Apr 1, 2013

Small Business Marketing and Advertising Program

Small businesses have one thing in common, they want more customers! My Small Business Marketing and Advertising Consulting will do exactly that, find you more leads that convert to customers for your business.

I’ll customize a program to meets your business needs.

This program meets any budget because it pays for itself.

Coaching and Consulting – As your personal coach and consultant, I’ll help you with:
  • Evaluating your business model and what marketing program best suits your business 
  • Redesign or create website content that sells 
  • Google SEO configuration for your website 
  • Automatic email marketing campaigns designed to capture and convert your website leads 
  • Craigslist and Backpage advertising campaigns that sell 
  • Pay Per Click (PPC) advertising programs and how to maximize your return on investment 
  • More on website design and organic search results 
  • Facebook marketing 
  • Twitter marketing 
  • SEO linking strategies 
  • And a whole bunch more
What’s a New Customer Worth? 

Before going any further, you need to figure out what a new customer is worth to your business? For most businesses, just one new customer per month will easily pay for the cost of my Small Business Marketing and Advertising Program. Once you complete the program for you business, continue to tweak and generate more sales forever… even after your done using our coaching and consulting. Here are some quick examples for you to consider:
  • Professional services who bill over $100 per hour 
  • Home Service Companies who charge $25 per week 
  • Contractors and Handymen whose average sale is a couple of hundred dollars 
  • Restaurants and Retail Stores, how many times does a customer come back and spend $30 
What is your conversion rate and how much are you paying today new customer sales
In short, just about any business that makes more than a few dollars profit on a new customer, especially with products or services where multiple purchases are expected from a customer conversion.

Before you commit to any marketing program, make sure it's profitable

Website Design

I’m not in the website building business, I am in the website optimization business with one simple goal, generate more traffic and capture more website leads for your business.

You may have less than 8 seconds, will your website capture your lead?

Website and Content Need to Look Great
Your website is your store front on the web and it’s where your potential customers will form their first impressions! Much of the work we do with you in our Small Business Marketing and Advertising Program will send new potential customers to your website. The last think you want to do is scare them away with a crappy website.

Great doesn’t mean a bunch of flash content, cool designs, or bells and whistles. Most small businesses benefit from a simple design that effectively communicates and sells your products and services. Bench mark your website against your competition. As yourself which website looks nicer and who would you rather buy from? Keep it neat and clean with affective graphics. Photographs should be professional and show your products and services in their best light.

If you are selling a product or services, get rid of the advertising that sends potential customers away from your website and business. Check the advertising links on your site, if you have Google AdSense installed, when they click the link their gone, you make pennies and loose hundreds.

If they don’t see what they want in 8 seconds, they hit the back button in their browser and they’re gone.

My clients and I work together to update the content and make sure you that no fundamental mistakes are being made.

SEO (Search Engine Optimization) 

Every company desires more fee organic search traffic to their website. I like to call this Google SEO since most of today’s searches are done on Google, and Google promotes white hat SEO work. When a customer searches for products or services in Google or Bing, you need to be listed on the first page of those search results. If you are a small business, you have a leg up when it comes to local search r
esults. Make sure your site is configured and follow Goole SEO best practices.
  • Page URL file naming 
  • Page content optimized around keywords 
  • Onsite keyword based anchor text linking 
  • Page Keyword and Description Optimization 
  • Image Optimization 
  • Content 
Capture The Lead

We’ll show you how to create and install web forms that capture new leads to feed your sales funnel. How many customers visit your website and then leave without a trace? This needs to be understood and stopped! It costs too much to get them there, so capture this lead before they’re gone in 8 seconds (or less).

We’ll show you affective ways to capture that lead so you can continue your internet marketing efforts.

Email Marketing

We all hate spam, seems like there’s more and more of it every day. Businesses with the best website site conversion rates have figured out how to capture new leads and then create a great email marketing campaign, significantly increasing their chances at making a sale. Best part is, these new leads actually sign up and will want to receive the information from your company.

We’ll show you the secrets used by the top internet marketers.

This idea alone should generate a few new sales every month for your business! 

Craigslist / Backpage Advertising

Where else can you get FREE advertising for your business, products and services? Your Small Business Marketing and Advertising Program will include a strategy to leverage these tools. Create a template advertisement using simple HTML and images from your website to make it quick and easy to renew and place your ads. No more uploading images which can be slow and time consuming.
Make your ads stand out form the rest.
We’ll show you how to place these ads in just 5 minutes (once per week). This has to be good for a customer or two per month. 

You’ll generate leads directly from Craigslist and also point them to your new revamped website… where you capture the that new lead. Don’t lose this prospect for future sales.

We have some tricks up our sleeve that will drive more traffic to your Craigslist advertisement. More than anyone else in your category. This will keep you stay on top of the search results while your competition lags. If you really want more leads, we’ll show you our process for placing multiple Craigslist ads on the same day in multiple cities.

Google Adwords PPC and PPM

For fast and immediate results you should consider a pay per click (PPC) or pay per impression (PPM – the M stands for 1000 of impressions) advertising program. It’s best to start with a PPC program until you figure out what works and converts, than switch to PPM to reduce your costs.

Don’t Go Broke with Paid Advertising 

Your Small Business Marketing and Advertising Program should include long tail PPC / PPM advertising. Long tail refers to using more obscure keywords that are not so competitive, which means they cost less per click. These keywords will drive traffic to your website which supplements the free SEO and Craigslist Advertising. Again, you should factor in the allowed advertising cost per click and how it relates to your conversion profits.

Your PPC Ad Campaign needs to be profitable on it’s own!

Search Engine Optimization (SEO)

We touched on SEO above in the new design of your website. There are many aspects that drive improved Google SEO performance. Website design is one (see above). The other is back links from other websites that link to your website. Most small businesses don’t have an affective linking strategy as part of their Small Business Marketing and Advertising Program, and they should.

When people link to your website it builds your page rank and improves your search results.
Back links build page rank, you’ll may also receive traffic from the links on other pages. More traffic means more potential leads for you to capture, put them through your automatic email marketing and eventually turn them into a new sale.

Facebook Marketing

One billion potential customers and growing. It’s where people live today and you need to be marketing to these potential customers on Facebook. Facebook has created some tools for customers. Create a free small business page where Facebook users can “fan” your business. You can than promote products, send news and just keep in touch with your current and future customers. Go to Facebook and search for some of your favorite companies and you’ll see what I mean.

You can also create advertisements on Facebook that are contextually based. Their ad program allows for specific demographics and locations. The same long tail approach should be used that we recommend for all PPC/PPM advertising (see Google AdWords PPC and PPM above). These advertisements show up on a user’s wall and are based on their profile and wall content.

You’ll also benefit from the viral aspects of Facebook. When a user becomes a fan of your company page, your company information shows up on their wall and everyone who reads their wall will now see your company information.

Twitter Marketing

OK, I might be stretching here, so how can you use 140 characters to promote your business? Here’s one example, in New York, the specialty food trucks which are constantly on the move, tweet their locations to their customers. We’ll help you brainstorm on how to use twitter and build your following. We’ll show you some tools that automate twitter to drive new customers to your new business.

Automate Your Marketing

We’ll show you how to automate as much as possible. At RichClose.com, I use automatic email to send a series of preplanned emails with business marketing information for my new leads. Create it once and it works for you every time. 

One blog post goes a long ways!

I turn one blog post on my website into an automatic newsletter which is sent to all my subscribers after seven new posts to my site. The new post also automatically ends up as a new post on my business facebook page which in turn sends a tweet to my twitter followers letting them know there’s new information.

Wow, that’s efficient.

There's a lot to do, so let's get started

Rich Close