Kevin is an Internet Marketing Specialist at ROI Web Marketing. He has a strong passion towards helping businesses succeed using a creative and focused approach to Internet marketing. ROI Web Marketing offers web design and monthly marketing services which include Google AdWords pay per click advertising and SEO.
What is your why behind your company?
What is your target audience?
What is your unique selling proposition?
What is your overall impact you'd like to make with your content when someone reads it?
Our version of Content Marketing Strategy or CMS is a much more simplified version. I do encourage you to take this further, but the purpose of using this simplified version is mostly to keep your content organized, make your marketing more efficient and hold you accountable to make sure your marketing is consistent.
Let’s face it you are a busy small business owner and you may not have the time to keep a fullscale CMS up to date and even develop it in the first place.
In our 6 Month ROI you’ll have the chance to create a simplified version of a CMS.
We’ve saved our Simple CMS in a Google Sheet.
You’ll want to download and make your own by filling in all the area’s that you’d like to use. Then follow along with our procedures below to stay organized.
This CMS is designed for 1 blog post per month. You can easily expand on this. Although, don’t over commit to trying to do too much and then not being consistent with it. Consistency is the key. Commit to what you for can do realistically. Start with one blog post a month for this program. If you complete the 6-month program and are successful at writing an article per month then you can upgrade from there.You can navigate through the CMS by using the bottom tabs within the Google Sheet.
Feel free to customize your CMS as you see fit.
In order to write effective content for your blog think about what your customer wants to learn or hear about.Frequently asked questions, any objection a customer has had in the past about ordering from you can also be a post. The idea here with the content is to peak their interest. The topics should be something your readers want to know or learn about.
More articles on content writing:
Your CMS will help you stay organized with what you can write each month. Have the mindset that this is an evolving document. Think of this document as a location to store those great ideas that pop into your head about a great article you’d like to write. :)When you have an update you’d like to tell the world about there’s space to add that in or move posts around. Keep it simple and don’t over think it. Remember, marketing is all about being consistent.
More coming soon
More coming soon
More coming soon
Now that you have Google AdWords running and Goal Tracking completed so we can measure the results of your marketing efforts, it's time to optimize your Google AdWords campaign and apply the necessary extensions to enhance it further.
Some people ask me once your campaign is setup with Google can't we just leave it?
AdWords extensions are enhancements you can do to your AdWords campaign that help you display your ads differently. I'll briefly describe some of the common extensions here that we use which would be an excellent task to complete as part of this months strategy.
This extension will add your phone number right into Google AdWords ad directly in Google search results. This means a visitor doing a Google search on their mobile phone could actually click on your phone number and call you directly without having to visit your website. Learn more about the Call Extension here: https://support.google.com/adwords/answer/2453991?hl=en
If you connect your Google My Business page with your Google AdWords account your ads can show up in Google Maps and in Google My Business locations with your business listing displaying an icon on the map directly. This is a powerful tool for local people searching to find businesses close by. Often this extension is done in later months if your Google My Business is not verified yet. We'll come back to this later so not to worry if this is confusing. If you want to skip ahead you can learn more about the location extension here: https://support.google.com/adwords/answer/2404182?hl=en
These are highlighted words that are displayed right below your ads on Google search. Callouts are limited to 25 characters. 2 to 6 Callouts are shown in your ads to enhance the clickthrough rate and display special offers or unique selling propositions to your customers. It's best to pick descriptive reasons why you over your competitors. For example "Free shipping", "30 yrs exp", "Certified", etc. More about Callouts here: https://support.google.com/adwords/answer/7506719?hl=en&visit_id=1-636487376854381830-1386164760&rd=1
Ok, now for your marketing tasks. This month we will be writing a blog post and sending off our first newsletter. You excited!?
Firstly, I'd like to cover some items here about how your content will roll out now and in the future.
Think of your blog as the hub for your marketing. When you have something to say, you are going to update your blog first. At the moment, let's commit to one blog post a month. Once you've completed this 6 month program you can upgrade to more posts in the future. Don't over think or over commit.
Based on which type of website you are using updating your website will be slightly different.
Once you have your blog post completed and posted the next step we have for this month is to send it out to all your loyal followers via MailChimp.
The plan here is to take a snippet of text from your blog post and the image used and input it into the newsletter to be sent. There's already a simple template designed in the account which we'll show you where to find it by going through the steps below.
Login to MailChimp with your username and password here: https://mailchimp.com/ (click the login button)
Once logged in you'll notice the main menu navigation in the top left corner. Press the "Campaigns" button. This brings up the list of campaigns that you are working on, their status and after you've sent some emails there will be stats displayed here on open rates and clicks.
Press the "Create Campaign" button in the top right. Next, click on "Create an Email".
Follow along with the prompts and be careful to read each item. Make sure that "Regular" is highlighted at the top. We are going to keep this first newsletter simple. Input your Campaign Name (this is the internal title for your campaign and isn't the Subject Line yet that shows in the email.)
Next it displays "Who are you sending to?". Select your list that this email will be sent to and then select "Entire list" and press the "Next button" in the bottom right of the browser.
Campaign Info is displayed in the top left of the page. Fill out the "Email subject" field. This will show up as the email subject normally does for an email ;). Preview text is the snippet of text that you see after the subject line before you click on an email to view the whole thing. It's nice to put something enticing in here so that it improves the open rate of your email. From name and email is fairly straightforward and should be both yours or your company name and email. In my opinion, your name instead of company name gets opened more often but this is personal preference to how you'd like it setup. Press Next once complete.
Once you're at the "Select a template" screen you'll want to click on the top tab titled "Saved templates". In here there should be a template that we've created from last months tasks. Click on the template you'd like here and this will take you to design the content and imagery for the email.
Click on the body text within the email itself or the "edit" icon. This will allow you to update the content. This is where we are going to input your latest blog post title and snippet of text that you just updated on your blog. You don't need to input the whole blog post within the email. If it's too long people won't commit to reading it. Although, if the blurb of text is engaging enough they will click a link to read more on your website. Remember, the strategy here is to get people to visit your website for the full version of your blog post.
Once you've input the title and replaced the text for your blog post let's add the feature image. Input the image just below the title of the blog post. Click the image icon to select an image to upload. Select your blog post feature image and upload it. Once uploaded you'll want to resize the image to a max width of 600px. This is the max width of the basic template and anything that size should format correctly to be easily viewed on all devices. I usually also suggest to link the image itself back to the blog post directly. I'd also recommend adding a "Read more" button and linking that to your blog post directly also. In the link option there's an "Advanced opotions" button that allows you to select" Open in a new window". This makes it so that when the user clicks on the link a new window opens up on their computer or mobile device.
Once you are happy with your email and you are ready to send it's highly recommended to send a test email to yourself first to proof read how it all looks and click all the links to make sure they all go to the right location. Click on the "Preview and Test" button in the top navigation bar and select "Send a test email". Now fill out your email and press "Sent Test".
Now that you've previewed and tested all the links in your email, now you are ready to send your email or schedule it to be sent at a specific time or date. As long as all the checkboxes are green along the campaign dashboard you'll see a "Send" icon in the bottom right. There's also a button titled "Schedule". Press whichever one you are looking to do next to send off your email.
This is a list of essential tools you will need for your Internet marketing to be successful.
This list showcases and explains a few items that will be used within the 6-Month ROI Internet Marketing Plan. It’s fine if you don’t have all of these items yet as this is meant to be a list of short- and long-term tasks to complete.
It's a collaboration of top tasks to eventually achieve. If you find that you aren't interested in a task or feel one is not that important to you, that's fine. Move on to the next or ask for help and continue enhancing your marketing.
Search Engine Optimization
A very important part of any Internet marketing campaign is to have a Google account. Register one by going here: https://support.google.com/mail/answer/56256?hl=en
You may already have Google G Suite, which we recommend so that you can use your email with your domain and take advantage of all of Google's services.
Preferably, you have a website that you can update on your own. This will save you money on hiring a web designer to do all your updates for you when you have content to populate your blog.
WordPress or Joomla are our recommended website platforms. A responsive website refers to a website that adjusts to be displayed on mobile or tablet devices, no matter their size. This is very important to Google as Google has two different search engines - one for desktop search results and one for mobile search results. If your website doesn't display properly for mobile devices, Google will not show your website in its mobile search results.
Having a fast website is important to whether a website visitor will stay on your website or not. If your website takes too long to load, this visitor may have already closed the browser or clicked the back button. Also, ensure that your web hosting has a backup system in place just in case anything were to happen to your website.
An SSL Certificate is a Secure Socket Layer. Your web browser shows a green "Secure" icon next to the address bar when you have an active SSL connection on a website. This protects your information from intruders intercepting the form content that is submitted on a website. This is required for shopping cart websites to display trust when submitting sensitive information such as credit cards or personal information via websites. Google considers an SSL a part of a trustworthy website, and this is now a factor in how well your website ranks in organic search rankings. It's a good idea to consider having an SSL certificate installed on your website for lead generation and trust purposes.
Analytics is Google’s software for tracking website visitors and is a very important part of measuring your Internet marketing success. An ideal setup includes goal tracking that measures how many people click to call you from mobile devices. Goal tracking can also be set up on successful inquiry forms. When someone submits a form on your website, this form success triggers a goal or successful lead coming from your website. This is an important factor for measuring how well your marketing is doing.
Our next post explains in more depth what a Content Marketing Strategy (CMS) is and how you can implement it. Our version of a CMS is basically a document that organizes your ideas and concepts for content you’d like to roll out or release over time, often strategically in a scheduled timeframe.
In the first month of the program, you will be asked to collect all the email contacts you have done business with in the last year. According to Internet spam laws, you can market to a person's email address if you have done business with that individual in the last year.
Use email newsletter software such as MailChimp, AWeber, or Constant Contact.
These systems will manage your list of subscribers for you, so you don’t have to manually remove people from the list if they don’t want to receive your email anymore. Users have access to quickly unsubscribe with the click of a button.
This program uses Facebook and LinkedIn as the platforms to focus your social media marketing on. Of course, if you have other social channels set up, feel free to also post on those. If it’s appropriate for your industry, I would suggest making sure that you have both Facebook and LinkedIn profiles created before starting the program.
A Facebook Business Page and LinkedIn personal profile are suggested before starting this program.
Registering your Google My Business page allows people to write reviews and rate your business based on a 5-star rating system. You can create a link that you can share with your customers to encourage them to write a review for you. Facebook also has a rating system in place that works the same way. People can write a short paragraph review about their experience and give you 5 stars. There are other potential websites that you'll want to review for a more thorough online reputation management campaign. For the purpose of our 6-Month ROI Internet Marketing Plan, we will only focus on Google and Facebook Reviews.
A Landing Page is a custom page focused on a specific set of keywords or campaign-focused call-to-action - online advertising campaigns are sent directly to this newly created page. Creating landing pages on your website can assist conversions of paid advertising as well as increase your organic search rankings.
These are Google and Bing’s directory listings for business owners that allow your business to show up on Google Maps and Bing Maps, and display essential contact information and hours of operation. There is a process to register and verify your address and contact information. Once verified, you will be able to update your hours of operation, include a description of your business, add your business category, upload photos, post updates on specials or news, receive messages, and more. This is an excellent source of website traffic as these business listings show up in a prominent location within Google search results.
In order for Google and Bing to know when you update your website with new pages and content, you need to create a system that allows them to know where all your content exists. The proper way to do this is by setting up what's called a sitemap. Sitemaps are lists of pages that are located on your website and information on when you last updated your pages. Ideally, your website has a dynamic sitemap that will automatically update whenever you add new content to your website. Once you have your sitemap created, you'll want to link it up with Google and Bing. There is a verification process involved and once you are verified, you'll be able to tell them where your sitemap is located so that Google and Bing can visit it periodically to check for new content and index the new content in their search results.
When doing a search in Google, all the results that show up contain meta data. The meta title tag (blue-colored link), the meta description tag (text below the title), and the meta keywords are all factored into how Google ranks your website in its search results.
AdWords is Google’s paid search platform in which you only pay when someone clicks on your ad. Ads are shown in Google's search engine at the top, above organic search results. You can set your budget daily or with an Internet marketing specialist. It's best to manage ads with a monthly budget in mind.
AdWords has some advanced features to get the most out of your advertising campaign. These extensions often require other Google services to be registered first before you can implement them. An AdWords location extension, for example, integrates your Google My Business listing content directly into your AdWords campaign. Callouts extensions feature one- or two-word titles that describe reasons why someone should visit or do business with your company. Call extensions add your phone number directly into your ads so that people can call you directly from their mobile devices without even visiting your website. You can also set the time of day that this extension is displayed so that your call extension ads are only shown during business hours when you are available to answer these calls.
There are a couple ways to set up Google Remarketing. If you already have Google Analytics installed on your website, this is the easiest way to set up Remarketing. There are settings within Google Analytics to create your audience and activate Remarketing within your Analytics profile. Or, you can activate it by installing a remarketing tag from Google AdWords. When a user visits your website, this installs a tracking code on their web browser. Then, when this user visits other Google-partnered websites, your banner or text ad is displayed, reminding them about your business, product, or services. When they click on this ad, they are redirected back to your website.
This operates just like Google Remarketing. A Facebook retargeting pixel is added to your website, and when a visitor lands on your website, this tracking code is added to their web browser. When this user visits Facebook next, your ad is displayed to them to get them to come back to your website. Both Google Remarketing and Facebook Retargeting are excellent ways to gain more exposure for your brand and increase touch points with prospective buyers. You can also include different calls-to-action or offers to these people to get them to take action on the next step in your sales cycle.
Once your advertising campaigns are set up and running, your campaigns will need to be modified and enhanced based on user behavior from your initial setup. No Internet marketing campaign will be perfect when you first launch. The longer you are running your campaign and the more you tweak your keywords and ads, the more conversions you should see over time. When you have your goal tracking set up with Analytics, you can import these goals into your AdWords campaigns to find out which keywords are bringing you conversions (calls from website, calls from ads, inquiry forms, emails from website, etc.) The more data you receive, the better you can optimize your campaigns. Optimization includes adding more keywords, removing or pausing keywords, creating more ads, pausing or removing ads, creating new ad groups, adding landing pages, etc. One of the biggest optimization techniques is adding more negative keywords. Negative keywords are keywords that you don't want to display your ads for. Once you see what people are searching for, you'll realize there are a lot of keywords that can be added to the negative keywords list over time. Pay-per-click optimization is a monthly ongoing process that should prove to continually make your campaigns more efficient over time.
ROI Web Marketing is a digital marketing agency offering Internet marketing services that generate leads to your website through advertising on Google, search engine optimization, custom web design, and web hosting services.
Over the years, we’ve finetuned our ongoing monthly marketing procedures and are now going to share with you how we do it, and how you can be consistent and most efficient with your marketing.
I firmly believe that every small business owner needs to be doing some sort of Internet marketing.
Marketing has always been a huge piece of running a successful business. With technology and communication these days, marketing can be more efficient than it ever has been.
When you have your marketing running like a well-oiled machine, you can focus on your operations and exceptional customer service to build a very powerful business.
This has inspired me to create what I call the Internet Marketing Mindset for Small Business Owners. These are a collection of key points you must understand and implement in order to achieve maximum success with your Internet marketing campaign.
Your Internet marketing campaign starts with a plan and an understanding of how and what you need to do to be successful.
Firstly, I'd like to get a few key points covered right away.
When you build your website, people don't just stumble upon it. There are over 1 billion websites on the Internet. It takes time and work in order for people to find it, trust you and then do business with you.
What you will learn in this program will assume that you have a brand message and/or core meaning behind why you started your business.
If you don't understand what I'm talking about, it would be a good idea to talk with a Businsess Consultant or Business Coach to iron out your business plan and or strategic plan before starting Internet marketing.
Your marketing contractors or marketing director would appreciate looking at where you are heading and why.
Your marketing will work much better if you have a clear and concise direction on where you want to go and what you want to achieve.
When you hire any marketing contractor, s/he should minimally do a small discovery meeting with you before beginning marketing. However, when people come to me with no plan or no understanding of strategic planning or business planning, I often suggest they dig deeper with a business consultant before starting Internet marketing as you will get more value starting this way and will often build a stronger and more consistent Internet marketing campaign.
The information you will learn in this program will assume that you have the basic level of branding completed including a logo, brand colors and all relevant files from the designer. This would require hiring a graphic designer who should give you the proper files that you'll need throughout your marketing moving forward.
This is an obvious must. Your website must be professional in order for your business to succeed, let alone your Internet marketing campaign. In later chapters, I'll go through what needs to be included in your website.
Your website content needs to talk directly to your ideal customers. Your website should build trust, express credibility and educate your visitors on why they should buy from you. You need to include pain points, calls to action, and testimonials.
Website visitors need to find the information they are looking for quickly. Your website should be easy to navigate. Guide your website visitor to finding the information they are looking for. What are the most common questions your customers ask you? Those answers should be in prominent locations throughout your website.
Remember: "build it and they will come" doesn't exist. If you want people to find your website, you'll likely have to do some sort of advertising, social media marketing or search engine optimization in order for people to find it. Depending on your industry, common options include Google AdWords, Bing Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, etc.
If you are running these campaigns yourself, are they actually being effective?
The keyword here is "Effective Advertising." If you are spending the money on advertising, do it right to succeed. Maybe take a course or hire someone to teach you if you are going to do it on your own. My advice is to hire someone, so you can focus on what you should be doing with your business (which is serving customers exceptionally and fine tuning your operations or products).
Any marketing campaign needs some form of measurement. One of the main reasons Internet marketing can be so efficient and effective is that a lot of your campaigns can be tracked and measured. Use software to track the amount of visitors to your website. Our suggestion is Google Analytics. It's free and installs directly into your existing website. You can code your advertising campaigns, social media channels and any link you want to measure the amount of visitors coming to your website.
The biggest key is measuring how many people email you from your website forms or email addresses.
These are key tracking points as well as coding if someone is clicking on your phone number and calling you from a mobile phone. I also suggest keeping track of your sales and inquiries that you are getting as a direct result of Internet marketing. Put procedures in place for tracking leads and converted business. These are all valuable data to find out whether Internet marketing is working for you.