Why Small Businesses End Up With An Unmanageable Digital Presence (And How To Avoid This!)

Learn why most small businesses approach things backward when taking their business online and end up with an unmanageable digital presence and how to avoid doing the same …

Why Small Businesses End Up With An Unmanageable Digital Presence (And How To Avoid This)This is an excerpt from “The Small Business Digital Manager,” which explains why small businesses struggle online and how a Digital Manager can help them get better results.

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Why Small Businesses End Up With An Unmanageable Digital Presence

When a small business owner decides to take their business online, most will get a website developer to build them a website …

Why Small Businesses End Up With An Unmanageable Digital Presence

Once their website is up and running, the business owner then starts looking for ways to promote their site and attract visitors.  Typically, this will involve using methods like setting up social media accounts …

Why Small Businesses End Up With An Unmanageable Digital Presence

Once their website and social media accounts are set up, businesses then look for ways and methods to get results from their digital assets.

This is where things begin to get unmanageable.

Creating results involves doing work like adding content to the website, and managing and promoting the website and web content …

Why Small Businesses End Up With An Unmanageable Digital Presence

Social media accounts, however, also need content, promotion, and management …

Why Small Businesses End Up With An Unmanageable Digital Presence

Even a simple web and social media presence, then, requires a significant amount of work.

Creating consistent results online, however, is not a one-time effort. It involves a lot of work that must be done on a regular basis. In fact, an effective digital presence requires focusing time and effort on three areas:

Why Small Businesses End Up With An Unmanageable Digital Presence

  • Digital Management
  • Digital Content
  • Digital Marketing

Digital Management

All businesses need to ensure that their digital assets are regularly managed and kept maintained, updated and secure.

This includes managing their website, web content, web server, hardware devices, software, other online properties and digital services, keeping track of account details (logins, service subscriptions, license renewals), performing regular backups, troubleshooting problems, handling support issues and user inquiries, and more …

An effective digital presence requires ongoing digital management

(An effective digital presence requires ongoing digital management)

Digital Content

Websites, social media accounts, newsletters, etc. need content on a regular basis.

Creating quality content like articles or blog posts, videos, images and graphics, audios, downloadable reports, etc. is very time-consuming and involves a great deal of work in areas like planning, researching, collating/organizing information, writing, scripting, editing, reviewing, producing/formatting, uploading, publishing, updating and more.

Digital content also needs to be managed and updated.

An effective digital presence requires ongoing digital content creation and content management

(An effective digital presence requires ongoing digital content creation)

Digital Marketing

Businesses must continually promote themselves to stay relevant online, improve their search results, drive more traffic, increase conversions, generate new leads, more subscribers, and create more sales.

This involves coordinating various marketing activities, from understanding the market and target audience needs and doing competitive analysis, to finding new ways to create exposure for the business online, reach ad-weary audiences, and tap into profitable niches.

An effective digital presence requires ongoing digital marketing and promotion

(An effective digital presence requires ongoing digital marketing)

 But it doesn’t end here …

An effective digital presence requires more than just having a website and a social media presence. It also includes other presences (e.g. search, mobile, local) and developing and implementing strategic plans and systems for growing and managing each different area …

An effective digital presence is more than a website and a social media presence

(An effective digital presence is more than a website and a social media presence)

Taking all this into account, then, how can a small business manage its digital presence effectively? Who is going to do all of this time-consuming work? How are all of these things going to get done and by when?

In addition to doing the work, who is going to manage all this? How are all of these processes going to be monitored, measured, reviewed, analyzed, and improved?

Who is going to do all the time-consuming work to grow the business online?

(Who is going to do all the time-consuming work to grow the business online?)

All this needs to be carefully thought about, hopefully before the business owner decides to take their business online.

Most small business owners, however, don’t put enough thought and attention into what it really takes to create an effective digital presence for their business.

Let’s see how this can affect their results …

Download "The Small Business Digital Manager"

The Small Business Digital Manager

(The Small Business Digital Manager)

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The Digital Business Game Plan – What You Never Knew You Should Know About Taking Your Small Business Online

Without a digital business strategy and systems to manage and control your digital processes, you could end up being held “hostage” by your outsourced service providers.

The Digital Business Game Plan - What You Never Knew You Should Know About Taking Your Small Business OnlineThis is an excerpt from “The Digital Business Game Plan,” which explains what you should know before taking your business online and how to develop a digital strategy that will put you in control of your digital business presence.

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The Digital Business Game Plan – What You Never Knew You Should Know About Taking Your Small Business Online

“I have looked at this thing like a hundred different ways. From my point of view, from their point of view … and 98 others!”

(Michael Scott, The Office, Season 5, Ep.26  “Casual Friday”)

Most small businesses lack planning, systems, time, resources, technical web expertise and digital skills

(Most small businesses lack planning, systems, time, resources, technical web expertise and digital skills)

All businesses want an online presence that will deliver them better results, like more leads, more subscribers, more sales, more customers, etc.

To get better results online, however, you first need to create a digital strategy for your business that sets out clear goals and objectives and implement systems to manage your digital processes.

Most small businesses don’t invest enough time and effort into doing strategic planning or implementing systems before taking their business online. They also lack time, resources, technical web expertise and digital skills.

Many small business owners, then, simply end up putting website developers in charge of managing their digital processes and internet marketers in charge of giving them results.

In essence, this strategy is called “leave it to the experts, go with whatever solutions they recommend, and hope this will give you results.”

There is a problem with this strategy. You still need to plan, implement systems, find the time and resources, and have the expertise and skills to manage the outsourcing process itself.

Outsourcing the management of your digital processes to technical experts and digital marketers without creating a strategic plan and putting systems in place first is also risky, because their business depends on keeping clients like you using their services in order to stay in business.

This creates a situation where you could end up depending on service providers:

  1. Whose expertise and methods you cannot properly evaluate,
  2. Who have a conflict of interest when it comes to advising and recommending you solutions,
  3. Who need you to keep using their services to stay in business,
  4. Who have no accountability for your results, and
  5. Who have no vested interest in your business.

Without a digital business strategy and systems to manage and control your digital processes, you could end up being held “hostage” by your outsourced service providers.

This is how your business can end up being held "hostage" by your service providers!

(This is how your business can end up being held “hostage” by your service providers!)

The Digital Business Paradox

Most small business owners, then, want control of their digital business presence yet paradoxically give this control away to their web & digital service providers by putting them in charge of their digital processes.

Many small business owners, in fact, begin to feel unmanageable and overwhelmed shortly after taking their business online. They have difficulty finding the time to do the things that would help them get better results because there is no strategy to prioritize objectives or systems to manage things effectively.

Many also confuse strategies with tactics.

Strategies Vs Tactics

Wikipedia defines the difference as follows …

“Strategy is undertaken before the battle. Tactics are implemented during battle. The terms tactic and strategy are often confused: tactics are the actual means used to gain an objective, while strategy is the overall campaign plan, which may involve complex operational patterns, activity, and decision-making that lead to tactical execution.”

Source: https://en.wikipedia.org/wiki/Tactic_(method)

The digital realm is a highly competitive battleground for businesses who want better results online.  Going into battle without a strategic game plan that puts you in control of your tactics is a recipe for dropping the ball often and running all over the field confused and overwhelmed.

If your strategy for taking your business online is to get a website developer to build you a website and then take things from there, you will be fighting a losing battle before the game has even begun.

Let me show you why …

Continue reading “The Digital Business Game Plan” …

Download "The Small Business Digital Manager"

The Digital Business Game Plan For Small Business Owners

(The Digital Business Game Plan For Small Business Owners)

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"These tutorials have so much information and are easy to understand. If you use WordPress or plan to in the future these will help you with everything you need to know." - Valisa (Mesa, Arizona)

Disclaimer: WordPress and its related trademarks are registered trademarks of Automattic, Inc. This site is not affiliated with nor sponsored by Automattic, Inc. or the WordPress Open Source project. This site and the services and products offered on this site are not affiliated, associated, endorsed, or sponsored by WordPress, nor have they been certified, reviewed, or tested by WordPress. The owner, contributors and/or advertisers may derive financial benefit from sales of items linked to, reviewed, or advertised on this site.

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How To Research Keywords For SEO Content

Learn how to do effective keyword research and improve your content SEO in this step-by-step tutorial.

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How To Research Keywords For SEO ContentKeyword research is an important aspect of doing market research and an integral part of other strategies presented in our tutorials (e.g. content creation, online advertising, etc.)

Knowing how to do effective keyword research can help you to:

  • Quickly identify new niche opportunities in your existing market,
  • Discover new opportunities in related markets,
  • Generate great ideas for web content,
  • Generate great ideas for new products or services,
  • Improve your website’s relevance in search engines
  • Create a list of potentially profitable advertising words for pay-per-click advertising (e.g. Google AdWords),
  • And more …

How To Research Keywords For SEO Content

Keyword research doesn’t have to be difficult or time consuming.

In this tutorial, we’ll show you a couple of tools that can help you create a highly targeted listing of relevant keywords for your niche.

Let’s Build A Keyword List … Fast!

Just like generating ideas for a website, product or business in a niche market, the simplest way to start is by writing down keywords and keyword phrases that relate to your niche, and search terms that people are likely to enter into search engines when looking for information.

For example, if you plan to start a website showcasing scrapbooking products and ideas, your keyword list might look something like this:

  • Scrapbook Layout Ideas
  • Free Scrapbooking Templates
  • Scrapbooking Tutorials
  • Scrapbooking Accessories
  • etc …

Also include question-based keyword phrases that people might enter into search engines, like:

  • How do I create scrapbook pages?
  • What is digital scrapbooking?
  • Where can I buy scrapbooking supplies?
  • etc …

Add Related Keyword Ideas

You also want to consider related words and possible synonyms for your niche topic.

For example, if you were trying to build a keyword list related to “freelancing”, you could also use words like:

  • Ghostwriting, Ghostwriter
  • Writing, Writer
  • Telecommuting, Telecommuter
  • Work At Home, Work From Home
  • etc …

Write down everything that you can think of related to your niche market.

Tip

Here’s a quick tip …

Google has a great keyword suggestion tool built into its search engine.

Go to Google.com and begin typing your main keyword to see related keyword ideas …

Keyword Research

Add the keywords Google suggests to your list, then repeat the process using your new keywords …

Keyword Research

Keep repeating this process. After a few minutes, you should have a great list of keywords to start with.

Finding Profitable Opportunities In Good Keywords

When doing keyword research for a niche market, your goal is to build a list of targeted keywords that ideally will meet the following criteria:

  • Keywords that attract a reasonable volume of searches online.
  • Keywords that will generate profitable returns for your business.
  • Keywords that have lower competition.

Keyword Search Volume is important because if nobody is searching for your keywords, then you will be wasting your time and money marketing your content to an audience that isn’t there.

On the other hand, going after a really high volume of searches online means a lot of competition. Once again, you could be wasting your time vying for traffic from a market that is being constantly hit by many established players with big budgets to spend on advertising and promotion.

A Profitable Keyword is a keyword that either brings you targeted visitors in the organic search results (i.e. free listings), or a keyword that you can afford to keep paying to advertise your products or services with (e.g. using Google AdWords) because it brings you targeted visitors that convert into leads or customers and generate a positive return on investment for you (ROI) …

Keyword Research

As a rule of thumb, unless you really know what you are doing, stay away from trying to dominate large markets (e.g. ‘Travel’, ‘Health’, ‘Pets’, etc.), and go after ‘niche’ and ‘micro-niche’ markets instead.

A ‘Niche’ market, focuses on a narrower subset of a larger market. Here are some examples of niche markets:

  • Dog training collars
  • Remove acne scar
  • Blue contact lenses
  • Health supplement coupons
  • Wedding speeches

Tip

Tip: A good general rule of thumb when doing niche market research is to look for keywords that generate between 30,000 and 100,000 search a month and have a low-to-medium level of competition …

Keyword Research

Research Niche-Related Keywords

As you begin to generate ideas for your niche, write down keywords and keyword phrases related to the niche market you are thinking of expanding into.

This is important for a number of reasons:

  • It will help you identify additional opportunities in your niche that you may have missed
  • Keyword research can provide you with new content ideas and keyword phrases that you can use when creating your content.
  • Search engines like Google use the keywords on your website pages to determine what your niche is and how relevant your site is to users searching online for information. This can help improve your site’s search engine ranking results and increase the number of people finding and visiting your site.

Once you have a basic list of niche-related keywords, you can expand your list significantly with keyword research tools like Google’s Keyword Planner and other tools …

Google AdWords - Keyword Planner

(Google AdWords – Keyword Planner)

After evaluating potentially lucrative niches and doing niche keyword research, the next step is to understand who your buyers are. This is covered in other tutorial.

Long-Tail Keywords

Long-tail keywords are longer, less common, but very specific keyword phrases that have at least 3-4 keywords in them.

For example:

  • compare prices minolta x-700 vs pentax k1000

Long tail keywords make up the majority of search-engine driven traffic, and are generally very good indicators of a person’s desire to buy (as opposed to ‘just looking’ online).

Commercial Intent Keywords

Commercial intent keywords are words that people add when searching for something that they are serious about investing money or time into (as opposed to just browsing or ‘researching’).

Examples of commercial intent is when people add words like the following to their searches:

  • Buy + Keyword
  • Keyword + price
  • Cheap + keyword
  • Quote for + Keyword
  • Keyword + specials
  • Keyword + cost

For example:

  • Buy Porsche 918 Spyder
  • Fitness 365 membership price
  • Cheap bed mattress
  • Quote for landscaping yard
  • etc…

Adding locations (names of places) to keywords also indicate a more serious commercial intent:

  • Buy + Keyword + Location
  • Keyword + price + Location
  • Cheap + Keyword + Location
  • Quote for + Keyword + Location
  • Keyword + specials + Location
  • Keyword + deals + Location
  • etc …

Important Info

Free Download: Commercial Intent Keyword List

Commercial intent keywords

(Commercial intent keywords)

Keyword-Based Content

Once you find the right keywords, you can start writing content for your site based on these keywords …

Keyword Research

Google has an excellent Keyword Planner tool that you can access at no cost if you have a Google AdWords account (https://adwords.google.com) …

Keyword Research

help To access Google AdWords, visit the site below:

redarrow Google AdWords

Another good keyword research tool is Market Samurai

Keyword Research

Market Samurai is not free but it is also not expensive and provides some great additional research tools, plus excellent training tutorials on how to perform keyword research.

help To learn more about Market Samurai, visit the site below:

redarrow Market Samurai

LSI Keywords

Google is continually improving the way it analyzes content on websites.

Google uses a relatively new method called Latent Semantic Indexing (LSI) which identifies patterns in the relationships between the terms and concepts used in the text of a web page, to work out how relevant your content is to users searching online.

It’s important, therefore, to understand what Latent Semantic Indexing is, and how to use it when doing keyword research. The video tutorial section at the bottom of this page has more information on using LSI keywords.

Keyword-Based Domains

Finding good, keyword-based domain names in any niche is getting harder to do.

help To learn how to quickly and easily find many available keyword-rich domain names, see the tutorial below:

redarrow How To Easily Find Available Keyword-Rich Domain Names

We hope that you have found the information above useful for helping you to research and identify great keywords for SEO content.

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