“The best place to hide a dead body is page 2 of Google search results.”
Death of the funnel. Marketing has always been about driving growth to businesses, but the equation of how to drive growth in today’s market has totally changed. In the traditional marketing era we were taught to master marketing funnel — a linear customer journey from building awareness to consideration to purchase. The problem is, the funnel is no longer alive in today’s customer journeys. The traditional marketing principles still work but the customer journey becomes much more complicated and unpredictable. Why? Internet and digital technology put people in control and changed the way we make a purchase online or even offline.
Technology Addicted. According to last marketing research, there are no two customer journeys are exactly alike and not even one journey is linear. They look like pyramids, diamonds, circles. Digital technology and mobile devices have changed customer behavior both inline and offline. We all expect an immediate answer in the moments we want to know where to go, what to do, where to buy and how to DIY. We cannot deny that the internet is powerful. Nowadays, internet technologies can skyrocket awareness about your small business in days, bring you new clients overnight and help you to maintain meaningful relationships with existing clients. But it can bring your business down as quickly.
Count your money. Unfortunately, like other fast-growing industries, there are a lot of responsible digital professionals who care and doing the best to help your business grow, but also those who just hunting for your money. In order not to let some of them piss on your back and tell it’s raining you need to know basics of the digital presence online. The good news is that the basics of digital presence are not difficult at all.
No paralysis by analysis. There is only one constant thing about website building and digital presence and this thing is change. Although, the basic principles stays. We sum up everything that a local or small business should know about digital marketing and website building to invest money wisely, with a positive return of investment. This book is written in plain English with lots of images to make your reading more engaging and practical tips to make it easier for you to implement your digital marketing knowledge wisely.
- What credentials do we need to start working 1. We need 100%: 1.1. Domain name registrar credentials (name of registrar, login, password, pin) 1.2. Hosting (it can be the same credentials as a domain registrar or separate) 1.3 MYSQL 1.4 FTP 2. It is important to provide credentials (if you have accounts): 2.1. Google my business page 2.2. Bing Places 2.3. Yelp 2.4. Social media (FB, Instagram, Twitter, any others) 2.5. Any other 3rd party services you use online on your website Please take into consideration that we can start working on the project and be responsible for your digital presence only after all the credentials are provided.
- How to choose the best domain name for your business and aviod common mistakes The domain name you choose has a vast and long term impact on all your marketing affords. It is better if you can consider the domain name before you even choose your business name. 1. Short and memorable 2. Keywords in the domain name 3. Choose the right TDL extension 4. Use Hyphens No underlines between words when the domain name is long 5. Consider buying multiple TLD extension (help to secure your brand) 6. Consider Buying similar domain names (help to secure your brand) Do not forget about SSL certificate, Your website should be running securely (https). 7. A Decent period (one-year minimum) of registration with autopay is recommended
- What is website accessibility compliance (ADA)? A website is considered accessibility compliant when it is properly designed and built for people with disabilities, so people with disabilities can use them. Web accessibility encompasses all disabilities that affect access to the Web, including auditor, cognitive, neurological, physical, speech, visual. Making the web accessible benefits individuals, businesses, and society. Although there are some difficulties in achieving 100% website accessibility compliance. You can read about website accessibility compliance on https://www.w3.org/, which is dedicated to Strategies, standards, and supporting resources to help make the Web more accessible to people with disabilities. For more info please read our post WEBSITE ACCESSIBILITY COMPLIANCE IN THE USA
- Why don't Google My Business Pages & Google Maps Listings work properly during COVID-19? During COVID-19 pandemic Google Limited Google My Business and Google maps Listing functionality. It might seriously affect your local SEO. WHAT ARE THE MAJOR CHANGES? Review replies are now available. New user reviews, new user photos, new short names, and Q&A might be paused and will gradually return by country and business category. Google is going to publish gradually delayed user reviews and photos submitted to Google Maps. Businesses might experience publishing delays for other edit types or when contacting support about these pending edits. Delays for publication of new listings, claims, and verifications for some types of businesses to Google Search and Maps. Updated for specific industries and categories. For example, changes in April 2020 for health care providers and medical professionals. What else should I do? Goole issued really useful sources to navigate small and local businesses during the Coronavirus pandemic. Please, subscribe to Google for small business updates and read Covid-19 updated.
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