Key Points
Purpose of Local Advertising
- Main Goal: For local businesses, the primary goal is to increase incoming phone calls for appointment bookings and services.
Challenges in Online Advertising
- Finding Clients:
- Businesses must reach clients searching for specific services at opportune moments (e.g., accident lawyers when someone has an accident).
- Tracking Effectiveness:
- Online advertising can be expensive ($1 to hundreds per click for competitive niches). Tracking investments is crucial to determine which channels yield effective returns.
Key Strategies for Success
- Website Optimization:
- Review website content and descriptions to ensure clarity and relevance to the services offered. Google prioritizes sites that effectively communicate their offerings.
- Keyword Strategy:
- Compile a list of 20-50 relevant keywords that potential clients might use to search for services. Integrate these keywords in website content, titles, and social media posts.
- Google and Bing Advertising:
- Start with Google Ads as a primary paid traffic source. For older demographics, consider advertising on Bing, which is often the default on Microsoft products.
Importance of Google Business Profile
- Maximize Google Business Profile:
- Ensure all information is complete, regularly post updates, and encourage customer reviews. An optimized profile serves as a significant source of free traffic.
Tracking and Analyzing Traffic Sources
- Utilize software solutions like CallRail and BrightLocal:
- CallRail: Tracks the source of phone calls by assigning unique numbers for each traffic source (website, Google Ads, Google Business Profile).
- BrightLocal: Tracks local SEO performance, including keyword rankings and Google Business Profile audits.
The Significance of Reviews
- Customer reviews greatly impact a business’s online reputation. Encourage satisfied customers to leave reviews, employing tools to automate the process.
Conclusion and Next Steps
- Before investing in paid ads, focus on optimizing the website and Google Business Profile.
- Create high-quality, relevant content to attract organic traffic.
- Regularly assess and adjust strategies based on traffic sources and advertising performance.
By following these guidelines, local businesses can enhance their visibility, attract potential customers, and make informed decisions about advertising investments.