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Local Business Marketing Strategy – Not Considering User Intent? Your SEO Strategy is Incomplete

Monday, July 3rd, 2017

Local Business Marketing Strategy“Just Google it” is the phrase you probably hear everywhere you go nowadays. As search engines continue to improve by focusing more on user experience, your search engine optimization (SEO) strategy should always consider decoding user intent.

What is User Intent?

User intent refers to anything customers intend to look for when they conduct a search query on the Internet. The intent may be shown through keywords or by implication. For instance, if you type the word “crawfish” into many search engines, a list of local seafood restaurants appears as a result. The search engine matches the user intent based on search data, click data, and heuristics, and no longer produces old simple results from keywords. Thus, successful SEO strategy requires a good grasp of user intent.

Different Types of User Intent

There are typically three main types of user intent: navigational, informational, and transactional. Navigational intent is when a user wants to get to a certain site. If a user tries to look for information, it is called informational intent. And when a user wants to perform an activity or purchase something online, it is considered transactional intent.

How to Create Content That Relates

To develop a solid SEO content strategy, you need to understand what customers truly want about your products or service and would be more likely to put in their online search. The initial step is to list everything your business does and wants to be looked up for.

Categorize those things into types of user intent and assign value to each one to help prioritize efforts and resource allocation. Then, brainstorm about the types of media, message, or graphics that need to be created to match with the user intent incorporated in your marketing plan.

User Intent Differences Across Devices

Users move across platforms and devices to search and make decisions. It is vital that your SEO agency can help you plan a content approach that reaches multiple media channels where potential customers can possibly have access.

Mobile users may aim at finding a quick answer, compared to longer results on a desktop. For instance, a user who looks for “furniture” on a phone is more likely to pay attention to the differences in prices and images of the product than to detailed descriptions of it. Therefore, the time element plays a role in the types of products searched on devices.

Moreover, mobile search tends to yield more local-based results. This means regional business owners can advertise to and capture local customers with promotions that cater to a specific demographic. When a user uses location-based keywords such as “hot tub dealer in San Jose,” you have a clear indication of what the user is searching for. With this information, design content, product positioning, and a marketing plan will be simplified.

Shifting the focus of keyword search to user intent will help business owners seize more opportunity to attract and accommodate customers. The success rate depends on how much you understand user intent and are able to develop a content strategy around it.

Need help with SEO? Contact us to learn more call

Local Business Marketing Strategy – How to Write Facebook Ad Copy that Converts

Monday, June 19th, 2017

Are your Facebook ads failing to convert? The answer could be in your content.

Attracting potential customers is one thing, but getting them to actually visit your website and fill out a form is entirely another. While Facebook ads have the power to bring in millions of potential customers, there are a lot of mistakes you can make when writing them.

Here you’ll discover how to write Facebook ad copy that converts and subsequently boosts your bottom line.

Make Sure it’s Relevant

One of the main reasons many Facebook ads fail to convert is because they aren’t relevant to the content they’re linked to. So, if you’re finding you have a high click-through rate, but a low conversion rate in comparison, relevance could be the issue.

Make sure what you write in the ad, accurately reflects what the user is going to receive. If the link from the ad just takes them to your homepage for example, rather than a dedicated landing page related to the ad, your conversion rate will suffer.

Create a Compelling Headline

As you’re only given 25 characters for the headline, it’s vital you make the most of them.

One of the worst things you can do is use your business name. This is surprisingly common, yet it’s going to prove really ineffective. Why? Because it acts as more of a statement than an enticement.

Your jobs here is to make people want to click on the ad and to do that they’re going to need a compelling reason. A great way to do this is to include discount or promotional information such as “50% off all products”. This captures the attention right away and provides a good reason for users to click through.

Include an Image

In the world of marketing, images are much more effective than written content. What’s great about Facebook ads is they allow you to use multiple pictures in the same ad. It’s actually quite clever as you can set it so that different images appear to different groups of people.

Just be sure to check the guidelines to see what size restrictions apply to Facebook ads to prevent your ad from getting rejected.

The above tips will help you to ensure your ads not only grab your audience’s attention, but will lead to a higher conversion rate. The more ad viewers you can convert into customers, the more revenue you can add to your bottom line.

Need help creating your Facebook ad? Contact us to learn more call

Local Business Marketing Strategy – Is Pinterest Right for Your Local Business?

Monday, June 12th, 2017

Even though Pinterest is essentially an online tool that people spend time on to find funny images and delicious recipes, it can have a lot of benefits when it comes to promoting local businesses.

You have to find out, however, if your local business is in line with the expectations of Pinterest users or if it’s better to just focus your attention on other tools and online resources for targeting local customers.

Is Pinterest Good for Your Local Business Campaign?

Before determining whether or not Pinterest promotional techniques are a good idea for improving your local business’ recognition, you have to find out if there’s an actual market for your products on the website and if you have the ability to sustain a consistent marketing campaign that could yield actual results.

Along these lines, there are a number of aspects you need to take into account before you can determine whether or not Pinterest would be a valid marketing tool to use as part of your local promotion campaigns:

  • Are the products and/or services you are selling presentable in a visual way? This is highly essential for any business trying to promote its efforts on Pinterest, since the social network itself is based on compelling, visually appealing images that users would be intrigued by.
  • It’s important to note that you have to live in a community that either browses Pinterest and other online social media outlets on an active basis, or that has a steady stream of visitors or tourists coming in from highly populated areas where online shopping and browsing are used on a regular basis.
  • You also need to determine whether your business will appeal to female audience members. Up to 70% of all Pinterest users are women, so you’d definitely lose a lot of ground if you can’t promote your local business in such a way that it would be appealing to them.
  • Finally, it’s important to actually have enough time and resources to use Pinterest on a daily basis. This doesn’t simply involve going online and repinning other people’s pins or following local accounts, but also has to do with the time, energy and money that may need to go into buying online ads, creating informational or entertaining images and posting attractive pins on a regular basis.

Steps for Maximizing Your Local Following

Even if you don’t own a clothing shop, a toy store, a restaurant or a retail store – which would normally be the best types of local businesses to promote on Pinterest – there are still a number of ways to use the social network to your advantage.

You can create attractive infographics outlining the benefits of your practice and niche, share attractive images with tips relating to the services you have to offer and build funny, entertaining or creative pins that would influence people to visit your shop just out of pure curiosity.

Although not every business can benefit from Pinterest, there are certainly a great number of advantages that can be gained from a good presentation with catchy graphics and informative pins that will capture the attention of your audience, as well as increase your brand authority and reputation in a positive manner.

Need help utilizing Pinterest? Contact us to learn more call 858-442-3131

Local Business Marketing Strategy – The Importance of Providing a Seamless Online and Offline Customer Experience

Monday, June 5th, 2017

Local Business Marketing StrategyCustomer loyalty is a hard thing to maintain these days. Consumers expect a lot from businesses and know if they aren’t happy, there are plenty of competitors they can switch to.

One thing small businesses absolutely need to do if they want to succeed is ensure both their online and offline customer experiences are seamless. At one time, it was all about taking care of customers who physically came into your store. These days however, even local customers are turning to the internet to make purchasing decisions.

What do customers want?
So what does it mean to offer a seamless customer experience both online and offline? Well, you first need to understand what your customers want.

These days, customers want maximum convenience. This means they expect to be able to buy your products and services through whichever channel they prefer. They also expect to be able to contact you easily via numerous channels.

In order to build customer loyalty therefore, you need to make your business as accessible and as easy to contact as possible.

It’s worth sitting down and figuring out just how flawless your current customer experience is. Look at both your online presence and your offline service. Is there anything that can be improved upon?

You probably already have a website, which is great. But the fact that many customers are now using their mobile devices to shop and find out company information gives you a unique opportunity to expand your marketing efforts.

With on-the-go customers, you can make use of in-app messaging, geo-targeting and many other methods. Mobile optimization offers you more digital channels to stay connected with your target audience, which ultimately increases sales.

Giving the customer numerous ways to engage with you is priceless because you have removed some of the barriers. Make things easier for them and they will thank you with long-term loyalty.

Think about it, if you were having trouble finding the information you needed to either contact a company or buy from them, would you persist or would you try another company?

I’m sure you know the answer. So be sure to pay as much attention to your online customer experience as you do with your offline experience to boost overall retention.

Also be sure to ask for and act on customer feedback too. This will alert you to any existing problems customers are having during the buying or browsing process. It also gives you the opportunity to develop trust by showing you actually reply and listen to customer feedback.

Need help evaluating your customer experience? Contact us to learn more call

Local Business Marketing Strategy – 5 Ways to Show Off Your Awesome Customer Reviews and Testimonials

Monday, May 29th, 2017

You probably already know how important reviews are in terms of marketing your products and services. They break down the barriers your potential customers may have when trying to decide whether or not to do business with you.

Reviews and testimonials can bring a lot of credibility to your business, which ultimately results in higher conversions and more revenue.

Whether you’re a dentist, handyman, attorney, chiropractor, electrician, or other local services company, it is important to build up a certain level of trust with your prospects – and reviews can help you do just that.

In other words, they bring an incredible level of profitability that businesses cannot afford to ignore.

Maybe you already have some glowing reviews and are wondering how to get more eyes on them. This is key.

Here are three places you can show them off for maximum exposure:

1. Your website
Displaying customer reviews on your actual website will really help draw in sales because these prospects are obviously already interested in your business. So putting your customer reviews and testimonials where they can clearly see them will only work to your benefit. Ideally, you should have a testimonials page, but don’t be shy about posting a few of them on your home page and other pages as well.

2. Social media
It’s hardly surprising that displaying your reviews on social media is going to give you ultimate exposure. With millions of visitors every day, these sites give you the opportunity to show off your ratings to a massive number of people. Take Facebook for example.

If you go to the ‘about’ section on your business page timeline, you’ll see it if you edit the address section, there’s an option to check a box which reads “show map, check-ins and star ratings on the page”.

3. Place them inside of your special reports or buyer’s guides
If you’re giving away free e-books or reports to get opt-ins for your email list, put your reviews and testimonials inside of them to boost results. You’re already giving them helpful information that they find valuable by providing the content. Including your reviews and testimonials will further add to the fact that your business is the right one to meet their needs.

4. Add them to your printed marketing materials
Just like everything mentioned above, reviews and testimonials can also help any printed advertising perform better. Most of the time, you may be limited on space, but it only really takes one or two reviews to show prospects that you are reputable.

5. At your place of business
Showing off your reviews and testimonials inside of your place of business is powerful. It’s a great way to show existing customers that they’ve made the right choice and can go a long way in customer retention and referrals.

Reviews and testimonials themselves are important. But it’s where you display them that brings the real value. Displaying them in the places mentioned above will definitely shine a positive light on your business, increase conversions, and help you generate more sales.

Want to Get More 5 Star Reviews and minimize negative ones?  Are you a hot tub dealer or pool builder?  If so, click here to check out our Dealer Automated Reviews System

Need help utilizing your reviews and testimonials? Contact us to learn more call

Local Business Marketing Strategy – 3 Signs That Your SEO Is Failing

Monday, May 22nd, 2017

Local Business Marketing StrategySearch Engine Optimization, or SEO, is the process by which your website is built with the goal of having it appear higher in search results. This criterion is always changing to keep up with searchers’ needs and expectations, so your approach to your site design must change to keep up with them.

If it has been a few months since your site was updated, you may notice your conversion rate dropping off. To help you judge your site’s SEO effectiveness, these are 3 signs that your SEO is failing.

1. Phone Calls Slow Down
When your website is left to fend for itself, it quickly becomes out of date. Search engines like Google look at the last time your site was updated and use that as part of their ranking criteria. Sites that are updated often are ranked higher, thereby generating more top hits and, as a result, more conversion from search results to customer contact. When your SEO is out of date, you will notice a market decline in customer contacts, including phone calls, over the course of a couple months.

2. Decline in Organic Website Traffic
Organic traffic is one of the most reliable ways to measure the effectiveness of your SEO, as it refers to the people who found your website through a search engine. If you log into the Google Analytics tool then click on “Acquisitions,” you will see a breakdown of where the traffic to your site is coming from, including searches, social media, direct visits, and referrals. This is something you want to keep an eye on monthly, if not weekly, to look for any drops and where they are coming from.

3. Drop in Keyword Rankings
While keywords are not as major a factor in search rankings as they once were, they still count toward the way Google views your website. Keywords now play a role more aligned with the intent of the person searching. This means building higher quality, more relevant content features into your content rather than strictly building it around specific keywords. By using a half a dozen or so keywords as your reference point, you can watch their performance to determine how they affect your rankings.

Oversaturating your website with keywords is another way to lose rank in the Google search algorithm. If you are overusing keywords and clumping them all together at the top of your page, Google will look at this as spam and will drop your ranking accordingly. Keeping an eye on keyword performance can be tedious, but it can provide a good deal of information about your rankings.

So, how do you address these problems? The key is to stay updated on the criteria the major search engines use to determine how your website fits into the searches being conducted. Spread out your keyword usage throughout the page with no more than a 3 percent ratio of keywords to content. Keep your site updated regularly, ultimately weekly, so Google knows is it not abandoned. Most importantly, make use of Google’s reporting features to learn where improvements are necessary, and your site will remain on top.

Need help improving your SEO? Contact us to learn more call 858-442-3131

Local Business Marketing Strategy – 3 Facebook Ad Bidding Tips

Monday, May 8th, 2017

Local Business Marketing StrategyThink all you have to do to create successful Facebook ads is utilize a stand-out design and write killer copy? Think again…

While the above is definitely going to help, it’s not going to do anything at all if you aren’t bidding properly. When done incorrectly, you could end up failing to reach a massive portion of your target audience, as well as waste a lot of money in the process.

So how should you bid? Below you’ll discover 3 great Facebook ad bidding tips…

1. Do a split test
One of the most vital tips you can follow to ensure you’re bidding correctly is to carry out split tests. This basically involves testing out different types of ads.

A good example is creating two of the same ad and targeting two different demographics. You then measure exactly which demographic responded better to the ad.

You could also do this with keywords. Try out ads that focus on different keywords and see which produce the highest click-through rate.

It’s impossible to tell whether you’re bidding correctly, without knowing which types of bids bring the best results.

2. Consider your objective
The objective of the ad will very much affect the bid strategy you should use. If you’re looking to gain more conversions and increase sales, the pay per click bidding strategy is the one you’ll want to go with.

In fact, this is the bidding strategy recommended to all businesses just getting started with Facebook ads. It’s really easy to control your budget and the ads encourage people to click on them.

On the other hand, if you’re looking to boost brand awareness, you might be better off with a pay per impression strategy. This allows you to pay for a set amount of views for your ad. It doesn’t necessarily guarantee that the users will click on it, but it does gradually build up your brand awareness and is pretty cheap compared to pay-per-click.

3. Don’t bid too low
It’s common for local businesses to start off with a very low budget. After all, you don’t want to end up wasting a lot of money if you don’t know what you’re doing. However, bidding too low is going to be detrimental.

A low bid won’t get your ad displayed to a large target audience, so the returns you make are also going to be low. You should start with a budget of at least $10 per day, but the more you can spend, the higher the returns are going to be.

These are some tips you can use to ensure your Facebook ad bidding strategy delivers the best results. The key is to do as much research as you can before bidding to ensure you know exactly what you’re doing.

Need help creating your Facebook ad? Contact us to learn more call 858-442-3131

Local Business Marketing Strategy – Monitor Your Success with Google Analytics

Monday, February 1st, 2016

Local Business Marketing StrategyGoogle Analytics can be your best friend if you’re trying to get detailed statistics about your website’s traffic numbers and traffic sources. In fact, it’s the most popular analytics tool online.

The basic service is free, but there is a fee for the premium version. For a majority of users, the basic version should be good enough to get the information you need.

Google Analytics is an effective local business marketing strategy that you can use to track traffic from all sources, including social networks and search engines, as well as direct visits and links from other sites. It can also keep track of email marketing, pay-per-click campaigns, and display advertising.

Smart Tips for Using Google Analytics

If you’re already using Google Analytics, you probably log in, look around a little, and then leave with a hazy idea of what is going on with your traffic. In other words, you’re hardly scratching the surface of what’s possible with this robust platform.

There are probably a ton of features that you’re not taking advantage of. Here are some tips that will help you use the platform more effectively.

Look at long-term trends

Google Analytics will show you results from the last 30 days by default. This is great for looking into what has been working recently.

However, you should extend the graph to show you up to six months’ worth of data to look at bigger trends. You will be able to see which pages are sending the most traffic. You can even go back a year or more if you want.

Long-term data is important for helping you identify any patterns and allow you to make smarter decisions about adjusting your marketing plans going forward.

Look at how visitors are using your site

In addition to the number of visitors or page views, you also want to see how those people are using your site. What content are they finding the most useful? How long are they staying on the most popular pages? Which pages are the users leaving almost immediately?

Google Analytics can help you answer specific questions along these lines as well; giving you a first-hand view of what you need to do to better serve your existing customers, as well as generate new leads.

When you know what you’re doing right and what you’re doing wrong, you can optimize your content to fully meet the needs of your target audience. Google Analytics is a great place to start to gather the information you need for a solid online marketing presence.

Need help monitoring your success with Google Analytics? Contact us to learn more or call 858-442-3131

Local Business Marketing Strategy – Google My Business: Overview & Tips for Small Businesses

Monday, January 25th, 2016

Local Business Marketing StrategyWhat is Google My Business?
Google My Business is Google’s new local listing platform; replacing Google+ Local and Google Places.

This brand new system is a useful local business marketing strategy that makes it easier for local businesses and brands to update and manage their business information across Google Search, Google Maps, and Google+.

As a result, they can connect with more consumers who are looking for their product, service, or company.

What Should You Do Now?
Already Have a Verified Google+ Local or Google Places Account? Your Information Should Have Automatically Transferred Over. Login to Review the Information and Make Sure it is Correct.

Never Claimed or Verified Your Google Listing Before? It’s Time to Setup a Page Using Google My Listing.

10 Tips for an Effective Google My Business Listing
• Complete Your Profile 100%
• Choose the Proper Categories
• Add All of Your Locations
• Correct Any Duplicate or Inaccurate Information
• Get Local Citations
• Post Content, Photos, and Images
• Optimize & Verify Your Page
• Utilize the Insights Feature
• Monitor & Respond to Customer Reviews
• Encourage Reviews from Customers

What Can You Do on Google My Business?
• Upload More Photos and Virtual Tours
• Sharing Content and Interacting with Your Google+ Followers
• See Insights on How Google+ Users Find & Interact With Your Page
• See Analytics About Your YouTube Channel
• Read and Respond to Customer Reviews
• Create and Track AdWords Express Campaigns

Need help utilizing Google My Business?  Contact us to learn more or call 858-442-3131

Local Business Marketing Strategy – Why Video is Important to Your Website and Social Media Marketing

Monday, January 11th, 2016

Local Business Marketing StrategyIf you think that your website and social media marketing campaigns can do without video, think again. Did you know that one video is equivalent to about 1.8 million words of content in the eyes of the viewer? Or that 46% of all internet users watch at least one video per month (with the average number of videos per person per month being 33? How about the fact that 100 million people view videos online daily? Need a more sales-orientated number?

90% of all online shoppers have reported that a video on a major retailer’s website has been very helpful when it comes to their shopping and buying decisions. Or how about that when all the video ads at the beginning of online videos are added up, the average viewer spends almost 17 minutes a month watching ads online?

Other Reasons that You Should be Incorporating Video into Your Marketing Strategy

Okay, enough with the hard numbers. It’s quite clear that video is an excellent local business marketing strategy. It makes up a substantial portion of what people come to the internet for and if you’re not taking advantage of that, you’re not living up to your business’s full potential. YouTube is the second largest search engine in the world (behind Google) and is bigger than Yelp! and Bing combined.

Combine that with the fact that Google owns YouTube and it’s easy to see why having videos up on YouTube will increase your rankings. Uploading and tagging your video on YouTube not only builds another avenue to your site, it also helps increase your website’s rankings in the Search Engine Result Pages (SERPs).

Google’s algorithm actually adds more weight to sites that have a YouTube video not only embedded, but also associated with YouTube via links and tagging. Further, your video will show up on SERPs, taking up more real estate (and thus pushing your competition below the fold where people are less likely to scroll down to see them).

The bottom line is that videos are a major marketing opportunity and if you aren’t hitting them, your competition probably is (or soon will be).

Three Benefits Your Business Gets from Making a Video

As if that weren’t enough, here are three more reasons that your business needs to incorporate videos into your marketing strategy:

1. Videos Attract People Who Learn Visually. Not everyone acquires knowledge in the same manner. Some like to read content, some like to look at data charts and others like to watch videos. Videos are unique in that you can attract both audio and visual learners at the same time. Plus, videos can condense a lot of information into a short period of time, making it perfect for the multi-tasking, on-the-go consumer who doesn’t have time to read your brilliant content.

2. Videos Make You Human. Businesses don’t always have the best face when it comes to public relations. A corporation might be a necessity, but that doesn’t mean people want to be reminded they are dealing with a business and spending money. Instead, a video helps you put a personal touch on your brand. You can show your human side and build confidence in your audience. This also helps put the value proposition at the forefront of the transaction, i.e. what they are getting, not what they are spending.

3. Videos are Engaging. When your lead is watching your video, they are thoroughly engaged. Not only are they watching, they are listening, they are clicking and they are reading any information you put on the screen. This is a fantastic way to get your main points across and have them stick, thus reinforcing consumer confidence.

Video Marketing FAQs

Q: Can I make my own videos?

A: You certainly can, but be wary of producing poor quality videos with bad audio or shoddy camera work as these can be detrimental to the quality image your brand is trying to portray. Hiring a professional video marketing team isn’t that costly and your results are guaranteed.

Q: Will videos work for any business?

A: Indeed they will, depending on how you go about it. Videos do work better for certain industries over others, for example, businesses that have complicated products see a lot of benefit because videos simplify their explanation (showing instead of telling). If you are creating a video for say, a manufacturing plant, you can still get some upside, perhaps by uploading a video of your employees parodying an internet sensation or something else that shows the human side of your company through fun videography.

Need help developing your Video Marketing campaign?  Contact us to learn more or call 858-442-3131

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