16 Online Marketing Nuances That Small Businesses Overlook

1. Why Remarketing is Your Secret Weapon for More Leads

Alright, let’s get straight to it. Remarketing (or retargeting) is like having a second chance at making a first impression. Imagine this: someone visits your website, checks out your services—maybe they’re eyeing that fancy epoxy floor or thinking about booking a tree removal—and then they leave without booking. Frustrating, right? But here’s the good news: with remarketing, you get to bring them back and give them that little nudge they need to become a paying customer.

What is Remarketing?

Remarketing lets you show ads to people who have already visited your website. These are people who’ve shown interest in what you offer—whether it’s lawn care, salon services, or that awesome new flooring. But for whatever reason, they didn’t take the final step. With remarketing, you keep your business front and center as they browse other sites or scroll through social media.

Why It Works:

• People Need Reminders: Not everyone buys on their first visit. In fact, 97% of visitors don’t convert right away. But, when they keep seeing your ad pop up, they’re more likely to come back and complete the action, whether that’s calling for a quote or booking an appointment.
• You Stay Top of Mind: Ever noticed how you look at a product online, and then ads for it seem to follow you everywhere? That’s remarketing in action. By staying in front of potential customers as they move around the web, your business stays top of mind. And who do you think they’ll call when they’re ready to make a decision? Exactly.

Pro Tip #1: Keep It Local

If you’re a home services provider in Texas or St. Louis, you already know how important it is to connect with local customers. Use geo-targeting with your remarketing campaigns to ensure your ads are seen by people in your service area. There’s no point in showing your ad to someone in New York if your tree service is in Houston.

Examples of Remarketing Success:

• Flooring Company: A flooring company in Austin saw a 50% increase in booked jobs after running a remarketing campaign for 3 months. They targeted visitors who had viewed their pricing page but hadn’t scheduled a consultation.
• Salon: A St. Louis salon used remarketing to promote their seasonal discounts. By showing ads to past visitors, they filled up 80% of their appointment slots for the month.

Pro Tip #2: Sweeten the Deal

Offer a special discount or free consultation in your remarketing ads. People love a good deal, and it could be the push they need to finally make that call or book your service. For example, “Did you forget something? Get 10% off your epoxy flooring installation when you book today!”

Setting Up Remarketing (Quick & Dirty)

1. Create a Remarketing List: In Google Ads, go to “Audiences” and create a list of people who visited key pages on your site (like the quote page).
2. Design Your Ads: Make sure they’re eye-catching and include a clear call to action. “Ready for that new floor? Book now!”
3. Launch & Watch: Once your campaign is running, monitor it. If it’s not performing as expected, tweak the offer or adjust the audience.

Remarketing isn’t just another buzzword. It’s a powerful tool to increase your leads and keep your business at the top of your potential customers’ minds. Don’t let that visitor be a one-time thing—use remarketing to turn them into a loyal client.

2. Get Local with Geo-Targeting: How to Make Sure Your Ads Hit the Mark

Let’s talk about something super important: Geo-Targeting. If you’re in the home services business—whether you’re laying down slick new floors in Dallas, trimming trees in St. Louis, or running a busy restaurant in Houston—you need to be targeting local customers. After all, why waste money showing your ads to people hundreds of miles away who will never book your services? That’s where geo-targeting comes in.

What is Geo-Targeting?

Geo-targeting is like aiming your ads with a laser focus. Instead of broadcasting your message to the whole world (or even the whole country), you’re showing it to the people who are actually in your service area. Think of it as putting up a billboard in the perfect spot—right where your potential customers live, work, and search for services like yours.

Why It’s a Game-Changer:

• Maximize Your Ad Spend: When you’re only paying for clicks from people in your area, you’re getting more bang for your buck. It’s like having a bullseye on the right customers, so your budget stretches further.
• Boost Local Leads: Customers often prefer local businesses. By targeting only the people near you, you’re more likely to get calls, bookings, and leads from people who want a nearby service provider they can trust.

Pro Tip #1: Layer Your Targeting

Don’t just stop at targeting a city—go deeper. Here’s how:

• Neighborhoods: If you know that certain neighborhoods are more likely to need your services (like older areas that might need tree removal or lawn care), target those specifically.
• Zip Codes: Zero in on zip codes where your ideal customers live. Maybe you’ve had success in certain parts of town before—target those areas more aggressively.
• Radius Targeting: You can also set a radius around your business location, like “Show my ads to everyone within 10 miles.” This is great for capturing all the potential customers who are close enough to call you without hesitation.

Examples of Geo-Targeting Done Right:

• Lawn Care in Austin: A lawn care company in Austin saw a 40% increase in calls after they started geo-targeting specific neighborhoods with larger lawns. They knew their services were a better fit for those areas and focused their ads there.
• Epoxy Flooring in St. Louis: A St. Louis epoxy flooring business used radius targeting around new housing developments, which led to a 35% boost in booking inquiries. New homeowners wanted to finish their garages, and the ads hit them at just the right time.

Pro Tip #2: Use Local Keywords

Combine geo-targeting with local keywords to really hit the sweet spot. Instead of just using “tree removal,” try “tree removal Plano” or “tree removal in St. Louis.” This makes your ads even more relevant and boosts your chances of showing up in local searches.

Setting Up Geo-Targeting (Super Simple)

1. Choose Your Area: In your ad platform, go to the location settings and choose the areas you want to target—cities, zip codes, or a specific radius around your business.
2. Refine Your Audience: Narrow down by layering on top of your location. Target certain demographics or interests if it makes sense for your business.
3. Watch and Adjust: Keep an eye on where your clicks and conversions are coming from. If a certain area isn’t performing, adjust your targeting to focus on the spots that are bringing in the most leads.

In a nutshell: Geo-targeting ensures your ads are shown to the people who are most likely to call, book, or visit your business. It’s like planting seeds in fertile soil—they’re way more likely to grow. So, don’t just go broad—go local, and watch your leads grow right where you want them.

3. Why Ad Extensions Are the Extra Boost Your Ads Need

Alright, let’s talk about something that can give your Google Ads a serious power-up: Ad Extensions. These little add-ons might seem like just extra fluff, but they can actually make a big difference in getting you more leads, calls, and bookings. Think of them as bonus content that makes your ad stand out and gives potential customers more reasons to choose you.

What Are Ad Extensions?

Ad extensions are extra bits of information you can add to your ads. Instead of just showing a basic ad with a headline and description, you can amp it up with things like your phone number, location, extra links to your website, and more. These extensions not only make your ad more useful, but they also take up more space on the search results page, making it more likely that people will click on your ad instead of your competitor’s.

Why You Should Use Them:

• More Clicks, Less Cost: Ads with extensions tend to get more clicks. Google even says that using ad extensions can increase click-through rates by up to 15%. And here’s the kicker—those extra clicks usually don’t cost you more. You’re getting more bang for your buck.
• Better Ad Rank: Google loves it when you use ad extensions, so much so that they can actually improve your Ad Rank. This means your ad could show up higher on the page without needing to bid more money. It’s like getting a VIP upgrade without paying for it.

Pro Tip: Use Call Extensions for Instant Leads

If you’re in a home service niche like lawn care, tree removal, or flooring, getting the phone to ring is gold. Adding a Call Extension puts your phone number right in the ad, so people can tap to call you directly from the search results. This is especially powerful on mobile devices where users are just a thumb-tap away from contacting you.

Examples of Ad Extensions in Action:

• Flooring Company in Houston: A flooring company saw a 20% increase in leads after adding Call Extensions to their ads. Customers searching for flooring services could instantly call to schedule a consultation, which made the process smoother and faster.
• Tree Service in Dallas: A tree removal business added Location Extensions to their ads, showing their service area directly in the search results. This helped local customers know they were in the right place, leading to a 25% boost in calls and bookings.

Types of Ad Extensions to Use:

• Call Extensions: Perfect for driving immediate phone calls. Pro Tip: Use during business hours to ensure someone is available to answer.
• Location Extensions: Great for businesses with a physical location or defined service area. Helps build trust by showing you’re local.
• Sitelink Extensions: Add links to specific pages on your website, like “Our Services” or “Book Now,” making it easier for customers to find what they need.
• Callout Extensions: Highlight special offers or unique selling points, like “Free Estimates” or “24/7 Emergency Service.”

How to Set Up Ad Extensions:

1. Choose Your Extensions: In your ad platform, go to the extensions section and pick which ones make sense for your business—call, location, sitelinks, etc.
2. Customize Them: Make sure your extensions are relevant and compelling. If you’re using call extensions, ensure the phone number is correct and leads to a person, not a voicemail.
3. Monitor & Optimize: Keep an eye on how your extensions are performing. If one isn’t getting much action, tweak it or try a different extension.

Bottom line: Ad Extensions aren’t just nice-to-haves—they’re must-haves if you want to get more out of your ads. They can boost your visibility, drive more clicks, and ultimately lead to more calls, bookings, and customers. So, don’t skip this step—add those extensions and watch your ad performance soar.

4. The Power of A/B Testing: Find Out What Really Works

Let’s dive into something that can seriously boost your results without spending more money: A/B Testing. It’s like having a taste test but for your ads—figuring out which flavor your customers like best. When you A/B test, you’re comparing two versions of an ad to see which one performs better. It’s all about finding the secret sauce that gets more people to click, call, or book.

What is A/B Testing?

A/B testing is pretty simple: You create two versions of an ad (Version A and Version B), and then you see which one gets better results. Maybe you change the headline, swap out an image, or try a different call to action. The goal is to learn what makes people take action—so you can use that winning version to drive more leads and calls.

Why It’s Important:

• Get More Clicks Without Spending More: With A/B testing, you’re fine-tuning your ads to make them as effective as possible. This means more clicks and conversions without needing to increase your budget. Pro Tip: Even small changes, like tweaking a headline, can sometimes lead to huge improvements.
• Data-Driven Decisions: Instead of guessing what works, you’re making decisions based on real data. You might think a certain headline sounds great, but if the data shows that another one gets more clicks, go with the numbers. Data doesn’t lie.

Pro Tip: Test One Thing at a Time

To get clear results, only test one thing at a time. For example, if you’re testing headlines, keep everything else in the ad the same. This way, you know for sure what caused the difference in performance.

Examples of A/B Testing Success:

• Epoxy Flooring in Dallas: A company in Dallas tested two different headlines—one that focused on price (“Affordable Epoxy Floors”) and one that emphasized quality (“Premium Epoxy Floors That Last”). The quality-focused headline got 30% more clicks and led to more high-paying jobs.
• Lawn Care in Cedar Hill: A lawn care business ran an A/B test on their call-to-action. Version A said “Get Your Free Estimate,” while Version B said “Book Your Lawn Service Today.” Version B resulted in a 20% increase in bookings because it made the action more immediate.

What You Can Test:

• Headlines: Try different ways of saying what you do. Is your audience more price-sensitive or quality-focused?
• Call to Action (CTA): Test different CTAs to see what gets the most response. “Call Now” vs. “Get a Quote” can make a big difference.
• Images: If your ad has images, try different ones to see which grabs more attention.
• Ad Copy: Test different lengths or styles of ad copy. Short and sweet might work better, or maybe a little extra detail helps.

How to Set Up A/B Testing:

1. Pick One Element to Test: Decide what you want to test—headline, CTA, image, etc.
2. Create Two Versions: Make Version A and Version B with just that one change.
3. Run the Test: Launch both ads and let them run for a while. Make sure they get enough clicks to give you reliable data.
4. Analyze the Results: See which version performed better and roll with the winner. Rinse and repeat.

In short: A/B Testing is like having a cheat code to better ads. By finding out what really works, you can get more leads, calls, and bookings without spending an extra dime. So, start testing and watch your results improve—one tweak at a time.

5. Why Landing Page Experience Can Make or Break Your Ads

Let’s talk about something super important that often gets overlooked: Landing Page Experience. Imagine this—you’ve got a killer ad, someone clicks on it, but when they land on your page, they bounce faster than a rubber ball. All that effort (and money) goes down the drain. The problem? Your landing page didn’t deliver. Ouch.

What is Landing Page Experience?

Landing Page Experience is all about what happens after someone clicks your ad and lands on your site. Is your page easy to navigate? Does it load quickly? Does it match what your ad promised? If your page doesn’t check these boxes, you’re not only losing potential customers, but Google might also charge you more per click. Double ouch.

Why It Matters:

• Better Quality Score = Lower Costs: Google ranks your ads based on several factors, and Landing Page Experience is a big one. If Google thinks your page is top-notch, you get a better Quality Score. And a higher Quality Score means you can pay less per click and still rank higher.
• More Conversions, More Leads: A great landing page doesn’t just get clicks; it turns those clicks into calls, bookings, or leads. Pro Tip: The easier and faster someone can find what they need on your page, the more likely they are to become your customer.

Pro Tip: Make It Match

Your landing page should match your ad like peanut butter matches jelly. If your ad says “Get a Free Flooring Estimate,” don’t send people to your homepage. Send them straight to a page where they can easily fill out a form to get that estimate. Consistency is key.

Examples of Good Landing Pages:

• Concrete Company in Austin: A concrete company saw a 25% increase in leads after they revamped their landing page. They made sure that the page was mobile-friendly, loaded fast, and had a big, bold call-to-action button saying, “Get Your Free Quote Today.” No distractions, just exactly what the customer needed.
• Salon in St. Louis: A salon offering online booking simplified their landing page by reducing clutter and making the “Book Now” button impossible to miss. The result? A 30% jump in online appointments.

What Makes a Great Landing Page?:

• Fast Load Time: People are impatient. If your page takes longer than 3 seconds to load, you’re losing visitors. Keep it snappy.
• Clear Call to Action: Make sure your CTA is front and center. Whether it’s “Call Now” or “Get a Free Estimate,” it should be easy to find and hard to ignore.
• Mobile-Friendly Design: Most people search on their phones, so your page needs to look good and work smoothly on mobile devices.
• Relevance: The content on your landing page should directly relate to the ad they clicked on. No bait-and-switch! Good ad structure is the key to getting the results you’re looking for. 

How to Improve Landing Page Experience:

1. Test Your Speed: Use tools like Google’s PageSpeed Insights to see how fast your page loads and get tips on speeding it up.
2. Simplify Your Page: Remove any unnecessary info or distractions. Focus on one main goal—getting that lead, call, or booking.
3. Match Your Message: Ensure your landing page delivers exactly what your ad promised. If your ad offers a “Free Consultation,” make sure that’s the first thing they see on your landing page.

Bottom line: Your Landing Page Experience can either skyrocket your conversions or sink them. Make sure your page is fast, relevant, and easy to use, and you’ll turn more clicks into customers. Don’t let a bad landing page kill your ad’s potential—make every click count.

6. The Magic of Local SEO: Get Found by Nearby Customers

Something that can really boost your business: Local SEO. If you’re running a home service business in Texas or St. Louis, you’ve got to make sure people nearby can actually find you online. Local SEO is how you get your business to show up when someone in your area searches for the services you offer. It’s like planting a big, bright sign in front of your store, but on the internet!

What is Local SEO?

Local SEO (Search Engine Optimization) is the process of optimizing your online presence so that you show up in local search results. When someone searches “best lawn care in Dallas” or “affordable epoxy floors St. Louis,” you want your business to pop up on the first page. This is how you turn local searchers into actual paying customers. Keep in mind this is not a lead gen strategy, it’s a longer term strategy that will pay off with more and more people finding you organically, and if you’re planning on being in business in the next 5 years, local SEO should be something you commit to now. You’ll wish you would have started if you don’t.

Why It’s Essential:

• Be Where Your Customers Are: 46% of all Google searches are looking for local information. If your business isn’t showing up, you’re missing out on a ton of potential leads.
• Get More Calls and Visits: When your business appears in local search results, especially in the Google 3-Pack (those top three results with a map), you’re much more likely to get calls, visits, and bookings. Pro Tip: The higher you rank, the more clicks and calls you’ll get.

Pro Tip: Claim and Optimize Your Google My Business Profile

One of the easiest and most effective ways to boost your Local SEO is by claiming and optimizing your Google My Business (GMB) profile. This is your ticket to getting listed in the Google 3-Pack and Google Maps.

• Fill Out All Info: Make sure your business name, address, phone number, and hours are accurate. Add photos and a detailed description of your services.
• Encourage Reviews: Ask happy customers to leave a review on your GMB profile. Businesses with lots of positive reviews rank higher and attract more customers.
• Post Regular Updates: Keep your GMB profile active by posting updates, offers, or news. This signals to Google that your business is engaged and relevant.

Examples of Local SEO Success:

• Tree Service in Houston: A tree service company in Houston optimized their GMB profile and started showing up in the Google 3-Pack. The result? A 40% increase in calls from local customers needing tree removal and trimming services.
• Restaurant in St. Louis: A local restaurant optimized for “best brunch in St. Louis” and saw a 30% bump in weekend reservations after making it into the top local search results.

Steps to Boost Your Local SEO:

1. Optimize Your GMB Profile: Make sure everything is filled out and up to date. Add high-quality photos, respond to reviews, and keep your info current.
2. Use Local Keywords: Incorporate location-based keywords (like “epoxy flooring Dallas” or “St. Louis salon”) into your website content and meta descriptions.
3. Get Local Backlinks: Try to get other local businesses or news sites to link to your website. These backlinks signal to Google that your business is legit and trustworthy.
4. Create Service Pages For Each Location: Creating separate pages for each location you service allows you to provide more relevant information to customers looking for specific information about key services or offerings rather than appealing to everyone. 

To sum it up: Local SEO is a must if you want nearby customers to find and choose your business. By optimizing your online presence, especially your Google My Business profile, you’ll show up in local searches, get more calls, and see more customers walking through your door. Don’t let your competition steal the spotlight—get your business on the map!

7. Personalized Email Campaigns: Speak Directly to Your Customers

Let’s talk about something that can really drive more leads and boost bookings: Personalized Email Campaigns. Sending out generic, one-size-fits-all emails is like throwing spaghetti at the wall—most of it won’t stick. But when you personalize your emails, it’s like you’re speaking directly to each customer, and that’s when the magic happens.

What Are Personalized Email Campaigns?

Personalized email campaigns are emails that are tailored to individual customers based on their behavior, preferences, or past interactions with your business. Instead of blasting out the same message to everyone, you’re sending something that feels just right for each person. It’s like having a conversation with your customer instead of talking at them.

Why It Works:

• Higher Open Rates: People are more likely to open an email that feels relevant to them. Emails with personalized subject lines are 26% more likely to be opened. That’s a big deal!
• Better Engagement: Personalized emails don’t just get opened—they get read. When the content resonates with the reader, they’re more likely to click through, make a booking, or give you a call.

Pro Tip: Segment Your Audience

Don’t treat all your customers the same. Segment your email list based on things like:

• Location: Send different offers to your St. Louis customers vs. your Texas ones.
• Service Interests: If someone’s shown interest in epoxy flooring, send them emails about that—not tree trimming.
• Past Purchases: If they’ve booked a lawn service before, offer them a discount on their next service or a related service like tree trimming.

Examples of Personalized Email Success:

• Flooring Company in Dallas: A flooring company segmented their email list by service interest. They sent tailored emails to customers who had shown interest in epoxy floors, offering a special 10% discount for bookings made within the month. Result? A 20% increase in bookings from that segment alone.
• Salon in Houston: A salon in Houston sent personalized birthday emails with a special “Birthday Beauty” discount. These emails had a 50% higher open rate and led to a significant spike in birthday month appointments.

Advanced Tips for Personalization:

• Use Dynamic Content: This lets you show different images or text within the same email based on who’s reading it. For example, a lawn care service could show different seasonal tips depending on the customer’s location.
• Automate Based on Triggers: Set up automated emails that send when a customer takes a specific action—like booking a service, visiting a certain page on your website, or even just after a certain amount of time since their last booking. These triggered emails feel timely and relevant.

How to Get Started:

1. Segment Your Email List: Start by dividing your customers based on key factors like location, service interest, and past behavior.
2. Craft Tailored Messages: Write emails that speak directly to each segment’s needs and interests. Include personalized subject lines to grab attention.
3. Use Automation Tools: Tools like Mailchimp or HubSpot let you automate personalized emails, saving you time while still delivering that personal touch.

In a nutshell: Personalized Email Campaigns can make a big difference in turning leads into customers. By sending emails that are relevant and timely, you’re building stronger connections with your audience and encouraging them to take action. So, don’t just send emails—send the right emails and watch your results soar!

8. Content Repurposing: Get More Mileage Out of Your Content

Let’s talk about something that can save you time and effort while still bringing in more leads and clients: Content Repurposing. You’ve already put in the work to create great content—why not get as much out of it as possible? Content repurposing is like recycling, but better. It’s taking your existing content and spinning it into new formats to reach more people without having to start from scratch.

What is Content Repurposing?

Content repurposing is the process of taking a piece of content you’ve already created—like a blog post, video, or social media update—and turning it into something new. It’s about making your content work harder for you by reaching different audiences or showing up in new places.

Why It Works:

• Reach New Audiences: Different people consume content in different ways. Some might love reading blogs, while others prefer watching videos or scrolling through social media. By repurposing your content, you can reach these different groups without reinventing the wheel.
• Maximize Your Effort: You’ve already done the hard work of creating the content. Repurposing it allows you to get more out of that investment—more leads, more clicks, more bookings—without the extra effort.

Pro Tip: Turn Blogs into Videos

If you’ve got a blog post that’s getting good traffic, consider turning it into a video. For example:

• A tree service company in St. Louis took their “Top 5 Signs Your Tree Needs to Be Removed” blog and turned it into a quick, engaging video. The video was shared on social media and got twice the engagement of the original blog post.
• A flooring company in Houston transformed a detailed guide about “Choosing the Right Epoxy Floor” into a series of short, informative videos. These videos were shared on YouTube and social media, attracting new customers who prefer video content over reading.

Examples of Content Repurposing:

• Social Media Snippets: Break down a longer blog post into bite-sized tips for social media. A lawn care business could turn a detailed post on seasonal lawn maintenance into a series of Instagram posts or tweets, each focusing on a specific tip.
• Infographics: If you have a blog with lots of data or tips, turn it into an infographic. Infographics are highly shareable and can help your content reach a wider audience. A concrete company could turn a blog about “The Benefits of Sealing Your Concrete” into a visually appealing infographic to share on Pinterest or LinkedIn.

Advanced Tips for Repurposing:

• Create a Podcast: If you’ve got a blog series that covers a lot of ground, consider turning it into a podcast episode. People love to listen on the go, and it’s another way to engage with your audience.
• Webinars or Workshops: Take a successful piece of content and expand it into a live webinar or workshop. For example, a home services company could turn a blog about “Home Maintenance Tips for Winter” into a seasonal webinar, attracting attendees who may become future customers.

How to Get Started:

1. Identify High-Performing Content: Look at your analytics to see which pieces of content have performed well. These are prime candidates for repurposing.
2. Choose Your Format: Decide how you want to repurpose the content—video, infographic, social media post, etc. Pick a format that makes sense for your audience.
3. Revise and Refresh: Update the content if needed, especially if it’s been a while since it was created. Freshen up the information to make sure it’s still relevant and valuable.

In a nutshell: Content Repurposing is a smart way to squeeze more value out of the content you’ve already created. By turning one piece of content into several, you can reach new audiences, save time, and keep your marketing efforts fresh and effective. So, don’t let good content go to waste—repurpose it and keep those leads coming in!

9. Long tail Keywords: The Secret to Getting More Qualified Leads

Let’s dig into something that can seriously boost your traffic and bring in more qualified leads: Long tail Keywords. These might sound like something straight out of a fishing trip, but in the world of online marketing, they’re pure gold. Longtail keywords are longer, more specific phrases that people type into search engines when they’re closer to making a decision. And the best part? They’re often less competitive and way more likely to convert into actual customers.

What Are Long tail Keywords?

Long tail keywords are phrases that usually have three or more words and target a very specific search intent. Instead of just “lawn care,” a longtail keyword might be “best lawn care service in Austin, TX” or “affordable epoxy flooring for garages in St. Louis.” These keywords might not get as many searches as shorter ones, but the people searching for them know exactly what they want—and they’re ready to take action.

Why They’re So Powerful:

• Less Competition: Since fewer businesses target these specific phrases, you’ve got a better chance of ranking higher in search results without having to spend a ton on ads.
• Higher Conversion Rates: Because long tail keywords are so specific, the people who use them are often further along in the buying process. They’re not just browsing—they’re looking to book a service, get a quote, or make a call. Pro Tip: These keywords can be a goldmine for getting leads who are ready to act.

Pro Tip: Use Long tail Keywords in Your Content

Incorporate long tail keywords into your website content, blog posts, and service pages. For example:

• A flooring company in Houston could write a blog post titled “How to Choose the Best Epoxy Flooring for Garages in Houston.”
• A tree service in Dallas might target “emergency tree removal services after a storm in Dallas” to capture people searching for help during a specific need.

These kinds of keywords attract people who are ready to hire and are just looking for the right provider.

Examples of Long tail Keywords in Action:

• Lawn Care in Austin: Instead of just targeting “lawn care,” a company used “best lawn care service for large yards in Austin, TX” and saw a 20% increase in website visits from people who were looking for exactly that.
• St. Louis Restaurant: A restaurant focused on “best vegan-friendly brunch spots in St. Louis” and ranked higher for that specific search. This brought in more customers who were specifically looking for vegan options.

Advanced Tips for Long tail Keywords:

• Think Like Your Customers: What would your ideal customer search for? Be specific. Are they looking for “affordable tree trimming in Dallas” or “luxury salon services in Houston”? Use those phrases in your content.
• Use ChatGPT for Keyword Ideas: You can use AI tools like ChatGPT to help brainstorm long tail keywords. Try prompts like:
  • “Give me 10 long tail keywords for a flooring company in Houston specializing in epoxy floors.”
  • “What are some long tail keywords for a lawn care service in Austin focusing on organic treatments?”
• Optimize for Voice Search: With more people using voice assistants like Siri and Alexa, consider how someone might speak their search. Long tail keywords are often the same phrases people use in voice search, like “who offers same-day concrete services in St. Louis?”

How to Implement Long tail Keywords:

1. Research Keywords: Use tools like Google Keyword Planner, Ahrefs, or even ChatGPT to find relevant long tail keywords for your business.
2. Incorporate Them Naturally: Use these keywords in your blog posts, service pages, and even your Google Ads. Make sure they fit naturally into the content.
3. Monitor and Adjust: Keep an eye on how these keywords are performing. If one is bringing in lots of leads, consider creating more content around that topic.

In a nutshell: Long tail Keywords are your ticket to attracting more qualified leads who are ready to take action. By focusing on specific phrases that match what your customers are searching for, you can rank higher, spend less, and get more calls, bookings, and clients. So, don’t overlook the power of being specific—use long tail keywords to reel in the right customers!

10. Voice Search Optimization: Speak Your Customers’ Language

Let’s get into something that’s becoming a big deal for getting more leads and clients: Voice Search Optimization. With smart speakers like Alexa, Google Home, and even Siri on iPhones, more and more people are using their voices to search for services. And guess what? These voice searches are usually longer and more conversational. So, if you’re not optimizing for voice search, you might be missing out on a huge chunk of potential business.

What is Voice Search Optimization?

Voice Search Optimization is all about tweaking your online content so it’s easily found when people ask questions out loud. Unlike typing, where people might just type “lawn care Austin,” voice searches are more like, “Who’s the best lawn care company near me in Austin?” To show up in those results, you need to think about how people talk and what questions they might ask.

Why It Matters:

• It’s Growing Fast: Nearly 50% of all searches are expected to be voice-based by 2024. That’s a lot of people using their voices to find businesses like yours.
• Get Local Customers: Voice searches are usually local. People ask things like, “Where’s the best epoxy flooring service in St. Louis?” or “Find a tree removal service near me.” If you’re optimized for these kinds of searches, you’re more likely to be the one they call.

Pro Tip: Focus on Conversational Keywords

When optimizing for voice search, think about the natural, conversational way people speak. For example:

• Instead of just “epoxy floors,” use phrases like “What’s the best epoxy flooring company in Houston?”
• Instead of “tree trimming service,” go with “Who offers affordable tree trimming near me?”

These longer, question-based phrases are more likely to match how people use voice search.

Examples of Voice Search Success:

• Concrete Services in Dallas: A concrete company optimized their content with phrases like “Where can I get affordable concrete repair in Dallas?” This helped them rank higher in voice search results and led to a 30% increase in local inquiries.
• Restaurant in Austin: A restaurant targeted voice search by adding phrases like “best family-friendly restaurant in Austin” to their website. They saw more customers mentioning they found the place through voice search on their smart speakers.

Advanced Tips for Voice Search:

• Answer Questions Directly: On your website, include a FAQ section where you answer common questions customers might ask. For example, “How soon can I book a tree removal service in St. Louis?”
• Use Structured Data: Implementing structured data (like Schema markup) helps search engines understand your content better, making it more likely you’ll show up in voice search results.
• Optimize for Mobile: Voice searches often happen on mobile devices. Make sure your website is mobile-friendly, loads quickly, and provides easy access to contact info, like a “Call Now” button.

Prompts to Use with ChatGPT for Voice Search:

• “What are some common voice search questions people might ask when looking for lawn care in Houston?”
• “Generate a list of conversational keywords for a flooring company in Austin targeting voice search.”
• “How can I optimize my tree service website for voice search?”

How to Get Started:

1. Identify Common Questions: Think about the questions your customers ask most often and create content that answers those questions directly.
2. Use Conversational Phrases: Write your content in a way that matches how people speak. Make it natural and easy to understand.
3. Monitor and Adjust: Keep an eye on how your site performs in voice search. If you’re not getting the results you want, tweak your keywords or add new ones.

Bottom line: Voice Search Optimization is becoming crucial for attracting local customers who are ready to book your services. By focusing on conversational keywords, answering common questions, and making sure your site is mobile-friendly, you can capture more leads through voice searches. So, start talking the talk—and watch those leads roll in!

11. Using Social Media for Search: Get Found Where Your Customers Are

Let’s talk about something you might not have thought about: Using Social Media for Search. These days, people aren’t just using Google to find services—they’re also searching on platforms like Instagram, TikTok, YouTube, and Facebook. If your business isn’t showing up there, you’re missing out on a ton of potential leads. Let’s fix that.

Why Social Media Search Matters:

• It’s Where Your Customers Are: Over 40% of consumers use social media to search for local businesses. Whether they’re looking for the best epoxy flooring in Austin or a reliable tree service in St. Louis, they’re likely to check out what others are saying on social media before making a decision.
• Instant Credibility: When people find your business on social media, they’re not just looking at your services—they’re seeing reviews, photos, videos, and more. This gives them confidence that you’re the real deal.

Pro Tip: Optimize Your Profiles for Search

Each social media platform has its own search algorithms, so make sure your profiles are optimized to show up when people are looking for services like yours.

• Instagram: Use location tags and hashtags relevant to your business. For example, a flooring company in Houston could use hashtags like #HoustonFlooring, #EpoxyFloorsTX, and location tags for every post. Pro Tip: Include keywords in your bio like “Austin Lawn Care” or “St. Louis Concrete Services.”
• TikTok: Create short, engaging videos that highlight your services. Use popular sounds and relevant hashtags. For instance, a tree service could post before-and-after clips of tree removal with hashtags like #TreeServiceStLouis or #DallasLandscaping.
• YouTube: Make sure your video titles, descriptions, and tags include keywords that potential customers might search for. A concrete company could post a video titled “Best Concrete Sealing Tips for St. Louis Homes” and include a detailed description with local keywords.
• Facebook: Complete your business profile with all the details—address, phone number, and service areas. Join local groups and participate in conversations where people might be looking for recommendations. Pro Tip: Use Facebook’s “Check-In” feature to encourage customers to tag your location, boosting your visibility.

Examples of Social Media Search Success:

• Epoxy Flooring on Instagram: A flooring company in Dallas started using hashtags like #DallasEpoxy and geotagging every post. They saw a 25% increase in inquiries from people who found them through Instagram search.
• Tree Service on TikTok: A tree removal service in Austin posted a viral video showing a massive tree removal. With hashtags like #TreeRemoval and #AustinTX, they gained thousands of views and a 15% boost in bookings.

Advanced Tips for Social Media Search:

• Leverage User-Generated Content: Encourage your happy customers to post about your service and tag your business. This not only boosts your credibility but also increases your chances of being found through search.
• Run Geo-Targeted Ads: Use social media ads targeted to specific locations. For example, a salon in St. Louis could run Instagram ads targeted at local women, using keywords like “best salon near me.”
• Collaborate with Local Influencers: Partner with local influencers who can promote your services. Their followers are likely in your target area, and their endorsement can drive more searches your way.

Prompts to Use with ChatGPT for Social Media Search:

• “What are the best hashtags for a lawn care business in Houston?”
• “Generate a list of TikTok video ideas for a tree removal service in Dallas.”
• “How can I optimize my YouTube videos for search in St. Louis?”

How to Get Started:

1. Audit Your Profiles: Make sure all your social media profiles are complete, with relevant keywords in your bios, posts, and tags.
2. Create Searchable Content: Focus on making posts that people are likely to find through search. Use keywords, hashtags, and location tags effectively.
3. Engage and Monitor: Stay active on social media. Engage with followers, respond to comments, and monitor which posts are driving the most traffic.

Bottom line: Social Media Search is a powerful tool for getting found by local customers. By optimizing your profiles and creating content that’s easy to find, you can attract more leads, calls, and bookings. So, get social, get searchable, and watch your business grow!

12. AI Overview & Generative Search: The Future of Finding Customers

Let’s dive into something that’s changing the game in online marketing: AI Overview & Generative Search. You’ve probably heard of AI (Artificial Intelligence), but how does it fit into your business? AI tools, like ChatGPT, are making it easier than ever to connect with customers by understanding what they want and delivering exactly what they’re searching for. This isn’t just the future—it’s happening right now. OpenAI, the creators of ChatGPT, announced they’re creating a search engine that will compete and rival Google search. 

What is Generative Search?

Generative search uses AI to create custom answers and content based on a user’s query. Unlike traditional search engines that show a list of links, generative search creates content on the spot to answer questions or provide solutions. For example, instead of just finding a website for “best flooring options in Austin,” a generative search might give you a personalized recommendation or even a step-by-step guide on choosing the right floor.

Why It Matters for Your Business:

• More Personalized Interactions: Generative search allows potential customers to get tailored answers instantly. Think of it as having a virtual assistant who knows exactly what your customers need—right when they need it.
• Higher Engagement: People are more likely to engage with content that feels personalized. AI-driven tools can help you create that content quickly, so you’re always one step ahead of your competition.

Pro Tip: Leverage AI for Content Creation

You can use AI tools like ChatGPT to help you generate content that answers common customer questions, creates blog posts, or even writes social media updates. For example:

• A tree service in St. Louis might use AI to generate a blog post titled “How to Prepare Your Trees for Winter in St. Louis,” answering common customer concerns.
• A flooring company in Houston could use AI to create content explaining the differences between epoxy and concrete flooring, tailored specifically to their local market.

Examples of AI in Action:

• Epoxy Flooring in Dallas: A flooring company used AI to generate personalized email responses based on customer inquiries, leading to a 30% increase in follow-up appointments.
• Lawn Care in Austin: A lawn care business implemented AI chatbots on their website to answer common questions like “What’s the best time to fertilize my lawn in Austin?” The chatbot not only saved time but also boosted customer satisfaction by providing instant answers.

Advanced Tips for Using AI:

• Create Localized Content: Use AI to generate content that speaks directly to your local market. For example, “Best Lawn Care Tips for Houston’s Hot Summers” or “St. Louis Homeowners’ Guide to Epoxy Garage Floors.”
• Automate Responses: Set up AI-powered chatbots on your website to handle common inquiries. This keeps potential customers engaged and more likely to book your services.
• Analyze Trends: Use AI tools to analyze customer behavior and trends. For instance, find out what services are most in demand during certain seasons, then tailor your marketing efforts accordingly.

Prompts to Use with ChatGPT for Generative Search:

• “Create a FAQ section for a tree service company in Austin, focusing on seasonal care.”
• “Generate blog ideas for a concrete company in St. Louis that targets homeowners looking to upgrade their driveways.”
• “What are some personalized email subject lines for a lawn care business in Texas?”

How to Get Started:

1. Experiment with AI Tools: Start using AI tools like ChatGPT to help with content creation, customer service, and even marketing strategies.
2. Focus on Personalization: Use AI to create content and responses that feel personalized to your customers’ needs and location.
3. Monitor Results: Keep an eye on how AI-generated content performs. Adjust your approach based on what gets the best engagement and leads.

Bottom line: AI and Generative Search are revolutionizing the way customers find and interact with businesses. By using AI to create personalized, relevant content, you can connect with more leads and turn them into loyal clients. So, embrace the future of search, and let AI help you grow your business!

13. Target Customers Right Where They Are with Geofencing

Let’s talk about a powerful tool that can help you pinpoint exactly where your ads show up: Geo-Fencing. Imagine drawing a virtual fence around a specific area—when someone enters that space, they get to see your ad. Geo-fencing is all about targeting potential customers based on their physical location, making your marketing efforts more precise and effective.

What is Geo-Fencing?

Geo-fencing uses GPS or RFID technology to create a virtual boundary around a specific geographic area. When someone with a mobile device enters this area, they can receive targeted ads on their phone. This means you can show your ads to people who are literally near your business or in areas where your services are most needed.

Why It’s a Game-Changer:

• Super Targeted Marketing: Instead of wasting money on broad ads, geo-fencing lets you focus on the people who are most likely to need your services—right when they’re nearby.
• Immediate Impact: Since geo-fencing targets people based on where they are at that moment, your ads are more likely to result in immediate actions like calls, visits, or bookings.

Pro Tip: Target Competitor Locations

One advanced strategy is to set up geo-fences around your competitors’ locations. For example:

• A flooring company in Houston could create a geo-fence around other flooring stores. When potential customers visit those stores, your ad for “Better Prices on Epoxy Floors” could pop up on their phone, encouraging them to check out your offerings instead.
• A salon in St. Louis might target nearby beauty supply stores, showing ads to people shopping for products they might need a professional to apply.

Examples of Geo-Fencing Success:

• Tree Service in Austin: A tree service company set up geo-fences around neighborhoods with older, larger trees. They saw a 40% increase in calls for tree removal services from those targeted areas.
• Restaurant in Dallas: A restaurant used geo-fencing around local events and saw a 30% spike in foot traffic on event days. Ads offering a special discount to event-goers popped up when people entered the geo-fenced area.

Advanced Tips for Geo-Fencing:

• Use Time-Sensitive Offers: Combine geo-fencing with limited-time offers. For example, send an ad with a “20% off today only” discount to people who enter your geo-fence, creating urgency and boosting conversions.
• Expand During Peak Times: If you know when your business gets the most traffic (like weekend mornings for a breakfast spot), expand your geo-fence during those peak times to capture more customers.
• Track and Optimize: Use analytics to see how your geo-fencing campaigns are performing. Adjust the size and location of your geo-fences based on where you’re getting the most engagement.

Prompts to Use with ChatGPT for Geo-Fencing:

• “What are some geo-fencing strategies for a lawn care business in Texas during summer?”
• “Generate ideas for geo-fencing locations for a concrete company in St. Louis targeting new housing developments.”
• “How can I use geo-fencing to increase foot traffic to my restaurant in Dallas?”

How to Get Started:

1. Define Your Target Area: Decide where you want to set up your geo-fences. Think about areas where your ideal customers live, work, or visit.
2. Create Compelling Ads: Make sure your ads are attention-grabbing and relevant to the location. Highlight any special offers or benefits.
3. Launch and Monitor: Start your geo-fencing campaign and keep an eye on the results. Be ready to tweak your strategy based on what’s working.

Bottom line: Geo-Fencing is a smart way to target your ads to the right people at the right time. By focusing on specific locations, you can attract more leads, calls, and bookings from customers who are already nearby. So, draw your lines, and watch your business grow!

4. User-Generated Content: Let Your Customers Do the Talking

Let’s talk about something that can really boost your credibility and attract more customers without you doing all the heavy lifting: User-Generated Content (UGC). This is content created by your customers—like photos, reviews, or social media posts—that show your work in action. It’s like word-of-mouth on steroids because it’s not coming from you, it’s coming from the people who’ve actually experienced your services.

What is User-Generated Content?

User-Generated Content is any type of content—think photos, videos, reviews, or testimonials—created by your customers rather than by your business. When a happy customer posts a picture of their newly installed epoxy floor or a beautifully trimmed tree and tags your business, that’s UGC. It’s authentic, it’s real, and it’s powerful.

Why It’s So Effective:

• Builds Trust: People trust other people. 92% of consumers trust recommendations from friends and family over any other type of advertising. When potential customers see real people enjoying your services, they’re more likely to trust your business.
• Boosts Engagement: UGC tends to get more engagement on social media because it feels more personal. A customer posting a glowing review or sharing a picture of their new lawn isn’t just a testimonial—it’s a story that others want to see and share.

Pro Tip: Encourage UGC with Incentives

Encourage your customers to share their experiences by offering a little incentive. For example:

• A flooring company in Houston might offer a discount on future services for customers who post a picture of their new floor and tag the business on Instagram.
• A salon in St. Louis could run a contest where clients who share a selfie with their new hairstyle get entered to win a free service.

These incentives don’t have to be huge—just enough to motivate your customers to share their experiences.

Examples of UGC in Action:

• Epoxy Flooring in Dallas: A flooring company encouraged customers to share photos of their newly finished garages using a specific hashtag. The result? A 25% increase in Instagram followers and more inquiries from people who loved seeing real-life examples of the company’s work.
• Lawn Care in Austin: A lawn care service asked clients to post before-and-after photos of their lawns. These posts not only increased the company’s visibility but also helped generate 15% more leads from people who saw the dramatic transformations.

Advanced Tips for Leveraging UGC:

• Feature UGC on Your Website: Create a section on your website dedicated to showcasing user-generated photos and testimonials. This gives new visitors a real sense of the quality and satisfaction you deliver.
• Turn Reviews into Social Proof: Use positive reviews and testimonials in your advertising. For example, a glowing review about your concrete services can be turned into a compelling Facebook ad.
• Create a Branded Hashtag: Make it easy for customers to share their experiences by creating a branded hashtag. For example, “#StLouisLawnLove” for a local lawn care service. Encourage customers to use it when posting about your services.

Prompts to Use with ChatGPT for UGC Ideas:

• “What are some creative ways to encourage customers to share photos of their new floors on social media?”
• “How can I incentivize my lawn care clients to leave reviews and share before-and-after pictures?”
• “Generate ideas for a social media contest for a tree service company that encourages user-generated content.”

How to Get Started:

1. Ask for It: Don’t be shy about asking your customers to share their experiences. Whether it’s a quick request after a job or a follow-up email, a simple ask can go a long way.
2. Create a System: Set up a system for collecting and sharing UGC. Encourage customers to tag your business or use a specific hashtag so you can easily find and share their content.
3. Show Appreciation: Always acknowledge and thank customers who share their experiences. This not only builds goodwill but also encourages others to do the same.

Bottom line: User-Generated Content is a powerful way to build trust, increase engagement, and attract more customers. By encouraging your clients to share their experiences, you’re not just promoting your business—you’re letting your happy customers do it for you. So, start asking, and watch the content (and the leads) roll in!

15. Be Everywhere Your Customers Are with Cross-Channel Marketing

Let’s talk about Cross-Channel Marketing—a strategy that can make sure your business is seen everywhere your potential customers are looking. Instead of relying on just one platform, cross-channel marketing means spreading your message across multiple platforms—social media, email, your website, and even print. This way, your customers see you wherever they go, making them more likely to remember and choose your services.

What is Cross-Channel Marketing?

Cross-channel marketing involves creating a unified marketing strategy that covers multiple channels. Whether someone is scrolling through Instagram, checking their email, or browsing Google, your message stays consistent, and your brand stays top of mind. This approach helps you reach more people and ensures your message gets through no matter where your customers are hanging out.

Why It’s Important:

• Wider Reach: By using multiple channels, you can reach more potential customers. 70% of consumers use three or more channels to research a purchase, so meeting them where they are increases your chances of landing that booking.
• Consistency Builds Trust: When people see your business consistently across different platforms, it builds trust. They’re more likely to view your brand as reliable and professional.

Pro Tip: Tailor Your Message to Each Channel

While your overall message should be consistent, tailor it to fit the platform you’re using. For example:

• On Instagram, focus on high-quality visuals and short, catchy captions that showcase your work—like a quick before-and-after video of a flooring project.
• In emails, provide more detailed information, like a step-by-step guide on maintaining a freshly landscaped lawn.
• On your website, ensure your service pages are packed with useful information and clear calls-to-action that guide visitors to book your services.

Examples of Cross-Channel Marketing Success:

• Epoxy Flooring in St. Louis: A flooring company saw a 35% increase in bookings by running a coordinated campaign that included Instagram ads, email newsletters, and blog posts all centered around the benefits of epoxy floors.
• Tree Service in Dallas: A tree service company used Facebook ads, Google search ads, and direct mail postcards to promote their storm damage repair services, leading to a 50% boost in calls after a major storm.

Advanced Tips for Cross-Channel Marketing:

• Track and Analyze: Use tools like Google Analytics to see which channels are driving the most traffic and conversions. Focus more on the channels that are bringing you the best results.
• Create Seamless Experiences: Make sure the transition from one channel to another is smooth. For example, if someone clicks on your Facebook ad, they should land on a page that directly relates to the ad’s content, not just your homepage.
• Retarget Across Channels: Use retargeting ads to remind people who’ve interacted with your brand on one channel (like visiting your website) to engage with you on another (like clicking your ad on Facebook).

Prompts to Use with ChatGPT for Cross-Channel Marketing:

• “How can I create a consistent cross-channel marketing message for my lawn care business in Texas?”
• “Generate ideas for a cross-channel marketing campaign for a concrete company in St. Louis targeting new homeowners.”
• “What are some advanced tracking methods for cross-channel marketing effectiveness?”

16. Engage Your Audience with Interactive Content

Now, let’s get into Interactive Content—a surefire way to engage your audience and turn casual visitors into active participants. Interactive content includes things like quizzes, polls, calculators, and even simple games that encourage your audience to do something rather than just passively consume information. It’s fun, it’s engaging, and it can drive real results.

What is Interactive Content?

Interactive content is any type of content that requires the user to engage with it. Instead of just reading a blog post or watching a video, your customers can take a quiz, answer a poll, or use a tool that provides personalized results. This kind of content keeps people on your site longer, helps them remember your brand, and can even guide them toward making a decision.

Why It’s Effective:

• Boosts Engagement: Interactive content keeps people on your site longer. The average interactive content gets twice the engagement of static content.
• Creates Personalized Experiences: When customers feel like the content is speaking directly to them, they’re more likely to trust your recommendations and take action—like booking a service or requesting a quote.

Pro Tip: Use Quizzes and Calculators

Quizzes and calculators are some of the most popular types of interactive content. For example:

• A lawn care business in Texas could create a quiz like “What’s Your Lawn’s Personality?” to help customers figure out the best type of service package for their lawn.
• A concrete company in St. Louis could offer a “Concrete Cost Calculator” that helps customers estimate the cost of their project, making it easier for them to request a quote.

Examples of Interactive Content in Action:

• Flooring in Austin: A flooring company created an “Epoxy vs. Concrete: Which Is Right for You?” quiz that led to a 20% increase in consultation bookings by helping customers choose the best option for their needs.
• Restaurants in San Antonio: A restaurant launched a “What’s Your Perfect Dinner?” quiz on Instagram stories, which boosted engagement and led to a 15% increase in reservations.

Advanced Tips for Interactive Content:

• Incorporate Lead Capture: Use interactive content to capture leads by asking for contact information in exchange for personalized results. For example, after someone uses a cost calculator, prompt them to enter their email to receive a detailed estimate.
• Promote on Social Media: Share your interactive content across all your social media channels. Encourage followers to take part by highlighting the value they’ll get—like discovering their ideal lawn care plan.
• Analyze and Optimize: Track how people are interacting with your content. If a quiz isn’t getting much traction, tweak the questions or add more options to make it more engaging.

Prompts to Use with ChatGPT for Interactive Content:

• “What are some creative quiz ideas for a tree service company to engage customers on social media?”
• “Generate a list of interactive content ideas for a flooring business in Texas looking to boost engagement.”
• “How can I integrate lead capture into an interactive content piece for my home services website?”

Bottom line: Interactive Content isn’t just fun for your audience—it’s a powerful tool for driving engagement, building trust, and generating leads. By adding quizzes, calculators, and polls to your marketing mix, you can create memorable experiences that turn visitors into customers. So, get interactive and watch your engagement soar!