Advertising is a peculiar and often misunderstood business which is why having a knowledgeable consultant is absolutely necessary. Sure, you can figure some things out as you go but others you just can’t wing. Most entrepreneurs, or small business owners, starting out tend to assume a Field of Dreams approach to marketing believing, “If you build, it they will come.” I’m here to tell you the movie was a blockbuster for a reason: it was a great story! And, I promise you, after they’d wrapped production, and final cuts were made, the movie studio promoted, promoted, promoted.
Did you catch that?
In our hyper-connected world, successful campaigns start with a vision. Our lives are shaped by page 1 and 2 of Google’s search engine. Meaning, if you’re not listed within the first few pages of the search results, online, you don’t exist. The question I’m most often asked is, “How do I get on the first page of Google?” or “I used to be number one on a Google search now I’m not, what’s wrong?” While there’s no blanket answer, here’s what you can do to ensure Google knows you’re there:
1) Keep it in the neighborhood: Local search optimization is really important especially with the adaptation of Siri. Give yourself a had start in being found for your neighborhood, city, or state by claiming your listing on Google Places.
2) Re-examine keywords: Advertising and marketing are ongoing efforts. It’s counterproductive to fix it and forget it. Plan your keywords around what your business does. For example, if you’re business is named Vanilla Bean and you specialize in crew cuts it would serve the wise to distinguish the type of service people can expect at your establishment. Use qualifiers such as “vanilla bean haircuts”, or “vanilla bean nyc”. *For more keywords tips be sure to subscribe to our blog.
3) Keep it friendly: Decide on a social media platform and use it. Don’t over post or treat your company’s social media page as you would your personal page. Social media can enhance your brand position if done right. Use social media to share exciting changes within your business, to honor exceptional employees and customers, and to share news and events that are happening within your community. Remember, if someone leaves a comment— good or bad— respond in the most timely and professional manner possible.
4) Share your vision: With the basics checked off, it’s time to promote. Look for industry experts and bloggers whose content you can share on your site. Don’t be afraid to ask people to share your link if it’s relevant to their audience and within your target market. Seek out opportunities to guest blog and leave comments on other blogs and forums.
Now that you have an idea on how to gain immediate exposure as a small business owner, take it one step at a time.
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