subject: How To Find New Customers Who Are Looking For What You Sell...but May Not Know It... [print this page] Answer this, "What problems do your spa services actually solve for your clients? Make their back pain go away? Make them look sexier? Look years younger? Help them relax? Manage fibromyalgia pain? Take stress away? Lower blood pressure?" I'm sure you could list more.
Every hour of every day, someone in your market area is searching for a solution to a problem your spa can help solve. Maybe they feel ugly, have low energy, an aching back or neck, low self-esteem, low libido...whatever. And when things get bad enough, they may go onto the internet and search for a solution.
For instance, let's say a person is suffering from back pain. Maybe they would key in a term like "back pain solution". Again, the chances of your spa competing for an organic listing on the left side of Google for this kind of general key term is slim to none. But you may be able to capture the attention of prospects in your local area looking for a solution to their back pain.
- The Challenges with Local Adwords Campaigns
Keywords:
Okay, now that we've seen the possibilities, it's time to talk about the challenges with this type of campaign. One of the greatest challenges with Google AdWords is determining what keywords to bid on. In essence, you're trying to second-guess what words prospects might use to find what they're looking for. For "back pain solution", they might enter any number of key phrases, like:
- back pain treatment
- back pain treatments
- back pain cure
- relieving back pain
- back pain remedies
- back pain relief
- back problems
- pinched nerve back
- etc., etc., etc.
To expand your list, the free Google Keyword tool is a great place to start. Just put in a few keywords, click submit, and Google will return hundreds of variations, with useful stats, such as the number of times the word is searched, and even the approximate cost-per-click you might expect to pay.
Converting clicks into sales:
There's no doubt - Google AdWords can bring you lots of clicks from people who are looking for a solution to their problem. The biggest challenge isn't getting clicks. Anyone with a credit card can buy clicks (and run up a whopper of an AdWords bill while they're at it)!
The challenge is converting a prospect who's looking for a "back pain solution" once they've clicked onto your site that your spa has the answer to their problem. It takes more than a pretty web site. It requires a sales conversion process.
People surfing online for solutions to problems are typically seeking information. They are in "research" mode. Someone in this frame of mind is going to be open to compelling information that promises to solve their problem. So, a free report entitled, "5 Secrets to Solving Back Pain Naturally Your Doctor Doesn't Want You To Know" might be the kind of title that would stop a "researching" back pain sufferer dead in their tracks. In fact, they may even be willing to give their name and email in exchange for a compelling free report like this, if they found it on your website.
And once they do - with their permission - you can send them email reminders (along with a compelling first-time offer) to come into your spa to experience in-person the solution to their problem.
