When it comes to marketing your small business to consumers, promoting business to business to get clients or using social media marketing to advance engagement; gaining content link listings in search results becomes critical every month in defeating the competition online.
Content links result from regular blog posting that is the nuclear fuel driving your marketing platform.
Today’s Digital Marketing Update
In today’s Digital Marketing Update, Video Podcast #70, host John D. Verlin discusses The Critical Importance Of Content Link Search Results In An Online World.
He points out why small businesses need to take these link results seriously as prospects value these brand image results more and more.
On Demand Advertising Solutions Three-Part Strategy
It’s all a part of our services and three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!
The Extended Marketing Platform
We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.
When it comes to marketing your small business to consumers, promoting business to business to get new clients or using social media marketing to advance engagement; taking the proper steps to being recognized online by prospects is crucial for future growth as mobile platforms and voice-search usage increases.
This is more than just looking good online. Rather, it’s having a complete marketing platform that is optimized with what search engines and customers are looking for when they search for your business category.
A bit like looking for a needle in a hay field of options.
Today’s Digital Marketing Update
In today’s Digital Marketing Update, Video Podcast #63, host John D. Verlin discusses 4 Ways To Get Top Search Results On Google.
He responds to a listener named Emily from south Kansas City, Missouri’s comment on his animated video (Caught You Looking) on the website.
Rich content like animated videos and video podcasts are being ranked higher by Google and test well with prospects.
Once again, we go down that magical entrepreneurial road into the Emerald Forest. Only to discover, lurking behind the trees are more changes in how Google analyze’s relevant search content.
Regardless of how much marketing investment you’ve made–these changes affect how your business listing will show up in the search engines.
What do you do?
In today’s Digital Marketing Update, podcast #48, host John D. Verlin discusses the latest changes that Google has made to focus on “voice-requested”, rich-content methods in achieving favorable rankings for small business owners.
It’s all a part of our three-part strategy to drive SEO and web traffic and to make your business exceed the profile and exposure of your competitors!
We do this through an extended marketing platform–the perfect compliment to current marketing campaigns!
New digital technology is making the shift of marketing resources more apparent for small business owners. Particularly when it comes to future growth and reaching Millennials.
In podcast #42, John D. Verlin discusses 7 Things Small Business Owners Want From Marketing Technology.
These insights were summarized and commented on, originally published in April, 2015, from an interview in Streetfight Daily by Liz Taurasi and the vice president of public affairs for the National Small Business Administration, Molly Day.
It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors with an extended marketing platform–the perfect compliment to a Google Adwords campaign!
But it’s very pertinent today. If you own a small business, you’re going to want to hear this.
Liz Taurasi wrote this, she interviewed Molly Day, the vice president of public affairs for the National Small Business Association.
And she’s talking…basically she’s talking about seven things small business owners want from marketing technology.
And that stands to reason.
She says there’s over $50 billion being spent, two years ago in 2015 in local media.
Now, if you’re using local magazine, TV, radio or whatever, that’s what she’s talking about.
And small business contributes one out of every three dollars in local marketing.
Now, she’s talking to Molly Day about the still mixed relationship with the tech industry.
What they are looking for in marketing products, for small business merchants are looking for in the tech end.
The first question she asks is help us understand the psychographic, demographic shifts that are happening in the small business community.
Some argue that small business owners are getting younger as the older generation retire. Are you seeing this?
And Molly says it’s real similar to some things I’ve commented on She says, yes–we’re definitely seeing a drop off in entrepreneurship.and new small businesses.
There’s definitely newer, younger businesses coming in to the market.
With those baby boomers aging in place so to speak and step out of it.
But it’s not what we’ve seen previously. And that’s just based she says, on births and deaths. And that’s just in the past two years.
And as the economy has been growing, I’m sure we’re going to see younger millennial and younger people starting businesses.
I know i worked with a bank for small businesses, and we had a lot of different people age thirty, thirty-five starting checking accounts for small businesses.
The second question that she has, small business has had a mixed relationship with the marketing tech industry–and given your research, how has that relationship evolved over the last ten years?
What’s driving the criticisms with Facebook, Yelp and others? Molly says, she thinks it’s two-fold.
A lot of business owners look to those companies to help get the word out for expanding their customer base.
But today, the majority of small businesses, even ones a little older, not always tech saavy are overwhelmingly joining Linkedin and more and more, Facebook and Twitter.
I see that too.
I’m older, over fifty let’s say–two weeks ago I had a seventy-three year old relative talking about a new smartphone he was going to get. He’s got a dated smartphone.
And he was looking at some of the latest models, asking my opinion. A seventy-three year old man wanting to get a smartphone.
Nothing crazy about that, but I thought that was interesting. Although, he admitted his use was primarily texting grandkids, Facebook, searching…for things.
Amazon’s changed everything when it comes to shopping on their smartphone.
And I keep pointing this out on these podcasts–the technology has changed, of what people are doing with the technology.
And businesses, particularly small businesses need to be aware of this. That whole thing has shift. I call it the Millennial Shift.
Now, she–Molly also said that business owners were learning and that being engaged is really the best way to do this.
Perhaps if you get a negative review on Yelp or on Facebook, to respond back to that person.
She says I think learning if you’re going to be involved with these online tools on social media that you really have to commit to it.
You have to be all in or not at all. And I agree with that. That’s been my experience in talking to small businesses.
And a lot of them are just learning this, to be on social media.
Well, you’re either all in or all out.
But, what’s going to drive them to become all in?
I think it’s going to be the fact that customers are going to be saying something to them.
They’re saying, I couldn’t find you.
Or, I went to a Facebook page and you didn’t have one.
That again, comes down to the marketing platform we’ve talked about.
The perception, the brand perception.
All of the things I’ve been talking about on these podcasts. Talk about building that marketing platform and promoting it.
This is one of the major things. Particularly in getting future customers.
Millennial customers. They’re savvy to all of this. More savvy than I am. So this is why this all in on social media.
You need to rethink this if you’re not doing it.
Because it’s where it’s headed, it’s where it’s been going and it’s one way of insuring that you’ll have future customers.
The third question, small businesses evolve as buyers of technology and marketing tools.
And, she basically says it’s one of those areas where putting money into will make the business cost-effective.
But certainly putting money into it but not as much as hiring another person to do the marketing like they did twenty years ago.
She says this is another variant too. This is no different than using ecommerce, internet solutions, to expand their growth.
But, again this is one reason I started this business seeing that need for small businesses or businesses to expand or hire a marketing person just like they did twenty years ago.
It comes down to their experience, savvyiness with technology.
What I like to offer is to freelance it so they don’t have to commit to a long term plan unless they want to.
Because I can do that too.
That and one thing she said it is cost-effective if they’re considering various options, when it comes to the marketing, accounting, taxes.
What do small business owners want from technology? Is it easier to run their businesses? More customers? A better way to interact with their existing ones?
Molly basically indicates that bottom line total is important.
I think second is responsiveness, and that is a really key thing for small businesses.
Because they often don’t have people to take care of HR, somebody else for taxes, accounting.
It’s all on that one person, the business owner.
They want systems, they want responses that are quick and efficient, that doesn’t take a lot of their time.
As far as what is driving them to technology–yes, I think reaching out to their customers is certainly the biggest driver.
And again, this comes back to what I have been talking about. Getting involved in social media.
It’s, this is a whole new–you can see on my website on the bottom–Mr. Patel in Inc. magazine.
A quote from him saying that the customer experience is the new marketing. User experience, this is the new marketing.
Engagement of customers. This is the new marketing. I’ll repeat that. Customer engagement is the new marketing.
That’s what she’s talking about. You have to get engaged with your customers.
How are going to do that? Direct mail? Coupons? Social media?
This is why I’ve been talking about social media so much because this is where customers are engaged in.
You may have a neighborhood Facebook page.
My community has one. About 9000 members. And every day I’m seeing posts on Facebook about, I’ve lost my cat. I’m looking for a used mattress.
Used furniture. Or, has somebody tried the new Dairy Queen?
Or I want to shout out and thank, the Walmart locally for helping out when my car was stalled in the parking lot.
Whatever it is, is they’re engaging on my Facebook.
Good or bad and there have been some bad.
And some local businesses that if they had not known, and I know of a few, that were not engaged on that platform and there were some negative comments, which they found out about it after the fact.
You don’t want to be in that position.
So number five–do you believe technology in the internet has made small business more or less competitive to large brands from say a decade ago.
She says, technology has probably made small business brands more competitive, but it’s also made them more vulnerable.
Again, you’ve got one person doing HR, CEO, Accounting–all of that. It’s up to you that you assist with tech.
It’s kind of a middle ground with cyber security issues.
It’s made things a lot easier but again, it’s making sure that a cyber security investment is a good idea.
Number six, what are the biggest threats to the growth of small business today?
Well, she says the members of the Small Business Association says they’re most concerned with economic insecurity.
And this is two years ago.
Now, I doubt that’s changed.
There’s this looming fear based on the Great Recession that the economy could go that way again.
That biggest fear, some of it’s driven by policy makers, government shutdown. Whatever.
Lack of confidence in elected officials.
And she says that might have something to do with the economic insecurity.
There’s also the geopolitical situation. Today with China, it’s tied to elected officials. It’s also reality with trade. NAFTA, Pan Pacific trade agreement.
So, she says she’s seen some parallels a market drop off in new start ups, tax code is too complex. You get a tax break now. But two years from now it will go away.
Then it will pass retroactively. And you have two weeks to make a decision on a $25,000 purchase–and mountains of regulations.
It’s contributed to more hurdles which she thinks has contributed to the decline of startups.
Finally, the seventh question, the seventh thing that small business owners are wanting from marketing technology, what do you expect to see as contributing to small businesses in the next year or two?
She said, we’re going to see more and more small businesses looking to expand their social media interaction.
Right now, it’s about half that are actively engaged in social media, but we’re going to see an increase.
Plus, they’re going to focus on marketing to a younger generations.
Not only expand their customer base, but expand the continuity of that base.
As well as alternative financing options for small businesses to get loans.
Thirty-one percent cited they couldn’t get adequate financing, six months ago when this was taken.
I know the bank I worked at, they were starting to offer micro business loans for small businesses, for this very reason.
So, seven things that small business owners want to from marketing technology. I hope you’ve learned from that.
Discover how we were able to own a front page business search AND drive thousands of views to our site on multiple platforms, in just eight months!
In another Digital Marketing Update, John Verlin discusses some of the techniques he’s used to drive his web traffic and get listed on Google in a front page search of his business.
In the case of Facebook traffic–some of the views reflect various “ads” purchased as a test for less than $50/mth (tested over three-months off and on throughout 2017).
The fact that you’re reading/listening to this blog post is most likely due your response to a social media post.
It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors with an extended marketing platform–the perfect compliment to a Google Adwords campaign!
You may listen to all of our exclusive audio podcasts here.
On the go and in the know–successful entrepreneurs use the latest business and success information to further their business pursuits.
Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow–sent to your inbox each month!
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Now, enjoy the video podcast!
Marketing Your Business; Proof Is In The Pudding, Turbocharging Web Traffic and Own A Front Page Search, Podcast #38!
Host: John D. Verlin
And another pleasant good afternoon to you, John Verlin with On Demand Advertising Solutions, with another Digital Marketing Update podcast. (Kansas City-based marketing consultant and brand ambassador)!
Got a email the other day from a gentleman named Brent in Roeland Park.
And he basically asks, he said “John, I saw one of your animated videos and went to your website. I saw some of your podcasts and was curious.
Do podcasts really work and how do you do them?”
I guess he really wanted to know if they were effective.
And Brent, the answer to that is yes, that’s why I’m doing this right now. You may be listening to this.
Those of you who are may have the same questions. But basically, yes they are effective.
I like them because they’re simple. They’re easy to do.
If, and again everything’s relative.
In other words, if you’re nervous about speaking, or you don’t have a good voice and you sound like Daffy Duck…or whatever, you may prefer writing.
I prefer podcasts because I was in radio and we used to do these all of the time with clients—where we would record their ads, as podcasts or as mp3 files.
Have them put them on their website, and talk to them about letting people know they’re on their website.
And they would back that up with say signage in the stores saying, “James Thompson Jewelry, as heard on KYZ radio.”
From a visual standpoint to reinforce that fact they are on radio. Because people or customers might come in and not even know they had a radio ad.
All of this works together, interlocking.
This media and marketing ties in together. It’s what I call the marketing platform. It’s all a part of the package.
So yes, podcasting Brent is one avenue of content that is also searchable on the web when you transcribe it, as I’m doing on this blog post, and then promoting it.
It also, to me is convenient and I think for a lot of people, with over fifty percent using smartphones to search things and check things out.
They can just listen to it on their smartphone as they’re walking or working out or whatever.
You may be doing that right now and listening to this.
So they’re very accessible in my opinion.
So they’re easy, they’re accessible, they’re entertaining.
You get to know me. You get to know, customers get to know you by hearing your voice, not just reading.
Nothing against reading, I read a lot. But it just makes it on the go quick, simple and used a lot by mobile devices.
I appreciate the question.
I hope I answered that sufficiently for you.
Which leads me into today’s blog post—I couldn’t wait to do this podcast because of the picture I picked.
And it’s called Proof Is In The Pudding—and if you see that picture, that you want to eat that right now, it is so good!
But, Proof Is In The Pudding, Turbocharging Website Traffic And Building A Front Page Search on Google.
And, I did that in about eight months.
Through a combination of things I want to talk about today. Just to give you some food for thought.
Number one—and this is one reason I started this business. You need to consistently post content.
And I’m not the first to have said that. A lot of people say that.
In fact I read a post today from a gentleman—I forget his name.
He reiterated the consistency of good content.
It’s always been the case. Think about this.
Ever since newspapers. Ever since TV programming, radio programming—if you in a sense not have good content—you’re not going to draw as many.
You’ll still get some people.
We found that in radio when we had clients do radio ads. They had a terrible voice Their message wasn’t that brilliant. “You need a plumber…call me.”
But, in spite of the weaknesses you want to call that—it actually played up to their strengths. Which was, they were human. They connected with the audience.
And that really what all of this is about—is consistently connecting with your target audience. Nothing new here. It’s just shifted towards digital platforms today, as traditional media is shifted.
We just saw this—a matter of fact last week.
There was a merger of two big radio companies, to form a sports digital marketing platform for some of the sports stations that one of the companies had, that I actually used to work for.
So they are recognizing, an on-going building out of their platform, for sports programming for digital consumption.
Through a streaming platform.So this is really nothing new. Consistent content.
And of course, I know a lot of you are saying, well I’ve got a website, I’ve got content on it that tells about my services. I understand that. But Google is like a ravenous dinosaur. It’s constantly feeding off of content. So you’ve got to feed the beast, in essence.
And I know a lot of you are saying well, how many ways can I say, “we clean teeth”.
Well, that’s where your blog comes in.
Yeah, I’ve heard this before. These guys charge an arm and a leg to write blog stuff. And I just don’t have time to read it all.
It’s too much of a hassle. I understand that. And that’s one reason I formed my business as a consultant was to help businesses do that. As I’m doing right now.
But what’s fun is—if you do it in an interview-format style, someone is interviewing you.
Talking about your specialty—your expertise.
Questions your clients or customers are having on a regular basis that you’re answering on a podcast content. It’s engaging. It’s entertaining, hopefully.
I still have yet to do an impersonation like I used to do in radio.
I promise you—I used to do these. But I want to keep a little something behind, so you’ll keep listening.
At any rate—so yes, they are effective if you’re consistently posting content.
If you can’t do it or don’t want to. Hire someone.
It’s not super expensive. I mean, I don’t charge an arm and a leg. I work through some of the chambers and things like that.
I don’t have ten employees.
I’m a consultant, so I don’t have to charge near as much.
So, it can be done.
You can see with some of the stats I posted in a post I did last week on a post about turbocharging web traffic and owning first page searches.
All of this is important, because it is content that will allow that to happen.
And you may say well why is that important?
If you’re a prospect of your business, locally.
You’re probably going to search for the name of Jim Thompson Jewelry.
Maybe before you go out there.
And if Jim Thompson Jewelry doesn’t show up.
You might kind of question if they are for real. Now they can drive by your brick and mortar business and see it.
But it adds credibility like nothing else.
Why? Because this content, this whole shift in marketing online and presence, it’s all moving there.
I was at a Walmart the other day, trying to find a faucet. And I pulled out my smartphone trying to check it on Amazon. I found a better faucet on Amazon. So I walked away and bought it on Amazon.
That’s how people are using these smartphones now.
For searching for products, services. You may be in a law firm, in the lobby listening to this podcast. Thinking about hiring a divorce attorney. And think, well wait a minute.
You may have a point there.
Right now and search for divorce attorney’s on my smartphone as soon as I get done listening to this thing.
And you may go ahead and search for a divorce attorney that’s highly recommended through a rating system and there are testimonials on their website.
And you just might walk out of the room and go see that person. That’s how important this is because people are doing this now.
Second point I want to make is, that the proof is in the pudding—turbocharging your web traffic and a front page search for your business is consistently promoting your content.
Oh, here we go again. John, you keep saying consistently, on-going.
I don’t like those words. I want this to happen in three months. Actually, I want this to happen thirty days ago…my board wants this to happen last year.
I understand that.
All marketing though—it’s all good.
And it takes time. That’s a fact of life.
Unless, you’re the only business in town that does what you do. And everybody knows about you. Then great. But guess what—they don’t know about you.
We’ve talked about this on other podcasts, but the multiplicity of channels now. Multiplicity of platforms that are available for content.
Whether you’re checking out Instagram, Pinterest…Youtube…so many platforms.
People can be checking out stuff.
And that’s why you have to do things consistently. Because you don’t know what works.
And if you do direct mail. I had a chamber member say, we’ll we use these big direct mail big post cards.
And they seem to be the best thing we’ve done. And that’s great. For now. What about six months from now?
That’s why all of this works together.
You can’t just say, well this is a silver bullet.
All of them are silver bullets that work together to get a shot. To get that result you’re looking for on a regular basis.
I have another prospect I’ve talked to…pretty good sized business.
Millions of dollars a year. They are in six magazines. TV…on the web, online. I mean they’re doing a lot of stuff—and they’re struggling.
I mean they’re painting huge letters on windows. On Sale—whatever.
Who knows what works? They’ve tried it all.
And they realize they’ve got to keep doing it. You can’t just stop. Because some of that might zero in on targeted people.
I think they can maybe target it better. But that’s what we do is consistently test and target, try to.
And the third point I want to bring out is that multiple platforms and channels are on-going.
You need to be placed on multiple platforms with content. Whew, that’s a lot of work.
I understand what you’re saying John, but this is a lot of work.
I’ve got a business to run.
Exactly, and that’s what caused me to want to start this business is to help people like you who are struggling to do what I just said.
Because they realize—and I think most businesses realize this.
The need for this type of content and on-going promotion.
You say, well I’m running a TV schedule.
And I have some post cards going out.
OK, that’s great! And you’re testing all of that? Because that will work for a while, but maybe it won’t. Then what will you do?
On-going content on a blog, in an entertaining and engaging fashion, consistently will engage prospects. That’s the key.
And as long as we have these digital platforms, and various online mediums, such as Youtube, Facebook, Twitter, whatever, then we’re going to have people going on those.
Now, once those are gone—there may be some new thing like artificial intelligence beaming a signal into your brain through a micro chip.
So, those are three reasons why I think it’s important to see proof in the pudding by using those three to turbocharge your web traffic.
And you can see on my blog post from last week some of the results I had over eight months.
And you can see each of the blog posts and the traffic from various sources. Twitter, organic, where ever. Even overseas!
I didn’t expect that. I didn’t want it. But OK, some nice comments from people listening to the podcasts. Previous ones. Thank you.
It’s really amazing how this inter-connectiveness of the web can really turbocharge things.
But you can also target your local people. And they now have your content to check out compared to the competition.
And that may make all of the difference. Highlighting your expertise.
While most small businesses and professionals may be seeking local customers and clients, when it comes to marketing your business–image matters, particularly when it comes the a local search.
As we’ve noted in earlier podcasts, this shift of prospects moving to online searches and reviews makes brand perception more critical in the race against the competition.
As noted earlier, over half of small businesses fail to have a website and many don’t even have a Facebook business page.
This lack of online “real estate” can pack a punch in a prospects opinion of the business before they even engage you.
Podcast #27 discusses ways content can build out this important real estate for your business, whether through Facebook business pages, Google My Business, Google Posts, YP.com platform, local chamber of commerce pages, Linkedin business pages, Youtube, blogs, etc.
After five months of launching a website and beginning podcast/video content–the pic below shows how we “owned” the first page of our business search listing–out of 4,330,000 listings.
If your local prospects were to search your business, how would it “look” in the listings? This is important because it is part of your branding and marketing platform.
Getting ownership of this page is just the beginning. Consistent and relentless promotion must continue to occur outside of searches to direct prospects to your blog content, which in turn a percentage will check out your website.
It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors.
I hope you’re having a great week. I was talking to gentleman who owns a digital marketing business this past week. We confer every week or so. He shares with me things about his clients.
He was telling me, he said it’s funny, but I have the same kinds of issues you have had, as far as people you talk to and how a lot of them are having a hard time understanding online presence. The need to have social media involved and things like that.
According to some recent surveys it seems that more and more businesses are realizing the importance of this. It’s a slow process. As we were talking I kept thinking, ok, let’s walk through this.
Let’s say you’ve got a business. You’re a small business owner or a professional. You’re trying to get referrals for new customers or prospects.
So you join a chamber, all right. You go to the chamber meeting. You might meet a few people. Give out a business card or two. Let’s say you meet somebody.
And maybe they are an accountant. And you might need accounting services someday. So you exchange business cards.
You go back to your office, and you’re kind of curious. The guys got what looks like a website. So you Google and search most likely I would imagine the name of that business.
And then, a few links pop up perhaps. You click one of them on, and it’s kind of a partial website you’re going to. The first impression you had of this person is at the chamber meeting. Probably noticed their dress but the business card. The image. Is it cheap? Does it look good? Do they look good? Are they sloppy?
These are all first impressions and that’s usually the first thing in direct contact like that. Now the second impression, you’re going online and you’re not finding a whole lot. And then when you do click through, broken links, not a lot of stuff, content on the website.
And you’re thinking this guy is an accountant, he ought to be good. But now, you have had several different impressions that have been formed, before you even call him.
This is what I call part of the marketing platform. It is the brand perception that is formed online even after you meet someone.
Because we no longer just get in the car and drive over to the office. We do research before we do things and over fifty percent use smartphones.
So doesn’t it make sense you’ve got to have some presence on the web. And yet I’m surprised how many professionals may have a blog post, a little blog and that’s it. You’re an attorney or whatever and you don’t have a proper online presence.
And this is like a comparision here. Let’s say you have a store. And you decide that you’ve got enough customers, I’m not going to fix up the display window. I’m just going to leave it open.Or just through a ladder in there or something.
You’re not too concerned about the image of the business or walk-in traffic, because you’re got enough traffic from direct mailers.
Would you take that approach to it? No, you’ve put some money into this. I highly doubt that you would not be concerned about your storefront and your display window.
Because you want more customers to be induced to come in and do business with you right? So this is the comparision I’m making to this online importance of the marketing platform, because this is where people are going to process and check people out. And seeing things and making decisions even before they even call you.
So I’m calling today’s podcast, 4 Reasons Why Content Will Allow You To Own the First Page of Google Search In Your Business. And this again is image.
Not to mention the content that might be there but the fact that the first thing that people see when they type in the name of your business, what’s going to come up?
Now typically, and there are a lot of people who buy links or paid links or ads, the first two or three might be another entity. And then you might have some show up.
So, here’s why this is so important to have content as a part of your blog and website. The content is going to give people a reason to visit your blog.We’ll, I don’t have a blog. I don’t have much content. Well you can now give people a reason to visit your blog to go to.
The content is searchable on Bing and Google and it will rank your blogpost higher and your website higher in searches. The more content you have, Google likes that and they’re going to rank you higher.
And by creating this content and owning that first page of searches—for example, there are businesses I’ve looked up in my hometown and they’ll have a Facebook business page, they might have a five star review which looks great—and that’s all wonderful.
Clicking on some of the links like a Yelp link show up. This can all come about to and one thing we stress is to have a Facebook business page, a Linkedin business page, every busniess page—a chamber association business page. Those business pages will rank because they’re already associated with Facebook, Linkedin or the chamber.
They’ll rank your name or business higher because they already have a platform established. So these are all things besides your website and blog that you should be involved in. And this is what I call the marketing platform. All of the different platforms, audio platforms for podcasts is a separate platform that’s going to rank you also.
So if you’re listening to this, you can see on this blogpost the first page rankings on my business I started five months ago. I started posting podcast content, video podcast content on Youtube. You’re going to see a Podimatic podcast platform I use for mp3’s only.
And these are all links, you can see some of the video links on Youtube. And that’s after five months. Launched the website five months ago.
You type the name of the business in and this is what people are going to see. Google My Business—all of these platforms because I’ve been doing it and promoting it on a regular basi, every day in five months.
Now there are some businesses I’ve searched in my local community. They have quite a few links. But from an image branding perspective. They’re ok. I’m not excited.
But when you have video content, audio content, you’ll see what I’m talking about if you’re looking right now at the Google My Business.
It makes a branding image difference. Nothing wrong with a lot of links and great reviews, that’s perfect. But when you add content to that mix, it rounds out the impressions is what I’m getting at—and your solid.
This is why it’s so mportant, whether you’re an accountant, or whatever—well I don’t need to have…
But these are impressions. This is marketing. This is…you know, you’re not H & R Block. You don’t have a huge brand presence. And this will help build that is what I’m getting at.
So these are four reasons why content will create a first page search brand impression that you can be proud of and you’re constantly adding to it to increase that impression.
Now, when they click through to those links and they listen to your video podcast and they hear the content—and read it and see the videos you’ve got on there—now they’re getting to know you.
Does this make sense? This is why the marketing platform is so important to get new business and supercharged and turbocharged referrals.
Because now, you’ve checked out this accountant, and seen all the stuff he’s got on there. Maybe he’s got all of these different things there, but now your impressed with him from day one. But now you’ve seen all of the stuff he’s got on there.
It adds a ton of credibility to someone you very well may want to do business with as opposed to a competitor.
The flip side of that is you go and search this person and other accounting firms come up locally—and they have more content and more brand image web real estate so to speak.
Suddenly you’re well…I might want to check these other people out.
See how that works?
It’s no different than a storefront really. It is your storefront. It’s your online storefront but it goes deeper than that because of all of the content to highlight your expertise and credibility.
And we didn’t have this twenty years ago. The capability to show off our capability.
But now they can do it and they are doing it and making judgments, comments on social media one way or the other.
And that you have no control over unless you answer some of those comments and you’re on that platform.
So, those are the four reaons it pays to have content. It pays to promote yourself through social media. And yes, have a credible website, with a blog all tied together.
Because you’re spending money on marketing and advertising or whatever else. And they get to that point from the radio or tv or magazine ads you’re spending money on. And they do some checking on you.
Background checking, research and they’re not impressed. You may have wasted all of that money.
Or at least an opportunity.
You’re going to give people a reason to visit your blog with content, the content is going to be searchable and rank you higher in the search engines they use.
It’s going to allow your first page search with eight or nine different links with content on them that look really good from a brand impression standpoint, and the content engagement standpoint when they click on it and go to it and check it out.
And it’s going to enhance and entertain those people who check it out. And it they like the content, they can forward to people they know.
And you’ve just expanded your influence to unknow people by having that content.
Most small businesses stagnate and fail within the first five years of business. Cash-flow management can be one of the main factors. Lack of growth and stagnation due to competition, disruptions, etc. can wreak havoc as well.
Marketing can help differentiate a business and focus on it’s unique attributes–but time and budgets chip away at the success metrics.
On Demand Advertising Solutions, unlike many marketing firms–prepares our clients for more business opportunities and success by building an engaged marketing platform with all of the right tools, based on our three-point strategy.
We don’t rely on just search engine optimization, content and email marketing–we go further and build out a platform with customer-based content that also enhances the business brand and perception. This platform is beautifully suited to online and traditional offline marketing as well (becomes in many cases–SEO isn’t enough)!
This is our second podcast. Podcast #2. I want to welcome everyone. Hope you’ve had a great day.
We have gotten a number of emails from our initial, inaugural podcast. Today I thought we’d pull an email from a gentleman named, Darrel in Excelsior Springs, Missouri.
Darrel says, John…I enjoyed hearing your initial show last week. I’m a small business owner. I own a jewelry store. I’m located in Excelsior Springs and my trade area is fifty miles of Excelsior Springs.
I imagine that’s Kansas City, Liberty and surrounding areas. Ok? My question is—how effective is search engine optimization for a solution for my website? And do I need to invest heavily as I’m told I do?
Well, first of all—Darrel, thank you for your letter and email. Let’s talk just a minute about search engine optimization. It’s basically a card catelogue that Google owns. You’re playing on their terms –and you’re trying to get elevated in that search engine.
When people type in “jewelry store”–you want to hopefully know your customer well enough…at least that’s the idea—so you’ll know how they’re searching.
Custom jewelry…fancy jewelry…whatever they’re searching. Keywords or keyword phrases—long-tail keywords they’re known as. Beautiful jewelry store…cost-effective jewelry…things like that.
Once you’ve learned that—hopefully you’re able to include that kind of verbiage in your blog or on your website as content. The Google search engine have what’s called crawlers—basically an algorithm or mathematical equation that try to find those top keywords that are ranking high in their card catalog so to speak worldwide.
You’re playing on their turf—and at times they can change that formula without you knowing it. And you go what in the world…my numbers are down—what happened? Well, they made a change in their algorithm and that’s affecting everybody that’s trying to get highly placed on the search engine.
So, this is all their platform or game so to speak. They try to provide top quality content for their customers who search. That’s their business. Your goal is to try to figure out how to get customers in to your jewelry store in Excelsior Springs.
So, my point about search engine optimization is that it’s not bad—but if you put it in perspective to your overall marketing plan, particularly for your type of business and market—how many customers if you work backwards, do you need to get in every month to be profitable?
If you look at your average cost per customer, your return on investment or your profit margin—etc and you ran those numbers—you may discover that, based on my average buy and referrals from customers, if I get 20-30 customers per month i’m happy. You know if they average $250 on a ring. So if we work backwords from all that—see what result you need to do that?
Do you need the entire world searching for you to do that? Or, would your time and money be better spent doing the search engine optimization and keywords through content with a really good website perception?
I call it a marketing platform. And the perception to all of that to your local customer. Because they can search for you—but it doesn’t matter if you come up number one in the world, if they go to your website and they’re not impressed …it’s not finished…there’s broken links. That’s a perception.
Think about that. That’s critical. That right there could cost you a sale. Even though you’ve put all of this time into search engine optimization.
Let’s imagine you’re in a big warehouse…you’ve got a forklift and a great big wooden platform. We bring in jewelry store cases…things in your store and put them on that big platform. We raise that up about twenty feet in the air. We go out with a bullhorn and car inviting people to come see this great jewelry store. The great sale you’re having…whatever it takes to get them out there.
They all come in looking at your jewelry store on the platform—and they go wow…that’s pretty neat! Whatever. Ok, well that’s like your storefront—that’s you marketing platform. The search engine optimization is behind the scenes. These are people who haven’t even come in the store. They’re on the backend. That’s kind of a bonus if you get those people in or to find out about you.
And I think that’s how this needs to be played out. Is to understand that search engine optimization, yes can be very effective. It takes time…you may not have time. You may not have the investment or the time.
You’re better served realizing that in the big picture of things, it may take a number of years or months or whatever…to build a first place or first page ranking. Because of your competition…worldwide trying to get jewelry store listings. They’re using the same type of keywords you are.
So just understand that yes…it’s important and effective…but, do have the time and the investment? Do you want to take the time and investment to focus on that or rather building a good marketing platform and a perception locally with your website to get those people locally?
Because—once you do develop that marketing platform…and that perception of it—how people perceive of it when they get to it…then you can do things with local Facebook and Twitter posts or ads—things like that—direct mail, radio…a whole lot of different ways to drive people to that marketing platform.
Great question…I know its a short answer—but that in a nutshell puts it in perspective with your overall marketing.
Darrel, thank you for that! Folks—again, next podcast I’m going to talk about podcasts. How and why these are effective. How you can use them for your small business, much like i’m doing right now.
Cause I too am a small business. I will share things to you that have worked for me as well as what has worked for other clients I’ve had over the years based on my marketing and digital marketing background too.