Monthly Archives: October 2013

Two Sides of Search Engine Marketing

Every brand, every business, and every agency is either doing Search Engine Marketing or thinking about it. How can you not? 90% of adults use search engines, and 54% of them do daily. Thinking about it is easy, doing it effectively, is a little tougher.

search engine marketing podcast featuring bing ads

In this episode of Power to the Small Business, we give you two looks at search marketing: from the product side and the agency side. Two different guests will share the keys to search marketing success and tips on how to be more effective with your BingAds and Google AdWords campaigns.

Guests:
John Gangon, Bing Ads Evangelist
Joe Kerschbaum, Client Strategis at 3Q Digital

Host: Jay Ehret, Dean of Marketing Know-How at TheMarketingSpot.com
Length: 33 minutes


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Show Notes

HOW TO APPROACH SEARCH ENGINE MARKETING

    1. Get educated on what SEM is and how it works.
    2. Determine how SEM will work in your overall marketing strategy and your business.
    3. Review your website for
      1. A killer user experience
      2. Focus on conversions
      3. Proper tracking tools to gauge success of SEM

TOP 3 TIPS FOR SUCCESS ON BING ADS

      1. Always make sure you thinking about what your customers are searching for and what messages will connect with that search. Then test 2-4 with those messages.
      2. Use negative keywords to eliminate search queries for which you do not want to show.
      3. Spend time thinking about how you group your keywords. Use 10-20 keywords in an adgroup, with 2-4 ads.

LANDING PAGES

Do the four-second landing page test. Go to a friend or family member and show them the page. Within four seconds, shut the screen off, and ask them the question “What should you do?” after seeing that page? If they don’t know what they should do, how will your customer know?

Selected Quotes from the Show

“In the big picture of search marketing, I think that you do not have to be a search expert, but you really have to know your customers and you have to know your options available.”
~ John Gagnon, Bing Ads

“Search is so powerful and critical because what it allows you to do is reach customers when they are actively looking for your product.”
~ John Gagnon, Bing Ads

“We find in general, across the board with clients, that (Bing Ads) CPC’s tend to be lower, click-through rates tend to be a little bit higher, and CPA’S are a little bit lower, and ROI is better.”
~ Joseph Kerschbaum, 3Q Digital

“We can talk all day about keywords, ads and your bidding strategies, those are all important, but it all boils down to your website and your landing pages.”
~ Joseph Kerschbaum, 3Q Digital

Show Links

Bolo Digital Marketing Conference
Bing Ads

John Gagnon on ClickZ
John Gagnon on Search Engine Watch

Joe Kerschbaum
Joe Kerschbaum on Search Engine Watch
3Q Digital

Inspiring Word of Mouth With The Passion Conversation

Passion can go one way, but a conversation must go both ways. When it comes to word of mouth, If you want your customers to be passionate about you, then you have to reciprocate initiate. John Moore and Geno Smith take it up a notch in their new book: The Passion Conversation (co-authored with Robbin Phillips and Greg Cordell), saying that if you want passionate buzz about your business, you first have to love your customers.

right click to see Passion Conversation book by Brains on Fire

How far are you willing to go for your customers? And do you really care about them outside of their purchase from you? The more you care, the more love you show, the more passionate word of mouth your customers are willing to give in return. But where to start?

In this episode of Power to the Small Business, John Moore and Geno Church of Brains on Fire take a passionate dive into the business/customer relationship. They answer the tough questions and give practical examples of how it’s done.


Subscribe to Power to the Small Business in iTunes
To receive new episodes by email, use the link below and enter your email address. (We keep these private and don’t give or sell them to anyone)
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Selected Quotes from the Show

“A brand isn’t worthy of receiving love before they start showing love.”
~ John Moore

“If we have a better understanding of why people share and talk about what we do,  instead of (the conversation) being artificial, it’s authentic.”
~ Geno Church

“If a brand is to really make a connection and to spark word of mouth, they must speak to the customer like a friend.”
~ John Moore

“Doing business right, and purposeful, is going to be profitable.”
~ Geno Church

Show Resources

Buy the Book: The Passion Conversation
Brains On Fire
John Moore
Geno Church
Bolo Digital Marketing Conference

Counterintuitive Marketing – When Not to Trust Your Gut

Thanks to neuromarketing, we can discard some of our most cherished beliefs. And thanks to Roger Dooley we can get a handle on marketing that doesn’t seem to make sense.

Roger Dooley author  of Brainfluence podcast

You don’t get customers. You just can’t. But don’t worry, customers don’t get customers either. That’s why we have things like behavioral economics and neuromarketing. If you’ve been flying by the seat of your intuition, perhaps it’s time for a marketing gut check. Roger Dooley has categorized and compiled 100 marketing tips based on how customers behave, not how you think they might behave. And some of revelations in Brainfluence will hit you right in your gut.

In this episode of Power to the Small Business, Roger Dooley, author of Brainfluence, will discuss some of the most counterintuitive advice from his book. It just may change the way you market, and cause you to question why you’ve been doing what you’ve been doing.

Guest: Roger Dooley, neuromarketing consultant and author of Brainfluence
Host: Jay Ehret, Dean of Marketing Know-How at TheMarketingSpot.com


Subscribe to Power to the Small Business in iTunes
To receive new episodes by email, use the link below and enter your email address. (We keep these private and don’t give or sell them to anyone)
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Selected Roger Dooley Quotes from the Show

“Introducing a product you don’t expect to sell can actually increase sales of other products in the line.”

Give somebody a lot of choices, and they start doing comparisons and end up just getting all muddled and just giving up.”

“We don’t like to think hard, and when we can make a decision based on emotion, it’s easier for us. And often, we’re even happier with the result when we do things that way.”

~ Roger Dooley

Show Resources

Roger Dooley’s Neuroscience Marketing Blog
Roger Dooley’s Forbes Blog

Free marketing coaching session with Jay Ehret