Small Business Search Marketing: 4 Must-Haves

1. Mobile Campaigns – Mobile devices such as Blackberries, iPhones and iPads have skyrocketed in popularity over the past few years.  More and more people are therefore using mobile devices to search for and buy products and services over the Internet.  Capture these potential leads by integrating mobile campaigns and click-to-call ads in your overall search strategy. 
2. Local Search Campaigns – Small businesses that service specific geographic locations should incorporate local search campaigns into their marketing plans.  Although the Internet has one of the broadest audiences of any marketing medium, it will be difficult for local customers to find your business unless you establish a presence in map and local search results.  Google Maps and geo-targeted pay-per-click advertising campaigns are excellent tools for attracting local business.
3. Presence on Social Networking Sites –With over 400 registered users, Facebook has taken Google’s place as the most visited website.  Small businesses can leverage the massive appeal of Facebook and other social networking sites such as Twitter and LinkedIn in several different ways.  Setting up company profiles is a good way to inform friends and followers about your products and services and advertise current and upcoming deals.  Many companies offer discount coupons and freebies to individuals who “like” their Facebook pages.  Additionally, Facebook and other social networking sites also offer advertising, allowing small businesses to target their ads to a specific subset of users.     
4. Integration of Online and Offline Marketing Efforts – According to Forrester Research, the Internet influenced the purchase of $917 billion of consumer goods in 2009.  However, consumers purchased only $155 billion of these goods online.  The Internet has been widely adopted by consumers as a research tool for purchasing decisions.  Consequently, small business must pay attention to the messaging of both their online and offline marketing campaigns.  Having consistent messaging across all of your marketing campaigns can help to drive more sales online and offline.

Advertisement