Marketing Tips for Local Business Owners in Annapolis

Annapolis MD

07 April, 2021

3:52 PM

Description

Keeping and attracting new customers is key for small business owners in Annapolis to succeed. So getting the basics right when it comes to your website (and Google) — the first stop for almost any new customer — is critical. 46 percent of all searches on Google are looking for local information. This means that nearly half of all Annapolitans, and those that travel here, are looking to do business locally. So let's make sure you're prepared! 7 tips for Annapolis business owners or anyone who manages a business's website A critical aspect of digital marketing is how you share information about your business not just with consumers, but also with Google. If you do it well, Google will promote your business to online searchers. To give you a leg up — and since 92% of all internet searches are done via Google — a few extra Google-specific suggestions are included in the tips below. 1. Location — double down on being local Your location should be a prominent part of your website. Not only for your soon-to-be customers, but for the websites, social channels, and search engines that send people to your business. Search engines are sophisticated and often use a searcher's current location when providing results, meaning that including accurate location information on your website is crucial. Put your location in your footer and include it on your 'Contact Us' page. If you have multiple locations, you should also add a "locations" link to your main website navigation. And make sure to add the keyword "Annapolis," as well as any other areas your business serves, to your website in other places where appropriate. The more specific the better, so consider including a county, neighborhood, and/or region as well. 2. About Us — trust is paramount Put some effort into your 'About Us' page; it's the second most popular page of many business websites. Eighty-five percent of consumers only buy from businesses they trust, and those consumers often use 'About Us' pages to learn essential information about a new business. Sharing your brand's story and company values creates a connection with people as they evaluate which businesses to buy from. Think about the following questions as you review your site: Why did I start this business? What problem am I trying to solve? Who are my customers? Would I buy from me based on my website and description?What is my unique selling point?How can my site stand out from a creative perspective? It doesn't matter if you're running a restaurant, landscaping business, or hardware store — 85% of consumers only buy from brands they trust. 3. Google My Business — accuracy and consistency matter Create a Google My Business account if you don't already have one. It's quick and easy to get started and will pay dividends. A Google My Business account is a free listing that allows you to promote your business on Google search and Maps. It's how folks typically get a first impression of your business. A Google My Business account allows you to modify your hours of operation, add contact information, and provide quick post-style updates if necessary. Contrary to what some may think, the information that displays on a Google My Business profile is not automatically generated, so it's important to keep it up to date and 100% accurate. Fortunately, once you do it right the first time, maintaining accuracy is usually as simple as a few clicks here and there. But don't forget, if you're updating your Google My Business account, you may also need to edit other accounts such as a Yelp listing or social media. 4. Add a button to your navigation — make it easy When people visit your website, there's likely some action you want them to take. Or there is an action you know they plan to take. Whatever your goal, make it easy for website visitors to complete it by including a prominent button in your navigation or main menu. Your button could read "Specials" if you're a restaurant, "Shop" if you have an online store, or "Directions" if you're a bit off the beaten path. Try to make the button text one word. And don't forget to include your preferred social channel icon in your menu too. 5. Email and Phone Numbers — start collecting them If you're not already, start collecting email addresses and/or phone numbers from your customers. Even if you don't have a marketing or communications plan currently in place, simply compiling contact information, with the proper consent, can build the foundation for future marketing. Include a sign-up form on your website and ensure you have a strategy for storing submissions, whether it's a CRM (customer relationship management) or a simple spreadsheet. Just remember, to be able to market by email or phone, you have to obtain an individual's informed consent to receive communications. Be sure your sign-up form clearly states what types of communications people can expect to receive — something like, "Sign up for emails about our monthly specials" — and that you have an easy way for subscribers to opt-out if they no longer want to hear from you. While informed consent may seem like a hassle at first glance, it's actually just as beneficial to your business as it is to your subscribers because it ensures that the people you're emailing really want to hear from you. 6. Respect the Front Line — a sometimes overlooked marketing channel Start thinking of your employees and team members as a marketing channel. Are they prepared to help consumers follow you on social media, explain your loyalty program, or promote an upcoming sale or special? Remember, it's these customers who will tell others about you! Simply because employees communicate with customers in person, they are often a business's most effective form of engagement, so it's vital to ensure they are prepared. Provide them with the information they need, explain your business goals, and get them excited about promoting your products and services. And don't forget to keep the lines of communication open. Often employees will have key insights — customer opinions about specific products, frequently asked questions, etc. — that you can use to improve your marketing. 7. Secure Your Website & Connection — a padlock and an "s" If your website isn't secure, your data, and your customer data, is not safe. In 2018 Google stopped prioritizing unsecured websites in search results, so not only will having an unsecure website hurt your SEO, but it also erodes trust with customers. Consumers are warned when visiting a website that is not secure, which makes them question whether they should trust your business. Visit your business's website. If you see a padlock next to your URL, congratulations, your site is secure. If not, you'll want to look into your security options. Reach out to your website hosting provider. Website hosts vary depending on the platform you used to build your site. All-in-one solutions like Squarespace or Wix host their own sites. However, other website platforms like WordPress and Drupal require separate hosting providers (a few popular host examples are Cloudflare, Bluehost, and GoDaddy). Just know that any work you do now to better optimize your website builds a strong foundation for your business as it grows and evolves. If you have any questions or liked these tips, make sure to let me know, and I'll keep writing them. This article barely scratches the surface so there's lots to cover if you're interested.