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7 Cheap and Easy Ways to Get More Visibility
- 1. Cheap and Easy Ways to… Get More Visibility and More Customers for Your Business www.losangeleswebstrategies.com
- 2. Your #1 business challenge 76% of small business owners agree… …the issue of how to attract new customers keeps them up at night. 2
- 3. Here’s what you’ve tried… 3www.losangeleswebstrategies.com
- 4. But is it paying off? Do you have a consistent flow of new prospects or customers? At a cost that is sustainable? Is your business achieving consistent growth? 4
- 5. Add these to your marketing arsenal….(cheap + effective!) 1. Videos 2. Every Door Direct Mail (EDDM) 3. Facebook ads 4. Mobile search ads (Google) 5. Facebook contest 6. Daily deal site 7. Useful content 5www.losangeleswebstrategies.com
- 6. Tactic #1: Create videos YouTube is the third most visited site on the Internet (behind FB and Google) 6www.losangeleswebstrategies.com
- 7. Tactic #1: Create videos Plus, 75% of US Internet browsers watch online videos! 7www.losangeleswebstrategies.com
- 8. Video helps you be seen, get found, sell more! Positioning – instant credibility with buyers Branding – get intimate with your customers Search engine love – get on Google page one Customer engagement – attract more visitors and more clicks….resulting in more customers Action – viewers are 85% more likely to purchase after watching a video (HubSpot) 8
- 9. Best practices for video Keep it short and helpful Optimize it for search engines “Raw” is fine – no need to waste money on fancy equipment 9www.losangeleswebstrategies.com
- 10. Tactic #2: Every Door Direct Mail (EDDM) USPS service helps you cheaply “blanket” an area and deliver direct mail marketing advertisements 10
- 11. Old-fashioned yet effective People still prefer direct mail! Source(s): Sourcelink 11www.losangeleswebstrategies.com
- 12. Cost effective + stand out Relevant – 53% of 18-24 year olds visited website after receiving direct mail piece Cost effective – easy to get started yourself; minimal budget required Stand out – others send emails that get deleted….you send professionally packaged advertisements and make an impression Source(s): GI Insight study and Direct Marketing Association 12
- 13. Best practices for EDDM Plan ahead and create a mailing calendar Split-test formats/ copy/images, etc. Personalize with handwritten message Write stellar copy (i.e., scarcity, call to action, easily scannable, etc.) 13www.losangeleswebstrategies.com
- 14. Tactic #3: Facebook ads Your customers are on Facebook! 14www.losangeleswebstrategies.com
- 15. Facebook helps you attract and engage your target customer Reach – 51% of Internet users Precise targeting – by location, age, birthday, education, demographics, interests, etc. Cost effective – set your own budget, measure results, optimize, and reduce cost Simplicity – do-it-yourself through easy user interface…no technical experience required 15www.losangeleswebstrategies.com
- 16. Best practices for Facebook ads Choose the right images (e.g., smiling baby, direct eye contact, odd/unusual) Test, measure, and test again Short, action-oriented copy (consider asking a question) Strong call-to-actions (e.g., NOW!, Learn more!, etc.)16
- 17. Tactic #4: Mobile search ads Source(s): BIA/Kelsey 17
- 18. Tactic #4: Mobile search ads Source(s): BIA/Kelsey 18www.losangeleswebstrategies.com
- 19. Mobile ads make it easy for customers to contact you 19
- 20. Best practices for mobile search ads Build a mobile site – 75% prefer mobile-friendly site, 61% will click away if it isn’t Bid higher during peak traffic hours (when customers are nearby) Custom messaging – cater to your mobile browsers (e.g., “buy on your phone”) 20
- 21. Tactic #5: Facebook contest 80% of all Internet users have entered at least one contest in the past 12 months… ..and more than 50% participate in contests every month.21
- 22. Best practices for Facebook contests Plan + Promote – press releases, email campaigns, in-store, etc. Mix-and-match types – user photo/video, caption this, quizzes/trivia/games, etc. Keep it simple and offer a prize – make it easy to get involved and add an incentive (i.e., discount or reward) 22
- 23. Tactic #6: Daily deal Consumer spending on daily deals will reach $3.9 billion by 2015 – people love them! 23www.losangeleswebstrategies.com
- 24. Best practices for daily deals Do your homework – structure deal for maximum profits (hint: get pricing right!) Deliver the goods – ensure your business is ready for surge of new customers Retention strategy – have a plan for converting one-time buyers to loyal customers 24
- 25. Tactic #7: Fresh, useful content Content always wins - fiberglass pool company attributes $1.7 million in sales to just one article (ranked #1 on Google!) 25
- 26. Blogging for business pays off 26www.losangeleswebstrategies.com
- 27. Create an infographic • Instant credibility •Visual appeal •High share factor 27www.losangeleswebstrategies.com
- 28. Best practices for content Show off what you know – be authentic and write valuable, expert content Answer popular questions – people love getting answers (hint: make question your title) Share the wealth – make sure to add social sharing buttons (fastest way to go viral!) 28www.losangeleswebstrategies.com
- 29. Add these to your marketing arsenal….(cheap + effective!) 1. Videos 2. Every Door Direct Mail (EDDM) 3. Facebook ads 4. Mobile search ads (Google) 5. Facebook contest 6. Daily deal site 7. Useful content 29www.losangeleswebstrategies.com
- 31. 31 Contact us if you have any more questions or if you’d like help!
- 32. We’re here to help! Contact us if you have any more questions or if you’d like help! 32www.losangeleswebstrategies.com
- 33. We’d love to help. • Just get in touch! www.losangeleswebstrategies.com (213) 607-9100
Editor's Notes
- In aConstant Contact survey of small business owners, 76 percent said the issue of “how to attract new customers” is what keeps them up at night!Remember AIDA - attention, interest, desire, actionYou need visibility and attention first in order to get new customers!There are several inexpensive ways, online and offline, to get more visibility—and that’s what we have for you!
- In aConstant Contact survey of small business owners, 76 percent said the issue of “how to attract new customers” is what keeps them up at night!Remember AIDA - attention, interest, desire, actionYou need visibility and attention first in order to get new customers!There are several inexpensive ways, online and offline, to get more visibility—and that’s what we have for you!
- Blanket an area near your business: EDDM (as USPS service) helps you easily map out a target area, select a delivery route and mailing drop off date, and pay online—and you can create your mailings up to 30 days before you plan to mail themWhy / proofEDDM is low costPeople like it! People actually prefer direct mail to other media. According to a study by the marketing services firm Epsilon Targeting, 50% of U.S. consumers prefer direct mail to email, and 60% said they enjoy checking their physical mailboxes, underscoring what the study calls our “emotional connection” to postal mail.It’s relevantMillennials and other demographics are very receptive to direct mail. In fact, research indicates that direct mail actually optimizes a company’s digital operations by serving as a sort of Pied Piper. A 2011 GI Insight study found that 53% of 18- to 24-year-olds had visited a website after receiving a promotional direct mail piece. (source)Research from the Direct Marketing Association has registered spikes among all consumers in likely response to a broad array of mail formats, including postcards, letter-sized envelopes and catalogs. (source) Direct mail expenditures in 2011 grew to just more than $50 billion, a 4.6-percent increase, according to the DMA. (source)Direct mail is cost effective: You don’t have to be a direct mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking mailpiece.Catalog stat: when select media were measured according to cost per order/lead, catalogs (at $47.61 per order/lead) proved to be more cost effective than either email ($53.85) or paid search ($99.47). (source)Better impressions: “Even though direct mail seems old school, it’s really sexy for the marketer, the reason being that there’s less clutter. So you get more effective impressions.” – Dave Scott, CEO of online lead list generator Marketfish (source)Easier to stand out from competitionFew businesses are taking the time to send direct mailWhen hordes of other businesses are shooting off emails (which are all too easy to delete), you stand out from the crowd by sending a nicely-presented mail packageBest practicesPlan aheadCreate a marketing calendarTie mailings to holidays, special events, etc.Split-test multiple formats/copy/offers/imagesPersonalize your mailings PURLsJournal of Direct Marketing: 72% of recipients will open a handwritten envelopeFollow the rules of good marketing copyClear call-to-actionUse scarcity to create a sense of urgencyInclude time-limited offersMake your text scannable (use bold fonts, bright colors, bullets, copydoodles, lots of text formatting, etc.)
- Creating videosWhy / proofPeople like videos! Alexa ranks YouTube as the third most visited site on the Internet behind Facebook and Google. 85% of the U.S. Internet audience watches videos online. (comScore and Nielsen)Some of the many other benefits of using video on your site include:Positioning: Educational videos help position your business as an expert resource, which in turn helps you earn trust with buyersBranding: Consumers like to be able to see your business, your store or office, your staff, and your products in living color and full motionVisibility in search: your average video stands a much greater chance of appearing on the front page than does a text-only page; one Forrester analyst found that a video had a 50x better chance of appearing on page 1 of Google (than a text-only page) Visibility in social: Facebook posts with videos attract 3 times more inbound links than plain text posts. (SEOmoz via Hubspot)General “clickability”: Any video link found online is 52% more likely to be clicked than a standard text link. (Kelsey Group, Mobile Market Research, 2010 )Engagement: viewers spend 100% more time on pages with videos on them. (MarketingSherpa via Hubspot) Action: viewers are 85% more likely to purchase a product after watching a product video. (Internet Retailer via Hubspot) Don’t overthink it—just DO ITThink: short, helpful, short (attention spans are shorter than ever)Be sure to add any relevant meta data to your videosOptimize (without overdoing it) your title, keywords/tags, descriptionYou don’t need to invest in fancy equipment; in most industries, less polish will actually help you, not hurt you (assuming you offer useful content)
- Creating videosWhy / proofPeople like videos! Alexa ranks YouTube as the third most visited site on the Internet behind Facebook and Google. 85% of the U.S. Internet audience watches videos online. (comScore and Nielsen)Some of the many other benefits of using video on your site include:Positioning: Educational videos help position your business as an expert resource, which in turn helps you earn trust with buyersBranding: Consumers like to be able to see your business, your store or office, your staff, and your products in living color and full motionVisibility in search: your average video stands a much greater chance of appearing on the front page than does a text-only page; one Forrester analyst found that a video had a 50x better chance of appearing on page 1 of Google (than a text-only page) Visibility in social: Facebook posts with videos attract 3 times more inbound links than plain text posts. (SEOmoz via Hubspot)General “clickability”: Any video link found online is 52% more likely to be clicked than a standard text link. (Kelsey Group, Mobile Market Research, 2010 )Engagement: viewers spend 100% more time on pages with videos on them. (MarketingSherpa via Hubspot) Action: viewers are 85% more likely to purchase a product after watching a product video. (Internet Retailer via Hubspot) Don’t overthink it—just DO ITThink: short, helpful, short (attention spans are shorter than ever)Be sure to add any relevant meta data to your videosOptimize (without overdoing it) your title, keywords/tags, descriptionYou don’t need to invest in fancy equipment; in most industries, less polish will actually help you, not hurt you (assuming you offer useful content)
- Creating videosWhy / proofPeople like videos! Alexa ranks YouTube as the third most visited site on the Internet behind Facebook and Google. 85% of the U.S. Internet audience watches videos online. (comScore and Nielsen)Some of the many other benefits of using video on your site include:Positioning: Educational videos help position your business as an expert resource, which in turn helps you earn trust with buyersBranding: Consumers like to be able to see your business, your store or office, your staff, and your products in living color and full motionVisibility in search: your average video stands a much greater chance of appearing on the front page than does a text-only page; one Forrester analyst found that a video had a 50x better chance of appearing on page 1 of Google (than a text-only page) Visibility in social: Facebook posts with videos attract 3 times more inbound links than plain text posts. (SEOmoz via Hubspot)General “clickability”: Any video link found online is 52% more likely to be clicked than a standard text link. (Kelsey Group, Mobile Market Research, 2010 )Engagement: viewers spend 100% more time on pages with videos on them. (MarketingSherpa via Hubspot) Action: viewers are 85% more likely to purchase a product after watching a product video. (Internet Retailer via Hubspot) Don’t overthink it—just DO ITThink: short, helpful, short (attention spans are shorter than ever)Be sure to add any relevant meta data to your videosOptimize (without overdoing it) your title, keywords/tags, descriptionYou don’t need to invest in fancy equipment; in most industries, less polish will actually help you, not hurt you (assuming you offer useful content)
- Creating videosWhy / proofPeople like videos! Alexa ranks YouTube as the third most visited site on the Internet behind Facebook and Google. 85% of the U.S. Internet audience watches videos online. (comScore and Nielsen)Some of the many other benefits of using video on your site include:Positioning: Educational videos help position your business as an expert resource, which in turn helps you earn trust with buyersBranding: Consumers like to be able to see your business, your store or office, your staff, and your products in living color and full motionVisibility in search: your average video stands a much greater chance of appearing on the front page than does a text-only page; one Forrester analyst found that a video had a 50x better chance of appearing on page 1 of Google (than a text-only page) Visibility in social: Facebook posts with videos attract 3 times more inbound links than plain text posts. (SEOmoz via Hubspot)General “clickability”: Any video link found online is 52% more likely to be clicked than a standard text link. (Kelsey Group, Mobile Market Research, 2010 )Engagement: viewers spend 100% more time on pages with videos on them. (MarketingSherpa via Hubspot) Action: viewers are 85% more likely to purchase a product after watching a product video. (Internet Retailer via Hubspot) Don’t overthink it—just DO ITThink: short, helpful, short (attention spans are shorter than ever)Be sure to add any relevant meta data to your videosOptimize (without overdoing it) your title, keywords/tags, descriptionYou don’t need to invest in fancy equipment; in most industries, less polish will actually help you, not hurt you (assuming you offer useful content)
- Blanket an area near your business: EDDM (as USPS service) helps you easily map out a target area, select a delivery route and mailing drop off date, and pay online—and you can create your mailings up to 30 days before you plan to mail themWhy / proofEDDM is low costPeople like it! People actually prefer direct mail to other media. According to a study by the marketing services firm Epsilon Targeting, 50% of U.S. consumers prefer direct mail to email, and 60% said they enjoy checking their physical mailboxes, underscoring what the study calls our “emotional connection” to postal mail.It’s relevantMillennials and other demographics are very receptive to direct mail. In fact, research indicates that direct mail actually optimizes a company’s digital operations by serving as a sort of Pied Piper. A 2011 GI Insight study found that 53% of 18- to 24-year-olds had visited a website after receiving a promotional direct mail piece. (source)Research from the Direct Marketing Association has registered spikes among all consumers in likely response to a broad array of mail formats, including postcards, letter-sized envelopes and catalogs. (source) Direct mail expenditures in 2011 grew to just more than $50 billion, a 4.6-percent increase, according to the DMA. (source)Direct mail is cost effective: You don’t have to be a direct mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking mailpiece.Catalog stat: when select media were measured according to cost per order/lead, catalogs (at $47.61 per order/lead) proved to be more cost effective than either email ($53.85) or paid search ($99.47). (source)Better impressions: “Even though direct mail seems old school, it’s really sexy for the marketer, the reason being that there’s less clutter. So you get more effective impressions.” – Dave Scott, CEO of online lead list generator Marketfish (source)Easier to stand out from competitionFew businesses are taking the time to send direct mailWhen hordes of other businesses are shooting off emails (which are all too easy to delete), you stand out from the crowd by sending a nicely-presented mail packageBest practicesPlan aheadCreate a marketing calendarTie mailings to holidays, special events, etc.Split-test multiple formats/copy/offers/imagesPersonalize your mailings PURLsJournal of Direct Marketing: 72% of recipients will open a handwritten envelopeFollow the rules of good marketing copyClear call-to-actionUse scarcity to create a sense of urgencyInclude time-limited offersMake your text scannable (use bold fonts, bright colors, bullets, copydoodles, lots of text formatting, etc.)
- Blanket an area near your business: EDDM (as USPS service) helps you easily map out a target area, select a delivery route and mailing drop off date, and pay online—and you can create your mailings up to 30 days before you plan to mail themWhy / proofEDDM is low costPeople like it! People actually prefer direct mail to other media. According to a study by the marketing services firm Epsilon Targeting, 50% of U.S. consumers prefer direct mail to email, and 60% said they enjoy checking their physical mailboxes, underscoring what the study calls our “emotional connection” to postal mail.It’s relevantMillennials and other demographics are very receptive to direct mail. In fact, research indicates that direct mail actually optimizes a company’s digital operations by serving as a sort of Pied Piper. A 2011 GI Insight study found that 53% of 18- to 24-year-olds had visited a website after receiving a promotional direct mail piece. (source)Research from the Direct Marketing Association has registered spikes among all consumers in likely response to a broad array of mail formats, including postcards, letter-sized envelopes and catalogs. (source) Direct mail expenditures in 2011 grew to just more than $50 billion, a 4.6-percent increase, according to the DMA. (source)Direct mail is cost effective: You don’t have to be a direct mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking mailpiece.Catalog stat: when select media were measured according to cost per order/lead, catalogs (at $47.61 per order/lead) proved to be more cost effective than either email ($53.85) or paid search ($99.47). (source)Better impressions: “Even though direct mail seems old school, it’s really sexy for the marketer, the reason being that there’s less clutter. So you get more effective impressions.” – Dave Scott, CEO of online lead list generator Marketfish (source)Easier to stand out from competitionFew businesses are taking the time to send direct mailWhen hordes of other businesses are shooting off emails (which are all too easy to delete), you stand out from the crowd by sending a nicely-presented mail packageBest practicesPlan aheadCreate a marketing calendarTie mailings to holidays, special events, etc.Split-test multiple formats/copy/offers/imagesPersonalize your mailings PURLsJournal of Direct Marketing: 72% of recipients will open a handwritten envelopeFollow the rules of good marketing copyClear call-to-actionUse scarcity to create a sense of urgencyInclude time-limited offersMake your text scannable (use bold fonts, bright colors, bullets, copydoodles, lots of text formatting, etc.)
- Blanket an area near your business: EDDM (as USPS service) helps you easily map out a target area, select a delivery route and mailing drop off date, and pay online—and you can create your mailings up to 30 days before you plan to mail themWhy / proofEDDM is low costPeople like it! People actually prefer direct mail to other media. According to a study by the marketing services firm Epsilon Targeting, 50% of U.S. consumers prefer direct mail to email, and 60% said they enjoy checking their physical mailboxes, underscoring what the study calls our “emotional connection” to postal mail.It’s relevantMillennials and other demographics are very receptive to direct mail. In fact, research indicates that direct mail actually optimizes a company’s digital operations by serving as a sort of Pied Piper. A 2011 GI Insight study found that 53% of 18- to 24-year-olds had visited a website after receiving a promotional direct mail piece. (source)Research from the Direct Marketing Association has registered spikes among all consumers in likely response to a broad array of mail formats, including postcards, letter-sized envelopes and catalogs. (source) Direct mail expenditures in 2011 grew to just more than $50 billion, a 4.6-percent increase, according to the DMA. (source)Direct mail is cost effective: You don’t have to be a direct mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking mailpiece.Catalog stat: when select media were measured according to cost per order/lead, catalogs (at $47.61 per order/lead) proved to be more cost effective than either email ($53.85) or paid search ($99.47). (source)Better impressions: “Even though direct mail seems old school, it’s really sexy for the marketer, the reason being that there’s less clutter. So you get more effective impressions.” – Dave Scott, CEO of online lead list generator Marketfish (source)Easier to stand out from competitionFew businesses are taking the time to send direct mailWhen hordes of other businesses are shooting off emails (which are all too easy to delete), you stand out from the crowd by sending a nicely-presented mail packageBest practicesPlan aheadCreate a marketing calendarTie mailings to holidays, special events, etc.Split-test multiple formats/copy/offers/imagesPersonalize your mailings PURLsJournal of Direct Marketing: 72% of recipients will open a handwritten envelopeFollow the rules of good marketing copyClear call-to-actionUse scarcity to create a sense of urgencyInclude time-limited offersMake your text scannable (use bold fonts, bright colors, bullets, copydoodles, lots of text formatting, etc.)
- Why / proofWhy should your business advertise on Facebook?It’s pretty simple, actually. Your customers are on Facebook: the site has over 950 million users (Facebook); you’d be hard-pressed to find a demographic not yet represented on FacebookIf Facebook were a country, it would have the third largest population, behind India and China“In the race for user attention, Facebook is king. The average U.S. user spent a whopping 7 hours and 46 minutes on Facebook in August [2011]. That’s a full 15.5 minutes the average American spends on Facebook every single day. Compare that to the average Google user, who spent just one hour and 46 minutes on the site.” (Mashable)6 reasons to advertise on Facebook1. Reach51 percent of Internet usersVariety: huge number of every groupEngage them in multiple ways2. Precision targetingLocation (ZIPs, area code, etc.)Age and birthdayEducation (e.g. Michigan State class of ’05)ConnectionsDemographicsInterestsRelationship status3. Cost controlAdvertisers (you) control how much you spend for each campaignBudgets can be very lowBetter targeting = less wasted spend4. Cost efficiencyPrecision = efficiencyFB’s measurability means you can keep driving down your cost per clickDollar for dollar, there’s no better way to get the word out with relevancy5. SimplicityGreat UI makes setup a breezeMuch easier than Google AdWordsNo PPC experience required6. Interests targetingAds are much more likely to perform better when you target smaller, specific groups of people!Display ads to the people who are most likely to be interested in your product or serviceCustomize your ad so it’s more appealing to the audience you’re trying to reachBest practicesChoose your images wisely!A happy, smiling woman works very wellExampleWoman and a baby together, dittoExampleImportant to not look like a stock photo—you want it to look like a real snapshotExample (of stock vs. real)Close up, direct eye contact with the camera and smilingExampleOdd/unusual photos can work tooExampleTest, test, testAd copy: keep sentences short, action-oriented “Great shoes. Half price. Great Deal Buy now!”Ask questions in your headlines to engage people quicklyExample Use strong calls to action“NOW!”“Learn more!”“Click me!”
- Why / proofWhy should your business advertise on Facebook?It’s pretty simple, actually. Your customers are on Facebook: the site has over 950 million users (Facebook); you’d be hard-pressed to find a demographic not yet represented on FacebookIf Facebook were a country, it would have the third largest population, behind India and China“In the race for user attention, Facebook is king. The average U.S. user spent a whopping 7 hours and 46 minutes on Facebook in August [2011]. That’s a full 15.5 minutes the average American spends on Facebook every single day. Compare that to the average Google user, who spent just one hour and 46 minutes on the site.” (Mashable)6 reasons to advertise on Facebook1. Reach51 percent of Internet usersVariety: huge number of every groupEngage them in multiple ways2. Precision targetingLocation (ZIPs, area code, etc.)Age and birthdayEducation (e.g. Michigan State class of ’05)ConnectionsDemographicsInterestsRelationship status3. Cost controlAdvertisers (you) control how much you spend for each campaignBudgets can be very lowBetter targeting = less wasted spend4. Cost efficiencyPrecision = efficiencyFB’s measurability means you can keep driving down your cost per clickDollar for dollar, there’s no better way to get the word out with relevancy5. SimplicityGreat UI makes setup a breezeMuch easier than Google AdWordsNo PPC experience required6. Interests targetingAds are much more likely to perform better when you target smaller, specific groups of people!Display ads to the people who are most likely to be interested in your product or serviceCustomize your ad so it’s more appealing to the audience you’re trying to reachBest practicesChoose your images wisely!A happy, smiling woman works very wellExampleWoman and a baby together, dittoExampleImportant to not look like a stock photo—you want it to look like a real snapshotExample (of stock vs. real)Close up, direct eye contact with the camera and smilingExampleOdd/unusual photos can work tooExampleTest, test, testAd copy: keep sentences short, action-oriented “Great shoes. Half price. Great Deal Buy now!”Ask questions in your headlines to engage people quicklyExample Use strong calls to action“NOW!”“Learn more!”“Click me!”
- Why / proofWhy should your business advertise on Facebook?It’s pretty simple, actually. Your customers are on Facebook: the site has over 950 million users (Facebook); you’d be hard-pressed to find a demographic not yet represented on FacebookIf Facebook were a country, it would have the third largest population, behind India and China“In the race for user attention, Facebook is king. The average U.S. user spent a whopping 7 hours and 46 minutes on Facebook in August [2011]. That’s a full 15.5 minutes the average American spends on Facebook every single day. Compare that to the average Google user, who spent just one hour and 46 minutes on the site.” (Mashable)6 reasons to advertise on Facebook1. Reach51 percent of Internet usersVariety: huge number of every groupEngage them in multiple ways2. Precision targetingLocation (ZIPs, area code, etc.)Age and birthdayEducation (e.g. Michigan State class of ’05)ConnectionsDemographicsInterestsRelationship status3. Cost controlAdvertisers (you) control how much you spend for each campaignBudgets can be very lowBetter targeting = less wasted spend4. Cost efficiencyPrecision = efficiencyFB’s measurability means you can keep driving down your cost per clickDollar for dollar, there’s no better way to get the word out with relevancy5. SimplicityGreat UI makes setup a breezeMuch easier than Google AdWordsNo PPC experience required6. Interests targetingAds are much more likely to perform better when you target smaller, specific groups of people!Display ads to the people who are most likely to be interested in your product or serviceCustomize your ad so it’s more appealing to the audience you’re trying to reachBest practicesChoose your images wisely!A happy, smiling woman works very wellExampleWoman and a baby together, dittoExampleImportant to not look like a stock photo—you want it to look like a real snapshotExample (of stock vs. real)Close up, direct eye contact with the camera and smilingExampleOdd/unusual photos can work tooExampleTest, test, testAd copy: keep sentences short, action-oriented “Great shoes. Half price. Great Deal Buy now!”Ask questions in your headlines to engage people quicklyExample Use strong calls to action“NOW!”“Learn more!”“Click me!”
- Mobile search ads (Google)Why / proofYou can increase your sales and leads with Click-to-call, a clickable phone number right in your mobile ad which makes it as easy as possible for customers to connect directly to your business.ExampleYou can increase offline sales with location-based ads that target customers who are looking for local businesses and show them relevant info like your business’ phone number and address.You can get more customers into your store by including offers in your ads.ExampleMobile search is huge (and getting bigger)Mobile searches have QUADRUPLED in the last year. (Google)1 in 7 searches are now mobile (Google)1 in 3 mobile searches are local (Google)80% of searches conducted on a smartphone are spontaneous. (Source: Hubspot)After looking up a business via mobile: 61% result in a phone call; 59% result in a visit. (Google/Ipsos)Mobile is changing how people buy local products and servicesMobile sites lead to mobile purchases. Shoppers are more likely to buy a product or service if your site is optimized for mobile. Three-fourths said they are more likely to return to a site in the future if the experience on mobile is good. (Google)6 in 10 prospects will leave your site if it’s NOT mobile friendly. (Google)52% of users say a bad mobile experience makes them much less likely to engage with a business. (Google)Best practicesBuild a mobile site to increase sales. Google research shows that 75% of people prefer a mobile-friendly site, and 61% will turn to another site if they don't find what they're looking for quickly.Bid higher when customers are nearby and less when your business is closed.Mobilize your messaging. When creating the ads for your campaign, consider adding customized messaging for people on the go using smartphones (e.g. use ad text like “Buy on your phone today”)
- Mobile search ads (Google)Why / proofYou can increase your sales and leads with Click-to-call, a clickable phone number right in your mobile ad which makes it as easy as possible for customers to connect directly to your business.ExampleYou can increase offline sales with location-based ads that target customers who are looking for local businesses and show them relevant info like your business’ phone number and address.You can get more customers into your store by including offers in your ads.ExampleMobile search is huge (and getting bigger)Mobile searches have QUADRUPLED in the last year. (Google)1 in 7 searches are now mobile (Google)1 in 3 mobile searches are local (Google)80% of searches conducted on a smartphone are spontaneous. (Source: Hubspot)After looking up a business via mobile: 61% result in a phone call; 59% result in a visit. (Google/Ipsos)Mobile is changing how people buy local products and servicesMobile sites lead to mobile purchases. Shoppers are more likely to buy a product or service if your site is optimized for mobile. Three-fourths said they are more likely to return to a site in the future if the experience on mobile is good. (Google)6 in 10 prospects will leave your site if it’s NOT mobile friendly. (Google)52% of users say a bad mobile experience makes them much less likely to engage with a business. (Google)Best practicesBuild a mobile site to increase sales. Google research shows that 75% of people prefer a mobile-friendly site, and 61% will turn to another site if they don't find what they're looking for quickly.Bid higher when customers are nearby and less when your business is closed.Mobilize your messaging. When creating the ads for your campaign, consider adding customized messaging for people on the go using smartphones (e.g. use ad text like “Buy on your phone today”)
- Mobile search ads (Google)Why / proofYou can increase your sales and leads with Click-to-call, a clickable phone number right in your mobile ad which makes it as easy as possible for customers to connect directly to your business.ExampleYou can increase offline sales with location-based ads that target customers who are looking for local businesses and show them relevant info like your business’ phone number and address.You can get more customers into your store by including offers in your ads.ExampleMobile search is huge (and getting bigger)Mobile searches have QUADRUPLED in the last year. (Google)1 in 7 searches are now mobile (Google)1 in 3 mobile searches are local (Google)80% of searches conducted on a smartphone are spontaneous. (Source: Hubspot)After looking up a business via mobile: 61% result in a phone call; 59% result in a visit. (Google/Ipsos)Mobile is changing how people buy local products and servicesMobile sites lead to mobile purchases. Shoppers are more likely to buy a product or service if your site is optimized for mobile. Three-fourths said they are more likely to return to a site in the future if the experience on mobile is good. (Google)6 in 10 prospects will leave your site if it’s NOT mobile friendly. (Google)52% of users say a bad mobile experience makes them much less likely to engage with a business. (Google)Best practicesBuild a mobile site to increase sales. Google research shows that 75% of people prefer a mobile-friendly site, and 61% will turn to another site if they don't find what they're looking for quickly.Bid higher when customers are nearby and less when your business is closed.Mobilize your messaging. When creating the ads for your campaign, consider adding customized messaging for people on the go using smartphones (e.g. use ad text like “Buy on your phone today”)
- Simple: people love contests! 80% of all Internet users have entered at least one sweepstakes within the past year—and more than half participate in contests at least once per month. (Jupiter Research via Search Engine Journal)Best practicesPlan your contest promotion in advance! A poorly promoted contest won’t do you any good. Use a variety of channels to promote your contest and boost involvement: press releases, email campaigns, in-store notices, etc.Types of contests to consider: User-generated photo, essay and video contests (remember: visual content gets more likes and shares!)Pick your favoritesThis/thatCaption contestsQuizzes and triviaOffer a prize to increase engagement (Exact Target survey: 40% (a plurality) say receiving a discount or promotion is their reason for entering a contest or sweepstakes)Keep it simple, not too hard (and make it easy for people to participate)Follow Facebook’s guidelines for promotions (to avoid trouble)Use social-media promotion software to build your contests and track
- Simple: people love contests! 80% of all Internet users have entered at least one sweepstakes within the past year—and more than half participate in contests at least once per month. (Jupiter Research via Search Engine Journal)Best practicesPlan your contest promotion in advance! A poorly promoted contest won’t do you any good. Use a variety of channels to promote your contest and boost involvement: press releases, email campaigns, in-store notices, etc.Types of contests to consider: User-generated photo, essay and video contests (remember: visual content gets more likes and shares!)Pick your favoritesThis/thatCaption contestsQuizzes and triviaOffer a prize to increase engagement (Exact Target survey: 40% (a plurality) say receiving a discount or promotion is their reason for entering a contest or sweepstakes)Keep it simple, not too hard (and make it easy for people to participate)Follow Facebook’s guidelines for promotions (to avoid trouble)Use social-media promotion software to build your contests and track
- People love deals! Pure and simple. BIA/Kelsey predicts that consumer spending on daily deals will reach $3.9 billion by 2015. “Wait, I thought Groupon, LivingSocial, et. were bad for small businesses.” Reports have been swirling that daily deal sites can hurt businesses rather than helping themReality: In some cases this can be true. However, more often than not, negative results occur when business owners don’t know how to run a daily deal successfully.Fast exposure to a HUGE audience: Groupon, for example, has over 150 million members!Low risk: Deal sites typically have no upfront fee. The largest player, Groupon, only charges a percentage of the profits based on performance. Best practicesBe strategic! Do your homework and learn … How to price the deal correctlyHow to structure the deal for maximum profitsWhich daily deal sites is ideal for your businessWhat steps need to be taken before the deal is launchedWhat to do to prepare for the deal when it is runningHow to convert the consumers from a one-time buyer into a customer
- People love deals! Pure and simple. BIA/Kelsey predicts that consumer spending on daily deals will reach $3.9 billion by 2015. “Wait, I thought Groupon, LivingSocial, et. were bad for small businesses.” Reports have been swirling that daily deal sites can hurt businesses rather than helping themReality: In some cases this can be true. However, more often than not, negative results occur when business owners don’t know how to run a daily deal successfully.Fast exposure to a HUGE audience: Groupon, for example, has over 150 million members!Low risk: Deal sites typically have no upfront fee. The largest player, Groupon, only charges a percentage of the profits based on performance. Best practicesBe strategic! Do your homework and learn … How to price the deal correctlyHow to structure the deal for maximum profitsWhich daily deal sites is ideal for your businessWhat steps need to be taken before the deal is launchedWhat to do to prepare for the deal when it is runningHow to convert the consumers from a one-time buyer into a customer
- Why / proofSEO: Google LOVES fresh content. Posting regularly trains Google to index your site more often, thus improving your odds of moving up the rankingsExample: fiberglass pool installer Marcus Sheridan attributes $1.7 million in sales to ONE article he published on his website!Approach: start a company blog! According to Hubspot research, the average company that blogs has:55% more visitors97% more inbound links (the coin of the SEO realm)434% more indexed pagesApproach: Create a cool infographicAccording to research from 3M (maker of Post-its, among other things), 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text!Visual content drives engagement. One month after the introduction of Facebook timeline for brands, visual content—photos and videos—saw a 65% increase in engagement. (Simply Measured via Hubspot)Publishers who use infographics grow in traffic an average of 12% more than those who don't. (AnsonAlex via Hubspot)On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links. (Dan Zarrella)Infographic best practicesTake time to brainstorm your narrativeMake it substantive and useful, not promotional! (It won’t get shared if it’s promotional)Find data quickly using Google (all the info you need is a few keystrokes away)For Google search tips, check out this -- yup -- infographic: http://mashable.com/2011/11/24/google-search-infographic/Then hire a cheap designer—they’re everywhereFiverr.com ($)Elance.com ($)Craigslist ($)99designs.com ($$)OR: If you have Photoshop skills, you can leverage cheap stock illustrations through Shutterstock.com (or another stock image service) You don’t need to spend a lot, but know that every extra dollar you spend will likely result in a much better (and more shareable) infographicRemember to put your name on it :)Best practices for create awesome, sharable contentWrite what you know—show your subject-matter expertise!Answer commonly asked questions (use the question—as it would be phrased by your target customer—as your title; Google might be more apt to rank it higher)Encourage your employees/colleagues/friends to contribute! Using guest bloggers is a great way to build new relationships and boost trafficWhen you give other companies/individuals a platform, they’re apt to return the favor! Add social sharing buttons. People will share content on social media if it’s good (and made easily shareable)
- Why / proofSEO: Google LOVES fresh content. Posting regularly trains Google to index your site more often, thus improving your odds of moving up the rankingsExample: fiberglass pool installer Marcus Sheridan attributes $1.7 million in sales to ONE article he published on his website!Approach: start a company blog! According to Hubspot research, the average company that blogs has:55% more visitors97% more inbound links (the coin of the SEO realm)434% more indexed pagesApproach: Create a cool infographicAccording to research from 3M (maker of Post-its, among other things), 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text!Visual content drives engagement. One month after the introduction of Facebook timeline for brands, visual content—photos and videos—saw a 65% increase in engagement. (Simply Measured via Hubspot)Publishers who use infographics grow in traffic an average of 12% more than those who don't. (AnsonAlex via Hubspot)On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links. (Dan Zarrella)Infographic best practicesTake time to brainstorm your narrativeMake it substantive and useful, not promotional! (It won’t get shared if it’s promotional)Find data quickly using Google (all the info you need is a few keystrokes away)For Google search tips, check out this -- yup -- infographic: http://mashable.com/2011/11/24/google-search-infographic/Then hire a cheap designer—they’re everywhereFiverr.com ($)Elance.com ($)Craigslist ($)99designs.com ($$)OR: If you have Photoshop skills, you can leverage cheap stock illustrations through Shutterstock.com (or another stock image service) You don’t need to spend a lot, but know that every extra dollar you spend will likely result in a much better (and more shareable) infographicRemember to put your name on it :)Best practices for create awesome, sharable contentWrite what you know—show your subject-matter expertise!Answer commonly asked questions (use the question—as it would be phrased by your target customer—as your title; Google might be more apt to rank it higher)Encourage your employees/colleagues/friends to contribute! Using guest bloggers is a great way to build new relationships and boost trafficWhen you give other companies/individuals a platform, they’re apt to return the favor! Add social sharing buttons. People will share content on social media if it’s good (and made easily shareable)
- Why / proofSEO: Google LOVES fresh content. Posting regularly trains Google to index your site more often, thus improving your odds of moving up the rankingsExample: fiberglass pool installer Marcus Sheridan attributes $1.7 million in sales to ONE article he published on his website!Approach: start a company blog! According to Hubspot research, the average company that blogs has:55% more visitors97% more inbound links (the coin of the SEO realm)434% more indexed pagesApproach: Create a cool infographicAccording to research from 3M (maker of Post-its, among other things), 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text!Visual content drives engagement. One month after the introduction of Facebook timeline for brands, visual content—photos and videos—saw a 65% increase in engagement. (Simply Measured via Hubspot)Publishers who use infographics grow in traffic an average of 12% more than those who don't. (AnsonAlex via Hubspot)On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links. (Dan Zarrella)Infographic best practicesTake time to brainstorm your narrativeMake it substantive and useful, not promotional! (It won’t get shared if it’s promotional)Find data quickly using Google (all the info you need is a few keystrokes away)For Google search tips, check out this -- yup -- infographic: http://mashable.com/2011/11/24/google-search-infographic/Then hire a cheap designer—they’re everywhereFiverr.com ($)Elance.com ($)Craigslist ($)99designs.com ($$)OR: If you have Photoshop skills, you can leverage cheap stock illustrations through Shutterstock.com (or another stock image service) You don’t need to spend a lot, but know that every extra dollar you spend will likely result in a much better (and more shareable) infographicRemember to put your name on it :)Best practices for create awesome, sharable contentWrite what you know—show your subject-matter expertise!Answer commonly asked questions (use the question—as it would be phrased by your target customer—as your title; Google might be more apt to rank it higher)Encourage your employees/colleagues/friends to contribute! Using guest bloggers is a great way to build new relationships and boost trafficWhen you give other companies/individuals a platform, they’re apt to return the favor! Add social sharing buttons. People will share content on social media if it’s good (and made easily shareable)
- Why / proofSEO: Google LOVES fresh content. Posting regularly trains Google to index your site more often, thus improving your odds of moving up the rankingsExample: fiberglass pool installer Marcus Sheridan attributes $1.7 million in sales to ONE article he published on his website!Approach: start a company blog! According to Hubspot research, the average company that blogs has:55% more visitors97% more inbound links (the coin of the SEO realm)434% more indexed pagesApproach: Create a cool infographicAccording to research from 3M (maker of Post-its, among other things), 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text!Visual content drives engagement. One month after the introduction of Facebook timeline for brands, visual content—photos and videos—saw a 65% increase in engagement. (Simply Measured via Hubspot)Publishers who use infographics grow in traffic an average of 12% more than those who don't. (AnsonAlex via Hubspot)On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links. (Dan Zarrella)Infographic best practicesTake time to brainstorm your narrativeMake it substantive and useful, not promotional! (It won’t get shared if it’s promotional)Find data quickly using Google (all the info you need is a few keystrokes away)For Google search tips, check out this -- yup -- infographic: http://mashable.com/2011/11/24/google-search-infographic/Then hire a cheap designer—they’re everywhereFiverr.com ($)Elance.com ($)Craigslist ($)99designs.com ($$)OR: If you have Photoshop skills, you can leverage cheap stock illustrations through Shutterstock.com (or another stock image service) You don’t need to spend a lot, but know that every extra dollar you spend will likely result in a much better (and more shareable) infographicRemember to put your name on it :)Best practices for create awesome, sharable contentWrite what you know—show your subject-matter expertise!Answer commonly asked questions (use the question—as it would be phrased by your target customer—as your title; Google might be more apt to rank it higher)Encourage your employees/colleagues/friends to contribute! Using guest bloggers is a great way to build new relationships and boost trafficWhen you give other companies/individuals a platform, they’re apt to return the favor! Add social sharing buttons. People will share content on social media if it’s good (and made easily shareable)
- Relate the story to the audienceThis isn’t rocket surgery!You just have to plan and executeYou don’t need a big-company budget to do these thingsSummarize the benefitsRemember AIDA - attention, interest, desire, actionYou need visibility in order to get more customers!Try the methods we’ve covered today and you’ll see fast results!Call to action