How to Rank in Google Maps (Google Local)

Do you want your website to be at the top of search results on Google Local and Maps searches?

Let’s look over some of the basics.

Getting your website to the top of Google’s search results requires a certain strategy and very specific tactics.

Getting your website to the top of Local/Maps search results requires slightly different strategy and tactics.

Just because you are ranking in the normal SERPS (search engine results pages) doesn’t mean you will also rank well in the local pages.

Additionally, websites don’t automatically rank well in the Local/Maps results pages on their own, you have to do very specific things to get your site to move up in Local.

Let’s look over a few essential things that you must do to improve your website’s rank in the local results.

  1. Title Tag & H Tags

Having properly worded Title, Meta Description, and H tags plays an integral role in Local SEO as it does with normal SEO.

In this case, with the page that you want to have ranked well, you want to have all of the above-mentioned tags reflect the keyword phrases people are searching.

Your tags should:

  • Have the location/region which you are trying to rank in (city name and state)
  • Have ONE keyword ‘topic’ per page. Keep it focused, don’t stuff multiple dis-related keyword phrases in your Title tag or H tags.
  • Be relatively short and not stuffed. Don’t even stuff with related, on-topic keywords. Keyword stuffing confuses website visitors and makes you look like you’re trying to game the system, in Google’s eyes. Just because you can fit 60 characters in the Title tag does not mean you need to fill it with 60 characters.
  1. Google My Business (GMB)

Google My Business has had many names in the past 10 years. It has been known as Google Plus for businesses, Google Local, Google Maps, Google Places, etc. The current incarnation is called Google My Business, and you need to have an account for your business created and verified. Or if already created you must ‘claim’ it.

In GMB you can create a profile for every business you have, and verify and manage each one respectively.

It is highly recommended that you fill out the entire profile for your business. Including hours, your business categories (very important), payment information, photos, et al.

You CANNOT rank in local searches if you do not have your GMB account created, verified and optimized.

  1. Your NAP

Google uses your NAP (Name, Address, Phone number) to confirm your business is YOUR business. Therefore, you must make sure that on all your web properties (your main site, Facebook, Yelp, Google My Business, Bing Local, etc.) you are using the exact same NAP across all of them.

Additionally, you should take it one step further and sign up with various directories such as Merchant Circle, Super Pages (Dex Media) and City Search and create profiles with the same NAPs.  Consistency with your NAP will assist your ranking in Google Local search.

  1. Reviews

Reviews play a very large role in the ranking of your site in Local search results. You must have a good quantity of excellent reviews on Google itself, Yelp, Facebook and Manta. If appropriate for your type of business you should also have plenty of good reviews on Houzz, Home Advisor or Angie’s List.

Your focus should be getting reviews on Google first, and once you have that under control you should branch out into Yelp and Facebook; one at a time, gathering a good amount of positive reviews, and dealing with negative reviews when they come.

One of the metrics in Google’s local search algorithm are reviews on your GMB AND other 3rd party review websites. So, take care to bolster this up. Getting reviews is easier than you think. Additionally, it not only helps with your SEO, it also helps to establish you as a trusted brand in the mind of the buyer, which is extremely valuable.

Conclusion

By doing the above you will be primed and in excellent shape to start creeping up the Local/Maps results pages.

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You Need Google Analytics for your Website

Do you want to drive more traffic to your website?

Do you want to get more out of your existing traffic? (more lead forms, for instance).

If yes, then you need to get Google Analytics on your website.

You don’t have to use specifically Google’s free analytics platform as long as you have some type of web statistics tracking tool.

Why do I need it?

Analytics platforms provide TONS of data, more than you need. This often turns off and overwhelms many who are trying to utilize it.

You only really need a few pieces of data, or ‘metrics’ as they are called:

  • How many visitors you are getting each day
  • What channel they came in from:
    1. Social Media: Facebook, Twitter, etc
    2. Direct: Directly typing your domain in the browser window
    3. Search: Google Search
  • If they came in from Search, what keyword phrase they searched
  • The entrance page for each visitor (it is not always the home page)
  • The exit page for each visitor
  • Average time on your website

 

How to use the data

By using the metrics, we just listed you can get a considerable insight into your website’s performance.

Let’s look at a specific example of using ‘average time on site’ to make conclusions about your site’s content.

If you find that the average time spent on your site is very low (under a minute), you can suspect a few different things:

  • The visitors arriving do not like your content at all, and leave right away. Visitors are being shown relevant content to their search however it is not what they wanted, or poor quality. You could come to this conclusion simply by looking over your content and seeing how good it is. If you have a ‘low time on site’ and mediocre content then you can be sure that your content needs work.
  • The visitors arriving get exactly the content they needed, and leave right away. Visitors are being shown relevant content and it is consumed very fast, and there is no use to stick around. Think of a ‘lyrics’ website. People spend not more than a few seconds on the page, and then leave, because they got exactly what they wanted. If you have a ‘low time on site’ and good content, then you simply need to get creative on finding ways to keep your visitors on your site, and offer them more content. In this case there is nothing wrong with your content.
  • You are showing the wrong content to the wrong people. If you have people coming in to your site who were searching about freemasons and you are showing them articles about masonry, then you need to completely rework, and get the right audience to your pages. This happens with website that are SEO’d too broadly and try to rank for terms not related to their content.

Further Analysis

Showing the wrong people, the wrong content can also play out like this:

Say you have a landscaping website, and you drive traffic to it. You prominently feature ads on the site promoting a catering service. You find in your Analytics that no one ever clicks on your ad for the catering service. The reason that no one clicks is because the audience who is arriving at your website is there for landscaping information, not catering information. Therefore, if your ads were more closely related and relevant to the audience’s search, the ad would get more clicks.

 

Conclusion

Just by looking over the single metric of ‘time spent on site’, you can gather a considerable amount of information about what is going on with your site. You can use this to make improvements and give your visitors a better experience.

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Using Memes for Your Business’s Social Media Campaign

(/ˈmiːm/ MEEM)

You’ve seen them all over Facebook and Instagram. But has it ever occurred to you that it is something you could use on your social media campaigns?

 

What is a meme exactly?

It is an image, (whether a drawing, art, graphic, or photo) excerpted from popular culture, with comical/ironic text super-imposed over it.

The background images are usually stills from popular TV shows or movies, but not always. Some background images are simply stock photography or candid photos.

 

Why memes?

Memes by far get the most engagement over any other form of social media content. More likes, shares and comments. They are the epitome of social media content. While excellent photos or clever status updates can garner a decent amount of engagement, none of them have the virality potential that memes do.

 

But how is posting a meme about cats or something silly going to make a sale of my product?

It won’t! At least, not right away.

The purpose of entertaining your followers with memes is to increase their affinity for your brand, by relating with them with the comedy of the meme. This humanizing effect is the very essence and reason for social media. This is why companies that only post coupons and special offers get very little engagement and do not accrue fans.

Old Spice and Dollar Shave Club mastered this paradigm. By making people love them by entertaining them, they created fans who then wanted to buy from them.

It is empirical that if you can make someone like your brand, they will eventually become interested in what you sell.

It is just a question of how many impressions are needed to make the person genuinely interested in your brand, and curious about your offerings. Therefore, the strategy is to post, post, post, and keep posting, good and entertaining content on your social media platforms; and memes play a large role in that.

 

Isn’t it unprofessional?

Not at all. As long as your memes are not low-brow or discriminatory they can be used without any concern for PR blow-back. There are plenty of memes that are good, clean fun.

 

A good example

Mattress company ‘Purple’ is doing an amazing job on creating entertaining social media content. As a company that just makes boring mattresses you’d think it’d be impossible for them. But alas, it is all about creativity. Here is an example of one of their recent memes:

That post received 2800 shares and 14,000 likes. Now, granted, Purple does have a large audience on Facebook: 429,000 followers to be exact.

They simply took a stock photo, which was related to their industry, and thought of some clever text. That’s it.

 

Make your own

When making your own memes, you must:

  • First choose a photo/image background (it doesn’t necessarily have to be related to your industry).
  • Second, you must brain storm the humorous/ironic text. It is important to think freely and write down everything you think of. It is expected that your first 10 ideas for text will not be funny at all but will be predictable and plain.
  • Third, keep going, once you get the creative juices flowing, you’ll start seeing which angles you should work, and you can only do this by first putting down the ideas, no matter how bad they are. You’ll never be able to write the perfect text right away, you must spend time, re working it over and over until it is perfect. It could take as long as 30 minutes for one meme.
  • Look online at other memes for inspiration and angles.

 

I don’t think I can make my own memes, it’s too hard!

No problem at all! You don’t have to be a creator of memes to leverage their power for social media. You can simply be a curator!

Simply sharing good memes on your business FB page will develop the aforementioned affinity with your audience.

And they don’t have to be on the same topic/industry as your business. They just have to be entertaining.

Additionally you should share memes that are timely and address a particular current event or situation in the news, these tend to get more engagement, as they are on a lot of people’s minds.

Good luck out there! Start posting!

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Selling on Social Media Using your Personal Facebook Account

Do you post on your personal Facebook account in hopes that you will make sales?

Are you getting the sales you want from posting?

If you’re not satisfied with your results, read on.

 

Setting expectations

It is not a reasonable expectation to hope for sales from doing posts on Facebook, be it your personal page or a business page. It would have to be an incredibly good offer to prompt anyone to actually take action. Posting just creates awareness, it does not itself get you a sale.

 

What DOES get you sales on Facebook?

Direct messaging. Live communication is always more effective than posting. It is the same with advertising. Which do you think will get you more sales: 100 fliers handed out on the street, or 100 phone calls by your sales associates? Live communication wins. Therefore, we can apply this to social media marketing and see that DMs (direct messages) should not be ignored, and should be utilized.

 

What is posting good for? Should I stop?

You shouldn’t stop posting. But you SHOULD stop the pattern of: 1) make a post and 2) wait for a sale. That will not happen.

Most marketers will tell you that the reason you should post is to get awareness and get people interested in your product/service so you can move them along your sales funnel. This is completely accurate, however there is another use for posting; it tells you who is interested.

When you make a post, people will comment, share or like. And you can see who these people are, and better yet you can then message them directly. This puts you in communication with them right away.

 

Can I do this on my Business FB Page?

No, you cannot DM people who like/comment/share on your business page posts, unless you are already friends with them on your personal account.

 

What should my post say?

Your post could have a photo of whatever product/service you do, like a completed project, or a satisfied customer. A before and after photo would also be good. Your post could also be something lighter, like a meme which is centered around your industry or product/services.

 

What should my DMs say?

Being that it is your personal FB account you most likely already have some rapport with this person, you should keep it very personal. Something like: “hey [name], I see you liked my post on patios, does your home have any hardscaping?” And just go from there into a normal conversation.

 

What should I sell in my DM?

Your DMs should not be a cookie cutter 4 paragraph sales message. That is NOT the right way to do this. Messages like that get ignored. You can use the same opening statement/sentence for all the messages but don’t just copy and paste in a whole bunch of sales text and send that to 100 people.

Whatever you do end up selling via the DM it should be very low entry-level; it could even be a free introductory service, or simply a free consultation/estimate/inspection. The lower you lower the bar the more closes you’ll get. You just want to get them into your sales funnel. You’re not going in with your core offer when DMing. You can’t sell the kind of higher ticket items that you can when you’re on the phone. So, lower the bar, get them in on something free or cheap/easy, and then afterwards contact them on the phone or in person for your core offer.

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Email Marketing: Too much Automation? [Part Two]

When to Automate

You should use automation for the following:

  • Transactional emails (order notification, shipping notices). There is NO reason not to automate these. They are a terrific waste of your time to not automate, and there is no benefit to doing them manually. But they DON’T have to sound robotic. You can make them sound human.
  • Flash sale emails (special discount offers to your subscribers). A flash sale does not need to be a personal custom message to every subscriber. The idea of a flash sale email is a fast, time-sensitive offer, sent out to your list, in order to give you a quick bit of revenue. Ideally you have your list divided into segments by the product/service they are interested in. For instance, customers who have bought ‘x’ from you, are all in their own segment in your email marketing platform; and customers who bought ‘y’, are in their own group. By doing that you can offer the ‘x’ people things related to ‘x’, and the ‘y’ people, things that are related to ‘y’.
  • Welcome emails. Whenever someone signs up to your list, newsletter, they need to get an automatic welcome email. In this message, you welcome them to your group and tell them a bit about yourself, and what to expect, and what is in it for them.
  • Download emails. Basically, this is also a transactional email but deserves special mention. Whenever someone gives you their email in exchange for your ‘free e-book’, or whatever your offer is, you should have the link to their download emailed to them automatically. You should also send them a ‘welcome to our email list’ email as well.

 

When not to Automate

Email used to be between humans. In the past, people would love receiving emails, even if it was a sales email, because it was not bulk-email or spam, or some computer-generated message. Therefore, open rates use to be MUCH higher. And then marketers got involved and ruined everything. People started getting pummeled with sales email, spam, bulk email etc, etc. And now the open rates are MUCH lower and continue to drop. Many people don’t even check all the mail in their inbox anymore.

But it doesn’t stop there! Savvy netizens even create a ‘bulk-email’ address which they use any time a website or company requires them to give up their email. And they NEVER check this email. They have their own personal one which they never give out. This is their response to the enfilade of spam.

There was too much non-human automatic garbage email, and people started ignoring it.

Is all hopeless? Will people even read your hand-typed personal email?

Yes, there is hope, you should not use automation for:

  • Customer relations emails. Writing to your subscribers to find out how they are doing and if there is anything your company can do for them. This improves customer retention, helps handle PR situations, and boosts loyalty to your brand.
  • Sales emails. These will require SEVERAL follow up emails, and it is not simply a $5 offer from a flash sale. A flash sale is a one-time email, and you’re done. A Sales email is a series of messages, to move the subscriber down the sales funnel. It should definitely be done manually. It is the same conversation that a sales person would have with a prospect in person, but done via email instead. It can’t be automated. This is for higher ticket items. For anything under $10, use flash sale emails. For anything more, you need to email the person manually. You can of course use blocks of pre-written text when appropriate, on things you find yourself repeating over and over again.

 

Automated Emails don’t have to sound robotic

Just because there are automatic does not mean they have to be devoid of warmth and human touch.

You can inject personality, charm, care and humanity into your automated emails. It is companies that do this which differentiate themselves from the rest and get higher open rates.

 

Practicality

Sending transactional emails to a list of 10,000 is no problem. 100,000 emails? Piece of cake.

But, sending personally crafted sales emails (which all require manual & custom replies by you) may be a challenge. It could probably take enough time to be a full-time position in your company.

But is the time invested worth the revenue it would produce?

How many hours would it take for one of your staff to personally email and respond to 10,000 subscribers/customers?

How much revenue would it generate?

Would it be more efficient to do it in an automated sales email series instead?

Do what any smart marketer would do: try it, test it, find out, and get certainty.

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Email Marketing: Too much Automation? [Part One]

Is your automated email campaign not giving you the amount of engagement you hoped for?

Do you want more of your subscribers answering your emails?

Have you created an ‘email marketing machine’ only to be disappointed at the results?

We’re going to take a very critical look at the subject of automation, communication and emails.

 

An Email Marketing Utopia

There is no denying that automated email campaigns are a wonder and save marketers hours upon hours of tedious manual emailing.

Email platforms like Mailchimp, Mailjet, Sendgrid and others offer fantastic features. A-B split testing, segmentation (organizing your email recipients into particular groups), analytics, and more. With a click of a button you can blast out ‘flash sales’ to your lists, or have every new subscriber receive a series of carefully crafted emails. Absolute perfection. It almost seems too good to be true. You can just set your entire email marketing campaign on ‘automatic’ and move on.

But can you? Is there any catch? Is this the best way to handle your email marketing?

Is the time we are saving by having such automation in place giving us back the amount of revenue that we would have made if we had NOT had the automation in place.

In other words, does the amount of time saved and revenue created by automation best the amount of time spent and revenue created by MANUAL email marketing?

Are we saving time with automation, but actually losing money by removing the human factor?

But before we dive in, let’s make sure we’re all on the same page.

 

Purpose

To make sure we’re all on the same page, we will assume we are all doing email marketing for the simple reason of exchanging a quality product/service with our subscriber, giving them useful information, and then getting revenue back in return.

Therefore, when doing marketing we are expecting results, in the form of opens, clicks, buys and responses. And by that we can measure the viability of our email marketing campaign.

We need to measure when the subscriber:

  • Opens the message
  • Clicks on the CTA
  • Arrives on the landing page and buys
  • Responds back to us

Now that we are all clear on what we want when we email our subscribers let’s examine the type of communication which is best suited to achieve those results.

 

The Human Factor

The human factor is absolutely essential in sales. Sales is a conversation between human beings. It is completely empirical that if someone looks at your billboard and reads the message, they are less likely to buy, than if someone had a conversation with one of your sales associates.

You can argue that ‘billboards, fliers and other media like that are to generate awareness and not close people’, but this does not change the fact that direct communication from two human beings is the most effective way to sell.

And as we agreed in the last section, we are doing email marketing to SELL; not to simply raise awareness and let people know we exist. You CAN do email marketing for just an awareness campaign, but you must knowingly be using it for that, and not expect revenue directly from it.

With that said, is email the same as a billboard or flier? Something that you just send out to thousands of people, generally, with no personal, human touch?

Or is email purely a human-only medium, crafted on a person by person basis and something you should never email out to the ‘masses’ with automated messages?

 

The Confusion

So, what do we do? ONLY send personally crafted messages to our list? Or ONLY send automated flash sale emails?

The answer is neither!

Email Marketing can be used for both.

The question is: When do we automate, and when do we not automate? And we cover that in our next article.

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Selling online: 3 things you MUST be doing! [Part Two]

In our last article, we looked at the concept of down-selling and saw how it applied to online and brick & mortar businesses alike.

Now let’s look at the other two sales techniques you can use to get more profit out of your customers.

 

Upselling  

You’ve already spent the money acquiring… they have bought the core offer, they are now a fully paid customer, don’t let them get cold. Take advantage with the fact that they are a HOT customer (just paid, and interested) and make them another offer!

And don’t just make them any offer, make them a high-ticket offer; even though a large percentage of your customers probably won’t buy the high-ticket offer, that’s fine, they don’t have to! As long as SOME of them buy it is well worth asking; as you have already made the sale so anything after this point is gravy and you have nothing to risk by asking; you aren’t going to upset anyone. In fact you stand to lose profit by NOT asking.

The difference between upselling and downselling:

  • You upsell is usually AFTER a purchase, and is a higher ticket offer
  • You downsell is usually when the customer is refusing to purchasing anything, and is a lower ticket offer

This has to be implemented into your shopping cart if you are selling things online. Otherwise it is something that your sales people can implement into the sales process when talking with customers in person or on the phone.

The upsell should be EXPENSIVE. It should be several times the price of your core offer. Think in terms of several hundred to several thousand dollars. Or it can just be a longer commitment. An upsell like this could be a ’12-month subscription’ as opposed to a ‘one month only’.

 

Cross Sell

The two best examples of cross selling are with Amazon and McDonalds.

Amazon will show you what ‘other customers who viewed this product also bought’. And McDonalds will offer you French fries and a drink if your order did not already include that.

The cross sell simply attempts to sell someone something which is in a different category than the thing the customer is buying. It may be related and similar or it may be quite different.

When it is backed up with statistics and research, it can be quite effective. For instance, if there is a high percentage of customers who buy X and Z, it could be assumed that other customers might also want to do this. Some may even have intended to buy both but forgot, and the simple act of showing them reminds them to buy.

Again, as in the case with the other techniques, this needs to be implemented in your shopping cart or with your salespeople.

 

Why are we doing all of this?

One word: Lifetime Value.

The point of cross-selling, up-selling and down-selling is to create a higher customer lifetime value.

If you only sell your customer one thing at one time, and never again, his lifetime value is very low. Your offer would have to have a very high price in order to make this viable for you. Or, your cost of acquiring the customer would have to be very low; like using volunteers or very cheap labor for instance.

So, when a customer buys, make sure you offer a down sell, up sell or cross sell, in order to maximize profits.

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Selling online: 3 things you MUST be doing!

When selling things online or in a store there are three things you MUST be doing in order to MAXIMIZE the amount of profit you make from each sale.

The idea is that RIGHT after you have sold someone something they are HOT as a prospect, having just whipped out their wallet and elevated to a ‘paid customer’. There is an actual momentum and this can be captured and turned into more revenue. The idea is to make additional offers after the sale, (or before the sale, depending on the situation). These offers are classified as:

  • Up-sells (selling something more expansive than your main offer)
  • Down-sells (selling something cheaper than your main offer)
  • Cross-sells (selling something related to your offer but different, in hopes they would also be interested in that)

You see these all over, being applied in different ways.

One of the most ubiquitous examples is at the super market checkout, you are about to become a paid customer, and you’re in line to pay for your groceries and they are actually down-selling and cross-selling you on low-ticket impulsive stimulating items (candy, chocolate, junk food). They are NOT putting the chocolate bars at the checkout register for your convenience.  They are maximizing their profit by squeezing in just a few more sales.

Many of you have also seen down-selling used online. If you have ever bought business cards from Vistaprint or a website domain name from Godaddy, you have been the victim of a veritable tsunami of down-sells at check out! Offer after offer of cheap add-ons for your order, no matter how many times you click ‘no thank you’ or ‘skip’.

Let’s go over each of the three in detail.

 

Down-sells

A person has clicked on your ad, or seen your flier and called you. You have basically acquired a prospect at this point and have spent a considerable amount of money to get this far. If you are selling your core offer and they are not buying, (whether it is on the phone or simply a landing page selling your core offer) don’t just let them say ‘no’, leave and slip through the cracks! You have already spent possibly hundreds of dollars on ads to get this prospect. Take advantage of it by offering a ‘down sell’ if they refuse to buy.

By not having a down sell you are literally throwing money away.

People who refuse, and who are about to leave should always be offered a downsell. It just makes sense. Of course, you need to have a service or product which you can use as a downsell. If you only have one product then you actually need to expand your line and create a lower ticket version of that product to be used specifically for the downsell.

NOTE: A downsell is typically used as a last resort if someone is not buying, BUT it can also be used AFTER a customer buys, in order to get more sales (like how Vistaprint and GoDaddy do).

 

Implementation

You can implement down-sells either on your website at checkout (if they abandon their cart and attempt to leave your site) or you can have your salespeople implement it as part of their sales pitch, by going to the down-sell if they absolutely can’t sell the core offer.

It can also be implemented with popups that make a low ticket offer when the person tries to leave the web page.

The theory of a downsell can also be applied generally. The idea is the offer we are making isn’t selling, so we need to lower the bar to something that is an easier commitment. A perfect example of this is having a page which has an offer, and if the visitor moves his cursor out of the main web page window (to leave the site) a little popup comes up with a free offer in exchange for their email. This is basically a down-sell, and it’s a great way to squeeze as much out of the customer as possible.

If your website does not have a shopping cart which sells products or services, fear not! That does not mean you aren’t able to implement this. You can still without a doubt implement down-sells, you just need to have it done by your sales people as part of their sales process.

Of course, if you have your own ‘brick and mortar’ business you can very simply implement downsells by doing what grocery stores are doing, as we already discussed.

 

Next

In our next article, we will look over the other two techniques: Up-selling and Cross-selling.

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Customer Value Optimization [Part Two]

In our last article we discussed how your business needs an exactly defined formula for getting customers, selling products/service, and factoring in the promo cost, and showing the profit.

We already discussed customer acquisition and saw that for selling online, PPC is the way to go.

So you’ve crafted a brilliant ad, and it is getting clicks, and people are going to a sales page (a specially crafted landing page, NOT your home page), and they are buying your product and you are making sales. But you’re not making the amount of sales you want.

It is important to set expectations realistically. When someone clicks on your PPC ad and goes to your landing page and buys your core offer ($50 product or such), that $50 should basically recoup the costs of all of the other people who clicked the ad, visited your page and didn’t buy. In other words, here is an example:

  • It costs $2 per click for your ads
  • Every 100 clicks you make four $50 sales
  • You pay $200 for the clicks, and then you make $200 in sales

Don’t be dismayed by these numbers. This is actually pretty good. If you can tweak your ads and your landing page to the point where your sales from the landing page recoup the promo cost then you are WINNING. Because everything after this point is pure gravy.

What this means is, if after this point, you add on ‘down-sells’ and ‘up-sells’, and ‘cross-sells’, you are then going to start making the profit you want.

The goal of any internet marketing campaign should be for the cost of customer acquisition to be recouped by the sale of the core offer. Profit occurs when you add on the down-sells, up-sells and cross-sells.

 

Increasing the revenue

In light of what we just looked at, if you want to increase sales and revenue then you simply need to:

  • Get more traffic to your sales page (landing page). You can use PPC, Social Media, direct message, etc.
  • Get more people who arrive on your landing page to purchase your core offer. In this case you are tweaking the conversion rate, of those who arrive on the page and those who pay. You want to increase that conversion rate so more people are buying when they arrive on your landing page. This could be as simple as changing colors, text, adding testimonials, etc.
  • Continue to tweak the quality of your PPC ads and your landing page until those sales alone are recouping the PPC cost. (tweaking the conversion rate).
  • Add in up-sells, down-sells and cross-sells to maximize your profit.

 

Even More Profit

The adventure of optimizing the life-time value of each customer does not end with the above! Once all of the above four points are complete and working there is still one more thing you can do to get even more profit out of each customer: email marketing.

The sales don’t have to end once the customer buys the core offer, and an upsell. He can be sold and sold again, ad infinitum. Since he is a buyer, he should go into a ‘buyer’ database, where you can send out specifically crafted sales emails, which will take them to an appropriate landing page where they can yet again become a buyer. This is really where the money comes in, because every sale is pure gravy, since the cost of the promotion was recouped long ago.

Therefore, it behooves the business manager to maintain a database of buyers and continue to sell to them after they have bought. Because they have bought before they are much more likely to buy again.

 

Conclusion

To reiterate everything we have discussed, the way you can increase revenue with your online sales/marketing campaign is by:

  • Increasing the amount of traffic to your sales page
  • Improving your sales page so more people buy
  • Tweak the quality of your PPC ads and landing page until those sales alone are recouping the PPC cost
  • Offering up-sells, down-sells, cross-sells

Having a database of buyers and selling to them via email marketing

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Customer Value Optimization

Are your online business endeavors not making you enough revenue?

Would you like to know some simple, logical and workable ways to increase revenue?

Let’s discuss how you can get more money out of each customer, and optimize the customer’s long-term value.

 

You need a formula

You will never make decent revenue nor break even unless you have an efficient, well-crafted system to get as much value out of your customer as possible.

There must be a mathematical formula which shows how much you spend on average to get one customer, and how much they spend, and if they buy again. You have to determine the lifetime value of the customer, and how much it costs to acquire him.

A formula in its simplest form could look like:

  • 1000 flyers handed out gets you 10 customers.
  • Each customer pays $1000 for his product/service.
  • $10,000 revenue generated.
  • Cost of flyers = 1000.
  • Cost to distribute flyers = 1000.
  • Total promo expense: 2000.
  • Promo minus the revenue = $8000.
  • $8000 minus taxes, payroll, expenses = profit

 

This is a very simple formula where you are using one type of promotion (flyers), and one service at one price ($1000). This gets more involved when you add in multiple channels for acquiring customers, multiple products and services, and repeat sales.

Now let’s look at a formula specifically for internet marketing and your website and look at the first part of the formula.

 

Customer Acquisition

Your formula starts with how you actually GET visitors to your site: Customer Acquisition. If you want to increase your revenue then the very first thing you can do is increase the flow of customers to your website; this automatically generates more revenue for you.

Here are the three main channels:

  • Organic SEO searches
  • PPC advertising
  • From posts on Social Media

These are the three main ways by which a person will reach your website.

The channel that you have the most control over by far is PPC advertising. It is hard to increase your Organic SEO traffic and your social media traffic.

Increasing traffic from PPC is as easy as increasing your budget and just putting more money into it. It is very direct.

If you want to increase traffic by organic SEO you have to be willing to devote months of time for the site to move up in the search engine result pages. Also, it is no sure thing that your site will move up. If the SEO is done wrongly it won’t move at all or even worse, move down.

Getting traffic to your website via social media is tempting because it is free, all you have to do is post. However, you won’t get enough traffic to your site unless you have an audience/followers of tens of thousands. If your audience is lower than that there will only be a trickle of traffic to your site.

PPC has none of these issues. The benefits of using PPC to get traffic to your site are:

  • Allows you to actively push traffic to your site (not passive like SEO). No waiting required.
  • It allows you to select your SPECIFIC audience, the people you want to put your ads in front of, and not show your ads to people who are not your audience
  • It allows you to get prospects who are interested, and are fairly deep in the ‘sales funnel’, since they are interested enough to click on an ad.
  • Ability to track exactly what happens when someone clicks on your ad, and their entire journey through your landing pages, etc. This allows you to analyze and staticize every step of your sales process, and improve weak points.

 

In our next article we are going to go over the rest of the formula and discuss the sales process which occurs after you get traffic to your site.

Posted in Advertising, Email Marketing, Marketing | Tagged | Comments Off on Customer Value Optimization