Life is never straightforward—it’s full of little ironies. One of the craziest things I’ve discovered is that the best small businesses tend to have the worst online marketing.
I constantly encounter small businesses with great brands, services, and customer feedback. You’ve probably seen them too. The owner works in the business and is very hands on; they are world-class and love what they do.
These businesses will solve your problems fast, and with a big smile. They make your life better every time you buy from them.
But they are completely missing the boat online! 🤦♂️
- They are barely visible online, if at all
- Their websites are embarrassingly slow loading, cluttered, unsightly or generic looking, low converting, or they don’t even have one (Fact: 50% of small businesses don’t have a website)
- They haven’t invested time in their Google My Business (GMB) profile, and as such, can’t leverage the free traffic and leads it offers
- They aren’t running any PPC ads like Google Ads or Bing Ads
- They aren’t active on social media platforms
- They may be offering the best service or product in town, but most people haven’t heard of them
Yet they still thrive in their closed world of success. They make an excellent living, but are stuck behind the times which limits their financial success.
Getting to the Next Level and Beyond
If your small business doing well through word of mouth, referrals, and other offline means, imagine what you could achieve after building a well-executed, cost efficient online marketing machine? When done right, the rewards are unbeatable, yet the cost is low.
All it requires is a bit of curiosity, being opportunistic, and having someone who knows how to make it happen for you. One person can take your business from where it is now—doing great work but remaining small—into a powerhouse with ever-expanding opportunities to pursue.
How to Get Started
Do a Google search on your product or service. How would a potential customer search for your product or service online? How would a new customer find you?
Let’s assume you’re a tree removal company in Dallas. A consumer looking for your services will search for “tree removal near me”, “Dallas tree removal”, or “tree removal companies in Dallas”.
If you’re a garage door repair company in Seattle, potential customers are probably searching “garage door repair service”, “Seattle garage door company”, “garage door service in Seattle”, etc.
There are about 10 – 20 variations of the same search term for any given service.
Ask yourself the following types of questions:
- What are those listings at the top?
- What are those ads below that?
- How do I get my website among the top listings?
- What are those map listings?
- Why are those three companies in the map pack?
- Why is that company first or second in the organic results?
- Why am I not showing up in these places?
- What do I need to do to show up there?
Asking these questions will lead to the answers. And when it comes to Google search results, the answers can be found in Google services, such as:
Dive into these products and look around, or hire someone to help you. You’ll be instantly transported into the online marketing world.
The First Step
The best way to help online searchers discover your business is to master traffic generation—getting in front of the people actually looking for you. There’s no interrupting people with calls, junk mail, phone book ads, door knocking, trade shows, or any of that.
If you familiarize yourself with the five Google products above you’ll open your small business up to the endless opportunities available through online marketing. But a word of caution—Google is FAR from the only game in town. There are countless ways to generate targeted, local traffic.
Some of my favorite Google alternatives are:
- Consistent, daily social media posting, making sure to use plenty of relevant tags on every post
- Bing Ads, which only produces about 20% of the traffic of Google Ads, but is much less competitive and costly.
- Yelp and other major business directories (don’t advertise on Yelp though)
- List building and email marketing
- Content marketing
Just get started. But if you’re like my clients who have a hard time even sending me their head-shot and bio for their about page, you don’t have enough time in the day. So click one of the links in the big yellow box below, right now. ↓