Wow it’s been a crazy month for small business marketing opportunities! Facebook has launched new opportunities to create engagement with their FB Live tool as well as with Messenger. Twitter, looking for more ways to get businesses to use the service, launched a button for Direct Message to again, help engage the consumer. Check it out here: http://bit.ly/1qeg6r4. On top of that Google has decided to remove text ads from the right rail and add a fourth text ad to the top of their search. This will throw Adwords advertisers into a tailspin as it lessens the opportunity to grab the almighty keyword.
How can you keep up with all of the changes in marketing and social media? Well, I could say…stick with Herr Company….but outside of that amazing idea here is my take:
Whatever your industry, there are five key things that will keep you in front of the right audience.
- Know your target audience. It’s imperative. Not just age & gender. WHO are they? What do they like to do? What are their hobbies? What are their values. If you don’t know, find out. Do your research on your clients. Look at the insights you have received and use them. Send out a survey. Don’t be afraid to ask.
- Have a profile on all the social media platforms that make sense for your target audience. For example, if you are not targeting teens…don’t waste your time on Snapchat. Most of the businesses I work with use FB, Twitter and Instagram right now with some on Pinterest. Find social media demos here: http://bit.ly/1y3VXq8. Use social media…often. Also put the information on all promotional materials so people know they can follow and engage with your brand on these platforms. Set up Google Alert for your social platforms to stay on top of changes. Set the alerts up here: https://www.google.com/alerts.
- Know your keywords. Not just words that you think fit your industry. Do the research. Check out Adwords Keyword Planner. Ask your clients what words they think of when they think about you. Use online tools like www.spyfu.com to find out what kind of keywords your competitors are using.
- Use the keywords you have created in your website header (H1) and in the first & second paragraphs of your company descriptors. Make sure to use them on all social media. Make sure your LinkedIn company profile uses them. Use them in your all of your traditional media: TV, print, place based, outdoor, etc. Remember..these are the words you want to be known for…and searched for.
- If you aren’t a Search Engine Optimization (SEO) maven, pay someone to who is. They will make sure that your website and brand continue to pop in search. In the short term visit moz.com/local and place yourself on the list of aggregators and sites they suggest for local search.
Marketing is not rocket science. If it were, I would be doing something else with my day. It’s basically inviting people to visit. Letting them know you are there when they need you. In order to do that though, you actually have to be there when they are looking for you, and then know what to say.
Stick with me and in my next newsletter we are going to talk more about what to say, how to say it and how to create brand loyalty.
Until next time…have fun and enjoy success!