How do you alert your customers to your business? And how do you teach them that this could be of benefit to them? When you ask service providers and freelancers such questions, you usually notice quickly: They have not formulated a marketing and sales strategy for their company, although the marketing and sales process is a core process in every company. As a rule, their marketing and sales activities are as random-controlled as they are, and their order volume is often fluctuating.
Urgent action
Even more dismayed in the area of online marketing. Most personal service providers, such as trainers, consultants and coaches, have never dealt systematically with the question: How can I ensure that potential customers can reach me or my company as quickly as possible with their search queries at Google & Co.? Most of them share the illusion: if a web page of mine is on the World Wide Web, I have done my homework.
The marketing aids then switch some AdWords ads and believe that they can relax behind them. A real online marketing strategy, however, is not. This is becoming more and more important for the marketing and sales success of consultants, no matter what color. The purchase and media usage behavior of their potential customers has changed considerably in recent years.
Tip 1: List search terms
If, for example, you are looking for an IT, management, sales or tax consultant today, you usually enter the relevant search terms at Google & Co. And by using the search results shown, you can see who a potential supporter could be. It is therefore very important for consultants to be displayed as far ahead as possible in the search engines' search engines, so that their potential customers can consider them as potential sponsors.
Tip 2: Analyze Keywords
The following tips explain how consulting and other service providers should make sense when developing an online marketing strategy.
First of all - outgoing from your business field - create a list of all relevant terms that potential customers might be looking for providers of their services on the net. Do not forget the conceptual variations. For example, the terms "sales training", "sales training", "sales training", "selling seminar" and "sales training"
Then use Google's (free) Google AdWords tool to analyze how often your terms are listed as Google search terms. In the second step, consider which of the frequently used terms are actually used by your target customers.
For example, the terms "sales training" and "sales seminars" tend to be more common in the capital goods industry, whereas sales are more likely to be "sales training" or "sales training". And when men and women are interested in continuing to become a coach, they often give the idea of "coach training" to Google, even if the "training" is actually an advanced training.
Enter the really relevant terms as keywords on Google & Co. See how many of your competitors are running AdWords ads, and what organizations are on the first two hit pages. If, for example, many universities and large companies or, as with the term "coaching", many associations and trade journals, as in the terms "project management" or "personnel management", answer the following question: I have the best means of optimizing my website A realistic chance to land far ahead?
If this is not the case, consider whether it would be more appropriate to place your website on certain search terms such as "Coaching Rhein-Main" or "Personalmanagement Mittelstand", or more specific terms such as "Change" or "Vertriebs- Coaching ".
Decide on the search terms used to optimize your website. More than half a dozen terms should not be the case for the mostly narrow-browed websites of coaches and consultants. For the search terms, differentiate between the one or two top terms or search term combinations, where your website must always land at the front and those with whom you can live with a high-end result.
Think about the extent to which you can also press releases on (free) PR portals like open-pr.de or offen-pr.de in the hit lists Can land. Or with specialist articles on editorial online portals such as unternehmer.de or business-wissen.de. This is because the links generated by the press releases or articles can reach your target customers via your detours.
Optimize the (source) text of your website for the search terms you have chosen. For example, if you optimize a page to "Personnel Consulting", make sure that this is several times on the page .
Tip 3: Analyze Competition
Turn off AdWords ads, if your budget allows it, for the less competitive and cheaper terms that you have not optimized your web ads. Make sure that the terms are very specific - for example "sales management" or "sales control" - so that the scatter losses are low.
Also, if you need to be fast, you may need to periodically limit AdWords ads for the terms you've optimized your website after (first) optimizing your website. Because it takes some time until the optimized page in the Google ranking climbs up.
Tip 4: Defining and categorizing keywords
A central factor for Google ranking is how many links point to the web page. Therefore, with colleagues, customers, and suppliers, you should therefore exclude so-called link partnerships: refer them to their pages. In addition, enter your contact information in addition to the web address in all possible (free) online branch directories. Additionally, you can regularly publish press releases about your products and services in the PR portals where everyone can publish press releases free of charge so that more and more links to your website are created.
In addition to your core themes, you will also be able to regularly submit specialist articles, which include your contact information, and offer these editorial press portals. Because your publications there or links to it are evaluated by Google higher than publications of PR portals on which every manure can be published.
The Google rankings are constantly changing - among other things because the search engine regularly changes its criteria. In addition, your competitors are not inactive. For this reason, use a Google Analytics program to monitor how your website develops with regard to the search terms you have de termined.
Tip 5: Optimize website
Tip 6: Turn on AdWords ads if necessary
Tip 7: Create as many links as possible to your website
Tip 8: Provide a clever online PR for detours
Tip 9: Check the web presence regularly
From the results, you'll be able to see very well what terms you should optimize your website, and for what reasons you might be promoting AdWords ads and where you can save money in the future because your website is hosted at a Search is already displayed very far in front.
The effort is worth it. When you're optimizing your website, keep in mind: The faster, easier, and more often your website is found by your target customers on the web, the less time and money do you have to invest in your marketing. Therefore, your commitment is worthwhile.
Conclusion