There seems to be a startling pattern lately of some companies abandoning online marketing, assuming that the fast-changing world of SEO and SERPs is just too hard to keep up with or compete against. Maybe they think they can accomplish more locally or just manage a Facebook page and keep things easy. However, ignoring the marketing strategy completely is a dire mistake. Ignoring the reality that your audience is always online is a major step in the wrong direction.
While it is true that search engine companies do make adjustments on a consistent basic, all evidence suggests that working according to a scalable strategy is still a far more effective plan than ignoring the online market—even if you can't compete with brand name companies and bloggers with millions of followers. Consider five reasons why local business still needs an online plan.
1. Because your local customer base will have questions.
Even if your potential customers discover you locally you will not always be there to answer their questions. This is precisely why companies invest time in a website and in building a multi-platform network—to answer questions and always be "available" to sell even if the local shop isn't open.
2. Google is actually helping you, yes you, with its latest algorithms.
While Google has been penalizing spam sites like crazy, they are actually doing a lot for small business—particularly if you are localizing content and deals and not trying to compete against the world. Recent algorithm changes are putting greater priority in returning local and thus relevant results to the searcher, something he / she can buy right now in his or her local area. Recent changes in 2014 actually helped to clarify SERPs to local parameters even within a large city.
3. Because you need brand trust and brand awareness.
If someone learns of your location locally then that would count as brand awareness, being aware of your product. However, in order to motivate a customer you must consistently send a message out, and that's where brand trust comes in. The online website and sales page, and indeed the social media pages, help to brand your company even more, after the customer learns who and what you are. Don't drop the ball—keep sending the message by developing new content.
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4. Just because you're #1 now doesn't mean you will stay that way.
Some companies become complacent after reaching a #1 niche ranking for their keywords. However, because SEO technology is constantly evolving, it's risky to think that you will always stay #1. Competition fuels the industry and chances are if you are #1 in your category, even locally, someone is already planning a campaign to overthrow your spot. Keep moving and retain the lead you already have.
5. Because people use the Internet to verify information and second-guess themselves.
Says Lauren Wilkison from CSC Interactive, a leading SEO and digital marketing company, "Not only do customers initially look for businesses online but they also return to those same sites, still pondering on whether or not to make a purchase. This means you have to keep consistently engaging with them, and to give them whatever information they're looking for in context…as in, reviews, general information, business listings, social media pages, and mainstream articles. Assume that the first time they reach your site will not be the time they make a purchase. Plan on selling it to them the third or fourth time they visit your page."
The only way to guarantee ROI is to keep planning and moving ahead, not second-guessing yourself now. Strategize locally but always with an online market in mind for the best success.
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Source: 5 Reasons Local Businesses Shouldn't Ignore Online Marketing
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