In the old days, it proved enough to build a strong reputation based on word of mouth. The concept of this basic marketing strategy did not change much over the years. It’s just that nowadays, the ‘word of mouth’ travels much faster and can cover a wider audience, thanks to the availability of the internet.
Since almost everyone is connected to the World Wide Web, it seems foolish for businesses, especially the small ones, to not take advantage of this technology to advertise their goods and services. However, internet users are picky when it comes to reading the content from their digital devices. This is why search engine optimization (SEO) became the most popular tool in the online marketing arsenal, as it helps the potential customer narrow down his field search to ultimately bring the reader to a helpful website that answers his queries.
The Real Goal of SEO
Contrary to popular belief, SEO is not a lead generation strategy per se, but more of a tool to gather leads which can be converted into sales. The main goal of SEO is twofold: to help attract potential and interested customers by optimizing your web page’s content; and integrating strategic keywords and phrases within it to make search engines such as Google prioritize your page.
This is why content-based, local SEO is currently on the rise. It especially benefits small businesses, like those in Naples, because it helps target an audience within a specific target location without resorting to excess spending on advertisements.
Who Profits from SEO?
According to 2016 statistics, approximately 63% percent of B2B and B2C marketers reported to be “somewhat successful” in using content-based SEO as a lead generation tool. While small businesses in Naples can make use of SEO, firms that offer professional services (e.g., legal, plumbing, electrical), as well as repair shops and food-service businesses, benefit the most from local SEO.
Top SEO Trends that You Need to Apply
The use of a social media platform to promote a brand is certainly increasing in volume as the years progress. Since almost every internet user uses at least one social media account, it has become a major source for increasing a brand’s own web traffic.
Also, you need to decide whether it is beneficial for you to apply a mobile-first strategy in response to proliferation of mobile devices to search for a product or service online. Making your page mobile friendly certainly doesn’t hurt, though there are still businesses that might not see any benefit from going entirely mobile friendly (e.g., companies that offer janitorial services to offices).
Converting SEO Filtered Leads to Actual Sales
The basic process of online marketing usually starts with enticing the audience or compelling them to discover your blog, website, or social media page through the use of search engines. On these pages, a call-to-action button or image is generally posted for interested readers to click and be sent to a specific landing page that collects specific information such as name and email address from the reader.
Of course, the landing page must offer something useful to the reader for them to submit their personal details. For example, those who are interested in discount coupons for a certain restaurant are most likely to offer their email address in exchange for the actual coupon. Even if they were not intending to receive the coupons when they first landed on your page, it is still certainly enough to pique anyone’s interest and possibly exchange personal information for it.
If you are a novice to SEO or simply not tech savvy, do not worry. There are a lot of digital marketing companies around Naples that offer their professional services in helping you build a user-friendly website to create effective marketing strategies and generate quality leads that convert into actual sales.
SEO is Not Lead Generation Strategy, Business.com
35 Content Marketing Statistics You Need To Know In 2016, Forbes.com