BUILD YOUR PRESENCE HOW TO SUCCESSFULLY - LOCALIQ
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HOW TO SUCCESSFULLY Build your presence
HOW TO BUILD YOUR PRESENCE Getting your name out there is easier said than done. But with the information from this guide, you’ll find it a lot easier to get your name out there on the web. We’ll help you make a great impression with your website and give pointers on how to improve your social media game, as well as helping you review local listings and Google My Business. Simplifying and streamlining your online presence starts here; take a peek inside our toolbox and see what you can use today.
HOW TO BUILD YOUR PRESENCE
Key steps to building
your presence:
The benefits of a website audit
In this section we’ll look at ticking off some key
factors that will optimise your website performance
and enhance user experience.
Five steps to reviewing your social media
marketing
Social Media platforms are constantly evolving and
updating algorithms, stay ahead and maximise your
social media marketing efforts.
Local listings review
Correctly list your business details online to ensure
customers can contact you with ease.
What to update on Google My Business?
Utilise this powerful feature to manage how
You appear across Google.
HOW TO BUILD YOUR PRESENCE
Build your Presence
The benefits of a website audit
Before we start, let’s review some of the benefits of
doing one. Here are some of the top benefits from a
marketing perspective:
Website Performance Optimisation
Website audits evaluate a site not only for
technical performance, but also for its
content. As a result, an audit will give you
a chance to inspect the robustness of
your website's technical framework and
infrastructure.
Search Engine Optimisation
A website audit will allow you to identify
any missed SEO opportunities and fix
any misguided or poorly executed SEO
shortfalls (e.g. keyword stuffing, exact
match anchor text links, etc.) throughout
the content of your website.
Conversion Rate Optimisation
Lastly, website auditing enables you to re-evaluate the effectiveness of your
website in terms of conversions and lead generation. As a result, you can see
any previously overlooked opportunities to convert visitors into leads so you
can add relevant CTAs (Call to Actions), as well as identify deficiencies in
your landing pages helping you to optimise them to boost conversions.
Did you know…
50% of search queries are four words or longer.
(IMPACT, 2019)
HOW TO BUILD YOUR PRESENCE Key assessments to make when auditing your website Please have your free LOCALiQ Grader report to hand, this will give you a general overview of your website, so you can pay attention to each key area of focus. Connect with us today to kick start your local marketing | 02030 921471 Website Performance Assessment In the first part of your website audit, you should be focusing on how users navigate your website -- from landing pages, to blog posts, to your homepage, and any content that’s related. Make a list of all the pages on your site and ask yourself these following questions to assess them for optimisation opportunities: Is your website optimised? The more visitors you can bring to your website, the more opportunities you'll have to generate leads and, ultimately, customers. But only if your website performs well. Just having a website does not guarantee results. As part of deciding the overall efficiency of your website, your audit should make sure your site is designed with your visitors in mind. The look and overall navigation of your website should correspond with what a person would come to the site to look for, the most important goal here is to make it easy for visitors to get to the material they're looking for.
HOW TO BUILD YOUR PRESENCE
To audit your website for usability,
consider the following:
• Are the main propositions of your business easily
accessible via your main menu items?
• Do you have an uncomplicated yet insightful website design
and page layout?
• Are your conversion paths and/or shopping cart or checkout
processes instinctive? Are there a bunch of distractions along
the way that could be diverting for your visitors?
How is your website's speed?
Are there excessive page sizes and long page load times? Does your site ever
go down? A slower site speed can be due to a need for HTML and CSS to be
cleaned up. It could also be down to the size of your image files. There are a
multitude of factors which can dramatically impact site speed, but the good
news is that they are fixable.
Learn more
How to make your web pages fast on all devices
(PageSpeed Insights by Google)
HOW TO BUILD YOUR NE PRESENCE Assessing your SEO Holding onto visitors is key and optimising the performance of your website is crucial to retaining them. You should also audit any content you're publishing to safeguard it's solving your problem, not adding to it. You want your website content to be high quality When assessing your content for value, think about it from your target audience's point of view. Did this information leave me pleased? Did it answer my questions? Does it give me every bit of resource important to this topic? Keep in mind quality content should appeal to the interests, needs, and problems of your buyer personas, remember those customer personas you did? Use one to see if you can answer yes, to all the above. Is Your Website Search Engine Optimised? Make sure all your web pages are following on-page SEO best practices. To audit your content for on-page SEO, conduct a keyword analysis in which you do the following: • Consult your analytics to review keyword performance. • Which keywords are giving you the biggest gains in traffic and leads? • Assess how well you're factoring keyword performance into your content strategy. • How much relevant content are you adding to your website to target those keywords? • Review basic on-page SEO elements like URLs, page titles, meta descriptions, and copy. • Make sure keywords are included where relevant.
HOW TO BUILD YOUR PRESENCE Conversion Rate Assessment While high-quality, search engine optimised content is a great way to boost your traffic numbers, it's what happens once those visitors are on your website that really counts. Unless of course, you don't care about conversions. Optimising your website for Conversions and Lead Generation This is where optimised marketing offers, calls-to- actions (CTA’s) and landing pages play a key role in the performance of your site. They offer you opportunities to capture information about visitors so you can follow up with leads, whilst also keeping your visitors engaged with your content and your company. To maximise conversion potential, ask yourself the following questions: • How many marketing offers do I have in my content collection to be gated behind landing pages? • Do I have any conversion based webforms on my website to begin with? • Do I have an assortment of marketing approaches that appeal to all my different buyer personas? • Do I use CTA’s effectively? Am I missing occasions to include calls-to-action on different pages of my site?
HOW TO BUILD YOUR PRESENCE
Five steps to reviewing your
Social Media Marketing
There are a lot of metrics you can analyse during a
social media review. Deciding which ones to focus on
will depend in part on your goals and the platforms you
are using.
But before getting into that, create a spreadsheet for the data you will track.
This will make it easy to compare past audits with current ones.
What social media channels is your business already on?
Every business should have a profile on Facebook, Twitter, LinkedIn and
Instagram at a minimum. These are the most widely used social
networks in the world, and having a presence on these channels is
necessary for your business's reputation and credibility.
There are a number of other social media networks like Pinterest,
Snapchat, Tumblr, TikTok etc. that could be beneficial for your business,
too, however only start up profiles on these if you're confident you can
handle the upkeep. Doing 2-3 social networks well is much better than
5-6 in a mediocre fashion.
Tip: How many social channels are you using? How would you rank your
use of them (poor, mediocre, great)? Are you ready to scale up or
should you scale down?
Did you know…
Over 51% of smartphone users have discovered a
new company or product while conducting a
search on their smartphone.
(Google)
HOW TO BUILD YOUR PRESENCE
How often is your business posting?
Here at LOCALiQ, we find that the ideal balance between being active
and being SO active that it's annoying is:
• 5-6 posts a week on Facebook
• 12 tweets a day
• 5 LinkedIn posts a week.
Tip: Write down how often you are posting on each network you're
using for your business. Is it too much? Too little?
Are your posts high quality?
• First things first, let's look at the text. If you constantly find yourself
going over about 140 characters (or three lines of text) on Facebook,
you need to start thinking smaller. Don't forget, social media is for
short attention spans. Expand on your thoughts in full-length blog
posts if you have something more to say.
• Don't forget to spellcheck and use proper grammar. Nothing screams
unprofessional like misspellings.
• Check how you are utilising hashtags. Hashtags thrive on Twitter and
Instagram, but too many can be a bad thing. Play it safe by posting one
or two at the end of the sentence that are relevant to your post.
• Your social media accounts shouldn't exist in a vacuum - are you
posting engaging links? A great way to show how much of an expert
you are in your field is to curate content from your favourite sources.
• Are you posting pictures? Are they high quality? Social media is a visual
world where text posts and low-res pictures get ignored. Even more
visually appealing are videos - be sure to post relevant and fun ones
• The final way to ensure you're producing the best quality posts is to
include calls to action. Creating a social media community is important,
but you want to push that community to actively grow your business.
Tip: Examine 10 of your recent posts. Is the text short & sweet? Is
spelling & grammar correct? Have you incorporated links to articles and
multimedia like photos & videos?HOW TO BUILD YOUR PRESENCE
How much engagement are you getting?
• Great content should result in likes, favourites, shares, retweets,
comment, replies and any other way that fans can show their love. If
you're following the above advice and not seeing any engagement,
you're likely missing a crucial component for success on social
(especially Facebook): advertising. In order to succeed in social
media you must embrace the fact that it is increasingly pay-to-play.
Not sure what that is? Check out this blog post on Facebook's
algorithm change and what the decline in organic reach means for
you.
• By "boosting," or advertising, posts you're able to reach more
people who matter to your business with your posts. Cheers to
that.
• Once the engagement starts rolling in, make sure you nurture those
conversations. Be sure to answer questions, thank great reviews,
and overall, have fun with social. Your active community will start
turning into referrals with your stellar social presence
Tip: Look at your post reach on Facebook and see how many fans
you're reaching. Is that number super low? How much engagement
are you getting on a per-post basis? If you're not boosting posts,
consider boosting your next Facebook Update. Check past comments
& interactions on your page. Did you engage back?HOW TO BUILD YOUR PRESENCE
How are you tracking ROI from social media?
• It's no fun to work at something and feel like you're not getting a
return on your investment. To make sure you're seeing ROI,
implement a tracking system based on what your goals are. Look at
who's clicking through or engaging with posts
• Also, use tracking URLs to know when folks from social turn into a
business lead by filling out a form on your website from a link you
posted on Facebook, for example.
• This will help you find a correlation between how much you're
spending on social and the revenue social is bringing in.
• This is key to learning how well social media is working compared to
your other marketing efforts. Knowing your results can help you
create goals and what campaigns, or strategies are working the
best.
Tips: Do you have any ways of measuring your social media
endeavours effectiveness? Have you established what your #1 goal is
on social? Define these things before investing too much, so you can
understand the results.
There are always ways your business can grow on social so take a step
back every few months to look at the bigger picture. If your presence isn't
on par with your competitors, is that ok?.
Start off small by improving upon one aspect, tracking a new metric, or
creating a social initiative with the goal to create that return on
investment.
In the end, it's all about incremental adjustments to make your social the
best it can be.
Rome wasn’t built in a day…
and your social presence won’t be either.HOW TO BUILD YOUR PRESENCE Local Listings review It makes sense to get your local business information into the places people are already going to find businesses like yours, rather than simply hoping they'll find you in search results. Getting your business’s NAP (Name, Address, Phone number) information listed on directories, online business listing sites, and citation sites helps to improve visibility, but backlinks from these sites can also have a benefit to SEO.
HOW TO BUILD YOUR PRESENCE Here are a few things to make sure your company listing has in it once you add it to a directory: Consistent NAP: If you add or update your business on multiple business listing sites, make sure you're providing the same company information across each directory. A link to your website: Backlinks - also known as inbound links, are crucial to your company website's domain authority. Consider adding a tracking link at the end of this URL as well, so you can see how much traffic your website specifically gets from the business directories that are linking to it. A company description: Make sure you have a detailed description of your business that reflects your organisation's mission, culture, and values. Multimedia: Give company searchers a visual taste of your business with a picture or video of your office, your employees, or your daily business operations. There are plenty of location-specific directories and industry-specific business listing sites to which you can submit your data, but local businesses should start with the big guns and work their way toward the more niche directories. Free business listings • Facebook • Google My Business • LinkedIn Company Directory • Bing • Yell • HubSpot
HOW TO BUILD YOUR PRESENCE Google My Business Google My Business is a free and easy-to-use tool for businesses to manage their online presence across Google, including Search and Maps. regularly keeping your business information up to date, can help customers find your business a lot easier. As consumers rely greatly on Google for up to date information, this is one to make a priority. Go to google.com/business to make edits to your listing, make sure you are logged in as your company account, not your personal Gmail account (you may be if you are working from home). When used correctly GMB is a powerful tool for driving customers your way & dominating the first page of a Google search. Here are a few key things you should regularly review and update on GMB: Opening hours: There is also an Posts: Use Google Posts to connect option to mark your business as with customers right on search ‘temporarily closed’. engine results pages (SERPs). From the business: Explain your Attributes: Make sure any related relevant services, such as “contact- attributes are checked off, such as free delivery,” or announce your delivery or click and collect. closing.
So, are you ready
to get started?
LOCALiQ provides local businesses the way to
build their presence, drive leads & awareness,
manage leads and customers, and know what
marketing investments work.
Connect with us today to kick
start your local marketing.
02030 921471
LOCALiQ.co.uk
@LOCALiQ_UK
@LOCALiQUK
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