Don’t Waste Your Advertising Budget on Organic SEO!
As someone who has been active in building local businesses in 47 states and 9 countries for the last 40 years, I read a lot to keep up with changes in the marketplace. In a recent study of local businesses, it was reported that 85% would be seeking to implement Organic SEO this year. The problem is Local SEO has replaced Organic SEO for all local businesses, so many local businesses will be wasting their advertising dollars on outdated Organic SEO.
So what is “SEO”? SEO is the acronym for Search Engine Optimization. SEO is sending the signals to Google and all other search engines that your content is most relevant to the term searched. Done properly, it will get your website listed near the top of page #1 of Google for your top keywords.
Organic SEO is Outdated for Local Businesses
So how is Organic SEO outdated? The problem with organic SEO is you are competing with million-dollar websites like Yelp, Wikipedia, Yellowpages.com, Tripadvisor, etc… to try to gain position in search results. These million-dollar sites have so much “SEO juice” that your little local website will never surpass them in the search results. The top organic search results are taken up by these million-dollar, national websites.
Organic SEO Does Not Appear in Google Maps
So what are the other problems with Organic SEO? Another place Organic SEO loses a huge part of their market share is in Google Maps. Google Maps is about 50% of all Google searches, and organic listings DO NOT get displayed in Google Maps.
So what avoids missing a majority of the market share for any business? Google Plus which is also known as Google My Business. Google created Google Plus so that Local Businesses do not have to compete with national, million-dollar websites. In the example above, look at the listings highlighted in the red box I added so you can easily see where Google Plus results are positioned on the page.
With Google Plus, your results are positioned at the very top of the search results, above organic search results. Additionally only Google Plus listings are displayed in Google Maps, doubling your exposure. So by using and optimizing your local business listing to the top 3 listings of Google Plus you will get 400% more results because consumers do not have to scroll down and your listing is displayed in Google Maps, which is half of all Google searches.
Only 10-20% of the Competition
Because 80-90% of local businesses are focusing on outdated Organic SEO, there is only 10-20% of the competition in Google Plus. This gives the “early implementers” a huge competitive advantage!
Local SEO Costs Less!
So how much does it cost to implement? The good news is Local SEO costs less to implement than outdated Organic SEO. I have Google Plus Local SEO Profits Programs starting at only $247 per month! Every business is different and has a different level of competition online, so their situation needs to be evaluated to make a plan to beat your competition.
I hate to see local businesses waste money on advertising! If you have tried organic SEO and not received the results you wanted, we should talk. If you are thinking about implementing Organic SEO, call me BEFORE you waste your money!
I look forward to speaking with you soon to show you how to get the most consistent, cost-effective advertising possible
. Call Larry at (702)940-9750 to create the most consistent, cost-effective advertising available.
It is easy when you know how… Marketing 101 is:
- The Right Message
- To the Right Market
- At the Right Time
- In the Right Media
Starting in 1976, I built and sold 3 service businesses in Newport Beach, CA against a horde of 1500 other competitors in Orange County. I was stunned when the Branding advertising strategies I learned in my college advertising and marketing classes did not work for local businesses.
Advertising Response and Profits are Directly Tied to
the Strength of Your Marketing Message
What I learned in the real business world was that the strength your marketing message will make or break all your advertising Return On Investment. I excelled in the premiere Media at that time, Yellow Page advertising, to the point where I was getting most all the calls under my category, because I had the most compelling marketing message.
The same is true today with the marketing message a prospect sees at a dental practices website, Google My Business and Yelp pages. The information available about your business has to be the most compelling that your prospect sees to win their business, especially now with 85% of local prospects going to the internet.
When I improved my marketing message in my first business, my advertising Return On Investment shot up 721%! That more than tripled my profit margin. I knew I had a secret formula very few business owners knew. That ad was so successful Bill Blazer asked me if he could share it in his book, “Outrageous Advertising that’s Outrageously Successful”. It appears on page 26 of his book.
High Level Consultation
The top marketing consultant to my industry Joe Polish, who has the top selling marketing course at Nightengale-Connant, told me, “Larry you know more about marketing messages than anyone I’ve met. You should write a book!”
I thought about it, and he was right. So I went about assembling and researching every possible “response trigger” that could be added to a marketing message to make it so powerfully compelling that few prospects could resist its’ attraction. I assembled a list of 12 Response Triggers that pique the interest level of any prospect.
The Prospects’ Ladder of Interest
1) Between 1 – 3 Response Triggers = interest level barely raised
2) Between 4 – 6 Response Triggers = interest level increased
3) Between 7-9 Response Triggers = interest level increased significantly
4) Between 10-12 Response Triggers = interest level peaked and immediate response activated
Marketing Secret Discovered
The marketing secret I discovered was that by increasing the Response Triggers in the marketing message, I could increase my advertising response and profits by up to 721%, because it dramatically raises the prospects level of interest in what is being sold, so that they act immediately, which virtually eliminates the competition.
Hundreds of Dental practices I have worked with in 47 states have found that their powerfully compelling marketing message has created the dominant practice in their area. Doing tens of millions of dollars of “testing” of marketing messages for dentists all over the United States has shown me exactly which headlines, response triggers, and new patient offers outperform all the other options in attracting patients that pay, stay and refer their family and friends.
Having all your advertising outperform your competition gives you a competitive advantage because you are able to attract new patients at half or a third of the cost your competitors must spend. Now you can go “herd-to-head” and win against your toughest competition in the most competitive Media. This allows you to grow your practice and profits more consistently and predictably than all your competitors.
Several Doctors have commented that the marketing messages I crafted for their practices have paid for their vacation homes!
What Questions Need to be Answered for a
Prospect to Make a Buying Decision?
There are 10 questions that have to be answered in the prospects mind before they make a buying decision.
The 10 Questions Your Prospect Has to Have Answered to Make a Buying Decision:
1) What’s in it for me?
2) What’s the risk to me?
3) Who can I speak to if I’m unhappy with my purchase?
4) Why should I do business with you above any and all choices?
The first 33% of prospects make a purchase here
5) Who else has done business with them?
6) How easily accessible are they?
7) How do I contact them and what do I do next?
8) Why should I buy or make an appointment right now?
The second 33% of prospects make a purchase here.
9) How can I find out more about this?
10) What if I want to speak to a real person to ask a question before I make a buying decision?
The third 33% of prospects make a purchase only after seeing overwhelming evidence that your business is their best choice of local provider.
Here are the 12 Advertising Response Triggers that are proven to work in ANY Media, online or offline
These 12 response triggers answer all 10 questions prospects have in their mind when making a buying decision.
1) Unique Selling Proposition – this details what makes you different and better
2) Targeted, Benefit Filled Headline – should stop your ideal target prospect in their tracks
3) Emotional, Pertinent Photo or Graphic with Caption
4) Guarantee, Personal Promise – shows you stand behind your work
5) Powerful Testimonials – adds credibility to your marketing message
6) Bullets – summarizes the benefits of doing business with your business
7) Secondary Means of Response
8) Offer For New Ideal Clients –their main judgment on the value you provide will be determined in their first purchase
9) Call to Action
10) Where to position key content, in your website
11) Reader Gravity, Continuity and Layout – continuous eye flow
12) Phone Number(s), Soft Offer
Avoid Wasting Your Marketing Dollars on Advertising that Will NEVER Work!
Many local practices wrongly believe that their advertising dollars should be spent on “building the Brand”. What they fail to realize is they are attempting to Build a Brand against Nike, Coca-Cola, Target and other conglomerates that spend $500 million to establish their brand, and maybe $100 million a year to maintain that Brand Identity”.
Advertising dollars for local practices need to be accountable and make the phone ring with new patients as a first priority, with Branding being secondary to building the practice.
So see how many of these 12 money-making response triggers are in your practices marketing message, especially in your website. Add as many response triggers as you can to increase your response.
Marketing Message Help is Available
If you want help upgrading your marketing message, I can assure you it is much cheaper to upgrade your marketing message to a powerfully compelling one than to keep losing patients you should be getting by using your weak old marketing message. Call me today for FREE, Friendly Phone Advice at (702)940-9750.
Google Plus marketing is the most cost-effective place to start your internet advertising.
Google Plus Marketing!
Recent advertising studies confirm the rapid decline of print advertising response. 85% of prospects that used to go to the Yellow Pages and local print publications now search for the products and services they want to buy on the internet. Google positions their “3-pack” of local Google Plus pages on page #1 of Google’s local search results, and Google Plus has replaced the old, printed Yellow Pages for sourcing local vendors of products and services.
ALL businesses should be dedicating 85% of their advertising budget to internet advertising starting with their Google Plus page, and only 15% to print advertising. Failing to adapt to this quantum shift in the way prospects buy will put many local businesses out of business.
Charles Darwin said, “It is the species that is quickest to adapt to changes that survives and thrives.” The same is true for local businesses. They must quickly adapt to the new way prospects source products and services on Google Plus to not be losing thousands in sales. Is your business quickly adapting to these changes in the way people find local vendors of the products and services they want to buy right now?
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Search Engine Optimization Henderson NV
20 years ago many businesses relied on Yellow Pages to bring them a steady stream of new clients and patients. Now people use the Yellow Pages 5% as much as they did 20 years ago, and local businesses are asking, “Where should I invest my advertising dollars for the best return on my investment in 2015?”
The answer is prospects now do 85-90% of their local vendor searches online. Google gets 85% of those searches, and although there are thousands of other search engines like Yahoo and Bing, today we are going to focus on Google because it completely dominates the search engine market. Without first page visibility on Google, businesses are invisible to 85% their prospective clients. The Yellow Pages are not coming back, and the internet is not going away, so now local businesses really need to build their visibility on page 1 of Google for their top keywords.
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There is a lot of confusion about what a good, legitimate business marketing agency can do for your local business. All too frequently I see business marketing agencies that push 1 Media because that is where their knowledge is the strongest. But that does not usually provide the best results for that business.
Business Marketing Agencies Should Audit Your Advertising
I have found that the best way to help any business is to analyze where they are spending their advertising dollars, analyze the strength of the marketing message in their advertising, and then make recommendations on how to make ALL their advertising more cost-effective. Frequently we choose to drop the worst performing ads and use those advertising dollars where they will return more profits.
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Testimonials are one of the most potent weapons a business owner has in his arsenal. They cannot be overused!
“You want to capture and utilize as much social proof and testimonials
as humanly possible” – Marketing Guru Joe Polish.
Don’t operate on the arrogant presumption that what your claims in your advertising will be automatically trusted and believed. That’s just brain-dead stupid! At least half of everything that you claim in your advertising will be instantly discounted, discredited, and disbelieved.
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Everyone is adding short videos to the home page of their website to improve visitor engagement, and increase their national and local Google rankings. Video works great for website rankings because you can syndicate your video and get massive exposure. When your video is done right, your website will outrank all the competitors websites without video in the search engines.
3 Types of Video Produced for Websites
The first is just a basic video of your store or office, the owner, and possibly the staff. The second type of video is where still images are used in a video sequence. But the newest and most exciting type of video is the sketch animation video. Have you see sketch animation video on website or TV yet? You are going to see a lot more of it, because it works!
All 3 types of video are proven to be more engaging that plain text on your home page. Video is great for your prospects because it “spoon feeds” them your marketing message without them even having to read it. Now that’s EASY, and prospects like easy.
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Most businesses have been told they need a website to be found on the world wide web, aka “the internet”. So many businesses now have a website. Some used templates that are easy to construct and build, only to find out Google and the other major search engines have trouble indexing their content. If the search engines do not index your content, it is as if you do not exist on the internet. That is why so many owners of template websites have trouble ranking well in Google. The truth is they will never rank well in Google until they upgrade their website to a Word Press or HTML site.
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Website design and development are increasingly important in internet marketing. Google is where most prospects now conduct searches for local vendors. Small businesses need to have a website these days to be found on Google. There are many ways to build a website that range from easy to more difficult. But no matter what type of website you choose, you want it to be one where you can be found on Google.
The last 2 clients I have worked with both had template websites that were not ranked well by Google. Template websites are easy to build with many sources supplying them essentially for free. But is this really the shortcut to being found online?
The answer is a resounding “NO!” Unfortunately, template websites are not indexed well by Google, so part or all of your pages are unlikely to get indexed or ranked when you take the template website shortcut.
The Best Website Design Format Is…
The best format for websites now is Word Press. The Word Press format was specifically created so that Google would be able to index it easily. Both of my clients who had template website had problems with their Google ranking due to many pages not being indexed.
Once we converted their websites to Word Press, you can search Google and see that every page of their website is now indexed. Both of my clients had previously worked with someone on their SEO, but that person had failed to tell them that they will never get a great Google ranking with a template website. Maybe that SEO person didn’t know a template website will kill your Google ranking.
They both spent a lot of money on SEO on their website when upgrading to a Word Press format would have done more to get them ranked well in Google. So it turns out that template websites are the long way to getting a website that gets traffic because you will eventually have to upgrade it to Word Press or a more complex HTML website.
Most web developers that will convert your website to Word Press charge per page. So the sooner you upgrade to Word Press, the less investment will be involved. I recommend you convert your website now before you add more content that will just cost you more to convert over to Word Press.
Word Press Makes Changes Easy!
One of the tremendous benefits of a Word Press website is that most business owners can make changes to their website as easy as changing a Word doc. Word Press requires no HTML coding knowledge for text. Google loves new content so you can easily add new content or change existing content when it needs updating or correcting.
Word Press has many plug-ins and themes that can accommodate most every need. Some themes even take care of much of your SEO for you as they preset your keywords for all your content.
FREE Website Design & Development Strategy Session
If you want your current website evaluated because you want more of your prospects to find your website on Google, please contact me by using the contact form in the right column of this page, or going to the Contact Me tab on this website so that we can review where you are now, and where you want to go with your website traffic and sales.
Mobile marketing has grown by 500% in the last year. At the same time, I have seen printed Yellow Pages use and response decline. I have built 3 of my own businesses with Yellow Page ads since 1977, and I am sad to see this decline. Back then, you could run 1 great Yellow Page ad, and generate new clients all year from that 1 Yellow Page ad design. Then you could refine your Yellow Page ad design the next year making it attract even more new clients. Yellow Page advertising was a simple way to attract a steady stream of clients all year long.
The Biggest New Advertising Trend is Local Mobile Marketing
Since 2004, I have been creating the marketing strategy, writing the copy, and completing the layout on Yellow Page ad designs for medical professional mostly. In this time, I have seen Yellow Pages go from a major source of new patients into a much weaker Media. Yellow Page publishers have offered online versions of the printed Yellow Pages, but if you look at traffic to those Yellow Page websites, you will quickly see that it is not the same as the printed Yellow Pages. The differences between the printed Yellow Pages and online Yellow Pages are:
- Very few people use the online Yellow Pages
- You cannot compare ads side-by-side without a lot of trouble online
- Typically, online listings only show an address and phone number, maybe a map or directions. But the online listings fail to have all the details and response triggers that a printed Yellow Page ad typically had.
- If there is an online ad, you have to click an additional time to view it.
- It takes a lot more time to research a vendor in the online Yellow Pages than it does in the printed Yellow Pages.
- When people go online, they typically use Google’s search to conduct their investigation into vendors
- With Google queries now going to local search results, it is simpler and more efficient for prospects to search Google where they will find local providers with reviews and citations to help them make their buying decision, and business locator icons to show them exactly where your business is located.
It is obvious to anyone observing that Yellow Pages usage has declined up to 90% in some categories. I think it still works if you are a business like a dentist or cosmetic surgeon. For prospects who want more information before making a decision, the printed Yellow Pages is the perfect Media to collect information so you can make an informed decision by comparing local providers side-by-side.
Ignoring Mobile Marketing Will Cost You Big Time
But local mobile marketing should not be ignored. It is taking over many types of Media like newspapers, TV, and the Yellow Pages. And the reason is simple. Over 400% more people own cell phones with texting ability than a personal computer or laptop. And they carry their cell phones everywhere with them, so your ability access to a prospect with a mobile device is almost 24 hours a day vs. only when they are in front of their computer.
It is easier and more efficient to contact someone on their cell phone with a text message than by email now. While email open rates continue to decline, text messages are received and viewed within 5 minutes, 95% of the time.
Prospects can now pull out their phones or notepads and get information on local providers including reviews and a map showing the business location within seconds. 4G smart phones are now being distributed, and this change will accelerate local mobile marketing even further into the stratosphere.
Leaders of industry like Google, Facebook and Yahoo are preparing for local mobile marketing as the advertising Media of the future. They are all committed to mobile marketing because they can see it is quickly growing into the #1 Media to cost-effectively and efficiently attract new customers.
Local Mobile Marketing Research
So how does local mobile marketing affect you? There are 2 things you should do research wise regarding local mobile marketing and your business;
1) Check your Google Analytics statistics for your website, and check which browser visitors are using to reach your website. By reviewing your browser tracking, you can see how many visitors to your website are using a mobile device like a smart phone or notepad.
2) Use the Google keyword tool, and set it to mobile device searches. Then you will be able to accurately check and see how many mobile searches are being conducted for your business where you live. If you are a dentist for example, type in “(Your City) Dentist” into Google’s keyword tool set on mobile, and you will see the keywords and volumes of traffic mobile keywords are getting in your area. If you do not know how to do this, contact me and I can conduct the research for you.
When I did this research myself several months ago, I was shocked to see that almost 50% of my website visitors were searching on a mobile device and getting my website designed to be viewed on a personal computer or laptop. Mobile prospects cannot view your regular website on their mobile device. This meant I was losing 50% of the visitors to my website by not being mobile-ready.
Having your website mobile-ready applies to all businesses because 80% of all searches are conducted on Google, and about 50% of Google’s searches now come from a mobile device. If you ignore mobile marketing, you are losing 50% of your potential new clients from the internet.
I could see I needed mobile versions of the most visited pages of my website. Regular websites have too much copy for mobile device users to be able to locate the information they are seeking. What you want to do is create mobile pages that display the most sought after information on your website in a way that is easy to find and read on a mobile device.
Restaurants are almost exclusively searched for now using local search on a mobile device. If you are a restaurant, we need to talk very soon about creating a mobile marketing strategy for your business. There are thousands of hungry prospects searching every day for a restaurant, and you need to make yourself highly visible when they go to search for a restaurant in your area.
Local mobile marketing is a major trend that you cannot afford to ignore. So will mobile marketing replace the Yellow Pages, newspapers and TV as the way we reach prospects for our business? Yes, it already has for the most part.
FREE 15-Minute Mobile Marketing Strategy Session for Your Business
For a Free 15-Minute Mobile Marketing Strategy Session for your business, simply contact me by using the contact form in the right column of this page, or going to the Contact Me tab on this website. I will reply with 2 suggested times to review your situation and make specific recommendations. Next time you look at a message on your phone or mobile device, remember that this is the way we will be attracting prospects to your business in the future. The sooner you get started, the more likely it is that you will be ahead of your competition when it comes to local mobile marketing.