Many local-oriented SMBs take a very narrow view of their online marketing. They create a basic website with their address, hours, some info about what they do, maybe a contact form and check off their online marketing? box as complete. However, these businesses are missing out on a huge opportunity to turn that website into a customer-generating machine.
Getting More From Your Website
Take 2 minutes right now and ask yourself When someone visits my website, what do I want them to do next?
For real I’ll wait.
Okay. Now let me tell you what most people do after leaving your website: they hit the Back button on their browser and click on another result on the Google or Bing search results. Why? Because your site didn’t give them what they wanted.
People search online because they have a problem or a question. Say your website actually answered their question or gave them a possible solution. Did you tell them what to do next? Too many websites I see have this problem. They present information but don’t connect that information with an action.
I’m not a mind reader, but here are some of the things that you hoped people did after visiting your website:
Visit your store
Sign up for your email list
So let’s talk about how you can achieve these types of goals using AdWords.
Turning AdWords Into Customers
Remember that even the smallest business in a rural town can succeed with AdWords. Consider this search I did for Idaho Falls restaurants? on Google:
Now look at the results for ?Las Vegas restaurants? here:
Notice that in Idaho Falls, where I live (and another 60K or so people) even the smallest little restaurant could be the only AdWords advertiser. In 2015. That’s opportunity knocking. So the first step is actually setting up an AdWords account and getting started (here’s how to do it without losing your shirt).
The next thing is to create a page that offers the answer/solution they want AND prominently features a call to action (CTA). That CTA is what you want them to do next. If you are looking for a phone call, you need the phone number listed prominently like this:
It’s obvious that this guy wants you to call him. The phone number is very prominent. If you want someone to sign up for your email list, that needs to be prominent. If you want them to schedule an appointment, that ability/feature needs to be right there on the page.
Aim small. Miss small?
This is a quote from The Patriot as Mel Gibson?s character is instructing his sons.
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With your AdWords efforts you want to aim small by choosing keywords that are very, very relevant to what you do and include a geographic modifier. The search above for Idaho Falls restaurants? is a great example because it ensures the searcher is looking for a restaurant and what geographic area they are looking in. You can also choose keywords like best restaurant? and then limit your campaigns to only the city of Idaho Falls. Both of these would likely be low volume keywords, but any clicks you pay for will be highly relevant.
The same advice goes for your ads. Write ad copy that says why someone should choose you over a competitor. Are you the only shop in town that offers local delivery? Say that in the ad so that a potential customer already knows your unique quality.
AdWords is a powerful tool for even the smallest business and can be used to find new customers. However, you’ve got to make sure that you’re answering their questions, offering a solution, and telling them exactly what you want them to do next. People don’t want to think, they want to do. Give them a road map for how you help them achieve their goals.