When you’re busy running a business and working hard to provide a good service it can be easy to forget about digital marketing. But it’s an essential consideration. So if you are still stuck in the tactics of yesteryear – such as relying on word-of-mouth recommendations or print ads as the main ways of promoting your business – you need to rethink your approach in light of online opportunities.
If you want to reach more customers and ensure your business appears on the first page of Google’s search results, you’ll need to think outside of the box. Here are five steps to get you started and make it even easier for people to contact you.
Step 1: Identify your customers
SMBs can waste their marketing efforts if they haven’t gained a critical understanding of their audience. You’ll become irresistible to customers if you know what issues they face on a daily basis, what their interests are, their online reading habits, and other important information that offers an insight into the kind of content they would like to see.
Step 2: Have you set up a website?
As a mechanic it’s important to build your reputation for offering a great service. Creating the right website means you’re more likely to convince potential customers to either pick up the phone or drop by to get more information.
Step 3: Use SEO to raise awareness
Search engine optimisation (SEO) is aimed at making your website appeal to search engines so that it is prioritised in organic search results to increase your reach. SEO will work to increase website and webpage visibility, along with search engine rankings, to encourage more non-paid traffic.
Step 4: Get in front of customers with a digital listing
Use the internet to promote your business by listing it in the Yellow Pages and White Pages online directories. This increases the chance of potential customers coming across your information when looking for mechanics in their local area.
Step 5: Secure your place on page one with PPC
Pay-per-click (PPC) refers to the method used to advertise your website’s products and services on the paid search part of Google’s results. With products like Sensis Search Ads you can target customers via keywords, areas and products and services that are tailored to their needs.
Use analytics tools to keep an eye on how each of your keywords are performing and weed out the ones that aren’t – it’s a waste if you’re continuing to bid on low-cost search terms that don’t give you any traffic. Look for search terms that have a slightly higher cost, but drive more traffic.