Former To The Point guests Josh and Laura Kelly of Clover Marketing hoster a recent webinar with RYNO Strategic Solutions‘s very own CEO, Chris Yano, and our Chief Experience Officer, Mike Venidis! The conversation centers around an always-hot topic: how to maximize your digital strategy!
Pay-per-click (PPC) is an essential part of a successful digital marketing campaign. But is your digital marketing agency telling you everything you need to know?
According to Chris Yano, the number one thing you need to have in a digital marketing partner that is handling your PPC campaign is that they understand your customer. Next, you need to be paying attention to what ads produce the lowest cost-per-click (CPC). You also want to understand what ads to run at what times, as well as answer questions and handle objections in your PPC ad copy. PPC is a lever you can use to bring in good leads, but the CPC needs to be appropriate. PPC is a a very targeted, short-term marketing strategy. One important thing to be aware of is that you can make too many changes too quickly with your PPC ads.
Mike Venidis adds in that it’s important to understand that Google wants trust. Organic SEO is how that trust is established, but SEO also takes some time to generate the results it should generate. In the mean time – as well as to supplement and compliment your organic SEO efforts – consider PPC something you can control. You can get really strategic about what keywords you’re targeting and in what areas; even down to the zip code.
Josh Kelly believes PPC is both a lever you can pull to fill your board as well as a strategy. It’s an active form of marketing, meaning you need to activiely go and get these customers searching for these keywords relevant to your services. If you’re smart about it and go about things in a cost-effective way, it can be highly successful. Note that you should be diligent about understanding the CPC for a specific service in comparison to the associated revenue that type of call will generate. A $200 CPC for the keyword “AC tune-up” is probably not going to end up being worth the initial service call, but it could be when considering the lifetime revenue of that customer.
For Josh, there are only three metrics you should care about as a business owner when it comes to PPC: Cost-per-click and conversion rate on your website/on the phone, which then gives you your cost-per-acquisition. That’s the real number you should care about in the end. If your digital marketing agency isn’t giving you solid, transparent reporting around these data points, they aren’t doing their job.
The reality is, SEO is the foundation of everything. It’s that relevant content Google is looking for. In 15 years, RYNO Strategic Solutions has never dipped into black hat strategies, and that’s benefitted us in the long run. SEO also impacts your PPC campaigns. One thing to consider is your budget in contrast with your market. In a rural area, it can be relatively easy and inexpensive to “win” at SEO. A more competitive market will be harder and more expensive, so keep in mind your budget when you’re targeting an area and laying out your campaign goals for SEO.
No matter what size you’re at, you can start SEO. And it can be easy. The time it takes to win at SEO depends on the complexity of your market and location. But something that is free and easy that you can do right now is to focus on your reputation. Everywhere you have some type of public listing such as Yelp, Google Maps, Facebook? Optimize it. Fill out your profile. Answer reviews. Generate reviews. Once you get to the size where you can afford an agency to help with your SEO, you’ll be way ahead of the game.
SEO is a game that only a few people can win. You can’t win at SEO if your budget is too small. Still, you can get started with your SEO early on. You can win with a smaller budget, but you need to be strategic and target a smaller area that your budget will allow you win. That can mean targeting a neighborhood or area instead of an entire city, for example. Something else to keep in mind is that SEO is a long-term play. Don’t expect results in a few months. It’s not about gigantic leaps, but rather seeing progress over time.
Chris, Josh, Mike, and Laura discuss even more in this episode, so be sure to listen or watch along! The key takeaway here is really to understand what your digital marketing company should be doing. What data should be tracked and recorded, and how should it be presented? Why is understanding your industry and your customerbase important for your digital marketing team? And finally, what are the levers you can pull and when should you pull them to maximize your digital marketing efforts?
Be sure and check out Clover Marketing, and if you’d like to learn more about our team at RYNO Strategic Solutions and what we do, we’d love to connect with you!