How to Use Online Marketing for Retail or Real Estate

How to use Online Marketing for Retail or Real Estate

With each passing day, the internet becomes more and more accessible in ways that were probably ever imagined in its primordial stages, and the near ubiquity of smart phones these days ensures that internet connectivity is becoming more and more mobile all the time, too.

This means that more and more of your potential customers will be able to go online when and where they want to, so keeping your company’s online presence up-to-date is fast becoming a crucial consideration for marketing efforts. If your business relies heavily on the generation of local leads or local consumer bases, local internet marketing is a concept you will need to fully embrace.

Updating your business’s website for general search engine optimization is a great start, but shifting your focus to your potential local lead generation by embracing local search engine optimization can prove extremely valuable to your business.

Strategizing Your Content

Building your company’s website should never be a simple one-and-done task, but an ongoing, ever-changing, and constantly evolving embodiment of your marketing strategy. And like any good marketing plan, that strategy should change to fit with your targeted customer base, aligning as well as possible with your most-up-to-date impression of your target consumer base’s current behavior and preferences.

But in addition to changing consumer preferences, you also need to factor in the fluid nature of the search engines themselves. The engines’ search algorithms are changed constantly; sometimes even as often as every day depending on the location of the individual search engine user, and this means that you will need to keep on search engine trends if you want your marketing strategy to keep up with the current.  And you also need to maintain a long-tail approach that will continue to produce results, even as the landscape shifts.

Your goal should be to build a site that caters to a wide spectrum of searches related to your target demographic and business goals. You don’t want to cast too wide a net, but instead create a strategy that makes your site the go-to destination for your particular market and product or service. You can do this by employing a full spectrum of semantic variables within this target.

This is accomplished through a focus on topical relevance and frequent content creation or curation. Each piece of your content strategy should be a small piece of a larger puzzle, leveraging your expertise to scale past other local competitors. The size – and even longevity – of your business is of less importance to Google and other search engines than the fact that you’re delivering what people are searching for. With the right content marketing strategy, any local business can use this to generate leads and growth for their locations.

The Content Created for your audience needs to be strategically located where your prospects might find it. Consider Social sites and Local Directories or Publications.

Local SEO

By embracing locally-focused SEO and taking a multi-faceted approach to your online marketing strategy, you can get your company to show up in local searches, while also greatly increases your company’s web presence and relevancy to potential customers.

While an aesthetically pleasing website may make a good visual impression on the leads that actually find your site, it won’t help you much in terms of search engine optimization or generating higher levels of quality traffic (more qualified leads) to your webpage. When making decisions for your company website’s design, your choices should be informed not just by how a new addition or feature will look to your targeted consumer base, but also how it will work within your overall marketing plan.

A website is the Lead Capture part of the Inbound Marketing process. Think “calls to action” and easy to access “contact forms” or ‘email sign ups”.

And don’t forget: the truth is that your website can be one of the most, if not the most, prominent representative for your company and brand. Make sure you’re managing your image well and with consistency, both online and off.

Posted: 7/20/2014 1:11:15 PM by Shep Morrow