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What can SEO companies or agencies do for you?
Search engine optimisation is pretty crucial in this day and age. Google now processes over 40,000 search queries every second on average. You definitely want your product or service to be in the top results of google searches so your potential customers can find you.

And SEO takes time and knowledge – SEO companies and agencies know what they are doing and can help you increase your Google ranking a lot more efficiently. SEO involves many different aspects from keyword research, technical web development, user experience and much more.

Why should your small business outsource SEO?
Search engines scan your website to ensure they are providing their user with the best source of information. The aim of Search Engine Optimisation is ensuring your website will provide the best experience to your user – in turn being exactly what the search engine is looking for. It’s a huge topic which to do effectively can be extremely time consuming.

It includes keyword research, keyword optimisation, increasing backlinks to help the trust score of your site and ensuring the length of content on each webpage is over 300 words amongst other things. Then there’s the technical side which can be tricky for someone without web development knowledge. From issues with unminified or uncompressed JavaScript and CSS files, to pages with slow load speed or low HTML/Text ratio.

You can find programs like SEMRush which once set up points out what needs optimising on your site but it isn’t cheap, can be time consuming and you need to understand how to use it effectively. Someone who already has this knowledge is definitely able to do this for you a lot quicker than working it out yourself.

What can SEO companies or agencies do for you?
Search engine optimisation is pretty crucial in this day and age. Google now processes over 40,000 search queries every second on average. You definitely want your product or service to be in the top results of google searches so your potential customers can find you.

And SEO takes time and knowledge – SEO companies and agencies know what they are doing and can help you increase your Google ranking a lot more efficiently. SEO involves many different aspects from keyword research, technical web development, user experience and much more.

What is the best way to conduct market research for a new professional services venture?

The best way to start any research is, to begin with, your goals. First, outline clearly what you are aiming to achieve with your research. This will ensure your research has a clear scope and direction. 

Some broad areas of research are outlined below. 

Customers 
As with any venture, it is vital to understand your customer when beginning a new professional services venture. Create a clear outline of your customer to help direct your business. Some questions to ask include:

  • What is the size of your market? 
  • What are the demographics of your market? 
  • What do your customers value?  

Speak to customers
The most direct method of research is speaking directly with customers. This can be done via a phone call, in person, or online (e.g., via a survey). 

Review existing customer research 
An alternative method is reviewing existing customer research. Research that has already been conducted may be sufficient to satisfy your research goals. Search online, or contact industry bodies to see if there has been previous research conducted. 

Competition
Consider the level of competition that already exists in your intended industry. For example:

  • How many other companies exist with the same services in your area/ geographic region?
  • What is the pricing range in the industry? 

Demand
An important element to consider is the demand for the services you intend to offer. Research how much demand there is for your offering. Google Trends can be useful for this type of research. 

What are some of the best marketing ideas you've seen by small businesses?

If a small business can engage their audience I think this is the best type of marketing. If they can create a community around their brand their customers are more likely to remember them and use their products or services in the future. Some of those ideas I’ve seen include:

  • Successful Facebook Groups – if done well and have a good moderator.
  • Regular newsletters that provide useful information that people want to hear about. Don’t just share stuff for the sake of it.
  • An engaging social media presence that provides valuable information to its audience.
  • Social media campaigns where the audience can take part.

There are loads more ways to do this but the main thing is that the marketing campaign is providing something to its audience – it’s not just about the brand.

What's your trick to increase click through rate from your landing pages?
To increase click through rate from your landing page you need to be providing relevant, valuable information targeted to your audience. This starts before they even get to your landing page – your Google Ads, Facebook or whatever is driving the traffic to your landing page needs to be targeting the same people who are interested in the information that you are sharing. Don’t use click bait! You want to write your ads with similar language and information that is on your landing pages so your audience won’t be disappointed when they get there. Then when looking at your landing page you want to provide a good balance of beautiful graphics and great content which is easy to read and set out clearly for your targeted audience to take in.
Can you still get leads or sales from Facebook without boosting post or buying ads?
Yes, you can still get leads but it isn’t nearly as easy as a paid campaign. You need to have a highly engaged audience who will share your content with their friends and have time up your sleeve to do implement and monitor. Or have really successful content other people will want to share with their friends driving traffic back to your page or website. Paid advertising does cost upfront but in the long run you can save your precious time as you can really target the people you want to see your ads who are likely to purchase from you and ensure your content will be seen.
Are newsletters dead in email marketing?
If you are producing useful information that people want to read then no – newsletters definitely aren’t dead. If you are producing newsletters just for the sake of it then there isn’t really much point. You could be putting your time into something which is going to give you better ROI or is higher on your to do list.

Write your newsletters from the point of your readers and before you put anything out think would I be interested in this if I were in their position? Is it adding any value or would it make them want to stop what they are doing in their busy lives to read it? Newsletters help keep your brand top of mind for your customers and when they have that problem you can solve they are likely to think of your organisation first.

How to do Lead Generation on Facebook?

What’s your tactic on Facebook to get genuine leads? Do you need to run Facebook ads? What about other social media channels?

Facebook offers both paid and organic (free) ways to generate leads. One of the powerful things about Facebook is the ability to specifically target the audience’s interests and behaviours. This means the audience sees more relevant, interesting content, and businesses can reach people who have a good chance of being genuinely interested in their product or service. Therefore it’s a sound way to generate targeted, relevant leads. 

We always recommend beginning with a clear objective in mind. In the case of Facebook Lead Generation, consider how you’re going to track your leads. For example do you want them to subscribe to an email list? Or to provide a phone number for you to contact? Or perhaps you just want them to like your Facebook page so you can continue communicating with them. Another option is to have them message you, so you can have a direct conversation. Once you know how you’re acquiring leads, consider the following options. 

Free

There are a few ‘free’ options: 

  1. Facebook page profile – ensure your page promotes your preferred method of engagement. For example, include a link to the lead form on your website, or an invitation to message you. 
  2. Facebook page post – one of the basic ways of generating leads is to post something to your own Facebook page. This could include a link to a form on your website, or simply an invitation to like your page. As a follow up, for anyone who likes a page post but does not already like your page, invite them to like your page. 
  3. Facebook post on another page – identify other pages that have similar audience to those you’re targeting, and engage with their page. Interact as your page (rather than as your personal profile) to generate business interest. 
  4. Participating in Facebook Groups – provide value to group members and they’re likely to want to find out more from you. This is where it’s important to ensure your page profile includes links to gather leads, so when they are looking for more information it’s easy and convenient to find. 
  5. Hosting a Facebook event – create an event on Facebook and invite people to attend (either in person or online). 
  6. Facebook stories – use the temporary video feature to get wider reach and invite viewers to find out more.

Paid

Facebook ads – as you may have heard, it can be challenging to reach a large volume of people when you’re posting organically on Facebook. By paying for Facebook promotions, you’re guaranteed to reach a certain number of people. Some of the formats include:

  1. Boosted post (paying to boost one of your existing page posts)
  2. Paid ad – create an ad specifically for Facebook
  3. Instagram ad – create an ad specifically for Instagram 
  4. Messenger ad – your ad will appear in the Messenger app

Paid ads can tie into your organic activity. For example, once you’ve built a following or an audience that has engaged with the content mentioned in the above ‘free’ section, you can then build a custom audience on Facebook targeted at those people – or people who ‘look like’ them. 

Facebook lead generation is a deep topic and I’ve only skimmed the surface! If you’d like to know more, please don’t hesitate to reach out to me.

What questions should you ask when hiring lead generation experts or companies?

Share crucial things small business owners need to ask to uncover the best lead generation experts or companies for them. 

‘Lead generation’ can range from reputable and ethical activity, through murky waters to dodgy and unethical practices. I recommend asking the following questions before considering engaging a lead generation professional. 

“What is your process for working with a new client?”

Look for: an indication they will listen to your needs and understand your business before starting. They should ask about your goals and objectives. 

“Can you provide some previous client referrals?”

Look for: a willingness to put you in touch with past clients for feedback. 

“What is the best way you’ve found to generate leads?”

Look for: activity that considers the needs of both the client and the ‘lead’. For example, the lead (person) should ultimately be relevant for (ideally interested in) the product or service. If the process involves scraping contact details of people who are not likely to be interested, the lead quality is likely to be low (and the business processes unethical). 

“Where do you find the best quality leads?”

Look for: acknowledgement of ‘quality leads’. Again if the focus is on generating a large volume of leads rather than on the quality of the leads, this is an indication of a ‘churn and burn’ process.

“How do you ensure compliance with the SPAM Act and the Australian Privacy Principles?”

Look for: acknowledgement of both the SPAM Act and the Australian Privacy Principles – both of which are important when dealing with people’s data. It’s important for your business to comply with these laws (there are serious penalties for not doing so) and for your partners to do so as well. 

When you’re trying to build your business, it can be tempting to go with the ‘fast and cheap’ options that inevitably present themselves online. If something looks and feels too good to be true, unfortunately it usually is. Consider the high road and your business will benefit in the long run!