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Which of These Online Marketing Strategies Will Be Your Next Step?

Last Updated: February 15, 2024

“What are the best next steps for my marketing?”
This is a question we hear a lot from our clients. As your small business’s online marketing campaign flourishes, it’s natural to wonder what you can do to multiply your success. Regardless of which online marketing strategy from Prospect Genius you’re currently using, there’s a way for you to keep climbing the ladder, if that’s what you want.
Of course, what you do next depends largely on what you’ve already done. You can’t just start hiking halfway up a mountain, right? You have to start at the bottom and work your way to the top.
So, in this post, we’ll explore your options for advancement based on which of our online marketing strategies you’ve already succeeded with. Let’s dive in!

First, the Bare Necessities

Before you can try any advanced online marketing strategies, these are your must-haves:

  • Basic website
  • Google Maps listing

Basic website: You’ve heard the old saying, “All roads lead to Rome.” Well, when we’re talking about your online presence, all roads lead to your website. An optimized website forms the basis of your online presence because it’s tied to every listing and gives your business the SEO fuel it needs. Find out more about the connection between websites and local search in this blog post. (And remember, a website must be optimized for mobile devices as well as desktop computers!)
Google Maps listing: Since Google Maps listings are tied directly to Google’s search engine and algorithms, having one is absolutely, 100% essential. You can’t have a local web presence without one. Read more about Google maps listing optimization on our website.
This is why the overwhelming majority of our clients purchase both a CoreSite and Google Maps optimization.

Now, Choose Your Own Adventure

Once you have these fundamentals covered, you can take your own path. Here are the online marketing strategies to consider:

  • SEO content writing
  • More directory listings
  • Paid advertising
  • Social media outreach
  • Paid social media advertising
  • Remarketing

SEO content writing (a.k.a. Ghost Writing): Add more pages to your CoreSite to target specific keywords. This boosts your SEO and, therefore, your local search rankings. More visibility means more visitors to your site!
More directory listings (a.k.a. Directory Dominator): Push your business’s information into all the right directories. The more your business info appears on quality websites, the stronger your SEO and local web presence will be. This option works great when you already have lots of website content, but it can be effective on its own as well.
Paid advertising (a.k.a. Pay-Per-Click): As we like to say, “Why walk when you can run?” Boost your visibility in local search by promoting your business in sponsored ads. They appear right at the top of the search results page. For best results, do this after you’ve optimized your website.
Social media outreach (a.k.a. SocialStream and/or SocialBuzz): Put yourself on the social media platforms where your customers are already spending their time! In competitive industries, it isn’t enough to be visible in Google results. You also need to interact and engage with your customers on Facebook and Twitter to demonstrate your accessibility. Since social media doesn’t add much SEO-wise, we don’t advise focusing on this until you feel you’ve fully optimized your website and directory listings.
Paid social media advertising (a.k.a. Facebook Ads): Get even more exposure on social media by sponsoring your own posts. This is next-level social media outreach for businesses that already have a well-established presence.
Remarketing: Go beyond sponsored ads on Google. Remarketing allows you to target ads at people who previously visited your site, so your business and brand stay top of mind. This is another next-level option, so be sure you’ve maximized your website’s SEO as much as possible before investing in it.

Consider These Outside Add-Ons

After you’ve achieved a certain level of success with our online marketing strategies, you may wish to add a service or two that Prospect Genius doesn’t offer ourselves. For example, you may want to leverage:

  • Customer review aggregators
  • E-mail marketing blasts
  • Professional answering services

Customer review aggregators: These services contact customers on your behalf and request reviews from them. Then, you can add those reviews to your website. In the past, we’ve had success using Customer Lobby for our own customer review needs.
E-mail marketing blasts: Want to keep your customers up to date on special deals and company news? Communicate en masse with the help of an e-mail marketing service. We like ActiveCampaign and MailChimp.
Professional answering services: If you’re too busy to answer the phone when customers call, enlist a remote answering service. They answer your calls with professionalism and record all your messages. We have a partnership with Professional Answering Service, Inc. that gets you a discount on their services!

Your Unique Circumstance Determines a Lot

Of course, your next steps will depend on several variables, including your short-term needs and long-term goals. For example, if you want to use paid advertising long-term, then you should only do so after you’ve completed substantial SEO work on your website. This ensures good ROI because it lowers your AdWords costs and makes your ads more potent. On the other hand, if you’re only looking for a temporary campaign to promote a special offering or discount, then you probably aren’t as concerned with long-term ROI.
Geographic location also influences which online marketing strategies will work for you. For instance, if you’re in a rural area without much competition, then you may only need a Google listing and a three-page CoreSite. However, if you’re in a densely populated area, then you’ll have to do significantly more work and narrowly target specific keywords to beat the competition.
Countless other quirks can dictate how each program works for your business. That’s why you should discuss your needs and goals with your Prospect Genius account manager. We’ll make sure you’re using the best strategy for your business.
Ready to make the next move for your online marketing? Call today!

Meet the Bulldog That Can Predict SEO!

Last Updated: April 1, 2017

You’ve heard of Punxsutawney Phil, the groundhog who predicts how long winter will last.
You’ve heard of Paul the Octopus, who correctly predicted the outcome of the 2010 World Cup.
Now you’ve heard of Al the Bulldog, who can predict the SEO quality of websites. Prospect Genius uses him to assess the future performance of all of the websites we build.
Inspired by the many famous animals that are able to predict future events, we wanted to see if we could use that same animal intuition in our own line of work. So we trained an American bulldog named Al to evaluate and predict the SEO quality and potential performance of websites.
Whenever we build a new website for a client, we show it to Al. He stares at it for a minute or two, then makes his decision. He paws at the screen if he likes the website; if he doesn’t like it, he turns around in a circle and walks away. He makes predictions with 94% accuracy, so if he shows us that a website is bad, we get right to work fixing it. This is just another way Prospect Genius is committed to delivering top-quality results for our clients!
Watch the video below to see Al in action:

Keep a Close Eye on Your Google Star Rating

Last Updated: March 30, 2017

Be on the lookout for any changes to your Google star rating!
Seeking to provide a valuable user experience, Google has long highlighted customer reviews and star ratings on its business listings. However, Google has altogether changed the way it determines and displays a business’s star rating.
Of course, it’s still based on customer reviews, but it now only requires a single review. Previously, Google wouldn’t generate a star rating until a business had at least five customer reviews. This change means a star rating, which displays right next to your business name, will appear even if you only have one customer review.
This could be good or bad for your business, depending on the review. If your only review is four stars, then your business will have a four-star rating on Google. Not too shabby, right? But if your only review is from a disgruntled customer who gave you a one-star review, your business won’t look so good. Most people would agree that a one-star rating is worse than no star rating at all.
At the risk of sounding melodramatic, a single customer review now has the ability to make or break your reputation on Google.
So how can you protect your online reputation from the whims of a single customer? By minimizing the impact of any one review. You do this by having lots of customer reviews. For suggestions on getting reviews, check out “How to Get More Customer Reviews Just by Asking for Them.”
For extra credit, take a look at Adam Heitzman’s article on Search Engine Journal for more details about Google’s policy change: “Google Reduces Star Rating Threshold: Why Businesses Should Take Notice.”

Want to Dominate Local Search Results? Here's One Thing You Need

Last Updated: March 14, 2017

You want to be one of the first local businesses people see when they search for products or services you offer. Obviously, you know that to be prominent and visible in local search results, you need placement on Google Maps. So, it makes sense that you would start your online marketing efforts with a Google Maps listing for your business.
There are a lot of reasons to believe Google Maps and a handful of other sites (namely Yelp and Facebook) are all you need to be visible on a local level. After all, those are the platforms that show up most often in local search results, and they’re the platforms many people turn to when looking for info on local businesses. However, don’t be fooled into thinking you can skate by with just a few online listings and nothing else. In reality, your local visibility largely depends on having a website.
In today’s post, we’ll look at how so many local business owners mistakenly believe they don’t need a website. Then, we’ll explain why websites remain vital to your presence in local search results.

Google Intensifies Focus on Local Search Results

First, let’s get some background on the importance of local search. In the last year or two, Google has been making significant user experience advancements to make on-the-go searching easier. As you may have heard, Google has been tailoring its search algorithm to cater to the rapid increase in smartphone usage.
This push to deliver a better search experience for mobile users is also what’s causing Google to prioritize local businesses. The logic: Most people search for local businesses on their smartphones because a) they’re on the go and want to find the nearest place quickly; or b) they want to call a business as soon as they find one that meets their needs.
As Google wants to make finding local businesses easier, it’s developing Google My Business pages that can act as fully functional landing pages. They contain photos, contact information, customer reviews, and even company status updates. Google even goes as far as directly asking users to submit photos and confirm addresses of businesses they’ve visited in order to flesh out these listings. In short, Google wants users to get all the info they need about a business as soon as they find it in search results, effectively eliminating the need for users to stray from Google’s search results page.

Social Media Joins the Local Search Party

Seeking to cater to their users’ smartphone habits, many social media channels, namely Facebook and Instagram, also have dedicated pages for local businesses. They function similarly to Google My Business pages in that they are essentially landing pages. They contain the business’s contact info, reviews, photos, and status updates. The end result is similar to Google’s: Users can find nearby businesses relevant to their interests without having to open a different app.

But You Can’t Rank in Local Search Results Without a Website

All of this emphasis on mobile and local search demonstrates why having a location-targeted web presence is more important than ever. However, many business owners misinterpret this trend and incorrectly believe all they need is a few listings and/or profiles on a handful of platforms. Unfortunately, that’s not how local search works.
If you want your business’s Google listing to appear in local searches, then you need to have a website. And not just any website, but a well optimized one at that.
Why? Because, as Marcus Miller of Search Engine Land reports, on-page SEO is still the number-one ranking factor in local searches. What do we mean by “on-page SEO”? It’s just a technical term for all of the content optimization on your website. You know, things like relevant keywords and images, well written content, appropriate headers and page titles, and so on. Your business needs a website with all of these elements in order to develop the kind of authority that will make Google want to feature it in search results. 

Your Website Boosts Your Local Search Presence

The fact that SEO is the number-one factor in local ranking doesn’t mean your social media pages and Google My Business listings aren’t important. Customer reviews, social buzz, and matching business information (like service categories and contact details) all contribute to your local rankings, too. Plus, those pages and listings serve an important function by providing users with easy-to-access info about your business.
In fact, it’s not uncommon for users to see a local Google listing in the search results, get all the info they need from that listing, and call or visit that business without ever clicking on the business’s website.
Ideally, your goal is to dominate local search so this exact scenario plays out and generates lots of business for you. However, in order for that to happen, you need the potent SEO juice that only a website can provide. It may sound counterintuitive (“Really? I need a website just to power my Google listing?”), but if you’re serious about wanting local visibility online, a website is not optional.

How You Can Use Word of Mouth to Edge Out the Competition

Last Updated: March 9, 2017

Does it feel like David vs. Goliath out there for your small business?
Big companies may be able to outspend you on ad campaigns and merchandising, but there are areas where ad spend has no power. One such area is word of mouth. Glowing reviews and personal referrals are just as good as—if not better than—any marketing money can buy. As long as you consistently deliver satisfying products and/or services, there will inevitably be some chatter about you. Your customers will mention you in conversation and may even give your name when asked for a referral.
In other words, big companies may have a leg up on spending, but no one has a monopoly on customer satisfaction.
Here’s how you can leverage word of mouth and give your small business the competitive edge it needs.

Online Reviews Are the New Word of Mouth

It’s easy to spread word of mouth through the digital grapevine. With the prominence of online communities like Facebook, Yelp, HomeAdvisor, Angie’s List, and even Google Maps, word travels fast.
Online, word of mouth exists in the form of customer reviews. You can establish your brand reputation just by delivering a memorable experience that customers will want to write about.

READ: How to Get More Customer Reviews Just by Asking for Them

Whether they’re on your social media pages or your directory listings, customer reviews are like word of mouth from strangers. In fact, a recent study revealed that 84% of people trust online reviews as much as recommendations from their friends. So if you’re a small business owner, all you have to do is wow your customers and ask them to leave you reviews online. The reviews will speak for themselves, as long as you have enough of them.
Here are some tricks to help you get started on collecting enough customer reviews:

  • Use an on-page feedback form or button right on your website.
  • Ask the customer directly during your interactions, and mention which site (e.g. Facebook, Yelp, etc.) you prefer them to use.
  • Send reminders in follow-up e-mails and even invoices.
  • Offer incentives for leaving a review, like coupons or small freebies.

Old-Fashioned Word of Mouth Still Works, Too

While the dynamics of social media and online interactions change, people are still the same. They still want to hear from friends and family—people they trust—about their personal recommendations.
For instance, when looking for a team to install new windows, they’ll probably first turn to anyone they know who recently had a home renovation. Failing that, they’ll probably use Facebook, a virtual megaphone, to shout from the rooftop and ask for all of their online friends’ recommendations. Think about it: You’ve probably seen at least one friend on Facebook do that this week.
At the same time, people are often looking out for each other. If they recently had a positive experience with any business from a roofing contractor to a new restaurant in town, they’re likely to speak up if they think one of their friends or family members would appreciate it, too.
However, you can further encourage them to speak up by directly asking for referrals. Here are some of our suggestions:

  • Ask customers at the beginning of your working relationship so they unconsciously keep an eye out for things they like about you.
  • Offer referral bonuses and incentives, like giving customers a discount on their next purchase when they refer a friend.
  • Surprise customers with unexpected freebies and other perks that keep them happy and wanting to gush about you.
  • Make referrals easy by providing customers with a clear form to fill out. Minimizing guesswork or confusion will make them much more likely to follow through with a referral.

A Positive Experience Is Invaluable

Ultimately, leaving customers with a positive experience and a good impression is the best way to build your reputation.
Susan Ward of The Balance offers a simple guideline:

To get good word of mouth building about your small business, think about what makes up a pleasant customer experience in your case and make sure that all the elements that would contribute to such an experience are in their best shape.

When it comes to word of mouth, there’s no substitute for customer satisfaction. You’ll have the edge over the big guys by giving your customers the personal care, friendly service, and attention to detail only a small business can provide. Use this to your advantage! Give them an experience they’ll be raving about. 

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