After having defined a client’s brand and objectives, and carefully studied the competitive environment, Panoptic generally moves on to the next step in crafting an online marketing plan: the website review. It goes without saying that a company website should be clean, clear and user friendly, but it also needs to contain the useful, informative and engaging content that the business’ potential customers are searching for.
What information should a small business website contain? Whatever the company does should be clearly stated and explained, as well as the services offered, products being sold and contact information. Equally important as the content is the way it is presented to the targeted audience. Often, as business owners, we get caught up in the technical lingo of our industry. Overuse of jargon or overly technical language can confuse potential customers. The language on the website should be aimed at and written specifically for the customers the company is trying to garner, and explaining things in understandable terms is key.
Following the website assessment, both a short and long-term marketing strategy can be developed (this may or may not include a website refresh). Panoptic’s approach to boosting our small business clients’ profiles is built around content marketing. We maintain that there is no better way to demonstrate one’s expertise on any topic than by blogging about it. A well-branded blog that is kept current is the cornerstone of content marketing for small business.
Social media is great resource for getting immediate visibility in the short-term as well as a way of developing or improving customer service offerings, however it does require constant attention plus original (and preferably entertaining) content. Social media can be a boon to the small business marketer, but if the company website and brand aren’t adequately developed any social media efforts will fall flat.
Local Search Marketing
Small businesses can profit immensely from simply putting the time into filling out and “optimizing” company profiles on business listing sites. From Yelp to Manta to Angie’s List, these outlets are a great resource for the small businesses looking to increase clientele and build brand recognition.