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We post weekly tips, tricks, and marketing advice to help grow your business.
Tuesday Tip #12: How To Get Found In Google Searches
It’s the dream of every website owner to rank on the first page of Google search results. The truth is, however, achieving Page 1 Status requires some work. Owning a domain and a website are simply not enough. Your website needs to be optimized for search. Needless to say, there’s a lot to know when it comes to SEO. For today’s Tuesday Tip, we’re going to unpack four things you can do to help you small business website get found on Google.
It’s the dream of every website owner to rank on the first page of Google search results. The truth is, however, achieving Page 1 Status requires work. This statistic alone sums up why the work will be well worth it:
89% of U.S. internet users search online before they make a purchase, even when the purchase is ultimately made at a local business. (HubSpot)
Owning a domain and a website are simply not enough. Your website needs to be optimized for search. Before we dig in and explain how to do this, let’s first take a look at the definition of search engine optimization:
Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. (Moz)
The quality of your website is defined by the visitors it’s attracting. Are they genuinely interested in the product or service you’re offering? A quality website should draw quality visitors, which leads to quantity. The more traffic the better.
Needless to say, there’s a lot to know when it comes to SEO. For today’s Tuesday Tip, we’re going to unpack four things you can do to help your small business website get found on Google.
1. Implement a keyword strategy.
In order for your website to rank in Google search results, you’ll need to optimize it for the keywords people are using when they perform a search. However, this will require you to do some research first.
We recommend beginning your keyword research with a brainstorming session. Open a blank Google Doc and fill it with every keyword or phrase pertaining to your business that you can think of. You’ll want a good mix of both short-tail keywords (one or two words) and long-tail keywords (more than three words).
Note, the broader the keyword, the more challenging it will be to rank for. For example, “inbound marketing” is a very popular search term, making it difficult to rank for. “Inbound marketing agency in Middletown, CT” might have far less searches but this long-tail keyword would be easier to try and rank for.
After you’ve written down all of the keywords you’d like to rank for, go to Google and type each of your short-tail keywords into the search box. Scroll to the bottom of the page and you’ll see other searches that are related to the search you entered. Make sure you add all relevant, related searches to your list as well.
Once you’ve put together your comprehensive list, you’ll want to use an analytics tool such as Moz’s Keyword Explorer to decide on the most sensible keywords to try and rank for.
Ok, so now it’s time to optimize your website for those keywords you decided on. According to HubSpot, “every page on your website needs to include the critical optimization elements that help Google understand what each page is about. Each website page needs to have the following elements addressed with a single focus keyword.”
Page Title (under 70 characters)
Meta Description (under 155 characters)
H1 & H2 Title Text (break up main content by describing it)
Alt Text (every image needs a title)
Keyword in Content (at least once, bolded)
2. Implement a content strategy.
Your marketing needs to resonate with your audience and offer more than just touting your brand. It needs to tell your story and effectively explain the WHY behind what you do. If you’ve been following us on social media, we’ve been talking a lot about content these days. So what exactly is content marketing?
“Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action.” (Content Marketing Institute)
Like the exercise of keyword research, implementing a content strategy takes time and planning. What types of resources will your target audience find most helpful or beneficial? After you make that determination, you’ll then have to create the content!
“The most common components of a content marketing program are social media networks, blogs, visual content, and premium content assets -- like tools, ebooks, or webinars.” (HubSpot)
For many small business owners, the task of content creation can seem quite overwhelming … maybe even impossible. Don’t freak out! LMG offers content planning and development solutions so you don’t have to worry about writing or designing graphics and guides. To learn more about our content marketing services services, contact us.
The key takeaway here is to never let your website get stale. Implementing an ongoing content strategy will ensure fresh content is always being added.
3. Implement a blogging strategy.
Blogging is a great way to get your small business found on Google. Each time you publish a new blog post, you’re adding a new page to your website that will eventually be indexed. This equates to more opportunities for you to show up in search results!
Now let’s tie in that content strategy we just discussed. A blog gives you the opportunity to capture and convert leads who visit your site. By including an enticing call-to-action (CTA) in every blog post, you can acquire pertinent information on new prospects. Having intel on where a future customer is in the buying process (as well as their needs, pain points, and desires) will tremendously improve your ability to effectively market to them.
Lastly, a blog is the perfect way to showcase and share your industry knowledge with others! When you develop interesting and informative content based on your own experiences it not only positions you as a thought leader, but also creates a fantastic opportunity to share something with your social networks.
Still not convinced? Then absorb this fun fact …
“Companies that blog get 55% more web traffic and 70% more leads than those that don’t.” (HubSpot)
4. Implement a link strategy.
In February 2018 we published a blog post on backlinks. If you missed it, here’s the definition of what a backlink is:
A backlink is a link one website gets from another website.
You’ll notice that throughout this post, we’ve linked to sources such as HubSpot and Moz. Your goal as a website owner is to try and get other websites to link to yours. But not just any websites. You should strive for placement on quality sites that are relevant to your industry. And if those sites are ranking well on Google, it will help your cause even more.
“Guest blog articles are a fantastic application. The idea behind guest posts is that everyone wins. The host site gets a good piece of quality content, it's readers get yet another piece of information relevant to their interests, and you get to expose yourself to a completely new audience by posting to their blog instead of your own.” (HubSpot)
While we’re on the topic of links, let’s not fail to mention the importance of linking to your social media channels. Be sure to include social sharing buttons on your website (especially in areas where you’re promoting content). And when you publish new content to your website or blog, be sure to share the link on social media, too!
Ok, so this was a lot to absorb. We understand! If you want to improve your small business website rankings on Google, we’d love to brainstorm and help you generate some fresh new ideas! You know how to find us :)
Every Tuesday we share easy and actionable advice you can take to refresh your current marketing plan. Follow us on Facebook and Instagram to see more!
#LMGTuesdayTips
Tuesday Tip #8: Let Your Personality Shine
Take a good look at your current website, social media platforms, and other marketing collateral. Do they speak to who you are? Do they give a prospective customer or client an accurate glimpse into what it will be like to do business with you? If not, here are four quick and easy ways to incorporate your personality into your marketing …
Photo courtesy of Audra Nicole Photography
One of my favorite things about the LMG website is that it fully embodies who me and Katie are as people. Colorful, fun, witty, and real. I browse the Internet often and have stumbled across many websites that completely lack personality. Copy-heavy, overloaded with stock photography, and boastful … yet lacking true substance. Missing the kind of stuff that would make me want to do business with you because I already feel like I know you.
Today’s Tuesday Tip: Let Your Personality Shine
Incorporating your personality into your website and other marketing materials is actually a fairly easy thing to do. And trust us when we say, it will pay dividends. People want to deal with real people. Not robots or those people depicted in stock photos who appear to be overly excited to be at work. If you’re selling products or services online, this is especially important. Personalizing your website will help visitors get to know and trust you. (For more tips on how to earn trust on your website, click here.)
Take a good look at your current website, social media platforms, and other marketing collateral. Do they speak to who you are? Do they give a prospective customer or client an accurate glimpse into what it will be like to do business with you? If not, here are four quick and easy ways to incorporate your personality into your marketing:
1. Utilize professional photos of you and your team.
Professional photography will make your marketing burst with personality. Candid pictures of you and your team at work. Light and bright head shots. Rich and vibrant close-ups of your top-selling products. Professional photos will make a dramatic impact on your marketing and truly help to tell the real story about your small business. Making an investment in creative photography will launch your marketing from the realm of mediocre into magnificent!
2. Blog.
If you follow LMG, then you know that me and Katie are big fans of blogging. And we practice what we preach! A blog not only benefits your website from an SEO perspective but it also provides you with a platform to speak to your customers in your own voice. We’ve had numerous clients express fears over blogging. “I’m not a writer!” “What do I talk about?” “I’m clueless when it comes to this stuff.” Let us reassure you: 1. You CAN write. You KNOW what to talk about. You’re NOT clueless. (Read our Small Business Resolutions For 2018 for more on getting your blog started. You can do this! We promise.)
3. Don’t be afraid to record videos.
I’ll be quite frank. Facebook Live used to scare the shit out of me. The thought of pressing that record button and then completely freezing, not knowing what to say or do. However, when I realized how important videos were becoming in the world of social media, I knew I had to get over these fears. The success of our Instagram and Facebook accounts depended on it! However, I learned something else about videos. They allowed us to put a voice and personality with all of those photos we had been posting! Our website visitors and social media followers could now see us and hear us … making our connection even stronger!
The bottom line is, video is crucial these days. Get over your fears and start connecting with your audience on a much more personal level! (Need more evidence? Review Social Media Today’s infographic on The State Of Video Marketing In 2018. It’s incredibly compelling.)
4. Feature a bio on your website.
About Us pages are not overrated. When I’m exploring a website, I always look for the About Us page to gain further insights on the company. How did they get started? What’s their backstory? Why are they in this line of business? For me, knowing more about the business owner gives me a level of comfort.
Featuring a bio on your website allows your visitors to connect with you. Tie that in with your professional photos and blog, well, that’s personalization at it’s finest! To get an idea of how to draft a bio, check out how me and Katie did ours!
We hope you found today’s Tuesday Tip helpful! For more marketing advice like this, be sure to scroll to the bottom of this page and subscribe to our blog!
Every Tuesday we share easy and actionable advice you can take to refresh your current marketing plan. Follow us on Facebook and Instagram to see more!
#LMGTuesdayTips
5 Tips For Marketing Your New Small Business Online
Our friend Audra recently launched a new photography business in Tampa, FL. Using the know-how from her full-time marketing job, she was able to quickly build up a clientele and strong social media presence. We asked her to share some highlights from her success so we could, in turn, share them with you! So here they are … Audra’s five tips for marketing your new small business online.
Photo courtesy of Audra Nicole Photography
Our friend Audra recently launched a new photography business in Tampa, FL (Audra Nicole Photography). Using the know-how from her full-time marketing job, she was able to quickly build up a clientele and strong social media presence in just a few short months. We asked her to share some highlights from her success so we could, in turn, share them with you! So here they are … Audra’s five tips for marketing your new small business online.
Guest Blog Post
Being a small business owner is a delicate balancing act. As if it's not hard enough taking your passion and making it into something profitable, you also need to know where the people who want your product/service spend their leisure time online. Once you know them then, gosh! Then comes the website and the social marketing just to get a few leads. It's a lot of work and you start to say to yourself "I didn't go into (insert your business) to spend all of my time marketing."
I've personally found Little Marketing Genius (LMG) to be such a great resource. I do Marketing for a living but their wealth of knowledge has been an awesome reminder for me. For instance, circa 2013, Google Business Pages still hadn't come up with a solution for service-based business. It was a clunky process where you had to do this crazy work around to just get found. So, I put them on the back burner. It wasn't until LMG had an Instagram post about it that I was like, "Sweeetttt, way to go Google" and followed LMG's suggestions to set up my service-based Google business page.
So, other than reading LMG's blogs religiously, here are the five online marketing tips that have helped me with my new small business:
1. Design a good website.
My husband is always on me about not spending money until I'm making money. (Let's just say I've dabbled in a few online business adventures in my time.) I followed that principle for years but it just lead to long hours for me that I just didn't have as we kept adding more kids to our family. So, I bought a custom URL and I paid for a WordPress website template. I had coupon codes and it was worth it.
If you already have a website, I suggest screen grabbing it right now and saving it somewhere. It will be fun to look back at how far you've come as you start to tweak your brand. If you don't have a website or are looking for a change, I suggest going to Wix, buying a theme to add to WordPress, or using LMG.
2. Girl, you need to blog!
Okay, so your website is set up. Now I suggest blogging. Like LMG says - blog at least twice a month but strive for even more! They have a blog post about why.
At first, I started blogging about myself. I'm an introverted extrovert so I'm this blend of shy but personable. Who knew, right?! So, it was VERY hard for me to start blogging about myself. For one I thought, “Who is going to care?” and then, two, “Gosh, what do I even say?”
My market is saturated with photographers but there's only one me out there. I'm a wife, believer, Mom to three young kids, and have a full-time job on top of my business so I figured somewhere another woman out there would totally relate to me.
I'm not a copywriter and I don't stress myself out about it either. I am who I am and I do the best I can to make my high school English teachers proud! It takes awhile to start to get organic traffic from the blog posts so don't get discouraged. Just keep doing it!
3. Find Your Audience Online
Okay, so have I stressed you out yet? No?! Okay, cool. So next, find where the people who want your product/service spend their leisure time online. I serve women with my photography business and they're predominantly on Facebook and Instagram. I use the platforms differently. On Facebook I share my blog posts. On, Instagram I share my portfolio and quotes to inspire women because inspirational quotes have always been my "thing." You can ask any of my friends. I'm always their cheerleader pushing them to do more so I thought, hey, why not do it for perfect strangers, too?!
4. Be Genuine On Instagram
Sharing:
Like the blogging, I try to be as genuine as possible. I share that I'm not a perfect Mom. I share when I make mistakes. No one is perfect and, again, I feel that somewhere out there another woman can relate to me.
Commenting:
Back in high school I found my calling as a complimenter. I just see the best in people and I like sharing it with them. "Oh girl, I love your top." I'm totally genuine about it. So, I took that to social media. At first I thought, gosh, these women don't know me and they're going to think I'm a total weirdo. Then I thought, when someone comments on my photos on Instagram, first, it makes me feel good and, second, I totally check out their pages. Who is this person? Natural relationships just formed, which has lead to increased relationships and followers for me.
5. Use Instagram Hashtags
Like Facebook, Instagram is always changing their algorithm. Right now, Instagram allows you to use 30 hashtags. However, I've been getting stuck around 15. After you share your photo, add a comment to your own post and place the 15-30 hashtags in there. That way it's not crammed in with your photo description but you'll still get found. Since I'm a photographer, I try to keep my hashtags local but sometimes I use broader ones, too.
So, there you have it! Those are my five tips for marketing your new small business online. I hope it helped you. Don't forget to follow me @audranicole_photography on Instagram so I can watch as you as you become #instafamous!
xoxo
Audra
5 Small Business Marketing Resolutions For 2018
Happy New Year! Katie and I have big plans for The Little Marketing Genius this year. In the midst of our own organizing and planning, I thought that now would be a great time to share some tips for getting your marketing kick-started in 2018. The recipe mixes business with fun so it’s sure to be a success. Let’s do this!
Happy New Year! Katie and I have big plans for The Little Marketing Genius this year. In the midst of our own organizing and planning, I thought that now would be a great time to share some tips for getting your marketing kick-started in 2018. The recipe mixes business with fun so it’s sure to be a success. Let’s do this!
1. Commit to getting really good at one social media platform.
If you currently use social media, you most likely have felt overwhelmed at one point or another … especially if you’re trying to manage multiple different channels. My advice: pick ONE platform and become an expert at it. If you’ve been half-assing Facebook, Twitter, Instagram, and SnapChat, now’s the time to try this new approach.
If you’re currently managing multiple channels, narrow down which one is getting the most traction. If you’re not currently using social media, you’ll want to do a little research to gain insights on which platform might work best for your particular type of business. For example, if you’re a local fashion boutique, Instagram would be a prime choice for showcasing amazing photos of your latest trends.
Once you have your platform picked out, dedicate at least 15-20 minutes a day to it. Learn more about it. Scope out how small businesses similar to yours are using it. And, most importantly, post to it! Consistency and compelling content are the keys to being successful on social media.
2. Start a blog and strive to publish at least two posts a month.
Katie and I are huge advocates of blogging. Why? Because it abso-freaking-lutely works to drive web traffic!
“Every time you write a blog post, it's one more indexed page on your website, which means it's one more opportunity for you to show up in search engines and drive traffic to your website in organic search.” [HubSpot: Why Blog? The Benefits of Blogging for Business and Marketing.]
Now you might be saying to yourself, “But I’m not a writer!” My rebuttal to that: if you can verbally explain your product/service to customers each day, then you can write about it, too! Blogging is easy and you DO NOT have to be an English major in order to launch great content.
Now, if you’re not used to writing, getting started might feel a tad awkward (and perhaps frustrating). However, the more you do it, the more comfortable it will become. All it takes is commitment and patience.
My biggest piece of advice concerning your blog is having CONFIDENCE. You are the expert on your small business. And you spend countless hours each week answering questions and explaining your products or services to people. Do you know what that means? You have a wealth of information to share in a blog format!
And bonus … when you develop interesting and informative content based on your own experiences it not only positions you as a thought leader, but also creates a fantastic opportunity for you to share something on social media!
3. Do something that you love (not work-related) once per month.
I don’t know about you guys but when I’m engaging in a hobby or activity that I love, it always helps re-energize my creativity and passion. I added this item to the list of resolutions because I truly believe that marketing success starts and ends with those very two things: creativity and passion. If you’re like most small business owners, your brain is probably always on overdrive. Make 2018 the year that you dedicate a few hours a month to letting loose!
My go-to activity: painting. Yup, those watercolor popsicles you see here were done by yours truly during a fit of some much-needed art therapy right before Christmas. I’m also a HUGE fan of Paint Your Pet Nights at Splat Art Studio in Wallingford. Sipping wine and creating Bama, Mickey, and Vi Vi masterpieces with my friends … can it get any better than that?
Participating in a hobby you love will enrich many areas of your life … including your business. So whatever it is, be sure to dedicate time to it at least once a month in 2018!
4. Make To-Do lists.
I’m Little Miss OCD (just ask Katie). While I may be the person who admittedly takes organization to a whole new level, I think that making To-Do Lists are extremely important to staying focused and getting shit DONE!
I’m going to interject with a funny story here. This past holiday season was incredibly stressful. With a business trip to Montreal planned the week before Christmas, I had way too much to do in very short order. Buying/wrapping gifts. Shopping for groceries. Prepping food. Etc. Etc. Etc. I was going a mile a minute right up until Christmas Day.
Anyways, there was one afternoon in the middle of all this chaos that I wanted to go to the gym. I went upstairs on a mission to get my gym bag but, when I reached the wardrobe room where my bag was, I noticed a small mountain of laundry that needed to be addressed (#OCD). I immediately forgot my bag and started separating clothes. I walked back down the stairs (Laundry basket: check. Gym bag: uncheck), put the clothes in the wash, and then realized I had forgotten my bag upstairs. Ok, let’s try this again.
I marched back upstairs, frustrated that I forgot my bag the first time. However, I was next greeted by a fresh pile of cat puke on the carpet. Off to the closet of cleaning supplies I went! As the cats were high-fiving each other on another victory over the Human, I made my way downstairs once again. Yup. Without the gym bag.
On my third trip up the stairs, I was laughing (yet mildly concerned) over my memory loss issues. I had also decided I had enough of a workout climbing up and down the stairs so the gym was probably not needed at this point. The moral of the story: I am basically lost without my good old-fashioned paper To-Do List.
I know you small business owners can totally relate to the whole “too much to do but too little time” thing. It’s the story of our lives. However, creating a daily To-Do List will help keep you focused throughout each day and allow you to achieve micro goals.
As Carrie Barron M.D. puts it, “In a culture with a surfeit of choices, lists can be a way to coalesce and conquer.” If you want a fun and quick read, check out her article: How Making Lists Can Quell Anxiety and Breed Creativity.
5. Exercise.
If you’re like many people, this resolution might have already made your list. According to data from Google, the term “Get Healthy” was searched 62,776,640 last year! Ok, so why did I put Exercise on my list of small business marketing resolutions? Honestly, it’s because I believe living a healthy and active lifestyle (like participating in those hobbies I mentioned in #3) will lead to major positivity gains in all aspects of your life. According to HelpGuide.org, exercise “relieves stress, improves memory, helps you sleep better, and boosts overall mood.”
Now you tell me these aren’t all things that every small business owner can benefit from!
2018 is going to be a magnificent year. God Bless!
-J