Figuring out how to grow your small business can be like trying to find your way out of a maze. There are so many options and people offering the world to you that you don’t know where to begin. All you really want is something that works; it gets your phone ringing, you’re reaching a new customer base, and you’re generating more revenue (and hopefully profit).
So, how do you find a marketing strategy that works? Well, the first thing you should do is educate yourself on all of the options out there. It is important to understand at least a little bit of each option before you can make a decision on any particular one.
Our top recommendation at Proper Web SEO for most small businesses with a high client lifetime value is search marketing.
Search Marketing for High Client Value Businesses
Search marketing is powerful because you can put your message in front of people who want to see it. When someone searches for a roofing contractor, plastic surgeon, or landscaper in their area, then they are most likely looking to hire one.
There are two different approaches to search marketing.
Google & Bing Ads (Pay-per-click advertising)
PPC basically is where you choose some keywords (search phrases), write some ads and pay a certain amount to Google for every click on your ad. Those that click will be taken to your website or landing page. From there, you market to them and hopefully they will contact you.
PPC works best when you have a marketing budget of at least $1,000. This is the bare minimum, but it is not uncommon for local businesses to have budgets of upwards of $10,000 per month. The more money you invest, the more people will contact you. If you’re just starting out, I would recommend starting small and gradually increasing it.
If you manage your own ads, then you will save money on hiring a marketing agency, but you will also lose some time. Depending on what you choose to prioritize, you will have to either learn PPC or hire someone who knows it well.
Search Engine Optimization (SEO)
PPC is paid marketing, whereas SEO is organic marketing. With SEO, you use certain website and web page link techniques to rank your website higher on Google.
So when someone searches for your business, then you will show up in the top 10 search results of Google and in the Google Maps section. This makes your business visible and easy to contact.
Because searches happen all the time, there is a lot of potential in the number of leads you can generate. SEO requires a fast, well-designed website with well-written content. In addition, it can take many months of work until you finally start seeing significant ranking improvements. A word of caution: please stay away from cheap, shady SEO services which you do not understand.
The downsides to search marketing is competition amongst other businesses can be fierce, and it can be difficult to get it running effectively and profitably. If you can overcome these barriers, then you will undoubtedly see huge returns with your search marketing campaign.
One Final Thought
No matter what you decide to do in terms of marketing, you must make conversion tracking a top priority. Use a call tracking number, analytics software including Google Analytics and Google Search Console, log your calls, and ask how people found you.
The only way to improve your marketing is through conversion tracking. Without knowing what works, you don’t know what to cut out and what to invest more into.
If you need web help with setting up and managing your search marketing campaign and generating more leads for your business, then feel free to reach out to us and we’ll see if we can assist you.