Local businesses understand the need for a prominent position on Google. Many business owners, though, don’t always understand how crucial to long-term success search engine visibility really is.
The Mobile Movement Study found that 77% of mobile users contacted a local business after conducting a local search.
BrightLocal also reported that 98% of web searchers visit a site featured on the first page, with very few people even bothering to move onto secondary pages.
If your business is reliant on web traffic, it is clearly important to focus on SEO. However, trying to get your website ranked is only the start if you are ambitious.
Local search rankings offer the chance for businesses to seize the initiative and take multiple spots on the first page.
Google doesn’t just rank individual websites but instead likes to offer a variety of options to users. Each of the following platforms can be used to get extra listings, potentially leading to a domination of the search real estate for your favored keywords.
1. Main Website
Ideally, your main website will achieve the top position. Most of the following platforms allow you to link towards your main site, so you should naturally generate authority.
For local terms, gaining citations can be enough to rank, with local directories, forums, and blogs linking to you.
If you are struggling to rank, search for powerful authority sites in your locality and niche, then look for content syndication opportunities with guest posts.
2. YouTube Video
Google naturally likes videos featured on their own platform. Most local businesses, though, don’t produce video content, so don’t realize how easy it can be to rank.
When creating the content, ensure you use keywords within the title and include a detailed description. With some backlinks and embeds, you can quickly see your video ranking.
3. Industry Directory
There are many directories online, but some will be harder to rank than others. Specialist industry directories can rank well, but check to see if they already feature on one of the first few pages before you attempt to promote them.
Choosing a powerful site means the domain already has authority, so you may only need a small amount of promotion to rank your own page.
4. Google Local Pack
The number of sites featured in the Google Local Pack has gradually been reduced, but that does mean you will stand out more if you can be included.
Getting listed involves joining Google My Business, completing your profile in detail, getting clients to leave reviews, and getting citations with your full address details included.
A local listing can feature your site name, map listing, images, and street view, so it is good for branding and click-through rate.
5. Google Images
For many niches, images are featured on the main Google results page. Images naturally stand out, increasing the chances of searchers clicking further.
To raise the prospects of your images being shown, use alt tags with keywords, ensuring the image is correctly labeled.
Also, add geotagging information to the metadata, so the image is recognized as a local term.
6. News Reports
Press releases and news reports can often feature in the search results, particularly if the news has a broader context.
It might not always be possible to target a relevant news story, but getting alerts on keywords and industry news should flag opportunities for creating news stories.
It is also possible to become a featured writer for an established site, whether this is industry-related or a larger site like The Huffington Post.
7. Paid Advertising
Finally, you can secure a prime position by paying for Google advertising. Of course, you need to make the ad cost work by carefully tracking your spending, but local advertising will usually be far cheaper than broad search terms.
It is important to track and test your results, calculating how much it is costing to find leads and make sales.
Depending on the competitiveness of the search term, it is possible for a local business to have multiple listings on a page.
The first few listings receive the bulk of the traffic, with numbers falling as you move down the page. If you can rank a few sites, you should receive most of the traffic while heavily branding your business as the major authority.
There is a lot of potential to be found in local search, so there is no reason you shouldn’t make an ambitious plan for a strong Google presence.
“Our emotional mind will harness the rational mind to its purposes, for our feelings and reactions– rationalizations– justifying them in terms of the present moment, without realizing the influence of our emotional memory.”
As decision makers and consumers we are at a disadvantage, the influence of our emotions, once we’ve come up with our rationalizations, fades from our recollection.
This is why most people when they learn about this phenomenon respond in protest, “That’s not me. I make decisions based on the Facts.” No one does. That’s not how our brain works.
It’s why science has been developed as a discipline.
It’s an external framework that forces humans to arrive at conclusions based on evidence – not something we do naturally.
However as marketers this works to our advantage if we recognize it and use it.
Evoke emotion first, then give reasons to support the feelings.
This isn’t really manipulation – though at first it can sound like it. It is just good communication. It’s communicating in a way that is natural for humans. Feelings matter.
In fact when we are forced to accept a point of view that upsets us, based only on overwhelming reason, we feel resentful.
And in truth, after the age of four or five, our sense of will is so strong we will likely never submit ourselves to accepting any position that is forced upon us by reason alone, especially when it clashes with our sense of the world.
Every business wishes to keep its customers or clients happy. After all, they provide the revenue that allows the company to stay afloat. However, there are certain kinds of customers or clients who hurt rather than help the business’s bottom line. It’s important for every business to identify these parties and to take action to limit the financial damage they cause.
Here are six profiles of customers or clients behaving badly.
1. The client who makes a request that is unethical and/or illegal.
One example is the client who requests a receipt showing an amount that is different from the actual amount for the transaction. Another example is the client who wants the transaction to be “under the table.”
Obviously, you must refuse to participate in such transactions. The viability and longevity of your company depend upon your commitment to act with integrity and according to the law at all times.
2. The customer who is abusive.
If a customer abuses you or your staff verbally or physically, it is necessary to take action to terminate the relationship. And, of course, the police should be called if the abuse crosses the line into criminality.
3. The client who makes unreasonable demands.
This can occur, for example, in a business-to-business supplier arrangement.
If a client responds to a free delivery offer by placing regular small orders instead of one large order, in order to reduce his own inventory costs, the client is taking unreasonable advantage of your offer.
At a certain point, it may be appropriate to withdraw the free delivery option for this client.
4. The customer who complains on social media.
In the modern era, customers often express concerns on social media about products or services.
This is a difficult scenario for businesses to navigate, as they must keep customer confidentiality concerns in mind.
As a first step, it is appropriate to respond on the social media platform, without overreacting or attacking the customer.
As a second step, if the customer consents, the discussion can be shifted from the social media platform to a private conversation between you and the customer.
5. The client whose actions result in costs that are in excess of revenue.
This may occur in a business-to-business arrangement, where – for example – the client makes excessive use of support services in relation to software.
In this instance, the client may be using your business as a trainer instead of instituting training for its own staff.
At a certain point, after appropriate cautions and warnings, it may be desirable to terminate the software supply arrangement.
6. The customer who returns a large proportion of purchases.
There are customers who abuse retail return policies. Some buy a product – such as an item of clothing or an electronic device – with the intention of using it temporarily and then bringing it back for a refund.
Others purchase multiple similar items with the intention of trying them out and then returning all but one. Such customer conduct has a negative effect on inventory and warehousing arrangements.
Where such abuse continues, it is appropriate to first issue warnings and then to begin refusing refunds.
By identifying problem customers or clients, businesses begin the process of formulating a response to these individuals.
It is in the best interests of both your bottom line and your staff’s morale to develop policies and procedures to deal with such customers and clients.
If you’re looking to get better returns on your Facebook ad dollar, look no further.
When you take the steps to ensure your message is always connecting with the right audience, improving the performance of your ads might be much easier than you think.
This article will explore several simple ways you can set up and optimize your Facebook advertisements, all in 30 minutes or less.
1. Segment Your Audience
Facebook has an almost immeasurable number of distinct groups of audiences.
Consequently, slightly different interests will yield vastly different performance among even within the same niche.
That’s why it’s a good idea to group interests that you want to target into topics, and then create separate ads for each topic.
For example, if your target interests including Internet marketing, Facebook marketing, and online advertising, then your first ads that might include content pertaining to Facebook, the second set online advertising generally, and so on.
This simple segmented approach allows you to optimize on the basis of interests, and ultimately create more focused advertising campaigns.
2. Separate Desktop and Mobile
The differences between the mobile and desktop platforms are often underestimated.
The fact is, the way people access the net, their behaviors, and even the sites they visit can vary depending on the device they’re using.
That’s why when you use a separate Ad Set for each type of platform, it’s possible for you to greatly improve your optimization, including conversions and bids for both devices.
This separation will also help you fine-tune your call to action, making it desktop or mobile specific.
3. Optimize Newsfeed and Column Ads Separately
If you’re not already, it’s vital that you set up segmented advertising, completely separating the ads that appear in a desktop newsfeed and ads that run on the right column of Facebook.
Content that appears in the desktop newsfeed tends to have has substantially more space available, which translates to room for much larger images.
This considerable difference in structure means that identical ads will perform very differently depending on where you place them.
Facebook enables you to choose where your ads will be seen in the Placement section at the Ad Set level.
4. Test Several Images
The single most important element in your Facebook advertisements is without a doubt the photos you use.
This is because several studies have shown that photos are leading factor in helping people decide if they’re going to click on your posts are not.
That’s why it’s important to test out several different images, and then determine which ones are offering you the highest click through rate and conversions.
After you’ve identified your highest performing images, you can use that information to use more images of the same style future.
5. Use a CTA (Call to Action)
As you may know, Facebook allows you to choose a call to action when posting an ad.
Using a CTA can greatly improve your click through rate and conversions, and should be tested with the same enthusiasm as the images you use.
The CTA button is available in the Ad Setup menu, and the default choices include: Download, Learn More, Shop Now, Book Now, and Sign Up.
6. Use Facebook Pixels
Although this tip is somewhat obvious, enough businesses neglect to do it that it’s worth mentioning.
Pixels are a Facebook feature that allows you to signal an event that occurs while someone is browsing your page, like registering or viewing a specific product.
The value of that type of knowledge should be almost immediately obvious.
You can install a pixel by logging into your ad manager, going to the top menu, choosing Assets, and then Pixels.
On the following page, select Create Pixel button and follow the setup wizard.
After you have been provided with your pixel code, just install it on your site, and you can carefully track the results of all your Facebook marketing energies.
7. Target Behaviors
Countless businesses use Facebook advertising as an opportunity to target interests.
Unfortunately, many businesses gloss over the opportunity to target behaviors instead, which often are more apt to pay off.
Facebook allows you to target dozens of behaviors that may indicate someone is ready to make a purchase, ranging from the browser they use to the games they play.
You can target these behaviors by selecting them from ad set menu.
8. Target an Email List
Another feature Facebook marketers often overlook is the ability to create an advertising audience on the basis of email addresses.
Head to Facebook ad manager, select Create Audience, then Customer List, and Facebook will prompt you to provide your email list.
All you have to do is provide Facebook with a text file with one email per row, or list of phone numbers in the same format, and let Facebook do the rest.
9. Schedule Your Ads
Like many popular advertising platforms, Facebook allows you to schedule when your ads are run, both in terms of day of the week and hour of the day.
Many businesses overlook this feature because it’s only available with a lifetime budget as opposed to a daily budget option.
If you’re not familiar with lifetime budget, it refers to the total budget for a set of ads as opposed to the daily limit for those ads.
If you have a campaign that isn’t offering somewhat reliable performance over time, this setting may not be for you.
However, if you know exactly when you want your ads to be seen you’ll be hard-pressed to find a more important customization option.
Time for Action
Set up and targeted appropriately, Facebook advertising can offer your business a sensationally profitable means of advertising.
As you become more familiar with your marketing possibilities on the platform, you improve your ability to access these opportunities.
Although learning the ins and outs of Facebook advertising isn’t something you can tackle in an afternoon, with a little persistence, concrete improvements to your ROI are well with
Are you getting the most out of your business Facebook page?
While most businesses understand they can draw traffic and referrals from Facebook, there are actually dozens of different ways that you can benefit from your page, provided you know how.
Below you can learn about seven of the most effective ways to get your Facebook page working for your business, often in as little as 30 minutes.
1. Capturing Reviews and Testimonials
If your page is categorized as a local business, it’s a little known fact that Facebook allows your page to collect both reviews and testimonials.
Although their terms of services do not allow you to explicitly incentivize your customers to do this, you are permitted to let your fans know they can leave you reviews on your page.
After you’ve received a few good reviews, you can add some of the more noteworthy ones directly to your site to serve as testimonials.
To do this, click on the timestamp section of the post, select the drop-down box, and then choose “Embed Post.” This will allow you to embed that positive review directly on your site, which helps demonstrate its authenticity.
2. Engage with Fans
More than a hub for posting content, Facebook is a platform for connecting with fans and creating conversations.
Your fan base is composed of at least four different groups: current, potential, former customers, and fans of your content.
Understanding this, you should create content that can help you engage with all of these groups. To do this, you can follow the age-old rule for engagement known as the 80-20 rule.
This rule means that 80% of your content should be designed to appeal to your audience, and the remaining 20% should be shameless self-promotion.
In short, the vast majority of your posts should be designed to help get your fans to interact with your page.
This can be done by actively encouraging them to participate and share at every possible opportunity.
When a majority of your posted content follows these guidelines, you’ll almost inevitably form an audience that will be more receptive to the self-promotional content that follows.
3. Request Feedback
If you can make use of insight from potential, current, or former customers, consider surveying them with your Facebook page.
A survey will encourage your fans to engage with you, and may also provide you with invaluable feedback regarding the kinds of services they’re seeking.
You can poll your audience for free with the use of Facebook polling apps, and choose an app depending on how you want the data complied.
You can also use this as an opportunity to collect fan information, including email addresses, or other types of information you can’t collect through a public Facebook page.
4. Capturing Blog Comments
Drawing posts from your Facebook page can be a very effective alternative to using a comment section on your blog.
Just post a link to your Facebook at the end of any blog post, and then ask your fans to head there to discuss things further.
This enables you to disable comments on your blog, avoid the problem of dealing with automated spam, and promote engagement at the same time.
Additionally, anyone who sees the discussion on your page is apt to click on to read the post that everyone is talking about!
5. Share the Views of your Business
If you find yourself posting comments on a blog within your business niche, post as your own Facebook business page rather than your personal profile.
When you use your Facebook page to comment, you set up an open invitation for people to connect with your page.
Apart from a small increase in traffic from relevant and highly targeted users, this also can create backlinks to your page, and any user that is an administrator or moderator for your page can post this way.
You can post as your business by clicking on the drop-down menu next to the “comment” button, and selecting the page that you want to post as.
6. Fight Negative Search Results
If you end up getting negative results in a prominent position in a search engine page, you can push them to the bottom with only a little Facebook maneuvering.
This is because Facebook is a very potent domain that enables you to easily rank well in a search results page.
While your Facebook page probably won’t rank as high as your website overnight, an active page can help you get in the top ten results in a SERP in only a few weeks, which can help you push negative results lower down the page.
As you’ve seen, many of these tips can be implemented by doing very little additional work.
Taking actions as simple as posting comments under your business name, or even embedding testimonials, can prove invaluable to your business. There’s no reason for you not to get started right away!