Top 3 Digital Marketing Mistakes Made Local Brick and Mortar Businesses
First Up: Subpar Search Presence
Just having a website simply isn’t enough in 2017. The web is overflowing with tons of great information - you need a boost if you want to really gain visibility.
We see way too many small businesses stick exclusively to traditional marketing channels. Radio spots, newspaper ads, billboards, and other old-school ads are becoming less and less effective and still cost a pretty penny.
You need a digital marketing strategy to thrive, and organic online marketing can be the cornerstone of that strategy.
When you think about your current online marketing ask yourself the following questions:
- What do you bring to the table? What makes your content shareable and worth reading?
- What is your backlink strategy? How can you improve it?
- Are you familiar with Google's ranking factors? Is your content optimized for them?
Answer these questions honestly, and work to improve your understanding of each of these 3 SEO pillars to improve your overall SEO strategy.
More importantly, make sure you understand the KPI’s (key performance indicators) you need to improve on and how to measure them!
We recommend starting with a solid measure of:
- Organic Traffic (an essential measure of great SEO)
- Conversion Rates (especially on landing pages)
- Traffic to Lead Ratio
- And Cost Per Lead (more on this later)
If you just don’t have the time or the expertise, trained and experienced SEO teams like ours can do the work for you. Contact us to receive a free consultation, so we can discuss whether we’re the right fit for your business.
Sparse and/or Uninteresting Content
This goes hand in hand with SEO, but deserves a spot all its own on our list. If your content isn’t good, your business isn’t going to look good.
With over 200 million people and counting using AdBlocker, content that users find attractive and useful is becoming increasingly important (who would’ve thought?), and you want to make sure that you’re looking and sounding like a professional out there in the public sphere.
This often involves hiring professional writers who do quality research. According to Neil Patel, content marketing leaders experience and average of 7.8 times more traffic than everyone else. We know it can be quite an investment, especially if you’re not too familiar with content marketing, but you can rest assured that it will be worth it in the end.
Bad Ad Budgeting
Paid traffic, especially if you’re new to the web, is an important step in building a solid foundation of readers, fans, and buyers. The simple act of building a lead magnet, say an e-book or a downloadable checklist, isn’t enough.
If you’re spending your time and effort on creating a great product or service, it only makes sense to spend some money on getting out there to as many people as possible. Facebook ads are relatively cheap and incredibly valuable, especially when you have a free offer for new fans to take in exchange for their emails.
We know the words free offer and paid ads sound scary, but gaining new emails is an investment worth making if you want sales down the line. The world’s best and brightest marketers already know this, with 85% of B2B marketers reporting that lead generation will be more important to their strategy than sales in 2016 and beyond.
In a survey by eMarketer, 75% of marketing professionals expect to increase their Adwords spending. 69% of people surveyed plan to increase their Facebook spending (source: Web Strategies Inc.). These platforms are growing massively, and it’s up to your business to keep up or face obscurity.
Solution: If you’re unsure of how much or where to spend, take some time to think about the value of your current email list. It’s probably the best measure worth growing at the outset, and usually results in measurable growth in a short amount of time (compared to, say, Facebook likes).
Here is a simple 5-step strategy you can use to determine your ideal ad spending:
1. For every 100 email addresses, how many sales and upsells do you make?
2. If you can calculate an average profit per email, you can figure out how much you should invest in lead generation efforts.
3. Factor in the cost of building out your free ‘lead magnet’ and the price per sign-up. Also consider the size of your audience and your ideal reach.
4. Once you have some data about how much every sign-up is worth, you can try using this digital marketing ad budget calculator to get an idea of how much you should spend.
5. Depending on how you structure your social ads, you can take a few weeks to determine your sign-up rate per dollar spent and improve it to maximize your spending.
Make sure you don’t fall privy to one of these shortcomings, and keep up with digital marketing trends to stay relevant in 2017. If you need any help, the Web Search ROI team is here to solve your SEO, social media, and content marketing woes.
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