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.