If you’re looking to increase exposure and reach new customers, you should be aware of costly marketing mistakes that could stifle efforts to grow your business. Take this self-assessment to determine whether it’s time to update and expand your digital footprint.

1. Is your website out of date?

Technology changes rapidly and regular website maintenance is critical to ensuring your website is legible, secure and user-friendly. For example, your website must be easy to navigate and look good on a mobile phone or tablet. Your website URL must begin with “https” and not “http” to ensure user security and privacy. If you’re not comfortable managing your website and/or the content has grown stale, then it’s time for an update. The latest technology makes website development easier and more affordable than ever.

2. Are you found in a Google search?

When people search Google for products or services like yours, will your company be readily found? The quickest way to elevate your position in a Google search is through Google Adwords. After setting a budget and selecting commonly searched terms, Adwords features your website at the top of relevant searches and you only pay when someone clicks through to your website.

For example, if you are an attorney in Bergen County, and someone finds you by searching “Lawyer in Bergen County,” you could pay $5 each time someone clicks to visit your website. This “pay per click” method means that you won’t pay when your name is seen, only when it is clicked. With less risk, you spend only what you’re willing to pay per lead.

Alternatively, traditional (or organic) Search Engine Optimization (SEO) can get you to the top of Google over an extended period of time. An organic SEO strategy for our Bergen County Lawyer would include the keywords “Lawyer in Bergen County” in the title of the website, so Google will know what the site represents and who is likely to benefit from it. There are many other elements in an organic SEO strategy, and it’s important to remember that it is a process that requires time and effort to achieve results.

3. Are you trying to build your own website?

While building a website using a DIY platform like Weebly or Wix may seem tempting, most DIY sites lack style and sophistication. Many also miss key elements such as correctly placed contact information, SEO content, social media integration and tracking analytics. Working with an experienced web developer can ensure all these key elements are in place, save you time and allow you to focus on your priority – working your business.

4. Are you using email marketing?

Emails are one of the least expensive and most effective ways to promote your business. Often referred to as “e-blasts,” this is a powerful tool for promoting events, alerting customers of sales and coupons, or introducing new services. Emails allow you to stay engaged with your customers (and potential customers) during slow seasons or dry spells. Build your contact list by collecting emails on your website and/or have a newsletter sign up at your physical location. Mailchimp and Constant Contact are inexpensive platforms with user-friend email template options.

Another advantage to email marketing as that people still check their email (while we often throw away paper junk mail). Provide your customers with valuable and quality content, and they will always open your messages! One word of caution, however: Do not buy lists! Lists are expensive, rarely work and could be in violation of federal CANN spam laws.

5. Can your business be found on Google Maps?

Getting your business to show up higher on Google maps is easier than you think. First, make sure you’ve claimed your “Google My Business” account. If your business isn’t yet listed, create your free profile. You will need to verify your listing via phone or postcard. Complete your profile with photos, descriptions, hours, phone numbers and website. Once your listing is complete, take steps to acquire at least five five-star reviews on your profile. Five is the magic number that can mean that your rating will show up on a Google search result page. In essence, more stars will translate to more clicks.

Step up your marketing efforts while saving time and money. Implementing these digital marketing strategies will help increase your exposure, connect with new customers and grow your business!

Village Marketing Co. is a Bergen County based digital media company specialized in website design, email marketing, digital advertising, lead generation and SEO. For more information, visit www.VillageMarketingCo.com  or contact [email protected] or (201)314-1303.