SEO or Search Engine Optimization for local or small businesses looking to grow their online traffic from search engines such as Google and Yahoo as well as gain increased exposure in IYP (Internet Yellow Pages) and other online directories is as easy as 1-2-3.
The debate between natural or organic search engine optimization versus pay per click has been raging for a while among the search engine marketing world as to which is better and a more productive use of a company’s limited online marketing budget. Build a better website and focus on organic search engine marketing or dump your dollars into PPC campaigns. Well, if you haven’t already figured out what I think…you will very shortly.
Traditional newspaper advertising, coupon mailers like Valpak, Clipper, Money Mailer, Red Plum or other local coupon mailers don’t work. Now understand, I am not saying direct mail coupons don’t or can’t get you any customers…that would be silly. If you do enough of anything, you are bound to get more customers. What I am talking about is the reason you advertise…MORE PROFITS!
So, you are starting a small business. First, let me say congratulations. Small businesses are the backbone of the US economy and are the foundation of the American Dream and I have nothing but the utmost respect and admiration for anyone that is willing to risk in order to grow and achieve success and a piece of that American Dream.
A growing number of your customers, potential customers and competing businesses are members of networks such as LinkedIn, MySpace and Facebook. Can they find your business? 25% of adults in America visit social networking site at least once a month. Again, are you there to find?
Bad or mediocre reviews are probably going to happen. We all know as business owners you will occasionally have an unhappy customer. Sometimes, it is even legitimate. Ratings and reviews, blogs and forums give those unhappy customers a voice.
You have certain fixed expenses that no matter what is happening with the economy must be paid – rent, electricity, insurance… Whether you have 10 people or 100 people come through your store a day – you have to pay to keep the lights on. So it stands to reason, that any transaction that creates profit (revenue beyond fixed costs + variable costs) is good business during a challenging economic environment. Maintaining a sustainable profit margin in a down economy is the focus of every business in this buyers market. Through incentives, coupons and promotions you keep your existing customer base and new bring customers through your door.
1. Put your URL on everything: No matter what, every business should have a URL or web address, even if you don’t have a website yet. This is your online address and it can be pointed anywhere you choose. Once you have a web address, put it on everything. Every advertising piece you do, direct mail, coupon mailers, signs, your trucks, EVERYWHERE. The more you get this address out there, the more value you will get with your advertising. Many consumers are beginning to believe that a website is absolutely necessary and wont do business with someone that doesn’t have a website. Its like a litmus test for being a legitimate and modern business. Web sites and your URL are absolutely necessary. Put it on everything and everywhere.
The looming recession and the current economic downturn are prompting many small businesses to re-evaluate their advertising. When money gets tight, you have to be sure to spend the money where it does the most good… on the advertising that has the best return on investment. In other words, advertising that offers the biggest bang for the buck!
An online customer loyalty program offers all business an opportunity to dramatically increase their profits and SAVE thousands of dollars off their current advertising budget.
