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Welcome to Business Buffet, a unique podcast crafted to disseminate insightful business knowledge in an engaging auditory format. My name is Ed Bejarana, the creator of Business Buffet, where we sample a myriad of topics designed to fortify and uplift your business.
For over 17 years, I've run my home-based business, Zenith Exhibits, Inc., successfully. This self-employment journey has enriched my life and that of my wife of 33 years. The challenges of starting a small, home-based business can be daunting. Sharing experiences of how I survived, and even thrived financially, through the process, I believe, is of immeasurable value. Business Buffet is my tribute to the business community that has supported and nurtured me for over the years.
I also hold a deep passion for aiding visually impaired individuals by producing content beneficial to entrepreneurs struggling with vision. Existing narrated tools for the blind, available through various commissions, often operate in isolation and don't amalgamate to effectively aid a business start-up's success.
An interesting anecdote led me on this path. A friend asked me to record a magazine article for him. Inquisitive, I suggested he could avail the service from the Idaho Commission for the Blind and Visually Impaired, but he preferred the connection he felt to the content through my voice. After recording and sharing an article from Inc. Magazine, he sought to share these audio files with his entrepreneur friends. Voila! Business Buffet for the Blind was born!
My vision is to provide captivating business development content for both sighted and non-sighted individuals. I've reached out to business-centric magazines like Forbes and Inc., but obtaining permissions has been an uphill battle. Distributing these files manually became arduous, prompting me to revamp my previous podcast, Business Buffet, into an inspirational auditory platform for the visually impaired, aiming to inspire and inform through business content.
Ed Bejarana: Welcome to the Business buffet your go to for healthy business nutrition. We offer generous portions of marketing management and strategy
tips designed for your success. Pull up a chair and let's savor the taste of business together unraveling the mysteries of Search Engine Marketing for
Small Business. As a small business owner, you already wear many hats CEO, marketing guru coffee maker extraordinaire. But now it's time to add
another feather to your cap, search engine marketer. Fear not intrepid entrepreneur for this guide will demystify the world of search engine marketing
and show you how to harness its power. Even with your thirsty Wordpress site. What is Search Engine Marketing? At its core, SEM is like the Swiss Army
knife of digital marketing. It's a versatile tool that combines various techniques to increase your site's visibility in search engine results. Unlike
its cousin SEO search engine optimization, which focuses on climbing rankings organically through content and Optimization, SEM often involves paid
strategies like Pay Per Click advertising. Think of SEO as planting a garden. You nurture it over time while SEM is more like buying your way into the
supermarket. How to sem a story book guide. Let's dive into three story based examples of how small businesses can implement sem strategies, enhancing
their visibility and ensuring that their website doesn't just sit there collecting digital dust. Example number one, The Curious Case of Carol's
custom curtains. Carol runs the bespoke curtain shop and business was as slow as a Sunday afternoon. To spice things up, she decided to try her hand
at sem by launching a Google ads campaign. Here's how she did it. First, keyword selection. Carol use tools like Google Keyword Planner to discover
what potential customers were searching for terms like custom curtains and luxury drapes. Second ad creation. With keywords in hand, Carol crafted ads
that were as appealing as her curtains. She highlighted unique selling points like hand sewn and locally made. Third landing page optimization. Carol
ensured that clicks didn't go to waste. She optimized her landing pages to reflect the ads promises, ensuring a smooth user experience that led to her
gallery of creations and importantly, her contact form. Within weeks, Carol saw a dramatic increase in inquiries. It turned out in the digital world.
Visibility is just as important as in window dressing. Example number two Bob's bike rentals rides the SEM wave. Bob owned a bike rental service near
a popular tourist trail that was barely pedaling by since competition had increased, Bob decided it was time to roll out SEM. First local targeting,
knowing his audience mainly consisted of tourists. Bob use geo targeting in his sem campaigns to target searches like bike rentals near me and best
bike trails. Second ad scheduling. Bob scheduled his ads to run during peak tourist seasons and weekends, maximizing his budget when potential
customers were most likely online. Third, mobile optimization. Since tourists often searched on the go, Bob ensured his ads and landing pages were
mobile friendly, offering easy navigation and quick access to rental information. Bob's bookings doubled, and he was soon speeding along to success
proving that even old wheels can learn new tricks with the right marketing. Example number three, Sally sourdoughs startup Sally is new bakery
specialized in sourdough bread. But with so many bakeries in town, her delightful loaves needed a boost. First ad extensions. Sally used sitelink
extensions in her ads, which allowed potential customers to jump directly to specific pages on our site like today's special or sour dough baking
classes. Second, AB testing. She experiment entered with different ads to see which resonated most with her audience, tweaking her messages based on
performance. Third, conversion tracking. By setting up conversion tracking, Sally could see which ads lead to purchases and adjust her spending
accordingly. Sally's bakery soon became a town favorite, proving that a good loaf rises as surely in the oven, as it does in search rankings. Wrapping
it up. In our stories we've seen Carol Bob and Sally tackle specific sem tasks crucial to boosting their online presence. Carol optimized her landing
pages and created enticing ads based on strategic keyword selection. Bob smartly utilized geo targeting and ad scheduling to catch his tourist
audiences at the perfect time, while Sally enhanced her ads with extensions and monitored her success through conversion tracking. Remember, SEM is
not a one off endeavor. It's an ongoing process. Much like your daily ritual of making coffee. It requires constant tweaking and monitoring to keep up
with the ever changing dynamics of search engine and consumer behavior. Ready to boost your business with SEM? If you're feeling overwhelmed or just
eager to get your sem strategy on the right track? Don't go it alone. For expert help in setting up and managing a dynamic SEM system tailored to your
business needs. Call ed at 208-209-7170 or email info at Zenith exhibits.com. Let's make your business visible and vibrant in the digital marketplace
together. Thank you for tuning in and sharing these episodes. The business buffet is dedicated to helping you feast on today's difficult business
challenges. Do you have a specific challenge you'd like us to address email info at Zenith exhibits.com And we'll publish content specifically focused
on aiding you and your challenge. Please click subscribe and stay up to date with new business ideas. Until next time, eat party in business