Search marketing has always been an important tool to increase sales, foot traffic, support and reputation. In addition, it has always been one of the most complex of tactics, because the reality, whether digital or print, is that it requires a sufficient allocation of resources, such as time, money and expertise to generate ROI. However, make no mistake, long gone are the days of letting the fingers do the walking, for online is the new yellow when it comes to consumers and companies seeking products, services, and causes too. Most small to medium-sized businesses (SMB) recognize the importance of being found on major search engines and online directories, yet according to a 2013 survey nearly three-quarters do not have the time to manage and maintain their listings.
In a post, Moving Your Yellow Pages Ad Budget to Online Marketing, Chris Gregory of DAGMAR Marketing explains the digital shift and offers a few steps to boost the online visibility of your business. Here are a few highlights to take note of:
If you’re wondering whether to take the online marketing plunge, consider these estimates:
- 70% of U.S. households use the Internet when they’re shopping for local services and products.
- By 2016, more than half of the money spent in U.S. retail will be influenced by the web.
- 64% of smartphone owners are using their mobile devices to shop online.
Taking these numbers a step further, remember that it’s not enough to simply have a website. If a local consumer searches for “Cleveland architect” but your firm’s website doesn’t appear until the third or fourth page of search results, that consumer will likely never see you. That’s where online marketing comes in. Just as a large display ad in the printed Yellow Pages gave you an advantage by drawing more attention, properly promoting your company online will do the same.
…there are a few relatively simple steps you can take yourself to help your business attract more attention online:
- Make sure business information is consistent: Check to see how your business is listed on the major search engine’s local search directories. Your company name, phone number and address should appear exactly the same in each instance.
- Monitor and facilitate customer reviews: Make it easy for your customers to provide a review, and watch for opportunities to respond to reviews, both positive and negative.
- Start and maintain a blog: Adding fresh content to your website has several advantages, from allowing you to educate and converse with customers, to being able to include more of the keywords and phrases your potential customers are using to find businesses like yours.
- Be on the lookout for links: If you’re involved with trade organizations, have relationships with vendors or take part in local events, ask for links back to your website from those entities.
Read the original article at AllBusiness.com.
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Listen to The Marketing Mojo Show podcast to hear Chris Gregory’s expert advice for small business search success.
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