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The Good, Bad & Ugly of Internet Marketing

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Too many businesses are losing money online or spending it unnecessarily, and too often it's the result of lies, scams or well-intentioned but woefully inept consultants who promise the moon but don't …

Too many businesses are losing money online or spending it unnecessarily, and too often it's the result of lies, scams or well-intentioned but woefully inept consultants who promise the moon but don't know how to deliver. Here are some things small business owners should watch out for to avoid getting scammed and some good advice on how to make better decisions for their website, SEO, social media marketing, mobile marketing and PPC.

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  • Wow, that was amazing. A lot of good points covered. All the new businesses must see this. Thanks for sharing. :-)

    PS: I am a SEO professional but cannot understand why can't SEO providers stop building spammy links. :-/
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  • Seen too many websites that fail. No phone calls. No new business. No visibility. Websites that I can’t SEO because they were build wrong, yet $1,000’s spent. And why?
  • Internet marketing constantly changing and evolving. Hard to keep up. Honest well-intentioned mistakes being made, but many scams and lies as many prey on the ignorance of business owners hoping to make a buck. And many times it’s the business owner themselves who gets in the way of success. They too are well intentioned but misinformed.
  • Unfortunately both are true when it comes to internet marketing.
  • There are more. Can talk for hours on each one, but I want to address what I’ve found to be the most important and the ones that have the most obvious mistakes being made
  • On every page
  • Do this with 5 competitors. Approach it as if you were window shopping. Which one will get you in the door?
  • Where’s the value proposition? The differentiators? The proof points? Do I know what to do?
  • Where’s the value proposition? The differentiators? The proof points? Do I know what to do?
  • This is better. Great messaging in Welcome paragraph, great testimonials as proof points, but nothing stands out. http://www.positivemotionhealth.com/
  • Blog is separate from website. No messaging. We can’t tell what her offer is.
  • Where’s the message to address their pain? It’s not there.
  • Slide targeted for those looking for a specialist.
  • Don’t get caught up in pretty. Purpose is more important.An ugly site will reflect bad on you. Your message must stand out, grab attention and speak the message clearlyUsability, presentation, and messaging must speak to the right person, not you, your customerDon’t get caught up in bells and whistles and cutting edge. Don’t forget SEO. You must be visible or all is for naught.
  • Messaging clear means it’s there and easy to see and get acrossProfessional looking doesn’t mean it has to be the best or the flashiestEach page must resonate with someone, the person you are targeting
  • On-page SEO is not rocket science. Anyone can learn it. But not everyone is good at it. Also on-site SEO is just a small piece. It begins with research and ends with ongoing optimization, strategic link building, amplification and content development. So just because a web designer says they do SEO, don’t expect to get the results you will get working with an SEO specialist. There are web designers who are also SEO specialists, like Kat & Mouse, so don’t rule them all out though. Free may result in no ROI.Free DIY website builders are like straight jackets. They limit SEO and lack flexibility. Go for hosted Wordpress blog instead.
  • It can take much longer to modify a template than an hour or 2 but, nevertheless, do watch out for this. Make sure you get what you pay for.
  • Template sites are great, just be sure to customize with your brand colors and logo. Save money this way and it may be all you need.
  • No one needs to do a complete, custom website. All should start with a ready-made template.
  • Template knockoff. Looks original.
  • Template knock-off looks great and original
  • Should you do it yourself?
  • DIY
  • DIY
  • Better DIY, but still very unprofessional. This person coded in HTML and could have gotten a beautiful Wordpress site with template for free and it would’ve been 10 times better.
  • Web developers like myself spend a crazy amount of time every day, week, year to keep up on what’s important in design, technology, security, SEO, marketing, social media, etc and we build on years and years of experience. If you do it yourself, you miss out on that. But maybe competition and business is such that you don’t need it. Sometimes DIY can be fine. But hiring a pro will always be better.
  • Love this site! But did my tax payer dollars pay for this? I couldn’t even find a phone number to call.
  • Love this site, but it’s not user friendly. So getting a professional, expensive, beautiful, amazing website isn’t all it’s cracked up to be. Check out the next site.
  • No guaranteesMust pay $2000 a month to be on topseos.comExplain how to link buildOver optimization/not keeping up with google changes
  • All on one page by a company that specializes in “chiropractor marketing”
  • `Blog spam, auto generated links, poor quality links, that’s what Rainmaker did for their client. According to an ex-worker: “I am going to be honest and say right now that I am NOT surprised that he is being sued. For years he has duped clients into paying high prices for services he knew did nothing.”
  • Produced about 400 moderate risk to deadly risk backlinks for this client.
  • Red flags identify either questionable or bad practice. It’s unclear whether they build 300+ pages per month or over the long haul.
  • The word on the street is “content marketing.” Now everyone is pushing out in the boatloads. Crap begets crap and can beget a Google penalty and loss of customer trust at the worse, and a waste of time at the least. Yes, you need content, but you need good content, and one great piece is better than a boatload of crap.
  • If you don’t have a lot of competition SEO can be free cause you may not need it. Generally the higher the ticket item, the higher the SEO cost
  • Don’t necessarily agree with his comment that someone calling you is bad. There is nothing wrong with that, and good SEOs will do that too. But most doing the calling now are not to be trusted with your business, the ones who say, “Press 1 to claim your spot on the first page of Google. There is only 1 left, hurry.” Etc.
  • Years ago, doing SEO was as simple as winning a tennis match against my 3 year old son. Today it can be as difficult as going into the court against Andre Agassi. Requires technical know-how and a lot of smarts! Right brain/left brain – analytic, strategic thinking + creativity
  • If you go to sleep your competitor may overtake you. Csfwlaw.com recommended Kat & Mouse to a client because they thought their position was secure. They were not on a monthly retainer. And now they’re calling me back. I got them #1 again and now the other attorney is calling me back again. Get into a monthly retainer or do it yourself. Just don’t stop. But don’t get overwhelmed either. Depending on competition, it may not take much!
  • SEO is useless if you don’t have a great website with great content. Make that your priority.
  • Difficult for small local businesses to get a following and many graveyards out there. Who wants a muffler repair post cluttering up their wall, after all. (Stay tuned.)
  • Start here because this is where most start but not right – should start with messaging
  • Proverbial, meaning don’t make the mistake of trying to save a buck and thinking that anyone can do it. Not anyone can.
  • Great opportunity to get some attention, but it’s missing pictures. If you look at the whole page, there’s too much selling and no engagement, plus no attempt to get followers, and how can they with an uninteresting page? This is VERY COMMON!!
  • Hiring the wrong person to do your SMM can result in this
  • Is your social media marketer representing your company right? This was not on a business page but demonstrates that what gets posted on your social media sites will be a reflection of your company’s intelligence. Hire wisely. It’s really not a job for the kid next door – usually.
  • Having the right person manage your social media can mean live or death for your business.
  • Can your social media marketer do this? Margaret saved the day and did a lot for Dr. Cook’s reputation in this endometriosis Facebook group where his target market is.
  • Everyone claims to be a social media expert. Being one requires someone who understands the medium, knows your business and has skills in communications, humor, patience, and diplomacy and can be better with skills in marketing and SEO. Read the article! It will help you to hire a REAL EXPERT.
  • 2. Where do they hang out? Can you be a guest blogger there? Post comments there. 3. How do they like to be spoken to and on what topics?
  • This is what you get when you’re really social. Chief Oliver is always entertaining and 83,000 Likes is proof. https://www.facebook.com/BrimfieldPolice?hc_location=stream
  • Don’t forget other mobile local opportunities like Facebook, Foursquare, local businessapps. Your customers are there? Are you?
  • Design for your audience. What are their needs? If you are a local business with “need right now” customers who are on the road a lot when they want to find you, use a dedicated mobile site. If yours is an informational site where users read a lot, use responsive.
  • Some redirect scripts will redirect a mobile user to your dedicated mobile site for every search query. They may be disappointed to find the info they want is not on your mobile site. So don’t redirect every page. Only redirect those pages that have a corresponding page on the mobile.
  • You may be stuck on the roadside while everyone else passes you by.
  • 3. Don’t assume someone is making a killing off you by inflating prices. Good firms will be watching your site, analytics, SEO and making changes to see your mobile site is working for you.
  • Position 11 with her main keyword, top of page 2, this was her response when I suggested we do SEO. Her ad was on the site and often not there at all. Her budget is $249 a month out of which comes the management fee. She makes that back in 1 day of job placement. At that price there is no real management going on other than a monthly reporting. No A/B testing. No landing page optimization.
  • Poor landing page resulting in poor returns. Paid ads for pictures? Why? Are those customers?
  • Ads are all you see on the phone unless you scroll. Unfortunately, Google took away the ability to target just mobile with PPC ads, so if you get PPC ads, they have to run on desktops as well, but sometimes day parting can get around that problem. Time your ads for when people are on phones.

Transcript

  • 1. w w w . k a t a n d m o u s e . c o m The Good, Bad & Ugly of Internet Marketing By Kathy Long
  • 2. w w w . k a t a n d m o u s e . c o m Interludeclick to enjoy
  • 3. w w w . k a t a n d m o u s e . c o m Why am I on my soapbox?
  • 4. w w w . k a t a n d m o u s e . c o m Why? • Scams • Lies • Well intentioned, but misinformed
  • 5. w w w . k a t a n d m o u s e . c o m True “If you pay peanuts, you get monkeys."
  • 6. w w w . k a t a n d m o u s e . c o m True “If you pay premium, you get peanuts."
  • 7. w w w . k a t a n d m o u s e . c o m 5 Essential Elements for Online Success • Messaging • Website • Visibility (SEO) • Social Media Marketing • Mobile • PPC
  • 8. w w w . k a t a n d m o u s e . c o m Messaging
  • 9. w w w . k a t a n d m o u s e . c o m Messaging Your messaging lets the person receiving your message know how your offer will help them, why they should choose you over others, and why it’s worth spending money on.
  • 10. w w w . k a t a n d m o u s e . c o m • No competitive analysis, therefore no differentiator • No value proposition • No consideration for customer • Not evident enough • No call to action Bad & Ugly Messaging
  • 11. w w w . k a t a n d m o u s e . c o m The Good Messaging • You have what I need! • You really can! • You‟re better! • I know what to do!
  • 12. w w w . k a t a n d m o u s e . c o m Messaging Value Proposition Differentiator Proof Points Call to Action All for the right person at the right time.
  • 13. w w w . k a t a n d m o u s e . c o m Messaging Framework
  • 14. w w w . k a t a n d m o u s e . c o m Messaging Framework Click to download
  • 15. w w w . k a t a n d m o u s e . c o m Example Chiropractor
  • 16. w w w . k a t a n d m o u s e . c o m Click to view
  • 17. w w w . k a t a n d m o u s e . c o m Click to view
  • 18. w w w . k a t a n d m o u s e . c o mClick to view
  • 19. w w w . k a t a n d m o u s e . c o mClick to view
  • 20. w w w . k a t a n d m o u s e . c o m Give interior pages the same importance • Blog should be integrated with the rest of the site • Calls to action should be there • Messaging about who you are should be there Not Good
  • 21. w w w . k a t a n d m o u s e . c o m $10K a month on PPC ads that led women to this page on keywords: • Endometriosis surgeon • Endometriosis treatment • Endometriosis pictures • Endometriosis symptoms Poorly converting home page
  • 22. w w w . k a t a n d m o u s e . c o m More targeted messaging resulted in cost per conversion drop from $350 a to $169 Better converting home page Addresses the pain immediately. You say, “I’ve come to the right place.”
  • 23. w w w . k a t a n d m o u s e . c o m More targeted messaging resulted in cost per conversion drop from $350 a to $169 Better converting home page Sets the differentiator and value proposition. You say, “I found the best. They have a solution that works.”
  • 24. w w w . k a t a n d m o u s e . c o m Website
  • 25. w w w . k a t a n d m o u s e . c o m Website Your website lets the visitor know how your offer will help them, why they should choose you over others, and why it’s worth spending money on. Messaging uses words. Your website takes those words and places them into design and layout.
  • 26. w w w . k a t a n d m o u s e . c o m Bad & Ugly Website • Pretty trumps purpose • Ugly • Message isn‟t clear • No consideration for customer as buyer and user • Suffers from “technologyitis” • No visibility
  • 27. w w w . k a t a n d m o u s e . c o m The Good Website • Professional looking • Message is clear • Each page „speaks‟ to a specific audience • Great usability • Can be found online • As good or better than competitors
  • 28. w w w . k a t a n d m o u s e . c o m Website Cautions Your website is your most important marketing vehicle, so… • Pretty is is not as pretty does • The kid next door may be clever and may be artistic, but doesn’t know your business, and doesn’t know marketing
  • 29. w w w . k a t a n d m o u s e . c o m Website Cautions Your website is your most important marketing vehicle, so… 1. Everyone says they do SEO 2. Free / $0 3. Free DIY website builders from Intuit, Godaddy, etc. are limiting =
  • 30. w w w . k a t a n d m o u s e . c o m Website Scam Selling it as custom but using packaged templates “The sad truth is that the designer probably bought (or downloaded illegally for free) that template for $30, modified it for an hour or two, then was trying to submit it as his own custom web design and sell it off for about $2,000.” http://www.rickydeez.com/web-design/web-template-scam/
  • 31. w w w . k a t a n d m o u s e . c o m Well-Intentioned Selling you on custom when a template will do… Custom Template
  • 32. w w w . k a t a n d m o u s e . c o m Building a website from scratch without a template is like rebuilding your house to get new carpet. Rarely do you need that. Well-Intentioned
  • 33. w w w . k a t a n d m o u s e . c o m Template
  • 34. w w w . k a t a n d m o u s e . c o m Knock- off
  • 35. w w w . k a t a n d m o u s e . c o m Template
  • 36. w w w . k a t a n d m o u s e . c o m Knock- off
  • 37. w w w . k a t a n d m o u s e . c o m DIY?
  • 38. w w w . k a t a n d m o u s e . c o m
  • 39. w w w . k a t a n d m o u s e . c o m
  • 40. w w w . k a t a n d m o u s e . c o m
  • 41. w w w . k a t a n d m o u s e . c o m Should you DYI? Know your competition. Know your strengths. Are they equal? Then you can try it yourself with a Self-hosted Wordpress + theme
  • 42. w w w . k a t a n d m o u s e . c o m DYI? Understand that it’s going to take you a LONG time. Is your time better spent making money and letting someone else make YOU money?
  • 43. w w w . k a t a n d m o u s e . c o m Pro Sites (not always all they’re cracked up to be)
  • 44. w w w . k a t a n d m o u s e . c o m Beautiful! Functional! But what if I need to call them? Did our tax dollars pay for that? http://www.milwaukeepolicenews.com/
  • 45. w w w . k a t a n d m o u s e . c o m Beautiful! Non-Functional. Suffering from technologyitis http://www.jacquico.com/
  • 46. w w w . k a t a n d m o u s e . c o m This site has almost no custom design, and yet a few SEO tweeks and more substantial messaging tweeks, had her phone ringing off the hook in 5 days!
  • 47. w w w . k a t a n d m o u s e . c o m • The Essentials of Web Design That Works/ • Web Design Elements: Examples And Best Practices • Neuromarketing: How Your Brain Sees Your Website • 12-annoying-things-about-your-website-that-drive- people-away/ • Website Design Essentials: Define Your Site‟s Purpose and Goals • Web Design Essentials – Discover the Ingredients That Will Make Your Website #1 • What Constitutes Good and Bad Web Design? Web Design Resources
  • 48. w w w . k a t a n d m o u s e . c o m SEO
  • 49. w w w . k a t a n d m o u s e . c o m VISIBILITY Your website needs to be found by your customers online wherever your customers are looking for services like yours. That may be the search engines, a phone app, a directory, Facebook, and more.
  • 50. w w w . k a t a n d m o u s e . c o m VISIBILITY Press #1 to claim your free Google listing.
  • 51. w w w . k a t a n d m o u s e . c o m SEO Scams • Telemarketers promising you first page • Ads for TopSEOs.com • Linkbuilding for $49 month • 100 backlinks a month
  • 52. w w w . k a t a n d m o u s e . c o m SEO Scams • Your website submitted to 50,000 online directories! • Your website submitted to 500 search engines! • Guaranteed first page listing!
  • 53. w w w . k a t a n d m o u s e . c o m Beware of over optimization. We not only serve patients in Los Gatos, we also welcome patients from Los Gatos and Los Gatos, San Jose, Campbell, Cupertino, Saratoga, Santa Clara .
  • 54. w w w . k a t a n d m o u s e . c o m SEO firmed getting sued Search engine optimization company The Rainmaker Institute, which markets its services to law firms and bills itself as a "law firm marketing provider", has found itself on the receiving end of a RICO lawsuit for providing SEO services that violated Google's webmaster guidelines. The Rainmaker Institute charged Seikaly & Stewart of Farmington Hills, Michigan, $49,000 for optimization services to increase their firm's visibility in Google. http://searchenginewatch.com/article/2287006/Attorneys-File-RICO-Lawsuit-Against-Law- Firm-Marketing-Company-for-Spammy-SEO-Practices
  • 55. w w w . k a t a n d m o u s e . c o m SEO Scams From a well-known, successful SEO company… This is their promise: “We ensure that any backlinks we acquire for you are related to your website and are highly relevant in order for you to attain the greatest, maximum exposure.” (reworded so it can’t be tracked out of respect for the firm, hoping they changed their “evil” ways) This is the result.
  • 56. w w w . k a t a n d m o u s e . c o m Beware of those promising the moon
  • 57. w w w . k a t a n d m o u s e . c o m Beware of pushing out CRAP for content to get SEO benefit (backlinks) http://www.velocitypartners.co. uk/featured-post/crap-the- biggest-threat-to-b2b-content- marketing/
  • 58. w w w . k a t a n d m o u s e . c o m Good SEO can‟t be cheap. • SBSM Mailbag: How Best to Charge Small Businesses for SEO Services? • SMALL BUSINESS SEO: COSTS, EXPECTATIONS & REALITIES “I generally wouldn’t trust an SEO company that only charges $300/month. $300 is closer to the hourly rate, not the monthly rate, for a good SEO consultant. An SEO that’s only charging $300/month probably isn’t doing much for you, doesn’t understand the true value of his/her time, and may have a very basic, limited definition of what SEO is.” Matt McGee, Top Local SEO
  • 59. w w w . k a t a n d m o u s e . c o m Good SEO can be cheap depending on: • The Vertical • The Competition • The Location
  • 60. w w w . k a t a n d m o u s e . c o m How to hire an SEO http://www.portent.com /blog/seo/how-to-hire- an-seo-company-2012- edition.htm
  • 61. w w w . k a t a n d m o u s e . c o m Think about ROI, not cost. If you spend X and get back 3X or 5X or 10X, the actual amount that X is really doesn’t matter.
  • 62. w w w . k a t a n d m o u s e . c o m Rules of the game • Educate yourself! Do your reading & listen to experts. • Stay one step ahead of the competition. • CHASE CUSTOMERS NOT RANK!
  • 63. w w w . k a t a n d m o u s e . c o m Make sure you have a smart consultant who understands how to win the game. This? Or this?
  • 64. w w w . k a t a n d m o u s e . c o m Just don‟t go to sleep!
  • 65. w w w . k a t a n d m o u s e . c o m “If you want to wow the search engines, you have to wow your customers. Build a site that they want and can use.”
  • 66. w w w . k a t a n d m o u s e . c o m SOCIAL MEDIA
  • 67. w w w . k a t a n d m o u s e . c o m The Bad & Ugly Social Media • No one is liking a “muffler repair” Facebook page • Competing against Fortune 500 for airplay • Very time consuming • Difficult to build a following and get engagement • No obvious ROI
  • 68. w w w . k a t a n d m o u s e . c o m The Good Social Media • Builds trust • Helps with SEO • Gives your customers a chance to meet the “real” you • Build relationships with customers • Increased visibility
  • 69. w w w . k a t a n d m o u s e . c o m SOCIAL MEDIA “Hands down, the biggest mistake small businesses are making on social media is not using social media.” Steve Strauss author of Small Business Bible
  • 70. w w w . k a t a n d m o u s e . c o m SOCIAL MEDIA bad decisions
  • 71. w w w . k a t a n d m o u s e . c o m You hire the proverbial “kid next door.” • Doesn‟t know how to respond to problems. • Does not represent your business well. • Doesn‟t understand the medium.
  • 72. w w w . k a t a n d m o u s e . c o m They hired someone inexperienced, could have been a teenage, or it could have been the business owner. What’s missing?
  • 73. w w w . k a t a n d m o u s e . c o m
  • 74. w w w . k a t a n d m o u s e . c o m
  • 75. w w w . k a t a n d m o u s e . c o m Uh oh. Trouble brewing. Reputation at stake.
  • 76. w w w . k a t a n d m o u s e . c o m Good reputation reclaimed.
  • 77. w w w . k a t a n d m o u s e . c o m Before you hire a Social Media “Expert” From 10 Questions You Should Ask Your Social Media Expert, Guru or Wizard Great questions to ask before you hire!
  • 78. w w w . k a t a n d m o u s e . c o m Beware the buy 10,000 Twitter followers for $60 scam.
  • 79. w w w . k a t a n d m o u s e . c o m • Stop thinking you need all those followers. • A few who ENGAGE with you is better than thousands who don‟t.
  • 80. w w w . k a t a n d m o u s e . c o m Be social! ENGAGE!
  • 81. w w w . k a t a n d m o u s e . c o m Don‟t treat all social media platforms the same. http://www.linkedin.com/today/post/article/201308221735 00-10486099-storytelling-in-2013 “See now most people treat social media as a ‘distribution channel.’ They think ‘oh, I’ll make a Facebook post or a Tweet that links back to a form on my website.’ They’re looking at social as just another way to blast you with the same shit… The trick here - the way to truly succeed and provide value - is to lean to natively story tell on each platform and respect the psychology of what makes a Facebook user different from a Pinterest user and more different still than an Instagram user.”
  • 82. w w w . k a t a n d m o u s e . c o m Don‟t buy into the “you need to be everywhere” hype. You only have so much time. Use it wisely. Pick one platform, the one where your customers are.
  • 83. w w w . k a t a n d m o u s e . c o m Identify your ideal community. Be there and be there for them. 1.Who are they? 2.Where do they hang out? 3.What do they talk about? 4.What questions do they ask?
  • 84. w w w . k a t a n d m o u s e . c o m “Companies should focus more on how to BE social, and less on how to DO social media.” http://www.convinceandconvert.com/social- media-strategy/social-media-strategy-in-8- steps/
  • 85. w w w . k a t a n d m o u s e . c o m Wait! You said no one is liking a muffler repair FB page. But what about Brimfield Police?
  • 86. w w w . k a t a n d m o u s e . c o m Mobile Marketing
  • 87. w w w . k a t a n d m o u s e . c o m
  • 88. w w w . k a t a n d m o u s e . c o m One third of the New York Times traffic is coming from mobile devices. Mobile visitors are reading content sitting on the bus, riding up elevators, and waiting in store lines.
  • 89. w w w . k a t a n d m o u s e . c o m 59% of searches in Yelp are now on mobile devices.
  • 90. w w w . k a t a n d m o u s e . c o m Facebook is now the #2 mobile app for local search behind Google Maps. This puts it ahead of Mapquest, Bing, and Apple Maps. Yelp isn‟t even in the top five.
  • 91. w w w . k a t a n d m o u s e . c o m Mobile Websites The dilemma Responsive? Dedicated?
  • 92. w w w . k a t a n d m o u s e . c o m Dedicated: $10 - $25 a month or one-time cost to have it built Responsive: $1000’s to build
  • 93. w w w . k a t a n d m o u s e . c o m Dedicated Mobile Site Mobile Site Options • Quick to build • Quick to load • Easier to navigate. • Less clutter. • Convert better. • Designed for visitor on the go. • If you have this and another site, you must maintain 2 sites.
  • 94. w w w . k a t a n d m o u s e . c o m Responsive Mobile Site Options • Much more difficult to build even with a responsive template • Harder to implement design and not as flexible • Slower to load • Complete content for all search queries • Google prefers all content be on one site.
  • 95. w w w . k a t a n d m o u s e . c o m Responsive templates If you‟re building a new website, absolutely settle for nothing less than responsive. Best of both worlds?
  • 96. w w w . k a t a n d m o u s e . c o m Best for local businesses Best for informational sites
  • 97. w w w . k a t a n d m o u s e . c o m BIG MISTAKE! Make sure every page on your site is accessible to mobile users. If you have 2 sites, one dedicated to mobile, don‟t redirect all queries to mobile site.
  • 98. w w w . k a t a n d m o u s e . c o m BIGGER MISTAKE! Not having a mobile- optimized site!
  • 99. w w w . k a t a n d m o u s e . c o m Be Aware 1. Some Wordpress templates already have mobile functionality built in. No need to spend extra! 2. Wordpress plugin exists that creates a mobile version of your site for you. 3. If you go with a mobile site service like Dudamobile, you still have to build it and you may make the wrong decisions. Sometimes cheaper to go with a developer, pay the cost upfront, eliminate the monthly fee and get it done right!
  • 100. w w w . k a t a n d m o u s e . c o m Paid Advertising
  • 101. w w w . k a t a n d m o u s e . c o m Google Adwords PPC “I don’t need the SEO. I do get orders, from “xyz” getting my site on page 1 of Google results.” She not only needs SEO, she needs help with her PPC!
  • 102. w w w . k a t a n d m o u s e . c o m $10K a month on PPC ads that led women to this COMPLETELY IRRELEVANT page on keywords: • Endometriosis surgeon • Endometriosis treatment • Endometriosis pictures • Endometriosis symptoms Remember this?
  • 103. w w w . k a t a n d m o u s e . c o m PPC requires strategic thinking and lots of A/B testing and massaging of ads and landing pages, always trying to increase the ROI. Don‟t make the mistake of thinking it‟s good enough.
  • 104. w w w . k a t a n d m o u s e . c o m And don‟t make the mistake of forgetting about mobile advertising. Do a search for a local business on your phone. What do you see first?
  • 105. w w w . k a t a n d m o u s e . c o m Bottom line – Whatever kind of marketing you do should not be costing you money, it should be making you money. And if you hire right, that‟s what you‟ll get.
  • 106. w w w . k a t a n d m o u s e . c o m Overwhelmed? Remember if you‟re in a crowd, being chased by a bear, you only need to be…
  • 107. w w w . k a t a n d m o u s e . c o m …one step ahead of your competitor
  • 108. w w w . k a t a n d m o u s e . c o m Web Design SEO / Local SEO Social Media Marketing SEOcial Mobile PPC www.katandmouse.com 408.647.2327 www.facebook.com/katandmouseo Twitter: @katndmouse