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Is Your Local Business Prepared for Voice Search?

Wednesday, 16 September 2020 by Tiffany Kennedy

People are relying on voice search more and more these days, and it is essential that local businesses are set up so they get included voice search. It’s believed that two out of five adults use voice search daily and it is expected that half of most searches will move from the keyboard to voice. Voice speakers like Google and Alexa are most frequently used and 62% of people using these voice-activated speakers expect to buy something through them within the next month. This means that businesses that are optimized for local search have a better chance for ranking at the top of the search results page. This is why it is important for your business to be prepared for voice search. Let’s dive a little deeper.

What is Google 3-Pack and Why Does it Matter to Voice Search?

Local Pack is a section of Google’s search results that shows the local businesses related to your search query. Whenever your query has a local intent, Google will show three local businesses that might answer it. Why is it important to be among the 3-Pack? It shows in the #1 position 93% of the time. Also, the “near me” search query has increased 34x since 2011. So, it is important that your local business is on Google My Business and other local directories like Yelp. If you are not set up yet, here is how to do it. Voice search can help a small local business beat larger chains, and it makes Google happy because they want their search queries to be accurate.

How Do I Set Up and Rank for Local Pack?

First, it is important to note how essential to make sure all your business information is consistent. Small errors like “Ste” or “Suite” can make a difference to Google. Streamlining this process is easier with directory assistance. We use “Smartlist” which ensures all information on all directories is the same. Second, Google wants to make sure they answer their search queries as accurately by using the best results with results such as key factors such as proximity, category and keyword.

How Does Local Pack and Reviews Improve Voice Search?

Voice Search is increasing every year. 20% of the online population already uses voice search and 58% of mobile users use it for a local business search. Many of these users consider it as their first choice. Making sure your business information is online is crucial, but so are reviews. Reviews are extremely important to ranking in the Local Pack and essentially voice search. By having many reviews from Google and Yelp, especially five-star ones, it is likely Google will rank your business. Reviews can also determine if you get into the 3-Pack or not. This is why it is important to have a reputation management program. We use “SmartRep” to manage our reviews and reputation. Ask your satisfied customers for a Google review because it has a positive impact not only for voice search, but also for web traffic and search engine optimization (SEO).

Where Do Voice Devices Get Their Data?

Not all voice search devices are alike. Each one obtains data from different sources. Siri and Google Assistant obtain information from the 3-Pack Search Engine Results Page (SERP) and from Yelp. Alexa obtains data from Bing, Yelp and Yext data. To get the most out of voice search, you want to optimize your business for all devices.

The Pros and Cons of In-House Marketing vs. Agency

Tuesday, 08 September 2020 by Tiffany Kennedy

The age-old debate of using in-house marketing vs. an agency is still being discussed because marketing is ever evolving. Take a look at how COVID-19 has changed the way businesses are marketing now. Brick and mortar businesses are finding the value of online marketing and are ramping up their marketing efforts to improve traffic to their business. There are many pros and cons to both that may be helpful in scaling or growing your business. Listed below are just a few things to think about before making that difficult decision.

#1 – Resources

Your customers need to know that you are available and are still providing the services or products they need to maintain their business. While businesses may not be functioning as usual, many are working remotely and are focusing more on their online communications. Let your customers know how to reach you and advise them of the services or products that may have changed due to the complications of the pandemic.

#2 – Mastered Skillset

It is possible to find well-rounded marketing employees when developing an in-house marketing team, but it does indeed take a team to have mastered skillsets. Not all start-up businesses have a marketing budget or enough revenue to hire a full-service team so it makes sense to outsource certain pieces, or all of their marketing to an agency. An in-house marketing team in a large-scale business may have the resources for a mastered team but it must be determined if the ROI outweighs the costs.

#3 – Maintaining A Competitive Edge

Marketing is ever evolving and it is important to keep abreast of the trends and technology that keep you ahead of your competition. It is possible to do this with in-house marketing if the company invests in marketing education, new technology and resources. However, most of the time, unless you have a large enough marketing team, this investment outweighs the Return on Investment (ROI) and it is more cost-effective to outsource the marketing to an agency.

#4 – Growing or Scaling Your Business

When you have an in-house marketing team, if you want to grow or scale your business you will need to either hire or let go of employees. The hiring of new employees is a rather lengthy process, between interviewing and training. For example, say your competitor decides to launch a new product or a new feature to enhance their existing product. How quickly would you need to ramp up your marketing efforts? Rather quickly. With an in-house marketing team, it may not be quick enough to get you to where you need to be in time to beat your competition. However, an agency already has the staff in place to take on new work or scale it without you losing an employee. In-house marketing may make more sense when your business is in a place to maintain a dedicated marketing team. There are many pros and cons to in-house marketing vs. agency.

#5 – Communication and Networking

Communication and networking are extremely important in marketing, whether you have an in-house marketing team or if your company confers with an agency. An in-house marketing team, depending on the size, may have some limitations brainstorming with other peers in their field. However, when a business has partnered with an agency, that business would have both employees who are knowledgeable about business operations and an outsourced marketing team that has the ability to brainstorm marketing ideas. Communication with an agency is essential to understanding the company mission, branding and goals.

#6 – Cost

Cost is a major factor when hiring an in-house marketing team or outsourcing it. The pro for a small start-up is that they can manage and closely monitor their own marketing content and brand. However, as that small business grows, it will need to hire more employees or think about outsourcing. When considering an in-house team, a business needs to think about employee turnover, factor in the costs of replacing that employee, the additional training and the effect it has on other staff members, all which can cost thousands of dollars. When everything is outsourced, that cost goes away and you just pay your retainer or monthly fee.

There are several situations to consider when planning an in-house team or choosing an agency. Both can work well depending on your business’s challenges and goals. Some businesses choose both so that they have control over content, branding and other marketing deliverables while others choose to outsource everything and keep a very open communication flow with an agency. Strategic Marketing is a full-service agency that will help you with your marketing planning or what will work best for your budget and your overall company mission. Let us help you decide. Contact us at https://thinkstrategic.com/contact/ or at 561-688-8155.

Published in Marketing Strategy, Strategic Marketing, Web Design

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Marketing During COVID-19 – A New Outlook on Marketing

Thursday, 09 July 2020 by Tiffany Kennedy

If you have not already developed a new marketing plan due to COVID-19 then now is the time. All points of marketing have been affected by the COVID-19 pandemic and being sensitive to your customers and their budget is essential. There are several marketing tips to help maximize a budget and connect with customers. Here are a few that may assist with your marketing strategy.

Marketing During COVID-19 – Share What Your Company is Doing to Handle the Pandemic

Stay Connected with Your Customers Online

Support your customers by reaching out with resources that can help their marketing and sales. Staying connected online is of the upmost importance for businesses that have been closed during the pandemic. Check in with your customers frequently to answer any questions and help them navigate through the daily changes and challenges.

Incorporate Empathy in Your Marketing Communications

The key to communicating while you are marketing during COVID-19 is to make sure you are empathetic to your customer’s business situation and budget. Many business owners have to make tough choices and budgets are tighter than usual. While you are marketing during COVID-19 do your research and be as cost effective as possible to ensure that your customer’s budget is maximized. Put a plan in place that meets your customer’s expectations with ROI producing results. Additionally, ensure that all marketing messaging is empathetic to the current world circumstances. Understand your audience and research the problems that need to be resolved. Be the solution.

Refresh Online Content and Revisit Campaign Strategies

A new way of marketing has developed since COVID-19 arrived. Due to these circumstances, it is important to make sure your keywords and content are up to date with a current message, especially on the homepage or blog. Ensure your content provides a value to your customer; examples of this are resources for their business, ways to help them operate more efficiently, cost-saving products and services or tips to help grow or retain their customer base.

It is also a time to revisit a Pay Per Click (PPC) strategy. Generally the focus has changed during this time and budgets may be better spent on brand identity and value versus sales. Many business owners are tempted to stop or pause their campaigns, however, not getting in front of your customers may make them forget your brand. Out of sight is out of mind. Instead of pausing a campaign, consider a reduced budget with focus on brand identity and value to your customer.

Update Marketing Plans with Long-Term Goals in Mind

No one knew the world would shut down, and something like COVID 19 was not likely prepared for in a marketing plan. So, if your business has not developed a short or long-term COVID-19 marketing plan, then now is the time. No one knows how long COVID-19 is going to be around, so it is good idea to plan and organize what your business is going to do financially to survive it. Some of your original long-term marketing plans may remain, with some changes, and this, may be the main focus of your marketing during COVID-19. However, your plan on reaching those goals in the short term will likely change and should be revisited in your marketing plan.

Let Marketing Communication Tools Guide Sales Teams

There are many marketing tools such as marketing automation and customer relationship management systems that are beneficial while you are marketing through COVID-19. Use these tools to your advantage to help guide your sales team on your customers new behavior. You may discover customers who were normally behaving one way are working with a different marketing strategy that are making them behave differently now. Your marketing and sales teams should be aware of these new behaviors to know how to strategize your own marketing and sales plans.

Be Sensitive to Your Audience on Social Media

Social media is a great way to connect with your audience during COVID-19, but it is especially important to be aware of your message so it does not come off as insensitive. Social listening during these sensitive times allows you to be aware of what topics, hashtags and other engagement your audience is partaking in. Social listening helps you craft the right message, engage responsibly and post your message at the appropriate times. A 2020 social marketing strategy is necessary.

Marketing during COVID-19 is an ongoing process as everything continues to evolve. Being actively involved in communication with your customers, audience and staff is essential to developing the right strategy. At Strategic Marketing we can assist you with your marketing during COVID-19. You can reach us at 561 688-8155.

Published in Strategic Marketing, Web Design