Welcome to this week’s Small Business Marketing Brief! Each week we cover the latest updates in the world of small business marketing to give you the knowledge and tools to succeed online. Let’s dig in.
The 15 Best Analytics Tools for Every Small Business
Originally published on Business in Blue Jeans
In this article, author Susan Baroncini-Moe discusses some of the leading tools for analyzing and measuring the impact of your marketing on your business. These tools will help you take control of your marketing by collecting data that you can then use to make intelligent, data-driven decisions about how to improve your online marketing strategy.
Susan mentions many outstanding tools, some free and some paid, that can add substantial value to your business. Our favorite tools from the list include:
- Google Analytics – Get stronger results across all your sites, apps, and offline channels. Google’s analytics solutions help you turn customer insights into real gains.
- Optimizely – Keep pace with your customers’ constantly changing behaviors.
- Crazyegg – What’s making your visitors leave? Find out by seeing how users click and scroll through your website.
The great thing about these tools is ease of use and the amount of educational material provided. You will be able to jump right in and start building value for your business right away.
How Storytelling Can Help Your Social Strategy
Originally published on Likeablelocal
As a child, I used to love it when my father would read to my brother and I. Granted, he read some books that were pretty intense for young kids, but we were captivated nonetheless (maybe it was the funny voices he used). Either way, a good story has to power to delight audiences young and old. This power extends beyond the pages of a Hardy Boys story.
By figuring out your brand’s story, you can harness the power of storytelling to enthrall your readers and keep them coming back over and over again. As you begin to work storytelling into your social strategy, author Michael Farrell suggests keeping a few things in mind:
- Consider your brand positioning and make sure your story aligns with it.
- Think about the core values of your company and make sure your storytelling matches up.
- Keep in mind why you are telling your story, then stick to your why and put the pedal to the metal.
- Know who you are telling your story for and keep in mind that a bigger audience is not always better.
- Make sure your story is shareable by connecting with the reader emotionally and asking them to share it.
- Involve your customers in your story by talking less about your brand and more about how your customers are affected by it.
- Use video, because there is simply no better way to connect with humans.
- Choose the correct channels and tools that will get your story in front of the people that most want to hear it.
- Be consistent and authentic, because consistency and authenticity are the best ways to build relationships with your readers.
Heed these great tips and you’ll be telling your brand story like a regular Charles Dickens in no time!
Match Your Local SEO to Your Business Type with the Local SEO Checklist
Originally published on Moz
When it comes to local SEO, there is no cookie cutter solution. Your business is utterly unique and it requires a unique local SEO solution. However, there are proven strategies that will help to boost your presence in local search.
Depending on your business model, there are different approaches to local SEO that will help you create the greatest traction in your industry and geographic location. To get the most out of your strategy, author Miriam Ellis suggests paying close attention to:
- Technical website criteria – Your site should be well built, indexable, error-free, and properly optimized.
- Getting local content right – Content is a critical part of any good SEO strategy.
- Citations/Directory listings – References to your business name, address, phone number, and website on sites like Yelp.
- Duplicate listing cleanup – Duplicates can ruin the strength of your good lists—get rid of them.
- Earning reviews – Reviews are extremely powerful, as consumers will listen to other consumers over your business 10/10 times.
- Social media – Identify the social networks where your customers spend their time and focus only on those channels.
- Real-world interaction – Online efforts are a reflection of offline realities and goals, so make sure the experience and expectations are consistent.
By matching your local business with the right local SEO strategy, you are much more likely to achieve the results you desire from your online marketing.
Taking small steps can yield big-time results. Take a few of these ideas and tips and work them into your strategy this week. After you do that, measure the impact of those changes on your overall strategy. If they work, dive headlong into the deep end. If they don’t work, there are plenty of other tips to try. Keep in mind, though, you only want to try a couple small changes at a time. Change too many things and you’ll have difficulty figuring out what helped you achieve your goals. Happy experimenting!