Digital Marketing
Knowledge Center
Here you will find helpful posts, case studies, videos and other content that will help you learn more about digital marketing. You will also gain insights into what marketing topics I’m thinking about and what strategies I have cooking up for you. Every month I will be featuring a new topic or concept that I am diving deep into and share my findings.
Case Study: How to Capture More Market Share
Is your market small and competitive? I found that out quick when I started working with Steamboat Painting Company in January. His initial TAM (total addressable market) was tiny. My client wanted to exclusively land the big money jobs: luxury exterior repaints. By understanding the limitations of our initial TAM we pivoted to focus on small jobs with faster turnaround times, and better margins. That led us to landing a contract from a high end builder. Adjusting our TAM increased our number of booked jobs which built local credibility to land the big money jobs!
Straight Forward Marketing Advice: That Works
I get it, not everyone has time to read long blog posts, here’s an effective tip you can try right now!
As a new business or a business that provides a broad service in a competitive market, you need to localize your content marketing strategy. That means that you should focus on long tail keywords on your website, listings, and social media that include information sepcific to your local audience.
Why?
because Google and social media platforms are flooded with broad keywords and search phrases.
How you can leverage localized marketing?
On your website and social media platforms, you can add long tail keywords to your content. For example a professional roofer who services western Colorado should add “western slope”, specific communities they want to rank for, counties or any other local lingo that describes a geographic area or a specific audience. Here’s what I mean by ‘specific audience’: I’ve worked with handyman services that operate in communities with a high number of senior citizens. That means we use keywords, images, and campaigns that speak to them, instead of just sticking to broad ‘contractor lingo’.
That’s not all though!
When we say ‘localized content’ we aren’t always talking about location, but rather demographics of that location. This is where things like language can come into play. For example if you look at your regions demographic information and find that say 40% of your target audience is spanish speaking then your website and social media having content that is only listed in English is missing 40% of the market!
Summary:
As a service business, there’s only so much territory you can cover. That’s why your content on social media, listings, and website should be specific to your area and not broad like a national company or some ecommerce stores. Dominate your back yard by ranking for search queries by people in your area by creating content that represents what your locals are searching for in their language! Dominate your side of the pond before you conquer the ocean!
To learn more, check out this article from Google Adsense