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Small business digital marketing

Category: Resources

Creating Engaging Small Business Blog Topics

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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.

Generate Small Business Leads With Your LinkedIn Profile

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LinkedIn Lead Generation

Social media marketing for your small business does not have to be challenging. Let’s talk about LinkedIn. LinkedIn is a great tool for small business lead generation if you know how to use it. When you consider how LinkedIn is a search engine then you can utilize its search functions to find the leads you need.

While there are ways to find new contacts to expand your network such as following LinkedIn Groups and then finding contacts from their followers section, entering a hashtag in the search bar to find very active LinkedIn members, and using the advanced search filters to find strangers with more than a few things in common, let’s begin with your current LinkedIn network. Just follow these steps and you will be on your way to building a large network of leads:

1)      Use LinkedIn’s search tool to find local 1st connections in your network to directly message. Head to the search bar at the top of your LinkedIn page, click on it, and then press Enter to head to the search page.

You will then be able to select All Filters to the lower right of the search bar. This will allow you to advance search the connections in your network. You can use the All Filters menu to specify the connections you want to see in your search results.  

If you do not see an option under the search field, you can add one by typing it in to the specific field bar. As long as the item such as the company profile page you are looking for is in LinkedIn, you will be able to add it under Current Companies just by typing in its name in the field and clicking on it. 

Again, this example is about connecting with your 1st connections, aka people in your LinkedIn network. After you get to your search results page, choose the profile you want to contact. Then in their profile select the message button to type your direct message. This is all about reconnecting with your network, something most people don’t do.

The message you send should be short and not a sales pitch. This message is to check in on your 1st connections by asking how they are. In the last sentence let them know how things are going with you. It’s okay to add a little bit of info about the market or your track record in real estate. Since this is not the main purpose of your message and is just a part of the overall message of seeing how the connection is doing.

Example:

A)

Hello First Name,

It has been a while since we talked. How are things?

Things on my end are great! I am having a great year in real estate and getting my clients into amazing homes.

I just wanted to check in with you.

Sincerely,

Agent First Name  

When your 1st connection responds then you should immediately send a follow up message to keep the conversation going. Ending a conversation too early makes it appear your initial message was insincere about learning how they are doing.

Here is an example of a correct follow up message to their response:

B)

Hi First Name,

This sentence should acknowledge their answer to “how are things?” 

It would be great to have a short call sometime soon to talk more – social media is great and all, but nothing beats a great conversation.

When would be a good time for you to chat?

Sincerely

Agent First Name

You want to move this conversation away from direct messaging to the phone. Direct messaging is great for initiating turning a cold lead into a warm lead, but the actual qualifying process is too complicated for back and forth social media messaging. One conversation should be enough to see if they are interested and worth your time as a client.

Furthermore, you now should have some good information for your phone call. You had asked them an open-ended question, “How are you doing?” Hopefully, since they are a 1st connection, they were not shy in their response and gave you some good info to go on.

If they are willing to talk to you on the phone, then you want to place them into your CRM and properly tag them for easy follow up.

Now when you want to expand your search beyond your 1st connection, you can still utilize your LinkedIn network. This is where you should analyze your 2nd connections. These are LinkedIn members who are not in your network, but in the networks of your 1st connections. Otherwise known as a friend of a friend. This is a great way to expand your network. Just like traditional networking it is important to use who you know to connect with who you want to know you.

Here are the steps to take:

2)      Under All Filters select the connections tab and then check 2nd.

These are LinkedIn members in your 2nd connection network. Since these people are outside of your network you have two options to message them. First you can choose the Connect button in their profile to add a note to your connection invitation. Or, you can select the message button to message them directly if the button is available in their profile and you have enough InMail credits. For example:

Your amount of InMail credits depends on your level of paid LinkedIn membership. I recommend to just send a DM in the connection invitation. Either way, here is an example of what to say:

A)

Hello First Name,

I see we have a few shared connections [you can choose to name a few]. I have enjoyed expanding my network using LinkedIn during this time when we can’t meet face to face. I’d love to connect with you.

Sincerely,

Agent First Name

If they accept your connection. You should thank them for accepting your invitation to connect.

Then say:

I think we could have a better conversation over the phone about how we can help each other.

How I can help you on my end is navigating the real estate market to get you into a better home.

When would be a good time to talk?

Sincerely,

Agent First Name

Since these are new 1st connections, you will have a higher success rate with getting them to respond to your messages and to set up a time for you to call them. Everyone is intrigued by new people. Furthermore, you are setting an expectation from the beginning of your relationship that you are the type of connection that is proactive with LinkedIn for building their network. And that is always a good way to approach every new connection you make on LinkedIn. 

We can help you with your small business social media marketing.

3 Tips to Better Utilize Small Business SEO Tools

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Small Business SEO

Yoast SEO is a great tool for small businesses that have their websites built on WordPress. Especially for business owners who don’t have an advanced understanding of small business search engine optimization. It has a simple user interface that analyzes your web content and is easy to implement its SEO recommendations.

It is best to know small business SEO when using Yoast SEO to ensure there are no gaps in your search engine optimization strategies. Writing content centered on active and passive user intent, performing keyword research to create the right meta data, and finding engaging topics based on online forum inquiries are a few examples of small business search engine optimization that you should understand. This article will discuss a few SEO strategies for your smb business and why they are implemented. Then you can implement these strategies while using search engine optimization tools like Yoast SEO to get better results for your business.

1. Keyword Research to Find Search Intent

When someone searches for a product or service on a search engine there are two types of intent: passive and active. Passive intent is not as obvious as active intent, but it is just as important to understand as a business owner so you can provide the right information. When someone searches the term “best dentists in Pepper Pike, Ohio” their active intention is to find a list of local dentists. Their passive intention is to find reviews and directions to the dentist.

If you are a dentist in Pepper Pike, Ohio and you discovered through your keyword research that “best dentist in Pepper Pike, Ohio” is a search term with good search traffic, then you should have the content to match all passive and active intentions on your site. You should have a page that has a map API so site visitors can use their mobile phones to GPS your location. You should have reviews on your site. For the active intent, your content should explain why you are best dentist in Pepper Pike, Ohio.

2. Optimize Your Site Copy and Meta Data

Yoast SEO will analyze your content to make sure it has the right keyword saturation, which should be at least 2 percent of overall page copy. However, you have to provide the software with the keywords it needs to analyze ahead of time. You should be performing keyword research anyway to build a small business content strategy around what your target audience is searching for. Again, matching your site content with searchers’ active and passive intent.

When you build your keyword lists to implement in you website copy and meta data, you should not just repeat the same keywords. You should use latent semantic indexing when implementing your keyword strategy. This means having your keywords relate in context. This will help search engines understand the content it is indexing, so your website will be better matched with searches. For instance, LSI keywords under the topic of mountain biking would be hard tails, full suspension bikes, fat bikes, trail bikes, dirt jumpers, and XC bikes.

3. Research the Problems Your Target Users are Trying to Solve

Your keyword research will reveal literal questions your target users are typing into the search engines to get answered. You should take those questions to write content to answer them directly. Too many small businesses are concerned with using their websites to just promote how wonderful their brand is. The site should have content that specifically solves the problems of your target users, especially common ones.

You should also go to sites such as Reddit, Facebook, and Quora and follow the groups where your target users hang out to see what questions they are asking. You should use those sites to also ask questions directly to your users to find out more about them to create more engaging content for your smb business website. When you do this, you will be able to build a better small business content marketing strategy that will establish your brand as a top resource in your industry. When this happens your link building will drastically improve, since you will have users and other websites linking to your site as a source.

Conclusion

Search engine optimization tools for small businesses are more effective the more advanced the user is in understanding SEO. So, you should take the time to learn how SEO works and its strategies to better utilize tools like Yoast SEO. If you don’t have the time to learn advanced SEO, then you can contact us to help you. Our passion at Leads Bringer is to help businesses like yours build a strong digital presence.

3 Tips for Effective Small Business Website Building

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Small Business Website Design

Effective small business website building centers around providing a great experience for your target user. You should build your smb website to be fast, easy to navigate, and with the content your target audience wants. There are various ways to build a website for a small business. We have three tips to follow that will get you on the right path to building an effective website.

1. Assess the Target Users of Your Website

Who is intended to use your website? That is the first question you should ask when planning your small business website design. This is not a marketing question. It is a website development question that will help you design your site around your target user to create an amazing user experience.

You should build a client profile for each of your target users. Then you should gather website user behavior on those groups. An easy way to do this is to build an online advertising PPC campaign and send traffic to a survey. You can build surveys for free on Google Docs that ask what users find valuable when navigating a website. Then you can build audience lists for your PPC campaign targeting your user groups.

2. Create Goals for Each Webpage

Now that you understand what your target users want in a small business website you should build each webpage around satisfying those wants. Webpages built to only promote your brand are unnecessary and will cause your domain to suffer in SEO performance due to a high bounce rate and little time spent on the site. When a company uses their site as a soap box to tell the world how great they are all the time their website users will quickly ignore their messages, ruining any chances of having a good onsite conversion rate.

This is why you should create workflow charts to help you map out how you plan on guiding your user from beginning to end through your site. You should also map out each web page, since SEO, search engine advertising, social media marketing, and other marketing tactics will have your users begin their journey on any web page.

3. Find Analytical Software

It is never too early to look into analytical software for your planned website. Google Analytics is a great place to start. You should also look into a heat map for your site and software that records video of user navigation on your site. The more data you have on how people use your site the better your improvements will be.

There will always be a need to improve your website. You want to adapt to how your users behave on your site, which will change over time. When looking at your Google Analytics, if you find people abandoning your site at a certain webpage, then you need to look at the heat map of that page. If users are leaving your homepage after spending over 20 seconds on it, then you need to analyze your call to actions. They may be too weak or just need to be moved up above the fold.

A website’s content should also be dynamic, changing to what users want. You should always look at the average times a user spends on your article pages. Pay close attention to the topics that have the best performances. Then you can develop a small business content strategy around your findings, creating new content around the topics that your users find valuable.

At Leads Bringer, we know it can be challenging to build a new website for a small business. That is why we work with you during each step to simplify website building. We want to help you build the site your target users want, so it will perform the way you need it to for your smb business to thrive. You can fill out our website marketing analysis form to get started.

Creating Small Business Search Engine Optimized Content

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SEO Content Strategy

When creating articles to improve your small business search engine optimization you should perform keyword research during your brain storming sessions to help you come up with your article topic. Many small business owners make the mistake of writing the article first and then adding keywords to it to try to boost SEO performance. One, this will make the article read awkwardly which is not a good user experience and can lead to a high bounce rate. Two, the article will not receive good organic search traffic since the topic never had the user in mind.

Keyword research will show you the topics your target audience wants to know more about, giving you the chance to create online content for your small business that is not only highly searched for but highly optimized. Search engines will have an easier time indexing your content, allowing better matches with search queries. This will increase your organic search traffic.

Content written from small business SEO research makes implementing other technical SEO strategies easier. For instance, pillar pages built around highly optimized articles will perform well and boost your overall domain ranking. SEO strategies need to flow naturally as well, for the user’s sake. Implementing the proper content creation technique for each piece of collateral will establish an engaging site.

Performing keyword research is free. You can use Google Keyword Planner to find the search queries your target audience is using. There are even paid services such as SEMRush, which allow you to see what keywords your competitors are using to attract organic search traffic. We recommend you start with Google Keyword Planner to help you brainstorm your content for your smb business.

Before you begin your keyword research you should think about what you want your content to do for your site. Some articles will be just about brand awareness, so you want to reach as many people as possible. In this case you want to use more common keywords so your content will have a broader reach. Since you are a small business owner, you should geotarget your keywords, so your content will not be outranked by large national competitors.

Geotargeting is when you localize your keywords to attract users in the areas you serve. A common mistake is using keywords meant for an audience outside the company’s service areas. If you are a small business that only serves a few counties in California, then you want to apply location to your keyword research. This will ensure you attract traffic you can serve.

You will have articles where you want to attract traffic that will buy a product or services on your site. Then you will want to use keywords that buyers are using. You must analyze the keywords searchers use in the industry you serve during each part of the buying cycle. Then create content for each part of the buying cycle to move traffic along each part.

We can help you find the search terms your target audience members are using. We can also create the search engine optimized content your small business website needs to outperform its competition. Keyword research done right will lead to higher search engine traffic that converts, so you can spend less on paid site traffic. We offer a free web marketing analysis, which includes keyword recommendations for conversion traffic.

Why You Should Automate Your Small Business Email Marketing Campaigns

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Email Marketing Best Strategies

It used to be that small business email marketing was like having a one-sided conversation with your leads and clients. Now when you place your emails into an automated workflow with If/then logic, you can create a dynamic email marketing campaign for your smb business that reacts to the user’s online behavior. Instead of telling what you think your users want to hear about your brand in your emails you can ask them what they want to know about it. Then depending on their answer selection, they will automatically be placed in an email branch within the workflow that sends them the content they want.

What this means is your emails will have a much higher engagement rate. You are giving the user what they asked for and can continue to automatically place them in email branches within the workflow that respond to their previous user behavior so they will always receive the content they want. For example, in the automated workflow for your small business, if you send them an email to learn more about your Winter sale and they clicked on your call to action button and went to its landing page.

However, they did not buy anything on the landing page. This will place them in an email branch within the workflow that will try to get them back to the landing page to buy. In that series of emails you can ask them why they did not take advantage of the Winter sale. Depending on their answer, they can be automatically sent the right communication to try to overcome their reason for abandoning the sale.

The simplest way to make a responsive email workflow for your smb is to always use predefined answers. If you don’t, you could have the workflow automatically assign a staff member to each user in the workflow so that when the user does respond to an email it sends it to the staff member. Then the staff member will be responsible to send a reply. It is better to have the workflow send automated emails to respond to the user rather than to wait on a human.  Also, the automated emails would have been proof-read and reviewed to contain the right content well ahead of time.

Users can be automatically added to small business email campaigns through their workflow triggers. This is just criteria the user must have met to qualify for the specific workflow, such as filling out an online form on a certain web page or giving certain info about themselves. This data is then used to automatically place them in the right workflow, which will contain the right email campaign.

For example, the user fills out a form on your hats webpage about yellow hats and gives their contact info. A trigger to place them in a workflow can be yellow hats and then they are placed in a workflow with an email campaign about your finest yellow hats. Also, because they stated they are from Cleveland, this can place them in another workflow that talks about your products that are perfect for Cleveland weather this time of year.

When the client gives you data, you can automatically react to it with the right communication in a timely manner. That is powerful. You do not have to rely on the old way of sending canned messages that miss the mark on your leads, clients, and past clients. When you enhance your small business email campaigns with automation, you are taking advantage of data to perform cutting-edge customer segmentation that provides outstanding results.

If you need help creating email marketing automation for your small business, you can contact us. We are happy to help.  

3 Ways to Perform Small Business Hashtag Research

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Small Business Hashtags

Social media marketing for your small business requires a hashtag strategy to get its content in front of the right audience to increase your site’s conversion web traffic. A common small business social media marketing mistake is to post without targeting. Another common mistake is to post using hashtags that were not researched. When either of these mistakes are made, the content has a poor chance of being read by users that will find it valuable. This leads to bad user engagement and low web traffic. Here are three ways to perform hashtag research for effective social media marketing campaigns.

1. Search the Social Media Channel

You can search for hashtags in the actual social media channel you plan to publish on. Use the search function at the social media channel’s homepage to find hashtags. You can start with searching for hashtags using industry related terms that are relevant to your content. For example, for this article we would search #socialmediamarketing in the search bar. You can get more specific as you gain ideas from the search results page.

We recommend analyzing the content associated with the hashtag to see if your content is relevant. Pay close attention to the content under each hashtag that has the highest engagement and take note to what each have in common. You should note the post layout, graphics used, wording, and call to action. It is always a good idea to never ignore what your competition is doing to gain web traffic.

2. Analyze Popular Google Searches

If you want to stay current on what content people find valuable, we recommend using Google Trends. This method will not only help you generate great hashtags, but also great small business content that people want to read. For instance, when you search for social media marketing in Google Trends you will find under Rising and Top Google search queries that under the topic people really want to know about how to perform social media marketing. Under Rising search queries, it shows people want courses for social media marketing.

When you put this together, you can search for hashtags about social media marketing tips. You can also create more valuable content, which would be an online social media marketing course, since this is a highly searched for topic. However, this is just an example. You want to make sure the content you are creating is relevant to your business. You don’t want to create content to pull traffic from a hot topic that doesn’t concern your smb business brand or industry. This will result in a high bounce rate and low return visits for your website.

3. Use Hashtag Research Software

There are numerous online platforms that provide users the ability to research social media hashtags. We recommend reading the reviews and trying the free trials to see how each work with your needs. These platforms typically only specialize in only one to three social media channels so you may have to sign up for more than one.

Some of these platforms have a free version, but only offer basic user capabilities. If you decide to go this route, it is ideal to still perform your own research every month to ensure your social media marketing hashtag strategy is current. If you need help with your social media marketing for your small business, you can contact us. We are happy to help.    

3 Ways Small Business Marketing Automation is Powerful

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Marketing Automation for Small Businesses

Have you heard about small business marketing automation? If not, you are missing out on a powerful marketing tool that can turn old leads into sales and prospects that had originally said no to your marketing messages into loyal customers.

Lead nurturing is a crucial part of small business marketing since most sales do not happen after the first web visit. When someone fills out a form on your website for more information about your product or services, you have to keep them thinking about your brand and your solutions in order to have them come back to complete the sale.

There are 3 ways SMB business marketing automation is a powerful marketing tool. After you read about them, we recommend you start automating at least one of your marketing channels. We guarantee you will get amazing results.

  1. 1. Marketing Automation Can Deliver the Information Your Target Audience Wants at the Right Time

The first step to a successful small business marketing automation channel is creating the right triggers that properly segment the marketing collateral. Again, you want the right message to be delivered to the right people at the right time since this equates to a high conversion rate. You can create criteria for your target audience to match a trigger that will automatically place them in an automated marketing workflow which will deliver the right marketing messages to them.

For instance, you can create a trigger that will place web visitors who had went to your web page about dog collars in a marketing workflow that will send them timed texts and emails about dog collars. We recommend you share not just overall product information, but deals and discounts. You can even get very specific with your product marketing automation. If they clicked on a certain brand in the dog collar workflow then you can set the workflow to just show them emails and texts about that specific brand. This is how you can increase your conversion rate.

2. You Can Adapt Your Marketing Automation to How Your Target Audience Interacts with Your Marketing Messages

One of the greatest things about setting up a small business marketing workflow is that it is not set in stone. While the workflow is live and leads are in it, you can add more to it. Why? Well, marketing automation programs allow you to look at performance results of each marketing message in your workflow. You can then adapt your workflow to how users are interacting with previous marketing content.

We recommend to review how your workflow is performing at least once a week. You can determine what marketing messages need to go and which need to be reiterated or discussed in more detail based on analyzed performances. This will improve the effectiveness of your workflows nurturing small business leads.

3. You Can Automatically Move Audiences into the Marketing Workflows They Want

When you have multiple automation workflows each one should have a trigger at the beginning which determines who will be automatically placed in the workflow. This means a web user will get the right message or messages depending on their interaction with your brand. So for example, a web user came to your car dealership website and filled out a form that stated they wanted to buy a car. The trigger you had set in your car buyer workflow places them automatically in that workflow. Now they get timed texts and emails about car buying tips and deals.

On day 11 of the workflow you created a second trigger that will place the lead into the car seller workflow if they said they wanted to first sell their car before they bought a new car in an automated email from the car buyer workflow. What this does is tell you the lead is interested in buying and selling a car and needs info on both processes. Meanwhile, you will have small business leads in the car buyer workflow that never set off the trigger of the car seller workflow because in the email they stated they didn’t need to sell a car before they bought a new one. Meaning they are only interested in buying a car and will then only receive marketing messages about car buying. Your brand giving the lead exactly what they want will only enhance your image, build your credibility, keep your brand on their mind, and increase your chances of turning them into a customer.

If you have any questions about building small business marketing automation workflows, you can contact us for help. We are marketing automation experts and enjoy helping businesses work smarter by building enhanced marketing processes for them.

Tips for Steller Small Business PPC Management

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Creating an efficient Google AdWords pay per click campaign for your small business is challenging. You want to make sure you get the most leads you can while spending as little as possible. When you prefer leads over brand awareness as your online advertising goal the Google AdWords pay per click campaign you build needs to attract users with an intent to buy or give their personal information online.

This means you need to be build an online advertising campaign for your small business that targets the right audience. Broad match keywords will match users to your ads with Google search queries that are variations or related topics of the keywords you bid on. What this means is broad match keywords allow you to caste a wide net for web traffic by loosening the match criteria for user search queries to your chosen keywords. This is great when your campaign goal is brand awareness, meaning you want to expose your brand to a wide audience in a short amount of time. However, broad match keywords do not perform well with matching users with serious intention to buy or provide their personal information online. You need to tighten the matching criteria of your keywords to user search queries to find users further along the buying cycle.

The key to getting your keywords to match with the audience you want is to understand what your audience is searching for when they want to buy or convert online. Overall, this is about tightening your small business PPC campaign reach to focus on a specific online user. Online research to find the right keywords must be done, but match type is just as important. After all, you may be trying to attract users who are looking for football gear, but because you are using broad match type, you are getting users who are looking for soccer gear.

So let’s say you decide to be a little more specific in your match type to attract the right audience. You’ve heard of broad match modifiers as being the next step to improving your keyword targeting. You know when you add a plus (+) in front of football such as +football gear, now you will attract only users who searched football while gear will match with any search query Google finds to be relevant to the term. The issue that remains is you are still too generic in your ad targeting.

Phrase match works well when finding the right audience without being to specific where it drastically decreases how often your ad shows. When you place “” around a keyword such as “fishing poles” your small business online ads will show to only users whose search queries contain the term fishing poles. So terms can go before and after the phrase. Cheap fishing poles or fishing poles near me will show your ads to these users. You can see why phrase match is more effective in getting your ads in front of users with the right search intent to buy or convert online.

When you really want to narrow down who your ad shows to you can use exact match. This is where you place parenthesis around your keywords such as [best car dealerships] to only show your ads to users whose search queries exactly match your keywords. This can be very effective to getting the right audience and containing ad cost. However, the more specific you make your match type the more you will reduce your ad reach. It is crucial before you decide to use phrase or exact match type to perform proper keyword research to find what search queries your target audience are making to perform online purchases or conversions.

We provide a free online performance analysis. Part of the analysis is creating keyword recommendations for online ad campaigns to attract the leads you want without wasting ad spend on unwanted web visitors. We provide amazing PPC management for small businesses. You can contact us for more details.

How UX Design Influences Small Business Lead Conversions

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Benefits of UX Design

Your small business website needs to always have the user in mind. Each web page needs to provide the user with an experience that is user-friendly and engaging. A common mistake small business owners make is creating a site that they like without considering if their target user will like it too.

When this happens, users tend to leave the small business website after only a few seconds. Of course, this means no conversions, but also causes the site’s SEO performance to suffer due to a high bounce rate. Search engines do not like it when you have a high percentage of your users only visiting one page and then leaving the site without engaging in any other on site activity.

This tells the search engines users do not like your site and search engines will translate this into meaning your site does not have relevant content to your target audience. This will lead to search engines not referring your site to your target users when they search for content related to your site. Instead, search engines will refer your competitors that are performing better in UX design and small business SEO.

To get you started on the right path to designing a stellar user experience, you should think about what issues your target user is trying to solve when online and how your site can solve those issues. When you design your website around the user then good SEO practices will come more naturally, which will help you design a website for your small business that will outperform your competition.

The site with the best design is not about beauty, it is about user satisfaction. When the user is satisfied with your site their engagement will give you more chances to convert them as a lead or even a sale since they will spend more time on your site. Also, good UX design is a major influence in good SEO, meaning search engines can send more users to your site providing it with more opportunities for conversions.

We can help you with establishing good UX design on your site. If you don’t have a site, we can build one for you. Just contact us to get started.