We’ve all been through it: inheriting a PPC account that someone else has managed. And we’ve all had that “WTF” moment after looking under the hood, when we’re baffled by how the account even survived to this point. But you never truly know what drove the previous PPC manager to do what they did — were they being downright dirty, were they just inexperienced, or were they overwhelmed with so many other tasks that they got sloppy? It could be any one of those circumstances. And hey, it’s a small world, so the last thing you want to do when inheriting a PPC account is bash the previous agency or professional to your new client or boss. It certainly does take some restraint as you’re pulling apart the logic of an account that doesn’t seem to make any sense. My agency recently inherited an account with some major blunders, and it’s been haunting me as I try to figure out why they made the choices they did. I wanted to share with … [Read more...] about Downright Dirty, Inexperienced Or Overwhelmed?
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This is a sponsored post written by SearchReputation.net. The opinions expressed in this article are the sponsor’s own.From Graduate to UnemployedYour days of partying at the neighborhood fraternity house, posting risqué Halloween photos of you and your friends on Instagram, and starting politically-charged Facebook debates are about to come to an end.With a looming pile of student debt haunting your bank account, you’ll soon realize that your diploma isn’t enough to land you your dream job.The carefree debaucheries that are all over your social media profiles are now being scrutinized by potential employers, and in an uber-competitive job market, they’re looking for any reason to reject you as a candidate.Getting your foot in the door of your dream job is tough as is, but it can be nearly impossible to score without carefully curating your online reputation.Employers Can & Will Check Your Social Media ProfilesAre you the type of student who avoids … [Read more...] about Online Reputation Management for Students
The in-house versus agency debate is largely over because for 90% of businesses, it is no longer possible to run a significant (large budget/large volume) online marketing program without agency help. Since I’m an online marketing agency CEO, it’d be fair of you to accuse me of bias and self-interest in making this statement, but please put away the rotten tomatoes until you have at least heard my argument. For what it’s worth, it’s an informed one; I spent eight years as an in-house SEM and used to hate agencies. The argument is as follows: Online marketing today is more complex and convoluted than it has ever been. As such, to conduct a robust and effective marketing campaign, a business needs lots of experts, lots of tools, and, well, lots of help. Only the very largest spenders can afford to maintain this army of experts internally, which leads to the need for outside help. In this post, I’ll describe the layers of today’s online marketing … [Read more...] about Do You Really Need An Agency To Help Manage Large Campaigns?
Facebook is a great tool for growing brand recognition and for building a relationship with potential and existing clients. One of the most important pillars of successfully using your property management company’s Facebook account is consistently offering quality content that your followers (and potential clients) will find useful and engaging. The problem is, it’s easy to get discouraged when you run out of content ideas to post about. Next thing you know, you haven’t updated your Facebook account in weeks, and your audience is quickly losing interest. To help keep you on track, we’ve put together a list of ideas you can use for inspiration whenever you hit a creative block. Why is posting on Facebook beneficial? With the number of users on social media growing every year, platforms like Facebook offer a prime opportunity to get in front of more of your target audience and generate more rental property owner leads. Whether your … [Read more...] about 7 Property Management Facebook Post Ideas
We model our online prospects with a number of different funnels, paths, flows and journeys. There is the classic AIDA sales funnel (Attention, Interest, Desire, Action). There is the Brad Geddes search funnel (Awareness, Interest, Learn, Shop, Buy). Joseph Jaffe Flipped the Funnel. Dave Evans added the social cloud to the funnel. For me, it all boils down to ADD (Attention, Deficit, Disorder). We certainly don’t need another model for generating persuasive website experience. But, I created one. I like this new model — the TEES model — because it encapsulates how I look at a visit to a website when optimizing for conversion. I also like the acronym: “TEES.” Let’s see what it takes to TEES (think “tease”) a visitor into action. T Is For Trigger Why is someone typing in a particular keyword at this point in their life? Why now? If you answer, “Because they want to learn more about what I sell,” you are often wrong. Take the … [Read more...] about TEES Your Visitors for Higher Conversion Rates