Increasingly they are asking for a clear marketing strategy particularly so they get a lot of free exposure from search engines. Rather than invest a large budget for Google Ads or Bing Adverts, a quick look at the current state of marketing can reveal some gaping holes and easy wins. It’s not always the business has done anything wrong, its just there are new things to do well.
Google My Business is a free gift from Google, it’s the best SEO you can give your website. If you don’t know anything about it then you need to visit the recent article I wrote called Google My Business Secrets. In addition to your website, be sure you maintain an updated and active Google local business listing, a Facebook page and any other site that offers local profiles for your industry. When a user searches for services or products, Google knows where they are and how close they are to your business If they keep seeing your logo and website with clear information, a telephone number, great recommendations, your building trust and authenticity.
It’s important to be discoverable and present, with a bunch of inactive profiles, this can actually do harm to your business. Profiles aren’t worth much without a significant number of positive, real person reviews. So choose a few channels and invest in those and get credible feedback from clients.
Google My Business is perfect for marketing your business through Google. Other useful social platforms obviously include Facebook for marketing to specific audiences. Don’t rule out local meetups and networking opportunities from LinkedIn. A local search will find you many other businesses wanting to initiate networking events.
One really new marketing opportunity is to focus on Voice Search SEO. Voice search SEO is important when it comes to getting your small, local business noticed. To do this you will need to be a prominent local business, have great loading times on your website and think on how searches will ask the questions you can answer.
Google advises you “Get inside the minds of customers searching for your products. Start thinking about the types of requests your customers might make when searching for your product or service with their smart home device or smartphone and shift your SEO strategy to focus on those new keywords. It’s also important that you add your business to places like Google My Business.”
Aim for Featured Snippets. Google Home and Google Assistant currently read out featured snippets when they answer voice search queries, so it makes sense that you aim for them as its puts you above all other competition.
In many cases, small local businesses are more likely to be relaxed and not focus as heavily on brand identity. If you want to stand out from everyone else, then you need to identify your brand identity and stick with it as your company evolves. Once you become known locally, it’s only a matter of time until you have a recognisable brand on your hands.
Branding Consistency is essential. If you haven’t already done so, read our guide called Small Business Branding using a style guide reference. it covers branding and the importance of using a style guide for consistency and trust.
We hope our tips have proved useful. If you feel we have missed any, then feel free to let us know below.