We’ve said it before — the beauty and personal care industry is booming. Millennials’ love of digital media and their strong desire to look their best in their selfies combine to make the beauty and personal care industry stronger than ever. The personal care industry has been growing steadily, according to research from The NPD Group.
Although digital media has certainly increased Millennials’ desire to look great, women of all ages still prefer to buy at brick and mortar locations. Women want to touch products, try samples and interact with people when they buy cosmetics, hair care products, shaving supplies, perfumes and more.
How do you make sure women in Delaware, Maryland and Southern Pennsylvania find your business and buy your products? We’ve got a few ideas for you.
Instagram is a strong way to show off visual products and visual results. Users rely on Instagram for beauty ideas and inspiration, so it’s a natural place to place marketing messages. Feature photos of your products, or announce new arrivals. Take selfies with customers or encourage customers to post their own selfies. Take advantages of your suppliers’ gorgeous photography and put your logo in the corner (with their permission of course!) Get even more reach for your posts with paid advertising campaigns from DBCi. We can help you make a splash on Instagram.
So many people today start their research online. They look for products, read reviews and look for retailers that carry certain products or brands. If you want to get in front of these people, you’ll need to spend time increasing your search engine ranking. Search Engine Optimization (or SEO) helps your business rank higher on search engines by making sure your website has the best mix of keywords, structure and images. Search Engine Marketing (or SEM) refers to placing paid listing or ads for your business within search engines, to ensure your business pops up sooner. DBCi helps business all over the Delaware Valley get in front of the right customers faster by improving both SEO and SEM.
Want to reach women on the go? Nothing drives retail traffic faster than radio. Our team represents a wide range of radio stations, each with special marketing and audience traits that can work to your business’s advantage. Radio is especially effective in promoting sales and limited-time offers. Our DBCi staff can create a radio plan that fits your marketing needs, and your budget.
Are You Ready To Grow Your Business?
Our team of experienced digital professionals offer a broad selection of marketing tools that can help you find and convert more clients and customers. The beauty and personal care industry is growing. Make sure your business grows too. Contact us today to schedule a free consultation.
More people are turning to the web to find healthcare information and practices and businesses they need. And why not? Search engines like Google, Yahoo, and Bing can make it easy for all kinds of people to locate all sorts of healthcare products and services. During these searches, people often form a first impression. They learn things like ”Which insurance carriers does your practice accept?” “What kind of reviews have previous patients left?” and “Does your practice conduct itself with high standards of integrity and ethics?”
Often, they get their first impression of your business before your website is even visited. First impressions may take shape as consumers subconsciously ask themselves:
- Are they ranked high on Google?
- Have I seen advertisements by them?
- Do I keep seeing their name?
- Does it seem like people like them?
Are you unsure of what kind of first impression your potential patients and customers might have of you based on these four questions? If so, it might be a good time to take a few minutes to look at your business from the eyes of a potential patient or customer. Google yourself. Take stock of your community outreach. Complete a self-assessment.
Evaluating oneself can sometimes be difficult, but it’s an essential step to improving your digital brand. Check out the solutions below from marketing experts at DBC Interactive and learn how you can improve your business’s first impression.
DIAGNOSIS: Your website’s search engine ranking is low
TREATMENT: Search Engine Optimization (SEO)
If your website is easy for search engines to read, search engines are more likely to rank your website higher in subsequent search results. Here are some tips that will help you optimize your website code:
- Make sure your website lists relevant keywords and phrases
- Include Alt tags on your photos
- Edit meta tags to ensure accessibility
Don’t panic if you have no idea what an “Alt tag” is; most people don’t. Optimizing a website is frequently an ongoing effort in an unfamiliar territory, which is why many business owners hire digital marketing consultants like DBC Interactive to manage their SEO efforts.
DIAGNOSIS: No digital ad presence
TREATMENT: Search Engine Marketing (SEM)
Your healthcare business is losing leads if you’re not marketing your services online. Search engine marketing, or SEM, is a quick way to drive traffic to your website, especially if your healthcare business appeals to a specific demographic. One of the most effective SEM techniques used to target specific audiences is called Dynamic PPC. Dynamic PPC, commonly referred to as “pay-per-click”, allows your healthcare practice to:
- Place paid ads around relevant searches
- Pay an amount for your ads that is based on the number of clicks to your site
- Have presence on search result pages without relying solely on the search engines to rank your website
DBCi has experts who can help you create a vibrant PPC program that drives the right people to your website.
DIAGNOSIS: You’re having difficulty keeping your healthcare practice top-of-mind with your patients and customers
Being at the top of the search engine results will certainly help bring consumers to your website, but retargeting will help you even more. Retargeting keeps your ads in front of potential patients and customers, even after they have left your website. A retargeting program can sending ads for days or even weeks after a website visit. Using retargeting, you can:
- Target display ads directly at potential patients or customers that have visited your website
- Send specific messages to potential patients based on their behavior
- Remind past website visitors that they should consult with you
Retargeting is one of the many digital products that fall under DBC Interactive’s menu of services. Whether you want digital, web, mobile or radio advertising, the media experts at DBC Interactive for are ready to help you build a media plan that delivers your best customers.
Things change constantly in the food industry. New regulations, new customers, new tastes, new ingredients. There’s one thing that might always change for your Delaware, Maryland or Pennsylvania restaurant…it’s the menu. Rotating your seasonal menu might be stressful, but worth every second. It keeps your guests excited, your staff creative, and your competition at bay. But when your menu changes seasonally, marketing your new menu could be a challenge. Buzzwords like “fresh” or “seasonal” won’t help you stand out anymore with so many restaurants and bars opening. You have to outthink your competition and create new ways to draw diners in.
It’s crucial that you publicize the launch and popularity of new menu items. Without showing off your new additions, customers might pass you by. Take a look at these creative ways to easily take the head ache out of marketing your latest menu release.
1. First things first have a strong search engine result. SEM can help.
It shouldn’t be a surprise to hear that restaurants have become one of the most heavily researched businesses by consumers. In a survey conducted by OpenTable, with over 6,000 participants, they found that:
- 87% of respondents said they found restaurants via online searches
- 86% read the menu
- 60% consult with online reviews
Your restaurant can’t afford to not have a strong online presence. Search engine marketing, or SEM, can help your business increase visibility in search engine results pages through paid advertising. Without working on a search engine strategy, your Italian restaurant in Baltimore, Maryland might now show up when someone types “Italian restaurant Baltimore” into Google. It should, and you can get it to the top of results with something as simple as keywords.
One way to boost your search engine results is by spending time with Google Adwords. Google AdWords is Google’s advertising system where you bid on certain keywords and win clickable ads that appear in Google’s search results. DBCi knows how to use pay-per-click methods, like Google Adwords, to spread the buzz about your new menu change.
2. So you got people on your site, now don’t lose them.
Being top on search engine results might help lure some new food lovers to your restaurant’s website, but retargeting helps even more. Retargeting keeps your restaurant’s advertisements in front of buyers after they leave your website, sending ads for days or even weeks after they visit your website. With retargeting, your restaurant can reach interested customers more often. Getting foodies to your website should be an ongoing focus to ensure a constant funnel of customers. And once they find your site, make sure you leverage each visit with a retargeting strategy.
DBCi knows how to use retargeting so that your restaurant doesn’t lose one interested Foodie. But, retargeting isn’t the only way to attract new and regular customers. Having a strong reputation is key to ensuring all your marketing efforts do their job.
3. Get fans to love you more with email marketing.
Maybe you already have a loyal following or want to beef up your fan base a little more. Email marketing has one main draw that you don’t want to miss. It requires users to sign up for newsletters, making it one of the few marketing channels directed at an audience that wants to receive the message.
Because you’re among fans, you can be personal, giving your readers special offers and even behind the scenes glimpses. This gives an air of an exclusive community for your bar or restaurant. The goal of every email is to keep your customers engaged, excited about your restaurant, and give them an incentive to return. That’s why email marketing is perfect to publicize new menus.
As for results, email marketing is unmatched for ROI. The Direct Marketing Association’s latest data shows a return of nearly $41 for every dollar spent on email marketing. But, finding time to collect email addresses and write effective emails can be difficult. DBCi has a team that can easily get email marketing set up for your business in time for the latest menu change. With just one email blast, hundreds can read about your latest and delicious menu items.
4. Use video to show off what you know best: Food.
Watching food preparation is one simple way to get people thinking about eating food. Your restaurant or bar can use videos to show off your brand’s newest items and unique style. By making a simple food preparation video, your regulars can share the video and spread awareness for new menu items instantly.
A marketing move you can do easily is create a YouTube channel to store all your videos. Create and then share on YouTube some shots from your restaurant, maybe in the kitchen or as the plate meets the dinner table. Remember, people are searching for your restaurant and want to see its offerings. By posting videos online, your restaurant can appear more on Google and will help in ranking your website. Why not show them exactly what your newest plate looks like with video?
DBCi knows how to show off your videos on your restaurant’s website or social media platforms. By including video online, your restaurant can break the news of menu changes in an engaging way.
Restaurant marketing shouldn’t be a hassle.
You might have too much on your plate already in the restaurant industry. Don’t think that restaurant marketing is just another headache to deal with. Use your seasonal menu as a marketing tool for your eatery. Promoting new food items can be easy with DBCi. Contact us today to learn more!
To read more about restaurant marketing, read our blog on Delaware Valley restaurants.
Your Delaware Valley, Maryland, or Southern Pennsylvania business might be missing the mark when it comes to lead generation. Today’s consumer has taken control of their buying process. Instead of waiting to hear from your business, they are searching for your business first. If your business relies on a constant stream of new clients, then lead generation is a crucial part of your business’s growth and survival. And, if your strategy doesn’t help the customer find you, then it needs a revamp.
Here’s how you can fix your lead generation strategy and create a line to your business:
1. Radio gets the search started.
Nielsen’s 2016 Comparable Metrics Report confirms that 93% of all adult consumers listen to the radio on a weekly basis, more than they engage with TV or their smartphones. That means your customers are out there, and radio might be the way for them to find you.
Radio’s greatest value is inspiring consumer actions. Maybe a radio advertisement reminds them they need to find a realtor or they want to get their home landscaped. Either way, radio is a powerful tool to use to build brand and solution awareness. If the advertisement is relevant to the buyer, it will stick in their minds until they begin their search for more and stumble upon your business.
With radio’s exceptional target ability, your business can target the right customer in your area. In fact, DBCi works directly with nine radio stations covering Delaware, Maryland, South Jersey and Southern Pennsylvania. With our expertise in all things radio, we can connect your business to radio to increase leads and improve your lead generation strategy. Radio is just the starting point to helping customers find you. Having a strong search engine ranking is the next step.
Most of the consumers today start their searches for the services they need online. As a result, effective lead generation involves making your practice visible online right away.
If your local business comes up first on search engine results, it has a big advantage over big-name competitors. Buyers will find your business ahead of competitors on online platforms through search engine optimization or SEO. SEO determines where your website shows up in search results. To rank at the top of search engines like Google, Yelp, or Bing, your business needs to understand long tail and short tail keywords, discussed next.
3. Use keywords and SEM to your advantage to find local traffic.
Under Search Engine Marketing (SEM), which includes paid search, there’s a strategy known as long tail keywords and short tail keywords. Long tail keywords are more detailed and geographically focused, such as “Delaware Valley Dentist.” Using a short tail keyword would be just using “Dentist.” It can be challenging to achieve high organic rankings for short tail terms, so using keywords that are more specific is key.
By focusing on long tail keywords as part of your strategy, you can achieve a more desirable position while targeting the right people and keeping cost down.
Another powerful way to get attention on search engines is through Dynamic PPC or pay-per-click ads. Dynamic PPC allows you to buy search engine ads, paying based on the number of clicks to your site, instead of relying on the search engine to rank your site listing. Using Dynamic PPC, your local business can be super targeted about which ads show up on search engines.
DBCi is the place to turn to for SEM and Dynamic PPC. We have the tools and insights to help your lead generation strategy bring a constant funnel of customers to your store.
4. Create a positive mobile experience for potential buyers.
More than 50 percent of Google searches take place on some sort of mobile device. If your business doesn’t have a mobile responsive website, mobile buyers may not be willing to interact with your site and move on to your competitor.
Users don’t want to fool around with zooming and shrinking the text or images on screen to see your business’s vital information, like shop hours or address. With a responsive design, all of the content automatically adjusts to the screen of the device. This makes it easier and more convenient for users to read and navigate your site. In fact, 85 percent of consumers believe that a mobile site must be as good, if not better than, a desktop site.
Have a site that stands out on mobile and desktop devices. It’ll make the difference.
5. Find new leads when buyers need your services.
Stay ahead of the competition by connecting to buyers when they need you. Here’s the way to skip waiting for customers to search for your services. Use geofencing to lead those buyers straight to your door.
Maybe you’ve heard of geofencing before. Here’s how it works: Each mobile device is similar to a tracking device, using GPS, Wi-Fi, and radio frequency to give off its individual location. Geo-fencing sends mobile ads to the virtual fenced market area to connect and communicate with mobile users once they enter a geo-fenced region. Geo-fencing lets your service reach buyers nearby at the right time, in the right place, with the right message.
Let’s say your landscaping service is trying to attract new clients. Instead of using direct mail postcards to cover entire neighborhoods, geo-fencing allows you to target customers once they need your service. Once buyers enter say, a home center, you can send out display ads to websites and mobile apps with offers for your landscaping service. Once the buyer realizes they have a need, your business can deliver a solution instantly through geo-fencing.
DBCi understands the ways geofencing could help your business, and even figure out what the messages should say. We can incorporate geofencing into your lead generation strategy to have buyers find you when they are in the market.
Stop searching for leads, let the leads find you.
Finding a constant stream of new customers can be tricky with the big-name competition. With some touch-ups to your business’s lead generation strategy, customers can find you. DBCi can help change your marketing to better fit with customers’ buying processes. To find out how to get buyers to find you, contact us today for a consultation.
Auto marketers know that the average research timeline for a new auto purchase can span months. Within that buying window, customers turn to digital devices to search for vital information about their future automotive purchase. On their phone or on their laptop, buyers are looking for answers to their questions, ranging from vehicle safety to loan payments.
Your dealership’s online presence may be the first interaction with your business. Delaware, Maryland and Southern Pennsylvania auto dealerships need to make a good first impression online and offline to beat out the competition.
According to the New York Times, by March 2015, there were close to 18,000 dealerships in the US. How will your business beat out the competition?
Here are a few secrets for attracting prospects to your lot:
Secret #1: SEO Can Boost Awareness
The auto dealership that comes up first on search engine results has a big advantage – they’re much more likely to leave a lasting impression on vehicle buyers. To reach buyers, auto dealerships must actively work on getting their dealership to appear ahead of competitors on online platforms. Search engine optimization, or SEO, determines where your website shows up in search results.
Another powerful way to get attention on search engines is through Dynamic PPC, or pay-per-click ads. Dynamic PPC allows you to buy search engine ads, paying based on the number of clicks to your site instead of relying on the search engine to rank your site listing. Using Dynamic PPC, your dealership can be super targeted about which ads show up on search engines. DBCi can help dealerships upload inventory daily, so when prospects in your area search for a specific car model, like “2014 Honda Accord,” your dealership’s inventory appears first.
Secret #2: Use Email Marketing to Drive Sales
Email marketing has always been a smart way for auto dealers to attract, retain, and grow loyal customer bases. But did you know that certain types of email marketing have also been proven to be exceptionally successful at boosting sales, generating new leads, and drive increased sales? Done right, email marketing one of the most powerful ways to attract the targeted customers when they’re in the market for vehicles.
In fact, targeted emails have been so successful for auto dealers that DBCi has a program that guarantees 10% or more of a dealer’s sales will come from our emails over a three-month or more period.
DBCi can help you create dynamic, interactive emails, listing specials, models, prices and availability, and then send those emails only to the people in your area already pre-disposed to buy your makes and models. DBCi can show you how your dealership can use the power of targeted opt-in emails to attract auto buyers.
Secret #3: It’s All About Location with Geo-Fencing
How can your dealership attract new consumers exactly when they want to purchase a car? Say hello to geo-fencing. Geo-fencing sends a message to consumers’ mobile devices once they enter a predefined geographic area. When a prospect enters the chosen area, your dealership can deliver promotions, advertisements, coupons, and more to the consumer’s mobile phone. By creating a geographic “fence” around the prospect’s mobile device, you ensure that your message is at the right time and place for when they are searching your lot. Geo-fencing can help your dealership clear out less interested auto buyers and focus on the most relevant buyers.
Being able to fence your dealerships’ major competitors, as well as lifestyle locations, makes relevant message delivery to the right audience in the right place more effective than ‘regular’ display advertising. To make your dealership’s geo-fencing campaign more effective.DBCI also offers retargeting. Even after your prospects leave your geo-targeted area, we can send ads to their mobile devices for days or even weeks.
Secret #4: Leverage Website Visits with Retargeting
Getting people to your website is difficult, so make sure you leverage each visit with a retargeting strategy. Retargeting keeps your dealership’s advertisements in front of buyers after they leave your website, sending ads for days or even weeks after they visit your website. With retargeting, your dealership can reach interested customers more often. However, it can annoy potential clients if done poorly.
After all, CBS reports that the average person can see as many as 5,000 ads a day today. So here are some tricks to ensure your retargeting stands out:
• Segmentation— Auto buyers have brand loyalty and specific needs, so segment your visitors based on the brand, color, and size of vehicles they have searched. Send ads based on their preferences. This will help you create more targeted and relevant ads.
• Set a Time Limit— Set a time limit to your retargeting ads. Keep in mind the limited shopping period for auto purchases. After all, you don’t want to spend money sending ads to people who have already completed their auto purchase.
• Highlight a Call-to-Action— Want people to visit your dealership? Add a call-to-action to your retargeted ad, such as a rebate or limited-time financing offers. With a call-to-action on your retargeted ad, you’ll guide prospects to the next logical step in their purchase journey.
Drive automotive buyers to your lot!
At DBCi, our team can show you the secrets to grow your auto dealership through digital marketing tools. We are skilled at Dynamic PPC, email marketing and retargeting. We can help drive auto buyers to your lot and leave with new ride. Contact us today to schedule a free consultation.
To read more tips for your automotive business, check out our blog post about digital marketing here.
While Millennials have proven to be a marketing challenge for many industries, the beauty industry is booming. Millennials’ love of digital media and their strong desire to look their best in their selfies combine to fuel a bona fide beauty boom. The beauty industry, especially high-end beauty products and processes, has been growing steadily, according to research from The NPD Group.
And although digital media is responsible for increasing the desire to look great, when it comes to beauty products and processes, women of all ages prefer brick and mortar options. That’s great news for salons, beauty retailers and cosmetic enhancement providers across the Delaware Valley. Women still want to get beautiful the old-fashioned way – in person, feeling pampered, and interacting with real people.
How do you make sure women in Delaware, Maryland and Southern Pennsylvania find your business and buy your products? Online marketing is one of the most effective ways to reach this lucrative consumer.
Social Media Increase Brand Reach
Consider your social media channels, especially Instagram, as virtual shopping experiences. Show how great clients will look after using your products and services. Take shots of your products or feature new arrivals. Post photos of your cosmetics, hair products or accessories. Take selfies with customers or encourage customers to post their own selfies. Get even more reach for your posts with paid social media ad campaigns from DBCi. We can increase the reach of your best social media post tenfold, or we can create ads for you that will drive more beauty clients in your door.
SEO and SEM Boost Your Search Engine Presence
By now, most of us realize that potential beauty clients and customers start their searches online. They research products, read reviews and make purchases, often with just a few taps of a finger. They want to find good options fast. If you want to get in front of these people, you’ll need to spend time increasing your search engine ranking. In the marketing world, we call this process Search Engine Optimization, or SEO. DBCi helps businesses all over the Delaware Valley increase their search engine rankings. Unless you show up on the first page of a search, it’s unlikely that new prospects will ever see your business’s name.
Because first page placement is so important, and because even the best SEO sometimes takes months to fully integrate with search engines, we recommend that beauty businesses supplement SEO efforts with SEM, or Search Engine Marketing. DBCi can place paid ads for your business within search engines to ensure your business pops up sooner.
The Beauty of Email Marketing
Women of all ages appreciate getting relevant offers for products that they care about. Conversely, they hate getting spam. That’s why it’s so important to use a great email marketing team. Professionals can help you create effective emails with interactive features, and send those emails to highly targeted lists. Whether you’re a salon or a gym, a beauty retailer or a cosmetics services provider, when you follow best practices and use the right resources, email marketing can become one of the most effective tools in your marketing arsenal. DBCi is experienced in getting exceptional ROI using targeted, interactive emails. We know women of all ages respond to the right email messages .
Are you Ready to Grow Your Beauty Business?
Our team of experienced digital professionals offer a wide range of digital marketing tools that can help you find and convert more clients and customers. The beauty industry is growing. Make sure your business grows too. Contact us today to schedule a free consultation.
Marketing a healthcare business certainly has a unique set of challenges. The FDA’s heavy regulation on medical marketing messages combines with HIPAA compliance regulations that restrict how patient information is used and stored. It’s not only difficult to find new and effective ways to market to potential patients, it can also be intimidating.
How can you take advantage of new marketing techniques in such a heavily regulated industry?
It’s no longer argued whether digital marketing is effective in reaching potential patients and customers. It is. Even though regulations makes it hard for many type of medical businesses to adapt quickly to new technology, medical patients still lead the way in adopting new digital behaviors. As a result, people expect medical and healthcare businesses, including dentists, pharmacies, dermatologists and aesthetic healthcare specialists, to be tech-savvy.
According to recent studies, 84% of patients used both online and offline sources for things like hospital research. And according to the same Google research, 44% of patients who researched hospitals on mobile devices also went on to schedule an appointment.
So which digital tools should consider to help you do a better job of marketing your business to tech-savvy patients and customers?
Start with Search Engine Optimization
More and more patients and customers are going online to find and research health issues and health providers. That’s why it’s so important that your business has a clear search engine optimization (SEO) strategy. You need to make sure that when customers and patients in your business area are looking for expert care, your business is found quickly.
Maybe you’ve looked into buying keywords before, and found that there is a lot of competition for your keywords. Don’t get discouraged. There are cost-effective strategies that will help you show up in searches. DBCi starts by researching keywords to find the ones used most often for a business like yours. We often combine those search words with terms that only businesses in your area would use. For example, we might recommend a dentist use combinations of keywords like “Cavities,” “Central Avenue,” and “Wilmington,” instead relying on broad terms like “Dentist.” These long combinations of words are called long tail keywords.
We then help businesses populate website pages, website programming, landing pages, and social media with these long tail keywords. We also do periodic updates to optimize keywords and search terms. After all, large search engines like Google and Bing are always updating their algorithms.
Importantly, DBCi is a Google Partner which gives us an edge on search engine marketing. In fact, we often get notified directly by Google of upcoming changes, so we can be proactive for our clients.
Create Interest and Awareness with Digital Display Ads
Getting people to your site isn’t easy. Even with a strong SEO program, you may need to reach out to find the people who will be most likely to be your future patients or customers. Digital ads may help. There are many types of digital display ads, including banner ads, rich media and more. Unlike the text-based ads you see on many search engines, digital display advertising allows you to get creative with images, animation, audio and video. DBCi can help you create and place ads that are dynamic enough to get attention, without being so complicated they’re slow to load.
Digital display ads can be placed on hundreds of thousands of sites, and can be formatted to be shown on desktop, tablets or a variety of mobile devices. You can limit your ads by geography and by type of site or content on site, so your ad is always shown in the places that make sense for your business and your patients and customers.
Reach More Patients and Customers with Retargeting
Even if you use SEO and digital display ads to get people to your site, you may still need help in converting them from lookers to customers. After all, no matter how great your website is, people tend to jump on and off sites pretty quickly. So how can you keep such distracted prospects engaged? With such quick visits, your potential patients and customers will probably need to revisit your site a few times before absorbing enough information to take action.
To keep patients and customers coming back to your site, consider retargeting them with ads. DBCi can help you create ads that capture attention, and send them only to the people who have visited your site. We can even retarget based on which pages they viewed. We can exclude current patients and customers to enable you to send super-targeted messages to the right people at the right time. We’ll help you keep your products and services top-of-mind until your prospective patients or customers are ready to start using your services.
Every business is different, and not every solution we list here is right for everyone. If you want to amplify your medical or healthcare business, contact us now, and we’ll create custom-built recommendations to meet your unique marketing needs.
Why leads are important to service businesses in Delaware, Maryland and Southeastern Pennsylvania
For owners and managers of service businesses, finding new customers is always job No. 1. After all, if you don’t have customers, you don’t make money. It’s not hard for business owners like you to see that new leads (and customers) are directly connected to profits. Because of this, lead generation is probably one of the most important things that you can do as an owner of a service business. You need to continually create and maintain a steady stream of qualified leads in order to stay in business.
How do you get more leads? You can get referrals from existing customers. You can build a great website. You can be active on social media. You can network at local business functions. You can run ads on radio, in newspapers, on billboards or in local magazines. These are all solid strategies for growing awareness and reputation. But no matter what you do, you must first and foremost raise the profile of your business. You need to be visible, easy to find and easy to connect. Awareness is critical, because as prospects start to notice your business, they also start to become familiar with your products and your services. As prospects become aware, the most qualified will also become curious about who you are and what you do. Solid leads will ask questions. They look for answers. They try to meet their needs. They opt in. They identify themselves. Every prospect who clicks on an ad, visits your website or reads an email form your business becomes a lead. Once you have prospects interested enough to ask questions, you can start the process of converting them into paying customers.
So how do businesses in Delaware and Maryland get started?
1. They make sure they are easy to find with SEO
It doesn’t matter how good your website is, if people can’t find it easily. SEO stands for Search Engine Optimization. It’s focused on growing your visibility in search engine results. Effective SEO optimizes technical and creative elements in ways that boost rankings, drive traffic, and increase various search engines’ awareness of your URL and associated pages on your site. Everything from the words on you
r web pages to the way other sites link to your business’s site affects how search engines rank your site. The structure of your website and the dynamics of your online content need to follow ever-changing search engine guidelines in order for these same search engines to find your site, and rank it highly in your geography and in your business category.
Search engines want people to quickly find the right information. SEO rules weren’t developed to help you trick the system. SEO guidelines were developed to help match your website with the kind of people most likely to find your site, your business and your services interesting and relevant. Good SEO facilitates good content matches. That’s a win for everyone. The DBCi team is always monitoring best SEO practices, and is experienced in helping all kinds of businesses create and implement SEO plans.
2. Businesses invest in being easy to find
SEO helps people find your organic, or unpaid, listings. This means that when people search for your products or services, your name pops up as one of the best options. But you’ve probably noticed that search engines often feature paid listings at the top of each search engine page. These paid ads, sometimes called Pay Per Clicks, PPCs or Paid Search, are all part of SEM, or Search Engine Marketing. SEM refers to the discipline of creating, placing and optimizing paid listings within search engines. While SEO, or free listings, is the ideal way to reach customers, even with expert help SEO can takes months to pay off. SEM can ensure you show up in relevant searches immediately. Most search engine marketing is on a pay per click model – you pay based on the number of people who click through on your ad. In theory, with enough funding, you could be the number one listing for certain paid search terms tomorrow. In reality, you’re better off using experienced SEM marketers like DBCi who can advise you on the most affordable, and potentially most effective, terms to use. You’ll get better results without spending a fortune.
3. Make sure your leads land in the right place
Once you get a lead to click on your listing, were will they land? On your home page? Do you want them to see a special offer? Fill out a form? Win a prize? While website home pages may be good entry places for the site for some visitors, you may want to direct others types of visitors to specific offers or actions. DBCi can help you think through the process, and create special landing pages for short-time offers, or just for search engine visitors. Landing pages can look like special mini-sites, or appear as seamless extensions of your website. You choose the option that makes the most sense for your marketing objectives.
4. Make sure your local business listings are up to date
When people search for your business, or for businesses in your category, local business listings are often at the top of any search engine. If you’re not listed with them, or you listing is incorrect, your prospect may pass you by. Every individual directory you list on makes it that much easier for prospects to find you online. Search engines like Google, Bing! And Yahoo have extensive local business listings. You’ll also want to be listed accurately and thoroughly on sites like Whitepages, YP.com, Foursquare, CitySearch and more. DBCi is able to update all your business listings for a small fee, ensuring that people AND search engines find you quickly. Updating business listings is the first step in any serious SEO or SEM effort. And we also recommend you conduct periodic reviews of your listings, especially if any emails, phone numbers, addresses or branches have changed recently.
The bottom line?
Marketing and promotions can be complicated, but it doesn’t have to be time-consuming or expensive for small and medium-sized businesses. If you’ve got a business interest anywhere in the Delaware Valley, including Maryland, Delaware, Southern New Jersey or Southeastern Pennsylvania, we may be able to help. Contact us today to set up a free consultation.