For many businesses, especially small and medium-sized enterprises, investing in online marketing can feel like a risky move. With limited resources and an overwhelming number of options, it’s easy to be cautious—and rightfully so. No one wants to pour their hard-earned money into strategies that may not deliver a return.
But here’s the good news: you don’t have to go all in at once. Instead, by focusing on low-risk, high-impact strategies, you can see real results before scaling up your marketing efforts. In this guide, we’ll explore the best places to start, ensuring you make the most of your budget while building a strong online presence.
1. Local SEO: The Foundation of Your Online Presence
One of the most effective and affordable ways to get more visibility online is through Local SEO (Search Engine Optimisation). This strategy helps businesses rank higher in local search results, bringing in customers who are actively looking for products or services nearby.
Why Local SEO Matters
Think about the last time you searched for a business online. You probably typed something like “best takeaway near me” or “plumber in Middlesbrough.” If your business isn’t optimised for these kinds of searches, you’re missing out on a huge pool of potential customers.
How to Improve Your Local SEO
- Optimise Your Google Business Profile (GBP): Claim and complete your listing on Google Business Profile. Ensure your name, address, and phone number (NAP) are accurate and consistent across all platforms.
- Get Listed in Local Directories: Platforms like Yelp, Bing Places, and industry-specific directories help improve your online presence.
- Use Location-Based Keywords: Optimise your website with keywords that include your town or region.
- Encourage Customer Reviews: Positive reviews not only boost credibility but also improve search rankings.
Pro Tip: Regularly update your Google Business Profile with posts, offers, and photos. This signals to Google that your business is active, increasing your chances of ranking higher in searches.
2. The Power of Customer Reviews
Did you know that 93% of consumers say online reviews impact their purchasing decisions? Customer reviews act as digital word-of-mouth marketing, providing social proof that builds trust with potential customers.
How Reviews Help Your Business
- Improve local SEO rankings by signalling to search engines that your business is reputable.
- Increase conversion rates by reassuring potential customers.
- Provide valuable feedback to help you improve your products and services.
How to Get More Customer Reviews
- Ask Satisfied Customers: Don’t be afraid to request a review after a successful purchase or service.
- Make It Easy: Provide direct links to review platforms like Google, Yelp, or Trustpilot.
- Offer Incentives: A small discount or entry into a giveaway can encourage more reviews (just be sure to follow platform guidelines).
- Respond to Reviews: Engage with both positive and negative reviews to show you care about customer feedback.
Pro Tip: Showcase glowing reviews on your website, social media, and marketing materials to build trust with new customers.
3. Content and Social Proof: Low-Cost, High-Impact Strategies
Once you have a strong local SEO foundation and customer reviews rolling in, it’s time to strengthen your brand presence with valuable content and social proof.
Blogging and Educational Content
Publishing useful, well-optimised content on your website can drive organic traffic and position your business as an industry leader. Some content ideas include:
- How-to guides relevant to your industry
- Case studies showcasing your success stories
- FAQs addressing common customer questions
Social Media Engagement
Having an active social media presence doesn’t mean you need to be on every platform. Choose 1-2 platforms where your audience is most active and focus on:
- Sharing customer reviews and testimonials
- Posting educational and entertaining content
- Engaging with followers through comments, polls, and Q&A sessions
Social Proof
Besides customer reviews, other types of social proof can include:
- User-generated content (UGC): Encourage customers to share photos of your products and tag your brand.
- Media mentions: If you’ve been featured in blogs or news articles, highlight them.
- Client testimonials: Video testimonials can be particularly effective in building trust.
Pro Tip: Use social media scheduling tools like Buffer or Hootsuite to stay consistent without spending hours managing your accounts.
4. Scaling Up: When to Expand Your Marketing Efforts
Once you start seeing results from your Local SEO, customer reviews, and content efforts, you’ll be in a stronger position to invest in more advanced strategies. Here’s when and how to scale up:
Paid Advertising (PPC and Social Ads)
If your organic efforts are driving traffic, running PPC, Google Ads or Facebook Ads can amplify your reach. These paid strategies can help you target specific customer segments and generate quicker results.
Email Marketing
Building an email marketing list allows you to nurture leads and turn them into loyal customers. Start by collecting emails through lead magnets like discounts or free resources, and send valuable content regularly.
Advanced SEO and Content Strategy
Investing in advanced SEO techniques, such as backlink building and in-depth content marketing, can further improve your online authority and search rankings.
Finding the Right Marketing Partner
If you’re ready to take your marketing to the next level but don’t have the time or expertise, partnering with a marketing agency like Outrank can help. With tailored strategies and expert guidance, you can ensure your investment delivers the best possible return.
Contact the Outrank Team!
Marketing doesn’t have to be expensive or overwhelming. By focusing on low-risk, high-impact strategies like Local SEO, customer reviews, and social proof, you can build a strong foundation and see measurable results.
Once you’ve gained traction, scaling up with paid ads, email marketing, and advanced SEO will be a smoother and more strategic process. And if you ever need expert help along the way, Outrank Agency is here to guide you every step of the way.
Are you ready to start growing your business online? Contact Outrank today for a free consultation!
