Forward-thinking small business owners know that many of today’s most effective marketing strategies rely on the Internet. These include social media, online advertising, link building, paid advertising, and search engine optimization (SEO). Online marketing can seem daunting for many business owners. However, using a digital marketing agency, or hiring an in-house marketing specialist, can help you get these tasks and projects implemented quickly. These professionals have all the latest tools, ideas, and software needed to develop and deploy successful digital brand-building projects. Balboa Capital created a list of five easy ways to brand your small business online with the help of a marketing agency, or an in-house specialist.
1. Create and maintain a consistent brand look.
Having the same colors, typefaces, and messaging across all of your online marketing efforts is professional, and consistent with your product/service experience. It also gives the impression that your business is dependable and trustworthy. So, make sure you incorporate your company’s brand look and feel into your website, digital content, and social media business profiles.
2. Use the right keywords on your website.
Of the multitude of digital marketing strategies that are out there, SEO is one of the most widely used, and for good reason. When done properly, SEO can get your website’s targeted keywords placed at the top of search engines such as Google, Yahoo and Bing. Let’s say you own a plumbing company in Phoenix, Arizona, which has the sixth-highest population in the United States, and is experiencing robust growth in the residential and commercial construction sectors. When deciding on keywords and phrases to use on your website, have your marketing agency or marketing specialist conduct keyword research, and make recommendations as to which keywords get the most traffic. One example of a keyword phrase that you may want to optimize on your website is “plumbing business phoenix.” When prospects search this phrase, you want your company to end up on the first page of the search result, preferably near the top. Placing on the top of a search results list could be very advantageous for your company. Companies that are ranked near the top are more likely to be chosen by customers, therefore driving more business and increasing sales.
3. Optimize your website for mobile devices.
There are a number of things that play a role in your organic SEO rank, and it starts by having a fully optimized and responsive website. Whether your company is in a large metropolitan market like Nashville, or a small town in the Midwest, you need your website to load fast and function easily on desktop computers, tablets, and mobile phones. In addition, your site should work on the most popular Web browsers, such as Chrome, Firefox, Safari, and Internet Explorer. Your marketing agency or in-house marketing specialist can conduct tests online to determine what optimization improvements need to be made, if indicated. Having a responsive website that provides uses with a seamless viewing experience on all types of devices can help increase your search engine ranking.
4. Create more content.
Other online branding strategies that can help improve your SEO and drive website traffic include creating backlinks (establishing links to your website from other websites), writing and distributing press releases, regularly updating your company’s social media channels, and maintaining a small business blog with original content that is relevant to your target audience. Other strategies to consider include small business infographics, whitepapers, fact sheets, case studies, and videos.
5. Launch a paid keyword campaign.
The final piece of the online marketing puzzle is Pay-Per-Click (PPC) advertising. With PPC advertising, you create small ads that promote your business and place them on search engines. Each time the ads are clicked, you are charged a set price. When users click on your PPC advertisement, they can be directed to a landing page on your website that is relevant to the content in the ad. PPC advertisements can be very successful for bringing in new business leads, and they are meant to work hand-in-hand with your other digital marketing efforts.
To conclude, branding your small business online is relatively easy when you have the right marketing specialist(s) handling all of the responsibilities. If you don’t have a digital marketing strategy in place, don’t just assume your online and offline presence will grow on their own. Consider allocating part of your budget to marketing your business online.