Conversion-Driven Brand Building Strategies that Boost Your Local SEO
Kristaps Brencans
CEO at Onthemap.com | #1 Local Search Marketing Agency in the Nation | Revolutionizing Legal, Home Services & Medical Marketing | Led Company’s ARR Growth from $3m → $6M (2021 - 2023)
Been in the local SEO industry for almost a decade now!?
From 10-pack to 3-pack to LSA ads.?
From doorway pages to mega-mega-mega service + city pages.?
Last two years or so embarking on a whole new spectrum of SEO.?
Which is…?
Shift to multi-channel digital marketing.
Search and SEO doesn’t stand on it’s own anymore.
Google doesn’t want you to live only in the search engine.
Real brands live on all channels and that’s what this post is about!
A podcast episode I listened to this morning inspired me to write this post...
The episode is from Authority Hacker : Gael Breton & Mark Webster .
"The Future of Authority Sites" is the episode's name and topic.
For my followers who are not as familiar with them.?
Authority Hackers are a top resource for affiliate SEOs.?
They have sold/grown hundreds if not thousands of websites.
Have a huge following and are one of the top folks in the SEO world.
Their podcast today was about the new form of SEO.?
Which is…?
The Emerging Need to Bring Your Brand to All Digital Channels ?
Brands crushing SEO are active and have a real presence in other mediums.
We are talking about Instagram, Facebook, Tik Tok, Youtube, etc.?
Brands with real presence are being searched online.
Google can recognize their brand search query growth and activity.?
Another factor that is happening…
Just traffic alone might not lead to conversions!
OTM inbound marketing director Chintan Zalani .
He has been telling me this for a while now.
Hence why we started a podcast.
The reason why we're scaling our video publishing on YouTube and TikTok.?
The idea here is to build recognition with your prospects before they buy.?
If a prospect knows your brand at that moment of purchase…?
Chances are they will choose you over a less familiar brand.?
With that being said…
The 4 C's Formula to Conversion-Driven Brand Building
What is a good formula to follow??
Authority Hacker folks did a great job on their pod by introducing the 4c’s model.?
I will do my best to reiterate this concept with an angle to local search marketing.?
Create?
As the word suggests…
Create content!?
That can be anywhere, on any platform of your choice.?
Keep in mind where your audience spends their time.?
For local marketing…?
Appear on radio shows, local tv shows, and local community events!
Connect?
Observe your engagement levels.?
Are people liking your content? ?
What is your average viewership rate??
Amplify best-performing content with ads to reach larger audiences.?
For local marketing…
Make sure the radio/tv shows are sending viewers to your social or email list.
When in local community events - same thing here!?
Actively build your social media and email list audiences.
Capture?
The content engine is on!
Love the phrase I heard on the pod today.
"Push people to non-algorithm environments."
This means!?
Your website and/or your email list.?
You can supplement this step with retargeting ads.?
While your audience is growing, keep re-engaging with the retargeting ads.
What ends up happening is people will be very likely to see your brand at all times.
For local marketing…?
Offer giveaways. Push people to your site to enter raffles!
I was thinking about what PI attorneys could offer.
Car owners are obsessed with their vehicles!
How about free car wash for a year!?
Get a raffle going, and make sure people have to visit your site to enter it.?
The same concept applies to other industries.
Convert
This is where we need to look at two types of local businesses.
Immediate need services vs non-time sensitive service.?
For immediate needs service providers:
Prospects must recognize your existence!
Once that is accomplished...
When they are in need of a car accident attorney or emergency plumber.
They’ll either go directly to your brand.
Or when searching for the service remember you!?
Bam…
That’s where the conversion happens and you reap your ROI.?
For non-time-sensitive services:
Email communication and ongoing social engagement.?
Constant exposure and engagement about the service will build the connection.
When a prospect is ready you’ll be the brand on their mind.?
To bottom line this post…?
Businesses that win right now are connected with their audiences.
They have a form of relationship with their prospects.?
The SEO game is changing.?
We need to build exposure for brands before the search query clicks happen.?
I’m excited for the work OTM teams are rolling out!?
From social media offerings, short-form videos, social media ads and digital PR.
Stay tuned!?
P.S. - Thank you Authority Hacker guys for the amazing content! You guys are always giving back to the community and the folks hungry to learn and get better!
Helping Health and Wellness brands stay on top of their marketing game by creating content that engages and converts. Health Writer || Content Marketer || Content Strategist
1 周Chintan Zalani was right about expanding your reach to other platforms. When an audience is already familiar with you on another platform, there's a higher chance they'll convert to paying customers. I think the major reason the four-step formula works for increasing conversions is because the first three are audience-centered. How? 1) You're creating for the people 2) You're connecting with the people, and 3) You're capturing the people's hearts with your content. With these, it'll be easier to get conversions. Thank you for mentioning, Kristaps Brencans.
CEO @ Immigrant Women In Business | Social Impact Innovator | Global Advocate for Women's Empowerment
2 周Kristaps?? Thank you very much for sharing! My colleague will be happy to work with you: https://bit.ly/4f7ZZoc
Kristaps Brencans Your journey in the local SEO realm is a testament to your expertise! It's fascinating how the landscape has evolved, from 10-pack to LSA ads. The emphasis on brand building is spot-on; it's the cornerstone of modern SEO. ??
Ecommerce SEO Expert | SEO Specialist | Top Search Engines Voice(SEO) | Expert in Increasing Organic Traffic | Keyword Research & Technical SEO
5 个月Loved your take on how SEO is evolving with multi-channel marketing. The 4 C's Formula is a game changer—definitely taking notes. Looking forward to applying some of these strategies. Keep up the excellent work!
Co-Founder of StoreHero - Profit First E-Commerce
5 个月It's impressive to witness the evolution of the local SEO industry. I'm curious to know, how has incorporating non-SEO marketing tactics enhanced and elevated your SEO efforts?