11 Simple Ways to Customize Your Online Advertising Campaign

Last Updated: February 15, 2024

Our lead generation program allows you to be as involved as you want, an aspect that appeals to many of our clients. If you prefer to be hands off and let us take care of all the details, that’s great. However, there are many clients who like to be more interactive with their campaigns. By making their own contributions and adding touches of their unique personalities to their sites, they feel more invested in their campaigns and forge a stronger connection with their own customers.

Thankfully, it’s not only easy to add custom flourishes to your online advertising campaign—it’s also inexpensive.

DIY Freebies

These do-it-yourself options are free through the Client Portal.

Add a photo gallery. Through the Client Portal, you can manage a photo gallery by uploading your own original photos. All you have to do is ask us to enable the photo gallery tab on your LeadTrax™ site, and then you can go to town! The gallery can focus on anything you want: recently completed work, before-and-after shots, items for sale, or even your team members. People love pictures, and having a photo gallery that showcases your talent or brand is a great way to take advantage of that.
Add a “For Sale” tab. Operating the same way as the photo gallery, this tab allows you to upload your own pictures and captions for items that you’re selling (once we’ve enabled it on your site). This has been very popular with appliance repair companies that sell refurbished appliances. Take a look at the “For Sale” tab at A B Appliance Services, for example.
Keep your own blog. Every new LeadTrax site comes with a fully functional blog just waiting to be filled with content. We write a couple of initial posts for you following your site launch, but after that, you can feel free to update your blog as much as you want. As long as you have a topic that your audience wants to read about, you can write your heart out. An up-to-date, informative blog proves to your prospects that you’re engaged and knowledgeable.

Complimentary Add-Ons

Our professionals will take care of these for you free of charge. Simply call or e-mail us with your specific requests, and we’ll do all the work!

Add unique tabs for extra content. This is a great option for business owners who want to include a separate “About Us” page, but it can work for almost any extra content you wish to include. You can either submit your own, original content for us to add, or our professional writers can do the job for you. Take a look at the “About Us” page for Mary Ellen Flaherty & Brendan Flaherty Realtors as an example. You may also be inspired by Yocum Shutters and Blinds, who used this tab to showcase their “Best of West Chester” award.
Add custom e-mail/service request forms. Many business owners find that their customers like to submit e-mails and service requests right from their websites, which is why we include an “E-mail Us” link as a standard feature on all of our LeadTrax sites. However, some businesses find it handy to have custom content in their e-mail forms so they can ensure they get all of the necessary information from their prospects right up front. Just tell us about the specific fields or questions you’d like to include, and we’ll create a custom form for you. For instance, we created a custom e-mail form for Acello Tax Resolution Group that asks prospective customers to provide details about their tax problems. This gives the tax consultants a baseline understanding of the case, making life easier for both the business owner and the customer.
Add a “Leave Us a Review!” button. As we’ve covered extensively, customer reviews are a crucial part of your online presence. When you have us add this button to your site, it will be more convenient for past customers to click on it and submit a quick review of your business. Then, the feature will automatically upload the positive reviews straight to your Google+ listing.

Low-Cost Additions

These options require the hands of our professionals, but they’re well worth the minor investment.

Upgrade your template. If you’ve been with us for a few years, then you might be sick of looking at the same ol’ layout all the time. Or you might want a more updated look to keep up with the times. Whatever the reason, if you’re interested in upgrading your LeadTrax site template, just let us know! Right now, we have several brand-new templates hot off the presses.
Request brand pages. If you work in an industry like appliance repair, you might find that customers are often seeking a repairman who specializes in specific brands. You can easily address this by having us write a brief, targeted page for any brand you wish to highlight. Morris County Appliance Repair, for example, chose to add pages for quite a few of its most popular appliance brands.
Request a press release. Has something newsworthy recently happened with your company? Why not announce it? We can write a press release on your behalf and distribute it to boost your SEO. At the same time, you’ll have a tangible news item that you can share with all of your friends and fans on social media.
Use MapTrax™. MapTrax is a tool that monitors your Google listing for you. It will alert you if the content or status of your listing changes so you can be aware of any red flags. MapTrax saves you from having to manually check your listing daily, which means you can focus your time and energy elsewhere.
Use AdTrax™. AdTrax allows you to laser-focus the way you track your campaign. Instead of giving you a broad picture of how many leads your campaign is generating per month, AdTrax lets you see how your site is ranking on Google for specific keywords of your choosing. This way, you can make sure you’re attracting your ideal audience and make adjustments as you see fit.

Take the First Step

Your online advertising campaign won’t customize itself! Why not browse the Client Portal and try out some of those free tools yourself? If you’re having trouble with the technology or you need some guidance, don’t hesitate to call your campaign coordinator for help. That’s what we’re here for! Similarly, if a few of the paid options appeal to you but you can’t decide which one is best, feel free to discuss them with us. We’ll help you figure out how to get the best value for your campaign.
The bottom line is, we’re here as a resource for you. However you decide to proceed, let us in on the conversation so we can help you make the wisest decision possible. Good luck!

How to Slow Down in the Summer Without Losing Fall Business

Last Updated: February 15, 2024

Summer is a time for family vacations, relaxing afternoons at the beach, and fun adventures with the kids. And when you own a business and make your own schedule, it’s easy to take as much time off as you want and enjoy every last ray of sunshine. However, if you plan to slow down during the summer months, you won’t be bringing in much revenue. That means you won’t want to be paying for things you don’t need, including certain online advertising services. At the same time, you don’t want to do anything that will jeopardize your business come fall.
Here are our recommendations for when you want to slow down in the summer and pick right back up once fall rolls around.

Do NOT Stop Your SEO

Even if you’re planning to take an entire month’s vacation, don’t stop your SEO. It’s not something you can just pause and resume. If you stop your SEO, all of your progress will be deconstructed and, when you want to restart your program, you’ll have to rebuild from the ground up. It may seem like you’re saving money by skipping a month’s payment, but you’ll actually cost yourself more money in the long run when your campaign loses momentum and you have to wait for it to ramp up again. If you want your fall season to start strong, you simply cannot afford to stop your campaign.
Look at it this way: If you were to go away for a month, would you sell your house and then re-purchase it when you returned? We’re betting no.

DO Pause Your PPC

While you can’t pause your SEO, you can feel free to have us pause your PPC campaign. Since you’re not going to be taking calls or booking jobs while you’re on vacation, there’s no need to pay for people to click on your ads. Once you’re back in the swing of things and ready to work, you can have our specialists resume your PPC campaign. The leads will start rolling in again in no time.
This doesn’t just apply to when you take an extended vacation, either. You can do this if you’re taking a weekend off or even if you’re just booked up for the next few days. We have a particularly astute client, Marvel Appliances Service in Miami, FL, who has this down to a science. He runs his PPC campaign during the week and then pauses it on the weekends when he’s all booked up and can’t handle any more calls. He saves money without sacrificing leads.
It’s kind of like turning off your air conditioning when you leave for the weekend.

DO Reroute Your Phone Number

Rerouting your phone number is super easy to do right from the Client Portal. If you’re spending quality time with your family at the beach one day, you can quickly set your calls to forward to e-mail or to a different phone number so that your cell phone isn’t ringing off the hook. Once you’re ready to take calls again, you can return to the Client Portal and set your phone number back the way it was. But don’t forget to follow up with all those calls you missed!
If you’ll be unavailable for an extended period of time, you can take this a step further by “renting” out your LeadTrax™ site to a local friend in the same industry as you. You would forward your incoming calls to their phone number, and they would pay you a small fee for those calls. It could be a great way to earn a little money while you’re away and help out a friend at the same time.

DO Change Your Voice Mail Greeting

Before you go on vacation for weeks at a time, be sure to change your voice mail greeting so your customers are aware of your availability. You can simply tell them the range of dates that you’ll be away and the date that you’ll be back in business. Giving them this information will ensure that they don’t feel ignored when their calls aren’t returned right away. If they’re existing, loyal customers, they’ll most likely wait for you to return. Prospects might even be willing to wait if they know you’re a reputable company and that you’re just on vacation for a short time.
This puts you in a great position for the fall because you won’t leave any former customers feeling spurned.

Remember to Follow Up

No matter what you decide to do while you’re away, following up with any missed calls is a must. Don’t make your prospects or current customers feel unimportant. The best way to ensure recurring business in the fall is to remind customers how much you value them. As soon as you get back from vacation, return their calls or reply to their e-mails and do your best to fit them into your schedule as soon as possible. While some of those leads might have moved on this time, they’ll remember your attentiveness and may very well call you again in the future.

Two Need-to-Know Changes That Will Impact Your Advertising Campaign for the Rest of 2015

Last Updated: June 18, 2015

Does it feel like we’re always trumpeting some game-changing update to the online advertising world? You’re not wrong. But that’s because the online advertising world is always changing. As consumer behavior evolves, so must advertising. In the last couple of years, the most dramatic change in consumer behavior has been the rapidly growing usage of mobile devices. Advertisers and search engines alike have had to make sweeping updates in order to account for the fact that, on the whole, more people are using mobile devices than personal computers. Therefore, it’s no surprise that the two biggest changes to watch out for in the second half of 2015 are both linked to the rise in mobile usage.
Here’s what you need to know to keep your advertising campaign on the right track through the end of the year.

The Emphasis on Mobile Will Affect Your Leads

Not only has Google begun evaluating the mobile-friendliness of every indexed webpage, but it also factors the level of mobile-friendliness into each page’s ranking on mobile search results. Essentially, this means your rankings will plummet in mobile search results if you don’t update the structure of your website and make it as mobile-friendly as possible.
Not worried about your mobile search rankings? Think your business will be fine without any leads from mobile users? Think again. In July 2014, the search industry discovered that Internet usage on mobile devices had surpassed Internet usage on personal desktop computers. Then, just last month, Google announced that this trend had affected search queries, as well: In the U.S. and other parts of the world, more Google search queries are occurring on smartphones and mobile devices than on desktops. In other words, if you’re not ranking in mobile search results, you’re missing out on over half of your target customers.

Facebook’s Gone Mobile, Too

Not only will your Google rankings drop if your site isn’t mobile friendly, but you’ll also alienate any prospects who come across your site by other means, like social media. Did you know that, in 2015, 87% of Facebook’s active monthly users accessed Facebook from their mobile devices? If you’re using Facebook to promote your business, this means many of your target customers will be connecting to your site from Facebook on their smartphones or tablets. But if your site won’t load or display correctly because it’s not optimized for mobile, then you’ll lose those customers who got frustrated and moved on.

Unique, Good-Quality Photos Are a Must-Have

Thanks to the prominence of mobile, photos on your Google listing went from being nice-to-haves to must-haves. This shift has as much to do with user experience as it does with search engine ranking.

Appeal to Real People

When people use their smartphones to search for local businesses, they’re usually doing so because they’re on the go and need to make a quick decision. Since mobile users don’t have lots of time or patience on their hands, you want to grab their attention right away. This is where photos come in. Adding catchy photos of your business logo, staff members, products, and/or services will signal to them right away that you’re a legitimate company. They’ll immediately get a sense of what your company is about without having to do too much reading or scrolling. Photos of real people and places speak louder than any description you could possibly write. After all, a picture is worth a thousand words.
This applies to more than just your Google listing, too. It applies to anywhere that your company can be found. Whether it’s on your own website, Facebook, Yelp, or another online directory, your content should be filled with compelling photos to boost your credibility.

Appeal to Search Bots

Photos appeal to the search bots, too. We’ve recently observed that our clients’ Google listings perform much better when they contain several unique, good-quality photos. That’s because Google’s algorithm has begun weighting photos more heavily, which is probably linked to its new focus on mobile search. As we explained above, photos make for a more mobile-friendly experience, and Google understands this. It wants to give its users the best search experience possible, so it’s prioritizing listings that have the highest appeal. So not only will photos improve your appearance to mobile users, but they will strengthen your search performance, as well.

How to Act

Thankfully, responding to these changes is simple and easy.

To Become Mobile Friendly…

Talk to your online advertising provider, or whoever designed your website, and find out if your site is already optimized for mobile. If it’s not, then you better take action quickly. Most providers and designers—legitimate ones, anyway—are equipped to make this upgrade relatively easily. It shouldn’t cost much time or money to make this very necessary upgrade to your template.

To Add Photos to Your Listings and Pages…

Again, talk to your online advertising provider (if you have one). Send in your own photos and have your advertiser upload them to your site and all of your listings. If you’re working with a provider, do not attempt to upload them to your Google listing on your own. (Google doesn’t like it when a listing is being managed from two disparate IP addresses.) However, if you’re doing all of your advertising on your own, then you’re obviously free to upload photos wherever and whenever you wish.
Remember: When we say “unique, good-quality photos,” we mean that literally. Using stock photos, despite their professional quality, will not do anything to sell your company. People can spot impersonal stock photos from a mile away. Sure, they’re better than no photos at all, but they won’t do much to improve your lead generation or credibility. You’re better off taking your own photos for free. With the high camera quality on smartphones these days, it’s not at all difficult to snap a high-resolution photo while you’re on the job. You have no excuses!

READ THIS: "4 Things Most Leaders Don't Know About SEO"

Last Updated: June 11, 2015

By now, you’ve heard of the term “search engine optimization” (SEO for short), and at least recognize that there’s a lot of significance behind it. However, according to a recent article on Search Engine Land, there’s still a lot about SEO that business owners don’t know.

In his article, “4 Things Most Leaders Don’t Understand About SEO,” columnist Trond Lyngbø describes a major problem with business owners and SEO—mainly that they perceive SEO as a quick fix, an add-on, instead of the holistic approach to online marketing that it should be.
Here are the five most significant points from Lyngbø’s article:

SEO should be incorporated into every aspect of your marketing, including PPC.
Before you can begin creating optimized content, you must do your due-diligence and research your audience’s needs and interests. This way, you can attract your ideal prospects. Then, once they’ve visited your website, your content will demonstrate an understanding of why they need your product or service. This is what will grow your conversion rate.
In order to optimize your content and get the highest click-through rate, your company’s branding (i.e. messaging) must connect with what your prospects want to hear. In your advertising, you should be offering answers to their questions and solutions to their problems. Lyngbø writes, “Your story becomes more interesting when you talk about what they are already interested in.”
But SEO means more than just targeting the right keywords and content. It also means structuring your website so that the code is search engine friendly, pages load efficiently, navigation is easy, and internal links are sound.
However, SEO is not a cure-all. You must have a good product at the center of your marketing. That’s not only because you want your customers to spread the good word, but also because customer reviews will soon become a crucial ranking factor: “[Google] wants its users to keep coming back, so it will ultimately strive to suggest only high quality products and services which their users will love.”

Read the full article for further details, and feel free to check out additional columns by Trond Lyngbø on Search Engine Land.

Have You Outgrown Your Current Advertising Package?

Last Updated: February 15, 2024

There’s a common misconception floating around that the only way to change the direction of your advertising is to change advertisers.
Many clients don’t realize that it’s simple and easy to transition to a different advertising package within the Prospect Genius program. Instead, they uproot their entire campaign and start over from scratch, costing themselves a lot of time, money, and aggravation in the process. Completely changing providers when you want to move your advertising in a new direction is like throwing the baby out with the bathwater. Why abandon your investment and start over the hard way when it’s much easier, faster, and more economical to use the services that are already available to you?
A lot of hardship can be avoided if you just talk to us about your new direction. Our experts can craft a whole new solution for you by adding or subtracting elements of your current program, thus helping you leverage the investment you’ve already made. Even if it turns out that you do have to take your business to a new provider, we can at least help make your transition smoother and less damaging. But either way, if you don’t let us guide you, you risk doing irreparable damage to your web presence and campaign.

Reasons for Switching Packages

There are countless reasons for wanting to make a change to your advertising package. Hopefully, your reasons have to do with the growth of your company and the new direction in which you’re headed.
For example, let’s say you first signed up with us in 2011. Back then, all we offered was SEO-based lead generation, which we now call our Core program. After four years of seeing steady SEO results, you now feel like your advertising has become static. You want to give your campaign a little shot in the arm by promoting seasonal specials. Why not add on our PPC package for a couple of months? Our content specialists could handle your paid advertising for a short time while maintaining your SEO, and then we could help you decide whether you should stick with it or change to something else.
Or, instead, let’s say you had your own website when you first enrolled in our PPC program and have enjoyed a significant amount of growth since then. Now you want to focus on growing your brand. In this case, adding our Remarketing service would be a great solution because it would enable us to use your existing PPC campaign to create broader brand awareness for your company.
Or maybe you were a fledgling business owner without the slightest hint of a web presence when you first signed up for our Core program. Now, you want to move past the modest LeadTrax™ site we built you and hire an expensive, professional designer to create a flashy site that reflects how far you’ve come. You could absolutely do that without having to sever ties with us. When you switch to our B.Y.O.S. (Bring Your Own Site) package, we would simply start performing SEO for your new-and-improved site, instead.
There are dozens more examples, but you get the idea: Switching programs is great for virtually any client, as long as it’s in the interest of growing or expanding your campaign.

How to Switch Packages

It may not seem like it, but this is the easy part. As we mentioned above, all you have to do is talk to us. If you’re feeling like your campaign is in need of a shakeup, let us know. At the end of the day, we want you to have the campaign that satisfies you the most. When you talk to us about your vision for your advertising’s future, we’ll apply our expertise and come up with a solution that will make your vision a reality.
If you want to stick with a holistic marketing package, you can choose between Starter, Core, and Premium. Moving from one to another is easy. Otherwise, if you just want to build on your existing advertising package, these are your add-on options:
Mountaineering Route. Goal Achievement Concept. Vector

Social Media Services
Local Search Services
Paid Search Services
- Pay Per Click (PPC)
- Remarketing

Alternative Options

What happens if you speak with us about your goals and we both realize that our partnership is no longer a good fit? Well, by letting us in on the discussion, you’ve at least made it possible for us to advise you and make sure you move in the right direction. We can make your transition to a new company as painless as possible, using products like CleanSlate to minimize the damage to your SEO.
Transitioning will be much smoother when you keep us in the loop. It’s in our best interest, as well as yours, to make sure everyone leaves the partnership on a pleasant note.

Conclusion: Keep an Ongoing Discussion

Communicating with us about your changing needs is vital to your marketing success. Whether you end up staying with us or moving on, it’s essential that you keep us informed and allow us to guide you in the right direction. Don’t make the mistake of making a hasty decision without an expert opinion. The future of your business is too valuable.

Prospect Genius

Two Need-to-Know Changes That Will Impact Your Advertising Campaign for the Rest of 2015

The Emphasis on Mobile Will Affect Your Leads

Facebook’s Gone Mobile, Too

Unique, Good-Quality Photos Are a Must-Have

Appeal to Real People

Appeal to Search Bots

How to Act

To Become Mobile Friendly…

To Add Photos to Your Listings and Pages…

READ THIS: "4 Things Most Leaders Don't Know About SEO"

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