Heaviside Digital

Small Business Marketing Ideas: 8 Easy Things You Can Do Today

Small businesses in America are experiencing steady growth, with over 180,000 more small businesses opening than closing last year alone. This steady growth has been the fuel to America’s economy and it shows no signs of slowing down.

But with so many competitors vying for attention, how can you ensure your small business stands out from the crowd?

Small Business Marketing Idea #1 – Website

Almost everyone starts online when looking for a product or service, so your website is absolutely essential. It’s like your online showroom and is the first impression potential customers will get of your business, so make it count! A professional-looking website with clear information about your services, pricing, and contact details is essential.

Think about these questions to improve your website:

  • Do you have the phone number in the top right corner of every page?
  • Are you using authentic images/videos/photos of the owner, your trucks, photos of your team, etc?
  • Do you have a compelling Call to Action after every block of text
  • Are you giving customers the option to engage via chat or 2-way text?
  • Is your website mobile-friendly with an easy click-to-call button?
  • Is your website fast-loading on desktop & mobile?

Small Business Marketing Idea #2 – SEO (Search Engine Optimization)

Having a website is a must, but you also need to ensure that people find it when searching for your services. SEO helps your website rank higher in search results when people type in keywords like “restuarant near me.” It’s like having a neon sign flashing in the digital world, letting everyone know you’re there.

Think about these questions to maximize your SEO:

  • Do you have your main keyword in the Title Tag on every page of your website? (e.g. City [Your Niche] | Your Company Name)
  • Do you have pages for each of your core services?
  • Do you have pages for each of the sub-cities that you service?
  • Do you have pages for the brands that you service/install?
  • Do you have unique content on every page of your website?
  • Does your website come up for the most important keywords? (e.g. “your city + service you offer ”, “your city + business niche”, and other similar keywords)
  • Are you consistently creating new content, blogging and creating new inbound links back to your website?

Small Business Marketing Idea #3 – Google Maps

Google Maps is a must for all local businesses. When customers search on maps, they will most likely pick one of the businesses in the top 3. If you’re ranking below this, you’re losing leads to your competitors. When you’re ranked above this, it sends strong trust signals to your potential customers and increases the leads you’ll get coming in.

Think about these questions to rank higher in Google Maps:

  • Have you claimed & verified your Google Business Profile? Do you have the login?
  • Have you properly optimized your Google Business Profile?
  • Are you on all the major online directory listings with the same company name, address & phone number? (consistent NAP)
  • How many online reviews do you have?
  • Do you have a proactive strategy for getting new online reviews every day?
  • Are you posting to Google Business Profile weekly & responding to questions?

Small Business Marketing Idea #4 – PPC (Pay-per-click)

SEO and Google Maps are organic ways to appear higher in the results, but they’re not the only trick up your sleeve. Pay-per-click (PPC) advertising allows you to create targeted ads that appear at the top of search results. It’s like paying a small fee to have your name at the front of the line.

Think about these questions to leverage your PPC strategy:

  • Are you running Google Local Service Ads with a maxed-out budget?
  • Are you running retargeting ads to your unconverted leads?
  • Are you running Google Ads?
  • Are you strategically targeting with specific ad groups, text ads & landing pages?
  • Do you have conversion tracking in place to track leads back to the ad group/keyword?
  • Are you running targeted Facebook ads to your ideal prospect base?
  • Do you have a premium ad on Angie’s List, Yelp, CitySearch, YP.com?
  • Are you buying pay-per-lead services – Home Advisor, eLocal, Thumbtack, etc.?

Small Business Marketing Idea #5 – Social Media

This is another great way to connect with past, present, and future customers. Share interesting content, showcase your work, and even run contests to keep people engaged. Positive online reviews on social media are meaningful, too. Happy customers are your best salespeople, so keep them engaged where they’re at.

Think about these questions to build your Social Media presence:

  • Does your business have profiles on Facebook, Twitter, LinkedIn, YouTube & Instagram?
  • Are you getting engagement on Facebook?
  • Are you updating your social profiles consistently?

Small Business Marketing Idea #6 – Email & Automation

Email marketing is having a moment again! It falls into the category that Seth Godin called Permission Marketing, which “is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” This is often paired with automation so that when customers contact you, they receive a series of emails over time to keep your company at the top of their minds. Really good automation can even ensure that every person who contacts you is followed up with in less than 5 minutes.

Think about these questions to implement Email & Automation:

  • Are you following up with your leads within 5 minutes or less via phone, SMS & email?
  • Do you have conversion campaigns in place that follow up with unconverted leads 5-7 times via Phone, SMS & email until they book their service call or estimate?
  • Do you have a database with your customers’ email addresses?
  • Are you sending out a monthly email newsletter?
  • Are you leveraging email to get online reviews & to draw customers into your social media profiles?

Small Business Marketing Idea #7 – ROI (Return on Investment)

All of these things cost time and/or money, so you need to know what’s working and what isn’t. Initially, it will take some time to gather enough useful data for analysis and adjustments. So, give it at least a month before you start tweaking things or you could derail a perfectly good strategy.

Think about these questions to maximize your ROI:

  • Are you using Google Analytics?
  • Are you tracking keyword ranking?
  • Are you using call tracking?
  • Do you have a dashboard showing cost per lead, total spend & projected ROI?
  • Are you using a CRM/dispatch system to track leads to the source & revenue (i.e. ServiceTitan)?

Small Business Marketing Idea #8 – Marketing Partner

Let’s be honest: Marketing your business can be time-consuming. If you’re overwhelmed, consider partnering with a marketing agency (like Heaviside Digital). We can handle everything from website design and SEO to social media management and content creation. That way, you can remain an expert in your business without needing to become an expert in marketing, too.

Think about these questions when hiring a Marketing Partner:

  • What are their credentials (i.e. certifications, years of experience, etc.)?
  • Do they understand your business niche?
  • Can you find examples of their work and case studies to back it up?
  • Do they offer a free consultation before you get started?
  • How much do you need business to increase to make this a worthwhile investment?

What can you do today?

While there’s a lot you can do to boost your marketing, some of it will take you longer than others. If you’re ready to activate and get going, consider doing these 8 things today:

  1. Add your phone number in the top right corner of every page on your website.
  2. Add your main keyword in the title tag on every page on your website (i.e., [Your City] + [Business Type] | Your Company Name)
  3. Claim & verify your Google Business Profile.
  4. Start running Google Local Service Ads with a maxed-out budget.
  5. Create or update social media profiles.
  6. Write an email newsletter and send it to all of your contacts.
  7. Set up and start using Google Analytics.
  8. Schedule a call with Heaviside Digital.

The small business world is booming, which means competition is fierce. By implementing the strategies outlined here, you can establish a strong online presence and build a strong, sustainable business well into the future. Remember, a well-designed website is the cornerstone of your digital marketing strategy. SEO, Google Maps, PPC, Social Media, Email, and Automation are all contingent on your website. With the right approach, you can watch your small business flourish and become a trusted name in your community.

If you recognize the need for additional expertise, consider partnering with a marketing agency like Heaviside Digital to free up your valuable time and truly maximize your ROI.

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ATTORNEY-NICHE LEADS AT $4.22 EACH WITH GOOGLE ADS.

McLaughlin Sanchez is a real estate law firm that specializes on eviction, tenant buyouts, HOA disputes, and real estate dispute.

HOW WE DID IT

  • Developed targeted, niche keywords that would only generate highly relevant, high-value clicks.

RESULTS

Achieved an extremely low $4.22 CPC, which is difficult to do in the competitive attorney PPC landscape
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PET NANNY COACH GENERATED 3,328 SIGN-UPS IN A SINGLE CAMPAIGN AT THE RATE OF $1.41.

Pet Nanny Coach was established to assist the pet sitting businesses become successful. They provide webinars to coach the pet owners.

HOW WE DID IT

  • 64 ads
  • split testing of eight audiences

RESULTS

The strategy generated 3,328 sign-ups in a single campaign at the rate of $1.41.
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GOOGLE ADS - INCREASED CONVERSIONS 13X WHILE REDUCING COSTS BY 5X

Radyne is the world leading manufacturer and pioneer in the development of advanced induction and controlled atmosphere heating equipment. From induction power supplies to full-turnkey induction heating machines and processing lines for almost every industry sector, we provide our customers with industry expertise, process engineering, inductor design and development, power supply and machine design, manufacturing, testing, and 24/7 service and support- under one roof from our Milwaukee Headquarters and throughout our participating Inductotherm Group Companies worldwide.

 

HOW WE DID IT

  • Removed the underperforming keywords
  • Adjusted the bid strategy
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RESULTS

Monthly average of 14 conversions at $152/conversion to 192 conversions at $32/conversion.
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BONNYPACK GENERATED 1,531 SIGN-UPS AT JUST £0.23 EACH.

Bonnypack is a cash and carry wholesale company that helps people find the perfect product at the right price. They offer a wide selection of home decor, furniture, appliances, electronics, and much more.

HOW WE DID IT

  • HVG ran split testing of multiple audiences

RESULTS

The campaign spent a total of £351.76 and generated 1,531 sign-ups at just £0.23 each.​
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F45 RECORDED 257 IN 4 MONTHS WITH AN AVERAGE COST OF €4.99.

F45 Training is a global fitness community specializing in innovative, high intensity group workouts that are fast, fun and proven to get rapid results for members. It offers different classes that can cater the needs of the their clients.

HOW WE DID IT

  • Street Gym offered a 2-week free trial.
  • HVG Team split tested 8 audiences along with a number of ad combinations

RESULTS

Based on the result of the test, the sign-ups increased to 257 in 4 months with an average cost of €4.99.
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VENN SOCIAL RECORDED162 APP INSTALLATIONS AT THE RATE OF $1.27 IN JUST 9 DAYS.

Venn is a downloadable mobile application that is designed to connect the users to their niche, whether to meet Friends, Dating, or Business. This platform is a virtual avenue to discover and meet people nearby who has a common interest

HOW WE DID IT

  • Dynamic ads
  • Split testing of four audiences
  • Optimize for App Installs

“The service was excellent. The project was completed quickly and with precise. Thanks”

RESULTS

installations at $1.27 per install in just 9 days.
0 APP

RAPID ALARMS INCREASES LEADS 148% THROUGH ON-PAGE AND MAPS SEO OPTIMIZATION

Rapid Alarms is the leader in alarms and CCTV services in Perth. They sought Heaviside Group’s help in improving organic search and map pack rankings and lead generation.

After three months of working together, their organic traffic increased 42% while the number of inbound lead inquiries increased 148%. Through continued focus on expanding maps reach, we expect to see these numbers grow.

HOW WE DID IT

  • Geo-localized keyword research
  • On-page SEO optimization
  • Citations and guest post link building
  • Technical audit and improvements

“Excellent results! Very happy with the service and looking forward to continuing to see improvement.”
James, Owner

RESULTS

increase in organic traffic
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increase in ecommerce transactions​
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increase in lead form completions
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RETAILBOUND INCREASES ORGANIC TRAFFIC 57% THROUGH SEO OPTIMIZATION

Retailbound helps make marketing to retail easier. They sought Heaviside Group’s help in improving organic search and lead generation.

After eight months of working together in a very niche area, their organic traffic increased 57% while the total lead flow increased significantly. Through continued focus on expanding organic reach, we expect to see these numbers grow.

HOW WE DID IT

  • Niche focused keyword research
  • On-page SEO optimization
  • Content strategy

“We hired Heaviside 8 months ago to help improve the searchability of our updated website Retailbound.com. Chris and his team were able to quickly fix the on-page SEO issues. Once the on-page work was done, Heaviside worked on the off-page SEO (i.e. building blog content). We saw an increase of traffic to our website, which resulted in more in-bound inquires for our services. We closed two clients thanks to the work done by Heaviside.”
Yohan, Owner

RESULTS

increase in organic traffic
0 %
Increased inbound inquiries
0 %
(high-value) sales
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BULL SHEATH LEATHER INCREASES REVENUE 65% THROUGH ECOMMERCE SEO OPTIMIZATION

Bull Sheath Leather is a group of artisans that love to live, laugh, and create things out of leather. They sought Heaviside Group’s help in improving organic search and ecommerce results.

After six months of working together, their organic traffic increased 81% while the total ecommerce revenue increased 65%. Through continued focus on expanding organic reach, we expect to see these numbers grow.

HOW WE DID IT

  • E-commerce focused keyword research
  • On-page SEO optimization
  • Technical audit and improvements
“They continue to do a great job!”
Ernie, Owner

RESULTS

increase in organic traffic​
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increase in ecommerce transactions​
0 %
increase in revenue
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