Small Business Buying, Building and Selling

Sorry for the delay in continuing our series on Internet Marketing for Small business however I’m back and ready to roll!

In my last 2 blogs we reviewed the 3 pieces of your small business’ online presence:

1. Traffic
2. Website
3. Commitment

We then reviewed the 3 primary ways to get Traffic and of course reviewed videos explaining some basics of Viral Marketing and Search Engine Optimization for Small Business:

1. Search Engines
2. Online Ads
3. Viral Marketing

This time around we’re going to take a closer look at online advertising and, in particular, Google Adwords so that if your website isn’t perfectly optimized it still pops up as the answer to searches by effective Google marketing.

Firstly, there are thousands of website to advertise on so why focus on Google? That answer is quite simple. Google is the internet search juggernaut. Over 80% of internet searches are performed on Google so why focus on the 20% when you can cover 80% in one fell swoop?

Secondly, this is not a tutorial on setting up a Google Adwords account and campaign. It’s very simple to do, however so if you’re looking for some hand-holding check out Google’s resources.

Finally, this post is about getting the best results out of your Google Adwords campaign. If you’re currently paying someone else to handle all of your Adwords marketing, I highly recommend you either take it over yourself or at the very least verify that they’re applying the principles I’m about to cover.

If at all possible, as a small business owner, leader, or manager you really should be handling your adwords campaigns yourself and here’s why:

1. It’s not that hard to get started. As a matter of fact, in a lot of respects it’s probably a lot easier than most other forms of marketing. Have you ever tried to produce a TV commercial? Now that takes work!
2. It’s the future. Let’s face it. Google is still growing and online marketing is here to stay. From my talks with marketers in TV, Radio, and Newspaper all of those mediums are in very difficult circumstances right now. Why? Because the marketing isn’t targeted. Broadcast or print advertising blankets thousands to millions of people of which a very small percentage “might” be interested in your product. Google Adwords allows you to only show your ads to people searching for your product (if you know what you’re doing). It’s much better bang for your buck!
3. You’ll learn lessons that can be applied to all of your marketing. Things like: which promotions draw the most attention and which headline phrases elicit the best response. Heck, even which words people are using to find you. This information can then be carried over to your email marketing, direct marketing, broadcast marketing and everything else because then you’ll know which headline will give you the best response.

Though I do claim that Google Adwords marketing isn’t that hard to get started, it can be quite complex to become a top Google Adwords marketing expert. Lucky for you, your small business competitors aren’t even remotely savvy on Adwords, let alone master marketers, so all you need to know are the top most important pieces that I’m about to cover to set yourself apart.

So here are the most important parts to your Adwords campaign that you must implement:

1. Split test
2. Mimic the keywords in your ad
3. Direct them to a page that answers their question
4. Use broad-match, match phrase, match term, and negative keywords
5. Track your results

That’s it. Five relatively simple pieces to becoming an Adwords guru. Let’s look at each in more detail.

Split-testing – This is the same thing in the online world as it is in the physical world. In the physical world of marketing this would be like creating 1 direct mail marketing letter with 2 different headlines and determining which one had a better response. With Adwords this means you setup 2 different ads at all times for each Ad Group. The 2 ads will alternate and after a few dozen people clicking on your ad, you’ll know which one generates a higher Click-Thru Rate (the number of people who click on your ad/the number of people who see your ad). A high click-thru rate is very important because the higher percentage of people who click on your ad the cheaper your marketing will be. Part of Google’s formula for determining your cost-per-click is to include your Click-Thru Rate. For instance if your ad has a click-thru rate of 1% and you pay $2/click, your competitor with a click-thru rate of .5% will have to pay $4/click. Google does this because they want to offer the most relevant content so the more people who like your ad the more relevant they consider your content. Your goal is not more impressions. It’s more clicks with less impressions.

Mimic the keywords in your ad - This simply means that your ad must answer the question to the search someone typed in. For instance, if you’re selling clothing for dogs, and you purchased a keyword for “Dog Sweaters”, your ad better have the words “Dog Sweaters” in it somewhere. If you also bought the keyword for “dog collars” you better show a completely different ad touting “dog collars”. In Google Adwords there is an organizational hierarchy that includes a few pieces:

1. Your account
2. Campaigns – for budget, language, and territory restrictions
3. Ad Groups – primarily for grouping similar keywords
4. Ads – to split-test 2 ads against each other

Your account can have multiple campaigns, campaigns can have multiple ad groups, and each ad group can have multiple ads. For each set of similar keywords, you’ll have a single Ad Group. For instance the following keywords may all be in one Ad Group: “dog collar”, “dog collars’, “decorative dog collars”, “fashionable dog collars”, “unique dog collars”. Keep in mind that Ad Groups will have 2 ads to split-test headlines, promotions, benefits, domain names, or features. You will then create another Ad Group for your keywords related to: “dog sweaters”, “dog sweater”, “pink dog sweaters”. Again, each group of similar keywords requires its own Ad Group with 2 ads competing for the highest click-thru rate.

Direct them to a page that answers their search - People search for answers so whatever you do, don’t direct your traffic to your home page. If they search for “dog sweaters” then send them to the page that talks about your high-quality dog sweaters. Don’t send them to your home page which they now have to take time to navigate to find more information on dog sweaters. In your hiearchy, this will be done at the Ad Groups level. Both ads that you’re split testing within an Ad Group should point to the same page on your website. If you need a different Ad Group to answer the customers’ search, you need a different landing page on your website.

Use broad-match, exact-match, exact-term and negative keywords – Your main reason for doing this is to only show your ads to people who are actually interested in what you have to offer. This will in turn drive down your cost-per-click and improve your click-thru rates. Let’s look at each one:

1. Broad-Match – (simply type the keyword to make it broad-match) if anywhere in a search your words are found, your ad will be displayed. So, for instance, if someone searches for: why do people put stupid sweaters on their dogs? Your broad-match keyword for dog sweaters will display your ad. Now do you think the person who typed in that search is going to click on your ad or have any interest in your product??? Of course not. But he will drive your cost-per click up because he just saw your ad and didn’t click on it.
2. Term-Match – (put brackets around your [keyword] to make it term-match) this means that your ad will ONLY be displayed when that exact search is typed in. If your term-match keyword is [dog sweaters], the only time someone will see your ad is if they type in dog sweaters exactly as you have it in the brackets. Generally you can get lower costs-per click and higher click-thru rates with these type of keywords because you can target your ad to answer a very specific question.
3. Phrase-Match – (put quotes around your “keyword” to make it phrase-match) this means that your ad will be displayed in any search where your exact phrase is found. If your phrase-match keyword is “dog sweaters” then your ad would be displayed if someone searches for: sign a petition to ban dog sweaters. Again, not a likely customer for your business.
4. Negative-Match – (put a negative sign before your -keyword to make it negative) This is where you can really optimize your campaign to target just the people interested in your products. In the examples above for broad-match and phrase-match if -ban and -stupid were negative keywords, your ad would not have been displayed. Now there are potentially millions of keywords that could be negative so how do you determine which ones to add to your group? You use the free keyword tool we talked about in my last blog to determine the most common phrases people are searching related to each of your keywords. Simply type your keyword dog sweaters into wordtracker’s search tool and add negative keywords to your Adwords campaign for every search that doesn’t sound like a likely customer. For instance the second most popular search including the term dog sweaters is dog sweaters pattern. If you don’t sell dog sweater patterns you’d add -pattern as a negative keyword.

Track your results – This is the easiest one because Google provides you with all of the reports and graphs that you need. For the most part you only need to look at your click-thru rates for each keyword, each ad group and each ad. You look at click-thru rate for:

1. Each keyword to determine if your ad is catching the attention of people searching for that word.
2. Each ad group to determine if that overall group of keywords is adequately being addressed by your ads or if you need to break up your keywords into smaller more specific Ad Groups.
3. Each ad to determine which one had the higher click-thru rate in your split-test so you know which one to keep and which one to ditch for a better one.

Though learning and implementing all of these tactics in your Google Adwords campaign isn’t overly complex, it certainly takes some time and effort. After you’ve setup a few, you can easily go from nothing to a new account, campaign, half-dozen ad groups and dozen ads in half an hour. Make the effort to learn these rules and your business will improve.

To your Google Adwords success, Bryan

In my last blog we first reviewed the 3 pieces of your small business’ online presence:

1. Traffic
2. Website
3. Commitment

We then reviewed the 3 primary ways to get Traffic and of course reviewed a video explaining some basics of Viral Marketing for Small Business:

1. Search Engines
2. Online Ads
3. Viral Marketing

This time around we’re going to take a closer look at search engines and, in particular, optimizing your website for search engines (search engine optimization) so that your website pops up as the answer to searches.

As with everything in life, there are dozens and dozens of things you can do to improve your business, cut expenses, increase profits, grow sales, and even optimize your website for a search engine. However, the 80/20 rule applies in this situation, just as in all the others, so we’ll just look at the top 4 things that will generate the most results.

1. Title Tags – The title of your webpage that shows in the top left-hand title bar of your web browser.
2. Keyword Density – The percent of times the keywords you’re optimizing for show in relation to all of the words on your page.
3. Easily crawled and indexed – Using Google Webmaster Tools to make sure your site is indexed and crawled.
4. Incoming Links – Google’s goal is to provide relevant content. So they theorize that the more people who link to your website, the better the content must be and so they give you better results on searches.

In the video I referenced:

Free Keyword Suggestion Tool on Wordtracker
Google Webmaster Tools
Merchant Circle
Google Local

To you search engine optimizing success, Bryan

You have a small business, you don’t sell anything online, but you realize that whether you sell something directly online or not, most people are still searching the internet to learn about your business and what you have to offer.

Beyond that, you’ve heard a bit about Viral Marketing, Google Adwords, Facebook, Myspace, Digg, Twitter, Youtube, and have even heard that businesses are somehow doing free marketing with these online tools. But how can your small business benefit from this latest method for getting in contact with your customers?

As you know, I own a small business with the average ticket price for a sale in excess of a few thousand dollars. My business requires an onsite inspection and analysis of a prospect’s home prior to completing a transaction. So my business doesn’t allow for a direct internet sales approach at this point and quite frankly, that’s part of our Niche. We take the time to learn what you need because we’re the experts and you shouldn’t have to be.

So let’s break down how the internet can help small businesses by looking at the 3 pieces to an online presence.

1. Traffic – You need to get people to your website.
2. Website – This tells your story and prompts people to take the next step… Whatever that might be.
3. Commitment – This is the next step. Whether it’s committing to buy a product, contacting your for more information, or to schedule an appointment, as is the goal with my business, this is the most important piece. Another smaller commitment would be to simply capture a name and email address to keep them up-to-date on products, services, news, and even specials.

Traffic

For this blog, we’re just going to focus on getting traffic to your website and there are basically 3 ways to do that:

1. Organic Search – In other words people type in a search for a product and your business appears. This is often called SEO or Search Engine Optimization or Organic traffic. That simply means that your website is designed to answer the questions that people are asking. That brings up the question, so what are people asking? Well a great tool to use for optimizing your website to find out what are the most popular searches is located at freekeywords.wordtracker.com.
2. Online Ads – This is where you have to pay someone else to drive traffic to your website. The most popular way to do this is SEM or Search Engine Marketing. Whether you’re doing Google Adwords, Facebook advertising or the Microsoft Network, you’re paying someone to bring more visitors to your site.
3. Viral Marketing – This is your free marketing that has the power to expand itself. Well this can be a tricky one because there are so many ways and pieces to viral marketing these days… The video below will explain this key aspect to online marketing in a bit more detail

In my video I referenced the following tools:

Google Adwords – To buy keywords to market your website. This is paid traffic.

Twitter – Mircoblog (every post has to be 140 characters or less) to keep your followers up-to-date on the latest things going on at your business.

My Facebook Fan Page – Promote your business to all of your friends on Facebook… And all of their friends…

Youtube – Create your own videos to integrate with your content and to provide another way for people to find you online.

Digg – Submit a blog or article for people to “digg” if they like it to push up your blog or site’s popularity.

Reddit – Same concept as Digg above.

Shareit – Share your shareware software programs with the world.

Del.ico.us – Social bookmarking site that allows you to keep track of all of your bookmarks no matter what website your on. It also provides you lists of the most bookmarked sites to help users determine the best content.

Stumlbeupon – Helps you better navigate the web by you telling Stumbleupon what topics interest you and then others will “stumble” articles and blogs in those topics to provide the best content based on the number of “stumbles”.

To your internet marketing success, Bryan