In 2018, AdWords PPC is still one of, if not the most powerful marketing platform you can use to drive new customers to your business. Whether you are an agency running campaigns for clients or your own business, you’re probably missing some easy wins if you are not fully utilizing buyer intent keywords aka long-tail keywords as part of your overall campaign strategy.
What exactly are “buyer intent keywords”?
Buyer intent keywords (or commercial intent keywords) are slightly different from the normal keywords you may already be using. They’re different because they attract people who are further down the sales funnel; they’re usually more knowledgeable about theirs needs and solutions available therefore more likely to make a purchase or sign up to your service.
As an advertiser, this means better conversion rates and often lower CPAs (Cost per Acquisition) and a more profitable campaign
Below we have listed our most commonly used buyer intent keywords. We see great results from them across several industries and adding them is now one of our best practices when creating campaigns.
Their use may be dependent on your specific product or service, but you’ll usually see good results from their implementation wherever possible.
We recommend testing the different match types for best optimization but phrase match has been most success for us.
25 Commercial Intent Keywords
buy [product/service name]
get [product/service name]
where to buy [product/service name]
[product/service name] suppliers
[product/service name] discount
[product/service name] coupon
[product/service name] deal
best [product/service name]
buy [product/service name] online
[product/service name] review
[product/service name] promo code
[product/service name] sale
I want a [product/service name]
[product/service name] [specific variant] i.e: dentist for kids
In summary, any keyword phrase that includes your product or service and an action word should bring you visitors closer to the end of the sales funnel. Test these out and let us know if they work for you.
Creating a strong brand can be challenging. This is especially true if you are in charge of a small business. However, there are some neat tips which will accelerate your progress and help you develop a brand which sends the right message.
There are five keys to success with your new brand – audience, efficiency, design, limits, and its name. Today’s article will cover them briefly.
You need to understand your audience
Before you begin building a brand, you must understand what and how your clients think. What are their needs? Why did they choose your small business to begin with? Do they have any particular habits?
You need to pay close attention to what your clients like, dislike, and the things that motivate them. Spend some time conducting research until you have a well-detailed profile of your customer. You might find some interesting connections between what you offer and what other people enjoy doing. Use the information to point brand’s development in the right directing. In addition to your products, add what people want.
Use your knowledge to achieve high efficiency
The four fundamentals to your preliminary preparation are:
Choosing a logo
Integrating your brand’s story
Every little bit of information about your market is important – you need to carefully research the behavior of the competition, the customers’ culture, and the governments’ influence. You need to be consistent everywhere and at any time. By taking actions which please the customers and by constantly striving to improve, everyone will notice and remember you. Consistent communication will surely help build a strong name.
Create a fun and eye-catching design for your brand
It’s a question of the first impression – often, clients tend to stick around with the first company they see or like. If your industry has heavy competition, you will need to stick out or you will lose out on many potential customers.
This task is rather straightforward. You need to find an awesome and reliable graphics designer and share your preferences with him or her. You can have a great logo in no time, which will serve as a powerful lead magnet and have a great impact on future sales.
Do not limit your company and yourself by thinking like a small business
Because you can achieve so much more. Thinking like a small business and believing there are impossible things could seriously restrict your progress. It is 2018, and there are no limits to what a company can achieve. Everything is possible, and as we’ve seen countless times, even the smallest of businesses can turn into international leaders in their respective industries. Think big from the very get-go and plan in the long term.
Be wise when choosing a name
Use a catchy name, but do not risk choosing something people will want to avoid. Create a list of brand names and start removing the inappropriate or uninteresting ones. And remember – your name should focus on the most important elements of your small business. It should be able to communicate with your clients.
In an interview with Gary Vaynerchuk by Video Influencers, he explains in details some of the key tips to building a successful brand.
LinkedIn is the largest professional platform in the world. As one of the main social media websites, it is a leader when it comes to job opportunities and career advancement. Users can register, update personal pages, and begin connecting with other people. Your company also has much to gain, and this is where we come in to help. What this article will cover is one specific topic – how to effectively advertise on LinkedIn. By doing it correctly, you will draw more leads for your business and find potential new partners.
There are a number of ad types to choose on LinkedIn:
Sponsored content. It allows you to connect with other people on the platform by delivering your marketing messages
Sponsored inmail. With it, you have the option to customize your messages
Text Ads. They are either pay-per-click or pay-per-impression. There are four types: horizontal, long, square, and tall
Once you choose a type, you will have the option to target your audience.
You can pick up to two options from every type. Most of them aren’t mandatory, but make sure to take your time and go through everything. Choosing wisely will greatly lower your search results while ensuring the right people receive your marketing message.
It is the only mandatory option. You are free to choose any place, and LinkedIn will only show your ads to users from that specific location. By using their IP addresses, the website will always know who should have access to your ads.
You can target people working for specific brands. The options are four:
Past, but not current
Target an industry
You have the chance to target users from specific industries. This way, you will have access to both potential customers and employees with the right talents and skills for your business. Here is the list of industries along with some notable examples (note: the full list is way longer, and you can always see it on LinkedIn):
Agriculture (farming, fishery, dairy, ranching)
Arts (music, design, museums, photography, writing, editing, animation, videos)
Services (food production, environment services, security and investigation, information, event organizing, consumer services and protection, translation and localization, travel, tourism)
Transportation (maritime, international trade, hospitality, logistics and supply chain, airlines, warehousing, import, export)
Next on the list is the company size.
You can target people depending on the size of the company they work for. The number of employees can be:
More than 10,000 employees
You are now able to pick different types of activities. They depend on what the people do at their jobs. Some (but not all) of your options are:
Arts and design
You can target people depending on their influence. Here, you have nine options to choose from:
If you want to reach a specific audience, it is crucial to know where they went to school. You have three types of options here:
The fields of study
You can choose any of these degrees: associates, bachelors, masters, Ph.D., MD, JP, PharmD, EdD
You can also target people by the skills they listed on their profiles
You will be able to separate users by their gender, age, or LinkedIn communities. Such functions are of good use if you are searching for specific people.
Years of experience
We have another great feature. It is important to note, LinkedIn does not include gaps in employment, and overlapping positions do not count twice.
The match audience feature allows you to search people who have seen your company’s site, are a part of your contacts, or are the decision makers in their own firms.
The final step would be to decide on the size of your audience. LinkedIn will give you a few pointers and a number it thinks would work out for you. Do not be too specific with searching people, as the overall number might be quite low, and you won’t be able to start advertising. We have to mention it again – choose wisely. For your ad campaign to succeed, you have to pick the right audience. It should be neither too small nor big.
There are a few extra options to choose from. If the company is large, you will be able to target first degree connections of every employee. You can view a list of users who follow your page. You also have the opportunity to target LinkedIn users depending on their job titles. Do note, vague titles such as “worker” are not available.
With such useful information at your disposal, you will be ready to begin your LinkedIn advertising campaign.
If you want to advertise on LinkedIn, JavaLogix.ca is the right place for you. Our social media program can help your business skyrocket, by attracting more leads than ever befor. Do not wait any longer and sign up today!
For many clients, your website will be the first thing to make an impression. You need to make sure people are pleasantly surprised when they arrive. Many of us have a short attention span and will not stay for long on boring or hard to use pages. Keep your business website up to date by following these 5 tips.
Place your contact info somewhere easy to see
Every business website needs its contact page. After you create one, make sure to add a large button somewhere on the menu leading straight to it. If possible, add a box on the main page with the important things. Do not write them in a hard-to-find place. Instead, make sure they are easily visible the moment someone enters your website.
Here are the mandatory pieces of information:
Use top-quality photos and videos
Low-quality photos are an indication of bad products and services. Most customers have high expectations, and will not tolerate such things. Whatever you do, even if it costs some extra money, be sure to use pictures with great quality. If you are certain in your skills, you can take photos yourself. If not, hire a professional photographer to do the job. Another great idea would be to buy images from stock banks.
The same advice goes for videos. Most users would prefer watching them instead of reading long and boring product descriptions. Not using any videos or having ones with bad quality are dire mistakes, and you should definitely avoid them.
Your business website needs to be mobile friendly
Almost everyone has a smartphone these days. And you need be certain – many people find using their phone way easier than their PC. They can view websites while lying on a bed, or riding on a bus, or even while hanging out with friends.
Websites which are not mobile friendly are going to have a rude awakening. So many potential clients can be lost. Never turn your back on this. Even if it costs extra, your website must be mobile friendly and easy to navigate through a smartphone.
Google sees mobile friendliness as something important and will help you rank better in the search results.
Do not spam
If there is one thing which annoys people a lot, it’s spam. They hate it. Never overflow with unnecessary content. Some clients will immediately drop all your credibility and leave without even getting to see your products.
What your content needs to do is answer basic questions. Things like the contact information, types of products, and the prices. Don’t focus too much on your history. Instead, focus on what the customers want to know.
Use calls to action
Let’s say a new client has arrived at your business website and wants to learn more about you. Where do they go? What do they see? Perhaps your store to check out the products? Or your contact page for a personal call/email? You have some options regarding your online marketing plan.
Every client has needs and expectations. What you need to do is give a boost. Add a call to action and explain why your business is the right choice. How do you do that? Here are some ideas:
Add an email newsletter;
Read more buttons;
Links to social media;
A purchase button;
Add a call to action on your site and especially the main page. Like the one down below.
Let’s face it every now and then, mistakes happen. It is natural. Some clients will forgive you; others might not even notice or give any thought about it. However, there are people who will get angry and demand some form of compensation. This is a critical point for every business owner; rather than losing them, you should try and fix things. Here are a few good tips on how to recover unhappy customers.
You Need to Listen
We know that you are amazing at what you do, but remember perception is reality. When a customer perceives that their needs are not being met we need to put ourselves in their shoes, and listen to them. In the words of one of my favorite authors Steven Covey, seek first to understand, then to be understood. Be personal, let them know you understand their frustration and apologise for the way the experience made them feel. Let them know that you value them as a customer and want to keep that relationship.
Go the extra mile…
We have a policy of replace plus, where in most cases we will give the unhappy customer a full refund plus an equal value (e.g. gift card) to use in the future. This may not be possible for all businesses but you get the idea. You need to go above and beyond if you really value that customer. Just consider how much you spend on marketing to get new customers that should be a good indicator of how much to offer as a maximum compensation then use your discretion. But be taken advantage of and there is not need to immediately give away the farm so to speak. Many times the customer just wants to be heard so remember to start there.
If you have truly actively listened to your customer, you will probably identify performance/system gaps within your business. This is the time to internally address these issues with your team to work on a solution to fix this as quickly as possible. Most of the time the fixes are easy and inexpensive. You don’t want to keep paying for the same problem repeatedly, that’s just bad business. Let them know what your next steps are so this won’t happen again, if it was simply a misunderstanding let them know the reason for the policy, practice or company procedure. Tie it to the greater good when possible i.e. laws, safety, specific limitations like geographic restrictions etc.
I have had great success in asking these unhappy customers to edit their review or submit a second review addressing how I dealt with the situation.
Next Steps: Implement an Ongoing Reputation Management Process to Your Business.
Let’s be real… online reviews are just as powerful today as word-of-mouth when it comes to your reputation and marketing your business. Potential customers are researching online and reading reviews before deciding to choose to do business with you.
When a customer reads a bad review online and no comment from the owner they take the review for face value. You should practice replying to all online reviews whether they are good or bad. This will show gratitude to those customers who took the time to share their great experience with your business online and address poor review ratings.
Here are the top sites for online reviews that you should pay attention to:
A good start is to register your business on each one of these review sites.
Next you should monitor these sites regularly for new reviews.
Click here to get access to a free online review management tool we use to get an alert every time someone submits a new review for us on the top review sites. We can also use this tool to monitor our top competitors to gain on your competitor intelligence.
Every now and then, you will do mistakes. It is natural. Some clients will forgive you; others might not even notice or give any thought about it. However, there are people who will get angry and demand some form of compensation. Rather than losing them, you should try and fix things. Here are a few good tips on how to recover dissatisfied customers.
You need to be personal
Even if you are amazing at what you do, sooner or later, mistakes are going to happen. Even if you did nothing wrong, some people will blame you nevertheless. Conflicts with clients can always occur, and you need to be ready to deal with the issues.
One great way is to be personal. Send a letter or mail with an apology. If possible, you can invite the client back. There is nothing wrong with giving someone a second chance. You can get even more serious and send a hand-written letter instead. Attach a coupon to the note, and it’s likely the customer will come back.
There needs to be a big enough compensation
Many people will demand a full refund after a purchase. Sometimes that is the only way to go. However, if you are dealing with a loyal, long-term client, things can get a bit tricky. Do not save any expenses – give something extra. If it means saving someone valuable, there must be sacrifices. And, be unique. A simple present or a refund might not do. Instead, offer an amazing gift – one which will make your customers forget anything happened in the first place.
Improve the quality of your products
If your products or services lack in quality, you will need to deal with the issues quickly. Even if you fail to win back a specific customer, concentrate on improving. There will be more opportunities in the future. By giving the best services possible, you will prevent the appearance of new dissatisfied customers. After everything is better, you can try and send some emails to your past clientele. Your reputation will surely improve.
Dissatisfied customers have expectations
That is why you need to maintain a good level of communication with everyone. Do not make promises you can’t keep, but make sure people understand you clearly because some will still insist you made a huge pledge even if that is not true. By doing this, you will start a favorable conversation.
Giving your clients all the information they need, while being clear, will help set reasonable expectations. The chances you will lose someone or receive a bad review will be much smaller.
If you are interested in business-client relationships, Victor Antonio has a great video on that topic:
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