Digital Marketing: Take Your Local Business to the Next Level

There is no greater tool at your disposal to enhance your marketing strategy for your business than the internet.  Navigating through what works and what doesn’t in the complicated world of SEO, Social Media and PPC campaigns is challenging.  This is where a good digital marketing agency comes in.  They can put together a comprehensive strategy designed to increase your search engine rankings, drive traffic to your website and ultimately increase your ROI.

How can a Digital Marketing company help?

Using a local business as an example here are just some of the ways that show how can a digital marketing company can help you.

Local Citations:  These are essentially online directories that have replaced the Yellow Pages in the past decade.  There are some that you will recognize such as Yelp and Angie’s List, most of these directories will target local search terms.  The digital marketing company that you work with can create and optimize these listings so that when a potential customer searches for “your business type” + “your city” you can appear in the results.  Your website along with optimized search results brings customers through your doors.  Here is a video explaining why local citations are so important to you.


Social Media:   A solid well put together social media strategy can be very effective in driving customers to your website and ultimately you.  They can put together an effective profile on the most popular social media sites along with a properly set up Google My Business page to get your place in the map listings.  Most social media platforms offer very targeted advertising platforms that convert well.  You can’t afford to overlook social media any longer as a means to promote your business.

How can a Digital Marketing company help

Backlinking:  Building back links is a tricky thing and it is as much art as science.  Despite talk to the contrary and the sheer number of Google updates building backlinks is still a key factor in how you rank in the search engines.  Good backlinking begins with links from high quality sites that Google already holds in high regard and are relevant to your business.  They need to be built slowly and naturally and from a relevant source, if not they can do more harm than good.  Here is an example to illustrate, you run an accounting firm in Seattle you don’t need a backlink from a site about potato farming in Kiev.  It is completely irrelevant to your business both by industry and geography.  Having too many of these irrelevant links and Google will view them as spam, this in turn can cause  you to be removed from the Google database all together.  Recovering from a penalty can be done but it is a long, tedious and expensive headache you just don’t need.

 

A good digital marketing agency can help you build your brand and get your products and service in front of people waiting to buy.  They have the technical know how and marketing skills to help you achieve results that you would never be able to on your own.

 

Local Marketing Versus PPC

LOCAL MARKETING  VS PPC

It happens with almost every client, the first question they ask is whether their marketing budget should go towards PPC or a local marketing campaign.  While the answer ends up being “well…it depends”, needless to say clients want a definitive answer.  However the answer really does depend on what services or goods you provide and what your goals are.  Looking at both options and sometimes using a combination of the two is the best choice.  Look at what both have to offer before deciding.

Local Marketing versus PPC

SEO VS PPC

While there is far more to local marketing that SEO, right now comparing local SEO to PPC works as an example.  Local SEO simplified is just the process of optimizing your website so that it ranks higher in search results.  While that’s really an oversimplification of working with digital marketing team, since they will use social media and other tools to bring in and convert customers.

On the other hand Pay Per Click or PPC is very straight forward.  Google or some other search engine charges you for ad space on the results page.  There are still techniques that are used to determine the right keywords and making sure you have a well designed landing page that will help convert customers.

ARE ORGANIC RANKINGS BETTER THAN PPC?

Both are viable methods of getting new customers but can serve very different purposes.  If you are looking for a long term marketing strategy the SEO is invaluable and a definite must do.  First visitors are conditioned to ignore the paid listings at the beginning of a page, and secondly it will bring you better quality and easier to close leads.  Research has continually shown that customers trust organic search results more than PPC ads.  Customers believe that when you rank higher in the search results page it indicates that you’re important in that industry.  In other words they trust Google to rank the best sites first.

Another reason to invest in a long term marketing strategy is durability.  If and when you hit the top spot on Google it is much easier to stay there than it was to get there.  While a PPC campaign takes you to the first page instantly, the minute you stop paying for ads your presence is gone.  Both strategies will require an operating budget, but SEO will is a better long term strategy.

WHEN TO USE PPC?

There are times when PPC is the better option of the two and you will see a solid return on your investment.  When you are starting out and have absolutely no organic presence, PPC can kickstart your marketing efforts.  SEO takes time and PPC can give you immediate results.  When you have a sale or promotion that is going on for a short term, a PPC campaign is ideal to advertise it.  Search engines make changes slowly so your sale could be over before it is reflected in the results page and in this case PPC is far better to promote your event.

PPC campaigns are ideal for short term promotions but over the long haul they can become very expensive.  While SEO takes time and energy to get results it is far more valuable in the long run.  You will find many companies engaging in both methods, often scaling back the PPC campaigns as organic results take hold.