A lot of new small business owners are trying to save money in their company by not paying for marketing. Instead, they DIY and for many reasons, this is completely understandable. First, we have been taught that you can market a company using the social tools you use in your personal life. Networks such as Facebook and Instagram are now some of the most powerful marketing tools online. Second, marketing through an agency is expensive. It might be too much for a small business owner to fit into their limited budget. Third, we’ve been told that marketing online is easy. This has given us a false sense of security and led us to believe that anyone can use SEO for their business. While it is possible to DIY SEO, people often miss out fundamental details.
Yes, you can use social media for SEO and you should. Building up SEO through social media is an organic way to build your online profile. It doesn’t feel forced, and consumers don’t feel like they are being marketed too. At the same time, though, you shouldn’t use your business social network in the same way that you use a personal profile. You need to go a little deeper than that. We can look at Instagram as an example here. Marketing through Instagram isn’t just a case of adding beautiful pictures. You need to create actual ads using something like Facebook Ad Creator. You can learn how to do this online. This illustrates a common misconception. You might be using the same platforms but for business, you utilise them in different ways.
Content for SEO is about knowing what will and what won’t boost your search ranking. Adding a wealth of content will only boost your ranking if it’s of high quality. Poor quality content is just going to earn you a Google penalty, and this is one of the problems with DIY marketing. You can add plenty of content, but can you get it to the same quality level that a professional marketer could. The answer is probably no. Instead, you should focus on low amounts of content that are kept to a high standard. Or, you can encourage user generated content. If you can get effective UGC for your business, the marketing campaign will run itself.
Finally, you need to think about mobile responsiveness and the modern consumer. The modern consumer probably isn’t using a laptop to view your site. Instead, they’ll be viewing the website on their phone or through another device. Despite this, the majority of websites online are not mobile responsive. They do not respond to the device that they are being viewed on. For instance, on a touch screen, a pinching mechanism is the most effective way to zoom in and out. Most sites are not equipped to allow customers to do this. If you can ensure your customers can you will have a definite advantage over competitors. But that’s not all. You should also look at unique ways to market specifically for mobile devices. By doing this, you can boost your SEO on a unique platform.
There’s nothing wrong with running your own marketing campaign. You do, however, need to make sure you reach the full potential for your business.