Running a successful brick and mortar business is difficult. You might have a great customer base who regularly buy your product or services, but it’s important to make sure that fresh new business is always coming in. For business owners or marketing managers, it takes a lot of effort to keep your local internet presence maintained with content, reviews, SEO, and social media.
In fact, maybe that’s an aspect you haven’t really looked at and assumed that the expense of hiring an agency to do it would never pan out.
This is where local businesses actually have an opportunity to really shine online – if they approach outsourced marketing the right way – with a focus on tracking sales… and this is key.
If you’re thinking that this sounds like more work, don’t worry. This is something that a good marketing company will be able to help you handle. And, in the end, you’ll be able to relax more because you know that your campaign is generating a true ROI.
Here are the key search ranking tactics that an outsourced marketing agency can help local businesses with.
1. Research for the Right Keywords
Not all keywords are created equal. Because of this, you’ll need to know what keywords your customers use to find you.
For example, if you own a law firm in Seattle, Washington that specializes in personal injury, then seattle personal injury lawyer would be an important keyword theme to focus on.
Here’s another example. If you are a plastic surgeon in the Seattle area, then you would want to look at ranking around the keyword theme plastic surgery Seattle.
Ranking for these different keyword themes can take a significant amount of time and effort, but the amount that it will require for you depends on the industry you’re in. If you’re in a major city and you are in the medical profession, it will take more work to rank well than if you were focusing on a suburb.
Because of this, a good marketing company may not necessarily go after keywords this difficult right at the beginning. Instead, they’ll bring in sales by going after low hanging fruit – keywords that are longer, easier to rank for, but that are highly relevant to bringing in potential customers. A good example of this would be a keyword like local cosmetic surgeon bellevue.
For more reading, check out this article on What is a Good Keyword, Anyway?
2. Developing the right content, consistently… for the right audience.
It’s a given that you will need high quality content. Google takes things like grammar and how well it’s connecting with your visitors into account.
For your company, content will be critical for both visitors and search engines. Here’s a great article on optimizing your content for search engines and your audience.
A good marketing company will ask you questions about your audience and help develop buyer personas for your company. This way, your content will specifically be targeted to reach who you want to reach.
It’s important to note that, not only does Google want to see good content, it also likes to see it consistently. It tells them that you are a good resource for your industry and are likely more relevant than your competitors.
3. Getting Google Local Setup
Google local optimization takes getting in front of local traffic to the next level. In this case, Google will show a “7 pack” of businesses that are relevant, local, and often have reviews. Getting this local recognition is generally due to building out local citations by an SEO. These local signals show Google that you’re relevant and legitimate – and worth recommending in their local 7-Pack listings.
This allows you to showcase how well you serve your clients and what you offer right from the search engine itself.
4. Creating or claiming your local listings
Local listings can consist of local directories or review websites. For local optimization, it’s important to claim these listings for your business – as long as they are quality and relevant. If you’re not sure what a citation is, just click the link above.
Citations are important because Google takes them into account when they measure how relevant you are to a local area and keyword. A good marketing agency will be able to help you get these claimed, uniform, and optimized correctly for your local market.
Social profiles would also be included in this. For local optimization, it’s also important that your social profiles match, and are optimized. This means including your physical location, business or store name, and your website URL. Again, consistency is important.
5. Get genuine reviews
We’ve run the gamut as far as review campaigns are concerned. In fact, a couple of years ago Google went through and cleaned out entire Google Local profiles and deleted them because of fake reviews. This severely impacted several businesses who relied primarily on local leads.
Even though testimonials can be difficult to get at times, a good marketing agency will be able to help you develop a consistent campaign that drips in leads from your customer base.
6. Reaching out
It’s important to reach out locally. This will provide more opportunities for your business to get talked about and linked to online. Reaching out to local bloggers and incorporating Press Releases can be a great way to get into your community.
Even though it’s not online marketing specifically, doing sponsorships or hosting networking events can open up some online opportunities as well.
7. Optimize For Mobile
Mobile use is huge and it’s growing – which makes it even more important for local businesses to develop a mobile responsive website.
This is different than having just a “mobile” website though. Because of the sheer amount of variation between screen sizes, being responsive is key. It allows you to optimize their experience to the screen they are on.
Analyze and monitor your results
A good marketing company will help you go over your results and tie them to actual sales.
We call this process “closing the loop.” Here’s what it allows us to learn:
- What of your marketing channels are most efficient
- Which buyer persona is most profitable for you
- Your current cost per sale & lead
- How to optimize your campaign for maximum ROI
Have questions? Give us a call or schedule a free SEO assessment – we’d love to help!