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7 Key Online Marketing Strategies for A Local Business Website

7 Key Online Marketing Strategies for A Local Business Website

For big box stores, online marketing makes obvious sense. Giant chain businesses have huge online audiences and can afford the expense of extensive paid advertising and marketing through multiple online venues. Their strategies are intimidating, and online marketing can seem difficult and expensive.

Local businesses, though, should also practice online marketing. Using strategies specifically targeted towards localized marketing online, even small local businesses can usually afford to enhance their reputation and increase their success via the internet.

Use these 7 online marketing strategies for local businesses to leverage the internet for your business’ benefit:

1. Establish an Online Presence

One of the first questions many business owners ask about getting started with online marketing is where to begin. Generally, Google has listings of addresses and sometimes even names of local businesses. From there, business owners have the option to establish a presence via their own website, in online directories, on social media pages, through retail sites, and even on review sites. The answer to which of these venues local businesses should market through? As many as possible.

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To rank well in search engines, your business should be listed in multiple places online and multiple times in those places. Basically, the more established the business’ online presence is, the easier it is for consumers to encounter the business and the easier it is for consumers to find or stumble across the business through a search engine.

2. Create a Clear and Modern Website

The importance of having a helpful, modern, up-to-date website is too often overlooked. As increasing numbers of consumers turn to information on the internet to make decisions about where to give their business, an old or confusing website becomes a death sentence. Potential consumers are likely to check businesses out online before doing business with them, even if they’ve seen the storefront or have visited the business previously.

Consumers often check business hours, contact info, prices, and more via the internet as well. If they have difficulty identifying such basic information or find it on a website that looks outdated and poorly managed, they are likely to get the same impression of the business, believing the local business is as outdated, difficult, or poorly managed as the website. In other words, ditch the poor website designs if you want to see an increase in your success with online marketing.

3. Incorporate SEO Into Everything

Ensuring that a local business does not get lost in the plethora of information found online is possible largely through the use of search engine optimization (SEO). A marketing tactic that involves strategically using keywords, geo-tagging, categorizing, and much more, SEO is all about building a reputation online so that search engines will identify your business; it is essential to successful online marketing. If a search engine like Google can find a business’ info, it will be much easier for consumers to find that same info.

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Some of the best ways to use SEO for a local business include:

  • Focusing on a niche using just a few targeted keywords (e.g. this article’s focus on “online marketing”)
  • Focusing taglines and key phrases on location for localization
  • Publishing unique content on different sites that includes the business’ niche keywords and the business’ name
  • Including keywords in social media content and profiles
  • Connecting with other local businesses that are visible online

Local business owners often connect with small marketing firms or freelance marketing experts to ensure their web presence is SEO-friendly.

4. Let Google Help You With Your Online Marketing Strategy

Even though most local businesses are already listed somewhere on Google because of Google Maps, it is important to make sure local businesses are verified on Google and have updated, correct information. Google processes about 40,000 search queries each second. By verifying and correcting business information on Google, any of those queries pertaining to your business are more effective.

Be sure that Google has:

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  • A correct link to your website
  • The correct business hours listed
  • Contact information for consumers to use
  • An accurate address
  • Links to reviews, directories, and other pertinent information about your business found online

Establish and verify this information on Google regularly. Additionally, build a Google Plus following to improve rankings and receive easy to find reviews.

5. Try Paid, Targeted Advertising

Many of the places where local businesses should have a presence online also offer paid advertising opportunities. For instance, a local business with a page on Facebook can pay a small price to have their own advertisement promoted on Facebook to a targeted local audience. This tactic is useful for reaching local potential customers who may not know about a local business or who may not know a local business is now available to connect with online.

Reaching niche audiences through paid social media advertising locally can offer a high return on investment. This is especially the case when advertisements offer sales, coupons, invites to local events, and other actionable opportunities for consumers to engage with a local business in person.

6. Use Free Analytical Tools

Many large businesses’ online marketing success has a lot to do with them using analytics information well. Through analytics tools, businesses can identify the best time of day to share information, where their web traffic is generated from, conversion rates, and much more. Fortunately, many local businesses also have access to this sort of information if they know where to look.

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Social media pages like Twitter or Facebook have analytics tools and data built in. Many websites can have analytics software applied, such as Google Analytics. These tools are either free or offered at low rates. Local businesses ought to access analytics information to optimize their use of the internet for marketing purposes.

7. Demonstrate Your Local Pride

Some aspects of online marketing really are this simple. Connectedness in the community helps local businesses gain free advertising and is a great way to market online. When local businesses share local news stories and talk about their participation in local events or issues online, for instance, they can rank better in search engines and are likely to reach a wider local audience. Something as simple as sharing a local news story with a basic comment on the issue described in the story can be engaging and spread far online.

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Irene Fatyanova

Staff writer, Templatemonster.com

Smartphones Five Ways Smartphones to Search Smart Online Marketing Strategies 7 Key Online Marketing Strategies for A Local Business Website

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Last Updated on February 11, 2021

10 Secrets of Making Every Presentation Fun, Engaging, and Enjoyable

10 Secrets of Making Every Presentation Fun, Engaging, and Enjoyable

Not a lot of people are good at public speaking. You could even say that virtually everyone needs to get some practice, and preferably good guidance, before they can learn to stay calm when facing a room full of people. Having all eyes on you is an uncomfortable experience and it takes time to get used to. However, even if you can manage to control your stage fright and stay focused, it doesn’t necessarily mean that your presentation won’t put people to sleep. This is usually the case with long presentations on a very dull subject, with the presenter speaking in a monotone voice and dimming the lights to play a PowerPoint presentation.

You have to work hard to develop the right skills

If you want to be remembered and actually get people engaged, you need to make your presentation fun and enjoyable, without coming off as corny or desperate to please. I know, it doesn’t sound that easy at all! A good presentation during a promotional event or given to an important client can be a game changer for your business, so it is easy to get stressed out and fail to perform all that well. Luckily, giving an interesting lecture is something that can be practiced and perfected. There is plenty of advice out there on the topic, but let’s look at the most important aspects of giving a memorable and fun presentation.

1. Make your presentation short and sweet

With very long, meandering speeches you tend to lose the audience pretty early on, and from then on out it’s just a test of endurance for the few bravest listeners. Not only will people’s attention start to drop rapidly after sitting and listening to you talk for 30 minutes, but you also risk watering down your core ideas and leaving your audience with little in the way of key phrases and important bits of information to take away from the whole ordeal. Famous speakers throughout history have known the importance of condensing the information by using well thought out sentences and short phrases loaded with meaning.

JFK’s famous: ”It’s not what your country can do for you, but what you can do for your country,” expresses so much in very few words and gets the audience thinking. Ancient Spartans, for example were famous for their quick, dry wit, often demolishing their opponent’s argument with a single word or phrase. You’ll want to channel that ancient spirit and be as concise as possible when preparing your presentation.

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2. Open up with a good ice breaker

At the beginning, you are new to the audience. There is no rapport, no trust and the atmosphere is fairly neutral. Even if some of the people there know you personally, the concept of you as an authority on a particular matter giving a speech will be foreign to them. The best way to encourage a warm and friendly atmosphere is to get some kind of emotional response out of the audience right at the beginning. It doesn’t matter what emotion it is, you just need to connect with them on a more personal level. It can be shock, curiosity, laughter, knowing smirks, nervousness – whatever gets them out of that initial feeling of indifference. There are different kinds of effective ice-breakers, but generally speaking, the most successful ones utilize one of these tactics:

  • Joking
  • Tugging on their heart strings
  • Dropping a bombastic statement
  • Telling an interesting and relevant anecdote
  • Using a metaphor or drawing comparisons

You can make a small, self-deprecating comment, stir the presentation one way and then suddenly surprise the audience, use sarcasm, open up with a short childhood story that taught you a lesson, quote a famous person and elaborate on it from personal experience, use an inspirational anecdote or hit them with a bit of nostalgia. Just remember to keep it short and move on once you’ve gotten a reaction.

3. Keep things simple and to the point

Once you’re done warming up the crowd you can ease them into the core concepts and important ideas that you will be presenting. Keep the same presentation style thoughout. If you’ve started off a bit ironic, using dry wit, you can’t just jump into a boring monologue. If you’ve started off with a bang, telling a couple of great little jokes and getting the crowd riled up, you have to keep them happy by throwing in little jokes here and there and being generally positive and energetic during the presentation. You need a certain structure that you won’t deviate too far from at any point. A good game plan consists of several important points that need to be addressed efficiently. This means moving on from one point to another in a logical manner, coming to a sound conclusion and making sure to accentuate the key information.

4. Use a healthy dose of humor

Some of the best speeches and presentations in the world, which have been heard and viewed by millions, all feature plenty of humor. No matter the subject, a great speaker will use natural charisma, humor and beautiful language to convey their points and get the crowd excited about what they are saying. A great example of building rapport with the audience through the use of humor is Barrack Obama talking about the government building Iron Man.

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It is silly and fun, and absolutely not something that you would expect from a man in a position of power speaking in such a serious setting – and it’s exactly why it works. The more serious the situation and the bigger the accent on proper social behavior, the harder your jokes will hit.

5. Try to tell a story instead of ranting

Some people can do all of the above things right and still manage to turn their short and fun little presentation into a chaotic mess of information. You don’t want your speech to look like you just threw a bunch of information in a blender in no particular order. To avoid rambling, create a strong structure. Start with the ice breaker, introduce the core concepts and your goals briefly, elaborate on the various points in a bit more detail, draw logical conclusions and leave your audience with a clear takeaway message. You want to flow naturally from one part to the next like you are telling a big story chapter by chapter.

6. Practice your delivery

Standing in front of the mirror and practicing a speech or presentation is a technique as old as mirrors – well, come to think of it, as old as human speech, since you can see yourself reflected in any clear and calm body of water – and that means that it is tried and true. The theory is incredibly simple, yet the real problem is actually putting in the effort day in and day out. Work on your posture, your tone of voice, accent, pauses between sentences and facial expressions. The most important thing is to talk slowly and loudly enough to be heard and understood clearly. Many famous speakers, such as Demosthenes and King George VI, overcame speech impediments through hard work.

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7. Move around and use your hands

Although you won’t instill confidence in your project if you are very jittery, moving around erratically, not knowing what to do with your hands and making fast movements, standing dead still can be just as bad. You shouldn’t be afraid to use your arms and hands when talking as it makes you seem more passionate and confident. The same goes for moving around and taking up some space. However, try to make slower, calculated and deliberate movements. You want your movements to seem powerful, yet effortless. You can achieve this through practice.

8. Engage the audience by making them relate

Sometimes you will lose the audience somewhat in techno-babble, numbers, graphs and abstract ideas. At that point it is important to reel them back in using some good, old-fashioned storytelling. Make comparisons to events from everyday life that most people are more than familiar with. By making things look simple, not only will you help your audience get a better understanding of the subject by enabling them to visualize the information more clearly, you will also draw a connection between you. After all, you are all just regular people with similar experience, you just happen to be performing different roles at the moment.

9. Use funny images in your slides

Although slides are not really necessary at all times, if you do need them to make your point and present your information more effectively, it’s best to liven them up. They say that facts aren’t always black and white, and your presentation should reflect this. Add a bit of color, make the information stand out and use an interesting animation to switch from slide to slide. You can use the slides to add some more humor, both in terms of the text and the images. An image that is used to elicit a positive response needs to be funny within the context of what you are discussing. For example, if you are discussing the topic of authority, an image of Eric Cartman from South Park in a police uniform, demanding that you respect his “authoritah,” is a nice way to have a bit of fun and lighten things up.

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10. End on a more serious note

When all is said and done you will want the audience to remember the core concepts and keep thinking about what you have said after the presentation is over. This is why you should let things naturally calm down and end with an important idea, quote or even a question. Plant a seed in their mind and make them think. Let us turn to Patrick Henry for a great way to end a speech: “Is life so dear or peace so sweet as to be purchased at the price of chains and slavery? Forbid it, Almighty God! I know not what course others may take; but as for me, give me liberty or give me death.”

As you can see, there is quite a bit to learn when it comes to giving a good presentation, one that is both memorable and fun. Be sure to work on your skills tirelessly and follow in the footsteps of great orators.

Featured photo credit: Austin Distel via unsplash.com

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