[dropcap]D[/dropcap]o you really want to win and dominate Local Search in this last quarter and beyond? If Yes, so do millions of small- and medium-sized businesses. And so do all those huge national chains with thousands of locations scattered across the country.
Competition in local search is incredibly ferocious.You’ve got to put a plan in place and stick to it. If you’re just randomly posting because you know you need content, you’re doing it wrong. Even if you’re posting several times a week, if you’re only doing it because you know you need content,…
…you’re doing it wrong. If you’re writing a generic post and just shoving your city name in there a few times, you’re doing it wrong.
Blogging isn’t hard! Does it take some time? Yes. But you don’t have to be an expert writer to have an awesome blog. Blogs lend themselves to conversational writing, anyway.
Define Your Audience. It’s important to remember that your audience doesn’t have to be in-market buyers. For auto dealers, the sales cycle is very long, since people typically only buy a car every 4 or 5 years. You have to tailor your posts to your audience if you want to get traction. Think about potential customers, previous customers, local residents, out-of-town visitors — then break up your potential audience into personas that you can target with different posts.
Decide Who’s Writing. Sometimes it’s the business owners, sometimes it’s a manager, and sometimes it’s employees. Figure out what works with your company’s staff structure, then choose your writers. If you pick specific people, you can hold them accountable, which helps you stick to your schedule. You’re the expert, and you know your company’s voice — so whenever possible, you should write your own posts. In some cases, time constraints might make that impossible (if you’re a one-person show, for example). If you have to outsource your blog posts, make sure you’re using a reputable copywriting company that’s providing original, well-written content.
Decide What You’re Going To Share. Remember that “content” doesn’t have to be text. Now that you know who your audience is and who’ll be creating the content, decide what types of content you want to share. Besides standardly written posts, you can share photos, videos, infographics, slide presentations, or surveys. Play to your strengths and the interests of your audience.
Set A Calendar & Stick To It. This is the step that most people stumble on. You’ve got to post on a regular basis if you want to be successful. You don’t have to know exact subjects to plan your posting calendar out far in advance – as long as you know a post is due on a certain date, it helps keep everyone accountable and on schedule. At a minimum, you should plan your posts a month ahead of time, but going 6 months or even a year ahead will make your life easier and increase your chances of success.
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Experts believe driving Local Search (SEO) wins across all kinds of different industries — this peace is a must-read for everyone who cares about local search.
…….Who knows you might do a $500 Worth of favor by sharing this article with your friends.