4 Tips To Gain Exposure As A Small Business
How can you gain exposure as a small business? As the word small suggests, often these businesses do not have the level resources available of larger competitors, both in available staffing and financing. That typically means the small business needs to focus on activities that do not require a lot of time, expense or even expertise but are still effective.
The Teachers Federal Credit Union of New York hosted a Digital Marketing Conference which Ken Braun founder of Lounge Lizard was invited to speak at. The event was created for small business owners with the goal of providing insights and ideas from industry leaders. While many areas were discussed, Kens focus was on basic concepts that any small business can utilize to help gain exposure in their market that were true then and still hold true today.
4 Tips to Gain Exposure
It can be tough running a small business because often you have limited resources and people to work with. With that in mind, these tips can easily be added in to an existing marketing plan and will provide immediate results:
Generate Leads from Website Visitors. One great way to gain exposure in the marketplace is to make the most out of any visitors your site has. Finding out who is coming to your website, even if they don’t make a purchase or contact you, is important because those are all potential leads. We utilize Lead Forensics, a B2B lead generating tool to help uncover website visitors. You can install their software on your server and then generate reports of who has visited you.
From there you can investigate the business to get information about who would be the best contact point, etc. We use Data.com to help obtain important information on both businesses and individuals. Using a combination of these tools we then have leads that can be provided to the sales people to make calls and earn some business.
Learn which Keywords are working. The Lead Forensics tool is also very valuable to help you understand where people are coming from when they land on your site. Which search engines are people using to find you? What keywords did they search before clicking on your business in the results?
Keywords might seem obvious in some cases as some words are extremely relevant to a business. However there is always the human factor to consider which can follow unconventional logic at times in regards to what words or phrases are being used to find what they want. Understanding how people find your site provides useful insights that can then be applied to how you will focus your keyword SEO campaigns.
Write articles around Relevant Keywords. If you or anyone at your business can write moderately well then you should be writing and posting articles on your site built around relevant keywords. For example, on our site we write articles that are based around keywords relevant to what we sell such as website design and development. Google Adwords is an excellent keyword research tool that can be used where you enter keywords relevant to your business and Google will provide you with suggestions for additional keywords along with how many people are searching per month for those keywords.
You then craft articles that are at least 300 words with the keywords embedded into the content, both in the first and last paragraphs. The title of the article should then have a matching URL and the title on the page should use an H1 tag. Last, but not least, include social share buttons at the bottom of each post to help drive your reach.
What this can lead to is high rankings in keywords that are relevant to your business but not necessarily the most common or popular choices being used by competitors. We had an article that was keyworded for the ‘worst website designs’ that ranked extremely well and was shared over 75,000 times. It drove a lot of traffic to our site while not being a more conventional keyword string like ‘best website designers’.
Name all images properly. Images are a powerful aspect of site exposure because they can appear in other searches that have some relevance when named properly. For example, if you are going to post a picture of an antique watch with a blog post you should name the picture ‘antique_watch.jpg’ so that the picture name describes the image. When web crawlers go over the site this data is then captured.
Then when someone searches Google for ‘antique watches’ and selects the images, that image should come up in the results with a link back to that page. While this won’t be important for every type of business, for those that sell items you want that extra exposure for your shopping pages.
The bottom line is that gaining exposure as a small business can be a lot of hard work. These tips are very useful for any business, but especially the small and mid-sized companies as they won’t have a large impact your resources but they can have a big impact on gaining exposure.