There are a handful of inexpensive and even free options for various skill levels -- from beginner all the way to advanced. Once you've created your website, most CMS platforms offer plugins to help you optimize your content for search look for SEO plugins.
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This will help you rank better in Google -- which we'll discuss more in depth in a bit. If you've never made a website before and aren't entirely comfortable with the technical elements, there are a variety of free tools and services to help you get started. When you create your website, make sure you implement Google Analytics or HubSpot Marketing Free both of which are free products so you can easily track who's looking at your site.
If you aren't on the technical side and want a website built for your small business, you can use a freelancer or a marketing agency that specializes in web design. This is a great option for businesses that already have a website but need it to be updated and revamped for SEO search engine optimization to help improve your Google ranking. To find a marketing agency, try looking through HubSpot's Agency Partner directory.
If so, did you think, "Why isn't my website showing up on Google? There are a lot of factors that play into why a certain site or page appears in the top spots on the Google or other search engine search engine results page SERP. Backlinko reports some of Google's top factors, which include having relevant keywords and their placement on your site , the length of your content, having high-quality content, how fast your page loads, how often you post content, and more. When it all boils down, Google essentially tries to find the best piece of content to present to the person searching.
For example, if I'm searching for the best salon in Newport, Rhode Island, it wouldn't be helpful for me to find a web page of a salon that has closed down and is located in Newport, Kentucky. It would, however, be helpful for me to find a salon in my area with great Yelp reviews, an easy-to-navigate website, and contact information readily available.
Google always wants to surface the most relevant, highest-quality piece of content. To rank higher on Google, you can leverage the power of SEO , or search engine optimization.
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To start learning everything there is to know about this powerhouse marketing tactic, check out The Ultimate Guide to SEO in HubSpot explains SEO as " techniques that help your website rank higher in organic search results, making your website more visible to people who are looking for your brand, product, or service via search engines like Google, Bing, and Yahoo. SEO strategy usually consists of a few things. These include buyer persona research , keyword research, and on-page SEO research. These three areas can help you learn how your target market is searching online, and position your business to get discovered by the right people.
Keyword research is an extension of buyer persona research. You can use the personas you've created to search for the best keywords for your brand, then use a tool like KW Finder to find related keywords for your target audience. Then, you can do some on-page SEO research and optimization. This is where you put those keywords in the correct places on your website -- like in the meta-description, page titles, and H1 tags.
Most Google searches are done on mobile devices , so it's important to have a site that looks clean and easy to navigate when someone enters it on their smartphone. A mobile site can also be beneficial for SEO, with search engines like Google announcing that they will reward you with a higher ranking if you have a mobile site. You don't have to be a tech expert to build a site that looks good on mobile.
Content and blogging are extremely important when it comes to your search engine ranking. The more often your desired keywords appear in your high-quality and helpful content, the more likely you are to appear in search results. A great way to become an authority on your topic, product, or service is to blog. For HubSpot, most of our traffic comes from our blog and content marketing campaigns. Additionally, most social media apps, like Facebook and Instagram are embracing more visual layouts.
To keep up with these trends, it's a good idea to make a few marketing videos. If you use these tips, producing a few can be quite inexpensive.
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If you need some help creating regular blogs or promotional content, consider hiring a freelancer over investing in a full-timer. Try Upwork for a freelance blogger, videographer, or photographer. You could also consider hiring a marketing agency for a larger project. If your business is focused on a local area, the most important accounts for you are Facebook, Yelp, and Google's business feature. Having high Yelp reviews improves your authority online and helps your search ranking. You can claim your business on Yelp for free, customize your profile and add pictures, and start asking for reviews.
The same thing goes for registering your Google business page.
You can register your business with Google for free and add pictures. If you've ever searched for your business in Google Maps and been disappointed not to see it, it's because you haven't claimed it yet! On Facebook, you can create a Facebook business page so that people can find your location and hours. For any business, having up-to-date social media accounts will help you be found and engage with prospects. Create a Twitter account for your business , Facebook page for business , learn how to use Instagram for business , create a Pinterest page for your business if relevant , and use them as a way to discover new clients.
You can also try your hand at using Snapchat for business if you've already mastered the basics. While Facebook and Yelp will be great tools for local searches and reviews, platforms like Instagram, Pinterest, and Twitter will offer you even more opportunities to share your posts, content, and promotions. If your customers can purchase your products or services online, these platforms will also give them another way to find you. Be sure not to spread yourself too thin by joining too many platforms at once.
Oh, the places you can go…
To make strategizing easier, here's a guide to the five types of social media platforms and the pros and cons of each. Once you're on your chosen platforms, be sure to answer customer or follower questions when they ask them through post comments or direct messages. This will make your company look responsive and credible. Here are some great examples of how brands have used Twitter for customer service. If you have the means, consider hiring a social media manager with community management experience.
On top of posting content on a regular schedule, community managers are charged with responding to questions or concerns of followers. We just published a guide on what it takes to be a great social media community manager. A landing page offers your potential customers a free resource in exchange for filling out a short form of contact information.
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When they receive the resource, they might be even more pleased by your company and more interested in buying the full product. Because landing pages raise your chances of customer conversion, you want yours to look enticing. To get started, read this landing page guide to learn more about what makes this strategy successful. Then check out these free and professionally designed templates.
- Main navigation mobile.
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Once you start creating regular content and building out landing pages, you'll want to share them with the prospects who seem most interested in learning more about your product. For this reason, we suggest building an email marketing strategy. While you want to be careful not to bombard those who sign up for your email list with too many emails, you want to send just enough to keep your prospects informed and engaged.
Here's how our metrics improved when we streamlined our email marketing strategy. If you've never sent regular newsletters before, you can use HubSpot or a number of other affordable tools to create and send an email with a professionally designed template. Many email tools also offer basic analytics that allow you to track open and click rates.
Placing a coupon in your marketing emails can engage and delight your audience. After buying a product or service at a discounted rate, they also might be more willing to pay for it in full price. If you have a subscription service, it can also be helpful to offer prospects a code for a free trial so they can test it out. Once you have a few social media accounts and can allow people to sign up for your newsletter, highlight this on your website so your visitors can follow you.
One way companies do this is to display all of their linked social icons and a newsletter sign-up call to action on all pages of your website. A good place to include these are on the top right corner or on the footer of each page. This way they are visible, but aren't distracting from any content.
A webinar allows potential customers to sign up for a short online course hosted by you. These courses are usually between 30 minutes to an hour and allow you to give tips and answer questions related to a topic your brand is familiar with. While this strategy can help you boost your credibility in your field, they can also offer you potential leads and sales opportunities.
If you're working hard on SEO, but are still looking for an extra boost, consider PPC -- or pay-per click -- advertising. Before you dive in to PPC, you'll want to make sure your landing page is as optimized as possible. If you are paying by the click and those who click on the page don't convert, you will lost advertising dollars. To help you get started, read this ultimate guide. Then, use this PPC planning template to plan an optimized campaign. You can also use a few handy tools and software to edit, track, and report on your campaigns.
Most of the major social media platforms offer affordable advertising options that can help you target your posts to a specific audience. While many small businesses have been advertising on Facebook, Twitter, and LinkedIn for years, Instagram now allows brands to advertise through its Shoppable tool. Is there someone in your area with a high social-media following who's considered an expert in a field your company exists in? If you're able to reach out to them, see if they'd be willing to share an experience they've had with your product or service social media.
This will alert their follower base of your product.
These followers may also trust your product more because an expert is endorsing it. If you can't find an influencer to volunteer, you can also consider paying one or two on a freelance basis. To learn more about this strategy, check out our Ultimate Guide to Influencer Marketing. Is there a local business in your area that isn't a direct competitor but offers a product or service to a similar target audience?
Consider working with them on a cobranded campaign where you promote each other on social media, via email, or in your blog. While you'll give your partnering company added promotion, it will also allow their fanbase to learn more about you. Once you've activated all the tools you need to promote your product or service, you'll need to create a promotional plan that aligns with the customer journey.
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