local internet marketing

Drawing in traffic to your Web site takes time and a great strategy. This especially holds true when you’re using search engine optimization. What a lot of small business owners are finding to be quicker and just as service-ppc-21effective are pay-per-click ads. By implementing PPC ads into your marketing campaign, you can target specific people at certain times of the day right away. While with SEO, you have to wait months before you get a chance to achieve a ranking that will allow your site to be found by visitors.

But this doesn’t mean you should choose one over the other. PPC ads can be highly effective for small businesses, especially those that are brick and mortar, since they can target local audiences. Just keep in mind that SEO is a part of building a successful PPC campaign. While you’re creating your strategy, make sure not to make these five common beginner mistakes.

Failing to Choose Keywords Based on Buyer Intent

Your first intention when you start searching for keywords to use for your PPC ads is to find all relevant keywords that have high search volumes. Unfortunately, search volume of a keyword alone isn’t going to ensure the profitability of that keyword. This is because it may not have a buyer intent behind it. If your buyers aren’t clicking on it, then your traffic won’t convert.

The search queries you choose (the keyword phrase people will type in to find your business) should be carefully thought out. Research will have to be performed to determine how your target buyers are finding your small business. If you already have Google Analytics connected to your Web site, you can use that to find this out.

The keyword phrase should be quite specific. For example, if you see the key phrase “home insurance” and it has over 15,000 searches per month and costs $26 per click, this isn’t a good option. Home insurance is too generic. What would be better is “buy home insurance” or “home insurance quotes”, especially if they have a high search volume.

Not Eliminating Worthless Traffic Using a Negative Keyword List

This feature in your PPC campaign can and should be put to use. If your local small business sells handmade furniture, you may have people searching for DIY articles and videos about making handmade furniture. So you want to make sure that you eliminate those DIYers, since they aren’t looking to buy. You could eliminate keywords like “DIY”, “How to” and “video”. Controlling you traffic will ultimately enable you to control your PPC budget.

Sending Traffic to the Wrong Pages

When people click on your small business ad, where are they taken to? If you aren’t sending them to a landing page that will help them to convert into paying customers, then you need to rethink your strategy. A common mistake made by beginners is driving traffic to a home page or contact page.

When someone clicks on your ad, they are interested in whatever it is your small business offers. The page they land on should help them find more information about your product or service and how to purchase, aka sealing the deal. Otherwise, you will have frustrated individuals leaving your site within seconds, sending your bounce rate soaring.

Your best bet is to create specific landing pages to use for your pay-per-click ad campaign. You can then offer special deals to the incoming traffic. The ads should also be related to the copy in your PPC ads. To do this, build a landing page for each and every offer you have.

Not A/B Testing Your Ads

You won’t know what works until you test it out. Guessing what you think will work and then failing is going to quickly deplete your PPC budget. A/B testing, also known as split testing, can be used to determine which ads perform the best. You simply create two or more slightly different variations of an ad and watch them for a few days or weeks.

What you should be paying attention to is the quality of the traffic, versus the quantity. It’s better to have a lower amount of converting traffic than a high amount of non-converting traffic.

An example would be to have one ad say “Save 25% on Bed Sheets” and another that says “Buy Bed Sheets 25% Off”.

Not Using a Strategy for Your PPC Budget

If the issue with your PPC campaign is that you’re running out of money too quickly, then there is an issue with your strategy. If your ads are only running half the day because the budget depletes before giving you the results you desire, then you will have to either raise your budget or use ad scheduling.

As a small business, you may struggle with the idea of increasing your budget, after all it’s the reason why you created that budget in the first place. If this is the case, you should look to using ad scheduling to help keep traffic coming in during the times of day your target buyers are shopping.

To determine this, you’re going to have to find out what time of day and which days of the week your buyers are converting. Using this as your schedule will help you to get more out of your campaign, without having to break your bank account.

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There are a few other ways you can get more out of your smaller budget:

  • Divide your campaigns and ad groups and make them more specific with short lists of keywords
  • Add a longer list of negative keywords
  • Get rid of the high-cost keywords
  • Use keyword match types that are more restrictive, like broad match or phrase match modify

Make Sure You Run a Successful PPC Campaign

When you own a small brick and mortar business, the goal of your PPC campaign is to drive in local traffic. Keep in mind that you should be using specific keywords that include the names of your city and surrounding cities. Tie in these five tips and you should be able to save your PPC campaign and your budget.

 

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Photo via FreeImages.com/MarkoPekicHow to combat the new Google Local changes with these Google Places Optimization tips!

Chances are if you’re at all tuned in to the digital marketing radio that are the usual marketing news sites online then you already know there’s news on the local front.

Google is now showing only three business instead of seven in the “Local Pack” at least 75% of the time.

Big news?

It’s about as big as the King himself entering the building! (We know, we know, so 50s. Humor us.)

The shake up is unexpected and has done more than rattle rankings. It’s also caused us to take a step back and re-evaluate our sweet, sweet local marketing moves.

Your Name Isn’t Baby and You Aren’t Backed Into a Corner

The good news?

If you had good local, mobile, and digital marketing practices before, chances are you won’t need to change much. After all, good habits pay off in the long run. And if there’s anything Google ranking are it’s a marathon, not a sprint!

The bad news?

If you haven’t been doing anything for local or mobile marketing then you might not be one of the ‘lucky three’ showing up anymore. Fortunately, we’re here to help get you started back on the right path.

So where to start?

  1. Local Listings

Have you been keeping up with your local listings? It’s not enough to only have your Google Places and Google Map location set up. There are other listing agents out there: Yelp, Yahoo, Bing, etc. Don’t forget all those industry specific ones as well!

On the same note, be sure you’ve got your NAP down pat. Don’t remember what that NAP citation is? Read on.

  1. Geo-Targeting SEO

Despite what you hear, SEO isn’t dead. It’s just evolved some. From directory listings to link-earning to keywords, now’s the time to go back and take a look at just what you are marketing for and who you are marketing to.

Also consider going niche. Can you get more specific? Perhaps it’s time to start specializing a bit further than before with your keywords. Chances are there will be less competition and you may just find your true core audience.

  1. Reviews

Who hasn’t chosen a restaurant or a service using Yelp these days? Or double-checked a business on Google reviews, just to be sure they’re open/reputable?

Encourage reviews from your customers. Set up a place in store if you have to that offers shoppers an opportunity to review. Even better, talk to customers as they come through. You get a review, they get a personalized interaction with you. Win-win!

(Just remember, it’s often against terms to offer compensation in any form for reviews; check the service.)

Need help implementing a way for customers to review you online? We’ve got a blog post for that.

  1. Social Media

The sock hop may not be cool anymore but social media still is. We could go on about the benefits of social media: building relationships, establishing brand reputation, customer service, showcasing transparency and trust, providing outreach, etc. (Expect a post some time soon about it all!)

Yet the point remains: Google takes into account just how active your social sites are in relation to your own main page. Particularly since most social platforms allow not only a bio page with your website URL but also allow posting of your own pages.

Not active? Time to sign up!

  1. Mobile Optimization

Rumor has it that mobile may be a factor in how these new Local Pack rankings are determined. Especially as locations show up in 3-packs when using Google on mobile.

Either way,when 51% of Americans surf the new via their smart phones versus desktop users, it can’t hurt to be sure your website is optimized for use on mobile devices.

Time To Boogie on To The Top

Is this a sure fire list? Only time will tell. But these 2015 digital marketing basics are just that: the bottom line. Start here, add on what works for your business, and start building that strong foundation to set your local marketing and local search efforts up for success.

Did we miss anything? Let us know! We’ll try keep you up to date on all the latest Google Places Optimization strategies we use to Rank our Clients inside Local Oxygen.

 

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In this short video I show you the simple four step lead generation formula that we use to deliver 25 to 30 hot new qualified leads every day to our local marketing agency.

The first step in this formula that we focus on is our foot in the door offer which is responsible for increasing our sales conversions by 348% in the first two months that we introduced it.

See what I am talking about here.

STEP #1: Create Your Foot-in-the-Door Offer

FITD thumb2The first step is creating your Foot-in-the-Door offer which I highly recommend you do regardless because just this one step makes clients or prospects 15-18X more likely to buy your core services.

Once we introduced our Local SEO foot-in-the-door offer our sales conversions increased 348% in 45 days simply because this makes it a no-brainer for clients.

As you can see in the video there are a couple of important factors when you create your foot in the door offer, such as, making sure it leads logically to your core services and the value and pricing are positioned so that it’s an absolute no-brainer for the client.

STEP #2: Create Your Irresistible Lead Magnets

lead-magnetsThe second crucial step to our smart lead generation funnel is the irresistible lead magnet. This is a vital part of converting our initial traffic to opt in for our special report, video tutorial or other valuable piece of content.

This is one of those areas that you must make sure you put your best effort into because when you send traffic or prospective clients to your lead magnet landing page if they’re not interested everything stops dead in its tracks.

Make sure you keep your lead magnet short and sweet, focused on one of the biggest pain points that your clients are likely to have and always deliver your very best value in this content.

STEP #3: Build Your Smart Local Marketing Funnel

sales funnel 300Now this is where the magic happens!

The way we build our smart marketing funnel nurtures our local client prospects through our sales funnel giving them a great experience and valuable content along the way.

Once they opt in for our lead magnet they are given the opportunity to buy our foot-in-the-door offer which only a small percentage will take you up on.

But now that they are in our sales sequence we will nurture them with valuable content problem-solving ideas which all lead up to an irresistible offer that many clients will take you up on.

STEP #4: Unleash the Facebook Local Traffic Formula

LIMU - FB traffic180Now that we have our Foot in the door offer, our irresistible lead magnet and our smart marketing funnel set up, it’s time to drive traffic in the top of our  funnel.

There are many different sources you can use to drive interested local marketing prospects into your smart marketing funnel but right now Facebook is by far and away the most powerful and effective traffic generation tool that we use in our agency.

Along with a clever LinkedIn strategy, these two account for 90% of our leads and prospects turning into paid-up clients.

There are some very specific factors that make a Facebook advertising campaign effective and successful they are:

  1. You must be very vigilant and specific in your audience targeting which is a lot easier if you are going after specific vertical markets such as i.e. dentists, chiropractors, plumbers or painters etc.
  2. Your ad must grab their attention and offer a solution to one of the biggest panes that they experience. This is the only way to make sure that you engage your prospects, get their attention and get them to opt in to your lead magnet.
  3. your landing page that your local marketing prospect lands on after they click on your Facebook ad must be good and must convey the message that you have the solution to their problem and make it easy for them to say yes.

If you would like to learn how to implement your own High Converting Local Lead Funnel, then click below check out the complete step-by-step detailed training inside Local Marketing University!

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