PPC stands for pay per click and falls under the search engine marketing (SEM) category. For example, Google search ads are PCP ads. In short, the advertiser only pays for the ad when a searcher clicks the link.

The first step is to make sure your Google My Business is claimed and set up correctly with your information. Then, set up Google Search Ads for your type of restaurant in your area. Thirdly, run ads either on Facebook or Google targeted at people who like your type of food. Pro Tip: Make su…

Your customers are looking for solutions to their problems. Do your emails offer solutions? Make sure your email content is providing value to your subscribers either through solutions or offers. The more value you give your customers via email, it’s less likely they’ll unsubscribe and it’s …

A keyword is a term that a user types in a search engine. The first place to look for keywords is at the bottom of the search results page at the “Similar Searches.” Those are the terms people are using to find more information. The second tool to find keywords is the Google Ads keyword plan…

The first place to start promoting your event is with your email list and on your social media channels. Facebook allows you to show events for your business. You then could run social media ads for the event. If the event is large enough, Google Display ads would be an effective way to crea…

A minimum viable product (MVP) is the most simple solution to a problem customers have. You create that solution as a product or service to sell to early adopters. In most cases, it’s created by startups to launch a product. However, it is not meant to be the end product. It should be used t…

All types of businesses will use augmented reality in the future. There are already apps for you to see how you look in clothes and how furniture would appear in your home. Apple’s new iPhone 12 has a lidar scanner which will make augmented reality even more popular.

Google and Facebook’s ad platforms offer powerful tools to find potential customers in your target audience; the platforms are especially good at finding people willing to spend money. You can target audiences based on demographics, behaviors, and interests. Facebook also has a tracking tool…

The two email marketing software tools we see being used the most are Mailchimp and Constant Contact. At first, these platforms can seem confusing to manage. However, they both offer plenty of capabilities to run email campaigns that meet most business needs. They charge you based on the num…

A VPN (virtual private network) gives the user a private connection to the internet. By connecting through a VPN, information like your IP address is hidden and your information is encrypted. Using a VPN helps protect your online activities and secures the information you send over the internet.

Yes, newspaper advertising is still effective. For your ads to have the most impact, you need to have a great offer and a clear call to action. You should make sure you know the newspaper’s readers’ demographics. That will help you understand what type of product to advertise for that audience.

Internet advertising is a broad category. The three main categories would be Search, Video, and Display ads. Search ads appear mostly in search results. Display and video ads appear on media and social networking sites. Media sites include blogs, newspaper sites, and TV station sites. Other …

For a restaurant, two things will give you the best results. 1) A lot of 5 and 4-star Google reviews and 2) a lot of written content on your website. The other factor affecting your ranking will be the location of the user to your restaurant. For example, the closer they are to your restaura…

The most important step is to write consistent, in-depth content on your website. Google wants to give users the best experience. That experience starts with delivering good answers to searches. The better your content answers a search, the higher your website will rank. To perform better in…

It sounds cliche, but success in business comes from doing something you’re passionate about. The more you learn about a subject leads you to be more passionate about it. You have to be committed long-term to your business. If you aren’t dedicated to something for a minimum of 5 years, the c…

There are four parts to a print ad: headline, body copy (or text), illustration, and signature. The headline and illustration are the two most important parts. The body copy should address the benefits of the product or service. Your signature (like your logo or slogan) is important so that …

Local SEO is primarily determined by the user’s location. Google Maps results obviously appear in the app but also appear at the top of organic search results when you use Google.com. Your Google My Business (GMB) account controls how your content appears on Google Maps.

Google’s computers (bots) go through websites to gather the content both written and images. The gathering process is called indexing. Google then shows that content in search results. Google is only acting as a conduit to the original content on a website, so the search results (like images…

An advertorial is when someone pays for an editorial piece to be written. The content normally is promoting a product or service. Advertorials can be both in print and online. The content should have a disclaimer showing the piece was a paid promotion.

You first need to define your position in the market. Who do you serve and what makes you different? Then, you need to work with a creative team to design assets like colors, images, graphics, and other designs you can use for your company. After those are designed, use them consistently in …

SEO (search engine optimization) will last forever, while digital marketing only lasts while you pay for it. They both are important in today’s world, but we would recommend starting with SEO. You need to make sure your website has good content before you start buying ads to drive traffic to it.

It starts with an effective website. Your website needs to answer your visitors’ questions. Go into depth about your products and services. Make sure your website works great on mobile devices. After you have your website built out, focus on building an email list. Email is the lowest cost m…

B2B means business to business. Inbound marketing is distributing content and running ads in order to drive internet traffic to a website or landing page. The most popular strategy for inbound marketing would be to give away something of value in order to obtain a prospect’s information. The…

Most images online are copyrighted. There are a few websites that contain free images, but most of those sites have catches like prohibiting commercial use or linking to paid services. There are software tools now that crawl the internet looking for copyrighted images being illegally used. N…

A good bounce rate really depends on your business. It could be very high but effective for your business model, while that same number could be something horrible for another business. A “bounce” is when someone leaves your website without looking at any other page. To prevent people from l…

Business development expert Jim Collins asks, "are you a hedgehog or a fox?” The fox knows a little about a lot of things, but the hedgehog knows one thing very well. Collins says businesses have success where the following overlap: what you’re passionate about, what you’re the best at in yo…

The average ROI for every $1 spent on email marketing is $31… so yes, we’d say that email marketing really works. Not only is it great for obtaining new customers, but it keeps them with you after their purchase. This allows you to have consistent and valuable communication with your custome…

Facebook allows you to better your marketing efforts by using what they call “lookalike” audiences. When you capture at least 100 emails, you can load them into Facebook’s Ads Manager. Facebook will establish similarities between the Facebook users’ emails. Facebook will then use that inform…

Facebook is a great place to start with social media marketing. Pew Research found in 2019 that 69% of US adults use Facebook, and 74% of users visit the site once a day. Facebook has collected a huge amount of data on all its users which allows you to target your ads at people most likely t…

Stats (like your bounce rate, average page views per visitor, and time spent on your website) can reveal important information that allows you to make your website better. A website with a better experience for your visitors will lead to more sales and customer retention. The most popular so…

Wordpress is a content management system used by over 35% of all websites. What is a content management system (CMS)? It allows you to customize your website so you don’t have to do any coding. WordPress is free, but there are thousands of paid “themes” that web designers have built using Wo…

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The design of your homepage is the most important part of your website. Your homepage is the first impression potential new customers receive from your brand. You want your homepage to validate your company and make it easy for your visitors to find your products and services.

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In short, yes. From 2017 to 2019, Facebook saw a decline in users in the age demographic from 12 to 54. In that age demographic, Facebook saw a drop of almost 20%. They did, however, see an increase in users above the age of 55. According to Facebook, 1.66 billion people on average log onto …

Social media content will help your business. By posting valuable content that people want to see, you’ll be able to interact with potential customers in your target market. It’s easy to make a post for a day, maybe even a week, but after a while, things fall apart and the time just isn’t th…

The more content you have on your website the more engagement you’ll see. The more links you have will keep people on your site longer because they can browse more in-depth content on multiple pages. You want to make sure your call to actions are clear and offer something compelling to your …

You’re still getting print mail every day to your home and office. If print was dead, you wouldn’t be getting a mailbox full of print ads. In fact, you wouldn’t even need a mailbox if that were true. The reason companies like Google, Amazon, credit card companies, and car dealerships still p…

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Compile all brand collateral, like your social media content, your website, your ads, and more to see how visually consistent your brand is. Use screenshots to gather all that information. Then, build your brand starting with what message you want your customers to receive. Then start solidi…

A low price can be a very effective marketing strategy. Companies like Walmart have proven that this strategy works. Many times, small businesses have trouble being the lowest cost option because of the lack of buying power. Most small businesses can be more successful with a strategy focuse…

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There is technology available that uses tracking codes on your website to determine your website visitors' home addresses. Once the tracking code determines the address, the information is sent to a printer that prints and mails a marketing piece to that address. For privacy reasons, markete…

Design is powerful. Good design invokes emotion, provides a call to action, and solidifies your brand. Without effective design, you become just more of the noise (ads) people deal with every day. Good design matters because it will differentiate you from your competitors in a way that makes…

SEO is short for "Search Engine Optimization." SEO is the practice of improving your website's search results. The content on your website is the number one thing that can improve or hurt your website's ranking in search results. The clearer and more in-depth your content is, the higher your…

Cracking the code to find your competitive advantage will benefit your business and help you rise to the top of the market. When you discover and focus on what you can do better than your competition, you can exponentially grow by meeting the needs of customers. When you’re the best answer, …

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There is a paid service called “CrazyEgg” that allows you to see a heatmap of your website. It reveals exactly how people are using your site and where people are clicking and spending the most time. The first 30 days of using the software is free. You can also use Google Analytics’ (GA) Use…

Your website needs updated content for the best user experience. If something changes in your industry or in your business, you should update your website as soon as you can. This shows Google you are an authority in your industry. That authority will lead to your website ranking higher in s…

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Both one-time, attention-grabbing, large ads and small ads with longevity can produce positive results for your business. One benefit of running a large ad is the guarantee that a majority will see the ad; it’s hard to look over something large and attention-grabbing. The results will be lik…

Leaving your business data, transactions, and information up for grabs is never a good idea. A firewall is a network security system that monitors your network traffic. The point is to block unwanted malicious traffic from getting into your office network, both wifi and wired. Today, cyberse…

While marketing is powerful, you may be spending time on tactics that aren't effective. If there aren’t enough buyers in your market, you may break the bank trying to force your product to be profitable. It’s important to start with research to understand who your audience is and what they n…

When you include an offer in your ad, you’re giving potential customers an immediate reason to connect with you. If the offer doesn’t seem beneficial to the viewer, they may turn the page or keep scrolling. By including an offer they can’t resist, you’re connecting with a customer and buildi…

Customer Lifetime Value is the calculation of how much money each customer is worth over time. It’s calculated by determining how much annual profit that customer provides and multiplying that profit by how many years a customer stays loyal to your business.