Your goal should be to be as easy to find as possible. So adding your listing to Yelp is a free and easy way to add a citation and increase the chances your business will be found.
But there are other reasons as well.
For one, Apple Maps relies heavily on Yelp for local business information. So for those Apple and iPhone users who actually use Apple Maps, you need to have a strong Yelp profile to show up on Apple Maps as more than just another name on the list. Apple Maps will also pull reviews from Yelp to display. Like how Google does on Google Maps from your Google My Business listing.
But no one I know uses Yelp…
While this may be true, and Yelp isn’t all the rage like it used to be with the rise of Google Maps and My Business. It’s still one of the main sources for reviews and local business information on the internet.
Yelp tends to be especially popular in areas with a dense population more so than rural communities because it relies on large numbers of users to be truly valuable. But, even if you don’t live in downtown Houston, you can still benefit from showing up on the listing app. Being verified on Yelp helps provide social proof. Proving that you are more than a fly-by-night business who can help your clients and solve a problem.
If you are in an area where there is a lot of reliance on Yelp. Then commit to completing your profile and even run a few ads on Yelp and have them promote your listing. Keep an eye on your analytics and watch for ROI. Make sure you’re making a profit and if you are, keep going, promoting your profile and running ads.
So, yes, you should get a Yelp profile and fill it out the best you can, add your location, contact info, and images of your business and your staff working. But don’t stop there. Look for other business listing citation services that can help increase the chances of you being found online.
How long will it take me to get to the top of Google?
I get asked this question pretty regularly, and the answer is, it’s complicated.
But let me counter with another question… What are you doing to deserve being at the top of Google?
Are you doing what it takes?
SEO (search engine optimization) is pretty involved. It also takes time for search engines to notice your content and start ranking you higher in the results.
But, are you creating valuable content? Is there any reason the people you want to see your website should click on your link instead of your competition’s beside the fact that you want them to?
Are you creating content?
Are you answering questions your clients might have, long before they decide to work with you?
Are you showing your work?
Are you the most relevant site for your industry and the site that will make people’s lives better for having visited it?
Be a resource, not a menu
If your site is just a static list of services, chances are you will be beaten. Not necessarily by someone who provides better services, but by someone who talks about what they do and how they make people’s lives better.
So what are you supposed to do?
Start simple, but be consistent.
Start by answering questions. Chances are when people call you or talk to you they ask similar questions. Start answering those questions on your website. This is a great way to show you know what you are talking about, that you solve specific problems, and show search engines that you are an active resource.
Commit to doing this every day until you run out of questions to answer. Along the way, you will have other ideas about things to write about. But if you ever run out of ideas, circle back to questions.
It makes sense right? What do people fire at you before signing on with your company? Questions!
Show your work
Before and after pictures are great! But don’t just through up pictures and leave it at that.
This is another opportunity for you to write about your process, your results, the challenges you overcame, and why your customer is better for having chosen you. Don’t be preachy, but be factual and provide context to the projects you complete.
It’s one thing to tell people you know what you’re doing, it’s another to prove you know what you’re doing. This helps build trust with potential customers.
Then once you’ve piqued the interest of a potential customer, they can circle back to your blog and FAQs where you’ve already invested time in answering any questions they may have.
Now that you’ve done all this work, don’t forget the next step.
Provide CTAs on every page
If there’s something you want people to do, make it easy for them to do it.
Whether that’s calling you, filling out a form, signing up for a class, buying a product. Whatever it is, they shouldn’t have to hunt for the next step.
Your site will be discovered and indexed. Especially if you’re adding content to it consistently. But, you can help the process and see if things are improving by submitting your site to Google for indexing.
Where should I write this content
If you have a WordPress website, then you already have blog/post functionality built-in.
If you don’t have WordPress or don’t have a “blog” section set up on your site, you may need to create one or have your web designer do it for you.
There are other solutions. If you have a Squarespace or Wix site these have Content Management Systems as well, though they may need some additional setup.
If you become the best resource in your industry, show your projects and work, then not only will you most likely be at the top of “Google” but you will be difficult to unseat.
You’ve paid your fee’s, rented your tables, you’re purchasing your SWAG, and all your marketing signage is being cranked out by the local print shop. You might think you have all your bases covered, but what is going to drive people to your booth? Is this an “if you build it, they will come” situation?
While you will get a lot of people walking by wouldn’t it be better to get people to stop by and actually look for you because of what they have seen online?
Your social media channels (Facebook, Twitter, Instagram) are places for you to let people know what’s going on with you and where you’re going to be. It’s a place for you to connect with your customers and attract new customers. Your channels are a community, not just a series of impersonal ads. Social media is about connection and engagement, not just “impressions”.
With that said you can use social media to reach those who are interested in your business or services or have done business with you in the past. A trade show or event is a perfect opportunity for you to connect with your customers and leads. So follow these tips to drive foot traffic to your booth and create a buzz around your product or services.
Before the Event
Find out if the event has a specific hashtag for the event and use it on your Social Channels (ie. #NEWCAHomeShow). A few weeks and up to a month before the show start dropping in the official hashtag for the event into your announcements and posts. Hashtags are a great way to get your posts into a larger community (others using the same hashtag) and get noticed by people who have not liked or interacted with your page.
Like and follow the pages and or social channels for the Event Sponsors, the Event Page (if there is one) and the Location. Such as the Campbell County Chamber of Commerce, NEWCA Home Show, and the Camplex. This is a great way to support the event sponsors and get updates about the event.
Share the event on your business page. Let everyone know your booth number and what you will be selling. Linking to the events page or website is also a good idea and with help get the word out to others who may not have known about the event.
Share pictures or videos of what your customers might look forward to seeing from your company at the show (This is a good time to launch a new product or service – start getting people excited).
Take this pre-event time to invite people directly that you would like to see at the show. Visit your email list and send out an invite to past customers and leads, inviting them to come see your booth and let them know what they will be seeing from you there. Also, consider an incentive for these special invites (i.e for those who show the invite at the show, they get a coupon for 10% off, or even something as simple some of your higher end SWAG?)
If you are a B2B business check out your LinkedIn Connections and send an invite to them as well. This can be a great way to get some face time with a decision maker who may have been too busy to come see you otherwise.
At the Event
It’s the big day! Don’t lose the momentum you’ve been working hard to create. Keep people interested with the following:
Post a picture of your booth. Make sure to let people know where at the show to find you. Circle your space on the event map and post it with the picture. Make finding you as easy as possible.
Go LIVE! Show your customers what they are missing and what you have to offer. Use Facebook live or Instagram Stories to show people where you are, what you are doing, and talk a little bit about your products and services. This would be a great time to talk about the value your product brings. What makes you different. Chances are some of your competitors are going to be at the show and this is a great way to stand out.
Encourage customers to take pictures of your booth and post it on your page! Offering a small incentive (discount on products or services if they do) or a chance at a prize!
This is a great time to collect “Likes” – a Like can be used as an entry for any raffles you are doing (you could also collect emails as well).
You are going to get busy at the event. Keep the buzz going by scheduling posts, tweets, or updates before the show to post during the show.
After the Event
Announce the winners of any drawings in a live video at your location so people know where you are located.
Follow up on emails or leads you collected. Don’t let those leads grow cold. Follow-up with anyone you collected contact information from. This is really an opportunity to impress. Even if someone didn’t have a question, but just gave you their email in exchange for a free gift, send them a thank you for stopping by your booth. This is a great way to remind them of you without being too “salesy” right out of the gate.
And most importantly keep the momentum going – If you generated a lot of new likes don’t lose their interest! Take advantage of all your new followers and keep them engaged with interesting and exciting information about your products or services!
You set up your first campaigns on AdWords. You researched all the different options. You avoided the pitfall of AdWords Express and you launch your campaign.
You are selling Widgets. The finest Widgets in the industry. You read all the blog posts and know everything there is to know about how to choose the top keywords related to your Widgets.
Your ad copy is great, your call to actions are on point, and from all your research you are pretty sure you will place near the top.
Then something happens:
A month goes by and you aren’t getting as many good leads as you thought you should be getting. You go in and look at your campaigns and everything looks right. You are getting a good number of clicks. People just aren’t buying like you thought they would.
Perplexed you click on the little button labeled Search Terms.
There are searches for “blue widgets”, “red widgets near me”, “widgets for sale”, etc. Further down the page, you start seeing “cheap widgets”, “how to make your own widgets”, “free widgets”, etc.
No Negative Keywords
You have just made an expensive mistake, but an incredibly common one. You didn’t set any negative keywords.
Negative keywords are keywords you don’t want your ads to show for. Some keywords you should add to all of your campaigns if you’re selling a service are:
Cheap or cheapest
where to buy
If you’re selling a product:
Cheap or cheapest
There are many others but those are good safe words to block right from the start. The goal is to avoid price shoppers so you don’t spend money on people who are not looking to buy. Some you won’t know until it’s too late.
If you are advertising for a restoration company who cleans up smoke damage. You may not know to add “smoking” to your negative keywords, until you get a search for “how does smoking affect your body.”
In this case, you should probably add smoking as a negative keyword and maybe consider changing smoke damage to an exact match or more restrictive match type. You probably just fell victim to broad match and now you are paying $5 for someone who wasn’t even looking for your services.
Age and Gender Demographics
Now that you’ve set up some negative keywords and are stopping unwanted clicks from people who aren’t even looking for what your selling. It’s time to go over to campaigns and then demographics.
Look at age and gender. If you own a business that primarily caters to women it may be a good idea to narrow and target your advertising to women.
Or take a look at how old your average conversion is. Some will be Unknown, but there can be some interesting and useful insights. For instance, if it costs $20 to convert a 34-year-old at 12%, but $12 to convert a 60-year-old at 34% CTR.
Armed with this info, you can adjust your bid to increase when dealing with the younger harder to convert demographic. This may not always be a good idea. But, since you know it’s cheaper to convert the 60-year-old you can divert that budget to the harder to convert customer and increase your conversions all around.
Or go the opposite direction. Reduce the bid for the harder to convert audience so your ad moves further down the page. That way you are more likely to only get noticed by those who are really interested in your products or services and are actually reading the copy on the search results.
You don’t want to pay for people who are just clicking on the top of the page.
Where does your customer live? If you are selling in a particular city you need to limit the locations where your ads will show.
By default, your ads will try to show to the whole US. This is a costly mistake. You will be amazed how fast you can blow through your daily budget by advertising to the entire country when you only work in a small area.
To set this up go to your Campaign and then settings. Then Locations. Enter the location you want to advertise in. Zip code, city, county, state, etc. Don’t forget to save your selection.
These are just a few of the options you have to narrow your audience and start attracting more serious buyers. Let us know if you have questions. We’d love to help.
Building a website is not enough to get your local business in front of local customers searching for your services.
You need good solid SEO to make sure your customers find your content and search engines know what you do and what you’re writing about.
If you’ve dipped your toes into the sea of information about Search Engine Optimization you probably went cross-eyed and had that sinking feeling that accompanies a test you haven’t studied for.
You may also have come across articles informing you that there are some differences between SEO and Local SEO for Small Businesses.
It’s enough to make a grown man cry. But fear not. Rome wasn’t built in a day and this problem can be solved with a few actionable steps.
So where do we start:
1. Start by Optimising Your Logo
Rename your logo file. Include your business name and location in the file name. Don’t forget to add this info to the Alt Tag as well. Remember, search engines can’t read pictures. Don’t neglect your Alt Tags.
2. Add Your Business Details
Make sure you at least have your Name, Address, and Phone Number or NAP on your contact page. We highly recommend adding them to your footer as well so that information can show up on every page and post.
3. A Map and Directions
This might be too simple, but if you want people to visit your business tell them how to get there. And show them with a map.
Page titles are a great place to sneak in your location. Leaving your title as “home page” is a wasted opportunity. Descriptions are another place you can include your locations as well as your services.
5. Content and Links
Make sure the information you are including on your pages and content is useful. Don’t stuff keywords. Google is not buying your products. People who have a problem they need to be solved are.
Write for them. And, while you’re writing for them you should include links to other useful information and other local businesses. The goal is to solve problems for customers and bring value. Not impress Google.
6. Language and Geo-tags
Let search engines know you are in the US. It’s important to not leave them guessing.
7. Dive into Schema
Schema.org markup tells search engines what you provide, what your page is about, where you are located, which image is your logo, etc. It’s important to know it make sure you have the correct information marked up.
8. Present Your Team
Have your team on your website. Chances are if you’re a local company your key employees are from near where your company operates. Their names are associated with your region.
9. Local News and Announcements
Are you holding a seminar, offering a new product or service? Make sure you include them on your website.
Link to your social posts and be sure to drive traffic to your site with those posts.
Some of these tips may be too much for you to put to work. Schema markup can be confusing and Schema.org was created for geeks and not business owners.
So if you can’t get all these put to work, focus on the following:
Say where you are based
Say who you are and what you do.
Use your location in page titles.
Rename your image files with information relevant to your business and location.
Once you have this done, head over to Schema.org and try to do the same thing using Schema markup. Remember though, you are writing for people.
If all else fails, talk about what you do, where you are located, and solve problems. (click to tweet)
If all of this sounds like greek to you drop us a line. We would be happy to help you get your local SEO headed in the right direction.
If you have a WordPress website or are thinking about creating a website you have probably run across the term Managed WordPress Hosting. You may have noticed it seems to cost significantly more with little explanation. We wanted to expound on the difference and which one you should probably choose.
Most of the low end hosting you may have seen during your search for the perfect host is Shared Hosting. These hosts keep costs down by packing as many sites as possible onto their servers. If your site is small with not much traffic (as most sites are in the beginning) this option may be a good solution.
When should you consider moving?
Let’s get this out there right away, we recommend moving to a Managed WordPress Solution if your website is tied to your lively hood. If you are making money from your website you need professionals watching your back. Making sure that if the unthinkable happens you are back up in no time.
The purpose of Managed WordPress Hosting is to give you a completely hassle-free hosting experience so you can focus on running your business. Here are just a few of the advantages of Managed WordPress.
Cheap shared hosting requires your constant attention to keep your site backed up and updated. With Managed WordPress Hosting your site’s security is constantly monitored and if something should get through your site is restored for free.
Did you know most “hacks” happen when your CMS is out of date? Check out this article from Cloud Living explaining why you should always keep WordPress and any other CMS you might be using updated. With Managed WordPress Hosting, WordPress is updated and backed up automatically every night.
Database, WordPress, CDN, everything is optimized to run as fast and securely as possible. No more worrying about what you don’t know. In addition to maintenance and upkeep, Managed WordPress servers are specifically configured for WordPress.
Unlike cheaper shared hosting plans you have the dedicated resources of a VPS Server. Your site will not be packed in with hundreds or even thousands of other websites all fighting for the same resources.
Your server is managed. Someone is always watching to make sure your site doesn’t go down. Even if you should suddenly have a surge of traffic. With most shared hosting plans you are looking at your site being shut down, crashing, or being charged high overages if you exceed your allowances for site visits.
Who doesn’t need Managed WordPress Hosting?
If you have a small hobby blog or are just starting out with WordPress you really don’t need Managed Hosting. We would recommend signing up with SiteGround instead. They have amazing customer service (seriously, just Google it and see for yourself) and affordable rates for those who are just getting started. Once you outgrow their service or start earning a living off your WordPress site then move over to a managed solution.
The one exception would be eCommerce. This also ties back to the beginning when we said: “if your website being tied to your lively hood.” If you’re going to be making money off of your website we highly recommend going with a Managed WordPress plan from the start.
How do you follow your favorite stores online? You go to Facebook and Like their page. You love the videos they share of their latest products or creating a something amazing or delicious. You feel closer to those businesses, develop a relationship, and engage with them more than other businesses who don’t make the effort to share their activities and day to day with you.
Who stays top of mind with you? A local company who exclusively advertises on Google or a business who has an active Facebook page and uses ads to target those who have interest in what they sell? The answer, of course, is the latter.
Customers are going to use Google to find solutions to an immediate need. However, Facebook is a great place to develop the long-term relationships that will pay off with return business and connections to the larger community in your industry. Facebook is the people ask their friends who they recommend. You want to be on there and ready to be recommended by those you have done a good job for in the past.
We have gone down this rabbit trail enough. This is not a post about why you should be using Facebook. This is a post about why you should be putting ads on Facebook. Here are just a few of the reasons you should be advertising on Facebook.
1. Your customers are on Facebook
Facebook is where people are at. Facebook boasts over one billion active users. If you’re trying to reach a particular group of people they are most likely on Facebook.
2. Target people in your area or who are interested in your products
Facebook ads can target people who are interested in your products and services. While these are not warm leads they are not cold either. This is far better than cold calling and other methods which are intrusive and can leave a bad taste in peoples mouths.
For a local company being able to target customers Geographically is huge. Being able to target an area within a certain distance of your shop and combine that with interest or affinity targeting will really help bring in the leads.
3. Charts and graphs
Facebook ad results are tracked. Using insights on your page and Facebook Ads Manager you can see exactly how your ads are doing. Who’s looking at them? Clicks, likes, reach, cost per engagement. All these metrics let you make decisions moving forward and let you see if your ads are working.
Ad’s without analytics are not nearly as effective. Stabbing in the dark is not a good use of your money. Not satisfied with the results tracking from Facebook? Connect your Facebook ads to Google Analytics and see even more details. Here’s an article from Social Media Examiner on how to do it.
4. Keep customers coming back
Facebook is a great way to keep your customers informed on what you are doing and why they should come back. Ads can target those who have already shown interest in your Facebook page and visited your website.
Using Facebook’s Custom Audiences feature, you’ll install a snippet of code on your website that will place a cookie on the computers of those who visit your site. With this installed on your site, the code will send information back to Facebook about which pages were viewed on your site by a specific visitor.
Building custom audiences helps move people through your funnel and closer to a decision to buy.
Facebook ads should be part of your inbound marketing strategy and are one of the most affordable options for online advertising. Contact us if you need help getting started or just don’t have time to create ads but know you need to. We’d love to help.
Have you ever gone to your favorite bagel shop’s Facebook page expecting a lively page wishing you a happy (insert holiday 🙂 and maybe some specials, a few posts on how to prepare your favorite bagel from home, and other useful info? Only to find a ghost town.
It’s disappointing. Today we even expect our dentist to have an active social media channel. We want to see if they are closed the Friday before Christmas. We love to be able to ask if they accept our insurance or if they recommend a certain type of toothpaste. We want to feel connected.
It’s Not Just You
If you are not managing your social media channels you belong to a large club. There are an astounding number of businesses who started a Facebook page, posted some obligatory test posts, and never looked back.
It doesn’t have to be this way. You don’t have to miss out on all those opportunities to make a good impression on your potential customers. You can engage with your current customers and remind them why they want to come back.
You need a Social Media Manager.
Not an intern or someone’s son who spends entirely too much time on Reddit. You need someone who understands that while you want an active page you are a business and need to do more than entertain (unless your business is entertainment). You need to stay top of mind with customers and you need your posts to help establish and maintain a relationship. Here are some of our top reasons you need a Social Media Manager:
We Come Up With New Content.
You need fresh content and you need to stay on brand. Your social media manager should gather what you want to say. Events, sales, services, company BBQ’s, whatever, and create the posts to promote your events and business.
We Give You Back Your Time.
Creating all that content takes time. A good Social Media Manager will take the burden of planning, creating, and posting. Giving you back hours of time each week, while making sure your business stays top of mind for your customers and potential customers.
We Help You Establish Your Business As An Authority
When people see you have an active social media presence where you are sharing the day to day of your business as well as providing value to your community you show you are an authority in your industry. It’s a great way to show you know what you’re talking about without being arrogant.
Increase Engagement From Your Followers
Social Media Managers keep an eye on and help facilitate an active social media page which will encourage engagement from your followers. Likes, shares, comments. All of these things come from an active channel with followers who come to you to solve their problems.
Attract New Customers
Ultimately what all this comes down to is a Social Media Manager is there to help you attract new customers. We’ve gone over how you either don’t have the time or don’t want to spend the time crafting content and strategizing campaigns. However, you need to Establish Authority and Increase Engagement.
Where Do I Start?
The items in this list are necessary to help you grow in the modern world where your online presence is just as important, if not more important, than your storefront. Your Social Media Manager can help take this burden off your plate and spend the time to get you on the right track. Our goal is to communicate to your audience what you want to say.
If you’re ready to stop waiting for someday and start getting your Social Media Channels attracting new business contact us. We’d love to help you get noticed and stay top of mind.
Have you ever Googled your business or one of your services? You open your browser, type in your top service, then bang, right there in .0068 seconds your competitor across town pops up.
It’s frustrating. You know you know you have this service listed on your site. You know you have it linked to from various citations around the web. You know you put in headers and that the keywords are on the page. But still, right at the top is a list of 3 other businesses ahead of yours.
Google is trying to help ….. really.
You see this is where Google is trying to be helpful for its end users, and where you can be left behind. Even if your SEO is great, if you haven’t listed your business on Google My Business you will be behind your competitors. Google is trying to show its users relevant businesses that perform the service you searched for from local businesses. We find that a lot of times distance is the tiebreaker as well. Which is great. If two businesses are equally matched then the distance I have to drive to get there is going to be a big factor in me having a good experience or not.
Now Google may eventually pick up on who you are, where you are, all that but this is your chance to tell Google through their My Business product what you do, where you are located, hours, and more. This is your “listing” on Google itself. It’s your chance to say what you do and not leave it up to the interpretation of indexing robot spiders.
So how do I get started?
Signing up is relatively easy. Just head over to Google and Search My Business. Or go Here.
Go to start now and Google will walk you through their sign up process. If you already have a Google account you would click Sign In. Either way, if you try to sign up twice, Google will pick up on it and direct you to the correct gateway.
Once you are signed up it’s time to enter information about your business. They start with Name, Country, Street Address, Etc. If you have a service business without a physical storefront you are going to want to click the box at the bottom that says “I deliver goods and services to my customers at their location” that way Google will list you as having a service area and not start sending people to your house.
Once your information has been entered you hit continue. If you checked that you have a service area you will then drop a pin on the map and set that area’s size and scope.
If you have a service area and a physical storefront of some kind you set that on the next page as well.
Now it’s time to verify your business.
Google want’s to be sure you actually exist. One sure fire way of getting that done is to send you a postcard. This postcard will have a code on it that you will have to enter into your My Business account on the location you just created under Verify. It usually takes 1 to 3 weeks to receive the card. Once you receive it that verification process is easy.
Once you verify your business it’s time to input your information
On the left-hand side, you will see a menu where you can enter your info, see insights, reviews left on Google, create posts and message clients. We will go over messaging clients and creating posts in a future post. For now, just enter your business info. This is where you can give Google as much information as you want. You can upload pictures of your company and employees in action, enter your hours, what you do, different services you offer. You can even access your Analytics and AdWords Express accounts (if you choose to go with Express, which we recommend you not).
Taking back control
What it comes down to is Google My Business will actually give you a sense of control over your business. SEO, SEM, and how your website was built can be really overwhelming. Even Google Analytics can be a bit much. Google My Business is the place where you can simply state what your business does and see how you’re doing out there. It’s also a great place to create posts and let your customers and potential customers know if you have a sale going on. All of these things let gain some control of your online presence and move forward with confidence.
Need help setting up your Google My Business Account? We would love to help! Drop us a line or give us a call. We can get you set up in no time.
Imagine sitting down at your computer and writing. You write an amazing how to blog post. It’s just the right length, you address a problem with directional drilling, you identify the underlying cause of this particular issue with directional drilling, and you provide a solution to solve this problem.
The solution sells for $150,000, which is 10% less than your nearest competitor, and our solution can be implemented in half the time.
It’s a guaranteed win. You are a content marketing superstar and will go down in history as an energy industry genius/tycoon.
You then click publish and go live with this amazing piece of content on americangirlblog.com. A blog for young girls and collectors of the American Girl Doll.
Know Your Audience
This sounds ridiculous. But, how many of us are doing this same thing by not knowing who our customer really is? As foolish as it is to sell expensive high-end drilling equipment to 11-year-old girls, it is also foolish to try to solve problems your customers don’t have or sell products your customers don’t want.
We need to know who our customer is and how to reach them. How old are they? Where do they spend their free time? Where do they look for the solutions to their problems?
Knowing the answers to these questions allows you to be where they are looking, grab their attention, and solve their problem.
No… You Really Need To Know Your Customer
Many business owners have a problem with either not knowing who their customer is or assuming their customer is just like them. Yes, many businesses are started by scratching your own itch. However, times change and sometimes we don’t remember what it’s like to not have the answer.
Luckily this is a day in age where we can learn what our customers are looking for. What are their problems? What do they search when they are trying to solve those issues.
Creating Buyer Personas for Inbound Marketing
The solution is creating Buyer Personas. A Buyer Persona is a profile for a fictional customer that is based on fact.
Create your Buyer Persona by looking at your customers or potential customers and answering the following questions:
Who exactly are your customers and what specific problem are you solving for them?
What are they trying to achieve: Name: Age: Gender: Address: Occupation: Married (Y/N): Children (Y/N): The specific problem you can help with:
5 Places they spend their time online/offline to resolve this problem:
You may be tempted to try to solve more than one specific problem, but let’s just stick to one for now.
Go ahead and copy the questions into a Google Doc. Then start answering. Answer the questions as completely as possible. Some of these questions may not seem important. “Why do I need to know that my customer is married?” Well, there are a few reasons.
For one, do you need to target your customer or your customer’s spouse?
What if you don’t know some of these answers? What if you haven’t sold anything yet?
Then I would start in places people ask questions. Some good places to start are Quora.com or Facebook.
Start with Quora and type your service or product.
In this example, you are a house painter. Here you can see what potential customers are asking, where they are and what they are looking for. Looks like they are asking where they can find you and how much you charge. This is good to know because you can come right out of the gate answering these questions on your website.
Facebook is another great source. Typing in your product or services will reveal some of your competitors and who follows them, groups you can join full of information that pertains to your business, and public posts from people talking about your industry. From there you can see profiles, which go along way to helping you accurately and factually answer the questions on your Buyer Persona.
If you already have an active business page on Facebook then head over to Insights and go to “People” on the left. There you can see valuable demographics on who has been visiting your page, how old they are, where they live, gender, and more.
Once you have your first Buyer Persona completed create another, and another, and another if necessary. You want to get a complete picture of who your customers are for each product or service you sell. Now that you have your Buyer Personas completed you can start targetting your website, content, marketing, videos, social media, and anything else to that buyer.
Tying back into your inbound marketing, this is a lot better than stabbing in the dark and hoping you get it right. Or having to go back to cold calling and hoping you resonate with the person on the other end. Who wants to do that.
Do you need to create Buyer Personas for your business but don’t have time? Contact us. We would love to sit down and create your Buyer Personas for you so you can start reaching the right people and moving some product.