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by John Eberhard

This is part 2 of an article series of choosing your promotional strategy for now and the coming year, and especially choosing which media to use to promote your business.

Facebook: The strategy on Facebook is to start a company page, get lots of people to “like” it, then post regularly. You can run inexpensive paid campaigns to get people to like your page. You can also run paid ad campaigns promoting your product or service, and the tools for targeting different publics are impressive. In general I think advertising on Facebook is a better avenue than Google Ads, for most companies, as the costs are lower.

SEO: Search engine optimization is the series of actions one takes to increase the number of people who will find your website on search engines. At the beginning you do research on keywords and find the ones that fit your business that have decent search numbers per month, and have relatively low numbers of sites competing for them. Then you write titles and descriptions for each page using those targeted keywords. Then, on an ongoing basis over at least 6-12 months, you build up links to the site. Ideally you want your links to be in the thousands. The best method for building links is to write a press release regularly that includes a link to your site and post it on press release sites. Google has tried to stop people from doing link building, but press releases still work.

Yelp: Yelp used to a good place to have a page and do paid advertising. I don’t usually recommend this anymore. The idea of online reviews showed promise in the beginning. But unfortunately we’ve seen a phenomenon where a certain segment of the population has discovered that they can write snarky/critical reviews of companies online, and there are no negative consequences for them. So these days pretty much every business with a Yelp page has one or more or several horrible reviews, and these overly critical people have more or less dominated Yelp and other review sites. It’s gotten to the point where I think it is more of a negative than a positive to be on this platform. But if you’re there and have some negative reviews, you have to work to get more positive reviews to outweigh the bad ones.

Website: I think it is vital today for any business to have a website. The strategy for what to do with your website varies a lot depending on the industry. But in general it is important to have prominent contact information, to have “more info” forms throughout the site, and to have a visually interesting site that is customized to your business as much as possible. In other words, lot of photos that show your business, your staff, etc. This is especially important in the healthcare field. In some industries it works great to offer free “information products” related to your industry, i.e. free ebooks. Then create an email autoresponder series going out those people that request the ebook, selling your products or services. It’s required today that your website be mobile friendly, i.e. display correctly and be readable on mobile phones.

Having a blog on the site and posting to it regularly is good for two reasons. One is it gives your site more credibility and gives you more credibility as an expert. The other is that when a site has new content being posted to it regularly that helps your search engine rankings.

It is required today that your site load quickly. Google penalizes sites in rankings that load slowly. Web designers have had to drop certain features that slow down loading, such as big photo slide shows or video backgrounds. And I have had to move clients off of slow hosting companies.

You need to have app for measuring your site traffic. Google Analytics is free and is quite good. You should check it at least once a month to see how many people are going to your site, which pages they are viewing, and what other sites are referring traffic to you.

Video: Creating videos about your business is a really important part of any marketing strategy today. Your videos should be professional looking, though you don’t have to spend $10,000 per video producing them. Most decent digital cameras today will shoot video. I used to use Adobe Premiere Elements to edit video, which costs only $100, though today I use Premiere Pro which is pretty much the industry standard. Once you have a video or videos, you should create a YouTube channel and upload the videos there. Then place them on your site, link to them in emails, etc. You can also use Google Ads to place them on YouTube in front of other videos, which is called a pre-roll.

Other Social Media: Depending on the demographics of your target public, other social media sites may be important for you. LinkedIn is mainly for B2B (business to business) connections and networking between professionals. Instagram is for businesses that are very visual in nature. Tik-Tok is for young people. Before you invest a lot in other social media sites, do some research to see what the demographics are of their public, and see if that fits with your targeted public.

Webinars: Holding regular webinars can be a great promo medium for some industries. There is quite a bit of information out there regarding how to structure the information presented, how much useful info given vs. sales pitch. You usually have to offer some kind of useful info to get people to tune in, then have your sales pitch at the end.

Good luck with choosing the right promo media for your business.

If you’d like professional help working out your media strategy, contact Torchlight 10X Marketing at 877-758-7797 or email us at info@torchlight10xmarketing.com