The basic method of internet marketing companies is to learn about the business, discuss a budget, and then devise a plan. The company implements the plan upon approval from the business owner, and search engine rankings increase. The problem with that is the company typically produces all the content for the website and social media pages. The business is now dependent on the company and must continue spending money on content to remain high in rankings and enjoy the increases in traffic, conversion rates, and revenues. That may be preferable for large companies with huge advertising resources, but that will certainly not work for medium, small, and local businesses.
Businesses can expect a different approach from unique companies, like Excelsior Internet Marketing, for example. Some companies focus on local search engine optimization (SEO), which can be largely ignored by other companies. The challenges are not as difficult to overcome as they are with national or international SEO efforts, but rankings on the local level are just as important, if not more so, depending on the scope and scale of the business.
Those that do not maintain an E-commerce store rely on local customers for survival. Locals will not be able to find the business if it does not appear in local search engine rankings. Most people do an internet search to find what they need even on a local level. Another unique approach is to work collaboratively with business owners. The more owners participate in the process, the more tailored to the business the strategies will become. Marketing that involves the business tends to be more successful because the input highlights the features that make the business unlike the competition.
Encouraging owners or an assigned staff member to create content for the website and social media is an innovative approach to internet marketing. The SEO company will provide training in content development and make suggestions and recommendations for what format will best suit the business. There are a few benefits to this method. First, it is more cost-effective because money can be spent solely on devising strategies instead of also going to content writing. It also results in content that reflects all the aspects of the business. The people who own and operate the business will have insight and enthusiasm that will never be matched by hired writers. Training also allows businesses to be flexible and make changes to content formats based on marketing results.