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Andrew Ferris

Your Pretty Social Media Graphics Aren't Enough


I so desperately want to help you out, fellow small business owner! I am a small business owner too and I too have at one time fallen into the trap I want to debunk for you today: pretty social media graphics are not a strategy!


Many small business owners fall into the trap of believing that attractive social media posts are enough to drive their digital marketing success. While visually appealing content can capture attention, it's far from a comprehensive strategy. Let me say in the most simple terms: words are everything.


The Reality of Social Media Marketing and Graphics

Social media platforms are indeed valuable for businesses, but their primary strengths lie in:

  1. Engaging with your existing audience

  2. Building brand personality and awareness

  3. Providing customer service

  4. Potential for content to go viral


Relying solely on social media, particularly just aesthetically pleasing posts, often fails to drive significant business growth or attract new customers. Why? Well, for one everyone is doing it. You can do it for cheap yourself with Canva (I know I do). You can use the common strategy of copying (we don't call it stealing) what others do and tailor it to your brand - yes, we all do that. The beauty tree will get lost in the forest. Also, I'll bet you aren't adding alt text to your images. So not only are you out of ADA compliance, your images aren't searchable - how will people find you through wordless pictures?


With this heart-sickening news, what hope have we? Calm down, you got this. Let me re-introduce you to those three letters you've heard so often: S-E-O.


Computer and icons around the letters SEO

The Power of SEO for Small Businesses

Search Engine Optimization (SEO) is a critical component of digital marketing that small businesses cannot afford to ignore. Here's why SEO is super important:


  1. Increased Visibility: SEO helps your business appear in search results when potential customers are actively looking for your products or services.

  2. Cost-Effectiveness: Unlike paid advertising, SEO can provide long-term results without ongoing costs. Once you achieve good rankings, you can maintain them with consistent effort.

  3. Targeted Traffic: SEO allows you to attract visitors who are specifically interested in what you offer, increasing the likelihood of conversions.

  4. Credibility and Trust: Ranking high in search results builds credibility for your business. Users often trust organic search results more than paid advertisements.

  5. Competitive Advantage: Many small businesses neglect SEO, giving those who invest in it a significant edge in the digital marketplace.


Integrating SEO-Rich Content Across Digital Marketing Channels

For small businesses, leveraging SEO-rich content across multiple platforms can significantly boost online visibility and drive organic traffic. Here's five ways to incorporate SEO strategies into various digital marketing channels AND how to get started:


1. Social Media Posts

Social media platforms are powerful tools for small businesses to increase their online presence. To optimize your social media content for SEO:

  • Use relevant keywords in your post captions and hashtags

  • Include links to your website's content in your posts

  • Add alt text to your images and videos - PS: Reels are the only strong way to reach new eyes

  • Encourage engagement (likes, comments, shares) to boost visibility


2. Content Marketing

Content marketing is a cornerstone of SEO strategy. To maximize its impact:

  • Conduct thorough keyword research to identify topics your audience is searching for

  • Create high-quality, informative content that addresses user intent

  • Optimize your content with relevant keywords, meta descriptions, and title tags

  • Use internal linking to connect related pieces of content on your website

  • Incorporate various content formats, including blog posts, infographics, and videos


3. Local SEO

For small businesses targeting local customers, local SEO is crucial. To improve your local search rankings:

  • Claim and optimize your Google My Business listing

  • Ensure your NAP (Name, Address, Phone number) information is consistent across all online directories

  • Encourage customer reviews on Google and other platforms

  • Create location-specific content and landing pages

  • Use local keywords in your website's content and meta tags


4. Backlinking Strategies

Building high-quality backlinks remains an important factor in SEO. To acquire valuable backlinks:

  • Create shareable, link-worthy content such as original research or comprehensive guides (like this article!)

  • Reach out to industry influencers and websites for guest posting opportunities

  • Participate in local events and sponsor community initiatives to earn local backlinks

  • Leverage social media to promote your content and attract natural backlinks

  • Monitor and disavow any low-quality or spammy backlinks


5. Email Marketing

While not directly impacting SEO, email marketing can indirectly boost your search rankings by driving traffic to your website. To optimize your email marketing for SEO:

  • Include links to your website's content in your emails

  • Use relevant keywords in your email subject lines and body text

  • Encourage subscribers to share your content on social media

  • Segment your email list to provide more targeted, relevant content

  • Use email to promote your latest blog posts, videos, or other SEO-optimized content


By integrating these SEO-rich strategies across your digital marketing efforts, small businesses can create a cohesive online presence that improves search rankings, increases visibility, and drives organic traffic. Go ahead - you can high five now. Armed with this knowledge and a few hours of work (or a partner like me), you are about to stick out in the crowd like a a Jackson Five song.




Additional Thoughts

When in doubt - Google/Bing/DuckDuckGo/Yahoo it! Just research your question - or pay me to do it for you!


LLMs like Perplexity, ChatGPT, Claude, etc. are very valuable in automating research and and proofreading. At around $20 a month for each, any of them are a great tool that is inexpensive.


I like numbers a lot. Here are three quick articles that speak to statistics around digital marketing for small business. Let it blow your mind.


Top 106 SEO Statistics - Semrush Blog


 

Andrew Ferris, owner of Sirref Marketing

Unsure of how to start or where to begin with your business strategy and marketing? Let's connect! I am passionate about helping local small businesses stand out and become stronger businesses inside and out.


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