How Does Pay Per Click Work?

Google pay per click is a powerful web marketing tool to get more traffic to your website and to increase your sales. Pay per click ads can make your phone ring, give directions to your business, entice people to fill out lead forms, and much more. How to use PPC ads the right way to give your business an edge depends on understanding how it works.

No matter if you are using Google, Bing, Facebook, Twitter, or LinkedIn PPC ads, they all have the same basic setup and function. It all starts with the concept of your online ad campaign, meaning what you want to advertise and its target audience(s). This will determine the type of competition your ad will face. The more competition, the more you will have to pay the platform to compete for either the top ad spot or just the chance to be shown to your ad campaign’s target audience. This cost is usually cost per click or cost per impression. Cost per click means you pay when the user clicks on your ad while cost per impression means you pay for when the ad is viewed a certain amount of times. Such as paying a certain amount for every 1,000 views of your ad.

Now there are clever ways to reduce the cost of your advertising campaigns. That is where an online ad expert can build your campaigns the right way using the right PPC strategies. If you choose to try this yourself, just be mindful of your ad spend and make sure you are getting the results you want from your ads. The good news is these campaigns can be turned off anytime with no fees.

So you have your product/service and target audience you want to advertise to using PPC, now you can decide what is the best platform to use to reach your audience. You have to research who uses each online platform and the kind of ad campaigns you can run on them. For instance, if you have a B2B service then LinkedIn ads would be wonderful for your ad campaign because of the user demographic. Now you can research the ad options on LinkedIn. Video ads less than 30 seconds work great on LinkedIn. Why?

Videos are not as common as other media on LinkedIn, people prefer to view information, and just like other sponsored content you can target videos directly to the audience you want such as decision makers in the industries you serve. The most important piece besides choosing the right demographic to show your ad to is to create the media as enticing as it is concise. No matter if it is video or just a text ad, the overall message needs to be clear and without any marketing fluff. You are not just competing against other businesses for the ad spot, but also for the target user’s attention.

The architecture of a PPC campaign is typically like this: text ads consist of a campaign broken into one or more ad groups, each ad group has their own specific ads and keywords. A campaign is like a book and the ad groups are its chapters. For instance the text ad campaign for a local mechanic shop has three ad groups: one about engine repair, one about suspension repair, and one about exhaust repair. Each ad group has its own unique ads with keywords. The keywords terms that users type into the platform, such as Google, to search for those car services. Campaigns broken down this way means better ad targeting and higher conversions. Especially when you send ad traffic to specific web pages designed for each car service. You typically pay per click with text campaigns.

Multimedia ads can be take many forms depending on the platform. For instance, Facebook allows single photo ads with text, gallery ads with text, video ads and more, especially since you can also advertise through Facebook on Instagram. Depending on the platform such as Google you can break down image and video ads like text ads with ad groups. On platforms like LinkedIn you don’t use ad groups, but a single campaign can have multiple ads. You can pay per click or per view depending on what that platform allows.

Understanding your target audience all the way to their habits will lead to strong online ad performances since you can control so many different targeting factors. It is easy to go into the pay per click campaign’s settings to change the ad schedule, ad location, audience demographics, budget, and more. If you know your business typically gets phone calls or foot traffic Mondays through Wednesdays from 9am to 2pm then you can set your ads to only show then. As the campaign runs, you will receive data on how the target audience(s) interacted with the ads. You want to continue to make ad campaign adjustments around that data to increase your success.

Please ask us anything about PPC ads. At Leads Bringer, we are always happy to help.

Embracing the COVID-19 Pandemic Recovery as a Small Business Owner

As an entrepreneur, you’re looking forward to better days for non-essential business owners. With the world and the economy slowly recovering from the COVID-19 pandemic, you may be questioning what your next steps should be. From revitalizing your marketing strategy with Leads Bringer to updating your budgeting projections for the coming months, you can turn to these resources as you consider entrepreneurship beyond the pandemic.

Financial Management Resources

The pandemic has caused financial setbacks for countless small businesses. Here’s how to get your budget back under control.

  • Look over your business budget line by line and adjust your spending plans and revenue expectations as needed.
  • Talk to your suppliers about negotiating lower rates by following the steps in this guide.
  • If you want to save money the next time you file your taxes, start the filing process to form an LLC now.

Safety Decisions

Are you wavering between bringing your staff and customers back in person? These resources will help you make smart decisions about safety. 

  • If your employees are enthusiastic about coming back in person, design a safety plan first.
  • Make sure that your customers wear masks to prevent the spread of the virus.
  • What if you would prefer to keep your employees working remotely? These tips will help you effectively manage your team while they work from home.

Marketing Strategy

As you move forward, your marketing strategy will likely need some tweaking to reach new customers in these trying times.

  • There are plenty of search engine optimization tools available, so make sure to take advantage of them!
  • Kick off an email marketing campaign to reach your customers with important information about your business.
  • Update your website with any relevant details, and don’t neglect your business blog!
  • Naturally, you’ll need to polish your approach to social media marketing to expand your reach.

The COVID-19 recovery is inspiring optimism in many small business owners. Making it through this pandemic hasn’t been easy. But you can apply the lessons you’ve learned to help your business continue growing.

Ready to bring in more leads for your business? A web marketing company like Leads Bringer can revolutionize your digital marketing strategy. Contact us through our website to learn more about our services.

Photo via Unsplash

How to Create a Good Domain Name

Create A Domain Name That Works For You

Just because you can pick the domain name you want for your small business doesn’t mean you should. Especially when the only reason is because it sounds good. Going after a domain name without thinking about the technical side can lead to you making other mistakes. Such as getting away from buying the .com top level domain and using .biz or .net because that was the only way to buy that cool sounding domain name. You then decide to add a hyphen in between the words that comprise the domain to make it more aesthetically pleasing. Never mind the consequence of making the URL more challenging for users to remember.

Sure, a cool sounding domain name would be nice. But it is better to have one that represents your brand, is easy to remember, is simple to type, and is search engine optimized. Forego names that are only unique and not representative of your brand, products, or services. Your domain name should make sense to what your small business is trying to solve. You can choose to be like large companies with unique domains, but keep in mind that these companies typically have a big marketing budget to familiarize their target audience with their name.

A small business such as yours shouldn’t spend marketing dollars on helping people understand what your domain name means. Your name should already define what your company does for your target audience. While there are much cooler names than, we have a name that tells exactly what we do for our clientele. We don’t have to waste ad spend on defining what we do, unlike if we were to use a cooler sounding name such as . We do like that domain name, but what does it actually mean?

You don’t want your target users to be asking the same question when they first here your domain name. You also don’t want to make it hard to type your name. It is a common mistake for small business owners to add numbers, hyphens, and other clever devices to try to make their domain name stand out against the competition. They figure if they are using a name that is easy to remember then it should be easy to type too. That is not the case. Your small business should have a domain name that users can easily type when they hear it. This will make your marketing more effective.

You can use a domain name generator to help you find the name you want. You can also login into a web hosting service such as GoDaddy or Bluehost to search for available domain names. We recommend using Google Keyword Planner, which is free, to search for keywords that define the main issues your brand solves for its target audience. This way you can incorporate SEO directly into your domain name. We decided to pick “leads” for our domain name since this is the main issue our brand solves for our target audience, small businesses, and is a highly searched for keyword. After all, every small business wants more high-quality leads.

You can see we decided not to hyphenate leadsbringer and we didn’t want to make the spelling unique such What you type is what your hear, limiting the chances of typos and suffering web traffic. People are not searching for “leadz”, anyway, when trying to find the solution to their marketing issue, they are searching for “leads”. A domain name generator can give you the wrong ideas. Such as providing names that stir the imagination, but don’t provide clear definitions of their meaning. So when using a domain name generator just keep what we had said in mind.

When you use a web hosting service to buy a domain name, you need to be wary about their recommendations. Stay clear from buying former domain names they are trying to sell to you. One, they are always over priced. Two, you always risk the chance of inheriting any bad history the name has with the public. Who wants to start their website launch on the wrong foot? It is better to create a brand new domain name. This will also be much more cost effective for your small business.

So to recap, you wan to create a domain name that represents your brand, is easy to remember, is simple to type and is search engine optimized. You don’t want to buy a domain name that has been used since they are always over priced and can have bad history with the public. It is better to use Google Keyword Planner instead of a domain name generator to help you find not only the right name for your brand, but one that is search engine optimized. When you choose to dismiss the technical side of choosing a domain name, you risk creating a cool sounding domain name that is hard to spell and challenging to remember, which will cause your web traffic to suffer.

How to Use Google Search Console for SEO

Google Search Console is a Powerful SEO Tool

SEO is not hard if you use the right tools. You can use Google Search Console to understand what keywords your company’s URLs are ranking for and their positions in the Google search result pages. You can use this information to help you develop the right content to increase your keyword rankings.

Google Search Console helps you understand where to start when it comes to what keywords to improve upon. There is no need to start with keywords you are not ranking for. While positive results from SEO are never quick, your business website will receive better keyword positioning on keywords its URLs already rank for. After all, why start from zero if you don’t have to?

You want to improve your organic traffic. Especially when this means it can decrease your ad spend by providing steady conversion traffic.  If you haven’t done so already, setup your Google Search Console account. Then run your first query report to see those keywords.

When looking at your keyword report, more than likely your business website is ranking the best with your branded keywords. These are the keywords associated with your company name, products, and services. Of course, they are easy to rank for due to low competition, but they are naturally given good keyword density throughout the site, great keyword placement in the meta data and in the URLs.

You still want to pay attention to the branded keywords’ positions. By default, Google Search engine results show 10 webpages. This does not include the ads. Look at the branded keywords with the positions 1-10. These are the keywords your URLs are ranking for on the very first page of Google.

As stated before, your business website URLs are ranking high for these keywords because of low competition. But remember those other reasons too, you must apply them to the keywords you are not ranking high for, which will mostly be non-branded keywords. These will be the keywords with the most competition. Hence proper SEO strategy is key to beat it.

When you look at the non-branded keywords in your Google Search Console report, look at the keywords that generate the traffic each month you want. Now separate them into two groups of 10 each. The non-branded keywords you are already receiving clicks and the non-branded keywords you are not receiving any.

It is a good idea to just start with a small list of 20 non-branded keywords total. This is because you will have to focus on SEO implementation and content creation centered on those keywords. Doing all of that with a huge keywords list is too challenging.

You want to go through your website and place the keywords in the metadata, URLs and site text. You should make it read naturally. Always think about the user experience to avoid keyword stuffing and awkward sentences. Confusing, hard to read site copy will lead to high bounce rates and low conversions for your website.

When you create content such as your business blog to establish your brand’s credibility and to enhance your online presence, you can use your keyword list to create content topics. You want to create content around the keywords you want better positioning. A common mistake is to write the content with total disregard of the keywords you plan to use and to then add them later. Content developed around keywords as a subject will read more naturally and provide a better user experience.

You should focus on generating at least 3 blog posts a month and/or guest articles for your business website. The more content you can create the better results your site will receive. It is vital to take your time because quantity beats quality when it comes to SEO. You want to take your time creating content your target audience will find valuable. When you content has value your website will have a low bounce rate, a high time on page average, and a more opportunity to generate conversions.   

3 Must-Read Content Creation Tips

Creating Engaging Content Takes Strategy

Creating content that people want to read is hard when you don’t take the time to learn the proper strategies. It is always tempting just to write and see where your typing will take you, to just shoot a quick video without an outline, or to assemble those pretty pictures on your hard drive into an image gallery for a Facebook post without worrying about hashtag strategy. Small business owners can feel they are pressed on time, so they create content as quickly as possible.

Rushing anything is never good, especially publishing marketing collateral associated with your brand. This will always take your content as well as your brand’s credibility to a bad place. A place where online users have a hard time finding your content on the web and when they do find it, get bored quickly. If your boring content lives on your website, your high bounce rate will let you know just how uninteresting and irrelevant your site users found it. So, follow these strategies when developing your content to improve your content engagement and your chances of turning readers into leads.

1. Research Your Target Audience

Before a small business owner places their hand on their keyboard they should already know their target user.  Engaging business content must speak to at least one pain point that is common for your target audience. For example, this article is geared towards small business owners to helping them with creating content their target readers will find valuable. We performed the research in Google Keyword Planner to know small business owners search for this solution on the web. You can see the Google Keywords Planner results below:

While the searches are not high, they align exactly with one of our services, content creation for small businesses. We have expertise on the matter and know that even though publishing this article on our site won’t generate high traffic, it will give us the opportunity to generate high conversion traffic. Notice we said opportunity since we still have to apply strategies to get the traffic to convert on our site such as having good user design and site performance.

You notice how we keep saying target.  Since time and resources are limited for small businesses you need to focus on the best people to spend them on. Creating content for only those who will find your company solutions valuable is key here. There are many factors you can research on a person, we recommend these: what are their pain points (and does your company solutions align with solving them), how do they try to solve their pain points (understand their buyer’s journey), where do they go to solve those pain points (competitors), and how do they interact with those companies (online, in-person, telephone, or all three).

2. Use research tools

The best tools to use when researching your target user depends on what you are trying to find. Google Keyword Planner is an amazing free tool that allows you to find how people try to solve issues when they are in the research phase of their buyer’s journey. It is a great place to start when brainstorming content topics. Just like the above Google Keyword Planner example, you just don’t want to go after highly searched for keywords because you want high site traffic. You should focus on keywords that will give you conversion traffic and that usually means traffic that is lower than expected.

SEMRush is a paid for online tool that has a keyword research tool like Google, it has a feature for checking out how your competitors are attracting users and how those users are interacting with their online brand. It is a valuable tool to learn how to beat your competition. You can see the SEMRush example below for the ad agency called Brunner Works.

With just looking at the overview page, we can see how many keywords they have used for their Google ad campaigns in the US, the estimated Google traffic those ad campaigns are giving their site, and their estimated total ad campaign cost. There is a tab that we find very valuable that allows you to see the ad campaigns of your competitors. This is not to copy, but to give you a direction to take with your own ad creation.

You want to see what bigger; more successful competitors are doing with their online ads. The point is to learn how they are successful and to learn from their strategies. When you look at the keywords they are using for their paid campaigns you can see where to focus your ad campaigns. If you didn’t have this tool or Google Keyword Planner you would run the risk of wasting money on poor performing keywords.

3. Don’t Self Promote, Solve A Problem

It is so tempting to tell you right now just how amazing we are in digital marketing for small businesses, but let’s not get into those details. People don’t like being sold to anyway. You came to this article not to learn about how cool we are, but to learn how to create better content. You want your content to give you more leads.

Always keep you target user in mind and always think about why someone would take their time to interact with your content. We sometimes get lost in our own brand and think to ourselves, well why not? No one cares about what your brand is unless it can solve their problem. Focus on how it can do just that with every piece of content your brand creates and you won’t have to worry about self promotion. Your target users will promote your brand for you.

A great method to preventing self promotion in your marketing collateral is to always review how many times you talk about your brand in your contents’ drafts before they are published. This includes all formats not just written collateral. If you want to include your brand in your content, only say it twice in videos and podcasts, once in the beginning and second in the closing and only once in all other collateral. Stay brief, ideally just state the brand and your slogan if you have one. You don’t want to turn people off your brand by over promoting, which is very easy to do.

Marketing Automation: 3 Easy Tips

Marketing Automation for Small Businesses

Marketing automation is not what it used to be. Back in the day it meant just setting up a simple email marketing campaign through simple third-party software. The best you could do was create timed emails that were not responsive to the user’s behavior. Now, you can use complex automation software such as HubSpot to create workflows for solid lead nurturing and beyond.

The best part of marketing automation today is that your workflows can be responsive to your user’s behavior. This means the right marketing messages can be delivered to the right audience at the right time. This is a goal that every marketer should have when creating marketing campaigns. You don’t want to waste marketing content on users who do not care about it because it does not concern them.

The best marketing campaigns have the right audience segmentation. You can use HubSpot to build your marketing automation campaigns to properly place users in the right workflows by the data collected on them. In this article, we are going to breakdown 3 tips to building a successful marketing automation campaign using advanced tools such as HubSpot.

1. Collect the Right Data First

Before you even begin building a workflow for your marketing automation campaign, you should collect the info you need on the intended audience. Why? A good foundation for any marketing campaign starts with knowing the right information about your target audience so you can properly send them the information they want. For instance, if you are a car salesman you want to know: what type of automobile are they interested in, when are they looking to make a purchase, are they looking to lease, finance, or buy cash, do they plan on trading in their current car and if so what is the year, make and model, what is their dream car, etc.

The best way to find out as much as possible on your target audience is through building a HubSpot form with the questions you want to ask them. Then you can get creative as to how you will get this form in front of your target audience. You can place it on a landing page and have online ads and social media campaigns directing users to it. You can have it on tablets and have your salesmen fill out the form for the prospects when they guide them around the showroom.

Now you could ask these questions in your workflow. But, it is better to collect as much information as possible before the campaign is built. Since a campaign that asks these questions will have a greater chance of unsubscribes than a campaign that knows to send the right content from the start. Once you build the workflow the submission of the form can be its trigger and the user can be placed in the right if/then branch of that workflow. This will ensure they automatically receive the right information from the beginning.

2. Create a Workflow with Multiple IF/Then Branches

A good workflow should look like a tree. From start to finish will be a straight line. This will be for users who don’t respond to any of your marketing content, but you want to keep lead nurturing them. Since all it takes is one piece of content, if it’s the right content to the user, to entice them to complete your campaign goal or goals. Your branches are the if/then conditions of the workflow. Overall, a successful marketing automation campaign gets most of the users in the workflow to complete your goal or goals. This goal can be returning to your website or business to complete a form or purchase, calling your business, attending your event, etc.

The if/then branches in a workflow significantly increases the chances of goal completion by being responsive to user behavior, current user data, or newly found user data in the campaign. Let’s say you have a workflow for a lead nurturing campaign for users who abandoned the shopping cart of your car parts website. Now the point A to B of your workflow will be a straight line that talks about general info about your brand to educate them, your products, and your value propositions. You should have if/then branches for every main product category. If you are using HubSpot, you can easily have the user automatically placed in the right if/then branch depending on their recent user behavior on your website.

Let’s say the main branch of your lead nurturing campaign entices them to return to your site. Again, they don’t pull the trigger on your site! However, this time you have the workflow and the right if/then conditions. So, on your site they didn’t buy your Titan Plus brake pads. HubSpot will automatically place them into the Titan Plus brake pad branch of your workflow so that they will receive the limited time discount info on your Titan Plus brake pads. Because you are sending the right user, the right info, at the right time they have a much higher chance of converting to a customer.

3. Review Analytics During the Campaign

You don’t want to wait until the marketing automation campaign is over to find out where you could have improved your content. When using a tool such as HubSpot you can look at the performances of each email to ensure you are using the right content. A great part about building a workflow using HubSpot is that you can edit the campaign while it is live.

This translates to a campaign you can adapt to the live data you are receiving from user behavior. Since HubSpot workflows are not coded in stone you can test new fonts, images, and messages on your audience. For example, it is common to use the same email template for every communication in a workflow. You may find an 18-month campaign that had a high engagement rate in the beginning is starting to lose steam after 4 months. If your campaign is using the same email template design, it may be your target audience thinks you are sending them the same info and ignoring your emails. Change things up when your campaign data is telling you to.

If you need help with your marketing automation you can reach out to us at Leads Bringer. We are a Cleveland web marketing agency that specializes in marketing automation.

5 Effective Tips for Small Business SEO

Small Business SEO

The size of your business is a deciding factor for what type of SEO tactics you should use for your website. A small business needs to be aware not just how SEO works, but how certain tactics are necessary to build a strong online presence. You don’t want to spend time or money on tactics meant for a bigger business. When you are a small business owner, you have to be especially mindful of your budget and waste.

You don’t have the money to burn or the time to spend on wasteful web marketing projects that leave your business at the same place it had started. So you need to learn what small business SEO tactics work and how to implement them for your brand to reach your target audience. This is where customization is key. When you read about the following tactics, keep in mind you will have to adapt them to fit the audience you are trying to attract to your website. An example is keywords. When you read about a following tactic, make sure you do your own research on the search terms people are using to find your competitors’ products or services.

1. Geo-Target Your Content

You are probably familiar with geo-targeted keywords. If not, this just means using keywords that are associated with your business location and service areas. You want to make sure you are using these keywords in your content to increase your chances of appearing to your target audience when they search. You also want to use geo-targeted keywords for your small business so you are not competing with larger businesses. Especially true when you are limited to certain service areas.

You want to use Google Keyword Planner to search what geo-targeted keywords your target audience are using and then write your content around those search terms. This will create search engine optimized content that reads well and provides a great user experience.

2. Google My Business

You want to create a Google My Business page for your small business. This acts as an extension of your brand, builds links to your website and social media channels, and allows you to communicate directly with your customers. You can also use Google My Business to advertise your local services.

When you place your brand on Google My Business, it directs Google to share your business page to local searchers; a huge benefit to attracting high converting web traffic to your small business website. You want to be especially mindful of every review your business receives on this page as this is the first thing local users will see when searching for your business. You want to respond professionally to every review. The bad reviews look better when the company takes the time to respond to every one in a positive and thoughtful manner.

3. Yelp and Other Review Sites

Speaking of reviews for your business, you want to create a profile on Yelp and other online review sites. When the search engines like Google and Bing crawl your business profile on these websites, it will increase the chances of your brand being found by local searchers. When you begin to garner positive reviews on these sites, it will increase your web traffic. That’s why you want to have your business on as many reviews sites as you can find. Each review site is an opportunity for your brand to be found.

4. Mobile Website

According to Acquisio, 75 percent of all mobile search traffic has local intent. You want your mobile site to offer a great user experience. A few ways to optimize your small business website for mobile users is to make sure you use readable font that is concise. You don’t want eye strain when reading your content, so large enough text that is easy on the eye is important. There also needs to be enough white space between images and text so again being concise with your messages is key.

Your website should load in 3 seconds. 40 percent of users will abandon your site if it loads in more than 3 seconds. You want to compress all of your images to below 200 KB. You want to minify your CSS and JavaScript. You want to cache your site. If your small business website offers services in other states then you want to use a CDN to quicken load times for every user.

5. About Us Page/ Local Services Pages

You want to make sure your About Us page on your website is localized. This means you want to make sure your business address, hours, phone number, and Google Map are on the page. When you describe your business on this page you want to use geo-targeted keywords.

Each service you offer should have its own webpage. This will make implementing SEO easier and also allow better indexing and SEO results from the search engines. You want to apply geo-targeted keywords to each service page.

At Leads Bringer, we offer amazing small business SEO. We would be happy to answer any questions you have on how to improve the rankings of your webpages in Google and Bing.

3 Cost Effective Marketing Ideas for Small Businesses

Marketing Ideas for Small Business

Being a small business owner, you want to make sure your time and money are spent on the right marketing strategies. It isn’t enough to get more leads, it is crucial your business gets sales. How often have you spent time and money on small business marketing to only come up short on the results? You don’t have to tell us in the comment section. Our digital marketing agency has helped many smb businesses like yours to know that it is all too common.

The good news is we learn from our mistakes. You are reading this article after all.  You are here to turn your small business marketing campaigns into cost-effective client generators. Let’s get to it then.

1) Infographics, 30 Second Videos, and Hashtags

We could just say enhance your social media marketing for your small business, but that is way too vague. The details are always best. You must be mindful that most people are not on social media to read wordy articles and watch lengthy videos. They want their content to be concise without sacrificing being entertaining.

This is where creativity comes in to play. Infographics are an easy place to start since this format forces you to be concise and to use mostly pictures to communicate. If you really want your infographic to be engaging to your target user, you need to find out what they are searching for online. Just head over to Google search and put on your client hat. Type search queries into the Google search bar without pressing Enter so Google can give you search query recommendations. These are topics people are searching for in Google. Use it to learn what topics you should cover when creating your content.

how to make an infographic
Venngage is great if you don’t have graphic design experience

You can use your research for all content types. While cat videos are cute, it is better to provide your target client with what they want to know in a short and engaging package. So just make sure the cat video is about a topic your target audience actually want to know more about.

When shooting videos, it needs to be short. Even less than 20 seconds if it can effectively communicate the message. The longer the video the harder it is to keep people engaged, so if you have a lot to say then the video’s presentation needs to be great. Otherwise, you will just be wasting your time making long videos that can’t keep its viewers past 10 seconds, which is most content on YouTube.

Even when you do all the work to make the most amazing content, it still needs to be shown to the right audience. This is where hashtags come into play. Hashtags organize content on social media channels and make it easier to find among users. Login into your social media accounts and search for industry related content. You will find hashtags relevant to your business on these posts. Now just don’t use any of them. Look at the content with the most engagement. Now write down the hashtags that you want to use and make sure they are relevant to your own content.

2) Google, Facebook, LinkedIn PPC Ads

You have to spend money to make money. But you don’t have to waste money. Online advertising for small businesses can be very cost-effective when the right research is done on your target audience. You want to know who they are, where they hang out online, and their search behaviors. Why? So you can have amazing targeting for your ads.

Facebook ad targeting
Facebook audience targeting is effective

Aim first and then fire. PPC ads, also known as pay per click ads, can be targeted by multiple criteria such as age, income, occupation, location, gender, and search behavior. You can also decide how much you want to spend to prevent overspending on poor performing campaigns.

Another great thing about PPC ads for small businesses is the performance data. This beautiful data is a money saver and the best way to improve your PPC ads’ performances. How? First, always analyze the data at least every three days. You want to look for patterns in engagement to learn what ads needs to be paused and reworked. The last thing you want to do is wait after you hit your monthly spend to then look back at the data. You can avoid so many mistakes and improve on increasing your on-site conversion traffic by making changes to your ad campaigns as soon as the data warrants you to do so.

LinkedIn is the most expensive, while Facebook is the least. If you are a B2B business, then LinkedIn is worth the ad spend. Its ability to target decision makers is great. Why deal with the traditional gatekeepers when you don’t have to? Facebook works well for B2C businesses. Google, since it has the largest audience, works well for B2B and B2C businesses. You just need to be really mindful about your targeting when using Google since the audience pool is an ocean.

3)  Landing Pages or a Website

It isn’t enough to just have a Facebook page or LinkedIn page for your business. Hopefully you didn’t throw away your client hat. Put that bad boy back on and just think about how you search for products and services. How often do you give your business to companies that do not have a website? If they do have a website and it looks horrible, we know you don’t stick around. We have the data that shows that nobody does. Even when the site looks great, but performs horribly, such as bad page load speeds and confusing page navigation, people leave within seconds.

So you need small business website design that provides a good looking site that performs wonderfully. If you can’t get a site at the moment, you can start small by building a landing page. If you go with the landing page route, we recommend you keep the content laser focused on just one service or product. Why? Welp, this will make your digital marketing perform much better.

A landing page that matches the marketing messages in its ad campaigns will lead to good conversion rates. Meanwhile when you try to juggle different products and services on one landing page you will have a harder time keeping your user engaged and not confusing them. Boredom and confusion will lead to high bounce rates, meaning people will leave your page without performing an action. Also, Google will increase your ad cost if it is tied to a landing page that doesn’t perform well with users. Just keep the content simple.

A website is the best tool for enhancing your brand credibility, capturing leads, and converting leads into customers. However, it takes expertise to build a website that will actually help your business grow. If you have any questions about small business web design, just reach out to us. We are always happy to help.

Creating Engaging Small Business Blog Topics

Blog Topic Ideas

How to find the right topic for your small business blog does not have to be hard. All you need is Google Keyword Planner and a little bit of your time. A common mistake that smb businesses make is creating a blog where the content is about what THEY want and not what their target audience wants. Why bother writing a blog blindly and hoping for the best engagement?

Instead, you should use Keyword Planner to research what your target users are searching for and write content in response to their search intentions. This will create optimized content that users will engage with and will lead to your small business website getting more online conversions. For example, if you have an auto repair business in Cleveland you want to use Google Keyword Planner to find how users in your service area are searching for all the services your business offers.

In this example, we will enter just two broad keywords that define your services. In the same menu you want to change your target area to match your keyword queries. So, in this case you would change it to Cleveland, Ohio. This will ensure you are only targeting Google users in Cleveland, Ohio searching for auto repair services. You don’t want to get keyword data mixed in with people from regions outside of your service areas.      

When we look at how Google users in Cleveland, Ohio are searching for car repair and auto shops we get the below example. We see when Clevelanders search for car repair they are interested in local mechanics. So, you want to give them what they are looking for. You want to focus your blog content on your local services such as 5 Tips to Find a Great Cleveland Mechanic, 10 Things to Ask Your Cleveland Mechanic, and 5 Reasons This is the Best Cleveland Auto Shop. You should also make sure your small business website has an interactive map for mobile users, your physical location, customer reviews, and hours of operation. You can include this data or their page links in your blog posts.

KeywordAvg. monthly searches
mechanic near me1000
auto repair near me1000
auto repair720
auto shop near me720
car repair near me590
transmission shop320
car repair320
auto repair shops near me320
transmission shop near me320
mechanic shop near me260

Since your target audience is mostly concerned with locality, you should make your blog about local topics beyond your services. In this example you are a local business with one service area, your content should revolve around everything you do as a business in the Cleveland community. The corporate blog should be segmented into different categories that cover more than Cleveland auto repair. Any client appreciation events you hold in your area should be published. You should have a section about your local partner vendors, which is also a great guest blogging opportunity to link build and further boost your site’s SEO. You should have a blog section where you write about client stories, where each post centers on how your local shop helped a specific client.

A common mistake that small and medium-sized businesses make is writing beyond their service locations and having their content compete with large national chains. You are a small business, so you want to compete with other small businesses and keep your content local. If you are a medium-sized business, then only focus content around all the areas that your business services. There is no need to waste time on competing with other businesses for a target audience that will never visit your location.

After you publish your articles, your work is not done. You should analyze your articles’ performances each month to see how each topic does with engagement. Below is an example of performance metrics from a real estate blog. You can use this method to find the best topics to expand on. You can either go back and add new information to blogs that are performing well to give them new life. Or you can write another topic that compliments the first post. In this example, it is recommended to create a pillar page about Home Selling Tips.

The pillar page should include 2-3 intro paragraphs for articles 2, 3, 7 and 9 in the above chart and then links to those full articles. Each of those articles should be updated with a link back to the pillar page. Then new articles about Home Selling Tips can be included for the pillar page. Pillar pages are great for boosting SEO and UX for your website. For one, pillar pages allow easy site navigation for users and search engine robots to find your content since it will be better organized. Your content will also be better in quality since there will be more subtopic articles to support each main topic. This will boost user engagement through providing users more detailed content to digest. Furthermore, your blog will consist of content that users are searching for instead of what you want them to read.  

We can help you with your content creation.