Making the most of marketing – Ashley White, PageCrest
Let Me introduce you to Ashley White…
I thought I’d ask some of the people we work with and recommend to contribute Blog articles on their ‘specialised subject’ – a sort of Mastermind of our contacts. The first contribution, and the first of two articles, is from Ashley White who runs Pagecrest. Ashley is a fully trained “Google Adwords Qualified Individual”, which means he’s been trained by Google and knows his stuff. Not only that Ashley also knows our industry as he also runs his own successful carpet cleaning business. This gives him a unique insight into what is needed in Google Ad campaigns and keywords. He’s not a huge call centre with dozens of just out of college IT bods, he really understands our industry and what we need. So if you need a campaign setting up from scratch or just need him to give you an opinion on your existing setup I’m sure he can help. I’ll hand over to Ashley now and let him talk about how the world has changed and the impact it has on our business marketing…
The world has changed…
The world has changed over the last 6 years. The days of frivolous spending have faded to a distant memory – replaced by price shopping, belt-tightening, and general frugality!
What does this mean for us as business owners?
It means that we can no longer rely on customers calling to book our services or buy our products on the spur of the moment. While they certainly serve a purpose, we can no longer expect a substantial return from leaflet drops, newspaper ads, or items in the parish magazine. In fact, for many businesses, this type of advertising has become more of a way of increasing brand awareness, as opposed to generating business in the short term.
How do we survive?
If being pro-active has become so inefficient, what can we do? Develop some focus on being reactive – instead of using our marketing budgets as a way of throwing enough mud to hope some of it will stick, wouldn’t it make more sense to concentrate on a market where customers are looking for your services? Now, more than ever, it’s important to make sure that when a customer is looking for what we’re offering, our company is one of the first that they find. Isn’t it easier to convince a customer that you’re the one to deal with, as opposed to first having to sell the service, then your company?
Where do customers search?
In the last few years, there has been a marked increase in consumers using the internet to find what they are looking for. In 2012, 85% of consumers used the internet to search for local businesses. 34% use the internet at least once a month to find local companies which offer the services or products they need. It doesn’t take a genius to see that this equates to a lot of enquiries, even for sparsely populated areas. And what method do they use to search the internet? At this moment in time, Google accounts for 2/3rds of all internet searches in Europe. That’s a LOT of people actively looking to spend a LOT of money!
How can we get a slice of this pie?
If we could make sure that our business website listing was one of the very first seen by the customer when they searched for our services, it’s easy to see how this could have a definate impact on our incoming enquiries. In fact, if your listing was in first position (very top of Google search result page), you could expect almost 8% of users to visit your website (where you can then proceed to show them why your company is the one to do business with!). In fact, for search queries that have ‘high commercial intent’ (what you and I might call ‘hot leads’), the top 3 listings take 40% of all the clicks on the page! So I’m sure you can see the benefit of making sure that your business listing is as close to the top as possible!
So, just to recap:
- Old tried & trusted marketing methods are not as reliable as they once were.
- It’s important to make ourselves known to customers who are actively looking for our service.
- The vast majority of the population use the internet to find local companies offering the services they need.
- Google has the lions share of internet users using its search engines, far more than any other company.
- Being at the top of Google’s search results gives us a strong chance of getting the ‘hot leads’ to visit our website (where we can then proceed to show them why we’re the company to deal with!)
In the next post, I’ll be explaining how you can get your company to this much-coveted position, and how to make the most of it. If you can’t wait, and just want someone to do it for you, just click through to my page and give me a call, I’ll help you get going in the right direction.