The world of Internet Marketing is a very crowed space, so where is the best places to spend your marketing dollars. The first thing you have to know is where your clients are. Who are your clients and where are they spending time online. Lets focus on a residential plumbing service. The first thing to look at is Google organic and Google Places. For local business this is the very first place you want to show up. Next you can try and pick up some low hanging fruit running a PPC campaign using Google Adwords.
Social media is yet another good space to be in, but with so many different social media sites where should you start? Facebook is the logical choice because that’s where most B2C customers can be found.
Rather than going into the details and all the numbers I’d like to share this info graphic below with you.
I had a conversation with someone a few months back that was convinced it was a good thing to use a different tracking number on every online directory. His thought process was this is a great way to see how much business you are getting from each directory. This is not the first person I have heard this from either, so let me go on record to say that this is a very bad idea. This is not what online directories are for, online directories are for creating a consistent NAP (company name, address and phone number) so Google can see consistency across the internet.
Creating directories known as citations in the internet marketing space does a few different things. First it’s a form of link building and it helps get your business listed on the Google Map. This is one of many things to get your business listed on the map and keep you there. Putting tracking numbers on these directories is a recipe for disaster. It will create an inconsistent NAP and lose your Google map listing. Which will be a much worse hit on your business than knowing that one or two people found you on Yelp.com.
Tracking numbers are a great thing to help you gauge what your marketing ROI is. We use tracking numbers on our clients websites but we do it in a way that does not hurt their NAP.
3 Correct Ways To Use Call Tracking Numbers The Right Way
1. Never use tracking numbers on online directories.
3. Always make sure your NAP is used on the contact us page and in the footer of the site.
Tracking numbers are great way to determine where your business is coming from, but they must be used the right way, if not they could cause more damage than good.
Are you capturing customers on as many platforms as possible? Four years ago that question meant, are you marketing your plumbing business using the Internet as well as other medias like print, TV and radio. Today that same question means, do you have a mobile version of your website?
If you have overlooked the importance of having a mobile version of your website then this is costing you business. Did you know that there were 350 billion searches done in the United States in 2013? You might be shocked to find out that 65% of those searches were on mobile devices. Over the next 4 years mobile mobile search will increase up to 26 times. The numbers are staggering, and plumbing businesses that ignore or don’t have the right type of mobile site will be left behind.
With all those mobile stats desktop search is still on top, however mobile is very close. From a marketing standpoint you should not pick one platform over the other but should be looking at ways to have a strong mobile presence.
One thing to keep in mind is that the way people search on both of these platforms is different. Desktop searchers still opt to search at the keyword level using terms like City+Plumber but also very much search using long tail keyword terms (multiple keywords put together to form a sentence, statement or question). On mobile devices there are two forms of search, typing and voice.
This info graphic details the numbers a little closer.