The goal of a website or website traffic is to convert potential leads into customers. For the service sector, this typically means filling out a contact form, or picking up a phone and calling the business directly. Even though Online Marketing and SEO have many standards, there are also differences that cannot be overlooked in order to launch a successful campaign.
Butcher, Baker, Candlestick Maker…does one size fits all apply?
Most of the World’s Internet Traffic flows through a hand full of website properties: Google, Facebook, Youtube, Twitter, Pinterest, Stumbleupon and others. The reason this is important is because they are general platforms, where you can promote your Dentistry business, or dog walking service.
There are more than enough leads from search engines alone to keep a practice completely booked. Throw in social media, and you might have to expand (good problem to have!).
Are Directories / Exclusive listing sites making a comeback?
Web Directories can be seen as the Yellow Pages for the internet, listing every type of possible business in their respective areas. In early 2000s they were considered the most important aspect to Online Marketing, not only for direct traffic through Dmoz.org, but also trust in the search engines, specifically Google.
Fast forward a few years of Google Algorithm penalties and updates, directories and exclusive niche / geographical area listings are making a comeback. If you were running a Law Office, there are areas you can be listed online, that a baker, doctor, or auto mechanic simply cannot get listed. Service clients in a specific location such as New Jersey? Then there are online directories where only you can be placed, compared to someone in Nebraska, or another continent.
Expand your Funnel and Exploit SEO Opportunities
By getting your business listed on websites that take more effort than the traditional listings, you will gain an advantage over your competition, and quite possibly more importantly rank higher in the major search engines since they see you as a well-respected and syndicated business. If you were Google would you trust the Dentist practice with 50 listings, or the one with 150? Of course quality matters of the citation, but all things being equal, more volume is critical to saturating a market.
Niche Focus in a Generic World
Within each ecosystem there are smaller niches that can thrive. This is true of Facebook, Youtube, Twitter, and others. These platforms allow professionals to showcase their expertise to groups of people through fanpages, discussion topics, video tutorials/comments, and tweets representing yourself as an authority in your industry.
You don’t have to be everywhere to win
K.I.S.S: Keep It Simple Stupid is a very true acronym. While your sales funnel should be expanded to encompass all social media, website listings, it’s critical to focus on what’s driving the majority of your sales/leads. For some, this might mean creating and syndicating Youtube videos, while for others they rely on Google, Adwords or organic. There are multiple ways to skin a cat with online marketing and creating a sales funnel. You can be the jack of all trades, but ultimately you’ll want to focus on what works best for your specific situation.
Charles Crawford is the co-founder of Crawford and O’Brien, a local dental SEO company that helps dentists all across the U.S. get new patients through marketing that works. The average ROI at Crawford and O’Brien is over 500%. That’s insane. Connect with Charles on Google+.