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4 videos you need on your website

4 Videos You Need on Your Website

Video Transcript:

In the last video I showed you, all the different ways of video can help you better engage with your prospects and increase your google ranking power. So if you haven’t seen that video yet, just go ahead and click right up here to access that.

Otherwise we are moving on and today I’m going to give you some more concrete ideas of the different types of videos you can create as well as the benefits of each so you can decide what type of video is going to make the most sense to include on your site as well as to advertise your business in various places around the web. Now, almost any of these videos we talk about can work on any of those advertising platforms like Facebook, Instagram, Youtube, you name it, so they’re very versatile that way and I’m of course going to give you some tips as we go. What you might want to do with each and even though video is a huge topic of conversation lately, I’m betting that most of your competition still is on board with it yet, so the time for you to start off with video is now.

While you can still use it to stand out before everybody is forced to do it, just to keep up. Okay. So the first type of video I have for you is an explainer or demo video. So let’s say you offer something that requires a little bit more explanation and explainer or a demonstration video is a great way to do that much better than through text alone or images. It’s easier to digest and retain that information and people are generally three times as likely to actually watch that video. Then they would be to read about the same thing and if you’re selling a product, showing it in action is definitely going to amplify your sales because it takes the mystery out of the equation. You can show people exactly how it works and I have an example of this to show you actually a. we’ve recently consulted with a client who sells high end salon shares.

Now they usually always sold them through distributors or a trade shows and this is the first time they were going to be selling them directly online on their site. So the challenge was how do we justify this high price point with a product that people generally before always needed to pick up in order to feel the quality. So how do you replace that online? Well, you know, this video shows this year is an action while real stylists are using them for the first time, giving their real time thoughts and it’s basically acts as the next best thing to actually picking them up themselves and this video is actually being used as a facebook ad to drive people to their website and it’s getting some of the highest click through rates that I’ve ever actually seen on a facebook ad and I know you might be wondering what exactly did it take for them to for them to produce this ad.

Basically they hired a camera crew and a videographer for about $250 to shoot and edit this whole thing, so it was really affordable and it gave him a crazy return on their investment and yeah, they probably could have actually filmed a version of this on a smart phone without losing too much quality. Okay. Next up we have a testimonial video, so we’re definitely living in a ratings and reviews driven world. There’s no getting around that. When’s the last time you bought anything online without reading a review or got in contact with the company? Without seeing that five star rating, we always want to know what other people thought about a product or service before we are comfortable using it. You know, I don’t go to a restaurant without first reading a yelp review and I bet you’re the same way, but what’s even more powerful than a written review or testimonial when you can see, hear and feel video is amazing at doing this because it transfers all that emotion, a appreciation and excitement that a previous customer had right onto a new one.

Video also has the ability to remove most of the doubt that people may feel about its authenticity. Whenever a read a written review on Amazon or Yelp, there’s always that question of, you know, is this a legit review or was it written by the business owner or a friend or even paid for, and I particularly have that thought when a review is just a little too glowing, but with video, you generally won’t be able to get away with that kind of trickery. I’m, unless you’ve got Meryl Streep Herself, Oh, that meryl streep. Just such a phony baloney. Most people are just not that good at acting to really pull off a fake video testimonial because if it’s fake in any way, people are generally going to subconsciously pick up on it. So the opposite is also true. You know, if their bs meter doesn’t go off, they’re generally going to perceive it to be true.

So I definitely recommend getting at least one video testimonial, but get as many as you can and even if you only have one or two video testimonials, you can supplement those with written text testimonials because the videos will tend to increase the believability of the written testimonials. Now as well. It’s basically saying, you know, this video feels authentic, so we’re going to trust these other testimonials too. So first, pick out a few of your current or past clients that you know, we’re going to have nice things to say about you and you’re definitely gonna want to try to do this with more recent customers. Uh, so that the excitement they’re feeling is more fresh in their mind. Now what you don’t want to do is just leave it up to the customer to say whatever they want, that’s generally going to lead to a pretty weak testimonial, so what you want to do is control it a little bit more so that the testimonial tells a story from beginning to end, so I would make sure that they know what that story is you want to tell, so make sure they hit the important points of what was their life like before they found you, how did they find you, and then how has their life been changed for the better since they went with your product or service, and then I would have them finish it with a simple.

I would recommend this to anyone looking for dot, dot, dot. It’s just a really strong way to end a video testimonial. I would then edit it down to one to two minutes if it’s a single customer or maybe two to three minutes if it’s a Mashup of several customers in the same video. Alright, next up we have a behind the scenes or how we work type video. Think of this as a way to add a face and a personality to either your homepage or your about page and it’s perfect for showing your process or why you do what you do. And the goal here is really to make your brand more relatable and more memorable. You know, people are definitely going to remember the company that the assault a video for rather than just reading a bunch of text on a page. You want to frame this all around the benefits that you deliver to your customers.

So think about it in terms of not talking about what you do, but instead how you help your customers. Some tips here, you know, use plenty of b roll which is just basically shots like this or this, so it’s not just a talking head the whole time and also use some music underneath it to make it more engaging that you can use this on your home page, on your, about page or in video ads. Okay. Now the next type of video I want to talk about are helpful blog videos. So these are either instructional or inspirational, and I should mention these are not one off videos like we’ve been talking about, but there are more ongoing. Now, a blog is helpful for businesses for many reasons. You know, you get to establish yourself as an expert, grow a loyal fan base of potential customers, and continually grow your site, which a Google looks at as a leading indicator that they should rank you higher, but written blog posts are only going to get you so far.

You know, as we’ve been talking about, video can always really amp up the engagement and loyalty factor for your site. And if you’re looking for an example of what a blog a video looks like, this is one right here. Just talk to the camera like you’re talking to your ideal customer and offer valuable tips that they can use with or without what you actually sell. So definitely resist the urge to make your blog videos overly promotional. Your product or service should never really be the topic of the video, but you can certainly end the videos with a call to action to learn more or to schedule a consultation with you, book an appointment, that sort of thing. And the cool thing about blogs, videos is they can look a little more diy then some of the other types we talked about. You can even absolutely just use your smartphone.

Um, it’s definitely more about the value you provide. Then having a polished look. Aim these to be around five to 10 minutes is enough to cover your topic without artificially padding the length. You don’t want to do that. You want to just to be all the good stuff. Now, again, I would use this on your blog, either with a straight up transcript of the video or an accompanying blog post. You know, because that written content is still going to be very important to google. So that really knows the topic of your page. Another great use for one of these helpful blog videos is a as a video ad on Facebook that you can use as the top of your Facebook ad funnel. More on that topic in this video right up here, and if you have a Youtube channel that you could always use it in there as well.

Alright, now it’s time where I want to hear from you. I want to know if this gave you any great ideas for a video that you can use in your own business. I definitely want to know it. Just leave it in the comments below along with any questions you may have about anything we’ve talked about today.

video marketing strategies

6 Video Marketing Strategies to Amplify Your Business

Video Transcript:

Today we’re talking about something that I am very passionate about and that’s the idea of online video. So basically the way people are treating websites, but they expect when they get to a website is rapidly changing and video is one of the best ways to really engage with your customers.

So my aim here today is to really go over some of the biggest video marketing strategies that can help transform your business and fill it with all the right kinds of customers and a very steady, predictable way. Okay? And starting right off the top video is an excellent way to grab and keep attention. So according to Animoto, a product video is four times more likely to be watched than read about in text alone. And according to Forbes, 59 percent of executives prefer video over text and that’s just executive. So these are people who are highly educated and they still prefer to watch a video over reading. So we’re living in a world where it’s getting increasingly and increasingly difficult to capture people’s attention, but video really makes it more appealing and palatable to most people. So the next wave video can help you is actually SEO benefits.

So Marketing Sherpa’s actually concluded that putting a video on a page will more than double the amount of time that people spend on that page. Now why is that important for SEO? Will Google actually rewards time on page? So the more you can keep someone on your page, the more you’re signaling to Google that, hey, this page is really what the searchers had in mind and this is what they want to see because they’re sticking around for it, right? And as a reward, they’re going to give you higher placements in the searches as a result. So there was actually a study conducted by forrester that said a page with a video on it is 53 times more likely to rank higher in a search. So this really shows the google prefers video based content and again, we’re going to reward that with higher search rankings. Okay, so search engines aside, the third benefit the video provides you is it really gives you a way to simplify and clarify your message.

So if you have some kind of a more complicated product or service, one that needs a little bit more. Explaining a video is an excellent way to really get your point across in a short amount of time. And even if what you offer isn’t necessarily complicated. Research has definitely shown over the years since about the early seventies that whenever you communicate information both visually and verbally, people are going to absorb it in much quicker and much more effectively as well. In other words, showing and telling is a great way to get your point across. And you know, there’s many ways you can do this so you can either directly demonstrate something that you offer or you know, you can use visual metaphors if that makes more sense. Okay. Next up we have the idea of brand awareness and recall. So let’s just say you’re looking for a web design agency and you’re looking through all the different websites just to see, you know, whose work you like the most.

But then let’s say one of those websites has a video on it. They give a glimpse of how they work, what makes them different, and maybe even include a case study of how they helped a former client achieve a great result. So of all those websites, most of which were just text and photo based and then the one with the video that really gave you a sense of how they work and their personality. Which one are you going to remember the most? So it’s really important to remember that most people coming to your site, or in some stage of research mode, whether it’s, you know, b to c, or especially if you’re a B to b niche, people are definitely there to check things out and you want to make the shortlist, right, that they’re going to have people that are thinking about contacting and a video is a great way to make yourself memorable and stay top of mind for when it’s time to make that decision.

Okay? So the next reason the video is a great idea is the idea of perceived value. So think about it, you know, putting together a video is a little bit taller. Have an order than just plain written text and that’s not going to go unnoticed. The average person coming to your site is going to take note of it and they’re going to assign a higher value to you and your service. So in other words, a well done video is going to make you look more reputable, capable, give you a higher perceived level of expertise and professionalism because of it. And as a result of that, people will generally give you more time, more contact information, and even pay you a higher price for the same service based on that higher status level. Okay, one caveat here. So obviously this is only gonna work if you do leave a positive impression.

So if you end up producing a video that looks cheap or ends up being perceived as kind of a waste of time by the person watching it, meaning the content wasn’t really there, it was a lot of fluff, then it can actually backfire on you. So make sure that you’re providing good content and it actually looks and sounds good and kind of going along with our last point, we have the idea of trust. So people generally want to do business with other people that they know, like, and trust and video can make all three of those happen for you. So you really want to deliver high quality content, didn’t give your viewer a quick win, you know, like a tutorial or a quick tip that’s really closely aligned with what it is you offer. Or you can use a video, uh, to really just to establish your credibility through a, behind the scenes look at what you offer or even a video testimonial.

Okay, next step. And this is an important one. It’s the idea of emotion. So if you know marketing, you probably already know that most people make most of their buying decisions based purely on emotion. And then only after they’ve made that decision, do they really want to back it up with logic? And as you can probably imagine, it’s actually really hard to get emotion through with written text alone. A video can really help you get there. And when I talk about emotion, I don’t mean overly schmaltzy or sentimental or sappy. All I really mean is getting somebody excited or emotionally invested based on a feeling that you can bring out in them. For instance, if you run a dog boarding Kennel, you might play on that emotion that people are feeling when they’re, you know, bringing their dog in, which is probably a sense of anxiety or nervousness.

But if you can produce a video that shows how caring your employees are with the dogs, you’re creating a really positive emotion and your potential clients, which is going to result in more of them wanting to take action, pick up the phone, or let’s say you’re a family attorney. You might want to talk about what could go wrong without proper representation. By speaking authentically, you know, like a real human being about a potentially scary subject. You’re creating a very different kind of emotion that will make people much more likely and motivated to contact you. Another great way you can get a motion to work for you and your website is through customer testimonials. By showing an existing or past customer talking honestly and openly about you know what you did for them. That excitement and appreciation is going to just come through naturally and it’s going to end up being much more persuasive than a text based testimonial could ever hope to be.

And here’s an expert tip you can use to bring out the right kind of emotion that you want to convey. Just steal a truck from Hollywood and use music. I don’t know if you’ve ever seen a rough cut of a movie before they ever add the music to it, but it’s such a different experience. You know, you don’t really get the emotion that the director wanted you to have until the add the music and so music is going to do the same thing for you. It’s going to subconsciously, you know, give little emotional cues to people that they may not have picked up on otherwise. In other words, it’ll set the right tone and help them feel the way you want them to feel. Emotionally manipulative maybe, but it’s also good business, so I highly recommend it. Just make sure to use copyright and royalty free music so you stay out of trouble.

Okay, so those are all the ways that a video will help you succeed and stand out online. But now I want to hear from you. What do you want the video to do for you and your business? Do you want it to build trust? Do you want to convey emotion to connect with more of your prospects or do you just want to use it to make your brand more memorable? Leave it in the comments below and of course if you have any other comments or questions, leave them in the comments as well, and I will get to all of them.

email marketing tips

Email Marketing Tips to Build Trust & Skyrocket Sales

Video Transcript:

In our last video we talked all about how to get leads from your website. We talked about lead magnets, so you’ve started building your list. Now what? What do you do with all those people on your list? Well, ideally you want to get them into a really powerful email campaign that’s going to deliver value and build those relationships so that you can close more deals over time.

Here are my best email marketing tips.

Now we’re going to talk about this campaign in basically two steps. The first step is delivering on your lead magnet, so if you missed the last video about how to get leads with your website, we talked all about the different kinds of lead magnets you can use. Just click right up here to get that video, but when we’re talking about delivering that lead magnet, ideally that’s going to come with more than one email. In that video we did talk about several different kinds of lead magnets. Some are one offs and some were more in a series and I mentioned that I prefer to the series because it lets you build that relationship over time. So that’s why I like things like the multi-day challenges or video series and either of these it lets you send out different parts of it every single day which just results in a deeper relationship being built.

So ideally what I might recommend would be basically a five part series that could either be video, audio or a challenge where you’re giving different assignments every single day with a special offer, a call to action at the end. As a thank you for completing it and for that special offer. I definitely recommend you put a 24 hour or 48 hour clock on it. That’s just really good at getting people to take action right away. Okay, so that’s just delivering on the lead magnet. That’s the bare minimum. But what I recommend we do after that as a step two is a more ongoing nurturing campaigns. So what these are, are valuable, you know, a value added emails, uh, that usually will link back to your site for that valuable content, what they are not our promotional emails, you know, buy, buy, buy, that’s just going to really annoy people and you’re going to get a lot of unsubscribes from that.

And as a result, most of the big email programs will actually stop putting your emails in the inbox and they’ll go more to the promotional tab. So you don’t want that. You want all your emails to really add value to your customers. That’s what we’re trying to do here. We’re really not trying to outright sell. We’re trying to establish you as the go-to person in your field so that when they’re ready, they’re going to just naturally think about you. So what should these emails be? Well, again, they’re going to be helpful content, so what I would recommend is a that can either link to helpful blog posts on your site or videos on your site or if that sounds like too tall an order like you don’t really want to be writing a blog post or making a video every week. You can simplify it a bit by just including one quick tip in each email so that would be completely self contained.

A wouldn’t necessarily link back to your site or if the idea of writing that blog post sounds like too tall in order for you, but you have some money to put behind it. You can always find freelance writers on upwork who can take care of those blog posts for you. Sometimes for as low as about $25 a post that is on the low end. You might need to pay a little bit more for a really high quality posts, but just letting you know that is an option. You don’t have to do it all yourself. Now, in terms of your call to action within these emails, it’s really up to you so you can either end every email with a really soft call to action. Something like if you ever need any help implementing any of this, you can reach out to me here, or you can choose to limit those to every three or four or five emails so that it’s just basically a value value, value call to action.

Now, if you’re leading people back to a blog post, where I would recommend is just ending every blog post with that light called action. So where you can do is just either you or your developer can just build that into the template. So every time you write an article that called action just naturally appears at the very end of it. And if you’re choosing to lead people back to a video or to a podcast a, what I would do is just naturally end every video or podcast with that same call to action. So in any case here, what you’re really doing is you’re just adding a lot of value upfront and then you’re closing it with a really natural, hey, if there’s anything I can do for you to help you out with any of this, you can contact me. So I know I’m going to get the question.

How often should I send one of these emails? I would shoot for at least once a week, maybe two week. Some people say once a day, I tend to think that’s a little heavy. Um, and, but once you start getting any less frequent than once a week, now people are starting to forget about you in between. So, uh, I think once or twice a week is the sweet spot that I would recommend for you. Okay. So on the tech side, how do you actually get this done? Well, you’re definitely gonna want to set up an email autoresponder? Um, think of a service like mailchimp. I prefer the service called drip and I’ll leave the link to that in the description below. I like drip because it’s free up to 500 subscribers and it has a lot of really automated features that you’ll find in some of the more expensive programs, again, for free until you get to 500.

So that’s pretty cool. So once you’re in there, you’re gonna want to put together your delivery for your lead magnet and if it’s a one off, obviously you’re just going to have it send immediately. And if it’s a series you can play around with the timing a little bit. What I might do is the first one would go out and immediately, uh, then the second one might go out the following morning around 9:30 AM. And then each subsequent one would go out around the same time and you can test and play around and see when these emails tend to get open to the most because you can see all those analytics right there in the dashboard. And then as far as the ongoing element goes, you know those follow up emails that you’re sending, adding value, you can either send each as a manual blast, meaning every week you write a new email and you blast it out to your entire list.

Or what I like to do and what I would recommend you do as well, is as you write all these emails, because you have to start from scratch, probably once you write all these emails out once a week or twice a week, save each one as part of another auto responder series. So what happens when you do that is let’s say you put together six months or a year’s worth of these emails, then you can pretty much stop because every new person that gets your lead magnet then gets put into that same series starting with email one. So you write all the emails and then they become part of a series that anyone can pick up with today, tomorrow, next week, and then we’ll get all those emails you already wrote, right? In order. That’s just a really good way to automate things. And it’s smart because you know you may not have time to keep up with this forever.

Just one word of warning about that. If you do that and set these as kind of a set it and forget it, automated campaign, you’re definitely gonna want to keep an eye out for any changing trends or any helpful advice that you gave that may become outdated so you’re gonna want to keep track of that and then swapped those emails out with newer versions as needed. Okay. Now I want to talk a little bit about the design of these emails. So basically a lot of these programs including mailchimp and drip, what have you, they come with a lot of really professionally designed templates, but I would actually resist the urge to use those. And here’s why. The more image heavy that your emails are, the more they’re going to look promotional. This means two things. This means they’re probably going to get ignored by most of the people reading them because they look like they’re just from accompany.

And secondly, the email programs like g mail outlook, these things are going to tend to want to put those kind of emails into the promotions tab. What you want is to wind up in people’s actual inbox, but one thing to do actually like to do, um, and it’s going to depend on your brand’s personality, but what I like to do is add animated gifts. Sometimes in those emails, they just make the emails a little more entertaining and they can get a point across better than plain text alone can. But again, it depends on your business. If you were an attorney that might not really fly, so use your judgment there. And if you’re looking through to a video, would I like to do is take a screenshot of the thumbnail image and embedded right in the email so that people will click on that and then go right to the video.

You’ll tend to get a few more of click on the video if you do it that way. Few other design considerations, just keep the paragraphs nice and short and keep the width of the text pretty narrow as well. Okay. In terms of copywriting, how to actually write these emails, um, I can give you a few tips. The first one would just be to write with a certain degree of personality. Um, I know a lot of companies make the mistake of thinking the more professional they can appear, the more people are going to want to work with them in general. That’s not actually the case. People want to do business with people that they like. I’m in. One of the best ways to do that is to write conversationally and you’d be surprised you can even get away with this and a lot of business to business or more corporate a niches as well.

So I challenge you to get a little less corporate and a little more conversational in your writing, especially with emails. Uh, they should be fairly short to get right to the point. If you have a helpful tip just included in the email and if you’re linking to the blog post or the podcast or a video, make the texture. Just give a few reasons why they might want to watch it or read it, and then just get them right over to the post. Next, you’re going to want to make it personal, and I know you’re actually writing this to all of your list, but you’re definitely gonna. Want to do a few things like using their first name, which is basically an automatic thing you can do within the email program, so really think of it as you’re writing. You’re writing to that one person. You’re not writing to everybody, you’re not speaking to a group, you’re speaking to one person.

Use words like you and me to really establish a bond between you and your customer. All right, now I want to hear from you. I want to know if this gave you any good ideas for your next email campaign. I want to hear all about it in the comments below, so just leave that or any comments or questions down there and I will get to all of them.

website lead generation strategies

Website Lead Generation Strategies To Grow Your List

Video Transcript:

Today, we’re going to be talking about something really important and really exciting — website lead generation strategies. So when you talk about getting leads, I’m really talking about two different ways, uh, we’re going to cover both of them today. The first are what I would call direct leads. So these are people who come to the site, they’re ready to go, they want to talk to you, they want to schedule an appointment or fill out a form or just give you a call. So we’re going to start with talking about those people, uh, but a little later in the video we’re actually going to talk about indirect leads as well.

So these are people you want to just kinda get on email list. These people aren’t necessarily ready to act yet, but you want to get them on your list so that you can continue to nurture them over time so that when they are ready, uh, you are top of mind for them. So here we go. Let’s start talking about those direct leads. So basically, again, these are people who are ready to go right now. So the first thing you need to do is decide on the action that you want people to take on your site. A, what’s that big call to action going to be? Do you want people to pick up the phone and call you? Do you want them to fill out a form giving you their info so you can give them a call back when it’s convenient for you? Or what I like to do to make it a little more automated is allow people to schedule an appointment or a consultation with you right on your website, eliminating all that back and forth of what time works for you, what time works for them.

It’s all automated because that can really be a huge pain. So what I like to use as the program called Calendly, I’m not affiliated with them in any way, I just happen to use them on my site and I recommend it for a lot of my clients as well. It’s just a really easy way to set your own schedule and then allow your customers or clients to pick prespecified times that you’ve already chosen. It’s really easy to embed on your site and it even syncs with your online calendar like an email or an outlook. Um, so what it does is it actually reads your calendar to see when you’re available and when you’re busy so that it doesn’t book you, uh, when you’re already in a meeting or something. We’re on vacation even. And it also puts new meetings that Calendly scheduled on your calendar.

So you get alerts and so there’s no need to manually add these appointments to your calendar. And what I really like about Calendly is it lets you ask some questions, um, including just really utilitarian questions like contact info because you need to know how to get in touch with them, uh, but also some prequalification questions. In other words, unless you ask questions to really let you gauge if this is a qualified prospect for you or not, do they have the budget, are they the right kind of client for you? And it also allows you to ask some kind of preparatory questions so you know, if, if there was anything you needed to know before that call to really get you prepared for that call, you can ask questions about that as well. And I am going to have an upcoming video about how to actually get Calendly set up and how to embed it on your site.

So that’s coming I think next week. So be sure to subscribe to make sure you get that. And if it’s already out, you’re just going to want to click right up here to get that video. So whenever you decide that that main call to action is going to be whether it is to schedule that appointment on your site or just to fill out a form or even to call you, this is going to be your main call to action throughout the site, so make it very prominent and style. It has a button, not just as a text link. You want to really make it stand out and one of the ways to do that is to choose a color for that button that stands out against everything else on your site. You’re only gonna. Want to use that color for that button. Now, since this is going to be the main call to action and throughout the site, I definitely recommend you placing it in a few key areas basically on every page in the main navigation on top.

So ideally you’d have your other navigation elements just as text links and then your cta is going to be styled is that button that we talked about. I’d also recommend putting it toward the bottom of all your important pages in a single column with a headline on top and the button right underneath it centered. I also recommend putting it at the end of every blog post as well as on your about page. Okay, so that covers the direct leads on the site. But what about the more long term prospects who are not exactly ready to convert just yet because 80 to 90 percent of people coming to your site today are only in research mode and only about 18 percent of those people are going to be willing to talk to you or a salesperson before they’re actually ready. So for those people, you definitely want to make sure you stay top of mind for them throughout their entire decision making process so that you end up making the short list when it’s time for them to actually make that decision.

And the way you do this is you need to offer them something valuable in exchange for their email address. Now, newsletters or ebooks don’t cut it anymore. You know, I hate to say it, but nobody cares about your newsletter. Uh, when’s the last time you signed up for one of those, you know, they don’t seem very valuable and neither to ebooks anymore. There used to be a lot of value associated with an book. The problem is people have been kind of abusing that over the past few years and people have caught onto it. People kind of expect now that it’s going to be a three page pdf that just doesn’t go into enough detail to make it worth it for them. So we’re going to have to up the ante a little bit and come up with something a little more irresistible if you want to get those email addresses.

And of course I’ve got some good ideas for you here. So the first one’s pretty easy to pull off and that is just the idea of a cheat sheet or a quick start guide. Now this works great as what we call a content upgrade. So let’s say you have a blog post about a certain topic. This cheat sheet or quick start guide is an accompanying download that basically allows people to just download it without having to take notes so that they can act on all those tips and now you can have just one of these sitewide or you can have different ones that accompany different blog posts. It’s up to you. Next up we have a workbook which is definitely an upgrade from an ebook because it offers really clear steps and it promises some kind of an outcome once the actions are taken within the book because it offers clear steps and it promises some kind of an outcome.

Once the book is filled out and all the steps have been taken. Now this can be a downloadable printout or you can get a little more interactive with it using a google form and where they can fill it out online and there’s an added benefit to doing it this way actually because you can set it to where those answers are shared with you, which may give you some really valuable insights into exactly who your customers are and what kind of problems they’re facing. Okay, and my next suggestion is a little harder to pull off and that’s a video or an audio training. Now, this can be a prerecorded video or a live webinar. Now this is a great way to get a little more personal and connect on a deeper level with your prospects that you couldn’t really do with any kind of written material.

Now, if the idea of video scares you, audio can actually be pretty effective as well. There’s a business coach named Marie Forleo who’s pretty well known and her main lead magnet is actually an audio training. People just download it and they can listen to her while they’re driving to work, walking the dog or at the gym. Now, if we’re talking about video or audio, you can take this a step further and do a video series now, but I really like about a video series. Is it re stablish is a bit more of a relationship over time and it also promises an outcome once you get to the end of it and if you want to see an example of this inaction, and this is exactly what I use for my business. I have a five day mini course how to guarantee website Roi and you can click right up here to get that.

Uh, you can check it out. It’s a pretty good example of what I’m talking about. Alright, next we have quizzes. People definitely love quizzes because they’re interactive and it plays on people’s curiosity. You know, they want to see the results at the end. A few great ideas would be to determine if a prospect is right for your product or service or which product or service would be best for your client based on their particular situation. Alright, next we have a multiday challenge and this is basically challenging your audience to get a desired outcome or learn a specific skill within a set amount of days. You send them one email a day with a different short assignment, and people love this because it’s interactive and it definitely promises a result at the end of it. I recently consulted on order these for a client who is in the meditation niche, so we did a meditation mastery challenge, which basically gets people into the funnel.

It gives them an assignment every day and then at the end of it they have learned the basics of meditation and now they’re much more primed and ready to actually go in and take a class. So the main thing to think about with any of these lead magnets is you want people to be saying at the end of it, wow, that free content was so good. I can’t wait to see what the paid stuff looks like. Okay? I know a few things to note. For all of these lead magnet ideas, you want to be sure that it’s that you email deliver it as opposed to them putting their email just taken to a landing page where they download it. Then you want to make sure they know this, that it’s going to be sent to their email. That’s really going to cut down on the fake email addresses people would give you and make this optin really prominent around your site.

Think of it as a second call to action right behind your more direct call to action. You want to make sure it has its own landing page that you can link to from social media or Facebook ads if you, if you want to go that direction with it, as well as giving it its own little mini section on all of your important pages and I’d even go a step further and make sure you have an exit intent pop up on all your important pages just as kind of a hail Mary for anyone who was going to leave your site. You’re giving them one last opportunity to sign up. So in the end you should have a call to action for those people that are ready to do business today and one for the people who need to be nurtured a little more longterm. Alright, in our next video we’re going to talk about what to do with these leads and once you get them with a simple email marketing campaign that’s going to help you elevate your perceived status and stay top of mind for your future customers.

But now I want to hear from you and I want to know in the comments below which of these lead magnet ideas are you thinking about using for your own business. Leave that or any comments or questions in the comments below, and I’ll get to all of them. I can’t wait to read them.

small business seo tips

Small Business SEO Tips for a Successful 2019

Video Transcript:

Search engine optimization is one of the best ways to get found online because you’re basically putting yourself in front of your target customers at the exact moment there are searching for what you offer. Now, the thing is every business wants to be on the first page for their search terms, but what people don’t really realize is that only the first three spots really ever get any real attention. So the problem becomes how does a small business compete for those slots? And you know, SEO is technically free. You know, they call it organic SEO, it’s earned spots, but it takes a lot of time to get there or money that you pay to hire an SEO expert to help get you there.

Small Business SEO Tips

So in this video, I really want to help you see what the biggest difference makers are that you can do either on your own or with very minimal help from an SEO expert that won’t cost you a lot of money. Okay, so the first one is test for mobile friendliness. So I don’t know if you know a bit more than half of Internet searches right now, take place on mobile devices and Google has actually been penalizing any site that doesn’t really load optimally on mobile and they even penalize sites now on desktop searches, uh, if they’re not mobile friendly. So you, you want to make sure that you’re ready to go on mobile. Now you can easily test your site at search.google.com/test/mobile friendly. And don’t worry, I will leave this link and all other links that I talk about today in the description below. So you’re just going to go to that site, type in your domain name, and it’s a basically a simple pass fail test, you know, and if you fail it’s going to give you suggestions that you or your developer can use to make it more mobile friendly and that’s really valuable because it really takes out the guesswork and you and your developer knew exactly what it is you need to work on.

Alright, our next point is kind of closely related and that has to do with load speeds. So basically most people are going to leave any webpage if it doesn’t load within three seconds. So you definitely want to make sure that it loads within that time because Google knows exactly how long your page typically takes the load and it’s not even going to show your listing if it knows that you have a really slow sites. So I’ve got a tool for you here too. You’re just going to go to tools.pingdom.com. Again, I’ll leave the link in the description. So this is going to show you improvements you can make, but it does get very and you’re unlikely to understand most of the things that it’s going to tell you to do unless you’re a developer yourself. So in most cases you’re probably just going to want to show this list directly to your developer to have them make the changes.

I do this all the time with my site and with client sites and generally these are pretty easy things to knock out. One thing to keep in mind here, it does show you a letter grade, like an a through f, but basically the main thing you’re going to want to look at is just that load time speed. So if it’s under three seconds, you’re good to go. If it’s anywhere from three to five, that’s borderline. If it’s more than five seconds, you’re in trouble. So you’re definitely gonna. Want to get that fixed? Okay. Next up you’re going to want to get your website listed in all relevant local and business specific directories. So every local area, whatever city you live in, a is going to have specific business directories associated with it. Same for your business category. Lawyers have their own doctors have their own, so basically you’re gonna want to find all those opportunities for being listed in these directories and make sure you’re listed in all of them.

Now this helps for SEO because it helps Google see that you’re there and that you’re a real business. Another major benefit of these directories is if for each one you get listed in, almost all of them are going to provide you with a back link or a link to your site, and generally these are pretty reputable backlinks because they’re from reputable directory websites and links are still a huge ranking factor in the eyes of Google. So basically think of a link to your site as a vote, a vote for your website, so simply put it. Google basically tallies all the votes or the links taking into account the number of them and the overall quality of the websites that are linking to you and directories are a great source for small businesses to get links from their free and it’s usually just as easy as filling out the profile.

Getting listed in these directories will also actually help you rank higher in the map section, otherwise known as local SEO, so you can easily find these directory opportunities that’ll work best for your area. Just go to white spark.ca/best citations by city and for the ones for your particular industry or niche. Go to white spark.ca/best citations by category. So once you’ve gotten listed in all the proper directories, next you’re gonna. Want to make sure that you’ve claimed and optimized all your social and review profiles. So basically google loves brands and the more of these kinds of websites review sites, social sites that you’re listed on, the more google is going to start seeing you as a brand. So make sure you’ve claimed all of the proper social profiles like Facebook, youtube, linkedin, Google my business. Next, claim your listing on any relevant review sites like think yelp.

There’s probably at least one review site for your specific niche. So lawyers have Avo, and plastic surgeons have realself. So if there’s a specific review site for your industry, make sure you’re listed and make sure your profiles filled out as completely as possible. Complete with photos. Okay. Next up, research your competitors. So why reinvent the wheel when you can very easily basically spy on what your competition is already doing. So specifically I want you to check out what keywords that are currently ranking for and then what are they doing to get those high rankings. So basically you can see what links they’re getting from other sites as well as what content they have on their own pages so that you can basically then just take that information and basically one up with. They’re already doing to land on top of them. So how do you get this information?

Well there are lots of online tools that can really do this research for you. The only problem is they usually come with a pretty hefty monthly subscription price. So what I’m actually going to recommend you do is rather than doing this yourself, go to upwork.com and hire a freelancer who specializes in this kind of research. So basically they’ll just use it, their subscription and then charge you a lower flat rate to get that information. So I recommend you go to upwork.com and you’re listening to set up a free account. Then I’d recommend searching using the words keyword research. Then use the term a truths which is this subscription service they would use. Um, this is going to find you a bunch of people that you could hire to get this done for you, usually around $50, which is well worth the investment. Okay. So once you’re armed with that keyword research and you know what your competition is doing, I want you to go ahead and optimize your landing pages by overall topic.

So in the past, the way the SEO would go is you’d come up with a list of keyword phrases you want her to target and then you would basically build a separate landing page for each of those terms, even if they were super closely related, like you might have a page who was targeting the term catering Chicago and then another that was targeting catering company Chicago. So that is not necessary anymore. Google’s gotten very good at determining and overall topic of the page so that old way is considered very outdated, even kind of spammy practice, so rather than Google kind of counting up the number of times you use the specific term on a page, it now knows all the relevant words that it would expect to see on a page covering that topic. So for example, if you’re an accountant’s offering, a tax preparation and bookkeeping, you’d probably just want one page for each of those services.

So then rather than stuffing that page with the term tax preparation over and over and over again, you’d probably just want to use it a couple times, maybe once in a headline and then also supplement it with closely related words like tax health or certified public accountants or irs. So these are all words that Google would expect to see on a really high quality page. There was built around the topic of tax preparation and by using the words that they would expect to see on the high quality page, you’re basically signaling to Google that your content that goes deep and it does a really good and thorough job of covering the topic. And don’t worry, you don’t have to come up with those words yourself. You can go to the website, Lsi graph.com, and just type in your keyword phrase that you want to rank for and it’s going to give you a list of related words that you can probably use.

Okay. Next you’re going to want to optimize your search listing. So one of the major factors that Google now looks at is how likely is your listing to be clicked in the search. So there are a few things you can do to really make your listing more appealing and more much more clickworthy. And for every listing, there’s basically two different elements. Do you want to focus on? There’s the title and then there’s the Meta description. So let’s focus on the title first. Um, the first thing you want to accomplish in the title is you do want to use the keyword phrase that you want to rank for. This helps make sure that it looks as relevant as possible to the searchers, but you don’t want to stop there and you don’t want to waste your title by just using your city or your business name alone.

So you’re gonna want to use power are action words and you’re going to want to try to convey a benefit whenever possible. So let’s look at this listing for catalyst remodeling. Um, you know, as you can see, this is a bit of a wasted opportunity because they’re not using their listing to really get people interested enough to click. There are basically just using their business name and the city name, which is not super enticing, you know, but what if we were to change it to catalysts? Remodeling brings luxury within reach. See, right away we see a power word like luxury and it really conveys to benefits in one a luxurious remodel. And the within reach implies a low cost or easy experience. Now, what about the Meta description or the short blurb that appears under the title? This really should be a short supporting statement that gives searchers or reason to click through, and that means talking to your customer with a benefit they actually care about.

So here, while 50 years experience is technically a good thing, they’re prospects probably aren’t saying to themselves, I want a contractor with 50 years of experience. They’re probably saying they want a beautiful remodel from someone they can trust who isn’t going to overcharge them. So if we rewrote this too, when it comes to your home, you can trust catalysts remodeling to bring your vision of beauty to life on time, on budget, guaranteed. Now this is a much more compelling listing, much more likely to be clicked on because it conveys benefits to the customer and doesn’t just talk about arbitrary things like how long they’ve been in business and what city they’re in. All right, next up, you’re going to want to optimize your page for dwell time. So Google basically reward sites that keep people around longer, and that’s what they call dwell time. The amount of time people dwell on your site, so basically it works like this.

The longer someone stays, the more Google thinks, hey, this page is actually serving up something interesting to the searcher. That’s why they’re sticking around so long, and the longer you keep people around, the more Google over time is going to start rewarding you with higher and higher positions in the search results. So how do you keep people engaged and on your site longer? Um, the first thing I recommend is you really want to make sure that people coming to your site and know exactly what it is you offer within three seconds of landing there. This means don’t use any technical jargon and don’t try to be overly clever, okay? I can’t tell you enough like clarity beats clever every day of the week. So I want you to really ask yourself honestly, if you went to your landing page for the first time knowing nothing about what it is you offer going into it, would it be crystal clear right away?

If not, you’re probably going to want to rewrite your headline and sub headline to be as clear as possible if it helps. Think about how you would explain your business to a 10 year old. Okay? The next thing you want to do is make it very visually appealing and accessible. So what you don’t want or big walls of texts, no one likes reading too much on the web, people mostly scan, not read, so you want to make it accessible for those people. So how do you do this? You know you’re going to want to use lots of images and you’re to want to use proper web formatting, which involves breaking everything up, using headlines, short paragraphs, bullet lists whenever possible, and using bold and Italics within the text to really highlight important pieces of information. Okay? Next up you’re going to want to get some high quality backlinks and we talked a bit about backlinks earlier.

The thing about links is they are becoming less and less of a ranking factor over time, but there are still really important. So for now, there are definitely a necessary evil that you’re going to want to stay on top of. Now the number of links you’re going to need is going to really heavily depends on how competitive your industry is and your local area, if you’re more of a local business, so you may be able to get away with just a couple or you may need a lot. And the good news is you already have those directory listings if you are going in order here. So basically those are a great way to start, but you may need to supplement those with some more high quality backlinks as well. Now there are many ways of getting links. Um, I’ll talk about a diy version first, which is guest blogging.

So basically what that involves is you finding blogs that are related to your industry and then you have to manually reach out to the blog owners and say, hey, can I write you a high quality article? And then that will link back to my site. The only problem is this takes a lot of time and not everybody is a writer. And the other thing is there’s so many spammy requests like this out there, as someone who runs a blog myself, I get them all the time, so those spammy requests from other people is going to make it a lot harder for you and your request to get responded to. So for all those reasons, I’m actually going to recommend that you set aside a budget that you’re comfortable with every month and then hire an SEO expert to do this for you. I actually recommend a company called the Hoff that I’ve been using for a few years now.

Uh, they do really good work and they have plans starting at around 60 bucks. So go ahead and check them out. I have included a link in the description below now in addition to getting links to your site from other people’s sites, but I also want you to do is start linking internally within your site wherever it makes sense. So basically what I mean is you’re going to use your pages to link strategically to other pages within your own website. Kind of think of it like a spiderweb over time. So of course you’re going to have links in your main navigation, but I want you to take it one step further and actually add will be called in context links to the text on your website. And these links should have descriptive anchor text. Now, what anchor text is, is just the term for the actual words that are linked up.

So if you’re a catering company on your homepage, you may have a paragraph that uses the words wedding catering packages. So then you would just take that text and link it to your wedding catering packages page. Pretty simple, right? And that just signals to google the data is what that page is about, which helps it rank higher over time. And the more you can do this interlinking of pages throughout your site, the greater benefit, uh, you’re going to see from it. Okay? So now is the time where I want to hear from you. I want to know if you’re using any of these tactics, um, or if you’re using any other tactics to get found in SEO and in searches. If so, please leave them in the comments below. And as always, I’m just a common away, so if you have any questions or anything related to this video, just leave it below and I will get to all of them.

how to use calendly

How to Use Calendly to Book Yourself Solid

Video Transcript:

If you’re a business that uses appointments or bookings or consultations as part of your sales funnel, you’re definitely gonna want an easy way to automate that process using your website.

Now in the past, this went one of several ways— one of which people would just fill out an online form giving you their information. You’d call them. They may not pick up because there was no scheduled time for it, or you go back and forth over email trying to determine what’s a good time for you. I don’t know what’s a good time for you and then if there’s any kind of a time difference thrown in there and makes things even more difficult, but now online scheduler like Calendly, make it super easy because it allows you to specify what times you’re available.

Then people just simply pick a time that works for them from those times, and I love Calendly for this purpose and I should say I am in no way affiliated with them. I just happen to use it on my own site because I like how streamlined it is, how it integrates with my Google calendar and just how nice it looks on my site. So today I’m going to show you how to set it up, how to embed it on your website as well as a few pro tips to really increase those show up rates for people that scheduled the appointment. So let’s get started and head on over to the computer.

Okay, so here we are on Calendly’s homescreen. So basically the first thing you’re obviously going to do is just click this button to go ahead and sign up. And that’s a pretty easy process. I’m not going to show you how to do that and the effort of saving time, but I will see you on the next screen where we will be logged in. Okay. So once you’re logged in and you have verified your email address, it’s just going to ask you to set your link. This is where you would send people to in an email link or an email signature. But in most cases I actually recommend you just embed this right on your site, which I am going to show you how to do a little later in the video. So just give us an easy name that you can remember. And the next it’s going to ask you to set your time zone.

It’s already going to detect it. I’m here in Chicago, so, it’s already set to that. So just click next. Okay. Now here is where you were going to connect your Calendly to your online calendar. And this helps you in two ways. The first way is it actually checks against your calendar to make sure that it’s not booking any appointments when you’re already busy. And the second way it helps is when someone does book an appointment using Calendly, it automatically puts that on your online calendar. So it’s super automated and that’s one of the things I like most about it. So let’s go ahead. Um, they basically support Google calendar, outlook, icloud calendar, and a few others. I, I use Gmail, so I’m going to go ahead and use that and connect it there. And it’s basically going to then access your google account. Uh, so it, you’re basically giving it permission to access your calendars to be able to put stuff on there and to read it.

So just click allow right now. It’s connected and you’re ready to go. So now, and the first thing you’re going to want to do is set up an event. So with the free account, you’re allowed one event a with paid accounts, you’re allowed unlimited events. It really just depends on if you have a need for more than one thing, it may be you have consultations and then maybe you have a kickoff meeting or something like that. So if you just have one event, type free will be fine. So make sure you’re on the event types tab at the top and the first thing you’re gonna want to do is just click a new event type. Now it’s going to ask you one on one or a group. So one on one just means you with one, a, one customer or a client group means you and multiple clients at a time.

They say it’s good for, you know, webinars or classes or workshops, that kind of thing. Uh, I do believe group option is only a pro feature though. So let’s go ahead and click one on one and you’re just going to want to give it a name. That’s the first thing you’re going to do. So I might call it web strategy consultation for my business. So just give it a descriptive name for you and location. And I would imagine in most cases, for most of you, this is going to be either a phone meeting or possibly a skype meeting. So just go ahead and clarify that here. So I just said Westlaw call you so they know it’s a phone meeting and they don’t have to call me. I’ll be calling them and you’ve got a choice here whether you want that to display while the while the customer is booking it or if you just want this to display after they’ve already booked it a, I’m just going to keep it on display location while booking and for description.

Just give it a few more details so they know exactly what they are signing up for. So something as simple as that will work just fine. And then it’s going to have you set the link for this. So basically you’re just, you can set the exact url for that. I’m just going to keep it as is. You probably don’t want it to be too long, uh, or people will get confused when they type it in. So make it something simple. Short and descriptive. So for event of color, you know, this really makes more of a difference if you have multiple events and you want to color code them to maybe group the like ones together. Otherwise I would just go ahead and pick one that will look complimentary to the colors on your site. So for me it, let’s just go ahead and pick this blue color and then click on next.

Okay. So now here’s where you’re going to set all of the different options for your event. Um, so the first thing you want to do is decide on how long you want it to be. They’ve got some options here or you can make it any kind of accustomed length you want to, but I’m just going to say from my website consultations, it’s usually about 15 minutes. That’s usually enough time to make sure if we have a good fit and to answer any questions that come up during that. So. And then this one is really important date range. So basically what it’s asking you is how far out and what days do you want people to be able to schedule this for? So you’ve got several options. It can be over a period of rolling days, meaning you know, if it’s 60 rolling days that 60 days starting from today, whenever today is, and then tomorrow it’ll be 60 days out from there.

So, um, you can choose that or over a date range, you know, specifically the month of September or September, 20th through 27th or indefinitely. That just means they can schedule anytime they want. So let’s go ahead over a period of rolling days. And what I like to do is I like to limit this and I’ll tell you why, because when most people schedule an appointment for too far out, let’s say they schedule a meeting with me for three weeks from today. What I find can happen a lot is in those three weeks, uh, their focus shifts to something else. They’re excited to schedule this appointment today, but three weeks from now they’re a little less excited. It’s a little less important to them in three weeks. So what I like to do is limit this to a maximum of 10 days. So you can’t schedule it for more than 10 days out.

It just won’t let you do it. And this is going to depend on you and your type of business and what you find to be the case for your clients. But anyway, choose what works for you and click apply. And time zone, so it’s automatically going to detect your time zone. And the cool thing about this is, um, when people schedule something on your calendar, they will always see it as their own time zone. So you get rid of that confusion of is that 10:00 AM your time or my time. It’s always going to be pinpointed to where the person is. So that’s great. And now you’re going to set your availability. So basically what days and times do you want to be available to, uh, to feel these calls and schedule these meetings. And that really depends on how big your team is, right? You know, if you have a sales team, that’s their job just to take these calls and make these calls all day.

It gives people all the options they need in order to make them. But let’s say you are a smaller business or even a one person operation, you’re definitely gonna want to block off certain times that work best for you. Because what I’ve found, at least for me is productivity can really suffer if you’re having to make a phone call at random times throughout the day. What I would definitely prefer is to come up with a few time blocks, either once a day or maybe even every other day that I’ve set aside just for these phone calls. So let’s go ahead and see this in action. So let’s go ahead and click on Monday. Um, it’s, it prepopulates with nine to five, but let’s say I only want to go from 9:00 AM to 11:00 AM, so it’s going to say I’m only available at 9:00 AM, 9:15, 9:30, because I remember we added them in 15 minute increments all the way until 11.

But you also can add a new interval. So let’s say you wanted to go from nine to 11 and then you wanted to have another time block in the afternoon so you can absolutely do that. You could do 2:30 PM to 3:45 PM and then you can say apply to this specific Monday only or apply to all Mondays or apply to multiple. And you could say Mondays, Tuesdays and Wednesdays or Mondays, Wednesdays and Fridays, let’s say. So let’s do that. I’m happy with that. So let’s click apply. And then for Tuesdays and Thursdays, let’s say you want those off, uh, just click, I’m unavailable and then Tuesdays and Thursdays, so we’ve got these time blocks on Monday, Wednesday, Friday, and you’re unavailable Tuesdays and Thursdays. But now I’m going to show you another pro tip, something I’ve learned, so go up to advanced and since we said 15 minute increments, I’m going to go ahead and choose that here.

Um, and then you can choose an event Max per day. So maybe you know that if you have four meetings a day that’s going to kind of wipe you out. There may be a different reason for it, but, uh, you can click, you can check that if you want to, um, minimum scheduling. Notice I like this one. Um, it prevents people from scheduling an event at the last minute. So what I always like is always 24 hours notice for any of these meetings. And that’s of course up to you. Um, another thing that I have definitely discovered that’s important, our event buffers because of what happens too, sometimes if I have a couple of those 15 minute meetings back to back and one of them goes long, I find myself having to jump off that call before we’ve accomplished anything. So you definitely don’t want that to happen.

I like to have 15 minute meetings with the option of going longer if I need to. So what I would rather do is have a 15 minute buffer, you know, before and after all of those meetings. So go ahead and choose that if, if it makes sense for you, I definitely recommend that. And then it’s gonna ask you if you want it to be a secret event. What this means is it wouldn’t be displayed on your main Calendly page. Um, so if you had an event that was kind of more a invite only like for me, uh, we’ll have a kickoff meeting, but that only happens after you’ve become a client. So I wouldn’t want people just to schedule a kickoff meeting before we’ve had the consultation and they’ve paid their deposit and all that stuff. So, um, but for this, for just a consultation, I’m going to click no, we don’t want that hidden.

Okay. So next we’ve got a few more options. So a invite t questions. So when someone has scheduled an event, it’s going to ask a certain number of questions. Some of them are just completely utilitarian, like their name, email address, possibly phone number. And there are a few additional questions you might want to put it as well for several reasons. The first reason would be to prequalify prospects so you’re not wasting time calling people who aren’t really qualified to work with you or aren’t going to be a good fit for you. And the other type of question you might want to ask involves getting prepared for the meeting. You might have a few questions so you can do some research ahead of time. So let’s take a look at what I mean here. Let’s go ahead and click the add a new question button and you are allowed up to four questions, so use them carefully and here’s another pro tip.

Don’t ask more questions than you need to, unless a question is going to give you information you need to prepare or to prequalify or to actually get in touch with them, any additional questions or just going to get in the way of people actually scheduling these things so only ask the bare minimum that gives you the information you need in order to make the appointment. So let’s talk about a prequalification question. This is one that I like to ask. Pretty simple, what’s your budget? Because I want to make sure that if I’m taking the time for my schedule to call a new prospect, they can afford the services that we provide. So I’m going to make this required and now you can just decide on the answer type. So one line would be a short fill in themselves. Question a multiple lines is kind of a longer form answer.

Radio buttons would be a think of multiple choice where you can click one of the choices or check boxes. They can select multiple of the choices, so I’m going to go ahead and click a radio buttons so that I can fill in a prepopulated choices they can choose from. So now I’ve come up with four different answers that they can choose between and the reason I started right here at two to 5,000 is because anything below $2,000 is going to qualify someone out of being a good fit of working with the deep end. So what I don’t want to do is even offer less than that as an option because a certain percentage of people would click that lesser option and I would rather not have to follow up with those people and and canceled the meeting. I would rather them qualify themselves out by seeing these options.

Seeing none of them aligns with their budget and then they don’t even schedule the appointment, which saves time for everybody so that it also gives you an option to include other. So if you want him to do that and they could write in their own answer, that would be fine. We’re not going to do that here. I’m gonna, Click apply and then add a new question and this one’s going to be more for the purposes of preparation. So I might ask what your current website address and I’m also going to make that required. This way I can go ahead and check their website out before our call. So I’m better prepared, uh, with things to talk about. An a one line answer is perfect for that question. I’m going to click apply and I’m also going to ask for their phone number and required one lines.

And then I’m going actually move that right up here. So it’s in a different order and I’m pretty happy with this. So I’m just going to go ahead and click save and close. All right, next we’re going to go to the notifications and cancellation policy. So basically what this does is when someone schedules the appointment with you, they get a calendar invitation so it’s automatically added to their calendar as well as yours. And you can click this to personalize that message if you’d like to. And you also have the option of remind of sending reminders as well. Texts reminders. I do believe while that’s a cool feature, I do think that’s a paid feature, so we’re going to go ahead and skip that for now. But if you do get a pro feed, a pro version, I think you can use that. So basically that would send them a text message at a certain specified time before the meeting, like say 24 hours or an hour before, or you can do email reminders, which I do believe is a free feature.

So let’s go ahead and turn that on and I would click personalize and you can change these things if you want to. I might recommend that you make it a little more personal. I’m not going to go into that, but basically what you can do, what I would definitely do is send a reminder out 24 hours before and then I’m going to add another one for one hour before. Now with this is going to do is it’s really going to increase the probability that the people who schedule the consultation are actually going to remember the appointment time and they’re actually going to pick up the phone when you call I going down cancellation policy. You can add that if you want to. I’m generally for free consultations, it’s not that big a deal, so I’m just going to click save and close. Okay. Next is the confirmation page.

So this is going to be the page. Once someone has set up an appointment with you, uh, it’s going to open it up and say congratulations. You’re confirmed for this appointment on this date. So there’s only a few things to do here. So basically the first thing would be display that Calendly confirmation page that I just described. The other thing could be redirect to an external site, so that might be a certain page on your website or if you have a youtube channel it might redirect to their or your Facebook group or anything like that. Anywhere you would like people to go next, once they’ve already taken the desired action might be a really great thing to do. One pro tip I would have for you here is maybe you have a page on your site with a with a really short video on it that basically welcomes them to your process and says, congratulations.

You’ve made a great choice by scheduling this appointment. Here’s what you need to know to get ready for it, and a page like this is really going to help you retain a lot more of these appointments because what can happen is someone can make the appointment and again, like we were talking about earlier, they can kind of get distracted over the next few days and then you might forget why they really wanted this appointment to begin with. So to include that video or could even be written text. But I would recommend a video if you can do that. It’s just going to keep excitement level up a little bit and it’s going to really keep them interested in keeping that appointment a little bit more than if they never saw it. So just a little pro tip for you, if you want to make that video and then go ahead and click save and close and there is an extra option here to collect payments.

We’re not going to go over that. That’s more if you’re charging for appointments, let’s say you’re an online therapist or acting coach of some kind and you’re. You’re actually charging for these appointments, but we’re not going to get into that here. I may make a future video about that. Next, I’m going to show you how to embed this on your WordPress site so it’s all on your site and then we can finally see it in action from what the customer sees. So we’re just going to scroll all the way up and we’re going to go back to event types and then find the one we just set up. Click the little gear icon and go down to embed and it’s going to give you an embed code. So there’s a few choices here. There’ll be an inline which would just be basically displayed on a page as is a or a pop up widget, which of course you someone who to click a button and it would pop up covering the screen.

Uh, but for now I’m just gonna. We’re just gonna do in line. So here they’ve supplied the embed code. Just super easy. Just click copy code and his copy to your clipboard. Now we just have to go to the WordPress site. We want to embed this on and we’re ready to go. Okay. So here we are on my WordPress dashboard for the deep end site. So we’re just going to go over to pages, add new, and you’re just going to give the page a title and then the way you make the embedded work, because just going to go down to the text editor and just click away from the visual editor. Do you want to actual html, which sounds scary, but we’re just going to copy and paste it. Remember from before. So just paste it right there. And then we’re going to go ahead and click preview to see what we’ve got.

And they already go, it’s all set to go. So basically what we’re looking at is exactly what the customer’s going to see. It shows the the event type and the first step is choose a day, so it only allows days that are pre specified. So let’s go ahead and just choose that Monday and again, it’s only the times that were specified as well. So let’s click 10:00 AM confirm we have to fill in all this information and then here’s the confirmation page that we talked about and that’s all there is to it. One thing I should say here, if you’d rather have a more clean look and remove this Calendly branding, you can, but that is a pro feature. So what we’ve kind of gone through today was the free version,

pro version has a few features you’ll have to pay extra for like removing the branding, the ability to schedule a consultation or an appointment with one of many team members. Like let’s say you’ve got a sales team and so those appointments can go to one of several people. That’s a pro feature as well as the ability to send text reminders amongst a few other things, but I think the free version is going to be fine for about 95 percent of you, so that was a lots of cover, but now I want to hear from you. I want to know how you’re planning on using Calendly on your site. What are you planning on using for? I want to know, so leave it in the comments below along with any other questions or comments you may have and I’ll get to all of them.

rank higher in google search console

1 Easy Trick to Rank Higher in Google

Video Transcript

Today we’re gonna be talking about one of my favorite methods for almost instantly raising your Google rankings for your website. As much as I’d like to take credit for this method, I can’t,  it was introduced to me a few years ago by Andy Crestodina, but as we know when it comes to Google, things change, including the tools and the overall algorithms that are used.

So basically this video is more or less an update of what he taught me to do several years ago, using a different tool, but overall the concept is the same. So basically what we’re doing is we’re identifying pages on your website that almost rank. We’re going to identify those pages and make a few really simple tweaks to them to push them onto the top page, possibly the top positions within a Google search. So if you’re ready to go, we’re going to jump right on over to the computer.

So here we are on the Google Search Console. The old way to do this that I talked about, used Google Analytics. The, the problem with Google Analytics now is that they don’t report most of the key words that people find you for. So now you, Google wants you to go to Search Console for that.

So the thing is you have to be set up on Search Console to be able to use this method. So if you’re not already, go ahead and get set up on it. There’s many videos on Youtube, that’ll teach you how to set it up. So go set it up. And then unfortunately, you’re probably going to have to wait a few weeks to a month to get enough data to really get going with this.

But if you are already on Search Console, let’s get started. So from the dashboard you’re just going to go over to on the left hand side where it says search traffic, and then search Analytics. So click that. And then we’re going to make a few changes. Here’s all we’re going to do is click on impressions and position to load up a little bit more information. And then we’re just going to go down down the page here.

So basically it is now showing us all of the keyword phrases that we rank for. So what we want to do is if we want to, um, we want to put these in order of position, so just go ahead and click position once and that way it’s going to load it from the all the words you rank first for all the way down through the lowest ranking ones. So it puts them in a nice order so we can see what we’re up against. So remember how I said what we want to do here is find those keyword phrases that we almost rank well for now, how I would identify that would be anything between the fifth position and the 20th position because anything after the fifth position really gets very little attention. And then anything between 10 and 20 is going to be considered to be on the second page of Google.

So if you can get from the second page to the first page, that’s going to be a pretty big win. And if you can get from the number five to 10 positions to the one through four positions, that’s also going to be a really big win for you. So let’s go ahead and scroll down the page and I’m going to go ahead and load it to show 500 rows just to show everything at once. And they’re all going in order here. So I’m going to look at everything starting from five onward. So basically what I want you to do is look at all the search terms and find ones that you’re going to want to prioritize by importance for your business. So in other words, which of these keywords shows some actual buyer intent? See for me a lot of these aren’t super relevant and I wouldn’t really want to pursue them because they’re old blog posts that were just made for graphic designers so they wouldn’t really do me much good and getting new clients out of it.

So I’m going to ignore most of you is and I’ve identified one that I’m actually going to concentrate on today. So let me go find that. And here we go. Here it is, web consulting. So as you can see, my average position is seven point nine. So let’s just call it. I’m normally in the eight position for that and this number, this 860 refers to the number of times my listing was showed to somebody. And then we’ve got 11 times that it was actually clicked on. So you’re going to want to do is definitely find the words that are that show the most buyer intent that would be beneficial for you to rank for. And you’re also going to weigh that against the the number of impressions. So if, if one were really strong and it was going to do a lot of good for your business, but only one or two people ever saw it, that that kind of tells you that there’s not a whole lot searches for those keywords.

So the fact that it’s a great keywords for my business and it has 860 impressions tells me that if I were to rank a little higher for this, I could probably get a lot more clients. So once you’ve picked out a search term that you want to try to improve, or maybe you have a couple years going to click this little arrow over here on the right and then you’re just going to come right up here and click on pages that tells you so now we already know what the search terms that you are ranking for our, but now this is going to tell you which specific pages those are. Because think about it, if you have a bunch of search terms, those are all going right to your homepage, right? They’re going to. Some might be going to your homepage, so might be going to service pages, some might be going to blog posts.

So now I’ve identified that this page, the deep end design.com/web consulting, Internet marketing is the page that I need to make my changes to. Okay, so once you’ve identified the page that you want to edit and the actual keyword phrase you want to rank for, you’re going to go to that page. So this is basically the dashboard of my wordpress website. So here we are in my wordpress dashboard. So this is the behind the scenes of this page. So here we have the title, and here we have some of the content, the written content on the page. So we’re going to take a look at a few things to see where we can improve to rank a little higher for that keyword phrase. And remember the phrase we’re going for is web consulting. So right off the bat I see I see a few things.

So we have the title which says Website Consulting. So what if I were to just delete the website and now it’s a web consulting that works and we also have right here we have the website address, the website url, which is website consulting, Internet marketing. We can change this if we wanted to, we could change it to web consulting and leave it at that. However, I’m going to caution you on that. If you’re gonna change the url. You need to make sure that you don’t have a lot of links that are pointing to this page because if you do and they’re helping you rank and then you change the url, suddenly that link is broken and you’re no longer getting the benefit of those backlinks. So make sure before you do that that you won’t be screwing anything else up. And Yeah, you can always do three or one redirects, um, which is sounds a little complicated.

It’s really not, but we’re not going to get into all that right now. We’re just kind of doing a few quick, simple winds here. So let’s just go ahead and click okay. And now we’re going to look at the, some of the text on the page. So let’s look for opportunities where we can work that keyword web consulting in a few times. Okay. And I found one right here. So it says the deep end is a full service website consulting. Again, we can just delete that. So it’s web consulting. What we’re doing, what we’re trying to do is just add a few instances of the keyword so the Google really knows what it’s about. So once you’ve got that in there a few times, um, and you don’t have to keyword stuff, I want to caution you against that as well. So there should be maybe a few instances where it says website consulting or web consultant.

Google really has gotten much better in the past few years of understanding overall topics of a page. So it’s not super necessary that we, , make it exact keywords every time. So I’m just going to do it a few times and we’ll get on with the next thing that we want to look at, which is if we go down the page, this is the webpage is Meta title and Meta description. This is what shows in the search engine results and in case you’re wondering, I am using a plug in here called Yoast Seo. I highly recommend that it makes it very easy edit all this stuff on the fly and I’ll show you how it works right now. So we’re just going to click on edit snippet. So I’m just going to change that again to web consulting and then in the description. Let’s see what we can improve here to struggling to attract customers with the deep ends website consultant that tells me, I think I was going for that term at one point.

I’m going to go ahead and change it or think it’s going to sound better with, with the deep ends of web consulting. So we’ve got one more instance of it there. And that’s it. I’m just going to go right on up and I’m going to click update to save the changes. It should be no more than a week before Google re-indexes is the page and hopefully we’ll see a nice little boost in rankings because of it.

All right, so that is my favorite method of improving your Google rankings in a really short period of time. Um, but I want to hear from you. Now, I want to know if you do end up using this method, and I want to know your results. So post your before ranking in the comments below, as well as your after ranking. It usually it takes about a week to really see those results. But go ahead and post it in the comments so when you have it, or if you have any questions about any of this, just leave those in the comment section below as well, and I’ll get to all of them.

Thanks for watching!

Editorial credit: mirtmirt / Shutterstock.com

website growth hacks

6 Website Growth Hacks For Service Businesses

Video Transcript

I’m very excited about this video because we’re going to be talking about some growth hacks that any service based business can use on their website. And the reason I’m excited about this is because service business websites are basically where I live. Most of my clients are service based businesses, so I really know this particular topic inside and out and I can’t wait to share all these tips with you.

A service business is very different from an ecommerce business or anything that’s actually trying to make money directly with the website. A service business is a little different because you’re not making money directly with the site, but the site is there to help fill your funnel with new customers, new clients, to really just fill your business with opportunities for growth.

So today I’m going to share with you some of my favorite tactics to really help your website grow your business.

So the first thing you’re going to want to do is decide on your traffic strategy. So here’s the main question you need to ask yourself: Are people actively searching for the type of service you provide, like for a plumber or an accountant? People are actively searching for those things, or do you provide something that people may not even know they need yet or that needs a little more salesmanship like if you’re a business coach or an interior designer, for instance.

Now the answer to that question is going to be really important because it’s gonna determine if you should be focusing on a search engine based campaign or if you should be putting more into advertising, and putting your business in front of people who may not be aware of it already. And obviously the more people that are searching for your service, the more you can rely on traffic coming in from Google.

Now, if you’re going to rely on search alone, there’s still a few choices you have to make. You have to pick a lane in terms of what you’re really going to focus on. There are several ways you can be found in Google searches, as I’m sure you know. The first most obvious would be what we call the organic listings. These are the listings you think of when you do a search.

They’re not the ads and they aren’t the maps. They’re just the normal earned positions. And while these are technically free, they do require a lot of work. Usually a lot of search engine optimization goes into getting those spots. So you can either do that yourself or you can hire an SEO expert to build that out for you, which does cost some money.

Next we have those map listings. The three listings that’ll pop up — these are particularly great if you serve a relatively small area like a neighborhood, because the thing is, the biggest ranking factor in the maps is proximity. So if you’re trying to rank for all of Chicago for something, it’s going to be hard to rank. For somebody who’s searching five miles away, they’re likely to be shown a result that’s just much closer to them. So again, this works great if you serve a particular neighborhood, like if you’re a restaurant or a salon.

Okay. Next we have Google ads. They used to be called AdWords, but now they’re called Google Ads. These are the listings at the very top. These are obviously paid positions. The good news is you can get up and running with these very quickly. There’s no lag time, but depending on your niche, these can either be very affordable or very expensive.

So that’s if you know people are searching for your service, but what if they’re not? What if you offer something a little more high ticket that needs more salesmen ship or just something that people may not know they need yet? Well, in that case you’re gonna want to go for social media advertising in most cases. But now you need to decide which platform is going to be best for you.

My next task is you want to have a lead form on every single page of your site. The idea here is just to get your customer’s information so that you can follow up with them. This can be as straightforward as a free consultation or it can be some helpful, actionable advice in the form of a video series or a quiz, but in any case, they give you their email information and their name and then they get that in return. And of course I have a few tips for you to help you out with your lead lead form. So basically the first is you want to limit the form fields within it, so it’s very tempting to ask 10 questions so you really get to know as much as possible about your customer, but the more you ask, the less response you’re going to get.

So what I recommend is limiting it to a first name and an email address in some cases a phone number. I would only do that if you’re offering a free consultation, people are more likely to offer that in that case because they expect you to call them, uh, but for a lead magnet, like a video or an ebook or anything like that, they’re very unlikely to give you their phone number so I wouldn’t even ask for it in that case. And my second tip here is to use an exit intent pop up to catch any last people who were going to abandon your site without filling out the form. Now, an exit intent pop up only appears when the browser detects that the person on your site is bouncing back up toward the back button. It presents them with one last chance for an offer and that will definitely increase your success rate.

Okay. Next, you’re definitely gonna want to include transparent pricing right on your site. Eighty percent of people coming to your site today are only checking things out and they’re almost all looking for price information, so if you don’t have it, while you may think that people are going to get in touch with you to inquire about your prices, they generally won’t.

Very few people are actually going to do that. More likely they’re just going to hit that back button and check out your competitors to see if they offer pricing on their website. So I highly recommend including a pricing page that just goes over everything in a very straightforward manner and if you can’t actually include hard prices, like if you work more on estimates and quotes and that kind of thing, very customized prices, at least leave ballpark pricing so people know roughly what to expect.

That’s definitely going to make them feel better about contacting you. All right. Next, you’re going to want to impress with testimonials. The single best way to entice a new client is to show them current clients and past clients and show the successes you’ve helped them achieve, so be sure to include a testimonial section on your site and here’s the thing. You’re also going to want to add real photos of your clients. It just makes the testimonial come to life a little bit more and it makes them more credible as well. People tend to trust them more when they can put a face to the praise and to take this even one step further, if you can possibly get at least one video testimonial, do it. Video testimonials hit home way harder than even if you were to include a photo because because with a video testimonial, you get all the emotion that comes with it.

They just can’t really be replicated in text alone. So I’d love for you to get at least one video testimonial and feature it very prominently on your site. Okay. Next up, we have used lots of visuals, so it’s a known fact that imagery will help you engage with your customer and the more you engage with them and keep them on your site longer, the more likely it is they’ll convert into a customer. And since 80 percent of people that come to your site really only scan a page, not necessarily read it, images will also help people better understand what it is you offer. There’s kind of a shorthand associated with images. Now, these can be in the form of either photos, icons, or video. Just think what’s going to make the biggest impact you know, I think before and afters are great for a lot of service businesses, candids of you and your team helping customers out as well as photos of you on the job.

And once again, video is going to be even more powerful here. So anytime you can include a video where you’re explaining the benefits or kind of demonstrating what it is you offer, that’s gonna. Go a long way. Okay, next up, and this one may sound a little obvious, but you want to prominently display your phone number. You know when it comes to service businesses, most people are used to just being able to pick up the phone and reach out once they’ve decided they want to work with you, even just to verify if they want to work with you in the first place. So by making your phone number easy to see and large enough to tap with your smartphone. Because over 60 percent of people coming to your site right now, are you probably doing it from a mobile device so you may not know that most smartphones already have the technology built into them to know a phone number when they see it.

So if they tap on it, even if it’s not coded as a link to call you, just tapping on the phone number will automatically use the phone to dial you.

Those are all my best growth hacks for a service based website. So now I want to hear from you. I want to know if you’re using any of these right now and if so how? Let me know in the comments below!

 

digital marketing trends

Stop Using These Digital Marketing Trends!

Video Transcript:

Digital marketing is one of those things that just keeps evolving over time. It never sits still for a minute. So there’s a lot of things that you may be still using that are considered outdated. They could even be harming the health of your conversions and your website. So today I’m going to go over some of those outdated trends you’re definitely gonna want to ditch in 2018, going into 2019.

So let’s get right on with the list. Number one is text based ebooks as a lead magnet. So why is this something that you should ditch? Because a couple of years ago, the thought of an ebook was a little more exciting to people. They thought this is going to be really something big they can sink their teeth into, but so many people have been doing this for so long and most people do it wrong —  and they they’ve just put out really skimpy, unsatisfying ebooks and people have caught onto that. anPeople just know now that they can expect something that’s going to not live up to their expectations.

So what do you do instead? Well, I definitely recommend replacing that ebook with something that’s a little more valuable. Specifically something that’s highly engaging.

I would recommend things like a video series or a quiz or a five day challenge of some kind that really gets people involved, and promises a result at the end of it.

Number two is focusing on quantity of blog posts over quality. So it used to be that people  were on a time crunch and an editorial schedule, wanting to push out two or three blog posts a week thinking that Google was really going to reward the consistency. And to be honest, they used to, but now Google is moving toward user signals. So basically, they’re rewarding things like time on page and how far users scroll down the page as the real signals to determine if it’s good quality or not. So the fix here would just be to focus more on the quality, even if that means you’re putting out fewer posts, you’re really going to make sure each one counts.

So do your keyword research, make sure that it’s a blog post that people are going to be searching for, and then make it long enough for Google to really see it as an authoritative piece.

So what I recommend is generally over 2000 words. Blog posts used to be more around 600 to 1000 words, but Google is now really rewarding those 2000 word plus posts. And not only do you need to use enough words, do you need to use the right words, so instead of keyword stuffing your posts with, with one specific phrase that you really want to rank for, (which was kind of how we used to do it a few years ago.) Now, Google is really rewarding relevant keywords to your topic because Google’s gotten much better at understanding overall topics.

So come up with a lot of relevant words to your topic so that Google knows that you’re putting out a piece with really great coverage on your topic.

For example, for The Deep End’s site, we offer web consulting and web design. So Google would expect to see words like wordpress or ecommerce or development on that page. So go deep with your content, show your expertise without using industry heavy jargon. You’re definitely gonna want to write it conversationally and format it for the web, using short sentences, short paragraphs, bullet lists, images, all that good stuff. Basically, you want to make it really easy for your visitors to scan the page, since that’s how about 80 percent of people will consume your content.

And number three on our list is relying on organic or free social posts alone. Now, the reason you’re gonna want to ditch this tactic is because organic reach has gone down drastically over the past few years, so basically what I’m saying is if you have a Facebook page and you’re just making Facebook posts thinking that all of your page followers are going to see that post that or not, it’s really only about two to three percent of your page fans that will ever actually see your posts.

So unfortunately the time has come to put a little bit of money behind these posts, but it’s not all bad news because they offer really great targeting options so you can not only hit the people that are actually fans of your page. You can also go after highly irrelevant cold traffic, which is the only way to really scale your business because think about it. If you’re only talking to the people that already know your brand, you’re not really able to grow at a high rate, but be careful. Just because you’re going from free posts to paid ads doesn’t mean you should be. You know, hitting people over the head with promotional ads. They should still be helpful, relevant content. Then you can retarget that. The people who have read through that content with the more promotional style ads you may be used to. Okay, next we have generic automated email blasts that just go out to all of your subscribers.

So the reason this is the mistake is your email list is gold. Your email list is still the most valuable resource you have as a business, more valuable than social because you own it. So what you don’t want to do is waste that by putting the same generic message in front of everybody. So what you want to do is segment that list within your email program, like a mailchimp or drip. So you can segment people based on activity level a meaning. Have they read your emails or do they ignore them? You can send different messages to people with different levels of activity. You can also send different messages to, uh, the different ways they got on your list in the first place. So let’s say you have a list of actual buyers customers, and then you have a list of people who have just subscribed to either a newsletter or a lead magnet.

You’re going to want to talk to those groups very differently. For instance, for your existing customers, maybe you want to send them an email about an add on service or product that will enhance what they’ve already got. And just for your more casual subscriber list, you might want to send them an email about sort of an entry level product or service that if they buy that, they’re more likely to buy more down the road. Okay. The next thing I want to talk about is using keyword stuff to webpages. So Google is much smarter than he used to be and it now understands overall topics of a page and it actually rewards pages that go in depth into a topic over just using and reusing the same keyword phrase over again. So here’s the fix, rather than using the same keyword phrase over and over again that you want to rank for in Google, what you want to do is use that phrase a few times, maybe once in a headline and a time or two in the body text, but you’re also gonna want to supplement that with a lot of closely related keyword phrases, specifically phrases that Google would expect to see on a page covering that topic.

So you can go to a website called LSIgraph.com and just put in the keyword phrase you want to rank for and it’s going to give you a list of all the other words that Google thinks possibly should be on that page. Now, of course, use your discretion and only use the ones that really make sense for your specific case. And then you can put in your page in a really natural readable way. Okay, so the next thing you’re going to definitely want to stop doing right now is talking at your potential customers rather than talking to them. So basically, so conversations are the new conversions and if you’re basically just pushing a lot of information out there with no followup and no conversation taking place, you’re really pushing away a large chunk of your business. So what I would recommend here is just simply adding several opportunities for these conversations to happen on your website and keeping up with them.

So for instance, you could have a chat feature on your website that can pop up, um, when someone has scrolled down a certain percentage of the page just asking if they have any questions. And the cool thing about this chat features is it can be wired to go right to your phone. So if someone has a question, it just pops up on your, on your smartphone and you can answer in real time. And let’s say you a blog section on your, on your site or videos. So basically at the end of a blog or the end of the video, you’re just going to want to ask if they have anything to add to the conversation. If they have any questions, just give them the opportunity to talk with you and let them know that it’s expected and it’s okay, but it’s not enough just to prompt these questions. You have to actually respond to them, respond to every comment, every question you get and it’s a great way to build that engagement and really play the long game and in the end you’re going to get a lot more customers from that engagement and that just so happens to segue perfectly into this.

So basically, are you using any of these currently on your site? Are you planning on ditching any of them? I want to know all about it. I want you to leave it in the comments below. Let me know what you’re doing now and how you plan on changing it going into 2019.

facebook vs youtube ads

Facebook Vs Youtube Ads: Which is Best For Your Business?

Video Transcript:

If you’re not sure if you should be using Facebook video ads or YouTube ads for your business, I’m going to give you all the pros and cons of each and we’re starting right now.

Hi guys, Wes McDowell here for The Deep End, and if you’re not subscribed already, you’re definitely gonna want to click that little subscribe button and the bell icon next to it so you never miss another video. you need to succeed online.

Facebook vs Youtube Ads

Okay, so today we’re gonna be talking about the differences and the similarities between Facebook video ads and YouTube ads and specifically which is going to work best for your particular business. Since we already know that video outperforms just about every other advertising medium out there, we’re going to be concentrating only on video ads today, which is why we’re pitting Facebook video ads directly against YouTube ads.

So you don’t know how much you already know about Facebook ads, but basically the inventory is extremely limited at this point. They’ve actually come out and said they are pretty much at capacity, which means you’re competing with a lot of other advertisers, which means the prices go dramatically up.

YouTube ads on the other hand have stayed pretty much about the same. Now we have to ask yourselves, is that because it’s not as good of a platform or it’s just more of a closely kept secret?

In other words, are YouTube videos just a secret weapon that most businesses have not taken advantage of yet?

Now when we’re trying to decide what’s going to work best for your business, there’s a few factors we have to keep in mind. The first being who are your customers specifically? What did they all have in common? Next, what are you trying to accomplish with your ad? Is it a brand awareness play? You’re just trying to get your name out there, or is it more of a direct response offer style ad? Also, how much explanation does your product or service need in order for a sale to happen? How long is the typical sales cycle?

Was it kind of a quick, easy process or is it a longer one with more salesmanship needed? Okay, so in this video we’re gonna talk about four factors that’ll help you decide targeting options, your objective for the ad cost, and finally conversion rates. So starting right at the top, we’re going to talk about targeting options. So for any of this really to work, you have to have a very good idea about who your ideal customer is because that’s what makes social media marketing so effective is that you can put your ads only in front of the right people which makes it run more efficiently and it brings your ad costs way down, but it’s really important to know that Facebook and YouTube both offer different options of when it comes to targeting your customers. Some are similar, but there are quite a few differences as well.

Now on the similar side, both allow you to retarget visitors from your website, which can be very powerful, but YouTube has a specific advantage because of course it’s owned by Google, so you can target people to see your who have a very specific search history, so if you offer accounting services, you can target people who have been typing in accounting phrases into Google and even cooler. They’ve identified people that are specifically in market for what you have to offer. So if you were to offer dog training services, Google actually knows who is actively looking for dog trainers and you can serve your ads in front of only those people, which is really cool. Another way YouTube has an advantage is you can target very specific videos on YouTube to put your ad in front of. So let’s say you’re a plumber and you found a video that teaches people how to fix their kitchen sink.

It would make a whole lot of sense to put your ad advertising, your plumbing services in front of people who are watching that video, who are in your specific location. And last but not least, since Google owns it, they know what websites people have been to. So you can target people who have been to specific websites. This is really powerful when you think about targeting your competition’s websites with your own ads, so that’s on the YouTube side. But with Facebook they have some specific advantages as well with targeting, uh, they had generally have better geographic based targeting, meaning you can really pinpoint very specific areas. A YouTube is a much more limited on that and also when it comes to age groups. So YouTube basically has buckets of ages that you can target 18 to 24 and so on. But with Facebook you can really target exact ages.

And Facebook also generally has better interest based targeting. So if you know your audience follows a certain celebrity or reads a certain magazine or follow something or is just generally has a hobby, um, are all around one interest, Facebook is definitely a better way to target those specific interests. Although I do need to point out with that recent Cambridge Analytica a scenario that happened a few months back, some of these have been reduced somewhat. So Facebook’s targeting isn’t quite as powerful as it used to be, but it’s still pretty powerful. Okay. So the next, uh, overall topic we want to talk about is your objective. So are you trying to just put your brand in front of the right people so that they’re aware of your business? Or are you really trying for more of a direct response ad? So basically how this breaks down is YouTube is much better for having people stick around to watch your videos.

Because think about it. People don’t go to Facebook to watch videos, especially if their ads, but the average person going to YouTube is there to watch video content. So if it’s a branding player after YouTube is definitely going to get the win for this because people are much more likely to stick around and watch more of your video. But if you’re trying to actually drive action and get people to click through to your website to take a specific action. Facebook has generally been better about this, uh, the click through rates are generally quite higher on Facebook, but YouTube has upped the ante to some degree lately with their new ad platform called TrueView for action in which they have a brand new overlay, a similar to this one right here. Don’t click on it, it doesn’t actually work just to show you what it looks like, but basically it adds much more of a call to action that existed previously.

So it has gone up. Just to give you an idea, the click through rate for a just standard TrueView ads is point one four percent, but it’s point four, one percent for TrueView for action ads. Okay. So next step, I want to talk about costs because I know that’s probably on your mind specifically. Let’s talk about how you’re charged on each platform. So with YouTube they only charge you when someone watches 30 seconds or more of your video, which is actually a pretty generous watch time. Compare that with Facebook who defines a view as three seconds. But before you think that YouTube is the clear winner here, um, I shouldn’t say that Facebook doesn’t actually charge you based on video views. They charge you based on thousand impressions or even better per click to your website. So just to sum it up, YouTube will definitely usually be a cheaper video view with longer video views at the same time, making it a better brand awareness play than Facebook.

But because you generally will get more click throughs to your website on Facebook, you might end up paying a lesser price per click through. Okay. Now, next we’re going to be talking about conversion rates, so it’s very important to distinguish here between a conversion and a click through. So a click through is just that it clicked through to your website, but it conversion is when someone actually takes the desire to action on your site. So we’ve already covered the fact that Facebook generally gets better click through rates to a website, but with YouTube there’s better brand awareness and people can spend a little bit more time with your videos, which might mean a higher conversion rate over time. Not right in the short run, but in the long run you might actually see a higher conversion rate with YouTube, and this is especially true if what you offer as a higher ticket product or service that needs a little bit more warming uptime.

So basically YouTube allows you to build more of a relationship with your potential clients, a really establishing you as an expert, which can result in more informed clients who respect your input more, resulting in a better quality client over time. And this is really great for anyone who consults as a service. Now we know it always helps to see some examples. So let’s take a look at one specific case where a Facebook ad probably is the clear winner. So right up front, let’s talk about the idea of a pizza restaurant. Um, you’ve got one clear offer which is an $8 pizza. And since it’s such a low price point, it’s going to be a very short sales cycle, which means you can go right for that direct response ad. So Facebook is great for this because you can just geo target people in the neighborhood and you can put that offer in front of them with the video and the accompanying headline, which you don’t get in YouTube.

Okay, so now let’s talk about a use case where a YouTube video might be more beneficial. Let’s say you’re an interior designer since interior design is a very visual medium, you’re definitely gonna want more watch time and you’re definitely gonna want to sell the benefits of going with an interior designer and in most cases, what I would recommend here is warming up a cold audience first with content like advice based content, and then following that helpful content up with retargeting ads that go for that more direct response to a free consultation with yourself. And that direct response ad would just go to anybody who viewed the first helpful content APP. Okay, so verdict time. Uh, so basically what I would say is if you offer a less expensive product or service with a shorter sales cycle without a need to overly explain what you offer, I would go ahead and say Facebook ads are probably going to work best for you.

On the other hand, if you offer something more expensive that needs a bit more of a decision over time and a little more salesmen ship with it, I would definitely recommend YouTube content style ads followed by retargeting all those views of that ad with a more direct response ad to a consultation of some type. Not only is this better for warming up the prospects, but using YouTube, you can actually target people who are in market for your product or service because remember, the targeting options allow for that only in YouTube, not Facebook. Okay. So now I want to hear from you. I want to know specifically which of these two platforms do you think is going to be a better fit for your business? Based on what we talked about, or if you need help deciding, you can leave any information that’s relevant to your business. In the comments below, and I will do my best to help you decide which option is going to be best for you.