I always like to say that Google is your home page. It’s the first place people go whether they are going to visit your physical location or purchase something online.
In this article, we’re going to follow a typical path your ideal customer takes and show you how to use these five free tips to attract those ideal customers to your business.
1. Keep Google My Business Updated
Having a good Google My Business page is incredibly important, especially if you work in a specific area and you want to attract people to your store. Even your regular customers will search for you on Google to check your hours or see if something has changed before they jump in the car to drive there.
Google My Business is a mini home page. It will literally put you on the map, help people find you when they do local searches, and it is a good ranking boost as well.
Make sure you provide as much information as possible about your business, answer all questions, and be as detailed as possible. Write in a tone that represents your brand and that you find will appeal to your target audience. Why? Your customers are using Google to find you. The more complete your Google My Business Profile is, the more Google will reward your business by placing you higher in the rankings and by featuring ore of your content.
Joe’s Pizza in New York has a page you can look up to – it has all the details you would want to include, it is updated regularly, and there are plenty of customer reviews as well.
2. Create Authoritative and “Link-Worthy” Content
Google follows one key rule that hasn’t changed since it’s creation — if a lot of authoritative people link to something it must be good, so let’s rank it higher.
No matter what type of business you have, it’s critical that you create link-worthy, shareable content.
What counts as sharable content? Anything that entertains and educates your audience enough to share with others.
- Collect interesting data and create an infographic
- Teach people how to do something either as a blog post or a video
- Do a roundup of statistics that your audience will want to reference.
If your content is great, you will make it much easier to link to, making your link building campaigns less stressful, and you will also acquire some links naturally as well. This will save you a lot of time and effort in the long run.
Make sure your content is in line with what your ideal target audience is looking for, and do your best to answer their questions well, in their language and on their terms.
An excellent example of this kind of content is Savvy Sleeper, which does some amazing long posts about all things sleep-related. They are easy to read, likely to get shared, and a real added value to their brand.
Notice how the blog articles they write about are all centered on getting a good night’s sleep. They are putting themselves into their customer’s shoes and answering the most common questions their customers have about how to sleep better.
3. Answer Your Customer’s Questions
Another important thing to keep in mind is that you need to create content people are actually looking for. If you write a great post that no one will ever read, you are not doing yourself any favors.
The best way to come up with topics is to do some keyword research. You can use a tool like Ahrefs, which will tell you how many searches a keyword gets in a month and how much competition there is for it. Once you know that, you can select keywords and topics that have a decent amount of search, but where the competition is not as fierce.
A simple way to do this is to collect a list of the most popular questions your customers might be trying to answer and create content that answers that question most completely. The more specific and targeted your questions and answers, the more likely that they will rank at the top of Google.
Again, the key is to put yourself in your customer’s shoes and think about what they are trying to do and what questions they might have.
For example, imagine that you own an appliance store. What questions might your customers have that you can answer? If their dishwasher is not draining, you can create a video or article on “What do I do when my dishwasher won’t drain?”
You can then promote these posts on social media, build a couple of backlinks to them, and hopefully, you will start to rank well and get some much-needed traffic.
4. Pick a Social Media Channel and Participate Regularly
Whether or not you should have a social media presence shouldn’t be even up for debate anymore. You should, by all means, and you should invest plenty of time and effort into maintaining it and growing your following.
This doesn’t mean you need to spend hours on social media every day – you can automate some of your posts with a tool, but you should still take the time to reply to people, repost their posts or stories, and thank them for their engagement and time.
Of course, you should also try to branch out into influencer marketing. You don’t have to work with incredibly popular people – you can work with micro-influencers in your niche, people who have a genuine following and whose recommendation is worth a lot.
For example, Future Kind works with influencers and features them holding their products on the homepage of their site. This kind of marketing works very well on a platform like Instagram, where a mention in a photo or a story can do wonders.
5. Create and Build a Community
While we are on the subject of social media, let’s touch upon the importance of creating a community among your followers. The easiest space to do this in is on social media, but you can create an email community as well, or even foster one in real life, in the offline world.
A community should be joined by a common cause or interest – in your case, interest in the kind of products, services, or solutions your brand is offering. But don’t just think of it as a way to sell products to someone (even though, of course, that is the ultimate goal). Think of it as a place where people can come together, help each other out, and meet like-minded individuals.
A good example is Digital Marketer Lab. the company has a community section on their homepage, where they invite those who are interested in digital marketing to join them on Facebook.
This kind of community will already be filtered, in the sense that you will know everyone there is interested in your product, so all you need to do is communicate with them.
To sum it up
Any of these marketing tactics can help your small business take on its competition and reach its desired target audience. Bear in mind that you don’t need to be doing them all at the same time, and you can start investing where you feel the results will be best. However, you should have all of these tactics rolling at some point – after all, they are the most important ones to work on.