Tips and Tricks

How to Undercut Google’s Pay-to-Play Model and Advertise on a Budget

Last Updated: October 26, 2020

It’s genuinely depressing to think about the totality of words we’ve wasted whining about Google’s pay-to-play model.

Not because we regret the time spent educating our readers, but because we wish this weren’t the reality of digital marketing in 2020. Especially during a crippling pandemic.

And we know this situation is just as depressing for all of the small, local service providers out there who feel like they don’t have a fighting chance.

But we’re done with despair. It won’t do anything to combat Google’s nefarious greed.

That’s why, today, we’re showing all you small business owners how to fight back.

In this blog post, we’ve compiled some of our best tips to market yourself online without handing all of your hard-earned money to Google’s coffers.

READ MORE: How Google’s Greed Is Slashing Your Website Traffic

Use Social Media Ads

Whether it’s Facebook, Instagram, LinkedIn, Yelp, or Twitter, your audience’s favorite social platform is the perfect place to advertise your business.

In fact, designing a quick ad and paying for clicks or impressions on one of these platforms will be much cheaper and potentially more cost-effective than Google Ads in terms of ROI. Just a small investment in time and money could pay off big.

After all, the endless social media scroll is how most people are exercising their thumbs these days. Might as well take advantage of it!

Use Word of Mouth

We know, we know: Nobody likes talking in person anymore!

Thing is, that’s not entirely true. Sure, people consistently prefer texting over calling on the phone, but that doesn’t mean everything takes place virtually. People talk!

Especially people who are close friends and family. In casual conversation, they’re likely to recommend contractors and service providers whom they had a good experience with. So, there’s no harm in giving your customers a little nudge to spread the word!

However, there is such a thing as virtual word-of-mouth, too. For example, you can use platforms like Facebook, LinkedIn, and NextDoor to join local groups, stay up to date on community events, and even network with other small business owners.

There are so many ways to get your name out there organically. Think outside the box!

Use Offline Materials

This might sound odd coming from a digital marketing team in 2020, but we’re big proponents of including offline materials in your overall marketing strategy. Such materials include:

Flyers
Brochures
Business cards
Direct mail
Branded calendars, pens, coasters, tote bags, etc.

With memorable marketing materials, unique branding (including logos and signage), personal referrals, and face-to-face networking in your community, you can supplement your online efforts and really stamp out a place for your business on the local scene.

Keep Fighting!

It’s easy to feel discouraged when you realize how much the Google game is rigged–but, frankly, that’s not productive. Instead, stay in the ring and keep swinging. There are so many other avenues you can take to market yourself that don’t involve draining your bank account straight into Google’s gullet.

And if you need any assistance with creating a Facebook ad or designing a business logo, don’t hesitate to contact us! There’s nothing Prospect Genius loves more than helping small businesses stick it to the big guy.

Do You Know What to Ask When Hiring an SEO Company?

Last Updated: October 22, 2019

To ask the right questions of a prospective SEO company, you first need a baseline understanding of online advertising.

Unfortunately, if you’re a small, local business owner with little knowledge of online marketing strategies, then you probably don’t quite know what to ask.

That’s why Kim Lachance Shandrow’s article, “10 Questions to Ask When You’re Hiring an SEO Consultant,” is such a godsend.

In the article, Shandrow lists some of the big questions you should ask when on the hunt for a new SEO company or consultant. Even if you don’t necessarily know what these specific questions mean, exactly, she explains their significance and tells you what kind of answers are best.

Some of those questions are:

Do you follow Google’s best practices for webmasters?
Will you please explain your SEO strategies?
Are you specialized in local search?
How do you track or measure results?

And, for a real test, one trick question:

Do you guarantee number-one rankings? (If yes, RUN!)

To see the full list of questions and the rationale behind them, check out Shandrow’s article on Entrepreneur.com!

Important caveat: The last question in Shandrow’s list has to do with content ownership. She states that the business owner/client should be given full ownership of any web content the SEO company creates on their behalf. This is certainly true when that content is on the website owned by the client. However, if the content is created from scratch on a completely separate site owned and hosted by the SEO company, then this rule does not apply. So, make sure you’re clear on who owns the website URL and content.

And, for further reading, please check out the extensive research on SEO consultants from the pros at Ignite Visibility: “Hiring an SEO Consultant? 38 Questions & 12 Things to Look For”.

Armed with all this information, you’ll hunt down the ideal SEO company for your business in no time. Good luck!

When Is the Best Time to Use Facebook Ads Versus Google AdWords?

Last Updated: June 13, 2019

You’ve probably noticed that organic search results pages are getting harder and harder to rank on.

(This is mostly due to Google’s quest to monetize every inch of space on Page 1, but that’s a rant for another day…)

As a result, many business owners are trying paid ads, instead. Most people are using either Facebook Ads or Google AdWords (or both).

If you’ve tried this alternative yourself, we don’t blame you. It’s a smart move!

However, if you’re going to start a paid ad campaign, make sure you’re using the platform that best matches what you’re advertising. Otherwise, you’ll be throwing away your money.

But don’t fret. We’re here to help. In this post, we’ll explain when you should use Facebook Ads, and when you should use Google AdWords. Keep reading!

Choosing the Appropriate Platform

Let us tell you about a mistake we see often.

Many small, local business owners start off using Facebook Ads because the platform is super-affordable and easy to understand. However, sometimes they don’t realize it’s not well suited to what they’re specifically advertising.

No matter how much a paid platform costs, it’s a waste of money when it doesn’t effectively market your services.

This is why it’s so important to recognize the differences between Facebook Ads and Google AdWords.

So, without further adieu, we’ll now discuss Facebook Ads versus Google AdWords and how to tell which platform is a better fit for your business.

Facebook Ads vs. Google AdWords: What’s the Difference?

When deciding between the two platforms, your choice boils down to one thing: urgency.

Put another way, how immediately do people need your services?

Is your typical customer calling you for a fast solution to an urgent problem?

Or, on the other hand, does your typical customer spend time planning and researching what they need before contacting you?

If your customers are often in a rush to get something fixed, then Google AdWords is the better fit. However, if you offer a service that your customers tend to put off for a while or take their time thinking about, then Facebook Ads is a more suitable option.

Why?

It has to do with the nature of the platforms.

With Google AdWords, your ads are displayed only when users search for your products or services. They have a specific need and they’re seeking you for it.

For example, here are some services that are a good fit for Google AdWords:

Appliance repair
HVAC repair or replacement
Windshield repair
Leaky pipe repair
Drain unclogging
Basement flood cleanup

As you can see, these services are for time-sensitive problems that demand a swift solution. People aren’t likely to hem and haw over price quotes or do extensive cost comparisons. Rather, their most pressing concern is how quickly the job can get done. The idea is, when they google something like “furnace repair in Albany,” they’ll see your ad right away and give you a call.

By contrast, Facebook displays your ads in the news feeds of the people you’ve selected to target. These ads interrupt their activity without them explicitly seeking out your products or services. The goal is to keep your brand on their minds as they go about their days so they remember you when the time is right.

Here are some examples of services that are successful with Facebook Ads:

Trash removal
Home remodeling
Car audio and mobile electronics
Driveway paving
Landscaping
Electric panel upgrades
Massage therapy

Before hiring a company for the above services, most people take time to do research, ask for recommendations, compare quotes, and/or plan their budgets. These are not emergency situations. Therefore, it’s helpful to plant the seed early and often by periodically displaying your ad in their Facebook news feeds.

Is the difference between Facebook Ads and Google AdWords a little more clear now?

Let us know if you need further explanation! We’d be happy to answer your questions and give you some guidance on setting up your first campaign. Just give us a call or shoot us a message!

If You Don’t Promote Your Summertime Services Now, You’ll Hate Yourself Later

Last Updated: May 21, 2019

Now that summer is only a month away, let’s talk about how you want to promote your summertime services.

We need to start looking at what you can do right now to boost your bookings this summer. Especially since your competitors probably aren’t planning ahead—which gives you an edge.

This post will arm you with some strategy ideas to help you book better jobs this season. Let’s jump in!

How to Book Better Jobs Than Your Competitors This Summer

The truth is, most people don’t plan ahead. They won’t remember to update their website or social media to highlight their seasonal offerings. And they certainly won’t think to campaign for a specific service months in advance.

Thankfully, you’re smarter than most people.

If you start advertising now, you’ll beat your competitors to the punch this summer. You’ll also put yourself in a strong position to cherry-pick your favorite jobs and book up your calendar through Labor Day.

Which Services Should You Promote?

Getting started is simple. Just think about the one or two jobs you would love to do all summer long, and advertise the heck out of them.

For example, here’s what some savvy businesses are doing to prepare for the season:

Landscapers are targeting homeowners who want to get their backyards and patios ready for summer.

Cleaners and junk haulers are pushing to help people with their big clean-out projects.

Home builders and remodelers are getting in front of people who put off their construction projects until it’s nicer outside.

HVAC technicians are marketing central air tune-ups in preparation for hotter temperatures.

Tax attorneys are marketing to people who are now in a panic about filing late or who had an issue with their returns.

Paving contractors are targeting homeowners and business owners who need new asphalt installation or resurfacing now that the weather is more cooperative.

Appliance repair technicians are seeking RV owners who need to service their special-sized appliances before taking their campers out on the road.

Mobile audio installers are marketing to boat and RV owners who want to optimize their stereo systems before the season officially begins.

Plumbers on the East Coast are promoting sump pump installation and backflow prevention ahead of hurricane season.

Basement waterproofers are also getting ahead of hurricane season by pushing drainage systems, sump pumps, and waterproofing panels.

What Promotional Strategies Should You Use?

Once you’ve chosen the summertime service(s) you want to promote, here are the next steps:

Dedicated web page. Make sure you have a corresponding page on your website for each service you wish to promote. Not only will this provide more information to interested site visitors, but it will also improve your credibility in Google’s view.

Pay-per-click (PPC). Get out in front of your competitors by starting a Google AdWords campaign for your specific service. This way, you’ll show up whenever someone in your area searches for that type of work.

Facebook Ads. Start a Facebook ad campaign and pop up in your target audience’s news feed! You’ll stay top of mind for that service they’ve been thinking about but haven’t pulled the trigger on yet.

Social media. Make adjustments to your social media profiles to showcase your summertime services. This way, when a potential customer visits your site or page, they’ll see it right away. You should also create posts and photos about these services to further boost your reach.

So… do you have a specific service you want to prioritize this summer?

Then get to work ASAP.

Or, if you need some guidance, give us a call or shoot us a message now. We’ll get you set up with a powerful campaign to boost your bookings this summer.

Little Known Ways to Market Yourself in a New Location

Last Updated: February 15, 2024

So, your business is ranking pretty well in your hometown.

But what if you want to get more jobs in the next town over? Or maybe you want to expand into a different state entirely?

No problem. Prospect Genius has a handful of cost-effective strategies to help you target a new service area without going over budget.

Of course, the strategy we prescribe will depend on how far away your second address is. Thankfully, we’ve had lots of success solving this problem for clients and business owners of all kinds.

Keep reading to hear about some real-life cases in which we’ve helped business owners expand into new service areas and multiply their customer bases.

Reaching From Coast to Coast

We have one client who owns a nationwide answering service. Thanks to today’s technology, they’re able to provide virtual reception and remote answering services from anywhere, which means they can support clients in every corner of the country. As a result, we’ve had to think outside the box in our approach to their online marketing.

After evaluating the upfront costs and returns of PPC and similar paid campaigns, we determined that creating a few local SEO campaigns in different regions would be the most cost-effective route. So, our client acquired legitimate local addresses in these regions, and away we went.

We successfully marketed this client in three separate regions of the country using a combination of content writing, Google Maps optimization, and local directory optimization.

Expanding Regionally

We also worked with a client who was located in one area of New York’s Capital District and wanted to target a town 20-ish miles north. Unfortunately, this second town was just beyond the radius that makes for effective, local SEO.

So, for this client, we got creative. Ultimately, we saw a good deal of success when they set up a new, related business in their desired town. Then we launched an all-new website and local SEO campaign for this new business. However, this required having a legitimate second address, so the viability of this strategy may vary.

However, when it works, it really works. Another client successfully used this strategy and now has four or five separate websites and businesses across Long Island!

Hopping to a Nearby Town

We recently dealt with a client who was getting lots of jobs near their home base and wanted to start reaching more customers a few towns away.

Since the distance between the two locations was minimal, and they were within the recommended SEO radius, we were able to implement a strategy using their current website, which already contained specific language about the general locale. Our strategy involved a combination of directory optimization and Google Maps optimization, laser-focusing those campaigns on the client’s desired town.

For another client in a similar situation, we launched a straightforward paid ad campaign, instead, because it made sense for their budget. We did this on Google AdWords and Facebook Ads, basing our target audience on our client’s desired new location.

Building Your Own Strategy

As you can see from the above examples, the possibilities for expanding to a new territory are pretty open-ended. And the best part is, your strategy can be totally customized.

We’ll work with you to assemble the perfect combination of tactics that won’t send you over budget. Together, we’ll create a cost-effective, well-rounded approach that helps you successfully target your desired location(s).

So, whether you want calls from 20 miles away or 200, let’s chat! We’re confident we have a solution that’ll be an awesome plan of attack for you.

Prospect Genius

Do You Know What to Ask When Hiring an SEO Company?

When Is the Best Time to Use Facebook Ads Versus Google AdWords?

Choosing the Appropriate Platform

Facebook Ads vs. Google AdWords: What’s the Difference?

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