We all know that there’s a whole world of opportunity waiting for us online, but as business owners, navigating the digital marketing space alongside everything else you’re currently doing can feel overwhelming. You know your business would benefit from being more visible online, but you don’t know where to start. Finding the time to improve your visibility may seem like a luxury you don’t have, but it’s not as scary or time-consuming as you might think. If you have limited time, there are three specific areas you can target to make an impact, and only one of them requires weekly upkeep.
Google Business Profile + Website + Social Media
Whether you’re managing a large business or going through a period of growth, these three steps are crucial to your online marketing. In this article, I’ll explain each of these tools in more detail and share tips for bringing your marketing plan into the digital era.
1 – GOOGLE BUSINESS PROFILE
A Google Business Profile is one of the quickest ways to show the search engines your business exists. It’s an essential tool for helping potential customers find you when they’re looking for a service or product in your area. Think of Google Business as the Yellow Pages of the internet; if you’re not listed, your business won’t be displayed in the results. When someone searches “electrician near me”, Google uses its algorithms to detect where the searcher is located, scans local businesses and chooses three to recommend, displaying them on a handy map with a link to their contact details.
Of course, there are usually more than three businesses competing for those top spots. If there are four or more electricians with Google Business profiles in your area, you want to ensure your profile is the most relevant. You can do this by encouraging customers to leave a review on your profile. The more reviews, the higher you’ll rank among your competitors. In terms of minimal input for maximum reward, Google Business wins hands down.
Bonus tip: To make the most from your Google account, you can also sign up to Google Search Console. This allows you to track your website performance and fix any issues as they occur.
2 – WEBSITE
Only 38% of New Zealand businesses have a website, despite 8 out of 10 people using the internet to find goods and services. If you’re one of the 62% of businesses currently missing out, it’s high time to invest in a company website.
Depending on your industry, a website doesn’t necessarily need to be all singing, all dancing. Very small, service-based businesses may even manage with a simple one-page site that tells people what you do, why you’re the best and how to contact you. However, as your business grows, your website has the potential to become a sales tool, helping you reach more people and appear more professional. For all successful businesses, the time will come to invest in a more robust website that answers your customers’ questions and turns visitors into customers. At that stage, it’s best to bring in the experts.
Websites are by no means one-size-fits-all, which is why website designers exist! I work with you to determine what role your website will play within your business and create a site that meets your needs, goals and budget. I offer three packages with varying levels of complexity, which can be viewed here. These have been created as a guide to get you started, if you need something outside of these packages, let’s have a chat about what that might look like.
3 – SOCIAL MEDIA
Last but certainly not least is the touchy topic of social media. Love it or loathe it, social media is one of the most effective ways to advertise your business, reach new customers and increase your sales. Whether you hire a professional to manage your social media feeds or go it alone, investing time into your social media presence can reap huge benefits for your business.
“Social media” encompasses many different platforms, with the most popular being Instagram, Facebook, Twitter and LinkedIn. These four channels cover a wide audience and are ideal for targeting customers in the 30+ age category. TikTok and Pinterest are alternative platforms that can work well for creative businesses with visually appealing products and services or for those targeting a younger audience. If you’re just starting out, I recommend focusing on Instagram and Facebook, as these cover most bases and are owned by the same corporation, so they can be updated at the same time with little admin time.
While it doesn’t take a marketing expert to keep on top of your social media, it does take time. Knowing which platforms to focus on will help you work more efficiently, but more important is having a clear purpose and direction for your social media presence. An expert can help you identify topics your followers might be interested in and how to build an engaged following online.
Bonus tip: Get your business page involved in relevant Facebook groups so that you can directly share your posts to increase your reach.
I work with businesses at all stages of their journey, offering a range of services to take the confusion out of digital marketing. I offer one-on-one Digital Marketing Training sessions, or I can take the reigns for you with an overall SEO and content package.
Making your business more visible online is equal parts science and art. By undertaking the steps outlined above, you’ll have a framework in place for customers to find you online. The more time and energy you invest into those three areas, the more your online presence will grow.
If you’re not sure where to start or need support to establish your business online, I can help. Get in touch to see how I can make your life easier online.