| One of the biggest challenges for any tower is to | | | | information your potential customer has to find |
| know when they have gathered enough | | | | through a search engine. That is, you put the info |
| information to make a business decision. This is | | | | up, they go to a search engine like Google and |
| the case with internet advertising too. | | | | type in what they are looking for, then Google |
| It is difficult to figure all this out without dropping | | | | decides if you are a good match for their search. |
| everything else your job requires of you and feel | | | | But with Keyword Search advertising, you target |
| like you have a good understanding of what the | | | | the customer directly. You can, for example, have |
| right approach is to internet advertising for a small | | | | you ad appear every time someone searches |
| towing company. After all it seems very | | | | "Poughkeepsie, NY Towing." I recommend starting |
| confusing, there are way too many options to | | | | with a Google Adwords account (you can also |
| choose from (and more popping up every day) | | | | work with Yahoo Search Marketing and Bing |
| and you feel the pressure to do something soon | | | | adCenter which provide the same services for |
| before its too late. And you keep on hearing | | | | their searchers.) Start small and increase your |
| people tell you the yellow pages are dead and | | | | spend as you gain confidence. |
| 80% of customers look online first for a local | | | | Step 4: Read and React- Perfecting your |
| business, alright already! | | | | Keyword Search Advertising plan takes time. |
| But take a deep breath. The solution to this | | | | Watch each of your ads carefully for |
| problem, just like all of the others we face as | | | | performance. Your goal is to have that ad appear |
| towers, is to slowly but deliberately work our | | | | before potential customers. If you observe an ad |
| way into the issue and get comfortable as we go. | | | | getting many impressions but generating little |
| I will attempt to show you how to do this and | | | | traffic that is a sign that either the ad copy is not |
| provide help options for you along the way. So | | | | effective or you are not targeting the right traffic. |
| whether you choose to manage the entire | | | | Test the same ad across several keywords and |
| process yourself or hire a company like mine so | | | | then several ads for the same keywords. When |
| you can stay focused on running your business, | | | | you see spikes in positive results work note the |
| you will feel better about the decision you are | | | | mix that is working and then try to expand. Test |
| making. | | | | similar ads and similar keywords, keep the ones |
| Step 1: Create a Business Profile- Creating a | | | | that work and deactivate the ones that don't |
| profile for your company is easier than you may | | | | work. |
| think. Just write a few sentences about your | | | | Step 5: Develop a Social Media Campaign- The |
| company history. Show potential customers that | | | | final piece of the puzzle is to start using tools like |
| you are reliable and trustworthy. Include a | | | | Facebook, Twitter, LinkedIn, and MySpace for |
| complete list of services offered and thorough | | | | you business. These efforts are free but can be |
| descriptions of your service area. This is how | | | | time consuming. They require active participation |
| searchers will find you. Include photos, links, hours | | | | to generate the type of excitement necessary to |
| of operation, address and contact information. | | | | do what we want them to do which is increase |
| Step 2: Claim Your Profiles- Go to local business | | | | your company Search Score. This is a number |
| directory sites like Google Local and post your | | | | used by search engines to measure to "buzz" |
| profile. There is a huge competition going on | | | | about your company. The more buzz they see |
| between search engines, traditional phone | | | | the more important they feel it is to provide your |
| directory providers and new companies to be the | | | | information to searchers. Search engines figure |
| source for local business listings. And what they all | | | | the more frequent you update information about |
| have in common is a desire for you to post your | | | | your company the more likely it is that you will be |
| business profile on their site. This gives them the | | | | providing up to date, accurate and relevant info |
| ability to provide the best search results for their | | | | for their searchers. So they equate buzz with |
| users. A list of the add pages can be found on | | | | value. |
| my web site. | | | | Whether you choose to manage this process |
| Step 3: Start Keyword Search Advertising- This is | | | | yourself or to bring in an expert it is important to |
| probably the most confusing part you will have to | | | | get started soon. You want to make sure you're |
| deal with, but it is also probably the most | | | | getting your share of the 80% already looking for |
| important and this is why. Most everything you do | | | | you online. |
| to promote your tow company online is | | | | |