This topic came up in an online business networking thread and also with other local business owners that I’ve spoken with, and it’s no surprise. Not only is generating leads and business an enduring concern for all businesses everywhere, but this time of year — with school back in session and money drying up — is when a lot of businesses start to feel the pinch of slowing activity. 

Part of the context of the thread was frustration with the effectiveness of organic search and the lack of other affordable options, so here was my response to the group:

If you’re looking for organic results in general search you can forget it. If you’re a local business then your goal should be placement on the Map in Google local search results. The holy grail is the “three pack” in the map section at the top of the search results page or at least the top six slots on the map itself when someone clicks over to it. If I don’t get my clients into those spots I’m not doing my job and I tell all of my clients that the place to start is with local search. That means optimizing your website for local search, setting up your Google business listing properly (and being active with it) and getting reviews. 

Once that foundation is established then you can build on it. Paid search targeted locally can be very cost-effective. Building an existing customer contact list can work wonders in developing loyalty, repeat business and getting referrals. Expanding out from there, highly targeted direct marketing, judicious use of display advertising, events and promotions can extend your reach but before you go there, I would make sure you have local search strength and ongoing contact with existing customers nailed first. 

So there’s a pretty solid tool kit to help you in times of plenty and famine. Give us a call at 904-744-8877 and let us help you get the customers and leads you need.