So, what are Google Local Service Ads? Google Local Service Ads or Google LSAs are a relatively new form of advertising offered through Google. These local ads appear at the top of a given Google search results when users search for one of the services you offer. A unique feature of Local Services Ads is that they provide you with leads to potential customers in your area.

Google Local Service Ads (LSAs) also establish your business as “Google Guaranteed” through a comprehensive verification process. This is highly valuable as it establishes you as a trustworthy service provider to new customers in your local area.

How Do Google Local Service Ads Work?

Using Google Local Services Ads is a great way to generate leads for local customers who are interested in the services you provide. When you set up a Local Service Ad, you input a list of services you are licensed and able to perform. This list determines Google searches in which you will appear. 

When an individual in your community uses Google to locate a service provider, they will be shown a list of businesses in their area. From the list they are provided with, they can directly contact uses of Local Service Ads through the Google search results. After the potential customer has expressed interest in your service through a call or message, they are added to a list of leads that will appear in your Local Services app. 

You will receive both an email and a notification from Local Services informing you of the new lead for your business. From their website or convenient app, you can directly contact the individuals who are interested in your service by responding to their message or phone call. This creates a streamlined form of communication that connects businesses with people in their community who require the services they provide.

Location of Local Service Ads

Google Local Service Ads are easy to locate. When an individual conducts a Google search for a given service, they are provided with a list of potential businesses. At the top of this list is the contact information for several “Google Guaranteed” providers. These are businesses that have invested in a Local Service Ad.

3 Ways Google Local Service Ads Are Unique

There are several ways that Google Local Services Ads are unique. Although this list is not extensive, it covers a few of the most unique qualities of this type of online advertising.

1. LSAs allow you to have the “Google Guaranteed” Badge

One of the ways that Local Service Ads vary from other types of online marketing is the “Google Guaranteed” badge. Any business or individual who wishes to promote themselves through Local Service Ads must first apply through Google. 

During the verification process, Google carefully performs several checks including, but not limited to, the following: 

• Background Check on Business Owner
• Insurance Checks
• State, County, and Province License Checks
• Advanced Verification as Needed

These checks are done to ensure that the businesses that are promoted through Local Service Ads are reputable and worthy of the coveted green checkmark next to their listing.

The “Google Guaranteed” badge not only catches the eye of interested customers, but it also speaks to the trustworthiness of your business.

2. Satisfaction Guarantee for Work Quality

The Google Guarantee also serves a very practical purpose. If a customer who contacts you through your Local Service Ad is not satisfied with the service you provide, Google may refund them with the amount paid for your service.

There is a lifetime cap for this coverage for each customer and as always, certain stipulations apply. However, this is another way that Google stands behind the quality of the services you provide.

Example of Google Local Service Ads

3. Only Pay for Actual LSA Leads

Another way that Google Local Service Ads differ from other methods of online advertising is that you will only pay for actual leads. Because of this, you can be sure that you are investing in advertising that will actually pay off as opposed to other methods where you pay for each click on your ad. 

When you set up your Local Services account, you will establish a weekly budget for your ads. This budget is based on the number of leads you would like to generate each week. Many experts recommend that budgeting for twenty leads each week is a good benchmark to start with. You can easily adjust your weekly budget through the Local Service app or website as you see fit.

Appear in Voice Search Results

With technology constantly changing, it’s important to stay up-to-date. Voice searches are becoming much more popular due to the increase of voice-activated technology. Luckily, when you have the “Google Guaranteed” badge, your business can appear in searches for the service you provide initiated by Google Assistant.

Who Can Benefit From Using Google Local Service Ads?

At the time of this article, Google Local Service Ads are not available to everyone. 

Current Local Service Ad Industry Categories 2020

The businesses categories (in alphabetical order) who can benefit from this unique form of online marketing include the following:

• Air Duct Cleaner*
• Appliance Repair Service
• Architecture Service*
• Auto Glass Service*
• Auto Service Technician*
• Bankruptcy Law Services
• Business Law Services
• Carpenters
• Carpet Cleaner*
• Cleaning Services
• Contract Law Services
• Countertop Services
• Criminal Law Services
• Disability Law Services
• DUI Law Services
• Electricians
• Event Planner*
• Estate Lawyer Services
• Family Law Services
• Fencing Services
• Financial Planning Services
• Flooring Services
• Foundation Services
• Garage Door
• Handyman*
• Home Improvement Pro*
• House Cleaner*
• HVAC
• Immigration Law Services
• Interior Designers*
• IP Law Services
• Junk Removal Provider*
• Labor Law Services
• Landscaping Services
• Lawn Care Provider*
• Litigation Law Services
• Locksmiths
• Malpractice Law Services
• Mover*
• Painter*
• Personal Injury Law Services
• Pest Control Technician*
• Pet Care Provider*
• Pet Groomer*
• Photographer*
• Plumbers
• Real Estate Law
• Real Estate Law Services
• Roadside Assistance Service*
• Roofer*
• Siding Services
• Tax Services
• Tax Law Services
• Traffic Law Services
• Tree Service Provider*
• Tutor*
• Upholstery Cleaner*
• Videography Services*
• Water Damage Service Provider*
• Window Cleaner*
• Window Repair Service Provider*

*Not all services are supported in all markets.

This list is not extensive as Google continues to expand this service to new industries and services. You can quickly check if your business is eligible for Google Local Services Ads here.

In addition to the restrictions to services included under Local Services Ads, this service is currently not available in all areas. However, more areas of service are being added each day. 

How to Optimize the Use of Local Service Ads

As with any form of online marketing, there are steps you can take to ensure that your business ad ranks higher than your competitors. Because of the way that Local Service Ads are displayed within Google Search results, it’s highly beneficial to be in the top 3 results. 

1. Complete Your Business Profile

When your Local Service Ad appears in Google search results, your potential customers will have the option of viewing your business profile. This profile includes important information on your business as well as the services you provide.

It is recommended to utilize this business profile as much as possible. Your profile may include some of the following features:

• Phone Number
• Contact Information
• Google Guaranteed Badge
• Hours of Operation
• Overview of Services
• Licenses & Certifications
• Business Highlights (Discounts, Specials, etc.)

From this profile, potential leads will glean important information about the services you provide. Because of this, it is important to provide them with everything they need, compelling them to contact you for further information.

2. Ask for Reviews

In addition to the information listed above, the business profile associated with your Local Service Ad will include reviews from past customers. Google makes it easy to ask your previous customers for reviews through the Local Service Ad app or online. Additionally, Google allows you to personalize this message through the Local Service platform. Doing so adds a nice touch that your customers are sure to appreciate.

Reviews from past customers often say more about the quality of your business than any other information that you could share. 

3. Respond to Every Lead

The primary way that Google Local Service Ads work is by providing you with potential leads for your services. It is your job to contact those leads and turn them into loyal customers. Because of this, it is crucial to respond to every lead you receive through your ad. 

If you find you are not able to keep up with the business leads you are receiving through your ad, it may be wise to decrease your weekly budget. Doing so will decrease the number of leads you receive each week. 

Implementing Google Local Service Ads for Your Business

Implementing any form of online advertising can be intimidating. Luckily, Google provides online support for Local Service Ads. However, it may be easier to work with a professional who specializes in the area of online marketing strategies. 

Optimizing your online marketing strategy is one of the easiest ways to increase awareness, traffic, and sales for your business. At McWilliams Media, we work with our clients to establish an online marketing strategy that is most beneficial to the way they do business. Our research and expertise in the area of online marketing allow our customers to maximize their marketing budget while experiencing real results.

Our team of experts located in the Tulsa area is ready to help you expand your reach both online and in your community. You can find further information about our company here. Contact us today to experience the difference online marketing can make for your business!

The post Google Local Service Ads: What Are They & Why You Should Care first appeared on Website Design | McWilliams Media |Broken Arrow, OK.

SEO or Social Media Marketing, which online marketing strategy is best? Social media marketing is often better for spreading causes, ideas, and awareness. SEO is vital for selling specific products and services that people are looking for. Which strategy is best for you will depend a lot on your specific goals and business. In most cases, an interdependent strategy that combines the best elements of social media marketing and SEO together is the best approach.

A common misconception in the self-improvement world is that the key to improvement is working on your areas of weakness. At first glance, it seems like a logical approach, if we improve in our weak areas and remain strong in our areas of natural strength the result should be that we are stronger overall. Right?

Over the last decade, many people have begun to challenge this thinking. Tom Rath, the author of StrengthsFinder 2.0, says, “What great leaders have in common is that each truly knows his or her strengths-and can call on the right strength at the right time.”

The same can be said for great marketers. A master marketer understands the strengths of multiple mediums and platforms to reach different people. Many people hinder their personal development by trying to improve their weaknesses instead of maximizing their strengths.

In-experienced marketers often waste time and money trying to get better at something that isn’t working instead of expanding something that is working. Good marketers focus on how the right online marketing strategy best matches the strengths of their message with the needs of their audience.

Building An Online Marketing Strategy That Uses The Strengths of Both SEO and Social Media Marketing

Is SEO or Social Media Marketing the best fit for you and your business or non-profit organization? We are going to examine the strengths of both social media marketing and search engine optimization (commonly abbreviated to SEO) and the best ways to utilize these strengths for your benefit.

We will also look at how to assess your business, market and personal goals to create a digital marketing strategy that delivers powerful results and how our team at McWilliams Media can help you in this process. We will go over trends and stats for how many consumers shop and search online that impact how and where you should position your marketing messages.

If you are debating whether social media marketing or SEO is best for you or if you are frustrated with the results you are getting with each one, our hope is to help you re-think your strategy and feel confident in your path forward.

The world of internet marketing can feel like a vast overwhelming ocean with complicated choices and buzzwords. Social Media Marketing or SEO? Pay Per Click or Organic Search? Facebook or Twitter? Email Marketing or Re-Targeting Campaigns?  Organic SEO or Local SEO?

How do we navigate this ocean of options? The keyword to consider is “navigate”. Unfortunately, many business owners do not really navigate the world of digital marketing, they are simply floating along hoping something will work. It’s time to set a course and set sail. Onward Intrepid Internet Marketer!

Developing a Digital Marketing Strategy That Matches The Goals You Have For Your Business

At McWilliams Media, we offer a free strategy session to people who want to stop floating along hoping something works with their digital marketing and start setting a course and seeing results.

We start by assessing your current business and online marketing to see what is working well and what is underperforming. This often includes looking at your website to see if it is set up to convert potential leads to customers.

Even if you excel at social media marketing or SEO you won’t see great results if those efforts send people to a poorly designed website that doesn’t convert people on a purchase decision. In our strategy session, we also try to understand your audience and customer basis.

One thing that differentiates McWilliams Media from other marketing firms is our focus on personal relationships. We believe in treating people like people, not numbers, demographics or socio-economic indicators. This begins with our relationship with each of our clients understanding their hopes and dreams for their business or organization.

It also influences how we think about reaching your target audience. We believe in education and empowerment. We do not want any of our clients feeling like social media marketing or SEO is a black mysterious box that you have to throw money in and cross your fingers.

We work hard to educate our clients so that they know how the process works and form a strategy that resonates with them. Treating people like people,  not numbers, also helps us craft marketing messages for our clients that resonate with their audience and customers.

We try to understand the hopes, fears, aspirations, and challenges of your audience so that we can position a clear message on the right channel to reach them in a way that cuts through the noise and helps them solve their problem.

The Strengths of Social Media Marketing

What is Social Media Marketing? Social Media Marketing is using social media platforms (such as Twitter, Facebook, Pinterest, and many others) to connect with customers and spread your message. Social media strengths include.

Social Media Marketing is great for content that stirs an emotional response.

Although it is not always a good thing there is a reason that social media is famous for spreading anger and vitriol. It is a good medium for emotional messages. Does your marketing message have an emotional appeal of some kind? If it does, then social media is probably a good place to spread your message.

Social Media Marketing is the best choice if an image or visuals are an important part of your content.

Visual images have a powerful effect on us. They have a powerful effect on the way we use social media too. Studies show that posts with images typically generate 53% more likes than those without images. Are visual elements an important part of your brand message? Do you enjoy sharing amazing before and after photos with your clients? Social Media Marketing can be a great way to use images to tell your brand’s story.

Social Media Marketing is best if you want to target a certain demographic, transition point or find people that are interested in a certain niche.

One big advantage of social media marketing is that it can help you access markets and audiences quickly that previously may have been difficult to identify or reach. Platforms like Facebook give marketers an incredible array of tools to use to target ads to certain demographics or interests.

Social Media Marketing can work well to spread awareness and create messages that spread person to person quickly.

Most small businesses live and die on referrals. Social media shares and recommendations are the modern-day referral and they can spread quickly person to person.

Studies have shown that many people regard a recommendation on facebook as highly as they regard a verbal referral from a friend. Just be careful because the speed and power of social media can work against you too if a negative customer goes viral.

The Strengths of Search Engine Optimization

What is SEO? SEO stands for Search Engine Optimization. SEO is the art (and it is more art than science) of designing digital content and websites so that they get favorable results from online search engines like Google, Bing, Yahoo, and others.

SEO usually involves consistently posting high-quality website articles structured around specific keywords that you want your website to rank for. It also can involve internal and external linking structures, image optimization, speed enhancements, mobile optimization, meta-data, location citations and a host of other techniques that are all working together for the goal of a high ranking on search engines for certain keywords.

SEO is a better format for long-form text, detailed how to’s, etc and is a great way to educate and inform your customers.

One of the great ways to improve your SEO rankings (how you rank for certain keywords) is to write long-form articles that focus on answering questions around the specific keyword you are trying to rank for.

Not only can these posts help drive traffic to your site, but they can also be a great resource to help educate potential customers about your products and services. Posts over 1,500 words usually rank higher on Google.

SEO is much better than social media for targeting what people are thinking about and searching for.

Although social media may be good for targeting a certain demographic or audience, SEO is absolutely essential if the primary goal of your digital market is to sell a product or service to people that are looking for that specific thing. Have a plumbing business and want your website to pop up when people are searching for a plumber? You need strong SEO on your website.

SEO is much better for sales conversion and has a higher conversion likelihood than social media.

Because SEO is the best strategy to get your product or service in front of people who are actively looking for it SEO tends to be more important for most businesses that are trying to convert leads into online customers. People may talk and share on social media but they are much more likely to buy when they find you because of something they were searching for.

SEO, once established, produces an ongoing, passive source of visitors instead of the quick burn of social media attention.

Social media can sometimes be a quick burn that doesn’t last long. SEO tends to be a long road that can pay better dividends later with less frenetic content and activity. Social media marketing needs constant content because every post has an extremely short lifespan.

How To Combine the Strengths of SEO and Social Media Marketing Into A Powerful Digital Marketing Strategy

So now that you have learned the strengths of social media marketing and SEO it’s time to put the strengths together in a complete digital marketing plan. Utilize the strengths of both strategies to help your business thrive.

If you primarily want to convert leads of people needing your product or service into customers, then focus the first part of your strategy on SEO. Identify the most important keywords for your business and make sure your website is well optimized.

Consistently post SEO articles on your site that will help you build good organic rankings for those keywords. If you need help in this area we offer several different SEO plans to make sure you are getting high-quality content each month.

Use social media marketing and SEO together as a 1-2 punch. After a lead has converted and experienced your product or service, encourage them to engage with you on social media. If they had a great experience make it easy for them to share about it and share it with their friends. Keep your content fresh and keep them engaged. This will help you stay top of mind and make it more likely they will purchase from you again.

The Most Important Part Of Every Digital Marketing Strategy

“A good plan violently executed now is better than a perfect plan executed next week.”

-George S Patton

The most important of every strategy is execution. Whether you choose SEO or Social Media Marketing or a combination of both it will require work and execution.

How do I get started?

If you are debating between SEO or Social Media Marketing or trying to form a digital marketing strategy for your business, our free strategy session is a great place to start.

Digital marketing may require hard work and execution but it doesn’t have to be a journey that you take alone, our experienced and friendly team is here to help you set a course toward success.

The post SEO or Social Media Marketing: Which Should You Use? first appeared on Website Design | McWilliams Media |Broken Arrow, OK.

As a small business, setting up your Google Business can be a game-changer when it comes to your business’s online visibility and long term growth. However, there are several things you should consider when setting up your Google Business online. Here are the top five mistakes small business owners make when initially setting up their Google Business: 

1. Limiting Your Business Categories

Oftentimes, businesses will only choose one or two categories to define what type of services they provide. It is very rare, though, for a business to offer only one type or even only two different types of services. Google will actually allow you to choose up to ten categories for you to classify your business, and they provide over 3,000 categories to choose from. Choosing more categories will create more search visibility for your business when potential customers search for various keywords. So, make sure to add more categories!

2. Not Adding Media

It is no secret that our world is becoming increasingly more visually-oriented. Because of that, photos and videos make fantastic online tools to tangibly show people both what your business looks like and what it is all about. Examples of great photos and videos to add to your Google Business listing include either photos or a 360 video of your brick-and-mortar business (if you have one) or high-quality images that put on display the services you provide. For a restaurant or catering company, this may be photos from your menu. For a mechanic, you might upload photos of cars you have worked on.

3. Inconsistent Info Between Your Website and Google Business

If your address on your website says “1234 Location Ave.” and your Google Business says 1234 Location Avenue, this is confusing for Google’s ranking algorithms. This is extremely important if you want your website/Google Business to show up on Google searches. Google looks at consistent information as a point of criteria when ranking websites. That said, it important that your web address, phone number, and email address are also consistent.

4. Not Adding a Business Description

A business description helps customers to further understand what your business is all about. This is the place where you really have the chance to sell a customer on your value proposition, or what your business brings to the table. What is more, adding a business description is the perfect opportunity to add valuable keywords to your Google Business that will make it appear in more searches.

5. Not Responding to Reviews (Positive or Negative)

Do not just set up your Google Business and then forget about it! When you begin to receive reviews, it is important that you actually respond to them. This type of personal interaction is huge for prospective customers to see on your Google Business. It truly does not matter if the reviews are positive or negative as long as you are sincere and intentional in your response. In fact, responding kindly to negative reviews may even entice the negative reviewers to come back and change their ratings. 

The post 5 Mistakes Most Small Businesses Make When Setting Up Their Google Business first appeared on Website Design | McWilliams Media |Broken Arrow, OK.

You have an idea for a business. Maybe it’s an innovative new product or a needed service that you know people will love. You do all the things a good entrepreneur should do, register your name with the state, write up a business plan, order some business cards, tell friends and family what you are doing, hyperventilate, tell yourself 1000 times a day that your plan will work, argue with yourself in the mirror about whether you are crazy or not. Last but not least you build a website. You are sure this is going to be the difference maker for your business. You hope that soon thousands will flock to your website daily to hand over money in exchange for your product or service. Right before you launch the site you wonder to yourself if Red is a bit too ostentatious of color for the yacht you will soon purchase. You decided you can probably figure that out later and send your new website and business out into the world.

Cue the crickets.

You start to realize that your shiny new website isn’t getting much traffic and therefore your stream of customers to your new business is not the stampede you imagined. Looks like you’ll have plenty of time to figure out that yacht color.

Welcome to a hard entrepreneurial reality, people won’t visit your site or buy from you because your website is new or shiny. People don’t buy when you are ready to sell, they buy when they are ready to buy. So the key to driving traffic to your site and sales to your company is connecting with the people that are searching for your product or service. To do that you are going to have to learn about something called Search Engine Optimization commonly abbreviated to SEO. SEO is more of an art than science, a vast and constantly changing field where the focus is understanding what search engines want and how they serve search results to people. The goal of good SEO is to help your website be found by the people who would benefit from it by optimizing keywords and content so that search engines serve those results first. In the world of SEO, there are two very important streams to understand, Organic SEO and Local SEO. We are going to look today at the difference between Organic SEO and Local SEO and how you can combine the two streams together to form a mighty river of people visiting your site. Bye. Bye Crickets. Hello Customers.

What is organic SEO? What is local SEO? Which one do I need?

Organic SEO revolves around a website and keywords. It is not necessarily attached to a geographical location or focused on driving traffic to a brick and mortar location. It is focused on keywords and driving traffic to that website based on people searching for those keywords regardless of where the individual searching may be located. Organic SEO is essential for national brands, internet marketers, and online businesses. Local SEO is similar to Organic SEO but has a strong geographical component to it. It is focused on building signals of relevance for search engines to pick up on regarding a specific location. It’s focus is to drive traffic in a certain area to a brick and mortar location. The big difference is in what the two streams are trying to show to search engines. In Organic SEO the goal is to get search engines to find relevant and trusted content. In Local SEO the goal is to get search engines to find relevant and trusted locations.

So which strategy for SEO should you use for your website?

Life has tough choices, for example when choosing which ice cream. Chocolate or vanilla. Thankfully a genius invented the twist cone and I am forever grateful. Why choose chocolate or vanilla when you can have both?

Local SEO vs Organic SEO can indeed be a twist cone scenario. A powerful and comprehensive SEO strategy will combine both strategies to their maximum impact to drive new customers to the website and business location. We are going to look at some key components for both SEO strategies and how to combine them together in an effective way. The results of a well-executed SEO strategy can be delicious. You just might go get a twist cone to celebrate.

Ways To Improve Local SEO

Local SEO is focused on making sure search engines find relevant and trusted locations. A primary goal of local SEO is for the website to place high in Google Maps for relevant keywords. Not all keywords trigger a local map, typically only the searches that Google determines to have local intent. One important concept of local SEO is a focus on citatations, (no, not the kind the traffic officer leaves on your window). Citations are references to your name, address, and phone number online. Common places for business citations to appear online are on directory sites like Yelp, Yahoo! Local, Manta, and many others. The goal of local SEO is to create a strong citation profile that lets search engines know that your locations are trusted places to go for people searching for certain keywords.

Optimized Google My Business Page

Wondering how to find a new gym? Wondering when your favorite restaurant closes? My guess is that last time you had those questions you grabbed your smartphone and entered in a search and that locations google location page popped up on your phone. Having an optimized Google My Business Page is absolutely critical for good local SEO. Unfortunately, many business owners neglect this important step and don’t even set up a verified page with Google! Over the years many changes and improvements have been made to Google Location listings. Now google offers a variety of features to business owners including the ability to post offers, posts, pictures, videos, and other media to present themselves better to customers. Do not leave a good Google local page out of your Local SEO strategy.

Verified Listings

One great strategy for local SEO is to make sure your business information is distributed across a wide range of web directories and listings. This would be sites like Yelp, Yellow Pages, Manta and many others. It is critically important to make sure your business information is consistent and accurate across all platforms and directories. Make sure your address, phone number, email, and website are correct and the same across the web. When there are inconsistencies across your listings search engines are less likely to trust that your location is a trusted and relevant location.

Ways To Improve Organic SEO

Strategies for organic SEO include researching and choosing relevant keywords for a website that has high amounts of traffic and achievable levels of competition. These keywords are then used strategically in website content to send signals to search engines that the website is a trusted and relevant source for people searching those keywords. Keywords are often used in page and blog copy and also added to the metadata of the page and images. Citations are the focus of local SEO but links are the focus of Organic SEO. A website that is connected with a strong link structure is more likely to be shown by search engines. Both internal links and external links are important components of a solid organic SEO strategy.

Keyword Optimization

The first step to keyword optimization is choosing the right keywords to try and rank for in search engine results. You want to research a wide list of keywords relevant to your business and then sort them based on the amount of traffic that keyword receives and the ranking difficulty level. Certain keywords have a large number of people contending for search engine traffic so they are more difficult to rank high on and be found on the first 1-2 pages of search results. You want to choose keywords that have the best balance of traffic and achievable competition for ranking.

After choosing your keywords focus on consistently creating content for your website that includes your strategic keywords in an intentional way. Create blog posts or pages that have your keyword inserted into the content several times so that search engines will identify it as relevant content for people searching for those keywords.

Links! Links! Links!

Citations are the name of the game for local SEO but links are the creme de la creme of Organic SEO. A well-designed website should focus on both a well designed internal link structure and also high-quality external links.

Can Local SEO and Organic SEO be combined?

Yes!! Although it’s important to understand the difference between both SEO strategies a comprehensive SEO strategy for most businesses should include a hybrid approach that combines the best of Local and organic SEO techniques. You should focus on both optimizing your site for the best keywords and also making sure that your business location is well verified and found by search engines as a trusted and relevant place. Combining the best of local and organic SEO techniques can be a powerful way to drive traffic to your site and new customers to your business.

The post Understanding SEO vs Local SEO first appeared on Website Design | McWilliams Media |Broken Arrow, OK.

Do the words “website content” cause your stress levels to rise? You know that creating compelling content for your digital marketing is important but you are not sure where to start. If you are a business owner or non-profit leader you have a lot on your plate already and thinking about creating content for your website is easy to shove down the to-do list because you have more pressing matters to take care of.

Have you considered the fact that many customers very first impression of you will be through website content?

That’s far too important to keep ignoring and should lead you to the question, “How do I create great website content?”

With time is limited it’s even more important to get it right. You don’t want to waste time creating content that doesn’t attract or connect with the people you want to reach. We put together a list of 10 Keys To Creating Astonishing Website Content designed to help you create content that connects with people and keeps them engaged with your message and brand.

10 Keys To Creating Astonishing Website Content That Attracts Clients

1. Stop Trying To Be The Hero

Great communication begins with an understanding of WHO the communication is for. Spoiler Alert: It’s not you. You communicate to engage, help and persuade others, not just to hear the sound of your own voice or read your own words. This is the biggest mistake that people make when creating content. They make the content all about them and not the people they are trying to talk to. The more you forget about yourself and obsess over your customer the more you will be heard. What are their problems, fears, hopes, and dream? Speak to those things in your message and you will be heard. Constantly remind everyone how awesome you are and how your company was started by your grandfather 100 years ago and prepare to be tuned out.

2. Be Clear

You may have heard the phrase before, “Content is King” but the real truth is that “Clarity Is King”. The Internet is flooded with content and noise. In a cluttered market of ideas, the value of clarity is always going up.
Clarity is what cuts through the noise. Clarity is what causes people to connect with your words. Be clear and specific. What problem are you trying to solve? Who are you trying to help? Who is your product or service for? Who is it NOT for? Ask yourself questions to help define who you are talking to and what problem you are trying to solve for them. Concrete and specific words and descriptions stick in peoples heads better.

If you forget all the other keys but remember to be clear, you will have put yourself at a great advantage.

3. Call People To Action

People want to be led somewhere. Take them on a journey that calls them to action. Don’t just think about what you want people to know. Put thought into what you want to challenge them to do. This doesn’t always have to be guiding them to A Buy Now button or urging them to call your phone number. It may be guiding them to take another step to learn more, downloading a helpful resource or signing up to a newsletter. Think of your communication and marketing as what it is a conversation with an actual person. Kind of like if you were on a date. Don’t ask your clients to marry you on the first date.

4. Define the Problem

Talking about problems sounds negative. It can be tempting to avoid talking about problems and constantly talk about solutions, features, and benefits. If you don’t define the problem in your content, people will tune it out. They think that it must not apply to them because they don’t understand what problem your product or service is trying to solve. When you describe someone’s problem in detail though they engage and connect with your message because they know it’s for them.

5. Address Internal and External Issues

Another common mistake people make when creating content is only focusing on talking about external problems. Most likely your company is heavily focused on solving external problems for your clients. If you are roofer you fix leaking roofs. If you are a dentist you help hurting teeth etc. It’s easy to talk about external problems because they are to put it bluntly, obvious. But external problems are only part of the picture. That client with the leaking roof has internal problems as well. Perhaps they are nervous and uncertain about dealing with an insurance claim because they have never done it before. They feel insecure. Perhaps the dental client is self-conscious about their teeth and worried they will be judged for “not flossing enough”. These are the internal problems that are connected with your client’s external problem. Why is it important to think about internal problems? Because most customer decisions are based off of how they feel about their internal problems not external ones. It’s also the best opportunity you have to separate yourself from your competitors. They are calling a roofer because they have a leaking roof but they are going to hire the company that speaks best to their internal problem.

6. Think From Your Customers Perspective

Do you see a trend here? Thinking from your customers perspective is the giant key that unlocks powerful content and communication. Customers don’t choose the company that talks the most, they choose the company that understands them the most. Thinking from the customers perspective is an easy thing to say and it seems like an obvious thing to do but it’s not easy.
Why is it difficult? If you are a business owner or non-profit leader you typically have a lot of things going on. You are thinking about fires you have to put out with your team, next weeks payroll and perhaps those few clients that seem to really frustrate you. It can be hard to step out of your world and see your company through your clients or potential clients eyes. Try asking some of your better clients questions about how they see your company or organization and why they chose to use your product or service. Try to think about what the hopes, fears, and dreams might be of the typical person you serve. Try to see the world from their eyes, it might change everything for how you communicate.

7. Pay Attention to Details

Every piece of communication in your business or organization sends a message. From a blog post, social media image or even your company voice mail. Details matter. If you want people to assume that your customer service and work is high quality and meticulous, don’t sell yourself short by delivering low-quality communication. Use spell checker and grammar tools to help catch errors that may give off a bad impression. You don’t have to be perfect but it is important to put just as much effort into your communication as you do the work itself.

8. Be Authentic

Don’t try to present yourself or your organization as something you are not. Don’t use buzzwords and overdone phrases. If you or your company is a little quirky and has a sense of humor, embrace it. Don’t feel like you have to present a sterile corporate version of yourself because that is what everyone else is doing. At the same time, if you value being professional and proper don’t try to be quirky and funny because you think that’s what other people want. When you find your own unique voice you may be surprised how many people are eager to hear it.

9. Show What’s At Stake

What is the cost of not hiring your company? What might happen if the problem is ignored? You don’t have to become a fearmonger with your messaging but it is important that you present to people what’s at stake. You want to present to people a clear vision of success and let them know that you can help guide them to that future but the other side of that is showing them a clear vision of what failure looks like.

10. Be Consistent

Have you been guilty of the inspiration trap? You listen to a podcast about social media and for 2 weeks you are posting twice a day and then nothing for months?
Being inspired is great but being consistent is what will cause your content to engage and connect with people.
Be consistent with the way you present yourself and your company. Be consistent with the frequency at which you post on social media and your website.

Set a goal for how often you want to talk to your customers over various mediums, then cut that goal in half and deliver on it!

Summary

Creating astonishing website content that attracts clients really boils down to great communication.
Great communication is an art form that takes practice. This list is far from comprehensive. There is always something new to learn and apply to your communication skills. We hope that this list has given you something that you can apply to your business or non-profit to help create great content that engages people with your cause.

It’s time for key number 3. How will you take action to make your communication better? In a cluttered and noisy environment, you need clarity to cut through the noise and distinguish yourself from competitors.

What will you create? What message will you speak? What problem will you solve?

If you want to learn more about marketing or experience what it’s like to have a team of people working with you to create amazing content that attracts customers get in touch with us to learn more and make sure that your brand’s message is heard through the noise.

The post 10 Keys To Creating Astonishing Website Content That Attracts Clients first appeared on Website Design | McWilliams Media |Broken Arrow, OK.

They may have claimed that they can scan your site and provide you with information that only experts can provide. They also may have claimed your website not being up-to-date, missing information, or lacking speed. These emails or calls may be full of promises about your business being able to leverage this success overnight and gain a large quota of sales quickly!

Tempting.

We know.

These scare tactics can convince anyone to jump in on the investment, but before you hand over any private or financial information we wanted to provide you with some valuable tips to help you recognize spam, as well as reasons as to why you should stick to the experts.

How to recognize spam:

• Unsolicited emails and/or comments left on your website from random companies or contacts that you have never had contact with before. These are often full of exaggerated promises that seem too good to be true – because they are.
• Consider the email address. For example, are they sending you an email from an unprofessional email address or a free service such as @gmail.com or @hotmail.com?
• Research their company and consider the professionalism or the lack there of, their website, social media accounts, and email addresses provided.
• Requesting private information too soon. For example, are they requesting your private or banking information simply after your first interaction? If they seem pushy at all – RUN.

Why you want to use SEO experts instead:

• You will be better off because the experts are not out to trick you, but actually want to see your company succeed. Our success is directly correlated with your company’s success!
• You will save money by not trying to find a quick fix that doesn’t work and results in you needing to start ALL over again. Invest your money the right way the first time and avoid detours along the way to your SEO success.
• Your company will grow when you avoid the shortcuts.

Bottom line, trust your SEO success with the experts. SEO isn’t an overnight fix. It’s about promoting your site and overtime beating your competitors in the Google race.

Remember: slow and steady wins the race.

The post SEO Spam: How to Recognize and Avoid It first appeared on Website Design | McWilliams Media |Broken Arrow, OK.

Customers are becoming savvier every day and work hard to not to be “sold”. This means that with each purchasing decision made, buyers are looking for some added value beyond the sale; perhaps a connection, relationship and better understanding of their needs. A couple of great tactics used to gain a better relationship with your potential customers is:

Reevaluate Your Messaging

Simplify your messaging and make sure that your website can be scanned within 10 seconds so a potential customer can understand what you have to offer. Your message should focus on your customer’s story and position your business as their guide. Keep your focus on building an authentic relationship with customers versus simply growing your business. The benefits of taking the time to care for your customers will highly benefit you in the end.

Simplifying Your Business Practices by Using Automation

Automation is drastically changing the way businesses communicate with customers and the way customers expect to interact with businesses. There are a couple of key ways to utilize automation in order to streamline your digital marketing efforts and ensure that no sale is left behind.

1. Live chat & chatbots are wonderful ways to expand your business’ reach without having to hire more staff. This also provides an on-call service that will answer basic questions at all hours for potential customers.
2. Voice search technology like Alexa or Google Home is going to provide your business with plenty of marketing opportunities with you having to do a thing!

Using Video as Your Main Communication Tool

Video is not going anywhere. The speed in which content is being created is growing rapidly with everyone having the ability to become a YouTube star. Video, in particular, is morphing the way businesses and customers communicate. Consider the following ideas:

1. Video is not just for web pages and social media, but a great effective tactic to include in your email marketing. This means that aside from regular text, you can either embed or link to a video of you speaking to the reader and sharing your message. This brings you into someone’s office or home, simply through email.
2. Welcome videos are a wonderful way to instantly begin a relationship with a new subscriber. Sending a 10-second custom video to a customer is a revolutionary form of contact and will also help ensure some deals. This is a wonderful tactic for realtors, counselors, and any other service that eventually hopes to build a relationship. This can be done through a quick casual video on your phone, or even through apps that service this exact purpose.
3. Video will ensure higher ratings on Google, better algorithms, and will increase the chances of your emails being opened. Don’t overthink video. Instead, realize it is a way to show how authentic your business is!

Digital marketing leaves a lot of space for creativity. Ultimately, customers are looking for a clear message and efficient ways to communicate so they can learn about your business. What better way to do this than to reevaluate your messaging, take advantage of atomization options, and use the resources at your fingertips to create simple videos!

Our team of marketing specialists are available to help your business succeed and take your digital strategy to the next level!

The post Digital Marketing in 2019: Ways to Up Your Digital Strategy first appeared on Website Design | McWilliams Media |Broken Arrow, OK.

Who are Gen Xers?

From a marketing standpoint, think of modern moms & dads. These are adults who currently make up the filling of the American demographic pie. They are working long hours, raising kids, and paying mortgages. Many of them are at the peak of their careers or are building businesses.

Though they are self-proclaimed mavericks and individualists, in many ways, from a marketing standpoint they are a hybrid. Some researchers call them the bridge generation. They’ve adopted some aspects of “boomer-ism” from their parents, and they have clearly been one of the major influences in making millennials so–well–millennial.

In this post, we’ll examine how an understanding of this generation’s unique characteristics can help us market more effectively to them. Here are some tips on marketing to Generation X.

The Busiest Generation

Gen Xers are busy. They must juggle marriage, kids, parents, and careers like no other generation. If we want to gain them as customers, we have to catch them first. Here are a few suggestions for marketing to the busiest generation.

1. The @ Factor

Though some prematurely prophesy the end of the email, it’s still the most effective way to market to this generation. They are online to a much greater degree than boomers, and they are very comfortable with online shopping. Outlook is an integral part of their business and home communications, so email marketing is a natural fit.

2. Chill Time

Gen Xers need a break more than any of us. According to research, 80% of Gen Xers with an annual income of over 250k say they’ll take a vacation this year. Over half of the rest said they plan annual vacations as well. Even if you’re not in the travel business, consider a sweepstakes promotion or other travel-related marketing.

3. Get Social

One of the ways to help this generation save time is to be where they are. Gen Xers are on social media almost as much as millennials. This means that your social media marketing needs to address them as well. Develop specific strategies to target them, however, since their needs are very different from those of millennials.

Conscience Counts

This generation certainly has a conscience. They have grown up in difficult times, and it has made them want to make the world a better place. Here are a couple of ways to appeal to the Gen X conscience.

1. Remember the Planet

Finding out what causes your prospects are interested in can be a great way to win their business. For Gen Xers, the environment is number one. Be cautious about associating your brand with anything perceived as hurting the environment. Proactively, find ways your business can facilitate the support of environmental causes. Gen Xers will genuinely appreciate this effort and take notice of your brand.

2. Rock the Vote

Though early predictions about this generation’s political personality were gloomy, they have grown up to be quite politically loyal. This gives you another simple way to research and target this demographic. Their voting habits can be relatively stable, so learn what they are. Research their hot-button issues and you’ll know them much better as a group.

A Few Curveballs

I have three kids. They all surprise us from time to time, but the middle one is just full of surprises. This seems to be true with most middle children, and it’s true with this demographical “middle child.” Here are a few statistical curveballs Gen X has thrown at market researchers.

1. They go to the store.

Gen Xers are hybrid shoppers. Though they often shop online, they also still go shopping. You’ll find them at the mall with their kids, at discount and specialty shops as well. In addition, though they claim to be list shoppers, statistics say otherwise. They are among the most likely to make impulse buying choices.

2. They use coupons.

These are some of the most coupon-ready prospects in the marketplace. They entered the workforce just as the Great Recession hit, and they tend to be pessimistic about retirement, so they focus on saving. Self-professed bargain-hunters, many of them try to buy only with coupons. Therefore, in your social media and email marketing, make sure to provide useful coupons.

3. They bring in the mail.

One place you might not expect to find this generation is at the mailbox. However, as the Postal Service struggles for its existence, many Gen Xers pick up their mail every day. In fact, many of them say they have bought based on direct mail advertising. Though the bulk of current marketing will tend to be digital, feel free to kick it old school on occasion. As long as you are careful not to waste paper, you may be able to win some Gen X business for the cost of some printing and postage.

Don’t Forget the Middle Child

Next month, we’ll explore what’s on everyone’s mind, marketing to millennials. However, we hope this information inspires you to remember the tremendous opportunity of marketing to this unique group. Generation X, like Baby Boomers, are often forgotten in our haste to adapt to what’s new and what’s next. Remember, this demographical “middle child” is and will continue to be a crucial target for any successful marketing strategy.

Effective Digital Marketing in Tulsa, Oklahoma

At McWilliams Media in Tulsa and Broken Arrow, Oklahoma, we are committed helping businesses develop effective digital marketing strategies. From web design and video to social media and SEO, let us be your digital marketing partners.

Call (918)791-3128 today and set up a free consultation, or click here to contact us.

The post Generational Marketing Part 2: Marketing to Generation X first appeared on Website Design | McWilliams Media |Broken Arrow, OK.

1. What is SEO?

SEO stands for Search Engine Optimization. No, that doesn’t mean making the search engines on your computer work better (that’s not really a thing). But it does mean making search engines work to your advantage.

Search engines, like Google or Bing, are web functionalities that help people find things on the internet. If you’re in business, this is really important. You want people to find you.

What search engines do

When a customer searches for businesses like yours, they see a list of choices. Search engines direct people to websites. But they also rank these results. They use hundreds of factors to perform these functions. However, they can be distilled into two ideas; relevance and popularity.

How relevant your site is to a search will affect your site’s query ranking. But popularity is also important. Search engines work on the idea that popularity corresponds to accuracy. So if a site is more popular, it is more likely to be of a higher quality.

What SEO does

So SEO helps you make sure your site appears in the correct search queries (relevance). Then it helps you push your site to the top of those queries (relevance & popularity). In short, SEO is how you get seen online. If Google is a field of billboards, SEO makes your billboard taller than anyone else’s.

2. How does SEO work?

But how is this accomplished? Well, for starters, keywords. These are the words that are most relevant to your business.You need the right keywords on your site. And you need them to occur often. This is the simplest function of SEO.

Search engine bots accomplish this by scanning your sites content. They make sure your keywords match your business. They make sure your keywords match your market. And they make sure your site follows the rules of the search engines.

Beyond keywords

But keywords are just the beginning. In the old days, search engines only looked for words. Therefore, search results were often of little value. But now search engines are much better and much smarter. But this also makes them much, much more complex.

Search engines now look at hundreds of factors to determine the rank and relevance of your site. Knowing which of these factors is most important to your business is a major function of good SEO. This helps keep your site from blending into the noise of the internet.

SEO experts

The algorithms used to do this are complex and constantly changing. For that reason, SEO has become an industry in itself. SEO experts work hard to keep up with the changing metrics of the major engines. They analyze search engine rules and site content. Then they make them work well together.

3. Why do you need SEO?

I think we sometimes have the idea that putting a website online suddenly gives us an online presence. But it doesn’t always work that way. The internet is huge. After all, it’s called the “world-wide-web” for a reason. So when someone searches for “Mufflers Tulsa, Oklahoma,” they might not find your Tulsa muffler shop at all.

Avoid Search failure

Who’s had an experience like this? You’re looking for–say–ok, mufflers. You type in “Mufflers Tulsa Oklahoma” and you see several that look familiar. Scrolling down a bit, you see one that catches your eye, Tony’s Muffler Shop.

You click on the website. You chat online with an expert. Nice site! Great experience! You might even book an appointment. Then you find out they’re in Munsey, Indiana! (or some other random location) How did this happen!?

The top few on the list were most likely local. But you, like many others, rarely choose the top result unless it’s the specific name you were searching for. So you scrolled past the obvious choices. And not far down the list, you found your Munsey muffler shop with the great site.

Why was he there? Well, there are a lot of possible reasons. But more importantly, why did so many Tulsa, Oklahoma muffler shops not get seen in that search? SEO. Or rather, the lack of good quality SEO.

Get seen.

Without good SEO, you have no idea who will see your site, or if anyone ever will!  You work hard to make your business the best. And you probably paid good money for your site. So you need to make sure that site doesn’t get lost in the shuffle.

SEO helps you make sure your site meets the complex criteria for search engine rankings. You need to know that when someone searches for a business like yours, you at least have a chance! SEO gives you the peace of mind to know you’re not invisible.

Get seen by the right people.

Expert SEO not only makes you visible online but also makes you visible to the right people. You need to know that you’re showing up in search queries. But you also need to know you’re showing up in the right search queries.

By fine-tuning keywords, link structure, and other key elements, professional SEO targets your customers. You wouldn’t spend your money on a magazine advertisement in a place you can’t do business, would you? Well, without good SEO, you might be doing just that. The internet is huge, and good SEO helps shrink it down to size.

Tulsa & Broken Arrow SEO

At McWilliams Media in Broken Arrow and Tulsa, Oklahoma, we specialize in professional, customized SEO for your business. Call us today to see how we can maximize your website’s impact! We will work with you to make sure your business gets seen–and that it gets seen by the right people!

Our team are experts in all phases of digital marketing. From web design and branding to videography and social media, we are here to help you succeed! We are passionate about helping our entrepreneurs build their dreams! Call us for a free consultation today!

Photo by Alex Knight on Unsplash

The post SEO-What it is and Why you need it first appeared on Website Design | McWilliams Media |Broken Arrow, OK.

The Google-net

How did this happen? Seems like Google owns the internet! I thought the whole idea of this thing was that no one could ever do that, but here we are! I know, technically, the internet is still free and owned by everyone. However, sometimes it feels like it’s the “Google-net.”

Part of that is the “Kleenex factor.” Even when people are searching on Bing or AOL (yes, that’s still a thing…I just looked it up!), they say they’re “Googling” something. So other search engines do exist. But the reality is that if you’re going to get seen by the most people possible on the internet, you have to be seen on Google.

But Google’s dominance is not just helping them, it’s helping us, too! Their analytics, AdWords programs, and other goodies can be invaluable tools to grow the exposure of any business! And one of the best tools out there is Google reviews.

Why Your Business Needs More Google Reviews

Well, the most obvious part of the answer is just that. We live in the age of Google. But what does a Google review do for you exactly? The first is simple: it’s a review from an actual customer.

Reviews, in general, are the most powerful type of advertising available. Which would you rather have, a postcard in someone’s mailbox, or a neighbor telling them how great you are? Of course, you’d rather people hear about you from someone with personal experience! That’s the power of reviews. Online reviews are no different.

Online customer reviews are the new neighbor conversations. Your customers go online and “tell their neighbors” about you. And it really, really works! Here’s what current research says about your prospects and online reviews.

• Up to 90% read online reviews before visiting a business.
• About 88% trust them as much as personal recommendations.
• They spend about 31% more on businesses with “excellent” reviews.
• Over 90% will use a local business if it has at least a 4-star rating.
• Over 70% will take action ONLY if they find positive reviews

Getting Google Reviews

Online customer reviews are now one of the most powerful tools we have for converting prospects to customers. Over 70%…that’s the number of people who WILL NOT click through, call, or visit unless they read a positive review! So how do you get reviews on Google? And how do you keep them fresh and positive?

According to Google my Business Help,

“Reviews on Google provide valuable information about your business to both you and your customers. Business reviews appear next to your listing in Maps and Search, and can help your business stand out on Google.”

How to Keep the Reviews Coming

Encourage your customers to spread the word about your business. Here are some tips on how to get them sharing!

• Verify your business so your information is eligible to appear on Maps, Search, and other Google services. Only verified businesses can respond to reviews. Learn how to verify your business
• Remind your customers to leave reviews. Let them know that it’s quick and easy to leave business reviews on mobile devices or computers.
• Show them How! Yes, in the digital age, there are still lots of people who don’t know how to leave reviews. Become an expert at it and help your customers get started. Learn how to leave Google reviews
• Create and share a link that customers can click to leave a review.
• Reply to reviews to build your customers’ trust. Your customers will notice that your business values their input, and possibly leave more reviews in the future. Learn how to read and reply to reviews

What You Shouldn’t Do

According to Google, “Reviews are only valuable when they are honest and unbiased. (For example, business owners shouldn’t offer incentives to customers in exchange for reviews.) Read more in our review posting guidelines.”

While you don’t want to violate their policies, and you certainly don’t want to be dishonest, you can do some things to protect yourself from negative reviews.

How to Keep the Reviews Positive

• Read all your reviews. Or have someone do it for you, at least once a week if not more! This may not be a good practice for an actor, but it’s indispensable for a business owner. You must know what your customers are saying.
• Remove inappropriate reviews. If you see a review that’s inappropriate or that violates Google’s policies, you can flag it for removal.
• Reply to reviews to build your customers’ trust. Your customers will notice that your business values their input, and possibly leave more reviews in the future.
• Respond immediately if a review is negative! We all make mistakes, and sometimes customers just aren’t happy for some reason or another. Responding quickly to a negative review is the best way to correct the situation. Learn how to read and reply to reviews

So let’s get going! Whether it’s managing reviews, social media, SEO, or website design and hosting, McWilliams Media is here for you! We are passionate about helping entrepreneurs grow their businesses! Our expert team can give you everything you need to thrive in the online marketplace! Contact us today for a free consultation!

The post Getting Google Reviews: Why & How? first appeared on Website Design | McWilliams Media |Broken Arrow, OK.