Creating SEO campaigns for small businesses can be tricky considering locality as well as competition of keywords. Many small businesses look to an SEO to be rain makers or miracle workers in establishing online and foot traffic. So how does an SEO really manage expectations of small businesses and provide results for these opportunities?
Initial Strategy Development
Meet face to face and with your research in hand related to competitors (online – related to targeted keyword). That analysis should discuss authority of those competitors and what is needed to surpass those metrics as well as a timeline. There is nothing worse then setting false expectations and needing to explain later to a client why you are behind on ROI. Outline tasks to be completed weekly as well as benchmarks and run rate reporting.
Discuss and develop plans that meet local search for organic SEO, Social Media and Paid Search. If the goal is to get users to the site immediately then focus that budget toward PPC with geographic settings. If the focus is to get foot traffic into brick and mortar then focus that spend on Social Media engagement. All the while accompanied by an organic campaign for long term increases in rankings.
Little Successes Add Up
Be certain to communicate daily with small business owners regarding SEO, PPC, SMO wins that happen. At the end of the month if your reporting is as favorable as the owner may like you can discuss these little wins throughout the month. Cumulatively, the small business campaign is one that requires direct communication and clear/focused understandings of what they may consider a successful campaign. Remember, small business means the budget they spend is a large investment for them – so be certain to spend time and money wisely.
Small businesses are most successful when the whole team is motivated by each other, gets along at work, and knows how to have a little bit of fun at the same time. So imagine, you’re a small business owner and your company is plagued by what seems to be never-ending snowstorms. It’s the middle of winter and employees come to work upset that they had to dig their cars out at 6:30am. They arrive to work late, and worry all day about the effects of the snowstorm on their personal lives. How do small business owners maintain employee morale during the dark, snowy days of winter? Use this time of year as an opportunity to motivate your best kept assets (your employees)! Is there anything wrong with conducting team-building initiatives while on the clock?
Human resource professionals suggest that performance-based compensation is the most useful way to motivate employees, and studies do indicate that to be the most effective technique. Keeping that in mind, are there other ways to motivate your employees when the thermometer reads below freezing?
How about having a fun and friendly competition, “who can wear the most unique pair of snow boots to work?” At lunchtime, take a vote. The top winner gets their car cleaned off by the highest level executive before they leave to go home. Or better yet, we all remember how fun it used to be to have a “snow day”. If your company is able to work from home, let them! Let your workforce know that you value their safety in addition to caring about the productivity of the company. Be careful, there are those employees amongst us who when given an inch, can take a mile. Still, it can be a nice experience to let your employees work from the warm comforts of their own home. “Did someone say for lunch today we are meeting in the parking lot to build the company snowman?” Let your employees arrange in teams by department, and take a half hour out of lunch to build a company snowman. Then, with the half hour remaining, meet in the conference room for hot chocolate and awards. The winning “team” each receives small gift cards to the local store.
The winter months can cause headaches and frustration amongst all of us who have to travel to work in the arctic atmosphere. Use this as an opportunity to maintain and even build upon your employee morale! At the end of the day, the greatest asset your small business has is the employees that represent and produce the results for the organization. Shake it up, promote the word T-E-A-M in a new way.