Members of True’s analytics team got the opportunity to speak to small business owners at LaunchHouse, a local co-working space and community for business owners, about paid and organic search to help their business goals. The presentation was about the basics of organic and paid search and how to execute properly. Until we create or talk through one of these presentations, we often forget that when done correctly, small (but not always simple) tactics can make a big impact for small and local business owners. So, what are some of these tactics?
Get Your Website in Order
It’s important that your website showcases what you do and the answer to what problem you solve for your audience (more on that later…) is easily available. Be sure that keyword use is consistent and strategic on all site pages including: title tag, header tag, body text, link text, alt tags and file names. Also, continuing to create fresh content that talks about your services is important for showing up in organic searches.
Pinpoint Your Audience
When done strategically, paid and organic search can drive traffic to your website, increasing business and exposure. But before you begin sending your key messages out through paid search, the first step is to realize who your audience is. Sure, we would all love to think the entire world is our audience – but it’s not. To get the best leads and results, figure out who the right audience or client is that your business needs to target.
Ask yourself “who is my client?” Then, start to narrow it down by demographics: How old are they? What gender? Where are they located? Write down all the qualifiers you know about them and their interests. These questions are all vital to finding the right target audience to bring in the correct qualified people.
Solving a Problem
After figuring out your key demographic, get into more qualitative questions. This can be as easy or difficult as asking, “what problem is my client trying to solve?” Once you find out what problem they are trying to solve, think through how your audience would search to solve the problem. From there, you can position your product or service as the solution to that problem or issue. It’s also important to understand where they are in the process and what words they will be using to search.
Know Your Customer’s Habits
Pay attention to your audience’s purchasing behavior. Do they do a lot of research prior to buying? Are they impulse buyers? Are they one-time buyers or will they make another purchase? When will they do their purchasing? Will they purchase online, or is a phone call or meeting needed? Your target is the group that is ready to buy RIGHT now. Have a leaky pipe? They need a plumber now. Not in a month. They want this and need that, and they don’t want to wait.
Create an Ultimate Strategy
After determining the answers to all those questions, your business can begin to develop a strategy to reach your target audience or client through paid and organic search. A/B testing headlines and copy on ads is important, as well as adjusting your artwork. Using a strong strategy and call to action can create a successful paid ad campaign.
If you get all your ducks in a row and continue understanding how your audience is evolving, it will help you get the help you need from Google!