This week’s question comes from a local, Portland B2B interested in viral marketing:
I have a simple B2B business and need to get more online leads. I have been hearing about social media and was curious if my logo embroidery service was something that could go viral? What are your thoughts and suggestions regarding my best online marketing strategies?
I think there are several cool things you could do to help put your logo embroidery business on the social media map. First, I would start by making an impression in your local community. Do some research to find out which online bloggers are influencing your target demographic. If you want to reach out to new Portland businesses, get online and start finding the blogs that new business owners are reading. Target a few specific areas like new businesses, conferences, local online news sites, etc. Once you have pinpointed some interesting sites and companies that influence these markets, reach out to them and offer your services in return for some positive buzz. Donate cool T-shirts to an annual conference for new business owners and publish an optimized press release about your donation. Perhaps create a contest that invites local non-profits to submit their own logo/T-shirt design and offer to actually print the best one. Of course you can publish all the interesting ideas that were submitted online, generating even more buzz. One key component to making this type of viral marketing work is making it easy for people to spread the word. So be sure to get active on the social media sites where your future customers hang out. Tweet on Twitter, create a Facebook group and become a valuable contributor to these communities.
Jill has you covered on social media, so my advice is to think locally! Local search is the name of the game. You would be wise to invest in local search engine optimization for your website so you can capitalize on opportunities to connect online with local businesses who are looking for embroidery services. Your website should be optimized to include keywords and content related to your services and your physical location. Another way to promote your business locally is to submit and claim your business listing on Google and optimize your listing so you can rank in Google’s 10 Pack - the top ten local search results that appear next to the map on the first search results page. Also, make sure your website is included in as many directories as possible. Moving up in the search engine rankings can be a slow process because you are competing with millions of other websites on a national, even global, level. Shifting your focus to your local search market can give you faster results and provide the foundation you need to eventually start ranking nationally.
I think Kelly’s advice on Local Search Engine Optimization is excellent, but it can take quite awhile to improve organic rankings. That said, I would recommend you start a Google Adwords campaign and rank number one TODAY for keywords related to your embroidery services. If you are on a tight budget – and who isn’t these days – start with a local PPC campaign targeting Portland Metro Area businesses only. Eventually, based on your PPC and SEO campaign results, you could expand your reach nationally.