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Small Business Marketing Basics Guide

Whether you're a tech startup just getting off the ground or an established local company looking to bring in a broader customer base, small businesses of all kinds require a different touch. However, any business, no matter how small, can still take advantage of all the tools online marketing has to offer in order to drive traffic and generate impressions, clicks, and conversions and see increases in revenue. The following overviews and the guides they link to will lead you through all the small business online marketing basics that you need to know!

SEO

basicguide_seo Search engine optimization (SEO) allows you to drive organic traffic to your website by implementing various strategies, including:
  • Website content development
  • Title tag and meta description optimization
  • And off-site link building, such as industry specific directories, press releases, content marketing, and infographics.
For more information on on-site SEO and its general practices, see our On-Site SEO Basics Guide, or visit our Off-Site SEO Basics Guide for best practices on link earning and more! (Link guide)

Paid Search

basicguide_paid-search Paid Search Management consists of the creation, implementation, monitoring, and updating of Google AdWords campaigns. You can utilize various tools and extensive research to develop a paid search campaign and ads that can be found above, to the right of and/or below an organic search. With a strong paid search campaign, you can achieve specific goals like:
  • Higher clickthrough rates (CTR)
  • Increase in impressions
  • More conversions, bid optimization, search query analysis, and more<
Interested in learning more about paid search specifically? Check out our Paid Search Basics Guide.

Social Media

basicguide_social-media In today's society, social media has become one of the most prevalent forms of connection, communication, and even marketing. The use of social media is a great way to increase awareness and drive business to your website. Through regular posts of relevant business and industry-related content, you can encourage user engagement and increase the possibility of more traffic to your websites.

Social media marketing can be difficult, so head over to our Social Media Basics Guide to learn more!

Local Directory Listings

basicguide_local For local businesses with physical locations, it is important that your location and contact information is displayed accurately across all local listing sites. These local listing sites are often called Local Directories, IYPs (Internet Yellow Pages), or Structured Citation sources.

What is most important is that the Name, Address, and Phone number (NAP info) for the business's location are completely uniform and accurate across these listing sites. For local SEO, the search engines get their local signals and data from these local listing sites, so if the information is inaccurate or different across the local listing sites, the search engines will trust that location info less and possibly rank their SERP listing lower.

The most important general local directories are:

  • Google+ Local/Google My Business
  • Yelp
  • Yahoo Local
  • Bing Places
  • YellowPages
  • Foursquare
  • SuperPages
When claiming/creating listings on these sites, it is important to make sure that the business name, address, and phone number are identical across all of them - even the small details.

Small Business Blog

basicguide_blog

SEO & Blogging: What is the purpose?

The purpose of a blog is for your company to showcase your company culture and personality while shedding light on the product or service you offer. For SEO purposes, it also helps you establish authority, drive traffic to your website, engage users with your site, and creates original content for page.

If it is compatible with your site, it is always best to have your blog on-site. This is an opportunity and one of the easier ways to create fresh content as well as drive traffic to the site. Adding blogs every month to a website shows search engines that your site is up-to-date and active, establishing authority. Adding an on-site blog creates another page for Google to index and send users to, creating more traffic for the site.

Where to start:

  1. A great place to start is within your office! Is there anything interesting going on with a new product or within your office (this will vary based on what product or service you offer)? Are you hosting an event or sponsoring a local sports team, or coming out with a software update? Use this information to fill your blog!
  2. Competitors are another resource that you can use to your advantage. What is the competition talking about? What is happening in your industry as a whole? Chances are this is what you should be blogging about as well.
  3. Use your keyword list! It is always helpful to refer to your keyword list and search those terms in order to see what might be a relevant blog topic.

Offline Marketing Ideas That Impact Online Success

The Internet is not a vacuum. What you do in your community and in the "real world" can compliment what you are doing online. If you sponsor a team, contribute to a scholarship fund, or sponsor a hole at the local charity golf tournament, you can turn these real life events into online publicity and help establish your brand in the community or industry you serve.
written by: Wpromote

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