Content promotion is much more difficult than it used to be - the influx of content that is published on a daily basis can make it extremely difficult to get your articles, videos, etc. found by your target audience.
It’s no secret that ranking higher than Lowe’s or Home Depot for any home improvement-related search phrases is a difficult task. With millions of dollars to spend on marketing every year, the chances of you outranking them on search engines are small. However, if you run a home improvement shop in Denver, then outranking Lowe’s on a national level isn’t necessary. As a small business, your most important battle is the one in your backyard – outranking them within Denver. Now, thanks to local SEO, you can.
Who is your target customer?
This is one of the first questions that I ask business owners when helping them to build a marketing strategy. Some respond with a well thought-out answer, and others make it up on the spot. Regardless of which group they fall into, most of these answers share one trait: they're bullshit.
I spent a week living in an Airbnb apartment during my last trip to Colorado. My host was away, but I was informed that his roommate would be there all week. I introduced myself to my host’s roommate upon arriving, and we talked for a few minutes about his startup. Shortly after, it occurred to me that I had already forgotten his name. Rather than admit this and ask him to repeat it, I decided that I would hear his name again in the coming days.
I didn’t, and after 24 hours, I was past the point of no return. I was going to spend the next 5 days living with a guy whose name I didn’t know.
I began my marketing career several years ago as an inbound marketing analyst for a student marketing company named Edvisors. Prior to this time, the idea of spending thousands of dollars on an SEO seemed like a waste of money. It didn’t take me long to realize just how wrong I was.