to maximize your marketing efforts online, you’re going to need to branch into all the aspects of digital marketing. If you have high organic search rankings alongside your pay per click ads, it will add legitimacy. With a quality content marketing campaign, people may already know your name. If you’re looking for a digital marketing firm that’s strong in all the areas, call Nimbus Marketing at (310) 486-1154. You can also visit the website to see how Nimbus Marketing can help you rise the to the top.
It’s no secret you need online review management for your business. However, you’ve got to get reviews the right way. Ask your online marketing company and they’ll tell you about the pitfalls of asking for reviews. Good reviews show potential customers that you do good work. On the other hand, Google wants to make sure your reviews are legitimate. So, how do you navigate the minefield of getting reviews?
Let’s Start With What Not to Do
You shouldn’t offer incentives for positive reviews. This is the first and most damning pitfall of review management. If Google finds out you’re offering people rewards for leaving good reviews, they’ll penalize your site. That’s a good way to turn your reviews from a good thing to a terrible thing. Most websites (except for Yelp) encourage you to ask for reviews, but nothing more. Yelp asks that you don’t even mention reviews (although this is a tough guideline to follow).
The other way you can tank your reviews is by setting up a review kiosk. Review kiosks are computers or tablets you set up for customers to write reviews before they leave. Both Google and Yelp have banned review kiosks. When your IP address sends them a bunch of reviews, they will begin filtering those reviews out.
Don’t Try To Force Your Customers Onto Your Platforms
You should remember, you can’t force your customers to use the review platforms you’re chasing reviews on. With that in mind, you want to decide on three or four different platforms that are the most important to your review management. Once you’ve chosen the platforms you want, make it easy for your customers to leave reviews the way they want to. Your customers won’t do it if it feels like a chore. We recommend that most businesses focus on Google, Yelp, Facebook, and perhaps one other site if there’s one that’s specific to your industry and more relevant to your business.
Settle In For The Long Game
Remember, you’re in this all the way. Much like football is a game of inches, review management for your Google and Yelp listings is a game of ones and twos. You don’t need or even want to get a flood of reviews. If you suddenly start getting reviews by the 10-fold, that might look suspicious to the algorithms and get those reviews flagged. If you just get 1 or 2 reviews a month, by the end of 3 years you’ll have more than 30 reviews. That looks good.
Don’t Shoot Too Early, But Don’t Miss Your Chance
If you ask your customers for reviews right after they’ve bought from you, or you performed your service, they’re probably going to be annoyed, and not write the review (or write a negative one). But if you wait for three months, they’re not going to remember the experience, and they’re not going to want to write the review either. Make sure you ask for a review at the right time for effective review management.
Show Your Customers That Their Review Matters
There aren’t a lot of people willing to write a review if they don’t think it’s going to matter. Just responding to reviews is a good start, but it’s not the end. Make sure you respond to the negative reviews, and whenever you can, make it right. Responding to positive reviews shows that you appreciate your customers and want to stay engaged with them, even when there’s nothing that needs to be “fixed”.
Create a Feedback Page
Print Up Current Reviews and Display Them In Your Store
If you’ve already got reviews out there, print them up and display them around your store. Put them in places customers will spend time. If you’re a restaurant, you could put them on your placemats, or even bathrooms. This has two huge effects. The first is showing how seriously you take reviews. Additionally, you can appeal to your customer’s ego. They might be able to get highlighted if they write a review.
Have you used any of these strategies? Have you found any strategies that work well? Drop us a line on our Facebook page and let us know! If you’re looking for a full service online marketing company that’s out there to get you up there, call us at (310) 486-1154, shoot us an email, or visit our contact page to request a conversation.
One of the first steps you’ll take when you start into the world of internet marketing is keyword research. Any good online marketing company will tell you how important keyword research is. Good keyword research is the difference between success and failure when it comes to internet marketing. But why is that? If you target the right keywords, you’ll get in front of people that are interested in your product or service.
What are Keywords?
Keywords are the words or phrases your customers are using to search for your products or services. When you search for “Pizza” you’re using a keyword phrase, even if it’s only one word. When you type that phrase in, your search engine will look at all the websites in their index related to Pizza, and then put them in order of what they think will be most useful to you. When you search for “Pizza in Los Angeles” you’re using a long-tailed keyword phrase. These are more specific searches, and it gives Google a better idea of what you’re looking for.
The Pros and Cons of Long Tailed Keyword Phrases
When you’re developing your internet marketing, you don’t want to just get in front of as many people as possible. You want to get in front of the right people who might buy your product or service. If you’re a pizza shop, you might not need to focus on ranking for just the word “pizza” because you won’t stand out among the millions of other sites that mention pizza.
What good is getting in front of people searching for pizza across the country? That’s where long-tailed keyword phrases come in. These phrases are more specific than a general keyword search. That means fewer people are searching these phrases, but those searches are more focused. Someone searching “pizza” might be outside of your service area, or they might be looking for pizza recipes. When someone searches “Pizza in Los Angeles”, there’s a much greater chance that they want to buy pizza from you.
Long-tailed keywords don’t just apply to local businesses. Say you sell crystals online. You’re going to want to rank for a generic term like “crystals”, but you want to target a keyword like “crystals for sale” as well.
So How do I Choose the Right Keywords?
There are myriad tutorials and how-tos on the subject of performing keyword research, and every researcher does things a little different. However, you’ll want to know some general things when you start your research.
- Do your research early in your website design and development process. You should bake your search engine optimization into the very essence of your website. If you don’t start out with keyword research, you’re putting the cart before the horse. If you write your content before you’ve done your research, you’ll either have non-optimized content, or you’ll have to go back and repeat work you’ve already done.
- Start Broad. When you make a scratch list of keywords to start out your research, be as broad as you can. Include as many keywords and keyword phrases as you can think of. As you go through your process, you’ll narrow down that list until you reach the final list.
- Use as many tools as you can. There are a lot of tools out there built for keyword research, some of which are very helpful for it. Google provides a couple of these tools. Your Google Analytics account can show you what the people who already visit your site were searching for when they found you. There’s also the Google AdWords Keyword Planner. This tool can give you suggestions related to the keywords you’re researching, and it can give you rough traffic estimates as well.
Don’t Forget to Come Back to Your Research
It’s easy to finish your keyword research and think that it’s done forever. However, as you collect more information about your customers you can look at the keywords that are doing the best, and find some new variations of those high-performing keywords. There is a lot of upkeep that goes into your internet marketing, and ongoing keyword research is an important one.
If you’re looking for an online marketing company to help bring business in, Nimbus Marketing is the company for you. Our SEO technicians are experienced and dedicated to bringing new phone calls and customers to you. Call (310) 486-1154, email [email protected], or fill out our contact form to see what Nimbus Marketing can do for you.
You can’t deny it. Facebook is one of the most powerful online marketing tools in your digital arsenal. You can use Facebook’s copious data options to target exactly the customers you want. However, as you’ll hear from any online marketing company, missing the mark on your Facebook ads can result in a lot of missed revenue.
Because Facebook is so important, you can’t afford to avoid Facebook ads. So, you’ll need to learn and practice the art of creating motivating Facebook ads, or hire an online marketing company that can do it for you.
You might be worried about avoiding the common pitfalls of first-time Facebook Ad campaigns. By the end of this article, you’ll be able to dodge common mistakes many Facebook Advertisers make.
Know Your Target Audience
Even if you write the perfect copy, and design your ad with perfect placement, it doesn’t matter if it doesn’t get shown where you need it. The first thing you need to do is dial in your audience.
Start by researching the demographics of the customers you already have. Look at your customer’s ages, genders, where they live, their jobs, the products they purchased, as well as their education levels and look for patterns. The more you know about the people that buy from you, the easier it is to find more of them. A talented online marketing company can help you go through all this data to find the right targets.
Once you’ve figured out who your target audience is, you want to learn what makes them tick. Tools like Facebook Audience Insights are the best way to do this. Once you’ve learned the ins and outs of your target audience, you can create ads that will feel personal.
Make Sure Your Ad Matches Your Audience
When you’re making your ad, you want to make sure it speaks to people based on how familiar they are with your brand. There are three levels of prospects:
- People who have never heard of you. These people haven’t visited your website or landing pages yet.
- People who know who you are, but aren’t sure what you do, or why they want your product
- People who have bought from you already, or are already in your conversion funnel.
Each of these prospect levels needs an ad targeted to match them. If a person from level one sees an ad designed for someone from level 3, it won’t be nearly as effective. An easy way to make sure you’re matching your audience is to check the Relevance Score for your Facebook ads.
Don’t Target Too Broad an Audience
You might be tempted to cast as wide a net as possible with your ads, but this isn’t the best way for you to use your advertising dollars. If you’re reaching too many people, you may run out of budget before you reach the people that are more likely to buy from you. As a rule, think “Are there truly that many people potentially interested in my product?” If you answer with no, scale down your ad’s reach.
Don’t “Set it and Forget it”
You need to monitor your Facebook ads and tweak them over time to make sure they’re always performing the way you want. If you just set them and forget them, you’re sure to waste money, or leave money on the table.
Managing multiple PPC campaigns across different advertising platforms can be time consuming, and expensive to dial in. Many companies prefer to hire an online marketing company to manage these campaigns for them. Nimbus Marketing has conducted the research and can effectively managed many of these campaigns with an experienced team of online marketers to tackle any challenges that might come their way. Call (310) 486-1154, or schedule your free consultation today.
It’s no secret that effective small business SEO is important. However, it can be a difficult thing to understand. There are a lot of different factors that go into your SEO strategy, and there are many misconceptions and misunderstandings about what is important and what isn’t. The rules for local SEO aren’t the same as for organic SEO. Your local SEO is one of your most important marketing strategies, but where do you start? You should start with your NAP!
What is a NAP?
NAP is an acronym that stands for Name, Address, and Phone number. Additionally, your website URL is part of your NAP too. Your NAP is one of the most critical parts of your local SEO campaign. When Google’s algorithm determines your rankings, they look at your NAP’s consistency.
Your NAP appears on your business citations across the web. Your business citations are listings on websites like Yelp, Facebook, Yellowpages, and many other business directories. Google wants to make sure the business information their searchers see is accurate and reliable. For this reason, Google’s algorithm looks at your NAP citations to make sure the information is consistent. If your listings don’t agree with each other about your business, Google won’t want to recommend your business to searchers. Without a consistent NAP, effective small business SEO because impossible.
How Can You Make Sure Your NAP is Consistent?
The best way to make sure your NAP is consistent is to start from the beginning. When you’re putting your information on the internet there are certain websites that give other websites their information. These are called data aggregators and include sites like Infogroup and Neustar. These companies usually have strict requirements to make sure you’re providing accurate data for your business. As a consequence, Google trusts these websites and websites that get their information from these aggregators more than others.
Making sure you’re putting the right information out in the first place will prevent a lot of headaches in the future. If your NAP information has errors and becomes inconsistent it is a lot of work to fix. Additionally, because so many websites borrow information from each other, bad data about your website spreads fast.
Fixing Your NAP is hard, but not impossible.
If you or your SEO company made a mistake when creating your NAP citations, the road ahead of you is difficult. Even so, don’t fret, you can fix this and get back on the track to effective small business SEO. In order to fix your NAP, you’re going to have to fix it on each individual site where an error appears, as well as all the big data providers. This is a lot more time consuming than if there was never a problem in the first place, but it’s not to be overlooked.
Common NAP Pitfalls
If you’ve hired an SEO company, and you’re not sure they’re a right fit, you may want to make sure they’re not making these common mistakes that will tank your NAP. Look out for “landing pages”, which are microsites designed as an advertisement. Inexperienced SEO firms will create these landing pages, and add them to your google+ listing, as well as creating citations using that website. Google does not like sending users to separate single page websites and this will hurt your rankings.
In addition to landing pages, many SEO firms will use tracking phone numbers on their landing pages and citations. Tracking numbers are virtual phone numbers that redirect to your main phone number. This allows the SEO firms to provide detailed analytics on the phone calls you receive. While this sounds like a positive, tracking phone numbers will wreak havoc on your NAP. All things considered, your additional analytics are not worth messing up your NAP.
Nimbus Marketing is always available to answer your SEO questions and help you implement effective small business SEO. You can call us at (310) 486-1154, or email at [email protected].