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Geo-Targeting Blueprint: Discover How to Get More Leads, Sales, and Revenue with Location-Based Marketing

Whether you’re a small business looking to expand your reach or a large corporation looking to maximize your digital marketing ROI, geo-targeting can revolutionize the way you reach and engage with your target audience. 

The power of geo-targeting is that it lets you reach the right audience in the right place at exactly the right time.  

And with these tips and success strategies, your business can start using geo-targeting to generate more leads, sales, and revenue. 

Get ready to take your marketing game to the next level with our tips and best practices as we dive deep into the world of geo-targeting to explore how it works, why it matters, and how you can make it work for you!

Contents: 

1. What is Geo-Targeting?
   • How Does Geo-Targeting Work? 
   • Geo-Fencing vs. Geo-Targeting
2. Why Geo-Targeting Matters for Your Business 
3. Creative Ways to Use Geo-Targeting to Drive Leads, Sales and Revenue 
4. How to Use Geo-Targeting on Facebook, Google Ads & More
   • Facebook and Instagram 
   • Google Ads 
   • Twitter 
   • LinkedIn
5. Geo-Targeting Done Right: Proven Tips and Strategies for Success 
6. Maximize Your Marketing Results with the Power of Geo-Targeting

What is Geo-Targeting?

Have you ever wondered why the advertisements you see online or on your social media feed are specifically tailored to your location?  

That’s the magic of geo-targeting.  

Geo-targeting in digital marketing is the practice of delivering personalized content or advertising to people based on their geographical location, with the goal of maximizing your marketing messaging’s relevance and impact in specific locations.  

It works by using location data such as IP addresses, GPS coordinates, and other technologies to pinpoint a user’s location. The next section of this article will go over these geo-targeting methods in depth. 

With geo-targeting, you can tailor your offers, information, and advertisements to specific geographic areas such as cities, regions, or countries. If you want to get really specific, you can even target a single zip code or postal code. 

You can also use geo-targeting to exclude geographical locations that are unlikely to produce results or are not relevant to your campaign. In fact, excluding certain locations can be just as valuable as including others.  

Bottom line: geo-targeting helps you deliver more relevant and effective marketing campaigns across a wide range of digital marketing channels — including PPC advertising, social media marketing, and email marketing.

How Does Geo-Targeting Work?

Geo-targeting works by using location data to pinpoint a person’s geographical location, then delivering personalized content or advertising to them based on their location…or, if you exclude that location, blocking people there from seeing your content or advertising.

There are several ways to gather location data, including: 

• IP Address Targeting: Determining a person’s general geographic location based on their IP address. This is the most common geo-targeting method in PPC advertising. 
• GPS Targeting: Using GPS technology to track a person’s exact location through their smartphone or other GPS-enabled device. This method is usually used for in-app advertisements or location-based services. 
• Radius Targeting: Setting a geographic radius around a specific location, such as a store or business, and delivering targeted content or advertising to people within that radius. Great for hyper-local advertising, such as targeting conference attendees, university students, or employees at a specific business. 
• Wi-Fi and Bluetooth Targeting: Using Wi-Fi and Bluetooth signals to triangulate a person’s location based on their proximity to nearby hotspots or beacons. Many businesses take advantage of this method to deliver in-store advertising or to track foot traffic. 
• Location-Based Keyword Targeting: Targeting people who are searching for specific keywords related to a specific location, such as “pizza delivery near me.” These are a cornerstone of both Google Ads and SEO to reach users who are actively searching for local products and services. 
• Contextual Targeting:  Estimating a person’s location or interests based on contextual data collected from a website or app. It’s often used in programmatic advertising to deliver relevant ads based on individual users’ interests and proximity to said interests.

Once location data has been gathered, platforms like Google Ads and Facebook can use it to deliver personalized content or advertising to your prospective customers based on their geographic location.  

For example, your business could use geo-targeting to show different advertisements to users in different cities or regions, or to promote location-specific promotions or offers.  

The possibilities with geo-targeting are endless. If you want help getting started or taking your geo-targeted marketing to the next level, our experts are here to help!

Geo-Fencing vs. Geo-Targeting

Geo-fencing and geo-targeting are two related but distinct marketing techniques that use location data to target specific audiences. 

Geo-fencing is a type of location-based marketing based on setting up a virtual boundary around a specific geographic location. When someone enters or leaves this boundary or “fence”, it triggers an action such as delivering a targeted message or showing a specific advertisement on their device. 

Geo-targeting, on the other hand, refers to the practice of delivering personalized content or advertising to users based on their physical location. This can be done through IP address, GPS, or other location-determining technologies. Geo-targeting allows marketers to reach customers in specific geographic areas, such as cities, regions, or countries. 

In short, geo-fencing is a more specific form of location-based marketing that involves a small virtual “fence”, while geo-targeting is a broader approach that uses various kinds of location data to personalize content or advertising.

The Power of Location: Why Geo-Targeting Matters for Your Business

With geo-targeting, marketers can deliver more relevant and personalized content based on the physical location of their target audience.  

The use of geo-targeting in digital marketing is advantageous for a number of reasons, including the following:

• Increased Relevance: Geo-targeting allows you to deliver content or advertising that is specific to a prospective customer’s location, making it more relevant to their interests and needs. This leads to higher engagement and conversions, since prospects are more likely to respond positively to content that is relevant to them. 
• Better Targeting: By targeting prospective customers based on their physical location, you can ensure that your messages reach the right audience at the right time. For example, you can use geo-targeting to show different advertisements to users in different cities or regions, or to display location-specific promotions or offers. 
• Improved ROI: Geo-targeting can help you achieve better ROI by delivering higher click-through rates, conversions, and customer engagement, which ultimately drives better results and a better return on your digital marketing investment. 
• Hide Ads from Competitors: Say you want to keep your competitors from stealing your offers or marketing messages. You can use geo-targeting to hide ads from competitors by excluding specific geographic locations where the competitor operates or has a strong presence, or by adjusting the targeting criteria to only show the ad to users who are not within a certain radius of the competitor’s location. 
• Responsiveness: Geo-targeting allows you to run short-lived but highly relevant campaigns, such as offers specific to the people attending an industry conference or trade show. Or, if you’re a roofing contractor, you can display ads related to roof repair in a town that just experienced bad weather. Taking dynamic advertising to the next level!

No matter what size your business is or what you do, geo-targeting can revolutionize the way you share and engage with your content!

Creative Ways to Use Geo-Targeting to Drive Leads, Sales and Revenue

With geo-targeting, businesses like yours can reach the right audience, at the right time, with the right message, resulting in higher engagement and conversion rates.  

Here are just a few of the various ways that geo-targeting can be used to boost your digital marketing revenue, including targeting specific locations, matching local currencies, delivering real-time offers, and more!

1. Geo-target offers and information: Use geo-targeting to deliver location-specific information, promotions, and offers to current and prospective customers. This enables you to generate more business in a particular region without having to make the same offer to everyone, or market different offers for franchises in different locations. 
2. Match local currencies: With geo-targeting, your e-commerce website can display prices and other information in the customers’ local currency based on their location automatically. This happens so often nowadays that we barely notice it, but geo-targeting makes it possible! 
3. A/B test based on location: Geo-targeting allows you to deliver different versions of an ad and/or website to people based on their location, making it possible to test different designs and layouts and see what’s most effective in different regions. 
4. Steal customers from competitors: With geo-targeting, you can deliver targeted ads to people who are near a competitor’s store or office to entice their customers away. Say you’re browsing Instagram while stuck in a long line at Disney, and see an ad for Universal promising shorter wait times — that’s geo-targeting! 
5. Use lookback data to get granular: The ‘lookback window‘ is the period during which a person can see or click on an ad and it will be recorded as a conversion. Using look-back data and geo-targeting together, you can analyze where a user was at the time they converted and uncover location trends that help you deliver more relevant and engaging content.  
6. Market across channels: Using geo-targeting, you can deliver targeted ads and content to different platforms and devices based on the user’s location. A local restaurant, for instance, could use geo-targeting to promote walk-in specials to mobile device users nearby, and take-out specials to desktop users further away.

And that’s only the beginning. There are virtually no limits to the applications for geo-targeting. In that sense, it’s as valuable for the most local of local businesses as it is for huge multinationals! 

To learn how geo-targeting can work for you, get in touch with our experts for a quick consultation.

How to Use Geo-Targeting on Facebook, Google Ads & More

Knowing how to utilize geo-targeting on each platform will make a huge difference in maximizing your digital marketing efforts and ROI.  

Below, we’ll explore the various platforms that offer geo-targeting options, including Facebook, Google Ads, Twitter, Instagram, and LinkedIn.

Facebook and Instagram Location Targeting

Facebook and Instagram offer location targeting options for advertisers on the Meta Ads Manager platform, which allow you to reach people based on their current location, hometown, or recent location history. Advertisers can target users by country, state, city, postal code, or a specific address, and can also choose to target people who have recently been in a specific location.

To use Facebook or Instagram location targeting:

1. Select a campaign objective for your ad set in Ads Manager. 
2. Select your audience source in the Audience section. 
3. Click on Locations and follow the prompts to choose your locations based on:
   • Location status: target customers living in a location and/or recently in a location, or traveling in a location 
   • Enter a location: target customers in specific countries, states, provinces, cities, congressional districts (in the United States), or ZIP or postal codes 
   • Browse locations: choose from suggested countries or regions 
   • Location radius: target customers in a smaller, relevant area within a larger geographic area

Google Ads Location Targeting

Google Ads offers location targeting options, which allow you to show your ads to users in specific geographic locations. You can target by country, region, city, postal code, or a specific address, and can also target users based on their device’s location or by using a radius around a specific location.

To use Google Ads location targeting:

1. Go to the Settings tab in your campaign. 
2. Select Locations and specify the geographic locations you want to target based on: 
   • Countries: target customers in an entire country, or multiple countries 
   • Areas within a country: target customers in specific cities, regions, or ZIP/postal codes 
   • Radius around a location: target customers within a certain distance from your business

To exclude people in specific geographical locations from seeing your ads:

1. Go to the Settings tab in your campaign. 
2. Select Locations. 
3. There are two ways to select locations to exclude:
   • In the search box, type the area you want to exclude and click Exclude. 
   • Click Advanced search, and check the box next to Add locations in bulk. In the box, paste up to 1000 locations to exclude. Add locations from one country at a time.

Twitter Geo-targeting

Twitter allows you to target their ads based on the location of the user by countries, regions, metros, cities, or postal codes. You can also target users based on their device’s location.

To use Twitter geo-targeting:

1. Go to the Targeting section of your ad campaign. 
2. Scroll down to Demographics. 
3. Within the Locations section, input the locations you want to target.

Radius targeting (showing ads to customers within a certain distance of a specific address) is currently only available to ad accounts in the United States or Japan.

LinkedIn Geo-targeting

LinkedIn allows you to target users by country, state, city, postal code, or a specific address, and can also target users who have recently been in a specific location.  

To use LinkedIn geo-targeting:

1. Create a LinkedIn new audience in Campaign Manager. 
2. Customize your target audience’s location(s) following these steps:
   • Choose either a Recent or permanent location or Permanent location from the Locations dropdown. 
   • In the search field, type the location name you want to include in your targeting audience and select the desired locations. 
   • Add more locations by clicking the X at the end of the location search field to clear the field.  
   • Remove selected locations from your target audience by clicking the X next to the location name. 
   • Click Exclude and select the regions and/or countries you want to exclude from your campaign.

Geo-Targeting Done Right: Proven Tips and Strategies for Success

Geo-targeting is a powerful tool for digital marketers, but you have to deploy it strategically with purpose to maximize your results. 

Your geo-targeting efforts are more effective and drive better results when you incorporate the following key considerations and best practices.

1. Be precise in defining your location. To achieve the best results with geo-targeting, you need to reach people who want your product or service, are able to pay for it, and in the case of a local business, are close enough to travel. Additionally, areas that are too small will strictly limit your potential conversions, while areas that are too large will waste ad dollars on irrelevant audiences. You need to strike a balance between making sure your ad spend is being used effectively and reaching a large, relevant audience. 
2. Exclude irrelevant locations. As well as targeting specific locations, it’s also important to exclude locations that are unlikely to generate conversions. Your ad spend will be more effective and you’ll avoid wasting money on ineffective campaigns. 
3. Use tools like Google Trends to gain insight into your customers’ regional preferences. Identifying how their interests and habits differ on a regional basis will help you hone in on messaging and imagery that boosts your geo-targeting efforts. 
4. For search ad campaigns, include regional terms in your keyword lists even if you are geo-targeting. Your campaign will have a higher chance of success if you reach a more relevant audience. 
5. If possible, include your target location’s name in your ad. You can improve your campaign’s relevancy and impact by including the name of your target location in your ad, helping you connect with local customers and build brand awareness in the target area. 
6. Add location extensions and call extensions to local ads. Location extensions and call extensions can be incredibly valuable in local ads, since they provide your customers with important information like your address and phone number instantly. The easier people can reach you, the more likely they are to convert. 
7. Test, monitor, optimize, repeat! As with any campaign you launch, geo-targeting campaigns should be monitored to identify what’s working and what’s not so you can adjust to achieve better results.

You can explore and leverage so much more when it comes to geo-targeting, but the above are good tips for beginners.

Maximize Your Marketing Results with the Power of Geo-Targeting

By tailoring your marketing campaigns based on location, you can boost your ROI and improve your overall marketing performance.  

The geo-targeting methods, tips, and best practices  shared in this article will help you get the most out of your geo-targeting efforts, but there is always more you can optimize. When you’re ready to take your digital marketing to the next level, contact us today.

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Holiday Marketing Campaigns: 7 Best Ideas to Boost Your Sales Over Christmas

There’s a million holiday marketing campaign ideas out there. But what actually works?

If you sell anything online, you probably know the struggles of marketing in the chaotic holiday season.

You’re swamped with work, half your team’s on vacation (or sick), and the sheer competition for consumer attention is absolutely off the charts.

But success doesn’t depend on a Christmas miracle. Or a fortune’s worth of ad spending.

Stats and experience show that you can do a lot to boost your holiday sales if you use the right kind of data, make proactive moves, and apply some basic (but powerful) marketing psychology.

In this article, we’ll give you 7 of our best holiday marketing campaign ideas ‒ plus 3 essential tips to make sure you rock them.

1. Leverage the Christmas Time Crunch
2. Win Hearts & Minds With a Holiday Video
3. Share the Love with Your Loyal Customers
4. Ring In the Season with Holiday SEO Blog Content
5. Conquer the Wish List with Price-Specific Landing Pages
6. Make Gift-Giving Easy with Gift Card Promotions
7. Embrace Holiday Themes Across Your Digital Presence

1. Leverage the Christmas Time Crunch

FOMO is your friend. 

As soon as November rolls around, people start stressing about holiday shopping. And it’s not just about gifts, but everything else you need for the perfect holiday: festive decorations, holiday meal prep, plane tickets to Grandma’s, and more.

Time is of the essence, and everyone knows the best stuff is in short supply.

So, you can make fear of missing out (FOMO) and scarcity powerful allies in your holiday marketing campaign.

Now, urgency isn’t something you can just throw around without thinking. The modern consumer is pretty wise to vague statements like “limited time offer” or “while supplies last.”

You need to translate that urgency into something concrete and effective, like:

1. Deadline for guaranteed delivery in time for Christmas. Consumers expect lightning-fast shipping these days, but they know things slow down over the holidays. Consider using it as a strength by putting pressure on people to make a purchase by a specific date. It has a very powerful effect.
2. Countdown timer until Christmas or another big milestone. Adding a countdown timer to your landing page can boost revenue by as much as 9%. Over the holidays, countdown timers are extra effective since everyone already has “X days until Christmas” in their minds.
3. Inventory warnings. “While supplies last” is vague, but it really works if you can give a specific number. This is a very effective strategy used by Amazon to move products in short supply.

It’s not just a holiday marketing trick. You’re giving your customers one last chance to purchase that perfect gift before it’s gone, and they’ll thank you for it. It’s just that a positive side effect of this is that conversions increase as well!

2. Win Hearts & Minds With a Holiday Marketing Video

A 30-second video says a million words.

As a rule, people are more likely to say ‘yes’ to requests from people they already know and like. 

We’re all less likely to turn down a request if it’s from a friend or neighbor.

The same goes for you and your loyal customers. People who know and like you are automatically more likely to take advantage of any future offer you make to them.

Since the holidays are such an emotional time of the year, this is the perfect time to cultivate positive brand recognition and relationships that ultimately lead to more revenue.

And there’s no better way to do that than with a holiday video.

One study showed that emotional, holiday-themed video ads are twice as likely to make people cry, 86% more likely to evoke happiness, and 117% more likely to inspire feelings of warmth. 

You don’t even have to make it long, expensive, or highly choreographed. Simply showing the faces behind your business and being relatable makes a big impact on people.

Basically, all you have to say is, “We’re so excited about the holidays, too, and we wish all of you who celebrate a Merry Christmas. Thank you for being part of our business.”

3. Share the Love with Your Loyal Customers

A little love goes a long way. 

Reciprocity is a powerful thing. It is natural to feel obligated to repay someone when you give them something. It’s why free samples remain one of the most effective marketing tactics of all time.  

And what better time to give something away than during the peak gift-giving season? 

The holidays are a great time to shower your loyal customers with discounts, freebies, and giveaway contests to make them feel extra special.  

Especially if you can tie in some urgency and a warm message of gratitude, too. 

Leading up to December 25, many brands offer holiday-themed “12 Days of Giveaways” or “12 Days of Discounts” which successfully combine the seasonal spirit with persuasive deadlines. 

Plus, you have plenty of options for spreading the word about these promotions: 

1. Email: You can reach your existing customers and followers through multi-touch email campaigns in the lead up to the holidays.
2. Social media: Great for reaching loyal followers and catching the attention of new ones. You just need to make sure you follow Facebook, Instagram, and other platforms’ guidelines if you’re hosting a holiday marketing giveaway, since they can be quite prickly about the rules.
3. Remarketing ads: Retargeting helps you re-engage bounced buyers to boost your holiday marketing ROI, and further build relationships with those who have already purchased.

It’s the holidays, after all, and there’s no better time of year to get something for free!

4. Ring In the Season with Holiday SEO Blog Content

Any businesses with a seasonal niche can benefit greatly from blogging.  

For example, if you sell Christmas-themed decorations or clothing, a well-optimized SEO blog post will see traffic spike around the winter holidays year after year after year. 

But what if your company doesn’t have a seasonal niche?  

Putting out holiday-themed blog content is still a great way to increase traffic, sales, and revenue for businesses with no holiday-specific products.  

Consider what kind of content people are looking for during the holidays and incorporate it into your holiday marketing ideas! For example:

• Gift ideas for specific customer segments/demographics: like 10 Winning Gift Ideas for Dad, or the Best Office Secret Santa Ideas Under $25.
• Holiday Buying Guides for specific product categories: like High-End Cookware Holiday Buying Guide, or the Holiday Gift Guide to Pens & Journals.
• Gift ideas that solve a specific problem: like the 10 Most Practical Busy Mom Gifts, or Impressive Gifts for a Father-In-Law You Just Met. 

Topics like these will attract people who are actually interested in what you sell, and they don’t require you to bend over backwards to fit the holiday theme. It’s just a matter of describing the products that you already have available, with a festive bow tied around it.

Start publishing this year, and by next December, you’ll have plenty of content on your site that will get your visitors excited for the holidays again. Next year, just update your holiday SEO blog content (and your holiday marketing campaign as a whole) with new products or trends. You’re good to go! 

5. Conquer the Wish List with Price-Specific Landing Pages

Speaking of gift guides…if you sell online, here’s another way to reach eager holiday shoppers: 

A landing page that highlights products within a specific budget range to appeal to gift shoppers. 

For example, a landing page featuring “Gift Ideas Under $50” or “Stocking Stuffers.” 

These pages make it easy for people to find what they’re looking for, which means more conversions for you. They’re especially a huge hit with last-minute shoppers or Secret Santa participants who don’t have much else to go on. 

But this holiday marketing campaign strategy doesn’t only benefit sales of your cheaper products ‒ because a lot of people value not underspending on certain people in their lives.  

People shopping for significant others or close friends or relatives might be drawn to a page featuring only more expensive items (even your most expensive items). 

All you need to do once you’ve created the pages is get the word out, which is easy to do by: 

• Email campaigns with ultra-specific and attractive subject lines are designed to catch the attention of shoppers in a certain price range in search of ideas 
• Organic social media posts that encourage your loyal fans and followers to share your posts with their networks for free 
• Social media ads, especially when combined with a sense of urgency…save big on your last-minute shopping with these awesome products for under $50! 

The price point is the decisive factor for many people when they are shopping online, and this tactic makes them feel like they are getting an exclusive deal just for them!

6. Make Gift-Giving Easy with Gift Card Promotions

For people who are struggling to find the perfect present, gift cards save the day. 

But just because you’ve got gift cards, that doesn’t mean shoppers know about them. It will be up to you to spread the word.  

Don’t let the holidays pass you by without promoting your gift cards to your target audience. Once the shipping deadline for the holidays has passed, shift your digital advertising efforts to digital or physical gift cards. 

Gift cards are also great to include in holiday giveaways and promotions. Providing a free gift card for those who make a minimum purchase, or to the first few purchasers, can be the tipping point that gets people to choose you over your competitors.

7. Embrace Holiday Marketing Themes Across Your Digital Presence

Picture yourself walking downtown on a mid-December afternoon, when the stores are all crowded and Christmas is in the air.  

You’re mulling over which of two stores to visit for a must-have gift item. One store is decked with garlands and wreaths, playing holiday music, and scented with gingerbread cookies; the other is sterile, dark, and overall a bit uninviting. 

Obviously, most people would go for store number one. The festive ambiance gets them in the mood to shop.  

And there is more to it than just warm feelings ‒ we associate holiday designs with holiday savings. You know there’s a deal to be had and you want to learn more. 

Why not apply this same idea to your digital presence?  

It’s easy, inexpensive, and effective to incorporate holiday-themed graphics, colors, and messages into your website, landing pages, emails, and social media accounts.  

It has the same positive impact of putting up Christmas decor, without the hassle of climbing ladders or untangling lights.

3 Tips For a Successful Holiday Marketing Campaign

You can make your holiday campaign as simple or as complex as you like. Regardless of the approach you choose, these tips will help you make your campaign a success! 

1. Review Previous Holiday Marketing Campaigns

Don’t let the Ghost of Christmas Campaigns Past come back to haunt you. 

Even if your previous campaigns aren’t as relevant now, you can still learn a few things from them. Past performance helps you better understand your audience and what works (and doesn’t work) for them. 

Don’t just focus on your performance stats, look at your customer data too. Have you seen a significant change in your customer base? Knowing your customers will help you create holiday messages that will hit home.

2. Get Ahead of the Holidays

Customers can hardly stand the wait; so please, reader, don’t be late! 

We’ve got bad news for all the procrastinators out there: most people plan to finish their Christmas shopping before December even starts. 

In fact, 58% of shoppers plan to be done their Christmas shopping in November. You’re losing out on tons of potential sales if your holiday marketing campaign isn’t in full swing before December. 

By planning ahead, this will allow you more time to focus on other aspects of your business like customer service and inventory when the season is actually in full swing.

3. Put Customer Service First

He knows if you’ve been bad or good. So do your customers. 

89% of people have switched to a competitor after experiencing a poor customer experience.  

And up to 95% will spread the word about that negative experience with other people. 

So no matter how awesome your holiday marketing campaign is, if you don’t back it up with rockstar customer service, you can’t call it a success.  

If your customers have any questions or problems, your customer service team needs to be ready to help. If you ship products, you need to make sure they’ll arrive on time.  

About your website. Is it able to handle the number of people shopping at once?  If there are any technical issues, do you have a team on the ground to deal with them?  

Given the mad rush this time of year, it’s not always easy for companies to handle customer’s complaints and requests with the efficiency and dedication they deserve. However, you cannot afford to ignore it. 

The answer may be outsourcing your holiday marketing campaign to a professional digital marketing agency.  

Outsourcing your holiday marketing campaign will give you more time to focus on customer service and get back control of your business while still reaping the benefits of being active online. 

Marketing Your Way to a Merry Christmas

Marketing is an important part of any business, especially around the holidays. It’s a chance to create a lasting impression and to remind your customers what your brand stands for.  

We can help you put together a great holiday marketing campaign that will get you in front of your potential buyers and support your sales goals. Get in touch with our digital marketing experts to learn more about our services here at TrafficSoda.

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When & How to Outsource Your Inbound Lead Generation in 2023

If you want to grow your business, you need leads. Period.

But finding qualified prospects and nurturing the relationship isn’t easy.

Inbound lead generation takes serious time and effort. Not every business has the resources to do it right ‒ or at all, in the case of some small businesses.

Wouldn’t it be great if someone else handled it all for you?

Outsourcing your inbound lead generation lets you build your lead pipeline quickly and efficiently.

In our experience, businesses with small in-house marketing departments tend to benefit the most from working with a lead generation agency ‒ but there are times when larger businesses with a full marketing team can benefit greatly from working with an agency as well.

In this blog, we will look at whether outsourcing lead generation is right for your business (including why it’s not always the best choice) and what you need to do in order to get the best results.

1. Outsourcing Your Inbound Lead Generation: What You Need to Know

There are two types of lead generation: inbound and outbound. Inbound lead generation is about getting prospective customers to contact you, while outbound is reaching out to potential leads yourself.

Here, we’re talking about inbound lead generation.

The goal of inbound lead generation is to find and nurture qualified leads so you can convert them into sales once they’re ready to buy.

We already mentioned how outsourcing your lead generation saves you time. Instead of burning all your time hunting for new prospects to pitch, you can hire a lead generation agency to bring qualified leads right to you ‒ so all you need to do is close the sale and start the work.

You instantly free up hours of time to devote to other tasks that will help your business grow.

But time savings aren’t the only reason to partner with a lead generation agency.

a) Get an Entire Expert Team for the Cost of 1-2 Employees

A basic lead generation campaign typically includes:

• Digital Advertising
  • Technical set-up
  • Copywriting
  • Targeting and research
• Landing Page
  • Webmaster
  • Web developer
  • Copywriting
• Email
  • Email marketing expert
  • Copywriting
  • Marketing asset
  • Technical integrations, as needed
  • Web team

Other things to consider are:

• Organic social media posts
• SEO (Search Engine Optimization)
• Public relations, like press releases
• Influencer marketing

It’s rare to find someone who is proficient in all those things in-house; which is one of the biggest reasons hiring a lead generation agency can be useful.

For the price of one or two employees, you get the skills and knowledge of a complete team of lead generation professionals.

And that’s not all…

b) Gain Valuable New Perspectives on Your Business and Market

Here’s what we’ve noticed working on hundreds of campaigns for companies across North America:

Many in-house marketers know their business a little too well.

The longer you spend working in-house, the harder it gets to think like a customer. And it’s really tough to write compelling copy and campaigns when you’re stuck inside of that box.

Outsourcing your lead generation to an agency lets you avoid this pitfall entirely.

Best of all…

c) Reduce Costs and Increase Profits

Hiring an agency to do lead generation for you can actually save you money in the long run.

When you outsource, you don’t have to spend time training and managing anyone or buying all the essential tools they’ll need to do the job right.

Outsourcing the work can help your budget go farther and be more cost effective, driving a higher return on investment without all the legwork.

Your internal sales team can even work alongside an agency for faster ramp-up and increased lead efficiency, putting your business growth goals in reach!

2. When Outsourcing Inbound Lead Generation is Worth the Investment

From our experience as a digital marketing agency focused on acquisition marketing, there are three factors that contribute to a successful lead generation outsourcing relationship:

1. You’ve developed your brand with an in-house marketing person/team.
2. You’ve set clear lead generation goals for the near future.
3. You know what a quality lead is to you, and you have a process for defining them.

Generally, outsourcing your lead generation to a digital marketing agency works well when your business has a small in-house marketing team, or even a single marketing person.

This team should have already established brand guidelines that can be used alongside more targeted lead generation campaigns. Generating leads while you’re still nailing down your brand is more challenging and less efficient.

A small, busy marketing team cannot handle lead generation on top of all their other duties (see the list above), and hiring and training someone in-house specifically for lead generation work is an expensive and time-consuming investment.

A lead generation agency fills that gap more cost-effectively.

Hiring an agency that specializes in lead generation is also the best option if your business is looking for a quick turnaround. What might take an in-house team months to implement can be handled by outsourced digital marketing professionals in just a few weeks.

That said, it’s important that you have SMART goals in mind for your lead generation before you hit the launch button. You shouldn’t be making it up as you go along, or drastically changing course in the thick of it. Effective lead generation starts with clearly defined objectives.

Finally, it’s important to make sure your process for qualifying leads is set in stone before hiring a lead generation agency. This process is crucial to setting up lead generation campaigns that will bring in qualified leads rather than low-quality ones.

3. When NOT to Outsource Your Inbound Lead Generation

In our experience, businesses with small in-house marketing departments tend to benefit the most from working with a lead generation agency.

Full-time marketing teams may not need support all the time or as consistently as smaller teams, but can often benefit greatly from partnering with an agency on an as-needed basis. If you need extra help with a lead generation campaign in-house, or need training, consultation, or feedback, a lead generation agency can be your best friend.

There are also cases when fully outsourcing lead generation might be a good idea for larger companies. If you’re launching a new product or expanding to a new market, for example, you benefit greatly from hiring a lead generation agency who has experience in that market.

Another situation where outsourcing your lead generation may not be the best option is if you just don’t have the budget for it yet. A good lead generation campaign can be expensive, and an ineffective campaign can cost you more than none at all.

If your business is still in its infancy, consider starting small with an email campaign, building your community through social media or ads linking to your website as a first step.

Should You Leave Your Inbound Lead Generation to the Experts?

Outsourcing lead generation can be a great investment for your business. It saves you time from training or hiring your own team, produces better results, and gives you more flexibility as your business scales and adapts to a changing marketplace.

You should hold off on hiring a lead generation agency if you’re still working on branding, goals, and a process for qualifying leads. And if you have the resources and time to invest a portion of your in-house digital marketing team to lead generation, you should!

To learn more about lead generation and talk to a digital marketing professional, contact our team here at TrafficSoda. We’ll help you find the perfect balance between outsourcing lead generation and in-house lead generation for your business.

SEO Timelines: How Long Does It Take to Get Results?

You might have heard that search engine optimization (SEO) is a quick and easy way to get

Here’s why that’s wrong.

The truth is…once upon a time, SEO could work quickly.

But as search engine algorithms have evolved and the online space has become more competitive, the SEO landscape has changed drastically.

Every business owner wants to see results come quickly. But when it comes to legitimate, proven SEO strategies, results simply don’t happen overnight.

Any agency that says otherwise is not to be trusted.

Below, we’ll cover the real factors that will affect how long it will take for SEO to get measurable results for your business, as well as the minimum time investment to really get your money’s worth from SEO.

How Long It Takes for SEO to Generate Leads and Sales

When it comes to SEO, business owners often ask, “How long does it take for SEO to work?”

Which usually means, “How long before I rank #1 in Google?”

This is the wrong question to ask because ranking #1 in Google isn’t the end goal. The goal is to generate qualified leads and sales opportunities.

In other words, organic search traffic is only as valuable to your business as the revenue it generates.

The real question that you should be asking is, “When will SEO start generating sales and leads for my business?”

Based on our experience and that of our colleagues at other reputable SEO agencies, we can give an estimated timeline of 4-6 months for SEO to begin producing some form of results, which could include:

• Overall improved average ranking
• Website being indexed for more keywords
• More traffic to your website and opportunity to close that traffic
  

The above timeline represents our average client experience. This is when things start to work, but not necessarily when you achieve your end goal.

There are numerous factors to consider when determining when you can expect to begin seeing SEO generate results. It would be impossible to cover them all in detail here ‒ but some of the most significant factors are:

1. Competition for high-priority keywords
2. How effective are the site’s inbound links
3. Healthy, SEO-friendly site
4. Regularly published content on the site
   
   

1. Importance of Competition in SEO Timelines

Generally, the more competing websites that your business is up against, the harder and longer it will take to see your website climb to the top of search engine results.

In a crowded industry, many of your competitors will have experienced SEO professionals behind them to improve and maintain their rankings. Understanding the level of competition based on your products/services and location will help you get a sense of how long it will take for SEO to get results.

For example, a small local massage therapy clinic will face less competition than a real estate brokerage business serving a large city, amongst many other real estate brokerage businesses. That same brokerage would face less competition than a national-level mortgage company with competitors in every market in the country.

Search results are all relative, and that is the key to understanding why SEO works differently for different businesses online

2. Importance of Inbound Links in SEO Timelines

Acquiring more inbound links will help your business achieve the SEO success you are striving for more quickly… but it is not all a numbers game.

Quality over quantity, like most things, is always the way to go. Having fewer, high-quality links from relevant websites will have a much greater impact on your overall results than having a greater number of low-quality links from other irrelevant websites.

Acquiring higher quality links are much harder to earn, having them on your website will make it more difficult for your competitors to replicate and compete with you. As well, higher-quality links last longer and keep their effective power.

The speed in which your business online can acquire links takes time, make sure to look out for any abrupt increase in links. This could identify an inorganic attempt at a manipulative ranking and negatively affect your business’ SEO.

3. Importance of a Healthy SEO-Friendly Website

SEO isn’t just about keywords and content. Your website’s internal workings also have a big impact on how it ranks.

When your website appears on a Google search results page, it becomes part of what Google offers its users. And Google cares a lot about its users’ experience.

So, a big part of its search ranking algorithm is focused on checking the ‘health’ of your website. It looks at technical aspects of the site that have an effect on the user experience, like:

• Site speed
• Crawl errors & broken links
• Mobile friendliness
• Site structure
• Navigation
• txt
• Sitemap
  

When your site is healthy and SEO-friendly, the work being done on the content and external links side takes effect much faster. On the other hand, a site that is not technically optimized for SEO will move slowly or not at all.

4. Importance of Content in SEO Timelines

Quality content published on your website plays a vital role in how quickly you will see SEO results.

There isn’t a set length/word count for SEO optimized content. It just has to be long and detailed enough to solve the visitor’s problem.

Along with quality content requires consistent content. Maintaining a publishing schedule will encourage Google to come back to your website to read and learn more about your expertise. It also encourages users to return, suggesting a positive user experience that Google’s signals will notice.

If you focus on producing helpful content that answers specific questions your target market may have, you will see results. Users will come, have a great experience and build trust with your brand (possibly reaching out) and Google has more information about you to determine where else you can rank.

SEO Timelines Then vs. Now

To explain why SEO doesn’t happen overnight, it helps to recognize a crucial difference between the early SEO landscape and what we see today.

Old SEO: When Low Competition Got Big Results

In the early days of SEO, it was possible to skyrocket a website’s search ranking by identifying and optimizing for a small number of high volume, low competition keywords.

The trick was to target keywords that were popular, but not competitive.

You could build an entire strategy around these ‘golden’ keywords, climb to #1 in the rankings, and have most of your traffic come from them within a few months.

Nowadays, it’s extremely rare to find a single keyword or small group of keywords that can drive a lot of traffic to your site.

People just don’t search like that anymore. Plus, the web is way more competitive today than it was in the early 2000s. There are nearly 2 billion websites today, compared to just 17 million in 2000, an increase of nearly 11 thousand percent.

New SEO: Targeting the Long Tail

Today, people are adding more words than ever to their searches to get faster, more specific results.

They’re asking specific questions that they need answers to, rather than searching individual keywords and seeing what comes up.

We call these searches long-tail keywords. And search engines like Google and Bing have gotten very good at delivering long-tail keywords relevant results.

Long-tail keywords are:

• Easier to rank for, because they’re less competitive
• Generate more revenue, because they’re more specific
• Account for a higher search volume in total than shorter “golden keywords”

Today, generating search traffic that brings you leads, sales, and revenue means curating a larger number of natural language or long-tail keywords searches that grow and change over time.

Is SEO a Good Investment?

When you have the funds and stamina to be patient with the results, as well as stay in the game for the long haul, SEO is an incredibly powerful marketing tool that all businesses should invest in.

A minimum of 4 to 6 months of SEO services will allow you the time and money to see the results that you want. For businesses that do not have a budget for SEO services for up to a year, we recommend a few key steps regardless:

1. Make your website SEO and user friendly – you may need a professional to help with this as a one-time project
2. Work on building out good quality content on your website if you build genuinely helpful content to your target market, it will pay SEO dividends down the road
3. Consider using additional funds towards paid advertising to start generating traffic to your website

It’s important to remain patient throughout the SEO process. When businesses fail to see results after a couple of months of SEO services, they are tempted to give up ‒ when they could actually see results in a matter of weeks. We often refer to this time period as the “trough of sorrow” in the industry.

We as agencies or individuals cannot control a lot of the SEO process. We don’t control Google, their algorithm, or what competitors do. The only thing we can do is understand what Google is looking for, give them what they want, connect with our customers and give them what they want, and we will start to see results.

SEO is not only a science, but also the art of adapting to changes in the industry.

Remember that SEO results increase over time, not overnight. Your results should be significantly better after 12 months than they were after 6 months.

To get the results that you need online for your business, professional SEO services are OFTEN worth the time, energy, and money that you invest.

If you would like more information about our SEO and digital advertising services, please do not hesitate to contact our SEO team here at TrafficSoda.

3 Fatal Risks of Cheap SEO Services (Avoid at ALL Costs)

Here’s the hard truth: cheap SEO is too good to be true.

Just because you’re better than your competitors in ‘real life’ (better products, better workmanship, better results, etc.) doesn’t always mean you’ll get a better search ranking.

Google and Bing search results are extremely competitive.

If somebody’s ranking higher than you, it’s likely because they hired an SEO company to optimize their website.

And the only effective way to outrank them is to beat them at their own game.

There’s just one problem…

Bad SEO is Worse Than No SEO at All

Many SEO companies are more interested in your money than your success.

Doing SEO cheaply is not only detrimental to your website traffic but can also harm your business’s reputation both online and offline.

The long-term risks of cheap SEO include:

• Loss of business revenue;
• Getting banned from search results, period; and
• Handing all your potential search revenue to your competitors

Those are the consequences we want to help you avoid. So, in this article, we lay it all out on the table.

Read on to learn all about:

1. How, exactly, cheap SEO can tank your business
2. Biggest red flags of cheap SEO
3. Black Hat vs. Grey Hat vs. White Hat SEO (and why it matters)
4. What GOOD SEO can do for your business
   
   

1. How Cheap SEO Can Tank Your Business 

Google and Bing are for-profit companies, and their customers are search engine users. This means that both Google and Bing want to give people the best, most relevant search results. Search engines have spent years building parameters to identify high quality, relevant search results.

The problem is that bad actors frequently reverse engineer these parameters to exploit rankings, which results in low quality search results and poor user experience. As a result, Google and Bing regularly update their algorithm to identify manipulative SEO tactics and suss out actions that are fake and spammy.

Cheap SEO services often use manipulative tactics that go against search engine guidelines.

Google and Bing actively scan the web for these shady practices using the most advanced machine learning algorithms available.

You might not get caught right away, but you must assume you will get caught at some point.

And when that happens, you can lose traffic, get block-listed, and potentially forfeit all your future search traffic to your competitors.

a. Cheap SEO Decimates Your Website Traffic

Organic search is by far the #1 source of website traffic online, and the most authentic.

If you successfully rank at the top of the search results, you will benefit from more clicks and visits to your website, presenting an opportunity to turn those clicks into customers.

Poorly done SEO can tank your ranking, meaning customers won’t be able to find you and will click on your competitors instead.

b. Cheap SEO Gets You Block-listed from Google and Bing

Google and Bing’s top priority is to create a positive user experience, so penalizing manipulative tactics is smart business for them.

Using cheap SEO tactics will cause search engines to penalize and even ban you, banning you from appearing in search results at all until the issue is rectified.

A search penalty means a real and immediate loss of potential revenue for your business.

If you ignore the penalty, you will find it almost impossible to recover. Your site traffic will continue to drop steadily, leaving you behind the competition and low on stamina to make a comeback.

c. Cheap SEO Funnels Revenue to Your Competitors

Now, you’re block-listed from the search results. So, who do you think all those potential customers are going to click on instead of you?

You already know the answer.

Shooting yourself in the foot with manipulative SEO is like handing your customers revenue on a silver platter.

Plus, ethical SEO practices can take weeks or months to have an impact. So, the more time and money you waste on cheap SEO, the longer you will have to wait for results on good SEO when you finally switch gears.

It’s not worth the risk.

2. How to Spot Red Flags for Cheap SEO 

Hiring cheap SEO services can have serious immediate and long-term consequences to your business that can be difficult or even impossible to recover from.

To avoid them, you need to know what to look out for.

First, there’s some SEO industry jargon you need to know. These are the labels we use to separate cheap, manipulative SEO tactics from legitimate SEO: white hat, gray hat, and black hat.

1. White Hat SEO services follow the search engine-approved guidelines for optimizing a website. White hat SEO focuses on improving the user experience and creating high-quality content. There is zero risk in using white hat SEO.
2. Black hat SEO services rely on manipulating and violating search engine algorithms against guidelines to improve your search rankings. The short-term goals of black hat SEO services are to get you fast-paced wins to fool you into thinking their services have the best and fastest results on the market. Manipulating the algorithm is not effective because it can never keep up with Google’s constant updates, which results in your rankings being wiped out due to unethical practices. Black hat SEO is extremely risky.
3. Gray hat SEO services test the limits of what search engines allow, exploiting ‘gray areas’ in the guidelines. Once a gray hat tactic becomes known, search engines often crack down hard, which will cost you the same way as black hat SEO. The results do not stick well over time and require repeated work. Grey hat SEO is very risky.
   

No serious business should never engage in black hat SEO. Your website will no longer be trustworthy to users or search engines, and recovery could take years.

Although gray hat SEO is often sold as a ‘medium risk for a medium price’, which can be tempting for businesses on a tight budget, the risk is high and the results are not sustainable. Business owners should avoid this trap at all costs.

Overall, white hat SEO services are the only kind worth your money and time because the job done will be the safest and most beneficial for your business online.

So, how do you know when a company’s pitching you cheap, black/grey hat SEO? There are a few key phrases and promises that agencies will make that should ring alarm bells:

a. Big Promises for Low Price Tags

SEO is not rocket science, but it is not as simple as you might think. It’s not just sticking a bunch of keywords and tags on a website.

Achieving long-term success with SEO takes a lot of manual work that cannot be easily accomplished on a shoestring budget. Either you settle for a very small number of keywords, or you end up paying for the work that really needs to be done.

b. No Long-Term Strategy

Cheap SEO companies will offer you short-term solutions, but this is not realistic.

SEO is a long-term strategy. It takes time to gain the rankings you deserve. If the company you are considering offers no plan past one month, they are more than likely a scam. They are either not doing their job or just looking for quick and easy money from unsuspecting customers like you.

c. No Transparency

Do not trust any SEO company that doesn’t offer you transparency into what they’re doing. It is important that you have visibility over the SEO process so that you can assess the results and make changes as needed.

The best SEO companies will offer a full audit of your site and provide explanations for any errors found. They will also provide recommendations for how to fix these errors, give an overview of how to improve rankings, and show rankings progress.

d. Inexperienced Team

One of the most important things to look for when choosing an SEO company is their expertise and experience.

Do they have a website with a portfolio of websites that they have previously optimized? Do they have testimonials from satisfied clients? Can you find any information on them at all?

An experienced SEO company won’t mind telling you who’s on their team and should be eager to tell you about their experience. If they’re not transparent, they could be hiding something.

e. Guaranteed Results

No one can guarantee a #1 spot on Google.

It is an outright impossible claim to make for an agency, as SEO is a competitive practice that depends on hundreds of signals which can change at any point in the day.

What can be guaranteed are solid and safe practices that can win better results when done properly over time.

Agencies that claim their services will guarantee a specific result in a specific timeframe is one of the biggest warning signs for cheap, black hat SEO that will hurt your business.

What About Using Negative SEO to Attack Your Competitors? 

Usually, SEO is about trying to boost your own company’s search ranking. Negative SEO is when one company uses manipulative tactics to hurt a competitor’s rankings instead.

Negative SEO is gray hat SEO. A negative SEO campaign against your industry competitors is risky because the traffic attacks can be traced back to you.

Search engine algorithms can detect bad links from good links when competitors create spammy backlinks to tank your SEO and organic rankings online.

Search engine algorithms can detect bad links from good links when competitors create spammy backlinks to tank your SEO and organic rankings online. Google will penalize websites for building spammy backlinks that use anchor text to improve their ranking by matching the exact keywords.

Any mentions of negative SEO practices should be shut down immediately, the risk is simply not worth it.

3. The Long-Term Value of Affordable White Hat SEO

White hat SEO isn’t cheap, but it’s effective – and it can be affordable. When done well, SEO is the most cost-effective and reliable way to reach your target customers and understand what they are looking for when they search for businesses online.

Investing time and money into effective, white hat SEO services will benefit your online traffic, leads, and sales in the long run.

1. Search is the #1 source of website traffic. Organic search is a key way people find your website and become customers, whether you sell products or services online or offline. Being highly visible on Google and Bing is money in the bank.
2. SEO builds trust and credibility. SEO creates trust and credibility by providing a positive user experience that is easily discoverable on search engines. Establishing authority online through good content results in natural backlinks that boost your ranking. Online credibility takes time, working towards your goals of authority and credibility online takes time, patience, and affordable SEO services from an experienced agency.
3. SEO boosts local businesses. Using SEO will improve your local engagement and traffic online by connecting users to your business based on their location. SEO professionals can do this by optimizing the businesses website content and including local citations and backlinks to guide the user to their product or service. An experienced agency can provide effective, local SEO services at an affordable price.
4. SEO is quantifiable. With SEO, you can measure your progress using analytics. A competent SEO agency has people dedicated to connecting the dots and assessing the improvements made through SEO. This information can also be used to maximize ROI and ensure that your SEO remains affordable. Hiring a team that is knowledgeable about tracking analytics and SEO data is essential.
5. Good SEO means a better user experience. Google is dedicated to providing a positive user experience through relevant search results. Search engine optimization also means optimizing your user experience, so people love using your website and come back for more. Optimizing your website’s user experience will also help maximize the ROI from both SEO and other digital marketing efforts.
   
   

Bottom Line: Avoid Cheap SEO Services at All Costs

Cheaping out on SEO is never the way to go. This will only cost you more money and more problems in the future that could potentially be irreversible.

We hope that you now understand the risks of cheap SEO services and the benefits to investing in white hat SEO services that put your success first.

TrafficSoda has built hundreds of successful SEO strategies for companies, like you, looking to increase traffic, leads, calls, online purchases and more. When you’re ready to jump in with a personalized plan, reach out for your free strategy proposal.

How To Choose The Best PPC Advertising Channel For Your Service Business

Running a service-based business can be undoubtedly lucrative, especially when you’ve got the experience, tools and skills to build yourself a lifelong customer base.

But in today’s highly competitive landscape, you need to do everything possible to maintain your edge.

You know that marketing and advertising are essential to your continued growth and success, and these days, there’s no marketing without the internet. But also know you’re no expert in digital advertising ‒ not to mention you’re busy providing essential services to your clients!

To cut to the chase, you need to get the most bang for your advertising buck. And that means choosing the best PPC advertising channel for your service business from day one.

I, for one, hate seeing time and money go to waste. So I’ve put together some points to help you get off on the right foot and choose the right ad channel for your business.

Read on to learn:

1. Why You Must Spend Your Digital Ad Dollars (and Time) Wisely
2. 5 Time-Saving Steps to Take Before You Decide On a PPC Advertising Channel
3. 3 Digital Advertising Channels You Can Quickly Use to Get New Customers
   
   

1. Why You Must Spend Your Digital Ad Dollars (and Time) Wisely

Let’s start with the basics.

Even a well-written marketing message with a strong creative direction is wasted if it doesn’t reach the right audience. Focusing on the correct marketing channel is key.

That’s why you don’t overhear ads for HR software while your toddlers are watching Sesame Street clips on YouTube Kids; nor do you typically see display ads for Sesame Street while you’re browsing LinkedIn.

However, choosing the right advertising channel isn’t always so cut-and-dry.

Chances are your audience is a lot broader than something like, ‘kids age 2-4 who watch PBS’ or ‘tech-savvy HR professionals.’ Say you offer a service like plumbing or auto repair. Your customers don’t congregate on a particular channel at all – in fact, they’re practically everywhere!

On the other hand, your target audience could be also so specific that there’s simply no obvious, sure-fire avenue for reaching them. Say you’re trying to sell turnkey co-packing services for burgeoning hot sauce companies in the Northeast U.S. with between $200K and $750K annual revenue. Last I checked, there’s no such thing as Hotsaucebook where all the hot sauce aficionados congregate…and even if there were, they might not be the specific kind of aficionados you’re looking for!

Put simply, choosing the right online advertising channel can be tricky. There are dozens to choose from, and not all of them will bring in the client and customer leads your business needs to grow.

2. The 5 Time-Saving Steps to Take Before You Decide On a PPC Advertising Channel

To begin, here are a few of the basic steps you must take to be properly equipped to decide which digital advertising channel your business needs right now.

a. Familiarize Yourself with Forms of Online Marketing

You can’t advertise your business successfully without a basic understanding of the PPC landscape.

The only way to fully leverage the power of internet marketing by yourself is by taking the initiative to learn about it on an elementary level. When you lack this baseline comprehension, it’s far too easy to make costly mistakes (see: 5 Mistakes KILLING Your Google Ads Budget.)

If you haven’t got time to hit the books, do yourself a favour and find yourself a lead generation partner who’s already done the heavy lifting. You’ll save yourself dozens of hours of trial-and-error, not to mention potentially thousands of dollars in spending gone astray!

b. Thoroughly Weigh the Costs

Understanding the costs involved in digital marketing channels will allow you to shape a budget on what’s acceptable to spend. It’ll also help you temper your expectations on what kind of funds should be poured into each channel.

To illustrate, you could be earning $1,000,000 in revenue per week. If you’re spending $1,000,001 per week to generate those sales, you’re still in the hole $1.00! It’s Business 101, but easy to lose sight of when you’re still learning the ropes of a new advertising channel.

Here are a couple of considerations to ponder over:

• It’s possible to spend nothing on digital marketing and find some success, but the percentages aren’t high. You’d have to be online most of the time, not performing other vital functions for your company.
• Remember to weigh in time spent when you’re assessing costs. If you’re achieving modest results but spending all day milling through online marketing tasks, that’s not ideal.
• Outsourcing your marketing is the most time-efficient approach. But thorough due diligence will let you know what costs are fair, and if it will benefit your company.
  

c. Clearly Define Your Goals

For advertising to be profitable, and to decide the correct channels, you must know your objectives. Crafting an action plan is a must.

In an online marketing capacity, here are how goals align with strategies:

• If your goal is to build a reputable brand image, you will likely utilize a mix of social media marketing, display ads and SEO (Search Engine Optimization).
• Provide you want to come across as an industry expert, blogging, content marketing (e.g., writing free eBooks), and social media marketing are the most common approaches.
• Lastly, a lead generation strategy would necessitate online ads (PPC and social media), SEO, social media marketing, and content-based lead funnels.
  

d. Craft a Budget

At first, you might want to start with a smaller budget to get things started with your digital marketing. Understand that there’s a ceiling with how much success you’ll find with this approach.

Overspending is even worse, but that’s why you’ve performed the necessary cost research. You must coordinate those industry-standard prices with what’s affordable and makes sense for your current business model.

You’ll find that you’ll be able to steadily grow your marketing budget to reflect your company’s evolution.

e. Tune into Your Audience

Getting positive results with any marketing strategy or campaign necessitates a deep insight into your audience. Otherwise, you won’t know how to target your messaging.

Any knowledgeable lead generation partner will utilize industry and competitor research tools to help you round up essential data about your target market, such as:

• Where can they be found online (e.g., social media networks, blogs, or websites, etc.)?
• What content do they like?
• What online activities do they engage in?
  
  

3. Top 3 Digital Advertising Channels You Can Quickly Use to Get New Customers

Now that we’ve offered some criteria involved in choosing the right internet ad channel, it’s time to look at the channels you should be investigating.

When we launch a lead generation campaign for a new service client (HVAC, plumbing, contracting, etc.), we choose a combination of the following channels based on the client’s needs. Each of these channels offers a variety of audience targeting options, acceptable cost per lead, and (if executed well) a reliable return in the form of customer leads.

a. Google Search Advertising

Search ads are best utilized to leverage search-based intent. When customers need something ASAP, like a plumber for a burst pipe, they type something like, “Toronto plumbing” or wherever their hometown is. This is the most effective form of marketing for emergency-based services where a customer requires something immediately.

b. Display Advertising

When people see display ads online, they aren’t looking for something directly – they’re just browsing, going along with their usual web activities, and end up seeing a digital banner.

So, if your business is service-based and reliant on emergency calls, this might not be the best network for you.

But if the bulk of your revenue comes from renovations and rebuilds, this kind of brand awareness can really pay off. The use of display advertising is often more long-term strategy, and a way to ensure your business is top-of-mind for your target market.

Eventually, when they decide they want what you’re selling, your business will be who they contact—if you’ve executed correctly!

c. Social Media Advertising

Currently, 31% of people use social media as a primary research tool when they seek products. It’s playing more of a pivotal role than ever throughout the customer journey.

Ads on social media are more effective than other forms of marketing on the platform, including celebrity endorsements, updates on brands’ pages, and recommendations or comments.

Those who click on social media ads are 26% likelier to buy from the brands they see. However, these customers are more interested in signing up for a membership than purchasing a product or service.

Social media advertising is a wise avenue if you’re a plumber or electrician writing a blog and looking to grow an audience. This will help you establish yourself as an industry expert with a broader base.

Getting Started With Digital Advertising

Let’s be honest. Not all online marketing channels will profit your business.

Success depends on understanding the strengths and limitations of each channel.

At TrafficSoda, we specialize in determining the most efficient way to turn ad dollars into customer leads. We’ve worked with a broad range of service-based businesses including HVAC companies, builders, roofers, cybersecurity providers, data centers, car mechanics and dealerships to generate leads through targeted PPC ad campaigns.

We start by researching our clients thoroughly in what we call the discovery process. By understanding all aspects of your customer audience, market, competitors and sales process, we can help you choose the best PPC advertising channel for your business.

If you’re still not entirely sure which channel is right for you ‒ and you don’t have the time to invest in learning the ins and outs on your own ‒ feel free to drop us a line.