8 Secrets of Social Media Marketing That Everyone Misses

8 Secrets of Social Media Marketing That Everyone Misses

Social media marketing sounds easy to plenty of new entrepreneurs, yet they must perceive the contrast between individual online networking use and expert utilization.

Consider it like this: on the off chance that you bake a batch of cookies to serve your family, at that point that is something you can oversee without anyone else. Yet, in the event that you anticipate serving 1,000 cookies to peers over the course of a three-day business conference, at that point that is an altogether more complex issue!

Everything gets more complicated when you move from personal to professional, and the outcomes matter more, as well.

All of a sudden, you aren’t simply posting on your Facebook when you feel like it. Nor would you be able to enjoy occasional the reply and like. Instead, you’re actively trying to drive business goals and represent your brand in a likable way.

The emotional contrast between the two approaches finds numerous entrepreneurs off-guard. To help them out, here are eight secrets the masters utilize with regards to online networking marketing — and that numerous small businesses miss.

Write Down a Policy and Style Guide

creating buyer personas for your social media marketing

Ask them to tell you what the business’s social media policy is, and you’re just as likely to get dozens of different answers. In fact, most employees may look you back blankly in the face.

A social media policy guides the brand voice as well as the decisions a business makes when posting. So, if you were trying to pick between two image types, the social media marketing policy could help you decide on the one that aligns better with your social goals.

Set policies for employee social media use, too. Make sure they know they represent the company! Let them know what sorts of offenses could get them in hot water, including posting extreme political opinions or offensive takes.

Creating a social media style guide can similarly help make posting easier, especially if more than one employee handles the duties. Align everything in your policy and style guide so that your social media accounts can support both your brand and your marketing goals.

 

Target Your Content and Conversations Towards Personas

Some small businesses get HUGE social media followings …of people who would rarely buy anything from them.

There is a big gap between mass engagement and targeted engagement.

You want your posts to speak to a highly targeted audience based on the traits of your best customers. For instance, if you pitch your services to existing IT departments, don’t be shy about using jargon. Stay current on any discussion, too, so that your ideas don’t seem dated.

But if you want to offer managed IT services to regular businesses, they may not know a CAT cable from a cat collar. Feel free to post basic how-tos, and try to keep terminology approachable.

Decide upon the segments you want to speak to in order to raise your chances of success. Imagine traits of a single person in this segment, including their typical job role, the things they value most, and broad aspects of their personality. This is your “persona” for an idealized version of a target audience group.

You can even name them! That way, before you decide on a post to share or an image to use, you can ask something like: “Would Sarah the retired optometrist care about this post?”

 

Strategize, Set Goals, And Ditch Vanity Metrics

Always set goals for your social media usage. It should serve a concrete purpose that ultimately benefits your business.

Common social media marketing goals include:

 

  • Raising website visits
  • Generating leads through job quotes
  • Helping introduce new products to people
  • Getting more participants for events, contests, and things like webinars
  • Upselling existing customers
  • Reminding prior customers to return again
  • Promoting a specific brand value, especially through philanthropy

 

No matter what your goals are, ensure they actually help your business get more money or improve its brand.

For instance, having a certain number of “likes” or shares from a post promoting your content should not be a goal. These are vanity metrics. Instead, you should monitor the number of actual visits to the content on your website. Ideally, you will also have targets for the percentage of people converted from social to content to signup for your related offer.

 

Carry on Actual Conversations and Engage

Is social media marketing taking away from human interaction

Don’t just post into the void or post things you, personally, want to read.

Everything you post should be targeted towards the personas you have created and tied towards business goals.

You want your audiences to feel like your brand is carrying on a conversation rather than just talking at them.

Respond to certain positive comments or interesting ideas. Try to see if you can get the full perspective from people who have something negative to say. Make each response feel personal, not canned.

Give your audience opportunities to take center stage. Post a question for them, like “what are your favorite ways to save money?” Ask them if they would like to see more of certain content types, or less of certain post types.

Also, make your social media use broader than just posting on your own page. Use social listening tools to monitor brand mentions and jump in on messages when you think it’s worthy of a conversation. Find other business pages, and engage with them like you would want others to engage with you.

As Andrew Kucheriavy of web development company Intechnic writes, “make [sure] your interactions are meaningful! Networking is about adding value to a relationship.”

 

Make Time for Off-Schedule Posting

social media marketing analytics and reporting

Many business owners go ahead and queue up an entire month’s worth of content in advance.

This is great! Having a schedule makes the social experience more consistent and professional for your audience.

But you shouldn’t be shackled to this schedule.

New articles and ideas will pop up on your radar all the time. Maybe something interesting happened in your industry this week. Maybe you just snapped a great photo of your team at the office.

Give yourself the chance to actually share content during opportunities like these rather than hoarding it all until next month. If you set aside, say, an hour each week to make time for unscheduled postings, then you can flesh out your existing content and make your page feel more organic.

Just remember to stick to your policy, goals, and buyer persona (avatar) guides. Also, proofread twice! Want a really awesome way to create, schedule and automate your social media marketing? Try our free tool, MySoPro today!

 

Promote Content Posts to Put Them in Front of Targeted Audiences

Promoting content on Facebook, LinkedIn and Twitter can be highly affordable. More importantly, it can grow your audience beyond people who already follow and interact with your pages.

Start experimenting with promoting certain posts and using custom audience building features. Platforms like LinkedIn and Facebook even offer the ability to target specific companies or hyper-local areas.

If you put just a small budget behind a few key posts a month, then you can quickly multiply the number of people who see your messages. You also generate valuable data based on who does and doesn’t interact when they see certain posts.

 

Don’t Assume Social Media Marketing Is Easy to Do Yourself

There’s a reason “social media manager” is a full-time job at most big companies. Even for small businesses, managing it all and doing it right can be tough.

On top of that, you may not have the time to dig into your data or revisit your strategies and guiding documents.

So seek out help. Share the burden with others who are qualified and whose judgement you trust.

As Social Media Week observes: “Long gone are the days when you could rely on an intern to manage your business’s social media accounts. Either hire an in-house expert or outsource to a social media management firm.”

 

Crawl Before You Walk, Walk Before You Run

Crawl before you run - Social Media Marketing

Similarly, as with anything in business, don’t take on more than you could possibly deal with. Stick to one or two social networks at first. Otherwise, your pages could feel like soulless cookie-cutter copies or, worse, ghost towns with nary an update in months.

Be that as it may, if you stay focused on your goals and your principles, at that point you can begin little to discover progressive achievement. Just once you get the hang of it should you begin to scale out and accomplish more.

 

 

 


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5 Ways Facebook is Becoming a Threat to Google in Local Search

5 Ways Facebook is Becoming a Threat to Google in Local Search

What if we told you that Google might not be as important a resource for local search as you think it is?

You’d probably think we’re crazy. Nobody can challenge Google when it comes to search supremacy.

Right?

Well, when it comes to local search, that might not be true.

We’re not talking about Bing or Yahoo or any traditional search engine. Instead, the search option that might overtake Google in local search isn’t a search engine at all.

It’s Facebook.

The social media giant is undeniably a powerhouse when it comes to marketing small businesses. And given how likely consumers are to connect with local brands on social media, it should come as no surprise that Facebook searches are making inroads against Google.

Here’s what you need to know to take advantage of Facebook local search for your business.

#1: Facebook Is Using Location in New Ways

As recently as 2015, Facebook’s search function was quite ineffective for local search. People who searched for businesses near them got incomplete (and often inaccurate) results.

Today, in mid-2017, Facebook highlights the locations of businesses at the top of their home pages and on the “About” tab.

Facebook’s search function defaults now to local search. Before, if a user searched for a type of business, they might get results from their hometown – or from halfway around the world.

Today, the search returns only businesses located within a couple of miles of the searcher’s location. That’s a huge improvement.

Another key change is that Facebook now recognizes when to use location – and when to leave it alone.

For example, a search for a type of business or an attraction – such as a restaurant or a park – returns relevant local results showing Places first, and then, local businesses as appropriate.

When a user searches for something else, such as a celebrity or book, Facebook disregards locations and returns other results that are relevant to the search.

Review Managment, Reputation Management JVI Mobile

#2: Facebook Local Searches Return Helpful Information

One of Google’s big advantages in local search is their ability to show relevant information – such as hours, distances, and maps – in their search results.

And now, Facebook does that too.

In fact, when you search for a business on Facebook, you’ll see a ton of pertinent data in your list of search results, including:

  • Profile picture and other photos
  • The street address of the business
  • The distance from you
  • Whether the business is open or closed
  • The average star rating from Facebook reviews

That’s a huge amount of information – and it can make a tremendous difference when it comes to attracting Facebook users to your business.

Everything they need to know is at their fingertips, and that means that you’ll get more clicks, calls, and visits as a result of a Facebook search.

#3: Facebook Is Crowdsourcing Its Databases

One of Facebook’s value propositions for businesses is that it’s a social media giant with a huge number of users. As of June 2017, that number has topped two billion!

Two billion people have a ton of collective knowledge, and Facebook is now putting that knowledge to work for local businesses.

When a user checks in at a local business on Facebook, they get a series of questions about the business – questions designed to help other users learn about it.

For example, they might be asked:

  • Does this business have available parking?
  • Does your map show the correct location of this business?

The benefit of this type of crowdsourcing is clear. It ensures that anybody who searches your business on Facebook will have access to accurate and detailed data about your business to help them decide whether to buy from you.

#4: Friend Posts and Local Search Are Integrated

Would you be more likely to frequent a local business if you knew your friends liked it?

If you’re like most people, the answer is yes. That’s because social proof is a huge driver of business in digital marketing.

Even reviews from strangers on sites like Yelp carry a lot of weight, with 88% of people saying they read reviews at least some of the time.

Facebook now uses Friend check-ins and posts in combination with local search.

What does that mean? When you search for a local business, you might see an announcement that the business was “visited by friends.”

You can click to see which friends have visited. And when you search for a business, you will also get Friend Posts in your search results so you can see what your friends have to say.

#5: Facebook Has Created City Guides

Which would you rather do when you visit a new city: go to a business that caters to tourists or visit one that the locals love?

If you’re like a lot of people, you’d choose the latter option. Now, Facebook local search makes it easy for people to find out what the locals say about your business – and for locals to get to know about your business in a new way.

In addition to displaying business information such as location, hours, and reviews, the city guides also show which friends have visited each business listed.

Make the Most of Your Facebook Profile

Want people to be able to find you on Facebook? Here are some quick steps you can take to make it easy for them.

  1. Fill out your profile completely. Make sure that your name, address, and phone number are listed properly and consistent with other online listings.
  2. When you put in your address, check to make sure that Facebook displays a map with a pin at the top of your profile. (It should show up automatically, but doesn’t always!)
  3. Answer as many questions as you can, even if it means simply answering “no” to questions that don’t apply to you. This eliminates the need for crowdsourcing and ensures accuracy.
  4. Activate Facebook buttons like “Call” and “Make an Appointment” to streamline the interaction process.
  5. Add additional business categories if they apply to you. You only need to provide one, but adding additional options can broaden the chances that people will find you.

Providing Facebook with the information needed to help searchers find you is easy – and can have a huge impact on your traffic.

Google Still Matters…

… But Facebook matters too when it comes to local search.

Take a few minutes to optimize your business description and page – and see the difference that local Facebook traffic can make to your business.

Learn more about digital marketing by visiting JVI Mobile Marketing or by contacting us!


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Instagram Adds Business Profiles & What This Means for You

Instagram Adds Business Profiles & What This Means for You

Instagram Business Profiles are here!

Let’s face it – social media took the world by storm. And while it initially captured most of consumers, it also paved the way for the businesses to take part in the action too. And that is exactly what is happening on Instagram right now.

As of April, this year, Instagram launched a completely new feature to the platform – the Instagram business profiles.  And just like Facebook there will be a lot of advantages for businesses who embrace it sooner than later.

So, What Are the New Instagram Business Profile Features Like?

Basically, the Instagram algorithm for businesses is mimicking the Facebook for Business idea of advertising to a local audience and getting the best bang for your buck. You can reach your target audience and get exposure for your business for even a small ad spend.

However, a lot of people would agree that the new Instagram algorithm for business is even more personal than the Facebook algorithm that is already used by businesses worldwide. The difference is basically in the personal versus the public use.

In short, the new Instagram update filters the advertised content according to two factors – engagement and interest. That way, when a user that you follow engages with the advertised content (likes it or follows it) – you automatically see that content higher in your feed.

What Does This Mean for Marketers?

The best way to answer this question is simple. This new Instagram algorithm for businesses is like music to the ears of every marketer. More so, marketers see this content positioning as extremely helpful when promoting on Instagram.

So… What’s so great about it?

Well, before this update, business profiles were hard to find on Instagram. The only way followers could engage with them was to click their website link in their profile. However, the all new Instagram for Business comes with contact buttons that directly lead to the business’ email or phone – as well as its location on map.

Whether you’re a seasoned Instagram pro or have never used Instagram before – This platform is here to stay and they’ve just made it even easier to promote your business.

Here’s 5 Tricks to Maximize Your Success When Using Instagram For Business

 

  • Upgrade A Personal Instagram Profile to A Business Profile – First and foremost is to upgrade to a business profile on Instagram. You can do that by linking your Instagram account to your Facebook business page. Yup that’s it! Instagram will see the designation and connect it accordingly.

 

  • Embrace the new ‘Stories’ Feature – Many businesses do very well with “Stories” on Snapchat and Facebook. And now, Instagram supports stories – a feature that allows users to post photos and video that vanish after 24 hours. So, try it out occasionally until you’re comfortable enough to use the feature on a regular basis!

 

  • Make Use of the CTA/Contact Button – Direct communication is one of the best features of Instagram for Business. When you set up the Contact button, you can choose how people will reach you – whether it’s email, phone or both.

 

  • Post on A Regular Basis, But Don’t Over-post – Sometimes people can get too much of a good thing, right? And it’s certainly true in this case.  Over-posting can have a counter-effect and followers will be more likely to skip your posts. That is why 3 great posts a week can out-perform 30 of them.

 

  • Track the Analytics – Another great part of the all new Instagram for businesses algorithm are the analytics. Only business profiles have access to this feature which definitely makes it an exclusive perk. In order to open it, tap or click the little bar graph icon on your profile and you will see several metrics – one of which is the ‘Insights’ option. There, you can analyze and see how many people see your posts and how many of them viewed your business profile.

A Final Word

It certainly goes without saying that Instagram’s latest update is an exciting new option to promote your business with.

But the bottom line is that no matter how many updates and new features social media platforms rollout on us, what really matters is the content that you choose to share and the people engaging with it. So, I say give it a shot.  There has never been a better time to promote your business on this immensely popular platform.  Instagram profiles for business is nothing short of a bulls-eye for small business.

Learn more about digital marketing by visiting JVI Mobile Marketing or by contacting us!


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5 Facebook Features You Probably Didn’t Know Existed

5 Facebook Features You Probably Didn’t Know Existed

Put These Hidden Facebook Features To Use TODAY!

If you’re managing a Facebook page for your business, the chances are good that you are missing out on some great tools and features. While setting up a page for your business is easy, Facebook doesn’t offer a ton of guidance about some of the things you can do with a business page. Some of the tools they offer can help make managing your page easier, while others can be used to make your ads more effective.

  1. Importing Email Contacts
    This feature provides a quick and easy way to let your existing customers know about your Facebook page. If you have an email list or client database, you can import it into Facebook and send invitations to everyone on your list asking them to “Like” your page. To use this feature, all you need to do is click on the ellipsis that appears next to the SHARE button at the top of your Facebook Timeline.
    Then click the “Invite Friends” option and it will give you the opportunity to import your email list from a variety of places, including:
    -Autoresponder sites like Constant Contact and MailChimp
    -Email providers like Outlook, Gmail and Yahoo
    Google Hangouts or Facebook Messenger 
    It is important to note that you are limited to importing 5,000 addresses per day. If you have a huge database you may need to do it in batches. You can select specific names from a list or choose the whole group. That means it’s easy to eliminate clients who have already liked your page and focus on those who have not.
  2. Using Free Stock Photographs in Facebook Ads
    If you have ever gone looking for stock photographs to use for your business, you know that they can sometimes be expensive. One nice perk that Facebook offers advertisers is free access to a huge database of stock photographs courtesy of Shutterstock.
    You can access this feature when you first setup your ad, or going to your Manage Ads page and clicking “Edit Ad”. You will see three options for images:
    -Upload image
    -Choose Image from Library
    -Stock Images
    You may already have images to use in your ads, but if you don’t this is a good way to make your ad more appealing. Research shows that people respond more strongly to images than they do to text alone, and a compelling picture can do a lot in terms of getting people to click on your ad. However, it is important to make sure that you check that the image you choose meets Facebook’s guidelines.
  3. Schedule Facebook Posts in Advance
    Many companies use social media management tools like Hootsuite, Post Planner or our favorite, MySoPro to manage their social media content. However, you don’t need to pay for an online tool to schedule Facebook posts. The ability to do so is built right into your Facebook page.
    Like many Facebook features, this one requires a little detective work to find. To access it, click the “Publishing Tools” tab at the very top of your Timeline. When you do, you will see a menu on the left with an option to schedule posts.
    You can draft your posts and specify the date and time you want them published. You have all of the same options you would have when sharing a post in real time. That means you can include links to websites and articles, as well as embedding videos and photographs.
    The nice thing about this feature is that it means you can be sure you will always have new content on your page, even on weekends or when you are on vacation.MySoPro | Like Hootsuite but better - and with unlimited accounts - and an image editor built in | JVI Mobile
  4. Check the Relevance of Your Ad
    One of the nicest things about social media advertising is that you can get feedback, in real time, about how your ad is performing. With Facebook, you get a notification every time someone new follows your page, and you also get information about the number of people your posts reach. These are important things to know because they can help you identify the content that matters the most to your audience.
    A relatively new thing that you can find on Facebook is a score that rates the relevance of your ad. It takes into account things like comments, video views, clicks, likes, and shares. If people are telling Facebook to hide your ad, that can decrease its relevance. You can access this feature from your Manage Ads page.
    What’s the benefit of tracking your ad’s relevance? Sometimes companies don’t make adequate use of Facebook’s demographics and psychographics when targeting their ads. If a large number of people are telling Facebook that your ad is not relevant to them, it may be time to take a look at who is seeing it. Your ad spending won’t do you any good if you’re wasting it on people who aren’t interested.
  5. Add Pages to Watch
    Every skilled marketer knows the importance of monitoring the competition. Regardless of your industry, there are other companies online who are in direct competition with you. Many of them undoubtedly maintain a presence on Facebook. Facebook gives you an easy- and free- way to monitor the competition’s social media activity. To access it, all you need to do is go to the Facebook Insights page and scroll down to the bottom.  You can add up to five pages and track things such as the number of likes they get or how often they post new content. These are helpful things to know. If your competition is posting new content twice a day and you’re only posting a few times a week, you may need to increase the frequency of your posts to keep up with them.

All of the above tools are free and very easy to use. Facebook is constantly adding new tools and features, and keeping up with them can be tricky. The features mentioned here are ones you would be unlikely to stumble upon unless you made the effort to scroll through all of your ad management tools to see what you had missed. Using them is a good way to make sure you are getting the most bang for your Facebook advertising buck.

Do you own a small local business but don’t know where to start online? Learn more about digital marketing by visiting JVI Mobile Marketing or by contacting us!


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6 Winning Content Marketing Strategies for Local Business

6 Winning Content Marketing Strategies for Local Business

Effective Online Marketing

As a small business owner, you know that effective online marketing plays a significant role in the success of your company. The competition for internet users’ attention is fierce, and if you want to make your company stand out from the competition, you have to stretch your marketing budget as far as you can. You might not have the money to take out Google ads or even to pay for Facebook advertising, but that doesn’t mean that you have to accept lackluster marketing results. Content marketing is a major piece of any online marketing strategy.

Content Marketing strategies for your local business
“Content isn’t just words on a page, it’s everything you put out there on the web to engage your audience.”

Content marketing is the key to help your company succeed. When you make the effort to create unique and valuable content to share online, you can let what you create speak for you without having to spend a lot of money. The kind of content you create, as well as how and when you share it, are both important when it comes to spreading the word about your company. With that in mind, let’s look at 6 content marketing strategies that you can use to help increase traffic to your website and grow your business.

1. Concentrate your content creation efforts on evergreen content. Evergreen content is content that isn’t likely to feel dated anytime soon. For example, a blog post about a current event would not be considered evergreen; a post that defined some industry terms and jargon would be considered evergreen.

The key is to find topics that will interest your current and future customers for some time to come. Some examples might include how-to guides, tutorials, frequently asked questions, and posts addressing problems that are common to your customers. For example, if you own an apparel store, a post about dressing different body types could have a long life online because it will always be of concern to the people who shop at your store. You can and should re-post evergreen content periodically, and make updates as needed.

2. Concentrate your SEO efforts on getting high-quality backlinks and using local keywords. If you know anything at all about search engine optimization (SEO), you know that it’s a broad topic and one that is constantly changing. In the early days of the internet, all a webmaster had to do was stuff websites with keywords to get a high rank on Google. Today, search algorithms are very sophisticated. Keyword density is only one small piece of the puzzle.

Content Marketing for Google and SEO Results

Ranking for top keywords will be difficult, but that doesn’t mean that you shouldn’t think about keywords. For local companies, the best option is to focus on long-tail keywords with a geographical component. Instead of aiming at a keyword like “video games,” you might decide to try to rank for “buy video games in Forest Grove.” It’s a longer keyword, but one that local customers are likely to use when looking for a local retailer. The same is true of backlinks. The number of backlinks you get is less important than the quality of your backlinks.

There are certainly sources where you can buy back links, but that’s considered a “black hat” SEO practice and is just as likely to earn you a penalty from Google as it is to bring traffic to your website. Instead, look for guest blogging opportunities on websites that are relevant to your business. Also try to get your site listed in industry directories.

3. Use social media wisely. A lot of small companies make the mistake of looking at Facebook (or Twitter or Instagram) as a way to advertise themselves. The problem with that it is that it completely leaves out the social aspects of social media. The people who follow you on social media are not doing so because they want to be at the receiving end of an endless stream of promotional messages. They do it because they want to be entertained, engaged, and informed. This is one of the most misunderstood content marketing methods.

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” At least 80% of your social media content should be aimed at providing value to your followers.” That means that for every five things you post, four of them should be entertaining, relevant, and devoid of any overt sales pitches. The other one can be a direct marketing appeal, but even then, you should make sure to include something of value for your followers.

JVI Mobile uses the LENS method for social media posts. Listening (L) posts are designed to begin a conversation and create engagement (like, comment and share). Educating (E) posts are facts, trivia, do-you-know, or how-to posts designed to teach the reader. Networking (N) posts are written to share other people’s content while tagging them and building online relationships. Selling (S) posts are where you promote your products and/or services and should be used the least (20% of the time). Using the LENS method, you will develop a clear, 20/20 vision for your social media presence.

Content Marketing - JVI Mobile - Content is King4. Encourage readers and followers to share your content. The whole point of content marketing is to bring new visitors to your website and ultimately, to your business. For that reason, it isn’t enough simply to create compelling content; you must also make that content interesting enough to share, and provide people with the means of sharing it.

To make it interesting, write a great headline – many people who write online say that they spend as much time on their headlines as they do on the rest of their content combined – that includes numbers or compelling words like tips, tricks, ways, ideas, lessons, or facts.

It’s also important to keep your headline short. No more than 65 words so that the whole title can be viewed on a list of Google search results. In terms of making it shareable, you should embed social sharing buttons on your website and blog, and actively encourage your followers to share your content. You won’t want to do it on every post, but on something that you think is especially likely to attract new customers, come right out and ask people to share what you’ve created.

5. Find ways to make your content visually compelling. The average internet user is exposed to hundreds of pieces of content per day. You can make yours stand out by adding compelling images – originals are best, since many stock photos are generic and not very exciting – infographics, or videos are even better. An infographic can be an especially good way to share a large volume of information or data. It’s easier to read and absorb than an article would be, and infographics are highly shareable, and videos are naturally more engaging for visitors than reading a lot of text.

6. Submit a Press Release. Don’t underestimate a well written PR, it’s like a news nugget that online search engines like Google, Yahoo and Bing love as well as it attracts local press. It’s an easy way to boost your online visibility, and marketing your business at the same time. Once you’ve submitted your PR online – contact your local news media and ask if they would publish it too – you may be surprised!

Whether you do it yourself through directories like PR Web or PR Newswire or hire marketing agency to create and submit it on your behalf, press releases are a great content marketing strategy for any local business.

If you use these six strategies, your content will always be compelling, entertaining, and valuable to your followers. The more value you provide, the more likely it is that one-time customers will become repeat customers and that new visitors to your website will end up buying from you.

Learn more about digital marketing by visiting JVI Mobile Marketing or by contacting us!


What’s Your Local Score?

Enter any business name and zip code and see how optimized it is for local search.