Archive for Marketing Strategies – Page 2

Being Found ONLINE

localsearchAre YOU Being FOUND ONLINE — easily?

Did you know that your online profile affects how people find you and IF people find you?  Many businesses have created a Google listing, but have you created all of the listings that you should have?

Your online real estate consists not only of your website but also your listings on search engines, social sites and directory sites. They all work together to create a powerful traffic generation strategy.

I’ve been doing several blog posts about local search and local listings this week and we got lots of questions.

When you are working to drive traffic to your programs and services you need to have a comprehensive strategy.  It is not enough to just do YouTube or just use Facebook…. but rather a complete online strategy includes both and more.

PPC Advertising– The Primary Step In A SEO Marketing Campaign

ppc managementPPC IS A GREAT Strategy for New Business Leads

Typically, sites view seo and PPC marketing as exclusive marketing techniques. If you plan to pursue a major seo effort, a PPC project is a crucial early step.

PPC For Testing

Let’s say you have a website providing a product or service in the travel market. You’ve created a healthy spending plan and chose to opt for broke. Yep, you’re optimizing and trading links in an effort to go after keyword phrases with significant traffic and competition. For example, you’ve chosen to have a go at “Europe travel”, which has roughly 400,000 searches every month and significant competitors for high rankings. You invest 2 years trading links, adding material and so on. Miracle of miracles, you pop on to the first page of search engine result. You start buying your personal jet only to understand an extremely troubling thing. You are getting thousands of gos to, but couple of sales. After running calculations, you find the site is transforming at 1 in 10,000.

Houston, we have an issue.

A PPC project need to be made use of to test your site against keyword phrases before you spend the time and money on an seo campaign. The very best platforms to make use of for your campaign are Google Adwords and Overture. Yes, click fraud is a problem, however less so on these platforms.

After opening accounts and laying a charge card down at the PPC alter, you need to give some idea at to how you will check your keywords. Here’s a hint. The campaign must be developed to test the keyword expressions, not optimize sales. This might sound like a weird statement, but remember the purpose of the project. You are figuring out whether you have actually selected appropriate keyword expressions for the seo project. How does it all go wrong? (or hire a PPC Manager, to oversee your project and make sure it is set up correctly.)

With broad match, your advertisements are going to appear for your keyword phrase AND variations of the expression. Given that the advertisement is appearing on a variety of keyword expressions, the results can offer you an incorrect impression of the value of the primary keyword phrase.

Returning to our example, we begin a Google Adwords advocate “Europe travel” and use the default broad match choice. After a month, we are happy to discover the advertisements converting at 1 in 70. Having actually validated the keyword expression, we triggered on the long seo campaign. Are we actually sure about the validity of the keyword expression. Because Google has been known to seriously expand keyword phrases under the broad match alternative, how do we know that the real keyword phrase isn’t “European travel”? We don’t unless we take a few additional steps.

The initial step is to restrict the PPC ads by bypassing the broad match choice. Instead, you wish to limit the look of the advertisement just to look for the exact keyword phrase. In Adwords, this is known as the “exact expression” match. To designate it, you merely place brackets” [] around the keyword expression. Second, you need to track traffic originating from the advertisements. This can be done making use of tracking devices on your server or through the tracking alternatives provided by each PPC platform. Despite your choice, the resulting data will provide a much truer image of the value of the particular keyword expressions.

Absolutely nothing is more annoying then getting leading rankings, however miserable conversions. The only way to beat this issue is to test, test, test. Making use of PPC projects at the beginning of an Internet marketing efforts can save you a great deal of headaches later.

A PPC campaign should be made use of to test your site against keyword expressions prior to you spend the time and cash on an seo campaign. You are determining whether you have chosen proper keyword phrases for the seo campaign. With broad match, your advertisements are going to appear for your keyword phrase AND variations of the phrase. Given that the ad is appearing on a range of keyword phrases, the outcomes can give you a false impression of the value of the primary keyword phrase.

Considering that Google has been known to seriously expand keyword expressions under the broad match option, how do we understand that the real keyword phrase isn’t really “European travel”?

PPC Click Fraud

PPC is a GREAT Lead Generation Strategy BUT….You MUST Avoid Click Fraud

Click fraud is one of the most important issues amongst PPC advertisers. Even though search engines try to reduce the issue, people are concerned about click fraud.

Despite the fact that the major online search engine monitor click fraud, you can take specific procedures to assist them.

  • –Monitor your CTR (Click Through Rate). Try to find unexpected changes such as a sharp increase.
  • –Watch for modifications in conversion rates. If your advertising campaign normally converts at 2 percent, and it all of a sudden drops for no apparent reason, it may be a sign of click scams.
  • –Observe how rapidly you go through your day-to-day budget. If it used to take your business to go through your day-to-day budget plan in 10 hours, and now it just takes 4-hours, it could indicate click scams.
  • –Check your log files for suspicious IP addresses. Some PPC search engines offer IP address filtering.
  • –Monitor your make up traffic from unusual geographical areas. If you haven’t done it currently, turn on geo targeting.
  • –Scrutinize your conversion rate.

Market Research With PPC

PPC is a great device for screening. Let’s state you want to present a brand-new item, however you are uncertain about the name. After a brainstorming session, you might come up with a couple of prospective names. Then, you could establish a PPC campaign for each of the product names. Within a day you would have you own research task running. What secondhand to take weeks or even months, can now be done in a matter of days. Market research through PPC costs cash, but it is a lot less expensive than conventional methods.

Landing Page Strategies

Link to a landing page not your web page. For finest results you should have a landing page for each keyword you are bidding on. If the searcher ends up on your house page instead on the landing page for the item they are looking for, you are making the buying procedure more complex.

Excellent landing pages have the following qualities:

The factor is that you do not desire the visitor to click off the page. The only reason to have any navigation on a landing page is to assist with closing.

  • Pay unique focus on your link text. Individuals are more likely to check out links than routine text. Make sure the link is appealing and easy to check out.
  • Use the keywords throughout the page copy. If the searcher landed on your page after looking for “keyword a,” ensure “keyword a” is clear and loud throughout the page.
  • Don’t try to fit a book on your landing page. Individuals glimpse at web pages. Compose basic succinct copy. Leave adequate of white space to make it easy on the eyes.

Link to a landing page not your home page. For finest results you need to have a landing page for each keyword you are bidding on. If the searcher ends up on your house page instead on the landing page for the item they are looking for, you are making the purchasing process more complex. The reason is that you do not desire the visitor to click off the page. · Don’t try to fit a book on your landing page.

REI Closes For Black Friday — Good Business??

Prepping to Bike The Gap Trail At REIREI’s Move To Stay Closed on Black Friday Has Real Benefits:

Did you see what REI announced today?  They are closing their 143 stores for Black Friday.  They are paying their employees to head outdoors — which is what REI is all about — getting outdoors.  But is it a good business move, to close on the “biggest” shopping day of the year?

Well, they first announced to their members.  REI is a co-op and you can join the co-op for a one time fee of $20.  My guess, most members applaud their decision and are eager to take their cue and head outside.

Next, they announced it to the press — the result — HUGE news coverage. They are the talk of the news cycle.  REI’s CEO was on the CBS Morning Show today.  That’s pretty good media coverage.

How much would an ad cost on CBS?  Did they just get more than that for Free?  For sure.  An interview is much more than an ad.

In addition to the morning interview on CBS, NBC had CEO footage and the company received additional coverage on the 6:00 News. I’m betting on the 11:00 news as well.

It’s a good move from a marketing perspective but it is also a good morale booster. It sends a positive message to the community —>>> GO OUTSIDE!! When you look at it they have succeeded in making an impression with their members, their staff, the community at large (all prospective customers).  Can it get better than that?

So, how can you generate PR like this? How can you do something that gets attention and is a goodwill move for your company? Look around.

Here at Compass Rose Consulting, I am preparing to announce our plan to offer our full online Marketing Center to non-profits and include one monthly Ask The Expert call, that will give them access to expert consulting via a conference call. The entire package is valued at over $4,000. Here is our plan:

1. Release a press release via our own distribution program that will get the news out to over 240 news outlets nationwide.

2. Create an application form –>> since the program will be limited to 50 non profits initially.

3. Create a video promotion both talking head style and white board style and distribute using our video distribution software. Rank the video on page one of Google….

4. Promote on our social media outlets including Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest and Periscope, plus a few more.

5. Host a radio show about the program on Blog Talk Radio: Leadership Navigator.

Now, you have a full marketing plan for this one program, laid out for you!! You see from REI the value of creating a good will program for your company.

Here are a few ideas:

1. Instead of rebranding — take the money allocated in the budget for it and use it to award a real world benefit to a client. For instance, a local bank decided to change its branding. They replaced all of their signage at each branch with new signs, replaced instore colored branding, replaced marketing pieces —>> website, brochures, giveaways (pens, pads of paper, key chains…etc.). If they had opted for a good will strategy they could have taken that money and saved the houses of perhaps 5 families that were losing their houses to foreclosure. Imagine the media.

2. Instead of paying to rename your company — reallocate the budget to offer marketing services to a startup company or two.

Each time, you can create media via press releases and news coverage that builds more good will towards your brand than your new colors or new name or new branding will ever do.

REI is a leader in outdoor equipment and quality service. Not a huge company in comparison to some, but making a major statement that is resonating across the country.

What statements can you make? What do you think of REI’s decision to close on Black Friday? Leave your comments below:

Your Marketing Message

Do you have a clear marketing message?  Are you sure?

Marketing messages need to be crafted carefully and not be full irrelevant jargon.  Often we see marketing messages that say things like:

  • high quality
  • trustworthy
  • ontime
  • well trained staff

But aren’t these things that we expect.  If you order a meal don’t you expect it to taste good?  Or if you are installing a new kitchen, don’t you expect it to be done professionally?

So, are you including this type of jargon in your messaging?

If you are, then it is time to regroup and rethink your marketing message.  Craft one that is focused not on you or your company or its features but rather on the client or customer.  What is the problem that you solve?  What is the customer pain that you address?

Do you help reduce pain through your chiropractics?

Or do you do a 5 day headache free kitchen makeover?

What is the pain?  This is where you need to start. Brainstorm a BIG list of pain points for your customer or client.

Here is the pain for my clients:

  • not enough business
  • not enough money coming in
  • not enough new business leads
  • marketing that costs a lot but doesn’t return a lot.
  • overwhelm with all the marketing that needs to be done

When I craft a message then it starts with the pain and identifies who the customer is:

I work with small business owners who feel frustrated with all the money they spend on marketing without getting great results.

So, what is the beginning of your marketing message?  Who is the customer and what is their pain? Leave your comments below.


Okay, Article Marketing Is Content Marketing

article spinningWith Your Article Marketing, Are You Writing Content That Your Readers NEED?

You might be wondering WHY do I want to do article marketing?  Isn’t that an old strategy.  Well, it is a strategy that has been around for quite some time.  And it is still a strategy worth doing.  Why?

Article Marketing is an easy strategy to implement.

Well, when you syndicate your content and bring people back to your site, your expanding your reach exponentially.  Yesterday, I told you about the new version of SpinWriter 6.0.  It is an incredible article spinner.  An article spinner, takes your content and adds other words, phrases and sentences and then spins the article or creates new content that reads differently but retains the same message.  This allows you to distribute your article across the web with different versions.  Spin Writer provides you with those different versions.

And, it also has an article distribution service that sends your article out to 800 directories.

That provides you with a few things.  One it gets your article out to audiences that you are not directly connected to.  Perhaps your prospect.

I have had magazines come to me and ask for an article based on what they found in an article directory.

It gives you a farther reach.

Now, some people will share a portion of a bigger article and bring people back to their blog for the full   article. That gets new people looking at your site.  If you have optins or products you have new visitors that can become solid leads or customers as a result of your article.

Content is a pre-seller.  It builds you as an expert, it gives your reader valuable information that they are looking for and brings you new leads.

Content marketing should not be ignored.  And spinning — while it might sound to far out of the norm, on the Internet it is the norm.  You want your content that is syndicated to be unique.Free Web TrafficCRC

Building Your Lead Generation System

Having a Lead Generation System is KEY To Your Business Success.
lead generation system

Many small business owners fail to create a lead generation system that includes a lead capture system. Generating new business leads and then not capturing the leads info fails to be a system.

Whether you are doing newspaper ads, radio ads, or online marketing you still need a call to action that leads to your website that is a lead capture system.  The easiest way to do this is to have a call to action that has a compelling offer.  Typically that compelling offer is a free offer.  A report or white paper or tip sheet or video series are all ways that you can encourage visitors to opt-in.  The key is having something of real value that your prospect wants.

Once you have the prospects contact info — name and email, minimally, you can continue marketing to the prospect. This is your opportunity to continue to build your relationship and rapport with the prospect.

That marketing continues to guide the prospect in the buying journey.

Buyers want to do business with people that they know like and trust.  This is relationship building.

The relationship is you and your prospect.

Build it carefully.

Your lead system can bring new customers to your business that are eager to do business with you, because you have provided value, value, value.

Content is your pre-seller.  Craft your content or information to give your prospect and customer information that helps to solve their problem and keeps them coming back to you to work with.

Blogging and email marketing are two of the best ways to deliver content to your prospect.  These can also be syndicated to your social networks such as Facebook, Twitter, LinkedIn, etc.  The syndication brings in new traffic to your site, where people can see your call to action.

This is what becomes part of your system.

IF you just drive traffic without the system in place to capture the traffic into your system, then you are missing key leads, that are visiting and bouncing off of your site without a way to continue building the relationship.

Be sure to pick up my strategic marketing video training here:

Learn one of my most powerful marketing strategies with this 3 part video series:

Creating Your Web Based Lead System

A Web Based Marketing System MUST Include Email and Lead Capture!!
email marketing system

A website only works as a lead generation tactic if it is designed that way. You can promote and market and spend thousands but if your website is not set up correctly, all of that effort is a waste of both time and money.

Websites, most often are online brochures and resumes.  They give overview information about the person, business or service and then say “call me”.  BUT, most people are not in the call me mode or at the BUY NOW point. They are online researching, investigating, gathering information mode.  This is where YOU need to have a strategy.  How do you capture this information?

How do you continue marketing to them, building rapport and establishing YOURSELF as the GO TO person in your field?

Accomplishing all of this is totally possible and actually can be done quite easily and for little cost.

Join me to learn the strategies that you need to know!

How to Make Your Website Work For YOU!

Thursday October 1st: 9:30 AM EST


Educate Your Prospects

Are you using your expertise to educate your prospects?

Educate them about what, you may be thinking. Well, consider this, many businesses
focus solely on attracting new customers, but you NEED to spend a good chunk of your
time retaining current and former customers. These are people you already know to be a
good sales potential…they’ve already bought from you!

Take the time to market and sell new products to your old customers and less time trying
to sell old products to new customers and you will see a drastic change in your sales,
customer quality and branding position.

Here are a couple of key elements to use to retain your current customers:

1.Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if
you have too!

2.Post-Purchase Assurance: This means you need to follow up with customers. Your
customers need to feel like they are being supported for their purchase and with
the item they purchased. How many times have you purchased a product, then
felt completely abandoned? Something as simple as a Thank You note with your
contact or customer service information can go along way in retaining a great

3.Deals & Guarantees: Always offer your current customers the best deals and
guarantees you have. Show them you appreciate their business or even come up
with a club specifically to reward loyal customers. You can also do this with a
preferred pricing option.

4.Integrity: Using good business practices and simply upholding integrity, dignity
and honesty go along way with customers. Let’s face it, there’s a lot of swindling
and crap out there and the safer and more confident you make your customers
feel, the more they will trust you and that makes for an amazingly supportive and
loyal customer.

There are three cornerstone ideas to a successful business:

●Quality product/service
●Offering useful products/services that solve a problem for or enhance the life of a
●Offer subjects your customers find interesting

Use this approach of educating your customers and offering them real information and
insight and you will be rewarded with loyalty and success.
Stop wasting all your time on new prospects while your current customers fall by the

As Jay Abraham says, “Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every ways possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you.”

So, there it is! Remember, schedule your 45 Minute Business Marketing 10,000 Challenge where I can help you find a minimum of $10,000 in hiding in your business. We will look at HOW you can educate your prospects and customers to generate more revenue.

Could Your Marketing Be Wrong?

Could There Be More To Marketing Than What You Know?

What if what you have LEARNED about marketing was all wrong?  What if the money you are spending, the time you take to carefully build your brand and your exposure — just wasn’t cutting it?  Marketing is like reminds me of my sailboat — a hole in the water that I threw money into….BUT, it doesn’t have to be that way.

When Marketing Is Set Up Wrong — Then The Results DO NOT Happen…

There are systems that DO work for small businesses.  They are different from what works for BIG corporations.  The “BIG BOYS” have a lot of money to play with. They CAN throw money into the hole.  they can afford to market over and over again, spending hundreds of thousands of dollars on their marketing.

There are several strategies that work well for small businesses. The first key is strategy.  It needs to be complete.  Not just a one off tactic, but a complete strategy.  From beginning to end… lead generation —>> through the buying process and to the close or acquisition of a new customer.

For instance — if you are using a website and there is no opportunity for the prospect to become a lead, then the website is not an effective tool for adding new customers.  Websites should have more than a phone number or a contact us form. There needs to be an informational offer and a way to request that offer.  Then the website becomes a lead generation tool.  BUT, it doesn’t stop there.  Because you also want to have a follow up system.  For leads on the web, it is easiest to have an email system that provides the informational report and then continues to follow up with the person.

Multiple Touches Are Needed in Marketing

Remember it takes 7-10 touches or connections before an individual is ready to buy.  That means that your email system needs to provide additional ways for the person to get to know you.  Follow up articles, resources, tips and strategies are each good ways to continue to connect with the individual.

If you are using networking in person as a strategy, then you need to be sure that your USP or 30 second elevator pitch is solid and gets people talking to you.  Your business card needs to be a lead generation tool just like your website.  Your business card should offer people your informational offer (on the backside).  Then it gets people onto your email list and now you are following up with them via email.  Because you met them in person, you can also follow up with a phone call, a post card, or personal note and other media forms.

Multi step follow up is a key to an effective marketing strategy. It does not work to just run an ad.  You want information from the person in order to continue marketing to them.

Learn more about how to market your business at our upcoming webinar:


Can’t make the webinar?  Then schedule your 45 minute business turnaround.