Starting a brick-and-mortar business is already a monumental challenge, but securing funding to support growth can feel like an uphill battle. As digital marketers, we have the power to leverage our expertise not just for SEO but also to drive the growth of our clients’ businesses by helping them raise capital. In an era where businesses are reshaping their strategies, the ability to connect local SEO with investor interests is more crucial than ever.
The Brick-and-Mortar Reality
Let's face it: helping clients grow their brick-and-mortar businesses is no walk in the park. The pandemic has shifted consumer behavior, making it essential for these businesses to adapt or risk falling by the wayside. As noted by the U.S. Bureau of Labor Statistics, 20% of American businesses fail within the first year, and 50% succumb by the fifth year. This is a sobering statistic, and it underscores the urgency of establishing a robust local presence.
However, it’s not all doom and gloom. The pandemic has sparked a resurgence of interest in neighborhood retailers and local experiences. Those businesses that could pivot their marketing strategies—especially into the digital realm—often thrived. In fact, the United States witnessed a 24% increase in business startups from 2019 to 2020, showing that opportunity still exists for savvy entrepreneurs.
Making SEO Indispensable
As marketers, we need to step beyond the basics of citations and link building. We should ask ourselves: How can we make our SEO strategies indispensable to our clients? The answer lies in integrating local SEO into their overarching business plans to showcase growth potential when seeking funding.
Investors want to know that their money will yield returns. That’s where your expertise in local SEO can shine. "Local SEO isn’t just a nice-to-have; it’s a necessity for brick-and-mortar businesses," and you have the data to back it up.
Integrating Local SEO into Investor Proposals
Local SEO is the lifeblood of brick-and-mortar operations. It drives foot traffic and attracts buyers ready to purchase. Here are the steps you can take to integrate local SEO into your clients’ investor documentation:
Highlight Local SEO Stats: Help your clients weave local SEO statistics into the “Marketing Plan” section of their business plans. Did you know that nearly 50% of all searches have local intent? Let’s put this data front and center.
Visual Aids Matter: Use graphs and charts to illustrate the growth trajectory. A picture is worth a thousand words, and in this case, a bar graph could be the difference between a nod of approval and a disinterested yawn.
Show Growth Reports: Investors love metrics. Pull reports showing improvements in click-through rates and page rankings. “Investors are looking for long-term potential,” so showcasing sustained growth can make all the difference.
Use Simple Language: Skip the jargon. Instead of overwhelming investors with SEO technicalities, present clear, concise information that speaks to the bigger picture.
Competitor Analysis: Include local SEO data in the “Competitor Analysis” section. Demonstrating how a client stands out from competitors in local search results can be a game-changer.
Real-World Application: A Local SEO Example
Take a look at a fictional coffee shop, Bohemian Cupsody. By leveraging tools like Semrush, we can show metrics such as the number of keywords contributing to featured snippets and local packs. For example, if Bohemian Cupsody has 67 keywords for snippets and 19 for local packs, it’s clear they’re positioned for success. Compare this to a competitor, Bottom of the Drip, which might not rank as highly, and it becomes evident who the better investment is.
Conclusion
By incorporating local SEO into investor conversations, marketers can help their clients secure the funding they need while also solidifying their own role as indispensable partners in the process. As digital marketers, we are in a unique position to not only help our clients navigate the complexities of online visibility but also to ensure they stand out in a crowded marketplace.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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