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The Top 5 Lessons I Learned From The Scott Gallagher Marketing Local Businesses Online Course

 

The Scott Gallagher Marketing Local Businesses Online course shows you how to show business owners how to get found by their perfect prospects online.

So after sifting through my notes, I’ve hunkered down and boiled down what I believe to be the top 5 things you could learn from this course…

1. What doesn’t work

• Spam
• Studying the algorithm
• Engagement
• Transparency
• Exposure

What Does Work: Adding Value

• Post comments

-        Blog Comments

-        Forum Content

• Post quality info

-        Invaluable info is useless

-        Post something people want to read

Any online marketing techniques that cannot be deployed offline should not be used.

2. Website Provisions

• Measurable Goals
• Sustainable Goals
• Offer valuable information
• Evolve with time
• Maximize Conversion

-        Call to action

There’s 5 Stages of a Website

1)     Project Co-ordinator

2)     Designer

3)     Developer

4)     Quality Control

5)     Marketer

Online Local Business

-        90% of local business online campaigns fail

-        Local business is different from ecommerce sites

Education

1)     Driving Traffic (Scott Gallagher has a good grasp of this topic but he doesn’t cover what you’ll see in this post here)

2)     Converting Traffic

3)     Measuring Results

Managing

1)     Multiple Clients

2)     On-going Sales

3)     Multiple Resources

Don’t try and fool the search engines.

Quality of inbound links, social sites & web pages determines the success of your website.

3. Use Direct Marketing

Position yourself in front of a targeted audience and you must tailor your message to suit.

You need to get peoples information when they come to your website.

You must be constantly monitoring your results.

4. Traffic & Conversion

Search Engine Optimization

• Is dependent on how many quality websites link to yours

Best Strategies

• SEO

-        Local Listings

-        Organic Listings

• Targeted Email Marketing

-        Not Spam

Strategic Efficiency

• Strategies that work in one method may work in another
• Example: Article Marketing

-        Drives Traffic

-        Improve SEO

Create Conversion

• Scott Gallagher believes it important to budget 2 to 3 times the cost of a website to market it per year
• Example: $3K website costs $10K to market per year
• Mobile marketing is the next BIG thing

Web 2.0

• Interactive
• Leads to Call To Action

-        Capture leads

-        Get prospects

-        Join Mailing lists

-        Fill out a form

-        Post on a forum

-        Join your own social network

-        Make a phone call

Methods To Drive Traffic

• SEM
• Online advertising
• Email marketing
• Social sites
• Niche social marketing
• Webinars
• Video sites
• Forums
• Online classifieds
• Online yellow pages
• Local websites

SEO is the best way to drive traffic.

SEO

• Provides re-occurring revenue
• Long term contract
• Substantial profit margins

Targeted Email Marketing

• Build relationship
• Enhance/improve relationship with existing or past clients
• Promote loyalty
• Cross promotions
• Acquire new customers
• Provide advertising space for other businesses
• This is highly scalable

Social Media Marketing

• Number #1 internet activity
• Fastest growing segment of Facebook is 55-65 year old females
• Will eventually join with SEO

5. How And What To Measure

• SEO

-        Measure Number of searches

-        Conversion Rate

-        Fluctuation

-        Rankings

-        Activity

Call To Actions

• Beware to call to action failures

Bench Marking

• Measurement & Analyze
• Cost Analysis

-        Justify how much you are spending

• Return Of Investment
• Budgeting

-        Get more money for next year

Metrics – Financial Ratios

• Gross Margin

-        Gross Profit/Net Sales

• ROI

Metrics – Web Page Analysis

• CTA Conversion

-        How many people who come to the site and take the required action

• Competitive Analysis
• Ranking Analysis
• CPC – Cost Per Click

-        Pay Per Click

• CPL – Cost per Lead
• CPM – Cost Per Thousand

-        Cost per 1000 ad impression ran on a network

• CPS – Cost Per Sale
• CTR – Click Through Rate

-        When doing an Email Campaign how many people clicked on the link embedded in the email

• KEI – Keyword Effectiveness Index

-        Keyword analysis

• Link Analysis
• PR – Page Rank

-        How strong is the page

• SERP – Search Engine Results Page

-        The first page change in order – Top 10

-        Track your clients position beyond the first page

-        The higher the better

Measuring Traffic

• Install Google Analytics
• Total Visitors
• Unique Visitors
• Page Views
• Entry or Landing Pages
• Exit Pages
• Referring Domains
• Referring URLs
• Top Referring Search Engines

-        80% from Google

-        Optimize for Bing

• Top referring keywords

So there you have it, my top 5 strategies you could learn from the Scott Gallagher Marketing Local Businesses Online course.

Have fun putting what you learned here into action,

Dexter Abraham

PS. Scott Gallagher covers some cool stuff about getting traffic to your business but if you want to see some incredible notes on what I believe to be a timeless course on the topic of getting people t0 your site, you definitely want to click here now <—–

MyNoteTakingNerd – The Top 5 Strategies I Learned From Scott Gallagher Marketing To Local Businesses Online Course