If your business depends mostly on local customers, then you might not think the internet is that important to your marketing. Many owners of restaurants, bars, hair salons, car dealerships, auto mechanics, real estate agencies and so on think that the internet is only for big companies that reach national audiences. Or they think that new business comes from word-of-mouth and foot traffic. That’s simply not true.
People who use the internet use it for almost everything. It is their primary method of research on companies they might do business with, even if it’s the pizzeria down the street. The internet has replaced the Yellow Pages for many people. You have to be on the internet if you want customers to find you. Even if you reach them through traditional marketing methods, such as advertising, direct mail, radio and TV, once they learn about you, one of the first things they’re going to do is look you up on the internet.
Being on the internet is more than having a website. Your website should be filled with a lot of good information that will help prospective customers decide to use your products or services. Your website should also be organized and optimized for search engine optimization (SEO). The best thing you can do in this instance is to hire a good copywriter, someone who knows how to write persuasive copy that also incorporates keywords that your customers will use to find you.
In addition to keywords and persuasive copy, you also need relevant, valuable information. That means determining why and how prospective customers decide to use your business. If you’re a bar, for example, does your website clearly communicate what the experience will be like? Do you have photos of your interior? Do you have staff photos and bios? Do you have a signature drink? Is there live music or a DJ? How many TVs do you have? When is the best time to come if you want to be alone or if you want to be somewhere crowded? Do you have testimonials and reviews?
The type of content and frequency with which you post content makes an impression on prospective customers. If you have a sloppily designed and written website with missing or outdated information, customers will assume that your service is sloppy and careless. But if you have a simple and user-friendly website with trust-building content, it will drive new business your way.
Filed under: Content Marketing, Content Strategy, Marketing Strategies Articles, Content Marketing, Content Strategy
