mt-magazine-Jul18

7
TOOLS YOU
PROBABLY HAVEN’T
HEARD OF
(That Can Boost
Your Business)
10 KILLER
LOCAL
MARKETING
IDEAS TO
TRY
IS YOUR
WEBSITE
OPTIMIZED FOR
SUCCESS?
YOUR
FACEBOOK
MARKETING
IS MISSING THE BOAT WITH
GEN X, MILLENNIALS,
AND GEN Z
An Adodo Consultancy Services Limited Publication

Contents
7 Tools You Probably Haven’t
Heard Of
News Flash: Your social media tools
aren’t getting the job done. You might
think you have the latest and greatest
– and maybe your social media game
is on point. But that said, I’m willing to
bet that there are a few great tools that you haven’t heard about.
Using them can help you take your social media marketing
campaigns to a new level.
Is Your Website Optimized for
Success?
I’m sure you already know about
Search Engine Optimization, but a lot
of local businesses are, quite simply,
not getting the job done. They’re
focusing on outdated SEO methods,
or else they’ve designed their own website and missed out
on some key opportunities to improve their Google rank. That
stops now. In this post, I’ll walk you through the must-have
optimization techniques that will help your website get the lion’s
share of traffic for your keywords.
10 Killer Local Marketing
Ideas to Try
Local marketing is a must, and it has
a lot of moving parts. You’ve got to
think about SEO, content marketing,
social media and PPC ads – it’s a lot for
anybody to handle. The real key to effective
local marketing is knowing what ideas are worth pursuing
and which ones aren’t. Here are 10 killer local marketing ideas
that can have a serious impact on your profits.
Your Facebook Marketing is
Missing the Boat with Gen X,
Millennials, and Gen Z
03
08
14
19
You might be a Facebook marketing
whiz. You’ve got targeting down, you
create compelling posts to share with
your followers, and you can curate content
like nobody’s business. But guess
what? If you’re not tailoring your content to the generation of your audience,
you’re missing the boat. Wondering why? It’s because Generation
X, Millennials, and Gen Z use Facebook in different ways. And
that means you’ve got to know your audience and then customize
your approach to ensure that you’re reaching them.
Welcome To MT
Thanks for checking out the latest
edition of MT, your online marketing
resource guide for local businesses.
Each month we will be covering topics
that resonate with local businesses
just like yours.
Our goal is simple. We want to
enable you to do big things online,
and it all starts by breaking down
the complexities of marketing your
business online.
It doesn’t matter if you are just starting
out, or an established business owner
in your local community, you can
always benefit from increasing your
brand’s visibility online.
To your Success,
Tim Glynn
CEO and head of fun
MT IS BROUGHT TO YOU BY
Adodo Consultancy Services, the leading
small business marketing service dedicated
to putting reputation marketing at the heart
of a local businesses marketing strategy. We
help small businesses connect with more
customers online.
If you want to build your business, you need
to market, it’s that simple. But you can lose
thousands of dollars if you don’t know what
you are doing. So we urge you to take action
with some of the strategies we recommend.
Feel free to reach out to us at any time.

7 TOOLS YOU PROBABLY
HAVEN’T HEARD OF
(THAT CAN BOOST YOUR BUSINESS)
A great artist may have vision and talent, but to bring a vision to life, the artist needs the
right tools. That’s as true of painting as it is of marketing. And while a true artist should
never blame tools for a job poorly done, the truth is that the wrong tools can have a
negative impact on their work.

Your social media tools aren’t getting the job done.
You might think you have the latest and greatest – and maybe your social media game
is on point. But that said, I’m willing to bet that there are a few great tools that you
haven’t heard about. Using them can help you take your social media marketing campaigns
to a new level.
So let’s dive in.
#1:
(THAT CAN BOOST YOUR BUSINESS)
Facebook’s algorithm changes
have upped the ante
for business pages. It was
already a challenge to get
organic reach with your
posts and now it’s harder
than ever. Even if you post
regularly, you still run the
risk that your best content
will disappear because it
simply isn’t seen by your
target audience.
Meet Edgar is a social
scheduling app that can
rescue your disappearing
posts and give them new
life by re-sharing them. You
may already be doing that
– but here’s what’s special
about Meet Edgar.
It allows you to save your social media posts into a database, so they can
easily be reshared – no more scrolling down your page to find a post
It can pull items from your RSS feed, including blog posts, and add them to
your social media library
It categorizes your content to make it easy to find
It reposts content automatically to ensure it is seen by your audience
Meet Edgar is a paid tool that works for Facebook, Twitter, LinkedIn, Instagram,
and Pinterest.

#2: Quuu
Good social media management means
posting a combination of original and curated
content. Finding curated content to share
with your audience can be time-consuming.
Quuu can help.
Quuu is a social media content curation tool.
It will monitor the categories you choose –
there are over 500 to choose from – and send
you up to 6 content suggestions per day. If
you opt for the Free or Amazing Plans (their
words, not mine), the curated content will
be posted automatically unless you delete it
from the queue. Choosing the corporate plan
gives you the option to approve content before
it gets posted.
#3:
Maintaining a Twitter account for your business
requires regular posting and staying on
top of the trends and hashtags that are relevant
to your location. Trendsmap is a tool
that can help you do the latter.
Trendsmap helps businesses get past the national
and global hashtag and find the specific
local trends and hashtags that are most
likely to appeal to your followers. Users can
click and zoom on a map interface to see the
trending topics in any area. You can then click
on a trending topic to get additional information
and see what people are saying about it.
They have multiple plans available starting as
low as $25 per month.

#4: CANVA
Visual content gets more engagement on
social media than written content, and
yet it can be difficult for people who aren’t
designers to create the kind of visually
compelling posts that will appeal to their
followers.
Canva is an incredibly versatile design tool
that’s free – and perfect for social media.
They have thousands of templates that
you can choose from. You can also use
their library of images, colors, and fonts to
customize your posts. If you opt for their
free plan you’ll need to pay for photos, but
their paid plan gives you access to the full
library plus additional storage and other
features.
#5: ADESPRESSO
Facebook and Instagram advertising can
help you grow your business, but it can
also be time-consuming to manage. Ad
Espresso injects a shot of caffeine into the
proceedings and speeds up the process.
AdEspresso is an ad management tool
created by HootSuite. It gives users a
dashboard from which they can manage
all of their Facebook and Instagram ads.
You can ad tags to your campaigns to
make it easier to find them, shortcut the ad
creation process, and even split test your
campaigns to maximize your conversions.
They offer a free trial period and business
plans starting at $49 per month.

#6: #7:
MobileMonkey
One of the hardest things for any business
to do is to convert a lead into a paying customer.
It’s an expensive endeavor and one
that requires an ongoing commitment and
lead nurturing strategy.
PushEngage is a tool that makes it simple
to send push notifications on any browser.
That means you can engage with potential
customers who have abandoned a shopping
cart. You’ll get automatic trigger notifications
based on the triggers you specify,
giving you the power to engage with users
at the perfect moment to make a sale. They
offer a free trial and business plans starting
at $29 per month.
Chatbots are the future of marketing – and
the future is here. If your business isn’t using
a Facebook chatbot yet, it’s time to get
started.
Mobile Monkey is a tool that will help you
build a chatbot for Facebook Messenger in
as little as five minutes. They offer an intuitive,
drag-and-drop interface that means
you don’t need any technical or programming
experience to create a bot. They have
a huge library of chatbot widgets, including
images, text, and even emoji. They have a
free plan as well as more comprehensive
business plans starting at $42 per month.
An artist is only as good as the tools they use...
…and the 7 social media marketing tools I’ve listed here can help you elevate your social media
game, attract new followers, and increase your profits.
Getting people to engage with your social media content is a must. By giving yourself the tools you
need, you can ensure that you get the engagement you need to grow your business.

Is Your Website
Optimized for Success?
Your Google ranking is undeniably
important. In fact,
research shows that more
than half of Google’s traffic
goes to the top three ranked
websites, and approximately
three-quarters of the traffic
goes to sites listed on the
first page of search results.
How do they get on that first
page?
Here’s the secret:
Their sites are optimized to
ensure that they get there.
I’m sure you already know
about Search Engine Optimization,
but a lot of local businesses
are, quite simply, not
getting the job done. They’re
focusing on outdated SEO
methods, or else they’ve designed
their own websites
and missed out on some key
opportunities to improve their
Google rank.
That stops now. In this post,
I’ll walk you through the musthave
optimization techniques
that will help your website get
the lion’s share of traffic for
your keywords.

Coding Tips for
Optimization
You’re probably not an
expert programmer, but
with today’s easy-to-use
site-building tools, you
don’t need to be. However,
that doesn’t mean that
you can afford to ignore
some basic coding issues
on your website.
Metadata
Metadata is the first coding
issue to address. Metadata
includes two things: your title
tag and meta description.
Both items appear on Google’s
SERP, so you need to
get them right.
Let’s start with the title tag.
Ideally, you want as much
of your title as possible to
appear on Google. If you
shoot for a title tag that’s
fewer than 60 characters.
(Technically, it’s 600 pixels
but that’s a little harder to
measure.)
Your title tag should contain
your most important keyword
as close as possible to
the beginning of the title. After
that, think about your audience
and write a title that’s
likely to appeal to them.
The meta description is longer,
usually about 155 characters
including spaces. Its
job is to provide a concise
and compelling description
of your page. It’s important
to have a unique meta description
for each page of
your website, including blog
entries.
Here again, use important
keywords but don’t overdo
it. You want to give readers a
clear idea of what your page
is about to make them want
to choose your site over the
others that are available.

Schema Markup
»»
A web ID that represents
a user
»»
The animated series
Avatar: The Last
Airbender or the film of
the same name
»»
The James Cameron
film Avatar
Next, you’ll want to make
sure to include Schema
markup on your site. Schema
is a collaborative effort by
Google, Yahoo, Microsoft,
and Yandex. It’s designed to
let search engines (and users)
know what your website is all
about.
For example, a reference to the
word “avatar” might refer to:
Schema code provides context
for the language you use
on your site. Using it properly
will ensure that your site displays
properly and that the
information you put on it can
be understood.

Crawlability
The final coding issue to consider is the
crawlability of your site. Google and
other search engines send out bots to
“crawl” your site – meaning that they
check its navigability. Broken links and
other issues can make it difficult or
impossible for search engines to index
your site properly and that can affect
your search rank.
You can manually check your site and
make sure to repair or remove broken
links. You may also want to use a tool
like RankSider to check your site’s
crawlability.

Your Site’s Content and Optimization
When it comes to getting to
the top of Google, your site’s
structure and content has
a lot to do with where you
end up. While you can design
your site to your liking, there
are certain things you need
to have if you want your site
to do well.
Global headers and footers
will ensure that whatever page
a user lands on, they’ll be able
to find your home page and
get basic information about
your company. Your headers
and footers should include
basic information like your
phone number, email address,
and social follow buttons.
The footer should also have
hotlinks to the most important
pages on your site.
The About Us page may not
contain a ton of keywords,
but your site needs to have an
awesome one to let people
know who you are and what
you do.
The Contact Us page should
let people know all the ways
they can get in touch with
you. That means you’ll need to
include your address, phone
number, email address, social
pages, and directions to your
office or store.
Each service you provide
should be on a dedicated
page. Putting all your services
on one page limits your SEO
impact. You can target more
keywords, both in your content
and your metadata, if you give
each service its own page.
Finally, your site MUST be
mobile-friendly. Ideally, you
should use a template that’s
mobile responsive and will
adjust itself to display on any
mobile device.
Including these five things on
your site will maximize your
SEO and ensure that Google’s
algorithms give you the rank
you deserve.

Web Design and Content
The design of your website
might not play a direct role
in SEO, but people will be
more likely to visit (and revisit)
your site if it looks good. That
means that you’ll need to
have:
»»
A simple but memorable
logo.
»»
Compelling images that let
people know what you do
(and how you do it). Ideally,
you should have original
(not stock) images.
»»
High-quality video.
»»
Compelling written content
that sounds natural, has a
high degree of readability,
and uses keywords and
LSI artfully. You don’t want
your content to be overly
repetitive. It should be easy
to read and use plenty of
white space.
»»
Social share buttons make
it easy for visitors to your
site to share your content
with their followers.
»»
A click-to-call button is ideal
if you want to make it
simple for mobile customers
to call you.
»»
Reviews and testimonials
are important. Having a live
feed of your Yelp reviews
might slow down your site,
but you can put links to your
pages on key review sites on
your testimonial page.
Some companies add
additional bells and whistles,
but you don’t need to – and
your site’s loading speed
may be impacted by extras.
Keeping it simple is the best
way to attract traffic and
engage the people who visit
your site.
SEO is about more than
keywords…
Your site may have qualities and
pages that we haven’t listed
here, but these are the basics.
Doing a quick audit of your site
can reveal opportunities for improvement
– and make a big difference
in your Google placement
and conversions.

10 KILLER LOCAL MARKETING
IDEAS TO TRY
Local marketing is a must, but if you’re like
most local business owners, you’ve probably
caught yourself thinking something like this:
I feel like I’m doing everything I can – why
is my local marketing not delivering the
results I want?
It’s a good question. After all, local marketing
has a lot of moving parts. You’ve
got to think about SEO, content marketing,
social media and PPC ads – it’s a lot
for anybody to handle.
The real key to effective local marketing
is knowing what ideas are worth pursuing
and which ones aren’t. Here are 10
killer local marketing ideas that can have
a serious impact on your profits.

#1:
MASTER THE ART OF LOCATIONAL
MARKETING ON FACEBOOK
You should always be marketing your business to
your local audience on Facebook. Increasingly, consumers
are turning to Facebook for information
about businesses. There are two types of ads that
can help you:
Brand awareness
Website clicks
Starting with brand awareness can help you break down barriers and prime your local audience
to visit you. Following up with a website click promotion will capitalize on your brand awareness
campaign and help you attract new customers.
#2:
REVISIT YOUR YELP CATEGORIES
You know that reviews are important – and Yelp has a
huge SEO advantage. One of the best ways to boost your
visibility online is to make sure that you’re using the right
categories on Yelp.
A lot of local businesses choose their categories without giving them much thought. Go back and
look at them – and keep your most important keywords in mind. Choose categories that highlight
your capabilities and keywords and you’ll get more organic traffic from Google.
#3:
BUILD UNIQUE LANDING PAGES
FOR EVERY CAMPAIGN
It might seem like a lot of
work to build a unique landing
page for every marketing
campaign you run, but you
can do it quickly using a tool
like Unbounce. The benefit is
that you’ll be sure that every
click you get on an ad will lead
people to a page that’s selling
exactly what you’re advertising.
Conversion is an art and a science.
The easier it is for people
to draw a line between your
ad and your call to action, the
higher the chances that they’ll
convert. Make it simple and
you’ll see an increase in sales
as a result.

#4:
USE REMARKETING ADS TO
GET REVIEWS
A huge majority of consumers
rely on reviews to make buying
decisions. The trick is getting
your existing customers to review
your business.
One way to do it is to set up
a simple remarketing ad for
people who buy from you or
fill out a form on your website.
Try a headline that says, “Happy
with your purchase? Leave us
a review on Google+, Yelp, or
Facebook!” Not every customer
will respond – but some will,
and every positive review you
get will help increase your visibility
and credibility.
#5:
CREATE GUIDES FOR LOCAL
ACTIVITIES RELATED TO YOUR BRAND
Local marketing is all about
embracing where you are –
and helping your customers to
do the same thing. For that reason,
it makes sense to create a
local guide for an activity that
is likely to appeal to your target
audience.
For example, if you sell cooking
equipment, you might create
a guide to local farms. Or, you
could create a guide to hiking
trails if you sell outdoor equipment.
The key is to marry your
local knowledge to your brand
to give your followers something
they can use.

#6:
AUTOMATE RESPONSES TO YOUR TWITTER MENTIONS
Social mentions can have a big impact on
how your brand is perceived. One way
to maximize that impact is to automate
responses to your mentions on Twitter.
A tool I like is Zapier, which allows business owners to set up triggers
that send out instant responses when someone mentions their
company. It gives an instant boost to your engagement and
makes the people who mention you feel valued.
#7:
USE THIRD-PERSON AD COPY
Sometimes, online advertising
can seem like a relentless wall
of noise. Everybody – including
your competitors – is out there
shouting about how wonderful
they are. If you want to
get through to your audience,
you’ve got to stand out.
One way to do it is to use a
third-person voice in your ads.
For example, you might pull a
line from a testimonial and use
it as your headline. “Hiring ABC
Company is the best choice I
ever made” is a headline that
will grab attention and use the
power of social proof to bring
you leads.
#8:
USE RADIUS LOCATION
TARGETING ON ADWORDS
Targeting your ads on Google
AdWords is really an art form.
By using their radius location
targeting, you can maximize
the chances that your ad will
be seen by the people who are
most likely to buy from you.
In AdWords, set up a series of
radius targets so that your store
looks like the center of a bullseye.
Then, evaluate your data
and adjust your local bids accordingly.
Doing this can make
a huge difference in your ads’
performance.

#9: MENTION THE DISTANCE TO
YOUR STORE IN MOBILE ADS
The chances are good that more people are
seeing your ads on mobile devices than on
computers. Since that’s the case, it makes
sense to play up your local connection by
including the distance from your store in
your mobile ads on Google.
It’s easy to do. Simply use the Google Search
Console to find new ad groups in your area.
Then, add your zip code to your headline
and see how easy it is to steal clicks from
your competitors.
#10: ADD STOREFRONT
PICTURES TO YOUR ADS
As a consumer, you’ve probably driven by
local businesses many times without going
inside. One easy way to entice people to
come see you is to add a photograph of the
front of your store to your ads.
Seeing a photo will trigger a, “Hey, I’ve seen
that place!” response from your audience.
It’s a simple, inexpensive trick that can entice
people to stop and visit you instead of
driving past.
DON’T WASTE YOUR TIME ON IDEAS THAT DON’T WORK…
Stop guessing which marketing ideas are worth trying. These 10 simple
local marketing tricks can make a huge difference when it comes to attracting
customers and growing your business.

Your Facebook Marketing is
Missing the Boat with Gen X,
Millennials, and Gen Z
(and here’s what to do about it!)
You might be a Facebook
marketing whiz. You’ve
got targeting down, you
create compelling posts
to share with your followers,
and you can curate
content like nobody’s
business. But guess what?
If you’re not tailoring your
content to the generation
of your audience, you’re
missing the boat.
Wondering why? It’s because
members of Generation
X, Millennials, and
Gen Z use Facebook in
different ways. There’s no
one approach that will
work for all of them. That
means you’ve got to know
your audience and then
customize your approach
to ensure that you’re reaching
them.

Marketing to Generation X
Let’s start with Generation
X. The people in Gen X were
born between the mid-
1960s and the late 1970s.
They’re sometimes referred
to as the Latchkey Generation
and they’re sandwiched
between the Baby Boomers
and Millennials.
Nearly two-thirds of Gen
Xers say that Facebook is
their preferred social media
site. Just about half of
them follow brands on social
media, and following
a brand is a precursor to
making a purchase. That
means that your Gen X followers
are primed to buy.
You just need to give them
a reason to do it.
The key is knowing why
they follow you. 58% of
Gen Xers follow brands
because they want to get
information about sales
and promotions. In other
words, if part of your target
audience is in Generation
X, you can engage them by
offering them special deals,
coupons, and promotions.
What does that mean in
practical terms? You can
target your Facebook promotions
by age, so you
might run an ad with a coupon
and target it to people
in your area between the
ages of 39 and 53. You can
add additional targeting options
based on your audience’s
interests, as well.
Generation X has a huge
amount of buying power.
They’re gainfully employed
and doing well – but that
doesn’t mean that they
want to spend more than
they need to. Keep that in
mind when you’re marketing
to them.

Marketing to Millennials
Millennials are a different breed than
Gen Xers. Millennials were born between
1980 and the late 1990s/early 2000s. In
other words, they’re between the ages
of 18 and 38. Facebook is still their mostused
social site, but they also spend a lot
of time on Instagram and Snapchat.
Millennials are the first generation of digital
natives, which means they’ve seen it all
when it comes to online content. They’re
far more likely to share viral content like
memes and GIFs than Gen Xers are. Millennials
want to be entertained, so the
content you create should be informative
and entertaining. Examples might be
how-to videos, behind the scenes tours,
and things of that nature.
The most important defining characteristic
of Millennials when it comes to marketing
is that they are inherently distrustful
of content that’s created by brands and of
sponsored content in general. They’re far
more likely to put their trust in user-generated
content (UGC) and online reviews
than on anything you say about yourself.
The solution is to encourage your followers
to create content on your behalf.
A good example is Starbucks’ White Cup
campaign on Instagram, which asked
followers to decorate plain white cups
and post pictures of them. They had to
use Starbucks’ special tag to enter the
contest, which gave Starbucks the opportunity
to share that content with its
followers.
Here again, it’s a good idea to create a
targeted ad campaign that is directed
at Millennials. By choosing the right
content to promote or making an
ad that will appeal to your Millennial
followers, you’ll increase your chances
of reaching them. It’s also a good idea to
time your Millennial-targeted posts for
when they’re most likely to be online:
between 8 PM and midnight.
Keep in mind that Millennials now make
up the majority of the work force in the
United States and have a ton of buying
power. You should allocate your Facebook
advertising budget accordingly.

Marketing to Generation Z
Generation Z is the generation
of young people born
between the mid-1990s and
the mid-2000s, although
there’s some disagreement
about the start and end
years. There’s some overlap
with Millennials.
When it comes to social
media use, Gen Z has a lot
in common with Millennials.
They use Facebook but also
spend a lot of time on Instagram
and Snapchat. Where
they differ is in the type of
content they prefer to see.
The first thing you need to
know about Gen Z is that
their attention spans are
notoriously short. Where
Millennials might watch a
long video, Gen Z is more
likely to engage if your video
content appeals to them instantly
– in about 8 seconds
or less.
Another key concern of
Generation Z is community
involvement and charity
work. While this issue has
been a focus of articles
about marketing to Millennials,
it’s even more important
when marketing to Gen
Z. These are young people
who want to use social
media to change the world
– and they want to support
businesses that take a real
interest in helping others.
You can reach Gen Z by
creating short, snappy videos
with relatable actors in
them. You don’t want anybody
who seems phony.
Filming your staff wrapping
up donations for a local
non-profit would be a great
way to engage with them.
Likewise, flash sales and
things that require immediate
action can help you grab
their attention.
Keep in mind that Gen Z
is still young – but they’re
the up-an-coming generation.
Right now they might
be spending their parents’
money, but in a few years
they’ll have their own. If you
can hook them now, you’ll
be in great shape when they
come of age.

Targeting your ads by age might seem like a lot of work…
… but it doesn’t necessarily require you to spend more money than you already
are. Understanding generational differences – and providing the kind of content
that will appeal to your customers of every age – will maximize the chances that
you’ll be able to convert followers into paying customers.

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