|
If you own a small business, it's critical that you successfully market yourself online. But you may be confused about your options. Or you've had big corporations convince you to spend big bucks on services that did almost nothing for you. Or you've had agencies tell you honestly what needed to happen, but then they put someone on your account with barely any business or marketing experience.
I am a one-man agency who's provided writing and marketing services since 2001. I never outsource and I LOVE helping small businesses discover that there really are honest people who can drive more traffic, leads, and conversions, often while lowering costs. Below I have outlined some of the key things I think a small business should or could be doing, and how I can help. |
|
Google Map Listings
First things first, if you want people finding you when they're doing a local search business your city and business type, you must claim your business in Google maps, and then optimize that listing. I've written step-by-step instructions on claiming your listing so you don't need to hire this out. I then recommend having me enhance the listing for you. It's a one-time fee, and then I'll show you how to start getting reviews. These two pieces put together should push your listing into front page visibility on Google.
Don't stop with Google maps. Get into other directories as well. Get links to these from my Free Marketing Ideas article.
Don't stop with Google maps. Get into other directories as well. Get links to these from my Free Marketing Ideas article.
Have a Website
A website is essential to being found these days, as most people search online for local businesses. And while getting onto local maps is an important step, folks also want to know more about the products and services you offer. This is where a website is so important.
Besides this, a website can get you a lot of visibility if its properly "search engine optimized," especially if you can commit to adding regular and valuable content for visitors. It can also be used to sell products and services, book appointments, receive people's inquiries, etc.
You can build your own website with low-cost options like Weebly, Wix, and Wordpress. Or I can assist your local business at no upfront cost and a flat monthly fee for hosting and management.
Remember, like all your marketing efforts, your website should build trust. So your site shouldn't look like it was built in 2005. If you have an old looking site, I encourage you to build something new or have me do so for you.
Besides this, a website can get you a lot of visibility if its properly "search engine optimized," especially if you can commit to adding regular and valuable content for visitors. It can also be used to sell products and services, book appointments, receive people's inquiries, etc.
You can build your own website with low-cost options like Weebly, Wix, and Wordpress. Or I can assist your local business at no upfront cost and a flat monthly fee for hosting and management.
Remember, like all your marketing efforts, your website should build trust. So your site shouldn't look like it was built in 2005. If you have an old looking site, I encourage you to build something new or have me do so for you.
Email Marketing
Almost as important as having a website is having an email list of people you can stay in touch with. For years, businesses spent hundreds if not thousands of dollars per month in Yellow Pages and newspaper ads. Today, for far less, you can build a list that you regularly reach out to (at least once a month), knowing that repeat business is far less costly than new business, and that emails are easily forwarded for word of mouth. Though there are several great services out there, I personally recommend AWeber.
AWeber: this is as robust as any system out there that focuses on email marketing. AWeber integrates with tons of other marketing software, lets you segment lists, and more. This is a great choice for those who will pursue more advanced marketing. Get a $1 trial.
Include Chat on Your Website
Chat has become extremely popular because it lets people get fast answers without having to call in. It helps keep prospects who were going to leave because they didn't find the answers they needed on your website.
If you have someone on staff already answering phones, you can add a free chat feature from www.tawk.to and retain more prospects.
If you have someone on staff already answering phones, you can add a free chat feature from www.tawk.to and retain more prospects.
Have a Smartphone App
|
This isn't as critical as a website ... yet. But building an app now is like building a website in the early days of websites. The people who took advantage of websites early on were the ones in the best position to make a killing from the web.
Google is starting to index apps in its search results, which gives you a traffic advantage over your competition when you have an app. Smartphone apps also let you do a wide variety of things like digitize your loyalty card, provide coupons, take table reservations or appointments, and of course send "Push Notifications," which are short messages that go directly to people's phones and are read almost immediately by most users. Email marketing is powerful, but admittedly emails can get trapped in spam. Push notifications can't provide nearly the detail of an email, but it can connect people with your latest blog post (which can have all the details you like) or can alert people to a happy hour deal that would reach many more people in time. There are many services for you to build your own app. Once your app is built, it will update in real time based on changes you make to your website or social media; and you can log in to a web page any time you want to send a push notification. |
|
Do Video Marketing
YouTube is the world's second largest search engine, and since it's owned by Google, its videos often show up in Google's search results. Did you know that?
This means that one key to dominating local search results is to create videos about your business and to optimize them on YouTube by including the names of services and locations in the title and description. One video can be an overview on your business, but others can be about specific services in order to capture those who are looking for any given service in your area.
This means that one key to dominating local search results is to create videos about your business and to optimize them on YouTube by including the names of services and locations in the title and description. One video can be an overview on your business, but others can be about specific services in order to capture those who are looking for any given service in your area.
Consider Using Social Media
I am NOT in the camp that believes all business should use social media. In fact, you should only engage in social media to build your business if you're really going to use it -- that means regularly posting content that people will find interesting in general and about your business in particular. And being ready to respond to messages from visitors. If you don't have the resources for this, social media could hurt your cause more than it helps.
I also think some businesses are better suited to it. For instance, a retail business that brings in unique products on a regular basis, or that can post pictures about the latest fashions it carries ... the restaurant that can post its latest menu item along with images, or send out notice about special offers ... businesses that want to hear from on a regular basis, this works. But if I were in HVAC, for instance, I probably wouldn't use it. Few people care about the latest furnaces or AC products until they need them. So you need to determine whether this would really help your business.
If you are a good fit for social media, you'll find that today your posts will never reach your entire audience unless you pay to advertise. The right business, though, can get a TON of exposure without spending a lot on social media, and can focus spend on specific demographics and interests.
I also think some businesses are better suited to it. For instance, a retail business that brings in unique products on a regular basis, or that can post pictures about the latest fashions it carries ... the restaurant that can post its latest menu item along with images, or send out notice about special offers ... businesses that want to hear from on a regular basis, this works. But if I were in HVAC, for instance, I probably wouldn't use it. Few people care about the latest furnaces or AC products until they need them. So you need to determine whether this would really help your business.
If you are a good fit for social media, you'll find that today your posts will never reach your entire audience unless you pay to advertise. The right business, though, can get a TON of exposure without spending a lot on social media, and can focus spend on specific demographics and interests.
Run Digital Ads (PPC / Social)
There's a reason why digital advertising is about to become the #1 ad spend in the world (finally surpassing TV). It flat out works. You can target people in a specific area, or by demographics and interests, and when they're looking for very specific things. You can also track the results and know exactly what return you're getting on ad spend. (Well, tracking some things is easier than others, but it's way more effective than print and TV ads.)
The big challenge here is that digital ads can also break your business if you don't know what you're doing. If you want to drive more traffic to your website, you don't want to miss this opportunity. But if you're not a digital ads expert, this is where you want to hire some help.
The big challenge here is that digital ads can also break your business if you don't know what you're doing. If you want to drive more traffic to your website, you don't want to miss this opportunity. But if you're not a digital ads expert, this is where you want to hire some help.
I hope this is a good overview about how to grow your local business through online marketing.