Don’t Put All Your Eggs In The Google Basket.
Google is everywhere, it’s an everyday part of most people’s lives. How many times have you told someone (or have been told yourself) to ‘Google’ something you need to know or somewhere you need to go? When we want to find something these days we Google it, and those who have the highest ranking on this worldwide search engine end up at the top of the list. They maintain this position as more and more people visit their site due to being time poor and assuming that being at the very top means being the very best.
Clients often ask me how they can get their website to rank on the first page of Google, believing that it is the only way to success for their business, and they are willing to pay top dollar to get there. My advice to them is not to put all of their eggs into the Google basket. Optimising your site to rank high in Google search results is a great approach, and has its proven benefits, but there are many other promotional and marketing strategies that you can also adopt to maximise your business reach and profile. Ironically, by exploring these other options you will assist your Google ranking, without actually centring all your focus on Google alone.
- Social Media is a fantastic tool to reach all demographics. Engage your followers by posting a variety of articles, links and blogs, use cartoons and ‘funnies’ to appeal to humour, invite friends and family to ‘like’ and ‘share’ your page and link back to your website to drive traffic.
- Creating a Blog on your site and posting regularly brings potential customers back as they follow your blog. Keep it friendly and relaxed.
- For more ways to boost your online presence, check out our post on backlinks
Even though we live in a digital age, with such a strong emphasis on technology and its benefits, the importance of ‘old school’ marketing is not to be ignored. After all, Google and its search engine rivals are still relatively young when it comes to business and advertising and the traditional concept of promoting by the following methods have proven to be just as effective.
- Business Networking. Get out and meet like minded business people on a regular basis. Make technology work for you and research meetings, conferences and forums in your area or even interstate, that can not only educate and inspire you, but encourage invaluable connections. Look into professional networking groups such as BNI Australia and small business communities such as Flying Solo Australia.
- Get some fresh air and exercise and do a flyer drop in your local area. Maximise the success of print media advertising by running specials and new customer deals. Publish these incentives on your website and link it to your social media network.
- Utilise the power of press by writing your own press releases and sending them to local and national news outlets.
- Promotions can get your business name out there and can be linked to a variety of online and offline strategies. Promote a giveaway and advertise it in the local paper, shout it out on social media and link it to your press release.
- Time tested and still the most effective method to market your business is word of mouth. By providing quality products and customer service, your reputation will do the work for you. People trust their friends’ and family’s opinions when it comes to spending their time and money, and a glowing reference is basically free advertising.
Google is not the be-all-and-end-all of marketing; don’t get too wrapped up in the race to the top. Neglecting the other avenues available to market your business is like a rock star without a backup band; an awful lot of hype and excitement but nothing without the support of the lesser known little guy.