Business

3 THINGS TO HELP YOU WIN AT ONLINE ADVERTISING

By Ryan Englin, CEO of Inspire Business Concepts

Getting the right customers to call you requires the right messaging, and the right messaging needs to be on the right advertising platform.

Also consider that advertising will boost your brand’s recognition, even if it doesn’t net you a bunch of new customers. This recognition could be valuable in itself.

Online advertising can be a great addition to print or media ads; it can be easily, and quickly updated, it’s very easy to track what is working and what is not, and you can control your advertising budget one day at a time.

However, there are some things to consider before you get started.

1. COMMIT TO A BUDGET

It will take time to get it right. We recommend committing to a budget for at least 90 days.

Too often we see business owners get scared when the phone doesn’t ring immediately. By committing for 90 days, it’s easier to wait out those first couple months while you’re testing to get it right.

Be careful with early successes too. We’ve seen campaigns get incredible results immediately and later slow down.

By committing to a budget, you’ll be able to work through the ups and downs of starting a new campaign.

2. KNOW YOUR AUDIENCE & YOUR OFFER

Too often we see ads promoting a product or service without any consideration for how your customer is searching.

If you’re using Google Adwords, what keywords should you be showing up for? This goes beyond a basic keyword list for your product or service.

For example, if you provide auto repair services, make sure your keywords match the language your customers will use when searching for auto repair. Of course “auto repair” should be a keyword, but so should “my air conditioner in my car isn’t cold,” or “my engine is making a squeaking sound.”

With the right keyword list, you’ll make sure to keep your ad costs down and your results up.

3. TRACK EVERYTHING

Once your ads are up and running, you need tracking systems in place. If your landing page has a phone number, you should have call tracking to know how often the phone number results in a conversion.

If your landing page has a form, you should have a way to track how often those requests turn into revenue.

Oh, and you should have a landing page separate from your website.

Without a landing page, it’s tough to tell what’s working and what isn’t.

With good tracking systems in place, you’ll be able to make better decisions about the changes you need to make.

Ryan Englin is CEO at Inspire Business Concepts. To contact Ryan email: ryan.englin@ inspirebusinessconcepts. com. Visit www. inspirebusinessconcepts.com

DOES YOUR MEAN BOSS CRY HIMSELF TO SLEEP AT NIGHT? NEW STUDY REVEALS THAT ANGRY BOSSES ARE ACTUALLY UNHAPPY AND UNFULFILLED

Anew management study has work with these types of leaders for a He goes home at the end of the day victim persona. Instead, use declarative just uncovered something living,” says Krister Ungerboeck, CEO feeling hurt and angry about his em- statements like, ‘I could use some guidsurprising: ‘Mean’ bosses coach. “When people most crave power ployees’ perceived ungratefulness and ance on this particular issue.;” often feel sad and empty at the end and control over others, it is almost al- unwillingness to work hard. Although of the workday. The study, which ways because they are deeply insecure the thought of him as a victim might 4. DON’T OVERDO YOUR was published by theAcademy of and wounded. In fact, CEOs are often sound laughable to you, it’s crucial to PRESENCE Management Journal, also found that so successful because they are driven understand your boss’s POV if you “The recent media dustup over Steve bosses who believe themselves to be by their own feelings of inadequacy want to survive and thrive under his Harvey’s memo demanding space from powerful and commanding are the most and their own fear of being ‘unmasked’ leadership.” his employees highlights an imporlikely to go home feeling unfulfilled. as an unworthy person.” tant issue: Many CEOs and managers 2. MIRROR HIS STATEMENTS simply feel overwhelmed from constant “This study has revealed what many of So how can employees try to win over “Victims feel empowered when they questions and needs all day. Try to us have suspected for a long time, espe- an angry, impossible-to-please boss? are heard,” says Ungerboeck. “Help corral all of your questions, ideas and cially those of us who your boss feel empowered (and ergo concerns into one face-to-face with 1. UNDERSTAND less likely to lash out) by mirroring your boss, rather than popping in and HIS POINT OF his statements. If he is highly stressed out randomly to ask questions as they VIEW about a deadline, you can say “I hear arise.” Ungerboeck says that this project is really important to the key is to realize you. You really need me to finish this 5. BE CAREFUL ABOUT EMAILS that your ‘mean’ quickly,” rather than just saying ‘Okay’ “Studies prove that emails are less boss is actually a or ‘Sure.’” persuasive than in-person interacvictim in his own tions,” says Ungerboeck, “So if you’re head. “He has no 3. DON’T ASK QUESTIONS THAT asking for a vacation day or you need clue that he is the BEGIN WITH ‘WHY’ to leave early, ask in person. Other one in the wrong,” “When you ask a question that starts studies show that emails with succinct says the CEO with why, it tends to put people on the subject headers get opened more than coach. “As this defensive right away,” says Unger- those with long subject lines. Keep it study showed, your boeck. “They feel a burden of proof, short, sweet and face-to-face if you mean boss sees a need to give you answers and expla- want to stay on your mean boss’s good himself as a victim. nations. This will trigger your boss’s side.”