Taking advantage of the micro-moment
Being able to
Taking advantage of the micro-moment
Being able to
PAS stands for
The key to success in copywriting (and sales) is to be able to define the problem clearly.
Empathy and NOT being Sadistic
If you can recall my post on how to become a natural at SEO, Search Engine Optimization is the method of improving the visibility of a website or online page in search engines through unpaid search results, also known as “natural” or “organic” results.
Search Engine Marketing and Pay-Per-Click, on the other hand, refer to a kind of online advertisement that seeks to market websites by increasing their visibility in computer program result pages via the employment of paid placement, discourse advertising and paid inclusion.
As its name indicates, unlike other varieties of promoting, with PPC you merely pay once somebody clicks on your ad. In some cases, SEM is used as the umbrella word for PPC and SEO. Paid results can be seen either on top or at the right hand-side of the search result page.
As I cited before, search isn’t a particular science, but a bit like SEO. There are strategies to optimize your SEM/PPC efforts.
The following are some of the many ways for you to start with.
1. It may seem like a no brainer but, as with any selling campaign, it’s vital to list your objectives before diving on your PPC adventure. Whether or not you’re trying to get traffic, sales or prospects, you would like to see that right off the bat.
Without a transparent purpose and understanding of the info you’ll be obtaining, it’s terribly easy to induce in PPC since it’s absolutely cheap to start with. However those tiny amount of cash add up in an urgency, and before you realize it, you would have dug yourself into a hole.
The great benefit with PPC is that it’s super versatile. You’ll be able to create alteration to your campaign while on the progress or stop the campaign completely if you want it. Thus it’s pretty easy to regulate if the results don’t exactly meet your expectations.
2. List creation. This is usually the part that will create or break your campaign, therefore take time to think about it. Again, because of PPC’s flexibility you’ll be ready to modify your keyword settings immediately, therefore any slip are often simply corrected.
Keywords are usually divided into two classes:
a. Brand: these are directly “connected” to your company, (i.e., your company name, product/service names, trademarks, etc.) In our case “VerticalResponse” or “Roost” would top the list of brand terms.
b. Category/non-brand: these are more generic terms that can be used to describe what you do. They are also the ones you and your competitors will be battling for (even though it IS common practice and fair game to try to “leverage” others’ brand keywords as well).
In VerticalResponse’s case, they include “email marketing” or “social media“.
Matching options: once you have your nice huge set of keywords and key phrases, you select to add them to your account in 4 methods:
You may think that Broad Match is an entirely irrelevant option for you. It can actually work for you.
If you have phrases with more than 2 keywords, broad match can be used as the number of keywords gives the search engine more cues on what you’re actually looking for. In this case, it can use it to eliminate searches which are not relevant to your business.
3. Setting up your SEM/PPC Account(s)
Campaigns – For the campaign, you would want to be as specific as possible. Have one campaign per goal you have. For instance, if you have several product categories on your portfolio, you can have one campaign specific to a category if each one has a different goal.
Ad groups- Ideally, you should have 3 ad groups per campaign. For instance, in a campaign like “ Sell Red Wines” you can have Syrah, Merlot and Pinot Noir as part of your ad groups.
4. Writing your Ads
While the keywords act like a secretary who manages your meeting with your potential customer, the ad is where you get to talk to your customer. As with other form of advertising, writing or creating the ad is crucial and difficult to master. Make sure that your ad is linked directly to your KPIs(Key Performance Indicators).
Since most providers allows you to create multiple versions of an ad and that you get charged only when the customer clicked on your ad, you can perform split testing to see which ad works and then take down the others.
You Ads will have (5) lines but only (4) will be visible to the searchers.
Finally, the good stuff. An old coworker used to say “PPC is like playing chess against a supercomputer,” and it’s not difficult to understand why. Not only do you have to pick which keywords to focus on, you must also try to anticipate which ones your competitors will be bidding on.
Throw in the different types of matches, account settings, ad versions, and you’ve got quite a lot of levers to pull and moving parts to keep in mind. Thankfully, here are some tried and true strategies for you to use:
Once your ads are out in the World Wide Web for all to see, it’s time to see how they actually perform. Here are the main metrics to keep an eye on:
In the end, this is how your rankings are determined: Max bid x quality score = ad rank
Well, category terms are typically used in queries by people who are unfamiliar with your company itself, so you’ll be able to capture prospects and introduce yourself to them early in the sales cycle.
On the other hand, optimizing your website for brand terms suddenly becomes easier as you just have a few keywords left to concentrate on, and you won’t have to pay too much anymore for people who already know you.
And now you should be set for SEM. Let us know if any of these tips work out for you or whether you have burning ideas you would want to share.
Problem is, you do not have a big budget like those corporations who spend millions of dollars on advertising cost.
So, what do you do?
Google AdWords may just be what your business needs. This is Google’s online advertising program which allows you to market your products and services online with a starting investment of 5 USD. Five (5) USD is the cost of creating an account with Google Adwords.
As per the actual cost of advertising using their platform, Adwords uses the pay-per-click model which means that you pay only when a potential customer clicks on your ad.
The next question is how you can compete with your competitors who may already be using the same service. What if you only have a maximum of $100 to spend on online advertising?
To resolve this dilemma, it is important to understand that the key to good advertising is to ensure that your campaign is highly focused to your target customers. Getting your product across customers who are not likely to buy your product is a waste of your advertising money, unless your campaign is general brand awareness.
But still, even brand awareness uses some sort of targeting to showcase the brand. For instance, there are cultures wherein the wives still do most of the shopping and decision-making for products used at home, even for male products.
If your market research says that this applies your product category, then your advertising should be targeted to the wives and not to the husbands even if the husbands are the consumers of your product.
Here are some tips on how you can maximize your tight budget while still using this revolutionary advertising service.
1. Google Search
Businesses with small advertising budgets should only advertise on Google Search. While Google Search Partner and Google Display Network can produce some leads for your business, they tend to be less qualified and less efficient than Google Search.
Therefore, we recommend you start with Google Search first
2. Keyword Selection
Since your competitors will most likely use the same general keywords you have in mind, it is important that you choose keywords that are specific to your brand or company.
Branded keywords include your company name, your brand and the product or service you offer. For instance, instead of using “auto repair shop” as your keyword, you can target your customers by using keywords such as “KlimischInc, “KlimischAutobody,” or “Klimisch auto repair shop.”
Since branded keywords are highly specific, you have less or zero competition for them. This will result to low cost per click (CPC) and can drive the highest conversion rate.
A study by Google confirmed that you can still get 50% incremental clicks even if your company already have the #1 rank on the Google organic search.
The use of Long tail keywords is another strategy which you can employ. When selecting keywords, it is helpful that you put yourself on your target customers’ shoes. What keyword will you choose to search for the product that you want?
If you are based in a specific locality and are searching for a restaurant to eat, you will most likely use long tail keywords with the city or even the zip code of the place where you’re at as well as a slight description of the restaurant you want to try out.
Instead of using the generic term “restaurant,” you’ll probably use keywords such as “Japanese restaurant near 94305” or “Korean restaurant in Palo Alto” so you can narrow your search results and save time.
This means that Google Adwords has the capability to show your PPC ads to users who are from a specific location. This can work both ways.
You can use this to limit your ad to potential customers who are in your area and you can also use this to advertise your business to an area where you want to expand your business to. If you are targeting people outside your business are, you may want to use ads which gives them discounts or coupons as incentives for going out of their way to go to your area and try your product.
4. Day Parting
Day parting allows you to target when your ads will appear. You can specify the time, day and frequency of the appearance of your ads.
If your business hours are only from 9am-9pm, then you may want to turn off your ads during non-business hours. On the other hand, if your business has peak hours or days, you can use day parting to drive more sales during the slow hours and days. For instance, if your business is related to travel, you would know that holidays like Christmas day and summer season are peak days when customers use your service a lot. On the other hand, the rest of the year generates very low sale.
You can use day parting to advertise promos during off-peak days to drive sales during this time.
5. Device Targeting
Google Adwords allows you to advertise your business on different devices accordingly.
Again, put yourself on your customers’ shoes. Why would you be using your phone to search for something? It could be something urgent. It could be something that you want to get at that specific moment.
If this is the case, then elaborate ads which are usually placed on desktop, laptops and tablets may not work optimally on mobile phones. With Google Adwords, your mobile ads are created in a way that maximizes what information your customer can get out of the ad. It allows users to include addresses and telephone numbers on the ads so customers can call your business directly to buy your product or make the reservation.
Google AdWords is a great way to venture onto online advertising without getting yourself locked on an expensive and fixed contract. With 5 USD and highly targeted campaign, you can create your account and reach millions of potential customers on Google’s network each day.
But, we tend to sleep in the globe of the web, and despite however useful our content could also be, if nobody sees it, it doesn’t matter.
So, however will we optimize our content for search, however produce content for people? The key isn’t as exhausting because it may sound.
Write for Humans, Not Search
You don’t started to make content for search engines, of course. You produce content that helps, answers queries and provides utility.
And, if you’re doing that, keep it up. If you’ve been making content with the only purpose of obtaining computer program optimization (SEO) juice, you wish to rethink it and flip your intention on its head.
Produce your content for your customers and prospects 1st. Then, that’s the time to optimize it for search engines.
Keywords for the Win
Keywords are your price tag to making content for each individuals and search engines, and they’re a very important element to any piece of content. By exploitation keywords that folks often search, you facilitate search engines direct readers your method.
The art of exploitation keywords although, is finding the balance of explicating them in an exceedingly natural way so that they bump into effortlessly and aren’t enclosed to tempt search.
Keywords ought to simply be a portion of the content and occur a couple of times within it.
We often get asked if there’s a “secret formula” for keyword density, or however typically you must use a keyword within your content. Of course, it depends basically on how long your content is, however a decent rule of thumb is most likely a hundred words, or more (disclaimer: this could vary and isn’t a tough and quick rule).
If you’ve got a five hundred word web log post, attempt to use your keyword within the following key places:
Above all else, content ought to provide supremacy, therefore if using a keyword will ruin your content, then don’t use it.
When it comes to search engines, content still rules. otherwise to convey yours a lift is by including phrases that are related to your keywords.
Search engines don’t simply hunt for keywords, they additionally crawl your content for both keywords and phrases that are relevant to a specific keyword – this includes a jargony name referred to as latent semantic compartmentalization which sounds a whole heap additional difficult than it really is. as an example, if you own a dog bakeshop and your keyword is “dog cakes,” another connected terms might be dog birthday cake, dog cake recipe, dog ready-mix, etc.
If a hunt engine sees these connected terms among your content, it should rank your web site over sites with simply keyword optimized content. you’ll use Google Keyword Tool to analysis and find connected terms.
So the massive secret to optimizing your content for individuals and search? produce kick butt content that’s relevant and useful to individuals. Use your keyword art to assist the search engines find your killer content and therefore the individuals will return.
The additional people that return, the additional the authority you build with search engines, and everything are going to be well in the world of content and SEO.
Most of the SMEs, especially the small enterprise are usually the owners doing the follow ups or picking the calls, and not their sales people. Maybe the owners feel that their staffs are not motivating enough, or that the business do not have a commission system for the sales staffs, this is up to the owner to decide. These set of procedures will help the local business and our clients increase in their sales.
The Follow Up Process
1) Greet and Ask Permission To Continue. Most sales people in Singapore who make calls to their clients, do not greet and ask to continue. You see, the one who is calling is interrupting the one who is picking up the call. If the receiver do not have time to listen to what you are pitching, then the caller will be angry if you continue.
2) Set Appointment Only, Not Close The Sale. A lot of sales people make a huge mistake of wanting to close sale on the receiver. Even though they came to the business website, fill in their details and information to indicate their interest, does not mean that want to be close. The follow up sales process via phone is to set appointments only, the chances of closing is higher if you meet the customer face to face.
3) Send Reminder To Confirmed Appointment Clients. We would recommend sending a email to the confirmed client, of the date, time and venue of the appointment. This is to reassure them that we are reliable in what we do. A reminder SMS will be good on the the date of appointment, it is good to send them 2 to 3 hours in advance SMS reminder.
4) Educate The Potential Clients. In order to educate clients about your business and your services or products, a email to remind them the date, time and venue of the appointment is a MUST, so this gives you an opportunity to educate them or pre-sell them, by sending them a report on your business products or services. You would have gather more information during the first conversation via phone, so you can send the relevant report to them, making it easy for you to close the sale at the appointment.
5) Follow Ups After Sale Closed. Most successful sales people will do a after sale follow up with the clients who used their products or services. The most simple way is to call, this can be less than 5 minutes of talking. You can also ask them to give you feedbacks, a testimony or even better referrals. You can even send them a post card for festival holiday, like Christmas or New Year. It will be better if you can send a birthday card, making them remember you for a very long time.
Above are the 5 steps to do follow up from a lead to sale, that will dramatically increase your sales for your business. Test it to find out if it works, if it works, do come back here to share in the comment below. If you find this article useful for your friends or love ones, you can share with them on Facebook, Twitter or Google+. Below are the social media buttons to help you share this article with them.
I have seen so much people trying to make their mark by offering great services or products, but maybe it’s because of their customer service that did not meet the standard, mouth will talk and online world is just the same, and it’s way worst and faster than offline world.
How to protect my business from this negative feedback?
First, before you even really make the business big, you should be optimizing your brand name online. Occupying at least the first page of the search result using your brand name as keyword. The solution is quite simple, but it take some effort to do this. If your brand name is “Amazon”, you can forget about optimizing your brand name. This solution is for new brands that were unheard of like us “LeadGenExperts.com.sg“
2) Create content that circles around the brand, services and products you sell. For example, the article can be “My review on (brand, services and products)”. Focus on writing at least 10 articles talking about the brand name first, then concentrate on the product name and service name.
3) Keyword in title. Make sure that the title has at least your business brand, name of service and name of product you sell. This is to make sure that it’s easily search online, telling the search engine what your content is all about..
4) Set up social media platform for your business. Platforms like FaceBook, Twitter, or FourSquare are great platforms to be rank easily for your business. You can do relationship selling to your followers using these platforms too, which will increase sales.
A true Singapore story…..
Few years ago, there was a well known Internet marketer who specializes in Ebay marketing, he proclaimed that he made a certain amount of money yearly by selling through Ebay. So he have Ebay marketing courses for those who wants to learn market through Ebay. He too sold packages of setting up websites that are great for Ebay marketing.
Horror stories starts…..
His students were not able to profit (in terms of money) from Ebay, and the website packages were not delivered to the people who paid for it. These website packages were not cheap by the way. One of the students who knew SEO, setups a website revolves around the Ebay Internet marketer, by buying the marketer’s name with a scam at the end. The domain name looks something like this, “www.Marketer’sNameScam.com”. It’s now ranking at the top of the search engines whenever I type the marketer’s name.
You can now see that the Internet can be a double-edged sword if you are not careful in the way you handle your business with clients. Clients can be your savior or they can be your worst nightmare if you did a disservice to them. With the above ways, your business will be protected from bad mouthing from the public.
Groupon was introduced in Nov 2008 by Andrew Mason, now making the company worth about $25 billion when it’s IPO (rumor). It’s a great company that made it to success in less than 3 years.
What is Groupon’s business?
Groupon has websites in different countries that has the deal of the day for local business services and products. It can go as high as 90% discount if you purchase coupon from them. Here is the video link to explain in 2 minutes, click here to view video.
The dark secret why local business cannot use Groupon long term
As customers can use low prices to purchase coupons like dining coupon which can have discount as high as 90%. To most local businesses, most would not be able to give 90% discount and furthermore give some percentage from the remaining 10%, making the local business owners not even making breakeven most of the time.
The question now is that will you be able to sustain long term if you are giving 90% discount for your services or products? I don’t think so. But there are few solutions if you choose to use Groupon;
1) Calculate how much discount you are able to give, and still be in breakeven point. In business terms, you do not make any money upfront, you have to be market your up-sell soooo irresistible that the customers will come back for more. This can be done if it’s like once or even twice a week promotion.
The trick is to get the details of the customers who used the coupon, and make them come back for more without using Groupon in the future. This way, your business will make money long term.
2) Having your website rank for the keywords your targeted customers are searching online. This is the number 1 reason why most business cannot continue for the first 5 years. They did not tap into the power of search engine marketing.
In their mind (especially in Singapore), they are using the website to showcase their products or services in image form. So the few ways that the local business will get traffic are though business cards and word of mouth. Never in their mind think that their website can be rank in the first page of major search engines like Google, Yahoo and Bing.
Is that all the solutions to get more customers?
There are of course other ways to get more customers, like newspaper advertising, outdoor ads, etc…. But these cause a lot of money in marketing. This is where Internet is the best leverage for most business.
LeadGenExperts is able to help you in using the best leverage (Internet) to generate targeted business leads for your business. Use the contact form here for free Search Marketing consultation here.
Why is this so?
When the web started back in the 1990s, a lot of business owners in Singapore had their business website up.
With exclusive “create and capture” tools, training, and plug-in-and-go methods for online and offline lead generation, your supply of hot prospects will never run dry. Read more