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If you want to get more leads, you don't have to go out and hunt them all down yourself.

Instead, use a lead magnet on your agency website to bring new prospects to you. A lead magnet, also known as an opt-in, is a simple marketing tool that helps you capture visitor information and grow your email list.

I know you've seen them all over the web. But, are you using them on your own agency site? Here's what you need to know about creating lead magnets and making them work for you.

Why Does Your Agency Need to Use Lead Magnets?
You've heard of lead magnets before, of course, and maybe you've even advised your own clients to use them. But let's take a moment to review why lead magnets are important.


In a nutshell, a lead magnet is an incentive that you offer in exchange for a visitor's personal information, most often their email address. This incentive can take many different forms -- some businesses offer downloadables like white papers, while others offer free consultations or access to exclusive video content.

Whatever type of incentive you offer, it's a win-win situation: your visitor gets something useful or valuable for free, and you get permission to stay in touch with your new lead through email.

A good lead magnet is an investment. If it's useful and relevant, it can live on your website and grow your email list for a long time.

But many agencies put off creating their own opt-ins because creating valuable content takes time, energy, and money. That's understandable -- but not using lead magnets is a mistake. Here's why you should prioritize creating lead magnets for your agency.

Lead Magnets Keep Your Email List Healthy.
A healthy email list is defined by a couple of key traits:

It gets new sign-ups regularly.

It's made up of the right kind of subscribers.

The first point is important because email lists have a high attrition rate. You can expect between 20 and 30 percent of your existing list to unsubscribe, abandon their email address, or simply stop opening your emails every year. If you don't want your list to shrink over time, you'll need to proactively encourage more people to sign up.

email dashboard(AgencyAnalytics Email Reporting Dashboard)

The second point matters because email marketing can be incredibly powerful -- but only if you're marketing to the right people.

Email opt-ins give you a filter for your list. If you design your opt-ins to appeal to your agency's target market, you'll end up with more qualified subscribers, instead of subscribers who might not be interested in the services you offer.

Opt-ins give you an opportunity to show off your industry knowledge.

When it comes to winning over new prospects, first impressions are everything. If your agency comes across as professional and knowledgeable, you'll have a major edge over your competitors who don't present themselves as well. A well-crafted, informative lead magnet is a great way to put your best foot forward.

Being generous with free content will build your agency's reputation.

Who doesn't like getting something for free? You'll make a strong first impression on prospects if you give away high-quality content without expecting anything in return. And if you've already helped a lead in some concrete way, that will count in your favor when that lead makes their final decision about which agency to hire.

Lead magnets help you keep in touch with people who aren't ready to hire yet.

Many of the people who find your website are still in the early stages of researching agencies. They aren't ready to hire yet -- but if you can get them to remember you, they'll be more likely to come back to your agency in the future. Create an opt-in for leads at the top of the sales funnel, and you'll find yourself with more serious prospects down the line.

What Kind of Lead Magnet Should You Offer?
You can turn almost any kind of content into a lead magnet. Some of the most common types of lead magnets include:

• How-to guides
• Case studies
• Cheat sheets
• Checklists
• White papers
• Reports
• Ebooks
• Lists of tools or resources
• Email courses

Free consultations or audits

Which type of content will make the best lead magnet for your agency? There's no one-size-fits-all answer to that question, since almost any kind of lead magnet can be effective in the right situation. The best way to decide is to think about your goals. Ask yourself:

Who is your ideal lead? Your opt-in should be tailored towards the type of clients you enjoy working with most. If you don't have a clear audience in mind, stop and create a few client personas before you create your opt-in.

Where is your ideal lead in the buying process? Someone who's just started shopping around for agencies will have different needs than someone who's seriously weighing your agency against one or two others. Consider whether you can create different incentives for leads at different stages of the sales funnel.

What does your ideal lead need? What are their pain points? What makes them happy? What information are they still searching for?

What kind of content are you best at creating? If you're creating your lead magnet in-house, it makes sense to pick a medium where your skills shine. Just make sure your content will appeal to your ideal lead. For instance, if you want to work with time-strapped small business owners, a short and snappy guide or checklist is probably a better opt-in than a lengthy ebook.

Can you repackage or expand any of your existing content into a lead magnet? You don't necessarily have to start from scratch with your opt-in. See if you can adapt some of your older work into a fresh piece of content.

Once you've got some ideas about what kind of lead magnet will work best for you, consider how you want to offer it to your visitors.

There are lots of different opt-in formats you can choose from. Some of the most common include:

• Lightbox popups, which appear after a visitor has been on your page for a certain amount of time.
• Exit-intent popups, which appear when a visitor is about to leave your page.
• Header, footer, and sidebar opt-in forms.
• Slide-in forms, which get visitors' attention without obscuring the whole screen like a pop-up.
• Squeeze pages.
• Toolbars that appear at the top of every page on your website.
• Will Your Lead Magnets Work?

Putting a lead magnet on your site doesn't automatically mean that new leads will come pouring in. Some opt-ins work better than others, and the effective ones share a few key traits.

Here's what you can do to make sure your lead magnets actually bring you more business.

Resist the temptation to cast a wide net. Not every visitor to your site is a potential client.

If you try to make your opt-in appeal to everybody, you'll just make it less relevant to the people who are your ideal clients. Focus on bringing in high-quality leads, instead of trying to get as many as possible.

Be specific.

If your lead magnet is a guide called "10 Tips for Better Blogging," you probably won't get very many bites. There's already plenty of generic blogging advice on the internet that isn't attached to an opt-in form. You'll have better luck if you offer something more specific and unique, like "10 Blogging Mistakes Restaurant Owners Make."

Promise a payoff. For your lead magnet to be effective, it has to do a couple of things.

First, it has to get your visitors' attention by touching on one of their pain points. Second, it has to promise a quick and satisfying solution to the problem. Visitors will be more likely to hand over their information if they feel like they're just minutes away from getting something they really want.

Deliver on your promise.

If you over-promise and under-deliver, your new leads will feel let down or even tricked, and that's a bad way to start a business relationship. Don't misrepresent or over-hype the content of your opt-ins.

Great Examples of Lead Magnets from Around the Web
Need some inspiration for your lead magnets?

Here are some examples to help spur your creativity -

1. Ebook from AudienceBloom
An ebook makes a classic lead magnet. Leads perceive it as a high-value freebie, but putting an ebook together (or outsourcing the work) is quite doable for most businesses.

audience bloom lead magnet

Why this example works: It's tailored towards people with a common pain point (link building for SEO), and it promises to be immediately useful. "Ultimate guides" that break complex problems down into manageable steps tend to do well as lead magnets. Who doesn't like the promise of downloading all the information they need at once -- and for free, no less?

2. Custom Proposal from KlientBoost
lead magnet example 2

If you've got the time and resources to follow through, offering a custom freebie like a consultation or audit is a great way to impress new leads.

Why this example works: There's a twofold benefit here. First, if leads are impressed by the quality of their free proposal, they'll be likely to come back later. Second, making an offer like this helps an agency build a list of qualified leads, since casual visitors aren't likely to request a proposal.

3. Website Grader from HubSpot
lead magnet example 2

HubSpot's Website Grader is a popular SEO tool that doubles as an email list builder.

Why this example works: It's simple and irresistible. Who doesn't want to get an instant assessment of how strong their website is? Handing over an email address seems like a no-brainer in the face of such a quick, practical reward.

4. How-To Guide from OptinMonster
lead magnet example 4

Naturally, OptinMonster's own opt-in form is a strong example of how to capture leads before they leave your site.

Why this example works: OptinMonster knows their audience. This lead magnet is both relevant and useful, and the statistic cited -- "70% of visitors who abandon your website will never return" -- lends a sense of urgency. The eye-catching graphic is a nice touch as well.

5. Ebook and Newsletter from the Content Marketing Institute
lead magnet example 5

The Content Marketing Institute offers visitors a free ebook along with their email newsletter.

Why this example works: Peer pressure is a powerful force! If you've already got an impressively large email list, you can leverage that fact to inspire a fear of missing out in your visitors. Combining the newsletter with a free ebook sweetens the deal even more.

6. Magazine from Skift
lead magnet example 6

Skift drives email sign-ups by offering visitors a free magazine.

Why this example works: People tend to read magazines for enjoyment. Using a magazine as your lead magnet can be a nice alternative to giving away a more utilitarian ebook or white paper. This example's polished, professional design increases the perceived quality of the lead magnet -- it looks like a magazine you'd find on a rack somewhere.

7. Course and Secret Bonus from Quick Sprout
lead magnet example 7

A free course plus a secret gift -- what's not to like?

Why this example works: It can be tricky to use a course as a lead magnet. Most courses take days or weeks to deliver their value, but a good lead magnet should provide a payoff immediately. This example solves the instant-gratification problem by offering a secret bonus (worth $300!) in addition to the course.

8. Ebook from Teachable
lead magnet example 8

Ebooks that help people solve common problems tend to make good lead magnets. )

Why this example works: This example gets several things right. It addresses the common pain point of wanting to make money online, but not knowing how. Its headline is appealing (who doesn't want to make $1000?), but still believable. The ebook's title promises results that the average person can achieve. All in all, it's an appealing and risk-free offer.

9. Workbook from Melyssa Griffin
lead magnet example 9

Interactive resources, like personalized resources, tend to go over well with audiences.

Why this example works: Offering visitors a free workbook or another activity is a great way to help them out, which makes them more likely to remember you positively. You can gather more accurate subscriber data if you ask a couple of preliminary questions in a quiz-style format, as this example does.

Wrapping Up

If you aren't using lead magnets on your agency website, you're missing out on a huge opportunity. Many of your online visitors will never come back once they leave -- unless you give them a good reason to stay in touch.

Using a lead magnet on your website will help you connect with qualified leads, build your reputation, and eventually get more of the kind of work your agency excels at. Why not start working on a lead magnet for your agency website today?
sub
https://agencyanalytics.com/blog/agency-guide-to-lead-magnets

Developing a social media strategy can be difficult as there are so many different platforms to choose from. Not every business needs to have an account on every platform. And it doesn’t make sense to have a social media account without a goal or purpose. That’s why, at BusySeed, we sit down with every client individually to weigh the pros and cons of each platform directly related to their social media marketing goals. However, there are some platforms that every business should have. Google My Business absolutely falls in this category.


Google My Business is an extension of its former service (Google Places), which now allows business owners to control their appearance on Google Search, Google Maps and Google+. As with any platform, there are a few limitations. Online businesses that don’t provide services to a certain area or have brick-and-mortar stores are not (yet) able to utilize Google My Business. For the time being, those companies should stick with AdWords for promotion.


Furthermore, anyone can alter the information posted on your listing as well as ask and even answer questions. To ensure that no false information is being spread about your business, you need to check back in often. In this sense, Google My Business can require more time and effort than ordinary social media platforms, like Facebook, that are mostly self-sufficient after regular posts.



Despite the need for a closer oversight, we have found Google My Business to be one of the best online tools for small business owners looking to increase their general reputation, as well as in-store sales and traffic.



Manage Your Reputation


Over the past few years, online reviews have become increasingly important to consumers. According to BrightLocal, 85% of people trust online reviews as much as recommendations from someone they know. And more than 49% of consumers say that a business needs at least a four-star rating before they will choose to do business with it.



For this reason, responding to negative reviews is just as important as positive reviews! Publicly reaching out to dissatisfied customers shows your willingness to compromise and make a customer happy. This will attract future customers looking for a positive experience.

Establish Activity With Posts

In addition to online reputation management, our team creates Google My Business posts for our brick-and-mortar clients. These posts can feature an image, call to action (CTA) and a link to another page or website. While they appear similar to other social media posts, they are only displayed for a week, then hidden until a user chooses to visit your Google My Business profile.

Google My Business also offers analytics for posts to help you determine what kind of posts are the most effective for your audience. The posts are also great because they give potential customers a quick glimpse of what kind of social media content they can expect on other platforms.

Don’t Just Search, Google It

Many of the billions of Google Search queries each day are seeking small businesses and other stores in an individual’s area. Having a positive presence on Google My Business can significantly increase your sales and in-store traffic. In fact, according to Google, 50% of people who perform a local online search for certain products or stores will actually visit a store that same day.

New Opportunities To Reach Your Customers

Google is a company that is constantly evolving and improving its service for private and commercial users. While there are already many different features available for claimed listings on Google My Business, there are a few new features Google is planning to release shortly.

When you think of emojis, messaging platforms like Facebook Messenger or WhatsApp may come to mind. But now, emojis may even be able to boost awareness and sales for your small business. This feature is still in the beginning stages and, research is still being conducted to determine more accurate effects, however, I see its potential in providing small businesses the opportunity to interact more personally and appeal to a younger demographic.

Emojis are actually searchable on Google. For example, if you type a pizza emoji in the search bar, Google will present you with local pizza parlors in your area. Since Google My Business is a Google platform, it is reasonable to assume that adding a few emojis could help you stand out from the competition and boost your SEO rating. However, too many emojis can make your listing -- and business -- seem unprofessional, so be sure to use them in moderation.

Google My Businesses also allows searchers to take action directly from your listing. While this feature has been available in the past, there are now more options. For example, customers can “Call Now” or “Schedule an Appointment.” These buttons can help differentiate your business from the competition with easy and quick customer service at the press of a button.

Although this final feature is only available to mobile web users in a few countries, Google My Business allows customers to message your business directly, both through your business’ phone number and Google’s messaging app, Allo. Just like WhatsApp Business, you can interact with customers on a more personal level and provide top notch customer service with Allo.

Based on my information and research on current marketing trends, Google My Business will likely continue developing new features that allow small business owners, as well as large-scale corporations, get the most out of their listings and online reputation management.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

President of BusySeed, Co-Founder of BusySeed Deutschland UG and coffee connoisseur.
https://www.forbes.com/sites/forbesagencycouncil/2018/08/03/is-your-small-business-leveraging-its-google-my-business-page/#4e0b96a036df

Google this morning is unveiling a significant new tool for advertisers with large Web sites, which it calls Dynamic Search Ads.best adwords management

In a blog post this morning, Google notes that many online businesses add hundreds of new listings every day - think retailers with large numbers of SKUs or airline and hotel booking sites. The post also notes that every day, 16% of Google searches have never been attempted before. The result, Google says, is that even AdWords campagins with thousands of keywords can miss relevant searches.best adwords management

The answer, Google hopes, is Dynamic Search Ads, a program it sees as complement to AdWords.

With the new service, Google maintains a fresh index of a Web site's inventory using the same Web crawling technology it relies to crawl the Web for its search engine.Then Google will serve up ads for the site when users search for relevant content.

"When a relevant search occurs, we dynamically generate an ad with a headline based on the query and the text on your most relevant landing page," Google said in the post. "The ad enters the auction and competes normally -- but we’ll hold it back for any search where you also have an eligible keyword-targeted ad." The result, Google says, is more exposure for in-stock inventory. In particular, Google says, the service should help boost traffic to long-tail products.best adwords management


The company has been running a beta of the service for the last year with several hundred advertisers; Google says users of the service have been seeing 5%-10% increase in clicks and conversions. Google notes that a site called ApartmentHomeLiving.com, which displays apartment listings, has seen an almost 50% increase in the number of conversions, with a cost-per-conversion 73% below traditional search ads.

The service has some flexibility; you can have the crawler target your whole site, or specific products categories or page you specify.

Google is expanding the beta of the service starting today.best adwords management

Nick Fox, VP of product management for search advertising, notes that the new service does something remarkable for Google: it doesn't require advertisers to figure out what keywords to bid on. "Users are searching for everything you can think of – the range is astronomical, and  there are new types of queries all the time," he said in an interview with Forbes. "It is challenging for advertisers to keep up with it."

The idea, he explains is that Google figures out what's on your site - or specific part of your site - and combines that by figuring out what terms a Google user might search for that might want to connect with what's on your site.best adwords management

"We're in the early days still, but it is an extremely exciting direction for how the [Google advertising] product evolves," he said. "It's a glimpse of how search advertising will work in 10 years."


After a long career at Barron's, I joined Forbes as San Francisco bureau chief in December 2010. I've been writing about technology and investing for more than 25 years. With the Tech Trade, I've picked up where I left off when I was writing the Tech Trader Daily blog at Bar

https://www.forbes.com/sites/ericsavitz/2011/10/20/beyond-adwords-google-unveils-dynamic-search-ads/#1788e0f03a28

There’s a legend in the digital marketing world of a college graduate who wanted to work at a large digital agency. best adwords management

This enterprising young graduate submitted his resume, and when he didn’t hear back, decided to leverage Google AdWords by bidding on the names of executives at the large company.

When those executives Googled themselves and curiously clicked on the paid search adverts, they were taken to the graduate’s resume. The executives were both peeved and impressed, and the graduate was ultimately offered the job.best adwords management

Pretty inventive use of Adwords, right?

It defies the classic way businesses use the platform: bidding on keywords with commercial intent and convincing potential customers to click through to visit your website. Dermatologists bid for keywords like “fix my acne” and “dermatologist nyc” while lawn care businesses bid for “grass cutting service.”


It’s quintessential cost-per-click (CPC) advertising, and it’s often a great way for business owners to allocate their advertising budget.

The only problem is that Google Adwords can get really expensive when your competitors are bidding on the same keywords with the highest commercial intent. (The keyword “asset management” goes for $49.86 per click, and “lawyer” goes for nearly $55 per click.)

Thankfully, this isn't the only way to use Adwords. In fact, it’s not even close. Here are six unusual ways to use Google Adwords that you probably haven’t tried yet.best adwords management

Poach Your Competitors’ Clients

When your consumers get really close to making a purchase, they Google the vendors they found along the way to do some final comparing. But what if your business isn’t one of the vendors on their shortlist?

Don’t fret. With a little clever engineering in Google Adwords, you can intercept customers during this final research phase.

Instead of bidding and focusing on industry keywords, try setting up your ads on the brand names of well-established competitors. By inserting your business into the conversation when consumers research your competitors, you give yourself the opportunity to attract purchases from those who are still on the fence.

In fact, a little Googling shows this is pretty common practice. When you Google the content discovery platform “Outbrain,” you find an ad from its competitor: Taboola. And when you search “Taboola,” you find an ad from Outbrain. best adwords management

Tuft & Needle's Google Adwords campaign that shows up when people Google Casper.RYAN ERSKINE

The mattress company Tuft & Needle takes this a step further. When you Google “Casper,” Tuft & Needle’s advert suggests there is a shocking flaw in the competitor’s product. “Do Not Buy a Mattress,” it reads, “Before You Learn the Truth.”

When you click through, you land on a custom Tuft & Needle landing page with explanatory videos that discredit higher-priced competitors and offer a potentially better solution. Ethical quandaries aside, I have to admit this is a pretty genius use of Google Ads.

This can all get wildly expensive, especially if other competitors are trying the same tactic, or if the established brand is protecting itself with its own Google Ads. If this means poaching is out of the budget, another clever option is to bid on misspelled versions of your competitors’ brand names.

“Bidding on a misspelled version of your competitor’s brand can produce wonders, especially if your competitor is a big name in your industry,” explains Nick Ilev, Director of Marketing at Gabriel Marketing Group. “In some cases, more than 10% of searchers misspell brand names. If you capitalize on those misspellings, you can shoot to the top of the page with relatively low ad spend.”

Target People Who Aren’t Ready To Buy Yet

It sounds counterintuitive, right? Why would you want to go after the people who aren’t ready to buy yet?

According to John Leo Weber, the VP of Marketing at ProjectManager.com, it all boils down to different interpretations of the value Google Adwords provides.

“Most advertisers bid on high buyer-intent keywords because they see Adwords as a conversion engine,” says Weber. “Instead, advertisers should treat Adwords as a traffic engine. You can bid on lower buyer-intent keywords to bring traffic to your site, and put people into funnels to be targeted in other ways."

In this mindset, a non-conversion on the first visit is an opportunity, not a loss. As long as you have marketing funnels in place to capture and nurture your leads, you can get potential customers for a faction of the cost, and then use those other marketing channels to convert them down the line. In other words: remarketing with a twist.

When you have high commercial-intent keywords going for $50+ per click, this top-of-the-funnel tactic starts to seem pretty appealing.

Figure Out Who You’re Not Selling To

Imagine you sell software that helps independent physicians manage their medical practices. Your product is not designed for large healthcare systems, so you wouldn’t want one as a customer. 

If you target keywords like “medical office management software,” you’ll reach your target audience. That’s great, but you may also get people searching for software to support the management of large practices.

This exact scenario happened to Beth Cooper, Marketing Manager at KNB Communications.

“The fact is, no matter how great your product is, there are some people you simply aren’t selling to,” said Cooper. “The trick is to figure out who those people are and think of keywords around them. AdWords lets you add them as ‘negative keywords,’ meaning they will not show your ad to people who use those search terms.”

By using negative keywords such as “hospital” and “large,” Cooper weeded out people searching for things like “hospital management software” or “large medical practice management solution.” She also used negative keywords like “free” and “open source” because the client wouldn’t want to pay for clicks if people were looking for a free software product.

Why is all of this important? Negative keywords can save you money, big time.

Remember: you pay for each click in an AdWords campaign. You don’t want to pay for clicks if the clicker most likely will never be a customer. So further targeting your campaigns will give you better bang for your buck.

Using negative keywords also improves the quality score Google assigns each of your ads. A better quality score means higher ad rankings and -- you guessed it -- a lower cost per click. The ultimate win-win.

Support Your Organic SEO Initiatives

According to 2017 data, Google searchers click on Google ads about 15% of the time. The other 85% goes straight to the organic results -- that is, the search results that are not Google ads.

That’s why search engine optimization (SEO) remains a cornerstone of digital marketing initiatives. By creating valuable content and optimizing it to rank for carefully-considered keywords, you convince Google to rank your website for key terms and phrases in the long run without having to pay each time someone clicks.

Of course, writing high quality content is incredibly time-consuming, and it can sometimes take months before the results of a SEO campaign come to fruition. So how do you know which keywords are worth your attention before you dedicate months of writing, optimizing, generating traffic and building backlinks?

Google Adwords can help.

“Adwords data is invaluable for SEO keyword research,” explains Elliott Brown, an SEO and marketing consultant. “If people are willing to pay for traffic from certain keywords, it's worth making an effort to get that same traffic for free.”

While it may take weeks or months to push organic results higher in search, you can see the results of your PPC ads the same day you launch a campaign. And writing an advert in AdWords takes way less time than developing long-form blog content.

“By determining which keywords are most effective in driving traffic to your website, you can double back and include those in your SEO strategy,” Cooper agreed.

To that end, remember to share your Adwords data with the team responsible for generating organic traffic. Doing so can help align everyone's efforts around the most profitable keywords for your business.

And once you’ve determined the right keywords to target when you create your new content, try using Google Adwords to drive supplemental traffic there too.

“PPC ads are not going to magically increase your organic rankings; you can't pay to do that,” said Cooper. "But PPC can help to catalyze your SEO efforts by increasing traffic and proving to Google that your page is relevant to certain searchers. This in turn helps your page appear more often in relevant searches, and much more quickly than with SEO tactics alone.”

Create Some Buzz And Go Viral

Every platform that hosts content has the potential for virality, and ad platforms are no different.

Remember the time that auto salesman posted a brutally honest Craigslist ad for his 2002 car that got the Internet buzzing? Or what about the time Geico released that Hump Day camel commercial and that’s all people ever said around the office on Wednesdays?

There’s no reason you can’t apply those same creative tactics to Google Adwords too.

“One of the most creative usages of Adwords I've seen was for Cinema L'Amour, an Erotic Cinema in Montreal,” said Philippe Côté-Léger, Online Marketing Director at Lab Urbain.

“They were bidding on the keyword Kleenex. I don't remember the exact ad, but I guess you can figure out what they were saying!”

To be sure, virality on Google Adwords can be tough to achieve, especially when you’re up against super relevant ads on high-volume keywords. As funny as it may be, an erotic cinema’s ad for Kleenex is likely to earn a low quality score from Google and get buried without much attention.

Instead, try focusing on hyper-targeted and longer-tail keywords with less search volume. Or try targeting something that’s more timely, like an upcoming industry conference or event. Take it from the enterprising young graduate I mentioned earlier: by doing something completely unexpected for the right audience and bidding on the right keywords, you can make a life-changing impact.

Though the use of ASCII art in Google ads is now banned, here's a German auto company’s inspiring approach to textual advertising from years ago.

Quickly Gauge Customer Sentiment

Want to see if your new brand messaging will resonate? Need to know if your latest headline ideas are as good as you think they are?

To answer questions like these, business owners often rely on expensive research studies. But with Google Adwords, this kind of data may be more accessible (and cheaper) than you ever thought possible.

Paul Bromen agrees. He’s a serial entrepreneur with several mobile game apps under his belt that have amassed millions of downloads.best adwords management

“My favorite way to use Google Adwords is to test out new ideas,” said Bromen. “Before I start a new business I run several campaigns designed to test product offerings. I put ads next to similar products or in the broad category. Anything with over a 4% click through rate is a great opportunity.”

That kind of speedy feedback can be critical for testing out the viability of a new business idea. That’s no joke, considering that 50% of startups fail in the first four years.

“I was once hired by a budding entrepreneur who wanted to launch a vintage-inspired clothing shop online,” said Andrea Atkins, Marketing Evangelist at Revere.AI.best adwords management

“She was hesitant to launch until she knew the business idea was a profitable one. So instead of building an entire e-commerce store for her, waiting for a large inventory shipment, and integrating with payment processors, I built her a landing page with 8 product photos and PayPal 'Buy Now' buttons.”

The success of the Google Adwords campaign proved the product/market fit.

“It ultimately gave her the confidence she needed to move forward with a complete website build, and a successful business launch,” said Atkins.

Ryan Erskine is a Senior Brand Strategist at BrandYourself, where he helps people take control of their online presence. Visit his website, follow him on Twitter, and read his book here.

Ryan Erskine serves as Manager of Client Services at BrandYourself.com, a leading online reputation management firm, and the first DIY platform that makes it simple for people to take control of their own search results. Clients and employees are Googling you and your compan\
https://www.forbes.com/sites/ryanerskine/2018/02/28/6-surprising-ways-to-use-google-adwords-you-havent-tried-yet/#5d766be3366b

I hate the dentist. More than I hate going to the hospital or eating my vegetables, the dentist is my least favorite appointment. And, due to the fact I move around a lot, I’m constantly looking for a new dentist to trust my teeth with.

Talking to friends who also struggled with finding a dentist, I heard all kinds of horror stories—anything from getting fake cavities filled to being overcharged for a service they didn’t receive. What we could all agree on: finding a good dentist is hard.Dental Marketing

You might find that bringing in good clients, and lots of them, is hard too! Here are some smart marketing ideas to make it easier for your potential customers to find your practice.

Grow You Dental Practice

1. Local Awareness Facebook Ads
While you want to get the word out about your dental practice, being specific about who you market to is important. Most likely, you don’t want to be showing ads for your practice outside of a 50-mile radius—if you are in Pennsylvania and someone in California is seeing your ad, that doesn’t do anyone any good.

Local Awareness ads are a great way to reach a local audience, and you can now use the new map card to share locally relevant details about your dental business, like the address, distance to the business, hours of operation, and a “Get directions” link. Your CTA can even be a call button, an easy prompt to make an appointment.



Local Awareness for Dental Practices
2. Click to Call Ads
The main goal for dental marketing or advertising is that patients and prospects book an appointment—which is usually done by picking up the phone and calling the office. Click-to-call ads are available through Facebook and AdWords on mobile, desktop, and tablet. This extension can be added to existing ads, or you can create call-only campaigns.Dental Marketing


3. Mobile Call-Only Ads
According to Google, most healthcare-related searches are performed on a smartphone. And one in twenty Google searches is for health-related information. Don’t miss out. You can create ads exclusively for mobile with call-only campaigns through AdWords.


Dental Marketing on Mobile
4. Facebook Demographic Targeting
Facebook has an insane amount of demographic targeting available, and you can be using this to your advantage. Other than the obvious, you can also target potential customers by language, relationship status, employment, income, and interests. Research has shown that women make 90% of all dental buying decisions. Make sure you’re getting in front of the crowd by targeting ads to women who recently bought children’s clothes and live in your area.

5. Appointment Reminders
Whether it comes in the form of a postcard or a phone call, appointment reminders are important to make sure your patients show up. Streamline this process by using Google calendar alerts, and sending appointment confirmations and reminder by email.

You can also easily use these methods to remind your patients to make an appointment, i.e. for an annual cleaning.

Appointment Reminders for Dental Practices

6. AdWords Income Targeting
Yes, everyone should floss regularly and go to the dentist for annual cleanings. In truth, most people don’t. In AdWords, you can target different demographics based on income level.

Navigate over to the settings tab and select “Advanced Location.” It will bring up this menu:

Income Targeting on AdWords

Select the “Location groups” tab and you’ll notice a list of three options. The one you want is called “Demographics.”
Income Targeting on AdWords
Now, choose the household income tier (or tiers) you’re interested in and click the big red “add” button!

Income Targeting on AdWords

This can be used to target higher income levels with ads for teeth whitening or veneers; lower income levels may be more interested in maintaining basic health.

7. Remarketing Ads
Remarketing is frequently described as “easy money.” It helps you reach people who have visited your website, or practice, by serving specific ads focused on re-capturing those potential customers.  At your dental practice, if you collect email addresses, you can leverage these through Customer Match on Google AdWords and Facebook! Just upload the email addresses to create a remarketing audience and create an ad that would entice patients to visit your practice again—maybe a reminder for a cleaning, or whitening.

8. New! Facebook Messaging Ad Type
Facebook recently announced a new ad feature which utilizes Messenger to communicate with businesses. Advertisers will be able to use “Send Message” as a CTA on their ads, which would then take the prospect to messenger. This is only in beta now, but should be rolling out fully soon!



New Facebook Messaging Ads
9. Google Maps Ads
An advertisement on Google maps could literally lead a potential patient right to your dental practice. When “dentist” is entered into the search bar, results are shown on the map and on the search results list. On mobile, these ads also include directions and call CTAs.



Google Maps Ads
10. Waze Ads
Like Google Maps, you can also directly advertise on Waze. Because Waze is a community-based application, advertisements are a little different—customers near your business will see a “digital billboard” appear on the map, as well as in the search results. They can either navigate to your dental practice or save the location for later.

11. Emergency Keywords
Two months ago, I found myself googling “emergency wisdom tooth extraction boston” at 2AM. The first two results didn’t provide a “call” CTA, so I chose the third and two more from the Google maps results with the highest ratings. None of them picked up (which was expected), but I made an appointment with the first practice that called me back.

Bidding on keywords like “emergency” or “urgent” is an easy way to get clients with immediate needs and high intent; imagine the return on investment for those keywords! But make sure that your practice can take emergency cases and provides an easy way to contact the practice, or else you may get a bad review on Google…



Emergency keywords for Dentists
12. ZocDoc
If there is something millennials hate as much as having to pay for wifi, it’s talking to medical professionals on the phone. ZocDoc is a mobile app that helps patients find doctors based on specialty, insurance, location, and availability; it’s almost like booking a doctor’s appointment on Open Table. It is now in most major cities—and some smaller ones too!



ZocDoc Enrollment
13. Yelp
According to a study done in 2014, 88% of consumers trust online reviews as much as personal recommendations. I cannot stress the importance of Yelp enough—claim your business! Likely, people are already writing reviews of your practice, which should be fielded and checked for accuracy. Yelp is the first place millennials go looking for a good dentist, make sure you’re getting in front of potential patients.

14. Instagram
Ever heard of Dr. Pimple Popper? Though not for the faint of heart, this dermatologist popularized popping zits on Instagram. Celebrities advertise teeth whitening products on their Instagram’s, and orthodontists show off nice before-and-after pictures.

Instagram has become a place to shop as well—create an Instagram for your practice to show-off your unique techniques, and advertise to potential patients through social media. If you regularly update, it is sure to keep your practice top-of-mind for your followers.



Instagram for Dentists
15. Email Marketing
Imagine a world in which your patients could email the practice when they wanted to make an appointment. Your receptionist could respond with a few timing options, and ta-da, an appointment is made and on the calendar. Even better, you can send bills this way, reminder emails, and cute “we haven’t seen you in a while!” emails.



Dental Marketing on Email
16. Referral Bonuses
The Pride Institute reports that 93% of people trust recommendations from their friends. Encourage those recommendations! Referral bonuses can be used to retain current customers and expand your practice. Express your gratitude and give $10 off a dental visit for every referral that makes an appointment! To make it easy, give out business referral cards when patients check-out and tuck them into any mail you send.

17. Video Advertising
As Margot recently reported, the healthcare industry is increasingly using video marketing. Don’t miss the boat! Video with real people from your practice can help develop a personal connection with your prospects, which can lead to trust, recommendations, and more appointments.




18. Direct Mail
The days of stuffing mailboxes with postcard advertisements are not over. Direct mail still works, especially for baby boomers, and it is a good opportunity to show off your specialty or competitive price points. One practice found that out of every 5,000 postcards sent, they received an average of 35 phone calls and 7 new patients. That’s a great return on investment!

19. Local Events
As a kid, I played in recreational sports leagues where each team was sponsored by a local business, which paid for our team shirts emblazoned with the business’s logo. Not only does this get your business out in front of parents with little kids, you could also throw in free toothbrushes and a small postcard with information on kid’s dental health. A practice that did this with kindergarteners reported that 70% of parents switched to the practice after receiving this info.I hate the dentist. More than I hate going to the hospital or eating my vegetables, the dentist is my least favorite appointment. And, due to the fact I move around a lot, I’m constantly looking for a new dentist to trust my teeth with.

Talking to friends who also struggled with finding a dentist, I heard all kinds of horror stories—anything from getting fake cavities filled to being overcharged for a service they didn’t receive. What we could all agree on: finding a good dentist is hard.

You might find that bringing in good clients, and lots of them, is hard too! Here are some smart marketing ideas to make it easier for your potential customers to find your practice.

Grow You Dental Practice

1. Local Awareness Facebook Ads
While you want to get the word out about your dental practice, being specific about who you market to is important. Most likely, you don’t want to be showing ads for your practice outside of a 50-mile radius—if you are in Pennsylvania and someone in California is seeing your ad, that doesn’t do anyone any good.

Local Awareness ads are a great way to reach a local audience, and you can now use the new map card to share locally relevant details about your dental business, like the address, distance to the business, hours of operation, and a “Get directions” link. Your CTA can even be a call button, an easy prompt to make an appointment.



Local Awareness for Dental Practices
2. Click to Call Ads
The main goal for dental marketing or advertising is that patients and prospects book an appointment—which is usually done by picking up the phone and calling the office. Click-to-call ads are available through Facebook and AdWords on mobile, desktop, and tablet. This extension can be added to existing ads, or you can create call-only campaigns.



Click-to-Call Ads


3. Mobile Call-Only Ads
According to Google, most healthcare-related searches are performed on a smartphone. And one in twenty Google searches is for health-related information. Don’t miss out. You can create ads exclusively for mobile with call-only campaigns through AdWords.



Dental Marketing on Mobile
4. Facebook Demographic Targeting
Facebook has an insane amount of demographic targeting available, and you can be using this to your advantage. Other than the obvious, you can also target potential customers by language, relationship status, employment, income, and interests. Research has shown that women make 90% of all dental buying decisions. Make sure you’re getting in front of the crowd by targeting ads to women who recently bought children’s clothes and live in your area.

5. Appointment Reminders
Whether it comes in the form of a postcard or a phone call, appointment reminders are important to make sure your patients show up. Streamline this process by using Google calendar alerts, and sending appointment confirmations and reminder by email.

You can also easily use these methods to remind your patients to make an appointment, i.e. for an annual cleaning.



Appointment Reminders for Dental Practices


6. AdWords Income Targeting
Yes, everyone should floss regularly and go to the dentist for annual cleanings. In truth, most people don’t. In AdWords, you can target different demographics based on income level.

Navigate over to the settings tab and select “Advanced Location.” It will bring up this menu:


Income Targeting on AdWords

Select the “Location groups” tab and you’ll notice a list of three options. The one you want is called “Demographics.”


Income Targeting on AdWords

Now, choose the household income tier (or tiers) you’re interested in and click the big red “add” button!

Income Targeting on AdWords


This can be used to target higher income levels with ads for teeth whitening or veneers; lower income levels may be more interested in maintaining basic health.

7. Remarketing Ads
Remarketing is frequently described as “easy money.” It helps you reach people who have visited your website, or practice, by serving specific ads focused on re-capturing those potential customers.  At your dental practice, if you collect email addresses, you can leverage these through Customer Match on Google AdWords and Facebook! Just upload the email addresses to create a remarketing audience and create an ad that would entice patients to visit your practice again—maybe a reminder for a cleaning, or whitening.

8. New! Facebook Messaging Ad Type
Facebook recently announced a new ad feature which utilizes Messenger to communicate with businesses. Advertisers will be able to use “Send Message” as a CTA on their ads, which would then take the prospect to messenger. This is only in beta now, but should be rolling out fully soon!



New Facebook Messaging Ads
9. Google Maps Ads
An advertisement on Google maps could literally lead a potential patient right to your dental practice. When “dentist” is entered into the search bar, results are shown on the map and on the search results list. On mobile, these ads also include directions and call CTAs.



Google Maps Ads
10. Waze Ads
Like Google Maps, you can also directly advertise on Waze. Because Waze is a community-based application, advertisements are a little different—customers near your business will see a “digital billboard” appear on the map, as well as in the search results. They can either navigate to your dental practice or save the location for later.

11. Emergency Keywords
Two months ago, I found myself googling “emergency wisdom tooth extraction boston” at 2AM. The first two results didn’t provide a “call” CTA, so I chose the third and two more from the Google maps results with the highest ratings. None of them picked up (which was expected), but I made an appointment with the first practice that called me back.

Bidding on keywords like “emergency” or “urgent” is an easy way to get clients with immediate needs and high intent; imagine the return on investment for those keywords! But make sure that your practice can take emergency cases and provides an easy way to contact the practice, or else you may get a bad review on Google…



Emergency keywords for Dentists
12. ZocDoc
If there is something millennials hate as much as having to pay for wifi, it’s talking to medical professionals on the phone. ZocDoc is a mobile app that helps patients find doctors based on specialty, insurance, location, and availability; it’s almost like booking a doctor’s appointment on Open Table. It is now in most major cities—and some smaller ones too!



ZocDoc Enrollment
13. Yelp
According to a study done in 2014, 88% of consumers trust online reviews as much as personal recommendations. I cannot stress the importance of Yelp enough—claim your business! Likely, people are already writing reviews of your practice, which should be fielded and checked for accuracy. Yelp is the first place millennials go looking for a good dentist, make sure you’re getting in front of potential patients.

14. Instagram
Ever heard of Dr. Pimple Popper? Though not for the faint of heart, this dermatologist popularized popping zits on Instagram. Celebrities advertise teeth whitening products on their Instagram’s, and orthodontists show off nice before-and-after pictures.

Instagram has become a place to shop as well—create an Instagram for your practice to show-off your unique techniques, and advertise to potential patients through social media. If you regularly update, it is sure to keep your practice top-of-mind for your followers.



Instagram for Dentists
15. Email Marketing
Imagine a world in which your patients could email the practice when they wanted to make an appointment. Your receptionist could respond with a few timing options, and ta-da, an appointment is made and on the calendar. Even better, you can send bills this way, reminder emails, and cute “we haven’t seen you in a while!” emails.



Dental Marketing on Email
16. Referral Bonuses
The Pride Institute reports that 93% of people trust recommendations from their friends. Encourage those recommendations! Referral bonuses can be used to retain current customers and expand your practice. Express your gratitude and give $10 off a dental visit for every referral that makes an appointment! To make it easy, give out business referral cards when patients check-out and tuck them into any mail you send.

17. Video Advertising
As Margot recently reported, the healthcare industry is increasingly using video marketing. Don’t miss the boat! Video with real people from your practice can help develop a personal connection with your prospects, which can lead to trust, recommendations, and more appointments.




18. Direct Mail
The days of stuffing mailboxes with postcard advertisements are not over. Direct mail still works, especially for baby boomers, and it is a good opportunity to show off your specialty or competitive price points. One practice found that out of every 5,000 postcards sent, they received an average of 35 phone calls and 7 new patients. That’s a great return on investment!

19. Local Events
As a kid, I played in recreational sports leagues where each team was sponsored by a local business, which paid for our team shirts emblazoned with the business’s logo. Not only does this get your business out in front of parents with little kids, you could also throw in free toothbrushes and a small postcard with information on kid’s dental health. A practice that did this with kindergarteners reported that 70% of parents switched to the practice after receiving this info.
https://www.wordstream.com/blog/ws/2016/11/30/dental-marketing-ideas