Current Issues in Marketing Strategy

The online world is supposed to even the playing fields between small and large business, no longer meaning that the company with the deepest pockets will purchase all the advertising inventory, but for a lot of small business this is not the case. Although the web is available to anyone for the cost of an internet connection, small business owners get lost in a sea of information and tips, often falling on their own sword and never achieving prominence even in their local area.

Today I want to offer help to those small business's using the the example of the Windsor Osteopath next door to my work. His website is simple www.melbourneosteo.com.au because starting a business for the first time is a huge financial burden. In his case, an osteopath located in Windsor, a fancy site will definitely increase the likelihood of receiving a booking, but you don't have to go crazy. There are lots of free skins out there that are Wordpress or Joomla friendly. The key is in the marketing strategy:

Tips #1 Header tags, H1 tags, description tags:

These are absolutely essential to let Google know who you are and what you do. There is great information on how to write title tags here. Likewise for descriptions tags. Simpy explained, these sit on the backend of the website and although the HTML looks difficult, it is actually really easy. Just make sure you try to work in long tail keywords, meaning something 2+ words long e.g) Windsor Osteopath or Local Windsor Osteo.

Tip #2 Google Maps
Google maps is a great way for small business be seen at the top of Google in your local area. Simply find your business on Google maps by searching for your company name (maybe add your location) and then claim the listing. Most business's will already be there because Yellow pages dumps them in haphazardly, but if not you can always create it. You get to the top of the Google Maps listing by filling in as much information as possible. Add plenty of pictures, videos and any other information possible. When it says you are 100% completed then you have done enough. Also try to add the key things you do into the text throughout the ad and have your friends write reviews using these words as well.

Tip #3 Adwords
Keep it tight and targeted. For a Windsor Osteopath that services the local area, then use simple terms like "osteopathy st windsor", "osteo windsor", don't look for every click going around, if you could spend $5 and get 2 clients you would be a heck of a lot happier than spending $200 for 3 clients. Also make sure you reduce your geo targeting to only your local area. Google is a little sketchy on this in Australia, so keep adjusting it until you see a solid number of clicks coming through.

If this has been helpful or you want more information on a given topic, please e-mail me at josh.straw84@gmail.com, I am always happy to help. Also, if you are looking for a good Windsor Osteopath, call my new mate Daniel on 03 9510 1722, let him know you read this and he'll sort you out.