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5 Step Quick Start to Using Facebook Ads

With more than 1.4 billion people having a Facebook profile and more than 900 million site visits, Facebook is the 21st century marketing hub. Facebook creates an easy way to market and reach out to your potential audiences- launching Facebook Ads. So, what are Facebook Ads?  Facebook Ads from a users perspective, show advertisements that are relevant to you and your friend’s interests.  


As a business owner, these ads are shown to your potential customers. The ads will appear on the news feed (desktop or mobile) and in the right column of Facebook desktop.  Facebook decides which ads users end up seeing by: the information users share on Facebook (likes), other info from the account (demographics),  & activity on websites or apps off of Facebook. So how as a small business owner use Facebook Ads?

            Step 1- Create

            With an advertising method in mind, log onto your personal account, click the drop down button on the upper right corner, and click create an ad. Your small business does not actually need a Facebook page to advertise (although we recommend it for marketing campaigns) the owner/manager of the advertisement needs a personal Facebook account to be able to manage and pay for the ads (note-the ads will not link to your profile). Pick your advertising objective, if promoting a website, you will need to provide a URL which will link to your website and let the ad be underway!

            Step 2- Target

            Facebook ads created a brilliant feature- you pick who you market to. You can select who views your ad using multiple variables. When the ad is created you can pick the type of people who can see the ad by choosing certain traits and keywords. Facebook lets you target by region/location, age, gender, education, workplace, hobbies, relationships, and keywords. Through the provided information shared on your Facebook profile, Facebook generates keywords that are relatable to your website, event, etc. that you are trying to advertise. That is what makes it different from traditional advertising; Facebook can get your ads to the right people at the right time- via ones newsfeed.

            Step 3- Design

            Facebook ads will have a 25-character headline, a 90-character body description, and thumbnail photograph. Who knew so little content could expand business? Less is more these days, am I right? However, don’t get nervous because these can be updated in real-time. So really feel free to experiment with what looks best. Facebook does have a lengthy set of standards and rules to abide by while using their advertisements. You can refer to the advertising guidelines here.

            Step 4- Budget

            Facebook ads, like most things in the world, are not free.  Select a Cost Per Click (CPC) pricing and you will be charged every time someone clicks on the ad or sponsored story.  An alternative route is per thousand impression (CPM); you pay every time 1,000 people see the ad. Then tell Facebook how much money you are willing to spend (daily budget or lump sum of total spending while the ad is featured). You can pay with credit, debit, PayPal, or Facebook Ads coupon and the billing is monthly. For more information and clarification on how budgeting for your ad works, please watch this informational tutorial.


            Step 5- Analyze

            You should monitor your ads regularly, as Facebook does allow trial and error. If the ad is not getting as much attention as expected you can pause the ad to edit the text, increase/decrease bid, or adjust the target audience as you go. Another great feature from Facebook is the Ad Manager. This will show you all the details about your campaign- budget, spending, and scheduling. Then click on the campaign to show how many people have view, clicked, and how often it shows on peoples feeds!

            The great thing about Facebook Ads is how it connects the consumer to the business- raising brand awareness. The relevant and engaging photos, videos, and links make Facebook Ads a powerful way to find new customers and build brand loyalty (Facebook, 2015). If you feel like this is over your head or really want to win with your online advertising just fill out the quick call request form on the right hand side of this page!

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Seven steps to generate fast traffic for your small business website

[Download the full PDF version of this entire article here]

Weather your website is new or you have had it for a while with little luck generating any real leads, it is important to look at how (and if) you are doing anything to drive traffic to your website.


After having a beautiful website, ready to convert leads with well designed landing pages, forms, check out pages, etc your next step is to get people to that website. This is called generating traffic. This post focuses on how and why you should use paid online advertising like Google Adwords to drive traffic to your website. Of course there are many methods of driving traffic that produce varying results with varying levels of measurability. However, none that in our opinion really compare to cost per click based online advertising on search engines and social media sites.

So without further ado, if you're committed to being a DIYer for your online marketing, these steps will help. If you would rather hire us to win for you online, request a call or check out our flexible, no contract online marketing service plans.


[Download the full PDF version of this entire article here]


Step 1: Learn how AdWords works


Watch these videos on Google Adwords express. I also recommend checking out the full featured version of AdWords but this is a great start to learning how it works.

What is Google Adwords

How to start your first campaign



Step 2: Decide what you want your leads to do


Determine what it is you want your users to do. Should they "request a quote" by filling out a form, are they buying a pizza, are they signing up for an email list? Make a list of steps your prospects will take from the time your prospect sits down at their computer to the time they purchase or request what it is your website is selling.


Step 3: Designate the landing page(s) for your users


Landing pages are the pages that your prospects will land on once they click on your Ad. Ensure your landing page has the form you want them to fill out (or a button leading to this form) or the product you want them to purchase, or the action you want your prospect to take can be done on this page. Think about how you navigate a website, and what makes you close out of a website quickly to ensure your landing page doesn't have any of these deterrents. After all, you're paying for visitors so you want them to stay a while and complete the desired action. Is this landing page your homepage? It probably shouldn't be. Try being more purposeful in driving traffic to specific pages designed to appeal to the specific person clicking on a specific ad.


 Step 4: Setup conversion tracking

This tracking will let you know how many "clickers" on your ads, actually did what you wanted them to do (filled out the request a quote form, ordered a pizza, purchased a widget, etc). Watch this video: 


Learn about Google Conversion Tracking

Step 5: Launch one campaign with one or two ad groups


If you're a small business, try a budget of $10 per day or less to get the hang of online advertising. Enter your keywords, and even try entering some "negative keywords" so that people who enter something that is potentially mistaken for your product or service won't see your ads. Create several variations of the same ad experimenting with different headlines and ad copy so you can see what performs best.


Step 6: Check your AdWords account daily for results


Which keywords are performing and which ones are not? After a week or so, pause the keywords with low CTR and no conversions. Do this same process for your ads.


Step 7:  Make changes to your landing pages


The point of making landing page changes is to try and increase those conversions. It's awesome to start getting some exposure on Google and even better when you are getting more traffic than ever from those ads. However, what really counts is conversions or the number of visitors who become solid leads or customers by completing the form or buying the product. While your Ads do need to be optimized, the webpage your visitors land on needs to make sense, offer the information the prospect is looking for, and provide a clear value in exchange for their information or purchase.


We're not saying AdWords is the only way to generate traffic and leads. Traffic generation can happen several ways, but most are pretty ineffective and far more expensive than online advertising. Below are a few ways you can get people to your website:


1. Word of mouth (you tell people to visit your website and they listen). This might get you 1-2 visits a month.

2. Traditional advertising like business cards (a few visits), mailers (a few more visits), large scale advertising like billboards (potentially hundreds of visits or more), and radio (similar to billboard results).

3. Organic search traffic (potentially thousands of visitors but as little as zero).

4. Paid search traffic


Again, this post really focuses on paid search traffic; specifically, Google Adwords. Why? Paid search traffic is the fastest, most cost effective, and measurable way to generate real prospects coming to your website. Within 24 hours you can have hundreds or even thousands of visitors coming to your website. You can see where they are coming from, what they clicked on to find your website, what keywords they entered to find your advertising, how long they spent on your website, and what pages they visited while on your website. 


Please tell me, what other traditional advertising methods provide such detailed statistics in close to real time? That's correct if you said none. The truth is that traditional advertising has its place, but for small business it is costly and highly un-measuarble. Traditional advertising also produces little traffic to the first place new customers go before doing business with you, your website.


Want to do this yourself? Well first you're going to need to learn a bit more. If not, you can just stop and request a call (look right) from us now and we can continue this conversation by phone,SKYPE or in person. :-) 


If you're convinced you want to manage your own Google Adwords, the seven starter steps below will help. However, if you feel in any way that this might be outside of your comfort zone, we recommend using us to win for you online.  

Check out our inbound marketing plans which include Search Engine Marketing like Google Adwords. No contracts or long term commitments.


Additional tips for traffic and leads

Making changes to the layout of the page, positioning of the sign up form, pricing, and more can all make a difference to your success with search engine marketing. In the beginning you can make small changes and test over time. However as you get better you will want to implement A/B testing so you can run multiple versions of the same landing page at the same time. Google AdWords can track the performance of each page and favor the one that does best so you get more conversions.


You can Download the full PDF version of this entire article here which details how to read campaign statistics and gives you a quick idea on how to take action on all of this data you're collecting so you can get the best bang for your online buck!



My goal here is for you, the small business owner to get a taste of just how valuable search engine marketing like using Google Adwords is. With all of the stats mentioned above, you can make quick decisions about your budget (you can change that any time by the way, can you do that with a billboard or direct mail?), you can pause keywords that are not performing so the other keywords get more play, and you can pause ads that are duds to preference the ones that are getting more clicks, and more importantly more customers!


But how do you know if the ads are getting customers (see tip #4 above)?  This is again an amazing feature that your direct mail campaign just cannot boast, not that I have anything against direct mail ;). Adwords provides a snippet of code called "Conversion Tracking Code" which is placed on the "Thank You" page of your website. This is a page that visitors can only see after purchasing your product, requesting a quote by filling out a form, requesting a call by filling out a form, or signing up for your email list.


Some conversions have value like product purchases, quote, and call requests, while others have future value like email list signups. Either way, Google Adwords allows you to track every single lead. You can see your top performing ads by the number of leads they have produced and make decisions on how to spend future advertising dollars.  This is not new people, however so many people shy away from this and choose traditional advertising methods because they are more familiar with them. If that sounds like you, that familiarity is costing you thousands of dollars and lost business.


 Many new small business clients are shy to even approach paid online advertising thinking it will be too expensive or ineffective. Some small business owners have even tried using Google Adwords on their own, only to have a bad taste in their mouth from wasted money on clicks with no leads. This is actually common. The problem is that unless you are an internet marketing professional, online advertising can be a crap shoot. To be really successful with DIY advertising you need to spend a lot of time learning how to modify your website, write great headlines, install tracking code, make landing pages, create drip campaigns, and oh yea run your business. 


Look, I'm a huge supporter of DIY projects. I just did my own bathroom backsplash after watching a YouTube video. It looks 92% professional. Do I think you can do this yourself? Yes. Do I think you will win for your business by doing it your self? I'm 92% sure the answer here is no but if you do try, stay committed to working in your campaign every day and keep your budget low until you think you've got the hang of things. Of course you can always request a quick call using the form on the right and we'll pair you with a Marketing Professional who can rock your world when it comes to driving traffic and generating leads through your website. 


To see whats involved in setting up your own campaign however...

[Download the full PDF version of this entire article here]


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Are you getting anywhere with your website?

Questions and Answers to help you get some action with your website and web marketing

Are you doing anything that is getting you anywhere?

Eight Things That Get You Somewhere with Internet Marketing

1. Use Google Adwords to drive keyword targeted traffic to specific landing pages

2. Use Facebook Ads to drive demographic and psychographic targeted traffic to specific landing pages

3. Have landing pages without menu items and with custom forms that send lead info to your CRM system

4. Use a CRM system that supports funnel marketing (sending automated emails based on the lead's score / actions)

5. Score your leads! For example, if a lead opens an email, 1 point; if they click a link 5 points, etc.

6. Use professionally created social media accounts that match your brand on every network you have a potential audience

7. Post daily, relevant content on each social network, categorize content and post when the highest number of potential viewers are online

8. Measure everything. Know your stats! Use Google Anatlyics and a CRM / Funnel marketing system that has awesome stats. You don't know how you're doing if you can't measure!

Do you have real leads coming in from your website?

Eight tips to get and nurture real leads coming in from your website

1. Make sure your ads match your landing pages

2. Offer great content on your landing pages, in exchange for name and email

3. Make sure every page of your website has a request a call, request more info, or requst a quote form

4. Create different followup paths for leads in your CRM system based on the action they take. For example, if lead A opens email B, then put them in list C so they receive next months special offer, etc.

5. Offer relevant, engaging downloads like white papers,free reports, video access, and tips in exchange for an email address

6. Be transparent and advertise the action you want users to take. For example if you're a dentist, advertise that users can request an appointment online and be sure that the ad drives users to a landing page where users can do just that!

7. Give people a good reason to request your service or provie their info.

8. Make sure leads feel secure on your site by using premium SSL certificates that show a green browser bar, lock and https in the url. This increases the comfort for providing information and actually secures the transmission of such information, a win win.

Do you even show up on the first page of Google when someone types in what you do?

The two main ways to quikcly show up on Google

1. Advertise on Google using AdWords. Don't waste your time or money doing it yourself. Most people who manage their own Adowrds end up unhappy because they got nothing.

This is because it takes some time and expertise to research keywords, setup landing pages, measure results, and make adjustments. Working with an agency like us means you have professional team working daily on your account to generate results. Usually advertising on Google Adwords, we can have you on page one within 72 hours.

2. Blog at least twice a week, creating content that is interesting, relevant, and easy to read. Your audience needs to love your blog, they need to look forward to reading what you write. If you can't write, hire an agency (egh em) to ghost write for you. Crosspost this content to social media netowrks and try to get it linked on other websites that cater to your audience. The more readable, engaging, and usefull content on your site, the better you will eventually do with organic listings on major search engines.

What about email marketing?
Can you track any revenue from those efforts?

How we generate an average of $15,000 per email sent

Every time I send a campaign to my personal contact list, the return is about $15,000 in revenue within two weeks of the campaign being sent. This didn't happen overnight but now that we know our audience and understand how to provide real value in both the information we deliver at no charge and in the services and products we provide, our emails generate true revenue. I must say $15,000 on a campagin that costs maybe $5 to send is a pretty good return.



1. Know who your audience is and what would actually help them out. If you have the experience and knowledge to provide some value to your audience then by all means put together an intro email and send it to those people. Don't just blast the email to every person in your list, segment the people in your list who can and want to benefit from what you're writing.


2. Use a subject that piques curiosity. I try not to be too descriptive yet not too vague in my email subjects. I want people to be curious enough to open the email yet not spammy. Usually I ask a question or use a word that is likely to get people thinking about their business. This is because my emails are generally focused on having business owners take a higher level look at their web and marketing presence, so my emails attempt to get people in "strategy mode".

3. Offer something but don't sell sell sell. I have tested various ways of email marketing and by far the best results come from providing truly usefull information that someone can take on their own and do something with. At the end of the email, offering some help or providng a call to action for your services if they "don't want to go it alone", for example is appropriate. Afterall, you're in business to generate some revenue not just provide free advice.

4. Check to see who is opening your emails and how many times they are opening them. Are they clicking the links? Are they forwarding? Does your CRM/Email marketing system allow you to track this? Can you score leads based on their activities? Using these tools lets you know who to followup with and when.


5. Any lead that takes more than three actions is (three opens, an open and two clicks, an open, forward, and click, etc) is a good prospect for a phone call to followup. This is where the money making happens, you must followup with your interested leads, indicated usually by the number of times they interact with the communication you have sent them.


6. If your list is not huge, invite people to respond directly to you. I almost always do this for two reasons. First, I like interacting with my clients, it's fun to have a personal connection even if I am not always the one handling their account. Second, it is easier for people to reply to an email than it is for them to follow a link to a landing page, fill out a form, yadda yadda yadda. If however your product or service just can't scale with that type of personal, one on one communication, then you will have to use the landing page and form method for your emails which is fine, just less personal and a little less convenient.


7. Track the revenue back to the campaign. If you're using a CRM system like we do (we love Vtiger), you'll be able to track any opportunities and closed business back to the initial email campaign. This is how you can determine the cost and return from your email campaigns (as well as other marketing campaigns).


8. Utilize the autoresponder / funnel features of your CRM. If a user opens the email, have another action setup in your system to followup with them. If she clicks a link, or gets to a score of 5, have your system generate a followup alert for you so you know to call. Automate your lead nurturing process so you can focus on converting the leads that are ready into new or repeat customers!


9. And of course, call your leads to action. If you want help with this, or anyof the steps above just email [email protected] or [email protected] (my personal email) and we can talk about one of our hugely effective internet marketing programs to get you the internet presence you deserve.


How is your social media presence? Can you track any business from it?

Managing your social media networks can be daunting. What do you say, where do you post, how often, and when? In a nutshell, you need to be everywhere your ideal audience is and you need to post when most of them are online and likelyto see your content. Before they see this content however, you'll need to get them to like your page, follow your Instagram, connect with you on LinkedIn, and follow your Twitter handle. Going this alone can be a full time job but you can do it! You can also just hire us and we'll do it for you. Either way, I hope these tips give you a good start and dabbling with online marketing for your own edification. If/when you're ready to professionalize your interent presence and get some real results, you know how to find us ([email protected] / 616-419-5514).

When I first started in this business (12 years ago), having a blog and some social media accounts was really cutting edge. Now, this alone won't get you anywhere on the Internet. Today, ranking on Google, driving traffic, and getting leads from your website and social media require fresh, engaging content, a stunning blog layout, presence on multiple social media networks (Facebook,Twitter, Instagram, LinkedIn, and more). Your messaging has to be carefully planned, authentic, and relevant. Your publishing needs to be consistent in a way that makes people look forward to your next blog, post or upload.

For most businesses I have found that this process can be cumbersome, overwhelming and lacking in results (because they're doing it wrong).

So, I invite you to email [email protected] or [email protected] with your questions or interest in getting real exposure on the first page of Google, real engagement on major social networks, real traffic to your website, and real leads from all of this activity. We're offering a 20% bonus for clients who sign onto marketing service plans through the month of October.

Effective, ROI generating marketing service plans start at $299 per month and go up to $999 per month plus Google Advertising budgets. This amount is less than a tenth of what it would cost to hire a person on at your company to tackle online marketing.

You can learn more about our plans using the links below or by requesting a quick quote using the form on this page. You can also email [email protected] or me directly [email protected] 

Funnel & CRM Marketing Plans

Full Service Web Marketing Plans

Let me know how I can help!

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Stop chasing cold leads and make customers come to you with B2B Inbound Marketing

The traditional marketing strategy relies on chasing "cold leads" - directing advertising materials to an audience who has not necessarily expressed interest in your business's offerings, using methods like cold calling and door to door marketing campaigns. This technique is also known as outbound marketing. Although outbound marketing can produce some sales, the conversion rate is generally low while the costs are relatively high.

In contrast, using a B2B inbound marketing strategy can help you build relationships with qualified leads before they come to you for your products. This strategy can help businesses operating on a wide range of advertising budgets, and it's increasingly expected by both business clients and consumer customers.

The Problem with Outbound Marketing

Although still appropriate in some cases, there are numerous problems with traditional marketing, both in financial terms and in the way it shapes your interaction with leads and clients. In a sense, outbound marketing requires you to basically harass clients to make a sale by knocking on doors and making calls until you convince someone to purchase.

Perhaps the biggest problem with outbound marketing is the amount of resources it uses in relation to the number of qualified leads reached. Because outbound marketing does not discriminate between people who have expressed interest and meet qualifications, versus people who are not interested or qualified, that responsibility is left up to the sales team.

At the same time, both businesses and consumers are becoming increasingly skeptical of and uninterested in traditional marketing techniques. In an age where every high-profile businesses has a website, social media, and a multiplatform marketing strategy, clients have come to expect that companies make an effort to connect with them online by providing content that interests them.

Inbound Marketing Basics

Inbound marketing is any technique which reaches potential clients with your message so that clients come ask you for your service or product. Examples include:

  • Social media networks
  • Email marketing campaigns
  • Blogging
  • Pay-per-click campaigns

The goal of all of these techniques is to entice customers to contact you about your product or service. These leads are much more likely to be qualified, and can be passed on to your sale team once they are vetted, thus saving resources in that arena.

So, how does B2B inbound marketing encourage leads to reach out to you about your products and services? B2B inbound marketing takes a different angle than traditional marketing strategies. While it's appropriate to focus mainly on products when making a cold call or running a print advertisement, B2B inbound marketing outlets like social media and blogging allow your business to build a relationship with your audience.

Your goal is to provide information that your company is in a unique place to provide, thus building trust and thought leadership in your industry. In contrast, if your potential clients don't get information they need from you, they'll get it from a company who is using B2B inbound marketing to its fullest potential.

What a B2B Inbound Marketing Agency Does

A B2B inbound marketing agency's job is to shape and run your B2B inbound marketing campaign. This may include running social media pages like Facebook, Twitter, and LinkedIn; Facebook advertising; blogging; email marketing; and Google Adwords.

Hiring an Agency

World Source Tech provides comprehensive web design and inbound marketing services. Our experts would be happy to speak with you about developing a B2B inbound marketing strategy for your business. To learn more, please give us a call at 616-419-5515 or Request a Call.

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How to Choose the Right Domain Name for Your Business

A domain name is the unique name that identifies a website, like the “worldsourcetech” part of www.worldsourcetech.com. Choosing the right domain name for your business can take almost as much thought as choosing your business’s name in the first place. Since we regularly help clients choose domain names, we have picked up several tips over the years to simplify domain name selection.

When it comes to choosing a domain name, it’s important to keep in mind how it will be used to identify and promote your business. People will need to be able to spell it, remember it, and type it, and they should also be able to guess how it’s spelled when they hear it. You will probably use the domain name in all your other marketing efforts, and you may use it for your email addresses, so it will become closely tied to your business for years to come.

Short domain names work best, and it’s a good idea to incorporate keywords related to your business or services. Many simple domain names are already registered, so if your business is local, you could also try including your city in the name. Including the city or state will make it less likely that the name is already in use, and will also help local customers find and remember it easily. When you choose your name, also keep in mind that you have other options besides a .com address. You may also be able to use .biz, .info, or .net, for example.

Once you have thought of your domain name, test it out on a friend to make sure it’s catchy and memorable, and that there aren’t any possible misinterpretations. Then research to make sure that the name isn’t already in use, and isn’t trademarked or copyrighted. If the name is available, the next step is to register the name to protect it, and within quick order you should be able to create a website for your new domain.

You may want to consider registering other versions of your domain name, several related domains, or different top-level domains (e.g., .biz, .net). There are generally two reasons for registering multiple domains: to make sure that clients find your site even if they make a mistake, and also to prevent competitors or “squatters” from registering domains where your customers may look for you. If you register multiple domains, you can use one domain name as your primary domain, and then redirect each of your other domain names to your primary domain.


World Source Tech can help you both register and use your domain names. Request a call, or call us at 616-717-5802, to get started with a new domain name that’s right for your business.

Image: Alan O'Rourke

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