How to Create Facebook Ads Funnels

This is the second post in a series looking at how to make Facebook ads work for small businesses.

In the first post in this series we looked at how to make your Facebook ads more effective by starting with strategy. We looked at the importance of identifying your ideal customer and your core message of difference that you will use to target and write your ads. I shared an exercise to help you visualize the transformation that the language in your ad would take your prospect through in order to get them to take the next step. I even gave you a copy of a worksheet to help you do it.

In this post we’re going to look at how to set up a sales funnel using Facebook ads that will really crank up the conversions you get from Facebook advertising. We’ll look at three key areas:

  1. What is a Sales Funnel?
  2. The Problem with Facebook Ads
  3. The 3 types of Facebook Ads You Need

Ready to begin?

What is a Sales Funnel?

Simply put, a sales funnel is a lead generation and conversion system designed to attract a bunch of potential customers and nurture them along towards a purchase. A better funnel also turns those buyers into repeat customers and generates referrals.

Sales funnels can involve live salespeople, but often these days sales funnels are completely automated and online. An automated sales funnel is like a salesperson who works 24/7, 365 and never complains, never asks for a raise, and never takes a vacation. How would you like one of those?

The Problem with Facebook Ads

One of the biggest problems I see with Facebook ads are that they are too far down the funnel, too forward. Like an overzealous admirer, they ask you to marry them on the first date. Have you ever heard the expression, “it never hurts to ask”? When it comes to Facebook advertising, it does. When you ask for the sale too soon, you scare off potential customers who just aren’t ready for that level of commitment yet.

These ads are too far down the funnel. Their messaging is geared toward the person ready to purchase, but they’re usually shown to people at the top of the funnel.

Facebook advertising is what we call interruption marketing. (The exception to this is if you are engaging in retargeting, but we’ll get to that later.) In general, you are interrupting someone while they are engaging with something else. Picture this, you’re talking to a friend over coffee and I come up to you, tap you on the shoulder, and say “hey, my chocolate shop is the best in town, why don’t you stop what you’re doing and come buy something?”

What are my chances of success?

Same chances your ad has if you’re asking for the sale too soon. That’s a big reason why so many Facebook ads fail. And websites, too, for that matter. That’s why you need a sales funnel.

There are different levels of customer engagement with your brand and your ads need to account for where your customers are in the sales funnel, or customer journey. There is a much more detailed version of the customer journey that I talk about here, but for the case of this blog, we’ll simplify it down to three phases.

  1. Awareness, or cold
  2. Engagement, or warm
  3. Action, or hot, they’ve visited your website

The 3 Types of Facebook Ads You Need

Awareness Ads

What the ad says

When you’re creating awareness ads, you’re speaking to people who know nothing about you. These ads need to be educational or entertaining to grab their attention.

You should be using the customer’s language we discussed in the last post to acknowledge their problem. Let them know you “get it” and that you can help. Offer them something like a checklist or an ebook that offers some value that they can download by giving you their email address.

How you target

With the knowledge of your ideal customer in hand, use Facebook’s audience segmentation abilities to create custom audience lists that match your ideal customer’s persona.

Pro Tip

Use Facebook’s ad platform and the Facebook Pixel installed on your website to tag those people who engage with your ad. You will then use this for retargeting them in the next phase and also to create lookalike audiences you can also advertise to. Pushing your ads to people who match the characteristics of those who have already shown they respond to them will increase your conversion rates.

Engagement Ads

What the ad says

In your engagement ads, you are inviting prospects to take the next step in the journey. They’ve now identified you as a potential solution to their problem. Offer them a free sample, a consultation, a trial, or a discount on one product, or one aspect of your service. It will depend on your business what the offer is. But make it compelling and make sure it provides more value than the investment you are asking for (whether that investment is monetary or just time and effort based).

How you target

You should be targeting everyone who saw your Awareness ads.

Pro Tip

In addition to retargeting ads, make sure you are also reaching out by email to those who responded to your Awareness ad. Create a series of emails that you can send out to this group that will nudge them towards that same trial offer.

Action Ads

What the ad says

These ads are now going to people who have shown a definite interest in your product or service. It’s time to close the deal. Show them testimonials, reminders of a special offer, use Messenger ads. Drive them to a landing page on your website and really present your core difference. Show them how they will be transformed into the person they want to be.

How you target

These ads go to everyone who engaged with your Engagement ads and also anyone who has visited your website. This is why it’s so important to get that Facebook Pixel installed on your website.

Pro Tip

Make sure you are still using email to nudge people along to this step as well. These are bottom-of-the-funnel prospect so you can also try some Google Ads with the same language to target like-minded prospects.

Once you have set up a funnel for your business you then need to spend time monitoring it and tweaking it. Don’t worry about getting it perfect right off the bat. Just get it going. Then watch the numbers and see where it’s not performing well and fix that.

No leads coming in? Adjust your Awareness ad or audience. No one taking the next step? There’s something off about your Engagement ad. Test some variations there. And just keep going. This is a never-ending process, but it will constantly improve the results of your Facebook Ads sales funnel.

You can eventually have a funnel for every product or service you offer, and multiple funnels for each of those targeting unique customer personas for each.

Funnels are incredibly powerful tools for your business.

Thank you for taking the time with me today. I hope you found this post helpful. If you have any questions, I’m happy to answer them for you. Either contact me or leave them in the comments.

In our third post in this series, we’re going to take a look at how to get started Facebook Ads Manager and share some tips for setting up a campaign.

Do Facebook Ads work for a Small Business?

If you’ve ever boosted a Facebook post to drive a little more traffic to your website or Facebook page, you’d be forgiven for asking yourself, do Facebook ads work for a small business? Facebook is espoused as a sea of potential customers just waiting to be plucked, but so many small businesses find the only customer in the process is them. When they send their money to Mark Zuckerberg.

And still, a quick Google search will show you hundreds of experts espousing how they built a business on Facebook. Are they lying? How can they have such drastically different results from you?

To know exactly why Facebook ads worked for some these experts, you’d have to read some of their story and decide for yourself if their method works for you. What I’m going to share with you today are some tips and best practices that can help make Facebook ads work for a small business.

This is the first of three posts I’ve written to help small businesses get better results from advertising on Facebook. Be sure to subscribe to the blog to be notified when parts two and three drop, In this post, I’ll show you where to start, how to make your ads more meaningful, and tell you why funnels are important to Facebook ad success.

If you’ve read this far, you’ve already accepted one truth that I also believe in. That Facebook, as a platform, provides you access to such a massive audience, it’s very hard to ignore. Still, to success with Facebook advertising will take more than just boosting the occasional post that you feel was really good.

Start with Strategy

If you’ve read anything I’ve written, you’ll be familiar with that expression. With Facebook ads, as with anything in marketing, it’s critical to start with strategy.

Facebook gives you the ability to reach a ton of people. Your challenge, to be successful, will be to narrow that audience down as much as possible. You do this by spending some time identifying your ideal customer. If you want more information on how to do that, you can check out this post.

  • Once you go through this process, you should
    Understand your customer’s wants, needs, or frustrations intimately.
    Know what language they use to express those needs wants, needs, and frustrations
    How they frame the issue

Knowing that, you can now look at your business and get very clear about how you solve for that problem and what differentiates you from every other business. More on how to do that can be found in my ebook, 7 Steps to Small Business Marketing Success.

You will use your core difference to craft an offer to solve for your customer’s pain point. Now, and offer is not your actual product or service, but how you position that product or service. That can be a little hard to grasp at first, but think of it this way: Aylmer’s makes glue. All glue does the same, basic thing: it sticks two things together. But all Aylmer’s did was shout at people and tell them how much better their glue is than other glues that wouldn’t get much attention in a Facebook ad.

If, though, they spoke about how their glue could repair a broken china figurine so no one could ever tell it had been damaged, that would sure get the attention of a teenager who had just had a big house party while his or her parents were out of town. Or maybe that’s just me.

Taking Your Customer on a Journey with Your Facebook Ad

Now that you’ve documented what your customers are looking for and how you uniquely solve for their problem, you can begin to craft an ad that will speak to them. And to do that, you want to take them on a journey from their BEFORE state (which is their current reality) to their AFTER state (which is where they’ll be after buying your solution).

Here’s something important to remember: people don’t buy your product or service; they buy a transformation to a better version of themselves. Your advertising should show them how that can happen by letting you solve their problem.

Here’s an exercise I like to use to map that out. It helps me visualize the story my ad needs to tell, so I can put that into words and images for Facebook. Get copy of the Transformation Worksheet.

In the first column you map out their current state. What they have, how they feel about their situation, what an average day looks like, the status that their current situation gives them (or denies them), and the evil of their current situation. Your product/ service and your ideal customer’s descriptions sits in the middle. On the right fill in what they have after you solve their problem; how having that problem solved feels; an average day in this new reality; their new status; and good side of the good vs. evil statement.

Do Facebook Ads work for a Small Business

In your ad, you should be sure to tell a story that captures not just the HAVE, but the FEEL and the AVERAGE DAY.

If you can get clear on this transformation, writing your Facebook ad will be much easier and the end result much more effective.

This brings us to the end of the first post in this series on Facebook advertising for small businesses. You can read part two here and the third installment here.

In the meantime, use what you’ve learned here to get clear on your ideal customer, your core difference, and then worth through the Transformation Worksheet.

I hope this installment was useful for you. Thank you for taking the time to read it and, if you have any questions, feel free to reach out or leave a comment below.

Small Business Website Design [4 Quick Fixes]

Turn prospects into buyers with customer journey mapping

How do you get those prospects to turn into customers? That is the million-dollar question all small business owners want to know the answer to. Today I’m going to teach you a customer journey mapping framework that will help you do just that in your business.

Traditional marketing advice will tell you to create a sales funnel – an idea that suggests you start with a large number of leads at the top of the funnel and work them through your funnel, losing some along the way, until a few pop out the bottom as customers. That, I can tell you with confidence, is a model that just doesn’t work in our current age.

Nobody travels a straight line from Point A (not knowing who you are) to Point B (buying your product or service). It’s more of a squiggly line, that jumps off the page all the time and comes back on where you least expect it. Nowadays, we have to understand the problem our ideal client is trying to solve and put our business in the path of their journey (not our funnel).

The other problem with funnels is that they tend to stop when someone buys and turns into a customer. This completely ignores the fact that the absolute best source of leads are referrals from your happy customers.

Instead of a funnel, you need a Marketing Hourglass, which focuses on seven key stages your prospects and customers will enter at various points in their customer journey: Know, Like, Trust, Try, Buy, Repeat and Refer. By using the marketing hourglass framework, you create valuable information and experiences at each of these stages of the customer journey allowing prospects to get to know you and customers to love and refer you.

Getting a Baseline

The first step in creating your marketing hourglass is to understand how your business comes in contact with prospects and customers now.

Some you will know about and have some control over and some you won’t. The important thing is to document them all and what you are currently doing to engage with prospects and customers at these touchpoints.

Then you have to dig deep and REALLY understand your customer’s problems. The way they think about them. We all like to think that our products and services are what people are buying, but they’re not. People are buying a solution to a problem, sometimes a problem they didn’t know they had, sometimes a problem we didn’t know we could solve.

To get to this problem you can talk to them, look at the reviews they leave you, or hire someone like us to interview them. Whichever method you choose, you need to know the questions that prospects are asking themselves before they begin the search that could lead them to you.

Building Your Marketing Hourglass

Once you’ve got a good idea of how your customers interact with you now, what they’re looking for, and how they’re looking for it, you’re ready to build your marketing hourglass. This means taking each of seven stages and mapping out how your audience might engage with you and making sure you have content, or processes, or experiences for each (there’s a worksheet you can download to help with this).

Know – This is before they know you exist. Referrals are key here, also networking, PR, website articles that score well with Google.

Like – Once they know you, they need to get to like you. Here things like blog posts, social media updates, your community involvement, maybe some ebooks they can download.

Trust – To move them to trust they need to see reviews, referrals, testimonials, associations you may have with other credible organizations.

Try – Before they buy from you, they need to try you. This could be a free consultation, a phone call, a seminar, how-to ebooks.

Buy – Think about your onboarding or orientation process. How can you make it a great experience, how can you surprise and delight them?

Repeat – Make sure they understand the value they got from you. Make them feel important. Upsell them on additional products and services that will add more value.

Refer – Get this right and everything gets easier. You have to make sure you are referral worthy. Focus on your delivery and really add value. Then you need to put programs in place to create brand champions and make it easy for your happy customers to tell others about you and refer your business.

Once you have your marketing hourglass in place, you’ll be amazed, but you won’t be finished. You need to constantly monitor how different elements are performing and how your customers are evolving. Make sure you have the right triggers in place to convert them at each stage and in each channel that you are engaging with them in.

Download this free Marketing Hourglass worksheet if you’d like to give it try yourself.

To help you take stock of where you are now, try our free Marketing Check-up.

Thanks for reading and I really hope this helps you find a way to better engage with your prospects and customers along their journey. If you want to discuss how to most effectively use this tool in your business you can book a free consultation or even leave a comment here.

11 Key Elements of a Small Business Website

There are a LOT of small business websites out there that are built for entirely the wrong purpose. Is yours one of them?

92% of consumers will visit a business’ website for the first time for reasons other than making a purchase. I would say that 92% of small business websites are built for people ready to make a purchase. See the disconnect? Your website needs to be built for all those people who aren’t ready to make a purchase because they will get there if you set them on the right path.

Your website is the first step in the journey so make it one worth taking. The website is the hub for 99% of marketing for most companies today.

For that reason, a small business website has to start with strategy. It has to be built to attract and engage your ideal customer. Design has to be balanced with function and driven by strategy. To get there, you really should start with a strategy that defines your ideal client and your core difference that I’ve written about in another blog post.

Get a jumpstart on creating your successful website design with our free Website Essentials Pack, full of tools, templates, and checklists to make planning your website easier.

Small Business Website Must Haves

1. Promise

When a person first visits your website, all they know is that they have a problem they need to solve. They probably don’t know what it’s costing them, they’re certainly not sure your products or services are the solution. They want to know that you understand their problem.

The purpose of the promise headline, above the fold on your homepage, is to show the visitor that you understand the challenges they face. You need to make them a promise that will solve their problems. If you do a good job here, they’ll be encouraged to read your story.

2. Story

Your website should tell a story that speaks to the customer. It shouldn’t be a story about you, the prospect should be the star. But your business will play a key role. You have to immediately let your website visitors see that you know what they’re struggling with and that you’re the right person to solve it.

3. Core offerings

You want to highlight your core products or services. Create boxes with about 100 words of content summarizing these elements. You’ll probably have full pages or sections on your site for each of these, but you need to have them on your homepage to introduce your customers to them and you’ll also get some additional SEO value.

4. Personas

If you serve more than one ideal customer type, try having a representation of each that leads to a clear path that you want each target market to take.

5. Geo/local

If you’re a local business, adding local content and resources to your homepage is key. Include Google Maps, your name, address, and phone number, and links to any relevant local content on the website.

6. Testimonials and Trust signals

Part of any customer’s journey is coming to trust you. Different people require different things for this. Trust signals can be logos of your customers, testimonials, logos of associations that you belong to, or your partners. Make sure you have some or all of these elements on your homepage.

7. SEO content

Your home page is your best opportunity to rank for your most important keywords that your potential customers are using. For that reason, you want to make sure you have enough content on your homepage to make Google think it’s useful, and that will keep people on your site longer. It’s also a great idea to update it regularly. You can achieve this by posting summaries of your blog or social feed on the homepage that shows recent activity. You should try to have about 1,000 words of content in total on your homepage.

Try our free SEO Booster Pack to make optimizing your site a breeze.

8. Video

More and more companies are featuring video on their homepage, and there are good reasons for that. Video entertains and engages website visitors, keeping them on your site longer. There is evidence that it will improve your SEO. Video tends to be shared more than text and it can vastly increase your lead conversion when used correctly.

9. CTAs/contact

A call to action (CTA) is an image or text that invites a website visitor to take a specific action, like requesting a consultation, downloading some content, or joining a mailing list. CTAs provide the opportunity for visitors who are ready to take the next step to make that move. Because there are many different steps in the customer journey, it’s important to have multiple CTAs on a scrolling home page and throughout your website.

10. Mobile

More and more website traffic is coming from mobile devices. It’s a given today that a website should be designed to be mobile-first instead of simply responsive to mobile. This means making sure content is readable, phone numbers are clickable, images should be mobile-friendly.

11. Secure/speed

If you’ve ever visited a website and saw the “not secure” notice in your web browser next to the URL, you’re seeing a site that is not https (this is a higher level of encryption). The fact that Google is doing this is a clear signal that they want websites to migrate to this level of security and all websites should be making this move.

Check the speed of your website using a tool like GTmetrix. If your page load speed is higher than 4 or 5 seconds, you are very likely losing a lot of potential visitors who won’t wait for slower websites to load. A few of the likely suspects to slow down a website include a sub-par hosting service, large images, older WordPress themes, certain plugins, and no caching.

Ready to make some changes on your website? Download our free Website Essentials Pack today. 

You can also get a free website review just by filling out this brief form and we’ll deliver it right to your inbox.

The Local SEO Playbook – Your Guide to Local Rankings

Look, if you’re a local business, meaning most or all of your business comes from customers living in your community, you must get very serious about local SEO.

SEO, for those who don’t know, stands for Search Engine Optimization. It’s anything involved in the practice of getting your website to show when people search in Google, Bing, Yahoo, Duck Duck Go, or any number of other search engines. Local SEO is about showing up when people near your location are searching.

Don’t worry, ranking locally for the kinds of things your prospects are looking for isn’t rocket science, but it does take a serious commitment to a handful of things.

In case you’re wondering if it’s worth the investment in such a commitment, let me share a few survey tidbits.

  • 98% of searchers choose a business that is on page 1 of the results they get.
  • 88% of consumers trust online reviews as much as personal recommendations
  • 77% of smartphone users contact a business after looking for local Information

And, I could go on, but I’m guessing you see the point – if you don’t rank well locally for the things people are searching for marketing will be a lot harder and a lot more expensive.

Here’s the good news – focus on these five elements and you can expect great results from local SEO and search. (The competitiveness of your industry may dictate your ultimate results.)

local seo

Optimize Google My Business for Local SEO

If you’re a local business hoping to get found online you must pay attention to, claim, and optimize your Google My Business Listing.

Google My Business Listing

If this is news to you go immediately to Google’s Free Business Listing page and find out if you can claim your current listing.

Many people created or had created Google+ listings and Google made a mess of how this became Google My Business so you may have some cleanup to do to make sure that you only have one listing for your business and it’s the one Google thinks is your business.

Google 3 pack

Once you claim the right listing you need to make sure you take full advantage of all of the real estate and linking options available to you. This, by the way, is essential if your business is to ever show up in the coveted Google 3-pack for local searches shown above.

Make sure you have the right business category and subcategories chosen for your business.

Make note of the exact way your business name, address, and phone number (NAP) appear. Exact meaning is it Street or St., is it Heating & Cooling or Heating and Cooling. Whatever you show listed as the NAP on your Google My Business Page, you’ll want to use consistently on your own website and across all directories. (More on this in a bit.)

Get markup right

Search engines are busy trying to adopt a consistent markup protocol to help use HTML code to properly identify things like businesses, reviews, addresses, books, movies, and the like.

You can learn about the current popular markup for local businesses by visiting

Using proper markup for your address is kind of like handing Google your business card on a silver platter. It doesn’t look like anything to the naked eye, but Google spiders can be 100% certain what they are looking at when it comes to identifying an address on your web pages.

The good news is that you don’t really need to know anything about the underlying code to get this part right. Simply visit’s Local Business NAP generator and fill in the blanks – The tool will produce the HTML code you need to add to your site in place of your current address.

There are other things you can do with structured markup and you can read all about it here.

Clean up citations

So, you might very well be familiar with a few directories like Yelp!, or maybe even an industry-specific directory or two like Homestars or Angie’s List, but you probably didn’t realize that Google relies on hundreds of data aggregators and directories to help them sort out and keep straight all of the local businesses out.

So, getting your listing straight on Google is essential, but if you’ve moved, or changed your phone, or just listed your details in all sorts of ways in business filings or Chamber directories, there’s a good chance Google isn’t sure which listing is correct and that’s not a good thing.

Local Search Ecosystem in Canada

Google uses many data sources to try to get the most accurate picture. The image above from MOZLocal shows the interrelation of information sourced between data aggregators, directories, and search engines in Canada.

The last thing Google wants to do is send someone to the wrong address when they search for a local business.

directory citations Local SEO Playbook

Above is an example of a local business that has multiple inconsistent citations online. The name is spelled out differently, there are three different phone numbers and at least two different addresses.

I’m certainly not picking on this business – In my experience, some sort of inaccurate data is out there for most businesses.

Use a tool like MozLocal and see just how bad this problem is for your business.

Once you determine there are a few inaccurate, inconsistent and incomplete listings use MozLocal, BrightLocalWhiteSpark or Yext to clean listings and suppress inaccurate duplicates that often occur.

You might also want to check out this list of industry specific directories.

This step alone can do more for your local listings than any other aspect of local SEO.

Create local SEO content

This one should be obvious but it kind of isn’t.

If you think about it, when you create a brochure and hand it to a prospect that pretty much know that you work in their city. But, when you create content online, you need to go over and above to spell out where you do your work.

Now, it’s easy to get spammy listing lots of local SEO content and that can hurt you as much as help you, but you certainly should talk about where you work and in some cases have specific pages with case studies for specific trade areas, suburbs, and neighborhoods.

Don’t forget to blog and post about local events and happenings. Using your blog to take about community, customer, and employee-related local news is a great way to spice up your local content in very authentic ways.

If you have multiple locations you may want to learn about and adopt what many SEO folks refer to as content silos for each location – here’s a great primer on local content silos.

Focus on reviews

Reviews have become an incredibly important form of content, especially for local SEO. As the statistic cited at the beginning of this post suggests, people increasingly rely on reviews to make decisions about the products and services they purchase.

So, while you need positive reviews for social proof, you also need them as a pillar of your local SEO efforts.

Google factors review activity as one of the elements that helps determine what businesses show up in the 3-pack.

No, it’s not the only factor, but it’s an important one.

The image above from a BrightLocal survey demonstrates just how important reviews have become in the purchase journey for local businesses. Fully 82% of consumers read online reviews for local businesses, and a growing number are reading them regularly.

Take a look at the businesses in the image earlier in this article. Reviews are displayed and play a large role in what businesses are shown – and for the consumer, what businesses are clicked.

Reviews are harder to get than they should be. Even a business with raving fans must work to get those reviews from happy customers.

The key is to ask often and make it as easy as possible for your happy customers to log in to the sites that matter and leave a review. Sure you’ll take a glowing email testimonial from a customer, but far better to push for a Google, Yelp, Facebook or industry review to boost your local SEO. (Check out this list of important industry review sites.)

You can always repurpose these reviews in email newsletters, on your site, or even hanging up in the store.

Many businesses are finding that they need to make review collection a process rather than leaving it to chance. Tools like GatherUp and can help automate the process of review collection.

Take some time and make each of the five steps above a priority for your local business and you may find that local leads drawn from organic search can become your most potent lead generation channel.

For a deeper dive into local SEO, you can download our free Local SEO Playbook using the link below or click here.


Page One on Google Is Your New Business Card

Pandemic SEO or Getting Your Business Found in the Age of COVID

COVID-19 has turned a lot about our lives upside down. The way we do just about everything has changed and continues to change as we navigate through this new reality. If you’re a small business owner, one of the biggest changes shocking your world (next to forced closings) are changes in consumer behaviour.

Research company McKinsey & Company has identified five key themes emerging in consumers around the world:

  • Shift to value and essentials
  • Flight to digital and omnichannel
  • Shock to loyalty
  • Health and “caring” economy
  • Homebody economy

You can read more about their research here, but I for the purpose of this post, I want to focus on just a few of the highlights:

  • 21% of US consumers are doing more research on a brand or product before purchasing
  • Most industries have seen more than 10% growth in their online customer base and most people plan to continue to make a portion of their purchases online post COVID-19
  • 75% of US consumers have tried a new brand, retailer, or method of shopping

For me, that points to the fact that businesses, especially local businesses, need to focus on their online presence now more than ever. If you aren’t showing up when your prospective – or even existing – customers are searching online, who is?

The good news is that there are some simple SEO activities you can undertake right now to improve your online presence and increase the chances that people who need what you provide will find you when they search.

local seo

1 Optimize Google My Business

  • Go to Google’s Free Listing Page: and identify your business by finding it on the map or adding it for free
  • Confirm your identity – they will either call you or send you a letter
  • Double-check your details to make sure that the right category and subcategories are chosen and make note of the exact way your business name, address

Read more on optimizing your GMB profile in this post.

2 Get Markup Right

  • Simply visit’s Local Business NAP generator and fill in the blanks
  • The tool will produce the HTML code you need to add to your site in place of your current address

3 Clean Up Citations

  • Citations are simply places on the web that reference your business. They could be directories or other websites mentioning you.
  • Using a tool like BrightLocal, look for inconsistent citations and ask the site owner to make any corrections.
  • Basically, you want your name, address, phone number, and other business information to be consistent across the web to avoid sending Google mixed signals.

4 Create Local Content

  • Include detailed information about your local area/service area in your online content.
  • Post about local events. Use your blog to talk about the community, customers, and employees.

5 Focus on Reviews

  • Set a goal of obtaining at least 5 Google reviews (the number that Google requires to display the review stars as a highlighting feature of local results)
  • Make it as easy as possible for your happy customers to log in to the sites that matter and leave a review
  • Repurpose reviews in email newsletters, on your site, or in local display

Taking steps like these will help improve your local SEO rankings and that means more potential customers finding your business. Download our free SEO Booster Pack and supercharge your search engine rankings. 

If you’d like to make a big difference to your online presence, try our Total Online Presence Audit and we’ll tell you exactly what’s working and what you should focus on to improve.

I hope you are weathering this pandemic and wish you all the best. Stay safe.

7 Steps to Creating Small Business Marketing Success

Do you find yourself struggling to stand out from your competitors? Are you attracting the wrong type of clients? Do you ever struggle to decide what marketing tactics make sense right now?

If you answered yes to any of those questions, you’re not alone. You’re in good company with millions of other small business owners. At its core, effective marketing is really a system. And when that system is in place and running well, things just seem to work – which is great when you’re a small business owner because then you can focus on running the business.

One of the best resources I’ve come across on small business marketing is 7 Steps to Small Business Marketing Success, by John Jantsch. (Full disclosure, I’m a Certified Duct Tape Marketing Consultant and partner of John’s).

Not surprisingly, the book outlines the 7 key steps to set up a marketing system for a small business. Here’s a quick summary or you can download the ebook for the detailed plan.

Step 1: Strategy Before Tactics

Marketing lives and dies by developing“Strategy Before Tactics”. If you don’t start with strategy, you’ll end up throwing money at SEO one month, social media the next, with no real plan or idea of whether it will move you closer to your goals.

Finding your ideal customer & Your Core Difference
Most businesses are built to serve a very specific type of customer and trying to serve too broad a customer base may actually detract from your business and lead to a bad customer experience. Finding your ideal customer will help you to focus on how to attract more of them.

The best way to find that ideal customer is look at your current customers. Better yet, spend a bit of time and interview a handful of them. Ask them why they hired you? What you do better than your competitors? If they refer you, why?

Answers to questions like these will also help you find out what your core difference is. That’s the thing that makes you stand out from all the other options your prospects and customers have. If you don’t have a compelling core difference, prospects will default to the one question they know they can compare based on: how much?

As a business owner, you know that competing on price alone is never a winning game.

Step 2: The Marketing Hourglass™

Once you know who your ideal customer is and what makes you stand out to them, The next step in installing an effective marketing system is to know your customer’s Marketing Hourglass, also called a customer journey.

The Duct Tape Marketing system is based on moving prospects through the Marketing Hourglass from their initial awareness of you right through to the point where they become a repeat customer and refer you new business.

Every customer you have went through a process. They first came to know you, then they learned a little more and decided they liked you, and eventually you convinced them to trust you. The Duct Tape Marketing definition of a successful marketing system is one that gets someone who meets your ideal customer profile to know, like, and trust you and then get that prospect to try, buy, repeat, and refer.

The right system has tools in place at each stage to manage a constant flow through the hourglass.

Step 3: Content as the Voice of Strategy

Once you’ve identified your ideal customer persona and created your core difference message you’re ready to create the content that will deliver it through all the touchpoints you identified on your Marketing Hourglass.

Content can include website copy, blogs, social media, reviews, and testimonials, white papers, seminars, and more. It should always be focused on two things: building trust and educating. It should never be random. All of your content needs to be driven by your strategy.

Step 4: Create a Total Web Presence

It’s no longer enough just to have a website, even a good one. Your entire online presence has to be in line with your strategy. Your website, your social media channels, your review channels, your online advertising.

That means consistent branding, delivering your core message on your website and through what you post in social media. All of it works together to create a total online presence that represents your brand and speaks to your ideal client (and to Google, telling it you are a valuable source of information). Your online engagement has to be at the centre of your marketing strategy.

Step 5: Operate a Lead Generation Trio

Like everything else, lead generation has evolved in the digital age. Generating new business is less about going out and finding it than it is about setting yourself up to be found. By setting up a lead generation trio using advertising, PR, and referrals, you can create an engine that generates valuable leads through three channels.

Advertising educational content gets the trust-building content you create in front of new eyeballs. Building relationships to generate PR extends your reach and credibility. Creating a referral program will deliver new leads directly from your existing customers, and these are usually your highest quality leads.

Step 6: Make Selling a System

Just like good marketing is a system, good selling is, too. A marketing system focuses on generating new leads, while a selling system focuses on nurturing those leads until they become buyers, repeat buyers, and referrers.

Your lead conversion system should contain a discovery process, a presentation, a nurturing cycle, an orientation process built into the transaction, and, finally, a review process to communicate results.

Step 7: Living by the Calendar

Congratulations, you made it to step 7. The final step is about making sure all the work involved in your marketing system gets done on a consistent basis, whether you’re doing it yourself or have someone like us doing it for you. That’s why it’s critical to live by the calendar and make doing your marketing a habit.

Have monthly themes driving your focus each month, weekly reviews to make sure you are on track, and schedule a time daily dedicated to your marketing.

Follow these 7 steps and you’ll build a marketing system that will grow your business. There’s a lot more great detail in the ebook that will help you set up your own successful small business marketing system. I strongly recommend taking the time to download and read it. You’ll thank me if you do.

If you want to talk about how we can help you create and install a marketing success system in your business get in touch.

What Our New Duct Tape Marketing Certification Means to Our Clients

At Good Ideas Marketing we are dedicated to taking marketing decisions, strategy, and tactics off our clients’ plates, so they’re free to make the big decisions that lead to growth and long-term success.

To further support that dedication, we are proud to announce our new Certification and Membership in the Duct Tape Marketing Consultant Network.

This Certification is an achievement of completion of the rigorous small to mid-size business marketing training of the Duct Tape Marketing System Methodology – some of the most thorough training the industry has to offer.

Providing our clients a roadmap to growth using the Duct Tape Marketing System

So what does our new Certification mean for the success of our current and future clients?

It means:

Predictable Marketing Results with the Duct Tape Marketing System

Life is unpredictable, but your marketing system doesn’t have to be. With the Duct Tape Marketing methodology, we offer our clients proven marketing strategies, supported by focused tactics, to meet their goals.

These approaches have been road-tested by the Duct Tape Marketing team and the Consultant Network and generate effective results for small to mid-sized businesses at a fraction of the cost of large agencies.

The Duct Tape Marketing System begins with building a solid marketing foundation our clients can expand on as their business grows. Each new marketing initiative is added strategically to ensure a strengthening of the entire system.

Our new Network Certification, coupled with our dedication to knowing our clients’ industries inside and out, creates a very effective marketing program our clients can count on.

Comprehensive Marketing Strategy Development

One of the most important reinforcements from our new Certification training is that your marketing strategy should always come before tactics. A solid marketing strategy based on research and experience prevents our clients from making fruitless marketing investments.

Through new research tools and the Duct Tape Marketing Consultant Network Certification training we ensure the strongest marketing strategies are created at the beginning of each client engagement.

This important step, overlooked by many in the industry, saves our clients time and money while providing a solid and strategic marketing roadmap we follow over time.

Implementation of the Most Impactful Marketing Tactics Available

With an established strategy, it’s time to execute on the plan. Our new Duct Tape Marketing Network membership keeps us at the forefront of resources that make the implementation of our marketing plans efficient and effective.

The Network gives us exposure to resource pools that help us ensure accurate execution of your marketing plan, from SEO, Content Marketing, Analytics reporting, and much more. Efficiencies we gain are passed on to our clients.

The Latest Information on Current Marketing Trends

Technology and opportunities move at a breakneck pace. Without dedication, it is hard to sift through what is truly an opportunity and what is just a distraction.

Our team is always on the lookout to better our clients’ experiences and outcomes. Our new Duct Tape Marketing Certification and Network Membership only makes us stronger by giving us direct access to over 120 marketing consultants around the world willing to collaborate, educate, and share their experiences.

It truly takes a village to keep up. Our new Consultant Network expands our village and ultimately benefits our clients.

We are excited to add this Certification and Network access to our list of offerings and know our clients will see even stronger marketing results as we move ahead.

If you’d like to talk more about how a Duct Tape Marketing System can work for your small to mid-size business contact us today.