Marketing

If you want to drive traffic to your website you need marketing – a service that comes in many iterations nowadays. In our experience, the best approach is to use Google Ads to target people who are looking for what you have to offer and present it to them with a way to act on it immediately. Typically people think that simply “running ads” is all there is to it. Quite literally we have had people ask if we can “put an ad on Google for them” and as soon as we say yes, they say, “Great! Let me know how it goes!”. Unfortunately, there is more to it than that.

First, there are two costs to consider: one, the amount that is paid to Google on a “per click” basis and two, the amount that is paid to us to set you up with the Google Ads service, integrate it with your website and determine what you’re advertising and how best to advertise it. We also need to monitor, maintain and tweak things as we go to ensure increased performance. This is why the initial time commitment is such that the first month is the most expensive and gradually the cost – at least the amount that is paid to us – decreases.

In order for us to be able to provide you with this service, there are a few things we need:

  1. A Meeting with You
  2. Administrative Access to Your Mobile-Friendly WordPress Website
  3. Administrative Access to Your Google Account*
  4. A Valid Credit Card

or we can set one up for you, specifically for this

It is your responsibility to provide the above, or commission JensenWorks Technology to do it for you at our standard hourly rate of $100.00 per hour plus GST.

Month 1

$1,000 Flat Rate

10 Hours Approximate Time Commitment

  1. Approximately 1 hour consultation with you to establish what you want to promote in the marketplace
  2. Approximately 7 hours towards:
    1. competition identification
    2. search tests
    3. search trend research
    4. keyword identification
    5. initial ad angle development
    6. initial ad copy development
    7. Google Ads Account setup
    8. Integration of WordPress website with Facebook/Twitter*
  3. Approximately ½ hour towards Google Ads Configuration:
    1. Setting Daily Maximum Cost of Google Ads
    2. Setting First Maximum CPC
  4. Approximately ¼ hour towards Provision of Google Ads Account Access Credentials and Viewing Instructions
  5. Approximately ¼ hour towards Administration
  6. Approximately 2-5 minutes /day (40-100 minutes total / 70 minutes average) Performance Monitoring and Tweaking As Needed

The amount paid to Google, based on your established daily or monthly maximum commitment will vary.

* Other social networks may be able to be integrated. Please inquire.

Month 2

$500 Flat Rate

5 Hours Approximate Time Commitment

  1. Approximately ½ hour consultation with you to establish what you want to promote in the marketplace
  2. Approximately ½ hour in competition identification
  3. Approximately ½ hour in search tests
  4. Approximately ½ hour in search trend research
  5. Approximately ½ hour in keyword identification
  6. Approximately ½ hour in initial ad angle development
  7. Approximately ½ hour in initial ad copy development
  8. Approximately ½ hour in Google Ads Account setup
  9. Approximately ½ hour towards Integration of WordPress website and Facebook/Twitter*
  10. Approximately ¼ hour towards Set Daily Maximum Cost of Google Ads
  11. Approximately ¼ hour towards Set First CPC
  12. Approximately ¼ hour towards Provision of Google Ads Account Access Credentials and Viewing Instructions
  13. Approximately ¼ hour towards Administration
  14. Approximately ¼ hour consultation with you to review performance
  15. Approximately 2-5 minutes /day (40-100 minutes total / 70 minutes average) Performance Monitoring and Tweaking As Needed

Month 3

$250 Flat Rate

2.5 Hours Approximate Time Commitment

  1. Approximately ¼ hour consultation with you to review performance
  2. Approximately 2-5 minutes /day (40-100 minutes total / 70 minutes average) Performance Monitoring and Tweaking As Needed

Month 4+

$125 per month

1.25 Hours Approximate Time Commitment

  1. Approximately ¼ hour consultation with you to review performance
  2. Approximately 2-5 minutes /day (40-100 minutes total / 70 minutes average) Performance Monitoring and Tweaking As Needed

What More Can You Do?

  1. Post regular updates to your website and social media

Other Considerations

  • Prices listed do not include GST.
  • There are no guarantees that there will be interest in what you are selling.
  • Pre-payment required.
  • All cycles commence on the 15th of the month.
  • Subject to availability.
  • You can access and see every change or tweak we make in your account.

REVIEWED & UPDATED: December 15, 2014

If I gave you a chance, but only 30 seconds to do it, what is the first thing you would talk to me about?

What is the last marketing piece that comes to mind?

These are some of the most sought-after questions we are asked:

  • How do I get to the top of Google?
  • How do I get more traffic/leads/sales?

To these I say, “Thankfully, there are lots things you can try!”

No matter what we or anyone tells you, the honest and absolute truth is that no one “knows” how to for sure. There is only one thing that is for sure: you have to do something.

Better questions would be:

  • What can I do to improve my chances of getting to the top of Google?
  • What can I do to improve my chances of getting more relevant traffic/leads/sales?

To these I say, “Thankfully,  there are lots of things you can do!”

I personally don’t mind having to try things. I mind it even less (read: enjoy it even more) when I know what to do.

Knowing what to do is the only thing that separates you from having something that nobody knows about, to having something that everybody knows about.

There are lots of things you COULD do (print ads, transit ads, yellow pages, etc.) but for most people these are simply out of reach, so what follows is a complete dissemination of what we do, with the intention being to create and set up a strategy and actually show you (or your assigned individual or employee) how to use it and what is being done, thus putting the eventual onus of time dedication in your (or your assigned individual’s) hands.

Consider: Is what you’re offering a tough sell or an easy sell?

A tough sell (to quote from one of my favourite films) is “selling ketchup popsicles to women in white gloves” whereas an easy sell is selling something everyone knows is worth a thousand dollars, for a hundred dollars – a $999 TV for $99 on Black Friday, for example.

Unfortunately, 99.9999% of what we want to sell is going to be a tough sell, so what can you do?

Consider: Lots of people may be selling the EXACT same thing you are, or, in some cases a BETTER VERSION of what you’re selling! That doesn’t mean you shouldn’t sell it, it just means you’ll have to find a different angle.

Step 1:  Decide What Exactly You Are Selling

This may seem like an obvious step, but how often have you looked at an ad and though, “This looks cool, but, I have no idea what they’re selling!” So take a minute to define it. Don’t get complicated or caught up in what ifs, particularly what ifs about the future. State what you are selling and then move on to the next step.

Example: Brand New Homes

Step 2: Start Thinking of Angles and Note Them All

What makes your product better? If your product isn’t better, what makes your product unique? If your product is neither better nor unique, what do you like about the product? Perhaps it’s the same as another product, maybe not as good, but is significantly lower priced. That is reason for some to purchase that product over someone else’s (more expensive and albeit better) version. Don’t worry if you haven’t thought of every angle to begin with. To start, you only need one.

Example: Brand New Homes Made with Similar or Lesser Quality But Comparable Materials For $20,000 Cheaper Than the Competition

Step 3: Start Thinking of Keywords and Note Them All

As you are creating your strategy, you will encounter keywords that relate to your product. Start a file and note these as you think of them in that file. Again, you don’t need a lot to get started, you just need some. You can always add more as you go and even after you have rolled out your strategy.

Example: home, homes, new home, new homes, home builder, home builders, etc.

Step 4: Decide What Point You Want People To Get To

For some they need a face-to-face to make the sale. Others need a phone call. Some can manage a sale via email and in some cases the sale can be realized via the website or even social media. Decide what the ideal point is for YOU and have a PLAN for when people get there. If your goal is to get your phone number in front of people’s eyeballs, are you prepared to manage 10, 100, 1000 calls a day once the promotion rolls out? If not, perhaps getting them onto an email list is better, so that you can contact and make arrangements en masse or at a time of your choosing. Whatever the case may be, know your point. In most cases, the ideal is to obtain a name, a phone number and an email address.

Step 5: Decide Which Methods You Will Use to Get People to the Point Determined in the Previous Step

By no means is the following meant to be a complete list, but it is a good start for a panoply of ideas, all of which you may consider

  1. Website / Calls To Action: Whatever it is that you are promoting, make sure that the information about it is on your website and that no matter what page or point a person is at on your website they can act on a call to action (i.e. a Call Now or Subscribe to Our Mailing List button). Also, use your website to “host” the information that you would normally share directly to social media. For example, if you happen upon a YouTube video that relates to your product and you would like to share it, instead of sharing it to Facebook directly, share it on your website via a post, then share the post to Facebook. Better yet, let your website share the post to Facebook. Even better still, let your website share it to all of your social media properties. The reason for this is because just like when you interact with a news article from ABC news it takes you to the ABC news website where ABC news has control over what else YOU see, by sharing from your website to social media, when people interact with a news article from YOU it will take them to YOUR website where YOU have control over what else THEY see.
  2. Facebook: Over a billion and a half people here. That’s reason alone to embrace it as a location for disseminating information about your product. As mentioned above, let your website handle posting to it. You just make sure you keep your finger on the pulse so if people interact by way of a comment or a lot of likes, you are ready to react to that with a reply in the comments or a note of thanks for people’s support.
  3. Twitter: As with Facebook, let the website handle posting to here, but be ready to react. We recommend using TweetDeck to EASILY manage many Twitter accounts.
  4. Google+: First, don’t let anyone tell you Google+ doesn’t matter. Google+ may not have been the “Facebook Killer” that some thought it would but it is here to stay and there is an awful lot of traffic to be had from here. DO have a Google+ Page to post to and DO let your website handle posting to it. As always, remain on the pulse and ready to react.
  5. LinkedIn: Though not always a good fit, LinkedIn is poised with super potential to pop and become the network we can see it wants to be. We recommend setting up shop here just for good measure, but our experience is that LinkedIn is not going to be your bread and butter. That said: you never know. We have heard some crazy stories about sales being generated through Instagram, so we don’t completely discount anything.
  6. YouTube: Of all the networks, this one is and can be the toughest one to produce content for, but it’s not impossible. Generally-speaking, however, we recommend holding off on YouTube until such time as your other networks are a little better established. One thing you can do in the meantime though, is Subscribe to related channels, comment on other videos or curate (a) playlist(s) that YOUR audience might appreciate. Example: New Home Buyer Tips
  7. Instagram: Set it up, include it as best you can to “test the waters”. If the feedback is one of heavy adoption, continue with it and focus more on it. If not, let it stand and give it enough due care and attention to keep it alive. It may become a resource eventually.
  8. Pinterest: Again, set it up, include it as best you can to “test the waters”. If the feedback is one of heavy adoption, continue with it and focus more on it. If not, let it stand and give it enough due care and attention to keep it alive. It may become a resource eventually.
  9. Google Search: The cases in which we can force positioning in Google are becoming fewer and farther between. If you really want to show up where you want to be and, even more importantly where people are going to FIND you, stay focused on what you do and implement these prescribed strategies with consistency.
  10. Direct Email: Whether you have a curated mailing list or a Google Contact list, there is often a degree of usability here. While it is preferable to use a specially-crafted opt-in list, it is always a good idea to check in with your circle of influence.
  11. Email Signature: This is a quick and easy one to take into account and is worth it just to further cement your dedication as perceived by any of your personal or professional email recipients.
  12. Online Ads (Google, Facebook, Bing, etc.): Generally we don’t recommend paid advertising, at least not right away – in some cases it is simply not needed. It will usually be revealed whether or not it is required.
  13. Proprietary Networks: In some cases a proprietary network is available for a certain industry (Example: Houzz for Building Professionals or ReverbNation for Music Professionals). If so, use it! Plot a course/path in and incorporate it into your strategy.

Whatever methods you choose to use, be certain that you make a list of the ones you employ. Depending on what it is, once your promotion is over, you will need to undo what you’ve created (or modify for a new promotion).

It’s also important to note that once you start to tread some of these different waters, it will usually become apparent almost immediately

Post about related things or make unrelated things relate!

See Also: Troubleshoot Your Social ROI