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SOME OF THE USERS MAY, IN SOME CASES, BEEN INCENTIVIZED TO SUBMIT THEIR 2 Table of Contents IDENTIFYING YOUR IDEAL CUSTOMERS & THE TRIANGULATION TRAFFIC METHOD ............................................................................................................................... 4 Identify Your Ideal Clients/Patients ................................................................ 4 Local KW Research ............................................................................................. 7 Utilizing Market Samurai for Keyword Research ............................................ 8 Personal Branding .............................................................................................13 Website Layout .................................................................................................15 3 Point Online Dominance ................................................................................19 LOCAL (MAP) RESULTS ..........................................................................................20 Local Business Results .......................................................................................20 Business Directories ..........................................................................................23 Local Forums .....................................................................................................26 NATURAL SEARCH RESULTS ..................................................................................27 Article ...............................................................................................................29 Blogs & Web 2.0................................................................................................32 Internet Video ...................................................................................................35 Online PR ..........................................................................................................38 Classified Ads ....................................................................................................41 Onsite Offsite Audio ..........................................................................................42 E-Mail List .........................................................................................................44 SPONSORED SEARCH RESULTS ..............................................................................46 Pay-Per-Click .................................................................................................46 TESTING, TRACKING & OPTIMIZATION ..................................................................48 OUTSOURCING SECRETS .......................................................................................51 3 IDENTIFYING YOUR IDEAL CUSTOMERS & THE TRIANGULATION TRAFFIC METHOD Identify Your Ideal Clients/Patients A vital element of any marketing strategy, often overlooked, is keyword research. Keyword research helps you evaluate different client markets as well as help you determine the most profitable niches to target for services. The Big Mistake: One of the biggest mistakes made by aesthetic business owners is plunging headlong to market their new business using a broad-spectrum approach and guesswork rather than hard facts. Many aesthetic business owners make this mistake; they set up a website without having any idea of where they will get traffic or how to rank well in Google and other search engines. The consequences can be severe. Recommended First Step: Carry out research before you begin to ensure that you start off on the right footing. Proper keyword research ensures that you are able to drive patients to your site. More traffic to your site means you have more opportunities to convert traffic to clients/patients. Let us assume that you are in the day spa business. Who is your prospective client? You need to carry out a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of your business to determine what you may not be doing right to satisfy your customers. Learn as much as you can about your clients/patients. What are their demographics in terms of age, gender, marital status, economic status and so forth? Are they local, nationwide or international? As far as economic status goes, you want to target patients who have an urgent need to meet but are not overly concerned with price. 4 How will Clients/Patients Look for You? When clients go to Google or any other search engine, they try to solve a particular problem: They are looking for a specific business or person e.g. day spa They most likely will include a geographic location modifier e.g. day spa in California They may have some specific incentive or motivation e.g. salon & day spa, wellness day spa, day spa massage, day spa package, medical day spa etc You Need The Google Keyword Tool in Your Arsenal: https://adwords.google.com/select/KeywordToolExternal The best way to carry out keyword research is to select the broadest term, in our example, “day spa” insert it in the keyword tool, hit search and select the top five target phrases in terms of search volume. You would then add geographic location modifiers to the phrases. Once you have this keyword list, save it and use for Pay-Per-Click marketing campaigns as well as natural and local search results. This list of keywords will prove invaluable to you in all your future marketing campaigns. Keyword research helps you understand the market. You look at the market from the eyes of your potential clients/patients. This can have a tremendous impact on your bottom line. Zero in on Your Ideal Clients/Patients To do this, you will need to: Find out what works for your website and what does not Make a decision on the geographic area you want to target Ascertain who your competition is, how they are performing and the keywords they are using Keyword Research: Think about how people will go about searching for your business online. What keywords and keyword phrases will people input when looking for a specific person or business entity e.g. day spa 5 What geographic location modifiers will potential patients use e.g. day spa in California What motivation or incentives will come through on the potential customer’s keyword entry e.g. salon & day spa, day spa treatments, day spa massage, day spa package, medical day spa etc Make use of the Google Keyword Tool to zero in on your potential clients/patients 6 Local KW Research This section provides a systematic understanding of local keyword research to enable you to understand what potential clients/patients search for when it comes to local businesses. To begin with, you need the Google Keyword Research Tool. You can use this link https://adwords.google.com/select/KeywordToolExternal or just visit the Google search page and type in “keyword tool”. Select the Google Adwords Keyword Tool from the results. Next, enter a broad term such as day spa. Ensure that you have ticked the “use synonyms” button before proceeding and then click “get keyword ideas”. The result is a page showing you the keyword search volumes of your main keyword and all related terms. In our example, the keyword day spa is searched over 1.5 million times both locally and globally. It is possible to find out how competitive the keyword is by looking at the rectangular box in the second column. A rectangular box that is fully green indicates that the competition for that keyword is very high. You can also find out how much your competitors are paying to use these keywords for PPC campaigns. This is possible using another Google tool known as the traffic estimator sandbox. You can search for it in Google by using the search phrase, “traffic estimator sandbox”. As you scroll down the list, you will see many “day spa” related terms. They include salon & day spa, day spa treatments, day spa massage, day spa package, medical day spa, beauty day spa, luxury day spa, couples day spa and many more. At the end of the list, there is a new category of terms titled “Additional keywords to consider” which provides more keyword ideas to consider. In our case, some useful keywords related to day spa and with a large search volume include; spa packages, body treatments, spa therapy, spa treatment, beauty spa, resort spa etc. If any of the additional keywords interest you, you can always try them at the local level. For example, “day spa” may be quite costly in PPC (pay-per-click) marketing, whereas a more localized, “LA day spa”, may not be as expensive. The idea is to be ranked for as many keywords as possible without going for the highly competitive keywords that are not localized.