Online Marketing For Local Businesses And Contractors Has Never Been Easier
According to Jennifer Schiff from CIO, small businesses today have to market in more places than ever before. The problem with this, though, is that marketing takes up a lot of resources. Many small businesses, contractors, and local enterprises have limited finances. So spending lots of money on online marketing for local businesses and contractors is a problem. Social media is, in general, free, but to actually have your message seen by lots of people often requires that you spend money on things like Facebook advertising.
The question for small business owners, therefore, is to ask which channels offer the best bang for the buck. Here is some advice from experts on which marketing strategies to use if you are a small business.
Maren Hogan is the Chief Marketing head at a media organization. She says that she has found that one of the best marketing strategies for small businesses is blogging. Content creation really began to take off back in 2012. Since then it has proven to be an exceptional tool for small businesses looking to expand their online reach. Hogan says that when companies provide their clients with no sales content that is informative, they quickly find that their social networks expand and that interest in their business grows. Hogan says that blogs help to establish local businesses as experts in their particular field.
There are additional benefits, she says. By blogging at least twice a week, she says, companies who operate locally are able to increase their presence and improve their website’s ability to get found online. The more time you spend blogging, she says, the more that search engines like Bing, Yahoo, and Google will think that your site is generating fresh content. Search engines love detailed, fresh content because it suggests that your website is active and is providing users with useful information.
Susan Paton, the president of a marketing and communication company, says that guest blogging is one of the best tools she has ever found for marketing her content online. She says that by making contributions to relevant blogs and giving out useful content, small businesses are able to position themselves as experts and also create links back to their own websites that will boost their overall ranking. By making useful and extra contributions to other blogs, she said, you can show off your knowledge and expand your reach.
Leverage Social Media
Mike Volpe is the chief marketing officer from the start-up and marketing website Hubspot. Over the last few years, he says the importance of inbound marketing has grown. Consumers are no longer as happy to receive email promotions, and direct sales call as they once were. Instead, they want marketers to draw them to their company through more organic methods. Volpe says that social media provides the perfect tool with which to do this. Social media allows companies to get their customers to come to them instead of them having to their customers.
But for many small businesses, social media can appear to be overwhelming. This is why it is important to narrow down your social media activities to perhaps one or two individual platforms. For example, for appliance repair marketing it’s probably better to use sites like Facebook and Twitter since the majority of your content will be informative. However, if you run a food business, then Twitter probably won’t help your business promote its brand as much as either Instagram or Pinterest. Businesses that are more visual in nature need to find their way onto social media sites that are also more visual in nature.
Once you have set up an account, it’s important to immediately start joining in discussions and engaging with your community. Keep social engagements as frequent as possible. Make sure that you are only contributing in a way that is useful to your audience.
Try PPC Advertizing
Local businesses and contractors need to make sure that their advertising is as targeted as possible. According to David Waterman, the account director at an online firm. He says that PPC ads are the most cost effective way to start out in the world of online marketing. The reason for this is that they allow businesses to target all of their marketing dollars towards people living in the local area whom they serve. What’s more, there are lots of services that help companies make the most of their PPC marketing.
Even novices in business can now make significant inroads if they find the right help from third party companies. An efficient online marketing campaign is that uses the correct keywords and targets the right audience. This can soon lead to a flurry of quality leads for online small businesses. It’s a good idea to target a set of long tail keywords before moving over into the more generic keywords.
Another way in which local businesses and contractors are spreading their message online is through the use of webinars. According to Nicole Skuba, a marketing executive reporting for CIO, small businesses should use webinars to generate leads. She says that webinars have a 70% rebound effects meaning that more than 70% of people who watch webinars interact with the company at a later date. The great thing about webinars is that they allow businesses to be far more interactive with potential clients than would otherwise be possible.
Nicole Skuba reminds businesses, however, that webinars should be useful. There is no point producing a webinar that is not rich in content or targeted to your particular audience.
Use Press Releases
Finally, the experts recommend that small businesses issue press releases whenever they update their website or introduce a new product. Press releases should be a part of an integrated marketing strategy that helps connect customers with journalists and develop lasting impressions. When making a press release, always run with the most newsworthy aspect of your business. Talk about things like the way your product will change people’s lives. Or how you’re solving big issues in your particular industry. If you are a plumber, and you happen to offer around-the-clock emergency help to clients, use this as the basis for a press release.