I am away on a Mission Trip this week and have a message for businesses who are not adding some sort of service projects to their regular agenda. It’s not so much about marketing this week as it is about building your business from the inside up.
Attracting local business using a blog could be among the most effective strategies currently available. Potential customers can leverage a blog to initiate contact with a company. With constant changes to Google’s methods, blogging can also enhance rankings by making your site more relevant to the local market.
Three reasons to leverage a blog
Local Audience Targeting
Products or services can be featured in a blog from the local audience’s perspective, making them more appealing to customers in the area. Writing from a potential customer’s point of view is a good way of engaging their interest in doing business with a company. Articles could be written about charities that serve the area, services offered that help the local community in some way, or local events around the city.
Interviews with local business owners or experts could also be used to provide customers insight into company goals, values, and what the business has to offer, in addition to issues that are important to the community. A news blog would keep your readers informed of sales, celebrations, current events, and other happenings.
Focusing on the Customer
A customer’s special day or milestone could be acknowledged and featured, with their permission of course. This would demonstrate to the person, and other readers, that you value and appreciate those who do business with you. It also shows that you genuinely care about them, not just from a business standpoint.
Some of the creative or unique ways someone has used your product or service could be reported. This could include a video or audio clip of an interview or demonstration of the way the product or service was used. Readers will be able to relate to local residents and their solutions to issues they might also face.
A genuine or creative way to relate information about the local weather and how it affects your community in a blog post could also be used to engage the interest of your readers. You might offer suggestions for weatherizing, advice about storing items for the winter, or tips for when is the best time to plant.
Improving Search Rankings
Keeping your site constantly updated with new information is a good way to improve Google search rankings. A daily blog will demonstrate that your site is a valuable resource for information. It is important to do so in an authentic way, however. A well-known authority on the topic should write the blogs, for example, and thorough research should be conducted to ensure accurate information is included.
Making your site more relevant locally is a key component in attracting customers through Google searches. Keeping your focus on the customer when using a blog can help with not only getting attention but also driving new leads and sales. There are many more options available leverage a blog in creative ways. Hopefully the material presented here will spark some inspiration for your own ideas.
It is important to note that a blog will not always be effective, but if done correctly, it can be a powerful tool in connecting with potential customers. You can leverage a blog to create great local SEO advantages that can help your bottom line.
Last week we talked about the importance of getting on the front page of search results, today we want to share 4 tips on helping you get there. Below are a few resources you could look at to get more details on implementing these tips.
https://wordpress.org/plugins/squirrly-seo/– WordPress plugin to help with search engine optimization
Over 90 percent of consumers now search online before buying something. Approximately 40 percent of searches result in offline purchases locally. These are important facts to realize if you’re a business owner. It doesn’t matter what kind of business you have – you can benefit from online marketing.
With online marketing you can:
Control the Buzz
Whether you like it or not, people are talking about you. If you’re not online monitoring the buzz about your business, you won’t be able to know how to control it. You can control the buzz by providing a continuous stream of positive information about your business via your website, blog, social media and other methods.
Expand Your Market
When you engage in online marketing, as long as you can ship it or deliver your product digitally, you can expand your market across the country and even across borders. Your market is now international.
Get the Word Out about Your Business
No one will know about your business if you don’t tell them about it. Since so many people first search online rather than look in the phone book for a business, you can get the word out about your business easier with an online presence.
Once you have a good online infrastructure, you can start marketing your business. All you need to get started is a Facebook page for your business and you can now market at least to people who are on Facebook. If you want to go further, just create an easy Website with a blog and you’ll soon be known near and far.
Do Business 24/7 Online
Unlike a bricks and mortar store, your online location is open 24/7. You can collect orders and make money while you’re sleeping, at your child’s soccer game, or while you’re on vacation. Being online is suddenly like having a 24-hour store open and ready for business.
Get Started Fast
It’s not hard to get started; you simply need to make a presence on social media, create an easy website with a blog, and start promoting your online presence. You may need a shopping cart if you want to make sales while you’re sleeping.
By using the right geographical keywords and tools, you can target your local area. Sign up on local review sites; ensure that your location is mentioned on social media and on websites so that when someone searches for your business on their smartphone they will find it.
Stop Your Competitors from Winning
If you’re not marketing online, you can be sure that your competitors are doing it. If they are and you’re not, it won’t be long before you notice a huge difference in your own traffic and sales. Start marketing online to stop your competitors from beating you with innovative marketing techniques.
You can market online without having a lot of knowledge, but you can also hire a professional to help you. Before hiring any service, ensure that they really do understand the online market before you choose them. Most marketing companies that place their focus on online marketing usually use online exclusively because it works so well.
Google rankings are more important than you might think for your business. The ongoing trend is the Internet and social media are driving businesses. In order to reach out to any new customer base, you must understand your local rankings matter.
Your local rankings are what can make or break the growth of your business. It is not just about climbing Google rankings, but using your Search Engine Optimization (SEO) to maximize the reach of your business.
SEO is the way to be able focus your business presence on the Internet in online searches. It speaks to specific results, not paid for, and all the big search engines, specifically Google. This has been growing in status for use by both small and large businesses
Research is proving that more and more potential customers are going straight for the top search results on a search engine page. They do not even take the time to look through the results further down on the page. If your site is not in those top few, it can cost you a lot of prospective new business.
A large number of all searches have local intent. Getting your business onto that topmost search list is vital to accessing that customer base and boosting your sales. These potential customers are virtually right at your front door.
Use Online Research Tools to Boost Your Google Rankings
In order to catch these prospective customers, you need to be able to utilize critical online tools to achieve your best reach and keyword optimization. It is important to look up available local research tools that can help you to organize search results for your business around specific keywords and locations.
You can submit a detailed profile to your chosen tool and expand your results so a potential customer can find them no matter what device they are using. You will also want to use exact and accurate keywords to describe your business. It must be effective and descriptive. These words will act as direct lines from your business site to the search engine.
You want to think about how people will look for your business during an Internet search. For example, if you own a high-end women’s clothing store, you would want to think about using words such as boutique, specialty, and designer in your public profile. The only rule is to think up what your customer base will use to find you.
When customers provide online reviews on your business, the good reviews can increase the search for your services. If your business has registered with any local online directories or review sites, Google can track these trusted sites for your business’s name and connect the details to related searches.
Your ranking will depend on two things: how closely your description matches the business profile being searched for, and how easily the searcher can interact with your profile. The more people who click on your link in the search engine, the higher your link will be on the results page, resulting in more business traffic. It is vital to use your rankings to maximize your reach and positively expand your business reach.
Now that you know a bit about how Google rankings affect your business, it’s time to do something about it. Whether you choose to do it alone or you decide to hire a professional, the benefits are something you can’t deny, so don’t put it off any longer. If we can help you get an effective plan in place, please contact us to schedule a call.
Marketing your business is not too unlike being in an automobile race, getting pole position gives you a great advantage going in to the race. Find out why you need to be in pole position in this week’s marketing tip.
Guest Post by John Jantsch, Duct Tape Marketing.
The only way to wring more value out of your content marketing is to understand the intricate connection between your content and your strategy.
Now, don’t hit the back button just yet – I purposely left the word strategy out of the title of this post because I know that what you want is a magic bullet, but here’s the deal – content put in the context of strategy is the closest thing there is to the magic bullet.
The purpose of a business is to make and keep a profitable customer – the purpose of content is to help you make and keep a profitable customer – if that’s so – and it is – then why don’t people create content with that intention?
The idea of content marketing begins and ends for so many with – “It’s Monday, what the heck should I write today?”
What if instead you thought a little bigger – what if you thought we want to be seen as the trusted, go-to service provider for what we do and our value proposition is that we bend over backwards to make you happy when nobody in our industry even tries to.
Now, perhaps you’ve had a strategy meeting with your team and you all agreed that’s your core strategy, but no one thought to bring that into the content you produce.
If you did you would:
- Write a blog post that outlined the 7 questions you should ask your current provider and make it a core lead generator
- Turn that blog post into a series of videos that the sales team can send out one by one to prospects
- Develop a Slideshare deck and presentation that you feature on your LinkedIn profile
- Turn that presentation into a value packed webinar
- Record the webinar and feature it on your homepage
- Create an autorepsonder series that delivers emails to prospects over the course of a month
- Create an infographic and shop it around to high traffic websites
- Turn your infographic into a direct mail postcard for a targeted blast
- Get seven of your happy customers to pose one of the questions via video and feature it all over your website
- Dig up case studies that map to each question and extend the original post and graphics into an eBook
Did you see what I did there – I just took one landmark content idea and turned it into 10 useful iterations. See, the secret to success with content isn’t quantity – it’s intention. If you create content with the intention of finding ways to use it to create awareness, trust, connection, education and conversion, you’ll likely create an asset that provides massive return.
Now, understand this isn’t simply recycling content into different mediums, it’s giving the same content a different and needed useful stop along the customer journey.
Oh, and I didn’t even get to point where you turn this content into an evaluation process and ultimately a part of your service delivery.
So you see you don’t need more content in your content marketing strategy – you need the right content in the right context – and that’s all.