How-To's For A Successful Google Campaign PT. 2

STEP THREE

In the last step we used Google Adwords to sort a list of keywords in order of how much they are searched. We kept this list general (not local) because we wanted to have enough search results to properly rank them. In this next step, we quickly localize these terms.

Take your list of top ten searched terms and simply add your city to the front of them, and to the end of them. If you are a Landscaper, and "Landscaping" was your keyword, then it becomes:

"* your city* landscaping"
"landscaping *your city*"

Now you have local search terms.

If you live in a small city, you might want to include other nearby cities you service in your terms. You can also think about including your county (or township etc...) in the keywords.

Once you add the city/county to the front AND back of each keyword you should have a large list of great local search terms!

***NOTE*** The reason we add them to the back of the term as well is to make sure we catch the people searching for "landscaping in *your city". Google ignores the "in" (and other similar small words) so we don't have to worry about that.

If you don't want to manually create your list you can use a free service:

http://www.keywordlizard.com

This website will allow you to put all of your keywords in box A, then your city(or cities) into box B. You can then automatically add the cities to the front and back of each word using their online tool.

How-To's For A Successful Google Campaign

STEP ONE

The first step to any successful Google campaign is research.

The very first thing you should do is create a list of terms that describes your product or service. For this part, don't think locally. Just think about general terms that people could use to find your business in Google.

A couple of examples might make this easier.

You own a landscaping company: Landscaping, landscaper, yard work, gardener, gardening etc...

You own a day spa: Spa,day spa, hairdressers, massage, pedicures etc...

Take this time now to make a list of as many "keywords" you can think of. All of these terms you come up with, will be known as keywords from now on. Try to make this list as long as you can, and make sure to keep a copy of it because you will need it later.

If you are feeling stuck, just think about the services or products that your company offers. That is the perfect place to start when thinking about keywords.

***NOTE*** Remember no local terms yet. Don't include your city or area in the terms you are currently brainstorming.

STEP TWO

Last time we talked you were working on a list of keywords, terms that people would use to find your business online. By now you should have a pretty good list. Let's take that list and expand it.

I want to introduce you to the Google adwords tool. This tool will give you an approximation on how many times your terms are searched per month (plus a bunch of other information). First step is to visit:

https://adwords.google.com/select/KeywordToolExternal

You will be brought to a page where you can enter your keywords. You can add them all line by line into the box that is titled "Word or Phrase". You can leave the website field blank.

Underneath the box where you enter your keywords, is a check box. Check this if you want to limit the results to only terms that include the keywords you have entered. If you have a big list you can check this, if you struggled to think about keywords, leave this box unchecked and it might come up with some great ideas you didn't even think of.

Once you have your list entered and the box checked (or not), enter the security code and click search. Once you do that you will get a list of keywords. Click on "local monthly searches". This will sort the keywords by how many searches they get in your country. These numbers will be pretty high.

***NOTE***This is why we didn't include any local search terms. Many times these terms won't even show up in the rankings, even though they are getting searched. It really depends on the size of your local area.

Now that you have this list in order of local searches, make a note of the top ten or so terms. In fact, export the whole list as a CSV (or other) file. You will be able to make use of this later on. Just click on "download" it can be found at the top left of the keyword list.

QR Codes

QR Codes are a mobile tool people are becoming familiar with and they deserve some explanation. The QR Code is a barcode that was developed in Japan and is commonly used in much of the world. QR stands for Quick Response. You mustwe have a QR scanner on your smartphone, you can scan the code on this page.

The difference between a regular barcode and the QR code is that the QR Code stores data which can be read digitally. The QR code is read by scanners in stores or using the camera and a QR code reader (available free) which are installed on your smartphone.

A QR Code can be used to provide a link to a web page, a coupon or details on a new product and can be printed on anything – even t-shirts! The uses for a QR Code are endless.

QR Codes are used extensively outside of the U.S. and are beginning to catch on here, too. I’m already seeing them in print advertising in magazines, on store windows, in some directories and on other websites. You can add them to any print advertising such as business cards, to videos, and to anything else you can think of. When scanned, it will provide a text message, take someone directly to your website or link to whatever else you decide to send them to.

In Japan, McDonald’s includes QR codes on their product packaging (Happy Meal boxes, sandwich wrappers). Magazines are incorporating QR codes into their print advertising. Can you think of how you might use a QR Code?

Someone who is familiar with QR Codes will appreciate using them. If someone is not familiar with QR Codes, they’ll ask about them when they’re in your store – opening up lines of communication.

QR Codes are a great tool for inviting a consumer to opt-in to your list, in exchange for something of value (coupon, sales events, link to a download).

You’ll be seeing more and more QR Codes and you’ll be using them yourself in your mobile marketing campaigns.

QR Code Pros
• Free and Easy to make
• Provides a Matrix Barcode readable by Smart Phones
• Use on marketing materials, business window
• When scanned, customer sees whatever info you include, your website link, hours, contact info…

QR Code Cons
• Only 28% of consumers have a smart phone
• Consumer must have a QR code reader app downloaded
• Just delivers information, no call to action

Mobile Marketing Tools

Okay. It works. You think it’s worth considering using mobile marketing.

How do you do it?
First, you need to decide which strategy you’ll be using to get your message out and then you can craft your message to fit the strategy.

There are several mobile marketing strategies/tools you can use to reach your customers on their mobile devices and we’ll list them here. It’s beyond the scope of this report to go into extreme detail for each. Your mobile marketing consultant will be able to help you make the right choices for your business.

Mobile Text Marketing (SMS)
SMS stands for Short Message Service, also known as text messages. Most cell phones are capable of sending and receiving text messages. You’re limited to 140 characters and that is enough to get a short message out, link to a website or send out a coupon.

We’ve already talked about the great open rates and conversion rates for text messages. This is the # 1 strategy to implement, even if it’s your only Mobile Marketing strategy.

Multimedia Messaging Service (MMS)
In addition to sending text, you can also send audio, pictures and video in an MMS message. You can get quite creative here with your marketing message and distribute it easily through phones. Does not work on majority of non smart phones.

Mobile E-Mail
Despite the increase in popularity of text messaging, emails are still a good way to get a message out. You’ll observe people checking their emails all day long, in a variety of locations, because they have their mobile phones with them. This is an affordable and acceptable way to market via mobile.

Mobile Internet Sites
The increase in smartphones which have the ability to surf the web means that your website should be formatted to be mobile friendly. People on the go tend to search for basic information, such as phone numbers, addresses, and hours of operation. They’re trying to make quick decisions and do not usually have the time to read a complicated website when on the go. You need to make sure you have appropriate, easily findable information on your mobile friendly website.

Mobile Applications
Mobile applications are computer programs that are installed on mobile phones. They are used to provide capabilities, such as looking at a checking account balance or playing a game. Applications can also include your marketing message. They can be a great way to get your message out.

Interactive Voice Response (IVR)
With all the capabilities available on the mobile phones of today, we might forget that their primary purpose is to make and receive voice phone calls. IVR technology allows us to send and receive voice calls from people without having a live person answer the phone at your end.


Mobile Social Media
Social media has been a driving force in the growth of smart phones. It’s very easy for folks to participate in social media conversations throughout the day using their phones. You can take advantage of this trend by incorporating a mobile social media strategy in your marketing.



Mobile Advertising
Mobile phones present a great opportunity to advertise to a broad potential customer base, in addition to your targeted customer base. Google, recognizing the importance of the mobile industry, recently bought AdMob, a mobile advertising platform. You know if Google thinks it’s important, we should also pay attention.

Mobile advertising involves placing ads in mobile applications, on websites, and in text messages, to name a few.

Mobile Commerce
It is possible to arrange for an immediate purchase of not only digital downloadable products, but also of retail products using your mobile phone. Your mobile phone can literally be used as a digital wallet using bar code scanners and mobile point of sale systems. You’ll want to consider setting up a mobile commerce program, if you sell any products which can be downloaded or shipped out.

Proximity Marketing
Mobile phones are capable of showing the exact geo-location of the person using the phone. This capability can be used to target buyers in specific geographic locations with messages appropriate to their location (e.g. mall stores offering coupons to mall shoppers or restaurants texting a 2 for 1 dinner special to those in their vicinity). This type of marketing is receiving attention because of the potential for timing the promotions as needed (e.g. slow day for a restaurant or clearance sale in a store).

The geo-location capabilities of phones are a great reason to focus on local internet marketing for your business. You definitely want your mobile website to be found when consumers are searching for a local business to go to. You also want to invite consumers to communicate with you, when they find your website because of your great local web presence.

A local internet marketing consultant can help you with your local internet marketing program.

Mobile-Enabled Traditional Media
Mobile marketing can only be done with the express permission of your customer. You can use traditional media to invite them to opt-in to your list. An example of this would be a sign in your store window or near the cash register inviting the customer to text to a number which will respond with a coupon code or scan a QR code which will take them to a web page where they can opt-in.

QR Codes
QR Codes will be explained in the next section.

It All Sounds Good – But Are They Using Mobile to Buy? (Show Me The Money!)

According to a report posted by eMarketer , mobile phone use related to buying activities increased significantly in 2010, with an even greater increase during the last quarter - the 2010 holiday shopping season.

Consumers checked their phones for coupons and sales, shared good deals with friends and did comparison shopping using their phones.

Smartphone Activities Performed During the Holidays According to US Spmartphone Owners, Dec 2010

Emailed or texted someone to tell them about experience at store
Looked for discounts, deals, coupons or discount codes
Did comparison pricing
Browsed for products
Researched specific products you were thinking of purchasing
Found Store Locations

0.0% 20.0% 40.0% 60.0%

Source GfK Roper

Who Needs Mobile Marketing?

First, let me say that not every business needs mobile marketing. If you do not have an advertising budget that can handle small experimentation losses from using a new technology you¡¦re not familiar with, you do not need to be doing mobile marketing at this time.

On the other hand, if you engage the services of a mobile marketing expert who can help to mitigate any such potential losses, you should certainly consider using mobile marketing. In addition, you should not consider using mobile marketing if your product or service focuses primarily on a target demographic that would not be using mobile phones.
Many businesses, however, do have products or services that are ideal candidates for marketing using mobile.

Retail, for instance is a niche which benefits a great deal from mobile marketing. Anyone with a retail business should definitely take advantage of mobile advertising strategies, or you'll be behind the 8 ball.

The mobile marketing opportunities for most businesses and other organizations like Realtors, promoters/event coordinators, churches and schools are endless!

There are many other business niches that can benefit greatly from mobile text marketing and they include, but are not limited to:

• Travel
• Nonprofits
• Sports
• Legal
• Food and beverage
• Healthcare
• Education
• Consumer electronics
• Apparel and accessories
• Automotive
• Arts and entertainment
• Consumer packaged goods
• Education
• Financial Services
• Government
• Home furnishings
• Media/publishing
• Politics
• Real estate -- Imagine never filling the info box again


Imagine the benefits of offering coupons, recipes, surveys/feedback campaigns, fan clubs, loyalty clubs, movie times, ticket sales, class schedules, details of a property for sale, last minute travel deals, sales, store events, donation sites, emergency alerts, new publications by a favorite author or musician, health tips, carry-out or delivery ordering, theater locations.

Clearly, the list can go on and on. You can modify many of the offline promotions you are already doing to make them work on mobile. You can also create and execute new promotions that do not work offline. There are no limits to using your creativity with mobile text marketing!

Examples Of How You Can Use Text Marketing

Just a Few of the Many Business Increasing Their Sales With Text Message Marketing:

It’s beyond the scope of this guide to discuss in detail all the ways your business can market using mobile, but a mobile marketing consultant is able to help you plan your marketing campaigns.

You can also go to our website and see many examples of how your business could benefit from mobile text marketing.

http://SimplyTextMarketing.com

We’ve found Mobile Text Marketing will deliver the best ROI and is the most affordable way to market to this huge audience. Text Marketing out performs even the best mobile website which requires a smart phone to view and therefore only reaches 28%.

Mobile Marketing Trends

Mobile marketing is experiencing tremendous growth globally. It is estimated that by 2012, 10 trillion text messages will be sent and delivered to mobile phones.

Mobile marketing is a very accepted marketing strategy in most parts of the world. Japan was one of the first countries to embrace it, with Europe and other areas following. The United States has been lagging behind and is just now starting to take a serious look at this strategy.

Why is mobile marketing so important to consider using? Statistics tell the story and you’ll be amazed!



As the world’s population approaches 7 billion, the number of cell phone subscriptions continues to grow and is expected to have reached 5 billion by the end of 2010. This is over 70% of the world’s population!

In the U.S. alone, over 250 million Americans carry mobile phones – more than 80% of the nation’s population. In fact, over 20% of U.S. households are “mobile only.”

Now, if you subtract the very young population and the very elderly population (who are not likely to use mobile phones) from the total population, you can see that almost everyone else has a mobile phone – everyone who has purchasing power. This is huge!

On the other hand, there are less than 2 billion internet users globally. Which size population would you rather aim your arrows at: 2 billion or 5 billion?

In some parts of the world, the mobile phone is the only connection to the rest of the world. There are few PCs and few land lines. Furthermore, with the onset of the smartphones, mobile phones are becoming the connection to the World Wide Web – like a computer carried by people everywhere they go.



• About 1.3 billion internet users use email.

• About 3 billion cell phone users use text messaging.

• More Text Messages per mobile phone than phone calls

• By the end of 2010, 6.5 trillion text messages will have been sent.

• The global mobile advertising market will be valued at over $16 billion by 2011. Source: M:Metrics, Common Short Codes: Cracking the Mobile Marketing Code

So.. what do all these numbers mean?

Basically, mobile phones are quickly becoming the preferred way to communicate with a consumer, over the personal computer.

Surveys show that email use on PCs is decreasing at the same time that text messaging on cell phones is increasing at a huge rate. Advertisers are recognizing this trend and are planning on putting more and more advertising dollars into the mobile market.

Mobile phones are here to stay. Mobile phone use is growing exponentially and is already bigger than PC use. Marketing to cell phone users, using different marketing tools, is definitely one of the keys to your future business growth.

Small Business Guide Mobile Marketing Pt. II

What is Mobile Marketing?

According to the Mobile Marketing Association, mobile marketing is “a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” Kim Dushinski, a mobile marketing expert, enhances this description: “Mobile marketing is businesses COMMUNICATING with consumers on their mobile phones with their explicit permission at the right time, at the right place while providing relevant value.”

The key to both of these definitions is that businesses are communicating with consumers – this is not a one-way message or a push marketing campaign. You are inviting consumers to initiate contact with you by calling or texting you (known as “opting-in”), giving you permission to communicate with them.

You, in return, will be providing something of value to them. This may be based on the knowledge you’ve acquired about your customers and that is the exciting aspect of this type of marketing. Customers have requested your response and that response will be received with anticipation, often resulting in action.A Word of Caution: Mobile Marketing is a NO SPAM Zone!
You do NOT want to send unwanted messages to anyone!

“Mobile marketing is using mobile devices as the method to distribute your marketing message”.

It is just one tool in your arsenal of marketing strategies. While mobile marketing is a very powerful tool, it should be used in addition to the other marketing techniques you’re already using.

You never want to count on just one marketing strategy to get your message out. Be clear on whom you’re marketing to, and where they go to get information about what you have to offer, then make sure you’re marketing in those places.

The International Telecommunications Union (ITU) has found. According to the United Nations-run organization, a whopping 6.1 trillion text messages will be sent by the end of 2010. That figure, which has tripled in the past three years, means people around the globe are sending 200,000 text messages every second.