Small Business Marketing | SiteWit

Small Business Marketing

Happy Small Business Week!


We love small business week because it’s a great opportunity to celebrate all the small businesses that use our platform. Our goal has always been to make online marketing easier for small businesses and get them one step closer to their goal. It’s been great seeing how our users have achieved online success.

Over the years, our team has tried to help small businesses around the world by giving them a chance to:

  • Advertise on Google
    Small businesses get their website found on search engines by potential customers. They get in front of them when they are most interested, as they are searching for their offerings.
  • Advertise their business on Facebook and hundreds of major websites
    SiteWit helps businesses advertise on Facebook, CNN, ESPN, New York Times and hundreds of other websites. We generate banner ads for their business and show them in front of current and new customers. They visit their website and voila, they see the ads as they surf the web.
  • Generate leads right from their website
    Small business can offer coupons to their visitors as they enter or leave the website. It lets visitors contact them through SMS, phone, and email from every page on their website. Users can follow up with them and close more sales from their mobile phone, on the go, seamlessly.
  • Understand their website visitors
    Our unique analytics help them better understand their website visitors to make better decisions regarding their online marketing strategy. Businesses can learn where visitors are coming from, what marketing efforts are working best, and how they are interacting with their site.
  • Manage their marketing on the go
    Kliken lets businesses manage their online marketing and sales from the convenience of their mobile phone, from any where, at any time. They can keep track of their campaigns, view popular keywords, get back to leads, and schedule follow-ups on the go.

We hope we can keep helping many more small businesses in the years to come.

Cheers to all!

4 Mistakes You Should Avoid In SEM


According to Sambla AB’s latest state of commerce report, you know that 93% of Swedish online buyers search for products and services on search engines before they make a purchase? A search marketing campaign can get your business in front of potential customers that are already searching for your products and services.

Building a campaign on Google, Bing, and Yahoo, finding the best performing keywords, and managing your campaign can be very expensive and time consuming. If you already have a SEM campaign or are thinking of launching one, here are some things you should avoid!

  • Entering phone numbers in ad text
    When building your ads, do not enter a phone number into the ad text, as it can cause the ad to get disapproved. Instead of placing the phone number in the ad text, use the call extension feature. This feature displays a clickable call button with your ad that entices people to call your business as they are searching.
  • Using broad and unrelated keywords
    Don’t use very broad keywords to attract any kind of traffic type to your website. Instead, keep it specific by using product or business-related keywords so that the traffic going to your website is relevant. Driving relevant traffic to your website increases your chance of conversion.
  • Having unrealistic expectations
    You must have realistic expectations with your campaign results. If you are spending $100 per month, think of how many customers that campaign will need to generate to get back your investment. If you sell a product for $50, and your campaign brings in 150 new visitors and 4 new customers, then it is considered a successful campaign because you have a higher return.
  • Not using the analytic campaign reports
    Check the analytic campaign reports to see how your campaign is performing once a week. SEM is not something that can be launched and never looked at again. By constantly looking at the campaign reports, you will be able to see what is working vs not working. You can then make changes to your campaign, like varying ad text to test new messaging, removing poor performing keywords and set a different landing page that is more engaging to visitors.

These tips can help you run an effective search marketing campaign that delivers excellent results. As a small business, you probably have a very busy schedule and you may not have enough time to put into your SEM campaign. There are solutions that can help you build and manage them for you, saving you time and money. If you would like a tool that builds, manages, and optimizes your campaign for you, look no further!

Our powerful tool will help you build your campaign in just a few easy steps, and will manage it all for you with our optimization engine. We manage your campaign on a daily basis to make sure that it delivers the best results by surfacing your best keywords and spreading your budget effectively. Your marketing will be put on autopilot while you focus on running your business! To get started, click here.

4 Tips to Turn Leads Into Customers


Bringing people to your website via your marketing efforts is only part of the battle. There are several ways you can turn those website visitors into leads, and subsequently, into loyal customers!

Connect Fast

Just like you, your leads have busy schedules and are constantly getting exposed to new information. Over 90% of leads expect to be responded to in less than an hour, as your website and products are still fresh in their minds. Connecting with them within a few minutes can increase your chances of conversion by 30%.

Personalize the Experience

The best way to start building a relationship is to give your leads a sense of importance. Personalizing their experience can be a great way to instill this feeling in your leads. It’ll get them to choose you over a competitor, as 86% of leads choose a competitor due to a poor experience. Give them unique offers, mail them custom welcome cards, send them personalized emails… there are so many ways you can make their experience unique! Not only will you be offering excellent customer service, but you’ll start building a relationship in no time.

Emotionally Engage your Leads

Think about a time you had a positive experience with a business. What made it good? Thinking about the experience from the lead’s perspective can help you guarantee a strong relationship. Think about what kind of content, products, offers, and overall experience your lead would connect with. Once they have been emotionally engaged, they are 300% more likely to turn into customers and 44% less likely to shop around. The trick is to create a personal touch and a memorable moment.

Be Patient

Purchase decisions require some time, as there are several factors that come into play. Over 50% of buyers are highly affected by the price of a service, while others give more importance to features and specs. You have to be patient and give your leads the time they need to convert. It can sometimes take up to 11 sales attempts to close a lead.

If you are not using a lead generation tool, try SiteWit Connect to turn your visitors into leads right from your website. It’s simple!

  • Give your visitors enticing coupon offers they cannot refuse
  • Show it to them right when they are ready to buy – on-entry, after some time, and on-exit.
  • Let them contact you from any page on your website
  • Give them unique information about your business to help them find you
  • Get the leads right on your smartphone so you can connect with them right away.

Don’t miss a chance to turn your website visitors into leads. More visitors = More leads = More sales!

Digital Marketing Tips for the Holidays

The holidays are around the corner, and now is the time for business owners to appear to all those holiday shoppers looking for the best gifts. It is a highly competitive time of the year, and business owners work very hard to craft holiday marketing strategies that will help them stand out and increase their sales. There are many things you can do to make sure you also drive sales by appealing to all those holiday shoppers.

Here are four tips that will help you gain exposure and sell more this season:

1.    Plan and Start Early

time-273857_1280Did you know that 20% of consumers start their holiday shopping in September? That’s why starting early may be the best way to tackle the holiday season and get more exposure! SEO can take time to update and refresh rankings, so planning ahead and crafting your content early will help you gain exposure right when holiday shopping starts. You can build a strong holiday marketing strategy by choosing the right keywords, creating the best content, and making appealing ads!

2.    Create a Seamless Mobile Experience

It is no surprise that more and more shoppers choose to do their holiday shopping, read customer reviews, and compare products through their mobile devices. This year, it is estimated that over 45% of online holiday traffic will come from mobile. That is why you should make sure that your website, store, and user interfaces are mobile optimized. Giving shoppers a quick and seamless navigation can be make a difference when choosing to make a purchase.

3.    Build Seasonal Paid Search Campaigns

Paid search is one of the most important ways to increase brand exposure during the holidays. Shoppers constantly search for the best gifts, make product comparisons, and look for the best prices on search engines. That is why ad impressions see a 50% boost during the holidays! Building a seasonal campaign, adding some holiday keywords, and making creative descriptions and headlines can help you stand out, especially if you use holiday sitelinks with a specific holiday landing page!

4.    Use Available Data to Make Strategic Decisionsanalytics-925379_1280

Last year’s data is fully available, and you can use it to make sure you craft the best holiday marketing strategy. Do some research to find out what keywords worked best, how much they cost, and which ones may work well for your products and services. Having this information can help you put together a strategy that will get you in front of holiday shoppers and ensure an increased number of conversions.

Happy selling!

Are Organic Search Results Really "Free"?

Dont Believe Everything You Read

In the world of digital marketing, we make a big deal out of organic search results – and we often do so without bothering to explain just what “organic” means in this context. This can lead to some questions:

What are organic search results? Does it have something to do with pesticides? With hormones? Granola? Supporting local farmers? Hippies?

The term Organic Search Results just refers to search engine results that are not ads–you did not pay the search engine for that ranking. Since it does not cost a penny when someone clicks on a “free” listing, getting a website to appear on the first page of the “organic” listings is every marketer’s dream.

Pay-Per-Click advertising are ads which appear at the top, and down the right side of the search results pages. When a potential buyer clicks on a “sponsored” ad, it costs the advertiser a defined amount each time.

So, the obvious questions is: Why would you pay for a click, when you can get potential customers to click on the “free” organic links?

The answer is that organic search really isn’t free. Getting the search engine’s ranking formulas to display your website higher than a competitor’s in the search results doesn’t happen overnight, and even less by chance. It involves a tedious process that takes time, discipline and some technical skills.

It can take several weeks, even months to see results. If your website ranks number 372 in Google’s search engine results, you aren’t going to be getting anyone clicking through to your site from that search.

While an SEO consultant can very likely improve the ranking of your site, this can involve a lot of work. SEO isn’t what it used to be. It takes a clearer vision, better crafted site architecture and a genuine interest towards providing quality content.

As Seo becomes more and more complex, the cost to execute it increases, and so does the difficulty to measure its results.

So if we think of time and experience as money, then getting your website to rank can become very costly in terms of agency fees.

How much does Seo cost?

There is no straight answer. It depends. On many things…
Seo is a process, not a “one-time” operation. It’s not a turn-key solution you plug in to play. Good SEO requires a well-defined strategy incorporating research, your goals, the nature of your business, your competitors. That’s why no SEO consultant can make an off-hand estimate or set a price for their services. It all depends on the moving pieces required to attract the most relevant leads out of the vast ocean of online web surfers. So if an “expert” takes one look at your site and quotes you a “complete price” for Seo, run for the hills. Sure, they may fix some obvious weaknesses, but deep and lasting Seo is about a lot more than that.

The upside of “paid” search engine results

The advantage of paid ad campaigns is that you can guarantee your ad will appear on the front page of search results overnight. No skills required, no consultant fees. It is a well defined budgeted form of advertising and yields immediate traffic to your website. Organic search results are only helpful if you actually rank well in the search engine results page “organically”.

The Name of the Game is Social


A few years ago (okay, more like 10 ……), I mistakenly thought I had completed the transition from traditional to digital advertising. The initial role of the advertising was to drive awareness and perception of the brand. When advertising took a digital form, this approach persisted for several years.
Remember when “banner ads” about business selling vitamin supplements would display on the Health & Fitness section of Or a hotel chain’s banner would display in the travel section of the network? Businesses then focused on “audience delivery”: they paid a flat fee for the digital network to display their “banners” x number of times to viewers. This visual form of digital advertising was called “display advertising”
Leap Forward
Then consumers started to embrace technology, and in the process, handing over so much data and information on their behavior and preferences. They became increasingly empowered by communicating their opinions on so many social media platforms that I started losing count…
I noticed customers gradually becoming more individualistic, more cynical and turning from “hunter” to “hunted”. My role was evolving into an “Emotional Intelligence and Empathic Inspiration Officer” (EIEIO) as I established the voice of the company and aligned my responses to digital traces of their daily comments and behavior on social media sites.
This greater transparency of the sales process explains the shift from visual to text /search advertising, and increasingly, relationship marketing, because they are behavior-based. If you think I’m exaggerating, hop over to, a free website builder. Their Application Marketplace offers no less than 30+ applications dedicated to “getting the conversation started”: Chat, Online poll, Comments, Testimonials, Forum, Newsletter sign-up, etc.
Digital Retail
Simultaneously over the the past decade, E-commerce evolved so quickly that any household, entrepreneur or freelancer can now build a fully functional online shop. Several website builders such as Wix, Weebly or Yola allow anyone to become a digital retailer with a branded storefront simply by clicking on web builder’s e-commerce app, and voilà, they’re an E-retailer. What’s more, they can now promote their products with Google Shopping Ads. When someone searches for their product, Google shows the customer a picture of their item, its price, and their store name. Customers who click on their ad land on their website where they can buy the item.
So How Does a Newbie Handle This Digital Marketing Landscape?
“Its about the search first, and not the engine” Isn’t successful marketing the outcome of understanding the potential prospect so well that you can predict his behavior? So, how about a non-Google Analytics tool?
Before you give in to the temptation of importing all these external apps onto your site, master the fundamentals, first. SiteWit has a fresh, breezy design to give you a quick overview of what’s happening with your website. The minimalist data is easily interpreted. Did I mention it’s free? Oh, yes. So, learn how to track visitors by getting some good ol’ fashion experience.
Next, try measuring your visitors’ actions. Want to know if anyone has completed your contact form? How many visitors completed a purchase? Install SiteWit’s “Goals”. You can add as many as you want. Take a look at Sambla’s låne penger page for a great example of this in action – they’re able to optimize conversion rates based on what the borrowers are looking for, which can be determined by the exact movements that are viewable in your dashboard.
Then, consider engaging with your visitors in real time: Have an interactive app on your site inviting them to contact you. Get notified by phone whenever someone completes a purchase so you may establish a rapport immediately. SiteWit’s own application “Connect” is an excellent introduction to relationship marketing and it is only $9.00/month.
Empowering users is at the core of SiteWit’s philosophy
Get Stuck? Give us a shout
When you reach out to Karl, Brigitte or Jonathan, you’ll find that the conversation is more free-form than a digital discourse. One topic may tap into another, your thoughts will go a mile a minute as you receive our input, and there you are without something to jot down the gems that are whizzing by!

The Digital Marketing Opportunity

SITEWIT strategy

Is the world still in its infancy stage about the wonders of pay per click marketing?
In 2007 while I was working for Bing as a Small Business Advisor, I recall waiting impatiently for the results of a study Microsoft conducted to get insight why small businesses were avoiding paid search advertising Pay Per Click.


8 years later, the results are all so vividly fresh in my mind. I’m still surprised at how many small business owners are opposed to, or intimated by, a pay-per-click advertising model.



Many are perfectly content to pay commissions to their sales people for prospecting leads and closing sales, but are reluctant about paying for each click/lead that comes from digital marketing. Worse yet, they still spend thousands on traditional outbound-focused methods like direct mail or telemarketing.


Why do businesses persist on generating leads with an outdated mindset?
Because marketing on web-based platforms is so different from traditional methods.
Times have changed and the same rules don’t apply anymore. We have new platforms that didn’t exist in the past, and they have changed how consumers communicate with organizations. Most practices of the past are directly at-odds with today’s methods.

Business owners who can evolve their own thinking and acknowledge the undeniable trend of digital marketing will succeed in leading their organizations.

Understand the Search Engines’ Business Model to Control Advertising Costs:

The fear of the “leaking faucet”.

faucet3A theme I address every day is the fear of losing control over the marketing spend. To put you at ease, let’s shed some light on how search engines allocate your advertising dollars:

If you decide to set your budget to $5.00 per day ($150/month), then after your $5.00 per day maximum is reached, you are no longer listed on the search engine for that day, and your ads stop displaying. There is no rule that says you need to have a large campaign and a whopping budget for a pay per click campaign to work. Search engines will encourage you to spend more so that your ads display more frequently, but the ultimate decision about your budget lies with you. You’re usually so busy working in your business, you don’t have time to work on your business, but there is also no rule that says you should hire a PPC expert to succeed.
SiteWit offers an out-of-the-box campaign management solution with safety measures designed to put you in control of your budget

You have control over what you spend, when you spend, and how you spend. To control your media spend, decide on a daily budget. The daily budget is the dollar amount you are willing to exhaust each day on a particular campaign. Multiply the daily number by 30 to know what your maximum monthly amount will be. If you’re uncomfortable with the number, lower your daily budget to an amount that allows you to sleep soundly at night. As you gain confidence that from the return on investment , then you can increase the daily budget upward.

“I cannot afford to pay for each click”

website profits

I’m always up for a good Lewis Black-style rant. So pretend that I’m practically shouting this to you in his “I’m-about-to-have-a-stroke way”

Say you spent $280 in one month on clicks, but you made a sale of $430 that month. Looking at the big picture (no tunnel vision here), you would probably agree that the $280 was well spent since the sale is the direct result of your advertising strategy, not to mention the added value of branding your product on the marketplace by your ads displaying – and your profit is $150!



“I already tried PPC and it was a huge waste of money”
To the uninitiated, the process of using paid search can be daunting. Because hiring a PPC expert or outside agency is not an option, small businesses frequently try it on their own but they typically don’t do well because it takes time and expertise to manage PPC campaigns.

If I can leave you with any single concept, it’s that you should not be afraid of search engine marketing.

SiteWit offers a self-service basic configuration that makes it easy for new advertisers to open an account and start advertising in less than an hour. Begin with a small PPC campaign and allow yourself the opportunity to understand the basic mechanics of how the process operates. What’s more, you can stop the campaign at anytime with the click of a button.

The Inner Life of Google: An Inspiring Company Culture

Google is an unconventional company with a huge stake in our online lives. Have you ever wondered how the company manages to maintain its innovative capacity? A major factor is the importance placed on the individual. It doesn’t take much research to understand that the status of the individual is very strong at Google.

google-goat-army 50




  • The “Chief Culture Officer” is an actual job title at Google. His or her main responsibility is to retain the company’s unique culture: flat organization, no hierarchy and a collaborative environment. It has local culture teams all over the world.


  • If a Google employee dies, their spouse gets half pay for 10 years.
    A new mother can take up to 4.5 months of paid leave after giving birth, and a new father can take up to 6 weeks of paid leave.




  • Employees are encouraged to use 20% of their productivity on brainstorming new ideas. It helps individuals apply their creativity and align it with the company philosophy. Google News is an example of a project that grew from this working model




  • Shared Set of Values: Changing the world through the internet, being non-political, and “Don’t Be Evil” are are three of them. Such values obviously resonate with many of us and can explain employees’ adherence to the company’s philosophy. These core values instilled by the founders are integrated into the company culture and distilled in the management style. 
  • Attitudes: Google rents goats! Yes, you read that right. Sometimes Google uses the help of some hungry goats to chomp weeds and keep their lawns in shape. That’s an eco-friendly alternative to herbacides and lawn mowers …..
  • In the year 2013 alone, they acquired 35 startups, that’s about 3 per month. One of these is Nest – the programmable digital thermostat which connects to Wi-Fi. It also features an app to connect to your thermostat from a phone.


10 Surprising Statistics on Pay per Click

Andertoons Cartoon

Mobile devices account for 52% of paid search clicks – Yet another reason to optimize your campaign for mobile ads.

Mobile phone listings work: 70% of mobile searchers call a business directly from Google Search

1 in 3 searches on Google is local. Yes, 33% of searches on Google are related to location

The keyword “insurance” is the most expensive keyword: Cost? average $55 per click! “loans” and “mortgage” are the next 2 most expensive at around $45/click

Google’s cost per click actually dropped by 11 % in Q4 of 2014 while Yahoo-Bing’s increased by 6%

The top 3 paid ad spots get 41% of the clicks on the page

The first adWords ad goes back to year 2000 and it was for live mail-order lobsters

At least 95% of Google’s total revenue comes from advertising

Businesses make an average of $2 in revenue for every $1 they spend on Adwords

Spending on PPC Ads rose 12% year-on-year in the fourth quarter of 2014



Don't Be Afraid of Paid Search, It Will Help You Grow


In recent years, many of us have turned to self-employment out of necessity or choice – or both – Whether you are a freelance writer, a yoga instructor, a real estate broker, a photographer, an accountant or a plumber, you might be nervous about diving into digital marketing. More often than not, you have a razor-thin budget and are less proficient at marketing than at your vocation.
We get that you’re nervous about jumping into a marketing channel probably virtually unknown to your business. Navigating the paid search advertising market can be intimidating. There is a lot of terminology and the scenarios can get complex so that you’re likely to give up or – worse – get in over your head.

Pay per click search marketing is essentially buying advertising in response to specific things that people type into a search engine like Google. Today’s post uses a specific example to provide you with a general idea of the moving pieces surrounding paid search marketing (PPC)

Let’s say I’m trying to rent a house in Tampa. I will tell Google that I want to show up when people search for tampa house. This is very efficient as it allows me to answer someone’s specific need now, while they’re searching.

Next, I will compile a list of words I want to show up for, such as south tampa house, waterfront tampa house, and so on. Keep in mind that it’s near-impossible to identify every single keyword a good prospect might type in.

What if they search for best waterfront house tampa
What if they’re in Tampa and just type in waterfront house?
What if they type in high end tampa house
What if they search by number of bedrooms, square footage?

You get the idea: there are several variations people might use to look for a house in Tampa.

To help with this, I will also target terms that Google considers similar to Tampa house. This allows me to receive prospects from relevant search terms I might not otherwise have attracted. But there is a downfall: the search engine might think that since I want to attract prospects for my tampa house, I’m also interested in attracting visitors searching for cheap tampa house because these two seem similar to Google.
But I am looking to rent a waterfront tampa house, so what happens next?

Our scenario here looks something like this:

  • I am targeting potential customers searching for tampa house and create an ad for that term
  • Someone looks for cheap tampa house. Google considers this search as similar, so it shows them my ad.
  • They click on my ad tampa house, and arrives to my landing page.
  • They see the price of my house, realize it’s significantly higher than they were looking for, and leave my site.
  • CARTOON 10

    How do I avoid clicks from people who are not really my ideal prospects?

    I create a second list of words: These are words I don’t want to show up for. So now, I’m trying to understand what a bad prospect looks like. An example is the word free because I do not rent my home for free and I don’t intend to offer a “free” month’s rent in the terms of the rental lease. Makes sense?

    Last, but not least, I’ll take keywords and make sure I match the message in my ads with the landing page of my website. My goal here is to create compelling ads that stand out from competitors, and only attract the right type of traffic. Then, I want to make sure people arrive to an awesome landing page that makes them contact me quickly and easily. To do this, I will highlight what sets my house apart from other waterfront houses for rent, and I’ll write a compelling ad to persuade a visitor to click on it.

    You should now have a general understanding of paid search. Please note that I omitted several components such as bidding, match types etc. The good news is that these components are totally automated by SiteWit, an online marketing platform specifically dedicated to solopreneurs, freelance professionals, and micro-enterprise. SiteWit offers easy access to Certified Paid Search Advisors who guide you along their user-friendly interface to make your paid search painless, and your working hours on your specialty more productive.