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Steps 1 - 3 have started building your domain authority and started getting your webpages ranking higher for various keywords, thereby driving more traffic to your webpages, onto your website, and if the design is set up correctly, converting them into customers.
Search engine optimisation, getting your webpages to rank higher to drive more traffic, is just one aspect of local marketing. Here in step four we’re going to look at all of the other options open to you to increase your traffic, increase your sales, and thereby increase your profits.
· GMB Posts
· GMB Images
· GMB Post Sharing
· Facebook Video Campaigns
· New Content
In Steps 1 to 3 we mentioned Google My Business, a free platform provided by Google to any local business. This is one of the most powerful platforms out there free of charge and easy to use.
We also talked earlier about optimising your Google My Business platform, and one of the powerful features available to you on Google My Business is the ability to post content in the form of posts.
Creating a post on Google my business presents you with:
1. A powerful way of promoting your business at the bottom of your knowledge graph.
2. It’s on a Google platform so Google sees the content.
3. Google sees the keywords and the links you use within the content.
4. You can create promotions, sales, offers, events. Anything that entices people to make the click and visit your webpage.
If you name and tag images correctly they can be so powerful that you’ll be absolutely shocked at some of the results that our clients achieve just from uploaded images. They are fantastic for driving customers to your website and for brand building.
We use software to tag all our clients images that are uploaded into Google My Business and these tags tell Google who you are, where you are, and what the images about. Google learns the location of your company, the area is you're serving, and all about your goods or services
In the image above (6th Aug 2020) you can see that one local client received 159,000 views of their images in just one month. That’s 159,000 times somebody saw their local brand. It is so powerful and incredible. Because we optimised and tagged their photos they received 661% more than their competition.
Another built in feature of GMB is you can share any new post to Facebook and Twitter at the click of a button.
Whilst that may not seem awe-inspiring, what you have to remember is if you have set up your Google My Business post correctly, you’ve included keywords and you have included a link. By sharing it to Facebook and Twitter you just created two more backlinks all going to the same destination with the same keywords, powerful stuff.
Facebook campaigns are one of the most powerful ways any local business can market their business to their potential customers in their target area. You can create Facebook video campaigns that will place your products or services in front of your target audience for less than 1p per view.
We have been using Facebook campaigns for years and they are very powerful for any local business in any market.
· You create a simple slideshow video and 100 people in your target area see it.
· 60 people watch 75% or more of that video
· They have shown an interest. They may not have taken action yet but they have indicated an interest in your products or services.
· These 60 people can be put into a Facebook custom
· You build up the custom audience and target those people with an offer in a different video.
Depending upon the campaign we run these for his little as £2 per day!
Here is a live example (31 days July 2020) of a video campaign spending just £2.00 per day!
· 19k individuals have seen the video.
· The average watch time was 80%.
· 75% of the video was watched 22k times meaning some people watched it more than once.
· 29 were interested enough to click the link
This is what the data tells me as a marketer ...
1. 19k people saw the video … great for brand building.
2. 75% of thee video watched 22k times. Great 'custom audience' of people who are interested in my goods or services.
3. 29 link clicks means possible sales or at least 29 people now seeing my remarketing adverts.
4. Total ad spend for the month £61.96 … great!
What is remarketing? Remarketing can be carried out on Google and it can be carried out on social platforms such as Facebook. When you set up your website you put two pixels on your website, one for Google and one for facebook. A pixel is simply a piece of code, one from Facebook one from Google. When people land on your website they get 'cookied'.
After visitors have left your website they are now able to see your remarketing adverts. The adverts are set up on two separate accounts:
· Google Adwords which uses the Google pixel to identify visitors to your website.
· Facebook Campaigns which uses the Facebook Pixel to identify visitors.
The big advantage of using Google for remarketing is you only pay for the click
The example above (July 2020) is Google remarketing. You only pay if someone clicks on your advert, so people have visited the website, left, and now see adverts when they visit other websites.
In the 31 days of July 2020 the adverts were shown 50,000 times (fantastic for brand building). The client only had to pay for the 260 people who clicked on the advert and came back to his website for a second time. Which means they are nearer to that buying decision, looking for more information, or want to make the call. The cost of getting that person back to the website ... 12p!
The reason remarketing is a must for any local business is because of what it can achieve for your business. Statistics show that as few as 3% of people take any action when they visit your website. It’s slightly higher for e-commerce sites and and a lot higher for Amazon the most powerfull site but in general we are talking less than 3% of the people taking action.
That means 97% of the people leave your website never to be seen again unless you set up remarketing. With remarketing your banners can be seen on a regular basis reminding the visitor of your brand, and eventually when they’re ready to make a decision, to revisit your website perhaps make that call. It is the cheapest and most cost-effective form of advertising for any local business.
Once your website is set up, established, and gaining domain authority, now is the right time to start adding new content. The new content could just be expanding information on goods or services already on your website or you could be targeting new locations.
for example if you were a plumber working in the Swansea area and your website has been built to target the Swansea area only, now could be the right time to add new content that targets Neath, Llanelli, or Port Talbot. In other words, the surrounding areas.
As with the rest of the website, this new content needs to be fully optimised, to have schema code embedded, and all the other actions we already covered in steps 1 to 3.
New content can reach a broader spread of people, new locations, and bring new visitors to your website therefore expanding your reach and in the end, your sales.
If you want to find out more about us and what we do.
Simply request a call back..
SEO is about getting your website ranked higher in the search engines so you get more traffic.
From 2010 to 2019 nearly 7X growth
In 2019 this local client had 61004 visitors ... that's 167 visitors per day to a local business website here in Swansea.
We all want the same thing ... new customers or clients calling us and wanting to pay us for our goods or services.
To achieve that they need to find you. That means ranking high on Google and Google Maps, and having everything in place on your website to ensure you can keep your brand in front of the 97% people who did not make a decision today.
Ranking your website and other online assets through seo strategies is just one part of the overall marketing strategies we provide as part of our ongoing service
“We have been working with Steve since 2010 and follow his advice. He has helped us increase sales and always look forward to his new suggestions.
“I am now ranking high on Google for my business and we are now targeting more areas as we have more vans and a bigger team. Always available and helpful.
“I didn't have a clue when I started my new business but Steve was recommended by a friend and walked me through the process and increased my sales.
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