The inbound marketing methodology can be broken into 3-parts: Attract, Engage, and Delight.
Think of this like a continuous loop.You constantly need to be attracting, engaging, and delighting prospects and customers.
In this post I am going to focus on the “attract” aspect of inbound marketing. This is the wildflower that calls to the honeybees. They’re out there looking – will they find you? Below are 6 smart ways to attract customers to your business.
1. Search Engine Optimized (SEO) Website
People Google search everything. If you own a restaurant in a Greensburg, and prospects within a 20 mile radius search “restaurants near me,” your website should come up. If it’s not, you’re missing out. This can be solved very easily by spending some time making your website search engine friendly. They’re out there looking for businesses like yours, and if they can’t find you on page 1 of Google, the chances are they will go somewhere else that does.
2. Google Business Listing
“________near me,” is the most popular Google search phrase when looking for businesses.
Google’s VP of Marketing for the Americas Lisa Gevelber explains why “near me” searches are no longer just about place, but about time and things as well. She says,” ‘near me’ is no longer just about finding a specific place. It’s now about finding a specific thing, in a specific area, and in a specific period of time.”
Lisa continues, “you’ve probably done a version of these searches yourself. And when you type in something like “open now near me,” what you want is hours, a specific location, and available inventory, not a slow-to-load website that buries the relevant information.
The challenge for marketers is to make sure you’re giving people the answers they’re looking for as quickly as possible. And the opportunity is capturing their consideration—and the sale—by doing so.”
3. Social Media Pages
Facebook has become a secondary search engine for many consumers. People use the search feature to find businesses, things for sale, events, etc. If you don’t come up in those searches, you are actively not engaging in inbound marketing. Your absence from these platforms is problematic. Social media pages are free, so there is no excuse not to have one. At the very least, a Facebook page should be established with your products, services, locations, hours, contact info, and your logo and brand elements.
If you want to go further, set up a Linkedin page. This is a more professional platform. Depending on your business type, it could become a primary platform for engaging with customers. A lot of B2B businesses are getting leads through Linkedin.
Instagram is also a great platform for sharing videos, photos, and stories. If your business is customer facing, sharing photos and having a hashtag strategy can help bring brand awareness.
4. Testimonials & Reviews
Having testimonials on your website is very helpful in attracting people. People like to do business with companies that have good customer service. It’s not rocket science, and again, testimonials and reviews are free.
Studio 98 states, “Google reviews play an important role in making your business look like a trustworthy source of information, both in the eyes of Google and your consumers. Many potential shoppers and customers will choose whether or not to patron your business after reading reputable reviews online.”
5. Staff Pages
Facebook started because people like looking at other people.
Instagram, Snapchat, Linkedin; all of these platforms are based off of pictures.
Having a staff page on your website not only helps Google search results. It helps customers determine off of a feeling if you have employees that they may like to engage with. You’re in the people business, even if you’re building houses, manufacturing plastic components, or selling cars. You’re in the people business, so show your people. Show them well, and communicate they type of company you are through them.
Again, a free and easy way to attract.
Having a blog can mean many things. In my experience, the only companies that have really active blogs are those that have dedicated marketing or communications staff.
Writing is time consuming, and it’s important to do it well.
Blog posts don’t need to be long – they just need to be relevant and readable. Having a repository of content on your website will make Google love you. And when Google loves you, it ranks you higher. Google also loves websites that are frequently adding relevant content.
A good starting goal would be to post a short blog once a week. Establish this tiny habit, then go from there.
Elle Speicher is a co-owner and Creative Director for Smartsite Strategies, a full-service marketing agency based in Ligonier, PA. Elle’s topics of interest include marketing strategy, social media marketing, and website and graphic design.