Effective Local Marketing for Small Businesses
One of the key stressors for small business is inconsistent income even for established businesses.
Effective local marketing can eliminate the stress of inconsistent income.
This can be done through 'Google My Business'. It is a proven source of gaining regular local customers. Good cash flow puts a spring in your step and you can look forward to going to work each day!
What is Google My Business?
If you are using a desktop, and you Google a business, you will see information from their website and over to right hand side of the screen you will see maybe a photo or two, a map, trading hours, etc about the business. That piece of real estate is called 'Google My Business'.
'Ah!', I hear you say. 'I've seen that but never knew what it was!' Now you know!
Why is a Google My Business Profile so Important?
Potential customers are seeing this profile before seeing your website. In effect, it is becoming your new Home Page.
Customers are making commercial decisions at this point whether they deal with your business or go elsewhere.
A well crafted GMB profile inspires people to engage with that business. How can I make that claim?
The GMB profile contains data that Google collects showing you how many customers have called you, clicked your website, what search terms they have used to find you, how many people have seen your profile and more.
It is a repository of fabulous data from which to make sound commercial marketing decisions.
There is no doubt that a poorly presented GMB profile does cost potential customers.
Google wants to provide the best search result for its users in terms matching the search query to the closest business.
If you are looking for hairdresser, dentist, cafe for good coffee, etc near you, you don't want to be directed to some place across town.
Google knows people are looking for goods and services in their locale, so it has been creating profiles on businesses gathered from information it has sourced about them through the web.
This is what is called 'Google My Business'. Even though it has been a thing for over 10 years, many businesses still don't even know what it is or even how use it as a marketing tool.
Once you claim ownership of the Google My Business profile that Google has created, you have the opportunity to populate it with great content, photos, hours of trade, regular updates and more about your business so many more people can find you.
If you are a newbie to the business world, you can create a Google My Business profile from scratch.
What Businesses Benefit from a Google My Business Profile?
Any business that wants to attract local clientele: Hairdressers, Barbers, Health Care Professionals, Cafes, Coffee Shops, Restaurants, Motels, Florists, Garden Maintenance, Tradies, Real Estate Agents, Upholsterers, Retail stores, Architects, Lawyers....... The list goes on.
How does it Work?
There is capacity to add specific content in what I term in 'the backend of Google My Business'. Visitors can't see this information but Google can read it.
This information needs to match what is on your website for it to be highly effective. For many clients, this has precipitated the updating of content on their website.
So many small business owners often omit key information about what they do as they are so involved they are 'blind' to actually stating the obvious.
Once the website and GMB are in sync, it becomes so effective that many people make a commercial decision to utilise a company's services based on the Google My Business profile without having visited the website.
Boom! Potential customers are reaching out to within a matter of minutes because you have provided great information for them.
What if I don't have a Website?
Not a problem. GMB has that sorted. There is the capacity to create a website from GMB which can get indexed in Google. Just buy a domain name for $18, add some well written text and photos, add some blog posts and you can be operational in a matter of hours.
As you add regular posts to your GMB profile, this will automatically update your website.
What Service does Local Marketing 101 Provide?
1. Google My Business Set Up $550
- Getting the site verified if that hasn't been done.
- One hour call with Business Owner to gain insights about their business.
- Set up Categories in GMB that pertain to the business.
- Add content to those categories.
- Set up the hours of trade.
- Add Appointment Link (if appropriate).
- Add photos of the business, business owner and key staff where appropriate.
- Write one Google My Business post.
- Where applicable, add 2 products.
- Add Logo.
- Link to Website.
- Provide Business Owner with the link to request Google Reviews.
- Set up Messenger so potential clients can quickly contact you.
- Plus any other special settings unique to that business.
2. Google My Business Regular Posts $440
- Weekly posts or mini blogs on Google My Business provide your customers with the most up to date information about your business.
- Up to 10 images or graphics to the post so it can be very engaging for your potential clients to view.
- These images are also added to the Photos section so that is kept up to date too. Google records how many people view your photos so adding new photos is important.
- There are various call to action buttons in a Google My Business post that allows you to direct how you would like your customers to engage with you. It can be:
- Call Now
- Learn More - direct them to a particular page on your website such as a blog
- Book an Appointment Buy Online Sign Up - to your mailing list or an event
When a person clicks on the button you have selected for a post, Google tracks that interaction and the data is accessible via reports that can be viewed in weekly, monthly, quarterly formats.
3. Google My Business Regular Post Lite $110
This has all the same elements as the 'Regular Google My Business Posts' but it's just one post per month. There are some businesses where this is sufficient.
4. Blog Writing $220
One Blog Written in Search Friendly Text and Headings.
Blogs are an important element to a website. They provide the opportunity to update customers and Google on the latest happenings within the business.
One factor in Google's Algorithm for ranking a website is current information.
Providing regular updates through a blog can jag the rank of a website. It gives you the opportunity to discuss a single topic in depth so the reader can fully grasp the topic and feel well informed.
Prior to writing, the topic is researched to find the best key words/phrases to get the blog ranked in Google.
Appropriate headings are included throughout the blog which not only guide the reader to the content of the article but importantly informs search engines.
How often should you add a new blog to your website?
At least once a month and be consistent with the date of publication of subsequent blogs.
Not only for your readers’ sake but especially if your competitors are active blog writers.
If you have the budget, twice a month can really gain some traction for your business.
5. Other Marketing Work $137.50 per hour
My skill set includes:
- Search Engine Optimization
- Project Managing Website Builds
- Writing and Creating Newsletters
- Marketing Strategy
- Specialty Social Media Campaigns
Who to Speak with to Get this Happening?
Why Use Local Marketing 101?
Yvonne Clark has vast experience in small business having been self-employed for over 40 years. Marketing and sales has always been her strength.
She now specialises in Local Marketing utilising Google My Business because it is so effective. She sets up Google My Business profiles for clients and maintains it by adding regular posts which brings increased revenue for them.
Other strings to her bow include Blog Writing and Search Friendly Website Copywriting.
Some of the clients include: