28
Apr
posted April 28, 2011 in Advertising & Marketing | DaLLAS area news | Dallas PPC Optimization | Dallas Search Engine Marketing | Google Advertising Tips & Secrets | Reviews | Uncategorized

This is awesome news for search marketers and internet advertisers.

http://searchengineland.com/google-begins-charging-for-some-calls-from-pc-ads-74935?utm_source=sel&utm_medium=scap&utm_campaign=email

Real question is “when do they cease to allow you to advertise your own number?” to make more money. All in the name of better conversion tracking, call quality attribution by keyword etc,right? I am sure a boat-load of other questions will come out over the next few months…. And changes!

Potential game-changer for small business local internet marketing. Google is already dominating local search share over local search directories.

Google already owns over 70% of total search volume and a commanding position in both mobile browser and local geo-location search results.

Google rocks!

27
Apr
posted April 27, 2011 in Advertising & Marketing | Disgruntled Former Employee Rants | Google Advertising Tips & Secrets | YellowCrooks.com Information

So much advice on the internet on how to advertise. It is almost annoying if you ask me. Everyone claims that they know where you need to put your money.

How about saving some money for once?

Consider:

A Penny Saved is a Penny Earned.

How about sharing a few ideas on how you can quickly waste your money?

1. Pay someone a fee to build a website that is intended to drive traffic to your phone or email without focusing on writing fresh new content for readers and search engine web crawlers.

2. Pay someone to advertise you on Google AdWords and don’t ask them how much of your hard-earned money they are spending on clicks vs management fees.

3.  Advertise where your competition advertises, because your competition seems to generate business. (this is a common tactic for sales reps to convince you that advertising with them is a great investment.)

4. Advertise without a logo or brand. Considering that most advertising reaches folks in all areas of the buying process, from awareness to intent, it only makes sense to have a professional logo and brand tagline in your ad messages or pages. A professional look to your small business will go a long way to creating trust with your potential customers.

5. Relying strictly on “outbound marketing” vs a comprehensive approach to marketing that includes both outbound and inbound marketing methods.

“Old Marketing” methods include:

  • Outside sales
  • Telemarketing
  • Tradeshows
  • Print Advertising
  • Direct mail/email

“New Marketing” methods include:

  • Search engine optimization (SEO)
  • Pay per click (PPC) advertising
  • Blogging
  • Content Marketing and Strategy
  • Conversion Science
  • Analytics
  • Video Marketing

6.  Spend your advertising dollars on advertising to gain traffic or generate leads, then fail to focus on conversions. For every $100 spent on advertising, only $8 is spend on converting traffic and leads to customers. I have always said:

“If you focus on converting people to customers, you don’t have to spend money finding more people to convert.”

If I were a pastor at a church and knew someone who is currently handling  the challenges of a life changing and traumatic event, I would share with this person how my religion can help them deal with the problem, avoid it in the future, and learn from the experience. Another option is to tell them about my ministry and why I we are so great. I am sure that by explaining how we can help this person in his or her unique situation with our services we would be much more successful at converting them than by simply talking about myself. Do they really care that much about me? Or is the real question, “How can WE help you?

The most common mistakes in advertising are caused by poor planning, horrible advice, or simply seizing an opportunity just because it happens to present itself. When the only options you have are those being forced upon you by good timing, you are much more likely to make a decision based on reaction vs thoughtful consideration that includes weighing the options. One thing to consider is how much money is required or how long you must invest in order to be successful. Advertising investments, like other forms of investing, have both short and long-term rewards.

14
Apr
posted April 14, 2011 in Advertising & Marketing | Complaints & Scams | Dallas - Fort Worth print Yellow Pages | Disgruntled Former Employee Rants | Local Print Yellow Page Company Information | Rhetorical Questions | Uncategorized | YellowCrooks.com Information

image

Not all.

Just some yellow pages sales people are crooked.

Just got off another lengthy phone call on this particular subject…

Here we go again. Read the contract. Please people!

Help me… help you!

It never ceases to amaze me how many folks call me, post on my site, or submit a request to a business lawyer client of mine on subjects related to Yellow Pages sales fraud, contract issues, ad errors, or just straightup lies or promises to follow-up that never take place. Do the yellow pages have a client trouble ticket support system? 

If it ain’t in the contract, it ain’t the truth and it didn’t/won’t happen.

Do you think the “my Sales Rep said this and that” excuse will hold up in court? Do you even read the papers you signed? Do you have arbitration? They are henchmen. They have always had a sharp axe over your head to renew, sell you based on some bullshit “your competitor is doing it” concept while my own surveys said that my former colleagues at Verizon Yellow Pages own words were, “We never use the yellow pages, except to find those in a competitors book and not ours to sell to.”

The job of many Yellow Pages workers was to design ads, market products, manage sales results, or build crappy looking websites. The job of the sales rep was to move to the next customer.

Rep comes back in the office after renewals on 3 customers (corporate quota was 5 per per day once, which is now 1) and the first thing his boss asks is “did you sell a non-ad?” (Non-Advertiser) It was never really about keeping clients. It was a monopoly. The telcos had a monopoly which became a duopoly (more books… more costs… higher prices.)

A business is always limited by resources, thus they will always have a budget. This is common sense…. but I guess so is reading a contract put in front of you by a potential lier.

Just wanted to add that I was and still am one of the good guys… “an ethicical professional who practices moral capitalism.”

Unlike the yellow pages, I am not corporate and don’t have your business guaranteed for 12 months…. or more if I used some tricks in a contract. Or some legal and collections team dedicated to enforcing the.contract, regardless of what it does to reputation or client churn.

06
Apr
posted April 6, 2011 in Advertising & Marketing | Complaints & Scams | Dallas Search Engine Marketing | Dallas Search Engine Optimization | Disgruntled Former Employee Rants | Google Advertising Tips & Secrets | Local Print Yellow Page Company Information | YellowCrooks.com Information

Everybody knows someone who knows something about web design and SEO. Either that or everyone gets a phone call from someone selling some sort of internet marketing product or service. That’s why most people either get suckered into a website by some salesman or your brother’s friend’s sister’s kid built your small business website.

Most great SEOs are just masters at a few things, but a jack of almost all things web related.

To be the best SEO you need to know how websites work. How they are constructed and designed, as well as how to sell things from them. They must understand how to create content and what sites to publish it to and the how’s, why’s, and whatnot’s of building links to pages. It also helps to understand how people use websites and ways to convert more customers. What about an ability to offer cost-effective niche microsites that are extremely keyword relevant to the search engines? What about video production and using video to drive traffic and promote your business.

After all this… guess what? He or She still doesn’t have what it takes to be considered one of the best SEOs.

What do they need to be considered the best? Is it in detail of the work? Do they write ad copy that is so compelling it makes you want to jump into whatever it is the website is selling? Or what about the guy who never asks a client for content. He doesn’t let a client slow him down. Maybe he knows how to discover link opportunities or how social and search work together in the new ranking methodologies? Do they understand how image search can also impact rankings? I am sure a great SEO also has the ability to prevent a client from wasting money chasing something that they can’t achieve for the amount of money they have to invest? Sometimes it doesn’t make sense to spend a very little amount on something that may take years to payoff with such a small initial investment or pennies on the dollar of what needs to be invested monthly. Does your internet marketing person know this? Will they lead you down a path that ultimately bears no fruit? So much to consider.

What does the Best SEO do for his clients that your so-called web guru doesn’t?

  • Transparency
  • Reporting
  • Measurement
  • Strategy

These 4 things are what separates a good search engine optimization consultant from the best SEOs.

A client needs 100% transparency on everything. Do they see how much each and every click from Google AdWords or BING/MSN AdCenter? The best SEOs don’t offer questionable limited view reports from companies like ReachLocal.com who cover up huge PPC click markups or those that hide content network clicks and label them as “search clicks?” These clients end up paying for low quality traffic without knowing it.

The best SEOs setup reporting in a fashion that doesn’t eat into the clients billable hours. Most SEO firms charge 1/4 hour for just reporting. The best SEOs know how to automate this and put that billable time back in the SEO strategy. The best SEOs also know how  to take data and use it. Wash, rinse, and repeat is a process that they have mastered and that keeps them moving to the next keyword phrase to rank for. They are able to measure success. The best SEOs provide tools such as backlink analysis and web ranking reports.

The best SEOs also provide a holistic strategy. A holistic SEO recognizes that there are several important factors that go into creating a successful website and web presence, not just any single one.

Holistic search marketing does not combat SEO vs PPC for ones marketing budget, but realizes that they must work together to achieve a great return on investment.

Holistic search marketing approaches also consider the value of being represented in the paid search (PPC) results, the local listing results, Google organic results, and other web properties that rank on Google such as Facebook pages and videos from YouTube. The best SEO finds many methods of generating traffic and also helps you spend your budget effectively. Don’t confuse PPC resellers as SEOs. Don’t hire an SEO firm that tells you not to do pay-per-click. This is a great sign that they are not holistic in approach.

If you need the best SEO money can buy… ask me to help you find one. As a Board of Directors Member of the Dallas Fort Worth Search Engine Marketing Association, I have the privilege of working with the Best SEO Companies and Consultants in Dallas. Ask me for a FREE Pass to one of our monthly meetings, and you will be connected to some of the best SEO experts in the country.

Or… just call me! 214-267-9553

05
Apr
posted April 5, 2011 in Dallas PPC Optimization | Google Advertising Tips & Secrets

Check this article from Search Engine Land about Google PPC help and support for SMBs.

NEW: Free Phone Support For Google AdWords Advertisers