A well-rounded marketing mix is the key to a successful marketing campaign, an essential for any small business. If you’ve got the offline part of your campaign nailed, then it’s time to get online. Here are some quick wins to get it right.
Your business needs a website, regardless of what service you offer. At the most basic, your website should have opening hours, contact information and an overview of the service or products you offer. A good company website needs to look professional, so it’s important to invest in a clear, responsive design and keep it up to date. Nothing is more off-putting than a site that hasn’t had the information updated in five years.
Your website needs to load quickly to stop customers from navigating away in frustration.
Source: Neil Patel: How to Score a Perfect 100% on Google PageSpeed Insights
Remember to make sure your website works as it should on mobile too. More and more web traffic comes from mobile phones or other devices, but getting the design to work away from a desktop is still too often an afterthought for many businesses. A site your customers can use easily will help you stand out from the crowd.
Online reviews can be a big cause of stress for many businesses, as some of them can seem to be unfair or left at random. However, as challenging as they may be to deal with, they are important. According to a recent survey, 87% of people check reviews before using a local business.
Luckily, most of those people also say they only take into account the most recent reviews, so a bad review doesn’t have to be a disaster. Depending on where your business is active online, there are several places you may be left reviews. Whether it’s Google My Business, Facebook or TripAdvisor, it’s important to keep on top of reviews. Make sure they’re all checked so you can weed out any consistent issues receiving complaints.
It’s also important that someone from your business responds to reviews, particularly negative ones. A bad review can be turned on with a good response. Remain calm, polite and address the raised issue. Explain what you’ll do to fix it. If the dispute looks difficult to solve, move the communication away from public eyes as soon as possible.
While it’s obvious that SEO is an important tool for your business, many businesses forget to think about local SEO. If you’re a small business, it’s unlikely that you’re going to compete at first with a larger international business, but there’s no reason you can’t be the go-to business for your speciality in your local area.
For example, instead of aiming to be at the top of Google for search terms like ‘Van Hire’, you would target ‘Van Hire Manchester’, so potential customers in your area can find you easily.
A great way to do this is to target backlinks from local services like newspaper websites, local blogs, or awards sites. A good professional digital marketing agency can help you to build these links and create a targeted SEO strategy.
These are just a couple of ways in which you can make your small business more visible to people in your local area, who will probably be your first customers, Follow this up with some business networking (online and in person) and you will be flying in no time.