Locallogy - The Science of Digital Marketing

AI Local Visibility: What the Data Reveals About Rankings

Mon, 23 Mar 2026 08:38:10 GMT

If you have checked your local SEO rankings recently and thought, “We’re still near the top, so we’re fine,” you are not alone. That logic made sense for years. It just does not explain the whole SEO picture anymore.

The 2026 AI Local Visibility report from Search Engine Land shows that Google AI overviews are appearing more frequently in local search results, often above traditional listings and even above Google Maps placements. In other words, what users see first is changing, and what users see first shapes what they do.

Independent research helps quantify the impact. Ahrefs found that AI overviews can reduce click-through rates to organic listings by roughly 34 percent when present. Meanwhile, Pew Research reports that 58 percent of users have encountered AI-generated summaries, and those users click on traditional links less often beneath them. Taken together, the data points to a clear shift in how visibility works.

So yes, traditional SEO and rankings still matter. However, AI local search visibility now operates alongside them. As a boutique agency focused entirely on local growth, we pay close attention to shifts like this because they tend to reshape competition. [va1] [ch2] In this article, we will break down what the data actually shows, what it means for local businesses, and how to think about visibility in a search environment that is becoming more answer-driven.

Seeing Local Visibility in Layers

When we talk about local visibility today, we are talking about two interconnected systems working at the same time. Thinking in layers makes the shift easier to understand.

Layer One: Traditional Local Search

The first layer is traditional local search. That includes Google Maps placement, organic rankings, and map pack performance. BrightLocal reports that 42 percent of users click on Google Map Pack results for local queries. This layer continues to drive meaningful traffic and revenue for many local businesses.

Layer Two: Visibility In AI

Then there is the layer of visibility in AI. This includes whether a business appears inside Google AI Overviews, Google AI summaries, conversational queries, and AI-powered recommendations across major AI platforms such as Gemini, ChatGPT, and Perplexity. This is where Google vs AI local rankings begin to diverge.

How The Two Layers Interact

The Search Engine Land report notes that inclusion in AI-generated results does not strictly follow ranking order. This means a business may hold strong traditional search placement and still not appear in the AI summary.

In other words, the two layers operate on related signals, but they do not mirror one another. Strong visibility in traditional organic results or Google Maps does not automatically transfer into AI-generated answers.

Most users will never pause to analyze that distinction. They react to what appears first. If your brand is mentioned directly within the AI-generated answer or summary, it carries weight. If it is not surfaced in those results, it may not be considered at all. vv

Here is where the practical impact becomes clear.

We see this regularly when reviewing new client accounts. The rankings look strong on paper, yet visibility inside AI summaries and conversational responses are uneven. The clearest example is a business that technically ranks well in organic search but is not consistently cited within AI-generated answers.

Traditional Local Search vs AI Local Search

Traditional local search is based on ranked listings. SEO tools track keyword positions, map pack visibility, and geographic grid performance to show where your business appears for specific searches. This means a business's performance is measured by position.

AI local search works differently. Instead of displaying a ranked list of links, AI systems generate summaries and conversational answers. These responses may mention only a few businesses or combine information from multiple sources. Results can vary depending on how a question is phrased, and visibility may differ across platforms.

In short, AI local search visibility is about selection and not just ranking.

What This Shift Means for Local SEO Strategy

Local SEO strategy now requires a broader lens. This is where AI-powered local SEO enters the conversation.

Ranking performance still provides value, but it no longer captures the full picture of AI local visibility. Businesses must evaluate not only where they appear in traditional search results, but also whether they are included when answers are generated.

For local teams, the adjustment is strategic rather than dramatic. SEO efforts should continue to support rankings while also strengthening the clarity and consistency of the signals that influence inclusion. That includes maintaining accurate profiles, structured data, cohesive service messaging, and consistent information across platforms.

How Search Behavior Is Quietly Changing

The rise of AI local visibility would matter less if user behavior remained the same. It has not, and this behavioral shift is accelerating the impact of AI local search visibility.

In the past, local search typically involved scanning a list of options, comparing several businesses, and clicking through multiple websites before making a decision. Today, that process is becoming shorter and more direct.

Instead of browsing broadly, many users now:

Read the AI-generated summary first.
Focus on the few businesses mentioned within the response.
Treat a synthesized answer as sufficient.
Move forward without evaluating an entire page of listings.

This means most people are not thinking about search systems. They are trying to solve a problem quickly. If the response appears clear and credible, they act on it.

As a result, visibility inside AI-generated answers increasingly shapes which businesses enter into consideration at all.

How AI Systems Rely on Data Across the Web

If rankings do not determine inclusion inside AI-generated answers, what does? The answer comes down to how clearly your business exists as an entity online.

At the center of AI local visibility is something often described as entity strength. In practical terms, this reflects how clearly and consistently your business is defined across the web.

When AI systems can confidently interpret who you are, what you offer, and where you operate, they are more likely to reference your business in a generated response.

AI Systems Compare Information Across Sources

AI platforms do not evaluate a single listing or page in isolation. Before generating answers, they compare information across multiple sources, including:

Google Business Profile and map data.
Business websites and service pages.
Structured data and schema markup.
Reviews and third-party mentions.
Social platforms and external references.

These signals are reviewed collectively. When information reinforces itself across platforms, the business becomes easier to interpret as a defined entity. When details conflict or appear incomplete, confidence is reduced.

Structured data plays an important role in this evaluation. Schema markup helps systems interpret services, categories, and locations in a standardized way. Clear service descriptions and accurate business details reduce ambiguity and strengthen how your business is understood.

To put it simply, AI local visibility reflects how well these signals hold together across the web.

How AI Systems Rely on Data Across the Web

If rankings do not determine inclusion inside AI-generated answers, what does? The answer comes down to how clearly your business exists as an entity online.

At the center of AI local visibility is something often described as entity strength. In practical terms, this reflects how clearly and consistently your business is defined across the web.

When AI systems can confidently interpret who you are, what you offer, and where you operate, they are more likely to reference your business in a generated response.

AI Systems Compare Information Across Sources

AI platforms do not evaluate a single listing or page in isolation. Before generating answers, they compare information across multiple sources, including:

Google Business Profile and map data.
Business websites and service pages.
Structured data and schema markup.
Reviews and third-party mentions.
Social platforms and external references.

To put it simply, AI local visibility reflects how well these signals hold together across the web.

How Multi-Location Brands Are Better Positioned For AI Visibility

The Search Engine Land report highlights a clear pattern in AI local visibility. Multi-location brands are appearing more consistently in AI-generated answers. A common factor is how their digital presence is structured and maintained across locations.

This helps explain why larger brands often surface in ChatGPT local recommendations and Gemini local search results.

Larger brands tend to build their online footprint with consistency from the beginning:

Location pages follow similar frameworks.
Structured data is implemented methodically.
Google Business Profiles are actively managed.
Service descriptions reinforce the same core information across markets.

This kind of alignment makes their digital presence easier for AI systems to interpret.

Essentially, multi-location brands often function as connected systems rather than separate, uncoordinated pages, which increases their likelihood of being surfaced in generated answers.

What about Local Businesses?

For independent businesses, the difference often comes down to how well their information connects across platforms.

AI visibility reflects how clearly your business is represented across the digital ecosystem. The more aligned and understandable that presence is, the more likely it is to appear when decisions are being shaped.

You don’t want to be like the many who still prioritize traditional ranking improvements without fully aligning descriptions, data, and references. After all, as AI-generated results become more common, businesses with stronger structural consistency are more likely to be included when answers are assembled.

New Types Of AI Search Are Changing Local Visibility

Local search no longer lives only inside Google’s traditional results page. Today, people search through AI Overviews, generative AI tools, voice assistants, and conversational platforms that deliver answers directly instead of showing a long list of links.

Here are some of the environments where local visibility now matters:

Voice Assistants

Tools like Siri and Google Assistant often provide a single spoken recommendation rather than a page of options.

AI Overviews

Google’s AI summaries appear above traditional listings and can influence decisions before users scroll as you know.

AI Chat Platforms

Tools such as ChatGPT, Gemini, and Perplexity generate conversational answers that may reference specific businesses and cite websites.

AI Agents And Task Assistants

Emerging tools that complete actions on behalf of users, such as booking or scheduling, may select businesses directly from synthesized results.

Because of this expansion, a business may rank well in Google Maps yet still be absent from AI-generated responses across other platforms

The opportunity is not to chase every new tool individually. It is to strengthen the foundations that help your website and brand be understood, trusted, and cited across environments.

Often, clear service descriptions, consistent data, structured information, credible mentions, and authoritative content increase the likelihood that AI systems can confidently reference your business.

Visibility Is Evolving and We Can Help at Locallogy

If AI systems are increasingly shaping decisions before users click, your visibility strategy must evolve with them.

At Locallogy, we can help your business adapt. As a boutique agency focused on local digital marketing, we use Local Visibility Index tools alongside other SEO techniques to evaluate how your brand appears across traditional search, AI overviews, and conversational platforms.

While no agency can guarantee visibility inside AI-generated results, we can identify where alignment breaks down. We can then strengthen the signals that influence how your website shows up and is cited by AI.

If you want to understand how AI local visibility is shaping your business, book a free consultation with our team. We will walk you through how your brand is being interpreted across search environments and where strategic adjustments can improve your presence.

Turning Clicks into Contracts: Website Conversion for Modern Contractors

Mon, 16 Feb 2026 15:07:03 GMT

Your contractor website gets visitors every day, but how many of those visitors become actual customers?

If you're like most contractors, the answer isn't great. Most contractor websites convert only 2-3% of visitors into leads. That means 97 out of every 100 people who land on your site leave without calling, filling out a form, or booking anything.

The good news? This isn't a traffic problem, but actually, a conversion problem. In our experience, conversion problems can be fixed with proven strategies for CRO for trades, better lead magnets, stronger trust signals, smarter UX design, and mobile-first forms. In 2026, contractors who focus on website conversion optimization canboost conversion rates to 5-11% or higher without spending an extra dollar on ads.

Jump to the section you want to read most:

Why Most Contractor Websites Struggle to Convert

Website conversion can turn casual visitors into booked jobs, but here’s why most contractor websites hover around 2-3% conversion rates only:

Current Contractor Website Experience Challenges

The numbers tell a clear story. Industry average is 2-3%, but a good conversion rate is 5-7%. Excellent performance is 11% or higher. That gap represents thousands of dollars in lost revenue. And if you're below 5%, you have major room for improvement.

The common culprit?

Outdated and poor website designs that look like they're from the 2000s.
Poor mobile experiences that frustrate users on phones.
Hidden call-to-action buttons that visitors can't find.
Missing social proof that would build trust.
Confusing navigation that makes people give up on your site.

There is a “Leak” Problem in Your Site

Think of your website like a bucket. Traffic flows in from Google, Facebook ads, referrals, and yard signs.

But if your bucket has holes (poor conversion), most of that traffic leaks right out. Fixing those holes means more leads from the same amount of traffic.

The ROI Of Contractor Website Optimization

Most contractors see a 2-5x increase in leads when they optimize for conversion. If you currently get 20 leads per month from 1,000 visitors (2% conversion), improving to 5% gets you 50 leads, 2.5x more from the same traffic.

Core Principles for Turning Visitors into Leads

For contractor sites to reach at least 5% conversion, there are three core principles that drive website conversions for contractors:

1. Know-Like-Trust Framework

Visitors need to understand your services (Know), appreciate your quality (Like), and believe you'll deliver (Trust). Every elemen t on your site should move people through these three stages.

2. Mobile-First Priority

Over 60% of contractor website traffic comes from mobile devices. That means one-tap calling, thumb-friendly buttons, and pages that load in under 3 seconds are non-negotiable.

3. Friction Reduction

Every extra click, form field, or confusing menu item adds friction. The goal is to get visitors from landing to contact in 2-3 clicks maximum.

How to Make Your Homepage a Lead-Generating Machine

Your homepage is your money page. It's where first impressions happen and where most conversion decisions get made. Here’s how you can optimize yours:

Follow Hero Section Best Practices

Your homepage hero section needs a million-dollar headline. Something catchy, authoritative, and with promise. This kind of headline works better than vague statements.

You also need to include a sticky phone number and call-to-action button that follows users as they scroll. We also recommend putting trust elements upfront like 5-star reviews, certifications, and real team photos (never use stock images) on the homepage.

Create a Homepage Structure That Converts

If your homepage has the essential elements , conversion is possible. Here is a sample that you can follow as a proven structure after the hero section: conversion is possible. Here is a sample that you can follow as a proven structure after the hero section:

Services overview above the fold.
Recent projects carousel with before-and-after photos. Benefits or features of services.
Service area map showing where you offer your services.
Secondary CTAs for specific services.
About Your Business.
Reviews and testimonials.
Final contact section with a clear CTA.
Are these the essential elements?

Know What to Skip

Before adding more features to your website, focus on eliminating distractions that hurt conversions. For example, avoid sliders that rotate messages, as they slow down your site and confuse visitors. Skip complicated menus with too many options and always prioritize the phone number and "Get Free Quote" button over everything else.

How to Create Service Pages That Close Deals

Service pages are where you explain what you do and why someone should hire you. These pages need to follow a proven format.

How to Win with Location Pages and Capture Local Leads

Location pages help you rank for local searches like "near me" and "[city]" keywords. We’ve uncovered that having a strategy for location pages is even more important with the new GEO surfacing. Here’s how to create a winning location page:

Have One Page Per City/Zip

Create dedicated pages for each city or zip code you serve or offer your services. Use headlines like "Garage Door Repair Worthington, OH" that include both the service and location to boost your local seo .

Try a Location Page Formula

Local headline with service + city.
Service details specific to that area.
Google reviews from customers in that area.
Embedded map showing your service area.
Unique local examples or case studies.

Avoid Thin and Duplicate Content

Don't just copy-paste the same content across all location pages as thin and duplicate content can take a toll on your website. When writing a location page, always use location-specific photos, local stats, and testimonials from customers in that area.

Best Design and UX That Keep Visitors Engaged Until They Convert

Today, good design isn’t just about looking fancy anymore. Your website should help potential clients understand your services, trust your expertise, and take the next step without thinking too hard. Here’s how contractors can achieve that:

Visual Hierarchy That Guides Action

Use hero images from your best project, create process infographics that explain how you work, and show the transformation your service creates.

When you organize information visually, you naturally direct attention to what matters: your CTAs, service highlights, and contact forms. This visual flow keeps visitors moving in the right direction.

Easy to Follow Navigation Links

Once your content is visually organized, the next step is to simplify your navigation. Keep your main menu to few items, so visitors aren’t overwhelmed, and structure your pages around the three-click rule, meaning users should be able to reach any important page in three clicks or less.

Adding a search bar also helps, while breadcrumbs guide your visitors by showing where they are within your site. When navigation feels intuitive and effortless, it reduces friction and keeps potential customers engaged instead of confused.

Have Images That Convert

Alongside clear navigation, your visuals play a crucial role in building customer trust. Before-and-after sliders are incredibly powerful, as they show real job site photos and team photos.

That’s why you should always avoid generic stock images and only use authentic visuals to make your business feel real. When your images show actual work and actual people, visitors stay longer and feel confident acting on their ideas.

Aim for Pricing Transparency

Transparency is key to moving visitors from consideration to successful conversion. Showing price ranges builds trust faster than hiding pricing. Even rough ranges like "$5,000-$10,000 for typical roof replacements" help visitors self-qualify.

We’ve found that having transparent pricing signals professionalism and reduces the friction that stops leads from converting. After all, when people know what to expect, they're more likely to call.

Common Conversion Killers Contractor Websites Must Avoid

Even well-designed sites can lose leads if they make basic UX mistakes. Here are some of the most common issues that drive potential clients away:

Long Forms

More than five fields can make visitors bounce. Collect only the information you need to follow up.

Desktop-First Design

If your site doesn’t work perfectly on mobile, you’re losing half of your leads.

Tiny Fonts

People over 40 struggle to read small text. Use a minimum of 16px font size.

Missing Hours/Service Areas

Visitors need to know if you’re open and if you serve their area. If they can’t find this info quickly, they’ll leave.

No Licensing Proof

Homeowners want to verify legitimacy. This means you need to make license numbers easy to locate.

Keyword Stuffing

Writing for search engines instead of humans makes content unreadable and erodes trust.

Too Many CTAs

Offering 10 different actions confuses visitors. Stick to one or two primary actions per page.

No HTTPS

Sites without SSL certificates appear untrustworthy and rank lower in Google searches.

You can grow your contractor business by improving your website's UX . Once your website has been fixed, this can keep visitors engaged and guide them naturally toward becoming clients.

How to Make It Easy for Clients to Hire You Just with CTAs

Calls-to-action are the bridges between browsing and booking. Get these wrong and your conversion rate crashes. Here’s how to get them right:

Follow Action Button Best Practices

You need to use specific action language: "Free Estimate," "Book Now," "Schedule Today." Another best practice is to make buttons stand out with contrasting colors. Placing them above the fold and repeating them throughout the page is also recommended.

Have Multi-Path Contact Options

When creating CTA buttons and phrases, there are multiple ways you can offer for someone to contact you:

Phone number (always visible, click-to-call on mobile).
Short contact forms (5 fields or less).
Live chat for quick questions.
Text messaging option.
WhatsApp if your market uses it.

Add Mobile Sticky Elements

When you design and optimize for mobile, there are sticky elements that you can add. Add a bottom contact bar that stays visible as users scroll, or include click-to-call and a form button.

Create Urgency

One strategy to successfully convert is to use urgency or scarcity on your CTAs. Phrases like "Limited Stocks" or countdown timers for special offers push fence-sitters to act now instead of later.

How to Get Submissions Through Lead Magnets and Forms

Lead magnets give visitors something valuable in exchange for their contact information. This helps you grow your email list, nurture potential customers, and turn interest into future sales.

Have 10x Lead Magnet Ideas

Your lead magnet should solve a specific problem your audience already has. Instead of generic PDFs, offer practical lead magnets could be:

Downloadable guides and checklists
Cost calculators
Seasonal maintenance checklists
How-to videos
Project planning templates

The key is relevance and usefulness. And having a strong lead magnet positions you as a helpful expert, and not a pushy salesperson.

Follow Form Optimization Rules

Long forms kill conversions. So, keep initial forms to 5 fields or less: name, email, phone, zip code, and maybe one qualifying question. You can always ask for more details later. You can then add thank-you pages to your sequence that confirm their submission and tell visitors what happens next.

Have a Live Chat Feature

Live chat can help answer quick questions and qualify leads. But contractors, phone calls are still the best way to convert. We recommend only using chat to support your main contact methods, answering quick questions, and not fully replacing calls.

How to Not Lose Leads From Your Site

Mobile speed is no longer optional when it comes to conversions. It can be the difference between getting a lead and losing one because your site loads too slowly or doesn’t work well on a phone.

Know the Mobile Reality

As mentioned, 64% of contractor website traffic comes from mobile devices, and 53% of mobile users abandon sites that take longer than 3 seconds to load. That means slow sites lose more than half their potential lead before the page even appears.

Follow Speed Optimization Tactics

For you to have a good loading speed for your website and mobile, you may need to hire a technical person for these tasks:

Compress all images before uploading.
Use a CDN (content delivery network) to serve files faster.
Test your site with Google PageSpeed Insights and fix the issues it identifies.

Use Thumb-Friendly Mobile Design

Always make sure that you follow the mobile-first web design .

Large, tappable buttons.
Forms to 5 fields or fewer on mobile.
Auto-fill for name, email, and phone fields.
Tap targets are at least 48x48 pixels, so people don't mis-tap.

Why Social Proof, Reviews, and Testimonials Build Trust

Trust signals such as having social proof, real customer reviews, and client testimonials often answer the unspoken question every visitor has: "Can I trust these people with my money and my home?" By having a review builder system , you can provide the reassurance they need to move forward. And when done right, these trust signals reduce hesitation, increase confidence, and make visitors more likely to convert.

Reviews Near Every CTA Reinforce Credibility

Displaying 5-star reviews near call-to-actions builds immediate trust and tangible proof that others have had positive experiences with your business. Visitors see that real people, not just marketing claims, have successfully used your services.

Display Licenses and Badges Signal Professionalism

Licenses, insurance badges, and certifications signal that your business is legitimate, accountable, and compliant with industry standards. Seeing these symbols demonstrates that you are professional and trustworthy.

Real Team Photos Humanize Your Brand

Photos of your actual team, trucks, and job sites build trust, too. When visitors recognize your team as real professionals, they feel more confident that your business is genuine, approachable, and capable of delivering quality work.

Videos Provide Transparency and Build Connection

A 30-second owner introduction, process walkthrough, or before-and-after project shows your expertise, credibility, and professionalism. These short videos remove the uncertainty and doubt, allowing them to see and hear the people behind the brand.

Social Proof Examples Validate Reliability

Case studies, media mentions, and guarantees provide proof that your business consistently delivers results. Sharing success stories also works psychologically to show prospects that your business is a safe and reliable decision.

Know What’s Working Through Technical Setup and Analytics

You can't improve what you don't measure . That’s why proper tracking always helps you to understand what's working and what isn't.

Not sure this is something old folks would say.

Set Up Tracking and Analytics

Start with Google Analytics and configure conversion goals for form submissions and phone calls. Use Hotjar or similar tools to see heatmaps of where people click and track form abandonment to see where people give up.

Add Schema Markup for Better Visibility

Once tracking is in place, help search engines understand your business better. To do this, add local business schema and service schema to your site. This structured data can earn you rich snippets in search results, which means more clicks.

Run A/B Tests to Find What Works

With tracking and schema handled, start testing improvements. Testing removes guesswork, and you can change one thing at a time. To test, try different headlines, button colors, or CTA copy. You can also use Google Optimize or similar tools to run tests properly.

Fix Core Web Vitals Issues

You mustn’t ignore Google’s Core Web Vitals: speed, interactivity, and visual stability. It is always important to fix issues identified in Google Search Console. This is because fast, stable sites rank and convert better, as visitors don't get frustrated waiting for pages to load. We need to bridge this with the sentence before it.

Test, Measure, and Improve Your Conversions

Conversion optimization isn't a one-time project, but rather an ongoing process that gets better with consistent attention. Here’s how you should do it:

Track key performance indicators (KPIs).
Run monthly audits for your website.
Use the right tools to measure performance.

Actionable Next Steps

Ready to improve your website conversion? Here's your action plan: Tone is off with this.

Audit Phase: Run your site through Google PageSpeed Insights to check speed. Then, review your current conversion rate in Google Analytics.
Prioritize What to Fix: Start with mobile speed optimization. Then fix your CTAs and make sure they're visible and clear.
Test and Iterate: Make one change per week, or track the results. Keep what works and drop what doesn't. This small, consistent improvements add up to major gains.
Get Expert Help : If you need a professional analysis of your website's conversion potential, visit Locallogy to learn more.

Ready To Stop Losing Leads And Start Converting More Traffic Into Jobs?

Every visitor is a potential customer, and every lost conversion is money left on the table. Your next customer is already on your website, all you need to do is make sure they stay put and contact you.

Check out Locallogy today to discover how our local marketing and web design services can help your contracting business thrive in 2026 and beyond. We are a boutique digital marketing agency with over 17 years of industry-specific experience, specializing in helping contractors like you turn traffic into booked jobs.

After working with contractor businesses in roofing, HVAC, plumbing, and remodeling, we’ve seen the same conversion issues repeat across websites of all sizes. From analyzing gaps to restructuring service pages, we’ve tested what actually drives more booked jobs.

Want to see how your website is performing? Schedule a free strategy call today!

FAQs About Contractor Website Conversion

How to Outrank Your Competitors in Local Searches

Fri, 25 Oct 2024 13:11:01 GMT

As a business owner, you know a successful company isn’t built overnight. Likewise, climbing the search engine rankings is not a one-day task. There’s a certain amount of work involved, but the rewards are well worth it.

Search engine ranking matters. It's always mattered, since the dawn of search engines. And the simple fact is, your search engine ranking will always be vital to your brand's success. Consider that 75% of users will never click past the first page of search results —that means a pretty good ranking isn't good enough. If your competitor is on the first page of Google’s search results and you’re on the second page, guess where your potential customer is headed... probably not to your site.

So how do you outrank your competitors? Unfortunately, there's no single answer to this question. Increasing your search engine ranking involves a combination of tactics that can depend on your business vertical, customer base, location, and frankly, who you talk to. Different marketing experts will, undoubtedly, recommend different approaches.

But no matter your line of business or location, there are simple steps you can take, basic building blocks you can use, to begin the process of boosting your local business’s search ranking.

Register Your Company with Local Business Directories

There's an abundance of business directories out there. Some are general, like Google Business or Bing Places. Others are very specific, like realtor.com or Houzz . Registering with business directories (and Google Business Profile ) is an important step in getting your site ranked higher in search results.

The benefit here is two-fold. First, business directories provide search engines with verified information about your business, such as your location, contact details, and operating hours, helping to improve your online visibility and credibility. Each listing acts as a backlink, enhancing your website’s authority in local search results. And second, being present in these directories allows potential customers to find you more easily and helps establish trust, which can lead to higher traffic and conversions for your business.

Ensure Your Name, Address, and Phone Numbers Are Consistent

If you’re fortunate enough to have a simple physical address and single phone number for your business, you may not have trouble keeping your business contacts consistent across the internet. But most businesses aren’t that lucky.

Search engines ( especially Google) like it when things are consistent. Be sure your company name and address are the same wherever they’re listed. This means same spelling, same abbreviations, same punctuation.

If your address is listed as 123 S Main on your Google Business Profile , but it’s 123 South Main Street, Suite 101 on your website , there’s bound to be a disconnect. You don’t want Google (or your customers) to be confused.

Settle on a format for your physical address and always reference it in exactly the same way—on your website, in directory listings, on social media, and everywhere else.

Same goes for phone numbers. Do you have a toll-free number and a local number? If you want to reference them both, that’s fine. But be sure you reference the same numbers everywhere. If it's too hard to keep track of your toll-free and local numbers, it's best to just pick a single contact number and stick with it.

Include Local Keywords on Your Website

When non-marketing folks see the term “keyword” they sometimes get a little tense. There's a lot a massive amount of information floating around about keywords and their role in marketing. Don’t worry, this isn’t going to be a full-blown lesson in SEO .

If you're new to SEO and keywords, understand that optimizing your web pages and blog with local keywords is as simple as including your location and likely terms your customers are searching for in your content. Do you run a yoga studio in Detroit? Work phrases like “Detroit yoga studio” and “beginners yoga in Detroit” into your content.

Sure, SEO and keywords can get much more advanced. But when you're just starting out, the point is identifying the words and phrases your customers are likely to search for, then including those generously (without overdoing it) throughout your website and blog.

But be careful—Don't randomly use keywords and phrases in a way that doesn’t make sense with your content. And don’t just place words haphazardly around a web page. Search engines will prioritize websites with in high-quality content in search results. Sites with interesting, helpful content routinely rank higher than sites with low quality content. Take the time to use keywords and phrases in a way that flows seamlessly with the rest of your site copy or blog post.

It’s a Marathon, Not a Sprint

The sites you see on Google’s first page of search results are there for a reason—they're working for it. They understand building a strong online presence develops gradually and with consistent effort.

Climbing through search engine rankings requires ongoing adjustments, content updates, and patience as algorithms evolve. By focusing on sustainable strategies and consistently providing value to your audience, you’ll lay the groundwork for long-term visibility and lasting results that surpass any short-lived, quick fixes

Ready to take your search ranking to the next level? Give Locallogy a try. We’re pros at moving local businesses up the search engine ranks.

Boosting Customer Conversion with In-Store Communication

amberdb000@gmail.com (Amber Blevins) — Fri, 18 Oct 2024 13:55:46 GMT

Local businesses need to leverage every opportunity to convert leads into loyal customers —this is nothing new. And while digital marketing plays a crucial role in attracting potential clients, it’s often in-store communication and marketing efforts that can significantly enhance customer conversion rates.

Service providers, local such as kitchen and bath remodelers, face unique challenges in creating a seamless online and in-store marketing experience due to the complexity and customization involved in their services. Unlike retail businesses that can directly showcase products online, service providers often require personalized consultations to understand client needs, which complicates the transition from digital interaction to in-store experience.

This means local service providers need to get creative, finding solutions that connect online and offline marketing strategies to increase customer engagement. Here's how to effectively integrate in-store communication with your digital efforts to boost your local service business.

The Importance of a Cohesive Strategy

A cohesive marketing strategy ensures your message is consistent and reinforces your brand identity across all platforms. For kitchen and bath remodelers and similar service providers, this means integrating your online presence with the physical experience in your showroom or shop. When customers receive the same message, whether they're browsing your website or visiting your store, it builds trust and recognition.

Consider this : A potential client discovers your website , where your expertise in modern bathroom renovations is highlighted. When they visit your showroom, they should encounter a similar narrative that emphasizes your proficiency in this area. This consistent messaging helps solidify your brand's authority and encourages customers to proceed with a purchase or consultation.

Effective In-Store Communication Techniques

Interactive Displays: Transforming your showroom into an interactive experience can significantly enhance customer engagement. Use digital kiosks or tablets to allow customers to explore design options, view before-and-after project photos, or even use augmented reality to visualize remodels in their own space. This hands-on interaction can make your offerings more tangible and memorable.
Clear Signage and Information: Ensure your in-store signage is clear and informative. Highlight key selling points, such as special promotions, unique services, or awards and recognitions. This information should align with what customers see online, reinforcing the benefits of choosing your services.
Personalized Consultations: Encourage customers to book in-store consultations for a more personalized experience. Train your staff to ask questions about the customer's needs and preferences and use that information to tailor the discussion. Personal touches, like offering coffee or refreshments during consultations, can enhance the customer experience and create a welcoming atmosphere.
Feedback Mechanisms: Implement feedback systems, such as suggestion boxes or digital surveys , to gather customer opinions on their in-store experience. Use this feedback to continuously improve your in-store marketing efforts and address any pain points.

Integrating In-Store and Digital Efforts

Cross-Promotion: Use digital channels to promote in-store events such as open houses, workshops, or special sales. Encourage online followers to visit your showroom by offering exclusive in-store discounts. Conversely, use in-store signage to promote your social media profiles or website , encouraging customers to engage with your brand online.
Unified Branding: Ensure that your branding elements, such as logos, color schemes, and messaging, are consistent across all customer touchpoints. This consistency strengthens brand recognition and reassures customers that they are dealing with the same trusted business, whether online or offline.
Customer Data Integration: Use customer relationship management (CRM) systems to track customer data from both online and in-store interactions. This data can provide valuable insights into customer preferences and behaviors, enabling you to tailor marketing efforts and improve the customer experience.

Balancing Your Digital and In-Store Strategy

By focusing on a cohesive strategy that seamlessly integrates digital marketing with in-store communication, local service providers can enhance customer engagement and increase conversion rates. The key is to create a consistent, memorable experience that reinforces your brand's value and encourages customers to choose your services for their remodeling needs.

With the right approach, you can turn potential leads into satisfied clients who are eager to recommend your business to others.

Understanding Inbound Marketing

Thu, 10 Oct 2024 20:45:15 GMT

Inbound marketing strategies attract customers by creating brand awareness and drawing in customers to your business with content and experiences. Inbound marketing presents information and allows customers to interact with it on their own terms. With this marketing method, the customer seeks out your services and finds you when they need you. It’s about sharing useful information in a way that helps consumers, thereby paving the way for a visit to your store or a purchase on your website.

Inbound marketing is naturally the opposite of outbound marketing, which consists of pushing your brand out to an audience. This type of marketing does not consider whether the customer needs your services or not, the goal is simply to promote your business. Outbound marketing is sometimes called interruption marketing, because the business initiates the interaction, not the customer. This contrasts with inbound marketing, which is typically more subtle.

Marketers often explain it this way: Outbound marketing is like a megaphone; inbound marketing is like a magnet.

Why Does it Matter?

In the past, outbound marketing was the norm. In fact, for much of history, outbound marketing was really the only way you could market your brand and services. But with the advent of the internet and the monumental changes it caused in consumer behavior, new marketing tactics—namely, inbound marketing—began to emerge.

Consumers are not the same as they once were. The internet has given us the ability to research, learn, and be very selective about how and where we spend our money. Many purchases now begin with a simple online search . Instead of in-your-face ads about any and everything, consumers want to seek out the information they need and interact with that information on their own terms.

Because of this change in consumer behavior, outbound marketing is not as effective as it once was. The non- intrusive nature of inbound marketing has taken over in the digital age.

What Are the Benefits of Inbound Marketing?

It Builds Trust in Your Business

Remember inbound marketing is about sharing and networking. Providing your customers with useful information through blogs, e-books, or other content, goes a long way to build trust in your brand. When customers know they can count on you as an authentic, valuable resource, they’re much more likely to patronize your business and encourage others to do the same.

It Creates Brand Loyalty

If building trust in your business is Part 1, then creating brand loyalty is Part 2. Again, the important thing is making a real connection with your customers. When the connection happens, it automatically plants a seed of trust. Then it’s up to you to nurture that trust and foster a sense of loyalty. You can do this by consistently providing quality content and information, respecting your customers’ communication preferences (i.e. not sending anything unsolicited or spammy,) and sending a consistent brand message. Just like building trust, creating a sense of brand loyalty encourages customers to utilize your services and tell others about them.

It's Cost Effective (and Usually Inexpensive)

For the most part, inbound marketing makes really good financial sense. Regularly posting on a blog, keeping up a steady social media presence, and hosting webinars are all excellent methods of inbound marketing – and they’re all incredibly cheap. Not only is inbound marketing largely inexpensive, the return on investment is generally much higher than any outbound marketing techniques.

On the other side of this, outbound marketing is traditionally rather expensive, results are hard to track, and the ROI’s are often low.

It's Easy to Measure

By its very nature, inbound marketing is easy to measure and track. Because it’s largely done online or in some other electronic format, measuring hits and traffic is simple and can often be done in real-time. Easy tracking means it’s also easy to monitor your results, check your ROI, and quickly pivot when a tactic isn’t working.

How Can I Get Started with Inbound Marketing?

You don’t need a degree in Marketing or a huge marketing budget to get started with this. Begin with the more common aspects of inbound marketing, like blogging . If you already have a blog, be sure it’s up to date and you’re consistently adding new, valuable, content. Share your blog posts around the internet in relevant forums, industry websites, and on your social media feed.

Speaking of social media, it’s another easy way to get going with inbound marketing. Set up social accounts for your business and stay active on them. Interact with your followers and get your brand out there. It’s that simple.

Once you begin to see traffic and interaction with your blog and social media outlets, you might move into email marketing. Invite your blog visitors and social media followers to sign up for your mailing list. Share upcoming events, interesting articles, or special promotions with them.

As your social media following, blog, and mailing list begins to grow, you’ll find moving into other area of inbound marketing will be a natural transition.

Looking for inbound marketing idea for your local business? We’d love to help! At Locallogy , we’re local digital marketing experts and we can’t wait to share our knowledge with you.

The Impact of AI on Google Search: Hype or Reality?

Tue, 08 Oct 2024 14:27:53 GMT

AI's Growing Presence in Search Technology

Artificial Intelligence (AI) has become a prominent force across many industries, and search engines are no exception. With advancements in AI-powered platforms like Bing AI, Perplexity, and YouChat, some believe these new technologies are poised to challenge Google’s dominance. But the real question is—are AI-driven search engines really disrupting Google, or are they just another trend in an already crowded space?

In this article, we will explore how AI is shaping search habits, where Google stands, and what this all means for marketers.

The Current State of Google Search: Still Dominant

Despite all the new advancements in AI, Google remains an immovable force in the search landscape. The numbers tell the story—Google handles over 5.6 billion searches per day , representing over 90% of the global search market . These staggering statistics highlight the sheer scale of Google’s operation and the trust it has built with users worldwide.

One reason for Google’s continued dominance is its ability to evolve with user needs. Google’s search algorithm has undergone numerous updates, like BERT and MUM, to better understand user intent and improve the quality of search results. This allows Google to deliver highly relevant, personalized answers that keep users coming back time and again.

Moreover, Google’s ecosystem is vast. Integrated tools like Google Maps, Gmail, and YouTube provide a seamless experience that is hard to beat. For instance, a user can search for a showroom, check its location on Maps, and book an appointment, all without leaving the Google platform. This level of convenience helps Google maintain its hold on the market while AI competitors scramble to keep up.

AI Search Engines: Emerging Competitors or Temporary Trend?

Several AI search engines are generating buzz for their advanced features, promising an enhanced search experience through chatbots, natural language processing, and even real-time search summaries. Some of the top AI-driven search platforms include:

Bing AI
Perplexity AI
YouChat
Brave Search
Neeva

These tools allow users to engage more interactively with their queries. For instance, you can ask Bing AI for a summary of the best streaming services, and it will return a curated list with pros and cons—something Google’s traditional search results, which still prioritize a list of links, don’t typically offer.

However, as of now, less than 20% of users are navigating both AI and traditional search engines. Most remain loyal to Google, raising the question: Are AI platforms stealing searchers, or are they simply offering a supplementary toolset?

Are AI Platforms Stealing Searchers?

At first glance, it might seem that AI search platforms are on the verge of revolutionizing how we search for information. However, if we dive deeper into the data, it’s clear that the vast majority of users remain loyal to traditional search engines like Google. This isn’t to say that AI-powered search engines aren’t gaining traction, but the numbers show their impact is still minimal.

Let’s look at it this way: AI and traditional search engines are not mutually exclusive. Rather, they serve different purposes for different users. For instance, someone looking for quick information may use Google to find an answer quickly, while someone seeking more in-depth, curated information may turn to an AI-powered platform. As a result, it's safe to say that AI platforms aren't stealing users from Google; instead, they are complementing the search landscape by providing additional options for users with specific needs.

There’s also a learning curve that comes with switching to AI-powered search engines. While Google’s interface has remained familiar for years, AI search engines require users to adjust to a new method of querying. For example, interacting with a chatbot or asking for detailed summaries is a different experience than simply typing a search term and scanning a list of results. For many users, this new way of searching may feel unfamiliar and even unnecessary, especially when Google provides reliable results through a system they already trust.

What Does This Mean for Marketers?

Marketers might be tempted to jump onto the AI search trend, fearing that they’ll fall behind if they don’t. However, the most practical approach is to follow where your target market leads.

Instead of radically shifting focus to AI platforms, marketers should:

Continue optimizing for Google: Most searches still happen here. Stick to the basics by creating content that speaks to your audience's pain points and questions.
Build lasting relationships: Fostering brand loyalty through genuine connections will always win, regardless of algorithm changes.

AI search engines may provide new opportunities, but chasing trends without understanding how they align with user behavior can lead to wasted resources. For now, Google remains the key player in the search game.

The Benefits and Limitations of AI Search

AI search engines do offer some advantages over traditional search engines. For example, the ability to interpret natural language queries more effectively and deliver a concise, human-like response is a game-changer for many users. This feature works especially well for complex questions or requests for summarized information, saving time by eliminating the need to sift through multiple web pages.

However, there are notable limitations. AI search engines are still growing their datasets, meaning they may not yet provide as comprehensive results as Google. Furthermore, they can occasionally produce inaccurate or misleading information, as their models are based on predictive text rather than verified content.

Below is a table summarizing the benefits and limitations of AI search engines:

So, while AI search engines offer exciting possibilities for the future, they are not yet perfect substitutes for traditional search engines like Google.

The Future of AI in Search: A Slow Evolution

As AI technology continues to evolve, its role in search will likely grow. AI can already improve various elements of the search experience, from image recognition to personalized recommendations. But will it ever fully replace traditional search engines like Google?

At present, it seems more likely that AI and traditional search will coexist. AI may become an enhancement that improves specific functions within Google rather than an outright competitor. For example, Google has already integrated AI into its search algorithm with updates like BERT and MUM, which help better understand complex queries and improve search result relevance.

In the near future, AI could assist Google in refining the user experience rather than overthrowing its reign.

Conclusion

As AI search engines continue to develop, there’s no doubt they will play an increasingly significant role in how people find information online. However, at this point, they have not made a significant impact on Google’s dominance. The hype around AI search may eventually prove true, but for now, traditional search engines remain king.

For marketers, the best strategy is to continue focusing on Google while keeping a watchful eye on AI developments. Stick to the fundamentals—create great content, build genuine relationships, and remain adaptable to future trends. This way, no matter where search goes next, you'll be ready.

If you're looking to improve your website's visibility or need help ranking higher in Google search, we can help! Contact us today or call us at (877) 860-2647 to learn more about how we can help boost your online presence.

Understanding the FTC’s New Rule Against Fake Reviews

amberdb000@gmail.com (Amber Blevins) — Fri, 04 Oct 2024 13:44:54 GMT

Online reviews play a crucial role in shaping consumer decisions. For your local business, online reviews are one of the driving forces for attracting new customers and maintaining a solid reputation.

But what happens when the reviews aren’t genuine? The Federal Trade Commission (FTC) has stepped in to address this issue by finalizing a new rule to combat fake reviews and testimonials. Let’s break down what this means for local businesses and why it’s important to pay attention.

The Problem with Fake Reviews

Fake reviews can skew perceptions and mislead potential customers. Imagine you’re a local kitchen and bath remodeler , and your competition has a flood of 5-star fake reviews. This is obviously an unfair disadvantage to your business, particularly if you offer superior service and quality. Fake reviews not only deceive consumers but also undermine honest businesses striving to do right by their customers.

What the New FTC Rule Entails

The FTC’s new rule is clear-cut: it prohibits the sale, purchase, and creation of fake or false consumer reviews and testimonials. This includes:

Banning the Buying and Selling of Reviews: Whether they're positive or negative, paid-for reviews that aren't genuine are a thing of the past. This measure ensures a level playing field where businesses can compete fairly without resorting to deceptive tactics.
Addressing Insider Reviews: The rule extends to undisclosed insider reviews. This means employees or business associates can’t write reviews without disclosing their relationship to the business.
Tackling Review Suppression: Businesses can no longer hide or remove reviews that don’t favor them. This transparency is crucial for maintaining consumer trust.
Misuse of Social Media Indicators: False claims about social media endorsements or likes are also under scrutiny, ensuring that what consumers see is authentic.

Penalties for Violators

With these new rules, the FTC now has more authority to impose penalties on those who violate them. This includes fines and other forms of enforcement aimed at deterring businesses from engaging in deceptive practices. For local businesses , adhering to these rules not only avoids penalties but also helps build a trustworthy brand image.

Why It Matters for Local Businesses

Building Trust with Customers: Genuine reviews help build trust with your customers. When potential clients see honest feedback, they’re more likely to choose your business with confidence.
Fair Competition: By eliminating fake reviews, all businesses can compete fairly. This is particularly important for small businesses that don’t have the resources to engage in costly marketing strategies.
Improved Online Reputation: A clean, genuine online reputation means that when you receive positive reviews, they truly reflect the quality of your service or product. This authenticity can lead to increased customer loyalty and word-of-mouth referrals.

Practical Steps for Local Business Owners

Encourage Honest Reviews: Ask satisfied customers to leave reviews . Offering exceptional service naturally leads to positive feedback, which will benefit your business in the long run.
Monitor Your Online Presence: Regularly check review platforms for any suspicious activity. If you spot a fake review, report it to the platform immediately.
Educate Your Team: Ensure that everyone in your business understands the importance of authentic reviews and the implications of the FTC’s rule. This knowledge will prevent any accidental violations.
Leverage Customer Feedback: Use genuine reviews as a tool for improvement . Constructive criticism can provide valuable insights into how you can enhance your customer experience.

Looking Ahead

The FTC’s rule against fake reviews marks a significant step toward fostering a more honest and transparent marketplace. For local business owners, this is an opportunity to strengthen customer relationships, uphold integrity, and stand out based on real value and service excellence. By prioritizing authenticity in your business practices, you not only comply with regulations but also pave the way for long-term success in your local community.

Embracing these changes and focusing on genuine customer interactions will not only align with the FTC’s expectations but also enhance your business reputation, ensuring you remain competitive in the evolving digital landscape.

5 Ways You’re Throwing Away Leads

amberdb000@gmail.com (Amber Blevins) — Sat, 28 Sep 2024 01:13:17 GMT

You work hard to generate leads and attract customers to your local business. You have a carefully considered marketing plan in place, your website is fully optimized, and your Google Business Profile is up-to-date.

But you’ve noticed your leads aren’t converting the way they should. So what’s the deal?

If your local business’s lead-to-customer ratio isn’t where it should be, it’s time to take a look at your lead management process and where the breakdown is happening. The harsh truth is, if you’re not capitalizing on your leads, then you’re simply wasting marketing dollars.

Here are five common ways you may be throwing away your leads.

Not Responding

It goes without saying, you have to actually respond to leads if you want those leads to turn into customers.

There are a variety of reasons why you or your staff might not respond to a lead. Often, you’re too busy and it falls through the cracks or you just don’t think the lead is a good fit. But take a moment to consider how many customers you’re pushing toward your competitors by failing to respond to each and every lead.

If you’re not tracking your leads, you should be. Tracking will give you a clear picture of how many leads are actually coming through the door, how many you attempt and achieve contact with, and how many convert into customers.

The data might surprise you.

Taking Too Long to Respond

In a perfect world, someone on your team would respond to every lead immediately. But this isn’t a perfect world and day-to-day business often prevents those instantaneous responses.

If you can’t respond immediately, you at least need to respond quickly. But what is considered quick? Multiple studies have shown the optimal lead response time is 5 minutes or less. That’s right— 5 minutes or less . In fact, you are 10 times more likely to get in touch with an inbound lead 5 minutes after they have contacted you versus even 10 minutes later.

With these stats in mind, it’s worth it to ensure someone on your staff is available to respond to a lead contact at a moment’s notice.

Failing to Include a CTA in Your Response

Whether you’re responding to a lead by phone, by email, or via another channel, it’s always a delicate balance between demonstrating patience and actively pushing them toward the next level in the sales funnel. The task gets even harder when you haven’t told your lead what the next step actually is.

A strong call to action (CTA) is a must-have when you’re responding to leads. Whether you want your lead to book an appointment, set a follow-up call, or do something simple like complete a questionnaire, your CTA needs to be clear and easy to understand.

If your lead is left with any question about what to do next, there’s a risk they’ll look elsewhere for help.

Not Actually Answering the Question or Addressing the Concern

It's natural to want to tell your prospective customers all the great things about your company. And you should—but only to a point.

You know the guy at the party who constantly talks about himself? Don’t be that guy. He’s annoying and eventually, no one wants to talk to him. Likewise, if all you do is brag about how great your company is, your lead is going to get turned off pretty quickly.

Your leads have problems they need solved or questions they need answered. Focus on those issues and tout your company's virtues sparingly and only when appropriate. If you adequately explain how your company can solve the lead’s problem, you will already be demonstrating your company’s expertise.

Neglecting Old Leads

Sometimes old leads are referred to as “dead” leads. But are they really dead? Maybe not.

Consider all the reasons a lead might get moved to the “cold” pile: They never responded to your contact. They’re ultimately not in your target audience. They told you to leave them alone. They weren’t in the market for your services at that time. They had just been laid off and couldn't make a big purchase. They decided to go with a competitor. These are just a few scenarios.

In some of these cases, the lead really is dead (and should be left that way.) If the lead wasn’t in your target customer base anyway, there’s no reason to contact them again. And of course, if a lead tells you to leave them alone, you should.

But in many cases, old leads are worth revisiting. If someone isn’t in the market for your services at the moment , they might be later on. Someone who is on a tight budget when you initially speak to them might have a little more spending flexibility a year down the road.

Don’t miss out on the potential for old leads to become new customers

Does your local business need help attracting new leads? Locallogy can help! Give us a shout .

Locallogy Recognized as Affinity Partner of the Year by BKBG Once Again

Fri, 27 Sep 2024 14:50:04 GMT

Introduction

Running a kitchen and bath remodeling business requires creativity, skill, and a bit of magic. But in today's digital age, getting quality leads doesn’t have to be as hard as it once was. Enter Locallogy, a boutique-style digital marketing agency that's been making waves—and winning awards. For the second time, Locallogy has been honored with the Affinity Partner of the Year Award by The Bath and Kitchen Buying Group (BKBG).

In this blog post, we'll celebrate Locallogy's achievements, explore what makes them stand out, and show how their innovative digital marketing solutions can benefit small business owners in the kitchen and bath remodeling industry.

The Significance of the Award

Winning the Affinity Partner of the Year Award is no small feat. It's an accolade that recognizes Locallogy's unwavering commitment to delivering exceptional digital marketing services to BKBG members. This award confirms Locallogy's position as a leader in providing innovative solutions that drive leads, increase website traffic, and boost conversions.

Why Locallogy Stands Out

Expertise in Digital Marketing

Locallogy is not just another digital marketing agency; they are experts in the field with a proven track record. Their team of professionals specializes in local SEO, paid search, website design and development, and lead generation tools. Each service is tailored to meet the unique needs of kitchen and bath remodeling businesses.

Innovative Solutions

What sets Locallogy apart is their commitment to innovation. They continually develop new services that push the envelope and help BKBG Shareholders grow their businesses. From cutting-edge SEO strategies to state-of-the-art website designs, Locallogy ensures that their clients stay ahead of the competition.

Education and Support

Locallogy goes beyond just providing services; they educate and train their clients on leveraging digital marketing to its fullest potential. This hands-on approach empowers business owners to take control of their marketing efforts and achieve sustainable growth.

Locallogy’s Journey with BKBG

A Partnership Built on Trust

Since becoming an affiliate member of BKBG in 2016, Locallogy has built a strong and trusted partnership with the organization. This relationship has been mutually beneficial, with Locallogy helping BKBG members achieve their business goals through tailored digital marketing solutions.

Consistent Performance

Locallogy's dedication to excellence has been consistent over the years. Their performance at the BKBG 2022 annual shareholder conference, where their exhibitor booth was a hub of activity, is a testament to their continued impact and value to the community.

Customer Testimonials

Don’t just take our word for it. Here’s what some of Locallogy’s satisfied clients have to say:

Hillary Ciarlante: "Our website is exactly what we envisioned and very easy to navigate. The support we get from Locallogy is extremely helpful and prompt."

Amanda Hoff: "I wouldn’t change a thing about the website design and development process with Locallogy! I really enjoyed the level of communication they provided throughout the entire design process."

Dennis Ketcham: "Bryan and his team at Locallogy have been great for my marketing efforts on two separate divisions. They have also been quite understanding about this uncertain time."

How Locallogy Can Help Your Business

Local SEO

Local SEO is crucial for kitchen and bath remodeling businesses. Locallogy helps you rank higher in local search results, making it easier for potential clients to find you online.

Paid Search

With Locallogy's paid search services, you can get immediate visibility on search engines. Their targeted campaigns ensure that your ads reach the right audience, driving qualified leads to your business.

Website Design and Development

First impressions matter. Locallogy designs visually stunning and user-friendly websites that leave a lasting impression. Their websites are optimized for both desktop and mobile, ensuring a seamless user experience.

Lead Generation Tools

Locallogy provides advanced lead generation tools that help you capture and convert leads. From contact forms to landing pages, their tools are designed to maximize your conversion rates.

The Impact of Winning the Award

Winning the Affinity Partner of the Year Award for the second time is a milestone that reaffirms Locallogy's dedication to excellence. It highlights their ability to deliver results and reinforces their reputation as a trusted partner for BKBG members.

The Future with Locallogy

Looking ahead, Locallogy is committed to continuing their partnership with BKBG and helping more kitchen and bath remodeling businesses achieve success. With a focus on innovation and client satisfaction, they are poised to remain at the forefront of digital marketing for years to come.

Conclusion

In the competitive world of kitchen and bath remodeling, having a reliable digital marketing partner can make all the difference. Locallogy’s second Affinity Partner of the Year Award from BKBG is a testament to their expertise, innovation, and commitment to client success. If you're ready to take your business to the next level, consider partnering with Locallogy and experience the benefits of their award-winning services.

Ready to elevate your digital marketing game? Contact Locallogy today and learn how they can help your business thrive.

Repurposing Your Website's Content (Why and How)

amberdb000@gmail.com (Amber Blevins) — Fri, 20 Sep 2024 14:38:56 GMT

As a local business owner, you're faced with the constant challenge of standing out amidst the noise and capturing the attention of your target audience. But there’s something many business owners don’t realize—your website is a goldmine of content that can be repurposed to boost your online visibility and engagement. From your blog posts, social media content, images, and videos, to FAQ's and customer testimonials, each piece of content can find new life and reach a wider audience.

By repurposing this content strategically, you can enhance your online visibility, engage your audience, and drive valuable traffic to your business.

Why Should I Repurpose Content?

Repurposing content helps you maximize your marketing efforts. It allows you to present existing information in a fresh format that could appeal to a different audience segment or platform. Plus, it's a time-efficient way to keep your digital channels active and engaging.

How Can I Repurpose My Content?

To kickstart the process, do a deep dive into your site’s existing content and identify the most valuable bits and pieces. Spend a fair amount of time on this—a quick skim won’t cut it. Review each of your website’s service or product pages, read through your FAQ page, and spend some quality time scrolling back through your blog posts.

Investing time in this initial review will help you find those especially good nuggets of content. Then, once you've gathered a nice cache of high-quality content, you can get started on the task of repurposing.

Transform Blog Posts into Infographics

Infographics are a visually captivating way to convey information. They're highly shareable and easily consumed, making them perfect for social media.

Turn Images into Videos

Combine images from your website or social media posts to create engaging videos. Add some background music, captions, and voila - you've got a brand-new piece of content.

Use Social Media Content for Email Newsletters

Your most popular social media posts can make for engaging newsletter content. It's a great way to ensure your email subscribers don't miss out on your best content.

Create Social Media Posts from Testimonials

Positive customer testimonials can be turned into powerful social media posts. They provide social proof and can help build trust with your audience.

Optimizing Repurposed Content for Search Engines

Repurposing your content isn't just about creating new formats; it's also about optimizing for search engines. The key SEO rules apply here, just as they would with any new piece of content.

Use Keywords Strategically

Incorporate relevant keywords in your repurposed content, especially in titles, headings, and meta descriptions.

Format for Readability

Break up your content into smaller sections with subheadings, bullet points, and images to enhance readability.

Link Wisely

Include internal links to other relevant content on your website. This not only boosts SEO but also keeps visitors engaged longer on your site.

Social Sharing

Encourage social sharing of repurposed content by incorporating social sharing buttons, promoting engagement, and optimizing the content for each social media platform.

Get Started

Don't let your existing content gather digital dust!

Repurposing content is not only a cost-effective strategy but also a way to breathe new life into valuable information you've already shared with your audience. By repackaging it into different formats, you can reach new audiences, increase engagement , and establish yourself as an authority in your industry.

So, dive into your content archives, get creative, and make the most of your existing assets. Your business's online visibility and engagement are waiting to soar to new heights!

5 Must-Ask Questions for Choosing the Best SEO Partner

Fri, 13 Sep 2024 15:44:01 GMT

When it comes to local business success, having a strong SEO strategy is essential. Search engines and their algorithms are constantly evolving, just as the internet itself constantly changes. Staying ahead of the curve can be overwhelming for many local business owners.

If you want your website and brand to reach its full potential in an ever-changing digital landscape, then hiring a knowledgeable and reliable SEO consultant could be just what you need. Knowing how to choose the best SEO partner can make all the difference when it comes to realizing long-term growth in organic traffic, improving rankings in search engine results, and boosting conversions.

Check out these must-ask questions when you’re choosing an SEO partner.

Question 1: What experience do you have in SEO and digital marketing strategies?

Before engaging the services of any SEO professional, it is important to get an idea of their background in the field. Asking about their training and experience in the SEO and digital marketing space can help you assess whether or not the consultant is knowledgeable and reliable. As with most things, it’s often best to find an SEO partner that has a combination of both experience and training.

Experienced SEO professionals can provide a wealth of knowledge and insight into what works and what doesn't. They can utilize their past experiences to help create successful campaigns and strategies.

However, someone with perhaps less experience but more recent training can also be beneficial. New professionals can bring fresh ideas and perspectives that can be used to enhance the existing strategies. They may also have a better understanding of current trends in the industry, which can help to shape future campaigns and strategies.

Question 2: How will you measure success and report back to me on progress?

Tracking and reporting is a fundamental part of SEO. It’s important that your prospective SEO consultant can explain—clearly and in detail—how they’ll track, measure, and report the results of your SEO efforts.

Any SEO professional should measure success based on a variety of metrics, such as organic traffic, keyword rankings, and conversions. They should be able to provide you with detailed reports on visibility trends for your website and keep track of changes over time. Your SEO partner should also provide insights into keyword optimization efforts and provide detailed information on backlinks from other websites.

Don’t forget to ask about the cadence of these updates. Will you receive reports weekly? Monthly? Quarterly? And how frequently will your SEO partner assess the results and recommend changes?

Question 3: Are you skilled in specialized search engine optimization, such as local SEO?

Naturally, a local business has far different SEO needs than those of other types of businesses. When speaking with a prospective SEO partner, ask about their experience and skills specific to local SEO. Don’t be afraid to ask for examples or case studies detailing their past successes with local SEO campaigns.

You should also inquire about their strategy for optimizing your local search presence. This may include tactics such as optimizing your Google Business Profile , building local citations , and targeting hyper-local keywords.

Remember, an SEO professional that’s highly successful with national or international businesses may not be the right fit for a local business.

Question 4: Are you proficient in all three aspects of SEO—on-page, off-page, and technical?

SEO is comprised of three main components: on-page SEO, off-page SEO, and technical SEO.

On-Page SEO refers to the optimization of individual web pages to rank higher in search results and attract more organic traffic.
Off-Page SEO revolves around building external signals and relationships that can impact website rankings in search engine results pages, such as link building .
Technical SEO focuses on optimizing the technical aspects of a website to make it more search-engine friendly.

A successful SEO professional should be skilled in these three components and have a very clear understanding how each piece works together. Without proficiency in all three areas, an SEO partner could actually cause harm to your website's rankings and overall visibility in organic search.

Question 5: How quickly can I expect to see results from your services?

Don’t shy away from asking a prospective SEO partner about timing. How long does their process take? How long will it be before you start seeing results?

Remember, SEO is a marathon, not a sprint. Beware of any SEO professional who promises very rapid results or guarantees page one ranking in specific number of days or weeks. That's just not how SEO works.

Remember, SEO requires ongoing maintenance and adjustment, and patience is part of the process. Someone with real-life experience in SEO will know and understand this. And while no SEO professional should promise a very specific result in a very specific timeframe, a dependable consultant will be able to provide a general timeline for when results can reasonably be expected.

Finding the Best SEO Partner

The truth is, finding the right SEO consultant for your local business isn't always easy. Taking the time to ask the right questions, analyze their expertise and background, and speaking with a variety of professionals can go a long way in making sure that you're selecting the best possible advisor for your business's needs.

Experienced SEO professionals can drive search engine performance while providing valuable insight into content strategy, competitor analysis, and other facets of digital marketing. With a reliable partner and well-crafted strategy, you can take your local business to the next level.

3 Proven SEO Actions for Your Kitchen & Bath Remodeling Business

amberdb000@gmail.com (Amber Blevins) — Thu, 05 Sep 2024 13:43:37 GMT

In the competitive world of kitchen and bath remodeling, standing out online can significantly boost your business. But all the intricacies of digital marketing can be overwhelming—especially if you’re just starting out. Fortunately, there are simple, effective SEO tactics that even the most tech-averse business owners can implement.

These strategies will not only enhance your online visibility but also attract more potential customers to your services.

1. Develop Informational Content to Build Authority

Creating topically relevant, educational content is crucial for establishing your authority in the kitchen and bath remodeling industry. Write blog posts or create videos that cover topics such as design trends, DIY tips, maintenance advice, or the benefits of various materials. Sharing your expertise not only positions you as an industry leader but also provides content that can be shared on social media, increasing your visibility.

Make sure this content is optimized for local searches by including your city or region in the titles and throughout the content. This helps ensure that when people search for remodeling services in your area, they're more likely to find your business.

2. Create Cost Pages to Educate and Attract Customers

One of the most effective ways to draw potential clients to your website is by creating detailed cost pages. These pages should provide clear, comprehensive information about the costs associated with kitchen and bath remodeling services . With the understanding that each remodeling job is unique, a cost page can break down the range of expenses, including materials, labor, and any additional charges that might arise. Make sure to include information about financing options if available, as this can be a deciding factor for many customers.

Cost pages do more than just inform; they engage visitors who are further along in the purchasing process and attract passive links from other sites referencing cost data. This strategy not only helps to establish trust with your audience but also improves your search engine rankings by driving traffic to your site.

3. Build Interactive Calculators for User Engagement

Interactive tools such as cost calculators are a great way to engage visitors on your website. These tools allow potential customers to input their own data and get a personalized estimate of their remodeling project costs. Not only does this feature keep users on your site longer, but it also collects valuable data and insights into what your potential customers are looking for.

Designing a calculator doesn't have to be complicated. Start by focusing on the most common questions your customers have. For example, you could create calculators for estimating the cost of different materials, calculating labor costs based on the size of the project, or even determining potential savings from energy-efficient installations. The key is to make sure the calculator is user-friendly on both desktop and mobile devices .

Use Effective Traffic-Driving Strategies

By implementing these SEO tactics, your kitchen and bath remodeling business will have a more established online presence and attract more local clients.

Remember, SEO is a continuous process and requires regular attention and updates. However, with these strategies as your foundation, you’ll be well on your way to digital success. Keep these tips in mind as you create or update your website and content to effectively reach and engage with potential customers. Happy remodeling!

Safeguarding Your Small Business: Cybersecurity Best Practices

amberdb000@gmail.com (Amber Blevins) — Fri, 30 Aug 2024 14:54:52 GMT

We all hear the news of data breaches and cyber attacks involving huge, well-known companies. It sometimes seems a new one pops up every week. But in reality, small and medium-size businesses are far more likely to fall victim to cyber security issues. The startling fact is that almost half of all cyber attacks affect small businesses.

According to one study, 43% of all cyber attacks target small businesses.

Unfortunately, only about 14% of small businesses are prepared to adequately deal with a cyber attack. As a small or medium-sized business owner, it’s crucial to understand the importance of cybersecurity and take proactive steps to protect your customer data, trade secrets, and digital infrastructure.

The Importance of Cybersecurity

Recognizing the potential consequences of a cyber attack is the first step in prioritizing cybersecurity. Breaches can result in reputational damage, financial loss, legal liabilities, and even the permanent closure of your business.

60% of small businesses that experience a cyber attack ultimately go out of business within six months.

Acknowledging the value of your customer data, trade secrets, and digital assets is critical when planning and implementing effective cybersecurity measures.

Protecting Customer Data

Safeguarding customer data is paramount for businesses that handle sensitive information such as personal demographic details or payment information. Follow these best practices:

Data Encryption : Encrypt sensitive data both at rest (stored on servers or devices) and in transit (being transmitted over networks).

Secure Payment Systems : If you accept online payments, ensure that your payment systems comply with Payment Card Industry Data Security Standard (PCI DSS) requirements.

Limited Access : Grant access to customer data only to authorized employees who truly need it for their roles.

Regular Data Backups : Backup customer data regularly to protect against data loss from ransomware attacks or hardware failures.

Securing Digital Infrastructure

Your digital infrastructure encompasses your website , online payment systems, mobile apps, and other digital assets. Here's how you can protect them:

Strong Passwords : Ensure that all accounts have unique, strong passwords and consider implementing multi-factor authentication for added security.

Regular Software Updates : Keep all software, including content management systems, plugins, and apps, up to date to patch vulnerabilities.

Secure Web Hosting : Choose a reputable web hosting provider that offers robust security features, such as firewall protection and regular backups.

Website Security : Implement SSL/TLS certificates to secure data transmitted between your website and users' browsers. Regularly scan your website for vulnerabilities using tools like web application firewalls.

Employee Education and Awareness

Employees play a critical role in maintaining cybersecurity. (Human error accounts for about 52% of security breaches !) Educate your staff about common cyber threats and best practices:

Phishing Awareness : Train employees to identify phishing emails, suspicious links, and deceptive messages.

Password Hygiene : Promote the use of strong, unique passwords and discourage password sharing or writing them down.

Social Engineering : Teach employees to be cautious about sharing sensitive information or credentials, both online and offline.

Partnering with Cybersecurity Experts

Consider engaging the services of cybersecurity professionals to perform vulnerability assessments, penetration testing, and provide tailored recommendations. They can help identify weaknesses in your systems and provide guidance on implementing robust security measures.

Act Now

Cybersecurity is not a luxury; it's a necessity for small and medium size businesses. Protecting your customer data, trade secrets, and digital infrastructure requires a proactive approach. By prioritizing cybersecurity, implementing best practices such as securing customer data, protecting digital assets, educating employees, and seeking professional guidance, you can fortify your business against cyber threats.

Take action today to safeguard your business's future. Assess your current security posture, identify vulnerabilities, and implement the necessary measures to protect your business and customer data. Remember, cyber threats are constantly evolving, so ongoing vigilance and continuous improvement are key to staying ahead in the cybersecurity landscape.

Mastering DIY SEO: Prioritizing Tasks for Local Business Success

amberdb000@gmail.com (Amber Blevins) — Fri, 23 Aug 2024 14:17:00 GMT

As a local business owner, navigating the world of digital marketing can feel overwhelming, especially when it comes to search engine optimization (SEO). With so many strategies and techniques to consider, it's easy to feel lost or unsure where to begin.

While all aspects of SEO are important to your overall success, understanding which tasks to prioritize can help you get the most bang for your buck in terms of both time and money. A well-prioritized SEO strategy will significantly improve your online presence, boost your search engine rankings, and ultimately drive more customers to your doorstep.

High-Priority SEO Tasks

These tasks are considered foundational elements that can yield the greatest impact on your online visibility and search engine performance. By concentrating your efforts on these key areas, you'll be better positioned to enhance your website's credibility and attract potential customers in your local market.

Content Creation

Content is king in the digital world. It refers to the information you provide on your website , including blog posts, product descriptions, and landing pages. Quality content answers your customers' questions, provides value, and showcases your expertise.

Why prioritize it?

Search engines love fresh, relevant content. By consistently providing useful information, your website is more likely to rank higher in search results. This not only attracts new visitors but also establishes trust and authority in your industry.

Keyword Research

Keywords are the terms and phrases your potential customers use to find products or services like yours. Identifying the right keywords to target is crucial for attracting the right audience.

Why prioritize it?

Using the right keywords helps search engines understand what your content is about, making it more likely to appear in searches relevant to your business. This increases the chances of reaching people who are actively looking for what you offer.

On-Page Optimization

On-page SEO involves optimizing individual web pages to rank higher and earn more relevant traffic. This includes using appropriate header tags, meta descriptions, and internal linking.

Why prioritize it?

Proper on-page optimization ensures that both search engines and users understand the content of your pages. This can lead to better rankings and improved user experience, which can reduce bounce rates and increase conversions.

Local SEO

For local businesses, appearing in local search results is crucial. Local SEO involves optimizing your online presence to attract more business from relevant local searches.

Why prioritize it?

Local SEO increases your visibility to potential customers in your area. By optimizing your Google My Business profile and encouraging customer reviews, you can improve your chances of showing up in local search results, which is especially important for businesses with physical locations.

Lower-Priority SEO Tasks

Though we've designated these tasks as lower priority , it's important to understand they're not unimportant or superfluous. These tasks, though not as immediately impactful, still play a crucial role in your overall SEO strategy. By addressing these areas, you can further enhance your online presence and solidify the effectiveness of your high-priority efforts.

Link Building

Link building is the process of acquiring hyperlinks from other websites to your own. While it’s important for boosting your site’s authority, it can be time-consuming and complex.

Why it can wait

For local businesses new to SEO, focusing on content and local optimization can be more impactful. Once these areas are solid, you can gradually incorporate link building to further enhance your online presence.

Technical SEO

Technical SEO involves optimizing your website's infrastructure to make it easier for search engines to crawl and index your site. This includes improving site speed and ensuring mobile-friendliness.

Why it can wait

While essential, technical SEO might not be the best starting point for non-technical business owners. It's often more efficient to hire a professional for these tasks once the basics, like content and local SEO, are covered.

Social Media Integration

Having a social media presence is important—for some industries, it’s very important—but integrating it deeply with your SEO strategy is not immediately necessary.

Why it can wait

Initially, focus on establishing a solid website foundation. Social media can be leveraged later to support your online marketing efforts once your SEO basics are in place.

Striking the Right Balance

Achieving success in SEO requires a balanced approach that carefully integrates both high-priority and low-priority tasks. By focusing on immediate, impactful tasks like content creation and local SEO, you build a strong foundation for your online presence. Meanwhile, gradually incorporating lower-priority tasks such as link building and technical SEO can further enhance your strategy over time.

This comprehensive approach not only boosts your online visibility but also supports sustainable business growth, ensuring that your local business thrives in the competitive digital landscape.

Kitchen & Bath Remodelers: Your About Us Page Should Be a Customer Magnet

amberdb000@gmail.com (Amber Blevins) — Fri, 16 Aug 2024 14:44:31 GMT

You've worked hard to earn the trust of customers as a dependable and creative local kitchen and bath remodeler. You have an eye for design, attention to detail, and dedication to quality that makes your work stand out—so why isn't that reflected on your website’s About Us page?

A stellar About Us page can be a powerful tool in telling the story of your business; after all, prospective customers are often curious about who they're trusting their home renovation project with. Crafted correctly, it can keep visitors intrigued long enough that they send over a contact form or make a phone call, giving you the opportunity to prove just how great of a kitchen and bath remodeler you really are!

Why is an About Us Page Important?

Take off your business owner hat and put on your consumer hat for a moment. Have you ever visited a company's website and clicked on their About Us page, only to find a few generic sentences and no real information on who they are or what they do? It can be frustrating, especially when you’re genuinely interested in getting to know a business before deciding to purchase their products or services. That's why an About Us page is so important—it gives potential customers an inside look into who you are as a company, your values, and your mission.

By telling your unique story, you can build trust and rapport with your audience, which can ultimately lead to more sales and customer loyalty.

What Should (and Shouldn’t) Be Included on Your About Us Page?

Many local business owners struggle with what to include on their company's About Us page. It's important to strike a balance between providing enough information for potential customers to understand who you are and what you do, without overwhelming them with unnecessary details.

Include —Your Personality and Values

Your About Us page should showcase your company's personality, values, and mission statement. This is extremely important.

Consumers want to work with brands that are “real”—where real humans with real personalities are working together. And they want to partner with a company that has a clear set of values. That doesn’t mean the consumer needs to agree wholeheartedly with your specific belief system; it means whatever your core values are, ie. integrity, respect, hard work, need to resonate with the customer.

Include —Your Experience and Expertise

For service providers, like kitchen and bath remodelers , it’s vital to showcase your experience and expertise in the industry. This should be interesting and engaging, not a dry list of facts or a copy/paste of your resume.

Many K&B remodelers have a wealth of specialized experience or a unique motivation that makes them stand out from their competition. This kind of information is perfectly suited for your About Us page. It makes you different and special, which will intrigue your site visitors and encourage them to learn more about your company.

Be sure to include your company's history, unique value proposition, and team members' bios, as well as any accolades or awards your business has received. Remember, your About Us page is often the first impression potential customers will have of your company, so make it count!

Include —Relevant Images

When it comes to showcasing your work and building a strong brand, including relevant images throughout your website is essential. Not only do images add visual appeal to your site, they also give potential clients a better sense of the services you offer.

Chances are your kitchen and bathroom remodeling website already has a project gallery where site visitors can browse through beautiful photos of your past work. (If not, it should !) That means your About Us page doesn’t need a bunch of project photos. Instead, include photos that tell your brand’s story.

Photos of your company’s community involvement and shots from your latest teambuilding event are always attractive to site visitors. And don’t forget photos of your team members. A photo and short bio for each of your core team members can go a long way toward making a connection with your potential customers. Homeowners on the hunt for a kitchen and bath remodeling firm will love to learn more about the individuals (not just the owner) that might be working on their home.

Do Not Include —Personal or Sensitive Information

It goes without saying, your About Us page should not include any information that you don’t want available to the public. If you don’t want customers calling your personal cell phone, don’t include your cell number on the page (or anywhere else on your site.)

Likewise, don’t include information about other people—whether it’s your employees, your clients, or your vendors—that hasn’t been approved by them to appear online.

Do Not Include —Exaggerations or Misinformation

Using creative language to describe your experience or expertise might be the norm when you’re drafting a resume or running for political office, but it’s best not to do it on your company’s About Us page.

For one thing, consumers are smart and can often see through attempts to create an elaborate backstory or exaggerate your experience. For another thing, it’s quite easy to check almost anyone’s credentials these days. Don’t get caught being dishonest or untrustworthy.

Do Not Include —Industry Jargon

The quickest way to lose your site visitor’s interest is by using a bunch of industry jargon they don’t understand. Use language that’s clear, engaging, and can be understood by anyone outside your industry.

Your About Us Page Should Be a Customer Magnet

Your About Us page is your chance to tell customers about your local kitchen and bath remodeling business and how you can help them. When done correctly, it should provide potential customers with an understanding of what makes you unique and stand out from the crowd of competitors. It should be a place for clear communication that accurately reflects your company's mission statement, services, and overall brand.

Creating an effective About Us page will capture the attention of customers, build trust in your services, and ultimately lead to increased sales.

When Was Your Last Website Update?

amberdb000@gmail.com (Amber Blevins) — Thu, 08 Aug 2024 14:21:37 GMT

If you’re reading this, there’s a good chance you already understand the critical role your website plays in establishing your local business’s online presence and attracting potential customers. But once your website is up and running, you may wonder how often it needs to be updated to stay relevant and effective.

The answer to that question is… it depends.

There isn't a one-size-fits-all rule. The frequency of updates depends on your specific business needs. Fortunately, there are some general guidelines you can follow.

Stay Current with the Times

The digital landscape is constantly evolving, as are user expectations. Websites that remain stagnant risk appearing outdated and unappealing to visitors. Regular updates ensure that your website keeps up with the latest design trends, user experience improvements, and technological advancements.

As a rule, consider revisiting your website's design and content at least every 2 to 3 years. This allows you to refresh the overall look, incorporate new functionalities, and optimize it for better performance on various devices.

Search Engines Love Fresh Content

Search engines like Google prioritize websites that frequently update their content. Fresh and relevant content signals to search engine algorithms that your website is active and engaging. This can lead to higher rankings in search results, driving more organic traffic to your site.

An excellent way to incorporate a steady stream of new content on your site is by adding a blog. Publishing regular blog posts not only improves your search engine visibility but also positions you as an authority in your field, building trust with your audience.

Showcase Your Latest Offerings

Your website serves as an online storefront, and just like a physical store, it should highlight your latest products, services, and promotions. Keeping your offerings up to date enables you to attract potential customers with enticing deals and showcase the value your business provides.

Make it a practice to review and update your product or service pages every quarter. This ensures that visitors always have access to accurate and relevant information about what your business currently offers.

Monitor and Improve User Experience

User experience ( UX ) is a crucial factor in determining how long visitors stay on your website and whether they convert into customers. Regular updates provide an opportunity to analyze user behavior, identify pain points, and make necessary improvements.

Employ tools like Google Analytics to gain insights into user interactions, bounce rates , and popular pages. Use this data to make informed decisions about design changes, content adjustments, and optimizing calls-to-action (CTA's) for better conversions.

Enhance Security and Performance

In the digital world, cybersecurity is of utmost importance. Outdated website software and plugins can become vulnerable to security breaches, potentially compromising your business and your customers' data. Regular updates to your website's backend and plugins are vital to keeping it secure and safeguarding sensitive information.

Website performance plays a significant role in user satisfaction. Regular updates can help you optimize loading times, fix broken links, and ensure seamless navigation, resulting in a more positive user experience.

Is Your Site Due for an Update?

Updating your website regularly is essential for maintaining a strong online presence , attracting more visitors, and converting them into loyal customers. Whether it's refreshing your design, adding new content, or enhancing security, consistent updates demonstrate your commitment to excellence and responsiveness to your audience's needs.

Remember, there’s no firm and fixed rule for how often you should update your website. The frequency of updates may vary depending on your industry, business goals, and available resources. The key is to strike a balance between staying current and providing valuable information without overwhelming yourself. By prioritizing regular website updates, you can stay ahead of the competition and create a meaningful digital experience for your customers.

How to Convert More Organic Traffic

amberdb000@gmail.com (Amber Blevins) — Fri, 02 Aug 2024 12:26:43 GMT

As a local business owner, attracting more organic traffic to your website is only half the battle; converting those visitors into paying customers is the real challenge. But don't worry—effective strategies can help you achieve this without a deep understanding of digital marketing.

By implementing targeted strategies and optimizing your content, you can enhance user engagement and increase conversion rates, ultimately making the most of your organic reach. Here are some straightforward ways to effectively convert more organic traffic into leads and customers.

Optimize Your Website for Mobile

Did you know around 60% of all web traffic comes from mobile devices? If your website isn't mobile-friendly, you could be losing potential customers. A mobile-optimized site ensures visitors have a smooth, enjoyable experience, no matter their device. To make your site mobile-friendly:

Use responsive design
Ensure fast loading times
Simplify navigation

This will keep visitors engaged and more likely to move forward with a purchase or inquiry.

Create Compelling Calls to Action

A call to action (CTA) prompts your visitors to take a specific action, such as "Call Now," "Sign Up," or "Learn More." Effective CTA’s are clear, concise, and placed strategically throughout your site. Here are some tips:

Use action-oriented language
Make them visually appealing
Place them above the fold (the part of the webpage visible without scrolling)

By doing so, you guide potential customers through your sales funnel and increase conversion rates.

Leverage Customer Reviews

People trust other people's experiences. Featuring customer reviews and testimonials on your website can build trust and credibility. Encourage your satisfied customers to leave reviews by:

Sending follow-up emails after a purchase
Offering small incentives like discounts on future purchases
Making it easy to leave reviews on your website or social media platforms

Displaying these reviews prominently can reassure new visitors and encourage them to become customers.

Offer Valuable Content

Content marketing isn't just for big companies; it's also incredibly effective for local businesses. Providing valuable content helps establish you as an authority in your industry and keeps visitors engaged. Consider:

Writing blog posts about common questions related to your products or services
Creating how-to guides
Offering free resources like eBooks or checklists

This content not only attracts visitors but also persuades them to see your business as trustworthy and knowledgeable.

Utilize Local SEO

Local search engine optimization (SEO) helps your business appear in local search results, making it easier for nearby customers to find you. Steps to improve your local SEO include:

Claiming and optimizing your Google My Business listing
Using local keywords in your content and meta descriptions
Encouraging satisfied customers to leave reviews on Google

A strong local SEO strategy means you're more likely to be found by people who are looking for services or products you offer in your area.

Engage Visitors with Live Chat

Adding a live chat feature to your website can significantly enhance the user experience. It allows visitors to get immediate answers to their questions, which can be the deciding factor in making a purchase. Benefits of live chat include:

Real-time assistance
Personalized customer service
Increased trust and satisfaction

Integrating a live chat feature is a relatively simple addition that can have a big impact on your conversion rates.

Transforming Traffic into Customers

Converting organic traffic into paying customers doesn't have to be a complex process. By following a few simple best practices, you can significantly improve your conversion rates and enhance your overall marketing strategy.

These straightforward yet powerful tools can help your local business grow, turning casual visitors into loyal customers who support your brand. Embracing these practices not only boosts conversions but also fosters long-term relationships with your clientele.

5 Essential SEO Metrics

amberdb000@gmail.com (Amber Blevins) — Fri, 26 Jul 2024 20:39:47 GMT

When you set a goal, tracking your progress is vital. This is true for just about anything in life. No doubt, you measure all sorts of things in your local business to ensure you’re on course, from sales, to labor efficiency, to budgets.

Likewise, when you’re using SEO as part of your business’s marketing plan, it’s imperative you keep close track of its performance. While SEO isn’t a strategy that works overnight, it is flexible and can be easily adjusted as needed. And you'll know when to make those adjustments based on the performance metrics.

Here are five metrics you should keep an eye on in any SEO campaign.

Organic Traffic

The mother of all SEO metrics is probably organic traffic. This is the traffic that comes to your site from an unpaid source; not traffic from paid ads. Organic traffic is really why you’re doing SEO in the first place, so monitoring it is a no-brainer. Tracking your site’s organic traffic will help you identify if the foundations of your SEO campaign are working.

You can check up on your organic traffic via your Google Analytics dashboard. If you’re working with a digital marketing partner like Locallogy , you should get regular progress reports.

Organic Conversions

Organic conversions go hand-in-hand with your site’s organic traffic. Organic conversions are the visitors on your site (from an organic source, like Google) who take some sort of action. This could be signing up for your mailing list, downloading a white paper, or better yet, setting up an appointment with you.

Measuring your organic conversions helps to ensure you’re targeting the right audience in your SEO efforts. If you’re a kitchen and bath remodeler, you naturally want website visitors who are interested in having their kitchens or bathrooms renovated. People who are shopping for new bath towels aren’t quite your ideal customer.

If your organic conversions are low, it could be a sign your SEO isn’t targeting the best audience.

Keyword Ranking

When business owners think of SEO , many assume it’s all about keywords. While SEO is much more than just using the right keywords, they are vital to the process.

Using effective keywords on your website and then measuring your site’s performance can give you early insight into the success of your SEO strategy. But remember, the strength of your keywords will vary and these shifts can have a direct effect on your site’s search engine ranking.

Keeping track of your keyword rankings will help you identify when a particular word or phrase has taken a nosedive and is no longer effectively driving traffic to your website.

Bounce Rate

Tracking your website’s bounce rate will give you key insight into your website’s performance. A “bounce” is a single page session on your site. In other words, a visitor lands on your site and never moves beyond that page, never clicks any links, and never takes any action on the page.

The idea, of course, is to keep potential customers on your site as long as possible, clicking around and learning more about your company until they eventually contact you. If your bounce rate is high and customers seem to be leaving your site without viewing any other pages, it could be a clue that your site is slow, it doesn’t have engaging content, or your page titles are misleading.

Page Speed

Customer experience is one of Google's primary focuses. Websites that don’t offer a great customer experience will, as a matter of course, be ranked lower in search engine results.

Page speed is something Google keeps a close eye on when it’s determining whether or not a site provides a customer-friendly experience. As Google’s bots crawl through websites, they’re measuring the time it takes pages to load, how quickly the first images appear, and whether or not webpages shift around while loading.

Regularly measuring your site’s page speed will tell you when there’s a problem. Fixing issues with slow-loading pages will help your site’s ranking improve and provide your site visitor with a better experience.

The Power of Monitoring SEO Metrics

Understanding and consistently monitoring these five essential SEO metrics—organic traffic, organic conversions, keyword ranking, bounce rate, and page speed—can significantly enhance your business’s online presence. These metrics not only help you gauge the success of your current SEO strategies but also guide you in making informed adjustments to continually improve your website’s performance. Remember, SEO is an ongoing process that requires attention and adaptation.

By keeping a close eye on these metrics, you'll be better equipped to attract and retain your ideal customers, ultimately driving your business towards sustained growth and success.

Google Business Profile Images Getting Rejected? Here's How to Fix Them

amberdb000@gmail.com (Amber Blevins) — Fri, 19 Jul 2024 14:50:59 GMT

Having your Google Business Profile (GBP) images rejected can be a frustrating experience, especially when you've put effort into crafting the perfect visuals to represent your brand.

The good news is that there's a short list of common reasons for image rejections and manageable steps to fix the issues. Understanding why these rejections occur and how to address them can save you time and ensure your profile is optimized for success.

Why Google May Not Approve Your Images

Google has specific guidelines and requirements for images uploaded to your GBP . Failure to adhere to these guidelines can result in your images being rejected. Some common reasons why Google may not approve your images include:

Low Quality : Images that are blurry, pixelated, or poorly lit may not meet Google's quality standards . Make sure to use high-resolution images that accurately represent your business.
Irrelevant Content : Images that are not relevant to your business or are of poor taste are likely to be rejected. Ensure that your images showcase your products, services, and the overall ambiance of your business.
Watermarks and Logos : Images that contain watermarks, logos, or promotional content are generally not approved by Google. Keep your images clean and free of any distracting elements.
Copyright Issues : Using images that infringe upon copyright laws can lead to their rejection. Only use images that you have the rights to or that are royalty-free.
Inappropriate or Offensive Content : Images that contain offensive, controversial, or inappropriate content will not be approved by Google. Keep your images professional and in line with your brand image .

How to Fix Rejected Images on Your Google Business Profile

If Google has rejected your images, don't worry. It happens to all of us from time to time, even the most seasoned GBP experts.

Fortunately, there are simple steps you can take to address the issues and improve your chances of approval.

Review Google's Guidelines : Familiarize yourself with Google's image guidelines to understand what is expected. Make sure your images meet the format and content requirements set by Google.
Use High-Quality Images : Invest in high-quality photography or use reputable stock image websites to find professional images that showcase your business effectively.
Adhere to Size and Resolution Limits : Google has specific size and resolution requirements for images. Typically, images should be at least 720 pixels wide and 720 pixels tall with a high resolution. Ensure your images fall within the minimum and maximum limits.
Ensure Relevance : Make sure your images accurately represent your business, including your products, services, and the atmosphere of your establishment. Avoid using generic or irrelevant images.
Remove Watermarks and Logos : Edit your images to remove any watermarks, logos, or promotional content that may be causing rejection.
Respect Copyright Laws : Only use images that you have the rights to or that are royalty-free to avoid copyright issues.
Seek Feedback : If you're unsure why your images were rejected, reach out to Google My Business support for clarification and guidance on how to rectify the issue.

Enhance Your Google Business Profile with Approved Images

Avoiding image rejection and ensuring your Google Business Profile is visually appealing can significantly impact your online presence and attract more customers to your business. By adhering to Google's guidelines and following some simple best practices, you can improve your chances of image approval .

Always remember, your Google Business Profile reflects your brand and is often the first interaction customers have with your business . You will reap the rewards of investing the necessary time and resources to make your GBP as engaging and informative as possible.

Beginner's Guide to Google Remarketing Ads

amberdb000@gmail.com (Amber Blevins) — Thu, 11 Jul 2024 16:01:10 GMT

Searching for a targeted, effective way to reach more customers and boost your local business’s sales? Look no further than Google Remarketing Ads. This powerful tool gives you the ability to stay in front of users who are already familiar with your brand. By using remarketing ads, you can create an incredibly tailored ad experience that speaks directly to your potential client's interests—ultimately resulting in higher returns on investment.

What is Google Remarketing?

Remarketing—also known as retargeting— utilizes cookies and algorithms to recognize potential customers who have already visited your site as they cruise around the web. Google then presents targeted ads to these prospects as they browse news websites, social media, YouTube, etc. This allows your business to re-engage with potential customers who are already familiar with your product or service and keeps your brand fresh in their minds.

Google remarketing ads typically have an outstanding ROI and can significantly increase your conversion rates.

Important Aspects of Your Remarketing Campaign

If you're working with a digital marketing partner like Locallogy , then it’s safe to assume they know the ins and outs of managing your Google Remarketing Ads. But as the business owner, it’s important you also understand the basics of building remarketing ads and how the different parts work together to create a successful campaign.

If you’re a business owner who is tackling Google Remarketing on your own, it’s critical you familiarize yourself with the most important aspects of remarketing ads so you can build a high performing campaign.

Defining Your Budget

Defining a clear and realistic budget for your remarketing strategy is an essential first step. Fundamentally, your budget allocates a certain portion of your general marketing funds for remarketing ads. This helps you keep an eye on overall spending.

But equally important, your budget will help you closely monitor the performance of each ad, allowing you the opportunity to make adjustments when and where they’re needed.

Establishing a Target Audience

Establishing a target audience is one of the basic tenets of marketing and advertising. And a remarketing ad campaign is no different.

Target audiences should be broken down into distinct characteristics such as demographics, psychographics, interests, and media preferences. Designating a strong target audience helps to ensure your ads are relevant and reaching the right people at the right time.

Crafting Effective Ads for Your Target Audience

Defining your target audience is important, but that alone isn’t enough. Your remarketing ads will only be truly effective if they’re highly tailored to a specific target audience.

Research who your customers are and what they respond to in terms of advertising. This could include anything from incorporating certain keywords or phrases, to implementing particular ad designs, colors, and fonts that appeal to the demographic.

When crafting effective ads, consider not only the audience but also the feeling you want those viewers to be left with after they experience your ad. Aim to create an engaging experience that resonates with the chosen audience and leaves your brand firmly imprinted in their minds.

Tracking Results and Using Data to Optimize Your Campaign

Tracking results and using data to optimize your remarketing campaign is essential for success. Data can provide you with insight about how effective your campaign is, where you need to make changes, and how to make those changes. With comprehensive tracking and data analysis, you can ensure that your campaign is tailored to the needs of your target audience and its effectiveness will be maximized.

Keep an eye on which ad designs are working best with which target audiences, what time frames are performing better than others, and which channels are having the biggest impact. By understanding your campaign's performance data, you have the power to drive it forward with greater efficiency and impact.

Maximize Your Remarketing Efforts

In the ever-changing world of digital advertising, remarketing is a great way to ensure you reach your target audience with the right message at the right time. As opposed to reaching out blindly to website visitors, you can target those who already have interacted with your brand with strategic messages that are likely to get their attention and drive them back to your website.

To maximize your remarketing efforts, try segmenting your audience, setting realistic goals, and refreshing ad copy regularly. Be sure you’re tracking metrics closely, so you can quickly understand which tactics are working and do more of what succeeds while cutting out what fails.

Remember, re-engaging valuable prospects on a regular basis through remarketing campaigns will strengthen your user relationships and drive sales.

Partner with Experts

Google Remarketing Ad are a paid form of advertising and as such, there is a degree of financial risk involved. Keeping a short leash on your Google Ads budget can help mitigate this risk but ultimately, the risk still exists.

If you’re motivated to implement remarketing ads for your local business but are apprehensive about taking on the challenge yourself, reach out to a trusted local marketing firm like Locallogy .

A digital marketing firm that specializes in supporting local businesses can help you craft the remarketing campaign that’s best for your brand.

How to Create an Irresistible Landing Page

amberdb000@gmail.com (Amber Blevins) — Sat, 06 Jul 2024 01:11:10 GMT

As a local business owner, mastering the art of online marketing is crucial for attracting and retaining customers. One essential element of successful online marketing campaigns is a well-designed landing page.

In the world of online marketing, a landing page plays a key role in driving conversions and maximizing the success of your marketing campaigns. Whether you're promoting a product or service, a landing page serves as a gateway to capture your audience's attention, provide them with valuable information, and encourage them to take action.

What is a Landing Page?

A landing page is a standalone web page created specifically for marketing or advertising purposes. It's where a visitor "lands" after clicking on an ad, promotional link, or search result. Unlike other pages on your website , a landing page has a single focus: to convert visitors into customers or leads by encouraging them to take a specific action, such as signing up for a newsletter, making a purchase, or requesting a quote.

Why are Landing Pages So Important?

Landing pages play a crucial role in online marketing campaigns because they allow you to tailor your message and design to a specific audience, increasing the likelihood of conversion. A well-crafted landing page can significantly improve your conversion rate, helping you get more value from your marketing efforts.

Creating a Successful Landing Page

Use Effective Graphics, Colors, and Fonts

Visual elements are critical in capturing your visitors' attention and guiding them towards the desired action. Use high-quality graphics and images that are relevant to your product or service. Choose colors that evoke the desired emotions and complement your branding. Select fonts that are easy to read and convey your message clearly.

Craft Clear and Concise Messaging

Your landing page must communicate your value proposition quickly and effectively. Use clear, concise language to explain the benefits of your offering and why visitors should choose your product or service. Make sure your call-to-action (CTA) stands out and is easy to understand.

Optimizing Your Landing Page

Keep it simple: Focus on one primary goal and remove any unnecessary distractions.
Create an attention-grabbing headline: Your headline should be compelling and clearly convey the major benefit of your offering.
Build trust: Include testimonials, reviews, or social proof to establish credibility with your audience.
Make it mobile-friendly: Ensure your landing page looks great and functions well on all devices.

Test, Tweak, and Track Your Results

As with any marketing strategy, don't forget to test your landing page's performance. Use A/B testing to compare different versions of your page and identify which elements work best. Make necessary changes based on the data you collect, and continually track your results to optimize your online conversions.

Discover the Power of Landing Pages

Creating a high-performing landing page can drastically improve the success of your marketing efforts. By focusing on eye-catching visuals, clear and concise messaging, and continually testing and optimizing your page, you'll be able to captivate your target audience and increase conversions.

Remember, the key to a high-performing landing page lies in understanding your audience's needs and crafting a compelling offer that resonates with them. Invest time and effort into perfecting your landing page, and watch as it becomes a powerful tool in growing your business and achieving your marketing goals.

Is Email Marketing Still Effective for Local Businesses?

amberdb000@gmail.com (Amber Blevins) — Fri, 28 Jun 2024 13:46:42 GMT

Are you weighing the pros and cons of adding email marketing to your client engagement strategy? Or maybe you're considering if your current email marketing strategy is still worth the time and effort.

Local businesses often wonder if email marketing still holds its ground as a valuable tool. With the rise of social media, search engine optimization, and pay-per-click advertising, it may seem like email has taken a backseat. However, the reality is quite different.

Email marketing continues to be a powerful and cost-effective strategy. Let's explore email marketing's effectiveness, best practices, and how it can be integrated with other marketing efforts to maximize reach and engagement with your customers.

The Value of Email Marketing for Local Businesses

While it may appear that newer digital marketing strategies have overshadowed traditional email marketing, the truth is that email remains a vital component of a successful marketing plan for local businesses . Here are a few reasons why:

Direct Connection: Email marketing provides a direct line of communication with your customers. It allows you to reach them in a personalized manner, making them feel valued and engaged.
Cost-Effectiveness: Compared to traditional marketing methods, email marketing is budget-friendly and offers a strong return on investment. It's a cost-effective way to promote your products or services.
Relationship Building: Sending regular emails helps you build relationships with your audience. By sharing valuable content and promotions, you can nurture loyalty and keep customers coming back.

Is Email Marketing Still Worth the Investment?

Investing time and resources into email marketing can yield substantial benefits for your business. But, as with any business decision, it's essential to regularly assess whether the ROI is still worth it.

Here are a few reasons why email marketing can still provide a great ROI for your local business .

High Conversion Rates : Email campaigns tailored to local audiences often result in high conversion rates, driving sales and engagement.
Targeted Messaging : With email segmentation, you can send personalized messages to specific customer groups, increasing relevancy and response rates.
Tracking and Analytics : Email marketing platforms offer robust analytics tools that allow you to track performance metrics and optimize your campaigns for better results.

Does Email Marketing Always Work?

While email marketing is a powerful tool, it's not without its challenges. Its effectiveness can vary depending on several factors, such as the quality of your email list, the relevance of your content, and the timing and frequency of your emails. Understanding these factors can help you navigate potential pitfalls and maximize the benefits of your email campaigns.

Situations When Email Marketing May Not Work Effectively

While email marketing is a powerful tool, there are situations where its effectiveness may be limited:

Overly Spammy Content : Sending too many promotional emails without providing value can lead to high unsubscribe rates and a negative perception of your brand.
Neglecting Mobile Optimization : Failing to optimize your emails for mobile devices can result in poor user experience and lower engagement rates.
Irrelevant Content : Sending generic or irrelevant content to your audience can lead to disinterest and decreased open rates.

Embracing the Power of Email Marketing

Despite the rise of other digital marketing channels, email marketing remains a relevant and effective strategy for local businesses . By crafting engaging content, personalizing messages, and analyzing performance data, you can leverage the power of email to drive growth and foster customer relationships.

Remember, email marketing is not just about sending messages—it's about creating meaningful connections with your audience and delivering value that keeps them coming back for more. So, if you're a local business looking to enhance your marketing efforts, don't overlook the potential of email marketing in your strategy.

Improving Your Website’s Accessibility

amberdb000@gmail.com (Amber Blevins) — Fri, 21 Jun 2024 15:26:00 GMT

“User experience” is a phrase that’s frequently used in the digital marketing world. If you’re a business owner, you’re certainly aware of how important user experience is on your own website.

However, there’s an aspect of user experience that’s often overlooked— accessibility .

In the US, approximately 54 million people are living with a disability . Many of these people have difficulty interacting with websites that are not optimized for accessible use. It’s easy to imagine the scenario. A potential customer visits your website, finds it lacking in accessibility tools, then clicks away to your competitor's site.

One study shows that companies without accessible websites are losing $7 billion a year to competitors with accessible sites.

Understanding Web Accessibility

Web accessibility is the practice of ensuring people with disabilities can successfully navigate and use your website . In this context, a disability can be any number of things, ranging from physical disabilities, learning disabilities, situational disabilities, or socio-economic disadvantages.

In other words, anything that is a barrier to effectively using a website is considered a disability.

Accessibility puts tools and technologies in place to enhance your website’s user experience for those with disabilities.

Challenges Some Users Face

When we hear the term “disability,” we often assume it’s a physical challenge. But in fact, as mentioned above, disabilities can come in many forms and pose a variety of challenges when trying to interact online.

For example:

Users may not be able to hold a mouse or use a track pad
A visual impairment may prevent users from seeing the screen clearly or at all
Users with dyslexia may struggle with blocks of written text or the use of certain fonts
Some users may not be able to tolerate flashing lights or blinking images
Users with poor access to the internet may find the site impossible to use if it’s slow loading or laggy

This is just a short list of challenges your site visitor may face. And while it’s impossible to anticipate every potential disability, a handful of accessibility tools can open up your website to a vast number of people.

Accessibility Tools for Your Website

Here at Locallogy, we recognize the importance of making business websites accessible to everyone. In general, we appreciate the significance of an inclusive online experience. And from a practical standpoint, we know that increasing your website’s accessibility and reaching a new customer base can grow your business and revenue.

We’re excited to now offer our clients website accessibility tools through Userway . Userway’s tools fit seamlessly in with your existing website and make your site accessible to more users.

We think Userway is such a great tool, we’re using it, too! Head over to our website and check it out. With a simple click, keystroke, or voice command, our site visitors can access Userway’s tools to enhance their interaction with us.

Enhance Your Site's Accessibility Today

Ensuring your website is accessible to all users is not just a moral obligation but also a smart business strategy. By incorporating accessibility tools you can significantly enhance the user experience for individuals with various disabilities, ultimately broadening your customer base and potentially increasing your revenue. Embracing inclusivity in your digital presence demonstrates your commitment to serving all customers and can set you apart from competitors.

Ready to make your website more accessible? Contact us to learn how we can help you implement the tools you need!

Why Cookie-Cutter SEO Isn't the Recipe for Success

amberdb000@gmail.com (Amber Blevins) — Fri, 14 Jun 2024 13:41:02 GMT

If you're a local business owner and your business has a website, you’ve heard about the importance of search engine optimization (SEO). And while it's true that SEO is crucial for online success, blindly following cookie-cutter tactics won't necessarily lead to the results you're looking for.

The internet is flooded with generic SEO advice and strategies that promise to skyrocket your website's rankings overnight. These cookie-cutter schemes often involve keyword stuffing, link buying, and other spammy techniques. While these methods may provide a temporary boost in search engine rankings, they will ultimately fail to deliver sustainable results and may do more harm than good in the long run.

What is Cookie-Cutter SEO?

Cookie-cutter SEO tactics refer to generic optimization strategies that are applied uniformly across different businesses without considering their unique needs, goals, and industry specifics. Imagine trying to decorate every cookie in a bakery with the same design—what might work beautifully for one cookie could look out of place or even ruin another. Similarly, these SEO tactics don't take into account the individual nuances of your business.

Typical cookie-cutter SEO tactics include:

Using Generic Keywords : Targeting overly broad or highly competitive keywords without tailoring them to your specific locale or niche.
Template-Based Content : Producing content that’s not tailored to your audience, using templates or recycled ideas that don’t engage or inform.
Mass Link Building : Acquiring backlinks from low-quality or irrelevant websites rather than building meaningful connections within your industry.
Ignoring On-Page SEO Nuances : Applying the same on-page SEO tweaks to every page without considering the unique content, targeted keywords, and user intent.

Why is Cookie-Cutter SEO So Tempting?

For many local business owners , cookie-cutter SEO tactics can be appealing because they're marketed as quick fixes that promise fast results at a low cost. These strategies often come bundled in affordable packages and are sold by agencies promising immediate improvements in search rankings. For businesses with limited marketing budgets, it's easy to see why the promise of instant success is attractive.

Understanding the nuances of effective SEO can be overwhelming. Cookie-cutter methods seem straightforward and less intimidating compared to crafting a customized strategy, which requires a deeper understanding of SEO principles and a more hands-on approach.

The Dangers of Relying on Cookie-Cutter SEO

Lack of Personalization

Every business is unique, with its own audience, goals, and challenges. Cookie-cutter SEO tactics fail to recognize these differences. By using generic strategies, you risk missing out on opportunities to connect with your specific target market. Personalized SEO strategies, on the other hand, consider your business's unique selling points, local competition, and customer behaviors, crafting an approach that truly resonates with your audience.

Poor User Experience

SEO isn't just about pleasing search engines—it’s about providing a great experience for your visitors. Tactics like keyword stuffing or producing uninspired, generic content might improve rankings temporarily, but they won't keep visitors engaged. High bounce rates and low user engagement can ultimately hurt your rankings, as search engines prioritize user experience.

Potential Penalties

Many cookie-cutter tactics involve practices that violate search engine guidelines, such as buying links or duplicating content. While these methods might offer short-term gains, they can lead to severe penalties from search engines. For example, Google regularly updates its algorithms to crack down on such practices, resulting in sudden drops in rankings or even complete removal from search results.

Wasted Resources

Investing in cookie-cutter SEO can lead to wasted time and money. When these tactics fail to deliver sustainable results, you'll find yourself needing to start over, possibly after suffering damage to your online reputation. A personalized SEO strategy, though potentially more costly upfront, offers better ROI by building a strong, lasting online presence.

Crafting a Successful SEO Strategy

So, how do you avoid the pitfalls of cookie-cutter SEO and create a strategy that works? Here are a few tips:

Understand Your Audience

Tailor your SEO efforts to the needs and preferences of your local audience. Conduct research to identify the keywords and topics that matter most to them.

Create Quality Content

Focus on producing high-quality, original content that addresses the specific interests and pain points of your customers. Engage them with useful information, compelling storytelling, and a call to action that aligns with your business goals.

Build Authentic Relationships

Earn backlinks through genuine relationships within your industry. Participate in local events, collaborate with other businesses, and create shareable content that others will naturally link to.

Optimize On-Page Elements

Pay attention to on-page SEO elements like title tags, meta descriptions, and header tags. Ensure each page is optimized for its specific content and keywords.

Monitor and Adapt

SEO isn’t a set-it-and-forget-it task. Continuously monitor your performance, analyze results, and adjust your strategy as needed to stay ahead of changes in search engine algorithms and market trends.

Embrace a Customized Approach for Long-Term SEO Success

While cookie-cutter SEO tactics may seem like a quick and easy solution, they often lead to disappointing results and potential risks. By investing in a tailored, well-researched SEO strategy, you'll build a stronger online presence that truly reflects the uniqueness of your business, engages your audience, and drives sustainable growth.

Start with understanding your audience and creating content that speaks directly to them. Your business deserves a custom approach that ensures long-term success .

7 Ways to Create Content for Both People and Search Engines

amberdb000@gmail.com (Amber Blevins) — Thu, 06 Jun 2024 15:52:26 GMT

You’re ready to create some awesome content for your website and blog. You’re seeing a lot of suggestions about the user experience. And you're seeing many tips about search engine optimization. But not all these tips and suggestions are in accord.

So, should you create content that’s optimized for people or optimized for SEO?

Fortunately, you can (and should) do both. There are many ways you can optimize content for both people and search engines. In fact, creating content with both angles in mind leads to an overall better, more engaging, and higher-ranking result.

Pay Attention to Readability

Whether you’re creating content for your web pages, your blog, or a social media post, the first rule is to make it clear, concise, and readable .

People want content they can easily digest, and so do search engines. Google, and other search engines, use natural language processors to determine the complexity and relevance of the content they’re scanning. If your content is verbose, convoluted, or uses peculiar words, Google will not consider it “good” content.

Likewise, your readers don’t want to struggle through a piece of content—in fact, they won’t. If users find your content difficult to read and understand, they’ll stop reading and move on to something else.

Create your content using normal language, short sentences and paragraphs, and avoid stuffing your content with words because you think it will help with SEO . (It doesn’t, by the way—more on that later.)

Include Relatable References

People like reading content that’s engaging. And search engines like content that’s part of a larger picture and related to other entities. This is the world wide web , after all.

The type of content that works well for both people and search engines includes information not only on the topic you’re writing about but also things related to that topic.

For example: A piece written about the Indianapolis Colts’ current season could also include references to the unique architecture of the Colts’ stadium and information about downtown Indianapolis. This makes the content more interesting to the reader and increases your chances of ranking by way of a related search topic.

This is especially important for local business websites. Use your website’s content to demonstrate your connection to, and involvement with, your local community.

Use Images That Matter

Everyone knows that great images improve user engagement and click-through rate. But many people don’t realize that high-quality, relevant images will also boost search engine ranking .

While Google’s bots are crawling the words in your content and the structure of the page, they’re also extracting information about your images, including relevancy and subject matter.

Choose images that are helpful and to the point. Stock photos are okay, but be sure they’re actually related to the topic at hand and have appropriate captions and/or image titles.

Add Relevant Headings

This is really copywriting 101. Headings are an absolute must whenever you’re creating content that’s more than one paragraph long. But simply breaking up your words with a heading isn’t enough. Your headlines and subheaders should be descriptive and tell readers what to expect in the next section of text.

Search engines are also checking for headings in your text. Just like a person, Google’s bots look at your headings to determine what your content is about and if it’s likely to provide useful information.

Use Logical Formatting

Poorly formatted content is a pain. If there’s no natural flow, your readers won’t stick around. Same goes for search engine bots. If Google’s crawlers can’t follow your content or if the top-to-bottom arrangement of your content doesn’t make sense, they’ll assume it’s not useful and your ranking will suffer.

Effective formatting is pretty simple: Present your content in the order you want people to consume it and be logical with the order in which information is presented.

Keep it Current

Evergreen content can keep working for you long after it’s initially published. But not every piece of content can be evergreen; sometimes, your topics are related to the latest news or an evolving situation.

In those cases, it’s important you do a regular check of your content, making updates when needed, and unpublishing when appropriate.

Obviously, people don't want to read outdated content or information that’s no longer accurate. Search engines favor up-to-date content and content that’s evergreen, as well. Outdated content will be considered unhelpful and will, therefore, rank lower.

Focus on Quality, Not Quantity

The prevailing idea is that optimized content needs to reach a minimum wordcount. But time and time again, Google has said this is just not true.

Content that’s relevant, easy to read, and useful is favored by search engines. But content that’s 1,200 rambling words, hard to understand, and stuffed full of keywords? Not so much.

The best way to optimize your content for search engines and people is to create engaging, easy-to-read, helpful copy, use relevant images, and format your content in a natural flow.

How Often Should You Check Your Digital Marketing Stats?

amberdb000@gmail.com (Amber Blevins) — Fri, 31 May 2024 13:21:51 GMT

As a local business owner, staying on top of your digital marketing performance is crucial. But how often should you generate reports and analyze your digital marketing stats? While it might seem like more frequent tracking would provide a clearer picture of your campaign’s success, this isn't always the case.

Let’s break down the ideal frequency for reporting and tracking the various parts of your digital marketing campaign and understand why frequent tracking isn’t always synonymous with better performance insights.

Why Tracking Frequency Matters

Before diving into the specifics, it's important to understand why the frequency of tracking matters. Constantly monitoring your stats might lead to "analysis paralysis," where you're overwhelmed by data and unable to make informed decisions. Also, some metrics need time to develop and provide meaningful insights.

1. Website Traffic and User Behavior

Optimal Tracking Frequency: Weekly

For website traffic and user behavior metrics (such as page views, bounce rates, and session durations), weekly tracking strikes a good balance. This frequency allows you to spot trends and anomalies without getting bogged down by daily fluctuations, which can be influenced by uncontrollable factors like holidays or weather.

Why Not Daily?

Daily tracking of these metrics can lead to overreactions to minor variances. For instance, a slight dip in traffic on one day might not indicate a problem but could simply be due to external factors. Weekly analytics provide a more stable view and help you make more informed decisions.

2. Social Media Engagement

Optimal Tracking Frequency: Bi-Weekly

Social media engagement, including likes, shares, comments, and followers, tends to fluctuate frequently. Bi-weekly tracking helps in understanding the performance of specific campaigns or posts without getting distracted by short-term variations.

Why Not Hourly/Daily?

Social media is inherently dynamic, with peaks and valleys throughout any given day. Tracking engagement too frequently can lead to unnecessary stress and potentially misleading conclusions. Bi-weekly reports give you a broader perspective, allowing you to see what content resonates most with your audience over a reasonable period.

3. Email Campaign Metrics

Optimal Tracking Frequency: After Each Campaign and Monthly

For email marketing , it’s best to analyze open rates, click-through rates, and conversion rates after each individual campaign. Additionally, compiling monthly reports helps identify overarching trends and improve future campaigns.

Why Not Immediately?

While it's tempting to check email stats immediately after sending, it’s essential to allow some time for your audience to receive, open, and interact with your emails. Immediate tracking can result in incomplete data and misguided conclusions.

4. Search Engine Optimization (SEO) Metrics

Optimal Tracking Frequency: Monthly

SEO metrics, such as keyword rankings, organic traffic, and backlinks, require a longer time frame to show meaningful changes. Monthly tracking ensures you’re seeing the real impact of your SEO efforts without being misled by short-term fluctuations.

Why Not Weekly?

SEO improvements typically take time to manifest. Weekly tracking might not capture the gradual progress that’s occurring and can lead to impatience or unnecessary changes to your strategy. Monthly reports allow you to see the cumulative effects of your SEO efforts.

5. Pay-Per-Click (PPC) Advertising

Optimal Tracking Frequency: Weekly and Monthly

For PPC campaigns, it’s practical to track basic stats like impressions, clicks, and cost-per-click (CPC) on a weekly basis to make timely adjustments. However, deeper analysis of return on investment (ROI) and conversion rates can be done monthly to evaluate overall effectiveness.

Why Not Daily?

Daily PPC tracking can lead to impulsive decisions based on incomplete data. A spike or drop in performance on a single day doesn’t necessarily indicate a trend. Weekly reviews allow for more strategic adjustments, while monthly reports help assess long-term performance

The Dangers of Over-Tracking

Frequent tracking can sometimes be counterproductive. It often results in:

Analysis Paralysis: Too much data can overwhelm you and hinder decision-making. It’s easy to get caught up in the minutiae and lose sight of the bigger picture.

Impulsive Decisions: Reacting to every small fluctuation can lead to constant changes in your strategy, which might confuse your audience and dilute your brand message.

Misleading Insights: Short-term data may not accurately reflect your campaign's performance. Changes in consumer behavior, market conditions, or seasonal trends can skew daily or hourly metrics.

Best Practices for Effective Reporting

To maximize the benefits of tracking without falling into the trap of over-analysis, consider these best practices:

Set Clear Goals: Define what success looks like for each campaign or channel.
Choose Relevant Metrics: Focus on the key performance indicators (KPIs) that align with your goals.
Automate Reports: Use tools to automate data collection and reporting, saving time and reducing manual errors.
Analyze Trends: Look for long-term trends rather than short-term spikes or drops.
Stay Agile: Be prepared to adjust your strategy based on insights but avoid overreacting to minor fluctuations.

Tracking Your Digital Marketing Efforts

Effective tracking of your digital marketing efforts is a delicate balance between staying informed and avoiding over-analysis. By setting clear goals, focusing on relevant metrics, and adhering to optimal tracking frequencies, you can gain valuable insights without falling prey to premature or misguided decisions.

Remember, the goal of tracking is to inform and refine your strategies, ensuring that each campaign is more effective than the last. With disciplined tracking practices, you can drive meaningful improvements in your digital marketing performance and achieve your objectives with confidence.

Year-Round Marketing for Your Seasonal Local Business

amberdb000@gmail.com (Amber Blevins) — Fri, 24 May 2024 14:31:58 GMT

If you’re a seasonal local business owner, you probably look forward to your off season as a time to catch up on things that may have been neglected when your calendar was full. Maybe you use the downtime to work on your financials, do some recruiting and hiring, or simply get things re-organized before your next busy season.

You may even scale back or suspend your marketing efforts during this time, thinking it’s unnecessary in off-peak months. This is a common mistake among seasonal local businesses . Reducing your marketing activities during the off season can lead to a decline in brand visibility and customer engagement, making it harder to attract and retain customers when your peak season returns

If you want to retain your existing clients and gain new customers, it’s imperative you keep up with your digital marketing strategy, even in your off-peak season. Continuously engaging with your audience helps maintain brand awareness and keeps your business top-of-mind for when they need your services again. It also provides a great opportunity to build and strengthen relationships with your customers, making them feel valued and appreciated throughout the year, not just during your busy season.

Check out these three marketing tactics that are perfect for engaging clients off season.

Get Involved

During your slow season, it can seem challenging to get in front of your potential customers. But in fact, the off season is an opportune time to connect with your client base because you have more flexibility and can engage in activities you wouldn’t otherwise have time for.

Use your downtime to get involved with your community. Represent your company at job fairs, do volunteer work, or participate in local chamber of commerce projects. Taking part in area activities is a fantastic way to get your brand in front of potential customers and establish your company as a solid part of the community.

Share Helpful Content

Posting valuable content is one of the basic building blocks of digital marketing. Content marketing will help you attract customers all year long, not just during your busy season.

Don’t make the mistake of assuming your client base doesn’t care about your services because it’s the off season. Sharing relevant, helpful content will not only establish you as an expert in your field, it will also get your brand in front of more eyes.

Post an article about snow removal in June or swimming pool maintenance in January. Your client base will consume the information any time of the year and when they eventually need those services, they’ll remember your article.

Sweeten the Deal

Depending on your location, your customers probably don't require lawncare in the middle of winter and most people don't need tax advice in July. But the goal is to keep consumers engaged with your brand, even when they don’t need your services at the moment. Contests, discounts, and special deals are an easy way to drive engagement with existing customers and gain new clients.

Offer early bird discounts for clients who schedule and pay for their services ahead of time. Or lock in customers for your upcoming season by offering bonuses with the purchase of a particular service package. Even better, run a contest for free services – everyone loves getting something for free, and contests always lead to valuable word-of-mouth marketing.

Digital Marketing is a Year-Round Endevour

Closing out your busy season means you have a chance to take a deep breath, reflect, and maybe even take a well-needed vacation. But the off season doesn’t mean there’s no work to be done.

Keep up with your digital marketing during your company’s downtime. Effective marketing in your off season will continue to grow your business—even if you’re not actively servicing customers.

Interested in boosting your off-season marketing efforts? Locallogy can help! Give us a shout and we'll tell you how.

Is It Too Late to Get Started With SEO?

amberdb000@gmail.com (Amber Blevins) — Fri, 17 May 2024 16:05:39 GMT

Believe it or not, search engine optimization—otherwise known as SEO —has been around for at least 25 years.

SEO first became a thing around 1997, when it became apparent that business owners and marketers were using certain strategies with the express purpose of ranking their sites higher on search engines and exposing their brands to more consumers.

Since its humble beginnings, SEO has grown and evolved. These days, it’s a major component in any successful online marketing venture. In fact, unless you’re investing heavily in paid advertising, your business website likely won’t be seen by your target audience (or anyone else) without some level of SEO.

So what if you don’t have any SEO strategies in place at this point? With the complexities of search engine optimization and the steep learning curve, is it worth it to even try? Absolutely .

It's never too late to get started with SEO. Whether you've been in business for 50 years of 5 months, it's not too late to implement SEO in your marketing strategy. SEO is incredibly cost-effective and, although there’s a lot to learn, it’s friendly to beginners. The results of your SEO efforts could radically boost the traffic to your website and truly transform your business.

Here are a few things to keep in mind when you’re starting out with SEO.

Take Baby Steps

Once you’ve made the decision to implement an SEO strategy, it’s tempting to jump in with both feet. But before you do that, understand that it’s a slow climb to the top. There are many components of SEO and you’ll have the best chance of success if you start with a solid foundation.

Begin with the basics and work your way up from there.

Educate yourself on how keywords work and the best keywords to use for the audience you’re targeting. Then, update your website’s content with those keywords in mind.

Learn about content marketing and how blog posts and social media can play a part in SEO.

Check on your Google Business Profile and be sure it’s fully optimized. (This one is very important!)

Check Out Your Competition

You’ve likely already studied your competition in an effort to make your own business better. But now’s the time to examine their online presence, specifically.

How are your competitors handling SEO? Do a few simple Google searches using relevant keywords. Are your competitors ranking in the search results? Check their website, blogs, and social media feeds. Is it clear the content is written with SEO in mind?

Determine if your competitors are using certain SEO techniques that would also work for your business. Likewise, identify where your competitors are falling short when it comes to SEO and then double-down on those strategies to your company’s advantage.

Identify a Narrow Niche (and Attack It)

If you’re a local business, you and your competitors are battling to attract customers from the same finite group of consumers. And the competition to rank in local search results can be fierce.

Instead of facing your competition head-on, consider taking a different approach. Identify a select audience segment or a narrow niche within your company’s suite of services. This allows you to give laser focus to a very select group of people and/or a particular service, rather than the larger crowd that your competitors are going after.

Understand Overnight Success Doesn’t Happen

The ultimate goal of SEO is to see your site ranked number one in Google search results. But it’s possible you’ll never reach the number one spot. Perhaps a more realistic goal is to see your site ranked in the top five or the top 10 results. In any case, you won’t see a radical shift in your site’s ranking overnight.

Even the most highly-paid and sought-after SEO experts can’t change your ranking from #500 to #1 in a day. That’s just not how SEO works.

Understand that SEO is a marathon, not a sprint. Your persistence will be rewarded, but in a methodical climb through the search engine rankings, not an overnight boost to the top.

Just getting started with SEO? Give us a call at Locallogy . We'd love to help you learn the ropes and get you started on a successful SEO journey!

Optimize Your Google Business Photos

amberdb000@gmail.com (Amber Blevins) — Thu, 09 May 2024 15:36:47 GMT

Your local company’s Google Business Profile (GBP) listing is an essential tool in boosting your website’s search ranking and getting your brand in front of more consumers. And the images included in your listing are key to using your GBP to full effect. Humans are, after all, visual creatures, especially in the digital age.

In fact, Google Business Profile listings with photos get about 35% more clicks than listings without. But it’s important to remember not all images are created equally. And some of the images displayed in your GBP may be causing more harm than good.

Learn how to optimize your Google Business Profile photos to enhance your search visibility and increase conversions.

Use the Right Kind of Photos

Start off by performing a local Google search for your business vertical. Check out the results in the images and map searches. These results are the top-ranking images for your search terms. And in order to rank for these search terms, your photos should be similar in content.

For example: An image search for “kitchen remodeling near me” returns—you guessed it—photos of beautifully remodeled kitchens.

If your GBP photos are primarily shots of the outside of your building, pictures of your team, or repeated images of your logo, you’re going to have a hard time ranking higher than your competitors and attracting new customers.

Consumers want to see your products or the results of your work, hence the kitchen photos in the “kitchen remodeling” search results. Product photos draw your customers in and entice them to click through to your website or call you directly from your GBP listing.

Get Rid of Stock Photos

While it may seem easier and cheaper to use stock photos rather than paying a photographer to capture your products or projects, it’s not a great idea. Stock photos are available to anyone who is willing to pay for them and, in many cases, you’re purchasing the use of the photo, not the photo itself. That means the photo you load on your GBP or website could be used again and again by other businesses or individuals.

Google’s search algorithm looks for quality, unique content, and that includes images. In other words, using stock photos could actually be a determent to your search ranking.

Stick to the Basics

With all the amateur photo editing tools available, it’s tempting to tweak your photos here and there to make them look better. While cropping your photos is fine and one or two slight corrections is usually okay, beware of going overboard.

Avoid applying any kind of filters to your photos. Don’t use photos with anything other than standard exposure. And don’t add decorative frames or other artistic flourishes. These sorts of edits appear unprofessional to consumers. Worse, a heavily edited photo will cause Google to question its quality and authenticity, thereby lower its ranking potential.

Encourage Review Photos

Some of the best GBP photos aren’t professional shots at all—they're customer photos submitted with reviews. When your customer leaves a review and attaches a photo of their product or service, it provides a level of validity not only to the review itself, but also to your business in general.

Hopefully, you’re already inviting your customers to leave reviews . As part of that, be sure to encourage the customer to upload a photo or two. You’ll find your customers are often happy to share the results of a satisfactory experience.

Optimize Your Google Business Profile Photos

A fully optimized Google Business Profile can have a profound effect on your search engine ranking and overall online visibility. While you’re making your GBP the best it can be, don’t forget the important role your photos play in its success.

Security Reminder: Protecting Your Local Business

amberdb000@gmail.com (Amber Blevins) — Fri, 03 May 2024 15:27:50 GMT

As the world becomes more reliant on technology, cyber security continues to become a more important issue for businesses of all sizes. Local businesses are particularly vulnerable to cyber-attacks and can suffer significant financial fallout and damage to their reputation.

We’ve shared several blog posts around website security, cyber-attacks, and keeping your business safe—but it’s worth a reminder. It's essential for local businesses to understand the risks of cyber security and take steps to protect themselves. Cybercriminals use increasingly sophisticated methods to gain access to businesses’ networks, including phishing emails, malware, and ransomware.

By understanding the threat landscape and implementing the right cyber security measures, you can reduce your risk of being targeted.

Decrease Your Vulnerability with Security Updates

Security patches are an important part of small business cyber security, as they can help protect businesses from malicious software and other cyber threats. Security patches are updates that fix security vulnerabilities and can help protect businesses from malware, ransomware, phishing attacks, and other cyber threats.

It’s essential that your server and each individual computer on your network have the latest updates installed. This includes the operating system, software applications, and other device drivers. Having up-to-date software can help protect against known vulnerabilities and prevent attackers from exploiting them.

But occasionally running system updates isn’t enough. Your business should have a plan in place to ensure that the security patches are applied in a timely manner. Outdated security is tantamount to no security.

Educate Your Team

Your employees must be made aware of the risks associated with cyber security and receive ongoing training on how to identify and respond to threats. This includes teaching employees the importance of strong passwords , as well as how to recognize suspicious emails, avoid clicking on malicious websites, and spot other signs of a potential attack. Equipping your employees with the skills to identify and respond to potential threats is your frontline defense against attacks.

If your employees travel for business, conduct business on job sites, or work from a home office, it’s important your staff are trained on your company’s policies, practices, and procedures related to the protection of data, networks, and systems. Employees should understand the added layer of risk when using public wi-fi, a personal hot-spot, and other unsecured networks.

Take Steps to Mitigate the Damage

Unfortunately, even the most secure systems can be compromised. If this happens, the financial implications can be catastrophic for a small business. Cyber liability insurance exists for just these occasions.

As the name suggests, cyber liability insurance is a type of coverage that can help offset the costs associated with a cyber-attack, such as legal fees, damages, lost revenue, and other expenses. It can also help to protect your company’s reputation in the event of an attack. And if you’re wondering how your company’s budget will extend to cover the cost of cyber liability insurance, consider if your budget could handle the cost of a cyber-attack without insurance backing.

Protect Your Business

Maintaining a successful local business is a lot of hard work. But in today’s digital age, it’s not just the day-to-day operations that determine success; it’s also important to be proactive when it comes to cyber security.

Cyber security is a crucial part of running your business . Be sure you’re taking the necessary steps to protect your brand’s good name.

Navigating Local SEO: Avoid Common Pitfalls

amberdb000@gmail.com (Amber Blevins) — Fri, 26 Apr 2024 13:57:09 GMT

Whether you're just embarking on your entrepreneurial journey or you're already a seasoned local business owner, you likely know that search engine optimization (SEO) plays a crucial role in enhancing your local business's online presence and visibility. But if you're like most local business owners, you're not a marketing expert, so navigating the complex world of SEO is especially challenging.

With the abundance of information about digital marketing and SEO available online, it's easy to fall prey to misconceptions, deceptive practices, and shady advice that can hinder your efforts. These missteps not only cost you time and money, but they can also cost you potential customers.

Here are some red flags to watch out for—be sure you steer well clear of these concepts and recommendations when it comes to your local business's SEO strategy.

1. Techniques That Promise Instant Results

One of the most prevalent red flags in the SEO industry is the promise of instant results. Beware of agencies or tools guaranteeing immediate high rankings on search engine results pages (SERPs).

SEO is a gradual process that requires time, effort, and strategic planning. Genuine SEO practices focus on long-term sustainable growth rather than quick fixes. Therefore, be cautious of any results that seem too good to be true.

2. Black Hat SEO Tactics

Black Hat SEO tactics refer to unethical practices aimed at manipulating search engine algorithms to achieve higher rankings. These tactics can include keyword stuffing, cloaking, buying links, and other strategies that violate search engine guidelines. Engaging in Black Hat SEO may lead to penalties from search engines, resulting in a drop in rankings or even removal from search results.

Prioritize SEO techniques that are in line with search engine best practices for sustainable SEO success . No matter what you may read or hear from purported experts, you do not need to break the rules to win at SEO.

3. Unsubstantiated SEO Strategies

In the ever-evolving landscape of SEO, it's essential to be wary of outdated or unproven strategies. Some SEO practices that were effective in the past may no longer yield positive results or could even harm your website's ranking.

Stay informed about current SEO trends and algorithm updates to ensure that your strategies align with the latest best practices. Verify the credibility of sources providing SEO advice before implementing any recommendations.

4. Keyword Stuffing and Irrelevant Content

Keywords are fundamental to SEO, but excessive keyword usage, known as keyword stuffing , can have a detrimental impact on your website's ranking.

Focus on creating high-quality, relevant content that naturally incorporates keywords rather than forcefully inserting them. Likewise, avoid generating irrelevant content for the sole purpose of targeting keywords. Search engines prioritize content that provides actual value to users; it's not just about keywords.

5. Misleading Metrics and Reporting

When assessing the effectiveness of your SEO efforts, be cautious of misleading metrics or vanity metrics that do not directly contribute to your business goals. Ensure that the metrics being reported, such as organic traffic, conversion rates, and keyword rankings, align with your business objectives.

Your SEO reporting and tracking tools should be unambiguous and provide you with a clear understanding of the metrics being tracked and how they impact your overall digital marketing strategy.

6. Suggesting Local SEO Doesn't Matter

For local businesses aiming to attract customers within a specific geographic area, overlooking local-specific SEO can be a critical mistake. Local SEO tactics, such as optimizing your Google Business Profile, acquiring local citations, and garnering positive reviews, play a vital role in improving visibility in local search results.

Ensure that your SEO strategy incorporates elements tailored to enhance your presence in local searches.

7. Cookie-Cutter SEO Solutions

Every business is unique, and therefore, a one-size-fits-all approach to SEO is unlikely to deliver optimal results. Be wary of agencies or tools offering generic SEO solutions without conducting a thorough analysis of your business's goals, target audience, and competitive landscape.

Tailored SEO strategies that consider the specific nuances of your business are more likely to yield sustainable growth and improved ROI.

Navigating Your SEO Journey with Confidence

SEO is a valuable tool for enhancing your local business's online visibility, but it works best when you approach it with a discerning eye and a commitment to best practices. By staying informed, avoiding common pitfalls, and partnering with reputable SEO services that prioritize ethical and effective strategies, you can navigate the complexities of local business SEO successfully.

Remember, SEO is a journey, not a destination, and consistent effort combined with informed decision-making will lead to long-term success in the digital landscape.

Quick Guide to Content Marketing Best Practices

amberdb000@gmail.com (Amber Blevins) — Fri, 19 Apr 2024 15:24:06 GMT

Content marketing—like any other marketing strategy—is ever changing. Trends come and go, methods that once worked suddenly lose steam, and consumers evolve. Trends and gimmicks aside, there are basic, proven elements of content marketing that stand the test of time.

Whether you're a small business owner just getting started with content marketing, or a seasoned pro looking for ways to stay ahead of the curve, it's important to remember a few tried-and-true best practices.

Embracing these core principles, while being open to adapt and innovate, allows for a balanced approach that can weather the shifts in consumer behavior and technological advancements. Remember, the essence of content marketing lies in delivering value to your audience, building relationships, and establishing trust—principles that are timeless and fundamental to any successful marketing strategy.

Implement SEO Friendly Content

SEO-friendly is a powerful tool that can dramatically enhance your website's visibility online. By meticulously optimizing content to rank higher in search engine results you can significantly increase the number of visits and traffic to your website.

This isn't just about getting more eyes on your page; it's about attracting the right kind of visitors—potential customers who are actively searching for solutions that your business provides. With improved visibility, your brand stands a better chance of being recognized and remembered by these potential customers.

Create Shareable Content Across Social Media

Posting shareable content on social media is an important part of creating a successful online presence. To start, you'll need to be intentional about the kind of content you produce.

Your content should be engaging, informative, and useful. Develop an individual voice that speaks directly to your target audience and reflects your brand image. Share articles, graphics, videos and other forms of content that are related to your product or industry in order to encourage customers to engage with you and subsequently share your post on their own social media feeds.

Recognize the Benefits of Repurposing Content

Repurposing content brings a notable return on your initial investment of time and resources. From updating existing content to creating fresh new takes on an old topic, repurposing your website or blog’s content can resonate with different types of audiences.

This strategy also allows you to find new ways to highlight the same message more than once and extend the life cycle of your content. By putting in the extra effort, you can maximize your reach, broaden your network, nurture relationships, boost SEO, keep readers engaged, and ultimately build brand recognition.

Writing for Different Personas

Crafting thoughtful messages for different buyer personas may seem like a daunting task. Finding the right words and tone to reach the correct target audience requires careful consideration and a good understanding of the different buyer personas within your audience.

When it comes to making connections with customers, having a consistent writing style that incorporates both professionalism and a human voice will help earn trust and establish a genuine connection. Choosing language that is easily understood and personal can help you build long-lasting relationships with your clients.

Quality Beats Quantity Every Time

Quality is truly more important than quantity when it comes to nearly any aspect of life. Having a few items that are well-built, reliable, and long-lasting is preferable to having a large selection of items that are not.

Likewise, your website , blog, and social media should only contain high-quality content. Don’t be fooled by the idea that “more is better.” In fact, when it comes to search engine ranking, Google has told us time and time again, more is actually not better.

Consumers (and Google) want to see valuable content; content that is rich in information, easy to digest, and written in an approachable way. Investing your time in creating high-quality content will ensure higher search engine ranking, more engagement from consumers, and future opportunities to repurpose that same content in a different way.

The Smart Way to Convert Online Leads Into Customers

Fri, 12 Apr 2024 09:08:51 GMT

So, your website is generating leads—great! But gathering leads is only the first step in the process. What you do next will determine how many of those leads turn into actual customers. (Site not generating leads? Click here .)

Let’s get clear on what an online lead really is. First, there’s the obvious: a lead is a contact you receive by way of your website, like an email from a contact form or a phone call via a click-to-call button. But online leads can also include inquiries that come through your social media channels, Google Business Profile listing, or other professional directories.

In short, an online lead refers to any potential customer or prospect who initiates contact with you online.

What should you do with online leads once you have them? Is there a surefire way to convert them into actual customers? Unfortunately, there’s no magic formula. But there are three simple steps to drastically increase your chances of converting leads into paying customers.

Three Crucial Steps in Converting Leads to Customers

The first of these steps is the most important—and the one most often overlooked. This is the key to starting the conversion process off right.

1. Speed

Quick turnaround time when responding to online leads is absolutely vital in the conversion process. And in this case, a quick response needs to be really quick . Next day responses aren't fast enough. Depending on your line of business, even a response within a few hours might not be fast enough. When an online lead comes in, you need to address it in a matter of minutes if you want the best chance of converting the lead into a customer.

The digital world is happening in real time and consumers are less patient than ever before. This is not a hypothesis, it's a fact—and the stats prove it.

Source

2. Proficiency

Now that you understand the importance of a quick response time, the next step is ensuring your responses are handled the right way. Remember, the lead sought out your company for information, to ask you questions, and (hopefully) to book an appointment, request a quote, or make a purchase.

This is the lead's first interaction with your brand. It's your chance to shine , to make a lasting positive impression. Providing canned responses to emails or giving vague answers on the phone isn’t going to convert anyone into a customer. The staff handling your lead responses must be proficient in your business, adept at answering a variety of questions, and skilled at guiding leads through to the next step of the customer journey.

You can be sure of one thing—if your team can’t answer the lead's initial questions, they'll find another company who can.

3. Perseverance

Unless you’re in the retail space, the sales process is seldom a one-and-done affair. Leads may not be ready to commit to an appointment or a quote after their first contact. And that’s okay. Lead conversion is an ongoing process.

You won’t be able to reach every lead on the first attempt. Multiple attempts will be required in many cases. And once you have made contact, there’s a good chance a back-and-forth conversation will take shape. (Hint: This is where your highly trained and proficient staff can flex their muscles.)

Nurturing the lead is a natural part of the conversion process and a great opportunity to form a bond, making conversion a lot more likely. Don’t give up on leads who need a bit more attention—there's a good chance they’re shopping around with your competitors, too.

Don’t Underestimate Your Online Leads

Many companies, especially those in the service industry , aren’t convinced of the importance of online leads. They’re used to word-of-mouth referrals, foot traffic in their showrooms, and trade fairs. But no matter the industry, online leads can foster incredible growth if they’re handled the right way.

Remember, response speed is the key. And once you’ve made quick contact, you need to be knowledgeable and persistent to turn those leads into real customers.

Need help getting more leads through your website? Locallogy can help! Drop up a message to learn more.

When Should You Hire an SEO Specialist?

amberdb000@gmail.com (Amber Blevins) — Thu, 04 Apr 2024 14:55:20 GMT

The beauty of search engine optimization (SEO) is its democratic nature—it's available to everyone. Achieving remarkable success in SEO is possible for anyone, even if you're a local business owner with a simple DIY plan for increasing your brand's search engine ranking. Through careful keyword research, content optimization, and building quality backlinks, anyone can improve online visibility and drive more website traffic.

But, like many DIY endeavors, there are situations when the complexity of the task requires professional intervention.

Whether you need a simple one-off consultation or you're looking to establish a long-term partnership, hiring an SEO specialist can be a game-changer. An SEO professional can help diagnose performance issues, implement effective solutions, and identify areas of missed opportunity.

Here are four situations when bringing an SEO professional on board becomes indispensable:

1. You’re Redesigning Your Website or Making Other Major Site Changes

Changing your site’s structure, moving from one site platform to another, changing domains, or otherwise making fundamental changes to your business’s website can have an immediate (usually negative) effect on your SEO .

While a web designer may reassure you they’ll take care of the SEO aspect of things, this isn’t something you should count on.

An SEO expert can provide you with a detailed explanation of how your site’s optimization should be adjusted and what impact you can expect. They’ll also closely monitor your site’s organic traffic during and after changes are implemented and help you address any drop in ranking.

2. Your SEO Strategy Isn’t Working

You may have developed a well-researched SEO plan, but it just doesn’t seem to be working. Or perhaps your marketing team’s SEO strategy isn’t getting the results you want. SEO is always evolving, so performance lags can happen—but the root cause and fix aren't always easy to figure out.

In these cases, it’s best to bring in an expert. An SEO professional has the time and tools necessary to dig deep and find the root cause of your underperforming SEO. They’ll help you make adjustments to your current strategy or, if needed, work with you on building an entirely new plan that will boost your rankings.

3. Your Organic Traffic Suddenly Decreases

If your organic traffic has taken a sudden nosedive, you may need a professional to understand why.

Your drop in traffic and/or ranking could simply be due to a change in Google’s algorithms. Or it could be a more serious technical issue with your site. The decrease in traffic could be due to any number of things.

An SEO specialist is not just privy to Google updates and algorithm changes, they also understand trends that may affect your ranking and traffic. And just as important as identifying the cause, a professional knows how to adjust your strategy to account for the changes.

4. Your Site Isn’t Being Recognized by Google

In some cases, Google’s search engine doesn’t index a website at all, which means the site doesn’t show up anywhere in search results. This is obviously the worst-case scenario for a local business owner who is working to build an online presence.

A variety of issues could cause Google’s inability to index a website. A simple change in your site’s settings may fix the problem. Or the issue could run deeper. There may be a problem with your site’s structure or perhaps an issue with the content on your site.

An SEO professional will know exactly how to research and identify the problem with your site and how to fix it.

Turn to the Professionals

As a local business owner, you don't have unlimited time and energy to devote solely to SEO. Fortunately, SEO professionals are available to help you fill the gap.

If you experience any of the issues we’ve outlined here, or you simply want to build on the strategy you already have in place, reach out to someone who is an expert in the field.

Need help managing your SEO? Locallogy can help! We're experts at helping local businesses boost their search engine ranking and attract more organic traffic.

Customer Journey Mapping for Your Local Business

amberdb000@gmail.com (Amber Blevins) — Fri, 29 Mar 2024 15:51:33 GMT

You may have a general idea of your customer's journey from first discovering your brand to eventually making a purchase—but are you fully aware of each step, each interaction, each speed bump along the way? Understanding your customer's journey is not just an advantage, it's a necessity.

For local business owners , this insight can be the key to unlocking growth and fostering relationships that turn first-time visitors into lifelong patrons. Customer journey mapping, the strategic process of outlining every step a customer takes from discovery to purchase, offers invaluable insights that can shape your marketing strategies, product development, and customer service initiatives.

Why Customer Journey Mapping is Essential

When you familiarize yourself with the customer's experiences from their first awareness of your brand through to post-purchase, you can illuminate the path to improving satisfaction and loyalty.

Customer journey mapping allows you to visually represent the process your customers go through when interacting with your business, highlighting areas of excellence and opportunities for improvement. When you map your customer's journey, your local business can tailor strategies to meet consumer needs more effectively and ensure a more personalized and impactful customer experience. This isn't just about addressing pain points; it's about elevating the entire customer experience to differentiate your business in a competitive marketplace.

@ Enhanced Customer Experience

By understanding the path your customers take, you can identify and remove friction points, thereby enhancing their overall experience. This leads to higher satisfaction rates, positive reviews , and increased loyalty.

@ Improved Marketing Strategies

Customer journey mapping allows you to tailor your marketing messages and campaigns based on the specific needs and behaviors of your customers at different stages of their journey. This targeted approach results in more effective marketing and higher conversion rates.

@ Better Product Development

Insights gathered from mapping the customer journey can highlight gaps in your offerings or opportunities for new products or services that meet your customers' needs more effectively.

@ Competitive Advantage

In a crowded market, providing a seamless and personalized customer journey can set your local business apart from competitors, attracting more customers and fostering brand loyalty.

How to Map Your Customer's Journey

Mapping your customer's journey may initially seem complicated and time-consuming, but by breaking it down into manageable steps, you can gain valuable insights that will drive your business forward.

Here's how to get started:

1. Define Your Objectives

Begin by identifying what you hope to achieve with your customer journey map. Whether it's increasing conversions, improving customer satisfaction, or identifying new market opportunities, having clear objectives will guide your mapping process.

2. Gather Data

Collect data from various sources to understand how customers interact with your business. Use analytics tools, customer surveys, reviews , social media feedback, and sales reports to gather information about customer behaviors, preferences, and pain points.

3. Create Customer Personas

Based on the data collected, create detailed customer personas that represent your typical customers. Include demographic information, interests, goals, and challenges. These personas will help you understand who your customers are and what drives their decisions.

4. Identify Touchpoints

List all the possible touchpoints where customers interact with your business, both online and offline. This includes social media, your website, in-store visits, phone calls, and any other points of contact. Understanding these touchpoints is crucial for mapping out the journey accurately.

5. Map the Journey

With your customer personas and touchpoints in hand, start mapping the journey from the initial awareness stage to the point of purchase and beyond. Consider the emotions, motivations, and questions your customers might have at each stage. Use visuals like flowcharts or diagrams to represent the journey clearly.

6. Analyze and Optimize

Examine the mapped journey for opportunities to improve. Look for bottlenecks, unnecessary steps, or areas where customers may feel frustrated. Implement changes to streamline the process, enhance the customer experience, and better align with your business objectives.

7. Iterate Regularly

Customer expectations and behaviors change over time, so it's important to revisit and update your customer journey maps regularly. This ensures your strategies remain relevant and effective in meeting your customers' needs.

Mapping Your Customer's Path

For local business owners, mastering the art of customer journey mapping is not just about staying competitive; it's about creating a business that truly understands and meets the needs of its customers.

By investing time and resources into mapping your customer's journey, you're laying the foundation for a customer-centric strategy that not only drives sales but also builds lasting relationships. Remember, the goal is not just to attract customers, but to create advocates for your brand. With a well-crafted customer journey map, your local business is well on its way to achieving remarkable growth and success.

How Local Kitchen and Bath Remodelers Can Utilize Visual Marketing

amberdb000@gmail.com (Amber Blevins) — Fri, 22 Mar 2024 15:00:03 GMT

Local kitchen and bath remodelers are artisans of the modern household, turning mundane spaces into personal havens. However, in a marketplace crowded with competitors, it’s not just about the quality of the work; it’s about how that quality is conveyed. Visual marketing is the tool of choice for businesses looking to showcase their craftsmanship. For the remodeling industry, which is so inherently about transformation, visual marketing is not just important—it's integral.

Visual marketing is a harmonious balance of art and science. By weaving the right visuals into your marketing strategy, you're not only telling the world about your services; you're inviting them to see, feel, and envision the transformation your team can bring to their homes.

Understanding Visual Marketing

Visual marketing is the practice of using visual elements to promote your service. In a world where attention spans are short, and impressions need to be quick and impactful, visual marketing is a powerful way to engage potential customers. It’s more than just aesthetics; it’s about storytelling and creating an emotional connection.

Types of Visual Content

There are various forms of visual content that can be leveraged in marketing campaigns:

Photography : High-quality images capture the essence of your work.
Videos : Visual stories in motion, showcasing your process and finished projects.
Infographics : Information presented with visual data appeal to the analytical and visual senses.
Virtual Tours : An immersive experience that allows customers to almost physically experience a space before they invest.
Before-and-After Images : Perhaps the most compelling of all, the promise and then the delivery of transformation encapsulated in a single frame.

Why Visual Marketing Matters for Remodelers

For kitchen and bath remodelers , visual marketing cannot be overstated. Here's why:

High-Impact Nature of Renovations

Kitchen and bath renovations are among the most impactful home improvements. They have the power to transform the entire look and feel of a home and are often the centers of daily living spaces. Communicating this dramatic change to homeowners effectively is crucial.

Visual Appeal Drives Consumer Decisions

In a sea of textual content, visual elements draw the eye and pique interest. In remodeling, where aesthetics matter, these visuals become the primary drivers in the consumer’s decision-making process.

Showcasing Craftsmanship and Quality

While words can promise quality, visuals can prove it. Images help to demonstrate the intricate details, the craftsmanship, and the innovative solutions you provide.

Building Trust and Credibility

Visuals can convey transparency and honesty, which are critical for building trust with potential clients. They show that you are proud of your work and confident in sharing your results with potential customers.

Standing Out from Competitors

When you're an early adopter of the latest visual marketing trends, you stand out as a pioneer and an authority in the industry, setting you apart from competitors who might still be sticking to traditional marketing methods.

Strategies for Effective Visual Marketing

Understanding a few practical strategies is essential in harnessing the power of visual marketing to attract and engage your target audience in meaningful ways. Whether you're a seasoned business looking to revitalize your brand or a newcomer aiming to make a substantial impact in the kitchen and bath remodeling industry, these strategies will provide a roadmap for using visuals not just as decoration, but as a dynamic and central component of your marketing toolkit.

Invest in Professional Photography and Videography

High-quality visuals are worth every penny. They are your first impression and a direct reflection of your business’s professionalism and standards.

Create Compelling Before-and-After Images

These images are your ultimate sales tool. They showcase your abilities at their best.

Utilize Social Media Platforms

Platforms like Instagram, Pinterest, and Facebook are tailor-made for visual content, and they are where your potential customers are spending a lot of their time.

Incorporate Visual Content on Your Website and Blog

Your website and blog should be galleries of your best work. These are perfect for SEO as well as impressing visitors.

Leverage User-Generated Content

Happy customers sharing their own before-and-after projects on social media can be a gold mine for you.

Offer Virtual Tours or 3D Renderings

Virtual tours offer the experience without needing to visit a physical space. It’s the next best thing to being there and can significantly speed up the decision-making process for potential customers.

Overcoming Challenges in Visual Marketing

The path to mastering visual marketing is not without its challenges, especially in a field as competitive and detail oriented as kitchen and bath remodeling . Securing high-quality visuals, keeping up with the rapid pace of online platforms, and ensuring your visual content continuously stands out can seem daunting. Whether it’s budget constraints, technological advancements, or the evolving tastes of consumers, understanding how to adapt and overcome is key to leveraging visual marketing to its full potential.

Budget Constraints

There are cost-effective ways to create impactful visuals, from DIY solutions to bartering services with local creatives.

Lack of Expertise

Invest time in training or hire a professional. It’s an investment in your business’s future.

Keeping Up with Trends and Technology

The internet is full of resources to keep up with the latest trends and tools. Make continuous learning a part of your marketing strategy.

Generating Consistent Content

Create a content calendar and block out time to create content regularly so that you’re not scrambling for content at the last minute.

Conclusion

Visual marketing is an essential part of the modern marketing landscape, and for local kitchen and bath remodelers , it's a game-changer. By effectively utilizing visual content, you can make your business stand out, build credibility and trust, and most importantly, convey the transformational power of your work to potential customers.

Don’t wait for your competitors to outshine you. Equip yourself with the right tools and knowledge and start harnessing the power of visual marketing today.

How Long Does Local SEO Take to Show Results?

amberdb000@gmail.com (Amber Blevins) — Fri, 15 Mar 2024 15:43:14 GMT

If you're a local business owner dipping your toes into the realm of digital marketing, you've almost certainly heard about search engine optimization (SEO). You might have even implemented some basic SEO practices or hired a digital marketing agency to help boost your online presence.

Marketing industry studies and statistics make it easy to see the effectiveness of SEO for local businesses. However, tangible results from your own SEO efforts can be clouded with uncertainty. The question is: When will you start seeing real results?

Unfortunately, there is no clear-cut answer to this question because SEO performance depends on a multitude of factors. But that doesn't mean you'll be perpetually in the dark. Let’s look at how you can manage your expectations.

Understanding the Timeline

The Waiting Game

When it comes to local SEO , patience truly is a virtue. Unlike paid advertising, where you can see immediate results, SEO is a long-term strategy that requires time and consistent effort to yield significant outcomes. It's important to set realistic expectations from the get-go.

Initial Impact

In the initial stages, you may start seeing some minor improvements in your online visibility. This could include better rankings for certain keywords, increased website traffic, or enhanced visibility in local search results. However, these are just the early signs of progress, and substantial results will take time to materialize.

Factors Impacting the Timeline

Competition Level

The competitiveness of your local market plays a significant role in determining how long it will take to see tangible results from your SEO endeavors. If you're operating in a crowded market with numerous businesses vying for the same audience, it will naturally take longer to make a noticeable impact.

Website History and Authority

The history and authority of your website also influence the timeline for SEO results . A new website or one with limited online presence will typically require more time to build credibility with search engines compared to an established and authoritative site.

Consistency and Quality

Consistent and high-quality content creation, link building, and local listings management are pivotal components of local SEO. The diligence and quality of these efforts will directly affect the speed at which you start seeing meaningful improvements in your online visibility.

Realistic Expectations

As a local business owner , it's essential to maintain realistic expectations regarding the timeline for local SEO results. While the exact timeline varies based on several factors, here are some general guidelines to keep in mind:

3 to 6 Months : During this timeframe, you may observe incremental improvements in your search rankings and website traffic.
6 to 12 Months : By the 6-month mark, you should start seeing more substantial results, with increased visibility in local search results and higher organic traffic.
12+ Months : Beyond the 1-year mark, your ongoing SEO efforts should lead to a significant uplift in your online presence, resulting in more leads and customers finding your business through organic search.

Conclusion

Remember, local SEO is a marathon, not a sprint. It requires patience, consistent effort, and a clear understanding of the factors influencing the timeline for results. By setting realistic expectations and staying dedicated to your SEO strategy , you will witness the fruits of your labor in the form of improved online visibility, increased website traffic, and ultimately, more customers walking through your doors.

Local SEO is an ongoing journey, and the rewards are well worth the wait. Keep focusing on delivering value to your audience, and the SEO results will follow suit.

3 Low-Cost Marketing Techniques to Help Your Remodeling Business Grow

amberdb000@gmail.com (Amber Blevins) — Thu, 07 Mar 2024 16:19:42 GMT

Marketing is essential for any local remodeling business to gain a foothold in the market and establish a pattern of growth. But the thought of diving into the marketing space makes some business owners cringe. There’s the monetary cost to consider, of course, along with the demand on your time. Then, there’s the technical aspect.

And perhaps most importantly—how do you know which marketing activities will work best for your business and generate the best ROI?

Fortunately, there are simple, low-cost options for marketing your remodeling business. These marketing techniques won’t break the bank, do not require a great deal of technical savvy, and can be customized according to your business needs. Give these methods a try and watch your remodeling business grow.

What You Can Do: Build a Great Website

Do you know the single most important member of your sales team? It's your website!

Your website is the most valuable salesman you have . A great website will be busy selling for you 24-hours a day, 7-days a week. But what actually makes a website great ?

A great website is responsive on all devices and has a bright, clean design. It’s packed full of high-quality photos of your remodeling projects and informative, easy to digest content. And don’t forget a blog. (Yes, even remodelers need a blog. Here’s why .)

Fresh content with relevant keywords will help your website climb the search engine rankings. This gets your site in front of more potential customers. When those potential customers visit your site, they’ll be drawn in by the beautiful design, enticing images, and helpful blog articles. Now that potential customer is on their way to becoming an actual customer.

I know what you’re thinking. "Building a website is hardly a low-cost endeavor." It’s true, a new website can be expensive. But it doesn't have to wipe out your budget. Sure, you’ll find marketing firms that charge $10-$20,000 for a shiny new site. But there are alternatives. Shop around for marketing agencies that specialize in your line of business and offer flexible, cost-effective options for creating your new website. With a great site, you’ll soon see the return on your investment.

What You Can Do: Develop a Customer Referral Program

It’s the oldest marketing method in the world—good ol’ word of mouth. It’s been around forever because it really works. And in the digital age, word of mouth is even more relevant now that customers can share their opinions about you online to countless others.

It’s incredibly easy to leverage word of mouth recommendations to build a marketing campaign. The possibilities are many. Offer your existing customers a discount on future services for each referral they send your way. Or offer the existing customer and the new customer an incentive. Gift cards and discounted services are always popular referral rewards. There are a ton of ways you can incentivize your existing customers to spread positive feedback about your business and help you get new customers.

What You Can Do: Email Marketing

To many, email marketing seems complicated, invasive, and expensive. But in reality, email marketing is really quite simple and cost effective.

Collecting email addresses and building an email list was much more complicated 20-years ago when much of the process was manual. But now, there are plenty of services out there that collect, collate, and manage all the addresses on your list. There’s very little involvement needed from the business itself.

Conscientious business owners never want to spam their email lists with a bunch of useless messages. This is easily avoidable, though. Be sure your email marketing messages contain useful, pertinent information and are sent on an acceptable frequency. Send emails once a month, bi-monthly, or maybe even once a week. Share your knowledge, talk about upcoming events and projects, or offer coupons or discounts. Whatever you send, it should be something your customer actually wants to read.

There are plenty of email marketing applications out there, varying in price from cheap to expensive. But like anything else, you can find good deals if you shop around. Some major names in the email marketing space, like MailChimp and Constant Contact , offer free plans that include great tools for small businesses.

Email marketing is a great, low-cost, way to reach your customer base. You’re consistently getting your name in front of people, sharing valuable content, and establishing your company as a trustworthy expert in your field.

Low Investment = Big Payoff

The three marketing techniques mentioned here are only the tip of the iceberg. There is no shortage of free or low-cost marketing activities you can engage in. And because your financial risk is limited, you can try as many of these techniques as you want with little risk.

Try out these marketing techniques, get some campaigns off and running, and watch your remodeling business grow.

5 Steps to Building a Better Target Audience

amberdb000@gmail.com (Amber Blevins) — Fri, 23 Feb 2024 14:11:33 GMT

As a local business owner, understanding and connecting with your ideal customers is essential for the success of your business. By targeting the right audience, you can tailor your marketing efforts to resonate with those who are most likely to engage with your products or services.

You know your target customer but translating that knowledge into a successful marketing strategy can be challenging without a clear path. Let's explore the steps you can take to build a better target audience and refine your marketing strategies for maximum impact.

Step 1: Define Your Ideal Customer Profile

The first step in building a better target audience is to clearly define your ideal customer profile. Start by considering the demographics of your ideal customer, such as age, gender, location, income level, and occupation.

Now dig a little deeper. Delve into the psychographics of your target customer, including interests, values, and pain points.

For example, if you run a kitchen and bath remodeling firm offering high-end home renovation services, a target customer profile might look like this:

CUSTOMER PROFILE

Name: Jessica and Michael Reynolds

Demographics:

Age: 40-55
Household Income: $300,000+
Location: Affluent suburban neighborhoods
Occupation: Professionals - business owners or executives

Psychographics:

Values luxury, sophistication, and timeless design
Seeks personalized, custom solutions for home renovations
Appreciates attention to detail and high-quality craftsmanship
Enjoys entertaining and hosting gatherings in their home
Prioritizes functional yet aesthetically pleasing spaces

Step 2: Identify Specific Behaviors and Preferences

Once you've outlined your ideal customer profile, it's crucial to identify specific behaviors and preferences that align with your business offerings. Consider where your ideal customers spend their time, both online and offline. What are their purchasing habits, preferred communication channels, and sources of influence?

Understanding these behaviors and preferences will help you tailor your marketing messages and outreach efforts to effectively engage with your ideal audience.

Step 3: Identify and Exclude Less Suitable Customers

While defining your ideal customer is important, it's equally essential to identify and weed out customers who are not ideal. Not everyone will be a perfect fit for your products or services, and that's okay.

By recognizing the characteristics and behaviors of non-ideal customers, you can optimize your marketing efforts to focus on those who are more likely to convert and become loyal customers.

Step 4: Utilize Data and Feedback

Utilizing data and customer feedback is a powerful way to refine your target audience. Analyze your sales data, website traffic , and social media engagement to gain insights into your customers' behaviors and preferences.

Additionally, actively seek feedback from your existing customers through surveys or direct conversations. This information can provide valuable guidance in honing your target audience and optimizing your marketing strategies.

Step 5: Test and Refine Your Approach

Building a better target audience is an iterative process that requires continuous testing and refinement. Experiment with different marketing messages, channels, and offers to gauge their effectiveness in reaching and engaging with your ideal customers. Utilize A/B testing for your digital marketing campaigns to compare the performance of different ad creatives, copy, or targeting parameters.

Enhancing Your Target Audience Strategy

Building a better target audience is a strategic endeavor that involves understanding, identifying, and effectively engaging with your ideal customers.

By defining your ideal customer profile, identifying specific behaviors and preferences, excluding non-ideal customers, utilizing data and feedback, and continuously testing and refining your approach, you can enhance the effectiveness of your marketing efforts and drive meaningful connections with your target audience.

Remember, the key is to stay attentive to your customers' evolving needs and continuously adapt your strategies to align with their preferences. By building a strong connection with your ideal audience, you can foster customer loyalty and drive sustainable growth for your local business.

Understanding the Impact of Helpful Content for Local Businesses

amberdb000@gmail.com (Amber Blevins) — Fri, 16 Feb 2024 14:35:39 GMT

In late August 2022, Google released its helpful content update. In short, the goal of this update was to place more emphasis on genuine, valuable content in search results. Check out our post on this topic if you need a quick refresher.

As with most of Google's updates, it took time for the marketing world at large to understand the intricacies of the algorithm change and fully realize its impact. And since the helpful content update’s launch a year and a half ago, it's become apparent just how important it is for your local business to have helpful, informative content on your website.

Why Helpful Content Matters for Local Businesses

Google's helpful content update placed a spotlight on the value of locally relevant and informative content. For local businesses especially, content that answers specific questions and provides insight into local issues or services can significantly elevate your brand's authority, relevance, and—importantly—your search engine rankings.

Local shoppers often search for solutions nearby, and when your business offers content that speaks directly to local needs and preferences, you become a go-to resource.

Building Trust and Authority

One key takeaway from SEO experts is that creating helpful content is essential for establishing trust and authority within your local community. By providing valuable information, answering common questions, and addressing pain points through your content, you position your business as a reliable source of expertise. This not only fosters trust among your audience but also establishes your brand as an authoritative voice in your industry.

Enhancing Local Visibility

Another crucial aspect highlighted by experts is the role of helpful content in enhancing local visibility . When your content addresses local concerns, trends, and topics relevant to your community, it resonates more effectively with your target audience. This, in turn, can lead to improved local search rankings, making it easier for potential customers to discover your business when searching for related products or services in your area.

Engaging Your Audience

SEO experts emphasize the importance of creating content that engages and resonates with your local audience. By crafting helpful content that speaks directly to the needs and interests of your local community, you can foster stronger connections with your audience. Whether it's through informative blog posts, how-to guides, or local event coverage, engaging content encourages interaction, sharing, and ultimately, customer loyalty.

The Power of Long-Term Value

The insights from SEO experts underscore the long-term value of helpful content. Unlike traditional advertising, which has a limited lifespan, valuable content continues to provide benefits over time. From evergreen blog posts to informative videos to comprehensive guides, creating content that offers enduring value can lead to sustained organic traffic, brand recognition, and customer loyalty.

Embracing the Opportunity

When examining the impact of Google's helpful content update, the perspectives shared by SEO experts highlight the pivotal role of helpful content in empowering local businesses. As a local business owner, embracing the opportunity to create meaningful, informative content can yield substantial benefits, from building trust and authority to enhancing local visibility and engaging your audience.

By leveraging the power of helpful content, you can strengthen your brand's digital presence and establish a lasting connection with your local community.

Need help taking your website’s content to the next level? You need Locallogy! Let’s chat about how we enhance your website and help your business grow.

Understanding Your Website’s Bounce Rate

amberdb000@gmail.com (Amber Blevins) — Thu, 08 Feb 2024 15:45:43 GMT

The goal of your local business’s website is, above all, to attract customers. After all, you can't share your product or service and you can't generate revenue without customers. The basic concept is pretty simple: 1) the prospective customer lands on your website, 2) they look around and like what they see, 3) they click through to other pages of your site, 4) the prospective customer contacts you.

In an ideal world, each visit to your site would follow this path. But of course, that’s not always the way it happens. When someone visits your website but never clicks beyond the page they landed on, that’s called a bounce .

Here’s how Google defines it: A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.

You’ll hear marketers talk about “bounce rate.” That’s simply the rate at which visitors are clicking away from your site after viewing only one page.

Should I Strive for a Low Bounce Rate?

Logic tells us you should work toward a low bounce rate. Naturally, you want your prospective customers to stay on your site longer to increase the chance they’ll contact you. But in some ways, bounce rate can be a quite relative measurement.

For example: If your site visitors never make it beyond your homepage, never click any links or any other pages on your site, you’ll likely have a high bounce rate. But if your homepage is so well designed and the content so expertly crafted that you’re gaining plenty of leads from that single page, the bounce rate doesn’t matter so much.

However, if your site—like the majority of local business websites—relies on visitors clicking beyond just one page, like exploring your service pages or checking your inventory pages, a high bounce rate may be a concern.

What Causes a High Bounce Rate?

Your business website is comprised of many elements—images, copy, navigation, and more—all of which work together to create a user experience. If your site has a high bounce rate, chances are it's the result of a variety of these elements, not just a single issue. Here are a few of the most common reasons your bounce rate may be too high:

Your Site is Too Slow

A slow website will be detrimental to your website’s overall performance. In particular, you'll see this demonstrated in your bounce rate.

If your site is super slow, people will not wait around for the page to load. They’re going to click away to another site. Hence, your increased bounce rate. This is the kind of high bounce rate you should be worried about.

Fortunately, there are some simple steps you can take to speed up your site, like cleaning up the technical aspects of your site design, adjusting your image size and quality, and optimizing your site for mobile devices. Even minor tweaks and adjustments can help speed up your site and thereby, reduce your bounce rate.

Your Page Titles or Descriptions are Misleading

It’s imperative your website's page titles and descriptions are accurate and sufficiently detailed. This may seem obvious, but it’s an issue that happens more often than you might think.

The problem with this is clear – if your site visitor clicks on a page expecting one thing but they find something else, they’re going to click away from your site, increasing your bounce rate.

This is an easy issue to fix. Check each of your site’s pages and compare it to the title and description. Does it match up? Will the site visitor’s expectation match what they actually find on the page? If not, make some corrections.

Poor Design or Low-Quality Content

If your website is clunky, looks outdated, or is otherwise unappealing, you probably already have a high bounce rate. Poor design, bad images, or low-quality content will make it hard of anyone to stick around on your site.

Take a good look at your website from the consumer’s point of view. Ask yourself how long it’s been since your site was updated. Check out some of your competitor's sites.

Don’t be afraid to refresh your website or even rebuild it from the ground up, if that’s what’s needed. If this is outside your skillset or you simply don’t have the time to invest in such a project, call in a team of professionals like Locallogy . We understand what makes websites work - we help our clients address high bounce rates and underperforming webpages.

Understand What Your Bounce Rate Really Means

We mentioned that bounce rate can be a relative measurement. It’s true—a high bounce rate on an otherwise well-performing landing page is probably not a big cause for concern.

But if you're not satisfied with your site's performance, take the time to review your site’s bounce rates and learn what the figures mean. By addressing your website's speed and design, along with its page titles and descriptions, you can effectively reduce bounce rates and improve the overall performance of your site.

Remember, your website's bounce rate is a valuable metric that provides insights into user behavior and presents opportunities for improvement. By implementing the necessary changes, you can enhance the experience for your site visitors and achieve better results for your business.

Interactive Content Marketing for Kitchen and Bath Remodelers

amberdb000@gmail.com (Amber Blevins) — Fri, 02 Feb 2024 13:43:44 GMT

Interactive content is like a secret weapon for engaging customers and boosting sales in the digital marketing world. If you're a kitchen and bath remodeling business owner, adding interactive content to your marketing strategy is a game-changer. It grabs attention, sparks conversations, and gives you a competitive advantage.

By aligning this creative marketing approach with your core services, you'll stand out and show prospects the potential of your craftsmanship, regardless of your business's size or technological prowess.

Understanding Interactive Content

Interactive content is all about getting your audience involved and engaged. It prompts them to interact, make choices, and be a part of the experience. If you're a kitchen and bath remodeler , this kind of content is excellent for boosting customer engagement. Show off your expertise and guide prospects through their remodeling journey with interactive content.

Here’s how some K&B remodelers are using interactive content to engage with their audience:

Interactive Before-and-After Tool : Allow users to visualize the potential transformation of their kitchen or bathroom by interacting with a before-and-after visualization tool.
Style Preference Quizzes : Create quizzes that help potential customers identify their style preferences and provide personalized remodeling suggestions based on the results.
Virtual Showroom Tours : Offer interactive virtual tours of completed projects, allowing visitors to explore different design elements and features.

Creating Interactive Content

Creating interactive content requires a strategic approach, focusing on the user experience and the unique offerings of your business. It's not just about showing what you can do; it's about inviting your audience to become part of the creative process.

Check out these practical steps and innovative ideas to craft interactive content that captivates your audience, builds strong relationships, and ultimately converts leads into clients:

Identify Target Audience Pain Points : Understand the common challenges and aspirations of your target audience. This insight will shape the type of interactive content that resonates with them.
Select Interactive Content Formats : Choose from various formats such as quizzes, polls, interactive infographics, calculators, webinars, or virtual reality experiences that align with your audience's preferences and buying journey.
Utilize User-Generated Content : Encourage customers to share their remodeling experiences through interactive testimonials, photo contests, or project showcases.

Promoting Interactive Content

Promoting your interactive content effectively is crucial to maximizing its impact and reaching your target audience. Whether via social media, email campaigns , or your company website , a sound promotion strategy will increase engagement and contribute to measurable business growth.

Use these key strategies to spread the word about your innovative content and ensure it captures the attention of potential clients:

Leverage Social Media Platforms : Share interactive content across social media channels to spark engagement and conversations within the community.
Email Campaigns : Incorporate interactive elements like polls or interactive videos into email newsletters to boost open rates and click-throughs.
Website Integration : Seamlessly integrate interactive content into your website , providing visitors with an immersive experience and valuable insights.

Measuring Interactive Content Success

To make sure your efforts pay off, it's important to track and measure how well your interactive content is performing. It's not just about numbers, it's about learning and improving the user experience. By setting clear goals and using the right analytics tools, you can see how effective your interactive content is and make it even better.

As a baseline, be sure to monitor these key performance indicators (KPIs) and analytics:

Engagement Metrics : Monitor interaction rates, time spent on interactive content, and click-through rates to gauge audience engagement.
Lead Generation : Track the number of leads generated through interactive content and analyze their quality and conversion potential.
Conversion Tracking : Measure the impact of interactive content on lead conversion and customer acquisition, attributing conversions to specific interactive experiences.

Using Interactive Content in Your Marketing Strategy

Integrating interactive content into your digital marketing strategy can significantly enhance engagement, build deeper customer relationships, and drive business growth. From virtual tours to style quizzes, interactive content not only showcases your expertise but also actively involves potential clients in the remodeling process.

By promoting this content effectively and measuring its success through targeted KPIs, you can maximize your ROI and outperform your competitors. Embrace interactive content and watch your remodeling business transform just as beautifully as the spaces you create.

Achieving Your Goals With a Digital Marketing Agency

amberdb000@gmail.com (Amber Blevins) — Fri, 26 Jan 2024 14:14:45 GMT

Are you a local business owner looking to expand your digital presence and reach more customers? Partnering with a digital marketing company can help you effectively achieve your goals. But simply engaging a digital marketing professional doesn't mean you're freed of any further involvement—particularly at the beginning of the relationship.

To make the most of your collaboration with a digital marketing firm, it's essential to clearly define and communicate your objectives. Without an understanding of your goals, your digital marketing partners have little chance of success.

Let's look at how you can identify and communicate your goals when working with a digital marketing company.

Identifying Your Goals

The first step in this process is critical. Before you engage a digital marketing company or implement any particular marketing strategy, you must identify your business goals. After all, you can't achieve anything without knowing what you're actually trying to achieve. And be specific about your objectives. "I want to grow my business," is a given. It's also vague and unhelpful.

Instead, look at the areas of your business that you want to improve. Do you want to increase website traffic? Boost sales? Improve brand awareness? Expand into new territories or markets?

In terms of digital marketing, here are some common goals that many of our clients here at Locallogy have in common:

Increasing Brand Awareness

Do you want to boost your brand's visibility in your local community or reach a wider audience regionally or nationally?

Generating Leads and Sales

Are you looking to drive more traffic to your website , increase conversions, and ultimately boost sales?

Building Customer Engagement

Do you want to foster stronger relationships with your existing customers and attract new ones through effective engagement strategies?

Expanding into New Markets

Are you planning to enter new markets or expand your business's reach geographically?

Improving Online Reputation

Is your goal to enhance your online reputation through positive reviews, social media presence, and customer satisfaction?

Communicating Your Goals

Once you've identified your goals, it's time to communicate them effectively to your digital marketing partners . This is crucial for ensuring everyone is aligned and working towards the same objectives.

Clear communication involves articulating not only the goals themselves but also your underlying motivations and expectations. When you provide context and details, you can foster a more collaborative and successful partnership with your digital marketing team.

Be Transparent

Share your business's current challenges, strengths, and weaknesses with the digital marketing company. This transparency will help them understand your business context and tailor their strategies accordingly.

Set Realistic Expectations

Clearly communicate your expectations regarding the timeline for achieving your goals, budget constraints, and the level of involvement you expect from the digital marketing company.

Provide Access to Relevant Data

Share any available data about your target audience, customer behavior, and past marketing efforts. This information will enable the digital marketing company to craft data-driven strategies aligned with your objectives.

Seek Input from the Marketing Company

While you may have a clear vision of your goals, it's important to be open to suggestions and insights from digital marketing experts. Their expertise can provide valuable perspectives on achievable targets and effective strategies.

Evaluating the Right Digital Marketing Company

Choose your digital marketing partners with the same level of care you would use when selecting an accountant or attorney. You wouldn't let a random person do your taxes, and you shouldn't trust a random agency with your business's marketing strategy.

When selecting a digital marketing partner , consider the following factors to ensure they are aligned with your business goals:

Experience and Expertise

Look for a company with a proven track record of success in helping businesses achieve similar goals to yours. Check their portfolio and client testimonials to gauge their expertise.

Customized Strategies

Ensure that the digital marketing company offers customized strategies tailored to your specific business objectives rather than a one-size-fits-all approach.

Communication and Reporting

Inquire about their communication process and how they report progress and results. Clear and regular communication is essential for a productive partnership.

Understanding of Your Industry

Choose a digital marketing company that demonstrates a thorough understanding of your industry and target market. Industry-specific knowledge can significantly impact the effectiveness of their strategies.

Achieving Your Goals

Establishing a strong online presence is vital for the success of local businesses, and digital marketing is key in this pursuit. By setting clear goals and effectively communicating them to your digital marketing partners, you can lay the foundation for a successful collaboration.

Remember, a successful partnership with a digital marketer is not just about achieving your immediate marketing goals—it's about setting your business on a path of long-term growth and success.

Ready to take your local business to the next level but need some help getting started? Locallogy can help! Get in touch with our local digital marketing experts today.

Turn Your Invoices Into a Marketing Tool

amberdb000@gmail.com (Amber Blevins) — Fri, 19 Jan 2024 15:43:47 GMT

As a local business, you'll find that every customer interaction is different. Each order is unique and no two projects are the same. But no matter the customer or the job, there’s one constant—an invoice.

Whether you’re remodeling a kitchen, doing landscaping, or flushing a car radiator, you need to get paid. And in order to get paid, you need to generate an invoice. Your invoices are one of the few communications you’ll send your customer that’s sure to be opened and read.

It doesn’t matter if you issue paper invoices or if you send an email with a payment link, the invoice itself is a great place to sprinkle in a little marketing. Here’s how you can do it.

Request a Review

It’s a simple fact, your business needs reviews . The more reviews you collect, the more customers you’re likely to attract.

Your invoice is the perfect place to invite customers to share testimonials. For best results, keep it short but include clear instructions. Politely ask for a review and share the relevant links or instructions.

If you’re invoicing by email, this is easy. Simply ask for a review and include the preferred link (Google, Facebook, Houzz, etc.) If it’s a paper invoice, list the URL and, if possible, add a QR code. This allows your customers to scan the code from their phone and conveniently arrive at just the right place online to leave a review.

Share Updates

What better way to share news with your customers than on your invoice? They’re sure to read it (or at least skim it) because they’re engaged. This is not a random marketing email or flyer, it’s an invoice, so it’s naturally going to get more attention.

Keeping your existing customers in the loop, even if it’s a one-time update via their invoice, is a great way to attract them back for repeat business.

Include Special Offers or Discounts

Just like sharing updates, offers and discounts are also perfect additions to your invoice. Including a discount code or link to a special offer is like saying, “We know you’re spending money on this invoice. We appreciate it so much that we want to give you a discount on something.”

Remember, existing customers are the best customers, so give them a reason to come back.

Highlight Your Social Media

Be sure to include your company’s social media tags on your invoices. This not only invites customers to follow your business, it’s also another way they can share testimonials.

Even better, suggest a hashtag your customers can include when posting about your business. Think along the lines of Coke’s #shareacoke or Dominos’ #letsdolunch .

Say Thank You

Perhaps most importantly, be sure to thank your customers on each and every invoice. Simply saying thanks (and meaning it) can lay a strong foundation for a lasting relationship with your customers.

A general “thank you” is great, but a personalized thank you is even better. For example, “Thank you for allowing us to build your new pool. We hope your twins love learning how to swim.”

Keep it Simple

In the end, remember your invoice is not an ad campaign. There’s plenty of opportunity to market your business, but don’t overdo it.

Keep your invoice marketing efforts simple, clear, and easy to decipher.

Want to learn about how you can attract more customers to your local business? Drop us a line here at Locallogy . We'd love to help!

Voice Search and Your Local Business

amberdb000@gmail.com (Amber Blevins) — Thu, 11 Jan 2024 15:16:54 GMT

In 2011, Google first began rolling out its voice search technology. In the intervening years, voice search has become increasingly popular, particularly as mobile devices and smart speaker tech has evolved. According to one study , 125.2 million people are using voice search in 2024 and 40% of adults use the feature on a daily basis. That's a lot of voice searches!

The popularity of voice searches is a fantastic opportunity for your business. With an increasing number of consumers adopting this technology, businesses that optimize their websites for voice search stand to gain a substantial edge over their competitors. This means if your site is optimized, it is more likely to appear in the results, leading to increased visibility, higher traffic, and ultimately, more potential customers.

What is Voice Search and Why is it Popular?

Voice search allows users to perform online searches by speaking into a device, such as a smartphone or a smart speaker. This technology's popularity is due in large part to its convenience and speed. Users can search for information hands-free, making it an attractive option for multitaskers or those with accessibility needs.

Not only is voice search popular in general, but trends show that users are increasingly searching specifically for local results. In fact, around 50% of all voice search queries are looking for local results.

The Pros and Cons of Voice Search Optimization

There are several excellent reasons for optimizing your website for voice search. First, and perhaps most importantly, these optimizations can increase traffic to your site. As more people use voice search, websites optimized for this technology can rank higher in search results, leading to increased visibility.

Voice search optimization also enhances customer satisfaction. By providing quick, accurate answers to voice queries, you can improve user experience, boosting engagement and potentially leading to higher conversion rates.

However, voice search optimization also presents challenges. For instance, voice queries are typically longer and more conversational than typed queries. This requires a shift in SEO strategy to target long-tail keywords and natural language. Additionally, the technology is still evolving, meaning strategies may need to adapt over time.

How to Optimize for Voice Search

Here are some actionable tips to help you optimize your website for voice search.

Focus on Long-Tail Keywords

When it comes to voice searches, it's important to understand that users often use complete sentences or ask questions in a conversational tone. To optimize for voice search, it's important to incorporate long-tail keywords that align with the natural language patterns of voice queries. By doing so, you can improve the chances of your content being discovered and provide relevant answers that satisfy user intent.

What is a long-tail keyword?

A long-tail keyword is a specific and longer phrase that users commonly use when conducting online searches. Unlike short and more general keywords, long-tail keywords are more specific and usually consist of three or more words. These phrases are often used by individuals who have a clear idea of what they are looking for and are seeking more precise search results.

Optimize for Local SEO

To optimize for voice searches, it's vital to keep your Google Business Profile listing up-to-date. Make sure to include location-specific keywords in your content to attract local search traffic. By doing so, you can increase your chances of being discovered by users looking for products or services in your area. Remember, staying relevant and providing accurate information is key to attracting potential customers through voice search technology.

Create FAQ Pages

FAQ ( Frequently Asked Questions ) pages are an effective strategy for targeting question-based queries, especially prevalent in voice search. By providing concise and clear answers to common customer questions, businesses can enhance user experience and improve their online visibility. These pages serve as a valuable resource, offering comprehensive information and addressing potential concerns, ultimately helping businesses build trust and credibility with their audience.

Improve Site Speed

Voice search users expect quick responses . To meet this demand and provide a seamless user experience, your website must load quickly and efficiently. A smooth and responsive website not only improves user experience but also contributes to better search engine rankings and overall online success.

Use Schema Markup

Implementing strategies to improve the understanding of your content by search engines can greatly enhance the likelihood of your website being selected as the authoritative source for voice search answers. By optimizing your content and making it more accessible to voice assistants, you can position your site as a reliable and valuable resource in the voice search ecosystem. This can ultimately drive more organic traffic and increase your chances of capturing voice search queries.

What is schema markup?

Schema markup is a code that you can add to your website to provide search engines with more information about the content on your pages. It helps search engines understand the context and relationships between different elements of your content, making it easier for them to index and display relevant information in search results.

Voice Search for Your Business

As voice search continues to evolve and gain traction, businesses need to remain agile and adaptive, quick to embrace this technology and the opportunities it offers. By integrating voice search into your SEO strategy, you can reach a wider audience, provide an enhanced user experience, and ultimately, drive more traffic to your site.

Remember, the key to success lies in understanding the unique characteristics of voice search, and tailoring your strategy to meet these demands. Embrace the change, experiment with new techniques, and make the most of the voice search revolution. As we look to the future, it's clear that those who adapt fastest will reap the benefits of this exciting technological frontier.

Email Marketing for Your Local Business: The Basics

amberdb000@gmail.com (Amber Blevins) — Fri, 05 Jan 2024 14:45:18 GMT

Email marketing is a well-established tool that's powerful and cost-effective— and accessible to anyone. Whether you’re a seasoned local business or an ambitious startup, email marketing offers you the opportunity to connect with your customers in a meaningful way.

When you implement an effective email marketing strategy, you're not only promoting your services or products, you’re also building lasting relationships with customers. Through personalized and engaging email campaigns, you can deliver valuable content, exclusive offers, and relevant updates directly to their clients' inboxes.

What Is Email Marketing?

Put simply, email marketing is the process of sending tailored email messages to a group of people. It's a direct marketing approach that allows you to personalize content for specific target audiences.

Unlike social media marketing, which depends on algorithms, email marketing lands straight in your audience's inbox. This gives you greater control over who sees your message and when, making it a powerful tool to captivate and engage your audience.

Benefits of Email Marketing

Email marketing offers several benefits. It's cost-effective, scalable, and provides immediate value to your subscribers while also benefiting your local business . With email marketing, you can:

Build strong customer relationships
Increase brand awareness
Promote products and services
Boost sales

But perhaps the most significant advantage of email marketing is its impressive ROI. On average, a successful email marketing campaign makes $36-$40 for each dollar spent !

Setting up Your Email Marketing Campaign

Getting started with email marketing is simpler than you might think. Here are the basic steps you can follow to kickstart your email marketing campaign:

Choose an Email Marketing Service Provider: Selecting the right platform is crucial for effectively managing your email list, designing visually appealing emails, and keeping track of your campaign's performance. Look for features like automation, analytics, and easy-to-use templates to make your email marketing efforts more efficient. Platforms like Mailchimp and ActiveCampaign are great for beginners.
Build Your Email List: There are various strategies you can employ to grow your email list. Encourage website visitors to sign up for your newsletter by showcasing the value they will receive through exclusive content, updates, or special offers. Also consider offering a lead magnet such as a free eBook, checklist, or discount code in exchange for their email address. This not only incentivizes sign-ups but also helps you capture valuable information about your target audience.
Segment Your List: Once you have a growing email list, take advantage of segmentation to send more targeted and personalized emails. By dividing your subscribers based on specific criteria like demographics, purchase history, or past engagement, you can tailor your content to their unique needs and interests. This increases the chances of engagement and conversion, making your email marketing efforts more effective.

Remember, these are just the foundational steps. As you dive deeper into email marketing, you can explore advanced strategies like A/B testing, automation workflows, and email personalization to further optimize your campaigns.

Crafting Compelling Emails

Your email's subject line and content are crucial components of your campaign. They play a vital role in capturing the attention of your audience and driving engagement. Here's how to make them effective:

Subject Line: Your subject line should be short, engaging, and give a clear idea of the email's content. A well-crafted subject line has the power to entice recipients to open your email. Consider personalization techniques, such as including the recipient's name or city, to create a sense of familiarity and increase open rates.
Email Content: When it comes to the content of your email, it's essential to provide value to the reader. Think about what your audience is looking for and tailor your content accordingly. Whether it's an informative blog post, a special offer, or company news, ensure your content aligns with their interests. By delivering valuable and relevant information, you can build trust and establish a connection with your audience.

The subject line and email content work hand in hand to make a lasting impression on your recipients. Take the time to craft compelling and informative messages that resonate with your audience, and you'll see the impact on your campaign's success.

Tracking Results

To effectively measure the success of your email marketing strategy, it is crucial to track various metrics such as open rates, click-through rates, and conversion rates. These metrics provide valuable insights into the performance of your campaigns and help you gauge the effectiveness of your email marketing efforts.

By analyzing these analytics, which are readily available on most email marketing platforms, you can identify trends, patterns, and areas for improvement. This data-driven approach allows you to make informed decisions and fine-tune your strategy, resulting in better results over time.

Email Marketing for Your Local Business

Email marketing is a powerful tool that can significantly boost your local business's growth. It allows for personalized communication, strengthens customer relationships, and offers a formidable return on investment.

By choosing a reliable email marketing service provider, building and segmenting your email list, crafting compelling emails, and tracking your results, you can harness the potential of this highly effective digital marketing strategy.

Remember, consistency and a keen understanding of your audience are key to the success of your email marketing campaigns. Start today and watch your local business thrive.

Leverage the Power of Your Google Business Profile

amberdb000@gmail.com (Amber Blevins) — Fri, 29 Dec 2023 16:05:55 GMT

Your Google Business Profile (GBP) is much more than just a line item in the how-to guide for local marketing. A well-optimized Google Business Profile listing is a dynamic tool that can significantly boost your online visibility, foster customer engagement, and drive business growth. It serves as a cornerstone for your online presence, giving you the ability to assert your business's identity, highlight your unique selling points, and engage directly with consumers.

In short, your Google Business Profile listing acts as a growth catalyst, amplifying your reach and bolstering your brand's image.

Now it's time to optimize your business's Google listing. Follow these practical steps to effectively leverage the power of your GBP.

Ensure Your Business Information is Accurate

Your GBP ( Google Business Profile ) acts as a digital storefront, representing your business online. Just like a physical store, it's crucial to display accurate information to ensure a seamless customer experience.

Make sure your business name, address, contact details, operating hours, and website link are 100% correct and up-to-date. These details serve as the foundation of trust and reliability for potential customers. By providing accurate information, you enable customers to easily reach out or visit your business, maximizing opportunities for engagement and sales.

Actionable Tip: Set a Consistent Schedule for Updates

Consider setting a reminder in your calendar to review your profile monthly or even bi-weekly, depending on your business. This ensures that even the smallest changes in your business information won't fall through the cracks. Remember, an up-to-date GBP is a reliable GBP, and reliability breeds trust among your customers, enhancing your overall business image and growth potential.

Optimize Your Profile

When it comes to optimizing your profile, it's crucial to incorporate relevant keywords and categories that potential customers are likely to search for when looking for businesses like yours. This can be achieved by strategically including these keywords in your business description and services section. To identify these keywords, you can leverage powerful tools like Google Trends or Keyword Planner , which can provide valuable insights into search trends and popular keywords.

In addition to utilizing keywords, another effective strategy is to make full use of your Google Business Profile's 'attributes' feature. This feature allows you to highlight unique qualities and offerings that set your business apart from competitors. For example, if you own a restaurant, you can use attributes such as "vegan options available" or "outdoor seating" to attract customers with specific preferences.

Actionable Tip: Regularly Review Your Keywords and Attributes

It's crucial to conduct regular reviews of your chosen keywords and attributes. Consumer preferences and trends can change over time, and so can the relevance of your selected keywords. Schedule consistent reviews, perhaps quarterly, to reassess your keywords and attributes. This will ensure your business stays relevant and continues to attract your target audience effectively.

Encourage Customer Reviews

Customer reviews play a vital role in determining the visibility of your GBP . Positive reviews not only boost your ranking but also enhance the chances of attracting potential clients to your business.

It's crucial to actively encourage satisfied customers to leave a review and promptly respond to every review, irrespective of its nature—be it positive or negative. Such interactive engagement demonstrates to prospective customers that you highly value their feedback and are deeply committed to delivering exceptional service.

By continuously striving for excellence, you establish a strong foundation of trust and loyalty among your customer base, fostering long-term relationships that contribute to the sustained success of your business.

Actionable Tip: Use Tools to Automate Your Review Process

Consider implementing a system that encourages customers to leave a review, like Locallogy's Review Builder. Applications like Review Builder can automatically invite your customers to leave a review and then usher them through each step, automating the process and helping you boost your review count.

Utilize Q&A, Posts, and Messaging

Google offers several interactive features that can greatly enhance customer engagement. One of these features is Q&A, which enables potential customers to ask questions and receive answers from you or other users. By actively monitoring this section and promptly responding to all questions, you can provide valuable information and establish a sense of trust with your audience.

Another effective way to engage customers is by regularly posting updates, offers, events, and photos on your Google Business Profile. These posts not only showcase your business directly in search results but also help to keep your brand top of mind for potential customers. By sharing detailed and compelling content, you can capture the attention of your target audience and drive more traffic to your business.

Lastly, the messaging feature on your GBP allows customers to contact you directly. It is crucial to ensure that this feature is activated and that you respond to messages promptly. By providing excellent customer service and addressing inquiries promptly, you can further enhance the overall customer experience and foster strong relationships with your audience.

Actionable Tip: Designate a Team Member for GBP Response Duties

To ensure prompt and effective customer interactions across Q&A, posts, and messaging on your Google Business Profile, assign a single team member or a rotating schedule of team members dedicated to these tasks. This will not only ensure that inquiries are addressed on time but will also ensure consistency in the tone and quality of responses.

Customize Your Listing

Customizing your Google Business listing can have a profound impact on your visibility and sales. By adding a captivating virtual tour of your beautifully designed showroom, using high-quality professional photos that highlight your products and services, and offering enticing special promotions tailored to your target audience, you can create a listing that truly stands out from the competition.

This level of customization not only showcases your business in the best possible light but also ensures that it accurately represents your unique offerings, providing potential customers with an immersive and unforgettable experience.

Actionable Tip: Add a Personal Touch

Take personalization to the next level by adding some flare to your GBP . Consider sharing behind-the-scenes photos of your team or highlighting customer stories and testimonials. This will humanize your business and create a connection with potential customers, which can positively influence their decision to choose your business over competitors.

Making the Most of Your GBP

Embracing the potential of your Google Business Profile is an essential strategy for any business looking to grow and succeed. By prioritizing accuracy, optimizing your profile, fostering customer interactions, and customizing your listing, you position your business for success.

Remember, the digital landscape is ever evolving, so it's crucial to keep up with trends and continuously review and update your strategies. Harness the full potential of your Google Business Profile and take your business to new heights of digital success.

Ne e d help taking your Google Business Profile to the next level? Reach out to the Locallogy team! We're experts at growing your business with the power of local digital marketing.

3 Underrated Customer Service Skills Your Local Business Needs Now

amberdb000@gmail.com (Amber Blevins) — Sat, 23 Dec 2023 03:37:47 GMT

As a local business owner, you know the importance of customer service. Ensuring your customers have the best possible experience is the backbone of any company—particularly a local business. And these days, with the ease of sharing information online, someone can announce a poor customer experience to hundreds or thousands of people with the simple click of a button.

Every consumer has their own definition of good service. Things like returning calls promptly, being upfront about pricing, and delivering products or services on time are all essential parts of a successful customer journey.

But those are obvious, right? Every successful business (including your competitors) already has those skills mastered. The key to setting your business apart from the competition, to gaining a reputation for stellar service, is using every member of your team to build a strong foundation for the customer’s journey.

You can do this by training your staff on these underrated (and often neglected) soft skills and making them part of your company culture.

Credibility

Developing a human connection with your customer is perhaps the single most important aspect of the customer’s journey. And it’s crucial you develop this connection right from the start. An authentic customer experience includes honesty, straightforward information, and demonstrating your company is reliable.

An easy way to help your staff gain creditability with customers and create an authentic experience is to discourage them from using “shop talk” with customers. Understandably, your line of business may be very technical or require a lot of industry-specific language. But keep in mind, your customers probably don’t speak that language and may become disillusioned with the experience. Worse yet, they may feel intimidated.

When possible, save the technical language for conversations with colleagues. When speaking with customers, use layman’s terms whenever appropriate. If you must introduce a term or concept, your customer isn’t familiar with, take the time to explain.

Connections are made with customers when you’re both communicating on the same wavelength. This shows you’re invested in helping the customer understand your business.

Autonomy

As a local business , you have much more flexibility in the way you do business compared to the mega-corporations out there. But this flexibility has its own set of unique challenges. Namely, each customer journey is a little bit different and there are no one-size-fits-all answers to questions.

This is where instilling a sense of autonomy among your team is essential. When there are no cookie-cutter answers and no “by the book” solutions, your team must be able to think quickly and take action.

If your team members have to stop and ask you for answers to every question, they’re causing a roadblock in the customer journey. After too many roadblocks and delays, your customer might decide to take a different path.

Empower your team members to make decisions, think spontaneously, and anticipate issues. Encourage them to be proactive and develop creative solutions to problems. Not only does this create a smooth customer experience, it helps your team members become more knowledgeable and better at their jobs.

Project Management

Project management means different things to different people. But whether you’re a general contractor, a mechanic, a shopkeeper, or an IT manager, the concept is the same.

In short, project management is using knowledge, skills, and tools to deliver something of value. A project could be something as simple as tracking down a lost order or something as complicated as building a house. In either case, you need a plan of action, the right tools for the job, and the knowledge to get it done.

Train your staff to handle customer interactions with an organized, project management mindset. This means looking at the big picture, beyond the single email or phone call they may be handling. Looking ahead and considering all eventualities will help your staff set expectations for the customer and tackle potential issues before they happen.

As an bonus, using project management methodology will help your staff successfully handle multiple projects and customers at once.

Your Team is Your Best Resource

A customer-centric attitude should be part of your company’s DNA. Inspire your staff to genuinely care about your customers—not because it’s their job, but because they truly want to help people and create an exceptional customer experience.

Teach your team members these soft skills and then watch as you climb above your competition and local customers rave about your service.

3 Essential Strategies for Boosting Organic Traffic

amberdb000@gmail.com (Amber Blevins) — Fri, 15 Dec 2023 13:45:48 GMT

Driving organic traffic to your website is crucial for your local business. It's not just about getting eyes on your content, but attracting the right eyes—those of potential customers eager to engage with your brand.

Attracting organic traffic may seem nebulous at first, but there are proven strategies that can help enhance your website's visibility, attracting high-quality organic traffic that can translate into increased engagement and sales. The key lies in understanding how search engines work and aligning your website content to meet these parameters.

What is Organic Traffic?

Organic traffic refers to the visitors who land on your website via unpaid (organic) search results. Unlike paid traffic, which is generated through paid ads, organic traffic is earned and not bought.

This means when internet users type certain keywords into search engines, they might find your website in the results, click on your listing, and then get directed to your website. This process of attracting users naturally, without the incentive of paid promotions, constitutes organic traffic .

Organic Traffic and Your Local Businesses

Organic traffic is of paramount importance for local businesses . It not only enhances online visibility but also drives high-quality leads to the business. When prospects search for products or services in a specific area, local businesses with sound SEO strategies are more likely to appear in the organic search results. This not only increases the chance of website visits but also improves the likelihood of conversions.

Organic traffic also helps build credibility and trust. When your business consistently ranks high on search results, it sends a positive message to users about your brand's reliability and relevance. Users often perceive businesses that appear in organic results as more credible than those appearing in paid ads.

For local businesses, capturing organic traffic can help build a strong online presence, attract more qualified leads, and ultimately drive growth.

Increasing Your Organic Traffic

In the quest for improved organic traffic, it’s essential to understand and implement effective strategies that can help enhance your website visibility. These strategies, while relatively simple, do require an understanding of your audience and a thoughtful execution plan. They are designed to optimize your site in a way that naturally attracts more traffic, elevating your online presence and brand credibility.

1. Create High Quality, Targeted Content

Content is king when it comes to attracting organic traffic. Creating high-quality, keyword-targeted content is vital for improving search engine rankings. Start by conducting thorough keyword research to identify the terms and phrases your target audience is searching for. Tools like Google Keyword Planner can provide valuable insights into popular keywords in your industry.

Once you have identified relevant keywords, incorporate them strategically into your content. Avoid keyword stuffing, however—excessive use of keywords can actually harm your rankings.

Write engaging, informative, and shareable content that addresses the needs and interests of your target audience. This can include blog posts, articles, videos, or infographics.

2. Improve On-Page SEO

On-page search engine optimization (SEO) plays a pivotal role in improving your website's visibility. By implementing on-page SEO best practices, you can enhance your chances of ranking higher in search engine results pages (SERP's).

Start by optimizing your title tags, meta descriptions, and header tags. These elements provide search engines with important information about your website's content. Be sure your title tags and meta descriptions accurately describe the page's content, incorporate targeted keywords, and entice users to click through.

Structure your content using header tags (H1, H2, etc.) to make it easier for search engines to understand the hierarchy and relevance of your content. Use relevant keywords in your headers to improve search visibility.

And finally, optimize your URL's by including descriptive keywords rather than generic strings of numbers or characters. For example, instead of "www.awebsite.com/services?id=123," use "www.awebsite.com/kitchenremodeling."

3. Update and Optimize Local Listings

Local listings are an excellent opportunity to increase your business's visibility in search engine results and local directories. Platforms like Google Business Profile , Yelp, and industry-specific sites like Houzz will provide valuable exposure for local businesses.

Start by claiming and verifying your business listings on these platforms. Once claimed, optimize your listings by adding accurate and consistent business information, including your business name, address, phone number, and website URL. Consistency across all platforms is crucial to build trust with both users and search engines.

When optimizing your local listings , don't forget to include relevant keywords in your business description, products or services offered, and categories. This will help search engines understand your business and match it with relevant user queries.

High-quality images are also important for attracting potential customers. Add compelling images that showcase your products, services, or location. Ensure the images are properly sized and optimized to enhance loading times.

Engagement is key when it comes to local listings. Encourage customers to leave reviews and respond to them promptly. Engaging with customers not only boosts your online reputation but also signals to search engines that your business is active and trusted.

Increasing Your Organic Traffic

Capturing organic traffic is an essential strategy for local businesses . It not only boosts online visibility but also drives high-quality, targeted traffic to your website , fostering brand credibility and trust.

By implementing the strategies outlined in this article, you can enhance your website's search visibility, attract more qualified leads, and drive your business growth. Remember, success in SEO doesn't happen overnight. Be patient, keep learning and adapting, and your hard work will yield fruitful results.

The Power of Visual Marketing for Local Businesses

amberdb000@gmail.com (Amber Blevins) — Thu, 07 Dec 2023 02:14:42 GMT

Capturing the attention of potential customers is more important than ever. As a local business owner, chances are a fair bit of your time is dedicated to just that. But in your quest to create clever ad copy, the most quotable social media post, or an arsenal of helpful blogs, don't forget a powerful marketing technique that doesn't rely on the written word— visual marketing .

Visual marketing is no longer just an accessory to the rest of your digital marketing strategy; it's a dynamic and influential tool that effectively shares your brand's message and propels business growth. With captivating graphics and compelling videos, visual content has the remarkable ability to engage and resonate with potential customers in ways that other digital marketing methods simply can't match.

What is Visual Marketing?

Visual marketing is a strategy that uses images, videos, infographics, and other visual content to communicate your brand's message and engage with your audience. This can include anything from your logo and website design to your social media posts and PPC ads.

Why is visual marketing so effective? It's simple: humans are visual creatures. According to MIT researchers, our brains can process an image in just 13 milliseconds, much faster than text. This means that visual content can make a stronger and quicker impact on your audience than words alone.

Visual vs. Non-Visual Marketing

Visual marketing encompasses a broad range of materials used to visually communicate your brand's narrative. Examples include photographs of your products or services in action, infographics detailing relevant industry data or unique features of your offering, videos that explore the story behind your brand or customer testimonials, and social media posts featuring eye-catching graphics or animations that encapsulate your brand's personality. Even your company logo and website design are integral parts of your visual marketing strategy, serving as the first impression potential customers have of your brand.

On the other hand, non-visual marketing relies on the power of words to convey a message. This could be in the form of blog posts where your brand shares insights or advice on topics relevant to your industry, email newsletters that update your customers about new products, offers, or business updates, or text-based social media updates that provide regular engagement with your audience. While these methods do not primarily depend on visual elements, they still play a vital role in a comprehensive marketing strategy.

Why is Visual Marketing Important for Your Local Business?

Visual marketing holds a significant relevance for local businesses. Its importance stems from its ability to create a unique, identifiable image of your business in the local community. Visual marketing is a necessary tool that can be leveraged effectively to foster brand recognition, customer engagement, and ultimately drive business growth.

1. Increases Brand Recognition

Visuals are key to building your brand identity. By consistently using the same colors, fonts, and styles in your visual content, you can create a distinctive look that customers associate with your business. This helps increase your brand recognition and sets you apart from competitors.

2. Boosts Social Media Engagement

Social media platforms are highly visual spaces. Posts with photos or videos tend to get more likes, shares, and comments than text-only posts. By incorporating visual content into your social media strategy, you can boost engagement and reach a wider audience.

3. Enhances Understanding of Your Products or Services

Visual content can convey complex information in an easy-to-understand way. For example, a short video or infographic can demonstrate how your product works or highlight the benefits of your service. This not only educates potential customers but also helps them see the value in what you offer.

4. Drives More Website Traffic

Search engines love visual content. By optimizing your images and videos for SEO , you can improve your website's search engine ranking and drive more traffic to your site. Plus, visually appealing websites are more likely to keep visitors engaged and encourage them to explore more.

5. Increases Sales

Visual content can directly influence purchasing decisions. High-quality product photos or videos can help convince customers to make a purchase.

Visual Marketing and Your Local Business

Visual marketing is no longer an option—it's a necessity. No matter the type of product or service you're offering, visual marketing can help you connect with your audience, enhance your brand identity, and ultimately, grow your business.

Remember, the key to successful visual marketing is consistency and quality. Make sure all your visual content aligns with your brand identity and communicates your message effectively. Embrace the power of visual marketing and watch your l ocal business thrive!

Don't Ignore Your Online Reputation

amberdb000@gmail.com (Amber Blevins) — Fri, 01 Dec 2023 14:13:10 GMT

In our hyper-connected digital world, your business’s reputation isn't just about what people in your neighborhood think of you. While reliable methods like word-of-mouth and community involvement are still important for local businesses, the internet has made your online image equally as important.

Consumers often almost always turn to online platforms to seek information, reviews, and recommendations before engaging with a local business. Your online reputation serves as the initial touchpoint for these potential customers. It shapes how they see you and affects whether they choose to do business with you. This means paying attention to your virtual image and online reputation is just as important as building personal relationships with people in your area.

Your Reputation is Your Biggest Asset

It goes without saying, the internet is a vast expanse of information; some of it is helpful and some... not so much. But the fact is, once information is shared online, it’s out there. And even if an article, photo, blog post, or review is posted and later removed, there’s a good chance that hundreds, maybe even thousands of people have already seen it.

Your company’s reputation in the community is the absolute foundation of your business, and this extends to your online reputation .

Reputation is Even More Important for Local Businesses

We all know a few huge companies that, despite their terrible reputations, just keep growing (hello Verizon, Comcast, and Wells Fargo.) These companies are big—really big—and in spite of their bad reputations and massive number of negative reviews, there are still plenty of people willing to do business with them. Perhaps it's the companies’ longevity or simply because they have recognizable names.

No matter the reason, understand that local businesses aren’t so lucky. In fact, consumers seem to hold their local businesses to a much higher standard. This is why it’s so important that you manage your online reputation. When one of your customers shares their experience online, they’re almost certainly reaching your specific customer base—the other people in your community.

Managing Your Reputation

Let’s face it, you will have an unsatisfied customer (or several) in your business’s lifetime. It happens and it’s normal. Those unhappy customers may leave you a negative review, they may air their grievances on social media, or maybe both.

Managing your online reputation is not about getting people to remove their reviews or take down their Facebook posts. It’s about addressing the issue publicly, so that anyone who reads the negative piece can also read your positive response .

Remember, even when you’ve done your best to make a situation right, your customer may still be dissatisfied. While this may feel like a failure on the surface, the online interaction between you and your customer can still have a positive effect on your reputation. Consumers love it when a company works hard to try and correct a bad experience, even if the outcome is not always favorable.

And time is of the essence here. Don’t spend a week researching what may have happened; don’t get frustrated and walk away for a few days because, in the meantime, your potential customers are reading negative feedback about your company. Address unhappy customers directly and immediately.

By the way, while you’re promptly dealing with your disgruntled customers, don’t forget about your happy clients. Respond to your positive reviews , too!

Tools You Can Use

Of course, it’s easy to know when you’re tagged in a social media post or when someone leaves you a Google Business review. But will you be able to keep track of every single mention of your company, anywhere online, at any time? Not likely. Fortunately, there are some tools that can make things easier.

Using a review application like Locallogy’s Review Builder can help you keep track of your company’s reviews from a variety of platforms around the web. These tools collect your reviews in a centralized location, providing you with an easy way to monitor feedback and respond as needed.

Setting up a Google Alert for your business can also help you keep tabs of your mentions online. The process is simple and once you’ve set up your alert parameters, you’ll be notified anytime Google finds a hit.

Build Your Reputation and Grow Your Brand

Remember, your online reputation is your virtual storefront. It's the first glimpse potential customers have of your business, influencing their decisions long before they step foot in your store.

Cultivating a strong online presence isn't just a matter of visibility; it's about building trust, credibility, and desirability. So, while local connections and community engagement remain crucial, don't underestimate the power of your digital image.

Embrace the opportunity to shape and safeguard your online reputation—it's the gateway to thriving in the modern marketplace.

How To Boost Your Website's Conversion Rates

amberdb000@gmail.com (Amber Blevins) — Fri, 24 Nov 2023 16:57:55 GMT

As a local business owner, your website plays a crucial role in your success. It serves as a powerful tool to connect with new customers, establish your brand presence, and ultimately increase your profitability.

However, just having a website isn't sufficient; it needs to be optimized for conversions. Conversion rate optimization (CRO) is the process of strategically enhancing your website to increase the percentage of visitors who take desired actions, such as making a purchase or subscribing to a newsletter.

By implementing CRO techniques, you can effectively guide your website visitors toward meaningful interactions and maximize your online success.

Understand Your Audience

The first crucial step in enhancing your conversion rates is gaining a deep understanding of your target audience. By utilizing tools like Google Analytics, you can gather valuable insights into various aspects of your website visitors, including their demographics, interests, and behaviors.

Armed with this knowledge, you will be better equipped to customize your website to precisely meet the unique needs and preferences of your audience, ultimately maximizing your conversion potential. Remember, the more you delve into the intricacies of your audience, the greater your chances of success in driving conversions and achieving your business objectives.

Simplify Your Website Design

Simplifying your website’s design and showcasing high-quality photos of your projects or products are both crucial for maximizing conversions. A cluttered and confusing website can create barriers for users, hindering their ability to find what they're looking for. By aiming for a clean and simple design , you can enhance the user experience and make it effortless for visitors to navigate your site.

Implementing clear and intuitive navigation menus and user-friendly search features are essential. Additionally, integrating high-quality photos of your projects or products will further engage visitors and leave a lasting impression. By focusing on these aspects and providing a seamless browsing experience, you can significantly improve conversion rates and satisfy your website visitors.

Make Your CTA Clear and Compelling

Your call-to-action (CTA) is undeniably the most crucial element on your website. It serves as a guiding beacon, informing visitors about the specific action you want them to take and why it's advantageous for them.

By ensuring that your CTA is concise, persuasive, and strategically positioned on your website, you can maximize its effectiveness in driving conversions and achieving your desired goals.

Use Social Proof

Social proof, such as customer testimonials or reviews , can be incredibly persuasive. When potential customers see that others have had a positive experience with your business, it instills trust and credibility. They feel reassured that they are making the right choice by choosing your products or services.

Leveraging social proof can help you create a sense of community and build strong relationships with your customers, leading to increased conversions and long-term success for your business.

Optimize for Mobile

Considering the majority of today’s online traffic originates from a mobile device, it is crucial for businesses to recognize the importance of having a mobile-friendly website.

By ensuring that your website is responsive and easy to navigate across all devices, you open up opportunities to engage with a larger audience and maximize potential conversions. Don't miss out on the chance to captivate mobile users and provide them with an excellent browsing experience that translates into meaningful interactions with your brand.

Collaborate with a Digital Marketing Firm

If the task of increasing conversions seems daunting, or if you lack the necessary skills or time to implement these steps effectively, consider partnering with a local digital marketing firm, like Locallogy .

A digital marketing team can perform a thorough analysis of your current website and identify potential areas for improvement. By taking advantage of this knowledge, you can ensure your website is fully optimized for conversions and your local business can see a significant increase in online success.

Boost Your Conversion Rates

CRO—optimizing your local business website for conversions— requires a multi-faceted approach. From understanding your audience and simplifying your website design to crafting compelling CTAs, leveraging social proof, and optimizing for mobile, each aspect plays a pivotal role in inviting more meaningful interactions and boosting conversion rates.

Remember, the journey towards a high-converting website is an ongoing process that requires constant evaluation and refinement. With some time and dedication, you can unlock your website's full potential and drive your local business towards an era of unprecedented online success.

Customer Experience + Digital Marketing: A Recipe for Success

amberdb000@gmail.com (Amber Blevins) — Fri, 17 Nov 2023 16:26:06 GMT

As a local business owner, your customers are the lifeblood of your business, and their experience plays a crucial role in your growth. This is not a new concept, of course. Every business owner knows that customers who have positive experiences are more likely to not only return but also increase their spending with your company.

However, many business owners fail to recognize the correlation between customer experience and digital marketing.

A well-executed customer experience strategy can significantly amplify your digital marketing efforts. When customers have positive experiences, they're more likely to share their feedback online and become loyal advocates of your brand, both of which will enhance your overall online presence and make your digital marketing campaigns more impactful.

Customer Service vs. Customer Experience (They're Not the Same)

While both customer experience and customer service are vital facets of customer interaction, they are not the same. Customer service refers to specific touchpoints within the process such as product inquiries, processes, or problem-solving, where the customer interacts with the business or its representatives.

On the other hand, customer experience— often abbreviated as CX—is a broader concept that encompasses the entire journey of a customer with the business, from the initial discovery of your brand all the way through the purchasing process and post-purchase support—and everything that happens in between. It's the cumulative impact of all interactions, both direct and indirect, that the customer has with the business and how those interactions make the customer feel.

CX and Its Relationship with Marketing

Customer experience is crucial for every business, whether it's an international corporation or a small mom-and-pop shop. But for local businesses , CX takes on a greater significance. Operating in close-knit communities, every single interaction a local business has with a customer is important.

By providing an exceptional customer experience, you not only foster loyalty but you also turn customers into enthusiastic brand advocates. These happy customers are likelier to recommend your business to others, resulting in powerful word-of-mouth referrals—a highly effective and cost-efficient form of advertising.

As customer expectations continue to soar, local businesses that prioritize and consistently deliver outstanding customer experiences stand out from the competition, securing their position in the market.

Remember, online reviews matter, especially for local businesses. A single positive customer experience, handled with care, can create the positive digital footprint necessary to attract new customers. For your local businesses, investing in customer experience isn't just a choice; it's an essential ingredient for sustainable growth.

How to Build a Robust Customer Experience Strategy

To enhance CX, your business should create a customer-centric culture; one that prioritizes customers' needs.

Your customer experience strategy should entail identifying customers' pain points, defining their journey, and understanding what they need from your business. This understanding can help you tailor solutions to meet these needs.

In addition, training employees in customer service, ensuring product quality, personalizing the experience, and gathering feedback all contribute to building a holistic CX strategy.

Metrics for Measuring Customer Experience Success

You can measure the success of your customer experience strategy in various ways. For local businesses, the easiest and perhaps most effective way is by monitoring online reviews and social media feedback. This is where you'll find valuable insights into customer sentiment. Analyzing reviews and other online feedback from customers not only helps you gauge the overall success of your approach to customer experience but also allows you to identify specific areas in the customer journey that might need improvement.

CX and Growing Your Local Business

A robust customer experience strategy is no longer optional for local businesses . Customers expect a seamless journey across every touchpoint, and this expectation is closely related to the success of your digital marketing efforts.

Creating a customer-centric culture in your business, personalized interaction, and gathering feedback are crucial elements of a successful CX strategy.

Rethinking Your Holiday Marketing Strategy

amberdb000@gmail.com (Amber Blevins) — Thu, 09 Nov 2023 15:25:41 GMT

The holiday season is a critical period for many businesses, and not just those in the retail industry. Service providers, like kitchen and bath remodeling firms, also experience a significant increase in business around the holidays.

But this time around, the holiday season may look a little different. Most of us have first-hand experience with the temperamental nature of our economy over the past year or so. And though we’re told the economy is currently in an upswing, many consumers are still approaching their holiday spending with a degree of caution.

This may present challenges for your local business, particularly if you count on an influx of revenue from holiday shoppers. Fortunately, you can adjust your digital marketing approach and turn these challenges into opportunities.

Challenges Faced by Local Businesses

For service providers like kitchen and bath remodelers , a volatile economy and the holiday season combine to present a particularly tricky scenario. When people tighten their belts due to economic instability, these types of services, often seen as luxurious or non-essential, can be among the first to see a decline in demand.

Simultaneously, the holiday season typically prompts an increase in marketing noise as businesses across sectors ramp up their advertising efforts. This surge in competition makes it even tougher for remodelers to stand out and attract customers.

The Importance of Digital Marketing

Having a robust online presence is crucial, even for businesses traditionally reliant on word-of-mouth or local advertising. Digital marketing allows you to reach a broader audience, engage with customers, and track the effectiveness of your strategies.

Your Digital Marketing Approach

Implementing specific strategies and adjusting your digital marketing approach can enable you to navigate effectively through these turbulent times. These tactics will not only help you remain competitive during the holiday season but also ensure that you turn these challenges into growth opportunities.

Website Improvement

Your website is a representation of your business. It's essential to ensure it is user-friendly, visually appealing, and informative. Include high-quality images of your previous projects, customer testimonials , and detailed descriptions of your services. Regularly update your blog with articles related to home remodeling, providing value to your visitors and improving your SEO ranking.

Optimizing Social Media Profiles

Social media platforms are excellent for showcasing your work, sharing customer reviews, and engaging with your audience. Regularly post before-and-after photos of your projects, tips for home improvement, and holiday promotions. Engage with your followers by responding to comments and messages promptly.

Leveraging Community Connections

As a local business, you have a unique advantage—your community connections. Collaborate with other local businesses for cross-promotion or sponsor a local event. This not only increases your visibility but also strengthens community ties.

Take Advantage of Customer Reviews

Positive reviews can significantly influence potential customers. Encourage satisfied customers to leave reviews on your website, Google Business Profile , and social media profiles. Highlight these testimonials in your marketing materials.

Adjusting Your Marketing Campaigns for the Holiday Season

Unique challenges call for unique solutions. This is when you step outside your standard day-to-day marketing approach and try something new.

Target Specific Demographics

You’ve likely already established your target demographic based on factors like location, age, income level, and homeowner status. Now take it a step further. Use your current customer profile to identify and establish distinct sub-groups of customers, creating specialized target profiles.

Identify the unique features of each of these new profiles, then tailor your marketing messages and advertising campaigns to resonate with specific audiences.

Create Landing Pages

To maximize the impact of your holiday promotions and capture the attention of your target audiences, create dedicated landing pages on your website. These pages should not only be easy to navigate, visually appealing, and provide a seamless user experience, but they should also serve as an immersive and engaging platform for your promotion. And, most importantly, your landing pages should be finely targeted to your specific customer profiles. (See above.)

Incorporate clear and enticing calls to action that prompt users to take immediate action, compelling visuals that capture the essence of the holiday season, and concise yet comprehensive information about your promotion, including any exclusive deals, discounts, or special offers.

Landing pages can effectively engage your audience, create a sense of urgency, and ultimately drive conversions during the highly competitive holiday season. Remember, the more enticing and informative your landing pages are, the more likely they are to convert visitors into loyal customers.

Embracing Change and Driving Success Through Digital Marketing

While economic uncertainty during the holiday season presents challenges, it also offers opportunities.

By adjusting your digital marketing strategy, you can reach a high-value audience, stand out from the competition, and drive customer engagement, setting your business up for success despite the challenging economic climate.

What Do Consumers Want From Your Local Business Website?

amberdb000@gmail.com (Amber Blevins) — Fri, 03 Nov 2023 14:54:19 GMT

Most business owners recognize the significance of their website as a marketing tool and its role in attracting new customers. But at the same time, few understand how important it is to create your website specifically with the local customer in mind.

Websites for local businesses should differ from those of national or global businesses. Obviously, a local business website is targeting consumers in a very specific geographic location. But more than that, a local business site needs to connect with the consumer in a unique, more familiar way.

While there are many ways you can make your website more attractive to local customers, here are four elements every local business website should have.

Community Ties

If you're like most local businesses , you have some sort of community involvement, whether it’s sponsoring a little league team, taking part in the local chamber of commerce, or hosting a holiday food drive.

Participating in community events is, of course, a great way to interact with potential customers in person. Likewise, including content on your website about your community involvement forms a connection with consumers in your local area.

When consumers see photos of community landmarks and content about local events on your website, it builds an instant rapport and gives your company a "real-life" feel.

Clear Branding

A strong brand message works to demonstrate your company’s values and attract your ideal customer. This is true for small local businesses, huge international chains, and every business in between. While large businesses have the branding thing mastered, many local businesses still seem to struggle.

Here's the reality: If your website doesn’t strongly exhibit your brand message, then your site is little more than a digital business card.

Establishing a consistent brand that’s associated with your local business will set you apart from your competitors. Your branding will not only make your business instantly recognizable to consumers, it gives your potential customers a sense of familiarity.

Mobile-First Design

At this point, everyone knows a website should perform well across all devices. After all, more than half of all internet traffic originates from a mobile device .

Still, here at Locallogy we occasionally encounter local businesses with websites that are completely lacking in mobile friendly design.

Understand that consumers in your area are using their phones and tablets to search for local businesses. If your site isn’t optimized for mobile devices, if it’s clunky, slow loading, or hard to navigate, you’re losing potential customers. Today’s consumer just won’t spend time on a site that doesn’t offer a good user experience.

Communication Options

Your potential customers are looking for easy ways to get in contact with your company. And let’s face it—if you have target customers under the age of 45 or so, they don’t want to call you on the phone unless it’s absolutely necessary. A little younger than that, and they don’t want to email you, either.

Making use of new and innovative communication channels isn’t reserved for large companies. Your local businesses will benefit from giving customers flexibility with how and when they contact you. Just because you’re a local business and your customer may only be a few miles away, you still need a variety of contact options available.

Take a look at what works best for your business—texting, social media messaging, online chat, etc.—and make those options clear on your website. Remember, the easier it is to reach your company, the more likely a customer will make contact.

Is your website optimized to attract local customers? Need a little help to figure it all out? The friendly team at Locallogy is standing by! Get in touch.

Digital Marketing Metrics: What Matters and What Doesn't

amberdb000@gmail.com (Amber Blevins) — Fri, 27 Oct 2023 13:05:21 GMT

Digital marketing metrics are quantitative measures used to assess the performance and effectiveness of your digital marketing strategies. In other words, your stats; your box scores. The numbers that tell you if your marketing plan is working or not.

These metrics are incredibly important for your local business. They provide valuable insights into customer behavior, campaign success, and overall return on investment (ROI). They are essential for tracking progress, making data-driven decisions, and optimizing future marketing efforts.

However, not all digital marketing metrics are created equal. While some offer meaningful insights, others can be distractions or even misleading. The key is to identify and focus on the metrics that align with your business objectives and contribute directly to your bottom line.

Identifying Metrics That Matter

The first step is determining what you want to achieve with your digital marketing campaigns. Are you trying to increase brand awareness? Drive more traffic to your website ? Boost online sales? Once you've defined your goals, you can select metrics that provide insight into whether you're meeting those objectives.

Engagement Metrics

Engagement metrics measure how users interact with your content . They include metrics like page views, time spent on site, and social media shares. For example, if your goal is to raise awareness about a new product, you might track the number of shares your promotional posts receive on social media.

Conversion Metrics

Conversion metrics track how often users complete desired actions, such as signing up for an email list, filling out a contact form, or engaging a click-to-call button. If your objective is to increase sign-ups for your email list , for example, you'll want to monitor your conversion rate, which is the percentage of visitors who complete the sign-up process.

Revenue Metrics

Revenue metrics measure the financial results of your marketing efforts. Key revenue metrics include Customer Acquisition Cost (CAC), which is the average cost to acquire a new customer, and Customer Lifetime Value (CLTV), which estimates the total revenue a business can reasonably expect from a single customer.

Key Digital Marketing Metrics to Track

While the importance of specific metrics can vary based on your business goals, some universally valuable metrics include:

Website Traffic : The number of people visiting your website . If you're seeing steady growth in traffic, your awareness and visibility efforts are likely paying off.
Click-Through Rate (CTR): The percentage of people who click on a link or ad. This can help gauge the effectiveness of your ads or emails.
Customer Acquisition Cost (CAC): The total cost to acquire a new customer, including advertising, sales, and marketing costs. A high CAC might indicate that you need to improve the efficiency of your marketing efforts.
Cost Per Click (CPC): The average cost paid for each click on your ad . Lower CPCs generally mean your ads are performing well.
Bounce Rate : The percentage of visitors who leave your site after viewing only one page. A high bounce rate could indicate issues with your site's design or content.
Conversion Rate : The percentage of visitors who complete a desired action. This is a critical measure of how effectively your site or campaign encourages users to take action.

Metrics That Don’t Matter As Much

While all metrics provide some level of insight, some aren't as crucial to your bottom line. For example, "vanity metrics" like page views or social media followers might look impressive but don't necessarily translate into business success. These metrics can be helpful for gauging general interest or awareness, but aren't directly tied to revenue generation.

Similarly, while it's essential to monitor metrics like bounce rate and time spent on site, they should be considered in context. For example, a higher bounce rate isn't always bad—it might just mean your site visitors quickly found the information they needed.

Monitor What Counts

Understanding and focusing on the right digital marketing metrics is key to driving strategy and growth. By aligning your metrics with your business goals, you can ensure that you're not just collecting data, but collecting the right data – the kind that can help you make informed decisions and improve your business outcomes.

What is a Sitemap? (And Do You Need One?)

amberdb000@gmail.com (Amber Blevins) — Fri, 20 Oct 2023 15:30:01 GMT

Nearly every website you visit has a link or button labeled “sitemap.” You'll generally find it in the footer or another unobtrusive place on the site. If you scroll to the bottom of this page, you’ll find a link to our own sitemap in the footer.

Sitemaps have been around almost as long as websites themselves. Despite this, few internet users understand what a sitemap actually is (and fewer still have ever clicked on a sitemap link. )

Through the years, the role and importance of sitemaps has changed. Sitemaps ultimately have little direct effect on your web browsing experience as an end-user. But as a business owner, you should understand the role a sitemap plays in the success of your company’s website.

What is a Sitemap

No clever naming convention here. A sitemap is, quite simply, a map of your site . It's a dedicated page on your site that contains a blueprint of the website itself; a visual representation of your site’s layout. It’s an outline, listing your website’s pages in order and structure, with links to each page.

Some sitemaps may appear in flowchart format, others may be a simple text list, and some will be highly technical. The sitemap format will usually depend on the size and complexity of the website itself. But no matter the style, it’s vital the sitemap is clear and accurate.

What is the Purpose of a Sitemap

Sitemaps are useful in a few different ways. From a user standpoint, your sitemap helps visitors get an idea of your website’s layout and where they may find a particular page.

And when it comes to updating or redesigning your website, a sitemap is critical in identifying all the pages on your site, where they currently live and how they’re linked together, as well as how your site’s structure will change with a new design. Your sitemap will be an invaluable tool when you decide to change your website's structure or do a content overhaul.

But aside from being a useful reference for users and developers, your sitemap serves a far greater purpose— search engine optimization .

Your Sitemap’s Role in SEO

Search engines explore websites using bots. These little bots cruise through a site’s various pages and check out the images and text, sending data back to the search engine on whether or not the site is useful and user friendly. This website exploration—or crawling as it’s known in the tech world—is one of the ways search engines decide where a site should be ranked in search results.

Including a sitemap on your website helps search engines identify the most important pages on your site, exhibits how your website's pages are linked to each other, and encourages bots to crawl around your site.

Crawlability —the ease with which bots can move around and explore your site—sends important signals to search engines. If your site structure doesn’t make sense or pages aren’t linked in a logical way, your site will struggle to rank in search results. On the other hand, if your site structure is very clean and your sitemap demonstrates this, your website is likely to have a more favorable position in search ranking.

Creating a Sitemap

Creating a sitemap for your website can be as straightforward or complex as you choose to make it. For small to moderately sized sites, it’s often easy enough to just draft the sitemap yourself, ensuring you have all the pages and URL’s correct and in the proper order.

For larger or very complex sites, it may be advisable to use a sitemap creator. These tools create the map for you, then you audit and confirm the data.

For more direction on creating a sitemap for your site, Google offers some helpful information here .

Your Site's Blueprint

Though it may seem like a minor thing, a page on your site few people will ever visit—don't underestimate the value of a sitemap.

A sitemap is not just a technical feature but a powerful tool for enhancing your online visibility and user experience. By providing search engines with a clear roadmap and making it easier for potential customers to find what they need, a site map can be the key to unlocking your business's digital potential.

Grow Your Business With the Help of Your Existing Customers

amberdb000@gmail.com (Amber Blevins) — Fri, 13 Oct 2023 15:27:36 GMT

The internet is packed full of articles, blog posts, infographics, and white papers aimed at helping local business owners attract new customers. Customer acquisition is crucial for any business, of course.

But while you're focusing on attracting new customers, it's easy to neglect (or completely forget about) the reason your lights are on in the first place—your past customers.

These are the loyal patrons, the repeat customers, the local faces that come back time and time again. Their value is often underestimated, but these customers are absolutely vital to the survival of your business.

The Golden Goose: Existing Customers

Existing customers hold a treasure trove of benefits that can propel local businesses toward success. They not only provide a steady flow of revenue but also serve as powerful advocates for your brand in their social circles.

It's important that you not only understand the inherent value your loyal customers offer but that you also explore ways to further harness their potential.

Loyalty Breeds Revenue

Existing customers are a local business's most significant source of revenue. According to research by Adobe , returning customers are responsible for 40% of a company's revenue while making up only 8% of its customer base . These customers already know your products and services, trust your brand, and are more likely to make repeat purchases.

Cost-Effective

Acquiring new customers is a costly endeavor. In general, it's 5-10 times more expensive to acquire a new customer compared to retaining an existing one. Existing customers require less marketing spend because they already have a connection to your brand.

Word-of-Mouth Marketing

Loyal customers can become brand advocates. Satisfied customers tend to share their positive experiences with friends and family, essentially acting as free promoters for your business.

Increased Average Transaction Value

Existing customers tend to spend more. They are likely to make larger and more frequent purchases as they become familiar with your products or services. This increased spending can have a significant impact on your bottom line.

Generating Repeat Business through Digital Marketing

Now that we've established the value of existing customers, let's dive into how local businesses can use digital marketing to ensure repeat business from these loyal patrons.

Effective Email Marketing

Segment your email list based on purchase history, interests, or demographics. Tailored content and offers are more likely to engage and resonate with your existing customers.

Automated Follow-Ups

Use email automation to send personalized follow-up emails, reminding customers of their past purchases or offering exclusive discounts to show appreciation for their loyalty.

E ngaging on Social Media

Keep your social media profiles active and engaging by posting updates about your products, services, and promotions.

Loyalty Programs

Reward customers for their commitment to your brand by implementing a loyalty program. This could include sharing exclusive offers or events for past customers or offering sneak-peaks and early access to new products or services.

Personalized Offers

Implement behavioral targeting—utilize data analytics to understand customer behavior and preferences. Use this information to create hyper-personalized offers and recommendations, improving the chances of repeat purchases.

The Power of Local Digital Marketing

Local digital marketing is a potent tool for local businesses to maintain a thriving relationship with existing customers. Here's how it can help:

Geo-Targeting

Use location-based marketing to reach out to your customers with targeted messages. For example, a local restaurant can send special offers to customers in the vicinity during lunch or dinner hours.

Local SEO

Optimize your online presence for local search . Ensure your business appears in local search results and maintain accurate information on platforms like Google Business Profile to help existing customers find you.

Online Reviews

Encourage satisfied customers to leave reviews (and display those reviews beautifully on your website) using tools like Locallogy's Review Builder . Positive reviews enhance your local reputation and attract new customers while also reassuring existing ones.

Retargeting Ads

Implement retargeting ads to show personalized product recommendations or reminders to existing customers when they browse the internet. It keeps your business top of mind and encourages repeat purchases.

Community E ngagement

Participate in local online communities, forums, and social media groups. Engaging with your local audience fosters a sense of community and loyalty among existing customers.

Tap Into the Power of Your Existing Customer Base

Existing customers are the backbone of your local business. They not only provide a steady stream of revenue but also contribute to word-of-mouth marketing, increased transaction values, and brand loyalty. When compared to the high cost of acquiring new customers, retaining existing ones is a more cost-effective strategy.

Through effective digital marketing techniques, you can nurture and grow your existing customer base. Then, make use of local digital marketing tools like geo-targeting, local SEO, Review Builder , and retargeting ads to help maintain a strong relationship with existing customers, ensuring they keep coming back for more.

Don't underestimate the value of your loyal patrons. Invest in strategies that prioritize their satisfaction and encourage repeat business. After all, the path to long-term success for local businesses often begins with the familiar faces that have already walked through your doors.

Better Together: Local Ads and Digital Marketing

amberdb000@gmail.com (Amber Blevins) — Thu, 05 Oct 2023 13:23:23 GMT

Making your mark as a local business can seem like an overwhelming task. But you didn't embark on the entrepreneurial journey because you thought it would be easy. You’re up to the challenge.

Arming your business with the right tools and strategies can make the path to success much less arduous. And there are two strategies you should implement from day one: local advertising and digital marketing.

While they may seem unrelated on the surface, these two marketing methods can complement each other beautifully—and in fact, work better together —offering a holistic approach to reaching your potential customers.

Understanding Local Advertising and Digital Marketing

Local advertising is a strategy aimed at reaching potential customers in a specific geographic area. It involves using traditional media outlets such as newspapers, radio, television, and billboards to promote products and services. The goal is to establish a strong brand presence in the local community, catering to its unique needs and preferences.

On the other hand, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. It allows businesses to connect with customers globally, often in real-time, and offers a wealth of data to tailor marketing efforts.

While local advertising offers a tangible connection, digital marketing provides a broader reach. When used together, they provide a balanced marketing approach that caters to both local and global audiences.

The Power of Local Advertising

Local advertising has a unique charm that's hard to beat. It resonates with the local community by addressing their specific needs and desires. Direct mailers or leaflets, local radio commercials, sponsorship of local events, and signs or billboards in high-traffic areas are some of the many ways to engage your local audience.

By aligning your business with local interests and events, you build a strong connection with your community. You're not just a business; you're a part of the community fabric. In other words, you’re a real company with real people, not some faceless corporation. This connection can significantly enhance brand loyalty and recognition.

Digital Marketing: The Game-Changer for Local Businesses

Digital marketing has revolutionized the way businesses reach out to their customers. It's an affordable way for local businesses to compete with bigger brands, something that was previously impossible.

Creating a Google Business Profile listing can put your business on the map, literally! This tool allows your business to show up in local search results, increasing your visibility. Email marketing allows you to keep your customers updated about new products, offers, or news. Pay-per-click ads ensure that your message reaches a wider audience, while search engine optimization (SEO) helps improve your website's ranking in search engine results.

When used together, these digital marketing strategies can significantly boost your online presence, bringing in more traffic and potential sales.

Local Advertising and Digital Marketing: Better Together

Combining local advertising with digital marketing creates a well-rounded strategy that takes advantage of both traditional and modern marketing methods. While local advertising builds a strong community connection, digital marketing ensures your business stays competitive in the broader market.

Finding the right balance between local advertising and digital marketing can set your business on the path to success. Remember, it's not about choosing one over the other; it's about using both to create a comprehensive, effective marketing strategy that helps your business grow.

Whether you're a new local business owner looking to expand your reach or a well-established brand aiming to strengthen local connections, this powerful duo can help you achieve your goals.

Adhering to Google's Guidelines for Success

amberdb000@gmail.com (Amber Blevins) — Fri, 29 Sep 2023 16:50:01 GMT

Maintaining an online presence is no longer optional for your local business—it's a necessity. One of the most effective first steps in establishing a web presence is through your Google Business Profile.

This powerful tool not only increases your brand's visibility, it also fosters a sense of trust with potential customers.

Managing your Google Business Profile (GBP) is fairly straightforward. However, it's crucial you adhere to Google's guidelines and terms of use. Following the rules and ensuring your GBP is compliant gives you the best chance to get more eyes on your brand.

Why a Google Business Profile is Crucial

A Google Business Profile allows your business to appear on Google search results and maps, making it easier for potential customers to find you. It provides essential information about your business such as location, operating hours, and customer reviews.

Accurate and up-to-date information can boost your search engine rankings, increase customer engagement, and ultimately drive more sales.

Adhering to Google Business Profile Guidelines

Google has specific rules to maintain the quality and reliability of the information presented in business profiles. Here are some of the key guidelines. Check out the full list of Google Business Profile policies and guidelines here .

Accurate Information : Ensure all information on your profile is accurate and up-to-date. This includes your business name, address, contact details, and operating hours. Misleading or outdated information can harm your reputation and lead to lost business opportunities.
Relevant Images : Use high-quality images that accurately represent your business. Images help customers understand what your business offers and can make your profile more engaging.
Ownership Verification : It’s crucial to verify the ownership of your business profile. Verified businesses are considered more trustworthy by Google and potential customers.
Review Management : Respond to reviews professionally, whether they are positive or negative. This shows you value customer feedback. Also, report any inappropriate content to Google immediately.

Common Mistakes to Avoid

Many local business owners wonder why their GBP isn't having an impact on their website traffic or generating new business leads. This lack of traction is usually caused by one or more common mistakes business owners make when maintaining a Google Business Profile.

Fortunately, these issues are easy to address and avoid.

Neglecting to regularly update important information such as accurate business hours, up-to-date contact details, or the correct address can result in customers being misinformed or unable to reach your business.
Using irrelevant or low-quality images that fail to effectively showcase your business can leave potential customers unimpressed and less likely to engage with your brand. High-quality images that accurately represent your products or services offered can make a significant impact on attracting and retaining customers.
Failing to verify ownership of your business can lead to confusion among customers, especially if there are multiple similar businesses in the area. This confusion may result in potential customers choosing a competitor or, worse, completely giving up on doing business with the unverified business.
Ignoring customer reviews, whether positive or negative, can have a significant impact on your brand's reputation and credibility. Positive reviews can help build trust and attract new customers, while negative reviews provide an opportunity to address concerns and improve the overall customer experience. Ignoring or dismissing customer feedback can lead to a decline in customer satisfaction and, ultimately, a negative impact on your business's success.

Violations of Google My Business Terms and Potential Consequences

There are several actions that go against the Google My Business terms of use and could potentially result in a suspended profile. While most of Google's GBP rules are evident, a few are a bit less obvious. That's why it's important you familiarize yourself with the complete list of terms and guidelines .

Here are some of the most common violations:

Creating Multiple Listings: Creating multiple listings for the same business location is a clear violation. Google only allows one listing per physical location.
Misrepresentation: Any attempt to misrepresent your business by using a false address or business name is against Google's terms. Always provide accurate and truthful information.
Keyword Stuffing: It's against Google's guidelines to include irrelevant keywords in your business name or description in a bid to game search engine rankings.
Inappropriate Content: Any content that Google deems inappropriate, including offensive language or images, can lead to suspension.
Impersonation: If you are found to be impersonating another business or individual, your profile could be suspended.

Remember, Google aims to provide accurate and reliable information to its users. Any attempt to mislead or manipulate the system could lead to the suspension of your Google Business Profile, which will negatively affect your online visibility.

Your Call to Action

Adhering to Google Business Profile guidelines is not just about compliance; it's about harnessing the power of online visibility to grow your business. Regularly check and update your profile, respond to reviews promptly and professionally, and ensure all information is accurate.

A well-managed Google Business Profile is a powerful tool for building trust and credibility among potential customers.

Make sure your Google Business Profile is up-to-date, engaging, and in line with Google's guidelines. Your online visibility and reputation depend on it. And if you need help claiming, setting up, or maintaining your GBP listing, reach out to a team of GBP experts like Locallogy .

SEO Myths That Just Aren’t True

Fri, 22 Sep 2023 16:03:18 GMT

Local business owners are constantly bombarded with advice on how to boost their online presence and climb the elusive ladder of search engine rankings. And amidst this barrage of information, myths and misconceptions about SEO are rampant.

Unfortunately, these myths about SEO have been floating around since the beginning of SEO itself. What to do, what not to do, what’s important, and on and on. And because SEO is constantly changing and evolving, it’s hard to know what to believe.

Before we get into the three most common [untrue] myths about SEO, let’s pause for a quick review.

What is SEO?

SEO—or search engine optimization—is the is the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. — Wikipedia

In other words, SEO is the process of using various techniques to drive visitors to your website organically . SEO does not refer to ads or other paid methods of getting site visitors.

Myths About SEO

There are millions of articles online about SEO. The content of these articles ranges from pretty good guidance to downright wrong information. Somehow, this wrong information—this handful of incorrect myths about SEO—just keeps getting regurgitated.

It’s hard to sift through all this advice, especially when you're just getting started with SEO. Let’s take a look at the top three SEO myths that you should avoid because they're just completely wrong.

Myth #1

Keyword Optimization Is the Most Important Part of SEO

Using the best keywords in your site’s content is important. But it’s not the single most important thing when it comes to SEO . Fresh, engaging content is just as important as the keywords you’re using in that content.

You may remember a time when packing a website full of keywords was normal. Site copy and blog posts were so full of repeated keywords, they were a pain to read. It was obvious the copy was there simply as a vehicle for the keywords and not really for the engagement of the reader.

Since that time, Google has focused more on content quality and user experience rather than the sheer number of keywords you can stuff into a blog post. Now, squeezing in too many keywords can actually have a negative effect on your rankings.

The goal here is using keywords naturally. Use them when appropriate to create engaging content. If you have to re-write an entire paragraph just to cram it full of keywords, you’re probably overdoing it.

Myth #2

SEO Is a One-Time Deal

Wouldn’t it be nice if you could click a button and your SEO would be done forever? Unfortunately, that’s not going to happen. To see results, SEO requires ongoing involvement.

Would you throw a bunch of seeds in your garden and then walk away, expecting a bumper crop in a few months? Of course not; you would take care of your garden, addressing issues and adjusting things as needed.

Same goes for SEO. Planting the SEO seeds is just the first step. You must then monitor, adjust, and nurture your SEO approach to see the best results.

Myth #3

SEO Results Happen Immediately

SEO could be best described as a marathon, not a sprint. Generally, results take a bit of time. (Though how much time can depend on many different factors, like your industry, your business vertical, even your location.)

While it is possible to see early results, it’s important to remember the best SEO results come from consistency. It's important to push through and stick to your plan, even when results aren’t where you thought they’d be.

If you’re not seeing results in the long term, take another look at your approach. Pivot your strategy, don’t just give up.

Professionals Can Help

If tackling the world of SEO doesn’t seem like your cup of tea, consider partnering with a professional. Most digital marketing firms, like Locallogy , have SEO experts who can get you set up the right way, regularly monitor your progress, and make adjustments when needed.

Understanding the Costs Associated with Local SEO

amberdb000@gmail.com (Amber Blevins) — Fri, 15 Sep 2023 13:40:07 GMT

When you think about using SEO to increase your brand’s online visibility, your first thought is likely about the expense. How much does SEO actually cost? And is it worth it?

It’s impossible to give a precise answer when it comes to the costs associated with SEO. Each situation is different and, like anything else, the cost depends on many variables. But it’s important to remember SEO is not just a negative line item in your marketing budget. It’s an investment. And like most good investments, SEO takes time and a little bit of expert help.

Without quoting exact figures, here are some of the costs you may encounter when you embark on an SEO strategy.

Hiring an SEO Specialist

Can you do SEO on your own? Sure, you can. Should you? Probably not.

Search engine optimization ( SEO ) is ongoing, very strategic, and requires keeping up with Google’s algorithm updates. It’s definitely not a one-and-done kind of task. As a busy local business owner, it’s unlikely you’ll have the bandwidth to become an SEO expert. This means you’ll need to work with an outside SEO professional or add an SEO specialist to your staff. In either case, you’re looking at an added expense.

Whether you’re working with a third-party or adding an SEO expert to your team, the cost is going to be relative to their experience and track record. And like purchasing any other service, you get what you pay for. Remember, no SEO specialist can increase your ranking overnight or guarantee a number one placement on Google (and if they say they can—run!)

Google Business Profile Management

Keeping your Google Business Profile (formerly GMB) account up-to-date and optimized is important in the scheme of SEO success.

If you’re working with a third-party SEO specialist, it’s likely GBP management is part of their service. However, you should confirm this at the start of your partnership. If GBP management is not part of the overall SEO package you signed up for, you could be looking at additional expenses in that regard.

Tools and Applications

There are a variety of tools and applications available for SEO researching and auditing. Costs vary from free, expensive, and everything in between. The tools you choose to use will depend on several factors, not least of which is who is handling your SEO.

If you’ve opted to work with an outside SEO specialist, it’s likely they already have one or more applications they use and you won’t need to purchase anything separately.

However, if you’re adding an on-staff SEO expert, you should anticipate added costs for the software and subscriptions they're require to manage your SEO efforts.

Website Development and Management

Let’s assume your local business already has an established website. (If not, call us .) Though your website might look great, it may not be optimized for SEO. And even if it was optimized in the past, it will require some updating.

Once you begin working with an SEO specialist, you’re going to receive feedback from them about your website. Recommendations may be anything from resolving technical errors to creating a more user-friendly design.

Depending on your skill level, you can certainly make some of these updates yourself. But for the more technical issues, you’ll need to bring in a web developer. Cost for the web developer's services may be a base rate or could vary depending on the complexity of your site’s issues.

Content

High quality content is a must-have for successful SEO. If your site’s content isn’t up to par, your SEO specialist may tell you it needs to be re-written.

Re-writing your content is obviously something you can do on your own, with no added cost. But if writing isn’t your forte, or you simply don’t have time, you’ll need to hire a content writer. And like everything else on our list, the cost for your content writer will vary based on their experience along with the size and complexity of your project.

Local Digital Marketing Agency

If you’re shaking your head at the thought of managing all the moving parts (and costs) related to a successful SEO strategy, there may be another option for you.

Working with a professional digital marketing agency like Locallogy could be the answer. A marketing firm can bundle up all the aspects of digital marketing and take care of everything for you. Again, cost will be dependent upon the firm you choose to work with and the service package you select.

You may find that paying only one bill a month and working with a single point of contact is preferable to dealing with each aspect of your SEO strategy separately.

Google's August 2023 Core Update: What You Need to Know

amberdb000@gmail.com (Amber Blevins) — Fri, 01 Sep 2023 12:51:36 GMT

If there’s one certainty in the digital marketing world, it’s this: Don’t get too comfortable. When you think you have Google all figured out—you don’t.

Just as you've adapted to the intricacies of search engine algorithms, Google has once again raised the bar with its August 2023 Core Update. For local business owners, this update brings both challenges and opportunities that demand attention.

Let’s look at the key changes introduced by Google's latest update and explore actionable strategies for your business. First though, let’s remember that Google releases minor updates fairly regularly and broad core updates—like this one—a couple of times a year. In other words, this isn’t unforeseen and there’s no reason to panic.

Now, let’s dive in!

What is Google's August 2023 Core Update?

Released on August 22nd, 2023, Google's August 2023 Core Update is the second broad core algorithm update of the year. This update aims to improve the quality of search results by prioritizing pages that provide more value compared to those currently ranking.

The Potential Impact on Your Local Businesses

The new algorithm update may lead to changes (some say significant changes) in your website's traffic, rankings, and search visibility. Here's why:

Traffic and Rankings

If your website's content isn't providing substantial value or is deemed less relevant by Google's new algorithm, you might experience a drop in your website's traffic and rankings.

Search Visibility

Your visibility on search engine result pages (SERP’s) could also be affected. The algorithm update is designed to promote high-value content, so if your content isn't up to par with Google's standards, your SERP visibility might decrease.

Factors Influencing Website Ranking and Actionable Solutions

Several factors could influence your website's ranking post-update. Here are some actionable solutions to prepare your business:

Quality Content

Google's update is set to prioritize the ranking of pages that provide more value. Therefore, focus on creating high-quality, valuable content that answers user queries effectively.

User Experience

Google values user experience . Ensure your website is easy to navigate, loads quickly, and is mobile-friendly.

Backlinks

Having strong backlinks from reputable websites can boost your website's credibility and improve your rankings.

Successful Strategies Post-Update

Looking at real-world examples, businesses that have successfully navigated previous updates have focused on improving their website's overall quality and relevance. They've invested in creating original, user-centric content and optimizing their site's technical aspects for a better user experience.

Concluding Thoughts

Adapting to Google's updates is crucial for maintaining and improving your website's online presence. Remember, these updates aim to enhance the user experience by providing the most relevant and high-quality results. By focusing on creating valuable content and optimizing your website, you can ensure that your local business thrives in this digital age.

Remember, consistency is key. Regularly updating and improving your website will help you avoid negative penalties and keep your website in line with Google's updates. Stay informed, stay adaptable, and your business will continue to grow online.

Nurturing Brand Loyalty: Your Path to Growing Your Business

amberdb000@gmail.com (Amber Blevins) — Fri, 25 Aug 2023 16:26:45 GMT

In a world brimming with choices, building strong brand loyalty has become more critical than ever for local businesses. It's not just about attracting customers once; it's about forging lasting connections that turn them into repeat patrons and brand advocates.

Creating a population of loyal customers is a sure-fire way to grow your business. The first step is learning the art and science of cultivating brand loyalty and how to harness it to drive repeat business to fuel your growth.

Understanding Brand Loyalty

Brand loyalty goes beyond transactions; it's an emotional bond that customers share with your local business . When customers feel connected, valued, and understood, they are more likely to return. You can’t ignore the stats:

Source

Clearly, fostering brand loyalty isn't just a feel-good exercise; it's a direct pathway to business growth.

Building Blocks of Strong Brand Loyalty

Brand loyalty isn’t something you implement; it’s something you grow and nurture. The process of building strong brand loyalty is definitely a marathon, not a sprint.

The building blocks of strong brand loyalty are crucial elements that lay the foundation for fostering deep connections with customers, earning their trust, and inspiring unwavering loyalty. These fundamental pillars contribute to building a robust and lasting bond between your brand and your customers.

Consistent Brand Experience

Consistency is key. Whether it's the quality of your products, customer service, or online presence, every touchpoint should reflect your brand's values and promise.

Personalization

Show your customers that you know and value them. Tailor your communication, offers, and recommendations based on their preferences and purchase history.

Transparency and Authenticity

Be transparent about your business practices, values, and processes. Authenticity builds trust, which is the bedrock of loyalty.

Reward Loyalty

Implement a loyalty program that rewards customers for their repeat business. Discounts, exclusive offers, and early access can make them feel appreciated and motivated to return.

Engage on Social Media

Social media isn't just a marketing platform; it's a space to connect with your customers. Respond to comments, share user-generated content, and humanize your brand.

Exceptional Customer Service

A single positive customer service experience can turn a one-time buyer into a loyal fan. Train your staff to handle inquiries and issues with empathy and efficiency.

Value Driven Content

Offer content that educates, entertains, or solves problems for your customers. Valuable content builds trust and keeps your brand top of mind.

Using Brand Loyalty to Drive Repeat Business

By cultivating strong relationships with your customers and delivering exceptional experiences, you can create a loyal customer base that keeps coming back for more.

Once you've successfully established a connection with your customers and they've come to trust and value your brand, the next step is to leverage that loyalty to drive repeat business.

Targeted Communication

Utilize your customer data to send personalized offers and updates. A loyal customer is more likely to engage with targeted emails or messages.

Exclusive Previews and Offers

Give your loyal customers a sneak peek into upcoming products or services. Offer them exclusive discounts before making the offer public.

Referral Programs

Encourage your loyal customers to refer friends and family. Incentivize both parties with discounts or rewards, expanding your customer base through trusted recommendations.

Anniversary Rewards

Celebrate the anniversaries of your customers' first purchases with exclusive discounts or special gifts. This shows appreciation for their loyalty.

Feedback and Collaboration

Involve your loyal customers in decisions. Seek their feedback on new ideas, products, or services. People appreciate being heard and valued.

Social Proof and User-Generated Content

Share customer testimonials and user-generated content on your platforms. This not only reinforces loyalty but also attracts new customers.

Turning Loyal Customers into Brand Advocates

Brand loyalty doesn't stop at repeat business; it extends to turning your customers into vocal advocates. Happy customers can become powerful marketing assets.

Encourage Reviews and Testimonials

Ask your loyal customers to leave reviews on platforms like Google . Positive reviews can significantly influence potential customers.

Partnerships and Collaborations

Collaborate with loyal customers for special projects or events. This not only makes them feel valued but also exposes your brand to their network.

Share Their Success Stories

Showcase how your products or services have positively impacted your loyal customers. This not only highlights your brand but also inspires others to become loyal customers too.

Your Blueprint for Growth

Nurturing brand loyalty isn't a singular task; it's an ongoing commitment to understanding, engaging, and delighting your customers. By consistently delivering exceptional experiences, personalizing your interactions, and showing appreciation, you can turn one-time buyers into loyal patrons who drive repeat business and advocate for your brand.

Remember, brand loyalty isn't just about increasing profits; it's about creating a community of supporters who believe in your brand's values and mission. Embrace the journey, and watch your business thrive through the power of loyalty.

The Right Way to Respond to a Negative Review

amberdb000@gmail.com (Amber Blevins) — Fri, 18 Aug 2023 15:32:42 GMT

Customer reviews wield great power over your local business. They drive your brand’s reputation, influence consumer decisions, and can ultimately impact your bottom line.

Source

While glowing reviews can be a testament to your exceptional service, negative reviews are not necessarily detrimental—if handled correctly. Your responses to negative online reviews play a crucial role in building and maintaining trust in your local business.

Why it Matters

It’s never fun to find a negative review of your company. And while it may be tempting, ignoring bad reviews is a mistake. Think of it like this: Not paying adequate attention to a negative online review can be akin to neglecting a dissatisfied customer standing at your storefront.

Overlooking a negative online review is a choice you can’t afford to make. Here’s why.

Reputation Management

Your online reputation is your virtual storefront. Negative reviews, if left unattended, can paint an inaccurate picture of your business. Responding to negative feedback demonstrates your commitment to addressing customer concerns and showcases your dedication to providing excellent service.

Customer Trust

Responding to negative reviews shows potential customers that you care about their experience. It builds trust by highlighting your willingness to engage with customers openly and transparently, even when things don't go perfectly.

Feedback for Improvement

Negative reviews can be a goldmine of insights. They provide valuable feedback about areas where your local business can improve. By addressing concerns and making necessary changes, you can enhance the customer experience and potentially prevent similar issues in the future.

Online Conversation Control

Engaging with negative reviews allows you to steer the conversation. A well-thought-out response gives you the opportunity to present your side of the story, explain any misunderstandings, and showcase your commitment to resolving issues.

Responding the Right Way

It's not just about your response to negative feedback, but how you respond that can truly make a difference. Crafting a well-thought-out and empathetic response can turn a potential setback into an opportunity for growth.

Stay Calm and Objective

Negative reviews can be frustrating, especially if the review is inaccurate or unfair (which often seems to be the case,) but it's important to approach them with a level head. Avoid getting defensive or confrontational. Instead, empathize with the customer's experience and acknowledge their feelings.

Respond Promptly

Time is of the essence when it comes to responding to negative reviews. Aim to respond within 24-48 hours to show your dedication to addressing the issue promptly.

Personalize Your Response

Avoid generic, copy-paste responses. Address the customer by name and refer to specific details from their review to demonstrate that you've taken the time to understand their concern.

Apologize and Empathize

Begin your response by apologizing for the customer's negative experience. Even if you believe the situation was beyond your control, expressing empathy goes a long way in defusing tension.

Take Responsibility

Even if the issue was a result of a misunderstanding or external factors, take responsibility for the customer's experience. This shows that you value their patronage and are committed to finding a solution.

Offer a Solution Publicly

While it's tempting to take the conversation offline, providing a solution within the review platform showcases your commitment to resolving the issue. If possible, outline steps you'll take to rectify the situation.

Encourage Further Communication

Invite the customer to reach out privately to discuss the matter further. This demonstrates your willingness to engage in a more detailed conversation to reach a resolution.

Highlight Positive Aspects

If applicable, share positive aspects of your business that relate to the customer's concerns. This can help mitigate the impact of the negative review and showcase your strengths.

Keep It Professional

Maintain a professional tone throughout your response. Avoid using slang, sarcasm, or negative language, as this can further escalate the situation.

Learn and Improve

Negative reviews are opportunities for growth. Use the feedback to make necessary improvements to your products, services, or customer interactions. Once you've made changes, consider updating the reviewer and thanking them for their input.

Turn That Negative into a Positive

Negative online reviews are not the end of the world for your business .

In fact, they can be valuable stepping stones towards enhancing your reputation and customer satisfaction. By responding to negative reviews in a thoughtful and empathetic manner, you showcase your commitment to excellence and willingness to learn from feedback.

Remember, it's not about eliminating negative reviews altogether, but about leveraging them to transform your business for the better. Embrace the power of turning negatives into positives and watch how your online reputation flourishes.

How to Write a Cold Email That Actually Gets Responses

Thu, 10 Aug 2023 11:10:36 GMT

Cold emails are a powerful and effective tool in the marketing toolbox. But, by their very nature, cold emails start off at a disadvantage. After all, you're sending an unsolicited message to someone with no prior relationship to your business. In other words, cold emails are easy to ignore.

Fortunately, there are proven techniques for building a successful cold email campaign . Likewise, there are some clear missteps you should avoid.

First things first—before you begin drafting the email message that will be used in your campaign, you need to identify your target audience and build your list of leads. ( Click here to learn how to build a powerful email list that's packed with potential.)

Once you’ve clearly defined your target audience and used that data to build a solid email list, you can start creating the message itself.

Create a Killer Subject Line

The subject line of any email— especially a cold email—is often the deciding factor for whether the message is opened or deleted straightaway.

The subject line of your cold email should not only be interesting, it should instill a bit of curiosity. But keep it short . The best subject lines are less than nine words, or 60 characters. Anything longer will cause the recipient to lose interest. And if they’re reading on a mobile device (which is highly likely,) they may not even be able to see the entire subject line if it’s too wordy.

Be descriptive in your subject. That doesn’t mean you need to tell your whole story in the subject line, but give the reader enough information to prompt them to open the message. Avoid generic language.

While it’s tempting to use catchy language or seasonal puns, a subject like “Hot summer deals!” is indistinct and doesn't tell your reader much about what they’re going to find in the body of your message. "Salsey" language in your subject line will come across as spammy and impersonal.

Instead of buzzwords and puns, use normal, conversational language in your subject line. A subject like, “ Let’s talk about your kitchen remodeling project, ” is far more engaging and descriptive, plus it gives the reader some idea of what they’ll find when they open your message.

Personalize the Opening

Okay, so now you’ve written a great subject line that's going to prompt the recipient to open your email. You’re over the first hurdle, but the race isn’t over. Your next challenge is getting the recipient to actually read the body of your email.

The first step here is easy: personalize your greeting . This shouldn’t be overly complicated. “Hi Jim,” or “Hello Greg, I hope you’re having a great summer,” are appropriate greetings.

A vague greeting of just “Hello” or—even worse—no greeting at all, will not inspire the recipient to keep reading. Worse yet, it may result in your message being mistaken for spam.

Avoid Introductions

Don't spend a lot of time (or any at all, really,) introducing yourself, particularly early in the message. Obviously, this seems counterintuitive since the goal of your cold email is to get prospective customers to contact you. But the truth is, at this point in the game, the email recipient doesn't really care who you are.

Rather than wasting precious email space introducing yourself or sharing unnecessary information about your company, focus on how your company can help the recipient . This is what the recipient really cares about.

Be friendly but succinct. Identify the problem/issue/need— Is your kitchen outdated and ugly? —then suggest a solution— We do the best kitchen remodels in the city.

Use Storytelling

So now you've drafted an email with a magnetic subject line, a personalize greeting, and a first paragraph that addresses the recipient's needs and how you can help. What's next?

If your lead has made it past the first paragraph of your email, you've reached a critical point! This is your chance to convert your lead to a prospect. But you won’t do this by simply rambling off a sales pitch. Instead, emphasize the value you can bring to the email recipient. Use storytelling to set up a scenario in which you can solve their problems or answer their questions.

Point out how your product or service will benefit the reader. Don’t make a list of features or vaguely summarize your service. Be specific and make the lead the center of attention in your message.

Keep the body of your message relatively short. Studies have shown the best click-through rates come from emails that are about 200 words , or 20 lines of text.

Close with a Call-To-Action

Now comes the moment of truth. The CTA ( call-to-action .) This is where you invite the recipient to take the next step.

CTA's should be short. Ideally, one sentence, two at the most. Your call-to-action should request a simple action from the reader. Don’t make it too complicated or inconvenient.

“ How about a free 10-minute call to discuss your kitchen remodeling project? ” is a simple CTA that invites the lead to take a quick and easy action, selecting whether or not they want to have a phone call.

Avoid CTA’s that seem demanding or overly salesy.

Include Your Email Signature

Bring the cold email to conclusion by including your signature. Make it clear and clean, with all the necessary contact information. Leave out any superfluous information. You just need the basics here. The goal is to appear professional and trustworthy.

While HTML signature blocks usually look great, be aware they can cause issues with delivery and may not format properly in every email. It’s generally better to create a simple text signature and avoid HTML for cold emails.

Adjust as Necessary

The great thing about cold email campaigns, (or any marketing campaign, for that matter,) is that you can pivot, adjust, and change things when needed.

Draft your first cold email campaign and get it out the door. If the response rate is not what you want it to be, examine your target audience and make adjustments to your list, and make tweaks to your email message, if necessary.

Remember, the goal of your cold email campaign is to reach the right leads with an engaging email that encourages them to learn more about your company.

Boost Your Organic Traffic With 5 Simple Steps

amberdb000@gmail.com (Amber Blevins) — Fri, 04 Aug 2023 15:35:49 GMT

The success of your local business relies on having a strong online presence. One of the key factors in getting more eyes on your brand is driving organic traffic to your website.

Organic traffic refers to the visitors who land on your website through unpaid search results. These visitors are highly valuable as they are actively seeking products or services you offer. And while some marketers will say boosting organic traffic is more of an art than a science, we’re here to tell you that’s not actually correct.

There are several strategies that are proven to be effective in attracting organic visitors; here are five such strategies that work time after time.

Optimize Your Website for Local SEO

Local search engine optimization ( SEO ) is a crucial element in attracting nearby customers to your website.

Begin by creating location-specific landing pages for each of your business's physical locations. Incorporate relevant keywords that your target audience is likely to use when searching for products or services you offer.

In addition, it’s essential you claim and verify your Google Business Profile (GBP) listing. This is a powerful tool that ensures your business shows up in local searches, complete with important information like your address, phone number, and operating hours. Encourage satisfied customers to leave reviews on your GBP, as positive reviews can significantly boost your local SEO efforts.

Produce High-Quality, Localized Content

Creating valuable and relevant content tailored to your local audience can work wonders for your organic traffic. Develop blog posts, articles, or videos that address local issues, trends, or events.

For example, if you’re a kitchen and bath remodeler, you could post a series of articles about the unique architecture in your area or do a video series on upcoming trends in home remodeling. This not only positions you as an authority in your field but also attracts local visitors searching for information related to your industry.

When producing content , remember to incorporate localized keywords naturally. This helps your content rank higher in local search results. Be sure to share your content on social media platforms and local community forums to broaden your reach and engage with the local audience.

Mobile-Friendly Website Design

In the era of smartphones, having a mobile-friendly website is no longer an option but a necessity. A significant portion of online traffic comes from mobile users searching for businesses on the go—around 58% according to one study .

Google also prioritizes mobile-friendly websites in its search rankings. Ensure that your website's design is responsive and optimized for various screen sizes.

Pages should load quickly and display information clearly. Integrate clickable phone numbers and a "click-to-find" map for visitors using mobile devices. A seamless mobile experience not only enhances user satisfaction but also contributes to better search engine rankings.

Build High-Quality Backlinks

Backlinks, or links from other reputable websites to yours, play a vital role in organic traffic generation. Focus on obtaining high-quality backlinks from local business directories, industry associations, local news outlets, and bloggers. Collaborate with other local businesses for mutually beneficial partnerships where you can mention each other on your websites.

Guest posting on local blogs or participating in local events can also help you secure valuable backlinks. Keep in mind that the quality of backlinks matters more than the quantity. Google values links that come from authoritative and relevant sources.

Leverage Social Media Engagement

Social media platforms are excellent tools for connecting with your local audience and driving organic traffic to your website. Regularly post engaging content, including promotions, behind-the-scenes looks, customer stories, and updates about your business. Use location-specific hashtags to increase your visibility in local searches on social platforms.

Engage with your followers by responding to comments, messages, and reviews promptly. Host local events or contests that encourage user-generated content and create buzz around your business. When you share links to your website on social media, ensure the content is shareable, visually appealing, and relevant to your target audience.

Start Boosting Today

Boosting organic traffic to your website is a critical step in expanding your local business's reach and attracting potential customers.

Optimizing your website for local SEO, producing localized content, ensuring mobile-friendliness, building quality backlinks, and engaging on social media can significantly enhance your online presence and connect with your local audience.

Remember, organic traffic growth takes time and consistent effort, but the long-term benefits for your business are well worth it.

URL Slugs and Their Relationship to SEO

amberdb000@gmail.com (Amber Blevins) — Fri, 21 Jul 2023 13:57:13 GMT

Maximizing your SEO opportunities is important for any business, but especially for local businesses. Getting your brand in front of the right customer base is essential to your success.

While most local business owners know about SEO as it pertains to their website content, Google Business Profile listing, and paid ad campaigns, many don’t realize URL slugs can have a positive effect on your SEO, too. Done right, your URL slugs can really help your website climb the search engine rankings.

And now you’re wondering what a URL slug actually is. That’s okay. Though you may have heard it from time to time, it’s not the most common term in the digital marketing world.

As you probably know, a URL is simply a web address, like www.-yourcompanyname-.com. A URL slug is the portion of the URL that describes a specific webpage. The slug is generally what’s included after the “.com/.” Here’s an example.

Why Slugs Matter

URL slugs are important to SEO for a few reasons - one is Google indexing, and the other is end user experience.

Google Indexing

When Google’s bots are crawling all over your site, collecting information for the search engine, your URL slugs are among the first things the bots look at. Is the slug relevant to what’s on the webpage? Is it short and clear? Does it contain keywords? These are all bits of information Google’s bots will send back their server.

If the answer is yes to those questions, your site will be considered more trustworthy and therefore, rank higher than sites with less effective slugs.

End User Experience

How often do you look at a web address and immediately decide whether or not you’re going to click on it? Probably all the time. We don’t always realize it, but we frequently check URL slugs to determine if a webpage is going to contain the information we’re seeking. If you’re shopping for a wedding dress, for example, you won't click a link that reads “www.wedding.stuff.com/wedding-cakes.” After all, you’re looking for a dress , not for cakes .

Using clear, relevant slugs makes it easy for the end user to find what they need and enhances their experience with your website.

Optimizing Your URL Slugs

Creating strong, SEO-friendly slugs is easy. All you need to do is apply the basics of SEO and follow these simple guidelines.

Use Keywords in a Smart Way

Including relevant keywords in your slug is perhaps the single most important thing when it comes to SEO. But don’t overdo it.

When Google looks at a webpage, it wants to see helpful content with appropriately used keywords. It doesn’t want content that’s bloated with keywords just for the sake of ranking. Same goes for your slugs. Keep it simple and only include the keywords most relevant to the page. Remember, keyword stuffing often results in ranking lower, not higher.

Create Slugs That Are Clear and Informative

URL slugs should give both Google and the end user a clear idea of what’s on the page. Depending on the interface you’re using to build your website, default slugs may simply be a number or some other generic text. These slugs won’t be helpful to your potential customers and they’ll have no positive effect on your ranking.

Using common sense and strong keywords, create a slug that leaves no question as to what the webpage is all about. Don’t get too crazy with it, though. Too much detail will result in a slug that’s too long or confusing (more on that below.)

Ensure Your Slugs are Evergreen

You’ve likely heard of evergreen content. Evergreen is just another way of saying “fresh” or “continually relevant” content. This is important for SEO because evergreen content continues to rank in searches long after it’s published. Content that’s not evergreen – like news about a sporting event or a list of this year’s popular toys – will soon be outdated and will eventually stop ranking in searches.

The same concept applies to URL slugs. Including time-specific words or other strict details can cause problems down the line with both Google ranking and user experience.

Create Short, Concise Slugs

You may be tempted to include lots of detail and pack multiple keywords into your slug. But that's not a good idea. While there are no hard and fast rules about URL or slug length, most marketers say the ideal URL (the complete web address, including slug) is no more than 60 characters. Keep this in mind when you’re creating the slugs for your website.

As mentioned above, keep it simple and informative. Google favors shorter URL’s and so do your potential customers.

Choose Strong Slugs (and Stick with Them)

It’s important to create URL slugs you plan on keeping for the long haul. Changing a slug means changing the URL as a whole, and that can have detrimental effects on your SEO.

Follow these simple guidelines to create SEO-enhanced, user-friendly slugs for each of your website’s pages.

Ready to learn more about how your local business website can rank higher in search results, get more online traffic, and attract more customers? Reach out to the Locallogy team—we're local digital marketing experts!

Mastering the 7 C's of Digital Marketing

amberdb000@gmail.com (Amber Blevins) — Fri, 30 Jun 2023 14:52:57 GMT

The success of your local businesses heavily relies on your ability to effectively leverage the power of digital marketing—as a business owner, this isn’t news to you.

Gone are the days of solely relying on traditional marketing channels to reach customers. With the advent of the internet and social media, businesses have the opportunity to connect with their target audience in more personalized and impactful ways. This is where the 7 C's of digital marketing come into play, serving as a comprehensive framework to enhance your online presence and drive meaningful results.

1. C ustomer

Understanding Your Target Audience

To create an effective digital marketing strategy, you must start by deeply understanding your target audience. Who are your ideal customers? What are their needs, preferences, and pain points? By building detailed customer personas, you can tailor your marketing efforts to resonate with your audience.

Actionable Tip

Conduct surveys, interviews, and market research to gain insights into your customers' behavior and preferences. Use tools like Google Analytics and social media analytics to track user data and make data-driven decisions.

2. C ontent

Creating Engaging and Valuable Content

Content is the heart of digital marketing. By creating high-quality, valuable, and relevant content , you can establish yourself as an authority in your industry and build trust with your audience. This includes blog posts, videos, social media updates, podcasts, and more.

Actionable Tip

Identify the content formats that resonate most with your audience. Develop a content calendar, focusing on topics that address your customers' pain points and provide practical solutions. Remember to use visuals, storytelling, and call-to-actions to enhance engagement.

3. C ommunication

Engaging and Nurturing Relationships

Communication is key to building strong relationships with your customers. Digital marketing channels provide numerous opportunities to engage in two-way conversations, listen to feedback , and address customer queries promptly. By actively participating in conversations on social media, responding to reviews, and implementing chatbots on your website, you can enhance customer satisfaction and loyalty.

Actionable Tip

Use social media listening tools to monitor brand mentions and customer conversations. Respond promptly and authentically and provide personalized experiences through email marketing campaigns and personalized product recommendations.

4. C onversion

Turning Prospects into Customers

Converting website visitors into paying customers is a vital step in digital marketing. Your website should be optimized for conversions by employing clear and compelling calls-to-action, user-friendly navigation, and persuasive landing pages .

Actionable Tip

Conduct A/B testing on your website elements to optimize conversion rates. Track key metrics such as click-through rates, bounce rates, and conversion funnels to identify areas for improvement. Leverage email marketing, retargeting ads, and personalized offers to nurture leads and drive conversions.

5. C ommunity

Building an Engaged Online Community

Fostering a sense of community around your brand can lead to loyal customers and brand advocates. Encourage user-generated content, host contests or giveaways, and create opportunities for customers to connect with each other.

Actionable Tip

Leverage social media platforms to build a community around your brand. Encourage user-generated content by running hashtag campaigns or featuring customer stories on your website and social media channels. Engage with your community through live Q&A sessions, polls, and exclusive events.

6. C ontext

Delivering Relevant and Personalized Experiences

In today's digital landscape, customers expect personalized experiences tailored to their specific needs and preferences. By leveraging data and automation, you can deliver targeted content, recommendations, and offers.

Actionable Tip

Implement marketing automation tools to segment your audience based on their behavior, demographics, and interests. Use this data to deliver personalized emails, product recommendations, and dynamic website experiences that resonate with each customer.

7. C ompliance

Upholding Privacy and Legal Standards

As digital marketing evolves, it's essential to ensure compliance with privacy regulations and legal standards. Respect your customers' privacy, obtain consent for data usage, and ensure that your marketing efforts align with the applicable laws and regulations in your region. Stay informed about the latest updates and guidelines, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

Actionable Tip

Review your privacy policies, terms of service, and data collection practices to ensure compliance with relevant regulations. Seek legal advice if necessary and communicate your commitment to privacy and data protection to build trust with your customers.

7 C’s: The Blueprint for Local Business Success

By implementing the 7 C's of digital marketing, local businesses can transform their online presence and drive meaningful results.

Remember, understanding your customers, creating valuable content, engaging in meaningful communication, optimizing conversions, building a community, delivering personalized experiences, and maintaining compliance are the pillars of a successful digital marketing strategy.

Embrace these principles, explore real-world examples, and adapt them to your business needs. The digital landscape offers endless possibilities, and by incorporating these strategies, you can unlock the full potential of your local business in the digital realm.

Online Reputation Management and Your Local Business

amberdb000@gmail.com (Amber Blevins) — Fri, 23 Jun 2023 14:04:06 GMT

In today's interconnected world, where an individual's opinion can reach thousands with a single click, maintaining a stellar online reputation has become a crucial aspect for local businesses. With consumers turning to the internet for recommendations and reviews, it's vital for business owners to proactively manage their online presence.

Understanding the importance of online reputation management, along with its strategies, tools, and best practices can help you not only protect your reputation but also turn it into a powerful asset for growth and success.

Understanding Online Reputation Management

Online reputation management (ORM) is the process of monitoring, managing, and influencing a business's online presence. It involves tracking what people say about your business on various platforms, such as social media, review sites, and search engines, and taking appropriate actions to address any negative feedback or misinformation.

Unlike traditional reputation management, which focuses on maintaining a good public image through offline channels like word-of-mouth, print media, and public relations, ORM is specifically geared towards managing your brand 's image in the digital space. This distinction is crucial because the internet has become the go-to resource for consumers to research businesses and share their experiences with others.

Benefits of a Good Online Reputation

A positive online reputation offers numerous benefits to local businesses and can truly be the foundation on which your business grows.

Improved Search Engine Rankings

A good online reputation can boost your search engine rankings , making it easier for potential customers to find you online. Positive reviews, mentions, and high-quality backlinks to your website can all contribute to better visibility on search engines like Google.

Increased Credibility

A business with a solid online reputation is perceived as more credible and trustworthy by potential customers. This perception can lead to more inquiries, sales, and referrals.

More Customer Trust

When a customer sees that other people have had positive experiences with your business, they are more likely to trust you with their own needs. This trust can translate into long-term customer loyalty and repeat business.

Better Customer Acquisition and Retention

A strong online reputation helps attract new customers and keep existing ones coming back. Happy customers are more likely to recommend your business to friends and family, leading to a larger customer base and increased revenue.

Common ORM Challenges for Local Businesses

Local businesses often face unique challenges when it comes to managing their online reputation due to the dynamic nature of their customer base and the hyperlocal nature of their operations.

Negative Reviews

One of the biggest challenges in ORM is dealing with negative reviews. A single negative review can have a significant impact on a local business, potentially deterring potential customers.

Poor Customer Feedback

Unhappy customers can easily share their negative experiences on social media and review platforms, which can quickly tarnish your online reputation if not addressed promptly.

Limited Resources

Many local businesses have limited resources to dedicate to ORM, making it challenging to monitor and manage their online presence effectively.

Steps to Manage Your Online Reputation

Fortunately, the challenges associated with maintaining a positive online presence are not insurmountable. There’s no particular technical skillset required, just an investment of time. Even small actions, done consistently, can strengthen your reputation.

Monitor Your Online Presence

Regularly check review sites, social media platforms, and search engine results to stay informed about what people are saying about your business. Set up Google Alerts for your business name and relevant keywords to receive notifications whenever your business is mentioned online.

Respond Appropriately to Negative Reviews

When you come across a negative review, respond calmly and professionally. Apologize for any inconvenience, address the issue, and offer a solution. This shows that you care about your customers' experiences and are willing to work towards resolving problems.

Encourage Positive Reviews

Create and Share High-Quality Content

Publish informative and engaging content on your website and social media channels to establish your business as an authority in your industry. This can attract more visitors to your business and help improve your online reputation.

Stay Active on Social Media

Regularly engage with your audience on social media by posting updates, responding to comments, and addressing any concerns. This shows that you are attentive to your customers and value their feedback.

Embrace the Power of Online Reputation Management

It’s no secret, online reputation management is essential for local businesses that want to succeed in the digital age. (Your competitors are already doing it!) But ORM is not a one-and-done endeavor. It requires nominal technical skill but a lot of consistency—and a genuine desire to engage with your customers.

By understanding the importance of online reputation management and implementing practical strategies, you can maintain a positive online presence, attract more customers, and ultimately, grow your business.

Adding an FAQ Page to Your Website? Make It Better With 5 Simple Tips

Fri, 16 Jun 2023 10:27:07 GMT

In today's fast-paced digital world, customers crave information and expect immediate answers to their questions. Checking a business's website or Google Business Profile for information has become an almost unconscious step for consumers.

But what happens when the question is more than just, "When are you open?" or "What's your phone number?" Where do consumers go when they have questions beyond just general info?

That's where a Frequently Asked Questions page comes in. An FAQ page offers a concise yet comprehensive resource that saves time, boosts customer satisfaction, and enhances the overall user experience. With an FAQ page, you can answer commonly asked questions about your business and you can also drill down into some specific areas that make your business unique.

Organize Your Questions

The good thing about FAQ pages is they’re usually full of short blurbs of information, easy to understand and digest. The bad thing about FAQ pages is sometimes they’re just huge lists of Q and A’s with no real pattern.

Use bullet points or subheadings to organize the content and make it scannable. Trim any unnecessary details and focus on addressing the most common inquiries. By maintaining simplicity and clarity, you provide a seamless user interaction, enabling customers to quickly find the information they need, fostering a positive impression of your business, and saving their valuable time.

Your FAQ page will naturally contain a lot of text, so be mindful of the user experience and how the page will be presented on both desktop screens and mobile devices.

Speak to Your Community

Incorporating information specific to your local business on an FAQ page is a powerful way to establish a deeper connection with your target audience. By addressing concerns and inquiries that are unique to your locality, you demonstrate a genuine understanding of your customers' needs.

This can include questions about local delivery options, regional pricing variations, or specific services tailored to your area. Furthermore, including details about local partnerships, community involvement, or special events showcases your commitment to the local community. By personalizing your FAQ page with relevant local information, you not only provide practical answers but also create a sense of familiarity and trust that sets your business apart from the competition.

Include Info on Accessibility and Convenience

Ensuring accessibility is a vital aspect of inclusivity, and incorporating it into your local business's FAQ page demonstrates your commitment to serving all customers. By addressing questions related to accessibility, you create a welcoming environment for everyone and you foster an inclusive atmosphere that values and respects the diverse needs of your customers, ultimately strengthening your business's reputation and customer loyalty.

Remember though, accessibility isn't always about a handicap or disability. Accessibility also means the inclusion of people who have challenging or varied circumstances—such as the inability to use digital communication methods or a lack of transportation. Add a line or two on your FAQ page about how you can help customers in unique situations.

Keep it Simple

Keeping you local business's website FAQ page simple and to the point is key to its effectiveness and user-friendliness. Visitors often turn to the FAQ page seeking quick answers to their questions, so it's important to present information in a concise and easily digestible format. Avoid lengthy paragraphs and instead opt for clear, straightforward language.

There’s no need to get bogged down with a ton of detail. Your answers shouldn’t be more than a line or two. And remember, long lists of questions need categories and sub-headings. When you include paragraphs of information or an unmanageable list of questions on your FAQ page, there’s a good chance your customer won’t read it or worse, they’ll click off your site completely.

Use language your clients will understand, address the immediate question without veering off topic, and always provide a contact option where your site visitors can reach you for more information.

Keep Your FAQ’s Updated

There's nothing worse than seeking out information only to find it and realize the info is out of date.

Be sure to keep your FAQ’s as current as possible. Review them on a frequent basis and as things change in your community and with your business, update your page's content accordingly. Outdated or inaccurate information on your website will harm the relationship you're working on building with your site visitors.

Boost Your Website's Performance with an FAQ Page

Your website’s FAQ page is a great way to share information and updates with your customers, build a rapport with your client base, and allow you to demonstrate your company's expertise.

FAQ’s are perfect for new clients who are just starting out with your company or prospective customers who don’t feel comfortablereaching out to your company yet . Remember, keep your FAQ ’s short and sweet, organized, and relevant to your business and community.

Grow Your Local Business with Online Scheduling

amberdb000@gmail.com (Amber Blevins) — Thu, 08 Jun 2023 15:46:56 GMT

Online appointment booking—the simple process of allowing customers to click a link on your website and schedule an appointment—has been around for some time now. Many local, service-based businesses like beauty salons have demonstrated that online booking can not only save time and boost efficiency, but also increase revenue by attracting more clients.

But for some reason, other local businesses are not yet on board with online scheduling. This really is a missed opportunity. Any business that makes appointments with customers can benefit. Local businesses like kitchen and bath remodelers , cleaning services, even auto repair shops can attract more customers, book more appointments, and grow their business with an online scheduling application.

Online Scheduling Removes Roadblocks

Take a moment to think about how your customers currently book appointments with you. It probably looks a little something like this:

Customer locates your phone number, picks up the phone and calls your business (during business hours only)
Customer may need to leave a message and wait for a return call, depending on your availability
Customer speaks with your business, tries to makes sense of their own calendar while listing to your open appointment times
Customer books an appointment and (hopefully) makes a note of the date and time

When you look at the process mapped out this way, it’s obvious the experience is not very efficient or customer-centric. A lot can go wrong, from your customer never reaching anyone at your business to noting down the wrong appointment time. And don’t forget, these days many people prefer not to handle business by phone. Some customers simply won’t reach out to you for an appointment if they’re forced to make a phone call.

You can remove these roadblocks and inconveniences by use online booking. When you employ an online scheduling tool, the process looks like this:

Customer clicks a link your website or on your social media pages (available 24-hours a day)
Customer views the available appointment times at their leisure and then selects a time that works best for their schedule
Customer receives a confirmation email and/or text message with the appointment date and time details

It’s clear the online scheduling experience is much smoother and far more customer-friendly than the traditional route.

Automation Reduces Missed Appointments

Many businesses struggle with customers who miss appointments. These no-shows are a pain for a variety of reasons; mostly they're just a big waste of time and money.

While some missed appointments can be attributed to customers changing their minds, the majority are simply scheduling snafus and forgotten commitments.

Online scheduling tools can help with this problem using automation. As part of the booking process, these applications collect your customer’s email address and phone number. Once the appointment is scheduled, a confirmation is generated. Then, as the appointment date draws near, you can configure most scheduling tools to generate a reminder message. This automation will greatly reduce the number of missed appointments you see from clients.

Implementation is Simple

Adding an online scheduling option to your local business website is usually a straightforward process that doesn’t require a lot of technical know-how. Once you’ve decided on a scheduling application and complete the sign-up process, you’ll gain access to a widget or plugin (provided by the scheduling platform.) The widget/plugin is then installed on your website, often by simply copying a piece of code and pasting on your web pages.

From there, you can configure the scheduling settings according to your preferences, such as available time slots, appointment duration, and how you receive appointment notifications.

If you’re teamed up with a digital marketing firm like Locallogy , the process is even easier—just let your partners know you’re interested in adding an online scheduling tool to your website and they’ll take if from there.

Use Online Scheduling to Grow Your Business

Online scheduling is a simple way to enhance your customers’ experience and increase the likelihood that they’ll do business with you. It’s also a great way to keep those calendars full while also helping your office fun more efficiently.

If you make appointments with your customers, whether they’re initial consultations, service calls, or anything in between, an online booking application can help your local business.

What to learn more about online scheduling? Locallogy can help! We implement online scheduling tools for our clients and we use them in our own business. Drop us a line for more info.

Is Your Website Suffering from Keyword Cannibalization?

amberdb000@gmail.com (Amber Blevins) — Fri, 02 Jun 2023 13:12:33 GMT

When you're a local business owner, your website can be a powerful tool for attracting new customers and growing your business. However, if your website isn't optimized for search engines—or isn’t optimized the right way— you may struggle to attract the traffic you’re aiming for. That's where keyword research and analysis come in.

By identifying the keywords and phrases that are most relevant to your business and incorporating them into your website's content, you can improve your website's search engine rankings and attract more visitors. However, even with the best intentions, many local business owners inadvertently fall victim to a common SEO mistake on their websites: keyword cannibalization.

What is Keyword Cannibalization?

Simply put, keyword cannibalization occurs when multiple pages on your website target the same keyword or phrase. This can lead to confusion for search engines, which may struggle to determine which page should rank highest for that particular keyword. As a result, you may find that your website's overall s earch engine rankings suffers.

When search engines are unsure which page should rank highest for a particular keyword, they may split search traffic between multiple pages. This can dilute the overall authority of your website and make it more difficult for any one page to achieve a high ranking.

Ultimately, keyword cannibalization can be detrimental to your SEO efforts .

Addressing Keyword Cannibalization

Fortunately, there are several strategies you can use to address and prevent keyword cannibalization. These steps aren’t complicated, expensive, or particularly hard to do, but they do require an eye for detail and a commitment to improving your website’s performance.

Conduct a thorough content audit

Review all the pages on your website and identify any occasions of keyword cannibalization. Once you've identified these instances, you can begin to take steps to resolve them.

Consolidate duplicate content

If you have multiple pages targeting the same keyword or phrase, consider consolidating them into a single, comprehensive page. This will help to ensure that your website's authority is focused on one page rather than spread out across several.

Use internal linking to your advantage

Carefully consider how you link pages on your website. Rather than linking every page to every other page, focus on creating a clear hierarchy of content and linking pages that are related to each other.

Perform regular keyword research

Keep up with the latest trends in your industry and conduct regular keyword research to ensure that your website is optimized for the most important and relevant keywords.

Focus on quality content

Above all, prioritize creating high-quality, engaging content that provides value to your audience. When you focus on creating thoughtful and strategic content , you're more likely to naturally target the right keywords without falling victim to keyword cannibalization.

Boost Your Site’s Search Rankings

Keyword cannibalization is a common SEO mistake that can harm your website's search engine rankings. Fortunately, it’s a relatively straightforward fix if you follow some simple steps.

By conducting a content audit, consolidating content, using links effectively, performing regular keyword research, and focusing on quality content, you can prevent keyword cannibalization and improve your local business website's overall SEO efforts.

How a Website Redesign Can Affect Your SEO

amberdb000@gmail.com (Amber Blevins) — Thu, 25 May 2023 14:49:25 GMT

Website Redesign

In 2023, online spending exceeded $1 trillion . Not millions, not even billions—TRILLIONS. That's 12 zeros.

If you're a local business owner, there's plenty of room for you to tap into that pot of money. The trick is getting your brand in front of the right online consumers. The obvious solution, the best way to attract customers, is your website. But competition is steep, and your website needs to be on point to rank high in search results and engage with your potential customers.

This leads many local business owners to redesign their website in an effort to streamline their branding and create a better customer experience. But when you redesign your website, what happens to all the SEO work you put in previously?

The reality is, a lot can happen . It can be detrimental, in fact. But you can recover.

Understanding Website Redesign

Before you panic about how your SEO will be affected by a new website, it’s important to understand the two basic types of site redesign.

Cosmetic Touch-Ups

Cosmetic touch-ups are just that—cosmetic, superficial, on the surface changes. You’re not changing the actual structure of your site, not doing a total copy update, and not moving and deleting pages. Cosmetic changes usually involve refreshing your page layout for a better user experience, swapping out low-res photos for better quality images, or doing minor copy tweaks.

A Complete Rebuild

A complete website rebuild is essentially a total overhaul. This can mean scrapping all the copy on your site and starting from scratch, changing your site’s navigation and the way pages are structured, or moving to an entirely new platform.

Design Changes and SEO

In general, cosmetic changes have little to no effect on SEO. You won’t see much impact—if any—from updating your logo throughout the site, fixing some typos, or making other small updates.

However, more extensive changes will affect your SEO. With a site rebuild, you can almost certainly expect to lose most, if not all, the SEO benefits you had originally. Put another way—your search engine ranking could tank.

This happens for several reasons. For example, changing a page’s location in the site's navigation will change the way Google’s algorithm views it. In other words, what Google considered an important, high-ranking page before may now be viewed as unimportant and therefore, not work ranking. Another example is organic traffic to specific URL’s; if you change the URL, you’re losing that traffic and subsequently, search engine ranking.

How to Approach a Site Rebuild with SEO in Mind

SEO should not be considered an afterthought when you’re rebuilding your website. On the contrary, it should be in the front of everyone’s minds from the start.

Before any work begins, round up all your current and historical SEO data; this will be helpful for comparing your new site’s performance to that of your previous site.

Start the process with fresh SEO research and while you’re at it, do some competitor reconnaissance.

Plan the site’s new structure with SEO in mind. This means creating a user-friendly structure that makes sense and is easy to navigate. Same goes with page names and URL’s.

When it comes to the copy for your new site, you might be tempted to recycle the same keywords you were using before. Don’t make this mistake. Start anew with your keyword research. Sure, many keywords will likely be the same, but you don’t want to miss out on any new words that can help you climb the rankings.

Realize the Possibilities

You may be wondering if redesigning your website is worth it, considering the established SEO you stand to lose.

Ultimately, an up-to-date, user-friendly site that reflects your company’s brand and mission should be your end goal. If your current site checks those boxes, maybe you only need a few cosmetic updates. But if it doesn’t, you may want to consider a rebuild despite the negative impact it may have on your SEO.

Keep in mind, overhauling your website can be an awesome growth opportunity. Building a site with SEO embedded in each layer can help you reach rankings you might never have achieved with your prior site. You may fall behind your competitors in terms of search ranking for a while, but Google’s regular algorithm changes mean no website’s position is permanent.

3 Bad Marketing Habits That Are Costing You Customers (and Money)

amberdb000@gmail.com (Amber Blevins) — Thu, 04 May 2023 12:49:49 GMT

It’s easy to fall into a comfortable groove when it comes to marketing your local business. When you settle on a marketing plan you feel is working, why not stick with it? You’re busy running your day-to-day business operations, after all. And tweaking your marketing strategy is usually not high on anyone's priority list.

But unfortunately, you can develop some bad habits when you use a “set it and forget it” type of marketing approach. These bad habits can ultimately cost you big – from lower search engine ranking to missed customers and eventually, lost revenue.

The goods new is, most of these bad habits are simple to address. Here are three of the most common bad habits we see in local marketing and how you can avoid them.

1. Overlooking Content Marketing

Content marketing is such a simple, straightforward strategy that many business owners don’t recognize its importance. Sharing relevant, helpful, and engaging content on your website, blog, and social media can do wonders for your search engine ranking and website traffic.

The bad habit of overlooking content marketing happens in a couple of ways. Some business owners neglect it altogether, leaving their websites with little to know useful content and their blogs and social media feeds completely empty. Others may toss up a few generic blog posts that are bloated with keywords but no useful information, never publishing fresh material, and expect some sort of result.

In either case, the power of content marketing is being wasted.

Despite what you may think, keeping your blog and social media updated with fresh content does not require a huge time investment. The key is sharing content your customers want . Tell your customers about the latest trends in your field, answer frequently asked questions, or simply share a story about an interesting or unique project you’ve done.

2. Relying Solely on “Free” Marketing

Unpaid marketing tactics, like search engine optimization (SEO,) are a crucial tool in your marketing toolbox. But it shouldn’t be your only tool. All too often, business owners fall into the bad habit of assuming SEO is enough to adequately market their company. In reality, this is rarely the case.

In fact, data has shown time and time again that SEO works best alongside paid marketing strategies , like PPC .

Sure, it’s easy to do the keyword research, create a fully optimized website, and then never think about it again. But in the end, you’re leaving a wide swath of untapped leads with this strategy.

Once you're comfortable with your unpaid marketing strategy, learn how paid marketing can bridge the gap and help you achieve your overall marketing goals by generating more leads.

3. Neglecting Your Paid Marketing Campaigns

This bad habit is an unfortunate byproduct of the one above. You’ve learned the importance of paid marketing and you set up your first PPC campaign and then... you forget it. You leave it to run on its own, steadily eating away at your marketing budget.

Neglecting your paid marketing campaigns not only costs you leads and customers as the campaign loses effectiveness, it also costs you real marketing dollars as you continue to pay for ads that may or may not be successful.

PPC campaigns and similar paid marketing methods require ongoing maintenance. This includes identifying keywords and keeping them up-to-date, researching and updating your negative keywords, and ensuring your bid amounts and budget are appropriate. In short, PPC campaigns need your regular attention.

Break Your Bad Marketing Habits

Get into a set routine that involves creating new content, checking your SEO stats, and doing maintenance on your PPC campaign. Do this on a regular basis. Block off some time on your calendar and make it a priority. Remember, your marketing campaign will only be as successful as the work you're willing to put into it. Plus, your business deserves the opportunity to thrive with robust marketing behind it.

Looking to break free of your bad marketing habits but not sure where to start? Locallogy can help!

The Building Blocks of SEO: Relevance, Experience, Authority

amberdb000@gmail.com (Amber Blevins) — Fri, 28 Apr 2023 13:39:35 GMT

If you're a local business owner, then chances are you've heard of Search Engine Optimization (SEO). This powerful online marketing technique can drive more customers to your website and help increase sales.

But what goes into making SEO effective? A major factor in creating a successful SEO campaign is understanding the three building blocks that make up the foundation of SEO—relevance, experience, and authority.

Let’s explore how these concepts work together to improve your organic search engine rankings, increase traffic to your site, and ultimately boost revenue for your business.

3 Key Pieces of SEO—Relevance, Experience, and Authority

When it comes to SEO, there are three critical pillars that every marketer or website owner should be familiar with: relevance, experience, and authority.

Relevance is all about making sure that the content on your website is closely aligned with the keywords and phrases that your target audience searches for.

Experience assesses how easy it is for visitors to engage with and navigate through your site .

Authority measures the degree to which other websites in your industry view your site as a reliable source of information.

By focusing on these three pillars, you can help improve your website's rankings and visibility in search engine results pages, making it easier for your audience to find you online.

1. Relevance

What is Relevance and How to Use it to Boost Your SEO Ranking

When it comes to SEO, relevance is a crucial factor that can make or break your website's ranking. In simple terms, relevance refers to the degree to which your website's content aligns with the user's specific search query. For example, a kitchen and bath remodeling company wants to engage with homeowners specifically looking for kitchen or bath remodeling services. Simply targeting “homeowners” will attract people looking for landscaping, house cleaning, and so on—in other words, not the target audience.

To improve relevance, you need to conduct thorough keyword research and craft your content in a way that aligns with your target audience's interests and needs.

2. Experience

The Importance of User Experience and How it Affects SEO Rankings

In today's digital age, user experience plays a crucial role in the success of online businesses. The way site visitors interact with a website not only impacts overall user satisfaction, but it also affects the site’s search engine ranking.

Search engines are constantly updating their algorithms to prioritize user experience, making it imperative for website owners to focus on creating intuitive, responsive, and engaging user interfaces. Page load speed, mobile compatibility, clear navigation, and accessibility are just a few of the many factors that contribute to a positive user experience. Beyond its impact on SEO rankings, user experience is a vital component of building customer loyalty and increasing conversions.

By prioritizing user experience, businesses can set themselves apart from the competition and provide their users with a seamless online experience.

3. Authority

Building Authority Through Link Building Strategies

Link building strategies have become a pivotal aspect of building online authority for businesses. One cannot simply create great content and expect it to rank high on search engines without a robust link building strategy .

The importance of links lies in the fact that they demonstrate the quality of a website's content to search engines. The more trusted a site linking back to your content, the greater the search engine authority is. When it comes to building links, it's not only about the quantity but the quality of links as well. It is critical to invest time in research and collaboration to design an effective link building strategy if you want your brand to stand out and succeed online.

Optimizing for Local Search Engines for Improved Visibility

Overall, utilizing the three key building blocks of SEO—relevance, experience, and authority—is essential for achieving higher SEO rankings. By understanding what relevance means and how to use it to enhance SEO performance, you can optimize pages for maximum visibility in search engine results.

By optimizing your online presence for the needs and preferences of local customers, your business can improve its visibility and gain a competitive edge. It's all about understanding the unique characteristics of your local market and tailoring your online presence to meet those needs. Once you have implemented these key strategies into your routine, you will notice improved SEO rankings that will lead to more success for your business.

7 Tips for Choosing SEO-Boosting Website Photos

amberdb000@gmail.com (Amber Blevins) — Fri, 21 Apr 2023 15:40:15 GMT

Your website is the first point of contact between your local business and its potential customers. It’s your first and best opportunity to attract and engage consumers, telling them all about your brand and your services not just through words, but also through images.

You know your website’s copy is important, both in terms of user experience and SEO. But did you know the images on your website are just as important for those same reasons?

Here’s how to pick the best images to tell your brand’s story and boost your SEO.

Why Are Photos Important for SEO?

When considering SEO, many people assume it’s just about the written copy on your website, ie. keywords. On the contrary, SEO is more about your website as a “whole package.”

Google assesses various factors when determining how to rank websites in search results, including the presence of relevant and high-quality images. Using the right photos on your website can improve your website's SEO and increase your visibility in search results.

Google also evaluates user experience as part of their ranking determination. Photos can help to enhance the user experience by providing visual cues and breaking up long blocks of text. Better user experience means better SEO and the likelihood of a higher Google ranking.

Choosing the Best Photos for Your Website

Now that we know why photos are important for website design and SEO, let's explore some tips for picking the best photos for your website.

1. Choose high-quality photos

The quality of your photos is important. Choose high-resolution images that are clear and in focus. Blurry or pixelated photos can make your website look unprofessional and decrease the user experience.

2. Use original photos

Use original photos: Original photos can help to showcase your business's unique personality and brand. Avoid using stock photos that can be found on multiple websites, as they can make your website look generic. (Also, remember not all stock photos are licensed for commercial use.)

3. Optimize file size

Large file sizes can slow down your website's load time, which can negatively impact the user experience and SEO. Optimize your photos by compressing them to reduce their file size without compromising image quality.

4. Use relevant photos

Use photos that are relevant to your business and the content on your website. For example, if you’re a local kitchen and bath remodeler, your photos should be focused on the projects you handle, before and after comparisons, and shots your remodeling process.

5. Consider image alt tags

Image alt tags are HTML attributes that provide descriptions of images for search engines and assistive technologies like screen readers. Use descriptive and relevant alt tags that include your target keywords to improve your website's SEO.

If your website lives on the Duda platform , adding alt tags is incredibly easy to do via the Image Content menu.

6. Use photos to tell a story

Consider using a series of photos to tell a story about your business or a particular project. This can help to engage visitors and increase their emotional connection with your brand.

7. Be consistent

Use a consistent style and aesthetic for your photos to create a cohesive look and feel across your website. This can help to enhance your brand and improve the user experience.

4 (No Cost) Ways to Set Your Local Business Apart from the Competition

amberdb000@gmail.com (Amber Blevins) — Fri, 14 Apr 2023 15:56:55 GMT

A big part of growing your local business is setting yourself apart from the competition. And unless you’re in an incredibly specialized field, there’s a good chance your local business has direct competition from right there in your own community. This can make it challenging to distinguish your company as the go-to in the area.

While there are plenty of ways you can boost your presence, both online and in your local community, many of these marketing methods have a price tag attached. If you're looking to stand out from the crowd; if you want to attract local patrons to your business (instead of the competition down the street) but you’re not ready to make a big financial investment, try some of these no-cost options.

Focus on Customer Experience

Customer experience is such a crucial part of a successful business, it’s surprising how often it’s overlooked by business owners. You may offer the newest products or use cutting-edge technology, but if your company has a reputation for providing a poor customer experience, consumers will turn to your competitors when they’re ready to make a purchase.

Of course, the opposite effect is also true. If your company is known for consistently providing an excellent customer experience, consumers are much more likely to choose you over your competitors. Time and time again, consumers have proven they’re willing to wait a little longer or pay a little more if they know they’re going to have a great experience.

Get Reviews

Customer experience and reviews go hand in hand. But even when a project or purchase doesn’t go exactly according to plan, it’s still important to get reviews from your customers.

According to a 2021 report , a whopping 99% of consumers check online reviews before making a purchase. That means your potential customer is almost certainly looking for reviews of your company’s product or service. But do you need to have all 5-star reviews to gain a new customer? Definitely not. People have different experiences and expectations and as consumers, we’re smart enough to know that. In fact, if your company has all 5-star reviews, it might look a little suspicious.

Don’t make the mistake of inviting only your happiest customers to leave a review. Invite them all. This will not only increase the sheer number of reviews you have, it will also give you the opportunity to respond to any negative reviews. Responding to negative feedback in a public forum gives you the chance to flex your customer service muscles.

Addressing a negative review (and making the situation right) gives consumers a sense that your company can be trusted and will work to fix problems, even after money has exchanged hands. This gives you a leg up on your competitors.

Offer Unique and Powerful Incentives

Sales, discounts, and special offers are nothing new. You, your competitors, and most every other business uses this technique to attract customers. 10% off for referring a friend or a $50 coupon for your next service is great, but it’s not enough to really make you stand out from the crowd.

The key here, the thing that will make your business attractive to consumers, is offering exclusive, compelling incentives that really add value. No one actually gets excited about a 10% off coupon. But offer a lifetime warranty or a money back guarantee on your product or service? That kind of promise makes consumers pay attention.

Naturally, the incentives you offer should make sense for your business. You wouldn’t offer a lifetime warranty on a laptop, for example, because tech advances will eventually make it obsolete. But you could offer free software updates for 5-years, something that will be of minimal cost to you but save the consumer money down the line.

Service guarantees are also a great incentive. A kitchen and bath remodeler might offer a discount on their fees if the project falls behind schedule.

Powerful incentives are not only a great way to attract people to your business, they’re also a fantastic way to get people talking about your brand. This kind of word-of-mouth marketing will encourage people to pick you over the competition.

Practice Community Involvement

Local businesses sometimes forget that they are, in fact... local. They’re part of a community and the bulk of their customers come from that community. Establishing your business as a trusted member of your community is really paramount when it comes to attracting customers to your company before others in the area.

There are obvious ways of getting your name out there and demonstrating your involvement in the community. These are things like sponsoring a local sports team or donating money to the local school. But there other, more beneficial things you can do to get your brand in front of more eyes and help your neighbors at the same time.

If you’re in the service or skilled trades industry, consider partnering up with a local trade school or training program. Your business can offer financial and/or training support and you’re not only helping students have more opportunities, you may even be training some of your own future employees.

In areas prone to natural disasters like hurricanes or floods, consider how your business can provide support during those times of crisis. Helping your neighbor is a reward in itself, but the added exposure for your brand is a nice bonus.

Remember, as a local business it’s a must that you get your name out in front of your potential customers. And the more they see your name, the more they’re likely to choose you over your competitors.

Exposure Does Not Have to Be Expensive

There are many paid marketing techniques you can use to boost your exposure and attract more people to your business. And these techniques work very well for many business owners. But you don’t have to get out your checkbook just to get your name out there. Try some of these ideas to boost your local exposure and encourage customers to choose you over the competition.

Need some help getting in front of your local competition? Locallogy can help - we're local digital marketing experts!

4 SEM Mistakes That Are Costing You Money

amberdb000@gmail.com (Amber Blevins) — Fri, 17 Mar 2023 16:10:59 GMT

No matter how you market your local business, you want the most bang for your buck. Making avoidable mistakes or simply not understanding certain marketing processes will not only waste your time, it's likely to have a negative effect on your ROI.

Digital forms of marketing and in particular, SEM, come with an additional set of speed bumps. Evolving technology, fluctuating algorithms, and changes in digital consumer behavior are all variables that add to the challenge of running a successful campaign. Missteps in your SEM campaign can leave you with a spent budget and nothing to show for it.

Fortunately, many of the mistakes local business owners make in their SEM campaigns are easily remedied. Here are a few common blunders that could be costing you money and how you can avoid them.

Understanding SEM

Before we get started, let’s take a moment to review what SEM is and how it differs from some other forms of digital marketing .

SEM, or search engine marketing , is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising. - Wikipedia

In other words, SEM is paid marketing. It’s the opposite of SEO— search engine optimization —which is organic or non-paid marketing. Examples of SEM are pay-per-click campaigns or YouTube ads.

Common SEM Mistakes

SEM, like every other form of marketing, has its own set of nuances. There are a few tried-and-true rules along with other guidelines that are more fluid. Stick to the established rules and avoid common pitfalls for the best chance of a successful campaign.

1. Not Using SEO in Tandem with SEM

Just because you’re spending money on SEM doesn’t mean you should ignore the no-cost benefits of SEO. SEM and SEO have a symbiotic relationship that works beautifully to enhance the success of both campaigns. SEM results will appear more quickly, while SEO results will build over time. But the combination of the two will work together to build a great foundation for a strong, long-running campaign.

2. Ignoring Negative Keywords

Most marketing experts will tell you negative keywords are just as important as your other keywords. Instead of triggering your ad when a particular keyword is used, negative keywords actually prevent your ad from appearing. This helps target the correct audience and make the most of your ad spend. For example, if you’re a kitchen and bath remodeler, you might select “DIY” or “do-it-yourself" as negative keywords. This would prevent your ad from showing up when a consumer searches for information on DIY projects, since they’re obviously looking to do the work themselves as opposed to hiring a professional.

3. Neglecting to Update Geotargeting

This one may seem obvious, but many SEM campaigns don’t have the correct geo-locations targeted. If you’re running a campaign in Google Ads for example, the default location is worldwide. Now, if you’re a local kitchen and bath remodeler in Lexington, Kentucky, why would you want your ads appearing to someone in Sri Lanka? You wouldn’t, of course. Don’t miss this crucial step in setting up your campaign; select the appropriate geo-locations.

4. Failing to Allow Enough Time for Results

It’s true, SEM typically yields results a lot faster than SEO. In fact, nearly any paid marketing campaign (digital or otherwise) will generate leads faster than an organic one. But just because they’re quicker doesn’t mean they’re immediate. Give your campaigns time to gain traction and provide you with genuine data on their effectiveness. Don’t bail after a week of less-than-stellar results.

SEM is Not Set-It and Forget-It

Once set up, your SEM campaign will continue to run as long as there’s money available to fund it. But that doesn’t mean you shouldn’t keep a close eye on it. Monitor your campaign regularly and make adjustments as needed, remembering to avoid common SEM mistakes.

3 Questions to Consider When Planning Your Marketing Budget

Wed, 08 Mar 2023 15:46:22 GMT

As a small business owner, you’re involved in every aspect of your business. This includes, of course, areas you may not be an expert at—like marketing.

You know your business needs a distinct marketing plan in order to achieve any results. And you know that plan needs a clear budget attached. But before you dive into the planning and budgeting exercise, take some time to ensure you’re starting in the right place and headed in the right direction.

Whether you’re planning out your marketing budget for the very first time or you’re updating an existing marketing budget, there are a few questions you should ask before the number crunching begins.

Where Does Your Marketing Stand Now?

Are you doing any sort of formal marketing now? If so, how’s your strategy working out? What's your current ROI?

If you’re not formally marketing your business, are you doing anything at all to get your name in front of potential customers?

Some small business owners find they’ve been informally marketing their businesses all along, whether via social media or casually posting a blog or two. If you’re one of these informal marketers, ask yourself if you see results from your efforts.

Recognizing where your marketing strategy (or lack of) stands at the moment helps you identify the first steps in moving forward, thus you’ll have a better idea of how to allocate funds toward building out your strategy.

What Are Your Growth Goals?

It’s a natural assumption that any business, big or small , wants to grow. But when you're running a small business, there’s a lot to consider when it comes to growth. Can your staff handle twice as many customers, for example? Will your existing business model sustain explosive growth?

On the other hand, what happens if you don’t grow at all? Will you be forced to downsize?

Before you get into the details of your marketing plan, take into consideration your realistic growth goals. If you don’t have a specific goal set, now is the time to do it. Don’t be afraid to set aggressive but realistic growth goals. You can't play it safe if you want to get ahead , as they say.

Remember, your marketing budget will be in direct correlation with your growth goals. Generally, the higher the budget, the loftier the projected growth.

Where is Your Growth Aimed?

In the simplest terms, growth comes in two ways: new customers and existing customers . Identifying which of these two groups you want to grow the most is important when it comes time to get your budget down on paper.

Pulling in new customers and engaging your existing customers each requires a unique marketing approach. And remember, the old rule applies here—attracting new customers is more expensive than maintaining existing customers.

Decide early on where your focus will be so you can approach your budget with a clear strategy in mind.

Budgets Can Be Amended

Some businesses plan out their marketing strategy and budget for an entire year and pay little attention to it until the next year rolls around. For most businesses though, this isn’t feasible. Your small business marketing strategy needs attention and monitoring . And if it’s not working, it may need updating.

Same goes for your marketing budget. If you’re not seeing the results you expected or need to move funds around, head back to the drawing board and ask yourself these three questions again.

The Real Consequences of Poor Web Design

amberdb000@gmail.com (Amber Blevins) — Fri, 03 Mar 2023 16:29:12 GMT

The success of any business hinges on its ability to attract and retain customers. And an online presence is an essential factor in that endeavor. This is especially true for local business owners who are striving to attract the attention of a specific group—local consumers.

While most local business owners recognize the importance of a strong website , many overlook the significance of their site’s design . From influencing how discoverable your website is, to providing an intuitive user experience that encourages people to stick around and engage with your brand, website design plays a huge role in attracting customers and driving sales. But it's not just about looks—there are powerful SEO benefits too.

Ignoring these key elements of the user experience could have serious consequences for your brand.

Losing Potential Customers

A poorly designed website can turn away customers.

Since the dawn of the internet, consumers have increasingly become savvier and more demanding when it comes to their user experience on a website. Those same expectation apply to search engine optimization (SEO,) as well.

Websites that are not designed with user experience (UX) and SEO in mind risk losing potential customers due to poor navigation, slow-loading pages, unclear calls to action, or difficulty in finding what they need. A poorly designed website can be difficult to navigate and make visitors feel frustrated, resulting in lost business.

Prioritizing UX and SEO ensures visitors stay on your website long enough to convert into actual customers.

SEO Struggles

A well-designed website offers excellent SEO benefits.

Your website is the cornerstone of your digital marketing efforts. In other words, having a well-designed, user-friendly site is essential to leveraging effective SEO tactics.

Search engines have very sophisticated algorithms that determine the value of a website and where it should rank in search results. A clear navigation structure, high-quality content, and an engaging design are just a few things in the (very) long list of elements Google and other search engines are checking.

Broadly speaking, designing your website with an emphasis on search engine optimization will have the natural byproduct of producing a website that’s also user-friendly.

Accessibility Matters

Always consider disabled audiences when designing a website.

In a world where the internet rules how people access information, it’s essential for businesses to ensure their websites are accessible to all audiences. This includes considering disabled users when creating and designing your site.

Not only is embracing accessibility an ethical responsibility, but it also reflects positively on the brand, making it become more attractive to potential customers., Designing your business’s website with accessibility in mind will bring is a natural path to enhancing both UX and SEO.

Companies that take the time to make sure their websites are accessible to everyone—regardless of physical or cognitive abilities—will benefit from higher search engine rankings and higher conversion rates.

Navigation is Key

Make sure your website is easy to navigate.

When it comes to website navigation, the simpler the better. Customers are more likely to linger on your website and take the next step in your sales funnel if it's easy for them to locate what they're looking for quickly and intuitively.

Organize your webpages with clarity and logic, choose the images you add to your site with care, and make it exceedingly easy for site visitors to contact you. And don’t forget about page loading speeds. A webpage that takes just a few extra seconds to load can often be the difference between making a sale or losing one.

The Risk of Poor Design

A bad website design can hurt your business.

Good website design is more than just an aesthetic choice. It can mean the difference between success and failure in your business. Poor design can hurt your user experience, your SEO ranking, your ability to draw in customers, and more—all of which can result in financial losses.

Conversely, a site that’s well designed, user friendly, and optimized for search engines can attract more customers , strengthen your brand, and increase your bottom line.

How Does Google Know Which Reviews Are Useful?

amberdb000@gmail.com (Amber Blevins) — Fri, 24 Feb 2023 16:05:13 GMT

Have you ever wondered why certain reviews are displayed front-and-center on your Google Business Profile, while others are buried further down the list? At first, it may seem like there’s no rhyme or reason. By default, your reviews aren’t sorted in chronological order and they’re not in order of highest to lowest rating. So are your reviews just randomly displayed?

Well, we’re dealing with Google here, so we can presume nothing is random. There’s an algorithm behind everything that happens, including the way your reviews are displayed.

Google wants its users to get the most relevant, helpful information available. And that includes business reviews. To achieve this goal, Google uses several pieces of logic to determine which reviews include the most pertinent information (as well as which reviews are pointless.)

The most useful reviews appear at the top of the list and unhelpful or spammy reviews are relegated to the bottom. Here's how it works.

Keywords

Reviews that incorporate keywords are generally always going to be favored over those that don’t. Keywords and phrases that are specific to your business will naturally make the review more relevant from Google’s perspective and more legitimate to the reader.

Bonus— keywords in reviews are an excellent way to help you organically rank higher in search results.

Local Guides

You may have seen a “Local Guide” badge beside some reviewers’ names across Google. Simply put, a Local Guide is someone who regularly contributes helpful photos and/or reviews of local businesses.

Because these contributors are known to Google as “local experts,” their reviews are generally considered more valuable than others and are often displayed at or near the top of a review list.

Length

Like any other piece of content, Google is looking for reviews that have a little meat on the bone. Short reviews are not given much credence. After all, “It was great,” is not a particularly helpful review.

On the other hand, a lengthy review is likely to include more information and more detail—and that’s exactly what Google wants to see. The sweet spot seems to be around 150-200 words. This word count is sufficient for giving a thorough account of the customer’s experience but not so long that the reader gets bored.

Photos

Google loves reviews with accompanying photos. And so do consumers. Relevant photos help draw attention to specific elements of the product or service and reinforce the legitimacy of the review itself.

Not to mention, positive reviews with photos attached are a fantastic selling point for your business. Think of it as a catalog that’s available for free to all your prospective customers (a catalog that you didn’t have to design or print!)

Get Reviews and Let Google Do the Rest

Obviously, you can’t control the length of your customers’ reviews or whether or not they attach a photo. And you can’t reorder the reviews that appear in your Google Business Profile .

But you can work hard to encourage your customers to leave reviews . When you provide excellent service and solicit reviews from all of your customers, there’s a good likelihood that you’ll end up with plenty of helpful, relevant, and positive reviews displayed on your GBP.

4 Easy Ways to Boost Your Local SEO

amberdb000@gmail.com (Amber Blevins) — Thu, 09 Feb 2023 16:51:10 GMT

If you're a local business owner, then you know how important it is to get seen in search engines. But what if you're not ranking as highly as you'd like? Or, worse yet, what if you’re not ranking at all?

Here are four simple, low-cost ways you can boost your local SEO and improve your visibility online. Implement these tips and watch your traffic (and customers!) grow.

Make Sure Your Website is Mobile Friendly

In today's competitive digital landscape, it's more important than ever to make sure your website is mobile friendly. A mobile friendly website ensures optimal viewing on any device and provides an effortless browsing experience for users. Plus, if your website isn't optimized for mobile devices, search engines might be less likely to rank you higher in the search results.

That's why businesses everywhere are investing time and money into making sure their site looks great on smaller screens. Small changes like increasing font size and enhancing overall design can go a long way towards creating a mobile-friendly website that visitors will enjoy using and will recommend to others.

Use Local Keywords in Your Content

When it comes to increasing the success rate of your content, it can be helpful to research and use local keywords. Doing so can help you target specific regions and draw more views from your location.

Remember, keywords are not only important in your site copy or blog posts. High-ranking keywords should also be included in your headings and blog post titles. Incorporating effective keywords and local phrases helps search engines know who should be seeing your content, thereby increasing your ranking for search results in your local area .

Create a Google Business Profile

Creating a Google Business Profile (formerly known as Google My Business ) listing is a quick and easy way to help your business appear higher in local search results. This listing will include all the details potential customers need to know, such as business hours, contact information, payment options, and more.

Getting a head start by registering for a listing can increase the visibility of your business and improve overall brand awareness. Taking the time to create an accurate and comprehensive Google Business Profile is essential, as it will be an effective tool in helping people find you online.

Get Listed in Online Directories

Getting listed in online directories that are relevant to your business vertical is a great way to get your brand noticed. By expanding your visibility on the internet, you can boost brand awareness and credibility while also increasing website traffic.

Many directories allow customers to review your business and even share their experiences with others reading the listing. Additionally, the more directories you are included in will lead to increased search engine optimization positioning through links over time. Take advantage of this opportunity by getting listed in online directories today for greater success tomorrow.

Boost Your Local SEO

If you being with these easy four steps, you will be on your way to improving your local SEO and getting more customers through your door. Just remember to keep your mobile website updated, use relevant keywords in all of your content, create a Google Business Profile listing, and get listed in as many online directories as possible.

With minimal effort and cost, you can improve your local SEO and attract more business.

Grow Your Local Business by Improving Your Website's UX

amberdb000@gmail.com (Amber Blevins) — Fri, 03 Feb 2023 16:31:20 GMT

User experience —or UX—is the feeling and reaction a person has when using a certain product. In the digital marketing world, UX often refers to the experience a visitor has on your website .

As you can imagine, UX is extremely important in attracting new customers as well as encouraging repeat customers. After all, you wouldn’t expect someone to hang out on your website if their experience was terrible.

But deciding how to improve UX on your site is not always easy. It’s not a question with just one answer. Fortunately, there are some simple things you can do initially that are likely to have a big impact on your UX.

Speed and Load Time

If your website has speed issues, if it’s laggy when moving from page to page or takes forever loading images, you’re setting your visitors up for a bad experience from the get go.

Nearly half of all visitors will leave your website if it takes more than three seconds to load. That’s a lot of lost customers! This is why it’s essential your site loads quickly and is responsive. Ultimately, if you can’t keep people on your website, you’ll have a hard time gaining new customers through that channel.

Another reason it’s important your site loads quickly is the benefit it has on your search engine ranking. Google favors sites that are responsive and provide a good UX. If your site is slow, you could be damaging your ranking potential.

Images, Fonts, and Layout

It’s easy to think swirling fonts, tons of images, and wall-to-wall design elements make for a good website. Your local business does good work, so you want to convey that on your website with an ultra-fancy design.

The problem is, this can actually repel your site visitors. If your site is too busy, packed with low quality images, big blocks of text, or font that’s hard to read, there’s a good chance your potential customer will click away to another site. It’s too much to take in and hard to decipher.

When it comes to your website’s design , less is usually more. Set your site visitors up for a great experience with a clean design that encourages them to click around. Be sure to use plenty of white space, small chunks of text, and relevant, high quality images. Fancy fonts are sometimes okay for subheaders or call outs, just be sure they’re clearly legible on any type of device.

Ease of Navigation

Along with a great design, your website should be easily navigable. If your site visitors can’t quickly find what they’re looking for, they’re certainly not going to stick around.

Think of it in terms of an elevator pitch. The high-level, most important things you want your potential customers to know about your business should be right there on your homepage, or at least quickly accessible in one click. Clicking more than twice just to find out about the services your company offers will negatively affect your user’s experience.

Keep your website’s menu simple and intuitive, and be sure your contact information is easy to find on every page of your site.

Make it Inviting

Your website should be a reflection of your business. If you’re a local business , this is especially important because your site needs to connect directly with the people in your community.

Tailor your website to fit your business and its customers. And don’t make the mistake of thinking professional = formal . It doesn’t. You can project a professional image without being stiff or overly technical. Remember, the goal is to connect with your potential customers, not to seem austere or unapproachable. Have fun.

Update Your Website to Improve UX

A perfect business website probably doesn’t exist. Every site on the web could use improvement in one area or another.

But perfection isn’t the goal. The goal is to create a well-designed, responsive, engaging website that your potential customers will connect to and have a great experience exploring.

Your Website's Crawlability and How it Relates to SEO

amberdb000@gmail.com (Amber Blevins) — Fri, 27 Jan 2023 06:16:47 GMT

When it comes to SEO, most people think about keywords, webpage titles and tags, and backlinks. But there’s a lesser-known aspect of SEO that’s just as (or maybe more ) important—crawlability.

What is crawlability? This funny word is simply describing a search engine’s ability to access and explore, or crawl , a webpage’s content and the links between pages on a particular site.

Out there in the expanse of the internet, there are bots constantly crawling around, discovering new websites and updates to existing sites. These bots crawl through a website, beginning to end, examining the content and moving from page to page within the site itself.

These crawling bots gather information as they move through a website and then send that information back to the search engine they work for.

How is Crawlability Related to SEO?

Websites that have great content, are easily navigable, and have good, clean links are great for bots. They can crawl right through, stopping on every page and soaking up lots of good information about the site. That information is then saved on the search engine’s servers where it’s accessed the next time someone does a relevant search engine query.

On the other hand, sites that have dead links, 404 errors, or an otherwise messy site structure are impossible for bots move through. And the information they’re sending back to the search engine servers is not good.

F rom an SEO perspective, sites that have high crawlability are favored in search results and therefore rank higher over other sites. That’s because the search engine knows the site is full of content, is navigable, and has valid links with no dead pages.

Sites with low crawlability are generally lower in the rankings because the search engine knows the site has problems and may not be helpful to the visitor.

What Affects Your Site’s Crawlability?

Many aspects of your site can play a part in its crawlability, but there are some common issues that can really wreak havoc when those bots pay you a visit. Here's a short list of things to look out for.

Server Errors and Site Crashes

Obviously, if your site is down, it’s not crawlable at all. Sure, sites go down from time to time, but the key is getting them back up and running as soon as possible. A server that’s down or a site that’s offline for an extended period of time will directly affect crawlability and subsequently, search engine rankings.

Site Structure and Usability

These bots are looking in on the backend of your site, the technical piece that ties your webpages together. If your website’s structure doesn’t make sense, if there are random pages that aren’t linked anywhere, or if something else is preventing the bot from making a clean sweep through your site, your crawlability will be low.

While the bots are crawling on the backend of your site, remember your site visitors are exploring the frontend. They, too, will see the missing or oddly linked pages, the lack of direction, and the usability issues. This will result in visitors leaving your site. Remember, many things contribute to SEO, including user experience and bounce rate.

Links and Redirects

Links, or the lack thereof, has already been mentioned several times in this article because it’s a big problem on many websites. But it’s a problem that’s really easy to fix. A link that leads nowhere, a link that leads to a 404 error, or a page that’s not linked to any other page is a huge red flag to the bots crawling around your site. When they can’t move swiftly through the links, they’re sending negative feedback to the search engine. This feedback is directly related to how high (or low) your site ranks.

Ensure your links are clean, your website menu makes sense, and you have no errors. If you have redirects on your site, not a problem. Bots can navigate those, too. Just be sure your redirects are actually redirecting to the right place.

Javascript and Others

Certain technology, like scripts, are hard for bots to navigate. They can’t complete a form or answer a question in order to move to the next webpage, so sites with Javascript or other script applications usually have crawlability issues.

Consider removing these scripts from your site. They not only cause problems with crawlability, site visitors often encounter problems with them, as well.

Boost Your Site’s Crawlability to Boost Your SEO

Increasing your site’s crawlability is usually very simple to do. It’s all about maintaining a clean site that’s easy to navigate, has good content, and provides a great user experience.

If you manage your own site, make it a point to explore every page, moving through the links in your menu and throughout your content. If a link isn’t working, fix it. If you have a dead link, remove it.

If you work with a digital marketing partner , speak to them about your site’s crawlability. They’ll be familiar with exactly what you’re talking about and they can help you learn how your site will stand up to the bots.

Must-Follow Tips for Your Next Marketing Email

amberdb000@gmail.com (Amber Blevins) — Thu, 19 Jan 2023 16:40:00 GMT

There are plenty of business owners and even some marketing professionals who will tell you email marketing is dead. They’ll tell you email is saturated, consumers don’t check emails like they used to, and it’s too hard to stand out among all the spam.

And frankly, some of those things are true. The daily number of emails received by the average consumers has increased year over year for at least the past decade. Yes, there is a lot of spam in those emails.

But email marketing isn’t dead. Far from it.

A 2022 study found that email marketing generates $36 for every $1 spent. That’s a 3,600% return on investment. Really, what other marketing method are you using that generates that kind of return?

The bottom line is—despite the naysayers—email marketing works.

Creating Email Copy That Works

If you’re like most business owners, you send (many) emails every day—emails to prospects and customers, emails to vendors, emails to your staff, even emails to your spouse about next month’s vacation plans. Naturally, all these messages vary in structure and formality, depending on the recipient. You make these subtle adjustments in your writing style and message format without even thinking about it.

But day-to-day email communication does not make you a pro at creating high-converting email marketing copy. And drafting your marketing emails in the same way you would a message to your spouse or your co-worker will not generate a successful result.

Here are some tried-and-true tips that will help you create excellent marketing email copy.

Keep It Short

Ensure your marketing emails are concise and efficient . This is an absolute must.

The goal is to catch the reader’s interest and encourage them to engage with your brand. Sending a message that’s multiple paragraphs will not accomplish that goal. You’re sending an unsolicited email, after all. You need to get your point across almost instantaneously, right from the moment the reader sees your message.

What’s the optimal length for a marketing email? Studies show 50–125 words is best .

Create a Strong CTA

The crux of your marketing email is the call to action (CTA.) This is the part of your email that tells the reader what they should do next, like setting up a phone consult or booking a visit to your showroom or shop. Without a call to action, the reader doesn’t have a clear path forward, so they’re not likely to engage with your brand beyond that point.

CTA’s usually appear on a button or a hyperlink so the reader can navigate to the next step with just one click. And like the rest of your email copy, the CTA should be short and sweet. With an email message, your CTA should be really short—like just a few words.

The best performing CTA’s are clear and to the point, such as “Shop Now” or “Book a Free Consult.”

What’s the best length for a CTA? Experts say your CTA should be 2–5 words.

Stay Consistent With Branding

Make an effort to stay on brand in all marketing communication you send. In fact, this is a pretty straightforward rule that you should follow throughout your business. Your company’s brand is its calling card, its reputation. Keep your brand front and center in everything you do.

If your brand is whimsical or quirky, have some fun and let that branding shine through your email marketing. If your brand is very polished and ultra-professional, keep that same refined approach in your marketing emails.

The key is building a relationship of trust with your potential customers. Maintaining a consistent brand message is a major part of building that trust.

Proofread, Edit, Then Proofread Again

Everyone (really, everyone ) makes mistakes in email correspondence from time to time. From misspelled words to wonky autocorrect changes, from messy formatting to convoluted text, we’re all guilty of email errors.

Typically, in an email from one individual to another, we can get away with these infractions because... hey, it happens .

But a marketing email is something different. Even though an individual is creating the copy, the message is not coming from that individual but rather from your company. The email message is representing your brand as a whole. That means you can’t afford any mistakes.

The final step in any email campaign, before you click the send button, is proofreading, checking, and proofreading some more. Get multiple pairs of eyes on your message. Ensure each word is spelled correctly and the message is crystal clear. Check on the message format. And test your CTA buttons to confirm they’re working as intended.

Don’t make the mistake of sending an email that looks anything less than professional.

Use These Tips to Ensure Your Email Campaign Has the Best Chance for Success

Using email is one of the simplest forms of marketing. And judging by the statistics, it's also one of the most successful forms of marketing.

But perhaps the best thing about email marketing is its low barrier to entry. You don’t have to be a seasoned marketing professional to employ the use of email campaigns to grow your business. Just remember—when you start drafting your next marketing email, keep these tips in mind.

3 Mistakes to Avoid When Analyzing Your Digital Marketing Data

amberdb000@gmail.com (Amber Blevins) — Fri, 13 Jan 2023 17:10:56 GMT

Keeping track of your marketing statistics is essential. If you’re not monitoring the results of your marketing efforts, you could be wasting money or missing out on big opportunities (probably both.)

This is especially true for local businesses who may be managing their marketing without the benefit of a professional marketing partner . In those cases, it’s imperative you understand the efficacy of your marketing strategy, the cost, and the overall return.

But if you’re not a professional marketer, examining this data may pose a challenge. Sure, it’s easy enough to see how many people are clicking on your ad or how many organic visitors your website had last month. But gleaning useful knowledge from these stats is an acquired skill.

While you’re learning how to make the most of your marketing statistics, be sure you avoid making these mistakes when analyzing your data.

Mistake 1 : Not Considering the Season

Most B2C businesses have seasonal ebbs and flows. As a local business owner, this is certainly not news to you. Black Friday and the Christmas season, for example, are huge for retailers. The spring and summer seasons are big for landscapers. And winter is the busy season for snow removal services. You get the picture—depending on your business vertical, your marketing efforts and your business’s overall performance may vary wildly from season to season.

When you’re reviewing marketing data, don’t forget to keep this in mind. During your busy season, it’s likely your marketing stats will be on an upward trend because consumers are actively in need of your services. Don’t compare those numbers to the stats from a less-busy time of year and wonder why there’s a discrepancy.

Instead, make use of data from the same season in past years. This historical data will provide a better benchmark for comparison.

Mistake 2 : Examining Too Small a Timeframe

It’s tempting to check your marketing reports frequently, especially if you’re concerned a particular campaign isn’t performing. But constantly checking your stats often means you only see a small sample of the results. And like most things in business, a small slice of data won't give you a complete picture.

Whether you check your stats once a day, once a month, or once a quarter, be sure you’re reviewing an appropriate chunk of data. Your marketing data should give you an overall picture of how a particular campaign is performing and allow you to see the subtle changes in performance throughout a period of time. This allows you to make well-informed decisions on your marketing, instead of being tricked by a few outlying numbers in a small data sample.

Mistake 3 : Forgetting About Real World Events

A few years ago, we all experienced the mother of “real world events.” The COVID-19 health crisis played a part in basically everything , including the business world. Business owners everywhere knew their marketing stats, their income reports, pretty much any data on their business, would not be representative of a normal year.

But real-world events don’t have to be global or even national to affect your marketing statistics. When you’re reviewing your data, keep in mind what's happening in your area of the country, in your state, even in your own town. Events that happen offline can impact what happens online.

If your area is experiencing a warmer than normal winter, your HVAC business may not see as much business as it typically would during a cold winter. This could make it seem that your marketing efforts are failing, but in fact, consumers just don’t need your services as much. The weather is an example of a local, real-world event that could affect your marketing.

If you're concerned about a downturn in your marketing campaign's performance or you’ve experienced a surge that you’d like to learn more about, don’t forget to take a look around you and consider what real-world situations could play a part in your marketing results.

Use Marketing Data to Grow Your Business

Analyzing your marketing statistics is the only concrete way you have to measure performance. Though these stats can be nuanced and depend on different factors, avoiding common mistakes in your analysis will help you decipher your data in a more effective way.

Gathering the data and analyzing the numbers is just the first step. The next (most important) step is learning how to use the results of your analysis to build better marketing campaigns and grow your business.

WordPress Vulnerabilities—How Safe is Your Website?

amberdb000@gmail.com (Amber Blevins) — Fri, 06 Jan 2023 16:46:09 GMT

A recently identified vulnerability in one or more WordPress plug-ins has resulted in thousands of sites being under attack by backdoor Trojans. The faulty plug-ins are currently installed on more than 700,000 WordPress sites.

Worse yet, some analysts believe this particular backdoor Trojan may have been in use for two to three years already.

These attacks result in site visitors being redirected to malicious websites where ransomware, phishing software, or other malware may be installed on the user’s device.

The discovery of this vulnerability has left many business owners wondering, “How safe is my website?”

Keeping Your Site Visitors Safe

Many local business owners who manage their own websites are in a precarious situation, relying heavily on their sites to attract new customers but having neither the budget nor the desire to hire a team of cyber experts to ensure their website stays safe.

If you’re working with a web design team or marketing firm, they're surely already taking steps to ensure your site is safe and well-maintained. But the harsh truth is, some platforms are simply more at risk than others.

Here at Locallogy, we favor the Duda site builder platform. It allows us to create extremely responsive, well-performing sites , without exposing our clients (and their customers) to the inherent risks of the other CMS platforms, like WordPress.

WordPress for the Uninitiated

To really grasp the vulnerabilities associated with WordPress, it’s important you understand how WordPress itself actually works.

WordPress is a content management system (CMS) that allows users to build and manage websites. Ans WordPress is an open-source platform, which means anyone can contribute to the platform’s development and create tools or plug-ins that others can use.

Being open-source essentially means the development possibilities are endless. With the right skillset, you can customize your WordPress site in just about any way imaginable. And if you’re thinking of a unique tool you’d like to add to your site, there’s a good chance someone has already created it on the WordPress platform.

But the incredible amount of freedom associated with WordPress’s open-source platform is exactly why it’s a higher risk . You can never be 100% certain the themes and plug-ins you’re running on your site are immune from attacks—even if you think you’re keeping them maintained and up-to-date. Case in point, the recent backdoor Trojan.

Website Builders

Many local business owners who manage their own websites are in a precarious situation, relying heavily on their sites to attract new customers but In contrast to WordPress, platforms like Duda, Wix, and Squarespace, are not open-source. These platforms are considered website builders . Their interfaces are very user-friendly and include a wide range of tools that allow users to build and manage websites.

But because these platforms are not open-source, there are certain inherent limitations. If there’s a downside to using a website builder, as opposed to WordPress, most people would agree it’s the inability to customize your site to the Nth degree.

However, there’s a major advantage —the structured platform of website builders closes many of the gaps left open by WordPress. Website builders are, by nature, more secure than open-source CMS platforms. In fact, to date there has never been a mass attack on any website builder platform.

Building Safe Websites

The Duda site builder platform is perfect for our clients here at Locallogy—local business owners who want a robust, well-performing website but don't have the skillset or time to build it themselves.

Duda's powerful site building tools allow us to build a beautiful, high-performing website, while the user-friendly interface makes it easy for our clients to make minor changes and updates once the site is built.

And Duda's secure platform means wide-spread website attacks aren’t even on the radar.

If you’re currently using a WordPress site, are you confident in its security? Do you know how to make your WordPress site safer? Would you know what to do if you if your site does suffer an attack? If you'd like to learn more about the secure Duda platform, give us a ring at Locallogy !

Your Website Needs a Privacy Policy – Here's Why

Fri, 23 Dec 2022 13:37:25 GMT

You’ve seen them hundreds of times – those “Privacy Policy” links in website footers. Many sites have them; every site should. As a matter of course here at Locallogy , we add a privacy policy page to each custom website we build for our clients because we know how important they are.

But what is a privacy policy, really? And why do you need one?

What is a Privacy Policy?

In general, a privacy policy is a statement notifying your customers that you may be collecting their data, what sort of data you’re collecting, and what you may do with it. Depending on your location, you may also be required to notify your customers how long you plan on keeping their data and where you’re storing said data.

It’s also recommended your privacy policy lets customers know how you’re protecting their data.

And finally, privacy policies also inform your customers of their rights, like being able to request their data, and how to go about exercising those rights.

Why Are Privacy Policies Important?

Privacy policies are important for several reasons, most of them dealing with laws and regulations.

Federal Trade Commission

There’s this organization you’ve probably heard of – The Federal Trade Commission , also known as the FTC. One of their functions is protecting consumers and they’re not afraid to flex their muscles to do it. In fact, in 2019 the FTC imposed a five billion dollar fine against Facebook due to issues with protecting its users’ data. This was the highest penalty ever handed out by the FTC and it demonstrated to businesses everywhere just how serious they are about protecting consumer data.

Facebook isn’t alone here. Other mammoth companies like Google and AT&T have had their own encounters – and multi-million-dollar fines – with the FTC.

Other Requirements

The FTC isn’t the only one working hard to protect consumer data. There are various other organizations and consumer protection groups that have established regulations and requirements around consumer data protection. Here are just a few examples.

The Takeaway

The lesson here is that privacy policies are important because if you’re not communicating with your customers and handling their data properly, it can have major consequences.

But let’s take a step back, away from the super scary regulatory stuff for a minute. Privacy policies exist to protect both you and your customers and ultimately, it’s just a good business practice. Being transparent with your customers and prioritizing the safekeeping of their data build trust with your brand.

Creating Your Privacy Policy

Your privacy policy should be clear, succinct, and in language the general public can understand. It doesn’t need to contain legalese or highly technical jargon – in fact, it shouldn’t.

The best place for your privacy policy is on its very own page of your website, easily accessible to any site visitor. This is why most websites have their privacy policy links right there in the footer, so the visitor can access it from any area of the site.

Take a look at our privacy policy as an example.

Seek Advice

If you’re working with a firm that’s handling your website, look to them for advice on your privacy policy. If you’re handling your website on your own, consider speaking with a legal professional.

You’ll also find a wealth of free information online, including these instructions from the BBB for creating your privacy policy.

Protect Your Business

Creating a privacy policy and publishing it on your website may seem like just another task in an endless stream of things to do for your business. But it's an important task and one that shouldn’t be taken lightly.

A simple privacy policy can protect your business from complaints, investigations, (potentially huge) fines, and other situations you don’t want to deal with.

5 Tips to Help You Start Your Local Business's Blog

Sat, 17 Dec 2022 02:39:16 GMT

As a local business owner, you (hopefully) already know the importance of having a blog on your website. Among other things, blogs establish you as an authority in your field, they help with Google rankings, and they can be used to draw prospects into your sales funnel.

But many business owners are reluctant to start blogging for a variety of reasons. The most common reasons are, “I’m not a writer, how can I publish a blog?” and “I don’t know what to write about!” These are valid concerns, of course, but they shouldn’t stop you from starting a blog that could eventually grow your business.

Whatever your reasons may be, now is the time to reconsider starting a blog for your local business. Check out our tips for getting started.

Tip 1 – Write About Specific, Useful Topics

Coming up with blog topics can be challenging, even for seasoned bloggers. The key is providing useful information to your readers. And don’t be afraid to get specific. Posts about specific topics will draw in more readers than a vague overview of something.

Helpful blog articles can include how-to's, news about recent innovations in your field, or local events your company is involved with. No matter what you're writing about, your reader needs to come away having learned something, whether about your industry, your community, or how to tackle a project. Readers won’t stick with a blog that’s not teaching them a new skill or enlightening them with new information.

Tip 2 – Use Your Own Voice

When people think about writing, many will imagine the book reports and term papers they wrote back in their school days. But one of the great things about blogs is that they’re not technical manuals or white papers (or term papers.) A blog post shouldn’t read like a thesis. Instead, your blog should be conversational and easy to read and understand.

The purpose of your blog, among other things, is to make a connection with your potential customers. If your posts are full of industry jargon and hard to decipher language, your readers won’t stick around for long and they probably won’t be interested in learning more about your company.

Rather than trying to appear overly-professional and stiff, just write in your own voice. If you have a sense of humor, don’t be afraid to use it occasionally in your writing. If you have a personal anecdote that relates to the topic, include it in your post. It’s all about the human connection. If you’re writing like a robot, don’t expect much interaction from customers.

Tip 3 – Be Authentic

Be authentic. Really, it’s that easy. Consumers are smart and if your blog posts are thinly veiled sales pitches, they’ll pick up on it. No one is going to read an article that’s trying to sell them something. And that’s not the purpose of a blog, anyway.

Your blog should attract potential customers to your business with good information provided in a simple, approachable format. Consider it this way: If a prospective customer visited your showroom, you wouldn’t immediately launch into a high-pressure sales pitch as soon as they walked through the door. Instead, you would have a conversation. You’d would learn about their needs and offer your expertise and experience to help them. Think of your blog in the same way. Write about your customers’ needs and solving their problems.

Tip 4 – Include Visuals

Including images in your blog posts is important for a couple of reasons. First, when we’re reading information on a screen, we like to have large blocks of text broken up with headings and images. It gives our brains a little break while we’re reading. And second, depending on your industry, images could be just as important as your text.

If you’re in the home remodeling industry, for example, your blog is a great place to share beautiful photos of your projects. Let potential customers see your work in amazing before-and-after shots or show them how new techniques look in practical application.

Tip 5 – Include a Call to Action

Don’t confuse a call to action (CTA) with a sales pitch. They’re not the same thing. While your blog post shouldn’t be a 5-paragraph attempt to sell something, it should include a call for your readers to take action.

Your CTA could be an invitation to subscribe to your blog, a “learn more about our services” button, or a simple opt-in for your mailing list. A call to action allows the potential customer the opportunity to further engage with your company, which is one of ways your blog helps your business grow.

( psst... Want an example? Scroll down and you’ll see our CTA. )

Practice Makes Perfect

Like anything else, blogging for your local business is a skill that takes practice. Over time, you’ll find topics are easier to develop, the writing process becomes faster, and you’ll learn the types of posts that get the most traffic to your site.

Consider all the benefits to your company and put our 5-tips into practice. Your business will thank you.

Digital Property and Ownership – What You Need to Know

Thu, 08 Dec 2022 13:26:24 GMT

As a business owner, you’ve got a lot going on. Keeping track of your digital property may not be high on your priority list – but it should be. Are you in control of your company’s online image and digital assets? If not, do you know who is?

When you do not own your company’s digital property, you are not fully in control of your brand. If you are not in control of your brand, your company is at risk.

What are Digital Assets?

Techopedia defines digital assets as:

A digital asset is any text or media that is formatted into a binary source and includes the right to use it; digital files that do not include this right are not considered digital assets. Digital assets are categorized into images and multimedia, called media assets, and textual content.

If you’re not fluent in tech-speak, here’s the translation:

A digital asset, also known as digital property, is essentially any online page that formally represents your brand or your company. Here are the most common examples of digital property:

Social media pages
Business directory listings (like Google My Business or Yelp)
Website host (the entity that hosts your website, like GoDaddy or Host Gator)
Google Analytics
Website domain (essentially your web address, like mycompany.com )
Website Content Management System (the "back end" of your website, like Duda, Joomla, or WordPress)

Why Does Digital Property Ownership Matter?

To many of us, owning a piece of digital property is a pretty abstract idea. These aren’t tangible things and, in cases like hosting and domains, you can’t even actually see them. But these assets are very real and for some of them, you’re probably paying a monthly or yearly fee.

So why does it matter who technically owns these assets? The answer is two-fold. Here’s why:

First, and most importantly, if you don’t own your digital assets, you can’t control them . The second part of this is, if you don’t own your digital assets, you may not be able to access them when you need to.

Here are some practical examples to help you understand.

Your IT Director purchased your domain name, set up hosting, and built your website. He paid for everything with your company credit card, so you assumed everything was fine. But the IT Director left the company a few months ago and you’re just learning that everything he purchased and set up was done in his name. Now he’s the registered owner of your domain name and hosting – not your company. He knows the logins and the passwords and since you’re not the registered owner, you’re going to have a hard time accessing those accounts. In essence, he owns those pieces of digital property, even though he is no longer with your company.

This is a very clear example of someone else owning your digital property, because someone else’s name is registered on the accounts. But what about digital assets that don’t really require a registered user? You can lose control of those, too. Consider this:

You’ve hired a social media manager who set up Facebook, Twitter, and Instagram accounts for your company. After some time, you weren’t getting the results you wanted so you fired the social media manager. Now you’re trying to login to your company’s Facebook account, but you can’t because you don’t know the password, the email associated with the account, or any of the security questions.

Even though you don’t pay for social media accounts and your employee didn’t technically register as the owner of the account, they’re still inaccessible to you.

How to Protect Your Digital Assets

Social Media Accounts

As a matter of good business, your social media accounts should have multiple administrators within your organization in case anyone leaves the company. And most importantly, be sure the passwords are saved in a secure location where you can access them at any time.

Business Directory Listings

Much like social media accounts, your business directory listings should have multiple administrators and a master file with the current passwords. If you find a directory listing for your business that you don’t control, reach out to the directory ( Google Business Profile , Yelp, etc.) directly for help.

Hosting

First, know who is hosting your site. Even if your site is maintained by an outside party, it’s important to know where it’s hosted. In addition, be sure you have the current login and password that will allow you administrative access. And finally, maintain a backup of your site in-house.

Google Analytics

Ensure your company has administrative access to your Google Analytics. This is especially important if you work with an outside marketing firm or similar service who will also have access. If you don’t have administrative access, contact Google directly.

Domain

It’s imperative your company owns its domain name. Be sure it’s registered to the company, not an individual person. And keep your domain registrar password under lock and key. Nearly no one in your company, other than you, needs this password.

Content Management

While there may be several people who administer your company's website, it’s doubtful they all need 100% access to everything. Most website content management applications offer different levels of permissions, allowing users to access only the portions of the site they need to. Assign permissions to users only as needed for their role in site administration.

Passwords

Are you noticing a theme here? If you guessed passwords , you’re right. While it’s not specifically mentioned in each entry above, protecting your passwords is essential in safeguarding your digital property. We recommend using a password manager like a free LastPass account that has the added benefit of generating strong passwords.

Sometimes it’s as simple as contacting a platform for a password reset, but sometimes it’s as serious as suing someone for control of your domain. The type of digital property doesn’t matter—keep track of your passwords in a secure place and never share your passwords with anyone unless it’s essential for their job function.

Nee more help? Reach out to us at Locallogy . We're internet marketing experts and we love answering questions and helping our clients learn more about the digital marketing space.

Google's Cost Per Lead is Up—Here’s Why and What You Can Do

amberdb000@gmail.com (Amber Blevins) — Thu, 17 Nov 2022 16:36:52 GMT

A recent report conducted by LOCALiQ found Google Ads’s cost per lead has surged for more than 90% of industries. This means gaining leads (note—not customers, leads ) is getting more and more expensive for most industries.

To add insult to injury, conversion rates are also down sharply year-over-year. So not only is it more expensive to get leads, fewer of those leads are converting to actual customers.

Who

The industries hit hardest by these trends are Arts and Entertainment (cost per lead has grown over 130%,) Travel (cost per lead up nearly 70%,) and Furniture (up more than 50%.) But many other industries are affected, as well.

In truth, any industry that's dealing with the sweeping supply chain issues as well as any industry that felt wild fluctuations during the pandemic are now in danger of seeing their ad cost go up and their return on investment go down.

Why

There is no single answer here. The increase in cost per lead and decrease in conversion rate is nuanced and is hitting some industries harder than others. But if one is forced to point to a single cause, it would be inflation. Coming in at second and third place would be increased competition and the wider application of board keywords.

Inflation

This year, inflation reached 8.5% , the highest since 1982. This means consumer spending power is declining while the cost of running a business is on the rise. Consumers are being more selective about where and how they spend their money, which results in businesses spending more to attract paying customers.

Competition

During the pandemic, online spending increased by 55% . If that figure doesn’t mean much to you, consider this: In the last two years of the pandemic, Americans spent $1.7 trillion online —more than double what they spent online in the two years prior to the pandemic.

As more consumers turned to their phones and laptops for shopping, more and more businesses began using Google Ads, thereby increasing competition for ad space and clicks.

Broad Keywords

There’s definitely a place for board keywords in PPC campaigns. In fact, Google’s Smart Bidding approach recommends the use of broad keywords. But casting a wider net with broad match keywords means more people are seeing your ad and clicking it, but aren’t actually interested in what you have to offer. In other words, you’re paying for the click but the conversion isn’t happening. These people aren’t becoming paying customers. At least not for you.

What You Can Do

The increasing cost for ads and clicks, coupled with declining conversion rates, is naturally a concern for all businesses. But local businesses are especially vulnerable, given their smaller budgets and tighter profit margins.

Fortunately, you can plan out a course of action to help your business weather the storm.

Inflation

Obviously, there isn’t much any of us can do individually to combat inflation in the US economy. However, as a business owner you can take steps to minimize spending and adjust your pricing to lessen the impact on your bottom line.

From a marketing perspective, if paid ads are no longer producing an ROI you’re comfortable with, there are plenty of low-cost or no-cost marketing strategies you can implement alongside (or instead of) your PPC campaigns .

Competition

Dealing with competition is nothing new. Likely, you’ve already built a marketing strategy with your competitors in mind. As marketing becomes more expensive and perhaps less effective than it once was, pay close attention to how you’re spending your marketing dollars.

If you don’t have a clear, specific customer profile, build one now. Competing for clicks is only worth it if the right prospect is clicking your ad.

Broad Keywords

If you’re using broad keywords as part of your PPC campaign, be sure you’re doing it the right way. That means including strong negative keywords to weed out people who aren’t actually searching for your services. It just doesn’t make sense to attract a wide range of people to your brand when many of them are not interested in your service in the first place.

Want to learn more about using paid ads to grow your business? Need help managing your PPC campaigns? Locallogy can help. Give us a shout !

How Google is Changing Your Paid Ads

Fri, 04 Nov 2022 03:38:25 GMT

If you’re involved with digital marketing, even peripherally, then you know Google makes regular updates to its search algorithm, user interface, core features, and so on. In fact, Google makes thousands of updates every year.

Early this summer, Google announced a series of updates planned for rollout during the third and fourth quarters of the year. Since that announcement, we’ve seen several updates launched, including the helpful content update .

And now, it’s time for another: the Google Ads update.

In this update, Google is changing the way paid ads are displayed in search results. The idea here is pretty simple—make paid ads more distinguishable from organic search results.

The update will accomplish this in a few ways.

Google Ads Will Display Business Names

Prior to this update, your website’s URL would appear at the top of your paid ad. Now, the business name is clearly displayed on the first line.

This helps users easily identify the company whose link they're clicking. From a user perspective, this is particularly helpful when a URL isn’t easy to quickly decipher or doesn’t otherwise line up with the business name. For example, takearecess.com for beverage company Recess or hioscar.com for Oscar Healthcare.

From a business standpoint, this helps prevent paying per-click charges for unintentional clicks. Users now clearly see the name of your company in addition to your URL.

Google Ads Will Display Business Logos

Previously, the default globe icon would appear to the left of paid ads. Now, the business logo will appear instead.

For users, this is just another step in helping identify paid ads from organic results, which are often in plain text and many times, don’t have any icon at all.

From a branding standpoint, the benefit to businesses is obvious—their logo has the opportunity to make a visual impression on the user right there on the search results screen.

Paid Ad Tags Will Change

Perhaps the most interesting aspect of this update is Google’s decision to replace the “ Ad ” tag with a “ Sponsored ” tag in the same upper left-hand corner position.

If the goal is to quickly differentiate paid ads from organic results, the “ Ad ” tag would seem to already do the job perfectly. But most Google experts agree the logic behind this change is fairly simple: “sponsored” is simply a longer word that is synonymous with “ad” and less likely to get lost in other text on the page.

Mobile Updates, Only (For Now)

The Google Ads update has been introduced on mobile only, for the time being. No word yet when the desktop update will launch, but most in the industry predict it will probably happen soon.

You can read more about this update’s features, when and how it’s being implemented, and how you can update your business’s paid ads on Google’s Ads Help page.

3 Common Digital Marketing Mistakes (and How to Avoid Them)

Fri, 28 Oct 2022 07:28:02 GMT

The best digital marketing professionals usually have years of experience backing them. They’re tuned into the latest trends and technology, and they're constantly expanding their knowledge by networking with other successful marketers. This helps them develop sophisticated marketing plans and build successful campaigns.

As a local business owner, your hands are full with managing your company and staff. You likely don’t have in-depth marketing experience or the time to educate yourself in the latest local marketing trends. This makes growing your business through marketing a challenge.

Some business owners solve this problem by working with a marketing firm that specializes in local businesses, like Locallogy . But if partnering with a marketing team isn’t an option, you can handle your own marketing—and be successful at it. You may stumble a bit while you're getting started and you'll probably make a few blunders.

Familiarize yourself with some of the common mistakes self-marketers make so you can avoid them on your own marketing journey.

Mistake 1

Failure to Identify and Focus on Your Target Audience

Identifying your target audience is really the first marketing exercise you should do. Failing to clearly define your audience will result in less effective marketing. In other words, targeting consumers who have no need for your product or service means you’ll be wasting time and money.

Instead, focus on the consumers that will benefit the most from your product or service and are more likely to respond to your marketing efforts.

Your target audience should be specific. “I want any customer I can get my hands on,” is not the answer here—that's not a target audience. “Everyone within a 50-mile radius” is still not specific enough.

Start with a list of your current clients. Examine the demographics, purchase patterns, and behaviors of this group of consumers. Your current clients can provide a wealth of information when it comes to building out your target audience.

Mistake 2

Underestimating the Importance of Your Website

Many local businesses discount the importance of their website, particularly if they’re in the service industry. They tend to think a website is little more than an online business card. But this can be a costly mistake.

Your website is a very important part of your brand. In many cases, it’s the consumer’s first impression of your company. And if your website’s design is outdated, slow, or hard to navigate, the consumer will be left with negative feelings toward your business. Considering a whopping 97% of consumers have used the internet to find a local business, it’s imperative your company’s brand, mission, and quality of work is conveyed through your site.

If you’re building your website on your own, take the time to research the best design aspects to use and educate yourself on what makes a website successful. And don’t forget to check out your competitors’ sites.

If you are considering hiring outside help for any part of the marketing process, web design is where your money will be best spent. Be sure you take the time to get to know the marketing or design team before committing. Talk with them about your business and goals. Some firms will offer you customized solutions based on your specific business vertical. Others may not.

Mistake 3

Expecting Instant Results

Marketing is an investment of your time and your money. And, like most good investments, the results are rarely immediate.

When you don’t see an instant return on your marketing investment, your initial reaction may be to try a different target audience, switch your campaign strategy, or give up altogether. Don’t do this. At least not right away. Give your marketing efforts some time to work —don't make any knee-jerk decisions.

After a sufficient amount of time, evaluate your results. If you’re not getting the response you planned for, consider making some adjustments . But be sure you’ve allowed sufficient time to get a proper sense of your level of success.

Don’t Be Afraid to Try

Marketing isn’t always easy—if it was, everyone would be a pro! But successfully marketing your local business is possible .

If you can, make use of a professional marketing team who specializes in local businesses. If that’s not in the cards for your business right now, don’t worry. You can go it alone, just be sure to educate yourself with the many online resources available.

Don’t be afraid to try new things and get your company’s name out there in a positive way. Avoid the common mistakes that many business owners make when marketing their companies.

The 5 Essential Elements of a Successful Homepage

Fri, 21 Oct 2022 12:42:52 GMT

Your homepage is the most critical page on your website. Though it doesn’t contain as much copy as the other pages on your site and likely doesn’t display as many photos as other pages, it is the page most of your site visitors will land on first. Your homepage’s job is to entice those visitors to want more information, to click deeper into your site, and ultimately, to connect with your brand.

Unfortunately, a lot of local business websites fail to convert visitors into customers and in many cases, it's because their homepage is just not doing its job. Whether you’re building your website on your own, you have in-house talent building your site, or you’ve partnered with a marketing firm like Locallogy , it’s important that you understand the essential parts of a successful homepage.

If you find your homepage is missing any of these key elements, it’s time for an update.

Value Proposition

A quick online search will yield plenty of articles about “crafting a unique value proposition” and “developing a strong value proposition in ten easy steps.” In reality, it's not actually that complicated.

Your value proposition needs to tell your site visitors (read: potential customers) what sort of value they’ll find in your services. It's comprised of three simple things—what you do, who you do it for, and how you will solve the customer's problem.

Here’s an example:

Who are you? A mechanic shop in Lexington, Kentucky.

Who are your customers? Owners of domestic and foreign vehicles in and around Lexington.

What common problem are you solving? Your shop repairs cars and gives honest, upfront pricing to your clients, so there are no surprise costs at the end of the job.

Your value proposition should be explained on your homepage in simple terms that visitors can easily digest and quickly become interested in.

High Quality Images

This homepage element comes with a caveat: Different websites will use images in different ways. Your business verticle will dictate the types of photos on your homepage.

A kitchen and bath remodeling business, for example, should display beautiful images of their successful remodeling projects. That’s what their site visitors are interested in. But the mechanic shop, on the other hand, probably doesn’t need to display photos of the transmission they just finished rebuilding. Instead, the mechanic might opt to display a quality photo of the front of their shop, which will make a connection with local customers.

No matter what sort of business you have and what images are on your homepage, it’s imperative they’re high-quality photos. Remember, “high quality” doesn’t just mean “large.” Large images have an impact on a website’s ability to load quickly, resulting in a poor user experience. Instead, high-quality photos are those that have high resolution, are visually appealing, and topical to the site.

Contact Information

While this seems pretty obvious, many local websites fail to display their business contact info conspicuously. It's often buried in the site footer, randomly mentioned in the middle of a bunch of copy, or it's omitted altogether.

It is vital that your company’s contact information is clearly visible right there on the front page of your site. “But we have a Contact Us page,” you say. Good. Contact Us pages are an important part of any website. But when you rely on that page alone, you’re taking a big chance that your site visitor will actually click on it.

Instead, make it uber-easy for your potential customers to contact you. Include your email address in various places, prominently display your phone number, or add a button that opens a contact email form.

A great place to include your phone number is in your site’s header. This is a practice Locallogy follows with our clients because the phone number remains clearly visible no matter which page of the site the visitor happens to be on. And as a matter of good practice, you should include your contact details in the footer of your site, just don’t bury them among a ton of other small-font copy.

The point, after all, is to make it easy for your potential customers to contact you.

Testimonials

At this point, it’s hard to overstate the importance of reviews and testimonials. The overwhelming majority of consumers check out a company’s reviews before doing business with them. So why do so many businesses still make people go out and search for reviews? Make it easy for your potential customers—display your top testimonials and reviews right there on your homepage. And if they want more, visitors can simply click to another page within your site to view more reviews.

Remember, you want your site visitors to engage with your brand, to click deeper into your site, and ultimately to do business with you. You don’t want people to leave your site in search of reviews on Yelp or Facebook.

Displaying your reviews can be easy with tools like Locallogy’s Review Builder . Applications like Review Builder gather your reviews and ratings from various sites around the internet and funnel them directly to your homepage in a way that is seamless to the site visitor. The client no longer needs to visit another site to read more of your reviews, resulting in more time spent exploring your website.

Call to Action

A call to action (CTA) is arguably the most important part of your homepage. It gives your homepage a purpose. And like your value proposition, your CTA should be simple and easy to understand.

What do you want your site visitor to do? Tell them, in a way that draws their attention, the next steps to take. The best CTA’s require minimal work by the site visitor while gently pushing them through to the next step in the sales conversion process.

Standard CTA’s are often buttons or links that drive the site visitor to a contact form, like, “Click here to schedule an appointment,” or “Click here to email us for a free estimate.

Other CTA’s are a bit more subtle and, rather than pushing the site visitor to make contact, they simply offer more information, such as, “Click here to download our kitchen remodeling guide,” or “Click here to receive and email about our services.”

Keep your CTA’s clear and to the point. Don't bombard your site visitor with CTA’s all over your homepage. A few well-placed calls to action will suffice. Too many will confuse and frustrate your prospective customer.

Without a call to action on your homepage, you’re assuming your potential customer will know what to do next. And that’s a risky assumption. Leave nothing to chance—make it clear what you want them to do, whether it’s calling your company, booking an appointment online, or joining your mailing list.

A Successful Homepage Converts Visitors to Customers

Your website and, in particular, your homepage, is like your digital business card. But unlike a business card, it has a real job to do—converting visitors from casual shoppers to customers ready to spend their money with you. Your homepage is your sales pitch and like any successful pitch, it needs some essential elements to close the deal.

Looking to update your homepage to convert more visitors to customers? Get with Locallogy to learn how we can help.

How a Newsletter Can Increase Engagement and Grow Your Business

amberdb000@gmail.com (Amber Blevins) — Fri, 14 Oct 2022 01:09:36 GMT

When a consumer needs the product you’re selling or the service you’re offering, you want your name to be at the front of their mind. That’s why engaging with your customers is vital to the success of your business.

Customer engagement builds trust in your local business and solidifies its place in the community. And getting your name out to a targeted audience increases your chance of attracting qualified leads.

There Are Many Ways to Engage Your Clients

Customer engagement is exactly what the name suggests: engaging with your customers in a targeted and personalized way. This engagement can happen in many different ways over a variety of communication channels. Social media posts, satisfaction survey emails, and loyalty programs are all examples of customer engagement.

And there’s another, often overlooked method to engage your customers— newsletters . This simple but powerful tool can be employed by every local business owner. A monthly newsletter, sent out to your curated email list, is a cost-effective way to engage with your customers on a large scale.

What to Include in Your Newsletter

The great thing about newsletters is they’re really versatile. There are really no rules that dictate what you can or can’t include. The key to a successful newsletter is including information your customers will find helpful and will want to read.

Industry News

News and updates about your industry can be interesting to customers, but don’t overdo it. Remember, your customers are laymen, so industry jargon or highly technical explanations aren’t going to hold their attention. Your customers will be most interested in industry updates that affect them directly as consumers.

Recap the Prior Month's Blog Posts

A newsletter is a great place to recap your recent blog posts. Do this by giving readers a short blurb from the blog and then linking back to the original post. This also has the advantage of driving customers to your website , which is yet another form of engagement. Not blogging yet? Need help getting started? Click here .

Upcoming Events, Sales, and Special Offers

There’s no better place to share news about the goings on at your local business than in your newsletter. Tell readers about the new showroom you’re opening across town or share the details of your upcoming sale. Even better, offer special discounts or early-bird pricing exclusively to your newsletter subscribers.

Community Involvement

As a local business, there’s a good chance you’re involved in your community. Whether you’re sponsoring the local youth basketball team or you’re hosting a charity dinner, be sure to include these community events in your newsletter. Your reputation as a trusted, local business will benefit.

Stay Focused

Though you might be tempted to cram in every piece of information you have on hand, don’t do it. Your newsletter items should be relatively brief, sharing high-level information and news items that will interest your customers. If it’s a topic that deserves a full-blown article of its own, consider writing about it in your blog and link the post in the newsletter.

Remember, this newsletter is coming through as an email so too much information or huge chunks of text will be a turnoff, particularly if it’s being viewed on a mobile device. Keep the text on point and the design clean and easy to digest.

Grow Your Newsletter - Grow Your Business

Your newsletter can help your business grow by engaging with your current and potential customers. And as your business grows, your newsletter subscriber list should grow, too. Keep in mind the golden rule for your newsletter: its purpose is to engage your customers, provide them with helpful content, and establish your local business as the go-to in your community.

Locallogy Receives Affinity Partner of The Year Award from Bath and Kitchen Buying Group

Mon, 03 Oct 2022 14:01:14 GMT

September 30, 2022, Locallogy, a leading provider of digital marketing solutions for local businesses, has been named the Affinity Partner of the Year by Bath and Kitchen Buying Group (BKBG), the trusted growth partner for kitchen and bath showrooms, design-build organizations and industry partners. This award recognizes Locallogy's commitment to providing BKBG members with innovative digital marketing solutions that drive leads and grow their businesses.

"We are honored to be recognized as the Affinity Partner of the Year by Bath and Kitchen Buying Group," said Clive Clifford, CEO of Locallogy. "Our team is dedicated to delivering world-class digital marketing solutions that help BKBG members achieve their business goals. We look forward to continuing our partnership and helping them grow their businesses in the years to come."

Since becoming an affiliate member in 2016, Locallogy has partnered with BKBG to deliver powerful digital marketing solutions that have helped its members generate more leads, increase website traffic, and boost online conversions. These solutions include a comprehensive suite of:

Local SEO
Paid search
Social media
Website design and development services
Lead generation tools

In addition to providing these services directly to BKBG members, Locallogy also provides education and training on how best to leverage digital marketing to drive results. This award confirms that Locallogy is one of the top providers of digital marketing services for local businesses.

“BKBG is thrilled to unanimously name Locallogy as Affinity Vendor Partner of the Year. This company continues to expand the envelope, developing new services that help grow BKBG Shareholder businesses. Recently, Locallogy was part of the BKBG 2022 annual shareholder conference where their exhibitor booth was constantly busy with potential member opportunities. Locallogy has been a true partner to BKBG and its Shareholders, making contributions to the Buzz, referring new Shareholders, and taking BKBG exclusive program offerings to the next level.” --Sheri Gold, BKBG Executive Director, CKD, ASID IP, CLIPP

For more information about how Locallogy can help your business achieve success online, visit https://www.locallogy.com/ . Or contact Bryan Sirak at bryan@locallogy.com or 614-860-2647.

PPC - What Is It and How Does It Work?

amberdb000@gmail.com (Amber Blevins) — Fri, 30 Sep 2022 15:58:00 GMT

Among the many marketing terms you’ve come across as a local business owner, PPC is surely one of them. PPC—the acronym for Pay Per Click—is a form of paid marketing used by both small and large businesses alike. The goal of PPC is to entice consumers to click your ad, then visit your website where they are (hopefully) converted into a customer.

The core concepts of PPC are straightforward, though managing your PPC successfully isn't necessarily easy . PPC can become complex, and running a successful PPC campaign requires a certain amount of skill.

Before you dive headfirst into setting up your own PPC campaign, let’s get into some of the basics.

What is PPC?

PPC refers to a marketing model in which the advertiser (you) pays a fee each time one of your ads is clicked. This is in contrast to organic marketing, like SEO , where you don’t pay for ads.

Search engines are a popular place for PPC ads. You may not realize it, but there’s a good chance you see PPC ads almost every time you do a search. On Google, they’re designated with a little “Ad” tag.

PPC ads aren’t just limited to search engines, though. They’re everywhere, including many websites you visit, your social media feeds, and emails you receive.

How Does PPC Work?

Fair warning: We could launch into a very technical explanation of the inner workings of PPC. There are a lot of moving parts, and as mentioned above, it gets complex . But if you’re just starting out, that might be a bit too much.

So let’s look at PPC from a high level with a practical example using Google Ads.

As a local business owner, you’ve decided to run a PPC ad. First, you’ll decide which keywords you want to be associated with your ad. If you’re a kitchen and bath remodeler, you might choose “kitchen remodeling” and “new kitchen design” to start.

Next, you’ll bid on your keywords. Bidding means you set a limit to the amount you’re willing to pay each time someone clicks on your ad.

When someone does a search using one of your keywords, Google uses a combination of factors to decide which ads to present in the search results. These factors include the relevance and quality of your keywords along with your bid on the keywords in question. Remember, even though this is paid advertising, you’re still competing against other advertisers using the same keywords. Your ad won’t show up every single time someone searches with your keyword.

Okay, so someone searched using your keyword and now Google has decided your ad should be included in the search results. Great!

Ideally, the next step is your ad gets clicked . When that happens, the user visits your website and hopefully becomes a new customer.

When that click happens, you are charged your bid amount on the keyword used in the search. And this is why it’s called pay per click . You’re charged each time someone clicks on your ad.

But what happens if no one clicks your ad? Nothing. You’re not charged anything. You’re only charged when someone actually clicks the ad.

Considering PPC for Your Business?

PPC can be used as a short-term plan to increase your brand’s eligibility or as a long-term marketing strategy. PPC can also blend nicely with your SEO efforts.

While PPC is largely successful for most businesses, it’s not a one-size-fits-all solution. Ultimately, the way your business uses PPC will depend on your goals, your skill level, and your budget.

If you’re thinking about using PPC for your business or you’d just like to learn more about the process, get in touch with us here at Locallogy .

4 Consumer Trends to Look Out For

Fri, 16 Sep 2022 01:31:12 GMT

Fourth quarter planning is right around the corner. No doubt, you’re thinking about your local business’s next marketing strategy, where you need to make changes and how you can continue to gain new customers.

As part of this process, it’s important to identify emerging changes in buyer behavior and evolving consumer trends. When you have a solid idea of your customers’ expectations, updating your marketing plan becomes much easier.

Check out these four trends in consumer behavior that you can expect to see in the coming year.

Personalization with Privacy

The more we rely on digital services, the more we’re exposed to potential data breaches. As would-be hackers and data thieves become savvier, consumers are paying more attention to how much of their personal info they share and with whom.

At the same time though, consumers are always looking for a more personalized experience. But can you aggressively protect consumer data and provide a personalized experience?

In fact, you can. Personalization and privacy aren’t mutually exclusive. It’s a delicate balance, but it can be done.

And frankly, if you want to continue attracting and retaining customers, you don’t have a choice. Consumers want to have a highly personalized experience with your company while also knowing their data is protected. If your company can’t provide that sort of experience, consumers will find one who can.

You can work toward a personalization-privacy balance in a variety of ways. Primarily, be intentional with your collection of consumer data. Once you have it, use that data (when and where appropriate) to create a highly individualized experience for the consumer.

Omnichannel Experience

For years now, consumers have expected the ability to interact with businesses in a variety of ways; phone, email, live chat, etc. But looking forward, these basic communication channels will become less and less effective.

Generation Z is your new consumer base—and they don’t remember a time without the internet and social media. These consumers are accustomed to near-instant communications using a wide variety of methods. This is the new norm and communication preferences will continue to evolve in this direction.

But simply adding instant messaging and Facebook messenger to your available contact channels isn’t enough. Consumers are looking for consistency throughout their communication experience.

You can achieve this by ensuring your local business’s brand message and customer service standards are uniform and unwavering throughout the customer journey, no matter how you're communicating.

More Payment Options

Similar to omnichannel communications, consumers are looking for a wider variety of payment options. This is particularly pertinent for local businesses which have, historically, been a bit slow to adopt new modes of payment.

What payment alternatives are out there? Plenty. Think of Apple Pay, Google Pay, Venmo, Zelle, CashApp, PayPal, and... The list goes on. Soon, your customers won’t have debit or credit cards to swipe at all. And they certainly won’t have cash. (Oh, how 90’s!) Instead, they’ll be looking for you to accommodate their preferred digital payment method.

Fortunately, the vast majority of digital payment platforms available today have business-specific tools that allow you to get your local business up and running quickly.

Online + Local Shopping

Everyone knows online shopping exploded in popularity over the past few years (and it was already pretty popular!) But consumers’ preference for online shopping is starting to take an interesting turn.

More and more, consumers are combining the online and in-store shopping experiences. In one survey, nearly 75% of in-store shoppers said they searched the store’s website first, before visiting the brick-and-mortar location.

This could prove to be a bit challenging for local businesses, which have a tendency to be pretty lax when it comes to their web presence . But the old, “We don’t need a website” attitude will ultimately hurt your business. It’s time to create an optimized website, build an online presence , and create a seamless experience for customers to move from your website to your brick-and-mortar location.

3 Misconceptions About Local Marketing

amberdb000@gmail.com (Amber Blevins) — Thu, 08 Sep 2022 03:06:35 GMT

Digital marketing has changed a lot over the past few decades. Methods have evolved, expected outcomes have changed, even the terminology is different. And things are still changing. Marketing concepts that were all the rage just a few years ago have already fallen by the wayside.

But for some reason, there are a few outdated ideas that just keep hanging on. We frequently hear these from our new l ocal digital marketing clients. And unfortunately, these misconceptions can be fatal when you’re developing a marketing plan to grow your local business.

Misconception #1

All You Need is a Website to Get Traffic and Leads

If simply having a website automatically meant you’d have loads of traffic and tons of qualified leads, the business world would be a much different place. But as we all know, this isn’t true.

When you publish your website, you automatically have... a website . That’s about it. Sure, you could get lucky and rank on some search engines, but there will be no guarantee your site will ever see the light of day. In fact, without some intervention, there's a good chance it won't.

It’s called driving traffic to your site for a reason. Your website will attract visitors and start generating leads when you put in the work on the front end. Get your SEO in order to ensure your site is poised to rank high in searches relevant to your local business. And get your brand out there in front of the right audience. You can do this by building a social media presence, getting your name and website listed in local business directories, and taking part in online discussions related to your field.

Misconception #2

Posting on Social Media is All the Marketing You Need

If you’re a social media influencer and you’re trying to drum up new business, then maybe posting on social media is the only kind of marketing you need to do. But for any other type of business, sorry, social media alone just isn’t going to cut it.

Building a social media presence is fine. It’s great, in fact, depending on your business vertical. But using social media as your only marketing tool is leaving a huge void in your potential to attract leads and grow your business.

Social media can be a hardworking cog in your marketing machine, but it’s only one part of the machine. When you’re planning your marketing approach, look at the big picture and consider the other moving parts - your website, SEO, content marketing, email marketing, and so on - and how they can all work together.

Misconception #3

SEO Doesn’t Really Work

Despite countless references to the contrary, there are still people who believe SEO doesn't really work or that SEO is “not a big deal.” This is categorically untrue. There are thousands of studies and analyses that prove the benefits of SEO - and in particular, local SEO - in terms of your search engine ranking.

Actually, let’s take a step back. If you have a website but don’t care about its ranking or traffic, then yeah, SEO probably isn’t a big deal to you. But the goal of most business websites is to attract visitors. In those cases, SEO matters.

The ins and outs of SEO are not always easy to understand. There’s a lot of data involved, and best practices tend to evolve over time. This could be the reason some business owners find it hard to get on board. But ultimately, search engine optimization is vital in getting visitors to your site and turning those visitors into customers.

Conclusion

There’s no one-size-fits-all marketing plan. What works for your business may not work for someone else’s. But no matter your business vertical, no matter how big or small your marketing budget, embracing current marketing practices and letting go of misconceptions and old ideas is the best way to get started.

Google's Helpful Content Update – 3 Things You Need to Know

amberdb000@gmail.com (Amber Blevins) — Fri, 02 Sep 2022 16:02:21 GMT

About a week ago, Google began rolling out a new algorithm update known as the helpful content update . This rollout is part of Google’s initiative to cultivate authentic, valuable content in search results.

Business owners, marketing pros—anyone, really, who wants to rank in search results—know their content must be appealing to Google’s bots . And while no one knows all the signals Google uses to determine search engine ranking, we’ve all learned enough about SEO to apply certain optimizations to our websites.

Unfortunately, knowing how to optimize your content and creating content that’s truly helpful for your audience is not the same thing. In fact, the two objectives often clash. Supercharged SEO content can often be rather user- un friendly. Likewise, skillfully written content that’s full of helpful information can be lacking in SEO.

In an effort to provide a more favorable user experience, Google's helpful content update will work toward rewarding high-quality content with higher search rankings, thereby pushing substandard content further down the list of search results.

In terms of your business’s website, here’s what you need to know about the helpful content update .

Include Real-Life Situations and First Hand Knowledge

We’ve all seen articles with product reviews that are peppered with affiliate links. They’re everywhere these days. And you’ve probably asked yourself, “Did this person really try 13 different brands of shampoo/motor oil/beef jerky?” or whatever it is they’re reviewing. The answer is, probably not.

In most cases, the people writing these articles (best case scenario) did some cursory online research about the products they’re reviewing or (worst case scenario) they’re just making it up as they go along. In either case, the information they’re providing isn’t helpful. It’s there simply to get you to click on the affiliate links.

This kind of content is completely opposite to the content Google wants for its users.

Google is looking for content with true life experiences, first-hand knowledge, personal anecdotes, and authenticity that’s helpful and engaging. Websites with this kind of “real” content will be favored by Google’s bots and will ultimately rank higher in searches.

But wait a minute, I don’t write my own website copy. I pay someone to do that for me.

That’s okay. The point is not that you are personally creating all the content. The idea is that your expert knowledge and experience is imparted in the content.

You don’t have to write all your content yourself, but you do need to share plenty of valuable, real-world information with the person who is writing it.

Stay on Topic

Another key feature of the helpful content update is a focus on content subject matter.

Your content should always focus on your area of expertise—your company’s niche. Straying too far from your niche is harmful in two ways. First, it’s probably not helpful for your audience. Second, Google’s algorithm may assume your content was created simply to rank in any kind of search, and that’s a no-no.

This doesn’t mean you can’t create content around all the services your company provides, it simply means you should focus on what’s relevant to your business. If you’re a kitchen and bath remodeler, it makes sense to create content that’s all about kitchen and bath remodeling and everything that entails. It doesn't make a lot of sense to include content about repaving driveways, landscaping services, or replacement garage doors, even if some of your customers might also be interested in those services.

Google’s new update will put even more weight behind content that’s on topic, devaluing content that’s all over the place.

Focus on User Experience

You’ll find many references to user experience throughout our blog. That’s because—current Google update notwithstanding—it's extremely important. Google has always favored websites with a user-friendly layout and easy navigation.

In this case, however, it’s not just about the visual design of your site and how easy it is to find the menu. The helpful content update means Google’s bots will start looking closer at how your content flows on the page, if there are an appropriate number of relevant images accompanying the content, and if the content is laid out in a logical way.

If your webpage contains an 800-word block of text with no images, the reader is not going to find that very appealing and neither will Google.

The same rules apply as before this new update: Websites with helpful content and a great user experience will rank higher than less user-friendly sites.

Understanding Cold Email Marketing

Thu, 18 Aug 2022 14:39:03 GMT

Does the phrase “cold email” make you flinch? Does it make you think of junk mail or spam? Don’t worry, you’re not alone. Cold emailing gets a bad rap that causes a lot of business owners and marketers to avoid it completely.

But in reality, a cold email is not the same thing as spam (at least it shouldn't be) and is not, by nature, intrusive.

Alas, despite the validity of this marketing technique, some people still consider it a no-no. There are a couple of reasons behind this: For one thing, most people don’t quite understand how to do cold emailing the right way and unfortunately, some people purposely do it the wrong way, essentially abusing it.

Ultimately, the negative connotations associated with cold email marketing are unfair and many of the assumptions are untrue.

So, What is Cold Email Marketing?

Before we answer this question, let’s talk about what cold email marketing isn’t. It’s not spamming people. It’s not filling up unsuspecting victims’ inboxes with useless emails. A cold email— when done correctly —is not spam.

By definition, a cold email is an unsolicited email message sent to a receiver with whom you’ve had no prior contact. Okay, admittedly, the definition makes it seem a little spammy. But understand that cold email campaigns should be highly targeted, aimed at leads who have shown interest in your type of service or done business with a company akin to yours.

The unfavorable alternative to a highly targeted campaign is the “spray and pray” method . This is when you send as many emails as you can, to whatever email addresses you can get your hands on, in the hopes of getting some sort of response. This method IS spam. Spray and pray emails (or any other type of spray and pray marketing) is not only shady business, it's a really efficient way to damage your company’s reputation.

How Should I Choose My Leads?

Target only those who will benefit from your services

Cold email marketing only works when the recipients can benefit from the information you’re providing in your message. Every single email address on your target list should have a reason for being there.

For example: Your kitchen and bath remodeling company has decided to do a cold email campaign. You'll select your target audience by identifying people who might actually need kitchen and bath remodeling services. These could be new homeowners, people who have remodeled other areas of their homes recently, people who have commented on your social media feeds, or people who have received similar services from others in your industry.

You wouldn’t contact college kids or people who rent apartments, because they definitely don’t need kitchen and bath remodeling and won’t find any value in your emails.

Don’t waste time or risk damaging your reputation by contacting people who don’t need your services.

Focus on quality leads—not the length of your list

The more people you contact, the greater chance you’ll get a response, right? Seems logical. But in reality, that’s not actually the case. If you had two cold email lists to choose from—one contains 100 addresses of people who have previously shown interest in the product or service you’re providing and the other contains 1,000 random addresses, which do you think will be more successful? The list of 100, of course, because it‘s actually targeted to people who have already shown some sort of interest.

The focus of a cold email campaign should be the responses you receive, not on the people who didn’t respond. Build your email list with this in mind and choose contacts who are most likely to interact with you.

Does Cold Emailing Really Work?

When done properly, cold emailing is most definitely an effective marketing tool.

In fact, 60% of consumers say they've made a purchase because of a marketing email they received . 60%, that's a big number!

And remember, cold email marketing is not a technique that's reserved for big name companies with gigantic mailing lists and expensive targeting applications. Cold emailing is actually quite affordable and is very scalable, making it an excellent option for local businesses . With a relatively low time and money investment, you can produce big results.

Don’t be discouraged by marketers who complain about low email open rates or no interaction from cold email campaigns. Choose your target audience wisely and you’ll reap the rewards.

Local Business Website vs Google Business Profile: How Do They Compare?

Thu, 11 Aug 2022 19:13:02 GMT

As a consumer, there’s a good chance you’ve Googled a business and checked out the expanded business listing that pops up, separate from the list of search results. You may have even clicked through to the company’s website through their business listing. Or perhaps you found all the info you needed right there on Google’s front page.

As a local business owner, you may wonder how many people have found you via a Google search. Are they focusing on your business listing? Or heading directly over to your website? Maybe both?

Do you actually need a Google business listing AND a website?

The answer to this question depends on who you ask. Marketing pros are divided—some swear local businesses only need a Google business listing, while others will tell you a website is all you need; still others will tell you both is the way to go. So what’s the right answer?

First, let’s take a quick look at what each of these two marketing platforms actually do and how consumers are using them.

Google Business Profile (Google My Business)

Let’s get some housekeeping out of the way first. In late 2021, Google did some rebranding and changed its business directory’s name from Google My Business (GMB) to Google Business Profile (GBP.) At present, the interface and functionality is essentially the same between GMB and GBP, it simply had a name change. Looking forward though, we can expect to see some GMB features retired and other features expanded under GBP.

But for now, we can think of GMB and GBP interchangeably. It’s Google’s business directory that displays certain search results in an expanded format, with additional details like business hours and reviews. On a desktop, you’ll typically see these results on the right-hand side of the screen; on a mobile device, they’re usually at the top of the page.

Google Business Profiles provide users with lots of helpful information about a business without ever clicking away from Google’s front page. Users can see updated or temporary business hours, view photos uploaded by the business, ask questions and read answers to previous questions, check customer reviews, and add their own reviews. GBP listings may also include links to the company’s website, directions to the business, and click-to-call links.

Besides providing your potential customers with a wealth of helpful info about your business, a well populated and optimized GBP listing can also help you appear higher in Google’s search results.

Local Business Website

You’re reading this article on Locallogy’s business website, so it’s safe to say you understand what a business website is. But remember your website serves a far greater purpose than that of a digital business card. Your local business website should tell your company’s story through its design, copy, and photos.

Sure, it’s imperative your website has easy-to-access contact details, directions, and basic info about what you do. But more than that, your website is a tool to connect you and your customer, providing them with helpful information, establishing your expertise in your field, and showing your commitment to your customers and the community.

How Do They Compare?

It’s clear a GBP listing and a business website offer a lot of the same information. But are they redundant? Let’s check our some stats.

Which source do consumers expect to have the most accurate and up-to-date information?

56% of consumers expect local business websites to have the most accurate contact information.
32% believe Google Business Profiles (Google My Business) have the most accurate information.

While many people refer to GBP for business contact details, only 32% trust those details as being the most accurate. The majority—56%—feel a business’s website is actually more accurate.

What is your competition doing?

Only 44% of small businesses have claimed their Google Business Profile listing.
Less than 64% of small businesses have a website.

Local businesses woefully underutilize both GBP and websites.

But the distinct lack of Google Business Profiles among local businesses means you have an advantage over your competition when you claim and optimize your profile.

On the flip-side, more than half of small businesses have a website, which means there’s a good chance your competitors have one. If you don’t currently have a website for your local business, then your competitors already have an advantage there.

Bottom Line

So, should you make a choice between using GBP or a website? Or do you need both?

The answer to this question depends on you. Your business is unique, with a different skill set, budget, and timeline than the business across the street. What works for them may not work for you.

But ultimately, if you're in a position to employ both tools—do it.

Done well, the two platforms will complement each other and drive customers through your doors. From a customer engagement and search engine ranking standpoint, using both GBP and a business website will put you in the best position for success.

Need help understanding Google Business Profiles, local business websites—or both? Reach out to Locallogy . We're experts at digital marketing and we'd love to help you decide which marketing strategy is right for you.

The Essential, No-Frills Marketing Plan

Fri, 05 Aug 2022 11:15:37 GMT

In a perfect world, every local business owner would have a few hours a week, a full day or two a month, and a whole week each year-end to spend reviewing and updating their marketing plans. But in reality, many business owners are already spread thin just trying to run the day-to-day operations of their company.

Sometimes, time isn’t the issue at all. It’s more about money. The complexities of digital marketing have convinced many business owners they have to hire a high-paid professional in order to see any marketing success. And for some, the funds to hire a professional digital marketer just aren't available.

For these reasons, and others, we often see companies failing to capitalize on the marketing resources they already have or, worse yet, not doing any sort of marketing at all.

But no matter how busy you are or how limited your budget, you do have options. Here are three proven marketing actions you can take that don’t require a significant investment of your time or your money.

Know Your Audience

Stating the obvious here, but knowing your audience is vital in attracting the right customers to your local business. But creating your ideal customer profile and identifying your audience once isn’t enough. Audiences shift. Consumer preferences evolve. Economies change. As your business grows and develops, so will your target customer. Your online marketing strategy must keep up with those changes.

Simply getting your brand out there on the interwebs isn’t enough. You need to be more targeted with your efforts. Take a look at your customers over the past 12-24 months and use their demographics to build a fresh customer profile. If you’re not tracking your customers’ demographic information currently, start now. It doesn’t have to be intrusive; in fact, your customer doesn’t even need to know. Simple things like family size, address, and purchase amounts can tell you a great deal about your customer’s age, income, and what they spend their money on.

Use the details you can gather about your customers to do some quick online research. Learn about the online habits and buying behavior for the groups you identify . This information paints the picture of your current target customer. Then, gear your internet presence toward that customer.

Optimize for Local Search

As a local business, you rely on customers finding you in their area, at your brick-and-mortar location. This is why it’s not just important, it’s critical you are optimizing for local searches.

There are many ways you can optimize for local searches. Fortunately, the two most important ways are easy and free. First, claim your Google Business Profile (formerly known as Google My Business.) If you have more than one brick-and-mortar location, you’ll have a Google Business Profile for each of them. Be sure the information is correct on each listing, including the address and contact details, your business hours, maps, etc. Add photos that attract customers and make them want to learn more about your services. And interact with the customers who leave you reviews (more on that later.)

The next way you can optimize for local searches is by ensuring your NAP (name, address, phone number) are consistent across the internet. This means everywhere online, from your Google Business Profile to your social media profiles to professional business directories. When your address shows as “123 West Main Street” on your website but your Google Business Profile lists your address as “123 Main St,” it makes it hard for Google to determine that those two addresses are actually the same business. This can cause a lower ranking in local search results.

Engage With Your Reviewers

There’s no question, online reviews have completely changed the way consumers do business. Years ago, when online reviews were just becoming a thing , they were just that... simple reviews. Written words by the customer about their experience. Fast-forward to now, review platforms have become much more robust and interactive , allowing customers to upload photos and go back later to update prior review entries. Most importantly, most review platforms, including Google Business Profile support review responses by the business.

This gives businesses the unique opportunity to respond to feedback, particularly negative feedback, in a very public way. Consumers are no longer just seeing the complaint, they’re also seeing how the company addressed the situation and made it right (or didn’t, whatever the case may be.)

An easy and free way to market your business and control your brand’s online identity is by engaging with your reviewers. Yes, this requires ongoing attention, but the time commitment is nominal and the results well worth it.

By engaging with customers who leave reviews for your business , you not only give your brand a human element, you also demonstrate your commitment to the customer. Many bad reviews have ultimately resulted in a happy customer who was satisfied with how their situation was handled.

Don’t just limit your interaction with just complaints, though – take the time comment on your positive reviews, too. Thank those customers for taking the time to share their experience. Your customer will appreciate the attention and your potential customers will be impressed with your commitment to good service.

No Muss, No Fuss Marketing

Marketing your business can be as complicated or as simple as you want. If you just don’t have the time or resources to heavily invest in marketing your business, try these three easy tactics. They’re free and require only minimal time commitment.

If you find you need a bit more support or you’re ready to take your marketing to the next level, be sure to contact a local marketing team like Locallogy . As a local business, you need a marketing team who understands the nuances of local marketing.

3 Simple Ways to Ensure Your Site Ranks Higher in Voice Searches

Sat, 16 Jul 2022 00:21:30 GMT

Optimizing your website for voice searches is no longer just important—it’s absolutely essential.

Using our voices to conduct online searches is commonplace these days. In fact, around 63% of US adults engage with a voice assistant in their daily lives, whether it's their phone, TV, Google Home, Amazon Alexa, and so on.

source

It’s Time to Optimize

Unfortunately, many business owners aren’t capitalizing on this explosion of voice search traffic because they don’t understand one simple thing: optimizing their websites for voice search differs from standard SEO .

I know, I know, you’ve already optimized your site for search ranking with keywords and tags and links. And while that’s crucial for traditional online searches, those techniques don’t always help your site rank with voice searches.

Here are a few simple updates you can make to your website that will help get your business in front of the crowd of voice searchers.

Question-based Content

When we do a traditional search, typing on a keyboard or touching the keys on a device, we’re more likely to use the fewest possible words. For example: Looking for reviews of Disney's The Lion King ? You’ll probably type something simple like “Lion King” and then scroll through the results.

In a voice search though, you are much more likely to ask a full question, just like you were talking to a person. For example: “Did The Lion King get good reviews?”

Business owners can address this change in search habits by ensuring some of their site content is question-based. A Frequently Asked Questions page is a great option for this. Voice searches almost always include the word who , what , when , where , or why. Anticipate the questions your customers will ask and include those on your FAQ page, along with clear, helpful answers.

Get Local

Near me searches—search queries that target a product or service + the user's geo-location—are growing even faster than voice searching itself. From 2021 to 2022 alone, near me searches increased by a whopping 136% !

Grow your site’s ranking in this sort of “near me” search by adding information about your location. Tell your site visitors about the area; maybe a little history about the town or fun local attractions. You can also include “near me” tags in meta descriptions and title tags to increase your ranking. This is a tactic Locallogy uses on our location pages, making it effective for both SEO and voice searches .

The point of this type of optimization is to establish your business as one that’s worth visiting in your area.

Mobile Device Friendly

As we’ve already learned, most of us have smart phones. And a lot of us are using those smart phones to do voice searches. But what happens when your website isn’t optimized for a mobile device ? Not much, really. You won’t rank high on mobile searches if your website isn’t optimized and even if you do get a site visitor, they probably won’t stay long.

Don’t worry – A complete site revamp is not always necessary. Start by reviewing your content. If you have a lot of long,rolling paragraphs or big chunks of text, you might want to consider a change. Shorter sentences and smaller paragraphs are always the way to go. These work best on a smaller screen and are easier to read. (Hint – Even on a desktop or laptop screen,no one wants to read a novel on your website. Keep it short and simple.)

If you can’t avoid a large block of copy, try adding subheadings and splitting up the text using bullet points or numbers. Again,these are much easier to manage on a smaller screen.

Review the images on your site, as well. Are they taking forever to load on a mobile device? If so, consider tweaking the image size or resolution to help with load speed. And don’t forget to incorporate white space.

If you plan on customers using mobile voice search to find your site, your site needs to be ready for that mobile traffic.

Need help optimizing your site for voice searches? Locallogy would love to help! Drop us a line today .

Does Website Speed Really Matter?

amberdb000@gmail.com (Amber Blevins) — Thu, 07 Jul 2022 13:30:54 GMT

We’ve come a long way since the days of dial-up internet. Back then, it wasn’t unexpected to wait minutes for a webpage to load. These days, there are still a few dial-up users, largely due to geographic constraints (about 0.2% of internet connections in the US.) But the vast majority of us use some form of high-speed internet.

And that’s exactly what we expect—high speed.

At this point, consumers aren’t interested in waiting for your website to load. In fact, they're unwilling to wait. According to one study , 53% of consumers will abandon your website if it takes longer than three seconds to load. That’s more than half your website visitors gone because your site didn’t load fast enough.

So we’re left with 47% of your potential customers who will stick around the few extra seconds while your site loads. What happens next? If those visitors are met with a sluggish website that doesn’t respond well to scrolling or takes endless seconds moving from page to page, you can bet they won’t visit your site again. Worse yet, they may come away with negative feelings toward your brand.

The short answer to the question, “Does website speed really matter?” is a resounding YES .

Your Customer’s Experience is Everything

In the digital age, consumers expect to have the power of selection at their fingertips—quite literally. A slow or clunky website is a sure-fire way to drive customers away from your business and straight to one of your competitors. This is especially true for local businesses, where reputation and brand is so very important. Consumers naturally make a connection between website speed and usability with professionalism and trust.

Show potential customers your business is trustworthy and does great work by presenting a fast and easy to navigate website.

Don’t Forget About Ranking

As a local business owner, ranking in local searches is immensely important to your success. Did you know your website speed can help (or hurt) your ranking? It’s true. Page speed is a known Google ranking facto r.

While site speed is just one of the many aspects of site ranking—and a fast site alone won’t boost you to the top of the search results—it is something you can easily monitor and address.

How Can You Speed Up Your Site?

There are many technical ways you can speed up your website’s performance. But for those less-than-tech savvy folks who are looking for help, there are a few things you can do, too.

Site Design

The simplest first step is taking a hard look at your website. Check out its design and ease of use. If your site is packed full of text and images from margin to margin with little white space, there’s a good chance it’s not a great customer experience and all those design elements are probably slowing your load speed.

Clean up your design. Get rid of extraneous text or images; select your best photos to display and consider packing the others away in a project gallery. Don’t be afraid to include white space (which doesn’t have to be white, by the way.) The best website designs always make good use of white space because it gives our brains a tiny reprieve and encourages us to look further and read more.

Mobile Optimization

Considering the majority of internet traffic originates from a mobile device, it only makes sense that your website is optimized for mobile viewing. If it’s not, your site may be slow to load on a mobile device and potential customers are going to have a hard time navigating the pages.

The easiest way to optimize your site for mobile viewing is by using a website builder that does it for you automatically. And if you’re working with an outside design team, be sure they know how important mobile optimization is for your business’s site. Here at Locallogy , optimizing our client’s websites for mobile devices is not a special request, it’s a standard part of our design services. Be sure your design team takes it just as seriously.

The Bottom Line

Your website’s speed and performance are crucial to gaining (and retaining) customers. The statistics make it clear. If your website is too slow, your customers will click away, probably to one of your competitors' sites.

Check your website’s speed on a regular basis. Ensure your design and mobile compatibility are helping your site’s performance and not hurting it.

5 Reasons SEO Isn’t Working for Your Local Business

amberdb000@gmail.com (Amber Blevins) — Fri, 01 Jul 2022 14:42:18 GMT

Most business owners have a decent understanding of SEO. And you’d be hard-pressed to find any local business with a web presence that’s not doing some sort of SEO these days. The problem is, merely employing search engine optimization techniques doesn’t automatically mean they’re working.

At Locallogy , we often meet with new clients who are dissatisfied with their SEO performance . And the underlying causes are often quite similar. If you find your SEO efforts are failing, here are a few of the likely reasons.

Issues with Your Business Model

This is usually the hardest one for business owners to swallow, so let’s get it out of the way first. Your SEO might be falling short of your expectations because there’s something wrong with your business model.

I get it. “Business model” is pretty vague in this context. So, let’s ask the important question – Do your potential customers understand your product or service?

This may seem like an odd question as it relates to SEO, but consider this: If your prospects can’t make sense of your product or service, even the best SEO in the world isn’t going to convert them into customers.

SEO gets your name out there. It attracts people to your website and draws people to your social media channels. It helps you rank higher in search results. But it can’t sell your product. If your prospects ultimately just don’t “get it,” then you won’t see the kind of conversions you’re expecting from your SEO efforts.

You’re Not Skilled at SEO

If search engine optimization were easy, then we’d all appear on Google’s front page! But seriously, SEO is not easy. It’s a lot more than just bloating your website copy with keywords. It’s a skill that often requires professional intervention.

If you’re getting disappointing results from your SEO, it’s possible you (or the person handling your SEO) are not up to the task. Don't take it personally⁠—it's not an insult or a jab at anyone’s competence. Simply put, SEO is best handled by someone who specializes in SEO.

Search engine optimization is constantly changing. The rules, the techniques, the algorithms, these things are always evolving. And as a business owner, you’re probably busy actually running your business, not keeping up on the latest SEO news.

Consider consulting an S EO expert if you feel you're in over your head.

Customer Experience on Your Website is Poor

If your SEO results look great on the front end but your conversions are low, take a look at your website.

Too often we meet up with clients who are ranking on Google and getting plenty of hits on their home page, but their phones aren’t ringing and their inboxes are empty. When we check out the client’s website, we can usually see why.

Again, SEO can lead prospects to your website, but it can’t convert them. User experience (UX) on your website is of paramount importance. If your site is slow, hard to navigate, or looks outdated, your prospect is going to shop elsewhere.

Close the loop with great SEO on the front and a fantastic website on the back end.

You’re Impatient

SEO is a marathon. It’s definitely not a sprint. Successful SEO requires patience, the knowledge to tweak things only when needed, and the ability to play the long game.

There’s a good chance the number one complaint every marketing firm gets is, “I'm still not ranking! This is taking too long! ” Unfortunately, there’s no solution to this problem. In fact, it’s not really a problem at all, it’s just the way SEO works.

If you feel your SEO efforts are failing, pause for just a moment and consider how long you’ve actually been at it. Most experts agree you’ll start seeing results around the 4-to-6-month point. Sure, it can happen much sooner than that, but those are exceptional cases. For most businesses, results come after several months and then continue to grow from there. Results at the 9-month mark should look better, and then better still at 12-months, and so on.

Your Expectations are Unreasonable

Our list culminates to this – If your SEO isn’t performing the way you want, the problem may actually be your expectations.

As mentioned throughout this post, SEO can’t sell your product or service for you. SEO’s job is to get your name and your brand in front of more eyes, to help you rank in search results, to get more clicks to your website, and to prompt engagement.

SEO is not a magic formula that alone will send your sales skyrocketing. It’s one piece (albeit, an important piece) of an overall marketing plan.

Develop reasonable expectations by doing your part to understand the mechanics of SEO and its place in your own marketing strategy. Learn SEO best practices, be patient , and watch how SEO can help your business attract more prospects.

What Happens When My Website Goes Down?

Fri, 24 Jun 2022 10:50:44 GMT

Occasionally, we get a panicked call from a client telling us their website is down. Naturally, these clients want to know what caused the problem and more importantly, how to fix it. But a website crashing is similar to a car breaking down; the cause isn’t the same every time and the necessary repairs depend on a variety of factors.

What Causes a Website to Crash?

There are many issues that can lead to a website crashing. Some of the most common ones we see include:

An Expired Domain: To keep your site up and running, your domain needs to be renewed on a yearly basis. If you forget to renew your domain, your site could go down until you pay the associated fees.

The minimum renewal period is typically one year. However, depending on where you purchased your domain initially, you may be able to renew for periods of time longer than a year. If you have the option, we highly recommend registering your domain for 5 or 10 years at a time to reduce the chance of it expiring.

Code Errors: Code errors are most often caused by outdated plugins (WordPress, Joomla) or someone working on the site and making an error.

Server/Hosting Provider Error: The hosting provider is where your website actually "lives." It's where the files, images, and code for your website reside. If the hosting site is experiencing technical issues, running scheduled maintenance, or even experiencing inclement weather in their area, it could affect your site’s performance or cause it to crash completely.

DDoS Attack on Website Host: A DDoS attack (denial of service attack) is an attempt to make an online service unavailable by overwhelming it with traffic from multiple sources. While this rarely happens to small businesses, it can affect smaller websites that share the same server as a website that's getting attacked.

Malicious Hackers: Unfortunately, many hackers out there will attack a site simply because they can. According to one report, 42% of small business websites experienced some sort of cyber attack last year. In other words, if your website isn’t highly secure, you run the risk of being hacked; even then, there's still a risk.

An Unmaintained Website: The platform that runs your website, like WordPress, Joomla, or Duda, is constantly being updated for security and improved functionality. Usually, these updates happen behind the scenes. But sometimes you'll need to deploy these updates on your own site. If you don’t keep up with required updates, you're increasing the chance your site will crash. Outdated websites are far more likely to have problems than new, updated sites. And if your site isn’t regularly maintained, a simple change could cause the whole thing to go down.

How to Tell Why a Website is Down

If you find that your website isn’t working properly, the first step is to check on one or more other devices to make sure the problem isn’t just occurring on your own browser or computer. People sometimes think there’s an issue with their site, only to later realize their internet connection isn’t working or a router cord came unplugged. (Don't worry, it happens to the best of us!)

The next step is to see if you can determine the cause on your end, without tech support intervention. Some browsers or websites will give you an idea of what the issue is based on the message that appears on your screen. If you can pinpoint the issue, you’ll be able to get it resolved faster. If you’re unsure of what the issue is, contact your IT support or website manager immediately to make them aware of the issue.

While your website is getting fixed, let your customers know you’re aware of the problem and working to get it resolved. It's also a good idea to add a quick update on your company's social feeds, letting people know your site is briefly unavailable and providing them with alternative contact methods.

What You Shouldn't Do

You have a wealth of information available to you these days, all accessible via a quick Google search. You're sure to find hundreds, maybe thousands of sites that promise to walk you through troubleshooting your website issues, guide you through the process of correcting errors, or even show you how to make highly technical changes to your site.

But beware. The validity of the information on these sites isn't always certain.

Unless you're already knowledgeable about website management and your site's specific platform, you could cause more harm than good when you tinker with things behind the scenes.

It's best to steer clear of anything beyond minor updates without the involvement of a professional.

What Can You Do in the Future?

The best way to reduce your website's downtime is to partner with a company you can trust to handle your hosting and maintenance for you. When you work with a team like Locallogy , you can rest assured that if your website does go down, we work diligently to get it back up and running as soon as possible. We actively maintain our websites and ensure that any issues are tackled quickly and efficiently by our team of professionals.

Contactless Service is the New Norm

amberdb000@gmail.com (Amber Blevins) — Thu, 09 Jun 2022 02:40:11 GMT

The business world has changed drastically in the past few years. (As if any of us needed a reminder!) Among other things, the way you interact with customers probably looks a lot different than it did two or three years ago.

To their credit, many local businesses have been nimble and quite creative in the face of ever-changing mandates and safety recommendations related to the pandemic. But despite their ambitious attitudes, there’s a common sentiment among local business owners: “When things get back to normal...”

But what would “normal” look like today? What will be "normal” in a year? In five years? You can bet it won’t look like it did a few years ago. There’s a new normal , particularly when it comes to interacting with your clients. And it’s all about contactless service.

According to one study, a startling 82% of consumers said the availability of a contactless experience with businesses will still be important when the pandemic is over. Read that again:

Here's how you can meet your customers' expectations.

Expand Your Contact Us Options

Historically, most local businesses have depended heavily on face-time with their clients. From the beginning of the customer relationship to the end, sales meetings, design consultations, estimates, and so on, were usually done in person. But we’ve been forced to learn not all of these face-to-face meetings are strictly necessary.

Home remodelers, interior designers, landscapers, even cleaning services can handle their preliminary customer interactions by phone or video conference.

Review your company’s contact options and check your website's Contact Us page. Are you giving your customers a variety of options to reach you? Phone is a standard contact method, of course, as is email. But savvy local businesses are offering even easier ways for contact, like live chat via their website, Viber messaging, and video conferencing.

These days, consumers are looking for the easiest way to reach you without an in-person meeting.

Offer Private or Virtual Visits

For some service providers, like home remodelers, it may be challenging to handle anything beyond the first customer contact without an in-person meeting. Challenging—but not impossible.

Home remodelers and similar businesses rely on bringing their customers in for a showroom tour. During these visits, customers view product samples, explore various displays, and start considering plans for their own projects.

Rather than scheduling your customer for a showroom visit during your normal business day, when other customers or staff may be present, consider setting up a private tour. Designate a few hours each week for scheduled private visits, when your showroom is closed to other customers and staff. This will put your customers at ease and allow them to move freely around your space without other people milling about.

Perhaps carving out time for private appointments isn’t feasible for your business. In that case, consider offering a virtual tour of your showroom. Technology makes it possible to provide your customers with a comprehensive, 360° virtual tour of your space. You can then punctuate the tour with a one-on-one video call to answer questions and discuss next steps.

Use Technology That Works for You

There’s no shortage of tools out there for businesses that are looking to accommodate their customers' needs and create a contactless experience.

Like any kind of technology, these business tools run the gamut from very basic to extremely complex. On one end of the spectrum, you’ll find simple tools like online payment services and video conferencing applications. These tools are straightforward, easy to set up, and can make the customer journey more convenient for your client. On the other end of the spectrum, you’ll find elaborate industry-specific software and high-end hardware that may help you work with your customers remotely.

Ultimately, the tools you choose to implement should have the direct result of helping your customers. If the technology is so complicated that you can’t use it properly or your customers can’t figure out how to navigate it, then you’re really just defeating the purpose.

Put Your Customers First

While mask mandates and social distancing requirements are over in most areas, many consumers have made the personal decision to continue wearing a mask, limit their time in crowded places, and so on.

You may find yourself with a customer who prefers to wear a mask during their interaction with you, opts out of shaking hands, or asks you to maintain some social distance. Regardless of your company’s stance, if your customer wants to take extra precautions, let them. It costs you nothing to honor your customer’s choices in these situations and in fact, it’s just good business.

Remember, if you don’t make your customers’ preferences a priority, they’ll find one of your competitors who will.

Need help with marketing your local company in the face of a changing business landscape? Give Locallogy a shout. We can help!

3 Ways to Gauge Your Website’s Success (Other Than Its Ranking)

Fri, 03 Jun 2022 07:52:14 GMT

Business owners are often preoccupied with the idea of getting their website to the top of Google's search results. “I want my site to be the very first search result,” is often what new clients tell us when we ask about their marketing goals. It’s easy to understand why; traffic to highly ranked sites is vastly superior to those appearing further down the list of results.

A study by FirstPageSage found that the top search result gets nearly 40% of the clicks - that's almost half!

And because the top result gets nearly half the clicks, your website's performance is often judged solely by how highly it's ranked on Google. In reality, this is not always the best way to measure your website's success or your marketing ROI. There are other metrics that can tell you plenty about the success of your website's performance outside of your Google ranking.

What You Should Look At Instead

There are many factors that play into being the number one result on Google, including paid ads, website authority, location, and keywords. While these strategies are absolutely worthwhile to help you get to the top spot , they either cost money or a significant amount of time. And even after investing in one or more of these tactics, you aren’t guaranteed a number one ranking.

When it comes to determining the success of your website , there are other ways you can measure your site’s growth. Don't be confused - We aren't suggesting paid ads or SEO won’t help you work toward the first page of Google, because they absolutely can. However, there are other meaningful measurements you should be monitoring.

Traffic

Traffic is a major factor in determining how successful your website is. After all, you won’t make it to that number one spot if no one is coming to your website in the first place. Google Analytics provides a lot of insight into the overall health of your site by giving you more meaningful stats like:

Search queries
Bounce rate
Time on site
Month to month patterns
Year over year patterns

You’ll want to track both the amount and quality of traffic coming to your site. It’s better to be in a lower spot and have a decent amount of high-quality leads coming to your site than be in the top spot and not get clicks because you’re not what the searcher was looking for. And the more high-quality traffic your site gets, the more likely those leads will turn into conversions.

Conversions

Conversions are the people who come to your website and turn into leads. They’re the visitors who convert to customers by calling or emailing you after visiting your site. When it comes to your conversions, ask yourself a few questions:

Are you getting enough conversions?
Are your leads high quality?
Are they skewed toward one specific service or is there an even distribution of demand?

To get accurate answers to these questions will probably require tracking (which you should be doing anyway if you hope to increase your Google ranking.) If you’re not getting enough conversions, they aren’t high quality, or they’re skewed too much toward one particular service, that’s a good indication that your website could use some work. Focus your attention on editing content, adding keywords or better defining the locations you serve.

Cost Per Acquisition

Cost per acquisition (CPA) requires tracking to know how many leads - calls and emails - you’ve received as a result of your online marketing efforts. Your CPA tells you how much you’ve spent on marketing for each lead you get.

There's an easy formula you can use to calculate your CPA: Simply divide your total marketing spend by the number of leads you received. The result is your cost per acquisition.

We normally recommend keeping CPA under $45 for small businesses, but depending on your industry, you might be willing to spend more or less on a quality lead. If your CPA is high, you’ll want to make adjustments to your campaign. If your CPA is low, keep doing what you’re doing and your online authority - as well as business - will continue to grow.

Just Because You’re Not First, Doesn't Mean You're Last

Although rankings do help overall visibility, it’s hard to get to that number one spot. In reality, rankings are just a small portion of overall success and these other measurements can give you more helpful insight as to how your website is helping your return on investment.

It’s more important to keep your site’s relevancy up and continue to monitor traffic, conversions and cost per acquisition than worry about beating out all other websites for that coveted top spot. Whether you’re ranked first or last, these three factors are still important to a healthy website.

The Right Way to Use Pop-Ups on Your Website

amberdb000@gmail.com (Amber Blevins) — Fri, 20 May 2022 18:25:56 GMT

There’s no doubt about it – pop-ups have a terrible reputation. And unfortunately, it’s largely a well-deserved rep. Pop-ups have been around since the 90’s, almost as long as the world wide web itself. Since that time, pop-ups have been annoying internet users by blocking site content, causing web pages to load slowly, and displaying ads for things people aren’t interested in.

But, believe it or not, there are good pop-ups out there. Business owners who want to share helpful information with their site visitors and gain new customers along the way – all while not annoying people – are using pop-ups to great effect.

The key is using the right kind of pop-up in the proper way. Here’s how.

Don’t Sacrifice Site Performance

This isn’t as much of a problem as it was say, 10 years ago, but it’s still something to consider very seriously: Do not allow your pop-up(s) to undermine your website’s performance.

There’s nothing worse than a pop-up that’s slow to load, which in turn causes the rest of your site to lag. In fact, a slow website is a sure-fire way to lose site visitors , drive up your bounce rate , and miss out on customers.

The Right Way to Do It

Pop-up designs should be simple. The pop-up itself should not contain a huge high-res photo or anything else that will delay loading. Keep the design clean, make the copy succinct, and any contact forms should be short and to the point. Your pop-up should load almost instantaneously from the moment it first appears on the screen.

Make it Useful

This should really go without saying. Only include useful information or offers in your pop-ups. The very nature of pop-ups mean they get a 100% view rate, so use them wisely.

Steer well clear of anything that could be considered clickbait-y. Clickbait, whether intentional or not, is anything that is (or seems like) false advertising. This could be a pop-up that doesn’t match your website in style or brand and feels out of place, a pop-up that advertises an irrelevant product, or a pop-up that takes the visitor to a completely unrelated website.

The Right Way to Do It

Share your showroom’s new business hours in a pop-up, or tell site visitors when your next sale starts. If you’re trying to grow your email list, offer a free white paper or other resource in exchange for the site visitor’s email. Don’t bother your potential customers with a simple “happy holidays” or “thanks for visiting” pop-up or anything else unnecessary that will draw their attention away from your site.

Make it Easy to Close

Many of your site’s visitors will immediately close your pop-up, even if it’s the best designed and most useful pop-up ever created. And that’s okay – it's just the nature of pop-ups. It’s your job, as the responsible owner of your business’s website, to make it easy for your site visitors to close the pop-up. And by easy, I mean really easy .

Finding it difficult (or impossible) to close a pop-up will quickly send your potential customer away from your website.

Remember, pop-ups behave differently on various devices. Just because the pop-up is easy to close on the desktop version of your site doesn’t mean it’s a simple on the mobile version. Check out the desktop, tablet, and phone versions of your site to learn more about your pop-up's usability.

The Right Way to Do It

In your pop-up design, be sure the standard “X” in the upper right-hand corner of the window is clearly visible. It's also a good idea to include a “no thank you” button or a “close” link within the body of the pop-up. Don't make it overly complicated in the hopes the visitor will stay on your site longer.

Pop-Ups Can Work for You

Huge brands like Amazon, Walmart, and McDonald’s currently use pop-ups on their websites. And if pop-ups are working for them, imagine the difference a well-placed pop-up could make for your business.

But remember, there’s a right way and a wrong way to do it. Follow these guidelines for using pop-ups the right way and watch your business grow.

Call to Action - What Is It and Why Your Site Needs One

Fri, 13 May 2022 13:01:32 GMT

A successful local business website needs several key features. A captivating homepage, engaging content, and an “About Us” page are just a few of the essentials. And one of the most important aspects of a local business site is the call to action.

You’ve likely heard the phrase “call to action” in marketing conversations. You've almost certainly seen calls to action on other business websites. But what exactly is a call to action? And why are they important?

What is a Call to Action?

In general marketing terms, a call to action—or “CTA”—is a statement designed to prompt an immediate response from the person reading it.

In terms of your website, a CTA is a short chunk of text telling the site visitor to take some sort of action. The CTA can be just a few words but is often one complete sentence; two sentences at most. It contains an action phrase or command like, “Buy Now!” or “Click to Learn More” along with a link or button to click.

Why Should I Care About a CTA on My Website?

Your local business website should be a sales funnel. You attract potential customers to your website, you provide them with a great experience while on your site, and... then what? Well then you work to convert them into a lead and hopefully, a customer. You do this with a strong call to action.

Want your site visitor to schedule an appointment with you? Tell them. Use your CTA to invite the site visitor to fill out a contact form and book an appointment.

Aiming to get the site visitor to buy something right away? Make it easy for them with a clear call to action.

Common Misconceptions About CTA’s

Here at Locallogy , our custom website clients often ask us about two fairly common misconceptions related to CTA’s.

Misconception #1

My site visitors already know what action to take, I don’t need to tell them.

Actually, no, they probably don’t. And even if they did, do you want your site visitor to spend even half a second trying to find the “Contact Us” page on your site? Of course not, because precious seconds can be the difference between clicking a button on your site to clicking away to another site altogether.

Instead of assuming, or hoping, that your site visitor knows the next step to take in the sales process, make it easy for them. Include a straightforward and simple to use call to action on each page of your site. Make it clear what needs to happen next - “Click Here for Your Discount” or “Click to Make Your Reservation!”

Misconception #2

CTA’s are annoying and my site visitors will be irritated.

If you’re doing it right, this shouldn’t be the case at all. A well-planned CTA shouldn’t be intrusive or annoying. It should fit in and flow along with the rest of the webpage it’s on, standing out enough to attract the viewer’s attention but not so much as to be obnoxious.

Excessive pop-ups, auto-play audio, elements that cause the website to load slowly – those are aspects of a website that annoy visitors and make it less likely they’ll stick around.

Are CTA’s Just for My Homepage?

CTA’s are not exclusive to your homepage. In fact, every single page of your site should contain a CTA. You may have the same CTA throughout your site or you may opt for different CTA’s depending on the particular page. But the important thing is to include one on every single page.

In many cases, a nice, clear CTA is right there in the footer of a website so it follows the site viewer no matter which page they visit.

Help Your Customer Make the Right Decision

Remember, you can’t assume your site visitors know what steps to take or that they’ll spend any time trying to figure it out. Make it clear to your potential customers—give them a no-brainer option that’s as easy as the click of a button.

A Lesson in the Psychology of Digital Marketing

Fri, 29 Apr 2022 13:25:02 GMT

Digital marketing is a necessary component in the running of nearly any business these days. Whether you’re investing a lot of money or a little into digital marketing, there’s a good chance your business has some sort of digital footprint. To experience the best return on your marketing investment, it’s important to recognize one thing: Marketing is not just the business process of planning and strategizing; it’s also a science that’s deeply rooted in psychology.

The most successful marketers know that understanding the consumer psyche is what truly lays the foundation for a high performing marketing campaign. It’s all about people—your potential customers—and understanding their behavior.

Here’s how you can make use of psychology in the key aspects of your marketing efforts.

Make the Experience Personal

In the digital age, consumers are willing to spend little (if any) time on online experiences that aren’t tailored to them. The reason for this is simple: There are just so many options online to choose from. If your business doesn’t fit a particular consumer’s situation, that consumer will look elsewhere.

Beware of targeting a large, blanket audience in an attempt to attract more customers . This technique typically doesn’t work; in fact, it often alienates those consumers who really are in your target demographic.

Instead, create a personalized experience. This can be done in a few simple ways.

Ensure your website is aimed at your target demographic, not the consumer-at-large
Develop landing pages specific to your audience segments
Run targeted ads specific to certain segments of your demographic
Keep your CTA’s ( call to action ) message clear and distinct

Focus on Solutions

You don’t have to be a marketing wizard to know that consumers are looking for solutions to their problems. It doesn’t matter how much you tout your services and products , if you’re not answering questions or addressing problems, your would-be customers just won’t be engaged.

Use the knowledge you have about your customer base—their questions, their motivations, and their problems areas—and apply it throughout your marketing plans.

Don’t be afraid to address specific issues and offer solutions on your website, in your blog, and in your social media posts. Explain how you can fix certain problems or create new experiences. Tell your potential customers how you can change their lives for the better.

Be Authentic and Transparent

The need for honesty and authenticity is something we can all relate to. No one wants to deal with someone who is disingenuous, nor do they want to do business with a company they can't trust.

Today’s consumers are too smart to fall for shady marketing tactics . At best, they’ll just keep scrolling. At worst, the consumer will have a lasting negative impression of your brand.

Be upfront and clear about the services you can provide and the issues you can fix. Be forthcoming with your company’s mission and goals. Make this part of your branding message and include it consistently throughout your marketing efforts.

Share Testimonials

As humans, we’re naturally cautious when faced with something new. This goes for any manner of things, especially where and how we spend our money. But there’s a little something that makes us feel instantly better—testimonials from our peers.

Whether it’s a review by someone we know personally or simply someone who is in our general demographic, customer feedback and testimonials help guide us in making purchasing decisions.

You can, and should, encourage customer reviews on a variety of platforms, including your Google Business Profile , social media, and professional directories like Houzz or Angie’s List . For maximum effect, funnel those valuable testimonials directly to your website using a tool like Locallogy’s Review Builder .

Always invite your customers to leave a review. And don't be afraid of the results. Sure, positive reviews are great, but negative reviews can be useful, too. Positive reviews reinforce the idea that you provide good service; negative reviews give you a chance to turn a bad experience into a good one.

You Don’t Need a Psychology Degree

We know that psychology plays a big role in marketing, from start to finish. Fortunately, you don’t need a degree to apply these concepts to your marketing plans.

Understanding your customer base, doing business in a trustworthy way, and employing some common sense and decency will help you connect with the psyche of your target customer.

Email Marketing the Right Way

Fri, 15 Apr 2022 17:37:03 GMT

What comes to mind when you think about email marketing? Your overflowing spam box? Newsletters you don’t remember signing up for? Messages from companies you’re sure bought your email address from some other company? It’s true, email marketing doesn’t have the best reputation. And that’s unfortunate because when it’s done the right way, email marketing can be a powerful tool for local businesses.

Depending on your line of business – especially if you’re in the service industry – you may not even be collecting email addresses from your customers. But you should! Everyone has an email address these days and a lot of people actually prefer email communication to phone calls, particularly for routine things like appointment confirmations.

Don’t let the opportunity for email marketing pass you by. Check out these simple, effective, and non-spammy ways you can use emails to grow your business.

Greet Your New Customers

Nothing makes a customer feel more welcome than a quick note thanking them for their time. Whether you’ve already booked a big project or you just met some folks who are thinking about spending their money with you, take the opportunity to send a quick email thanking them for their time and inviting them to contact you with any questions.

The small amount of effort it takes to send a follow-up greeting to your new customers is worth it. You’re making a connection, building trust in your company and brand, and best of all – you’ve opened up another line of communication with your customer.

Check-In with Prospective Customers

A potential customer – one that hasn’t made a purchase or is still shopping around – may not be as willing to share their email address with you. That’s why it’s so important to make good use of those email addresses when you’re lucky enough to get one.

Reach out to your prospective customers with a simple message to touch base. Ask if they have any questions or need help with anything. If you’re in the position to offer an incentive to get their business, do it! No one wants to be bombarded with sales pitches, but an occasional reminder that your company is there and willing to help may be all the push your potential customer needs.

Ask for Reviews

Everyone knows how important customer reviews are ,especially for small businesses. When you have a customer’s email address on file, you have a direct line to invite them to leave your business a review. It doesn’t have to be complicated. In fact,you should make it as simple as possible.

Send an email to your customer asking for feedback after their purchase or after you’ve completed their project. Don’t be shy. Let your customer know you appreciate their business and value their opinion. Make it easy for them to share by including links to one or more of your preferred review sites, like Google My Business,Yelp, or Facebook. For good measure, be sure to offer any follow-up assistance the customer might need.

Share News and Special Events

Just because your business doesn’t have a “semi-annual sale” or a “summer clearance event” doesn’t mean you shouldn’t update your customers about what’s going on.

Use email to notify your customers of important events or changes to your business. For example, a landscaping company might reach out to their customers in late winter with a reminder to schedule lawn services early, before the busy season. Or a kitchen and bath remodeling company might update their customers on a new cabinet line that’s available.

The goal is to share important news, information your customers care about and can use.

Say No to Spam

There is a definite line between effective email marketing and spamming your customers. The rules for staying on the right side of that line are simple.

Never, ever send emails to people who didn’t expressly give you permission, i.e. people who didn’t give you their email address directly. Aside from being annoying and intrusive, sending commercial or promotional material to people who didn’t agree to receive your emails can have regulatory and legal consequences.
Don’t email your customers too often. Unfortunately, there’s no rule of thumb here,but common sense should prevail. Consider your line of business and your customer base. Should you email every single day about your muffler shop? Probably not. If you don’t have a good reason to send out an email to your customers, don’t do it.
And finally, make your emails count. Send good information that your customer care about. Make it worth their time and energy. Take a step back and think,“Would I want to read this email?” If the answer is no, don’t send it.

Learn About Autoresponders

By now you’re probably thinking, “This is great, but who has time to send all these emails?” That’s a fair point. Small business owners are busy people and neither they, nor their staff, have time to draft and send emails all the time.

The good news is, you don’t have to sink a ton of time into email marketing. Autoresponders and other email marketing applications are made just for this purpose. There are many to choose from, ranging in price from free to fairly expensive. These tools allow you to gather your customers’ email addresses, collate and divide them into lists like, “potential customers,” or “returning customers,” or “all customers.” You can then spend a few minutes drafting a few quality messages that get personalized(using the email tool) and set up some parameters. The email marketing tool takes care of the rest.

Email marketing applications allow you to tap into a wealth of opportunity while saving you a lot of time.

Ready to learn more about how email marketing can help grow your business? Reach out to Locallogy , the digital marketing experts.

4 Ways to Make Sure Your Website is Secure

Fri, 08 Apr 2022 02:07:04 GMT

Every few weeks, we hear about another company’s website getting cyber attacked, leaving thousands—if not millions—of consumers vulnerable to having their personal information compromised. If enormous companies like Facebook , MGM , and T-Mobile are susceptible to data breaches, how can local businesses expect to stay safe?

In reality, small businesses are more likely to get hacked than large corporations . These businesses potentially hold financial and personal information for thousands of customers but usually have less security than a large corporation. This makes small businesses the perfect target for hackers.

Keeping your website and customers’ information safe is more important than ever. Not only is it your responsibility as a business to keep personal info private, but it’s also how you’ll retain your customers and gain new ones. When it comes to ensuring your website is secure, here are 4 things your small business should be doing.

Create Strong Passwords

Your accounts are only as secure as your passwords. And if your passwords contain words or numbers that are easily identifiable with you—like a pet's name or a child's birthdate—then you risk putting your personal information, and that of your customers, in the hands of anyone who can figure out your password.

Weak password: Passw0rd!
Strong password: ke9W#v04CBm1@eU874p

Use a mix of letters, numbers and special characters— the longer, the better . And avoid strings of numbers or letters that can be easily guessed (asdfg or 123456). Here at Locallogy, we use a program called LastPass for all our passwords. Not only does it generate strong passwords, but it also helps us manage the hundreds of passwords we use on a daily basis and keeps them secure. LastPass even offers a free version for personal use.

Update ASAP

As soon as your website platform puts out a new update, implement it immediately. Just like any mobile app or phone hardware update, updates to your website platform help fix bugs and other minor issues that could potentially leave your site vulnerable to hackers. So as soon as an update is available, be sure to download it immediately.

Many of our clients use the Duda platform , which has the advantage of automatically taking care of all updates immediately—unlike most content management systems (like WordPress). This means one less thing for you to worry about, plus extra security.

Add Two-Factor Authentication

If any part of your website requires customers to input their credit card information, we suggest adding a two-factor authentication system when they log in. This added layer of security is an extra precautionary measure that forces users to go through a multi-step process when signing into an account. This could come in several forms:

Security question and answer
Texting a code to the number associated with an account
Sending an email with a confirmation link to an associated email

These additional security measures make it harder for cybercriminals to hack into accounts because there’s a more complicated code to crack than just a username and password. And while it’s another step in the login process that some deem annoying, it will make customer information much more secure.

Upgrade to an HTTPS Server

Think of your website’s server as the foundation of a house: a low-quality foundation will lead to an unstable house. Similarly, a secure server is a must if you want to protect all the information that is entered through your website. In fact, Google warns users when they're about to enter an unsecured site. You've likely seen the warning page, with a message that reads "Your connection is not private."

We use a secure cloud-based network for all our clients’ websites, ensuring full protection. Even before Google started enforcing server security, we migrated all our clients to an HTTPS network to provide better security and site optimization to our clients. As a consumer, you should be skeptical of visiting websites that don’t have an HTTPS web address, just as customers will be skeptical if you don’t have one.

Hack the Hackers

If your company does experience some sort of data breach, the best strategy is to be completely transparent with your customers. Tell them immediately what happened, what information was taken and how you are handling it. If you’re open about things from the start and work hard to resolve the issue, you’re more likely to gain back the trust of consumers.

However, using these strategies should help you avoid a breach in your website’s security in the first place. And for small businesses, every precautionary step you can take in securing your website is a necessary one.

Avoid the Stress of Marketing Your Local Business

Fri, 01 Apr 2022 09:02:55 GMT

When you’re part of a local business, you wear many hats. Owners often double as salesmen, admin assistants act as HR, and when there’s a ringing phone, anyone who is available picks it up. It’s just the nature of how small businesses work.

If you’re in charge of the marketing efforts for your small business, there’s a good chance that’s not the only thing on your plate. So how do you juggle it, along with your other responsibilities? Marketing is an ongoing task that will take up your time and energy, so it can quickly become overwhelming.

Leave It to the Professionals

Let’s get the easy solution out in front first. If you or your staff are overwhelmed with the tasks of marketing your small business, consider hiring a professional to help you.

Before you balk at the idea of working with a professional marketing team, remember not all marketing firms are the same. Here’s at Locallogy , we’re experts at helping small, local businesses because we are a small business. We understand the goals and the challenges, so we’re perfectly suited to help businesses who are just like us.

If you decide to team up with a professional marketing firm , select one that has experience helping small businesses and understands your marketing goals. Most of all, choose a team that appreciates your company’s mission and values.

Handling Your Marketing In-House

Forgoing the professional option and handling your marketing in-house is totally doable. But it’s easy to become inundated with recurring marketing tasks, developing new strategies, and trying to keep track of ROI.

Here are a few things you can do to avoid being buried under your marketing to-do list.

Clearly Define Your Brand and Message

It’s difficult to market your business if it doesn’t have a defined brand identity . Your branding and messaging let’s people know who you are, what you do, and importantly, what you stand for.

Branding is not just deciding which font you want to use in your online communications or what color your logo should be (although that’s part of it.) Rather , branding is building your entire presence, from the way you communicate in your ads to the way you handle customer service , even t he way you treat your employees.

Meet with others in your organization and work out the message you want to convey as a company. Once you have a clear idea in mind, get it on paper and make if offici al.

Now, with a confirmed brand and a set message to share, you can focus on building your marketing strategy .

Set Specific Goals

It’s pretty hard to do any sort of marketing if you don’t have set goals in mind. What would be the point? Without goals, you can’t measure results.

Before you dive head first into building a marketing strategy, make a list of goals and desired outcomes. This list should be specific.

“Get more customers” is a goal we often hear from our clients. While this is obviously a valid goal, it’s pretty vague. Will you consider your marketing successful if you get only one new client? Probably not.

Instead, give yourself a specific goal to achieve and attach a time frame , like “get XX new customers over the next XX months.”

This allows you to build a marketing strategy aimed at a real goal that you can measure and track .

Automate

These days, there are many applications available to automate various aspects of the marketing process . These apps can really help in freeing up your time to focus on other areas of your business.

Tools like Marketo can help with lead management, MailChimp can help with email marketing, and AdRoll can help with branding. And these are just a few in a sea of many.

When it comes to marketing via your website, tools like Locallogy’s Review Builder helps attract new customers by collating and displaying your company’s reviews.

Consider which tasks are taking up the bulk of your time and seek our applications that can help you manage those.

Remember – Marketing Requires Patience

It’s easy to get swamped with all the tasks that go into marketing. Even worse, trying to keep track of results and ROI can be totally overwhelming. Keep in mind, marketing is an ongoing process. What’s working great one day may not perform very well the next. And that’s okay.

Avoid feeling anxious and getting bogged down in the details of day-to-day performance. Rather, keep an eye on trends and over-all results. This will not only save your sanity but it will also help you know how to better plan your next marketing campaign.

4 Things You Can Do Today to Get More Referrals

Fri, 18 Mar 2022 14:51:26 GMT

Is referral marketing a priority in your overall marketing plan? Despite the power of referrals, many business owners spend little or no time on referral marketing. For them, if a referral happens, great. If not, they have other marketing strategies in play, anyway.

What these business owners fail to realize is the true importance of the customer referral – especially in the current business climate.

Think about these two statistics on referral marketing :

92% of consumers trust recommendations from friends

74% of consumers say word of mouth has a critical effect on their purchasing decisions

Considering these numbers, you can’t afford not to do some sort of referral marketing. But you’re thinking, “We don’t have time to deal with a complicated referral or rewards program.” And that's fair enough. Most local business owners don't have time to manage complex referral strategy.

Fortunately, you have options. Here are four things you can do today that will help you get more customer referrals (and none involve a rewards program.)

Provide an Amazing Customer Experience

It’s really that simple. If you want customers to refer you to others, you must be absolutely sure they’re having an amazing experience throughout their interaction with you.

Before you assume your company already offers a good customer experience, think about this: Good is the enemy of great. In today’s world of at-your-fingertips service, a good customer experience is not enough. You have to be great, maybe even better than great, to make an impression on today’s savvy consumer. And the only way you’ll get a referral is by making an impression with your excellent service.

Implement a Standard Process for Managing Complaints

This is life, and bad things happen. Orders are shipped late, products break during installation, customer service reps have bad days. But how you deal with these issues will influence your customer’s attitude toward your company and whether they’ll share positive or negative feedback with family and friends.

Some business leaders will tell you the complaint management process is the single most important process in your company – and they’re probably right. The way you deal with a customer’s problem or complaint will set the tone for the entire customer interaction. Ensure your company has a specified process for handling issues. And be sure your team is well trained on that process.

A well-handled problem, even if it’s not resolved in the customer’s favor, will go a long way toward building a relationship of trust with your customer and earning you a positive referral.

Leverage Positive Online Reviews

When your customer leaves a positive review online, that’s already a point in your favor. But you can put that review to work to earn even more exposure.

Share customer reviews on your social media feeds and invite potential customers to contact you. And don’t forget about your website. Positive customer reviews will look great on your website’s homepage! (See how we leverage the power of positive reviews at Locallogy .)

Remember, an astounding 93% of consumers check online reviews before they decide to make a purchase. They’re looking for positive feedback, so yours needs to be front-and-center.

Just Ask

A tried and true way to get referrals is by simply asking your customers outright. Many business owners shy away from this though, because they’re worried it may seem desperate or pushy. But there are ways of asking for referrals without being intrusive.

Directly asking every single customer for a referral is obviously not the way to go. You need to be a bit picky. If you had a less than stellar interaction or you’ve already received negative feedback, this is probably not a customer you’d ask for a referral.

Instead, focus on customers who had an above average experience or those who have left positive feedback. Naturally, they'll be a lot more likely to share positive feedback with others.

There are a few ways you can do this. The easiest, and perhaps the default way, is by simply thanking your customer for their business and asking them to please share their experience on social media or with family and friends. This is a common, straightforward way to ask for their help in a way that’s not uncomfortable .

If you’re looking to get actual leads from your customer, you may say something like, “Do you know anyone else who might need our services? We’d love to help,” or “We have a few openings if you know anyone who might need our services. Let me know, and I’d be happy to touch base with them.” These are great questions to ask because they open a casual conversation. Your intentions are clear—you want leads to new business—but your customer is not put in an awkward position. They can easily tell you they don’t know anyone who needs your services at the moment .

Want to learn more about Locallogy’s Review Builder and how we can use your company’s positive reviews to attract more customers? Get in touch and we’ll tell you all about it!

How to Craft the Perfect Response to Positive Online Reviews

Thu, 10 Mar 2022 20:21:37 GMT

Have you ever received a positive review from a customer but you weren't quite sure how to respond? When it comes to managing your business’s online reputation, it can be difficult to know how (or if) you should respond to customer reviews. Some businesses only respond to negative reviews, while others don't respond to reviews at all. However, the best way to service your customers and use reviews to your advantage is by responding to every single review .

It's important to recognize different types of reviews require different responses. Obviously, you wouldn't respond to a negative review in the same way you'd respond to a positive one. Check out this post if you're looking to get better at responding to negative review. For now, let's look at how to craft the best response to positive online reviews about your business.

Regularly Check Your Reviews

In order to respond to all positive reviews in a timely manner, you need to be aware of where those reviews are coming from. Start by keeping a list of all the places your business has reviews, which could include Google, Yelp, Houzz, Facebook or any other similar sites, and regularly check for new posts. As soon as you see a new review, you should immediately post a response.

Don’t Just Respond to Negative Reviews

It’s easy to focus on negative reviews because you naturally want to defend your business from false accusations or unfair claims. Of course, responding to negative feedback is important. But responding to positive (and neutral) reviews is equally important. This shows that you appreciate any and all feedback from your clients and that you pay attention to every customer, not just the loudest ones.

Say Thank You

If someone is willing to take the time to post a positive review about your service, he or she clearly wants people to know about the excellent service you provided. As the business owner, you should really appreciate this! Responding to this kind of feedback acknowledges your customer and let's them know you really value their time and effort.

When responding to these reviews, make it personal. When it's appropriate, be sure to include specific details, like:

The customer’s name
The service you provided for the customer
Mention additional services the customer might be interested in
Include fun specifics, like a hobby or a pet's name (eg. "We loved remodeling your kitchen with Rocky the Bulldog's help!")

A generic response is better than no response, but the more details you can include, the more potential customers will see that you really get to konw about and care about your clients. You can also use this as an opportunity to mention their referral to friends or continued service in the future. Most importantly, say ‘thank you!’

Make it Public

Publicly responding to reviews is also a great marketing tactic to show your commitment to excellent customer service. If you respond privately to reviews, via email or online message, you lose the opportunity to show future clients that you have communicated with customers and thanked them for their service. This proves to potential clients that your friendly service continues even after you make a sale and finish a project.

Use Your Comment as a Free Advertisement

When you respond to a positive comment, you have the opportunity to let loyal customers know about upcoming deals and specials you may be offering. For example, a house painting company could respond to a positive review like this:

“ Thanks for the positive feedback, Shannon! We’re so happy to hear you love the new color on your home’s exterior. We also wanted to let you know that we’re currently running a 15% off special for returning customers, so if you decide to paint your kitchen like you mentioned, give us a call and we can discuss your color options. Thanks again !”

Even if this particular customer doesn’t take you up on your offer, you’re still letting other visitors know about a special you are running, which could motivate them to contact you for your services.

Display Positive Reviews on Your Website

All these positive reviews and your efforts to respond are useless if the right people can’t see them. You want potential customers to have access to these positive reviews when they are looking at your business, so what better place to display them than directly on your website?

Incorporating an application like Locallogy’s Review Builde r will pull only 4- and 5-star reviews from across the web and displays them on your website’s testimonial section. Locallogy provides this service as a way for businesses to easily ask customers to leave a review, and then funnel those positive reviews onto your website.

Many of our clients have seen an improved online reputation by using the Review Builder to gather and display great reviews directly on their site. A review builder system like this allows leads to see what customers with similar needs to theirs had to say about your service, and hopefully encourage them to take action and contact you

Always Respond to Reviews

The bottom line is that no matter what kind of review your business gets, you should always take the time to publicly respond to customers. Whether you’re thanking a client for a rave review or offering to fix a problem brought up on a negative review, you’ll be amazed how far acknowledgement goes for your customers.

What to learn more about the Review Builder tool and how reviews can help attract new customers? Give us a shout at Locallogy !

Google’s New Local Pack Map

amberdb000@gmail.com (Amber Blevins) — Fri, 04 Mar 2022 16:13:05 GMT

Every day, nearly one-third of consumers search online for a local business . And these consumers are naturally drawn to the local pack search results—those listings that appear at the top of the page accompanied by a map. These results provide consumers with star ratings, business hours, and other useful information.

Given the extreme exposure these listings get, it makes sense that many local businesses work hard to get ranked in Google’s local pack results.

Recently, Google made an update to this section of their search results, which makes the local pack even more helpful for consumers and therefore, more important to local businesses.

Updated Map in Local Pack Results

Previously, the map displayed alongside the local pack results (sometimes to the right, sometimes above) was simply a static map with pack results marked. Users who clicked this map were taken to a different screen with Google’s map interface.

Now, Google has updated the local pack results map with interactive tools. Users can zoom in and out, drag the map to reposition, hover over a listing to see star ratings, and click for more info. This saves the user clicks, provides them with more information at a glance, and makes it quicker to connect directly with a local business.

Why You Should Care—Even If You Don't Appear in the Local Pack Results

Businesses who struggle to appear in the local 3-pack of results should still consider this a valuable update. While the local pack results always appear on the map, many users have reported that other local businesses appear as well, particularly as they click and drag or zoom in and out of the map.

This means even if you’re not in the top three local results, you could still get in front of more potential customers on Google’s updated map.

Ranking in Google’s Local Pack Results

As with any ranking, there is no step-by-step guide to ensure you appear in the 3-pack. But you can increase your chances with a few simple measures.

Always ensure your NAP (name-address-phone) is consistent across the web
Maximize your exposure by linking your business on other local sites
Optimize your Google Business Profile (formerly called Google My Business )

Read more about ranking in Google’s Local Pack here .

Want to learn more about boosting your business's Google ranking or landing in the local 3-pack? Contact Locallogy !

The Benefits of Adding Live Chat to Your Website

Fri, 25 Feb 2022 09:37:23 GMT

Online chat capability, or live chat as it’s now more commonly known, is a tool that’s often associated with big customer service departments. But these days, live chat isn’t just for call centers and IT help lines. Local businesses have discovered implementing live chat on their websites is a beneficial, cost effective marketing tool.

Live chat is an obvious way to add a layer of support to your existing customers. But how can it be used as a marketing tool? Let’s take a look at some of the benefits of live chat.

Website Experience

Live chat perfectly combines two common communication channels – email and phone. It allows your site visitors to get immediate information as they would with a phone call, while also allowing them to communicate digitally (complete with paper trail ) as they would with email.

Whether it's an existing customer, a solid lead, or just someone casually browsing, it’s crucial that your site visitors can easily reach out to your business. Live chat adds a simple, immediate way to contact you without the inconvenience of a phone call or dealing with the delayed response of an email.

Qualify and Convert Site Visitors

Providing support through a live chat channel is a great way to covert site visitors into customers. The ability to instantly communicate with a potential customer will put you ahead of any competition that doesn't have this option.

However, just like not everyone who walks through your showroom doors is an ideal customer for your local business, the same goes for your website. Not every visitor is someone it would be worth spending time to convert into a customer.

That’s where live chat comes in. A quick chat conversation with a site visitor can help you qualify them (or not) as a lead.

Boost Your Site’s SEO

Many people think that SEO is just about the keywords you use on your website. That's certainly part of it, but that’s not all.

Things like quality content, user experience , and the amount of time visitors spend on your site all contribute to SEO and your site’s rankings. This is where live chat can play a big role.

We’ve already established adding a live chat option makes for a better user experience. But consider how much longer visitors will stay on your site if they’re engaged in a chat conversation with you. More time spent on your site tells Google that your site is informative and is providing a good experience , which boosts your rankings.

Avoid the Pitfalls of Live Chat

Live chat can be a great all-around tool for your local business, there’s a right way and a wrong way to use it on your website. A bunch of pop-ups, audible chirps or dings, or constant prompting will only result in the visitor clicking off your site.

Instead, use a more subtle approach. The live chat option should be clearly visible on all pages your site, but it shouldn't be intrusive. The chat icon shouldn’t cover up other content or make it difficult to otherwise navigate the site.

Likewise, if your chat icon shows you as “available” to receive chats, make sure that someone on your team actually is available. Submitting a chat request only to be met with silence from your end will not leave a good impression on your site visitor

Interested in implementing live chat functionality on your website? Get with Locallogy , we can help!

What’s the Difference Between B2B and B2C Marketing?

Thu, 10 Feb 2022 14:54:21 GMT

Many business owners think marketing is simply a set of generic tactics used to drive growth and revenue. In reality, effective marketing is far from generic. Your audience—your who —means everything when it comes to building out your marketing strategy. Your who will drive nearly every decision you make, from how you build your brand to how you communicate your message.

And when it's time to identify your audience, the first question you must ask is, "What type of customer am I aiming at?" Understanding your ideal customer type is the first step in building an effective marketing campaign.

B2B and B2C: What’s the Difference?

B2B: Business-to-business (selling your product or service to other businesses)

B2C: Business-to-consumer (selling your product or service directly to consumers)

Just like the audience members are different in each of these groups, so is the marketing approach you should take. Here’s what you need to know about marketing for B2B vs. B2C

B2B Marketing

Marketing aimed at other businesses is certainly different for several reasons, the biggest one being your messaging. Businesses make purchasing decisions based on who can offer the best product for the lowest price. Therefore, your message will focus primarily on why you’ll provide a better ROI than your competition.

You’ll also want to make sure you identify some of the most common issues faced by these businesses. This shows that you understand their problems and can provide a solution. Explain how your product or service will make their lives as business owners easier and more convenient or how your product will be a great fit for that business's customers. Even something as simple as fast turnaround on orders or favorable credit terms can be used to stand out as the best choice for them.

Making your “brand story” come to life with data and real-life examples of how you’ve helped other businesses will also provide social proof, a powerful motivator. Above all, remember that your message should be about the people who will be using your product or service, and how their company benefits from working with you.

B2C Marketing

While B2B focuses communicating an ROI, B2C relies much more on emotion. Consumers see hundreds of ads a day, which means you have a lot of competition to get their attention. The best way to do this is through a marketing message that connects on a more personal level.

Like B2B marketing, you’ll want to highlight the immediate benefits of your service, but in a way that connects with the end-user. Provide key selling points about your service without overwhelming customers with information. Consumers want reassurance. They're looking to do business with companies who have a track record of resolving issues and providing customer support. Therefore, your marketing should touch on your commitment to customer satisfaction.

When it comes to marketing for consumers, the key is to think about what gets you to buy into a product or service and incorporate those personal details into your campaigns.

An Example of B2B vs B2C Marketing

Imagine you're a cabinetry company. You need to decide if your ideal customer is homeowners looking to remodel their kitchens or home remodeling companies that could carry your product line. This decision determines whether you'll do B2B or B2C marketing.

B2B: If your company wants to sell to other home design or remodeling companies, you might emphasize that you are one of the top selling brands in the country and have a variety of designs and material options for customers to choose from. This helps home remodeling companies see they’ll have a greater chance of selling your cabinets to homeowners than if they bought from a different cabinet manufacturer.

B2C: If your company wants to sell directly to homeowners doing DIY projects, you might focus on how your cabinets are simple to install, can match any style, and will make it easier to keep a busy home organized. This message would resonate with consumers who aren't professional cabinet installers and are just looking to update their home and make their lives more efficient.

Be Mindful of Your Audience

Remember your audience directly affects your messaging , whether you’re selling to other businesses or you're selling directly to consumers. Once you identify who you’re targeting, you can begin planning a marketing strategy that will be aimed in the right direction.

Looking to up your marketing game? The team at Locallogy can help! Drop us a line to learn more.

3 Easy On-Page SEO Tips to Boost Your Local Visibility

amberdb000@gmail.com (Amber Blevins) — Fri, 04 Feb 2022 16:46:47 GMT

SEO—search engine optimization—brings to mind many things. Links, metadata, your Google Business Profile (formerly Google My Business ) all play a part in helping your website climb the search engine ranks.

But your website itself also plays a major role in your ranking. On-page optimizations can significantly affect where your site appears in local organic search results and map results. And the best part, many on-page optimization tactics are easy to achieve.

Here are three quick things you can do to boost your on-page SEO.

Refresh Your Content

The content on your website really matters when it comes to Google’s search engine algorithms. It’s one of the ways Google determines where your site should appear in search results. If your website copy is largely non-existent or if it's generic, poorly written, or artificially stuffed full of keywords, you’re not doing yourself any favors.

Your on-page content should not only be helpful and engaging, it should also reference your area of service. This shows Google and potential customers that’s you’re a local expert in your field.

As a local business, your goal is to connect with local customers. That means you absolutely should reference your city or town, mention local landmarks or attractions, and build a common bond with the person viewing your website. This not only gives your site viewer a sense of trust, it reinforces your local authority with Google.

Make Use of Internal Linking

You’re probably aware that external links to your website are beneficial for SEO. But did you realize internal links are important, too? When a page on your website has a link to another page on your site, it not only helps users navigate to relevant information, it also helps Google’s bots crawl around your site and take in more information. This increases your authority in Google’s eyes and has a positive effect on your ranking.

Add internal links where they make sense and where they’ll be most helpful to the site visitor. Arbitrary linking or overdoing it with the link won’t help your cause.

Double-Check Your NAP

NAP—or name , address , and phone number —is mentioned frequently on our blog. That’s because it’s so important. If you want to rank in Google’s local search results , your business’s name, address, and phone number must be consistent throughout the internet and especially on your own site .

This means ensuring your business name is always the same, wherever it’s mentioned. If your business is Smith’s Plumbing LLC, then your business should always be referred to as Smith’s Plumbing LLC. Not Smith’s or Smiths Plumbing or Smith’s Plumbing Company. Likewise, your address and phone number should always appear the same.

Inconsistent NAP listings can make it hard for Google to recognize you as a single business, which can wreak havoc on your rankings. It can also make it difficult for potential customers to find you.

Check your website’s Contact Us page, your site’s footer, and any schemas or other HTML tags you have in place. Be sure your NAP is consistent and, if it’s not, fix it right away.

Boost Your On-Page SEO Today

The tips mentioned here are relatively easy to implement but can have a major impact on your site’s ranking. Don’t put off taking these simple steps to get your website in front of more potential customers.

Interested in taking your SEO to even greater heights? Locallogy can help! Reach out and learn how we can increase your search rankings.

4 Easy Steps to Creating Effective Content

amberdb000@gmail.com (Amber Blevins) — Fri, 21 Jan 2022 16:55:01 GMT

Content marketing has become a key factor in getting your brand in front of more consumers and growing your business. These days in fact, some businesses rely more on content marketing than any other marketing strategy.

Technically speaking, content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online ( Wikipedia .) From a practical standpoint, we can think of content marketing as a means of connecting with your current and potential customers by sharing information through your website, blog, and social media platforms.

Though the concept itself is simple, putting it in practice is challenging for a lot of business owners. After all, you’re an expert in your field, not in writing blog posts. But unless your budget runs to hiring a professional content creator, you (or someone else on your staff) will need to master the art of creating engaging, useful content.

Here are the four steps you can follow when you’re ready to create a piece of content, whether it’s a blog post, Facebook update, or email campaign.

1. Identify Your Audience Segment

Many business owners make the mistake of thinking all their content should always appeal to their entire customer base. While your content should generally apply to your entire buyer group, it's a good idea to drill down and target specific segments.

Generic, overarching interaction with your customer base is similar to vanilla ice cream. Most people like it, but few people get excited about it.

Targeting a select set of customers helps you create content that’s highly relevant to that group of people, which means there’s a greater chance they’ll engage with you.

2. Select a Concise Topic

Choosing your topic goes hand-in-hand with the buyer segment you’ve decided to target. And just like carving out a particular slice of your customer base, it’s okay to get specific with your content topic, too.

For example: Your business specializes in home remodeling. Your target customer segment is 20–32-year-old homeowners with young children and growing families.

With this group of customers in mind, you wouldn't write an article about decorating a bachelor pad or downsizing an empty nester’s home. Instead, you’ll select a topic that is directly related to young families, like transforming a basement into a playroom or the best way to remodel a nursey.

Remember, your content should be relevant and helpful for the customer group you’ve selected, not necessarily your entire customer base.

3. Draft Your Content

Now the fun begins—creating the content! How you approach this step will hinge largely on the type of content you’re creating.

Social media posts will be short, punchy, and should contain images and/or links. Blog posts or articles will be naturally longer and include more detailed information, along with images or videos.

In any case, content marketing is all about sharing useful information in an engaging way. Use descriptive words, steer clear of industry-specific jargon, and tell your readers a story. Don’t be afraid to incorporate humor and personal anecdotes. Show off your expertise here.

4. Publish and Share

Once your content is complete (and proofed!) you’re ready to publish and share. You don’t need to keep your content sheltered in one place. In fact, you shouldn’t. Publish your new blog post, then share links to it on Facebook and other social media platforms. Add a new Facebook post and then also share the post on Instagram, and so on.

When appropriate, you can also ask your employees to like and share your blogs and social media posts.

The goal here is to reach people in your target audience, entice them to read your article or comment on your post, and then share it with their own friends and followers.

Your 5-Point Checklist for Developing This Year’s Marketing Plan

amberdb000@gmail.com (Amber Blevins) — Thu, 13 Jan 2022 15:12:12 GMT

The start of a new year is always exciting. It’s a time to reflect, reset, and establish new goals, both personally and professionally. If you’re a local business owner, it’s the opportune time to re-visit your business’s goals and reevaluate your marketing strategies.

Now you’re probably thinking, “But my marketing is working just fine. Why do I need to change it?” And that’s a great question.

Updating your marketing plan doesn’t mean you need to make vast changes or completely switch up your strategies. It doesn’t mean you should stop doing what’s working. But now more than ever, consumer behavior is changing, and the economy is fluctuating. Your business needs to keep up.

Using this simple checklist, you can assess your current marketing plan and make updates as needed to get a great start in the new year.

Redefine Your Goals

While “grow my business,” and “generate more revenue” are great overall goals, they’re too broad to help in strategic planning. In this stage, set S.M.A.R.T. goals.

Your marketing objectives should be specific, detailed, and measurable, such as:

Grow our number of online reviews by x%
Increase website engagement by x%
Generate x% more leads

Defining your goals is an imperative first step because it drives the rest of the planning process.

Review Your Budget

Determining your marketing budget is not just about setting aside a sum of money to use on marketing. Your budget should be specific and itemized. This will help you measure ROI’s and identify when changes in strategy are needed.

In this phase of your marketing planning, keep in mind budgets have been on the rise in recent years. In the past, the general rule for small businesses suggested 7% of revenue should be allocated to marketing. But these days, the figures are more like 12-20% for new companies (younger than five years) and 6-12% for established companies.

Be sure to include all marketing-related expenses in your budget, such as:

Website expenses such as domains, hosting, site building, and maintenance
Client gifts, giveaways, or incentives
Printing expenses related to marketing and advertising
Photography expenses related to your website or other marketing material
Salaries for your internal marketing staff
Costs associated with an outside marketing agency

Confirm Your Branding

If you haven't established solid branding for your local business, now is a great time to do it. If you do have branding in place, take some time to review your branding guidelines. Ask yourself these questions:

Does our branding make a strong impression?
Does our branding convey a sense of the company’s identity?
Are we using a consistent voice throughout our website, social media, and communications with clients?
Are the images we’re using – on our website, social media, and other materials – consistent with our brand?

A strong brand message is important for any business, but branding is something that really sets a local business apart from its competitors.

Revisit Your Target Customer

Over the past two years, we’ve seen unprecedented changes in the world—the way businesses operate, evolving consumer behavior, even the way we live our daily lives.

Now, perhaps more than ever before, local businesses need to clearly identify and understand their target customer. Recognizing your target customer can be accomplished in a variety of ways, from super technical to pretty basic.

Consider these questions when targeting your idea customer:

Get to know your current clients—ask questions, send surveys, gather information on what makes them your ideal customer
Pay close attention to social media interaction—who is engaging with your brand most often?
Keep an eye on your competition—who are their customers? What makes them ideal clients?

Assess Your Website

Now is the time for a deep dive into your website’s performance and analytics. Your website is one of the most important tools in your marketing toolbox, so ensuring its performing effectively is crucial.

As part of your website assessment, be sure to check on these points:

Is our site fully optimized for search engines? Where can we make improvements?
How’s the user experience? Where can we enhance UX?
Is our site optimized for mobile devices?
How quickly does our site load on various devices?
Are the images we using current images on our site? Which images should be updated?

Remember, your business’s website lies at the core of all your other online marketing efforts. If your website is underperforming, there’s a good chance your other marketing efforts will fall behind, as well.

Need some helping building out your marketing plan? Touch base with us at Locallogy . We’d love to help!

A Beginner's Guide to Marketing Your Kitchen & Bath Remodeling Business

Thu, 06 Jan 2022 14:00:41 GMT

Marketing your kitchen and bath remodeling business can be hard, especially when you’d rather focus your time on creating beautiful new spaces for your clients. But getting customers through your showroom doors is tough if you aren’t marketing your business like you should.

Kitchen and bath remodeling has its own unique set of challenges when it comes to marketing. You’re not selling a product online, yet you still need a slick, responsive website. And you’re probably not handling point of sale transactions in your showroom. Instead, you’re looking to sell customers on a remodeling project that may have a lengthy timeline.

So how can you market your business in a way that brings in paying customers and puts you ahead of your competition? Here’s how to get started.

Manage Your Reviews

If you’re an established business, no doubt you’ve earned reviews on Google My Business, Houzz, Facebook, and other review sites. (Hint: If you haven’t claimed your Google My Business listing or created a business profile on Houzz, do it ASAP.)

Many studies have shown us that an overwhelming number of people check out reviews first, before deciding on a company they want to do business with – especially when it’s a high dollar purchase like a home remodeling project. But simply having reviews attached to your business isn’t enough.

Engaging with your reviewers is nearly as important as the reviews themselves. If you’re fortunate enough to have all positive reviews, be sure you pop in now and then to respond to the reviewer, thanking them for their time and business.

If you’re like most businesses and you receive the occasional less-than-stellar review, you have an even greater opportunity to engage with your customers. Use the negative review as a customer service opportunity. Reach out to the reviewer right there on the review platform so others can see. Offer to reach out to them directly to solve their issue.

Managing your reviews isn’t about preventing anything less than 5-star feedback. It’s about being transparent and showing potential customers that you work to make things right when there’s a problem.

Along with managing your reviews, it’s also important to funnel them into your website. When a customer lands on your site, you don’t want them clicking away to search for feedback about your services. Using a review management tool, like Locallogy’s Review Builder , you can present your reviews from various platforms in a clean format that matches your website’s layout and design.

Use Content Marketing

Business owners are often confused by the concept of content marketing, but it’s actually quite simple. Content marketing is simply attracting customers to your brand by providing them with excellent content to read, watch, or interact with. You can do this a variety of ways, but the easiest is typically with a blog on your website .

Now you’re thinking, “But I’m a kitchen and bath remodeler, I’m not a blogger. ” Fair point, but don’t count yourself out just yet. You don’t have to be a professional writer to be a proficient blogger. It’s easy to get started when you know the basics .

Content marketing, and blogging in particular, makes a connection with your client like nothing else can. You’re not only sharing your expertise; you’re also demonstrating the human side of your company. Potential customers will seek out your content because they’re looking to answer a question or understand how something works. When you answer their questions in a personable and engaging way, they’ll be more interested in you as a company and more likely to become a customer.

Beef Up Your Brand

“Branding” can refer to a variety of things in the marketing world. And sometimes it’s hard to know which aspects of branding are most important.

In general, your branding is the way you want your business to be perceived by others. Specifically, branding can be anything from the logo and color scheme of your business, the voice you use in your online content, or the way you handle customer service.

When you’re branding your kitchen and bath remodeling business, it’s important to remember two key goals: strength and consistency. Your branding should be strong – that doesn’t mean it should be obnoxious, but it should come across clearly to your customers. And just as important, it should be consistent. Your branding should be uniform throughout your business, from your website, to social media, to physical marketing materials, even to the way your showroom looks.

A strong, consistent brand is important because leaves an impression on your customers and helps them remember you. It also gives customers an idea of what they can expect from your company.

Put Your Showroom Front and Center

As a kitchen and bath remodeler, you want to get people into your showroom so they can see your products and chat with your team about their needs. But most of those customers will still begin their shopping experience online.

If a customer has to take the time to search for your showroom’s location or your website seems totally disconnected from your showroom, you run the risk of losing that customer to a competitor.

That’s why it’s important your showroom play a big part in your online presence. Present your showroom in an inviting way on your website, making it clear where it’s located, where to park, and even mentioning some local attractions.

At Locallogy, we know how important the website-to-showroom transition is. And our Showroom Showcase pages do just that. These are dedicated pages on our clients’ websites that tell visitors everything they need to know about the showroom, especially where it is, how to find it, and how to set up an appointment.

Marketing Your Kitchen and Bath Remodeling Business

At some point, you may decide your business has grown to need a professional marketing firm – and that’s great! But until then, these simple steps can help you get your brand in front of more customers and put you a step ahead of your competition.

3 SEO Tactics You Should Forget in the New Year

amberdb000@gmail.com (Amber Blevins) — Fri, 31 Dec 2021 06:05:37 GMT

Search Engine Optimization is essential to getting your brand in front of the right audience. It’s one of the most important tools in your marketing toolbox. But are you up on the latest SEO tactics? Maybe not. After all, search engine algorithms change regularly, SEO evolves, and it takes work to keep up with all the changes.

Don’t get stuck in a rut with your SEO practices. Just because it’s comfortable and you’ve been doing it for years, doesn’t mean it’s the right way to do it. (In fact, it’s probably not.)

Here are three outdated and ineffective SEO tactics you need to leave behind in the new year.

Keyword Overuse (Stuffing)

It’s true, keywords are a vital part of SEO. The strategic placement of keywords can make the difference between consumers seeing your website at the top of search engine results or that of your competitor.

So it makes sense to use as many keywords as possible, right? Not quite. Once upon a time, keyword stuffing was a valid method for ranking in search engines. Back then—more than a decade ago—Google’s algorithms weren’t as sophisticated as they are now and emphasis wasn’t always placed on the quality of content.

Surprisingly, after all these years, there are business owners who still pack their websites and blogs full of keywords. You may even get “helpful” advice about keyword stuffing from some marketing professionals.

But using keywords to excess, where they’re unnecessary or just plain don’t make sense, is not helping your SEO. In fact, it may be a negative factor in your ranking . Search engines are looking for helpful, well-written content that makes sense to the reader. Stuffing keywords all over the place means your content is probably subpar and not engaging. This can hurt your ranking and deter potential customers from spending time on your website.

Rather than overusing a bunch of keywords, select a handful of valuable, high-ranking terms and use them naturally in your site copy and blogs.

Unappealing Content

Creating worthwhile content for your website and blog can be challenging. You want to put your best foot forward, convey your expertise, and attract consumers to your brand.

But don’t forget, your customers are average people and not experts in your field. They’re looking for clear information that’s easy to digest and written in a language they understand. Your website copy and blog posts shouldn’t read like a deposition. Rather, your copy should be like a friendly, informative conversation.

As mentioned above, Google loves quality content . Websites with conversational, info-rich copy routinely rank higher than those with excessive or confusing content.

Instead of hyper-formal, technical copy, create succinct, easy-to-read content that’s free of industry jargon.

Negative Link Bait

Link baiting is the practice of creating content with the singular purpose of getting as many people as possible to share the link back to your site. This, in and of itself, is not a bad SEO tactic. After all, you do want as many views, shares, and clicks as you can get.

Negative link baiting happens when you publish content with a shocking, controversial, or otherwise attention-grabbing headline and/or URL . Again, the goal here is to get people to share the link on their own website, blog, or social media feeds. Here’s where the negative part comes in: Once a viewer clicks the link, they’re taken to your website where they get no valuable content or, worse yet, content that’s completely unrelated to the headline that attracted the viewer in the first place.

The problem with negative link baiting, aside from the poor user experience it creates, is that (once again) Google is looking for high-quality content. If you’re publishing low quality or irrelevant content, those backlinks will do little to help your ranking.

Rather than creating an attention-grabbing headline with junk copy, focus on creating excellent content to go along with that flashy headline.

Grab Last-Minute Holiday Shoppers with Your Google My Business Listing

Fri, 17 Dec 2021 15:48:29 GMT

The holiday season is well underway. And with just a little more than a week left, most holiday shoppers are switching into high gear. According to various studies, up to 70% of consumers still have shopping to do during the last few days before Christmas.

As a local business, this is your time to shine! This year, the "delivered in time for Christmas” online ordering date is earlier than ever, around December 17th or 18th. For some retailers it was even earlier. That means last-minute shoppers will do less shopping online and much more shopping in their local businesses.

So how can you be sure these shoppers will find your business? Your Google My Business (GMB) listing is a great place to start. Here’s how you can put your GMB listing to work this (and every) holiday season.

Ensure Your Listing is Complete

Some business owners think simply claiming ownership of their GMB listing is enough. It’s really not, though. The most successful GMB listings have complete and accurate business information. This includes:

Complete address (street address – including suite number, floor, etc. – city, state, and zip)
Phone number(s)
Business hours
Business description
Photos

This is really important – Your Google My Listing should include only accurate, current information that’s free of errors. This means your street address should be written exactly the same way it’s referenced on your website. Phone numbers should match your site, too. Be sure business hours are correctly noted and check the entire listing for typos or other errors.

Google wants to see your business represented with consistent information across the internet. If your address is listed 101 S Main St, Ste 100 on your website, but your Google My Business listing shows 101 South Main Street, Suite 100, the minor differences can affect how well your site is returned in search results.

Update Your Holiday Hours

If your local business will have extended hours during the holiday season, be sure you let your customers know they have more time to come in and shop. If you’re having an early-bird sale or a midnight madness special, remember to update your GMB listing business hours with these details.

These details can draw the attention of would-be customers and put you ahead of your competition up the street.

And don’t forget – Google statistics tell us that more customers will request directions to your store and click through to your website if your business hours are included on your GMB listing.

Encourage Reviews

Naturally you should always encourage your customers to leave reviews, and the holiday season is no different. A great star-rating will prompt more customers to visit your shop, especially when they’re in a rush for last minute holiday gifts.

Invite your customers to leave reviews with signage inside your store, notes on your receipts, or with bag stuffers. All you need to do is provide your GMB link and some kinds words of invitation.

Remember Those Non-Holiday Months

The holidays are an exciting time and it’s easy to get motivated to do fun marketing stuff. But remember, local business marketing, in general, and your Google My Business listing, specifically, should be something you keep up on year-round.

Don’t wait for the holidays to update your GMB listing. Make it a weekly item on your to-do list. Check the listing for accuracy, keep the photos updated. And be sure you update your business hours, even for those not-as-popular holidays like Columbus Day or Labor Day.

Want to learn more about optimizing your Google My Business listing? Reach out to us at Locallogy ! We can show you how your Google My Business can drive more customers to your local business.

Marketing Concepts You Can't Afford to Forget

amberdb000@gmail.com (Amber Blevins) — Thu, 09 Dec 2021 16:33:31 GMT

If your local business has been around for a while, you have some experience with marketing. And through that experience, you've learned a few things about what works and what doesn’t.

But the digital marketing space is always changing. With the influx of new information, tactics, and tools, it’s easy to forget some of the tried-and-true concepts. You may be on the cutting edge of new marketing strategies, but disregarding the basics will negatively impact your outcome.

Don’t make your marketing harder than it has to be—remember these basic marketing building blocks.

Customers Don't Naturally Leave Reviews

There exists a subset of consumers who are naturally inclined to leave a review for a product or service without being asked. These are customers who had a bad experience. They don’t need invitations or reminders; they’re willing to take time out of their day to let you know about your bad service or faulty product.

There are also a few consumers out there who consider it their civic duty to leave reviews on nearly every product or service they receive.

But the majority of consumers who have a neutral or positive experience with a business simply don’t leave reviews unless they’re expressly invited to do so. There are a few reasons for this. Some people just can't be bothered. Others aren’t sure how to actually leave a review.

Most often though, they just don’t think about it. Unlike the negative reviewers who are upset or frustrated, satisfied customers don’t sit around stewing, thinking about their interaction with you.

This is why it’s essential you actively engage with your customers and invite them to leave a review for your business. It should be part of your standard business practices, just like providing your customer with a copy of their receipt or signing off on a completed project.

Inviting your customers to leave reviews and ratings is easily automated with tools like Locallogy’s Review Builder . These applications make it simple for your customers to enter a review on their platform of choice.

CTA’s are Imperative

A call to action or " CTA " is simply a directive to the consumer. It tells them what to do next, like Call Now or Sign Up for Our Newsletter . You will most often hear CTA’s discussed as part of a website, but in fact, CTA’s are present in most marketing channels, from print ads to TV commercials.

You may assume consumers already know what to do next, especially if they're interested in your product or service. But people have a short attention span. And while they may be interested in your company, that interest might not be strong enough to make them seek out your contact information or find out how to get on your mailing list.

CTA’s make it easy for consumers to take that next step in a clear, uncomplicated way. On a web page, the call to action generally includes a link or button that takes the user directly to a contact form or scheduling application, which creates the first point of contact. Little effort is required from the user, but it's a big first step in the customer journey.

You Need a Defined Marketing Plan

Digital marketing is ever changing. What works this year may not work next year. Your best strategies last quarter may be waning this quarter. But that doesn’t mean your marketing efforts should be random or erratic.

A successful marketing strategy is well thought out, clearly budgeted, and has defined goals. The “spray and pray” method doesn’t work here, particularly when you’re using paid marketing tactics.

Your plan should include a clear definition of your brand, a summary of your target audience, and a list of your goals. Next, you’ll focus on the steps to reach those goals and your budget.

A defined marketing plan is necessary for success, but it doesn’t mean you can’t try new things or adjust your plan when needed. It’s all about being flexible while working toward a defined goal.

Need to get back to the basics with your local business's marketing? Locallogy can help! We're experts in local digital marketing.

What You Need to Know About Fake Google Reviews

amberdb000@gmail.com (Amber Blevins) — Fri, 03 Dec 2021 15:47:52 GMT

Checking reviews has become a key step in both the online and offline shopping experience. These days, an estimated 93% of consumers check online reviews before making a purchase. In other words, your potential customers are reading your reviews and making buying decisions based on the feedback from other customers.

As a local business owner, you know how important reviews are in the success of your brand. And naturally, you strive to provide excellent service and collect as many 5-star reviews as possible.

But what happens when someone leaves a fake review for your business? Dealing with a critical review is bad enough, but if the bad review is fabricated, that’s even worse.

Here’s what you need to know about dealing with fake reviews.

What is a Fake Google Review?

A fake review is simply a review from someone who has never been your customer, has never used your product or service they're reviewing, or has never had interaction with your brand.

The overwhelming majority of fake reviews contain negative feedback and low star ratings.

Why Do People Leave Fake Reviews?

There is no single answer to this question. Fake reviews happen for a variety of reasons.

Sometimes fake reviews originate from competitors who want to damage your brand, thereby boosting their own business.

Other times, consumers who have a grudge against your company for whatever reason may create a false review. In some cases, the reviewer perhaps knows someone who claims they had an unpleasant experience with you. Or the reviewer simply doesn’t like or support the services you provide or the way you do business.

Occasionally, fake reviewers are simply internet trolls who spend their time causing havoc for others.

And finally, a fake review might just be a mistake, wherein someone tried to review Company A, but they accidentally added the review to Company B.

How to Spot a Fake Review

The first (and easiest) way to identify a fake review is to pick out details that don’t match up with your business. If someone complains about their experience at your Cincinatti office, but you only have offices in Cleveland, there’s a good chance the review is fake or, at least, a mistake.

When you receive a review that doesn’t quite make sense, check your customer database. If you can’t find the reviewer in your record of customers, that’s a red flag.

You can also identify fake reviews in the way the review itself is written. Vague comments, the use of excessive punctuation (especially exclamation points,) and the frequent use of obvious keywords are telltale signs.

If a review seems fishy, click on the reviewer's name and take a look at the other reviews they’ve written. This is a great way to see if the reviewer is leaving similarly worded reviews for other companies, listing similar complaints, or including other questionable content in their reviews.

A Word About Fake Positive Reviews

Fake positive reviews do happen, but they’re usually an inside job. Positive reviews can be so beneficial to your business, it’s tempting to innocently ask family and friends to write a review, even if they haven’t used your services. Don’t make this mistake . A fake review is a fake review—whether it’s positive or negative—and it goes against Google’s Terms of Service .

What to Do About Fake Reviews

Nothing will completely solve the problem of fake reviews. But you do have options when it comes to bogus reviews for your company. Here are the steps you can take.

Respond to the review.

Yes, you should respond, even if it’s fake. The thing about reviews is that the entire internet can see them, so before you take steps to remove the offending review, you need to respond.

Using your best customer service voice, ask the reviewer if there’s anything you can do to correct their issue or improve their experience. If it’s obvious the reviewer was never your customer, include something like, “We’re not finding you in our customer database. Please reach out to our customer service team so we can help you.”

This kind of response not only shows that your company is willing to make things right with its customers, it also signals to readers that the review might be fake.

Likewise, if the review is an obvious mistake—someone is reviewing lawn care services when your company does kitchen remodeling, for example—respond accordingly. Something like, “Thanks for your feedback, but it appears you’re reviewing the wrong company. We do kitchen remodeling, not lawn care.”

Report the review to Google.

The r eporting process is simple and Google allows you to track the status of reviews you’ve reported.

Google’s assessment of the report may take several days, so be patient. Removing the review won’t happen immediately.

It's important you report every single fake review. This helps Google identify frequent offenders and take appropriate action, like banning their accounts.

Dealing with Fake Reviews

Google takes fake reviews seriously, but they rely heavily on the front-end user to identify offenders. That means you should be diligent in reporting fake reviews for your company, even if the reviews aren’t harming your overall rating.

When it comes to fake reviews, the best defense is a good offense. Be sure you’re providing great service and inviting your customers to leave reviews and ratings. When you have a stockpile of positive reviews, you’ll be more confident in dealing with a few fake ones.

Simple Ways Your Website Can Build Trust With Your Customers

Fri, 26 Nov 2021 16:44:20 GMT

A local business’s website serves a lot of functions. It’s a digital business card. It’s an online portfolio. And it’s a lead magnet used to funnel in prospective customers. But before anything else, a business website must connect with customers and begin the process of building trust.

Too many business owners miss this opportunity, the chance to instill a sense of confidence and credence with the tool they already have at their fingertips—their website .

Check out these simple steps you can take to build a sense of trust with your customers using your website.

Encourage Customer Communication (and Always Respond)

Have you ever wanted to call or email a business but couldn’t seem to find contact information anywhere on their website? It’s a pretty frustrating feeling, enough to make you take your business elsewhere.

Obviously, contact information should be clear and prevalent on your website. Not just on a Contact Us page but in other areas, as well. Presenting your contact information is only the first step, though. Actually encouraging site visitors to contact your business is equally important.

Invite your site visitors to contact you when they have questions, when they need guidance, and when they need to report a problem—not just when they’re ready to buy something. An “open door” communication policy makes your business seem approachable, which is attractive to potential customers.

And when you receive customer contact, always, always , respond. Answer their questions, thank them for their feedback, set up a time to talk further, whatever is appropriate. Acknowledging customer contacts further builds the sense of trust and reliability you're striving for.

Display Your Reviews

With a quick Google search, your potential customers can most likely find various reviews of your business. But why not save them the trouble? Display your customer reviews right there on your website. What better way to be transparent and honest with your site visitors?

One way to display customer reviews on your site is with Locallogy’s Review Builder . This tool, which integrates seamlessly with your website, displays your customer reviews from various places like Yelp, Google, and Facebook.

Presenting these reviews on your website not only saves potential customer a few extra seconds of searching, it also proves that you’re upfront and proud of the work you do. Don’t forget, the goal here is to connect with your customers and build a sense of trust.

Mention Your Notable Clients

Have you had the opportunity to work with a hometown celebrity? A trusted name in the community? Or a local “influencer?” Use the interaction to your advantage (with their permission, of course!)

Doing business with well-known names in your community gives your business a certain credibility. If your well-known customer is willing to share a few words about your services or have their photo displayed on your website, you’ve just gained some social proof—the kind that persuades others to try out your business, as well.

Perhaps your customer wasn’t a local celebrity but a well-established business in the community. The same concept applies. Mention your interaction and share photos of the project, when permissible, on your site. With notable clients and important projects in your portfolio, your business will convey a feeling of high-quality service and dependability.

Connect on a Personal Level

One of the best ways to connect with your potential customers is by showing them the human aspect of your business—The people behind the brand, the team who does the work. Many business owners strive for such a professional image, they often end up looking like just another faceless company.

Show your customers who you really are. Use an About Us page to tell your company’s story and share information about you and your team. Get comfortable and don’t be afraid to be a bit casual. Your customers are looking for a brand and people they can connect with. They’re not looking for executive headshots and a simple list of degrees and certificates.

Mention your roots in the community, talk about the individual members of your team; give your customers something to relate to on a personal level.

Learn more about how you can connect with potential customers using your About Us page here .

Make a Great First Impression

Your website is often the first interaction a potential customer has with your company. Make it a great first impression by building trust and instilling a feeling of reliability and transparency. Remember, your website is a digital representation of your brand. It should tell your story and welcome visitors to connect with you.

Does your website need an update? Looking for help displaying reviews on your site? Give us a call at Locallogy ! We’d love to learn more about you and your business.

What Duda's Core Web Vitals Can Mean For Your Local Business

amberdb000@gmail.com (Amber Blevins) — Thu, 11 Nov 2021 01:57:12 GMT

Recently, HTTPArchive published a dashboard that allows users to view stats and check performance comparisons of several open source and commercial website platforms. The data focuses on Core Web Vitals performance and compares established, open-source platforms like WordPress and Drupal with somewhat newer, commercial platforms like Wix and Duda .

This data is of particular interest to small and local businesses, who are more frequent users of commercial website platforms.

Before we take a closer look at the data, let’s first examine the basis for comparison—Core Web Vitals.

What Are Core Web Vitals?

As we know, user experience is very important to Google. And to ensure its users have a great web browsing experience, Google measures website performance and ranks better performing sites higher in their search results. Core Web Vitals are a sort of subset of Google’s overall experience measurement.

This subset is made up of three distinct factors that Google uses to determine page speed and performance. These are LCP, FID, and CLS.

LCP – Largest Contentful Paint

LCP measures how long it takes for the largest piece of content on the page to appear on the screen. The largest piece of content might be a chunk of text or an image. Obviously, the faster your page loads, the better. Pages that are slow to load are bad news all the way around. Slow pages lead to a poor user experience which ultimately hurts your search engine ranking.

FID – First Input Delay

FID measures the length of time it takes for your site to react to the user’s first interaction. In other words, how long does it take your site to respond when the user clicks a button or takes some other action. Again, your website should load and respond quickly. If it doesn’t, it’s not providing a satisfactory user experience.

CLS – Cumulative Layout Shift

CLS measures your site’s visual stability. Have you ever tried to click a button while a page was loading, but the text and images shifted and you ended up clicking on something else? CLS tracks whether or not the individual elements on your webpage move around while it’s loading and how often it happens. An unstable webpage can leave a user frustrated, which doesn’t make Google very happy.

The Core Web Vitals Report

The HTTPArchive dashboard and accompanying reports tell us something important for small and local businesses—commercial platforms like Wix, Squarespace, and especially Duda, are now a force to be reckoned with in the Google space.

For years, commercial platforms or “DIY site builders” were seen as “second class” by open-source platform developers. And if we’re being honest, that reputation was somewhat deserved, at least for a while. Commercial website platforms started out being incredibly restrictive and catered only to those who were not professional web developers. SEO and end-user experience were not high on the priority list for these platforms.

But in the past few years, Duda, Wix, and the like, have made huge strides in areas of site performance, user experience, and SEO. Part of these advances stem from the fact these platforms aren’t open-source like the grandaddy of platforms, WordPress.

Why It Matters

Many marketing professionals will still tell you the best performing, most attractive websites must be built on WordPress or a similar open-source tool. Here at Locallogy , we know that’s just not true. We build many of our clients’ websites using Duda, for a couple of reasons.

Our clients are small to medium sized local businesses. They’re nimble, they’re innovative, and it’s imperative they have the flexibility to make updates to their websites on the fly. A platform like Duda is powerful enough to allow our team to build an incredibly effective, beautifully designed website while being accessible enough to allow our clients (who are not web developers) to make updates and tweaks when needed.

The other reason we use Duda is because of its performance, which is evident in its Core Web Vitals score.

Take a look at Duda’s mobile and desktop performance scores for 2021 compared to those of WordPress. Duda consistently comes out on top.

While Duda leads the pack in performance among its commercial counterparts, Wix and Squarespace are climbing ahead of the open-source platforms, too. This means a high-performing website is within any business owner’s grasp, not just those who have the time, money, or know-how to deal with WordPress.

Conclusion

What do these comparisons mean? And what does this data really tell us?

It’s easy to get lost in the sea of Google statistics, platform comparisons, and performance metrics. Here’s what you need to know: If you’re a local business owner, you need to get your website in front of as many potential customers as possible. You can do this by creating a high-performing, user-friendly site that ticks all the boxes on the Core Web Vitals checklist.

A responsive site + a great user experience = Higher search engine rankings

Higher search engine rankings = More customers on your website

Building a high performing website on a commercial platform can be done, despite what some marketing professionals or old school developers may tell you.

If you want to learn more about Duda and its capabilities, reach out to us at Locallogy . We’d love to chat with you about how we can take your local business to the next level.

Remember Your Business Passwords (Without Risking Security)

Fri, 05 Nov 2021 01:14:57 GMT

You may recall a time when passwords were as simple as the name of your dog and your birthday. After all, buddy0806 was a pretty decent password 20 years ago. But those days are long gone. Now, password cracking is very real, very scary, and extremely sophisticated. Simple passwords just don’t cut it anymore.

By now, most of us know how to create a strong password. The real task is actually remembering it later, right? And not just one password but many, spanning our personal and professional lives.

Your Business Passwords

We know password security is extremely important in our personal lives. Online banking and mortgage accounts, credit card and utility accounts, even social media – these all put our personal data at risk when we use weak passwords.

What’s surprising though, is that many business owners don’t realize the risk is even greater when their employees' passwords aren’t up to par. According to one study, 80% of hacking-related corporate breaches are the result of stolen or cracked passwords.

Weak passwords are not just putting your company's data at risk, but the personal data of all your employees and all your customers .

What Not to Do

Just to be safe, let’s have a quick crash course on things to avoid when creating passwords for your business (and personal) accounts. Then we’ll learn tricks for creating memorable passwords.

Don’t use passwords that are less than 10 characters in length. 12-16 characters is ideal. 20 characters is awesome.

Avoid whole words and phrases. Obviously, “password” or “admin” aren’t good passwords. But neither are “lovemywife” or “iliveforfishing.” Password cracking software can break these easily.

Avoid easy keyboard combinations of any sort, like “123456” or “qwerty.” Those are child’s play for a password hacker.

Don’t use words, phrases, or abbreviations that are specific to you. That means your street address, your kid’s name, or your favorite band are not good options. These personal details can easily be guessed by people who know you or by people lurking on your social media accounts.

Always use a combination of upper-case letters, lower-case letters, numbers, and symbols.

Don’t use the same password across multiple sites or logins. It's hard, I know, but don't do it .

Never share your passwords with anyone – ever – for any reason.

Creating Memorable Passwords

Unfortunately, a strong password often equates to a hard-to-remember password. But creating a memorable password is not impossible. Here are some tips for creating passwords you can actually remember.

Create a Personal Code

Create a little personal code for yourself by using numbers in place of letters, using acronyms or abbreviations, or purposely misspelling words. Even better – use all these devices in your code. Think of it like your own language. You can then create strong passwords for multiple logins using the same "language.”

As long as you remember your code language, you can then create passwords using words and phrases that are meaningful to you but still hard to crack.

Start with a Base Word

Remember, you shouldn’t use common words or phrases and you shouldn’t use the same password for multiple applications. But you can use a base word and then build on it from there for each site you’re logging into. Here’s what I mean:

Base word: L( )vEbU9

Use the base word to create a password for various sites.

Facebook password: F@c3Bo0k_ L( )vEbU9

Twitter password: Tw!tt 3r_ L()vEbU9

Using a base word as part of your password ensures you’re creating a unique password for each application and it helps you remember the password itself.

Use a Favorite Book or Movie

Passwords should be random – to the people who are trying to crack them. That doesn’t mean they can’t be something memorable to you. The key is not selecting something obvious, like your wedding anniversary or your favorite sports team.

Instead, consider selecting a passage (not the title) from a favorite book or a line (again, not the title) from a movie you like. If you select a passage that’s long enough and you ensure you’re using letters, numbers, and symbols, your password should be sufficiently secure. Extra points if you select a book passage and then translate it into your personal code mentioned above.

Password Managers

If you’re still struggling to create strong, memorable passwords, you may want to consider using a password manager. Password managers are applications that create and encrypt your passwords, storing them securely so you can access them across multiple sites and platforms. Password managers are generally considered safe assuming they’re developed by a reputable company.

Here at Locallogy, we use a password management tool called LastPass to keep our passwords secure and allow access to passwords for shared accounts and applications.

A password management application won’t get you off the hook completely, though. You’ll still be required to remember a single, very strong master password in order to access your password files.

Prioritize Your Security

Don't und erestimate the importance of strong passwords in your personal life and in your business. We've all seen big corporate data breaches and though there's some bad press for a while, those businesses inevitably recover. For small companies and local businesses , however, the damage can be much worse.

Ensure you and your employees are using strong passwords and changing those passwords regularly.

What is Content Hierarchy? Everything You Need to Know

Fri, 29 Oct 2021 18:03:09 GMT

We’re all familiar with the concept of saving the best for last. But when it comes to the content on your website, your approach should be the opposite. The order in which content appears on your site can have a strong influence on the rate of conversion your website sees. This concept is known as content hierarchy .

Whether you’re a business owner who is creating service pages on your website or you’re just running a personal blog, content hierarchy is something that affects the success rate of your web pages.

What is Content Hierarchy?

Content hierarchy is an element of content marketing that involves the strategic placement of the content on each web page, putting the most important information at the top of the page and the least important at the bottom. This is done through all content-related mediums, from website descriptions to marketing emails .

Even this blog is an example of content hierarchy. Notice how we put the most important info—the explanation of what content hierarchy is and why it’s important—at the top of the page, while in-depth info is farther down, for those who want to learn more than the basics. If readers walk away after the first few paragraphs, they still have the gist of the content.

Why is it Important?

These days, people lose interest in what they’re reading more quickly than ever, thanks to an overwhelming amount of information available in an instant. In fact, the average bounce rate across all industries is just below 50%.

Think about your own internet habits. You probably read the first few paragraphs before determining whether you want to read on. Or maybe you just scan the subheadings on each section to see if it’s worth your time. This is how most people consume content so you can see why it’s important to put the information you want consumers to read most at the top of the page.

With your content strategically ordered from most to least important, you have a better chance of attracting consumers’ attention and encouraging them to stay on your page longer. And even if consumers are only on your page for a few seconds to read the first few lines of text—they’ll get the information they were looking for.

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How Does Content Hierarchy Affect Conversion?

Content hierarchy is all about placing your content in a way that grabs the attention of readers and gets them to stay on your site, consuming more information. You want build a relationship of trust with the reader as quickly as possible—in other words, near the top of the page. If you can keep their attention long enough and establish your site as a reliable source of information, you have a better chance of getting them to take action now or come back to you in the future.

Simply put, the right content hierarchy works to keep people on your page and consuming your information for as long as possible. In the end, hopefully you have provided what they were looking for and have compelled them to buy in to your product or service. This is why content hierarchy is important to a well-converting web page.

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How do You Determine Your Content’s Level of Importance?

When you’re deciding on the order and placement of your site’s content, ask yourself: If visitors only take away one thing from my site, what do I want them to know? This will likely be your most important content and should be placed highest on your page. From there, think about all the information you want to include on the page and rank it from most important to least, while still keeping flow in mind. That is, make sure the content still makes sense in the order you choose.

If you’re finding yourself stuck on determining the order of information, try doing a search for similar subjects. This will show you the types of questions people are asking about your product or service and will give you valuable insight as to what the most popular topics are.

Here’s a general outline of content hierarchy for a service page on a business’s website:

Establish a connection with the customer by relating the service to a common problem they have.
Explain the service that’s being offered. What unique features do you provide?
Describe why your service is different than your competitors and what the customer will gain from your service.
Answer any additional FAQs.
Include a friendly reminder of who you are in a brief business summary.

And don’t forget one of the most important pieces of content on your site – the call-to-action .

Decide on a Call-to-Action

We already touched on why content hierarchy is important to conversions, but how exactly do you work a call-to-action (CTA) into your hierarchy?

The first step is deciding on the action you want your site visitors to take. Do you want people to sign up for a newsletter? Call you to schedule an appointment? Your CTA should plainly explain the next steps the reader should take and it should first appear near the top of the page. Your main CTA or secondary CTA’s can then appear again throughout the page at appropriate intervals.

If you only have one CTA you want to focus on, continue to use the same one throughout your page. However, if you have several items you want to highlight, place them in the order of importance and put the less important ones farther down on the page.

Here is an example of how you can incorporate three different CTA’s of varying importance on a single page.

Like your content, CTAs follow the same hierarchical rules, and should always be placed in the order you want action to be taken.

Don’t Forget Visual Hierarchy

Content hierarchy doesn’t just include text. It also includes the visuals that grab readers’ attentions, from images and videos to logos and notifications. Visuals are a great way to draw attention to the points you want to highlight most, such as your CTA or a graphic that illustrates your main point.

While visual hierarchy can get very complex (think of the psychology that goes into professional graphic design) there are some simple, common-sense rules you can follow.

People read bigger things first. Use your largest headlines and images to convey the most important points.
The eye is naturally drawn to bright colors and contrasting colors. This is an easy way to attract the reader’s attention to several pieces of information while still putting emphasis on the most important.
Typeface is important. Using a select variation of typefaces can communicate the level of importance in each section of your site’s copy.

Have a Game Plan

Even if you haven’t given your site’s content hierarchy much thought, it’s still affecting the success of your website and its number of conversions.

The next time you publish a page on your site, make sure you have a plan for the hierarchy of your content beforehand. And when you’re ready to tackle your existing webpages, rearranging the content will be relatively easy and can have a positive impact on the page’s performance.

Using the Customer Journey to Plan Your Marketing Strategy

Fri, 22 Oct 2021 01:33:53 GMT

Industries are different, products are varied, and every consumer is unique. But one thing remains largely the same above all else – the customer journey.

Understanding the customer journey is crucial in learning how to interact with consumers, when to make contact, when to give them time to think, and when to move in to close the sale. Knowing your buyers and how their journey evolves can also help you formulate the most effective marketing strategy.

How it Works

In almost every case, we can break down the customer journey into three phases: Awareness , Consideration , and Decision .

Take a look at this infographic outlining how your marketing strategy should mesh with the customer journey, then scroll down to learn more.

Awareness

During the awareness phase, the customer has decided they need something. It's either a problem that needs fixed, a question that needs answered, or a desire they’d like to fulfill. Most of the time, the customer then heads out to the internet in search of information.

This is your first opportunity to interact with the consumer. Publish information-rich, easy-to-read content on your website, your blog, and other forums in your industry. Answer the most common questions your customers have and do it in a way that establishes your company as an expert in the field. Explain next steps and address frequently asked follow-up questions so the customer can get all the information they need in one place.

This isn’t the time for a sales pitch. You’re simply building trust, providing good information, and growing a relationship.

Consideration

Consumers love to shop around and the internet makes it very easy for them. During the consideration phase, the customer digs a little deeper for detailed information and comparisons. In addition to exploring your website and reading your blog, the customer probably visited many other sites and read a great deal more content.

You can nudge buyers in your direction by providing detailed information and addressing more specific situations. Service pages on your website are a great place to do this. Focus on the advantages of your service. Explain, using a bit more detail, how you can fix the customer’s problem or meet their needs.

Customer reviews and case studies are also important during this phase in the customer’s journey. Buyers are drawn to stories from other customers who have been in situations similar to their own.

Decision

At this point, the customer has settled on a product or service that will best meet their needs. Now, in the decision phase, the customer will choose which company they’ll do business with.

This is where you should really put your best foot forward. Don’t be shy about why your company is the best. You can get a little sales-y here, but don’t overdo it (there’s really no place for aggressive sales tactics in this process.)

Tout your business’s accomplishments, promote your involvement in the community, spotlight your commitment to sustainability – whatever it is, tell the buyer why your company is the best choice for the product or service they need.

Start at the Beginning

Like most things in business, marketing is a process. It’s easy to want to skip ahead to save time and money – but don’t make this mistake. For the best results, connect with your customer at the beginning of their journey. This gives you the best chance of establishing trust and building a sustainable relationship.

Need to learn more about content marketing and how you can use it to win customers? Reach out to us at Locallogy! We’re internet marketing experts and we’d love to chat with you about your business.

What to Do When Your Competitors are Violating GMB's Terms

amberdb000@gmail.com (Amber Blevins) — Thu, 07 Oct 2021 15:33:50 GMT

Local business owners know how important Google My Business (GMB) is to ranking in local searches and attracting customers. An optimized GMB listing can mean more prospects, more reviews, and ultimately, growing your business.

Unfortunately, the power of GMB leads some business owners to engage in unscrupulous practices. In an attempt to boost their visibility, these businesses may - whether blatantly or not – violate GMB's terms of service. While Google does a pretty good job of policing, its universe is vast and sometimes these violators aren’t caught right away (if at all.)

Meanwhile, the honest, hardworking business owners who follow GMB’s terms are suffering. Their ranking drops, would-be customers aren’t finding them online, and their paid ad campaigns are underperforming.

Fortunately, business owners don’t have to settle for lower rankings and less visibility due to unfair Google My Business practices. If you find that your competitors are using unethical means to boost their GMB listing’s performance, try these methods to even the playing field.

Google My Business is User Driven

Of course, GMB listings are claimed and managed by the business. And ideally, the business itself keeps the GMB listing up-to-date. But Google relies on its users to also ensure information is correct. It’s quite simple for users to report incorrect, inappropriate, or false information on any GMB listing.

Even though you’re a business owner with your own GMB listing to manage, don’t forget you’re also a Google user . You have the same user options available to you as any other consumer. And this is how you can fight back against unethical GMB listings.

To be clear, these options are not tattling or playing dirty. You’re simply reporting incorrect information or unfair practices that are breaking Google’s rules.

It’s also important to note that submitting suggestions and corrections to Google is completely anonymous unless you upload photos as proof. These photos will appear publicly with your name and profile photo attached.

Issu e 1 : Keyword Stuffing a Business Name

Keyword stuffing can mean different things depending on the situation. But when it comes to Google My Business, keyword stuffing is the practice of adding descriptors to the business name on the GMB listing. This can give a dramatic boost in local search rankings. It’s also against GMB’s terms of service.

This is an example of keyword stuffing. The business name is The White Lily. Notice they’ve included several keywords, including their location, in the business name field.

If you find a competitor is keyword stuffing, here’s how you can report it:

Start by clicking the Suggest an edit link within the GMB listing.

Then, click the Change name or other details option.

You may now type in the correct name of the business, without the extra keywords. Remember to click Send .

Issue 2 : Using a Paid Mailbox or PO Box Address

GMB is for local businesses with physical locations or a specific geographic service area. Businesses are required to have a physical address associated with their GMB listing. Paid mailboxes, PO boxes, or other virtual mail services are not permitted.

If you find a competitor doesn’t actually have a physical location and they’re using a mail service to mask this fact, you can report it here:

Begin by clicking the Suggest an edit link in the GMB listing (see above.)

Continue by clicking Close or Remove .

Finally, choose the appropriate option. In the case of a business using a PO Box or virtual mailbox, you should select Doesn’t exist here . Follow through the steps and complete the requested details.

Issue 3 : Offering Goods or Services in Exchange for Reviews

It should go without saying, business should not offer anything in exchange for a customer review. Google encourages you to ask your customers for reviews, but paying for reviews or offering something in exchange for a review is against their terms of service.

If you learn your competitor is getting reviews using unethical means, you’ll need some sort of substantiation, like a photo or screenshot. You can then contact GMB Support and make a report.

The Google team will respond to you with a case number and they’ll go about investigating your report.

What Happens to Listings That Violate GMB’s Terms

Violating GMB’s terms of service can result in a variety of outcomes. In some cases, the listing may be suspended. In other situations, if Google can’t substantiate the issue, the case may be closed with no action.

For violations they can validate, Google has two levels of suspension they may invoke.

Soft Suspension – The business owner can no longer manage the GMB listing. This listing is still live and ranking is usually unaffected, but no changes can be made to the listing. This type of suspension often means the business owner needs to “start from scratch” reclaiming and reverifying their listing.

Hard Suspension – The listing is removed from GMB altogether; the business will not show up in search results. In some cases, listings can be recovered from a hard suspension, but there is a long process involved.

Creating a Consumer-Friendly GMB

Google My Business is not just a way to get your business in front of more customers or to increase your search engine ranking. In fact, it’s not really about you , at all. GMB is a listing service for consumers. It helps people find the goods and services they need, allows them to read reviews and add reviews themselves, and provides them with maps and directions.

Ensuring GMB listings are accurate and trustworthy benefits you, by leveling the playing field with your competitors. But more importantly, it benefits the consumers using GMB to find local businesses.

Does Your Website Improve Your Customer’s Experience?

Fri, 01 Oct 2021 15:31:43 GMT

Customer service has always been important. But in the last decade or so, when sharing your opinion to the masses has become the norm, customer experience is the thing that can make or break a business.

Many people still have old school ideas about how to provide a great customer experience, though. Sure, your services and products should always be top-notch. And your staff should be knowledgeable and accommodating. But in reality, the customer experience starts long before the first human interaction.

Your customer’s very first contact with your company is probably through your website. Your site sets the stage for the rest of the customer’s journey – This is where the customer experience really begins. Fortunately, there are a few fundamental things you can do to ensure your site is sending the best possible message to your customers and setting your interaction up for success.

Organized Design

You already know your website should be visually pleasing, but that’s not all that goes into creating a customer-centric site. If your site looks great but is hard to navigate or understand, your customer won’t spend much time trying to figure it out. Instead, they’ll head over to your competitor’s site.

The best, customer-friendly websites have a clean design and make good use of white space. Many business owners are anxious to share lots of high-quality photos of their projects or products – and they absolutely should, but there’s a right way to do it. Every square inch of your site doesn’t need to be covered with pictures; it defeats the purpose and causes image-overload. For best presentation to your customers, place photos in an easy-to-navigate gallery.

Reviews

Feedback from actual customers is an essential part of a great website – especially if you’re in the service industry. Honest accounts of customer experiences not only share the quality of your work but also help give your company a human appeal that prospective customers are looking for. While you’ll be naturally inclined to share only the best reviews, don't shy away from including a few that aren’t picture-perfect. A customer’s description of an unsatisfactory situation that was ultimately turned into a great experience gives your collection of reviews and testimonials an authentic feel.

Interested in displaying reviews from other sites, like Google or Yelp, on your own site? Consider an application like Locallogy’s Review Builder . The Review Builder tool collects your company’s reviews from across the internet and displays them in a clean format with your company’s branding.

Contacts

Can you imagine a customer visiting your website, deciding they want to send you an email for more information, but not being able to find your contact details? Believe it or not, it happens! Make it easy for your customers to get in touch with you and be sure your contact details are clear and obvious on your site.

Remember, not everyone likes to communicate the same way. Phone and email are the most important options, but you can also include a live chat option or even a Facebook chat link. If you have a showroom or store, be sure to invite potential customers to stop by.

Communication is one of the keys to a great customer experience. Your site should make communication easy and convenient.

About Us

Making a real connection with your customer is essential to fostering a great experience. Don’t shy away from sharing a bit of personal information about you and your team. Including an “About Us” section on your site is just the way to do it. This is where you mention your background, your hobbies and how you spend time away from your business, and other facts your customer might find interesting.

“About Us” and “Our Team” pages are among the most visited pages on any websites. Customers are looking to establish a human connection – Give them one by sharing a little about yourself and your team.

Frequently Asked Questions

Your customers will undoubtedly have questions about your products or services. Will they take the extra step to contact you with those questions? Maybe, but why take the risk? Make a list of the most commonly asked questions and other bits of helpful information and add an FAQ section to your website.

This not only serves the practical purpose of answering your customers’ questions, it also shows your customers you’re proactive and ready to help.

Start the Customer Experience Off Right

Don’t discount the importance of your website in the customer’s journey. With a clean, easy-to-navigate site that includes your contacts, a blurb about you and your team, customer reviews, and FAQ’s, you’ll set the tone for an excellent customer experience.

Worried your site might not be set up for the best customer experience? We can help! Get in touch with us at Locallogy . We’re local marketing experts specializing in exceptional customer experiences.

5 Reasons Branding is Important for Your Local Business

Fri, 17 Sep 2021 00:30:17 GMT

Prior to the digital age, branding was one of the most important pieces in a local business’s marketing tool box. It was the way business owners drilled their company’s name into the minds of consumers. It was the foundation for their advertising. Back then, a company’s branding was tantamount to their image - and it was fiercely protected.

But since the dawn of the internet, with social media feeds constantly scrolling by and online advertising targeted with pinpoint accuracy, many business owners – especially local business owners – have become ambivalent when it comes to building and maintaining a strong brand.

If you fall into this category, where branding is not a priority in your business, you’re making a big mistake. Branding, in general, is still extremely important, but it’s crucial for local companies. Here are five reasons you shouldn’t skip out on building a strong brand for your business.

Branding Defines the “You” in Your Business

When you started your business, I'll bet your motivation was more than just making money. If you started a remodeling firm , you probably loved the process of remaking a space into something beautiful. Your autobody shop probably grew out of your love of working on cars. And your yoga studio developed from your desire to share the benefits of yoga with others.

These are the perfect sentiments to convey in your branding. Think about it - if your customers think you're just out to get their money, they won’t be keen to work with you. But if you express your underlying motivations, your love for what you do, in your brand, then your customers will pick up on it too. Consumers want to feel good about how they’re spending their money. And if your brand gives them the message that you love what you do, they’ll feel good about spending their money with you.

Strong Branding Generates Revenue

Once you’ve built a brand that communicates your company’s inspiration, you’ll begin engaging with new customers. But branding doesn’t stop with attracting customers directly. It’s just as important for attracting referral customers.

A strong brand will resonate with your existing customers and that will be their basis for spreading the word to their friends, family, and hopefully even to their social media following. They’ll remember your company’s image, maybe they’ll describe your logo or mention your tag line. They might even describe the design of your website and its customer-friendly layout. Most of all, they’ll remember the feeling they had while doing business with you. All these small things that tie in to creating your brand will lend themselves to building an excellent referral network of customers.

Don’t forget – Consumers spend a lot of time online these days. And online reviews are an important aspect of your brand. Reviews reflect how your current customers feel about your company and this is conveyed to prospective customers. Most of your potential customers will check your online reviews before deciding to do business with you. A strong brand message can ensure consistent and positive reviews.

Your Brand Reinforces Trust

If there’s one thing consumers are looking for in their local business relationships, it's trust. And sadly, it's hard to come by nowadays. It seems there are new businesses cropping up on every block, only to be closed in a few months. This makes it incredibly hard for consumers to feel a strong sense of loyalty and trust.

A fatal mistake many of these new businesses are making is the failure to build a strong brand right from the start. Your brand relays an unspoken promise to your customers. It says, “We’re here, we cared enough to build a strong foundation, and we’ll treat you right.” It’s not just about logos and color schemes – although that's part of it. More than anything else, your brand is a collection of tangible (marketing material, a website) and non-tangible (your inspiration, your values) aspects that tell customers, “This is who we are.” When consumers are confident in who you are, you’ve inspired them with a sense of trust.

Great Branding Puts You Ahead of Your Competition

Strong branding will give you a jump on your competition.

A business without strong, consistent branding generally does not inspire trust and may leave its customers leery of referring others. Obviously, that’s not good when you’re trying to run a successful business. But worse, a company without a real brand is easy to ignore. Even if you’re providing great service, your lack of a solid brand message may be the reason your satisfied customers keep forgetting to tell others about their experience.

When you have a great brand behind you and your competition doesn’t, you’re already positioned to gain more customers and stay fresh in their minds long after your services are done.

A Consistent Brand Motivates Your Employees

This concept is often missed by business owners, but it’s a very real thing. The same part of your brand that inspires and delights your customers can also motivate your employees!

Imagine working for a company with no clear vision, no organized procedures or processes, or no real foundation. It would probably be hard to get motivated, right? In fact, you may not even see the point of working hard and doing your best, since there’s no clear goal for everyone.

But with a strong brand in place you’re not just telling your customers, you’re also telling your staff, “This is what we’re all about.” Your brand reinforces your company’s values and is a sort of unwritten rule book that tells your team how to carry themselves and how to serve your customers.

Branding is Essential

These are only a few reasons branding is so essential for every business, and especially local businesses . If you’re not sure how to get started on building a brand, check out some of the free resources available to you online, or consider hiring a professional to walk you through the process.

Done right, your branding can transform your company from a run-of-the-mill local business to a pillar of excellence and trust in your community.

Looking to beef up your online marketing and get your brand out there for the community to see? Check us out at Locallogy – we’re experts at local internet marketing.

What Can I Do that My Competitors Aren't Doing?

Thu, 02 Sep 2021 14:12:52 GMT

“What can I do that my competitors aren’t doing?”

Local business owners have asked us this question many times, especially regarding their websites. And while we can’t give a one-size-fits-all answer, we can help you figure out what your competition is and isn’t doing, and how you can use that to your advantage.

What is Your Competition Doing?

Before you can determine what your competitors aren’t doing, you need to establish what they are doing. Browse their website, check out their Google My Business listing, and scroll through their social media accounts. Do some research and answer questions like these:

What services do they offer?
How is their customer service?
What do their reviews say about their strengths and weaknesses?

Once you have a solid understanding of what your competition does, you can look for what they don’t do. From there, it will be easier to find what sets you apart and leverage those differences in your favor.

Explain Why You’re Different

In addition to providing details about your products and services, make sure your website tells consumers why you’re different from your competitors. Anything from your quick service to the brands you carry can make you stand out among the competition. If you can find even one difference that sets you apart, use it to show consumers you’re the better option.

Provide Top-Notch Service

Nothing sells your business better than quality customer service.It may sound like common sense that a company should aim for great service, but not all businesses make it a priority. When you and your competition sell products or services that are essentially the same, your reputation for an exceptional customer experience is what will set you apart.

Emphasize Positive Ratings and Reviews

We can’t say it enough—reviews and star ratings are so important for setting yourself apart. It’s what most consumers look at before making a final purchasing decision. Display positive reviews on your website, local listing, and social media platforms for a wide audience reach.

Ultimately, the best way to stand out is having star ratings appear next to your business name in search results. This will automatically draw attention to your business and away from your competitors.

Interact with Your Customers

This goes beyond the interaction you have with customers during a project or sale. People notice when businesses make a genuine effort to ensure the customer is satisfied. That’s why you want to look for a variety of ways to interact with your customers, especially in areas your competition is overlooking.

Post on social media and personally respond to comments, questions, and especially complaints.
Respond to EVERY single review out there, no matter what it says. Thank each customer for their comments and offer to resolve any issues that negative comments mention.
Close out each project with a personalized phone call or email. Nothing pushy or salesy, just a simple follow-up to ensure they're satisfied and invite them to provide feedback.

List Your Achievements and Awards

If your business has won any awards or received notable recognition, put it on your website. Maybe you were included on a list of best local businesses or you have an outstanding BBB rating. Share these accolades! This shows consumers you work hard and others have noticed. Don’t be afraid to brag about your business, including your achievements.

Support a Local Cause

Giving back to the community you are a part of makes a powerful impression on local consumers. It solidifies your position among the community. Your potential customers will be more likely to support a business that goes above and beyond to positively impact their community. Look for a local charity or program that needs attention and start working with them.

Offer Deals and Discounts

It’s marketing 101: offer a discount to capture your customers' attention. There’s a good chance your competitors are already doing this, but you have the opportunity to create a better deal that will attract more customers.

Embrace the Competition

It’s difficult to say what your competitors’ marketing strategies are and what exactly you can do differently. But remember, you don't need to reinvent the wheel. Use common sense, implement these strategies, and provide the highest level of service to your customers. You may soon find that other local businesses are striving to reach your level of success.

Your Blueprint for Ranking in Local Searches

amberdb000@gmail.com (Amber Blevins) — Fri, 27 Aug 2021 14:23:51 GMT

Searching online for a local business is nothing new. We’ve all been doing it for years now. But the frequency of local searches has surged over the past few years. According to a recent study, as of 2021, 97% of consumers search online for local businesses. Ninety-seven percent!

This tells us that nearly every consumer will, at some point, perform an internet search for services or products in their local area. And as a local business owner, you need your website to show up at the top of those search results.

There are numerous ways to boost your site’s search engine ranking. Some of these methods are free, others require a financial investment; some are simple, while others are complicated. But marketing professionals agree, there are a handful of basic steps every local business should take to build the foundation for a high-ranking website.

Check Your NAP

Your NAP – or name-address-phone number – must be consistent throughout the internet. This means everywhere , including your own website, professional directories, Facebook and other social media, and local listings. Google only wants to share trust-worthy information with its users, thus trusted sources are ranked higher in search results.

When your business’s name, address, or phone number are listed differently across the internet, Google may question the legitimacy of your business, which will result in lower rankings.

Get Your GMB Listing in Order

Your Google My Business (GMB) listing may be the single most important tool for a local business outside of a website. Your GMB listing gives relevancy and authority to your business. It allows you to share business hours, contact information, and – importantly – customer reviews.

Maintaining your GMB listing and ensuring the information is up-to-date is vital. Google’s search algorithms will look to GMB as one of the sources to confirm your business is legitimate.

This helps generate accurate and helpful search results for the consumer and helps your bushiness rank higher in those results. For example, when a consumer searches for Columbus digital marketing agencie s , the results include the most trusted websites for marketing agencies specific to the Columbus area – not results for shady looking websites, unrelated businesses, or businesses in other locations.

Optimize Your Site for All Devices

These days, most internet searches originate from a mobile device. When it comes to local search queries, this translates to about 78% of online searches resulting in an offline purchase. The simple lesson here is that your local business website must be user-friendly for all devices, not just on a standard computer screen.

User experience is of paramount importance, of course, but it’s not the only reason your site should be optimized for mobile devices. Google’s search algorithms highly favor sites that are mobile-friendly, particularly when the search is originating from a mobile device.

If your site is not optimized for all devices, its Google search rankings will likely suffer.

Include a Frequently Asked Questions Page on Your Website

An FAQ page is a simple, effective way to help your site rank in local searches. The way it works is simple: Answer questions on your FAQ page that your customers are likely ask in a Google search.

If you’re providing a service, your FAQ page may be more focused on how your process works, how your company will interact with the client, and the timeframe for your services. On the other hand, if you’re selling a product, your FAQ’s will likely focus on product support, your returns process, and how shipping or item pick-up is handled.

Answering consumers’ commonly-asked questions on your website helps establish your business as an authority in your field. At the same time, your FAQ page will help your site rank higher in relevant question-type Google searches.

Build the Foundation for High Rankings

Ranking in local searches is not an overnight endeavor. Following these guidelines will create a strong foundation for increasing your ranking, but don’t expect to be at the top of Google’s page one in a day or two.

Monitor your rankings alongside your marketing efforts, make adjustments when needed, and most importantly – be patient.

Why Your Local Business Website Needs an "About Us" Page

Fri, 30 Jul 2021 12:27:54 GMT

As a local business, you face a unique set of challenges that other companies do not. For one thing, well, you’re local. You have one or maybe a few locations in a specific geographic area. In other words, you’re not a national chain nor are you an online-only business. You don’t have the inherent clout a nationwide business has, and you can’t count on the characteristic anonymity of an online shop. Instead, your customers are looking for reassurance and a more intimate connection when they do business with you. That connection begins with your website.

Before we get started, let’s acknowledge there are several aspects of a local business website that are key to its success. Homepage, content, layout, the list goes on. But let’s focus on a web page that many business owners overlook – and one of the most frequently visited pages by customers.

Studies have shown the About Us page of a business website is the third most visited site by customers. Other studies suggest customers who visit your About Us page are five times more likely to do business with you . Those are some serious numbers and a compelling reason to have an exceptional About Us page on your business’s website.

Where to Start

An About Us page should not simply tell your customers about your company. The goal is to make a connection with your customers. As a local business, this is absolutely essential . Your customers need to see real people, read real stories, and relate to your business as a part of their community.

Plenty of business owners make common mistakes on their About Us pages. They reword the company mission statement and slap up an old company photo. Or they write blocks and blocks of text about the owner’s education and accomplishments. Neither of these do much of anything to connect with your customers.

To really connect with your customers, your About Us page needs a few important elements.

Your Story

Most people don’t want to read a detailed essay on the origin and history of your company. But they do want to know a little about you. Mention your company's designations or awards you've received, but don’t use this entire section for your accolades.

For a local business, it's important to talk about your connections with the community. Has your company always been local? Do you have a deep history in the area? When your customers realize you’re connected to the community they live in, a sense of trust begins to form.

Your Mission

This is not the place to post your mission statement in bold letters and leave it at that. Including your company’s mission statement is fine here, but that’s only part of it. Explaining your company’s mission is actually telling your customers why they should select you over another company.

What makes you different or better? State your value proposition. Is customer service a top priority at your company? Does your business take pride in completing every project on time? Are you dedicated to making the world a better place through your sustainable business practices? These are all examples of points you could make in this section of your About Us page. If your mission resonates with the customer, they’re more likely to choose your business.

Your Team

As a local business, you cannot skip over this portion of your About Us page. This is where real people – your customers, meet other real people – your team members. This section gives a feeling of reliability and increases the trust you’ve been building elsewhere on the page.

Include photos of your team. Not just a company photo, but actual photos of your team members. These should be images your customers can relate to. Include a little bio information and have fun with it, when appropriate. Include non-business-related info about your team members such as hobbies, favorite sports teams, or interesting anecdotes . These sorts of details make the people in the photos – your team members – become people your customers could actually know or be friends with. This fortifies the relationship you’ve been building with your customer.

Reinforce Your Brand

Your brand and voice should be a consistent message throughout your website, include the About Us page. And just like your Services pages convince customers you do the best work, your About Us page should show customers you have the best foundation and the best people on your team.

Remember, the About Us page is meant to make a connection with your customers by telling a story. This is your opportunity to tell customers why your business is something special.

Need help building a killer "About Us" page? Locallogy can help! We're local internet marketing experts and we know how to build web pages that convert.

4 Reasons Reviews Are Crucial for Your Local Business

amberdb000@gmail.com (Amber Blevins) — Fri, 23 Jul 2021 13:06:02 GMT

Customer reviews can be a touchy subject with local businesses and some business owners are hesitant to actively request online reviews. After all, negative reviews can damage your company’s reputation and make it difficult to attract new clients. On the other hand, positive reviews can benefit your company in many ways, from growing your customer base to increasing your search engine ranking.

Ultimately, online reviews are extremely important when it comes to growing your local business and making it better. The chance of receiving negative feedback far outweighs the benefits of a collection of positive reviews.

Check out these four ways reviews have proven to be crucial for local businesses.

Reviews Drive Purchases

Throughout history, business owners have always recognized the relationship between reviews and purchases. But it’s important to understand just how powerful online reviews really are these days. The simple word-of-mouth testimonials of old are now digital rating systems that are available for the masses to see.

Online reviews carry an incredible amount of weight when it comes to driving consumer behavior. About 90% of consumers regularly check reviews before visiting a business or making a purchase. And 72% of consumers said they won’t make a purchase at all until they’ve read reviews. That’s a massive chunk of your customer base.

It’s an indisputable fact that consumers in the digital age are looking at online reviews and making purchases based on those reviews. Local businesses are not immune from this consumer mindset. 93% of consumers say they’ve searched online for a local business and 34% said they search for local business online every day . You can bet those consumers searching for local businesses are also reading reviews.

Reviews Validate Your Business

With all these consumers searching for local businesses online, what do you think happens when they encounter a business with no reviews? You guessed it—they keep scrolling.

Reviews give credence to your business. Reviews assure consumers the business is a real, legitimate company and not some empty storefront. And assuming your reviews are largely positive, your potential customers can feel confident that you really provide the services you advertise.

Reviews Build Trust

Collecting lots of positive reviews is great. But what happens when a bad rating or complaint comes through? It happens to every business from time to time, but smart business owners know how to use those reviews to their advantage.

Responding to a negative review gives your business the opportunity to not only make things right with the individual customer, it allows the rest of the viewing public to see how you interact with your clientele. Even if you can’t make the customer 100% happy with their experience, your attention and attempts to rectify the situation demonstrate your dedication to customer service. And that goes a long way to build trust with your customer base.

Reviews Help You Get Found in Searches

Google’s complicated ranking algorithms aren’t easy to crack. But we know two things for sure: Google favors companies with higher customer ratings and companies with fresh online content.

Google places companies with positive reviews higher in search results than those with low reviews or no reviews at all. Likewise, Google likes companies with new, unique content. A steady flow of customer reviews gives you just that—a constant stream of new content associated with your business.

If you’re having trouble climbing the search engine rankings, take a look at your review strategy. Grow your number of customer reviews and you’ll likely see an increase in your ranking.

Reviews Help Your Business Get Better

Feedback in the form of customer reviews is invaluable when it comes to addressing issues and making your business better. Reviews—good and bad—contain nuggets of information that you wouldn’t have otherwise.

Getting stellar reviews on a particular product or service? That gives you an opportunity to increase your marketing efforts toward that area of your business. Multiple bad reviews about a certain type of project? Use that feedback to fix the problems and make the experience better for the next customer.

Put Your Reviews Front and Center

There are many ways consumers can see your online reviews. Google My Business, Yelp, Facebook, and industry-specific sites are just a few. Displaying reviews directly on your own website is also a great way to channel their power.

Presenting reviews on your company’s site allows consumers to see real customer feedback without leaving your site to search for reviews elsewhere. Keeping the potential customer on your website increases the chances they’ll make contact with you.

There are a variety of tools available to help you display reviews, like Locallogy’s Review Builder application. Review Builder invites customers to leave feedback, then collects those reviews from various 3rd party sites. The reviews and star ratings are presented on your website in a seamless module that matches your site’s existing design.

Online reviews are a key piece of the customer experience. Encourage your customers to leave reviews, put the information you gather to good use, and watch your business grow.

What a Digital Marketing Agency Really Does... and Why You Need One

Fri, 16 Jul 2021 15:03:25 GMT

Consumers have changed a great deal in the past two decades, maybe more than any other time in history. The digital age has completely altered the way consumers shop and compare, as well as the way they make their purchases. Because of this, marketing has also undergone drastic changes.

To get the best marketing results for your business, it’s important to understand how marketing has changed and how a digital marketing agency can help.

Traditional Marketing vs Digital Marketing

Traditional marketing, digital marketing... Boiled down, they’re both marketing.

Definition : Marketing — The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. Dictionary.com

No matter how you’re doing it, marketing is meant to get new customers, keep existing customers, and sell your product or service. But there are some distinct differences.

Traditional Marketing

Traditional marketing, or what was simply known as “marketing” in the pre-internet era, typically involves a broader target approach, is often limited to specific geographical areas, and is generally not as analytically based as digital marketing. Think print ads, TV commercials, radios spots, and the like. A great example of traditional marketing is those tried and true billboards you see while driving down the street. The theory is pretty simple . Find a billboard in your business’s general area, get your advertising team to design the ad, and put it up for all the world – or at least your town – to see.

The problem with traditional marketing methods is the inherent inability to narrow your target audience and track and measure your results. This is clear in the old marketing methodology called, “spray and pray.” With this method, you simply saturated your audience and prayed for good results. Not a great way to approach marketing your business in general, and especially not if you want to make the most of your marketing budget.

Digital Marketing

Digital marketing - also known as internet marketing - differs from traditional marketing in two main ways. First, digital marketing methods are different. Here we’re looking at social media marketing, optimized websites , PPC campaigns , targeted ads, and email marketing.

The second major difference is digital marketing’s purely research and results driven approach. There's absolutely no , “spray and pray” here. The seemingly endless tracking ability of the internet means digital marketers can identify where your target customer spends most of his internet time, which forms of communication he is likely to respond to, and which communication channel he uses when he eventually contacts you.

All this tracking, measuring, and research means digital marketers can scale and pivot their campaigns quickly and easily. If a pay-per-click campaign isn’t performing well, for example, it’s easy to end it and focus those efforts elsewhere. No six-month contract on an under-performing billboard or tons of money invested in a bad TV ad. With digital marketing, your marketing budget is used much more efficiently.

What a Digital Marketing Agency Actually Does

Digital marketing agencies tackle the challenge of targeting your audience and converting them into customers. The agency you partner up with will learn about your brand, your customers, how and where you want to grow your business, and your ultimate goals.

With this information, digital marketers plan specific campaigns and initiatives to reach your goals. But it doesn’t stop there. One of the best things about digital marketing is the wealth of information available, often in real-time, about the performance of a given campaign and the overall performance of your marketing strategy.

Your marketing partners are tracking all this good stuff, even those things you don't ask or care about. From how many hits your website got yesterday, to how many people viewed your Instagram post this morning, or even how many people shopped on your site but left before purchasing. Your marketing team is reviewing the results, crunching the numbers, and deciding on the next steps to take.

While some agencies offer the full gamut of services and others specialize in a few select areas, here are some of the services you can expect from a high-quality digital marketing firm.

Targeting and Strategizing
Content Marketing and SEO
Website Development
Digital Advertising
Social Media Management and Advertising
Pay-Per-Click Campaigns
Email Marketing

Should You Work with a Digital Marketing Agency?

So, should you spend your time and money working with a digital marketing firm? Yes, you should! Especially if you’re a small business without the advantage of an internal marketing team.

Digital marketing partners are there to help you make the best of your marketing budget. While most agencies offer a wide variety of services, you’re certainly not required to make use of them all. A great agency will take into consideration your budget, your timeline, and your goals, then present you with a plan that makes sense for your business.

While you might already be good at content marketing, or you have some skill at Google advertising, most of us aren’t experts in all the digital marketing methods out there. This is where a digital marketing partner can step in and develop a well-rounded plan to increase your customer-base and grow your business.

If you’re looking for an internet marketing partner or you just want to learn more about digital marketing, check out Locallogy . We’re internet marketing experts and we love to share our knowledge.

Google Updates and Your Rankings - How the Two Are (Or Are Not) Related

Thu, 08 Jul 2021 12:11:04 GMT

It’s hard to imagine the amount of brain power and technology it takes to keep Google’s search engine humming along on any given day. But we know part of what keeps Google running in optimal form is its near-constant tweaking and updating.

If you’ve spent any time in the digital marketing space, you know Google deploys updates fairly regularly. Some are made known to the public while others happen quietly in the background.

Google normally deploys its major updates, also known as core updates, only a few times each year, separated by several months. Summer 2021 has been unique, though. Two core updates – one in June and another in July – were deployed.

So at this point you’re probably asking yourself, “What is a core update and why should I care? Will these updates affect my Google ranking?”

What Is a Google Core Update and How Is It Different from Other Updates?

The Google world is vast and requires constant maintenance, which is handled through regular updates. These updates may be extremely minor, involving just a bit of code correction. Or they could be more involved, like making adjustments to processes. These routine updates happen constantly – thousands of times a year. Most of the time, these changes are so minor that people don’t even notice and Google doesn’t even bother telling us about it.

But a core update is different. Google’s core updates involve substantial changes to its search algorithms and system. Core updates are a big deal, not least because the changes are broad and quite noticeable.

Google generally gives their core updates a pretty straightforward name, like “July 2021 Core Update.” They also make the general public aware, or at least those who are interested, and provide a description of the update.

Will Google Updates Cause My Rankings to Fluctuate?

Short answer: Possibly. But ultimately, it depends on the update itself.

Those standard, run-of-the mill updates Google deploys on a regular basis probably won’t cause your rankings to fluctuate. Again, these updates are minor and aren’t designed to impact individual rankings.

Google core updates, on the other hand, could potentially affect your rankings. Again, it depends on the update itself and the algorithm changes involved.

Here’s an example: Years ago, Google realized not everyone was playing nice when it came to ranking their sites. Black hat SEO became a big issue, so Google decided to do something about it. They released a core update that specifically addressed SEO practices that were violating their terms of service. Sites that were using black hat SEO techniques saw their rankings plummet, while sites that were sticking to Google’s terms of service were unaffected (or they saw their rankings increase as the others fell away.) In this case, Google’s core update did affect site rankings.

What Should I Do If My Rankings Start to Fluctuate or Drop?

The default answer to this question is first, be patient. Rankings fluctuate constantly to a certain degree, Google update or not. So, relax. Slight changes one way or the other are not the end of the world. In fact, they’re to be expected.

But if your rankings have taken a nosedive and don’t seem to be recovering, even after you’ve allowed time for things to level out, it’s time to take action. If you work with a marketing firm, it might be time to put in a call to them. Here at Locallogy , if one of our clients experiences a sudden drop in ranking, we work hard to find out why. Then, if needed, we update the client’s SEO strategy to address the fluctuation.

If you’re a DIY marketer and you don't work with a firm , there are still steps you can take. First, do a quick search for Google’s recent core updates. Educate yourself about the core updates and how they may have affected your ranking. Remember, you won’t find much, if any, information online about Google’s standard updates (they probably didn’t affect your ranking, anyway . )

If you determine a Google update is not the cause of your ranking change, now it’s time to take a look at your competition. You know the keywords you’re ranking for? Well, other sites are ranking for those too. Depending on your business vertical, competition can be fierce. Also keep in mind new and niche keywords are more likely to cause fluctuation.

And finally, we know Google puts a lot of stock in user experience. If your rankings aren’t where you want them to be or they’re bouncing around, stop and take a look at your website. Is it user friendly? Are you providing quality, informative content? And—this is a big one—is your site optimized for mobile devices?

Rankings Drop... It Happens

You will absolutely see your rankings fluctuate. It’s just the way the process works. But if you follow Google’s terms of service ( i.e. . Don't use black hat or other shady SEO techniques) it’s unlikely a Google core update will cause any major decrease in your rankings.

Looking for more help with your rankings? Get in touch with us at Locallogy - we're local marketing expects. We can help!

Why Your Kitchen & Bath Remodeling Site Needs a Blog

Fri, 02 Jul 2021 15:50:30 GMT

In the world of marketing, there's always a new idea, a new method, or a new application that gets all the attention. But quietly in the background, there are tried-and-true marketing strategies that still work hard and generate great results. One of these strategies is a simple one - blogging.

Many kitchen and bath remodelers, along with others in the trade and service industries, discount the power blogging can have in attracting new customers and growing their business. Perhaps this is because they think their industries aren't ideal for blogging or maybe they just don't realize how powerful blogging can actually be.

Whatever the case, these companies are missing out on a golden opportunity to attract new customers, retain their existing customers, and ultimately, grow their businesses. Read on to learn why you need a blog on your kitchen and bath remodeling site.

Get More Visits to Your Site

The internet is full of statistics about blogs and blog traffic. And there’s a common theme - websites with blogs consistently get more unique visitors than sites without one.

Search engine algorithms and rules can be confusing. There’s a ton of technical stuff happening in the background of every Google search. But there’s one thing you don’t need to be an expert to understand: Google favors websites with fresh, meaningful content that’s full of relevant keywords.

This means regular blog posts geared toward your customers can help move your website up the list of search results. Don’t miss the important part of that statement: regular blog posts .

Growing your online presence takes time and effort. Throwing up a blog posts here and there every few months is not likely to help your Google rankings. The key is consistency.

Give Your Business a Personality

“I remodel kitchens and bathrooms, what am I supposed to write about?” It’s a good question with a fairly simple answer: Blog about things your customer base is interested in.

Your blog doesn’t need to be super polished or highly technical. If your remodeling projects often involve historical properties, consider blogging about the architectural history in your area and mention some of your projects specifically.

Are you a renovation company that’s dedicated to helping people with small remodeling budgets? Your blog can focus on cooking and entertaining on a shoestring budget, complete with photos of some of your kitchen remodeling projects.

Or mix it up. Publish a series of blog posts about advancements in kitchen and bath renovation with some posts on DIY projects mixed in. The goal is to write about topics your readers find interesting.

Blogs are a simple way to share some free information with your site visitors in exchange for a few minutes of their time. And don’t forget, readers like to share great articles. When your post gets shared on Facebook or Twitter, you’ve just tapped into a whole new group of potential customers.

Set Up Easy Sales Funnels

You’ve probably seen those articles that appeared to offer some information but were really just thinly veiled sales pitches. Those are generally not the best blog posts. But that doesn’t mean you can’t tout your own services in your blog.

You can – and should – mention your company’s offerings in your blog posts . If you’re blogging about a new kind of kitchen counter material, be sure include links to the projects you’ve done using the new material. And don’t forget to mention how easy it is to contact your team if the reader has any questions.

Advertising your business within your blog posts is all about balance. Do it when it’s appropriate and flows well with the content of your article. But if you find yourself linking to your sales and service pages every few lines, you might be overdoing it.

Don't Discount the Power of Your Blog

Once or twice a year, a slew of articles claiming “blogging is dead” make their way around the internet. The ironic thing is, most of these articles are blog posts themselves.

The fact is, there are about 7.5 million new blog posts published per day and 60% of all internet users actively read blogs . Don’t miss out on the opportunity to attract some of these viewers to your website.

Do you need help getting more traffic to your kitchen and bath remodeling site? Locallogy can help! We’re the premier digital marketing agency for kitchen & bath remodeling companies.

3 Ways Online Interaction Can Attract Customers to Your Showroom

amberdb000@gmail.com (Amber Blevins) — Fri, 25 Jun 2021 16:07:41 GMT

In a world of online shopping, local businesses can find it challenging to attract customers to their brick-and-mortar stores and showrooms. This is particularly true over the past year, as the rate of online shopping skyrocketed while in-person shopping was largely prohibited.

Online and in-store shopping are distinctly different, of course. But there are some fundamental overlaps—namely, how you attract customers to your business in the first place.

Despite being a local business with a brick-and-motor showroom, many of your initial customer contacts will begin online. Here are three easy ways you can ensure your online interactions will encourage customers to visit your business in person.

Provide Stellar Online Customer Service

This suggestion might seem superfluous, since providing excellent customer support is a basic concept when it comes to running a business. But it’s important to understand how great online support can encourage customers to make the trip to your showroom.

First things first—a pretty standard website rule—ensure your contact information is readily available throughout your site. And whenever possible, provide multiple contact options including phone, email, and online contact forms. For an even better customer experience, include a live chat option where customers can connect with you in real-time.

Give your customers the attention they deserve, even if they’re not inside your showroom at the moment. Respond to online customer contacts quickly and remember to be a human about it. It’s easy to fire off a bland email response to a question, but that kind of communication will not inspire the customer to visit your shop. Be friendly and engaging. Give the customer an idea of the treatment they'll receive when they visit you in person.

Highlight Your Showroom

Your website is naturally the place to share your brand’s message, talk about your services, and display photos of your products and projects. It’s also the place to shine a spotlight on your showroom.

Here at Locallogy , we build custom showroom pages for many of our clients. This is a dedicated page on your website exclusively about your showroom. It tells customers what they will experience when they visit, provides a map and/or directions to the showroom, and includes contact information.

Use your showroom page to make a connection with your customers ahead of their visit. Knowing what to expect means they’re more likely to visit your showroom instead of one of your competitors.

Offer Easy Appointment Setting

Online scheduling tools are an excellent way of attracting customers to your showroom.

Many of your site visitors will not be willing to engage in the back-and-forth phone calls or emails needed to schedule an appointment with you. Instead of losing those customers, give them the option to immediately book an appointment from right there on your website. Your customers will love the stress-free way they can book a visit that works with their schedule.

Online scheduling is not just an easy, hassle-free process, it also allows for automated visit reminders which reduce the likelihood of missed visits appointments.

Use Your Online Presence to Bring Customers into Your Showroom

Just because your business is a local, brick-and-mortar establishment doesn’t mean you can’t use the power of the internet to attract customers. Online marketing provides immeasurable opportunities for local businesses . After all, the majority of all shopping experiences begin with an online search.

Follow these simple tips to grow your business with more and more customers walking through your showroom doors.

Drive Organic Traffic to Your Website without Google

amberdb000@gmail.com (Amber Blevins) — Fri, 18 Jun 2021 13:00:05 GMT

Google is the world’s go-to search engine. This has been a fact for some time now. And in case you had any doubt, the proof is in the numbers. Though Google doesn’t publish its search volume data, experts estimate approximately 5.6 billion searches happen on the platform each day. That’s about 63,000 searches every second of every day .

Considering these stats, it’s easy to understand why local businesses focus their time and effort using Google specifically to attract organic traffic to their websites.

But there are alternative ways to drive organic traffic to your site . Despite Google’s massive footprint, you do have other options.

Why Not Just Stick with Google?

Before we dive in, let’s answer the question you’re probably asking—why not just keep using Google?

Well, you can. In fact, you should. Optimizing your website and implementing SEO for organic Google traffic is a good thing.

The old adage “don’t put all your eggs in one basket” is pertinent in this situation. Google is great, but ultimately, it’s one entity. Things can happen, rules can switch, algorithms can change, and servers can go down. And any one of those situations can negatively affect the traffic flowing through Google to your site.

Does catastrophe strike Google very often? No. But it’s never a bad idea to diversify your efforts. Explore how you can attract organic traffic to your local business’s website without the benefit of Google.

Make Use of Your Email List

Hopefully, you already have a curated email list. (If not, read this .) Sharing valuable content with your mailing list is a great way to drive direct traffic to your website.

You can do this in a number of ways. Sharing a new blog post or a recent article you published is perhaps the easiest, since the content is already created. But if you’re not actively writing content for other channels, you can create some specifically for your mailing list.

Just remember to share helpful, interesting content with your audience. And don’t forget to include a call to action . Your email should pique the reader’s interest and persuade them to further engage with your brand.

Build a YouTube Presence

As we all know, Google owns YouTube. So using YouTube to attract site visitors is the same as using Google, right? Actually no, the two don’t work in the same way when it comes to driving organic traffic.

Creating helpful, engaging video content can expose your brand to a whole segment of buyers that you weren’t accessing before. And those new potential customers can get to your website directly from the YouTube video they’re viewing.

Don’t worry, you don’t have to be a professional vlogger or a YouTube influencer to have success on the platform. Some of the most popular and highly viewed videos on YouTube are simple clips of everyday people sharing wholesome content.

Engage in Discussions on High Traffic Sites

No one knows your brand better than you do. Sharing your knowledge in a public forum is a proven way to establish yourself as an expert in your field and attract potential customers to your brand.

Add comments on Instagram, join in discussions on Facebook, or offer advice on a popular industry-specific website. When it’s appropriate, include a clean link to your business’s website in your comments. When linking isn’t appropriate, just be sure your profile on the platform in question is up-to-date and includes your site’s URL.

While taking part in discussions on popular websites and social platforms, be sure your comments are always relevant and helpful. Excessive commenting, off-topic information, or blatant self-promotion are all quick ways to get yourself kicked out of many popular websites and forums.

Conclusion

Google’s not going anywhere. And using Google to drive organic traffic to your website is not likely to go out of style anytime soon. But that doesn’t mean you can’t employ other tactics to attract visitors, alongside your Google efforts.

Remember, just one or two other sources of organic visitors could increase your local business’s growth exponentially.

Digital Marketing and Social Media Marketing – What's the Difference?

amberdb000@gmail.com (Amber Blevins) — Fri, 04 Jun 2021 15:47:20 GMT

The business world is full of marketing terms, techniques, and trends. It's hard to keep up, especially for business owners who are not marketing experts.

Among these frequently used marketing phrases are “digital marketing” and "social media marketing.” These two concepts are often discussed interchangeably. But are they really one and the same?

Digital Marketing vs Social Media Marketing

Digital marketing and social media marketing are not reciprocal terms. They don’t mean the same thing. Their distinction, however, is not exactly a clear-cut line.

The simple answer is this: Social media marketing is part of digital marketing. It’s one channel, among the many channels, of the digital marketing process. Social media marketing can stand alone or act as part of a larger marketing strategy.

Businesses who use social media as their only marketing channel are engaging in digital marketing. Conversely, businesses who do not use social media but employ other forms of online marketing are also engaging in digital marketing.

Is Social Media Marketing Enough?

There’s no doubt, social media marketing has a lower entry point. For a new business, social media marketing is an easy place to start. You can quickly get your company's name in front of potential customers and begin engaging with them almost immediately. It also doesn’t require a ton of content creation, especially in the beginning.

But as your business grows, you may find social media marketing is just not enough. You’ll encounter certain limitations.

For example, social media isn’t helping you rank in search engines . That means you’re missing out on a huge chunk of potential customers that are searching for your services on Google. Additionally, social media marketing limits you to the social media platform you’re using. You have no control over how the platform works, the updates made to the platform, or what happens with the content you add to the platform.

Building a Digital Marketing Strategy

Constructing a holistic digital marketing plan will give your business its best chance for growth and allow you more control and flexibility with how your marketing is handled.

The process can be as simple or as complex as you have the appetite (and the budget) to handle. Perhaps the most basic step is building a website for your business and implementing SEO strategies . In this scenario, you can take advantage of search engine traffic alongside your social media traffic.

Conclusion

Remember, social media marketing is just one part of digital marketing as a whole. You can certainly limit your business to social media marketing alone, but doing so will ultimately limit your reach and cost you customers.

Consider the growth your business could experience with a complete digital marketing plan working in the background.

Want to learn more about how to build a complete digital marketing plan for your local business? Contact the local digital marketing experts at Locallogy .

How to Use Video Content to Increase Audience Engagement

Fri, 28 May 2021 15:05:16 GMT

Vi deo marketing is now an integral part of audience engagement and spreading brand awareness. According to Wyzowl’s 2020 study , 85% of businesses are using video as a marketing tool. And large companies aren’t the only ones using video in their digital marketing efforts. Many small, local businesses are also using video content to connect with consumers.

With so many possibilities around video content, where do small businesses start? When it comes to working interactive visual elements into your online marketing efforts, there are three places you’ll want to use video content:

On your website
On your social media
On YouTube

Depending on the type of content you are putting out, the medium you share it on might change. Here’s a breakdown of how what you post determines where to post.

On Your Website

Your website is the perfect place to showcase longer videos that your customers might find useful and have the potential to be shared online. It can also include video testimonials from customers; interviews with company founders; or even a virtual tour of your store. Videos housed on your website should be a professional representation of your business and instill confidence in the consumer that you are an industry expert.

For example, a kitchen and bath remodeling company might consider creating how-to videos that explain a commonly asked question in your industry, such as “how to install new cabinets,” or “how to clean granite countertops.” This appeals to both current customers and consumers who are simply looking for helpful advice.

On Your Social Media

Video is now a major part or nearly every social media platform. What started with the ability to upload short videos to your Instagram and Facebook profiles has grown into stories and live-streaming, interactive videos. With Facebook Live and Instagram's IGTV, more companies are using social media to broadcast videos and boost interaction with customers.

The whole point of using social media is for the social interaction, so you want to make these videos shorter and more relatable. For a home improvement company, you could make a short video of your team installing new kitchen cabinets or the process involved in swapping out a bathtub. These videos are less formal than a video on your website, so have fun with it and don’t be afraid to show a more personal side of your company.

On YouTube

YouTube is a little different because there are actually two routes you can go within the platform. You can upload longer, informational videos similar to the ones you’d put on your website, or you can create short advertisements to play at the beginning of other popular content.

If you’re putting videos on your own website, there’s a good chance you're using YouTube anyway to embed the videos on your site. So, there’s some overlap between these two options. But if you’re using the video sharing platform for advertising , you’ll likely be creating shorter videos that quickly catch the attention of the viewer.

Unless you're willing to pay a hefty price tag for your YouTube ad, your audience will likely have the ability to skip your video after a few seconds. That’s why it’s critical that you choose the right videos ad that will grab the viewer’s attention within the first five seconds. And be sure you're targeting your advertising well. For example, if you’re marketing your kitchen remodeling business, consider advertising on other home improvement and DIY videos.

Watch and Learn

Video content has the power to engage your audience in a way text and images can’t. However, it won’t do you any good to create videos if you aren't using them in the best way possible. Before you upload videos anywhere on your website, social media or YouTube, make sure you’re using the right platform for your content and targeting the best audience.

Are You Doing SEO the Right Way?

amberdb000@gmail.com (Amber Blevins) — Fri, 14 May 2021 14:28:11 GMT

We all know there are some hard and fast rules when it comes to SEO. But within those rules there are complexities that are important to understand. If you’re an SEO professional, you’re probably quite familiar with these nuances. But if you’re a local business owner handling your own SEO, you may not be.

Adding to the challenge, Google frequently updates its algorithms to enhance search engine performance. This makes knowing all the rules an ever-changing endeavor.

Fortunately, we have some tips to help you supplement your knowledge of SEO’s main concepts. Follow these suggestions and you’ll set yourself up for SEO success.

Using Duplicate Copy

The Rule: Don’t copy content.

Taking copy from another source and using it on your website or blog is an obvious no-no. But did you know using duplicate copy within your own website is also detrimental to your SEO? This even applies to content that's not a verbatim copy but very similar.

When Google indexes your site and finds content that’s duplicated or extremely similar, it considers the content “not unique” and ignores it. And when Google ignores your content, that means your site is not showing up in search results.

This often happens when business owners are working to build out the content on their website’s sub-pages, so they take snatches of content from other pages. The better option is drafting unique copy of each page. If you must use copy similar to another page’s, ensure it’s written in a way that makes it entirely distinguishable.

Including Too Many Keywords

The Rule: Don’t do keyword stuffing.

Even a novice at SEO knows you shouldn’t stuff your content full of keywords. Aside from the fact that keyword stuffing makes for terrible reading, Google knows something is amiss if you use the same keyword 55 times in a 500-word article. To avoid this kind of keyword stuffing, some people choose to use a wide variety of keywords instead. But the fact is, using too many different keywords can be equally as bad as using the same keyword over and over again.

Ultimately, Google wants content to be useful to its users and not just written as a crutch to hold up keywords.

The best approach is selecting one strong keyword and a few supporting keywords and use them naturally in your content.

Content That’s Too Long

The Rule: Longer content is better for SEO.

It’s generally understood that longer copy is better for SEO. A 700-word blog post is almost always preferable to a 50-word blog post. But the mere act of adding words to your content is not the way to go about it.

Google is not only looking for unique and useful content, it’s also looking for content its users actually want to read. Content that’s way too long does not make for a good user experience and a bad user experience can be a barrier to your search engine rankings.

Rather than creating the longest content you can, focus on creating the most helpful content. Create blog posts and website copy that’s effective. Write as much as you need to in order to reach that goal, but no more.

Following the Rules of SEO

SEO is constantly changing. And for local business owners who have their hands full running their company, it can be hard to keep up. Fortunately, following the evergreen rules of SEO along with the subtle nuances we’ve listed here will keep you on the path to success.

5 Must-Follow Cybersecurity Practices for Your Local Business

Thu, 06 May 2021 00:12:36 GMT

We've all heard plenty of horror stories about failed cybersecurity, hackers, and stolen personal information. You may have even been caught up in one of these data breaches yourself. These stories crop up in the news now and then, and it’s always a mega-company, like Capital One, Facebook, or Yahoo.

And since the pandemic began , cybercrime has increased by 600% .

But despite how it seems, big businesses are not the only target of cyber attacks. Not even close. Small businesses actually make up 43% of all data breaches . And these aren’t just little e-commerce shops that do business exclusively online. We’re talking local, brick-and-mortar businesses.

The statistics are stark: 60% of small businesses that suffer a cyber attack are forced to shut their doors within 6-months. And only 14% of small businesses feel they’re effectively mitigating the risks of a data breach.

It’s scary, for sure. The financial fallout from a data breach can be devastating, but the effect on your brand could be worse. Companies that managed to stay in business found the damage to their reputation to be irreparable. As a local business owner, cybersecurity is something you can’t ignore.

Fortunately, there are some simple but important steps you can take to reinforce your business’s cybersecurity.

Be Sure Your Tools and Software Are Up-To-Date

Do you often click “remind me later” when one of your applications tells you there's an update available? You’re not alone , most people do this – but it’s not a good idea to put off installing updates.

Though it’s a mild inconvenience, installing the most updated version of any software or application you use is a basic way to protect your business from cyber threats. Often, these updates are focused on increasing security protection based on the newest threats out there.

Think of it like the flu vaccine. Every year, the vaccine is updated to attack the newest strains of the flu virus. Routine updates to your software and applications are like regularly administered flu shots. You could get by without one, but you’re putting yourself at risk.

If you’re not sure about the security of an application you use or if you notice it hasn’t been updated in a while, don’t hesitate to reach out to the developers for support. Software developers, more than anyone, understand the importance of cybersecurity.

Backup Your Data

Even the best systems sometimes fall victim to a security breach. Part of good cybersecurity practices is keeping backup files of your critical business data. Backups should be done regularly and stored somewhere outside of your network. Many businesses choose to use cloud storage for their data backup files.

Backups should be done regularly and should include each piece of data critical to your business. Be sure your backup files are encrypted and test them often. Outdated data won’t help when you're trying to recover from a cyber-attack and corrupted data will be useless.

Train Your Staff

You can implement all the cybersecurity tools you want but if your employees aren’t following best practices for protecting your business, those tools aren’t going to help.

Most importantly, be sure your employees understand their responsibility when it comes to cybersecurity, how a data breach could affect your business, and how to respond in the event of a cyberattack.

In particular, educate your staff about email and its part in cybersecurity. Many people don’t realize email is the most commonly used channel for cyber-attacks. According to a 2018 study, more than 92% of malware attacks originated through email. This happens because attackers know the easiest targets in any business are the end-users, in other words, your front-line staff.

Most of the time, these attacks are launched by way of an email attachment. A seemingly innocent message comes through with something attached that looks important, like an invoice or legal document. Someone opens the attachment and... the damage is done.

Email security filters can help abate this risk but ultimately, your staff must know how to interact with emails and questionable email attachments.

Change Your Passwords (and Change Them Often)

Last but certainly not least, don’t forgot how important passwords are in the most basic levels of cybersecurity. There are people out there who literally spend their days trying to crack passwords. While someone guessing your Instagram password might not be that big of a deal, someone cracking the password to your company’s server is a disaster.

Ensure you, and your staff, are using adequality strong passwords and changing those passwords frequently.

The stronger your passwords, the harder they are to crack. Here are the rules:

At least 8 characters—the more characters, the better.
A mixture of both uppercase and lowercase letters.
A mixture of letters and numbers.
Inclusion of at least one special character, e.g. , ! @ # ? ]

Protecting Your Business Starts on the Inside

There are many products on the market that can help protect your small business from cyber-attacks. Depending on your line of business and the data housed in your system, you might want to consider using some of these tools now. But maintaining the integrity of your business and its data starts with you, your team, and an understanding of the importance of cybersecurity.

Existing Customers are the Best Customers – Here’s How to Keep Them

Fri, 23 Apr 2021 14:54:47 GMT

Every business owner knows customer retention is imperative to the health of a company. Sure, getting new customers is important, but maintaining your existing customers is gold. In fact, the probability of selling to an existing custome r is around 60-70%. Compare that to closing a new customer sale, which has a probability around 5-20%.

But even with this in mind, many business owners still tend to focus their efforts on attracting new leads and they leave customer retention up to chance. This is not a great idea, especially considering you’ll invest about five times more money into acquiring a new customer than you will retaining an existing customer. Put a different way, for every $5.00 you spend on attracting a new customer, you need spend only $1.00 on keeping your existing customer.

Customer retention does not have to be a complicated process, but it does require some follow through. It starts during the initial customer interaction and continues long after the sale is complete. Keep reading to learn how it’s done.

During the Interaction

Building a lasting customer relationship naturally starts from the beginning of your interaction. Providing a first-rate customer experience is a given, but keep in mind the aspects of your interaction that will specifically help foster an ongoing relationship.

Build Trust

This probably seems obvious but it’s worth mentioning, particularly as part of customer retention. A feeling of trust enhances any relationship. And this is especially true of your customers.

It’s not hard, doesn’t take any special skill, and costs you nothing – Simply be honest with your customer and do what you say you will. Demonstrating your trustworthiness and authenticity will instill a feeling of confidence in your customer that they’re sure to remember after your transaction has completed.

Make It Easy to Do Business with You

Some business verticals are more complicated than others. Sometimes a transaction is done in 5 minutes, other times it could be a months-long project. No matter what your business model, don’t make the customer’s journey harder than it needs to be.

If your customer is forced to jump through hoops, deal with redundant or unnecessary communications, or is otherwise inconvenienced, it’s unlikely they’ll be looking forward to another interaction with you.

Anticipate your customers’ needs. Establish standard operating procedures for the various types of customer interaction and follow them each time. Make sure it’s easy and pleasant for your customer to do business with you and they’ll look forward to returning.

Keep Thorough Records

Everyone likes to be remembered, even especially your customers. Don’t run the risk of forgetting a customer–make lots of notes, keep thorough records and ask your customers for reviews . You can then use these records down the line to tailor your approach when you’re ready to invite the customer back.

When you reference a customer’s prior transaction or purchase it makes them feel important, like their experience mattered to you. This is how you make a connection and earn repeat business.

After the Sale

Now that you’ve set a great foundation during your first interaction with the customer, it’s time to maximize that effort and put in some follow through.

Stay in Contact

Keeping in regular contact with your past customers is the single most important thing you can do to promote customer retention. Even the best experiences will fade from your customer’s memory, so it’s important you remind them now and then that you’re out there, ready to serve them again. Now this doesn’t mean you need to spam them with emails three times a week, but a regular communication schedule is something you need to establish soon after the sale is complete.

The best communications provide your customers with something of value. Consider sending an invitation to read your blog, which should be full of interesting and helpful articles. Or send periodic updates about what’s happening in your field or new products you’re working with.

However, you choose to communicate with your customers, be sure you’re maintaining the positive vibes and keeping your company’s name at the front of their minds.

Break the Routine

Staying in touch is great – and necessary – but if you send the same tired, “Come back and see us” email once a month for the next year, it’ll have little effect. In the section above we listed a few examples of communications you can send your customers and the focus was providing valuable content.

To carry that further, be sure you’re keeping things fresh and breaking free of the same generic emails or postal mail communications. Switch things up, keep your customers interested, and they’ll be much more likely to remember your name the next time they need services in your field.

An easy way to do this is by using various communications channels – not the same one each time. Plan a campaign that includes emails, text messages, mailers, and maybe even a quick phone call. Keeping things new and different will ensure your customers are interested in what’s next.

Offer Incentives

Who doesn’t like prizes, giveaways, and free stuff? Keep your customers interested by offering incentives for their repeat business or their referrals. And remember, incentives can be many things. Discounts and free services are certainly popular, but raffles, vacations, community events, or discounts at other local businesses can do the trick, too.

Consider the importance of the value of your incentive. Offering a $20 gift card is probably not enough motivation for your customer to sign on for a $20,000 remodeling project. On the other hand, a $1,000 weekend cruise might be just the thing – and think of the marketing possibilities! “Go on a cruise while we remodel your kitchen!”

Incentives are a great way of thanking your customers but more importantly, it keeps your company (and its awesome giveaways) fresh in their minds.

Successful Companies are Experts at Customer Retention

Companies that focus on customer retention are consistently more successful than companies that spend their money solely on acquisition. This has been true throughout time, even before the digital age. It’s especially true today though, when customers have so many choices at their fingertips. And now, existing customers are 50% more likely to try new products and spend 31% more money than new customers. Can you afford to miss out on that kind of profit?

Give your customers a great experience and then keep in touch with them after the sale is done. You’ll seethe results in your bottom line.

Looking to set up a great digital customer experience so you canfocus on retention? Locallogy would love to help! Drop us a line for a no-pressure chat aboutyour business.

Locallogy - The Science of Digital Marketing

AI Local Visibility: What the Data Reveals About Rankings

Seeing Local Visibility in Layers

Layer One: Traditional Local Search

Layer Two: Visibility In AI

How The Two Layers Interact

Here is where the practical impact becomes clear.

Traditional Local Search vs AI Local Search

What This Shift Means for Local SEO Strategy

How Search Behavior Is Quietly Changing

How AI Systems Rely on Data Across the Web

AI Systems Compare Information Across Sources

How AI Systems Rely on Data Across the Web

AI Systems Compare Information Across Sources

How Multi-Location Brands Are Better Positioned For AI Visibility

What about Local Businesses?

New Types Of AI Search Are Changing Local Visibility

Voice Assistants

AI Overviews

AI Chat Platforms

AI Agents And Task Assistants

Visibility Is Evolving and We Can Help at Locallogy

Turning Clicks into Contracts: Website Conversion for Modern Contractors

Table of Contents

Why Most Contractor Websites Struggle to Convert

Current Contractor Website Experience Challenges

There is a “Leak” Problem in Your Site

The ROI Of Contractor Website Optimization

Core Principles for Turning Visitors into Leads

1. Know-Like-Trust Framework

2. Mobile-First Priority

3. Friction Reduction

How to Make Your Homepage a Lead-Generating Machine

Follow Hero Section Best Practices

Create a Homepage Structure That Converts

Know What to Skip

How to Create Service Pages That Close Deals

Use the Problem-Solution Format

Hit the Content Sweet Spot

Add Trust Elements Per Page

How to Win with Location Pages and Capture Local Leads

Have One Page Per City/Zip

Try a Location Page Formula

Avoid Thin and Duplicate Content

Best Design and UX That Keep Visitors Engaged Until They Convert

Visual Hierarchy That Guides Action

Easy to Follow Navigation Links

Have Images That Convert

Aim for Pricing Transparency

Common Conversion Killers Contractor Websites Must Avoid

Long Forms

Desktop-First Design

Tiny Fonts

Missing Hours/Service Areas

No Licensing Proof

Keyword Stuffing

Too Many CTAs

No HTTPS

How to Make It Easy for Clients to Hire You Just with CTAs

Follow Action Button Best Practices

Have Multi-Path Contact Options

Add Mobile Sticky Elements

Create Urgency

How to Get Submissions Through Lead Magnets and Forms

Have 10x Lead Magnet Ideas

Follow Form Optimization Rules

Have a Live Chat Feature

How to Not Lose Leads From Your Site

Know the Mobile Reality

Follow Speed Optimization Tactics

Use Thumb-Friendly Mobile Design

Why Social Proof, Reviews, and Testimonials Build Trust

Reviews Near Every CTA Reinforce Credibility

Display Licenses and Badges Signal Professionalism

Real Team Photos Humanize Your Brand

Videos Provide Transparency and Build Connection

Social Proof Examples Validate Reliability

Know What’s Working Through Technical Setup and Analytics ﻿

Set Up Tracking and Analytics

Add Schema Markup for Better Visibility

Know What’s Working Through Technical Setup and Analytics