Attn: Security Guard Companies: Use LinkedIn Groups To Become An Expert On Your Customers
Number of children
Associations they are involved in
Magazines they read
Wants and wishes
Challenges they face
Possessing this depth of knowledge about your customers allows you to deliver the solutions that they need at the right time, place, and price. There are several methods for gaining this type of knowledge including sending surveys, networking at business events, and leveraging social media.
As social media becomes more ubiquitous, platforms such as LinkedIn have increasingly become the go to tool for becoming an expert on your customers and prospects. Specifically, LinkedIn Groups are an excellent tool for learning about your prospects and customers.
LinkedIn Groups were developed to provide a place for professionals to share content, post questions, find answers, and to connect with people with similar interests. If you are not currently participating in LinkedIn Groups you are missing out on a huge opportunity. Here are a few tips to maximize using LinkedIn Groups:
Join Groups that your customers join – Resist the temptation to just join groups that are specific to your industry, you should be focusing on the groups that your customers are part of. Take a moment to find several customers or prospects that you would like to connect with. View their profiles and find out which groups they are part of and join those groups.
Don’t use Groups for advertising – Although you are joining these groups to eventually build connections with prospects, avoid using groups to self-promote. No one in a group wants to see a lot of advertising for your company.
Join the maximum number of groups – Currently the maximum number of groups you can join on LinkedIn is 50, so join 50. Although this might seem like a lot, failing to join all 50 means that you are missing out on news and discussions that help you better understand your customers and prospects.
Remain active – Remaining active in the groups is the number one thing that you can do to increase your understanding of your customers. By remaining active and engaging in discussions you will continue to learn things about customers and prospects that you would not normally have the opportunity to learn.
Ask questions – Part of being active in Groups should include asking questions that are compelling, thought-provoking, and relate to your company’s expertise. By asking questions you will be more equipped to deliver products and services that speak to your clients’ wants and needs.
So, You’re An Expert…Now What?
Now that you have gained a deeper insight into your customers’ needs and wants, it’s time to put that information to use answering questions and providing useful materials. First, consider speaking at local community events or offering a free webinar for customers or prospects. As with Groups, don’t use these events as a way to self promote, use them to build your standing as an expert. You will begin to see that prospects convert to customers at a much higher rate when you are seen as an expert in your niche.
In addition, if you find that customers and prospects are asking the same questions repeatedly consider drafting a white paper or other document for download from your website. An even better way of sharing your expertise is setting up a blog where you can share your knowledge with others on a routine basis.
Buyers tend to be much savvier these days and do a lot more research about companies before they decide to make a purchase. By knowing what buyers’ wants and needs are, it is much easier to position yourself as an industry expert. By doing so, they are more likely to trust your advice and purchase your products and services.
Do you have some expertise that your clients or prospects need? How are you leveraging your expertise to convert more prospects to clients? Please leave your comments below, we would love to hear from you.
“Imagine Closing 1-2 or 3 New Security Contracts every month. Possibly earning you hundreds of thousands $$$ extra each year.For about as much as a regular Armed Guard?”
If you got new security contract clients every month, What new doors of freedom would open? Would that mean more admiration at home? Allow you to breath more easily? Allow you to compete for bigger contracts?
My name is Matt Johnson and I help security Guard Companies get New Clients every month.
𝐀 𝐜𝐮𝐫𝐫𝐞𝐧𝐭 𝐒𝐞𝐜𝐮𝐫𝐢𝐭𝐲 𝐂𝐥𝐢𝐞𝐧𝐭 𝐨𝐟 𝐦𝐢𝐧𝐞 c𝐥𝐨𝐬𝐞𝐝 𝟑 𝐧𝐞𝐰 contracts totaling $𝟐𝟐,𝟔𝟔𝟒 𝐩𝐞𝐫 𝐦𝐨𝐧𝐭𝐡 𝐢𝐧 𝐭𝐡𝐞 𝟏𝐬𝐭 2 𝐰𝐞𝐞𝐤𝐬 𝐨𝐟 𝟐𝟎𝟐𝟎. more leads are coming in –
This Could Be You!
You’ve already been to my website. It cost nothing to call me ..
Knowing how Google works and how to get a better ranking in the Google SERPs is what puts food on the table of 99% of SEO professionals. Even then, Google holds a few mysteries with SEOs, especially when it comes to using Google’s advanced search operators. Here’s the most important part…
You could use them to do your job more efficiently.
For example: When gauging the amount of content dedicated to a specific topic, you can quickly filter out 90% of simple mentions.
Find link opportunities on a specific site. (Industry sites that have covered direct competitors, but not your product, in a comparison post)
The sister operator of site. Allows you to choose a specific source in Google News. (Useful if you have to cite specific news sources when you write news pieces.)
Source news pieces to reliable sites.
Find quotes and tidbits to spice up your content.
Intext tells Google that you want results where the text appears in the body of the page. (If the text appears in the title, but not the body text, it won’t be returned as a result. Since it virtually functions the same as a normal Google result, there aren’t many advanced uses. We kept it in the list to contrast it against this next operator “Allintext.”
Basically the same as intext, but every word in the query has to be in the body text of a page. Otherwise, Google does not include it in results. Essentially functions as using “ ” quotes on individual words.
Same as intitle, but ensures every word in the query is in the title meta tag of all results. If you sold airpods on your ecommerce site you could use this operator to find other websites that have ‘airpods’ in their titles. This is a quick and easy way to spot your direct competition.
Like with Intitle & Intext, Google will only return results where the search words are included in the URL. This will often drastically reduce search volume and can be handy for finding potential direct competitors.
Filetype: tells Google to return only results of, you guessed it, a specific type of file. It is useful when looking for research, which is often in PDF or other document file formats, rather than HTML.
Obviously, Airbnb’s two biggest competitors VRBO and Homeaway made the cut, but there’s something else. A more generalist booking website is listed as well. So from that, we learn that Google understands the categorical hierarchy of SEO inside of online travel.
Understand how Google is categorizing your site.
Limit results to pages that contain search words within X words of each other. Useful for finding quotes and song lyrics you don’t quite remember, but not much else. Google will bold the phrases it thinks you are looking for, not just the search words. (Note: It defines a range with a max of X, not just X.)
Find official statements/case studies/research that back up a point you want to make.
Basic Search Operators
Google’s basic search operators help filter the results you get from your search.
You should be familiar with every single one of these, so consider this a review, not a lesson. (As such the descriptions will be brief and there are no screenshots to explain.)
Putting your search term in quotes initiates an exact match search for that phrase. The exact words in that exact order have to be on the page or. Using it on single words excludes synonyms and related words.
Google will search for results related to both/all terms that you’ve typed in the search field. Typically Google’s algorithm will correctly estimate whether it’s a phrase search or multiple separate terms, making AND mostly redundant.
The asterisk tells Google to “fill in the blank”. Similar to the more advanced AROUND(X) but you don’t specify the max length of a phrase. Like AROUND(X) it can be useful for finding quotes and phrases.
Long-tail keywords are an integral part of SEO strategy, and while doing an operator qualified search is good for quick insights, it doesn’t go as in-depth as our tools.
Find Statistics & Research To Level Up Your Content
76.7 million pieces of content were published in February alone on WordPress.com blogs. That’s more than 2,7 million a day, and it’s not even the entire internet.
This simple statistic shows you the most important thing about content; there’s too much of it.
And it’s confusing the end users. Trust in online reviews decreased significantly from 2015-2018. It declined from 31% who unequivocally believed in all reviews in 2015, down to 19% in 2018.
This decline was likely caused by the incredible increase in Amazon Associates and other affiliate websites.
These sites often have fake or dubious reviews, and this has impacted the reputation of the web as a whole. Bounce rates for many sites are increasing as it gets harder to gain user trust and attention.
If you work with clients that have big content budgets, or large ecommerce sites, it’s important to do these kinds of checks regularly.
You can even teach non-SEO members of the team to use Google Search operators to do these kinds of tests.
That way you can effectively share the responsibility and improve the organizations SEO as a whole.
Find Backlink & Content Opportunities
High-quality backlinks are still one of the most reliable ranking factors out there.
In a 2018 study, more Backlinks still had the strongest correlation with higher rankings compared to any other factor. On average, the 1st result had over 700% the number of backlinks of result 10. And over 300% the amount of referring domains.
Translation: a diverse backlink portfolio is still incredibly important in 2020.
But backlinks don’t just appear out of thin air.
Buying them isn’t an option (Google more than frowns upon this), and people don’t just hand them out for free either.
You have to do your research.
Maybe you even use some basic search operators to help you already.
But some advanced combinations can speed up your search dramatically.
If you combine intitle: with inurl: you can often eliminate 100% of the fluff from search results, and find resource/link pages that you need.
(Note: Allin operators tend not to play nicely together, so stick to in.)
While SEO tools and APIs are getting more and more sophisticated, it never hurts to go back to our roots as SEOs.
By using the Google search algorithm yourself, you get first-hand experience as a consumer, whilst also working on fixing SEO problems for yourself, or your client.
Sometimes the best ideas come to us at the worst times, and by learning to do the basics with only Google, you have the ability to instantly check & improve your SEO from the comfort of your search engine.
Still, the toolbox of SEOs needs to include more than just the operators Google provide.
If you need more than just the basics, you can try SpyFu risk-free for 30 days.
Week 1 focuses on getting the basics out of the way. We’ll set up rank tracking so we have a baseline set for results. We’ll also get some basic optimizations out of the way and do some auditing.
1. RUN AN EXHAUSTIVE SEARCH AND ELIMINATE ANY DUPLICATE GMB LISTINGS
We’ll check for and remove any duplicate GMB listings that might be out there. These can negatively affect rankings and we’ll make sure to get them pulled down for you.
2. PUT THE BUSINESS INFO UNDER A MICROSCOPE
The consistency of your client’s business information (including but not limited to the NAP) is important for authoritative rankings. We’ll look at the website, major social media accounts, and main citation sites to make sure the businesses information is consistent.
3. POST OPENING AND CLOSING HOURS AND DATES IF NEEDED
For local businesses having accurate, displayed times when the business is open is useful for potential customers. We’ll enter this information for you to get better visibility and awareness.
4. SETUP LOCAL KEYWORD TRACKING FOR THE MOST IMPORTANT KEYWORDS
We’ll set up a baseline for your local keywords from week 1, that way we can note improvements from your optimization over the course of the next few months. While we can’t guarantee rankings with our GMB Setup & Optimization services, we do guarantee best practices. But keep a lookout, because positive changes in rankings are very common.
Week 2 is dedicated to getting to the main optimizations of the GMB itself completed, based on our previous weeks audits. We’ll also be doing some competitive research so we can put together a game plan for you.
1. INSIGHTFUL COMPETITOR RESEARCH AND GAME PLAN
We’ll find out where competitors are listed and where you need to be listed to get better local rankings. This gives you a game plan even after our campaign is done.
2. PROPER GMB CATEGORY RESEARCH AND SELECTION
Selecting proper categories is crucial! It is one of the most essential tasks we perform on your GMB listing. Our selection process accounts for your competition, niche, and services delivered. Correct category selection can increase your search visibility by 75%.
3. KILLER SERVICE AREA OPTIMIZATION (AS NEEDED)
Does Google know where your business is located? Services areas are an essential part of the process. By including cities, counties, towns, and zip codes, it will. No matter if GMB’s have hidden or visible addresses, it can be added to Google.
4. SERVICE AND DESCRIPTION PRODUCTION AND OPTIMIZATION
All of your services are displayed on a dedicated section of the GMB listing provided by Google. Any descriptions and services are visible to visitors. This builds authority and trust with your listing. The result? Reaping the benefits of higher rankings and increased traffic.
For the description, explaining who you are and what service your business provides is critical. When people search your brand, it should not be a challenge for them to figure out these details. To ensure your brand translates to visitors, we write a unique & optimized business description, then publish directly to your GMB listing. With only 750 characters allowed for a GMB description, we make sure it counts!
Week 3 is dedicated to content and optimizations for the GMB and the GMB website. This is one of the most important phases of the GMB optimization procedure and also one of the most time consuming parts.
1. LOCAL PHOTO COLLECTION AND OPTIMIZATION
Photos are worth a thousand words, and NO GMB listing is complete without them. We will gather and optimize photo files with business data including the NAP, website URL, GPS data, and other contact details.
2. REVIEW RESPONSES (INSTRUCTION DEVELOPMENT)
Your customers deserve responses when they make reviews! Responding to reviews is extremely recommended. Give your customers the feeling of being appreciated for their time of leaving a comment. Not only does this build trust with potential clients is also a massive trust signal to Google! Putting to work all the features provided by GMB is essential. We can help you with the how-to comment, with provided instruction on effective strategies.
3. GMB WEBSITE CONTENT PRODUCTION AND OPTIMIZATION
The content of your GMB listing needs to be unique. It needs to capture attention. It shouldn’t be simply a copy and paste from content already written. We write 750- 1000 words of content that describe your business and services. We use a format of writing that takes your visitor on a journey from the introduction to the CTA (call to action). We include an introduction, benefits, fear of loss, solutions, testimonials, guarantees, and finally a strong call to action.
Throughout the content, we optimize using your main keywords and GMB category mentions. Links will be created to connect to other social & directory listings, establishing relevance and building trust.
4. SEARCH ENGINE FRIENDLY GMB WEBSITE CREATION AND OPTIMIZATION
With your GMB listing, you can create a website within the listing. This gives another excellent chance at optimization. Using the website creation feature, we feed Google more data about your business and services. Google loves data! The more information provided the better. Essentially the GMB website will house, a header, GMB posts, services with descriptions, a condensed summary of the company, photos, and a foot with contact information including a map.
Week 4 is all about setting up Google My Business posts and it will give you an idea of how we do them. This can be recurring and set up monthly via the GMB Premium Posts service. GMB Posts have been proven time and time again to help listings get more traffic, engagement and clicks. We recommend a monthly posting strategy to get the best results, but posting during the setup process can lead to dramatic results. Our plan includes 16 posts with different strategies for targeting customers.
This GMB Posting Service can continue every month (Optional)
THE 30-DAY GMB POST SCHEDULE
Your order comes with 16 GMB posts that will be scheduled over a 4 week duration. The first posts will be dripped out over the last week of your GMB optimization campaign.