RESTAURANT COACHING & CONSULTING
  • Home
  • About
  • Learn
  • Blog
  • My Business Book
  • Contact
  • My Forbes.com article
  • Be a guest on my Podcast
  • $100K Food Cost Formula

Small business digital marketing: DIY or outsource?

9/21/2019

0 Comments

 
By JOYCE M. ROSENBERG
NEW YORK (AP) — Marketing and advertising on the internet are an integral part of running a small business, one many owners handle themselves.

It does require some knowledge and skill. Owners may need to take short courses in digital marketing — in particular, online searches and advertising — at local colleges. Or, they may be self-taught, says Cathy Petersen, director of search engine marketing at Surefire Local, a digital marketing company based in Vienna, Virginia.

“There are a lot of good resources for people who are just getting started,” Petersen says.

It might make more sense for this task, like keeping the company books, to be outsourced to a consultant if owners need to devote themselves to working with customers or developing their products and services. Or, if they have employees, owners might make sure that one of their staffers has the time and know-how to do the work.

At its simplest, getting good visibility in an online search requires a company to use what’s known as search engine optimization, the use of keywords in a website that are frequently searched. Which words to use will differ from company to company.

Google’s algorithms that rank companies in search results also take into consideration how relevant a company’s website and individual pages are to people who are searching. Businesses that get publicity or are on review websites can improve their rankings.

Advertising on Google involves bidding for specific keywords. But small businesses may not be able to pay for keywords that are extremely popular and that larger companies want. But they may have advantages, for example, location. Google can place a local business on its maps that are often part of its search results, Petersen notes.

Online advertising needs to be an ongoing commitment if it’s going to be effective. Companies must monitor how well their search listings and ads are leading to visits to their websites. Some businesses hire digital marketing consultants to handle this task, while others rely on analytics programs including Google Analytics.

If owners aren’t satisfied with the traffic to their websites, they need to consider changes in the site or advertising and/or they need to find ways to get publicity that help Google algorithms give them a better ranking in search results.
0 Comments



Leave a Reply.

    Picture
    Restaurant Marketing Blogs

    Marcus Guiliano

    Catch up on my current posts along with industry articles

    Archives

    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015

    Categories

    All

    RSS Feed

Marcus Guiliano Productions LTD
PO Box 731
Ellenville NY 12428
​(845) 647-3000

www.MarcusGuiliano.com
Disclaimer
This site is not a part of the Facebook website or Facebook Inc. Additionally, This site is  
NOT endorsed by Facebook in any way. FACEBOOK is a trademark of FACEBOOK, Inc.

DISCLAIMER: The sales figures stated above are my personal sales figures. Please understand my results are not typical, I’m not implying you’ll duplicate them (or do anything for that matter). I have the benefit of practicing direct response marketing and advertising since 2009, and have an established following as a result. The average person who buys any "how to" information gets little to no results. I’m using these references for example purposes only. Your results will vary and depend on many factors …including but not limited to your background, experience, and work ethic. All business entails risk as well as massive and consistent effort and action. If you're not willing to accept that, please DO NOT GET OUR INFORMATION. ​
  • Home
  • About
  • Learn
  • Blog
  • My Business Book
  • Contact
  • My Forbes.com article
  • Be a guest on my Podcast
  • $100K Food Cost Formula