{"id":7293,"date":"2019-12-04T19:43:03","date_gmt":"2019-12-04T19:43:03","guid":{"rendered":"http:\/\/leadautomationsystems.com\/?page_id=7293"},"modified":"2024-03-27T03:42:09","modified_gmt":"2024-03-27T03:42:09","slug":"playbook","status":"publish","type":"page","link":"https:\/\/leadautomationsystems.com\/playbook\/","title":{"rendered":"Playbook"},"content":{"rendered":"
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The Local Business Digital Marketing Playbook<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Master Marketing Your Business on the Internet Using This Easy to Follow and Implement Guide<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Download Ebook<\/span><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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What You\u2019re Going to Learn Inside:<\/span><\/p>\n

(Click any Chapter below to jump directly to that section)<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 1:  Why This Local Digital Playbook Was Created and Who Wrote it<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 2:  Your Local Digital Stack: What Kind of Online Marketing Should Local Businesses Spend Their Money On (And In What Order)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 3: Your Website and What It Should Do<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 4: Your GMB Listing and Why It Needs To Be Optimized Completely<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 5: Your Facebook Page and Why it\u2019s Extremely Important<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 6: Why Your Online Reputation Is The Foundation Of Your Business<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 7: How to Drive New Business with Facebook Ads<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 8: Retargeting and Why You Must Use It<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 9: What Is a Messenger Bot (And Why You Need One)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 10: Marketing Funnels and Why They Convert Better Than Your Website<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 11: How To Show Up in Google Ahead of Your Competitors<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 12: Using Newsletters To Get More Business From Existing Customers<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 13: Incorporating Video: The Future Of Marketing<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chapter 14: How To Get Someone To Do Everything For Your Business<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Go To Menu<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Chapter 1: Why This Local Digital Playbook Was Created and Who Wrote it<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Before we dive in, I want to say how excited that I am that you\u2019re reading this digital playbook. Creating this was a labor of love and I hope it helps you to grow your business in the same way I\u2019ve been able to help so many of my clients. <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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My name is Fred Vinson and I am a retired NFL player who got into Digital Marketing because I was intrigued by how online marketing worked after I retired from football back in 2005. I also needed to find out a way to generate traffic to websites I had taught myself how to build. <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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I played for the Green Bay Packers, Seattle Seahawks and the Carolina Panthers. Green Bay is still my favorite team which is why my wife next to me in the picture has on the Packer hoodie. So if you\u2019re a Chicago Bears fan you must leave this page now. (just kidding)<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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So ever since I retired from professional football, I have made it my mission to become an expert in helping brick and mortar businesses grow using Digital Marketing. I\u2019ve spent countless hours learning about and testing just about every digital marketing technique under the sun.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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All that research and testing led me to <\/span>what works<\/em><\/strong>, <\/span>what doesn\u2019t work<\/em><\/strong>, <\/span>and what order you should do everything<\/strong> in to get the biggest bang for your buck.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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This \u201cLocal Digital Playbook\u201d will help you understand the techniques that you should be implementing in your business and how to be more informed when hiring someone to help you implement them.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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This guide isn\u2019t meant to be consumed in one sitting. Bookmark this guide, save it to your pocket account (red share button above), read it in chunks, and come back anytime to keep learning more.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Let\u2019s get started with a 10,000 foot view of what you should be doing to market your business online and in what order.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Go To Menu<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Chapter 2: Your Local Digital Stack: What Kind of Online Marketing Should Local Businesses Spend Their Money On (And In What Order)<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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There are so many options out there when it comes to marketing your business online. With all those choices, it\u2019s hard to know what the most effective ways to spend your business\u2019 marketing dollars are.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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After years of working with businesses and helping them with their online marketing, I\u2019ve compiled a ton of data that has led me to know exactly what works and what doesn\u2019t. Putting that data into practice has led our clients to being extremely successful with their online marketing.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Businesses that are successful marketing themselves online (and don\u2019t overspend) have mastered something that we call the <\/span>\u201cLocal Digital Stack\u201d<\/strong>.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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This <\/span>\u201cLocal Digital Stack\u201d<\/strong> is a term that we came up with to describe the order that you should implement certain online marketing tactics so that you <\/span>squeeze every dollar<\/strong> of value out of everything that you\u2019re doing online.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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When you hear a business owner say that they failed using a certain type of marketing online, it is usually because they used a technique that didn\u2019t have a good foundation.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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For example, it doesn\u2019t make a lot of sense to run a Facebook Ad campaign to generate leads for a business if the business has a bad or nonexistent online reputation. The same goes for businesses with a website and\/or Facebook Page that doesn\u2019t look great. This campaign typically fails <\/span>because prospective customers like to do additional research when they see an offer on Facebook<\/strong>. If they see an offer, and then go read bad online reviews and a webpage or Facebook Page that looks like your nephew built it in 1995, that doesn\u2019t make them want to actually claim the offer they saw on Facebook.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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I\u2019ve seen a ton of business owners who have run a special offer with Facebook Ads (on their own) that ultimately failed at first due to them not having their \u201cdigital house in order\u201d. In short, their brand looked terrible when people did just a little extra checking on them (because their online reviews weren\u2019t that great, and their website and Facebook page weren\u2019t optimized).<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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If that business were to run a nearly identical Facebook campaign will all their digital assets in order, they would get a much better result.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The big difference is in the groundwork you lay for your campaign before you run it. You must make sure that your website and Facebook page looks great and you have to make sure your online reputation is up to par before you run your campaign. When potential customers see your ad with all your digital assets in place, they will get a good impression of your business and feel good about claiming the offer because of it.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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With that said, in what order should you setup your Digital Marketing Activities?<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Your \u201cLocal Digital Stack\u201d (What Order Should You Do Things?)<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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As you can see from the Infographic above, the order in which you decide to build your business\u2019 digital marketing presence is important. Let\u2019s walk through what techniques you should be implementing, the order you should be doing it in, and why.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Stage 1: The Foundation (Training Camp)<\/span><\/p>\n

Making Sure You look Good When They Look for You<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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In training camp, sport teams lay the foundation for their team and their game time strategy. During this time their players are evaluated to see which players will get the most playing time during the regular season. In this 1st stage of your Local Digital Stack this is where you lay your digital marketing foundation to start competing with other local businesses.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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During this training camp stage, your business must implement the 1st 3 digital services and have them in place to even have a chance in the regular season when you\u2019re competing where it counts. Laying your digital foundation is key to not only giving a good impression to potential customers but it sets your business up to have more success in stage 2 of your Local Digital Stack that will help your business drive more customers through your door.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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It\u2019s important to understand what happens when a prospective customer hears about your business from a friend, a radio ad, the newspaper, or from any other place you might come up.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Whether it be from a referral or any other marketing channel, the typical person will do a little pre-research on your business before they ever pick up the phone or walk through your front door. Before anyone decides to do business they typically do three things.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The 3 Ways Prospective Customers Research You: <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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1) They Search For Your Website on Google<\/span><\/p>\n

First, they\u2019re going to head over to Google and they are going to check out your website. You need to make sure that your website is doing some key things and that it looks a certain way. <\/span>I cover all of that here<\/strong><\/a>.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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2) They Read Your Google My Business Reviews<\/span><\/p>\n

Second, they will read at least 6-10 online reviews. Sometimes this happens before they even see your website. Research shows that a customer reads 6-10 reviews before a consumer can trust your business. More importantly, 93% of consumers read local reviews to decide if a business is good or not. I cover more on the importance on online reviews and how the <\/span>optimization of your Google My Business listing is related here<\/strong><\/a>.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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3) They Search For You on Facebook<\/span><\/p>\n

Third (and sometimes first) people are going to type in the name of your business on Facebook and see what\u2019s happening there. People go to your website to get basic information, they read your Google reviews to see how trustworthy you are and then they search for you on Facebook because they want to get a peek at \u201cwhat is actually happening on the inside\u201d. I cover more on why your <\/span>Facebook page has to look great and why you must be active on it right here<\/strong><\/a>.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Stage 2: The Business Drivers (Regular Season)<\/span><\/p>\n

Getting More Business through the Door<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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In sports, training camp is where teams prepare for the regular season to compete in the real games. The regular season is where the real action happens. In this 2nd stage of the Digital Stack this is where your local business is now in position to compete in the regular season with your local competitors.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Once you have a great website, your Google My Business is claimed with some good reviews and have your Facebook page posting content on a regular basis, you officially have a foundation laid for your business to start reaching out for more business through your digital assets. If you don\u2019t have your foundation laid, your lead generating activities (Facebook Ads and Retargeting Ads) could fall flat when people do a little research on you, after seeing your ads.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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With your foundation laid, you want to focus your attention on three \u201cbusiness driving\u201d activities. The first activity is actively getting more 5-star reviews and placing them on your website for social proof. The second activity is designed to get more customers through the door (Facebook Ads). The third is designed to bring customers back to your website who visited your site already to get them through the door with the same offer or a better offer (Retargeting Ads).<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The 3 Ways To Drive More Business Through The Door:<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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1) Display Your Online Reviews on Your Website (Social Proof)<\/strong><\/p>\n

Nothing sells better than social proof. One of the easiest ways to get more money coming into your business is to have an easy way for visitors to view all the reviews you have online right on your website. However any kind of reviews won\u2019t do such as written reviews. Most people are skeptical of written reviews these days just because they can be made up. So, you will need to use some kind of service to display real reviews from the actual review source so that they can be easily verified. <\/span>I cover the importance of online reviews here.<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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2) Facebook Ads to New Potential Customers<\/strong><\/p>\n

One of the easiest ways to reach the kinds of people that would be a perfect new customer is through the power of Facebook ads. Unfortunately, most businesses fail with Facebook Ads because they have no idea how to setup the kind of \u201csales funnel\u201d that works well with this medium. I cover exactly how we <\/span>successfully use Facebook ads with our clients right here<\/strong><\/a>.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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3) Retargeting Ads to New Potential Customers<\/span><\/p>\n

Did you know that 96% of your website traffic never buy? Retargeting all your past visitors to your website is a good way to bring them back to your website but also places your business to be top of mind when they are ready to buy. Following your website visitors around the web through Facebook ads and banner ads displaying your offers and marketing your reputation is a good way to not only brand your business but it\u2019s also a way to be everywhere or what they call \u201cdigitally omnipresent\u201d. <\/span>I cover that here.<\/strong><\/a> <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Stage 3: The Domination Strategies (The Playoffs)<\/span><\/p>\n

How To Become Number 1 In Your Market<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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When sport teams make it to the playoffs, everyone\u2019s game seems to go to another level mainly because the competition is less but stiffer and more competitive. This is exactly what happens in stage 3 of the Local Digital Stack. When you make it to this stage that means you\u2019re doing what only a few competitors are doing. This stage is where your business can take things to another level to start to dominate your local market.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Once you have all the foundation components (Website, Google My Business, and active Facebook Page) and you are effectively driving more income generating business with things like increasing your online reviews to attract more buyers, running Facebook ads and retargeting ads, it\u2019s time to focus on the things that allow you to dominate your local marketing.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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These techniques are a little more technical and take a little more time to implement properly but allow you to be years ahead of your competition. We focus on three main \u201cadvanced strategies\u201d to help our clients dominate their local markets.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The Three Advanced Digital Marketing Strategies That Allow You To Dominate your Competition:<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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1) Facebook Messenger Bots<\/strong><\/p>\n

What if you could have a sales person out on Facebook 24 hours a day looking for people who need your services and reaching out to them with an offer that would get them to come in to your business? Facebook Messenger Bots are the next best thing (and they don\u2019t ever sleep). We have had amazing success with Facebook Messenger Bots. <\/span>You can see an example of how we use them right here.<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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2) Marketing Funnels<\/strong><\/p>\n

Most business owners don\u2019t understand the difference between their website and a landing page or marketing funnel. Most mistake their service page as a landing page just because it gives information and maybe a call to action. Marketing funnels are distinctively different from a service page on a website. Its sole purpose is to convert your visitor to a buyer. <\/span>I\u2019ll go into more detail about the difference right here.<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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3) Local Search Engine Optimization (AKA: Being Loved by Google)<\/strong><\/p>\n

One of the most important digital marketing techniques (but one of the most misunderstood) is getting Google to fall in love with your business. Search Engine Optimization (SEO) is a long-term investment in your business, but it\u2019s one that is important to make. I\u2019ll show you exactly how we help our clients <\/span>rank for those all-important \u201cbusiness generating keywords\u201d right here.<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Stage 4: Additional Strategies<\/span><\/p>\n

Additional Strategies That Can Have A Positive Effect On Your Business<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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These 2 additional strategies can be implemented at any time of your local digital marketing service stack.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The 2 Additional Ways To Drive More Business Through The Door<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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1) Email Newsletters To Existing Customers<\/span><\/p>\n

One of the easiest ways to get more money coming into your business is to get existing customers to come back in and spend more money for services or products that they need. So many business owners and managers forget this, but it\u2019s as easy as sending a reminder via email. The secret is to make sure that your email newsletter is something that contains value. I cover more on how to create an <\/span>email that drives more income into your business right here.<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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2) Using Video To Engage & Educate Your Audience<\/span><\/p>\n

If you\u2019re not making marketing videos to share with your audience, it\u2019s time to stop pretending that video is too expensive (or too technical) to be worth your while. Research shows that businesses who use video marketing grow 49% faster than businesses that don\u2019t. How can you ignore that? The good news is that video doesn\u2019t need to be expensive and you don\u2019t need to be Spike Lee to make a terrific marketing video that will attract new customers. <\/span>I\u2019ll go over some good video marketing strategies here.<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Chapter 3: Your Website and What it Should Do<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The most important thing you can do when marketing your business on the Internet is creating a \u201chome base\u201d where people can learn about you and what you do. A great website should be the centerpiece of your digital marketing and all your efforts should lead back to this site except for landing pages (AKA marketing funnels). I talk about funnels here.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Just like you update the decorations and front facing aspects of your physical location as the years pass, you should also make sure that your website is updated and gives a true reflection of what your business is all about.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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One of the big mistakes that Brick and Mortar business owners make is thinking that Social Media sites like Facebook have replaced the need for a business website. While it\u2019s true that your Facebook Page is extremely important, your website is still the first place people look for when they want to get more info on your business from the internet.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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You must make sure that your website, at the bare minimum, has the core components that it needs to give people what they came for. At the same time, you have to make sure your website makes a great impression every time someone visits it.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The 9 Things Your Business Website Must Have:<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#1: A Professional and Current Appearance<\/span><\/p>\n

It\u2019s not enough to just have a website these days. You must have one that looks good and is easy to navigate.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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There is nothing worse than having a website that looks like it was designed in 1995 and hasn\u2019t been touched since. Having an outdated website telegraphs that you and your staff don\u2019t pay attention to details and don\u2019t care about staying current. Whether it\u2019s fair or not, this can shift the way they think about how you operate inside of your business as well.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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It\u2019s important that you have a professional designed website and it\u2019s easy to navigate. It\u2019s also extremely important that you have someone who makes sure that your site loads quickly and does weekly check-ins on your website\u2019s health (hackers are always coming up with new ways to do damage so it\u2019s key that you have a pro monitoring things for you.)<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#2: A Peak Inside Your Location(s)<\/span><\/p>\n

Simply put, people want to know what the inside of your business looks like before they ever decide to step foot inside of it in real life. Giving them this window into your physical location goes a long way to helping them make the decision to do business with you.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#3: Pictures of You and Your Staff<\/span><\/p>\n

People want to know who they will be dealing with when they decide to do business with you. It\u2019s important for them to see your face and the faces of the people they\u2019ll be dealing with once they come in. Putting your staff\u2019s pictures on your website is a critical component to converting casual website visitors into paying customers.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#4: A Contact Page with Your Hours and Address<\/span><\/p>\n

The number one reason that people will visit your website is to figure out what your hours are, how to contact your business, and how to get to your physical location.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#5: Menu of Services or Products<\/span><\/p>\n

Having a page that describes your main services or products is a huge part of converting people into customers. A little bit of detail on what someone gets when they spend their hard-earned money with you goes a long way.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#6: A Link to Your Facebook Page<\/span><\/p>\n

Today\u2019s consumers typically don\u2019t just look at your website when they are deciding whether or not to do business with you. Statistics show that consumers are overwhelmingly also using Facebook to look for your business.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Linking people to your Facebook page from your website instantly gives them a way to learn more about your business without them having to look for it themselves. (we talk about why Facebook Pages are such an important piece of your marketing puzzle here.)<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#7: Content that Proves Your Expertise<\/span><\/p>\n

One of the most important parts of a great website (but most overlooked) is a piece of content that shows that you really know your craft. This content is usually educational in nature and may take the form of a blog post, email download, or digital book.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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We create these for our clients (because they usually don\u2019t have time to do it themselves) and this very page you\u2019re on right now is an example of the kind of content that proves your expertise in your field. We have a website, but this piece of content is the kind of thing that really helps people understand what we do and how we can help them.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#8: Onboarding Documents<\/span><\/p>\n

This one doesn\u2019t apply to every business but is vitally important to those that it does. If you run a business that requires people to have an exam, take a test, or apply for credit, it\u2019s important to share those documents on your website.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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This helps your potential customer prepare before they ever walk through the door. It also helps your staff point potential customers to essential documents when they are on the phone with them.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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A great example of this would be a Chiropractic clinic having their \u201cnew patient health history\u201d forms on their website so that new customers could fill them out before their visit.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#9: An Always Visible Call to Action<\/span><\/p>\n

No matter what page of your website someone happens to be on, they need a link or call to action to immediately start the process of doing business with you.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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This could be as simple as a link that says \u201ccall us now\u201d (remember that a large percentage of people visiting your website will be viewing it on their mobile phones).<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Go To Menu<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Chapter 4: Your GMB Listing and Why It Needs To Be Optimized Completely<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Knowing that Google is Master of the Universe when it comes to search engine use and new customers finding your business, it is vital to understand how important your Google My Business listings are to ranking higher in Google search results.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Claiming and verify a Google My Business listing for each location of your business is the first and most basic step to local search engine optimization (SEO).<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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This is an easy way to ensure your business shows up in local search engine results. Optimizing your Google My Business listing helps you rank higher in results, above competitors who don\u2019t have a local SEO strategy.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Google likes to keep things in-house as much as possible, so it favors its own accurate and current business listings when giving local search results to search users.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Complete and accurate Google My Business listings that keep their information up to date and get business reviews on their listings are rewarded with higher rankings.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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In the past year Google has added a handful of features to help you further promote your business while giving more information to your potential customers.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Learning how to utilize these features gives your business increased visibility online and exposure to more local customers.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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11 Ways To Optimize Google My Business<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#1 Ensure Business Name, Address and Phone (NAP) is Correct on All Listings<\/span><\/p>\n

Google wants your name on Google My Business to reflect your business\u2019 real-world name as it is used on your storefront and is known by your customers.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#2 Google My Business Description<\/span><\/p>\n

This area gives the opportunity to submit content that describes what your business does and what separates you from the competition. Think ABOUT ME webpage content, but more concise.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#3 Get More and More Reviews to Your Google My Business Listings<\/span><\/p>\n

Encourage customer to review your business by clicking \u201cWrite a Review\u201d on your Google My Business page. The facts are clear: <\/span>The more reviews on your Google business page and the better the rating of those reviews, the higher you are going to rank in local search results.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#4 Update Your Business Hours with Every Permanent, Holiday and Seasonal Change<\/span><\/p>\n

Many businesses change their hours seasonally or year to year.  Look at the hours on your listing and make sure they are up-to-date.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#5 Pay Attention to Map Location and Where Your Local Pin is Positioned<\/span><\/p>\n

You\u2019ve verified your address is correct.  Now take a look at your location on the map and make sure the marker is in the right place.  If the marker placement doesn\u2019t make sense or it is on the wrong side of the road, you can drag the marker on that map to your exact business location.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#6 Pick ALL the Best Google My Business Categories for Your Business<\/span><\/p>\n

Categories on Google My Business is one of those instances where \u201cmore is more.\u201d  Select all the categories from their list that apply for your business, and don\u2019t be afraid to get specific.  \u201cSports Bar\u201d is more relevant than \u201cBar\u201d in search results.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#7 Optimizing Individual Practitioners Listings<\/span><\/p>\n

If you are a public facing professional, with your own customer base, your name is your business name for Google My Business.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#8 Photos, Photos, and More Photos<\/span><\/p>\n

Adding quality, story-telling photos to your Google My Business listings can go a long way in selling your business, but no photo is speaking volumes as well.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#9 Google My Business Now Includes Videos with Photos in Search Results<\/span><\/p>\n

Now you can post videos to your Google My Business listings in addition to photos to give search users a richer view of your business. Videos can be up to 30 seconds long, and it\u2019s worth noting that videos can be added by owners AND customers.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#10 Use Google Posts to Promote Your Events, Sales, and Products<\/span><\/p>\n

Google Posts were introduced to share fresh content with people who found your business through Google Search. This Google My Business feature lets you <\/span>create posts with content you want to be displayed to customers when they see your business listing on Google search results<\/strong>.<\/strong> Publish your events, products, and services directly to Google Search in the Knowledge Panel and Maps.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#11 Google My Business Q & A<\/span><\/p>\n

Google Questions & Answers (Q&A) allows local business owners and the public to answer consumer questions asked by search engine users.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Back in August 2017, Google introduced this new feature Questions & Answers feature to Google Maps. December 2017 this feature moved from mobile-only to include desktop display, so all search users will see these questions and answers.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Go To Menu<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Chapter 5: Your Facebook Page and Why It\u2019s Extremely Important<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Over the last few years, Facebook has taken steps that have made it harder for businesses to get their Facebook page\u2019s content to show up in the news feeds of people who like their page. This was done because there were so many business pages and personal pages competing for space and it only made sense to lend more space in a person\u2019s newsfeed to their personal relationships.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Many business owners started to believe that because their pages started vanishing from the newsfeed that there was no longer any reason to put any effort into creating new content for their page.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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While the reasons for having a Facebook page for your business and posting to it often have changed, it is actually more important than ever due to one key reason.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Why Facebook Pages are More Important Now Than Ever<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The role of a Facebook Page has changed dramatically in the last few years. Today a Facebook page is extremely valuable to businesses because it is the second place (behind only your website) that people search for when they are looking to know more about you.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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And more specifically, people go to your website to see your \u201cprofessional image\u201d. They come to your Business\u2019 Facebook page to get a sense of your \u201cbusiness personality\u2019.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Statistics show that people are overwhelmingly using Facebook as a \u201cfirst hand source\u201d of information about a business when they hear about them from a friend or from a more traditional marketing source (radio, tv, print, etc).<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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With the above in mind, I\u2019d like to show you what we do to help our clients stay ahead of their competition and to use their Facebook page to convert new business every single week.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The 5 things Your Facebook Page Must Have:<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#1: A Professional Profile Picture with your Logo<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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This Picture is going to be one of the key elements that people use to judge your business when they first land on your page or see something that you\u2019ve promoted with a Facebook Ad (more on that soon). You need to make sure that it has your logo featured, looks professional, and isn\u2019t overly complicated.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#2: A Professional Cover Picture<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Your page\u2019s cover photo is a great place to showcase your staff, facility, or to give people a hint as to what your business is all about.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#3: An Autoresponse Message<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Your staff may not be able to answer every message that gets sent to your Facebook page right away. Because of that, we setup a quick auto-response message on all of our client\u2019s page that will let people know that they will answer their message soon, but to call the business at a certain number if they need help immediately.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#4: A Completely Filled out Business Profile<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Remember, you are optimizing your page to help people find you when they use Facebook\u2019s search box. This means that you need to pay special attention to how you fill out your business\u2019 profile on Facebook. This is a great guide that will show you exactly what we do when we help a client with filling out their Business page profile.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#5: Fresh Content Posted 1-2x Daily (Minimum 3-5x Per Week)<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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One of the <\/span>most important things<\/strong> that you must do with your Facebook page is to make sure that it appears current and that it educates people about what you do. To appear current on Facebook (and to appeal to Facebook\u2019s algorithms, you should be posting content 2x a day on your page. If you can\u2019t handle that much you should post at least 2-3 times per week at the bare minimum.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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This is something that most of our client\u2019s don\u2019t have time to do, so we take over all of the content creation and posting duties for them. This is critical because it shows people who search for your page that your business is on top of things and paying attention to detail.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Go To Menu<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Chapter 6: Why Your Online Reputation Is The Foundation Of Your Business<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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There are many reasons why your online reputation is the actual foundation of your business. The most important reason is that it affects every single aspect of your online marketing. It doesn\u2019t matter if you\u2019re doing billboard ads, Google ads, coupon mailers, radio ads, etc. If your online reputation is bad or non-existent, then it\u2019s a good chance that you\u2019re spending your marketing dollars on sending customers to your competitors.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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How is that? Simple. Even though people may see an ad you ran on tv, or on the highway or online, most of them are going to go online and check your reviews before they contact you. If they find out that you\u2019re not very credible in the eyes of other reviewers, then it\u2019s a good chance they will simply find the next company with a better reputation.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Long gone are the days when a #1 position in Google is the only thing you needed to get all the customers you want. The graphic below proves it.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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There was a study done by Bright Local on the effects of reviews on local ad clicks. See the results below.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Why Do People Click on Results In The Local Pack?<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The results speak for themselves. Over 50% of the people clicked on a local ad because of a review rating while only 17% click on a local ad because of its position on the page.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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It\u2019s no longer possible for businesses to stick their heads in the sand and ignore the importance of online reviews. Every business needs to create and maintain a system of monitoring, managing & marketing their online reputation.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Go To Menu<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Chapter 7: How to Drive New Business with Facebook Ads<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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One of the most powerful and cost effective ways to drive new customers to your front door is to use Facebook Ads to put a great offer in front of a group of people that are likely to want it.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Even though Facebook Ads are a highly effective business growth tool, many business owners out there don\u2019t understand how to use them properly. It\u2019s a lot more complicated than just putting an offer together and then spending a little money to get it in front of a the surrounding community.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Facebook Ads work best when you put the correct offer in front of a specific audience in your community and give them a reason to take action on that offer immediately.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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We run Facebook Ad Campaigns for a variety of clients and we\u2019ve found that there is a pattern to building campaigns that work.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Let\u2019s break down the 4 major components of a great Facebook Ad Campaign.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The Anatomy of a Great Facebook Ad Campaign<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#1: A Jaw Dropping Offer for a Specific Audience.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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And yes, you thought correctly. The face above is what your targeted audience needs to make when they see your offer (or something close it). As a business owner you have to keep in mind that people are not on Facebook to buy from you. They are there to be entertained and interact with their friends and family. However, if you place a jaw dropping offer in front of them, they will buy.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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One of the keys to creating an offer that works well for Facebook Ads is to create an offer that is specific to a small subset of people (and that doesn\u2019t fit other people at all). People want to believe that the reason they are getting a deal on something has to do with something special about them.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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You\u2019ll see a drastic difference in your conversions when you create offers that are highly tailored to an audience. Facebook allows you to target these people directly in your community, so it only makes sense to customize the offer to speak directly to those audiences.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#2: A Great Landing Page to Get their Info<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The secret to campaigns that really work is to get people off of Facebook to present the offer.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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A \u201cLanding Page\u201d is a special webpage that we create for our clients that allows us to present the offer and get their information without having all of the distractions of Facebook hurting our conversion.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#3: A Thank you Page to Push them to Action<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Once someone decides that they want the offer we put in front of them and puts their information in on the \u201clanding page\u201d, we want to send them to a special page that \u201caccelerates\u201d their conversion into a real customer.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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To help get people to take action faster, we build a special webpage called a \u201cthank you page\u201d that pushes them to actually pick up the phone or come in to your business right away.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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#4: An Eye Catching Facebook Ad Creative<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Once you create a great offer and create the pages that you can use to collect leads, you need a great way to put that in front of people.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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A Great Facebook ad is \u201ceye catching\u201d and is also pointed at a very specific audience in your community.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Go To Menu<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Chapter 8: Retarteging and Why You Must Use It<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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What is Retargeting?<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Retargeting is simply using ads to target users that have already visited a website. This type of advertising is done with banner ads, display networks across the web, on social media sites, and any other form of online advertising your company is probably already using.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The idea of retargeting is to entice past customers to come back or to attract people who may have visited the site but left before making a purchase or taking the preferred action the business owner wants them to take. It\u2019s a way to get customers back to the site, and into the business.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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When using retargeting effectively, business owners aren\u2019t just sending their message out to the masses and hoping something lands with a customer that\u2019s likely to take action, the way a lot of online advertising works. Instead, it\u2019s a way to really target your advertising to the audience you\u2019re trying to reach. Using this type of advertising, you\u2019re targeting anyone that has visited your website before.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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This is how retargeting ads differ from display banner ads that are typically broadcast to a business\u2019 entire target audience rather than just a small portion of it. With retargeting, you are only taking the portion that has been on the website or otherwise expressed interest and marketing to them and them alone.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Go To Menu<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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Chapter 9: What Is A Messenger Bot (And Why You Need One)<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Messenger Bots are a relatively new technique in the Digital Marketing world, but one that we\u2019ve had a ton of success with when implementing them for our clients.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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What They Really Are\u2026<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Chatbots are the automation of messages & triggers that allow us to deploy messenger marketing strategies. A Messenger Bot is a way to leverage the fact that almost everyone out there answers their Facebook Messages right away. We can build very specific campaigns that act like a \u201cFacebook Ad Campaign\u201d (as discussed in the last chapter), but adds in a very personalized follow-up that happens right inside of Facebook Messenger.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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What makes these so effective is that the potential customer feels like they are getting instant attention from your business when they start \u201ctalking\u201d to your messenger bot.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Why Is This Important?<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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