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

This means that 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 to business marketing online 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 site for general search engine optimization is a great start marketing a small business online, but shifting your focus to potential local lead generation by embracing local search engine optimization can prove extremely valuable to your business.

How to Market Your Business on the Web:  Strategizing Your Content

Perfecting your company’s small business website design should never be a simple one-and-done task, but an ongoing, ever-changing, and constantly evolving embodiment of your strategy for marketing a small business online. And like any good small business 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 strategy for marketing a small business online 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 business marketing ideas should all support the goal of building a site that caters to a wide spectrum of searches related to your target demographic and business objectives. You don’t want to cast too wide a net, but instead create a small business marketing 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 Business Directories or Publications.

Marketing a Small Business Online: Local SEO

By embracing locally-focused SEO and taking a multi-faceted approach to how to advertise your business online, 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 small business website design 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 plan for marketing a small business online.

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.

Want tips, techniques, and strategies on how to market your business? Our internet marketing company can help you assess your business objectives and provide you with marketing ideas and solutions that produce results.