Keyword Tools & Tips: 5 Ways To Slash Your Online Marketing Costs
Skeptical about internet marketing? Perhaps you think it doesn’t apply to your industry or business? These ‘inconvenient truths’ might change your mind…a recent Google Study found:
- 73%of Google searchers use search to find out WHERE products & services are sold
- 72% use search to make price comparisons
- 63% use it to find promotional offers
- 79% of smartphone users use their smartphone before and during purchase decisions
Bottom line: online marketing is not a luxury, it is now a necessity for your business. Unfortunately, Australian small business is a ‘sleeping giant’ when it comes internet marketing…
Another study found 71 per cent of business people had even never run an online advertising campaign. Never! However, there are signs the ‘sleeping giant’ is beginning to stir.
Of those respondents that HAD run a pay per click campaign (PPC), 68 per cent said they would be increasing their online marketing spend. Anecdotally, we here at Webbuzz have noted a greater interest in this topic in conservative industries such as accounting, financial planning, and law, which tells us that the move of consumer enquiry to online is starting to bite.
OK, let’s assume you’re now convinced of the need web marketing (or your business is already having a go). Now I want to show you how to drive your dollar further with Keyword Tools & Tips: 5 Ways To Slash Your Online Marketing Costs.
1. Google Keyword Planner
The very first step is to find out what search terms your customers are using to find businesses like yours. Keyword planner is a great FREE tool that will give you plenty of insights. You need to join Google Adwords here to play around with the tool, but this will show you:
- what terms people are using to search for
- monthly search volumes
- related keyword terms you may not have considered
Use this tool to generate your own list of keywords. This will save you lots of money you would otherwise waste in poorly targeted pay per click (PPC) campaigns. The general consensus is that Keyword Planner is not as good for business as the previous Keyword Tool, but it’s still a window into the soul of Google users. Which means pretty much everyone, everywhere.
2. Landing Pages
Landing pages, or ‘squeeze pages’ are a powerful strategy for maximising the effectiveness of your online marketing. Essentially they are pages on your website that give the user few (or none) options for navigation, with a direction for them to complete a sign up form in exchange for a FREE offer or call back .Here’s one we prepared earlier for Webbuzz…
See how there is NO page navigation? The user has only two choices: complete the form to get the FREE SEO Report (which is pretty good, by the way), or close the browser tab & leave. In this context, conversion goes way up because choice is restricted.
So the benefit of landing pages to your business is profound: higher conversion of web traffic to collection of lead data. There is less waste of paid traffic from PPC’s, which means you save money & get more customers. Happy 🙂
3. Conversion Optimisation
This is where the real fun starts. Let’s say you have built a squeeze page with an attractive offer for your target market. You have then invested in a Google Adwords campaign to drive traffic to the page for signs ups to your offer, building your database or potential leads. Great. But wait! There’s a problem – only 2% of the people clicking on your ad are actually filling in your form & submitting their details. Your return on investment is woeful!
This is where Conversion Optimisation comes in. A good web conversion expert will run A/B tests on different page designs and web copy to drive the conversion rate higher so that your 2% conversion might grow to 20%. See how powerful that is?
This massively improves your ROI and saves you a pretty penny in marketing ad spend. Although Google might not be so happy 🙁
4. Search Engine Optimisation (SEO)
Paying for traffic to your website or landing page via PPC is one thing, but over time you’ll spend a lot of money with Google/Bing/Yahoo. You might be fine with that. But if you want to save this money then the best strategy is to build your ‘organic’ (FREE) web traffic with Search Engine Optimisation (SEO).
A website with lots of organic (FREE) search traffic is also a more valuable asset than one that relies solely on paid traffic from PPC – this is something to consider if you have plans to sell the website or exit the business in the medium or long term.
Have you noticed how some ads seem to stalk you as you move around the internet & Facebook? You know, maybe you and your husband/partner/wife went to that German Lederhosen website JUST THE ONCE, and now you see their banners everywhere?
That’s because they dropped some cookies in your browser to make sure their ads display on other sites you visit. It’s called ‘remarketing’. The effect of this for an advertiser is that you can ‘catch the one that got away’.
If your marketing efforts were not quite good enough to get them initially, remarketing reminds them about your business & increases the chance they will come back. It drives your online marketing dollar further because you don’t have to get new traffic, you get a second chance to convert traffic you’ve already paid for.
Well I hope you enjoyed this journey through horse gifs, fairytales and lederhosen. Just another day at the office for us!