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The Do's and Don'ts of Expanding Your Campaign

Thinking about expanding your Prospect Genius campaign in 2015? It’s not uncommon for clients to want to take their campaigns to the next level after being with us for a certain amount of time and achieving a certain level of success. You want to see how far you can take your online advertising campaign, and we can’t blame you! You should feel free to make upgrades and additions to your Prospect Genius campaign, but be careful: more does not always mean better. Here’s what to do and what not to do. Good vs. Bad

Goal: Expand Service Offerings

If your goal is to expand your service offerings…

DO NOT just add any old service to your site.

It may be tempting to stack up your services as a way of offering the widest selection possible, but that strategy could actually backfire. Google likes specificity. The more laser-targeted your offering is, the more credible you’ll be in Google’s eyes. Love it or hate it, it’s just the reality of dealing with Google and their expectations. Google likes to put things in tidy boxes, so even if you do offer an eclectic range of services, your Internet marketing strategy should focus only on advertising what’s relevant to your main category. 

DO add specialized service pages to your LeadTrax™ site.

Instead of just tacking on extra services, a more effective way to generate leads from your service offerings is to offer specialty services. Think depth over breadth. By offering a specialized service like Samsung or LG appliance repair, you’ll be able to capture attention from prospects who have highly specific needs and corner that niche market. Google likes this approach, too, so the hyper-specific search terms targeted by these pages rank really well. We’ve had many clients see fantastic success by adding specific brand pages and specialty pages to their LeadTrax sites. 

Goal: Expand Your Market

If your goal is to expand your market or service area…

DO NOT create a fake Google listing.

If you want to reach a different geographic area, do not under any circumstances create a new Google My Places listing with a fake address. It may seem like a shortcut to getting listed in a different area, but this trick would only work if you actually had another physical location at that address. Google uses Google Earth technology, their own cars, and even local volunteers to check out new listings and determine whether they’re valid. If you try to pull the wool over Google’s eyes, you’ll pay the price with a suspended or penalized listing (which can take up to 12 months to rectify). So while faking an address may give you a temporary improvement in rankings, it’s not worth the risk of what could be a year or more of penalties and other problems.

DO use a pay-per-click campaign.

This is the smarter alternative to creating a fake listing. Did you know that pay-per-click (PPC) isn’t as geographically limited as organic SEO is? That means adding our PPC package to the mix will help you to expand your geographic market, regardless of whether you’re already a Prospect Genius Core member or you’re using one of our à-la-carte services. While local search is dictated by the address on your Google listing, PPC is much more flexible. You get to decide on how broad or narrow your targeted geographic area is. For example, you could choose to target ads specifically at Schenectady, NY, or you could choose to widen your ads’ reach to all of Albany County. It’s totally up to you. In other words, PPC will allow you to reach a wider audience without hurting your organic local search rankings.

Goal: Maximize Results From Online Advertising

If your goal is to get even more out of your online advertising efforts…

DO NOT use two SEO companies.

You might think, “My campaign is doing well. I’ll add another one to get even better results!” That couldn’t be farther from the truth when it comes to SEO. While combining organic search optimization and paid search optimization typically generates great success, combining two organic search campaigns from two different providers will do the opposite. Working with two separate SEO companies at the same time will essentially sabotage both your campaigns. Read more about this in our blog post, “For SEO Companies, Two’s a Crowd.” This principle applies to all forms of online advertising: You don’t want to hire two different companies that provide the exact same services. Whether it’s two SEO providers or two social media specialists, they’ll counteract each other’s work, get in each other’s way, and create a disaster for your web presence.

DO leverage social media.

If you want to get more out of your online advertising without sabotaging your own campaign or paying for PPC, then optimize your social media presence. By leveraging all the social media tools available to you for free, or even taking advantage of our specialists who can do the work for you, you’ll be able to reach customers in a whole new way. Not only will you be able to spread the word about your business more efficiently, but you’ll also create a terrific showcase for your business’s unique personality. When prospects get a glimpse of what your company is about and see that there are real people behind it, they’ll be much more likely to connect with you. Plus, the more “Likes” you have on Facebook and followers you have on Twitter, the more credible your business will seem to prospective customers. To that end, consider taking advantage of Prospect Genius’s SocialStart or SocialStream packages. If you’re looking for an even greater push, we also perform Facebook ad campaigns that will boost your posts and get more “Likes” for your page.

Always Ask Questions

If you want to expand your campaign but you’re having trouble setting goals or deciding where to start, give us a call! We’re always happy to discuss your company’s needs and work on a solution that fits perfectly.