Search is dominated by one power, Google. This one company has the authority to make or break an online business’ ability to reach customers. Even if you don’t have a Web site, you may have reviews online that Google indexes. The consequence, everyone is affected by Google in some way. Large corporations, mid-size and small businesses all use the power of the Internet directly or indirectly to attract people to their enterprises. How should a Miami small business take back some power and avoid the consequences? As a small business strategy, you can do things grassroots style. Think about how President Obama launched a combination of door-to-door canvassing and online marketing to win his first and second term elections. He never solely relied on either too much. It was a balance of the two that helped him gain momentum. There are a few ways this can work to your advantage and get you the exposure that Google makes ever more elusive without paying a high price.
Diversify from pay-per-click to authority niche directories. An example is if you are a wedding officiant, you should be found on Wedding Wire. But why stop there? You could continue by placing an ad inside a newspaper with a strong digital presence. Google Ads have increased in cost over time and they are becoming too competitive because everyone is trying it since their organic status is fleeting due to Google’s attempts to make search better.
Attend trade shows to get your name in front of people looking for your niche. If you haven’t determined one, you really must do that in order to stand out from the masses. Face-to-face contact still goes a long way. Never underestimate the power of friendly face, which Google has not been able to duplicate. Often, the trade shows have Web sites and you can be included on them. Look for two for one opportunities in this new competitive age of marketing.
Mobile marketing is a good thing to try for your car or truck. It shows that you are serious about what you do and are ready to do business. Branding on a vehicle can be seen anywhere you travel. Also, it can be inexpensive to start, if you get a stick-on magnet.
Hopefully, when Google sees that small businesses are not willing to pay any price for exposure, their pricing will become more reasonable. Additionally, it may force Google to come up with a solution to click fraud. That is when someone intentionally clicks on a site to deplete a competitor’s account, which causes their exposure to fall off. I am surprised that Google has not made a better effort to rectify this occurrence since it fundamental to their profit structure. With the lack of oversight, I am cautious about their pay-per-click strategy for a small businesses. It seems to work well for those with large budgets and little fierce competition.