Organic Search Ranking and Credibility to the Consumer

What are your customers searching?

“Brunch restaurants nearby”

“Breakfast food near me”

“Where’s the best brunch in Portland?”

Nowadays, search engines seem to solve all life’s hardest questions. And, if your business has a website, you obviously want your website to land at the top of the first page when a potential customer searches for what you do. But oftentimes, business owners don’t fully understand search engine optimization or how to improve their rankings to give them the best chance to be on the first page.

Organic Search Ranking

Statistics show that internet users search more than 3.5 billion queries every day. For your website to be the top results, a combination of attributes need to be in your favor. Everything from page headings, loading speed, mobile optimization, html codes, and many other factors play a part in how soon a consumer will see your brand’s website in their search results. Because of this, it’s important to fully understand how best to create your website and enhance your content for optimal results, or have someone on your team who does.

Another way to improve your search ranking is to have customer reviews. A recent survey reported that 73% of consumers trust a local business more when they have positive reviews. Also, a consumer will read a minimum of 7 reviews before they trust a business. So, the more Yelp, Facebook, and Google reviews you have, the more relevant your business becomes to the specific search. You will increase your chances on being on the first page simply for having more reviews.

An example of the significance of reviews could be making a purchase on Amazon. The average consumer is more likely to buy a new bike from a business with 70 positive reviews than a business with 1 or 2 reviews total. Reviews provide credibility and depth to a business. Finding an effective way to promote your customers to leave good feedback on line is an important part of business today.

The next time you’re doing a Google search, notice what factors you consider when selecting a search result for a local business. Understanding how you (or others you know,) search and make “buying decisions” is important in understanding the importance of getting to the first page on the search engines.

Who is Your Ideal Customer?

The Right Message to the Right Customer

“How Do I Focus on Getting The Best Customers?”

As a business owner, this thought has most likely crossed your mind a time or two, regardless of how well things are going. One of the quickest ways for a business to waste money is not identifying who their target customer is when planning a marketing strategy. It would be imprudent to market a child’s toy to college students, just as it would not make sense to advertise a new cologne during Saturday morning cartoon shows.

Message in a bottle on a beach against the setting sun
Getting the Right Message to the Right Customer

In order to have a successful marketing venture it is imperative to know who your target customers are. Some key principles to help in identifying your best marketing group are:

  • Age
  • Gender
  • Demographics/Ethnicity
  • Status, including educational status, financial status, and family status.

Now, some people will certainly fit into many different groups, and each of these groups will use media differently. This also means that their responses will be different to the various messages in the advertisement.

“But isn’t this discrimination?”

No, it’s not. Let me explain by using an example of the Tesla automobile. If you were marketing the Tesla today, who would your target audience be, and what could change that? The original Tesla was priced over $100,000, which left you with a limited target audience. It also had a strong appeal to the younger executives, as opposed to an older audience. Therefore, you would be wise to choose to target media that focuses on this demographic. That said, this is all about to change! Tesla is releasing the new Model 3 this year, and with it is a price tag of $35,000, which will massively widen its base of potential customers. The car will be much more affordable, opening it to more of the middle-income buyers. Add to that the appeal of an electric range of 225 miles, and you’ve got another target market in the environmentally conscientious.

Just a little bit of market research can take you a long way in making sure that you target the right audience, which is critical. Having a great advertising campaign going to the wrong audience is illogical, and wasteful of time and money. By learning who your target customer is, you’ll be able to use it to your advantage and work better with your creative team to come up with great campaigns. Creative campaigns with the right message for the right customer in the right media, creating a win-win in your marketing, and increasing your sales.

Social Media Is Your Business

Is Your Business “Socially” Acceptable?

Man working on notebook, with a fresh cup of coffee.

We hear much about Social Media these days, and for many business owners, social media means different things.  The term is used vaguely and can be used to described any website, or app (an application downloaded to a mobile device), where people can connect with other people, brands, or businesses.

If we break the term up, we would define “social” as an interaction between people, much like a conversation. “Media” would be defined as a source of communication, like TV, newspapers, or in today’s more thought of usage, the internet. Social Media is a way to have a conversation or an interaction with your business through the internet. Whether we personally like or dislike social media, how can your business benefit in using social media?

It is estimated the average person has five social media accounts and spends over an hour visiting these throughout the day – yes – every day. For teens, it is even higher! It has become a way to stay connected in real time with friends and family, as well as getting the daily news, including sports, weather, and general information – and connect with local businesses.

Can My Business Really Benefit From Social Media?

Business Team um Computer im BroEvery business type is different and whether your customers want to stay connected and hear more about your business probably depends on your business and what you have to say. Or are you wanting to stay better connected with your customers? As an example, Olive Garden has over six million fans and a post from this past week yielded over 12,000 likes and 784 shares (the average person on Facebook has 338 friends. With 784 shares, that may mean almost a quarter million people who may not be connected to (liked) the Olive Garden, such as this picture/post.

Developing a social media plan as a part of your marketing plan makes sense. These are already your customers, and they may want to hear from your business. Deciding which social media sites will work for your business may be the tricky part – as they all may not be right for your business. Social media takes time and the right strategy may pay off big time.

Today’s top social media sites include Facebook, Instagram, Pinterest, Twitter, LinkedIn, and Snapchat. As well as a couple others, which may not seem like social media websites, but they certainly can be, for example, YouTube and Reddit. Don’t worry if you haven’t heard of all of these, as history tells us these will change over time. You might remember Myspace, Friendster, or Classmates? They may be around still, but they are nothing like how they used to be. It was only eight years ago Facebook became the Internet’s largest social network (overtaking Myspace in January 2009).

What social media will look like in another eight years is unknown, but based on history, it isn’t going anywhere soon. Having a social media plan for your business may help your company stay connected to its customers for a long, long, time. Social media may be thought of as free media, but it does take time to do it, and a plan to do it well.