Special feature
or funny content - and be sure to steer away from
controversial subjects. This is a strong signal to Google that your website
deserves to be shown more.
Launch an SEO campaign Now you’re leading the way
Now that you’ve got a great website and leads coming
in the door, the time is right to start investing in
search engine optimization.
A modern SEO strategy involves a rich content
experience tied to a digital branding and promotion
campaign. Leverage your social media channels
to share content and make sure that local business
directories, chamber of commerce websites
and community directories have your correct
information listed.
Here’s a pro-tip: invest in local school and little
league sports teams or consider funding a small
scholarship. Ensure these organizations then link
back to your website from theirs. This may not
sound like an SEO tactic, but that’s what makes it so
effective. Google loves when local businesses support
their community.
The above strategy doesn’t have to be crazy expensive
and each component builds on the last.
Start with your website and PPC and use the revenue
generated to continue to invest.
Just think: if you do the above in January, by
December, your website would be ranking well in
Google, you’ll have a significantly larger audience
and you’ll have seen hundreds of new customers. OP
Cameron Martel is an experienced digital marketer,
managing SEO and content campaigns since 2005.
He currently works with dozens of eye care practices
through his work with Marketing4ECPs. Cameron
can be reached at www.marketing4ecps.com or
[email protected].
Capture e-mails
(& spread the right message)
You’re already asking for your customer’s email
addresses - now it’s time to leverage them.
Use tools like MailChimp (which starts off free) to
keep in touch with your audience. Send e-mails once
or twice per month and make them meaningful.
Begin brand building
Once you have your digital foundation in order.
Your website is doing its job, you’re engaging with
your audience on social media and your SEO is
steadily climbing the ranks. Perfect - now it’s time
to invest in your brand using a mix of both digital
and offline tactics.
Look at incorporating Google Display, Pinterest and
YouTube into your branding strategy. All three work
well in the eye care and optical fashion spaces.
We also recommend that our clients consider
investing in radio and billboard advertising; as an
SEO professional, I see a tangible increase in the
number of people looking for these brands on Google.
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