Successful SEM Management - What does it really take?

So, today I'm sitting here wanting to write something on my blog but not knowing what topic is most relevant nor where I should begin when out of the blue one of my clients calls me. It's Saturday and sometimes I'll answer client calls on a Saturday but sometimes not. This time though I chose to pick up the cell and see what's going on. Boy was I glad I did!! My client is a local home improvement business and in managing his internet marketing and website we are in a constant flux so that we manage his budget to maximize results. Just before Thanksgiving we'd met for a few hours and gone over some analysis and trending data so that we could increase his calls which had really been dismal of late. Trending said to focus on other things so we built our strategy and went to our analyst and asked her to make some changes. Well, the call today was a huge thank you! What a pleasant surprise to hear from a client whom I've worked with for about 5-6 years and hear that with the few simple changes made by his analyst, his phone is ringing again! In fact, he received two calls just today!! After getting the second one, he called to thank me and say that whatever I did, it worked!! I'm so excited for my clients when the strategies I build and implement for them pay off. My ultimate goal is to help a business owner maximize their marketing investments and reap the rewards financially. This is truly plain out fun!! What did I do that caused such a positive outcome for my client? I simply researched trends for his services, those that are most used this time of year and throughout the coming winter months. With that analysis we could see what people are more likely to search pertinent to his business and we adapted his online marketing strategies accordingly. The pay off for the client is more phone calls as a direct result of his online marketing campaign. So, the lesson here is two-fold: First, when a client calls, think positive and pick up the phone! Two, a well-managed online marketing strategy is imperative to success into today's fragmented marketplace.

The Website Designer Scam

Ok, so it's happened again!! The audacity of some people never ceases to amaze me. I uncover these scammers, wannabes, whatever you want to call them so regularly you would think they would get blackballed and put out of business. Here's a little scenario to hopefully help you prevent from being ripped off! A website design company, or really someone posing to be such, attends a local networking group such as a BNI group, Chamber of Commerce gathering, Rotary, etc. They schmooze their way around, making sure to gauge the level of understanding of the business owner in all things digital. As they work the room, the narrow their focus to just a few unaware souls so they can devise their attack. Their plan... secure a contract for a new business website! Now, the business owners in their sights are unaware of the scam about to happen. They are honest, hardworking people who just want help from a knowledgable individual to help them with a business website. They are willing to invest the money to get this done but cannot usually invest heavily. So, as the conversation continues over time, days, weeks, etc., the scammer knows who he can consider a great target and he comes in for the kill! Contracts are signed, promises are made, and the business owners has such high hopes for a great, functional website that he/she would be proud to show any propsective client. He's usually been promised that his website will be on page one of the search engines and business will boom! Well, then reality sets in for the business owner. The "website company" often delays and delays work. Sometimes they will use all kinds of reasons as to why things aren't getting done... oh, we have to install software, you didn't send us what we need, etc. Then, there are the design issues. The business owner will send loads and loads of content and photos, go through interviews, etc. and then the "website company" cannot interpret the design concepts. And don't even get me started on getting them to make updates and changes!! Optimization, that's a completely different topic because they never know what optimization even means. I just hope that the small business owner will contact someone like our company for advice before signing up with any website company. This is not just to get a professional opinion, but to also prevent lost time, revenue and many headaches! We have several good, reputable alternatives we can refer them to if they do not want a site built by hibu.

Why Still Go Yellow?

Yellow you ask?  Is that still being used?  Do people really use those Yellowbooks?  Is it relavent today to my business?

Yes, yes, yes, and yes!!

All across America the phone book is still being used by millions of people on a regular basis.  See, perception and reality simply do not match on this particular instance.  Just ask one of the hundreds of thousands of business owners who still advertise their business in the local phone book and they will tell you the same thing.  Yes!!

Now, has usage declined?  Has usage changed?  Are the leads as good as they once were?  Are people using them less?

Yes, yes, yes and yes!!

That's right, I said "yes" to the fourth question.  Usage of the yellow pages has declined.  Industry data shows this to be true.  However, my opinion is this... Yellow page advertising is by and far one of the least costly forms of advertising when you look at cost per lead.  One call to a patio contractor for instance, pays for his entire year of advertising and likely the next few years if he lands a great customer.  So, does declining usage mean that nobody uses the yellow pages anymore?  Of course not!

Business owners have a responsibility to their customer base and to local consumers to advertise their products and services.  What's the old phrase, "Inquiring minds want to know?"  When a consumer looks into their local directory and your business isn't running an ad there, guess what, they are going to look to your competitor.  If nobody is advertising what they need or want, they will seek in other ways.  You just lost a customer!!

Remember this... one new client/customer/patient is worth the $1200 or $3000 or $500 you spend in yellow page advertising.  One new customer is also a referral source to your business and you must consider the lifetime value of that new customer.  If you do a great job, they will come back time and again, right?

Invest in yellow!  You will be glad you did!

Deadlines!! What a pain!!

Deadlines create unnecessary pressure from so many angles in my world.  I am a professional marketing consultant and sell advertising as I share advice with my clients and prospective clients.  In my world, a deadline is a time of a sales cycle that creates unnecessary pressure because there are just so many people out there who just don't respect my time. 

For instance, I have a few clients that I actually have called regularly.  I actually take time out of my day and call and call and call and email and email and email and I still get the same result, nothing!  I'm not bothered to not sell anything.  I'm mostly bothered by the fact that people waste my time which is valuable.  I have plenty of clients who like me and enjoy working together for the betterment and financial gain to their business.

Deadlines are also brutal because it just seems like technology doesn't like to cooperate when I'm in a rush.  I mean, just imagine you are down to the wire and BAM!!  The computer just seems to go haywire and nothing works.  I normally sit and watch the little circles spin half the day anyhow, but at deadline time, the circles seem to go even slower.  Then, a contract that normally takes 10 minutes tops ends up taking an hour and a phone call to get help!  Why, oh why??

Invariably that one client whom you have spoken to time and again now calls and says, "Is it too late?"  There's one every campaign!  Why??  Just make a decision, people!  It's the cheapest form of advertising out there so just decide!!

Now, at the same time, I like deadlines.  The quicker pace and interactions are actually much more fun than usual.  Additionally, it seems like I get more done.  Maybe I do.  Who knows?

How Do You Know?

Often I am working with a client to enhance and broaden their online presence.  In fact, this is an almost daily occurence.  In the course of these conversations it's rather interesting that they will get a call or email from someone out of the area promising to guarantee first position on Google for their website.  Sometimes they even get that call from a local person masquerading as a marketing professional.  Well, here's the advice I give.

• For those who are not local, that is easy.  I tell them if the person cannot walk into your office or meet you out in the public if you don't have an office, tell them to get lost!  Seriously, do you think there isn't someone in your local community or the next closest who cannot help with your online visibility?
• For that local person who can walk in, let's determine their knowlege level with a few simple questions you can ask them such as:
• What is a SERP?
• What determines ranking in Google Places?
• What is a title tag?
• What order does Google read the website?
• What is an alt tag?
• For the local person who can answer all your questions, let's talk about their experience and outcomes:
• How many current clients do you have?
• Do you have written and signed testimonial letters?
• What will you charge me for each change I want  you to make?
• How many of your current client websites rank in first position on the major search engines?
• How many of your current client websites rank on page one or two of the Google search results?
• What level of ongoing support do they offer?

This is just a brief conversation to share with you some of the things you, as a business owner, should be asking anyone who wants to manage your online visibility and presence.  If you have questions or comments, please post here or email me at lisafausey@gmail.com.

Spring Planning

Doesn't this beautiful warmer than normal weather make you want to get outside?  I know it makes me want to plant seeds, cultivate the soil, and then watch it grow.  Well, the same can be said for your business.

Let's apply the spring planting concept to business.

Farmers have been sitting for the winter, anxiously awaiting the spring thaw so they can "get back to work".  Now, that's not to say that farmers don't work year round as they certainly do.  Coming from a farm family background, I know a farmer's work is never done.  However, there is something to be said for that early March time frame when things begin to warm up and crocuses start to pop up out of the ground and bloom. 

In business, there are many industries that are sitting right now just waiting on that spring thaw for their business.  Landscape contractors, home improvement guys, deck builders, paving companies, and so many more rely on the warm months of the year to build up their winter storehouse of funds to sustain themselves through yet another winter.  So, what are you doing to prepare for Spring in 2012?

Here are a few suggestions for business owners waiting out the winter:

• Set up a schedule for your marketing and advertising now!  Do not wait until March as the phone will start ringing from your past efforts and clients and you then won't have time to spend trying to build a new customer base.  Now is the time to secure and schedule your direct mail campaign.  Now is the time to design and purchase flyers, business cards, yard signs, etc. 
• Now is the time to work with your webmaster to update your website.  Work with a reliable optimization and online marketing expert to be sure you are on page one of all the major search engines.  It can be done! If you don't have a website, contact me or someone who has built thousands of sites so you can use their expertise.  Please don't make the mistake of thinking  you can do it yourself or enlist your cousin's brother's sister's friend to do it.  It just doesn't work!!
• Now is the time to perform preventative maintenance on all your business equipment such as mowers, trucks, sprayers, power tools, etc.  Change the oil, rotate tires, and be ready to get out on the road when the customer calls.
• If you require some sort of inventory for your business such as chemicals for a pest control business, seeds, oil, small tools, etc., now is the time to purchase those and store for the busy season.  Later, you won't have to come home at 9pm and go online and place orders when you are exhausted and want to spend time with your family.
• Now is the time to go out and secure spring/summer contracts.  At the beginning of the year homeowners and business owners alike are thinking about where they will get their services this spring/summer/fall.  If you rely on such agreements, you must solicit them now via direct mail and in person. 

So, hopefully you have some ideas for your time as we wait out the rest of the winter months.  Before long Spring will be here and you will be busy.  Plan now and if you need personal assistance, feel free to contact Lisa Fausey at Lisa.Fausey@yellglobal.com for personal assistance for all your marketing, advertising and business solutions needs.

Lisa Brooks Fausey, Business Solutions Consultant