Google Ad Words in Denver
For the second time this year a client has called me about their Google ad words program. Both had just started it on their own within a 30 day period, and were seeing really poor results.
Here is what they both had in common.
Google ad words really wants your ad, and keywords to match very closely. You need to do individual campaigns for each key word type. So if you sell Search Engine Optimization services, you would want to do separate campaigns on:
Search engine optimization
And use a different Ad for each with that keyword in the Ad.
Also, you have 4 choices of types of keywords. Start with exact match. That means the searcher will have to type in the exact keyword phrase you bid on, and you will get very targeted traffic, and a higher click through rate. A higher click through rate really helps with your quality score, and that affects the price you pay per click!
And…. make sure your ads are geo targeted for your city, or just the areas you service. I have seen local companies do national campaigns by mistake, using $50. daily budgets. The last thing you check before going live should be your location targeting.
There are many other things to pay attention to. But I would recommend you have a company that does pay per click at least set up your campaign. You don’t have to have them run it (Frankly, that’s the easy part after the set up) but having them set it up will save you a ton of time, and get the ad words campaign started correctly.
- Inner View: Google’s Keyword Research Tools (businessinsider.com)
Replacement Windows Denver
One of our new clients sells replacement windows in Denver. The interesting part is they also do Solar, Insulation, Roofing, Electrical, And soon HVAC. So the concept is to be Denver’s Energy Contractors, and that’s the name of the site www.energy-contractors.com You can see it under replacement Windows Denver
One of there challenges is that as a highly professional company, selling Solar installation, which takes a true consultative sales style, and then selling replacement windows, which the competition is very hard sell, is a cultural challenge
I believe they should stay with their professional consultative style for sells of replacement windows in Denver, and in the long run it will pay off.
I like the idea that one company with great references, and a BBB member, can provide most of the energy services your home will ever need. Even with the new changes to the rebates offered by Excel Energy for Solar installation (which has many Solar installers getting out of the business) Stellar is staying the course based on their strong belief that Solar is a big part of our country’s future.
So here is the concept. One page on a site that your clients, prospects and friends can find all the places you are on the Internet.
Yes, I know they can see all your Icons on your site. But here is the difference, with a Social Media page, dedicated on a site with nothing but Social media pages, you and other business owners can return the favor by getting an email that they have liked, followed , or reviewed your company and going and doing the same for them.
Here is a concept page. What do you think?
Sales Training in Denver
We do sales coaching, and are asked whats the difference between sales training and sales coaching. The first big difference is sales coaching is done with a business owner, or senior executive, and has a much broader scoop.
When we do sales training in Denver it’s very much like a football coach working with a position player. Sales coaching we are working with the coaches, and we start on the play book.
Sales coaching unlike sales training Denver, starts with the number one opportunity to increase a companies sales, their service or product offering, and at times, it may re write the entire “playbook” a business uses. How they approach the market and what they comminicate will have a larger effect on revenue than sales training in Denver.
Sales Training in Denver will focus on the sales skills of an individual, or team, but, if the product or service they are selling isn’t compelling, or very competetive, there is little point in it.
5stepsalesjumpstart.com is a joint venture with my brother Chris and myself, offering on line sales coaching. It’s guaranteed to increase your company’s revenues.
If you want some fast sales training see the blogs on the best sales pro’s I have worked with here. Call us at 303 500 3053 ext 1
- Success Factors for a Sales Training Initiative (customerthink.com)
How to close more sales
We spoke about our conversion meter system in the last blog, and I promised to write some more information about it. It’s simple, and if you apply these tactics to your product, your sales conversion rate will increase fast.
People and companies buy based on a lack of fear of doing so. Some people call it trust, but you can trust a service or product and still have substantial fear about buying it.
Let me give you an example. Assume I have an old car I don’t use much but keep it around as a backup car for the family, kids, and guests. One day it starts leaking all sorts of fluids. I may trust the company that I am asking to fix my old car that they can fix it, but my fear may be, will paying for the repair be worth the money, or should I just buy a new car. I am not going to hand over the keys unless my concern is addressed. The car isn’t worth all that much any way.
So it’s not about trust, it’s about getting rid of the fear.
A really smart auto repair company would not only convince me I could trust them (using testimonials, and certifications and all that) but they also would be prepared to “step into my shoes” and let me know that even after I spend the $1500.00 to fix the car, that I could still sell it (fixed) for $4500. If I don’t fix the car it’s only worth $1000. So it’s a net gain of $2000.00.
Now I am ready to get it fixed.
So step one in increasing your sales conversion is identifying what prospects fear when they buy from you. This can be tougher than it sounds. And if you are smart you will ask people who bought from you in the past to tell you what they feared, instead of just winging it.
When it comes to SEO (search engine optimization) services the fear is pretty easy to figure out. Clients fear that 1. It won’t work. 2. It will work but they won’t get many new sales to cover the expense. And 3. that they don’t have enough money in the budget to do the program.
So lots of SEO companies guarantee that the site will be on the first page of Google… what ever that means. (You always have to ask, “or what” with a guarantee. Is it all your money back? Is it they will do more work until it is? And if so what time period are they talking about? And then again, or what?”)
But that only helps with the smaller fear. If you want to eliminate, or greatly reduce all the fears you may need to do a performance based pay model, they pay you based on what actual sales come through the program), and a payment plan that fits the clients budget.
The interesting thing about doing all of that to address and get rid of fears is, you will usually make more revenue and profit when you go the extra mile. We charge more on performance based programs, and we charge more on payments plans. So over time, you end up with a higher margin.
Addressing a clients fears will bring up your closing percentage as much as 50%. It’s worth the thought process and time to figure it out. Feel free to email us if you need some help with coming up with these fears, or just want to run then by us.
The next big thing in your improving your closing percentage is talking and presenting the stuff your clients WANT! Selling what they need will kill your sales fast. I will write aboyt that in the next few blogs.
See more about our sales programs
We get asked about using pay per click by our search engine optimization clients pretty often. In most cases they are asking specifically about Google pay per click services.
We have been running ad words campaigns for 7 years for clients and our own services and have found them to be effective in generating new clients.
Like all advertising and marketing, you need a well thought out program. With Google’s ad words program you have choices on where to advertise (Geo location specific) who to advertise to (demographic choices) when to advertise (Day’s, times), Daily budget and what key words to focus on.
We suggest (as does Google) that you start with a very narrow group of keywords, and once you get enough history make changes and add more.
It’s very important that the ad you write match closely to the keywords you choose, and the landing page it is sent to needs to match as well. All of these factor into what you end up paying per click. It’s called a quality score, and you can read more about Google quality score here.
One of the best parts to PPC is you can “cover all your bases” on possible searched for your service or product. A good SEO campaign can get you well ranked for some keywords, but rarely will it give your site visibility on many of the secondary terms. That’s where PPC services come in. Or while you are in the process of search engine optimization.
See our services on our Denver SEO site