How Mismatched Messaging Wastes Your Marketing Budget

Regardless of the channel you chose, mismatched messaging could be wasting your marketing budget right now. Having sufficient budget is one thing. Getting good result from the expenditure is another thing.

However, if you are just looking for insights on marketing budget allocation, this post will also enlighten you a little bit.

Down the lines, this post is a comparative analysis of messaging effectiveness between some offline and online marketing mediums. Th the core intent here is not to favor one against the other.

However you will experience increased awareness on how to eliminate possible waste in your current marketing strategies.

It is also not intended to state that all your current offline marketing efforts result in waste.

Different from that, you’ll discover the benefits of allocating a part of your current marketing budget to online channels like Google adwords, search engine optimization, Facebook ads etc.

To spend your small business marketing budget without any useful outcome is the same as wasting.

So my question is; have you ever experienced such a waste?

Mismatched brand and product messaging is just one of the biggest causes. I want you to understand here that it is not always the lack of resources that prevents people from getting the results they desire.

Poor and futile allocation is also a problem.

Targeting everyone and anyone doesn’t make much difference. For one thing, good sales and branding messages is half the battle.

You also need to choose good and proven channels to reach the highest number of qualified prospects. Fail in this regard, and you’ll continue to waste some scarce resources either as a business owner or marketer.

Consequences of Wasted Marketing Budget

Loss of money: depending on the purpose of expenditure, if you can’t break even, your money is gone forever – till November, like Wyclef Jean use to sing.

Loss of time: Time is a very precious resource to everyone. When this kind of waste happens, your time follows too. It could be the time you spent doing the work involved or hiring a consultant to do it.

Missed revenue target: When your money is lost in wasted marketing spend, you miss your revenue targets. And that also means reduced ability to hit that target. This makes a whole lot of things harder.

Unpaid salary bill: Got 1 – 10+ dependent employees? Seat up. This could be the worst. Without earning enough revenue, you may not be able to pay your staff. The situation could get worse if you keep doing the same thing over and over while expecting different results.

Small Business Marketing Cost Examples

  1. Printed brochure, business cards and letterheads
  2. Offline events
  3. Local Newspapers
  4. Posters and flyers
  5. Billboards
  6. Radio
  7. Television
  8. Digital banners
  9. Direct mail
  10. Yellow pages
  11. Website

These are the major types of advertisements for small business owners. Probably you have used one or more of those or currently using them.

Depending on who spends your marketing budget on any or some of these communication channels, mismatched messaging can happen in all of them. Interestingly, many of them still deliver good results till this day.

But the question is, must you be 100% dependent on them?

Let’s look at the limitations of each of the major channels mentioned above and how it could be wasting your small business marketing budget right now.

I will be doing this subtle analysis in comparison to online marketing mediums like Facebook advertising, Google adword PPC, search engine optimization, email marketing and mobile advertising.

Newspaper Advertising

If you are yet to start newspaper advertising or already spending money on it, here are some things you need to consider.

Are you paying for product marketing or brand awareness campaign?

Your answer to this question will determine the results and level of satisfaction your get in return.

Beyond the core message or advertising contents, you also need to take into account the location of your target audience.

One of the key attractions of offline newspaper advertisements is wide readership. However, if the majority of your target audience is not within commutable distance, it doesn’t make much difference.

Mismatched advertising message regarding location will end up wasting your time and money.

The effectiveness of this medium is also limited by ad clutter and short life span. Unless you own a big company with huge budget.

Now tell me, do you want to pay for visual impressions only or real results?

In comparison to paid Facebook advertising for instance, location targeting is one key driver of the effectiveness.

And you’ll have the opportunity to see the number of persons that actually saw your advert, who visited your website from the ad and actual sales in terms of sales conversion.

Below is a sample of website traffic volume (link clicks) I delivered to a client from Facebook advertising.

marketing budget

As for location, you can target your advertisement based country, state, city and county in addition to age, gender, industry, interest, purchase behavior.

It may interest you to know that many (50 – 90%) of the smart phone users in your target location spends up to 50 minutes daily on Facebook. That’s according a report in New York Times.

Disadvantages Of Poster Advertisment

Printed poster advertisements pasted on some strategic by pass points seems to be location targeted. What better way can one get attention except by definitive visibility.

Unfortunately, visibility alone doesn’t get results. I have also tried this one myself.

While your copy may be precise as to the target audience, the delivery is usually for everyone and anyone.

And because of ad blindness, posters doesn’t get much response rate. The short life span also contributes to its limited effectiveness. However, this is not to say that it doesn’t work at all.

With online marketing strategies like search engine optimization, you’ll be attract only the people who are actively searching for products and services like the ones you offer.

When done very well, money you spent on SEO can be bringing in qualified and interested prospected for months or years to come.

According to ComScore, 78% of mobile searches related to business, product and service information results in location visit.

And with tools like Google search console, you’ll have daily, weekly and monthly report of people coming to your website and the specific keywords that brought them. See the screenshot below for example.

small business seo services

The Problem With Billboard Advertisements

I understand that most companies that use this medium do so for branding purposes. But here is the problem with billboard advertisements.

Except for branding purposes only, any marketing efforts that starts and ends with visuals only doesn’t get much response rate or ROI.

However, I still see a lot of small and medium sized businesses who have immediate sales priorities spend their marketing budget on billboards.

For example, I recently saw an international education consulting company using this exact medium.

Like poster and newspapers, it appeals to almost anyone and everyone on the street. And that is why they belong to the class of mass media.

But let me ask you. Do you want visual impressions only or better ROI on your small business marketing budget?

Assuming I am a married, struggling employee accountant. It doesn’t matter how many times I see your education consulting services advert while driving to and from work. Because I have no need for that at the moment, I won’t respond to your mismatched messages.

Even when I want what is on offer, but can’t afford it, the response rate will be flat zero.

Now can you compare that with someone who is actively searching in Google for the keywords ‘UK education consultants in – add city name’?

With Google adwords, you can start attracting people who are searching for your products, services and related keywords. The same amount of money spent on 1 – 3 months billboard advertising contract is just enough to get someone started.

In fact, you can start with $10 Google adwords daily budget if you know how to implement it. Here is a sample advertisement I created for a client.

google adwords ad examples

Limitations of Radio Advertisements

This is one of the oldest mass media advertising still in use today. Probably, it could be working for some people.

However, am sure you are aware of the fact that one size doesn’t always fit all.

With branding and product marketing messages, one size doesn’t fit all.

Tell me, and say the truth. When was the last time you listened to and responded to radio advertisements?

I bet you’ll rather be browsing on your mobile smartphone instead of listening to radio advert jingles. Joke aside; i don’t need anyone to tell me that you spend much of your media consumption time online, not on radio.

In a world full of people with intensely distracted and fragmented attention spans, one minute radio adverts aren’t enough to get the exact results you desire.

Sure you could be combining this with other mediums.

To get any response at all, you need a budget to maintain a relatively high degree of effective frequency. That is for the few people who may have interest in your product and services to get the contact information.

Without messaging frequency, you may be wasting your money on futile brand awareness campaigns. Perhaps you want more than that.

On the other hand, email marketing offers a low cost alternative for messaging frequency, leads and sales generation.

But first, you need to build an email list before getting started. Email marketing funnel integration works because a lot of people spend good amount of time inside their inbox.

Targeted and personalized. That’s how it works. Check this 44 email marketing case studies for more insights.

Call To Action

Here is the gist. Decreasing effectiveness, high cost and competition in the traditional marketing channels known to you requires different strategies now.

You really need to stop competing in a crowded marketplace with close eyes.

Before you spend your next or current small business marketing budget, you need to clarify the goals of building brand awareness, product marketing or immediate sales generation.

However, you don’t have to put a halt to all that are currently working for you right now.

Like I use to say, having good information is good, but not enough. It is your commitments and actions that will make the real difference.

So just take a look at all the traditional mediums listed above. Tick the ones you use currently. And see if you can create an online marketing budget reallocating your resources for bigger ROI.

Please share experience or challenges in the comment section.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

Why Your B2B Lead Generation Pipeline Will Remain Empty Tomorrow

When your b2b lead generation pipeline become empty, life literally comes to a halt. And in that state, thousands of confusing questions begin to pop into your mind.

And while you are cracking your head to find the best answers, it becomes even harder to understand why this happened in the first place.

Maybe your own pipeline is not yet 100% empty.

So you may not have experienced what it feels like. Currently, your marketing strategies could be bringing in some low volume quality traffic. And from there, you generate some leads and revenue.

However, you understand the fact that without a constant inflow of growing leads into your pipeline, becoming empty remains inevitable.

And when that happens, making progress towards your revenue goal becomes even harder. Thus, without looking further, you’ll already know that your current lead generation efforts are not working as much as you desire right now.

But why?

According to a study published by David Kirkpatrick of Marketing Dive, 77% of business owners surveyed said that lead quality improvement is their #1 challenge.

Another 55% also identified low quality leads as their biggest barrier to success.

What Is B2B Lead Generation Pipeline?

This can be referred to as series of marketing assets and activities aimed at reaching qualified prospects and engaging them for product or service sales. Especially in B2B online marketing contexts, you need to generate leads first before sales.

Derek Edmond wrote inside search engine land that balancing lead quality and quantity poses a great challenge to many marketers and business owners. Besides these issues of quality and quantity, below are the core reasons why your b2b lead generation pipeline could become flat out empty tomorrow.

You’ll also find a solution to each identified problem.

#1: Low Traffic Volume

Without explanation, you already know what this one is all about. Whether you are the person generating it or not, without sufficient volume of website traffic you may not be able to generate as much leads as you want now.

Here I’m referring specially to online marketing space.

Understandably, a higher volume of targeted website traffic will provide more lead generation opportunities.

But what if your target prospects are not visiting at all?

staffing lead generation strategies

By low traffic volume, I mean something less than 1000 targeted website visitors per month. Among b2b service based businesses, many people still abandon their websites just after creation.

Except having the website address on marketing materials, they get no measurable business value from it.

And beside the purpose of providing information, what strategies do you have to convert prospects into actual customers? Yes, I know you have a generic lead magnet that says ‘join our newsletter’.

Why would I join, what is in it for me?

Probably you’ve owned a business website for a while. And because no single lead had been generated from it since then, you assume the potential isn’t there.

I also know you have other lead generation strategies that may be working in your business.

But the fact is that if your pipeline is already empty and you don’t generate sufficient volume of targeted traffic today, it will remain that way tomorrow.

Your website’s potential for quality lead generation will be largely untapped.

Action Tip: Plan and execute strategies for growing targeted traffic to your website daily, weekly or monthly.

Below are some specific things you can do.

  • Create Linkable Content
  • Add prominent social sharing buttons
  • Start doing guest blog posts
  • Post to active facebook groups
  • Create and publish Youtube videos
  • Comment on popular blogs

#2: Low Quality Leads

On the extreme, low quality leads are just as good as no leads at all. Regardless of the sources from where you get the leads, quality often matters more than quantity.

And if you have been focusing on volume, volume and volume only; think again.

‘My excitement quickly subsided after the first few rigid responses. After 185 calls, I took a moment to analyze the lead sources more closely’.

That was Adam Hurley’s realization at one point in his sales job.

‘Not only was I wasting my time, but the repeated failure began to get inside my head. The leads came from a webinar.

And the title was ‘The Future of Social Media’.  On the surface, this title  seemed relevant for selling social media management software.

Looking at the topic, just about anyone, including my mother could sign up for such webinar.’

Point is; the topic is too broad. It doesn’t speak to any pain point or need the target customer is facing. And therefore, even thought the quantity is impressive, the low quality makes for zero conversion.

Just as noted above, the ROI you get from your b2b lead generation pipeline is to a large extent dependent on the sources.

Practically, the sources will determine the audience you are targeting.

In addition to that, the other important variable is the actual message you are passing out. What value propositions are contained in your message?

What specific pain points, fears, hopes and aspirations are you addressing?

So if your pipeline stays empty for some time longer than you are comfortable with, then you need to rethink your sources, audience and the message.

Action Tip: Try a different source of new leads. Redefine your audience or buyer persona. And create precise pain point or solution based messages. Below are some pointers to the required actions.

  • Invest in growing search engine traffic, both organic and paid. Attracting prospects exactly the time they are searching for your products or service will increase lead quality
  • Use Facebook and LinkedIn ads to leverage deep, laser targeting.
  • Integrate click to call buttons and use mobile device targeted ads. Getting people (leads) to pick up the phone and call often converts better than filling web forms

#3: No Retargeting Strategy

google adwords remarketing list for search ads

Whether you are aware of it or not, the advancement of technology helps to accelerate growth and profitability in many business spectrum.

However, it is the active integration of the best tools and execution that bring results, not mere possession of knowledge.

For a whole lot of people, getting traffic to their website is not the problem. The problem is converting a good percentage of their website visitors into actual customers.

To some extent, the problem gets painfully worse when you get zero leads from the resources invested in growing your website traffic.

A very big part of the problem is not having a retargeting strategy in place.

Based on the concept of customer journey, it is very obvious that everyone of your website visitor won’t convert into a lead or customer on their first visit.

Retargeting technologies help to bring back and convert a certain percentage of these lost prospects.

According to Retargeter, only 2% of website visitors convert on their first visit.

I don’t know your bounce or conversion rate but the question is, what are you doing currently to get value from that 98% traffic you spent money and time to generate?

Regardless of your traffic source, retargeting strategy holds great potential for growing conversion rate and revenue.

Here is a retargeting case study of 7,245% ROI from a single campaign.

Now this is how retargeting works. Some prospects visit your website. Let’s assume 100 visitors a day.

And then only 2 converted into leads or customers. Retargeting makes it possible to reach out to those lost visitors (98), show them some ads via Facebook, Google adwords (RLSA) or adsense partner sites.

Eventually, some of those lost prospects will start coming back, especially when they see something similar to what they viewed on your site and from the same brand.

Fact is that without retargeting, you’ll continue losing qualified customers to smart competitors in your niche.

And the beautiful thing is; you can target people who viewed specific pages on your website.

If I viewed women shoes, you can show me more brands of women shoes, hand bags, discounts, emphasize free shipping, shipping duration and other trust building factors that affect conversion rate.

Action Tip: Use Goolge analytics to identify the most trafficked pages on your website.

If you have dedicated lead generation landing pages or blog posts, pin point them out as well. Then start a retargeting campaign.

These are the basics on how to go about it.

  • Leverage Facebook retargeting to bring back lost visitors
  • Use Google adwords retargeted list for search ads (RLSA). When people visit your site and leave to continue their search in Google, this one shows up.
  • Use Google’s display network advertisements to make your ads show up when people visit adense partner sites after leaving your website.

Even if your b2b lead generation pipeline is not 100% empty right now, this is likely to happen if you exhaust the leads at hand without improving current processes.

As we have observed above, growing your traffic volume may not be the ultimate solution.

At other times, the quality of leads generated could be the key metric that needs improvement right now.

And based on this issue of quality, I am tempted to ask, what processes do you have in place to test the quality of leads generated from each of your current sources?

Without proper conversion funnel tracking, A/B testing and analytics, half of your lead generation efforts could be wasting unnoticed.

And if this should continue, it will have severely negative implications for your bottom line ROI.

Vividly, you now know very well that you are leaving money on the table if you have no retargeting strategy in place. All these things could be contributing to an inevitable empty b2b lead generation pipeline.

Finally like I used to say, having good knowledge is half the battle. Execution is everything.

While everybody, including your competitors can spare some time to acquire free knowledge, very few will take it further to explore the possibilities that exist within their potential.

Ask questions or share your lead generation challenges and experiences below.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

4 Business Blogging Benefits Beyond Brand Awareness

Beyond growing brand awareness and vanity metrics, the following business blogging benefits are practically within your reach.

It means you can experience them in real time, but only if you start and operate on the right foundation.

I say this because starting a business blog doesn’t cost as much in comparison to the potential benefits; some of which you might have heard or read about.

One interesting fact you have to note is that all business blogs are not created equal, both in terms of design, function and outcomes.

However, the form and function part of a profitable business blogging strategy isn’t what this post is about. You can learn more about that by searching for company blog examples in your niche.

For a recruitment business owner, you can search ‘recruitment business blog examples’ and follow the links that appeals to you.

While making a lot of people aware of your brand is a good thing; that alone won’t bring you the most valuable results. If you stop at that, you can start and continue to experience zero business blogging ROI.

The vanity metrics in this context means you could be getting comments, replies, likes and shares on your contents and nothing more than that.

Now, let’s explore the specific business blogging benefits you can experience when you start.

#1: Targeted Traffic

Just like business blogging strategies, traffic quality can hardly be the same even across 100 different blogs in the same niche market.

Thus, if the quality of the blog traffic you generate daily, weekly or monthly is very low, you won’t get much value from it in relation to other performance variables. Done very well, a conversion focused business blogging strategy delivers the benefit of targeted website traffic consistently.

Combined with local search engine optimization, you can as well start attracting qualified prospects in need of your services within preferred locations.

For most business bloggers who don’t know any better, all they care about is the growing number of people reading their blog posts. And that could be anybody, from anywhere with any intention.

And then they complain of getting no return, just like this comment posted by Andy Brent on a wedding services marketing blog.

‘Right now, we get lots of positive comments on our posts and some considerable traffic volume too.

But the return on time and money spent is flat zero’.

Unlike brand awareness, targeted blog traffic is measurable and scalable.

From the onset, your chosen topics, blog headlines and content writing style determines to a great extent, the type of readers that will be attracted in the first place.

Your business blog promotion strategy also plays a big role here. See the post below to learn more on this.

How To Write High Conversion Blog Post

Here are the core determinants of blog traffic quality, especially if you are blogging to promote your business and not to make money from affiliate advertisements.

  • Reader Location

The internet is a borderless and open marketplace. This means that your contents can be found by anyone from any location. Except in the cases of ecommerce, location variables make a lot of difference in traffic quality.

The other exception that comes to mind are online businesses that can serve customers from anywhere around the work.

Think about software and pure internet companies.

For most offline service based businesses, if the majority of your readers are in distant countries, states or regions, they will never consider visiting to do business with you.

Both at the writing and promotion stages, you can leverage local search engine optimization strategies to attract people from within your target location.

Check out this study on how local search drives inbound sales calls.

  • Purchase Intent

While it is not a good thing to flood your company blog with sales pitches, it doesn’t hurt to match precise purchase intents with your contents from time to time.

The key thing is to leverage on well researched buyer keywords.

Use keywords that have commercial intent to write about topics, solution, pain point and services that people are actually searching for.

This is one of the determinants of how valuable your blog traffic will be.

  • Buyer Journey

Granted, not all the people that come to your company blog are ready to discuss their need for specific products or services.

business blogging benefitsIn other words, all your readers are likely to be at different stages of a purchase cycle.

That is if you are attracting the right audience with your contents. By aligning your contents with different stages in the buying cycle within your niche, you’ll be able to attract people ready to make purchase within 24 hours to 30 days.

#2: Higher Quality Leads

If you need more than vanity metrics, high quality leads is one of the business blogging benefits you’ll experience by going beyond brand awareness.

By looking at it very well, you’ll see that traffic quality will have direct impact on the quality of leads being generated from your blog in each passing month. Dare I say, the whole thing is inter related.

Unfortunately, if you have high volume of quality traffic flowing through a badly optimized conversion funnel, you won’t get much ROI from that.

In essence, you are just pouring water into a leaky bucket.  (add image).

Among many others, one of the key benefits of consistent business blogging is that it maximizes your website’s potential. Moreover, it attracts qualified prospects exactly the time they are searching for specific services or solution to their needs.

Mind you, this can be accomplished while growing brand awareness at the same time. See this 20,314 visitors SEO case study on Robbie Richard’s blog for more insights.

The following variables affect the quality of leads from a business blog.

  • The Lead Magnet

The big question is; what will you give in exchange for your target customer’s contact information – name, email, phone etc?

In a case where your lead magnet is not strong and attractive enough, you won’t convert much of your blog traffic into leads and paying customers. If you make it about you and your awesome services which can be found in a thousand other online locations, then I have to tell you that no one cares.

People care about solution to their problems, pain points, needs, hopes, fears and aspirations.

Danavir Sarria of Copy Monk has this monster list of 101 B2B lead magnet ideas that work. Go check it out and pick what you can easily execute.

If you are still using generic newsletters, that’s like competing with closed eyes in a crowded marketplace.

  • Call To Action

Even though call to action might not have much to do with quality of leads, using vague offers and CTAs on your blog won’t get you the results you want.

You have to be precise enough in instructing your prospects what to do before, during or after reading each of your blog posts.

If you are currently generating some considerable volume of targeted traffic, here is what you’ll do.

To improve your lead quality, simply start split testing your calls to action. Do this in relation to whatever lead magnet you choose.

  • Lead Nurturing

Lead nurturing is a process of increasing the quality of leads from the first to last stage in a buyer’s journey.

The core premise is based on the fact that it takes 2 – 8 touch points to close a sale especially in high ticket service niche verticals.

So if you still expect a significant percentage of your traffic to convert into quality leads and clients in their first visit, wake up and face the reality.

In case you don’t have an optimized lead nurturing system in your sales funnel, that means you could be losing ready buyers to your smart competitors.

This part of the marketing goal that can be accomplished with automated email series.

#3: Growing Sales Volume

Here is the big question: Can business blogging bring in paying customers? My answer is an affirmative YES. Event at the beginning stage, this blog here at Weblife contributes to our customer acquisition process more than any other channel.

However, the whole thing works in an integrated strategy with SEO, social media and paid content promotion.

Whether you are in product or services niche. There are literally unlimited angles you can leverage to generate real sales from your business blog or content marketing strategies.

Do this consistently, and you’ll be on your way to growing sales volume from your company blog.

Beyond my personal opinion, here is a case study of why Neil Patel spent an average of $5000 per month on generating quality leads and sales.

Noah Kagan also shared a detailed case study with some insightful tips on why Intercom wrote and published over 500 blog posts over a six year period. There you’ll see how blogging integrates with other strategies too.

In fact, it is not a question of whether it is possible to get sales from business blogging or not, the challenge is: ‘how’?

Before you join the group of people currently complaining with statements like ‘we are getting website traffic, but no sales’, here are the core determinants of reader to customer conversion variables you should understand.

Fail in this regard and you could get busy wasting time and money on aimless contents within your blog.

  • Market Demand

This is the very first variable that influences almost everything else.

Website or blog traffic is good, but without quality leads and revenue, it is practically useless. In that case, the money and time you spent generating them are just being wasted.

Making better decisions in this regard will also impact your B2B lead generation strategies and bottom line revenue.

Unfortunately, you can hardly experience the business blogging benefits of growing sales if the contents you create are disconnected with real market demand. This is where proper keyword research helps a lot.

  • Website Traffic Volume

How much traffic is enough?

Well, I have to tell you that it is somehow related to the demand for products or services you are selling.

The question is; how in touch are you with your target market to gauge the demand with it? And is it sizable enough to match your revenue goals?

The interesting fact is that, if there’s sufficient demand for your services, people are likely searching for them in Google. And it happens even as you are reading this post right now.

However, in a case where the traffic coming to your blog from search engines and other sources is very low, you won’t get much sale from it, if any.

To experience consistently growing sales, you need growing traffic volume too.

  • Conversion Funnel

When it comes to business and marketing, there is nothing like one size fits all reality. Every industry, niche market, services and even business owners are different.

Hence, the thing that works for business owner A may not work well for B, especially in terms of getting sales from blog traffic.

Conversion funnel is simply the component for moving qualified and interested prospects from awareness to purchase. Without an optimized conversion funnel, even the highest traffic volume won’t solve all of your revenue problems.

With conversion focused business blogging strategy you should be driving traffic to your sales page, lead generation landing page, opt-in forms or even phone lines.

  • The Trust Factor

I bet you must have heard this statement a number of times before now – people buy from people they know, like and trust.

If you pay attention very well, you’ll observe that knowing, liking and trusting are three different things.

Somehow it defines the stages in a typical buyer journey.

The other important thing worth noting is that people respond more to and buy solutions to their known problems more than the promise of pleasure they can live without.

So a significant number of your blog posts should be centered on solution first, products or services second.  For example, beside the known benefits of business blogging, what problems can you solve with that?

Answer: static traffic volume and low quality leads.

#4: Long Term ROI

According to George Herbert:

Good words are worth much. And cost little.

In reality, every piece of well crafted promotional content is like a media asset, which could have decade long life span.

By simply owning the media, you own the attention too.

But here is the problem; an overwhelming majority of prospects in your target market are bombarded with thousands of advert messages and sales pitches every day.

And you know we all struggle with insatiable tendency for instant gratification and short attention span.

Now let’s look at cable television for instance.

Based on voluntary drive, most TV watchers seek out and discover only the contents that match their immediate interests and current tastes.  This implies that without seeking a certain type of content, they won’t discover it.

The same thing applies to content marketing with a business blog.

If your contents are not optimized and promoted, qualified prospects won’t find them.

With regard to long term ROI, let’s look at the factors that will determine whether you’ll lose money or break even in your business blogging strategy.

  • Long Term Search Traffic Potential

Unlike pay per click search marketing, the targeted traffic you can get from a business blog is not limited to a certain budget.

Here is what I mean. If for instance, you are generating 2000 visitors per month with $2000 spent on Google adwords, your advert will stop running when the budget is exhausted.

On the other hand, if 20 of your well optimized lead generation blog posts bring in 2000 visitors per month from 50 different search terms, the traffic will continue to flowing in as long as the ranking lasts.

Below is an image of sample blog posts that have multi-year life span.

convert blog traffic into customersBased on real data, Hubspot reported that 92% of their monthly leads from a business blog come from old posts. These are posts that are 3 – 12 months old.

  • Customer Life Time Value

Depending on revenue model, if the customer life time value in your business is relatively long (6 – 24 months average), you are bound to experience long term ROI on customers acquired through business blogging.

The reason is because customer acquisition cost tends to decrease as the lead and revenue generation benefits compound over time.

Now tell me, why would you focus on growing brand awareness only?

Contrary to outbound marketing that annoys and distracts people from their important personal engagements, SEO optimized blog posts attracts prospects only when they are searching for solution to their known problems.

Take cold calling and emailing for instance.

In their highest level of effectiveness; you’ll be spending much of your time on demographically qualified prospects who may not be interested or can’t afford your services.

However, this is not to say that outbound marketing strategies don’t work at all.

  • High Profit Margin

Let me ask you this, if you are barely breaking even in your business blogging strategy by a margin of $1.01 will you continue spending money and time on it?

Probably your answer will be dependent on a number of considerations.

The main point here is that blogging for your business is supposed to be profitable. Even though some experts say you shouldn’t expect sales or profit from the beginning, there is no reason why you should ignore that entirely. Plan for profit from day one.

Interestingly, a combination of long term search traffic, decreasing cost per lead, higher conversion rate and long customer life time (if your revenue model warrants that) helps to boost business blogging ROI.

From a perspective of brand building and lead nurturing, Alex Turnball of Groove found that their blog delivers $972/month from every 1000 prospects who subscribed and tried their product vs $270/month from 1000 non blog subscribers.

After writing for 365 days in a row, Nathan Barry, the founder of ConvertKit earned $683 per day from the time and money invested.

Among many other variables, writing 68,181 words in 71 blog posts contributed significantly to this earning milestone.

While it is unclear how many hours per day or amount of money he spent on it, the profit margin is very uncommon.

Compare that with what you can get from paid banner ads or disruptive outbound marketing.


From the foregoing, we’ve been able to establish the fact that well crafted contents are like media assets. As the the owner of attention grabbing contents, you also own the attention of a well defined audience through time and space.

The challenge is how can you serve their immediate and future interests in relation to your own marketing goals?

Technically, starting a business blog is easy. It may not even cost as much as you assume now.

Doing it consistently well to experience the benefits is a different ball game. So note here that it is only strategic execution that will bring the benefits of targeted traffic, increased quality leads, growing sales volume, long term ROI and many others.

Unfortunately, if you start and your strategy is limited to the vanity metrics that relates to growing brand awareness only, then painful waste remains inevitable.

Now you can share your current business blogging challenge and experience in the comment section.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

9 Wedding Lead Generation Ideas Worth Testing Tomorrow

In response to my question ‘what wedding lead generation ideas have you tried lately? Jane Holmes responded ‘all of them’.

Then I raised my eyebrows surprisingly and asked again, how has your marketing ROI been from all of the strategies you committed to work on?

It turned out she got only 7 leads in the last 90 days. And from there she was able to close only a single wedding planning gig.

While this is certainly not the experience for everyone, many new and old wedding planners are constantly struggling with how to generate more leads online.

In fact, it is common among all consulting business owners, including my humble self.

From a little deeper analysis, I found out that Jane was doing what most other people in her stage and niche does, which include:

  1. Trying to learn every free marketing strategy out there
  2. Operating in too many different roles almost at the same time

The intent is usually obvious. And that is to minimize cost. Unfortunately for many people, this is a recipe for failure.

Call it pure waste of time if you like. Even though the things you are trying or tried are proven marketing strategies, they won’t work for you if not implemented properly.

For instance, if your website conversion funnel is not optimized very well, growing traffic volume will not solve your inconsistent revenue generation problems.

Maybe you’ve been following vague advice around generic tips without execution details.

And that has brought you where you are now.

Now from beginning to end, we’ll explore some twelve wedding lead generation ideas that make real desirable difference.  Note, in order for any or some of them to start working for you, you have to actually do the work.

  1. Video Testimonial

In today’s modern internet, video comes on top of written text and images with regard to effectiveness.

After serving a client who is obviously satisfied with your services, take this simple action: ask for video testimonial or interview.

Getting good videos won’t cost as much unless you want to add high professional touch to it.

Your smartphone could just be enough. So instead of losing this lead generation opportunity, start with what you have. Here are some tips you should take into account.

  • Use a first person statement from the client as the title. That is, make the client state what they loved most about your services. Example: ‘the experience was really worth more than the cost’, ‘Above what we expected’, Got what we didn’t know was possible’.
  • How did the past client find you? Let other prospective clients know how you could be found. It makes them feel normal about reaching out or being contacted from the same channel
  • Add call to action within or beside the video wherever you post it. Don’t just share the testimonial or interview and assume that prospects will know how to contact you. You can as well show your real business location at the end.
  • Don’t overload your website with video contents. When it slows down your site loading speed, you could be losing real revenue opportunities.

This could results in majority of your website visitors bouncing off in less than three seconds. Create a Youtube channel. Post on your social media pages. Then promote with Facebook or LinkedIn ads.

It will give you opportunity to target people based on demographics like age, location, employment status, marital status, interest, engagement and other variables factors.

You can start some real tests with $100 – $500 assuming you don’t have enough money to hire Facebook ads expert.

Below is one facebook video ad example to see what it looks like. (add image)

  1. Wedding Venue List

When it comes to an event as important as wedding, prospective clients do a lot of research before paying for any service.

Wedding venue is one area where people do research a lot.

By making a list of wedding venues in your target location, you will be attracting people who are in active search for it.

With this list you will be helping them to save time.  And this is far better than searching from one place to another, either online or offline.

Bringing targeted website traffic to this list will give you opportunity to convert a percentage of these people into quality leads and clients. Now i have a question, do you know your current conversion rate?

In the case that a person researching venue is acting on behalf of a prospective client, referrals can also be obtained in this context.

To make it more effective, don’t just provide a list. Do the following instead.

  • Use real images of each wedding venue
  • Add price information according to seating capacity
  • You should also describe other services available at the venue
  • Include the address and if possible, phone number
  1. Venue Video Showcase

When you hear or see the term ‘content marketing’, this is one example of the use cases. Hence, content marketing is not just about business blogging.

As noted earlier, video content often works effectively more than written text and static images.

You may say that your core business is not about venue rental and related services, but the volume of quality traffic flowing into your website matters a lot.

Interestingly, website traffic quality is one variable within your control, if only you know how to act on it.

The other important factor is about timing. Better to attract people exactly the time they are searching for relevant services than to waste time reaching out to everyone that falls within your target demographic.

  • Get walk around interviews from venue service managers. This will give you opportunity to build referral relationship with them
  • Include location, price and other related information
  • Showcase the hall before and if possible, during a wedding
  • Use $100+ facebook ad budget to promote and grow your brand awareness among targeted demographic of local residents
  • Don’t forget to add call to action
  • Optimize (SEO) the content for targeted keyword to help generate quality leads
  1. Engagement Related Blog Posts

Beyond the advice of simply telling you to start blogging for wedding business, what are you going to write about? Probably, you’ve been into this for a while. So tell me, what Is your business blogging strategy?

If you think that this isn’t a challenge to anyone, think again.

Just do a search in Google and see how real people like you are actively searching for ‘wedding blog post ideas’.

Here is another practical tip on wedding lead generation ideas.

Write engagement related blog posts. Why, because it will bring quality traffic to your website.

On leaving this blog post I want you to understand that the best time to prepare for a competition is before, not during the competition.

Certainly, you must have known this all along. But you don’t know how it applies specifically to wedding business blog.

Regardless of your niche and location, you are actually in a competition. And because of that reason, timing matters a lot in everything you do.

If you are a wedding planner or photographer and the majority of the people visiting your website had already hired your competitor, growing your traffic volume won’t make much difference.

Remember, your website traffic quality is one variable within your control.

Taking consistent actions to increase the quality will certainly unfold more answers to your question on how to generate more wedding leads online.

Start by writing engagement related blog posts. Below is a sampling of topics you can create headlines from.

Remember to promote your blog posts after writing. Don’t stop at free posting on social media pages. Discover some proven blog post promotion strategies. And get to work on it.

At the very point of engagement, you’ll have more opportunities to convert quality leads into paying clients.

  1. Active Local SEO

What is SEO? Obviously, this is the very first question to ask, assuming you don’t know what it is already.

Just as the name suggests, it is a process of making your web pages eligible for inclusion and higher ranking in search engine result pages.

When you do a search in Google, those non paid listings appears there because the website owners have taken deliberate actions to make them visible.

Interestingly, you can either take an online SEO course to do this optimization work on your own or hire an SEO expert.

Among many others, the benefit of search engine optimization in this context is attraction of qualified prospects.

And that happens exactly the time they are searching for your services or keywords related to them. Remember, timing makes a lot of difference.

This is better than wasting time on people who are demographically qualified, but not interested in your services at a particular moment. Obviously, timing makes a lot of difference.

For example, I did a search for the term ‘engagement rings’ and found out that it gets up to 69,000 searches per month within the UK market.

According to stats I have seen, over 50% of all organic search traffic goes to the websites ranking in the first 3 positions.

Now imagine what will happen if your website is ranked in SERP position #1 for the search term ‘engagement rings’ within your own target market.

Maybe you are in Australia, Canada, Ireland, South Africa or some other country.

What are you doing to get quality traffic from organic search ranking?

The essence of local SEO in this case is to bring in prospects that are currently searching for your services within specified locations.

With active local search engine optimization strategy, you can begin to increase the quality of your website traffic. This could be based on variations of country, state, city and county.

Below are some specific actions you can take to increase your local search traffic.

  • Claim your Google My Business Listing
  • Integrate and optimize Google map in your website
  • Add your website to local business directories
  • Generate reviews from your past clients
  • Create and optimize locally relevant contents within your website
  • Build local inbound links to your website

Do these things consistently and thank me later. If you need help to execute these strategies at scale, get in touch today.

  1. Paid Search Advertising

This is all about paying money to have your commercial advert placed within search engine result pages (SERPs). As an active user of search engines like Google, Bing or others, I bet you must have been seeing some of these.

A simple search for product or service related keywords will make some paid search advertising visible to you.

If you are ready to put some wedding lead generation ideas to work, paid search advertising is one good way to start.

Once you have a good website, you are good to go. Done very well, this could help solve the problem of empty lead generation pipeline or inconsistent revenue generation. But as you may have expected, it costs money.

And if you can’t handle it properly you won’t break even at all.

Now here are the benefits of using Google adwords, Bing ads or other pay per click search engine marketing platforms.

Precise location targeting: with free social media posting for instance, you can’t choose the location of prospects that will see your contents. The only exception is location based groups. Google adwords helps to generate leads based on specific country, state, city or county.

Immediate intent: You can simply look at this as the immediate intent to get what we want now. The search intent usually falls within rsearch, comparison or direct purchase. At other times, It could only be to get location information.

Instant targeted traffic: Unlike SEO, you don’t have to wait for 3 – 12 months before seeing good results from it. You can start getting quality traffic and leads within one hour after approval of your ads.

Depending on your Google adwords buegt size, you will have constant inflow of traffic everyday for 30, 90 more days.

Performance based advertising: In this case you won’t be paying for visibility and impressions only. Your pay per click advertising budget will only be spent when someone in active search clicks a link to visit your website or even call sales phone line.

I want to reiterate here that this post is to give you some lead generation ideas worth putting to test. As for execution, a whole lot of strategies apply behind each of them.

Let’s look at some specific ways on how to create google adwords ads that earns profit.

  • Use Dedicated Landing Page

One of the common Google adword advertising mistakes I see among beginners is driving all traffic to their home page. In most cases, this doesn’t convert well, if at all. But what exactly is it?

This a page on your website created to accomplish a single thing: convert prospects into leads. It could be simply filling out web forms or getting inbound phone calls.

Obviously, your website has different contents meant for different customer segments and use cases.

On the other hand, the people you spend money and time to bring into your website often have different needs and interests. These people often have different purchase timelines too.

Because of this, using the same message on everyone doesn’t always work. In the worst case scenario, it actually wastes money.

Just do a search for ‘wedding planner in ‘your target city’, observe some Google adwords advertisements. And then click some of these ads to see what the landing pages looks like.

Here is one google adwords landing page example you can learn from. (add image).

  • Add Extensions

Extensions are special link or text features of paid search advertisements that help to get specific responses from prospective customer segments. Perhaps, because ad extensions are optional, many beginners often ignore them completely.

Why care when standard search ads are somehow working for you?

From the onset, Alan Hull, an event planning expert in Oakland California appeared to know everything about running profitable adwords campaigns.

When our interaction started progressing further, I found out he had some data to prove it’s working profitably well for him.

However, it was his desire to reduce workload and increase ROI that made him contact me.

At the end of our second Skype call, it became clear that he didn’t even know what ad extensions are or how they work. Interestingly, this was noted as improvement point number one.

A full detailed analysis of his current data revealed some other points for testing and improvement.

At the end of the first month, we did some segmented keyword targeting, added some extensions and integrated call tracking.

The amazing outcome was that his monthly ad budget stayed the same, while conversion rate increased by 79%.

This also resulted in three new client acquisitions within that first month. The Google adwords extensions we used includes: –

Site links extension: These are simple text links within your PPC ads that leads to specific pages on your website. With this you can add links to your quote request, service description, testimonial, portfolio or other pages. See sample below.

Location extension: This one is used to make business address visible within Google adwords advertisements. Combine this with location related search terms and you could start growing local traffic to your offline location.

This study by Google provides more data on how mobile search leads to local offline visits.

Call extension: From the description of the first two above, you should already know how Google adwords call extension work. On desktop devices, it makes phone numbers visible within your ads. On mobile devices, it shows click to call buttons.

If you want to learn more and start doing the work on your own, this Google adwords advertising course will take you farther from where you are now.

  1. Facebook Advertising

For you to convert leads into clients, you have to generate the leads first. And for you to generate quality leads, you have to generate quality traffic. Hence, without traffic your wedding lead generation pipeline will always remain empty.

In many different circles, most of the people that suggest social media as a way of generating leads often refer to free postings on business page and within some groups.

And because it’s free, almost everyone does the same thing.

However, the unfortunate fact is that the spray and pray kind of gamble is not scalable. In other words, if you need consistent growth, you don’t have to depend on free promotional means only.

Looking at Facebook groups for instance, the reality is that most of the people that visit very often do so with the intent to sell their services, just like you.

Another interesting fact about group promotions is that there is often no defined demographic of people that will see your postings.

Benefits Of Facebook Advertising

  • Deep targeting

With different Facebook ad formats you also get access to demographically layered targeting capabilities within their advertising platform. This is very much important because your message matters just as the audience.

Trying to reach everyone and anyone won’t get you the most valuable results.

If you still post on your business page and expect to generate leads from there, you need to think above that horizon.

While page likes on your posts still serves well for brand awareness, I am sure you want results better than that. Thus, the question of who sees your promotional posts determine the quality of leads if any at all and the conversion rate.

Facebook ad targeting options include: age, gender, location, interest, hobby, employment status, marital status, engagement, industry, job titles etc.

For more, deeper insights into Facebook ads targeting best practices, check this guide.

  • Facebook Ad Pricing Is Affordable

Remember, trying to do everything alone at the same time in other to promote your wedding planning business is a recipe for failure.

Hence, it doesn’t hurt to spend some money to promote the contents on your business page or website.

What matters here is the right audience and ability to create effective advertisements.

With $100 – $1000, you can start reaching out to a pre-qualified demographic of people within your target country, state, city or county.

Now let me ask you this. What if you can convert 1 out 100 visitors into paying clients, how much would you pay out of your Facebook advertising budget to get that single deal?

How much is a single transaction worth to you on average?

  • Steady Inflow Of Targeted Traffic

With the size of data within Facebook, a whole lot of things work beyond luck. As at the time of their Q1 2017 report, they had 1.9 billion active users. Within that period, they earned $8.03 billion, majority of which came from advertisements.

By plugging into your active user base, you will have access to steady inflow of targeted traffic.

And if you have been around the ecommerce community for a while, you’ll discover that amazing businesses are being built entirely with Facebook ads traffic.

Depending on what is affordable to you, you can create ads that deliver traffic consecutively for 30, 60, 90 ore more day.

  • Valuable Performance Metrics

This another great benefit of Facebook advertising exclusive to people that do it. I’m talking about the measurability of outcomes from your social media advertising efforts.

Being busy with free advertising efforts is good.

But unfortunately, busyness is not the same as progress.

However, if likes, shares, comments and replies are the real outcomes you are after, then stay busy getting just that.

With Facebook ads and other online marketing channels, you will be able to see the number of real prospects that visited your website, as well as leads and revenue generated from there.

  1. Inbound Sales Call

In almost every high ticket niche market, majority of individuals often prefer human to human interaction before making the purchase. This is the importance of increasing inbound sales calls from your online marketing efforts.

Think about the fact that we now live in a world where mobile device usage is greater than desktop devices.

It happens across search engines, social media, email and video platforms like Youtube.

According to Invoca, phone generated leads often have a higher conversion rate. These guys have tracked over 30 million customer calls across many industries.

Let’s look at how to generate inbound sales calls to increase lead quality and conversion rate.

  • Call Only Search Advertisements

This is a type of paid search advertisements that has a singular objective: to generate phone calls. Practically, you are paying for phone calls not clicks to a web page. Call it pay per call if you like.

When interested prospects do a search for keywords describing your services, the ad displays a click to call button just like the one below.

A tap on the button automatically connects the prospective customer and sales rep via phone call.

The beautiful thing is that these calls come from interested prospects exactly the time they are searching for your type of services.

Now, compare this with intrusive advertising that breaks attention patterns in moments of personal engagement.

  • Mobile Ad Targeting

Obviously, a greater number of phone calls originate from mobile device users. In comparison, desktop users that visit websites are often exposed to too many distracting elements. This is part of what makes web form conversion rate lower.

Targeting your advertisements to display on mobile devices only increases the chances of getting phone calls from qualified prospects.

With free social media postings, you can’t choose the device on which your contents will be viewed.

Through exclusive mobile targeting and by adding click to call button on your landing pages, the number of inbound leads you generate per day, week or month will start increasing.

Note that mobile targeting options are available on Google adwords, Facebook ads and other advertising channels.

  • Integrated Call Tracking

On the very first impression, you could be wondering what has call tracking to do with wedding lead generation ideas.

A lot is what I have to say.

This is all about adding some phone call tracking systems in your marketing strategy. Among other things, it helps to identify which marketing channels works for your better than others.

With the insights derived you can begin to make better resource allocation decisions.

To a more detailed extent, you’ll be able to identify the location, online marketing channels, web page, campaign, ad group, ads or keywords that deliver’s the best quality leads.

Consequently, increased allocation of marketing resources to those specific combinations of variables that work for you makes bigger ROI possible.

For effective call tracking, Call Rail, Call Tracking Metrics and Invoca serve really well. You’ll also get a record of all sales conversations.

  1. Split Testing

This is a simple process of putting variable ideas to test in order to find out what works better in terms of conversion rate and ROI. In some practical sense, this is a real competitive advantage for the few people that do it within the wedding services niche market.

From a different perspective, the ideas being tested could also be seen as assumptions.

Interestingly, we as marketers and business owners often have assumptions about what is and isn’t effective.

And sometimes, it has to do with past, present and future.

That’s why I tell some people that today’s best practices often become outdated norms and wasteful liabilities. Things change so fast. And on the internet, it seems even faster.

For example, some people still assume organic free posting on Facebook pages still works effectively for lead generation like in the past.

In reality, the reverse is the case because groups and ads made it somehow obsolete. If you don’t do active and scalable promotion of your contents and brand, no one will see them.

Another great benefit of split testing is improved conversion rate.

In simple terms, conversion rate is the percentage of (website) visitors that took specific action in fulfillment of your set goal.

Such actions include filling a web form, calling your sales line or completing a purchase. From what I have seen, many people still assume that growing traffic volume is all it takes to generate more leads online.

But in reality, this is far from the truth.

Growing traffic volume will not solve the problem of bad sales or lead generation funnel. It’s like pouring water into a leaky bucket. Hence, it is better to test than to rely 100% on fallible assumptions.

In other words, you may not need to spend more money to generate more wedding leads.

If you are currently generating a good amount of targeted website traffic or you have a plan to do so, here are some influential variables you can put to test.

  • Website design layout
  • Image
  • Call to action
  • Value propositions
  • Pricing
  • Audience segment
  • Testimonial
  • Phone number position
  • Mobile vs desktop
  • Adword copy
  • Online marketing channel
  • Advert image
  • Link color
  • Lead magnet
  • Opt-in form type
  • Keyword groups … and many others.

Remember that the main thing is to create variations and get busy testing them at a time. Only you can decide what to test.

Without being told, I am sure you have lots of assumptions or hypotheses around some of these variables mentioned above. By doing some tests, you will certainly get some real data to start with.

Check these conversion rate optimization case studies to see more on how it works.


Personally, I am aware that there are many wedding lead generation ideas that work offline.

However, this post was only meant for people interested in online channels. Maybe you’ve been making some efforts on your own.

I believe by now, you’ve gotten some great ideas popping up and down in your head.

Mind you, it means nothing unless you make commitment to execute on them. Note that you don’t have to start working on all of them at the same time.

One other thing worth noting is this: the fact that some channels are working for you right now, doesn’t mean that others won’t work for you.

From video content marketing, engagement blog posts to paid advertising channel, there are many possibilities for interesting combinations. And you don’t have to spend a very big amount of money to get started.

Before leaving this page, understand that your website has potential to generate even greater volume of quality leads if used very well.

And if you are currently generating some traffic, probably from organic search engine rankings, then you already have the most important variable required.

Next is to create an execution plan and start taking consistent actions.

What are your current challenges in wedding lead generation? Share in the comment section.

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

Google Adwords Location Targeting Guide For Recruitment Agencies

If you are an active user of search engines like Google, I bet you must have experienced location based marketing.

In the context of search, Google adwords location targeting is just one form of it.

The other option is organic local search engine optimization.

Interestingly, not everyone outside the digital marketing space knows there are effective strategies for making their website links visible when people are searching for related product and service information.

This is what SEO is all about. Search for ‘’local SEO strategies’’ and you’ll understand what I mean.

location based search engine marketing

Below these paragraphs we’ll explore how location targeting works in the context of search engine advertising with Google adwords.

Jane Daniel is a marketing manager in local niche staffing agency. Every three months, she goes to a local radio to promote their training services. As expected, thousands of people listen to that station according to the managers.

At the end of the last program before I met her online, she got 17 phone calls.

NOTE – This post is about 3,695 words long. Consider the usability option below.


Resource Download: Click Here to get PDF version of this post for practical future implementation, improved marketing ROI and sharing with your team/colleagues.  

Hidden Content

From the conversations, it turned out 11 out these callers were in locations where it will cost 4X the training fee in order to get to the specified location.

When I asked her what was her main objective, she responded ‘growing brand awareness, generating leads and attracting new trainees’.

Yes, some people are now aware of their brand, including unqualified prospects. But the number of registrants who paid as a result of the radio promo was less than expected.

In effect, it seems like looking for needle in the haystack.

One newspaper advertising pitch reads like ‘our readership spans across an estimated 650,000 high networth individuals, professionals and executives in any sector you can think of.’

Obviously, your recruitment services are not meant for anyone and everyone.

For example, if 100% of the people you are reaching out to are demographically qualified but can’t afford your services, you’ll end up wasting your marketing budget.

On the other hand, sharing your promotional videos, blog posts and images on free social media pages won’t make much difference either.

If your value propositions are mismatched with my current interests, needs and pain points, why should I care?

In a bid to leverage online marketing, many people resort to and depend on sharing blog posts, videos and promotional images on free business pages within social media.

Clarification; i am in no way saying that is is not good. Effectiveness depends on how well you do it.

But the unfortunate thing is that if no one sees these pieces of contents or the people that see them are not within commutable distance, the return on resources spent creating and posting them will be flat zero.

The point is; content marketing goes beyond content creation and free organic promotions.

Among many others, one great benefit of using google adwords advertising is right timing. For instance, selling recruitment services to me just after hiring a consultant won’t move me to any purchase action.

With Goolge adwords location targeting, you can begin to attract only the qualified prospects within reach exactly the moment they are searching for your services.

Now let’s explore the options below.

Google Adwords Location Targeting: The Best Options

  1. Country Targeting

Except search engines and social networks, there seems to be no other affordable advertising medium for reaching an entire country.

That is the reality for the majority of recruitment agency owners. However, that reach somehow still depends on the size of your budget, target location and demand for what you are selling.

The other options here are television and online versions of national newspapers.

But in case where your staffing agency doesn’t have the capacity to deliver services across an entire country, there is no point in targeting an entire country with Google adwords paid search advertising.

As for businesses that can deliver their products or services within an entire country or set of countries, country targeting is a perfect option.

Example, if your company provides online courses that could be bought, sold and taken from anywhere in the world, you should consider targeting a selected number of countries that appeals to you.

Google adwords allows advertisers to target multiple countries for each campaign at a time.

Here are some tips to maximize ROI from country targeting.

  • Change the default location recommended by Goolge from ‘People in, searching for or viewing pages about my target location’ to, ‘people in my target location’.

This is to exclude people who are searching for and viewing pages about your target location from the countries you don’t want to reach.

  • Use country specific search terms. Examples are ‘recruitment agency fees UK’, ‘staffing consultant charges USA’, ‘nationwide recruitment agencies in usa’. By using country specific search terms, you’ll begin to have some control over the location of leads that will be generated through your website or landing pages.
  • Create different campaigns for each target country. If your company has presence in multiple countries, using one campaign for all of them isn’t the best practice.

Among other things, engagement and purchase patterns are bound to be different.

So by targeting different countries with different campaigns, you’ll be able to discover which ones deliver better ROI than the others.

You may discover that you have better competitive edge in a country different from your home base.

  1. Area Targeting

Within the country your business operates in, you already know the best locations where qualified prospects can easily come from in order to do business with you.

In the same vein, you already know the specific locations where most of your current clients come from; that is referring to their homes and offices.

Practically, Google adwords provide different options for targeting people within the country in which you are doing business.

This is another interesting scenario in which precision and intent matching makes a lot of difference.

Contrary to reaching anyone and everyone within your operating location, you’ll be attracting only qualified and interested prospects that are actively searching for your HR services

Here is one statistic that buttresses the importance of search engine traffic.

In June 2016, Search Engine Journal reported that mobile search delivers around 48% of inbound sales calls for local businesses.

Probably, you could be reading this blog post with a mobile device in your hand now. Let’s look at some of the Google adwords location targeting options for adverts within a country.

  • State/Region Targeting

Depending on geographic distances, there are lots of businesses that have the capacity to reach and serve other businesses within a state or province.

On the other hand, your own company could have the capacity to deliver recruitment services to other businesses in selected states within a region.

So it is the peculiarities of your company or business that will determine what is suitable in terms of state and regional targeting.

An example in this targeting option will be California, United States.

google adwords location targeting

You can add the name of a state you want to target in your country. Use the same form field to add multiple states within your target location.

For the purpose of split testing, I suggest you create different campaigns for each state and test against multiple states in a single campaign.

Do your research and make use of state descriptive search terms.

I bet you’ll discover some amazing facts about your market that will invalidate some assumptions.

  • City Location Targeting

For some reasons you may want to target a particular city or some selected cities within a state in your country.

And the most important consideration is the distance between your office and the majority of prospects that will see your paid search advertisements.

So in some instances, targeting every prospect within a state may not be ideal for you. In case where the majority of people clicking your ads cannot easily visit your office within a short time, the money spent generating that traffic will be wasted.

Just like the option for state mentioned above, you can create single campaign for multiple cities or different campaigns for each city.

Here is one important thing you have to note.

Some city names are just exactly the same across different states and even countries. Example is Oakland within the states of California, Florida, New Jersey, Tennessee and Maryland in United States.

google adwords location targeting guide

In this case, if you are to target the search term ‘Oakland HR consultants’, but your operating area is one state, people from the other 4 states are likely to see your ads, click them and waste the budget.

Hence, the traffic won’t convert because of commuting convenience.

You can follow the preceding tips to create your paid search campaigns for targeting different counties within selected states and cities.

  1. Postal/Zip Code Targeting 

Postal code is another great option for Google adwords location targeting. By using specific zip codes, your ads will be enabled to reach people searching for promoted products or services within the target location.

All you have to do is to type in the exact zip or postal code and Google will automatically show you more codes related to the ones you already added.

In addition to the add button, you’ll also see the estimated reach (potential number of Google search engine users) within each of the suggested location or zip code. The screenshot below shows how it looks.

You can type in the zip code for your own target location to see if it is currently available. Note that zip code targeting is not available for all countries.

Like all other options discussed earlier, you can add and exclude multiple zip codes for each campaign.

Perhaps, it is better to test than assume things. Be sure to use relevant keywords containing the name of each location that appears with each selected zip code.

Examples are ‘HR consulting firms in northern Virginia’ and ‘recruitment consultants Houston TX’.

  1. Radius Targeting

With this Google adwords location targeting option, paid search advertising gets more interesting. Let me tell you the reason why.

The distance between your office and the prospects currently in need of services you provide matters a lot.

In fact, finding and comparing the service providers within their reach are some of the key intents that drive people to use search engines in the first place.

In alignment with this fact, this infographic shows that 76% of local searches results in a phone call.

Here is another interesting fact. With organic search engine rankings, your website will be visible to almost everyone searching for the targeted keywords.

And that includes people who cannot easily pay the high price of visiting your distant office or spend long commuting hours. Radius targeting in Google adwords helps to exclude such people from clicking your ads or visiting your website.

To make use of this targeting option, here is what you do.

Click Advanced Search in the first location selection box after selecting your campaign.

Click on Radius Targeting in the other window that opens up. Enter complete location name around the office you want to bring traffic to.

google adwords location targeting strategy

And then enter the miles defining the distance between your office and prospective clients who can easily visit or drive in after seeing your adverts. Examples are 10, 20 or 50 miles from your office. See the screenshot below.

Click Search and then the red Add button. The opening map will show you how the whole thing looks between your office and surrounding locations.

You’ll also have option to add nearby locations just around the address or the map.

To test things out, try creating different campaigns for 10, 20 and 50 miles and discover which one converts more than the other. With this option you can as well use relevant search terms containing the locale names within and around your target radius.

If you use specific address, endeavor to use Google adwords location extension to make the same address visible within your paid search advertisements.

  1. Location Groups

Just like many others discussed earlier, this Google adwords location targeting option makes it possible to group and target selected locations for a particular campaign.

The only difference here is that it provides another layer for advertisers. So you can reach your prospects based on household income data for each of the location selected.

With location group targeting you can group selected countries, states or cities within a state. And then select the average household income level of people that will see your ads within those selected locations. This is for Demographic option.

See this image below for a selection of three states within USA.

google adwords location targeting tips

The household income data is being derived from Internal Revenue Service (IRS). That is for United States, you can check to see if this option is currently available for your own country.

The assumption around affordability is why location groups look appealing. But as for me, I am yet to test that.

For now, the options I use are working well for me.

In order to use My Location option to build location groups, you have to go first and create location extension feed in Google My Business Location Manager.

  1. Bulk Locations Targeting 

Within the space provided for this option, you can enter selected number of countries, states, cities, counties or postal codes per line.

The second approach is to copy and paste a list of locations you want to target for your ads.

After the entries, you click Search to confirm if the selected locations are available for targeting via this bulk approach. Make sure to enter on top, the code of the particular country to which the selected locations belong.

For example, if all the bulk locations you select belong to United Kingdom, you enter UK in the space provided above.

Besides precise location targeting, the following strategies will help you get more from your Google adwords advertising budget; but only if you put them to work. Yes I said that because having good information is half the battle.

Sure you haven’t forgotten that marketing implies a career in competition.

How To Maximize Google Adwords Advertising ROI

Keyword Segmentation

This is simply a process of grouping target keywords into different segments in order to increase click through rate, conversions and ROI. The premise is that all search terms or keywords are not equal in terms of the potential for quality lead generation and conversion rate.

While some people using certain keywords could be looking for information only, others at the end of the funnel are usually ready to make a purchase within 24 hours – 30 days.

The conversion data in our client adword accounts provides much evidence of this fact.

Besides segmenting your keywords based on the buyer journey, the other variable factors worth considering are the following.

Product/Service: If your company has different pages for each of the services you do provide, you can segment your target keywords based on those unique services.

For a whole lot of reasons, this is far better than using generalized set of search terms for your adwords campaigns.

For example, a company that provides both recruitment and training in HR services niche will have different pages for each service.

Create two separate lists of target keywords.

Add your keywords to unique ad groups, create individual ads and then link to appropriate Urls or web pages for each keyword list.

Location keyword segmentation: Location is one determinant variable that influences purchase decisions. Depending on the size of your target market, you can segment your location keywords based on country, state, city or county.

Examples of location based search terms are ‘HR training Sydney Australia’ and ‘recruitment consulting fees Liverpool’.

Long Tail/Head Search Term: Head terms are very short, usually one or two words, that describes a broad topic. In the context of search engine usage, these are mostly informational keywords; meaning that the searchers are usually looking for information only.

Keywords like laptop computer and apple computer are examples of broad head terms.

commercial intent search terms

Based on the keyword sample researched via Ubersuggest, you’ll see that a thousand persons searching for ‘apple computer’ at the same time will certainly have different needs and intents.

While some are intending to make a purchase within 24 hours – 30 days, others are merely looking for information. I am sure you don’t need a soothsayer or data scientist to tell you this. Think about search terms like ‘Apple computer history’.

Now let me ask you, if you are an Apple computer store owner would you pay to attract people searching for keywords like the example give above?

Long tail keywords on the other hand are search terms that contain three or more words in them. Think about apple computer repair Miami FL, apple laptop computer under $2000.

This same pattern of segmentation also applies in your niche. So learn to segment and test your keyword lists – long tail buyer keywords vs the rest, buyer keywords vs informational.

Optimize Your Ads To Drive Phone Calls

Paid search advertising with platforms like Google adwords remains one of the best means of generating inbound sales calls on a regular basis.

Without being told, I am sure you already know that people who commit to call after searching and finding that you have what they need are quality leads.

And in most cases, the time between ad engagement and closed sale is usually shorter in comparison to web form generated leads.

Obviously anyone, including demographically qualified leads, can fill a web form to download your ebook or white paper and forget about you. And if you don’t have a prompt lead nurturing strategy, you won’t get much value from your current website traffic volume.

This is why inbound sales calls make a great difference in conversion rate and ROI.

Use Call Extension: By integrating with Google My Business data (name, address and phone) into a centralized management system, call extension will be readily available when you are creating your campaigns. Prospects searching for your services can call directly from the ad or copy phone number in terms of desktop visibility.

Add Click To Call Button: Whether you like it or not, a percentage of visitors to your landing pages or entire website will certainly be coming from smart phones.

Make sure your website or landing page is mobile friendly, then add click to call button.

The benefits of click to call button is not just about paid search traffic, but for your entire website traffic. And if you can afford $19 – $99 per month, put a call tracking system in place.

This will help you identify which campaign, keywords and web pages are driving the highest volume of inbound sales call.

Try Google Adwords Call Only Ads: With this form of search engine marketing, qualified and interested prospects searching for your services have a single engagement option – just click to call.

In other words, there is no landing page to visit or time consuming web form to fill and wait for your unpredictable response.

Remember to use these things in combination with location targeting and keyword segmentation.

Leverage Remarketing: Regardless of the source from which you generate your website traffic, all of your visitors can be re-engaged with Google adwords remarketing campaigns or Facebook ads.

Let’s say you generate 3000 website visitors from organic search engine rankings, 2057 from social media and 1890 from paid search, all of these prospects can be brought back with remarketing advertisements.

The fact is that majority of strangers visiting your website will not convert into leads or paying customers in their first visit.

Your current experience already proves this. So I don’t need to tell you more or why it happens in most business websites.

For one of our wedding services clients, a simple strategy to retarget only the visitors from organic search engine ranking resulted in 47% increase in conversion rate. The real results are quality leads and impressive ROI.

The key thing was segmenting the remarketing list based on visitors of most valuable pages – training and planning services description.

And then use remarketing list for search ads and display remarketing to get additional conversions.

Use Sit Link Extensions: This particular Google adwords extension provides opportunity to add multiple links to different pages on your website instead of one destination page.

Among other benefits, using multiple links increases click through rate.

Because of the fact that a typical group of 100 – 1000 persons searching for recruitment agencies in your location are abound to have different intents, using this extension makes it possible to match your ads to their intents.

Below here is a sample of site link extension used by a recruitment firm in Chicago, USA.

google adwords site link extension

If your own company has specific pages for training, service fees, employers, job seekers and locations, you can use the links to these pages in a single ad, just like the one above.


For most offline businesses, location matters a whole lot in marketing. Find a way to leverage on the documented explosion of mobile search traffic.

And you’ll begin to see the real opportunities better than before. One thing worth noting is that a great percentage of purchases and deals that happens offline often originate online.

If you are tired of your sales pipeline being filled with low quality, non converting leads, paid search advertising is one good option you can add to your multi channel marketing strategy.

At the end, the size of your target market and revenue goals will determine how to leverage Google adwords location targeting options.

You can go by country, state, city, country, radius or postal code in combination with all the ROI maximization strategies shared above. To go beyond fallible assumptions, a small sized Google adwords budget is enough to get you started with a simple split test.

In a case where you can possibly earn $2000 – $10,000 per placement, what would a single deal worth to you? That is assuming 1% conversion rate is possible with 100 – 1000 leads.


Resource Download: Click Here to get PDF version of this post for practical future implementation, improved marketing ROI and sharing with your team/colleagues.  

Hidden Content

And if your recruitment agency website is currently generating 1000 – 10,000 visitors per month, you’ve got an edge.

With that you have real opportunity to leverage on remarketing list for search ads as well as precise location targeting.

Share your experience or challenges in the comment section. Have you tried Google adwords before?

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.

The Long Form Content Marketing Advantage

Long form content marketing is real hard work. It takes a lot of time. But is it really worth it?

This post will explore the advantages of making them part of your business blogging strategy. With a little bit of increased understanding, you’ll become enabled to experience the benefits in real time.

But first, you have to invest money, time or both to get the ball rolling.

One real estate blogger said that 300 words should be enough. If your blog posts reach 700 words, then it goes out of hand.

Maybe he is correct. All niche markets are not the same.

After all, Seth Godin writes short posts only. But I am 100% sure you are not Seth. Probably, you don’t even know who he is. Why would you spend long hard working hours writing long form blog posts?

In an intensely distractive and fragmented world of short attention spans, short posts seem to make a lot of sense.

According to a study by Microsoft many people can hardly focus on one thing for more than one minute. Maybe the impulses in us that are constantly seeking for instant gratification could be part of the cause.

So some people reason, who really have time to read long form contents?

Interestingly, the answers provided below with some data points will help to explain what you could have been missing by ignoring it.

And if you have been into business blogging for months or years without impressive results; pay attention – now.

Long Form Content Marketing: What Is It? 

It is a process of writing and promoting long form contents for the purpose of sales, lead generation or growing brand awareness.

The commonly types of contents in this scenario includes blog posts, white papers, case studies, sales pages etc. Thus, the main aim behind the written content is marketing.

As for word count, it is usually from 1500 words upward.

For a whole lot of people in your niche, consistent business blogging is already hard enough for them. Add long form content writing and procrastination takes over.

That’s why sometimes you see a lot of blogs that are either outdated or full of aimless contents.

However, for most people who understand the benefits of long form content marketing, there are always two things holding them back.

‘I have more important marketing work to do, so no time’. This was exactly what an event planner once told me. The other challenge is blogging without return on invested time and money.

If this is your issue, check this post on the ultimate guide to conversion focused business blogging.

Why Invest In Long Form Content Marketing

More Social Media Sharing

One painful thing is that shallow content wastes time and money. Because they are usually aimless and don’t resonate with anybody, nobody shares them.

Hence, they deliver no measurable business value. Here is one of the reasons why business blogging doesn’t work for many.

And then someone somewhere quit, thereby adding another orphan blog to the internet.

Without promotion, shallow posts get buried in your blog archive.

Besides my personal opinion, there are also some studies and data backing up the fact that long form contents often commands more social media shares than short, shallow formats.

A reader psychology study of some leading news publishers like The New York Times, CNN and The Huffington Post shows that the most shared articles have an average of 2012 words.

long form content marketing

Obviously, it could be that these contents provide more value than the opposite.

So the longer the content the higher the share count and traffic volume. Thus, for most business blogs, 2000 – 5000 words is good.

For example, below is a screenshot of the most shared blog posts about ‘content marketing’ according to BuzzSumo.

content marketing tool

Higher Backlinks Count

If you have been around internet marketing for years like me, you’ll already understand the benefits of consistent link building. Specifically, it affects the ranking of a web page for some precise keywords.

However, in the context of business blogging strategies, more social media sharing also correlates with higher backlinks count, at least with a common sense intuition.

Because of growing visibility as a result of more social media shares, many people who found long form blog articles valuable end up linking to them.

These natural white hat backlinks helps to boost the search engine ranking of the pages being linked to. Consequently, the higher ranking leads to constant growth of organic search engine traffic.

And in practical terms, the social media sharing, natural backlinks, higher ranking and growing traffic volume continues in an automatic cycle.

This is the biggest benefit of long form content marketing.

Because a fewer number of your competitors are doing this right now, you may commit to taking advantage of this business blogging strategy to generate leads and revenue.

This study of 1 million articles by BuzzSumo has some more data and insights regarding the social media sharing and linking to long form contents.

Higher Search Engine Ranking

One of the most profitable benefits of organic search engine traffic is that you don’t have to pay additional money for the continuous inflow of quality traffic to your website. Yes, you really don’t have to after the major SEO work is done.

It only takes few actions to monitor and maintain the ranking for specific keywords that matters to your business.

In comparison to having a static website, you’ll be missing out on the above benefit of SEO traffic if you don’t have an active business blog with valuable long form contents.

This analysis of blog contents ranked in first page by Garret Moon of CoSchedule also proves the point.

How much content does top ranking pages usually have? Another study at SERPiQ also provides good answer to that. Based on the finding, long form articles of 2000+ words perform better across board.

This is one of the secret search engine optimization techniques you may not understand especially if your occupational responsibilities are outside internet marketing.

Overall and according to HubSpot, businesses that engage in active blogging generate 68% more leads than those who don’t. Obviously, this may have something to do with growing search engine traffic volume and commercial keyword intent.

Longer Time On Site

Tell me, of what good is it if 70 – 99% of the website traffic you spend money and time to generate bounces off in less than 2 seconds?

It may not be you. But it happens to real business people like one event planning expert I had interaction with.

That interaction led to full SEO audit and analysis of his website. And almost 87% bounces off without converting to anything or moving to another page.

High bounce rate is one of the major disadvantages of short, shallow contents. And it gets worse if you don’t have business blog at all.

The only exception is if your site is built for affiliate marketing. In other words, you really need to send out majority of your visitors via affiliate links.

If you have high converting landing pages and huge paid advertising budget, this visitor exit metrics may not concern you as much.

I want to ask you again. What is the current bounce rate in your own website right now?

It is neither your fault nor your problem that attention span is getting shorter these days. In an age of intense distractions, social media addiction and instant gratification, impatience is on the high side. Hence, selling is becoming harder and harder.

According to one leading tech executive:

The true scarce commodity of the near future will be ‘human attention’Satya Nadella.

Test; can you sell me your solution in 3 seconds only?

The key challenge is to match my intent, need or problem with your content. Here is one of the reasons why it is important to start your business blogging strategy with buyer keyword research.

There are many reasons why your current bounce rate could be abnormally high. It could be the slow page loading or poor design.

At other times, it could simply be because the content of your page is mismatched with website visitor intent.

However, getting attention is just half of the battle. Keeping that attention longer than 3 seconds and then getting real value from it is the biggest challenge.

And that is where long form blog posts serves well again.

You can use content pieces like pre-sale lead generation posts, case studies, product tutorials and cost analysis to influence people and make them spend longer time on your website. Internal linking and video contents also increases time on site.

Expert Positioning

There is always a depth of technicality behind every business or topic. Long form content writing gives you opportunity to show your own depth of technical know-how in any topic. So beyond surface level fundamentals, you can begin to share your diverse experience and perspectives with a target audience.

With a specific client or buyer persona in mind, you’ll be positioned to share stories that relates to their current pain points.

Among other thing, long form content marketing helps achieve influential positioning in the following ways.

Differentiation: In various marketing contexts, differentiation influences brand perception. Practically, the advantages in top of mind recall can be experienced when you begin connecting with some of the strong universal emotions that makes us human.

Filling a void: Whether you are interested in white papers, case studies or pain point focused blog posts, these types of contents can be used to fill a void in your target customers’ mind.

Maintain a relative degree of brand messaging frequency and you’ll have a winning strategy. Here is one scenario where retargeting works really well. Check this retargeting case study for more insights.

Examples of filling a void is starting with keywords your audience are searching for or the relevant questions being asked on Quora and other similar websites.

Leveraging authority: It’s all about doing one thing exceptional better than all other things, long term focus on it and becoming known for that one thing.

In this regard, Jeff Goins had a title that reads like:

‘Stop Running The Wrong Race And Choose Your Own Craft’

Examples of single minded expert positioning in this context include Peep Laja’s blog for conversion rate optimization only – ConverionXL, Brian Clark on copywriting only – Copyblogger, Brian Dean on SEO only – Backlinko, Jon Loomer on Facebook ads only – Jon Loomer Digital.

Higher Conversion Rate

Remember here we are talking about the use of long form contents in business blogging strategy only. If you add affiliate marketing or lead generation landing pages the conversion rules become different.

If you add other benefits discussed earlier like more social media shares, longer time on site, higher search engine ranking and expert positioning, it becomes clearer how all of them contributes to higher conversion rate.

While there is no guarantee that you’ll get higher conversion rate from long form content marketing, the chances of getting the other benefits discussed above is always there.

Depending on the conversion funnel integrated within your business blog, yours could be zero, low or above average conversion.

Your best bet is to test some variations.

Before you get started on your own tests, the guys at Crazy Egg got 30% higher conversion by increasing the content length on a particular page. And here is how to do it.

Call To Action

Now you know the benefits of long form content marketing. Where can you go from here?

Warning: I don’t know how long it has taken you to get here. But if you do nothing with the information, it is just as good as wasting your time to read this piece. And that my friend, is not my intention.

As I have noted earlier, short form posts also work. It just depends on how well written and the conversion funnel integration within the post.

However, I believe that the data points and benefits highlighted above will expand your perspective on what is possible.

Make sure to add some lead generation elements to your post while linking to sales pages where necessary. Do this before making commitment to actively consistent blog post promotion strategy.

Regardless of the niche in which you operate, you’ll always find some blog post writing ideas.

But just in case you can’t do the work very well or have more important things, you can hire an experienced business blog writer.

A friendly conversation is enough to get started for consistent business blogging traffic and bigger ROI.

Now you can share your business blogging experiences and challenges in the comment section. How has it been working out for you and your company?

You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.