Paid search goes by a number of different names and acronyms, including cost-per-click (CPC) and pay-per-click (PPC) advertising. The reason for these terms is that most ads are sold on a CPC or PPC basis. While many business people have heard these terms, they still may not know exactly what PPC is and how they can leverage it for business.Read More >
So, you’re ready to begin using social media for your small business. Here’s a simple guide to getting started.
There’s tons of information online about using social media to boost your small business. You can certainly get very in-depth with social media marketing, but if you’re just starting out, give these 5 simple steps a try.
Social media isn’t dead, and small businesses still need it
More than 60% of businesses say that they haven’t seen a return on investment for their social media efforts, but there’s a reason for that: social media is all about patience. You can’t just set up an account and watch the sales roll in, because social media success for small businesses is far more nuanced than that.
So how does a small business owner win on social media? It’s not as complicated as it sounds.
What can social media do for my small business?
Social media is all about making connections with your customers. Now more than ever, customers want to do business with companies that feel human. They love personality, especially the growing Millennial demographic.
Social media is the most effective way to give your company a voice and a personality, and customers are increasingly turning to social media when they want to praise or slam a company. A company that responds to this positive and negative feedback can earn a spot in the customer’s heart (and wallet.) And the best part? It can eventually tap into the rest of that customer’s social network, hopefully gaining more devotees in the process.
Social media is not a place to generate leads, at least not in the beginning. Building a relationship based on trust and loyalty takes time, and that’s what the social media game is all about. In the end, the time spent is typically worth it.
I don’t want to mess this up... what are some common mistakes small businesses make with social media?
Many businesses try to dive into social media by creating accounts on every platform that’s available. Let’s clear something up right now: there’s no golden rule that says a business has to be active on Twitter, Facebook, LinkedIn, Instagram, Pinterest, Google+, Tumblr, YouTube, and that new social media platform that will inevitably be created next month.
There’s only one real caveat to this: you should have a Facebook page, sinc e71% of all adults are on Facebook.
Trying to excel on every social media platform is the quickest way to screw up your social media marketing
Take a moment to think about your target audience. Who is your perfect customer, what are their demographics? This is the most straightforward way to determine your social media plan.
In September 2013, Pew released a comprehensive study detailing who uses what social media networks.
Do you want to reach men? You can find them on LinkedIn (24%) and Twitter (17%.) For women, find them on Pinterest (33%) and Instagram (20%.)
Targeting 50-64 year olds? The social media platform they’re primarily hanging out at is LinkedIn (24%.)
Give Pew’s report a read, and try to figure out where your customers are spending their time online. It’s better to ignore the platforms that your customers aren’t using, because then you can be a social media rock star on the sites that matter.
If you aren’t sure how to get started on social media, stay tuned. In Part 2 of our Social Media for Small Businesses series, you’ll get the lowdown on how to get started, and don’t worry- it’s not tricky.
The Best Tools and Methods for Improving Your Local SEO Presence
Small businesses often find it nearly impossible to rank on the first page of a Google search for competitive keywords. Most of the highly-searched terms are being used by their much larger competitors.
A smaller business, however, can rank high in local searches by using local SEO tactics. According to SE Talks, nearly “30% of the total searches in Google per month are localized searches”. This means that this 30% isn’t looking for the “top mechanics in the nation”. Instead, they want the “top mechanics in the New Orleans area”. A local business probably may not rank nationally, but it can take advantage of this large search pool that wants to find a business closer to home. Local SEO helps level the playing field, allowing local businesses to rank on the first page SERPs in their service areas.
Why Use Local SEO
Yet, small businesses need to rank near the top of the SERPs since sites on the first page of results get over 90% of total search traffic. Also, people want to research businesses before they buy anything, but they tend to buy within 10 to 20 miles of their current location.
Taking advantage of readily available localized search sites puts a business ahead of competitors that are not aggressively utilizing these channels. Also, when a business claims their local SEO listing, it will show up on Google maps, local business directories and even on mobile devices. The Google Hummingbird algorithm update more closely entwined mobile and local search to provide better, faster results to mobile device users. Taking advantage of mobile is very important since it accounts for nearly 30% of total web traffic, a huge audience of potential customers. Plus, over 80% of people who use their mobile devices to look for businesses “tend to make call or visit the location within 24 hours so the conversion rate of the local searches is very high”.
Going local can increase conversions and build brand awareness since businesses will show up in local searches more often. For a little amount of work, this increase in visibility will result in a high return on investment.
Methods for Building A Local Presence
Use this checklist to ensure that your business is fully take advantage of local search: