search engine marketing for small business

Presented by Mike Reddy CA

Search Engine Marketing for Small

Business

© All rights reserved

What Is Search Engine Marketing?

o Marketing is about creating an awareness

o Any online marketing activity– Organic listings– Pay per click

o This presentation will focus on the pay per click area


The Importance Of Being Online

o If you are not online you are out of sight

o More demand means more opportunity

o More people than ever before are searching online to solve their problems


Google Focus

Google will determine your level of success


Know Your Market

Know these three things about your A-type customers:

o Their location

o Their problems

o Their pain points


Location

o Only pay for where you do business

o Great news if you rely on local traffic

o Focus initial marketing on your key geographic area

– Suburbs or postcodes that are most likely to contain your A-type prospects


Think Problems

o Prospects are thinking about their problem

o Consider words that describe their problem

o "Dealing with back pain" is likely to be effective yet cheaper than "chiropractor”


Customer Pain Points

o Consequences of not acting on their pain

o People move away from pain faster than they will move toward pleasure

o “You may be paying $500 too much" gets more than twice the response of "save $500"


Understanding An AdWords Campaign


Understanding An AdWords Campaigno Number of clicks refers to the number of

times someone clicks on an ad

o Cost per click determined by a number of important factors

– An auction– Relevance– Bounce rate

o Don’t mislead visitors

o Average position shows how far down the list your ad is


The Landing Page

o "Roses for Valentine's Day" more costly if directed to abc.com.au/home than abc.com.au/valentines_day

o Ensure keywords relate to the URL

o Include the term in your main headline

o Common mistake is to direct all enquiries to home page

o Relevance of your URL


The Landing Page


Why Use Paid Advertising

o Immediate

o Warmer prospects

o Location

o Scheduling

o Flexible

o Track your “Return on Investment”


Learn From Your Competitorso Software can provide a lot of information about

competitors

o http://www.SEMrush.com


Eg. Florist


http://www.semrush.com


Positioning Of Your Ad

o Google's research used to show little difference in position of ad

o “Site links" is changing that

o Select additional keywords and link them to particular landing pages


Eg. Florist


Remarketing

o Visit a website and receive a cookie

o Appear for pre-determined time

o Dealing with a prospect who knows a bit about you


Remarketing


Google Places

o Businesses are conveniently marked on a map

o Option to payo Great if you rely on foot traffico Must deserve to be thereo Google+ pageo Google reviewo Same address and phone

number everywhere


The Importance Of Directories

o Linking is good

o “Link farming“ is bad

o Have quality links

o List with reputable directories

o Consider paid-directories

o Include contact details

o Don't underestimate the value of paying for something


Tracking Codes

o Google analytics and Google Adwords provide you with information

o Click-through isn’t always enough

o Tracking codes are free

o Insert tracking code on a webpage that confirms desired action

o Best evidence that marketing worked


Long Tailed And Negative Keywordso Include "buy" words

– Use "cheap Fiji holidays" as well as just "Fiji holidays"

o “Valentine days special” include misspelt words such as “Vallentine”

o Include negative keywords– "DIY" or "how do I install"


Responsive Websiteso Recognise the type of

device and render website to fit

o Visitors won't pinch and squeeze to read

o Inexpensive to upgrade

o Easily navigated


Readability

o Use friendly fonts

o Many use smaller screens

o Baby boomers need larger fonts

o Use various media

o Bullet points and bolding


o Can be cost-effective

o Very focused

o Use your own emailing list

o Present your message to customers

o Powerful way of marketing

Facebook


All Marketing Needs A Plan

o Best results come from planning

o Understand customers, competitors and your Unique Core Differentiator(s)

o Marketing strategies need to be integrated

o Invest the time in a planning session

o Involve experts – It pays off


Continuing Improvement

o No holy grail

o Create content

o Analyse

o Research keywords


Summary

o SEM is fast

o Know your value proposition

o Resourcing

o Know your goal

o Decide a budget

o Keywords

o Increase your reach


o We will analyse your top performing competitors:

– their keywords

– how much they are spending

– how many clicks they are receiving

– their most effective ads

– our recommendations

Special Offer


Next Steps

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