hi I’m Evan Carmichael welcome to another edition of ask Evan this is my
another edition of ask Evan this is my
another edition of ask Evan this is my first post of the year for Telus talks
first post of the year for Telus talks
first post of the year for Telus talks business and we’re starting a new series
business and we’re starting a new series
business and we’re starting a new series it’s called the challenge series we’re
it’s called the challenge series we’re
it’s called the challenge series we’re going to be answering the questions of
going to be answering the questions of
going to be answering the questions of entrepreneurs and giving you some ideas
entrepreneurs and giving you some ideas
entrepreneurs and giving you some ideas to help you grow a business so in our
to help you grow a business so in our
to help you grow a business so in our first post today it question comes in
first post today it question comes in
first post today it question comes in from Jennifer ripple who has a company
from Jennifer ripple who has a company
from Jennifer ripple who has a company at West called white aqua Coulee which
at West called white aqua Coulee which
at West called white aqua Coulee which creates eco-friendly tableware for kids
creates eco-friendly tableware for kids
creates eco-friendly tableware for kids and her question is what is the most
and her question is what is the most
and her question is what is the most productive form of advertising for a
productive form of advertising for a
productive form of advertising for a small business to answer this question
small business to answer this question
small business to answer this question I’d first look at where most of your
I’d first look at where most of your
I’d first look at where most of your customers coming from right now
customers coming from right now
customers coming from right now especially in the early days of a
especially in the early days of a
especially in the early days of a business it’s important to ask each of
business it’s important to ask each of
business it’s important to ask each of your clients how they found out about
your clients how they found out about
your clients how they found out about you once you know more about how they
you once you know more about how they
you once you know more about how they found you is worth looking into
found you is worth looking into
found you is worth looking into advertising to see if there’s a way you
advertising to see if there’s a way you
advertising to see if there’s a way you can market yourself so more people come
can market yourself so more people come
can market yourself so more people come to you you want to be where your
to you you want to be where your
to you you want to be where your potential customers are otherwise you’re
potential customers are otherwise you’re
potential customers are otherwise you’re wasting your time and your money for
wasting your time and your money for
wasting your time and your money for example let’s think and a lot of young
example let’s think and a lot of young
example let’s think and a lot of young moms buying from and they’re telling
moms buying from and they’re telling
moms buying from and they’re telling each other about your products can you
each other about your products can you
each other about your products can you improve sales by joining young moms
improve sales by joining young moms
improve sales by joining young moms groups partnering with other businesses
groups partnering with other businesses
groups partnering with other businesses that market to them sponsor an event or
that market to them sponsor an event or
that market to them sponsor an event or newsletter for them join their Facebook
newsletter for them join their Facebook
newsletter for them join their Facebook pages and get involved engage with
pages and get involved engage with
pages and get involved engage with community leaders and bloggers and so on
community leaders and bloggers and so on
community leaders and bloggers and so on there’s no one best way for every
there’s no one best way for every
there’s no one best way for every business you have to find what works for
business you have to find what works for
business you have to find what works for you that being said the most cost
you that being said the most cost
you that being said the most cost effective way for most entrepreneurs is
effective way for most entrepreneurs is
effective way for most entrepreneurs is to go online the cost less you get
to go online the cost less you get
to go online the cost less you get real-time data and you can change your
real-time data and you can change your
real-time data and you can change your messaging on the fly here are three
messaging on the fly here are three
messaging on the fly here are three suggestions for you number one Google
suggestions for you number one Google
suggestions for you number one Google AdWords with Google AdWords you pick
AdWords with Google AdWords you pick
AdWords with Google AdWords you pick keywords you think will drive sales and
keywords you think will drive sales and
keywords you think will drive sales and your advertisement will show up when
your advertisement will show up when
your advertisement will show up when people search for those words you can
people search for those words you can
people search for those words you can use a Google Keyword tool which is free
use a Google Keyword tool which is free
use a Google Keyword tool which is free to help you determine what kind of
to help you determine what kind of
to help you determine what kind of volume each keyword generates and how
volume each keyword generates and how
volume each keyword generates and how much you can expect to pay to advertise
much you can expect to pay to advertise
much you can expect to pay to advertise for example a search for eco-friendly
for example a search for eco-friendly
for example a search for eco-friendly tableware produces this result the
tableware produces this result the
tableware produces this result the competition is medium globally it
competition is medium globally it
competition is medium globally it searched 590 times per month in Canada
searched 590 times per month in Canada
searched 590 times per month in Canada it searched 36 times per month and you
it searched 36 times per month and you
it searched 36 times per month and you can expect to pay a dollar and 20 cents
can expect to pay a dollar and 20 cents
can expect to pay a dollar and 20 cents each time someone clicks on your ad
each time someone clicks on your ad
each time someone clicks on your ad from here you can expand your search to
from here you can expand your search to
from here you can expand your search to find more keywords with a higher volume
find more keywords with a higher volume
find more keywords with a higher volume and less competition as with all your
and less competition as with all your
and less competition as with all your marketing you must test to see what’s
marketing you must test to see what’s
marketing you must test to see what’s working
working
working Google AdWords will also give you a
Google AdWords will also give you a
Google AdWords will also give you a tracking code which you can put on your
tracking code which you can put on your
tracking code which you can put on your website to measure conversions since you
website to measure conversions since you
website to measure conversions since you can handle ecommerce you’ll be able to
can handle ecommerce you’ll be able to
can handle ecommerce you’ll be able to see not just how much revenue AdWords
see not just how much revenue AdWords
see not just how much revenue AdWords generates but specifically which
generates but specifically which
generates but specifically which keywords generate the most revenue once
keywords generate the most revenue once
keywords generate the most revenue once you know the keywords that are
you know the keywords that are
you know the keywords that are performing well you can optimize your
performing well you can optimize your
performing well you can optimize your campaign to bring on new related
campaign to bring on new related
campaign to bring on new related keywords as well as potentially increase
keywords as well as potentially increase
keywords as well as potentially increase your budget for the selected keywords
your budget for the selected keywords
your budget for the selected keywords since you know they’re working
number two Facebook advertising I always
number two Facebook advertising I always do first search the social media when
do first search the social media when
do first search the social media when you’re trying to sell a product or
you’re trying to sell a product or
you’re trying to sell a product or service when someone is searching for
service when someone is searching for
service when someone is searching for eco-friendly tableware or something
eco-friendly tableware or something
eco-friendly tableware or something similar they’re looking for a solution
similar they’re looking for a solution
similar they’re looking for a solution to a problem they’re having that you can
to a problem they’re having that you can
to a problem they’re having that you can help them solve their pain they’ll buy
help them solve their pain they’ll buy
help them solve their pain they’ll buy from you on social media sites people
from you on social media sites people
from you on social media sites people have a much greater tendency to browse
have a much greater tendency to browse
have a much greater tendency to browse instead of buy they weren’t looking for
instead of buy they weren’t looking for
instead of buy they weren’t looking for eco-friendly tableware but they’re on
eco-friendly tableware but they’re on
eco-friendly tableware but they’re on Facebook chatting and catching up with
Facebook chatting and catching up with
Facebook chatting and catching up with their friends and they saw your ad so
their friends and they saw your ad so
their friends and they saw your ad so they click through because the pain
they click through because the pain
they click through because the pain isn’t there it’s a conversion rates go
isn’t there it’s a conversion rates go
isn’t there it’s a conversion rates go down but you can still make it work
down but you can still make it work
down but you can still make it work Facebook is my favorite social media
Facebook is my favorite social media
Facebook is my favorite social media advertising platform because you can set
advertising platform because you can set
advertising platform because you can set specific criteria over who will see your
specific criteria over who will see your
specific criteria over who will see your ad your first step here is to create a
ad your first step here is to create a
ad your first step here is to create a profile of your target ideal customer
profile of your target ideal customer
profile of your target ideal customer for example it could be women between
for example it could be women between
for example it could be women between the ages of 25 and 45 and also live in
the ages of 25 and 45 and also live in
the ages of 25 and 45 and also live in Canada or within 100 miles of your
Canada or within 100 miles of your
Canada or within 100 miles of your location you can then pick specific
location you can then pick specific
location you can then pick specific interests that they might have for
interests that they might have for
interests that they might have for example you can target people who like
example you can target people who like
example you can target people who like children’s books or even people who
children’s books or even people who
children’s books or even people who follow brands like a pro crombie kids
follow brands like a pro crombie kids
follow brands like a pro crombie kids you can get as detailed as you want and
you can get as detailed as you want and
you can get as detailed as you want and only those people will see your ad the
only those people will see your ad the
only those people will see your ad the pain isn’t as strong with those specific
pain isn’t as strong with those specific
pain isn’t as strong with those specific targeting is much better so if you have
targeting is much better so if you have
targeting is much better so if you have an ideal customer profile in mind it’s
an ideal customer profile in mind it’s
an ideal customer profile in mind it’s worth testing out Facebook advertising
worth testing out Facebook advertising
worth testing out Facebook advertising you set a budget limit and Facebook will
you set a budget limit and Facebook will
you set a budget limit and Facebook will also give you recommended pricing
also give you recommended pricing
also give you recommended pricing depending on your campaign finally you
depending on your campaign finally you
depending on your campaign finally you can also run split tests so you can have
can also run split tests so you can have
can also run split tests so you can have multiple odds competing against each
multiple odds competing against each
multiple odds competing against each other and you can stick with the one who
other and you can stick with the one who
other and you can stick with the one who performs the best as with any
performs the best as with any
performs the best as with any advertising start small and measure to
advertising start small and measure to
advertising start small and measure to see if it converts the sales before
see if it converts the sales before
see if it converts the sales before spending a lot of money on it
spending a lot of money on it
spending a lot of money on it it’s easy to ramp up if you know it’s
it’s easy to ramp up if you know it’s
it’s easy to ramp up if you know it’s profitable for you
number three search engine optimization
number three search engine optimization or SEO this is an officially form of
or SEO this is an officially form of
or SEO this is an officially form of advertising but a cost resources and
advertising but a cost resources and
advertising but a cost resources and competes with the money you have
competes with the money you have
competes with the money you have available to spend on ad campaigns SEO
available to spend on ad campaigns SEO
available to spend on ad campaigns SEO is one of the most effective ways that
is one of the most effective ways that
is one of the most effective ways that drive new business for entrepreneurs
drive new business for entrepreneurs
drive new business for entrepreneurs it’s like Google AdWords but only more
it’s like Google AdWords but only more
it’s like Google AdWords but only more effective think about your own browsing
effective think about your own browsing
effective think about your own browsing experience when use Google are you more
experience when use Google are you more
experience when use Google are you more likely to click on the links or the ads
likely to click on the links or the ads
likely to click on the links or the ads Edwards is great because it gives you an
Edwards is great because it gives you an
Edwards is great because it gives you an immediate inflow of traffic you push the
immediate inflow of traffic you push the
immediate inflow of traffic you push the button and prospects are landing on your
button and prospects are landing on your
button and prospects are landing on your website SEO takes a lot more time my
website SEO takes a lot more time my
website SEO takes a lot more time my favorite models to combine them start
favorite models to combine them start
favorite models to combine them start with AdWords you get instant traffic and
with AdWords you get instant traffic and
with AdWords you get instant traffic and more importantly you get data on which
more importantly you get data on which
more importantly you get data on which keywords are working or not
keywords are working or not
keywords are working or not make sure you set up your tracking once
make sure you set up your tracking once
make sure you set up your tracking once you know which keywords generate sales
you know which keywords generate sales
you know which keywords generate sales you can then create an SEO campaign
you can then create an SEO campaign
you can then create an SEO campaign around them because SEO takes time and
around them because SEO takes time and
around them because SEO takes time and resources you want to make sure that the
resources you want to make sure that the
resources you want to make sure that the keywords you pick are going to deliver
keywords you pick are going to deliver
keywords you pick are going to deliver for you
for you
for you planning the campaign around
planning the campaign around
planning the campaign around underperforming keywords is just a waste
underperforming keywords is just a waste
underperforming keywords is just a waste of time and money and you can’t really
of time and money and you can’t really
of time and money and you can’t really tell which ones are will work until you
tell which ones are will work until you
tell which ones are will work until you test if the keywords are working AdWords
test if the keywords are working AdWords
test if the keywords are working AdWords then they’ll work for you with SEO once
then they’ll work for you with SEO once
then they’ll work for you with SEO once your SEO efforts take off it doesn’t
your SEO efforts take off it doesn’t
your SEO efforts take off it doesn’t mean you have to catch your AdWords
mean you have to catch your AdWords
mean you have to catch your AdWords campaign again testing and measuring
campaign again testing and measuring
campaign again testing and measuring will tell you what is working as long as
will tell you what is working as long as
will tell you what is working as long as each method is working for you keep
each method is working for you keep
each method is working for you keep using it it was working very well look
using it it was working very well look
using it it was working very well look at ways to expand it and if it’s not
at ways to expand it and if it’s not
at ways to expand it and if it’s not working well cancel I have lots of small
working well cancel I have lots of small
working well cancel I have lots of small starts and build up the ones that
starts and build up the ones that
starts and build up the ones that generate conversions
thank you for joining me for another
thank you for joining me for another edition of ask Evan if you liked the
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hear all you have to think if you want
hear all you have to think if you want to leave a comment under the video and
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in the comments below and we’ll consider you for the next video so thank you and
you for the next video so thank you and
you for the next video so thank you and we’ll see you soon
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