Monthly Archives: April 2020

Local Business Marketing – 5 Reasons Why You Should Outsource Your SEO

A recent study released in early 2018 by BrandMuscle has revealed that only 3% of small and medium businesses in the United States are hiring experts or external agencies to do the marketing for their businesses, with over 60% choosing to do the marketing themselves, or relying on in-house “specialists”. The study also mentioned SEO, or search engine optimization as one of the popular local business marketing tactics for SMBs because they find it to be one of the easiest strategies to implement. The report’s authors however concluded that small and local businesses were getting miserable results and low return on their investment by taking the do-it-yourself route, especially regarding SEO.

So, why is it highly ineffective for local business owners to try and optimize their web properties themselves?

I have compiled 5 reasons why it is not only ineffective but risky as well for a small business owner to go the DIY route when it comes to optimizing their websites, Facebook pages, Instagram, etc for the search engines.

1. SEO is an ever-changing landscape and what works today may not work tomorrow. In other words it’s not for the jack of all trades. As a business owner you would be well advised to dedicate any spare time you have to trying to get better at your business so you can get terrific reviews – not moonlighting trying to learn the latest website ranking tactics or how to beat the latest updates to Google’s or Bing’s search algorithm.

2. Bad SEO can harm rather than help your search engine marketing efforts. The search engines, especially Google are known to penalize websites for over-optimizing or for using spammy tactics designed to game their system. In fact, for local businesses, not optimizing your website at all may be better than for example spraying spammy backlinks all over the web to your web properties, or overly optimizing them.

3. Choosing the DIY route can get you trapped in a skills spiral -you learn to do one thing today and it leads you down another rabbit hole tomorrow – and a new learning curve. Before you know it you could be spending more time learning the web optimization game than running your business. Almost every month new tactics come along how to rank websites or how to drive traffic to your websites. You want to focus on your business – not run around chasing visitors to your web pages!

4. While your web properties are a good way to attract new prospects into your business, most experts agree that to multiply your profits, your time would be better spent “wowing and wooing” your existing customers. SEO isn’t the game changer it’s often billed to be, especially for local businesses. According to marketing guru Jay Abraham, author of “Stealth Marketing – How to Outmaneuver, Outwit, and Outmarket Your Most Formidable Competitors… Before They Know What’s Hit Them”, the key to staying ahead in competitive times is to tune up your marketing – “to make sure you’re getting new customers coming in, old customers coming back, and customers purchasing more.”

SEO will get you new customers but these are in many cases “bargain-hunters” -rarely your ideal customers. You get those through referrals, or by word of mouth marketing…

5. Lastly, even assuming you did the grunt work and learned the ropes of search engine optimization, a really good SEO should give you phenomenally better results, plus, outsourcing to a good provider is always a great return on investment because it saves you that most precious of commodities – time. Time you can use to get to know your customers better, to communicate with them, to improve their experience process when they buy from you.

In closing, as a small business owner you should learn what you can about web search optimization, just so you know what’s good for you and how to tell a good SEO from a bad one. But you stand to gain more if you outsource this part of your marketing efforts; both in terms of time you can save, as well as costly mistakes you can avoid – and ultimately, to ensure you get good return on your investment.

Home Mortgage Business Marketing

With increases in interest rates, it is starting to hit the mortgage business. Fewer are looking for refinancing and real estate sales are slowing. This means it’s time to up your marketing game, as there are fewer takers. With this in mind let’s talk a little about your online marketing and your advertising.

Your new assignment is to reach more people to garner the same number of sales. To do this you need to start talking to potential customers as if they are sitting with you over a cup of coffee. You know the questions that the lenders will ask, and by now you know the questions your future customers will ask.

So with this in mind let’s look at a sample that you can customize for a website, brochure, mailer, or for email or social media.

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Home Mortgages

Do you want to own your own home? Do you want to buy a bigger home? Are you home shopping now but need pre-loan approval to stay in the running as you make an offer on your dream home? We want to take the stress out of qualifying for a home mortgage – no surprises, add-on fees. Always working hard for you every step of the way – and advising you of everything upfront.

Our company has 30-years of experience in the mortgage business. We don’t work for a bank. We don’t work for a direct lender. We work for “YOU” and we are on your side to win! We are able to get you wholesale pricing by shopping many sources, and with lower overhead costs and the efficiency that comes with experience, you pay lower fees.

We can get you the best rate, and have the track record to prove it. If the deal doesn’t get done, we don’t get paid, so we work extremely hard to get you the mortgage you need and is appropriate for your real estate purchase.

Depending on your situation, we have a number of potential options – we will help you choose the best strategy for you. Much will depend on how much you are looking to borrow and verification of your current financial situation:

1. Credit Score

2. Current Income

3. Outstanding Debt

4. Personal Funds (Savings)

We can help you with government -guaranteed loans such as FHA, USDA/RHA (rural home loan), or VA Loans. You will have the choices of a Fixed Rate Mortgage of 15 or 30 years, or an Adjustable Rate Mortgage (ARM). If you need a Jumbo or Super Jumbo real estate loan we can do those too.

If you are trying to buy a home but will not close on the sale of your current home in time, we can help get you with a Bridge Loan to close that time gap. Remember: we work for you. We are on your side to fulfill your needs, desires and real estate dreams – within reason of course. All we ask is for a chance to earn your business.

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Now it’s your turn to take this sample and re-arrange it in a way that fits the dynamics of your business and then, you can hit the road with some new marketing to make up for the temporary slow-down in the mortgage industry. Think on this.

Facebook Small Business Marketing – How To Get More Traction

We all understand that Facebook is one of the most popular social media platforms in Australia. However, recently some of our clients have expressed their frustration with their 'Facebook business pages'. The key frustration is that their business page just doesn't seem to be driving traffic and generating leads and there is little engagement. Lots of time and energy going in but not too many results.

Why are small business owners getting these results?

Let's take a closer look at why there might be a lack of engagement on Facebook business pages. Let's also explore how you might be able to work smarter and use Facebook more effectively and discuss some of the common pitfalls to avoid when it comes to using Facebook for Small Business Marketing.

Understanding how Facebook works

Facebook determines what people see in their "news feed" based on an algorithm. It's a mathematical formula used by Facebook to determine what to show people who are Facebook users. Facebook focuses on the posts that people 'like and engage with' most. Therefore, if people like, share or comment on a post from a particular Facebook page, Facebook believes that this information is more relevant to the person because they are spending more time 'engaging' with that content. As a result, more content from that page is placed into the person's news feed.

Facebook Small Business Marketing

Facebook is a "social" media tool and therefore will always favor content posted by friends, family and social connections over business content. Business content usually does not get the same traction as personal content and often requires a 'boost' so that the content can get in front of people. In general, business content gets seen by very few of the people who have liked your business page, these days you need to use paid Facebook advertising to get in front of your audience.

Business content on Facebook

Ultimately, like any other business, Facebook is a commercial entity and needs to make money and profits to satisfy owners and investors. As many of you may have already realized, Facebook knows it's worth and understands that it can be an effective digital marketing tool, that gives business owners access to a large world-wide audience and prospective customers! Facebook also understands that business owners are willing to pay to access new customers and reach new audiences and therefore has tapped into this market.

Boosting Posts & Paid promotions

One way to get more people to see your posts or news items is to pay so that you can 'boost' your post. Remember 'organic reach' which is not paid for, is very limited on Facebook nowadays particularly for business pages. Therefore, to get in front of your target audience you really need to consider boosting your posts or running paid advertising campaigns or promotions to increase reach and engagement.

How can I get some traction without paying?

There are a few ways, at the time of writing this article, but they take more effort.

Facebook LIVE

Facebook "Live" which is a newer feature that Facebook has introduced, allows users to run live video streaming events. This is a fun and engaging way to reach your audience but you need to be comfortable in front of a camera and ready to answer questions and comments as there is also live interaction features that lets you know what's on your customers' minds. It's not for the faint hearted but gets better cut through and larger reach.

Facebook Groups

Facebook groups are different to Business pages and seem to be able to achieve more organic reach. Facebook groups are online forums that allow for small groups to communicate they generally focus on a topic of interest and are there to allow people that share common interest to interact and share knowledge, opinions and ideas. People can join groups that are often administered or moderated by one of more Facebook users. It could be a group that centers around a common cause or an activity such as mountain bike riding or photography, or it could even be centred around supporting others who are in a similar life stage or have similar circumstances such as a single parents group or an Autism Parents network or a group specific to small business owners.

With so many different options on Facebook it's sometimes difficult to determine what is the best option to go with or sometimes even where to start.

Keep in mind …

Don't create a personal profile for your small business.

Some new business owners and entrepreneurs create personal profiles for their businesses and brands, instead of creating a relevant Facebook Business Page or group. This is not ideal as it puts your business at a disadvantage. This is because Facebook business pages offer you a host of content creation tools, paid promotional opportunities, and analytics that are linked to a Facebook Business Page and will not be available to you if you set up a personal page.

Use Calls to Action

Once you've set up your business page, use a Call to action to get visitors to engage further with your business or brand. Is Facebook a referral source but you ultimately want to get visitors over to your e-commerce store or website? What do you want them to do when they get to your Facebook page? Call to actions are buttons with text on them like "Watch Video," "Sign Up," or "Book Now" These buttons can be customized or can include a (URL) web link to a ticketing page or e-commerce site.

Use your resources

Get help or use online resources, if you are unsure of where to start with Facebook, jump online and check out Facebook's help center. There is plenty of information for advertisers as well as tips and helpful videos you can watch. If you run a small business, are time poor and just want to find out how to improve your marketing reach or how to use Facebook more effectively, consider getting in touch with an agency that offers small business marketing services . Best of luck with your marketing.