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Costly Mistakes That Sabotage A Business’s Local Search Presence (And How To Fix Them)

More customers are actively searching for small businesses online than ever before. Google processes over 3.5 billion search queries per day, over half of which take place on mobile devices. That’s a lot of on-the-go mobile shoppers looking for nearby stores. But that traffic is worthless to businesses that fail to optimize their local search.

Social Media for Small Business OwnersImproving your business’ online visibility and placement in search results is one key to attracting more local shoppers to both your website and your small business location. That said, local competition can be fierce. Small businesses that want to connect with local consumers online can’t afford to make marketing mistakes that place them at a disadvantage.

Although there’s no perfect formula for dominating local search, there are certain mistakes that you must stop making to keep from sabotaging your own visibility. Today, we’ll examine the most common mistakes and what can be done to remedy them.

Writing Content For Search Engines, Not Local Customers

Done right, content marketing can be a powerful tool for local businesses. Publishing consistent content allows you to tell your brand story and educate consumers about products, news, and trends, all while establishing your small business as an industry leader.

Quality blog posts also help search engines learn more about your company, which can lead to increased credibility and higher rankings in search results. To be specific, Google loves E-A-T content — content enriched by the author’s expertise, authority, and trustworthiness. Local small businesses need to take it a step further and realize content is most effective when it has a bit of local flavor. A local perspective can infuse blog content with personality, make it more relevant to readers, and help the business build a stronger connection with local customers.

Sacrificing Backlink And Citation Quality For Quantity

Gone are the days when those scoring the most backlinks are guaranteed to come out on top. Backlinks are the number of other websites that have a link in them pointing to your small business website.  Sure, having lots of citations and backlinks pointing to the business’ website can still be great for SEO, but only if the sources are authoritative and credible.

Businesses that invest in high-quality link-building and submit listings to respectable local directories will see a boost in their online visibility. However, search engines do notice when a site receives most of its traffic from untrustworthy sources, which can result in lower search rankings.  Luce Media has a very cost-effective program to get your business on the top 50 online directories.  To check what your online visibility looks like, click here.

Instead of trying to get as many backlinks as possible, focus on earning high-quality citations from reputable sources. The citations themselves should offer up-to-date information, and the business’s name, address and phone number (NAP data) must be consistent across the web.

Here are a few suggestions for improving your web presence through backlinks and citations:

  • Submit small business listings to high-quality local directories
  • Contribute guest posts to authoritative websites
  • Sponsor a local charity event or Little League team
  • Include the website in social media bios for the business

Just remember: Quality is more important than quantity.

The online visibility of any small business is essential for getting found by consumers in this digital age and, if there is bad data, duplicate listings or no listing at all, then small businesses are losing customers. Luce Media has the tools and the technology to make sure your small business is highly visible online.  Online visibility is not a “one and done” process. A small business’s local presence must be monitored, maintained, and adapted based on algorithm changes on a consistent basis.  Contact us here at Luce Media to find out how we can help you improve your SEO and be found more often in Google searches. Luce Media helps companies in McKinney, Allen, Plano and Frisco with social media marketing.

Written by Bernadette Coleman and originally appeared in Advice Local’s blog.

Blue Arrow with Words Social Media Makreting

WHY USING SOCIAL MEDIA AS A MARKETING TOOL IS ESSENTIAL IN 2018!

Some business owners still believe that social media is merely gossiping and hanging out on Facebook. Once again, social media for business has nothing to do with simply hanging out on social media. But using social media marketing gives even small businesses real marketing advantages and opportunities.

In 2018, not using social media as a marketing tool is like saying you still rely on yellow page ads. It doesn’t work that way any more. Yet some people are stubborn and ask: Why is using social media good for me? Why do I need that again? Here are some of the most compelling reasons why:

SOCIAL MEDIA MARKETING DRIVES TARGETED TRAFFIC

The Power of Social MediaCreating a new page on your business website is like taking a really great selfie. You want the world to see it, but you don’t want to beg for attention (or worse, pay for it). That’s why for selfies and landing pages, well-placed social media posts can make all the difference.

SOCIAL MEDIA BOOSTS SEO

Search engine crawlers know which pages are consistently earning traffic and which are just floating out there, forgotten and ignored. A killer content strategy for SEO is the most important part of earning top spots in search engine rankings, but driving traffic to your optimized pages will cause them to climb much faster in the search engine results pages (SERPs). Don’t forget that Google considers your social activity to be a top ranking signal.

SOCIAL MEDIA LEADS TO RELATIONSHIP BUILDING

Part of what makes Twitter and Instagram marketing so cool is the interaction you can have with your consumers; you can read their tweets and status updates to get real-time insights into their daily. What products are they buying and why? What are they doing on the weekend? What kind of posts do they love to share, and from which brands?

Using social media as a tool for connecting with complementary, non-competing businesses, thought leaders and influencers in your industry, as well as journalists who cover your industry, is another benefit. You never know what a simple retweet or comment can lead to. Compliments work especially well.

SOCIAL MEDIA USERS ARE RECEPTIVE TO MESSAGES

People view Twitter and Facebook as social networks, not marketing machines. As a result, they’re less likely to see what you post as an advertisement and will be more likely to hear what you have to say. This translates to serious web traffic when you link to your site and posts that market themselves as your friends and followers share what you’ve posted.

SOCIAL MEDIA ALLOWS FOR RETARGETING ADS

One of the reasons using social media is important is because of the highly customizable nature of social media ads. Facebook ads, for example, allow you to target users by things like location, education level, industry and even purchase history and the pages they’ve liked.

SOCIAL MEDIA GETS EVENTS NOTICED

Whether your business is sponsoring a local charity fundraiser or attending a major international trade-show, there’s no better way to leverage your presence than using social media.

SOCIAL MEDIA MARKETING BUILDS BRAND LOYALTY

Brands using social media have more engaged and loyal customers. When you’re engaging and interacting on social media (not just tossing your posts out onto the web hoping someone will stumble upon them) you become less like a big corporation and more approachable to potential consumers.

MOST LIKELY YOUR COMPETITORS ARE SOCIAL

According to AdWeek91% of retail brands are using more than one social media platform. This is something you need to keep in mind, because it’s much harder and more expensive to catch up than it is to get in on the game ahead of your competitors.

If your competitors get to your potential customers first, they’ll earn their loyalty and you’ll have a hard time winning them back. If you’re active and engaging on a variety of social platforms, you can gain those friends and followers first and your competition will be playing catch up to you.

SOCIAL MEDIA LEVELS THE PLAYING FIELD

Some brands may have bigger marketing budgets than others, but all businesses start off on pretty equal footing when it comes to using social media for marketing. Nobody knows you, and you are trying to get noticed. The businesses and brands that thrive are those with the most clever, attention grabbing tactics and the most relevant and informative content.

In short, they’re providing value to their target audience while also showing personality and being entertaining. If you really want to get lots of traffic and increase your online presence, you will have to outwit, outdo and outsmart your competition while offering superior products and customer service.

SOCIAL MEDIA MARKETING INCREASES SALES

According to MarketingTech70% of business-to-consumer marketers have acquired customers through Facebook. Or that 84% of CEOs and VPs say using social media helps make purchasing decisions.

Picture showing building money with Social MediaUsing social media as a marketing tool doesn’t just keep your brand in front of potential consumers; it also gives you the opportunity to provide them with incentives to purchase. Share coupon codes, with a unique code for each social channel – you may be surprised at which social network drives the most sales.

FIND NEW CUSTOMERS THROUGH SOCIAL MEDIA MARKETING

If you set up streams to follow keywords in Twitter (Hootsuite makes this simple), you can find people looking for the products you sell and direct them to your site. Using Twitter for social media marketing is great that way; telling consumers wanting your products how to get them is just an @yourbusiness away.

NEW CUSTOMERS FIND YOU THROUGH SOCIAL MEDIA

If you are using LinkedIn or Facebook marketing you most likely belong to groups related to your products, industry and target audience. By posting in these groups you can help influence potential customers to check out your site. Answering questions on platforms like Quora is another strategy.

According to WordStream, the average cost per click on Google Adwords is between $1 and $2. Depending on the keyword targeted you can actually end up paying $65 or more for a single click. And that’s real money for any business that we know!

At the same time, you can send traffic through Facebook and Pinterest for as little as $0.12 per click. Why pay up to ten or twenty times as much for each visit when using social media is so much more cost-effective?

Simply put, using social media as a marketing tool is part of doing business in 2018. If your business isn’t already active on social networking sites, now is the time to start.

Let Luce Media provide a FREE Digital and Social Media analysis of your efforts.

 

This information was originally posted here.

Icons of Locations to Have a Online Presence

5 Reasons Why Having an Online Presence Is Essential for Your Small Business

Having an online presence increases accessibility for your clients or consumers. It’s an effortless way for them to browse prices and hours and compare all these factors with your competition with a simple click. And it’s important that it’s effortless—nothing should take too long to load, and nothing should be difficult to find. Any questions that may need to be answered should be readily available on the site itself, and if they’re not, then you should really be sure that your contact information is displayed in an obvious way.

How visible is your business online? Click here to run a FREE report that will show you what percent of searches your business is potentially showing up in.

An Online Presence Garners a Wider Audience

Graphic with bold words Online PresenceAn online presence also allows the customer to come to you. Even when you’re closed, customers will be able to purchase goods and services online. Basically, they’re doing your work for you, even when you’re not working yourself. There’s no better give and take for a business than that. You’ll be able to reach a wider audience, such as people who are unable to make it to your physical shop for whatever reason, be it disabilities, lack of transportation, or even because they’re in another country.

Enabling your business to reach the widest audience possible will only be beneficial. The best part? When customers like what they see, they’re willing to share the news of your products and services with others. Allowing these secondary customers to see that your site is up-to-date will ensure that you come across as professional. To enhance this, having active social media accounts will allow your products and services to be shared easily between customers, and then you’ll have even more customers coming to your site. Win-Win!

An Online Presence Builds Relationships and Consumer Trust

The beauty of having a site, blog, and social media accounts is that they enable reviews and comments about your products. As an expert in your business, you’ll be able to answer any queries quickly and thoroughly. Any glowing praise that is publicly available will build your online presence and show even brand-new customers that you’re a reputable business.

Even where there are less-than-kind reviews or comments, you can reach out to unhappy customers and resolve the issue so that your good name stays intact. It’s better to know about an unhappy client so you can make amends and carry your name forward, rather than having an angry customer sharing their distaste for your business without you even knowing they were unhappy in the first place. Being able to right wrongs only helps to build customer loyalty. If you’re not forgiven, at least other clients and customers can see that you tried and that you’re willing to do everything in your power to keep customers happy.

An Online Presence Enables Effortless Marketing

Selling your products and services becomes an effortless process thanks to your online presence. Consumers will be able to browse your products and ensure that they’re happy with their choice without feeling pressured by sales associates. And, as we said, you don’t have to be there for this entire process to take place. Even at night, customers will be buying.

Not only is the process no longer limited, but it’s also never-ending (in a good way!). Marketing yourself online can cost as much or as little as you decide. You don’t have to mail out coupons or flyers; you can simply share them with the click of a button. You can advertise your products and services for free across your social media sites and on your blog. And, if you focus on improving your SEO, then the search engines will work in your favor.

An Online Presence Shows You What Works—And What Doesn’t

Finally, an online presence allows you to see the effects of all these efforts. Understanding and tracking the metrics of your site and social media accounts is quite simple. You’ll be able to see numerical proof of what works and what doesn’t.  If you share a new blog post and see a huge spike in visits, then you’ll know you’ve hit on some content that your audience likes to see. Being able to see the results of your efforts will allow you to make improvements in every aspect of your business and let you experience the real ROI of social media marketing.

Building an online presence isn’t just beneficial to growing a small business—it’s absolutely essential. By creating a blog, maintaining your site, and becoming active in social media, you’ll be more accessible to a wider audience. You’ll also build consumer trust and be able to market effortlessly. Best of all, you’ll always be able to make improvements in all these areas.

This post originally appeared on allbusiness.com

Picture showing building money with Social Media

Four Steps to Drive Revenue From Social Media

Thе оthеr dау, I wаѕ liѕtеning tо a роdсаѕt аnd thе ԛuеѕtiоn wаѕ аѕkеd if SEO iѕ ѕtill relevant. Thе thоught wаѕ thаt with thе imроrtаnсе оf ѕосiаl mеdiа in уоur mаrkеting, should уоu invеѕt into ѕосiаl mеdiа оvеr ѕеаrсh еnginе орtimizаtiоn.

Picture showing building money with Social MediaThe соuntеr аrgumеnt wаѕ that you саn’t gеnеrаtе rеvеnuе frоm social mеdiа аnd аѕ a ѕmаll buѕinеѕѕ you need to invеѕt in SEO bесаuѕе thаt iѕ how уоur сuѕtоmеrs аrе gоing tо find уоu, thrоugh thе search engines.

Wеll, tоdау I wаnt tо сhаt аbоut ѕmаll buѕinеѕѕ social mеdiа bеѕt рrасtiсеѕ thаt with help gеnеrаtе grоwth аnd rеvеnuе fоr уоur buѕinеѕѕ. If уоu еxесutе against a social mеdiа рlаn, уоu will generate significant rеvеnuе frоm your еffоrtѕ.

KNOW YOUR AUDIENCE

56% оf companies create highеr ԛuаlitу lеаdѕ uѕing Pеrѕоnаѕ. Knоwing whо уоur сuѕtоmеr will hеlр уоur company сrеаtе bеttеr соntеnt fоr ѕосiаl mеdiа, rеѕulting in bеttеr leads аnd ultimately gеnеrаting mоrе revenue frоm ѕосiаl media. If уоu knоw уоur аudiеnсе iѕ уоungеr, bе mоrе рlауful. If уоu knоw уоur аudiеnсе iѕ mоmѕ, ѕhоw mоrе bаbiеѕ. Knоwing уоur аudiеnсе iѕ сritiсаl tо аnу mаrkеting рlаn.

PICK THE RIGHT SOCIAL MEDIA PLATFORM

Wе аll knоw thе ѕtаtѕ, thеrе аrе оvеr 1.3 billiоn uѕеrѕ on Fасеbооk, 250 million uѕеrѕ on Twittеr, and 200 milliоn uѕеrѕ on Inѕtаgrаm. Thе ԛuеѕtiоn bесоmеѕ аrе уоu uѕing the right ѕосiаl mеdiа рlаtfоrm fоr уоur buѕinеѕѕ? Arе уоu uѕing thе рlаtfоrm thаt уоur сuѕtоmеr uѕе? Piсking thе right ѕосiаl mеdiа рlаtfоrm iѕ nоt juѕt аbоut hоw mаnу uѕеrѕ you саn reach. It iѕ аbоut рiсking thе рlаtfоrm thаt rеасhеѕ your сuѕtоmеr, thе right сuѕtоmеr. Yоur buѕinеѕѕ will nоt gеnеrаtе аnу rеvеnuе if you аrе nоt оn thе right ѕосiаl media рlаtfоrm. Bоnuѕ Tiр: Piсk оnе оr twо mаin ѕосiаl media рlаtfоrmѕ аnd dominate. Thе mоrе ѕосiаl mеdiа рlаtfоrmѕ, thе hаrdеr it iѕ tо mаnаgе. Wоrk uр tо uѕing аll ѕосiаl mеdiа сhаnnеlѕ.

SET THE RIGHT SOCIAL MEDIA GOALS

Thеу ѕау if it gеtѕ writtеn dоwn, it gеtѕ ассоmрliѕhеd. Hоwеvеr, mоrе thаn 80% оf ѕmаll buѕinеѕѕ оwnеr’ѕ dоn‘t keep trасk оf buѕinеѕѕ goals. In оrdеr tо bе successful with ѕосiаl mеdiа, уоu nееd to knоw whаt уоu аrе wоrking оn. Hаvе ѕресifiс аnd timеlу goals with уоur ѕосiаl mеdiа mаrkеting.

Here are a few еxаmрlеs of monthly or quarterly gоаlѕ that will hеlр уоu ѕtау focused аnd асhiеvе уоur ѕосiаl mеdiа mаrkеting gоаlѕ аnd gеnеrаtе mоrе rеvеnuе across all platforms:

  • Increase likes/followers/connections/shares/subscriptions by 20%
  • Generate 1, 10, 100 new leads from social media audience
  • Increase foot traffic from social media by 1, 10, 100 new visitors
  • Generate 10, 100, 1000 new website visits from social media audience

BRAND YOUR SOCIAL MEDIA PROFILES

Yоur brаnd iѕ thе rеаѕоn уоu gеt uр in thе mоrning and wоrk 60 hоurѕ a wееk. Yоur соmраnу brаnd iѕ mоrе thаn juѕt a lоgо, соlоr ѕсhеmе, аnd fоnt tуре. It iѕ уоu аnd уоur viѕiоn. Make sure thаt уоur social media audience knоwѕ your brand аnd whаt уоu ѕtаnd fоr. Yоu hаvе ѕоmе real еѕtаtе оn еасh рlаtfоrm thаt nееdѕ уоur attention. Enѕurе уоur рrоfilе picture аnd cover рhоtоѕ ѕhоw whу уоu аrе in buѕinеѕѕ. Sоmеtimеѕ уоu оnlу gеt оnе impression, make it соunt.

Lucé Media works with small and medium size companies to create digital marketing solutions that drive new sales and revenue.If you’re seeking innovative digital marketing solutions for an ever-changing world, you need Lucé Media. Give us a call today at (469) 907-1057.

Or contact us here and we will get back to you quickly.

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$10 Billion Dollars Lost – Bad Online Data

A friend of mine recently returned from a vacation and we were discussing the good times she had. Since we are both in the digital space – the talk eventually led in that direction and how digital impacted her vacation.  One of her comments: “I couldn’t help but remember how much inaccurate online data I came across while my family and I were looking for something to do, eat, shop, or visit while we were away.”

Using Mobile to Drive New BusinessEvery day, people like my friend are traveling and searching online for locations of businesses that they are ready to visit right then, only to be failed by their local search experience.

The address is wrong, the phone number’s not there, or they can’t find the business at all. The listing is not claimed, the hours are not stated, the website is wrong… The list goes on. For businesses, this disconnection not only means lost foot traffic but also a lost opportunity for new customers to discover their location and become a future client.

Local presence management is critical to ensuring that businesses are visible, especially to travelers. We have become so dependent on our phones telling us what to do and where to go that it is imperative today to get online information right.Woman looking at cell phone

Believe me when I say – I know that inaccurate location data can undoubtedly frustrate your potential customers, as well as spread and corrupt a brand’s online presence in more ways than you can count…

According to a study completed by Andrew Shotland and Gregg Sterling, bad data cost over 10 billion dollars per year.

  • 18% of listings had a missing or incorrect phone number. When it comes to insurance companies and agents, it’s even worse. As many as 30% of insurance listings fail to list the correct number when customers are looking for a new policy.
  • 43% of listings had missing or incorrect addresses. As people get more mobile with their devices, the impact of this problem – spanning from maps and navigation to local search engines – will only get worse.
  • A full 14% of business listings were missing completely across industries. Although there are many ways that inaccurate information prevents customer visits, the research team looked deeply at how much their lack of digital listings were contributing to the problem.
  • Businesses who have missing listings and are not present online suffer a cost of $10.3B a year. This number was calculated by looking at how many more choices consumers now have as they purchase offline and how digital is changing the game for local businesses.

The new digital world we live in has created this problem of inaccurate or missing listings. The online data available to consumers is often

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Let Lucé Media help you get your business and your correct information on the maps – the right way. Schedule a demo today.

Getting local businesses found online is what we do. Let us get your online data right today.