The Ultimate AdWords Checklist For Local Client Generation

Step By Step Guide To Getting More Leads, Clients & Authority For Your Service Business From Google.

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[box title=”” border_width=”1″ border_color=”#ffffcc” border_style=”solid” bg_color=”#ffffcc” align=”center” text_color=”#000000″]Strapped for time? Download the full checklist here.[/box]

As a local online marketing consultant, I’ve seen first-hand that Google Adwords is one of the fastest & most consistent ways to generate more high-ticket clients, customers & patients for local businesses & professional practices, when done right.

Using the exact strategy you’re about to discover, one law firm grew from a local practice into a nationally recognized law firm, & went from being worth a couple of million dollars to over $100 million per year.

Another local business owner – a dentist – was able to expand his practice from one location to five, at which point he hired somebody else to manage the day-to-day operations and started spending more time with his family.

The problem is that most Adwords campaigns are wasting businesses money because they haven’t been optimized in the ways that I’m about to reveal.

In the rest of this guide, I’ll reveal exactly how you can use the same ‘Adwords Optimization Formula’ that was behind the success of these two businesses (and all of our Adwords clients), and use it to build up your own business … (And maybe even sell it for tens of millions of dollars one day).

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If you don’t have time to read this article and just want us to take care of getting more online leads for you, then you can [wp_colorbox_media url=”#inline_content” type=”inline” hyperlink=”schedule a 1-1 appointment with us by clicking here.“]

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Who Is This Checklist For?

This checklist is for you if…

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  • You’re a local or small B2C (business to consumer) service-based business owner who wants more prospects & leads contacting you for a consultation, quote, or more information.
  • You’ve already tried Google Adwords & aren’t happy with your results, or feel it was too expensive for the ROI.
  • Somebody else is doing your online marketing & you want a framework with which to double check your campaign & ensure they have have all of the “success multipliers” in place for you.

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The ultimate aim of this guide is to give you complete control over how many leads you get, and how fast you get them.

Not sure if Google Adwords is right for your business? Book a [wp_colorbox_media url=”#inline_content” type=”inline” hyperlink=”free digital marketing analysis here to find out.“]

FREE DIGITAL MARKETING ANALYSIS – STEP 1

Click the link below to pick your timezone, and the best date & time for us to call you – And you’re all set!

CLICK HERE to book your Digital Marketing Analysis.

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The Ultimate
adwords checklistChecklist For Client Generation

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Surprising Advice That Nobody Else Is Telling You…

So you have a beautiful website you just paid thousands of dollars for, and you can’t wait to start sending all of your online visitors to it…

HOLD IT RIGHT THERE.

It might shock you to learn that sending any paid traffic straight to the home page of your website is one of the fastest ways to lose money, no matter how beautifully designed it is.

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I’ll tell you why in a bit, but for now here’s a cold-hard statistic from personal experience:

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WARNING: Sending paid Adwords traffic straight to your website has proven to decrease conversion rates of visitors into callers by up to 10X, and sometimes even more.

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The fact that so many business owners send Google traffic straight to their home page is one of the biggest reasons most Adwords campaigns aren’t as effective as they could be.

This is just one of the counter-intuitive “insider secrets” you’re about to learn, that most likely nobody else is telling you.

The good news is that now you have advanced Adwords insights at your fingertips, which most people don’t know about, INCLUDING your competitors.

The bad news is that whoever is currently handling your online marketing probably doesn’t know this stuff either.

(This is why I advise that you download the pdf version of this checklist, print it out, and go over it with whoever is (or will be) in charge of your own Adwords campaigns)

With that, let’s get started optimizing your Adwords for success!

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New Picture (1) STEP 1: Dominate One Practice Area At A Time.

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The first step in 4Xing your results in online advertising & marketing is to dominate one practice area at a timeeven if you do a lot more than one thing.

If you are a dentist skilled in multiple areas of your practice – veneers, oral surgery, braces, sedation dentistry, etc. … You might be tempted to do broad advertising for everything “dentistry” under the sun.

If you are a lawyer who is skilled at divorce law, bankruptcy, family planning, and medical malpractice…Why not showcase everything you excel at?

Of course you want to bid on the obvious keywords (such as “lawyer”, if you are a lawyer), but you also want to make sure to create separate campaigns for each specific practice area.

Think about it yourself. If you have a specific health problem, a skin rash for example… Do you want to go to the general physician down the street, or do you want to go straight to the skin rash specialist?

Being specific increases your authority and attracts more clients to you.

How does this translate into your Google Adwords campaign?

It means that you stop grouping all of your ads, ad groups and keywords together. And instead you have a separate track for each one.

So you put all of your “teeth whitening” keywords, ads, & ‘landing pages’ into their own ad group.

(More on landing pages in a bit) …

And the person searching for teeth whitening doesn’t see an ad about all of the general dentistry you perform…

…They only see the ads & the section on your website related to whiter teeth & a better smile.

specific-vs-general-adwords-dentist

Already you look like much more of an authority on the specific procedure that they want than your competitor down the street.

Not only that, you can generate 5-20 times as many leads as the market usually allows.

This is the first ‘Multiplier’ of our Adwords System…

The ‘Practice Area Multiplier’.

Here’s how it works:

Make a list of each area of business that you practice. Let’s say you’re a lawyer & you practice each of the following areas of FAMILY LAW:

  • Divorce
  • Child Support
  • Custody
  • Adoption

And just like that, a single area of law (family) has just become 4X AS POWERFUL as before…

adwords before after

With this targeted focus in each area, you are pulling in leads from 4 specific types of clients, instead of just one.

Now imagine doing that with every area of business that you practice.

Seeing it in action…

Remember the law firm that went from a small local firm to a nationally recognized brand?

This is exactly the same strategy they followed. It was our recommendation that the first practice area they focus on was the one that was the most lucrative for them – “personal injury”.

So the old generic campaigns were scratched, and the next campaign focused solely on personal injury cases. This meant only bidding on personal injury keywords, and setting up their ads and landing pages to be focused only on “personal injury”.

Soon they became the ‘go-to’ law firm for personal injury in their local area.

Then, because they had so much success with personal injury, they decided to move onto another one of their specialties – Divorce Law – using the same system.

It wasn’t long until they were ramping up their ad spend, and dominating several practice areas across the nation. All thanks to this targeted strategy.

Applying this to your own business…

You can do the exact same thing in your business, whether you are a lawyer, roofer, dentist, home builder, remodeler, solar installer, or any other type of local business offering a high-ticket product or service, with multiple types of clients, customers or patients.

Bottom line: Narrow down your campaigns to become the “go-to expert” in each practice area of your choice.

(Click here to download this entire checklist in pdf format.)

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New Picture (1) STEP 2: Get More Out Of Your Ads.

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Most local businesses think Google Ads are too expensive. That’s because they don’t know what I’m about to reveal to you…

Recently I did a search for “family lawyer”… Look at these 2 ads:

bad vs good adwords ads blurred

Be honest…which one would you click on?

The first ad is what most small businesses do, and guess what?

This ad is a waste of this lawyer’s money.

It gives the prospect no reason to click on it over his competitors’ (I’m pretty sure that all lawyers need to be “certified.” So that’s NOT a selling point.)

This is how most local businesses are doing advertising. This might even be how you’ve been doing advertising.

Now compare it to the bottom ad…

First, it states “Affordable Family Law” – immediately giving the prospect a positive benefit.

Second, it tells them to take action. “Call Now For a Free Consultation!”

So when the prospects click on that link, they know exactly what to do next – they are going to call for a free consultation.

This alone could mean the difference between a successful campaign and a total money-loser, and I’ve barely scratched the surface.

The ‘Ads Multiplier’:

  1. Include a benefit in the headline (ie “Affordable family law)
  2. Include your phone number in the headline (In case they want to call immediately)
  3. Give a clear call to action (“Call now for a free consultation”)
  4. Include site link extensions to different pages on your site. (These make your ad bigger & more appealing)
  5. Include Google map link (This makes your business look more credible)

BONUS tip: The best placement for your ad inside of Google is NOT position #1, but spots 2 & 3. With good copy, you can get the same number of clicks as spot #1, yet pay much MUCH less for them by bidding for these 2 positions.

adwords best position

(Click here to download this entire checklist in pdf format.)

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New Picture (1) STEP 3: Get More Website Visitors To CALL You (With This Proven Page).

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The biggest way you’re probably shooting yourself in the foot right now is that you (or your campaign manager) is sending your hard-earned Google traffic straight to the front page of your website.

[box title=”” border_width=”1″ border_color=”#ffffcc” border_style=”solid” bg_color=”#ffffcc” align=”center” text_color=”#000000″]Landing pages tested against website pages have been proven to increase conversions from visitors into callers by up to 500%

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Even if it looks beautiful, even if you just got it redesigned, the bad news is that sending paid traffic to your website home is hemorrhaging you money.

Why?

To understand the answer – think about it from your client’s point of view.

Let’s say I’ve just made the difficult decision to end my marriage, and so I go to Google and I search for “divorce lawyer”

…When I clicked on the first ad that came up for a divorce lawyer, you would think I’d be taken to a page telling me all about how this law firm can help me with my impending divorce needs, right?

Instead I ended up on a home page that was a long-winded overview of every type of law they practice…

bad adwords pay per click landing page

Now from your point of view, as the business owner (or the attorney, in this case), this landing page might look pretty good.

After all, it is a very ego-boosting page, telling all about how great this lawyer is…

And we all love to showcase our accomplishments, right?

And this is exactly the mistake that most businesses fall into, without even realizing how much they are shooting themselves in the foot, because…

Your prospects don’t care about your accomplishments; they care about their problem…

And this is precisely what a well-designed landing page does. The “landing page” is where you send visitors immediately after they click on your ad..

A good landing page takes the focus off of you and your accomplishments, and in the quickest & most efficient way conveys to prospects that you understand & can help them solve their specific problem.

And then it achieves perhaps the most important piece of the entire marketing puzzle…It gets them to contact you.

Having a bad landing page = having bad marketing.

The landing page you just saw is a gaping hole in this law firm’s online marketing funnel, which I’d bet a lot of potential clients are falling through, never to be seen again.

With that said, now it’s time to unveil the #1 most effective landing page design I’ve found that’s working like gangbusters for local businesses like yours.

After years of testing and over 3,680 variations, we have the offer page that generates more high quality leads than any other.

I’d bet money that it isn’t nearly as “pretty” as your own website, but believe me it works. In terms of lead generation, who cares if it’s ugly if it brings home the bacon?

This is the third ‘Multiplier’ of our Adwords System…

The ‘Landing Page Multiplier’:

Here’s the winner:

best landing page template for lead generation

Across the board, this layout wins in every industry we’ve tried it in.

It’s been tested for:

  • Attorneys
  • Dentists
  • Solar Panel Installers
  • Roofers
  • Mortgage Brokers
  • Real Estate Investors
  • And many other professional services & service-based businesses.

Every single time, it out-performs every other landing page design.

That’s why my team & I have created an army of these templates ready to deploy, for almost any type of business.

Seeing it in action…

Remember the law firm that went from a small local firm to a nationally recognized brand?

This page was the “secret weapon”.

By using this offer page, they were able to generate 700% more leads that were ALSO higher quality.

Applying this to your own business…

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  • NEVER send paid traffic to your home page
  • ALWAYS use a targeted landing page that has been optimized to get more prospects to contact you.
  • Use a targeted landing page for each type of client.

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(Click here to download this entire checklist in pdf format.)

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New Picture (1) STEP 4: Get Back Your Lost Visitors With Retargeting.

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80-90% of visitors leave your website without taking action, Here’s how you get them back

Now we’re getting into the stuff that will put you light years ahead of the pack.

The vast majority of advertisers aren’t doing any of the things I’ve mentioned so far. Some smart marketers are doing a few of them.

But it’s really only top 1% of marketers – the high earners – who do what I am about to reveal right now.

The ‘Return Multiplier’:

Think about this: You don’t ever want a marketing dollar to be wasted. And you NEVER want to lose a prospect once you already have them.

We’ve already increased how many of your visitors will call you by at least 2X, using the tricks I’ve shared so far…

But the fact remains that, at this point, even if you convert 20% of visitors into leads (an excellent conversion rate) there are still 80% of highly qualified prospects out there who you’ve “lost”.

They want to keep researching their options…They have to go pick up their kids from school…

There are a million & one reasons why a potential client won’t immediately call you after landing on your website.

But after having paid all of that money to get them there – are you just going to let this person who reached out to YOU FIRST be lost forever??

How to get them back…

The “ninja trick” is to put a piece of code onto your website called a retargeting (or “remarketing”) pixel , that will then trigger your ad to be seen all across the internet. Meaning that wherever your website visitor goes, they will have YOUR message in front of them.

This not only keeps you top-of-mind, it makes you impossible to ignore.

EXAMPLE:

retargeting-vimeo

Those ads followed me onto Facebook too…I saw one right in my newsfeed!

When I’m finally ready to purchase video hosting, who’s going to be top of mind & therefore most likely to get my business?

This is retargeting in action!

Applying this to your own business…

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  • ALWAYS use retargeting in your advertising campaigns. Put the code on your landing page, so that visitors who clicked on your original ad are the ones who get retargeted to.
  • Create retargeting ads with a special offer or discount that attracts the prospect back to your website.
  • Both Google and Facebook offer retargeting on their platforms – use them BOTH. Between these 2 behemoths, your prospects will be seeing you everywhere they go after they visit your website…

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The Result?

Statistics show retargeting increases conversion rates of visitors into callers by upwards of 70%!

[wp_colorbox_media url=”#inline_content” type=”inline” hyperlink=”(Click here for a free digital marketing analysis & see if retargeting can help your business.)“]

FREE DIGITAL MARKETING ANALYSIS – STEP 1

Click the link below to pick your timezone, and the best date & time for us to call you – And you’re all set!

CLICK HERE to book your Digital Marketing Analysis.

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New Picture (1) STEP 5: Stop Flying Blind. Track Which Ads Get You The Most Calls.

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[blockquote author=”John Wanamaker, department store owner”]Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.[/blockquote]

Do you know which of your marketing efforts are getting you the most leads?

Likely not. Most local businesses are flying blind when it comes to knowing the ROI of their marketing.

This has always been true for offline advertising sources such as television ads, billboards, & radio…

But one HUGE benefit you need to start taking advantage right away of is how easy AdWords makes it for you to know which ads & keywords are getting you the best results.

Phone Calls = The Highest Quality Leads.

Did you know that 60% – 70% of the leads for local businesses come in the form of a phone call?

Furthermore, phone call leads tend to be much higher-quality leads because somebody who proactively picks up the phone and calls you is about as “hot” as it gets.

You want more phone call leads.

So it makes sense to know exactly which ads & keywords are getting you the most phone calls, right?

Sadly, most businesses don’t even realize that this option is available to them & never get the chance to optimize their campaign to get more of these lucrative phone call leads…

The ‘Phone Call Multiplier’.

Call tracking gives you the amazing ability to track which online ad is giving you the most phone calls!

With this information you are empowered to optimize your campaign to get more and more of your most valuable leads.

Let the competition waste their budget on keywords that don’t work, while you laser-focus your budget on only the keywords & ads that bring in the highest quality leads.

Seeing it in action…

One client is a personal injury lawyer in a very competitive city where click costs are extremely high.

In the original Google AdWords campaign his previous agency set up for him, he had spent over $2,900 on one of the most obvious and popular keywords for personal injury lawyers. (Let’s just say that it was “car accident attorney”.)

However, by setting up dynamic call tracking, we could see that “car accident attorney” was getting clicks…but it generated ZERO conversions for him. Meaning not one phone call or contact form submission.

So he paid $2980 for ZERO conversions, while other keywords like “DUI attorney” were getting him great results.

So if we had never implemented phone tracking on his campaign, we would have missed out on this massive increase in ROI.

By pausing the keyword that was costing a lot of money but not getting any conversions, he experienced a dramatic increase in the overall profitability of his campaign.

Applying this to your own business…

It’s called “dynamic call conversion tracking”.

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  • To be able to use it, you want to make sure to optimize your AdWords campaign for conversions (not clicks). This will allow you to treat each phone call as a “conversion”.

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Then, after you have the call conversion tracking installed you can…

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  • Keep track and then pause the ads & keywords that are not getting good conversions. Ramp up the ones that are.
  • Once you know which keywords and ads work the best online, you can make your billboards, newspaper ads, flyers, TV ads, radio spots, and any other type of marketing or advertising you do more effective too.

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BONUS tip: You can also use tracking to know which devices are getting you the best results. (By ‘devices’ I mean – are more people finding you on their desktop, mobile phone or tablet?).

For example, I’ve found that some businesses (such as plumbers) get a better cost-per-lead from mobile phone devices, over desktop devices.

Armed with this information, we can then optimize the campaign to get more leads from mobile devices, increasing the ROI of the entire campaign.

[box title=”” border_width=”1″ border_color=”#ffffcc” border_style=”solid” bg_color=”#ffffcc” align=”none” text_color=”#000000″]Wondering if your business needs phone call tracking? Book a [wp_colorbox_media url=”#inline_content” type=”inline” hyperlink=”free digital marketing analysis here to find out.“]

FREE DIGITAL MARKETING ANALYSIS – STEP 1

Click the link below to pick your timezone, and the best date & time for us to call you – And you’re all set!

CLICK HERE to book your Digital Marketing Analysis.

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New Picture (1) STEP 6: Stop Wasting Your Money On Bad Traffic.

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“Traffic” is just the online marketer’s term for visitors to your website.

It’s what you’re paying Google to get more of. Since you only have to pay when somebody actually clicks on your ad, you want to make sure that you are ONLY paying for the highest quality clicks & visitors.

The ‘Traffic Multiplier’:

Here are the top 4 ways you might be wasting your hard-earned money on ‘bad traffic” from Google, and how to fix them:

Going Too Broad

I knew of one Chiropractor that was bidding on the term “backache”. A broad keyword like this is a huge money-waster for a local service business.

Even though Chiropractic might be able to help with backaches, there is far too much competition, and it is way too hard to understand the intent of the searcher.

Much better to stick to “Chiropractor in (city)” & directly related keywords, which are clearly typed by somebody actively searching for a Chiropractor.

Not Using Negative Keywords

If you are a plumber in Minneapolis, do you want somebody in Las Vegas to see (and click) your ad, when you know that 100% of the time that person can never become a customer?

So why is your ad appearing when somebody searches “plumber in las vegas”?

Answer: Because whoever set up your Adwords campaign forgot to add some critical negative keywords.

Think this doesn’t happen? I see it ALL THE TIME. I am constantly reviewing AdWords accounts that are paying for wasted ads because they forgot use the right negative keywords.

Negative keywords are when you tell Google: “hey, if somebody includes this term in their keyword phrase, do NOT show my ad”, and you definitely want them in your own campaign.

Not Limiting The Geographic Region

Along the same vein, even if somebody just searches for the broad term (“cosmetic dentist”, for example), you only want people in your local area seeing (and clicking) on those ads.

Since you can restrict down to the neighborhood whom your ads are shown to, use this to keep your costs down & reduce wasted clicks!

Keeping Your Ads Running 24-7

Unless you have a dedicated answering service, you’ll probably want to limit your ads to only be shown during your hours of operation

Otherwise you are paying for somebody to see your ad & call you, when there is nobody there to answer the phone.

There may be some cases where the ad is kept running for other reasons, the point is to control these elements of your campaign to ensure you are ONLY paying for the most valuable traffic possible.

Applying this to your own business…

Here’s how to immediately improve the quality of the traffic you are paying your hard-earned money for…
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  • Keep your keywords targeted. Don’t go broad. (Ask yourself: What would somebody specifically looking for MY SERVICE type into Google?)
  • Always use negative keywords to make sure the wrong people don’t see your ad.
  • Limit the geographic region to only show to prospects who are likely to come in.
  • Limit the times & days that your ads are shown, to only run when there is somebody to answer the phone. That or make sure that you have a good system for taking messages.

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[box title=”” border_width=”1″ border_color=”#ffffcc” border_style=”solid” bg_color=”#ffffcc” align=”none” text_color=”#000000″]Think you might be wasting money on bad traffic? We can take a look at your current marketing campaigns, and show you how to immediately optimize for better traffic & lower cost-per-lead. Book a [wp_colorbox_media url=”#inline_content” type=”inline” hyperlink=”free digital marketing consultation here.“]

FREE DIGITAL MARKETING ANALYSIS – STEP 1

Click the link below to pick your timezone, and the best date & time for us to call you – And you’re all set!

CLICK HERE to book your Digital Marketing Analysis.

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New Picture (1) STEP 7: Expanding Your Horizons…

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At the end of the day, Google isn’t going anywhere. In fact, its use amongst your customer base is only growing. And the bottom line is that the fastest & most controllable way to get your business to the top of Google is by using Adwords.

The system that you’ve just learned is the same system I & my team have implemented to grow many types of local businesses. It helped one law firm client go from a single local practice to a national giant, and an overworked dentist expand from one to five locations (and end up working less).

You might not want to go that big, but having a lead generation system like this could be a great way to grow your business too.

Mastering AdWords = Mastering Lead Generation.

At the end of the day, mastering AdWords means mastering how to generate leads on demand…And once you do that, a whole new world of possibilities opens up to you.

After you have a successful lead generation system set up & running in one area of your business, you might want to…

  • Expand into another practice area…

  • Replicate this system with the same service in another city or state…

  • You might even want to buy out a business from a competitor who’s looking to retire.

The point is that once you’ve cracked the code of online lead generation, you’ve mastered the ability to generate a steady stream of business coming to you at will.

I know I might be getting ahead of myself, but this is exactly what happened with the two businesses at the beginning of the article – And I’ve seen it happen time and again. Discovering how to grow your business like this can be pretty exciting!

Your next steps…

This all might seem like a lot of information to take in, but don’t worry.

Every journey starts with a single step, and if you are at all interested in having a system like this in your own business, the very next step is to [wp_colorbox_media url=”#inline_content” type=”inline” hyperlink=”sign up for a free digital marketing analysis here.“]

FREE DIGITAL MARKETING ANALYSIS – STEP 1

Click the link below to pick your timezone, and the best date & time for us to call you – And you’re all set!

CLICK HERE to book your Digital Marketing Analysis.

You can also download the pdf version of this checklist, to go over it with whoever is (or will be) in charge of your own Adwords campaigns.

About Power Your Pipeline

We’re a group of internet marketers with a background in in-the-trenches online marketing & business.

As experts at online lead generation & customer acquisition, we do more than just set up your online advertising campaigns – We know what it takes to turn online adspend into phone calls & turn website visitors into actual paying clients, customers & patients.

If you’d like to discover how your own online marketing can be improved to generate more leads & sales, we’d love to help you. The first step is always a risk-free digital marketing analysis.

[wp_colorbox_media url=”#inline_content” type=”inline” hyperlink=”Sign up for a free digital marketing analysis here.“]

FREE DIGITAL MARKETING ANALYSIS – STEP 1

Click the link below to pick your timezone, and the best date & time for us to call you – And you’re all set!

CLICK HERE to book your Digital Marketing Analysis.

[box title=”” border_width=”1″ border_color=”#E0E0E0″ border_style=”solid” bg_color=”#ffffff” align=”left” text_color=”#000000″]headshot-round Hannah G. Wiley
Consultant, Author, and Lead Generation Expert

Hannah is the founder & CEO of Power Your Pipeline. She uses her advanced business, marketing and online communication skills to acquire more customers, patients & clients through paid traffic.

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