By Marc Purtell | Director, SEO
Editor’s note: This is the second post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
Setting up and maintaining a successful brick-and mortar business has always presented unique challenges. Offline storefronts are in constant competition with neighboring franchises, co-ops, malls and mega retail chains. In order to stay a step ahead of potential customer foot traffic, local businesses must have a strong online search presence to deliver traffic from the initial search to the final purchase.
For franchises, leveraging search expertise is about more than constructing a website or creating a social media page. In order to maximize the Internet’s revenue-generating capabilities, your company’s online presence must be continually optimized to increase brand awareness and improve sales conversions. This requires developing relationships with search experts to precisely target your audience. These search professionals are able to apply proven strategies that can support your company’s ROI goals.
Local business owners have a results-driven, entrepreneurial spirit and are accustomed to directly dealing with issues that can positively or negatively affect their franchise. It might be tempting to attempt to tackle a search program internally. This should not be your tact. Running a brick-and-mortar shop is complex. So is search. The do-it-yourself approach could end up costing you time and money. It could also adversely impact your online reputation.
Effectively launching and running any search campaign requires specialized expertise. A forward-thinking search team with experience driving results within your industry can tailor a robust paid (PPC) and organic search (SEO) campaign to meet and perhaps exceed your program goals helping you acquire customers more profitably. How do they go about laying the foundation for online to offline growth?
PPC experts can incorporate tightly focused, cost-effective branded and non-branded keyword groups into your website’s landing page or within the site itself to drive user engagement. Search professionals can thoroughly optimize registration and contact fields, as well as continually revise and expand content to improve rankings; keep up with customer interest; and stay ahead of industry trends. Also, search marketers with a track record of building profitable online programs can strengthen your social media channels. They can create buzz and control messaging, thus protecting and growing your brand.
Franchise customers have many store options to choose from. Search makes it easier for them to locate your business and saves them from another trip to a crowded mall. They will thank you for it
Be sure to check back tomorrow when our expert, Marc Purtell, discusses the similarities and differences between organic search and PPC.
Want more insight like this? Download our new report, “10 New Ideas For Enhancing Your Brand’s Search Strategy” today.