A few years ago if you were a local small business like a dentist or a chiropractor trying to gather new clients online it was actually pretty easy to do. Now it has changed quite a bit. There are a few things that have contributed to the ever growing pace of online competition that local based businesses are currently facing.
- Online marketing has been proven to be one of the best ways to attract and grow your audience.
- Google has changed the rules yet again with their algorithm updates.
- Everyone and their dog knows that SEO and PPC really work and are now on the bandwagon.
- An economic recovery and more competitors in a local area.
- More and more digital marketing agencies using the same tactics online.
There are of course more but these are just a few and the most prominent that I see. I get calls and speak with clients on a daily basis that tell me how their business has changed and how their cost per customer is climbing when using adwords. 5-6 years ago I remember having to convince people to invest in SEO and their online marketing to help their small business grow. I can remember how difficult some of those conversations were. I see that today the same mindset has set in. Most business owners want to stay with the safe methods of marketing even if it means that they may not ever truly get a great ROI out of it.
My argument to this is that your marketing plan has and must constantly be testing new methods for lead acquisition. This is where I see most businesses fail. There are so many options out there that they don’t know what to do so they hire a company to take over their SEO and maybe some PPC with it as well. That’s a great step in the right direction, however because everyone now knows that those methods work those methods are now WAY more competitive than they ever were before. Now don’t get me wrong I am not suggesting not doing SEO or any proven method by any means they should be in your marketing tool belt and you need to know how to use them. My point is why stop there?
Marketing in and of itself is a process of experimentation and trial and error. If you don’t continue to try new marketing tactics your business will not be growing your marketing channels the way you need to. If you stay with SEO and PPC as your primary strategy for gaining new customers online, you will get some profit and possibly even be the top dog in your local market. However, there is a better way. That better way is to keep trying and testing new methods regularly.
Let me give you a few examples. Mobile marketing is now something that is extremely important. Most adults have a smartphone now and are almost constantly tied to it. Building a list of your clients numbers who are willing to receive text deals from you is a great way for up selling and cross selling of your existing client base. Not all will want to receive your texts but some will. Start with those who do and grow the list from there. Video is becoming the next step in the online marketing world. It is going to be as important as SEO was back in the 2004-2006 time. Companies and brands that learn how to grasp its importance and start making videos full of value for their clients are the ones that will be gaining more clients and eventually breathing the more established companies.
Those are just 2 examples. I could give more but this post would get pretty lengthy quickly. My point is that you have to be testing new methods constantly. It’s more of a mindset than a particular strategy, people with the right mindset are the ones that will make it work. Others that stay in the “safe” area will get the same results that everyone else does. The real secrete behind this post is that not everyone can be the top dog on google is a sad fact that someone with an inferior product or service but with a larger marketing budget can and probably will be the top dog on the search engines because they have the budget to spend on SEO and PPC and social media. However, that does not mean that you can’t overtake that competitor in other ways. Being creative with your marketing and trying and most importantly learning new things is the way to gain more clients and find marketing avenues that will work for you and your company.
Remember it’s the mindset, not the budget that will help you win.