Tag Archives: SEO

  • 80% of People are Now Shopping Online. Will they Find Your Horse Business?

    Written By Randi Thompson

    Social media and SEO (search engine optimization) are more important to local horse business owners than ever

    With the recent Google search changes, social media is now the best way to get your horse business on the first page of the local search engine results. Studies show that most people do not go past that first page, so it is important that your business is listed there.

    Local Marketing with a Focus on Social Media and SEO. How people will find you

    When you enter the world of social media, you will become a part of a social network. You communicate and interact with each other through the posts that you share with each other. The more likes, shares and comments your posts and website that is connected to them gets, the higher your business will show up in the newsfeeds of anyone who interacts on it, and even more importantly, the search results.

    Some of the benefits for marketing and promoting your local horse business on social media include:

    • You can attract and target horse people in your local area.

    • Social media marketing is low cost.

    • You will become an authority in your local area and in your field.

    • You create relationships with the people who become a part of your network. Those you are interacting with begin to know, like and trust you. They can become your customers.

    • You can talk directly with potential customers or create a stronger relationship with your current ones.

    Are you ready to get started?

    Begin by choosing a social media network that features local business pages. You can start a local business page on Facebook at: https://www.facebook.com/pages/create.php If you are on Google + (of course, since it is Google, you will get the best search results there) start with a Google local business page here: http://www.google.com/+/business/

    When you go to the business start-up page you will be asked to pick a classification. Choose “local business or place” This classification will help your business rank higher in your local area. The name you choose as the title of the business page is very important. It needs to be one that people will search for. Since they probably do not know the name of your business, you can add more words to the title. For example, Sundance Stables. Conyers, Ga. Or, Sundance Stables- Horse training, boarding.

    Next, you will be asked to upload a photo for the “cover photo”. This is the image that will appear across the top of your business page. Creative business owners use their cover photos to promote their sales or share photos that focus on their business and the customers who make it special.

    You will also need a smaller “profile image”. It is the profile image that will show up on any of posts you share. Many business owners use their logo as their profile image so that people can recognize their business.

    The “About “section” is designed so that your business name and website (if you have one) can be found in the search engine results. It is very important and often over looked by business owners who do not realize its value. With Facebook and Google+ local business pages you can also add your location, phone number, website and other information that people will be looking for in a local business.

    Once your business page is set up, make sure to add its icon, a clickable image, to your website. By doing this, your website will have more value as your activity on social media will be noticed by Google and your website will be listed higher in the search results.

    How to Find the Local People Who Are Interested In What Your Business Has to Offer

    Social media is all about connecting to people with similar interests. Your goal will want to find where they are on other social media pages, groups or communities. To find them go to the search bar on the top of the page and type in the words that people in the horse world are using. This is called “targeting”. For example, you can start with the word, horses, and see who turns up. To narrow your search down even more you can type in AQHA, dressage, horse training or whatever words are related to what you are doing in the horse business. To find out who is in your area, type in those words and add your city and state. You can also go to your competitor’s pages to see who is there and target the people who are there that you would like to get to know better. All you need to do is click on their profile image and you will be magically transported to their business page or personal profile where you can start having conversations with them on the posts they have shared. This makes them feel valued and they will often click on your profile image to see who you are and what you are doing. If they like what you are doing, they will become a part of your social network.

    How to Get People Talking About Your Business

    There is a reason it is called social media. It’s all about being social. You will be using the posts you share and the comments you add to other people’s posts to create conversations with other people. Especially those who are interested in your field or what you have to offer.

    • To start, you will need to reach out to your prospective clients, or the people with lots of connections related to what you are offering in your business, by going to their posts and business pages.

    • Add interesting comments to the posts that they are sharing. Your goal is to get them to respond to you.

    • Post from your business page when you are on other business pages so that those who are there begin to recognize your business from your profile image

    • The more people you can get to like, share or comment on your posts, the higher your business page, and as a result, your webpage, will appear in the search results. To do this, share interesting posts, photos, or videos to attract their attention.

    When do You Promote Your Business?

    Every time you post from your business page you are promoting your business. It is important to keep most of your posts, or comments, conversational, entertaining, or educational. At least 90% of your posts should be posts that people want to interact on or respond to. You can also use your posts to promote your business directly. The trick is in making that post more than just another ad that no one will look at. To do this you can ask questions or experiment with what people will respond to. Less than 10% of what you share on social media should be focused on direct advertising. You can also target local horse people directly with Facebook and Google Ads.

    Can Anyone Find You’re Business When They Do a Search?

    Your prospective customers are now searching online for what they want locally. Will they be able to find your horse business?

    Randi Thompson is internationally recognized in social media for her award winning “Horse and Rider Awareness" and “How to Market Your Horse Business”. She is a keynote speaker at national events, author, and expert legal consultant for the horse industry.

       

    How to Market Your Horse Business

    Horse and Rider Awareness

  • Marketing Your Horse Business through Social Media Part 2, Content Strategy: What You Share Keeps People Interested

    Written By Randi Thompson, Founder of the Award-Winning Facebook Business Page “How to Market Your Horse Business”
    In my first article of this series, I explained how “offline” businesses can benefit by having a presence on social media networks like Facebook, Twitter, LinkedIn, YouTube and Google+. I left you with a two-part “assignment” for getting started:
    1. Look at what other businesses like yours are doing on social media sites and web sites to promote themselves. What do you think their marketing strengths and weaknesses are? Are you clear about what they have to offer? How can you incorporate some of those ideas in your marketing?
    2. Talk to your existing customers to find out what they’d like to see from you in the social media world. What do they do with social media? Where are they “hanging out” and who do they think are the “movers and shakers” of the horse social media world?
    Now let's continue by exploring content strategy.
    Developing Content: What you share on social media will attract people looking for what you have to offer.
    The expression “Content is King” originally referred to print and broadcast media but it’s equally true in the online world. A great comment, photo or video may get people to visit your web site or follow you on social media for a while, but if your content doesn’t remain valuable to them you’ll quickly drop off their radar and their newsfeeds.
    Our goal is to get people to respond to us and interact with us through the comments and content that we share. Here’s why content and comments are the secrets to success for marketing on social media:
    1. Good content builds loyalty. If a business had to get a new customer to make every sale, their marketing challenge would be enormous! A horse publication, for example, doesn’t make most of its money from people picking it up for the first time, it makes money from people who realize its content has ongoing value that they need, so they subscribe. Really successful Internet sites, blogs and social media pages also get most of their traffic from repeat business, based on the value of their content. It’s the content we share that gets people interested in what we have to offer and, most importantly, gets them to respond to our comments. When people respond to your comments, those comments go viral on the newsfeeds and you are then exposed to more people who are looking for what you have to offer!
    2. Relationships lead to sales. When you build loyalty through high-value content that encourages people to interact with you, you’re actually creating relationships with people who are interested in what you have to offer. We’d all rather buy something from someone we have come to know, like and trust.
    3. Well-planned content helps people find you. Search engines like Google and Bing are a way of life, zipping through the virtual universe to recognize and rank content that most closely matches a user’s query. You can help your content be recognized and ranked through the use of “Search Engine Optimization” or SEO. A whole SEO industry has sprung up to specialize in using the right “keywords” that will get a site recognized early and ranked highly on Search Engine results lists. But you have to do more than focus on keywords – your business has a better chance of flourishing if you provide great content first, while having a decent understanding of SEO and keywords.
    But What Should You Be Saying?
    It’s exciting to think of all the ways you can communicate on social media – your comments, photos, audio and video can be fun to think about and create. But the most important step in determining your comment strategy is deciding what you should be saying so people will respond and your comment will be shared on their newsfeeds.
    If you want people to purchase your products or services, you need to be able to tell them what you have to offer in a way that’s easy for them to understand. Even more important, you have to show them how what you’re offering will benefit them. The first step in creating “benefits-driven” content is to organize your own thoughts about what you’re offering and how you are going to promote what you have to offer.
    1. Start by making a list of the products and services you offer. If you have a retail store you don’t need to list every saddle and bit – just the product categories. If you have a boarding barn, you could include types of stalls; types of turnout; specialized services; what type of riding rings you have and whether you have trails your clients can ride on. If you’re a trainer, you could include group or individual lessons; discipline specialty; working with green or problem horses; offering weekend clinics, etc. No matter what specific horse business you have, you need to break it down into specific products and services you feel prospective clients will be looking for – you can’t promote what you can’t describe!
    2. For each of your products or services, identify what is different about your offerings – and hopefully unique or better – than what the competition offers. Find those things that set you apart so your potential customer can understand why your offerings are the best choice for them.
    3. Think about your priorities in terms of what you should be promoting first or most actively; you want to be sure what you’re promoting is not just relevant but is also of high value. For example, if your barn stays full of boarders but you need to add revenue, you could emphasize other things like lessons, summer camps or “adult pony club” activities. If you’re a retail store, you may have certain products that offer repeat purchase opportunities and better profit margins than other products. Here’s why prioritizing is important: on your own web site you can provide comprehensive details of your total business but when you’re marketing through social media, your comments have to be briefer and more targeted. The good news is that you can use social media comments to drive “target customers” – people who are looking for what you have to offer – to your website or social media network.
    Giving careful thought to each of the three areas above will help you develop a content and comment strategy as the foundation for all of your marketing activities. So get started! In my next article I’ll talk about how you can use your comments to sell what you have to offer.
    Randi Thompson is internationally recognized in social media for her award winning “How to Market Your Horse Business” and “Horse and Rider Awareness."  She is a keynote speaker at national events, author, and expert legal consultant for the horse industry. For a FREE copy of Randi Thompson’s e-book, DIY – Get Listed Locally, How to Get Your Small Business Listed Online in the Local Searches!, go tohttp://www.howtomarketyourhorsebusiness.com/downloads/DIYGetListed.pdf.   You can also join Randi on Facebook athttps://www.facebook.com/howtomarketyourhorsebusiness.

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