This is very old still getting small business stuff, one of the reasons that you can't bring your business The next level is when customers are looking for you, they simply can't find you. And you know, if you can't get found, you'll never ever get chosen. So we're going to talk about in this video a couple of ways to make sure that you get found and you get chosen. And one of the important things is any kind of advertising that we have to do marketing and sales on a consistent basis. And advertising includes print online mobile, if you have a retail location also in your store. One of the big issues for advertising forever has been people saying Well, I know that 50% of my advertising is working.

But I just don't know what that 50% is, I don't know which advertisement actually works. This is all alleviated in an internet world where all of your online advertising is traceable, and trackable, you should know exactly what the results are for any of any of your search engine marketing. So let's talk about search engine marketing and search engine optimization. This is a typical Google screen. Now, if you notice, at the top and to the right, those are paid advertising, those are thing that companies actually bid for. So their advertisement appears on the side of the organic search in the middle to the lower left.

Those are the organic search rankings. Those are going to get there because people do search engine optimization where they make Sure whatever they're talking about, it's represented on some search key terms. And both these things are of critical importance. The other reason that people can't find you is that as we said in the last video, a lot of the searches are now being done on mobile devices. Over 50% of those searches are being done on some kind of mobile or tablet or smartphone. This is very important.

If you do not have a mobile optimized website, people are going to go to your competition. Mobile users are much more likely to buy sistex show that 50% of all searches that are mobile, as I said before, and 70% of those end up in a purchase. So you're going to want to make sure that when someone goes to your mobile site, it's very easy to navigate, without any pinching or scrolling, or any of those inconvenient things. It should take only three tabs to get to where that customer wants to go. What is also of critical importance is the content. We can have all these different tricks like SEO and SEM and a great mobile website.

But if you don't have great content that shows value to your customers, people aren't going to build that trustworthy relationship with you. So how do you show great content? Because I know a lot of small business owners out there are worried about, well, what would I actually say to prospects and customers on a systematic or ongoing basis. The first thing is photos have a critical importance. We are constantly being communicated. Through visuals.

We live in a visual communication society, because visuals really do connect with the emotion as we discussed before they will be able to connect with your brand. So what kind of photos should you have? You can have photos of your products, but more importantly, it'd be great to have photos of your customers with your friends. products are videos of customers with your product. Now, there's so many different ways that you can post information on your website. And you don't have to do all of them.

But you may want to focus in on articles or infographics or press releases, or guides, videos, photos, product features, case studies, all sorts of different kinds of things. But what is important is an ongoing basis, you are adding new content. So Google and Yahoo Bing, recognize you as updating your content and it being relevant. Think about how customers are actually finding you. You can look at this on your analytics and you can see, are they coming to you from a desktop from mobile? What are they really searching for?

What are the relevant keywords? How do they find you organically? Do they find you from certain links that is of critical importance, and then tag your website with those various SEO keywords and test search engine Marketing. But what I mean by test engine search engine marketing is very difficult to do this alone. Find a company that has expertise in this area, because you can waste a lot of money by trying to sem without the assistance of an expert. We talked about videos and one of the things that we must do is show live videos.

And these must be somewhere between two and three minutes long. A couple suggestions for videos. Again, you can show your products or your services being used by your customers. Or you can also do demonstrations or frequently asked questions through a video and not just through a printed FAQ q&a format. Remember, if you actually have a physical presence, this is important because local Is The New Black, a very high percent of services search for on the web have a key word is what's that service and what zip code or city are you in. So you have to make sure you show up on that and the way you do that is claiming your listing on Google Places, and Yahoo local.

And again, if you don't know how to do that, you really should get some help in order to make that happen. Remember, physical location now is just not a store. It's where anyone happens to be looking. So I do a lot of traveling. And of course, you've got to place your shoes at the bottom of the bin before you go through the TSA checkpoint. You see more and more companies advertising at the bottom of that bin, because that's where people are looking.

All of this is of critical importance, because people are only going to find you if you have a great or quite honestly, a really bad reputation. Now we call this now reputation management. But this has always been around we just called it years ago. We refer to it as gossip when one person would talk to another person. And the way that people did advertising years ago is they would get very famous spokesperson people. So for example, Chanel Number five recently has used Brad Pitt.

And GoDaddy has used Danica Patrick. Now the idea here was that if you hired a very famous spokesperson, they're trustworthy, we would believe them. And then in turn, we believe whatever they were selling. But that really has changed because now people have on average 184 conversations a week about the products and services they buy. So we're talking very much to each other. And the internet allows us to really do that.

As I say, the trust Oh meter for how people establish trust and what people buy, really has shifted from paid advertising and paid spokespeople, to really online peer reviews. Now, Amazon and eBay started this a long time ago. With eBay when I go to buy something I look immediately what kind of ratings does the seller have Have. And when I go onto Amazon, I look and see what other people think about the product. For example, I was very excited to buy this product called Kiva, ke v O, which allows you to do was to put a virtual key on your smartphone. So you went and approach the lock door, it could automatically open up, and you could pass guest keys to people that you want in your house or your business.

I thought this was very powerful, and it wasn't cheap. When it finally came out. I went to Amazon and looked at what people saw the product. And guess what, once I saw that a lot of their ratings were not very high that more people gave a one star rating rather than a five star rating. I wasn't interested anymore, no matter what the company could tell me, as we discussed before, that people now trust a lot more, which folks are saying online, if they don't know the people that any kind of advertising or branded website, you've got to make sure that you know Know what people are saying about you. And we'll discuss this later in the social media section.

But right now, even as you're learning from this video, people are talking about you and your company. So you have to make sure that you realize that and is your opportunity to interact with them. Make sure you know what people are saying about you on TripAdvisor or Yelp, if that's appropriate for your business. But above all, make sure you have a tool like Google alerts are those available from Super media that can get you the information that you need. Remember, with the internet, reputation is forever. You've got to make sure that you know what folks are saying about you.

You've got to act, and you've got to respond to them and engage them in a conversation. I wrote a book several years ago called Small Town rules. And the purpose for writing this book was that things all over are like a small town because when every customer can talk to every other customer over The Internet. It's kind of like living in a small town. And you have to be able to build what I call the like, you then have a discussion. They then ask you for advice.

You build a relationship, and then they'll actually buy from you. Remember, if you build it, people don't always come in order to be found. In order to be chosen. You've got to be found first. Go out there and strive for minimal achievement. From this video, pick the one change you're going to make and do that before you do anything else.

This is Barry mold. Still getting small business on stuff. Have a great day.