X3_Marketing-Lead_Nurturing

Lead Nurturing and Digital Marketing

After taking all the right steps for your business’s online marketing you finally have good, quality traffic to your business. You’re connecting with your target audience and creating awareness with potential customers. One problem though. Too much of your traffic is not converting. Statistics show that somewhere between 40 and 70% of leads are not ready to convert. YET! For business owners, this means necessary lead nurturing steps should be taken to maintain a relationship and make that conversion.

What is Lead Nurturing?

Lead nurturing is the process of building a relationship with your target audience through engaging and relevant content to create a sale. This process usually begins with the exploration part of the customer journey. When a potential customer is searching for a service or product you offer and they find your company, the lead nurturing process has begun.  Everything that happens between your business and the potential customer from this point until the sale is complete is all part of lead nurturing.

Why is it important to my business?

There is a lot of information about how and why lead nurturing is important for business. But the bottom line is that it increases your sales. To elaborate, though, effective lead nurturing will reduce your cost per acquisition while simultaneously increasing your return on investment. Here are a few statistics about how lead nurturing benefits your business:

  • Companies that prioritize lead nurturing generate 50% more sales at 1/3 the cost
  • Nurtured leads make nearly 50% larger purchases
  • Lead nurturing creates more loyal customers

How can I Improve my Lead Nurturing Strategy with Digital Marketing?

There are several actions you can take to make an effective lead nurturing strategy and your online presence plays a critical role in this process. A wide range of engagement activities from one-on-one interactions with customers to personalized ads lead to sales conversions. A successful strategy will use a variety of these tactics and digital marketing to engage your target customers in every step of the customer journey. 

Beginning with awareness, your visibility online is the first step to reaching your target audience. A strong website is then necessary during the consideration phase to inform customers about your company. After this, retargeting ads and other forms of follow up work to increase the customers intent to purchase. Lastly, after the conversion is complete, the customer then becomes a champion for your brand. They can leave online reviews and speak to their experiences online.

Remember, it is crucial for companies to follow up with their leads in a way that is timely and professional. A strong digital marketing strategy will help you throughout the lead nurturing process and reach your business goals!

X3_Marketing-First_3_Months_of_SEO

What Happens the First 3 Months of SEO?

Search engine optimization (SEO) is a necessary action businesses must make for increasing online visibility. Though the importance of SEO is widely known, many don’t know the process or what to expect when it comes to setting up effective SEO. In this blog post, we are going to break down what to expect in the first three months of SEO.

Before we dive into the SEO process, let’s quickly review what SEO is and why businesses need it. SEO, or Search Engine Optimization, is the content strategy of your website and other online platforms that drives organic search traffic to your business. An effective SEO strategy uses relevant content of your business that search engine algorithms use to connect you to your target audience.

Month 1

Status Review and Strategy Development

Research, disclosure, and site organization are the key elements to focus on during the first month of your SEO campaign. Some websites start a leg up due to previous SEO factors they’ve already incorporated. Some of these factors could be a content marketing strategy, a strong online brand reputation, alt tags in place, a base of organic traffic, and much more. 

However, if your website is not starting with this foundation, the goal is to develop these elements as soon as possible. This means building out your company’s website and setting it up in a way that brings it qualified traffic.

In either case, examining your current status and development of an SEO strategy take place during the first month of SEO. Content is gathered and is customized to your business. Keyword research tools are used to identify target keywords, relevant keywords, and long-tail keywords to build and expand your keyword strategy. 

Month 2

Implementation of Specialized Work

The second month of your SEO campaign involves specialized SEO work. This includes conducting a technical site audit for loading speeds, mobile optimization, and internal linking. A positive user experience is essential and in some cases, major website redesigns are necessary. If this is your case, your digital marketing company should incorporate other aspects of SEO simultaneously.

Additional priority elements are creating a link-building strategy for internal links and back-linking while efficiently working to ensure your website’s technical qualities are up to par. Website updates are made with high-quality content that is guaranteed to rank your business on the first page of a Google Search. 

Month 3

Continued Optimized
Content Buildout

The third month of your SEO campaign primarily focuses on outstanding content creation. This could come in the form of blog content creation, website FAQ updates, whitepaper documents, local service pages, and client case studies. Internal links are integrated into each piece of content to encourage higher click-through rates from users. 

Don’t expect great SEO results right away – it takes time for new content to gain a high position in search ranking. In most cases, it takes a few months after your content has been published for it to begin ranking well and drive organic search traffic. 

The X3 Difference

At X3 Marketing Group, we take your SEO campaign seriously and can improve your listing in major search engine rankings, helping you reach more potential customers. Our team takes a thorough approach to the content of your website and post pages for your specific services and locations. This robust technique will maximize your organic traffic compared to services that offer a limited and condensed SEO plan. Our search engine optimizers take your online marketing to the next level with a keyword strategy that will reduce your bounce rate while increasing the conversion rate. Maximizing your website from a holistic perspective with strong keyword content, a fast loading speed, and strong use of links, we will help you reach more online users and grow your business!

Contact us today to get started on your SEO campaign!

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near-me-search-rarely-work-for-seo-marketing-x3-bw

Why “Near Me” Searches Rarely Work For SEO

Sure, your business needs to show up for your neighbors, but is that the best way to show up in a Google search?

So many business owners we talk to have this overwhelming urge to seek out SEO ranking for “near me” searches. For instance, an HVAC repair company may want to show up in the top ten Google results for something like “air conditioning repair near me”. But how effective are “near me” searches?

What is a “near me” search?

A “near me” search is when someone is looking for a specific product or service they know you offer. A shopper goes to a local retailer or service, runs into the owner, and says, “I’m in the market for a new air conditioning unit. What’s out there?” The store owner searches Google for the same term and shows up at the top of the results. How do you show up as a top search result? Since you won’t get the first “near me” results, you need to consider what others are ranking for this term. It’s probably not the exact same brand name. Make sure your website or sales copy is not competitive and should not try to trick a searcher into searching this term on your behalf.

The fact of the matter is though that while “near me” searches have surged in popularity over the last five years or so, since 2020, people searching for things have gotten much more specific in their queries. In other words, someone looking for a place to hike in Golden, Colorado may not simply search for “hiking near me” but rather something like, “places to hike with teenagers in Golden, CO”.

Why should I care about “near me” searches?

One of the leading reasons that businesses still want to show up for these “near me” searches is because Google loves businesses with physical locations because the overwhelming majority of people searching for a product or service they can’t order online, want to find that product or service. within five miles of their home. This means that business is IN their community and as such, there is a certain amount of trust that is more easily gained by someone close by.

Near me SEO. The basics

Search volume – A local business needs to have a large enough volume of searches to rank for the local keywords. This means that the business needs to rank for enough other terms to make up for the keywords that don’t show up in the results.

Search quality – This means the phrase or words being searched for the need to be ‘good’ or ‘great’ for a local search. This means the phrase or words being searched for the need to be ‘good’ or ‘great’ for a local search.

What is the impact of “near me” searches on my business?

“Near me” searches aren’t as effective as you may think. I’ve previously written about the “narrow view” SEO, and why this is a good strategy for some things. But “near me” searches are typically limited to Google, which means they can’t filter out a lot of other search results (not to mention user-generated content). As a result, it’s hard to expect you’ll get a lot of traffic from “near me” searches, no matter how high you rank. But it’s worth understanding what they are in case you want to help your business. Because, while “near me” searches certainly are far from worthless, keywords more specific to your business or products are going to be far more effective.

X3 Marketing Group: Do I need a business website in 2021?

Do I Need A Business Website in 2021?

We’re going to get into the “Why?” of this question below but first, let’s get the main answer out of the way:

Yes, your small business definitely needs a website. And it needs it yesterday. 84% of today’s consumers think a website makes your business more credible than companies who only have social media profiles (themeisle.com). On top of that, 72% of consumers that perform a local search visit a store within 5 miles of their current location.

Does my small business need a website?

Does my small business need a website?

What's the best website builder for small business?

What’s the best website builder for small business?

How about Google My Business websites?

How about Google My Business websites?

What about those "Free" website builders?

What about those “Free” website builders?

Does my small business need a website?

As we said unequivocally above, yes. 100%. Why though? Frankly, it’s all about legitimacy and appearing above your competitors in Google Search. By the end of 2019, 97% of consumers looking for a local business did so by using a search engine and 91% of the time, that search engine is Google.

X3 Marketing Group Mobile and Digital Marketing

When we search for a local business – let’s take a mechanic in Northglenn, Colorado where our office is, for example – we’re looking for a business that is close by so we don’t spend a huge amount of our day driving to and from and we also want a mechanic who comes recommended by our neighbors and people we know.

If we search for this mechanic and there is simply a Google My Business listing which hasn’t been “claimed” by the business owner and whose information is incorrect and whose phone number is incorrect. Out of the gate, that business is losing credibility and frustrating a potential customer. In this scenario, let’s say that the customer keeps looking for a way to get in touch with the mechanic and they go digging for a website. If no website exists, the auto shop has almost certainly lost that potential customer.

When we, as an agency that provides local SEO services, work with a client the very first thing we look at is whether that small business has a website where we can drive traffic using one of our strategic SEO packages or digital advertising services. If you don’t have a website to accompany your marketing efforts, it will affect all of your online marketing plans and no amount of customer service can help if no customers can find your otherwise successful business online.

As a final point, a full 80% of online search engine usage takes place on a mobile device. If you don’t have a site at all, you’re not going to show up on mobile either.

What’s the best website builder for small business?

We’ve certainly covered this in other X3 Marketing Group articles but since HOW your website is built is almost as important as having a website at all, we’ll touch on it again. Here are some of the most popular ways to build a small business website ranging from “Free” to quite expensive, custom website builds:

Weebly: This is a reasonable way to just get an online presence but it’s extremely limited in its ability to generate leads for heating and air conditioning repair and service (or any other leads for that matter). Not good for SEO.
Wix: Similar to Weebly in that it’s a decent stop-gap while your “big kid” website is under construction with X3 (#shamelessplug). Generally speaking, there’s quite a bit of “you-get-what-you-pay-for” when it comes to online marketing and there are challenges with Wix which would make it less than ideal for reaching and engaging a loyal customer base through SEO.
Squarespace: While it’s still missing some of the SEO tools of other platforms, Squarespace is known for visually appealing websites that incorporate beautiful images on a bit of a budget. Easy to work with, it requires almost none of the technical skills that may give you pause.
WordPress: Open source and very customizable, WordPress is primarily what we build on (ahem) and makes for a solid solution. There is a world of plugins by third-party developers to make WordPress very customizable to your needs. Can be a bit sluggish from time to time if not properly optimized.
Custom: There are a couple of very important things to consider when looking at a fully custom coded website; 1. the cost will likely be significantly more than other platforms and 2. the development time will certainly be longer (typically about double) than most estimates given at the outset of a project. On the other hand, a fully-custom Python build, for example, can be fast, powerful and do pretty much everything a company of any size could need (and pay for).
In order for an agency like X3 Marketing Group to bring a small business the best local SEO services as well as giving the most bang-for-your-buck with pay-per-click and other other digital marketing and advertising methods, your website needs needs to be at the forefront of marketing efforts to effectively capitalize on a wide range of the available marketing tools.
X3 Marketing Group: Squarespace
X3 Marketing Group: Weebly

X3 Marketing Group: Wix

X3 Marketing Group: WordPress

What about Google Sites?

Speaking frankly, we wouldn’t consider Google Sites (Google My Business free websites) a true “website builder”. It can be a temporary placeholder while your website is under construction but its functionality is very limited and while it may answer basic questions your perspective customers may have, customer behavior tells use that a well-organized and visually appealing website is what causes a prospective customer to reach out. Google sites simply don’t have enough functionality.

X3 Marketing Group: Google Sites

Additionally, Google sites don’t offer the ability to have a custom domain – this means you don’t truly have your own .COM. Google’s sites instead have a long URL string beginning with “sites.google.com/yournamehere”. This means that any traffic you get isn’t owned by your business and things like social media channels will reflect this. At the outset of this article, we talked about the credibility factor of having a website and not having your own URL is a big no-no in the world of online marketing.

What about a free website builder?

We touched on this above when talking about some of the types of website builders available but we’ll expand a bit more here. Free website builders are certainly a tempting option – especially for those small businesses who are starting out and simply need a web presence. These free options often act as the hosting provider, WYSIWYG (What You See Is What You Get) website editor and, to some degree, design company.
Most free website builders will give you some templates from which to select your website layout and even access to royalty-free, high-quality images to use. You can include functionality like a contact form. With some free website builders you can have your own custom domain with whatever domain extension you’d like (.com, .net, .tv, .co, etc.) but others will restrict your URL to being a subdirectory or subdomain of their site (like the sites.google.com/yournamehere mentioned above).

Another drawback of these free website builders is that they often require their own branding to remain on YOUR site. This is akin to handing someone your business card and it having “Kinko’s!” printed across the top.

As a marketing tool, your website helps establish and, over time, build credibility. It give people who have found you through and online review a place to click to to find out more about your business success. If it appears unprofessional and/or isn’t engaging, potential customers will leave and look elsewhere.

When it comes to websites, there are widely varying degrees of “you-get-what-you-pay-for” for sure but few (if any) digital marketing professionals would agree that a “free” website is much more than a placeholder while you grown-up site is being built.

X3: Finding the best digital marketing services in Denver, Colorado

Finding The Best Digital Marketing Services In Denver

In 2018 and 2019 Denver ranked in the top 10 for high-tech job growth. During that time the Mile High City added almost over 9,900 jobs in the tech space which accounted for 34% of all jobs added during that period. With that kind of growth, the amount of digital marketing agencies is not only included as a part of the number but those same agencies are also here to help their fellows in the tech space grow and expand their digital channels.
With X3 being a Denver, Colorado-based digital marketing agency, today we’re going to take a look at what potential customers should be looking for when searching for the right digital marketers to bring along with them trust guided by results and clarity.


Global spending on digital marketing nears $100 billion: study

What Are Digital Marketing Services?

Honestly, there is a lot to unpack in that simple question but I’m betting that any person reading this is probably looking for a quicker answer rather than a complex web of digital marketing tactics specific to Denver. So, back to the answer; these services are a blend of digital marketing channels and techniques, applied consistently which can help your business reach not just customers but the right customers with the most value and ROI. Some of these services which X3 offers to our clients, not just in Denver, but around the globe are:

  • Search Engine Optimization, also known as SEO
  • PPC or pay-per-click which is also frequently – and deservedly – conflated with “Google Ads”.
  • Web-based, media promotion
  • Website construction and optimization
  • Content marketing strategy
  • Social Media Marketing, both paid and organic
  • Email marketing
  • Link building

With regular and consistent digital marketing activity a business can increase its reach where its customers are looking. For instance, if you want to be found by customers looking for the “HVAC near me” – which is a great keyword but with a LOT of competition – it may be a more valuable strategy to focus on a keyword like, “HVAC Denver” or, to get even more granular, “HVAC repair Cherry Creek”.

Online marketing can also help a business to find the right employees with the right credentials and experience as well as those who are already nearby. For instance there isn’t much reason for a Denver-based roofing company to seek out potential hires in Norfolk, Virginia.

X3: What is Small Business SEO and Why is it Important for Your Business?

What Services Do Digital Marketing Agencies Offer?

Well, we make sure that businesses reach the right customers at the right time in the right area. At X3 we understand that the ways in which search engines drive engagement and revenue must be strategic and part of a broader brand-forward digital marketing campaign.

The digital marketing services include:

  • Search Engine Optimization (SEO)
  • Re-targeting
  • Email Marketing
  • Affiliate Marketing
  • Social Media Marketing
  • Quality Link Building
  • Website Strategy
  • Content Marketing and Optimization
  • Search Engine Marketing (SEM)
  • Integrated Online Marketing Strategies

Are all of these digital marketing services a need-to-have or a want-to-have? Well, Colorado is a pretty competitive landscape with much of the population being located in the Front Range. This means that which the state of Colorado itself is much larger, the actual population is fairly concentrated along the I-25 corridor cenetering on Denver. Marketers in the Centennial State need to not just have and idea of digital marketing strategy from a technical side but also how and where to execute it. Otherwise, Denver by itself could suck up all the marketing “juice” since it carries the highest population in the state.

X3 Small Business SEO Packages

Do Businesses Need Digital Marketing Services?

Absolutely. Yes. Why do you need digial marketing to find and reach potential customers? Because online is where people shop today. U.S. consumers spent more than $860 billion in 2020 in online shopping. Apart from those people who were looking to buy a product or service online, 55% of Americans looked for online reviews and recommendations before engaging with companies both online and in the real world.

Many Colorado businesses have at least begun to look at digital marketing efforts as a necessary way to find opportunity but there are still many who are opting for a more traditional approach to marketing.

X3: Cost of digital marketing versus traditional marketing.

As you can see in the image above, the cost of traditional marketing is exponentially higher than that of the digital marketing discipline. It also allows Colorado businesses to focus their marketing program to specific people in specific areas. This can help dictate the customer journey and use those digital marketing skills to turn someone from a “shopper” to a customer.

Of course, not all businesses or marketers are going to use each piece of the digital marketing puzzle. One of the aspects of marketing and advertising we at X3 look at the most is which platforms are best. For instance, is Facebook a place where promoted posts for a Denver roofing company are going to be most impactful? Probably not, BUT, what if a person who was searching Google for the “best roofer near me” earlier in the day gets “retargeted” on Facebook or Twitter on their mobile devices and sees your advertising content? Then you’re likelihood of that person engaging with your message becomes much higher.

X3: what is retargeting?

Achieve Measurable Results with Targeted Digital Marketing Services

You know what many small businesses consider “measurable results”? Leads. Business owners and decision makers want good leads for their products and services. Furthermore, these businesses rely on digital marketing agencies like X3 to be able to develop and deploy the best digital marketing plan which highlights brands and their offerings and gets the content on their social media platforms and website in front of the eyes of as many (of the right) people in Denver, Colorado – for example – as possible. That is their primary goal.

But what if you want intermediate benchmarks to measure how well your digital marketing plan is working? Being able to understand how much time, energy and money it takes to trace the customer journey is part of making sure the efficiency of a marketing plan is effectively overcoming those challenges and providing the best value

At X3, our clients have access to a backend dashboard 24/7/365 where they can see everything from their Google Analytics to their reviews, social media platforms, Google Ads, SEO and (drumroll, please) their leads in the form of phone calls, chatbots, constant forms and much more. While we do provide those same clients with weekly and monthly reports, we want to help build trust by showing clear results. This is where we get our values: Trust, Results and Clarity.

Custom Digital Marketing Strategy

The way that any craftsman has a set of tools to use, digital marketing with X3 in Colorado has a set of tools to use as well. Just like those craftsmen, the expertise with which those tools are used and using them in unique, inventive ways is what sets us apart among the crowded Denver marketing space.

For X3 each customer, even customers in the same vertical (HVAC, roofing, e-commerce, etc.) have unique value propositions and goals and we address each of our clients as their marketers without making assumptions (other than a fantastic ROI). For instance, not all of our clients want to use emails to reach their customers and not all of our clients will want to use paid advertising. However, those are resources which need to be weighed into their larger marketing messages, as well as how and where they find their clients.

At a 30,000 foot view, here are some of the ways we help a client begin to define the hows and whys of their digital marketing strategy:

  • Define your brand: This encompasses several things including branding (colors, logos, etc) as well as a mission statement and set of company values. A strong brand also benefits with strong brand awareness.
  • Construct your buyer personas or avatars: You may think you know who your ideal customer is but the practice of defininng them is a challenging one. Many clients of ours see their product or service through their own eyes instead of the customer’s eyes and their expertise can be vastly different than what a real customer would be searching the internet for.
  • Generate your SMART objectives: Don’t know what that means? CLICK HERE
  • Pick your digital marketing strategy: As mentioned earlier, this is a spot to figure our where and how your ideal customers will find you. Find the corner of the internet where they spend the most time and target it. Is it on different social media channels or some other digital platforms? Maybe. Is it on a desktop rather than a mobile device despite the trend in the other direction? Let’s figure it out.
  • Set your budget: While there’s a pretty typical guideline that a marketing budget should be about 5% of annual revenue, that can vary widely depending on goals. It’s also very important to understand that: MARKETING IS FREE. You’re probably saying, “Wait, free?!?!?!” Yes, free. When done properly – as we do at X3 – if you spend $100 marketing and make $100 of revenue through marketing then your cost is $0. However, at X3 we aim for a MUCH larger ROI and typically see at least a 2X ROI.
  • Fix your strategy: Don’t just set it and forget it. A marketing campaign and the data available through toold like Google Analytics tells you where to make adjustments.
  • Promote your campaigns: If you’ve spent a lot of time on product development and branding, be sure that all parts of your business are there to support your revenue. Build brand awareness and bring the right customers in the proverbial door.
  • Keep an update on results: While we won’t speak for other Denver, Colorado marketing agencies we, at X3, give our clients access to all the data on their marketing picture. This includes SEO, PPC (Google Ads / Google Adwords, and other modes of digital advertising), reviews, website speed, visibility and – drumroll – LEADS and SALES.

Bottom Line: The Best Digital Marketing Agency in Denver, Colorado
At X3, these are some of our foundational pieces:

CUSTOM APPROACH: It is imperative to understand that no two businesses are alike – even if they’re competing with one another. Our approach means that each client is given time and attention to detail, specific to their business, which makes them stand out. No cookie cutters.

YOUR PARTNERS IN MARKETING: More often than not, business owners and decision makers have so many things to do to actually make a business run that getting clients to notice them through marketing takes a back seat. At X3, we make sure that your business is noticed, engaged with and dominant in the digital space. Your job is to run your business and it’s our job to work with you to make sure your marketing drives revenue and growth.

MULTIFACETED: Business owners understand that trust, results and clarity are of the utmost importance. Putting trust in those you work with is one of your highest priorities. X3 does that by pulling back the curtain with tools like a custom, in-depth dashboard as well as person-to-person meetings where any questions are answered and continuous work is done to refine your growth strategy.

What’s the next step toward success with your online marketing tactics? Reach out to us now!

Curious to see how small business from X3 can hep you DOMINATE YOUR COMPETITION ONLINE? Get in touch!

10 + 7 = 

X3 Digital Marketing Google My Business, Local SEO, Paid advertising experts

10 Ways To Optimize Google My Business Right Now

Local SEO is fundamental to small business organizations that work on a local, instead of a general level. While public SEO moves in the direction of driving clicks the nation over, local SEO organizes showing up on SERPs (Search Engine Results Pages) in a particular area. Tying all of these things together is Google My Business. This system relies on showcasing your business through images, products, and marketing specifically to local leads and clients.
Growing your local SEO implies more site traffic, leads, and growth since the methods are more applicable to nearby clients’ base. By using Google My Business, a local business can compete head-to-head with huge, national companies with much deeper pockets. By working on specific local SEO tasks, you can kill the upside of more notable brands who are much more likely to market catchphrases and national recognition rather than focusing on the visibility of their local business listing.

Further, 46% of all search traffic is looking for a local business listing [SOURCE]. Without local SEO, your business could be missing out on a lot of traffic.

With all that in mind, here are the
Ten ways to optimize Google My Business for the best local SEO.

Global spending on digital marketing nears $100 billion: study

Step 1: Get a Google My Business Account

1. Get a Google My Business Account

Improving your Google posting (otherwise known as your Business Profile) is probably the best way to rank higher on Google Maps to gain visibility in Google Search nearby outcomes. To get access to your Business Profile to make these improvements you first need a Google My Business account related with that profile. When you give the entirety of the mentioned data in your Google My Business account dashboard, the whole of that data will be added to your Business Profile, which shows up in Google Search nearby outcomes, the Google Search Knowledge Panel Google Maps.

To improve your Business Profile on Google, make sure that you:

  • Create a Google My Business account and confirm responsibility for business (also known as “claiming” a business)
  • Provide precise and exceptional data including the correct address and phone number as well as hours of operation.
  • Include your logo, how long you’ve been in business, how your service sets your business apart, the products or services you sell, and a lot of pictures (inside and outside of your business as well as projects)
  • Encourage your clients to leave a review on your business listing
  • Respond earnestly and quickly to client reviews – even when it comes to negative reviews
  • Publish posts (reporting items, occasions, and special offers) to your Business Profile through the Google My Business dashboard.

Step 2: Create a detailed and CTA-driving description

2. Create a detailed and CTA-driving description

The description of your business that you add should be clear and should make potential customers want to reach out to you. If you’re not familiar with the internet parlance of “CTA” that means, “call-to-action” and means that you are using words in the form of instructions or outright requests to take action. The most straightforward illustration of a CTA is something like, “Buy now!” or “Give us a call to find out more!”.

The more information you can give potential customers, the better. You can tell your crowd what’s in store when they contact you or visit your location. You can also help make sure that a customer who’s not really looking for your business (we call these, “tire-kickers”) doesn’t waste your time. While it is a must that your Google My Business profile makes it obvious that you’re an expert in your field, it’s also important to let customers know – especially those who find your business in local search rankings – that you’d love to talk to them. Let that person know through your CTA’s that they can stop by or – especially during the days of COVID-19 – they can pick up the phone and speak to an actual person.

Step 3: 3. Choose the right business category

3. Choose the right business category

Categories let potential customers know what you do and what you offer. Being clear about this means that the combination of a local Google search and map results can inform shoppers of exactly what you do and how close you are to them.

For instance, if your primary classification is “Pizza café,” Google may show your business in somebody’s local search items when they look for “Cafés,” “Italian eateries,” or “Pizza.” Your class is only one of the numerous variables that can influence your local ranking on Google. Get familiar with local search ranking and how specific categories and sub-categories can affect your business.

Step 4: 4. Select the right attributes for your business

4. Select the right attributes for your business

Google My Business attributes are probably the most important details about your business that show up on your Google My Business posting and in other local business listings. They demonstrate things like payment options, amenities, accessibility, and other highlights including COVID-19 accommodations and availability.

Google My Business attributes are essential to customers, and they are critical to Google in ensuring the correct SERPs are delivered. It is a speedy and compelling path for a business owner to convey what might be essential to a customer.

Step 5: Add photos to your Google My Business listing

5. Add Photos

When it comes to local search engine rankings, there are a lot of factors which can not only affect your ranking, but also whether or not a person clicks on the link to your website above others. Probably one of the most important – especially when a business has a very visual product or service (we’re looking at you, roofing companies!) is photographs and this is where adding photos to Google My Business comes in.

In Google’s eyes, adding photos helps to show that your business is real – especially when you include pictures of your staff. It helps show off a bit of your business’ character and helps increase trust. It’s a bit surprising that Google My Business puts so much weight into pictures but, with how much rich media content adds to other platforms, it should be surprising.

Having a few pertinent pictures in your posting will help your business stand apart from the group, accomplish higher rankings, and stand out online.


CLICK HERE TO GET STARTED WITH GOOGLE MY BUSINESS!

Step 6: 6. Get clients to leave Google My Business reviews

6. Get clients to leave Google My Business reviews

Reviews on Google (among other online reviews) give essential data about your business to both you and your clients. Business reviews show up close to your posting in Google Maps and search and help your business stand apart on Google.

Asking existing clients for a review of your business is simple by sending them a short URL to visit. To get reviews on Google, urge your clients to get the message out about your business by following these prescribed procedures:

Remind your clients to leave reviews. Seriously. Be explicit and know that happy clients are often happy to share their experience. Tell them that it’s easy, fast and straightforward to leave business reviews on mobile phone or regular computer.
When a client leaves a review, respond to them. Your clients will see that your business values their opinion, and potentially leave more reviews later on. However, don’t think that all reviews are going to be good! If a customer has a less-than-great experience (ESPECIALLY if this is the case) and leaves you a bad review, you should use your response as an opportunity to find a resolution. This will show that client – and others who read that review – your professionalism and flexibility.
Check your business, so your data is qualified to show up on Maps, Search, and other Google administrations. Just confirmed organizations could react to reviews. Figure out how to verify your business.

Step 7: 7. Post to your Google My Business profile regularly

7. Post to your Google My Business profile regularly

At the very least, you should post on Google My Business at regular intervals.

A lot of businesses post once every day and have seen excellent outcomes and improved rankings. In fact, Google actually seems to defer strongly to companies that use Google’s tools (including Google My Business) frequently.

In any case, remember that the latest Google post shows unmistakably in a search, so if there is some important information or deal that you need individuals to see, it very well may be a smart thought not to have another post for the following six days. That way, that post won’t be covered behind the more up to date posts until you’re ready. Remember this when sorting out how frequently to post to Google My Business is ideal for you.

Step 8: Ask questions your clients might ask and then answer them

8. Ask questions your clients might ask and then answer them

This may seem like an odd thing to do but, if you’ve been a good business owner – and we know that businesses owned by people who aren’t fail quickly – you’ve certainly heard more than your fair share of customer questions. So, with those questions now being typed into mobile searches, local searches, searches in your zip code, etc, you have a golden opportunity to help guide potential customers to the right answers.

For instance, if you’re a pizza restaurant, you can use Google My Business to post something like:

“Does Bob’s Pizzeria have outdoor seating? Yes, yes we do! Bob’s Pizzeria has a beautiful patio with heaters for when the weather gets a bit colder. Come on in and check it out!”

Not only can this act as a valuable tool for businesses but it also serves to answer specific questions about your location which people are likely already wondering about. It also is a factor in local search engine optimization (local SEO) which search engines look for.

Things like this can be even more important during the days of COVID-19 when people are sometimes reluctant to simply find a nearby location. They want to know if a business is open, if they have outdoor seating and if they have accommodation for cleanliness measures. People don’t want to waste their time simply heading to a businesses address only to find out that they can’t – in our Pizzeria example – eat there.

Step 9: Add your products and services

9. Add your products and services

The Product and Service Editor in Google My Business is all businesses but caters more to small to medium-sized organizations. Aside from a couple of verticals, most businesses can utilize the Product and services Editor to showcase their products to potential clients.

How it works:

Recently updated items and categories show first in the Product Catalog. To feature an item, make a minor update to carry it to the highest point on the list.
To ensure all clients utilize search, check your items and add your them through the products tab in your Google My Business dashboard.
Retail vendors can use the Product Editor to transfer items to their Business Profile. To look more closely at the products you offer, clients can tap the items in your Product Catalog and product posts.
Once again, this is an opportunity to use your product posts to drive people to either buy online or to visit your business location. Remember that Google tries to prioritize local businesses above larger, national companies who are actually located near a particular location. For instance, in our earlier example of of Bob’s Pizzeria, a person may be searching for a local pizza restaurant and a national competitor miles away from their location isn’t what they want. In this way, local businesses can compete by using their local nature and their address relative to local search optimization to dominate the big boys.

Step 10: Make regular updates to your Google My Business profile including offers and promotions

10. Maintain your Google My Business profile with regular updates
Regular updates are essential to ensure that your Google my Business profile does not become out of date or stale compared to its competitors.

One suggestion that we have is to set one (or more) day a week to add content to your Google My Business profile as well as other local citations. Be sure you’re using local keywords (example: Roofing companies in Fort Collins CO) which search engines can use to establish local intent. Use these updates to share company promotions and new industry features.

If you do not maintain your Google My Business profile regularly with updates, your competitors will surpass you, and your business may lose revenue.

The Bottom Line
While we hesitate to say too broadly that consumers have become “smarter” they have become smarter consumers when it comes to searching various links for more information about a particular product or business. It’s not enough to just be a local business in a certain category – you have to set yourself apart.

Now, the “word of mouth” marketing thing is something which a ton of businesses point to as their only method or marketing. While that is certainly one of the MOST powerful small business marketing tools, it’s also an incomplete pathway to a new customer these days. In fact, if “Jenny” recommends a mechanic to someone, that someone searches for that business online 68% of the time. On top of that, if that business doesn’t have any online reviews or if their website is lackluster (or non-existent) then potential customers are extremely likely to look elsewhere.

At X3, a huge part of what we do for our clients is help them build out many different types of citations and perhaps the biggest these days is Google My Business. So, if you’ve gotten this far and you’re shaking your head saying, “I do NOT want to mess with all this stuff!” then you need to either pick up the phone and call us or CLICK HERE to send us a message. We want to help your business DOMINATE YOUR COMPETITION ONLINE.

Curious to see how small business from X3 can hep you DOMINATE YOUR COMPETITION ONLINE? Get in touch!

14 + 7 = 

X3: Local SEO is one of the 3 Best ways to market your small business during COVID-19

The 3 Best Ways to Market Your Small Business During COVID-19 (Local SEO is #1)

2020 has hit everyone hard – especially small business owners and their local businesses. Government enforced closures and restrictions, less consumer discretionary income and general fear in the marketplace have become a factor to the toughest business climate since the Great Depression. With spending getting tighter and the competition for dollars intensifying, the marketing strategies that a CEO/CMO chooses will make or break many operations. Local SEO and other digital marketing strategies have been pushed ahead by over five years and your business needs to be ready.

In this article, we will discuss 3 of the best areas to invest in marketing during the COVID pandemic to maximize return on investment.

The 3 Best Ways – focus on return on investment

With COVID-19 severely reducing the amount of time that a person spends out and about and drastically increasing the amount of time that they spend at home, it’s no surprise that people are spending more time online – on their smartphones, tablets and computers.

The increase in time spent on devices means that customers are searching, researching and buying more online. This means that even the smallest local search ranking factor can mean the difference between a person finding your business listing or another. Here are the top 3 ways to take advantage of these trends as a smart marketer:

Global spending on digital marketing nears $100 billion: study

X3: The 3 Best ways to market your small business during COVID-19 (#1 is local SEO)

1. Improve Your Company’s Local SEO

 97% of people learn more about a local company online than anywhere else. (Source: SEO Tribunal)

A decrease in leaving the house means an increase in online shopping from home. An increase in shopping from home means more people using search engines and shopping online. Increasingly, potential customers areusing local search and platforms like Google My Business for services “near me” or “close by”. These Google searches grew by more than 900% over two years according to Chat Meter.

With your customers increasingly turning to search engines like Google for local products and services, it is essential that your local businesses rank well in LOCAL SEO for your main offerings. If you don’t rank in the top five organic SEO search results for local businesses with your main keywords, that factor will get smoked by your local competitor as they will snap up your potential customers.

So what are a few of the ways to get your business listing to rank in local search above your nearest competitor on Google? Well, let’s look at the LOCAL SEARCH part of the equation – which includes Google My Business and the results which appear on a Google Map. The first thing a local business can do is decide where you want to see opportunity. Most potential clients and customers are going to search with local intent. This means that they’re going to use Google search to find local listings. If someone is searching for a plumber, they don’t want to see the business profile for a plumber who is located 100 miles away. They want someone who appears high in a local ranking because being local is a factor that more often than not drives business.

What are local SERP’s?

Global spending on digital marketing nears $100 billion: study

One of the best ways to increase your local SEO is to research local small business SEO packages. A great digital marketing agency will help you to reach local customers based on your business location rather than having a local ranking for a potential customer who may be hours away. That person may be searching for a business like yours but they are not truly YOUR local audience.

One of the best ways to increase your local SEO is to research local small business SEO packages. For other ways to increase your local SEO, check out our article:

5 Ways to Improve Your Local SEO

X3: The 3 Best ways to market your small business during COVID-19 (#1 is local SEO)

2. Digital Advertising

Probably the fastest and one of the best (if done correctly) ways to get a positive return on your marketing investment is through digital advertising.

With digital ads on Google, you are essentially buying the right type of traffic and leads to your website. Unlike local SEO, digital ads can generate leads for a product or service right away. This means that search engines like Google show ads targeted to a specific “avatar” which an agency such as X3 can help you develop. In other words, if you want a local link to be shown only to a person searching for “roofers near me” who is also a woman between the ages of 25 and 34 who speaks english within 10 miles of your business location – only a person fitting that profile will be shown your ad.

The best types of ads to market your small business during COVID are:

Retargeting

The click-through rate (CTR) of a retargeted ad is 10x higher than the CTR of a typical display ad. [Source: Wishpond]

Data rules the world around us and the big tech players (Facebook, Google, LinkedIn etc..) are tracking everything that you do on the internet.

If you search for something (new shoes for example) Google and Facebook both know that you are interested in buying new shoes and will show you ads for businesses that sell new shoes. If you read a blog post on how to cook a great apple pie or click on a Google map result showing the best fried chicken in your zip code, Google and other search engines know.

If you go to a shoe website, that website knows that you have been there (through “cookies”) and can serve you a retargeted ad to you via Facebook or the Google display network on other websites. This sort of tactic is meant to re-engage a potential customer.

Because you have searched for shoes and gone to a shoe website, you are likely to purchase shoes and being shown a retargeted ad will have a high conversion rate.

Very few small businesses that we meet with as a digital advertising agency in Denver are running retargeting ads which can be a huge missed opportunity. A competitor of a certain business owner may have social or paid campaigns going but a person will only see ads from that organization once or twice and only on selected platforms whereas retargeting will follow a potential customer who’s already been to the retargeting company’s website.

Because of the high conversion rate and low relative cost, we recommend retargeting ads to most of our digital advertising clients. This is doubly true for those who frequent mobile search since our phones always know where we are and using NAP citations (Name, Address, Phone number) can show us ads targeted to our location at that moment. This results in better offers to the people who are most likely to buy.

Pay Per Click Ads

Pay per click (PPC) ads are still a great way to go for small businesses that are looking to maximize their spend on digital advertising.

If the agency in charge of PPC is running a great campaign for the small business, then the ads are only being shown for keywords where potential customers are going to buy products or services and are therefore more likely to respond to those offers.

The PPC agency also has to make sure that the keywords selected for the campaign are not too competitive or costly. When that happens, the business will run out of budget quickly and will not show a positive ROI. However, because these ads can be so narrowly targeted to exactly who a business wants to reach, they can fit into national or local search.

When using PPC ads on a platform like Google or Google My Business, a business also doesn’t pay for impressions (impressions are similar to paying for a billboard which people drive by without ever paying attention). Rather, this tactic means that the only time you pay Google is when someone actually clicks on your ad. After that, it’s up to your website to convert them into a customer.

Many local searches also give a business owner the opportunity to include specific, local keywords which takes the results of search engines like Google and displays ads that aren’t simply relevant to the topic a potential client is looking for, but also the business listing of someone nearby who can be on-the-spot much more quickly. This not only delivers faster results and local knowledge but it also give the business organization a chance to influence their local search visibility.

X3: The 3 Best ways to market your small business during COVID-19 (#1 is local SEO)

3. Social Media

As of Q1 2020, there are 2.6 billion monthly active Facebook users. (Statista, 2020)

Social Media posts and ads (especially Facebook ads) can provide a very high return on digital marketing investment for small businesses.

Because Facebook knows their users interests, friends and search histories, ads can be very targeted and only served to users with a very high likelihood to engage and purchase. Additionally, Facebook and Google can often share the sort of information gleaned from your posts which make the advertisements you see on both platforms that much more catered specifically to you

Small businesses looking to do retargeting ads through Facebook should hire a digital marketing agency that can dive deep into their ideal customer’s behavior and demographics and can create compelling visual ads with great written copy. Part of our job is to makes sure that your social media posts are focused, have proper timing and display the proper “look & feel” of your business personality.

Encouraging your social media audience to engage with a business can also encourage more sharing and gaining of a new local link to your website (think of it like a person‘s website with a link back to your business as “social proof”). Things like this not only share your website but also increase your business profile and brand recognition. Aspects like this will also increase appearance of a given local keyword on social media just as it would in Google.

The final thing we’ll mention as it relates to social media is the online reviews which live there. Giving your customer base a chance to leave both positive and negative reviews on social outlets allows a steady stream of your customers to share their feelings with you and other potential customers. It also allows you to openly resolve conflicts which shows your professionalism in handling a bad review. Search engine rankings will ultimately be affected by all online reviews – even on social media – so local organizations should make sure their SEO strategy includes a way to respond to all reviews – good AND bad.

The Bottom Line

Due to COVID-19, (and technology adoption as a whole) your target customers are spending less time in cars listening to the radio, less people are watching traditional TV and very few people still pick up a physical copy of a newspaper. The traditional methods of advertising (Radio, TV and Print) are dying. Business owners must change with the time to maximize return on investment and the top ways to go are: local SEOdigital advertising and social media.

At X3, we are experts at delivering local SEO and digital advertising campaigns to maximize return on investment. It all starts with a free assessment or contacting us to learn more!

Curious to see how small business from X3 can hep you DOMINATE YOUR COMPETITION ONLINE? Get in touch!

7 + 10 = 

X3: What is Small Business SEO and Why is it Important for Your Business?

What is Small Business SEO and Why is it Important for Your Business?

Regardless of whether you own a brick and mortar store or a purely online business, chances are that you only want one thing – customers that bring in sales. But while small businesses have evolved tons of tactics to get this done, very few understand or utilize the power of SEO.

The internet has fundamentally changed how we do business in so many ways, including how willing buyers connect with businesses. As you read this, more than 40,000 people are scouring the internet, looking for services that you may offer. And before the end of today, more than 3.5 billion more searches would have been made.

Millions of people are constantly searching the internet, asking questions and trying to connect with people that have what they need. SEO allows you get a slice of this pie by empowering you with strategies and tools that get new customers trooping in.

But what exactly does small business SEO entail and how can you get it to work for your business? Here’s all you should know.

X3: What is Small Business SEO and Why is it Important for Your Business?

1)What is Small Business SEO?

Before we delve into the meaning of small business SEO, it makes sense to first crack the nut on what SEO means.

SEO (search engine optimization, in full) means exactly what it sounds like. It involves strategies that help put your business in front of people that are searching for what you do. As the name indicates, SEO has everything to do with search engines.

Search engines, like Google, Bing and Yahoo, are essentially huge directories that point people in the direction of the answers to their questions and the resources they need. They function pretty much like a digital Yellow Pages, only in this case, you’re getting millions of results in only seconds. Search engines do three primary things – they crawl, index and rank.

When you publish your website or a webpage for the first time, the first thing search engines do is “crawl” your page. This means millions of software programs, called “bots”, scour your website and its pages to identify the content and figure out where it fits. Next up, they store and organize the content of your website on a huge server called an “index”. This allows the search engine to quickly produce relevant pages from your website in response to query. Finally, when a user sends a search query through the engine, the bots find, retrieve and rank the most relevant results from the index.

SEO strategies focus on tweaking your website in all the critical places so search engine bots crawl, index and rank your webpages favorably. The goal, for SEO, is to ensure that when these three stages are done, your website performs excellently and puts your business right in front of high quality prospects.

Small business SEO focuses these tactics on the specific needs and opportunities of small businesses. This way, you’re certain that the strategies put in place for your SEO are tailored to the exact circumstances of your business and designed to create results that work for you.

READ MORE: LOCAL SEO vs. WORD OF MOUTH

 

X3: What is Small Business SEO and Why is it Important for Your Business?

 

Why is Small Business SEO Important?

As you must have figured out by now, small business SEO has the potential to blow the lid on your business development efforts. It provides businesses with crucial visibility and puts them exactly where they have the best shot at pulling in sales – at the top of Google search results.

Through SEO, small businesses are able to enjoy an advantage that is pretty much impossible in the real world – a level playing field with larger businesses. When it comes to ranking on search engines, it’s not about how much capital or market capitalization you enjoy. It’s simply about who can steal the lion’s share of traffic on Google’s first page. And good quality SEO is guaranteed to get you there.

When SEO is properly done, it works almost like magic. According to data from WebFX, 70% of buyers start their buyer journey with search engines. Even better, 46% of those searching are looking for local businesses, 74% of these want to buy something that same day. Simply put, the more visibility your business gets, the higher your potential for sales.

Finally, good small business SEO allows get out in front of the competition and set your business apart. Because SEO requires you to produce quality content that solves your visitors’ problems, it provides a great opportunity to establish authority and create trust. A perfect combination that unlocks wallets and purses.

 

X3: What is Small Business SEO and Why is it Important for Your Business?

Can you do SEO by yourself?

We know SEO will be transformative for your small business. But can you do it yourself?

The general answer is yes. If you have no problems with dedicating the time and resources it takes to learn and implement SEO, there’s no reason why you can’t give it a shot. At its most basic level, SEO is something anybody can do, and as a small business owner, you can become your own SEO expert.

However, it’s important to understand the full picture. While SEO is incredibly effective, it can be maddeningly difficult, not just to implement but also to keep going. This is because, first, SEO takes a lot of time before its results show up. You could write an article and have to wait months for it to show up on the first page. Second, there’s a lot to pay attention to. There are more than 200 indicators that search engines like Google use to crawl, index and rank websites. Good SEO often means paying attention to all, or at least, a majority of these.

Worse, many of these indicators change frequently along with search engine updates and tweaks. This means the sterling SEO job you did today may suddenly become obsolete by tomorrow evening. Not a good thing to look forward to.

So, the bottom line is if you’re willing to put in the work and stay on it, small business SEO can be within your reach. But as many business owners eventually find out, it can be far more beneficial to take advantage of SEO packages for small business provided by digital marketing agencies.

X3: What is Small Business SEO and Why is it Important for Your Business?

How Small Business SEO Packages Can Help

Although SEO can be labor-intensive, leveraging on small business SEO services can take the strain off you. This way, you get all the advantages of SEO for your small business, without any of the stress.

Plus, by working with an experienced local SEO agency, you can benefit from their experience in the industry in ways that eventually tell. You can avoid all the rookie mistakes that are part and parcel of taking SEO baby steps. And even better, you can immediately start to experience some of the benefits of SEO using industry tips and tricks that experienced agencies can provide.

Granted, digital marketing agencies are not necessarily cheap. But when you compare the potential cost benefits – VALUE – in terms of outsourcing your SEO effort, and the ROI of top notch SEO-led marketing, it translates to a sweet deal for you overall. Plus, these agencies know they’re dealing with small businesses. So you can bet there will be competitive packages designed to fit within your budget.

The Bottom Line

Succeeding with small business SEO takes time. But once you get started, you can look forward to enjoying the results of your efforts for many years to come. Why not get started today?

Reach out to us here at X3 and see how your business stacks up!

Curious to see how small business from X3 can hep you DOMINATE YOUR COMPETITION ONLINE? Get in touch!

8 + 10 = 

X3: Local SEO & Word of Mouth. Which way to go.

Local SEO & Word of Mouth. Which way to go.

One of the objections we hear the most from potential clients is that their primary means of finding new clients is through word of mouth. Upon hearing this, it used to be that we’d push back saying that local SEO is a much more effective way of being found by clients who don’t already know your business. Over time however, our views have evolved quite a bit.

Below I’m going to talk about just how important digital marketing is and just how strong the tie between that and word of mouth marketing is.

 

Tactics such as setting up a cool social media ad or experimenting with AI in ecommerce may sound more exciting (and like quicker wins). (originalwordofmouth.com)

First let’s look at how a customer’s research is a factor in word of mouth marketing; according to BrightLocal customers say that positive reviews of a product or company make them more likely to use that business a whopping 91% of the time in the B2B space. What happens after that though? Things like Google, Google My Business, a Google Map and a ton of other aggregators and review sites take over. That’s because things like Google My Business are simply word of mouth in the digital space and a campaign there can have a more targeted and direct reach on platforms like Google.

Typical behavior suggests that those potential customers then learn more about a product – and this is where local SEO efforts plays a massive role. For instance, when it comes to roofing in our area, a Denver SEO expert will tell you that there are about 5,000 roofers licensed to work in Colorado. With all that interference out there, if your local SEO isn’t working for you and you don’t get found in organic Google search or Google My Business, review effectiveness will fall off significantly. Second, how do we get those reviews for a local business?

Finding a good local SEO agency will tell you that getting found for the things that people search Google for – not just your company name – is vital. With the best local SEO campaign firing on all cylinders, Denver SEO for local businesses like roofers will have them showing up in top positions in search engines for things like, “roofers Denver CO” which gets 500 searches per month on average.

Once a business brings aboard a client they then have the opportunity to help them build their reviews. This includes Google Maps and Google My Business optimization which are key places that online reviews are shown. This also includes Facebook reviews in addition to other social media outlets.

We all know Google, and how it has its fingers in every part of the online pie, but what is Google My Business? (yoast.com)

Google My Business, Apple Maps and Bing Places – among other interactive map platforms –  have quickly become some of the most powerful places where a person finds business listings – including your competitor down the street. These platforms harness the knowledge of information in a business profile and couple it with reviews from customers near a particular zip code so the learn and become more informed. They also provide a business owner with a way to respond to client compliments or negative reviews which keeps their online presence transparent and their customer service tactics open.

Another advantage of these platforms is providing a local citation and a bit of local link building. For each business listing there is an opportunity to improve a local ranking factor in search engines with local links back to your businesses website which improves organic search and is one of the SEO tools and tactics which can bring new customers to your online or physical location through Google.

X3: Local SEO & Word of Mouth. Which way to go.

With a massive decrease in the amount of face-to-face interactions due to Covid-19 over the past several months, online reviews and requests for recommendations has become even more important for local businesses. The same holds true for local SEO – the more online research people do for a business, the more information they’re able to find. Google My Business is often the first stop in SERPs (Search Engine Results Pages).

Statcounter reported in 2020 that Google’s search engine market share worldwide is a whopping 92.18% (SOURCE)

A business should be hiring a local SEO company to help navigate those waters so that they can focus on actually running their business. At X3, we are a local business too and when we see someone like a plumber or roofer being dominated by a competitor, we know that the person running that business is a person we can help. It is our job to make sure that search engines like Google show your website and Google My Business shows your business listing first and moves your competitor or product to the second spot. We make sure that a searcher finds you using local keywords which contain things like your city or zip code.

Ever wonder where this whole Google Local thing came from and how it’s changed over time? Then come on in! (moz.com)

The final thing we’ll point to is cost. Let’s face it, on its face word of mouth marketing costs – zero. But does it? In terms of time and effort to share local business values, know how and service with a new client, there is a ton of work that goes into a business growth strategy to find a potential customer. Every minute spent on marketing takes away from a business’s ability to be involved in actually running that business. The cost in sweat equity can quickly go through the roof. This includes trying to do the complex task of managing their own SEO and social media. In fact, even as we go through this article, things like mobile search grow more and more important and a local keyword becomes more impactful since your phone knows your location. Your local ranking is the first thing you want someone nearby to see since many more people shop close-to-home (especially during the COVID-19 pandemic) than anywhere else.

X3: Local SEO & Word of Mouth. Which way to go.

However, when local businesses are looking for affordable local SEO services we love showing an actual example of how the ROI on SEO works. Here’s a quick example:

There are an average of 50,000 Google searches focus on roofing, roof repair, roof replacement, product, etc. in Colorado each month. So let’s say that 5% of those local searches find a particular roofing company, 5% of that 5% become leads and 50% (typical rate of conversions for Denver roofing companies) of that 5% become customers.

50,000 (searches) X 5% = 2,500

2,500 X 5% = 125

125 X 5% = 6.25

6.25 X 50% = ~3.125 new clients per month

 

With the average Denver roof replacement price being about $15,000 that means an estimated ~$550,000 in a year.

When broken down like that, hiring an expert local SEO company with their tools to drive traffic, reviews and more word of mouth is certainly affordable. Your marketing efforts should be focused on the overall value of improving your local search ranking since the return can be so high.

The Bottom Line

Word of mouth marketing is a vital part of establishing trust with both existing and potential clients. However, the effectiveness of much of that trust is the ability for people to then find a business through utilization of the best local SEO services available. Reviews and local search engine marketing work hand in hand to drive revenue and success with any business.

Click here for our article on

5 Ways to improve your local SEO