Welcome to PART 2 of How to Gain a Competitive Marketing Advantage with SEO, Social Media, Mobile Marketing & More

In this segment you are going to receive 9 specific Action Items you can implement immediately to starting improving your marketing results.

But first…

How did you do with your SWOT Analysis? Were you able to stand back and be objective?

What did you identify as your 3 greatest Strengths? Was it the uniqueness of your product or service? Was it your pricing? Your reputation?

Did you have a tough time clearly seeing your greatest Strengths?

How about your WEAKNESSES? This one can definitely be tough. Did you say your lack of time to implement or lack of knowledge about Internet marketing?

Opportunities can be a fun one. Did you consider the ability to leverage relationships to spread the word about your business? How about creating a “White Paper” or an e-course like this one that you can use to get your website visitors to opt-in to your e-mail list and allow you to demonstrate your expertise. How about implementing an SEO campaign to obtain and maintain top Google rankings on a bunch of your important keywords?

Ahhh and then there are threats. Threats might include a lack of capital. Competitors who are better at marketing. Remember, threats often lie very close to opportunities. Being strapped for cash for example can often lead to very unconventional “guerilla tactics” that can be very, very effective.

Let’s look back at your Threats, are any of them costing you money right now? For example do you have negative reviews on social sites like YELP or Google Places? If so these can be costing you customers everyday and this is something that you will want to rectify immediately.

Once the immediate threats, if any, have been addressed you will want to look at your Opportunities. Start by identifying any “low hanging fruit”, that is, the things that can add the greatest increase to the bottom-line with the least investment of time or money.

If you didn’t go through this process or if you rushed through it I encourage you to go back and spend some time on it… it IS worth it.

OK, let’s look at the 9 “Action Items”…

  1. Has Google Analytics been added to the site? If not get it added immediately. If Google Analytics (or another analytic program that you can use) has not been added to the site you may need to wait a week or 2 for the data to accumulate before you can do some of the suggestions below. http://www.google.com/analytics/
  2. Create a comprehensive list of (50 – 200) keywords. This list should include keywords ranging from the name of your business to the keywords that your customers and prospective customers would use if they were looking for the products and/or services you offer. Remember to add any geographic terms that people might use such as city names, zip codes, etc. I recommend that you use the Google Keyword tool. See the video here http://imgmembers.com/seo-2/4026-2/
  3. Get a Search Engine Ranking Report (SERR). You can find some free online services but they are very limited in what they provide. We provide the reports with your site and up to 3 competitors for $27 per month and a $50 one-time set-up fee. Search Engine Ranking Reports
  4. Check your SERR for Opportunities. Google and the other search engines tend to deliver more visitors and often higher quality visitors than any other source. While Pay Per Click ads can be very effective the FREE or “organic” rankings usually deliver more visitors and, of course, they are FREE.  Once you have your SERR you will see if you have keywords that can be better optimized.
  5. Check Your Pay Per Click ads. If you are using PPC ads on Google or other search engines you will want to check to make sure your ads are appearing in the places and at the times that are best to maximize conversions.
  6. Check the Landing Pages of ALL PPC ads. Make sure your ads all link to  Landing Pages that are related to the ad content- NOT your Home page. This almost always increases conversions.
  7. Check Your Online Reputation. Google Places, Yelp, Foursquare, UrbanSpoon, and hundreds of others sites include “User Reviews”.  Monitor your online reviews. http://www.socialmention.com
    I have heard it said that a happy customer will tell 2 or 3 friends about a business and an unhappy customer will tell 8-10 friends. There is even a book titled “Satisfied Customers Tell 3 Friends, Angry Customers Tell 3,000: Running a Business in Today’s Consumer-Driven World”.

    1. Is your service and customer service good enough to have your customers write reviews about your business instantly?
    2. Do you have a plan in place to weigh the scales in your favor by proactively requesting positive reviews?
    3. Do you have a plan in place to quickly deal with negative reviews and get them turned around?
  8. Optimize for “Local Search”- If you offer services locally make sure your website is optimized for local geographic terms like city names and ZIP   Codes. You may be surprised by the number of people who use ZIP Codes in their Google searches. Also be sure to add your business to Google Places if you haven’t already.
  9.  Improve Your Email Marketing– E-mail marketing is often an area of HUGE opportunity. Use a professional e-mail management system like Constant Contact. Find ways to capture more names and e-mail addresses?

OK that’s the 9 Action items for this segment.

1. Install and Check Google Analytics
2. Create a comprehensive list of (50 – 200) keywords.
3. Get a Search Engine Ranking Report (SERR).
4. Check your SERR for SEO Opportunities.
5. Check Your Pay Per Click ads.
6. Check the Landing Pages of ALL PPC ads.
7. Check Your Online Reputation.
8. Optimize for “Local Search”
9. Improve Your Email Marketing-

In the next segment I have 9 more “Action Items”. I look forward to talking with you soon.