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5 Things a Small Business Owner Needs to Do to Get More Customers from Google in 2022

February 14, 2022

Fine-tune Your Website … Drive Traffic & Convert Visitors to Customers

Heads-up for small business owners and local business marketing decision-makers:

Google is the single, premier source to generate leads. It is critical for you to understand how the search engine works … and then execute digital marketing strategies to enjoy significant boosts in online inquiries that convert to customers. Join the many companies that realize over 50 percent of their lead generation through expert implementation of their online presence. Here’s where to start.

1. Focus Your Website Goals on Today’s Buyer Decision-making Profiles

The marketing facts support that today’s buyer has already recognized a need and is actively seeking a solution. And where does that search begin … online, of course. So, the first thing a Google searcher will see is your website.

Visitors to your website come in two main decision-making profiles:

A casual visit based on awareness of your offerings prompted by traditional advertising, i.e. radio or print ads. At this stage, it’s likely that they are not actively looking for a solution to a problem. That said, they now know your services and as needs develop will hopefully respond positively as prospects.
Committed seekers of solutions to a recognized problem are prospects that are actively doing research online and are well on their way to choosing a vendor.

So, let’s focus on the second group. Since they are viewing your website along with those of your competitors, your job is to rise above the “virtual/visual noise-level” of the cry that, “We are better!”. Not only must you demonstrate that yours is a superior solution, it’s critical that you offer proof of that claim … plus motivate immediate action on the part of the visiting prospect.

We’ve worked with small business clients for well over a decade and have found these examples to be proven appeals that convert inquiring seekers to qualified prospects and frequently to satisfied customers:

“Voted Best ____ in (city, state) by _____”
“No overtime, no contracts, no nonsense”
“Highest rated ____ on ______”
“No pushy sales people, no hidden fees”
“We travel to you”
“Fastest arrival times in (city)”

These examples, and other similar benefit statements deliver answers to the prospect’s inevitable question … “What makes this company the best value to satisfy my needs.” Your selection as best value is not based on what you do … rather it’s what you do for them.

2. Encourage Response to a Specific Call-to-Action (CTA)

At this point, we can assume that you have a website visitor that has a genuine interest in your products or services. So, the immediate “moment-of-truth” decision on your part is what call-to-action do you want that person to take? Your objective is to generate leads, so present your primary/preferred CTA in clear language … ideally coupled to a payoff – a tangible or informational reward.

To avoid confusing your website visitors, pick a single CTA for your website … and make it highly visible from top, center and bottom of the page. Make it inviting and non-threatening. Assure peace-of-mind so there is no hesitation based on questions like … “If I fill-out this form, what happens next? Why should I click this “Submit” button and give you my email address?”

Your sales process capabilities will help you decide. If you have people dedicated to answering phones, then a phone call might be best. If you want foot traffic in your store, then “click here for directions”. If you work by appointment only, then “schedule an introductory call” might be best.

Now for a bit of sales psychology. All of us (yes, you and I included) make our buying decisions emotionally and then justify them logically. So, appeal to those human mental-mechanics in your CTA with strong “next-step” guidance to … do it now and why! You decide which of the following would make you move forward.

"Yes! I want a free, no-obligation quote today!” vs. a button that reads “Submit”
“Call now for our best prices” vs. “Phone”
“Schedule today and feel better tomorrow” vs. “Appointment”
“Yes! Show me where the best frozen yogurt is” vs. “Map”
“Waiting only makes it worse. Quickest response team in (city)” vs. “Call us”

Note: As many as 90% of visitors to your website do so via their mobile phone … and find it most convenient to call rather than fill out a form. Turbo-charge your conversion rates with a floating “Click-to-Call” button on the mobile rendering of your site … placed at the bottom of the screen directly under the visitor’s thumb as they scroll down. An opportunity to trigger a “knee-jerk” take-action click.

A strong CTA is the key to improve your conversion rates. Bottom-line … more leads for the same number of visitors.

3. Register Your Business on Google Business Profiles (Formally Known as Google My Business)

Google Business Profiles (GBP) is your resource to register a local business with Google, including Google Maps and other properties. It’s 100% free. Go to google.com/business to initiate the simple, easy-to-use registration process.

There are hundreds of things you can do to enhance your GBP. Here are some of the highlights:

Get reviews from your customers. This is difficult to do, but it should absolutely become one of your marketing strategies.
Reply to the reviews in a meaningful way. Don’t just say “Thank you”. Put a little effort into the reply to show the person that left the review that you appreciate them.
When replying to a review, try to add one or two keywords that someone might search for to find your business or services.
Pick categories for your business. Make the list short, not long. Only pick categories that are largely relevant to your business and your services.
Post occasionally. Much like posting on a Facebook business page, you can post content on your GBP page. Make sure the content is relevant to someone actively looking for your services.

Once your Business Profile is completed, you should also start to register your business with other business listing websites, like Facebook, LInkedIn, Alignable, Yelp, Manta, local chambers, Angi and others. There are hundreds of them, so be sure to choose those most relevant to attract your potential customer audiences.

Note: Make sure you use the exact same name of your business, address and phone number on all business listings. Think of your “business name, address and phone number” as your business’s social security number online. It needs to be exactly the same everywhere or it won’t match. So, if your business name is “Great Services” in your GBP, then don’t use “Great Services, LLC” in your Facebook page.

4. Content Is King!

Recent Google SEO algorithm updates reward websites with well-written content. Google’s intent is to provide the Google User with the best, most relevant results it can find. One of the measurements that Google uses to determine “good results” is the acronym, E-A-T. The evaluation determines whether the content demonstrates:

Expertise (Industry Expert)
Authority (Thought Leader)
Trustworthy (Awards, Certifications)

That means your local business must have better written content than what your competitors display on their websites … especially superior to those that appear on sites above your ranking in Google Search Results. Take charge and look at competitor rankings higher than what you register. Do their posts demonstrate more, or less E-A-T than those you offer on your website?

Content that is perceived as valuable and informative by your preferred audiences is critical. Equally, the number of words in a post is indicative of the measure of E-A-T it likely conveys. Ideally, posts of 750 to 1,500 words attract the attention of Google algorithms and delivers on your endeavor to consistently appear on Page 1 of Google Searches.

Note: Frequency of posting is a must. Depending on your industry and availability of internal or third-party resources … initiate a regular schedule to research, write and post relevant articles. A “one-and-done” approach will not prove to be a successful marketing strategy.

5. Technical Search Engine Optimization (SEO)

While well-written content is part of the equation, the web page’s technical SEO is critical to your success. That said, your choices to initiate and maintain effective SEO is either do-it-yourself (DIY) or hire proven expertise.

DIY: Assuming you have the time to work on your SEO and stay on top of the latest Google algorithm updates, you’ll also need to employ a thirst-for-knowledge to your efforts. Some things to research and maintain current:

Title Tags
Meta Descriptions
H1 Tags

Hire an SEO company: You guessed it, the place to start your search is to Google a phrase such as “SEO near me” or “SEO company (city, state)”. You will get results … and when you do, only consider those that appear on Page 1 of your Google Search. A lesser ranking indicates the firm can’t optimize their website, so not likely to produce value for you.

Local business SEO services typically range in cost from $200 to $2000 per month. The services may or may not include the technical SEO on your website, optimizing your GBP (see Item 3 above) backlinking, content creation, citations and other services that help ensure success. So, be sure to discuss the current level of your website’s technical on-page SEO and proficiency in developing well-written content. That conversation will identify the best working relationship with your SEO vendor.

BONUS: Google Ads

Google Ads are an excellent vehicle to quickly drive traffic to your website … whether yours is a relatively young venture or a mature business. It is a proven marketing strategy that is both measurable and scalable to generate leads and conversions to customers.

That said, similar to the discussion in Item 5 above, few people have the time or expertise to approach Google Ads as a DIY project. Additionally, it’s not for the financially squeamish … Google Ads campaigns can take some time before delivering a positive ROI. Recommendation: Hire a proven professional company to manage your Google Ads efforts.

Takeaways

Google is the single, premier source to generate online leads. Local business owners and decision-makers need to understand how the search engine works and how to employ successful strategies to grow a small business. Most small businesses start their Google marketing journey with GBP, then expand into a small Google Ads campaign, then start implementing SEO strategies. When done correctly, these businesses typically see significant increases in leads and new customers. Many of these companies get over 50% of their leads from Google.

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Maintaining Brand Voice Consistency: Ensuring a Clear and Unified Message Across Platforms

By Alex Huibsch • April 2, 2025

In the digital age, brand voice consistency is key to building a strong, recognizable brand. Whether your business engages customers through social media, blog posts, or customer service interactions, maintaining a consistent tone and messaging across all platforms is crucial for brand identity and trust. Here are some practical strategies to ensure your brand voice remains consistent everywhere your audience interacts with you. 1. Define Your Brand Voice Before you can ensure consistency, you need to define your brand voice. A brand voice is the personality and tone you convey through your content. It reflects your business values, culture, and mission. For example, is your brand voice professional, friendly, humorous, or authoritative? To define your brand voice, consider the following: Core Values: What principles guide your company? Are you about innovation, reliability, or creativity? Target Audience: Who are you speaking to? A brand targeting Gen Z might have a casual, witty tone, while a brand targeting professionals might lean towards a more formal voice. Emotional Tone: What emotion do you want your audience to feel? Whether it’s excitement, reassurance, or motivation, your voice should reflect this. Once you’ve identified these elements, document them. Create a brand voice guide that outlines key phrases, vocabulary, and examples of how your voice should sound. This guide will serve as your compass, ensuring consistency across all platforms. 2. Create a Style Guide A style guide is essential for maintaining consistency, especially as your business grows and more people get involved in content creation. Your style guide should cover: Tone and Language: Specify the tone and style of communication for each platform. For example, social media might be more casual and conversational, while blog posts could be more informative. Grammar and Punctuation: Consistency in punctuation (e.g., using the Oxford comma ) and grammar rules can greatly affect how professional your brand appears. Imagery and Design: While voice is primarily about language, the visuals that accompany your message should also align with your tone. Whether you use bright, playful colors or more minimalist, subdued hues, your design should reflect your voice. Having a comprehensive style guide means anyone creating content on behalf of your brand knows exactly how to communicate. 3. Train Your Team Your entire team must understand and embrace your brand voice. Whether it’s your marketing department, customer service team, or content creators, everyone needs to be on the same page. To keep your brand voice consistent across platforms, provide your team with resources like: Workshops and Training: Hold regular sessions to reinforce your brand's messaging and tone. This could include writing exercises, social media role-playing, or reviewing successful brand campaigns. Ongoing Feedback: Offer constructive feedback on content to ensure it aligns with your voice. Whether it's through content reviews or monthly meetings, consistently check in with your team. Remember, keep your brand voice flexible enough to adapt to different contexts (like more serious tones during a crisis) but consistent in core elements, such as clarity and empathy. 4. Understand Platform Nuances Each platform has its audience and unique characteristics, but your brand voice should remain consistent across all of them. Here’s how to tailor your brand voice while keeping it unified: Social Media: Social platforms are usually informal and fast-paced. You can use humor, emojis, and casual language to connect with your audience. Blog Posts: Blogs are a great place to showcase your brand’s expertise. Use a more polished, informative tone, but still keep it in line with your brand voice. A friendly, approachable tone can make your content more relatable. Customer Service Interactions: Whether it’s over chat, email, or phone, your customer service team must embody your brand’s tone. For example, if your brand is known for being friendly, ensure that your team’s responses reflect that particular attitude even when dealing with complaints or difficult customers. Being aware of platform differences helps you maintain a unified message while tailoring your approach to fit the environment. 5. Use Automation Tools Wisely As your business scales, automation tools can be lifesavers in maintaining consistency. However, it’s important not to let automation become robotic. Use tools like social media schedulers or CRM software to streamline communication, but always ensure that the voice feels human and genuine. When using automated responses (especially in customer service), incorporate your brand voice into the script. Use friendly, helpful, and personalized language, and be mindful of how these responses will be perceived. 6. Monitor and Adapt Consistency doesn’t mean rigidity. Regularly monitor the performance of your content across different platforms to ensure your message is resonating with your audience. Use analytics and feedback to gauge how well your brand voice is being received. For example: Social Media Analytics: Track engagement rates to see how your voice is performing on each platform. Customer Feedback: Pay attention to how customers respond to your tone in service interactions. If your voice is too formal or too casual, it may not align with their expectations. Adjust your approach as needed, but always stay true to the core values of your brand. 7. Keep It Authentic Above all, your brand voice must feel authentic. In today’s digital landscape, customers can spot inauthenticity a mile away. Your voice should reflect the real values and personality of your company. Whether you’re posting on Twitter, writing a blog, or answering a customer service question, staying true to your brand will help build trust and loyalty. Final Thoughts A consistent brand voice is essential for creating a cohesive customer experience and fostering brand loyalty. By defining your voice, creating a style guide, training your team, and adapting to platform nuances, you can ensure your messaging is clear and unified. Remember, authenticity is key. Be sure to stay true to your brand’s values and always communicate with your audience in a way that resonates with them. Ready to Strengthen Your Brand Voice Across All Platforms? Struggling to find time for content creation while managing your business? At Third Marble Marketing , we specialize in writing clear, consistent, and compelling content that resonates with your audience. Whether you need engaging copy on your web pages or informative blog posts, we’re here to help! Our Content Writing Services are designed to enhance your SEO while staying true to your brand’s core values. We ensure consistency in tone and messaging across all platforms, creating a cohesive brand experience that fosters trust, increases engagement, and drives success. Contact Third Marble Marketing today to learn more about how our content writing services can elevate your brand voice and consistency!

The Ultimate Guide to Google Business Profile Optimization

By Alex Huibsch • March 26, 2025

Step-by-Step Guide to Optimizing Your Google Business Profile:

SEO vs. PPC: A Strategic Guide for Your Business

By Alex Huibsch • March 10, 2025

Which One Do I Need? When it comes to driving traffic to your website, you’ve likely heard the terms SEO (Search Engine Optimization) and PPC (Pay-Per-Click). Both are essential digital marketing strategies, but they serve different purposes. So, how do you determine which one is the right fit for your business? The truth is that SEO and PPC work best when used together, but understanding their differences will help you decide where to focus your efforts based on your goals and budget. Let’s take a closer look. What is SEO? SEO focuses on improving your website’s visibility in organic search results. This involves optimizing your website’s content, structure, and technical elements to rank higher on search engines like Google in the organic section of the Search Results Page. Some key components of SEO include: Keyword Optimization : Identifying and using relevant keywords in title tags, meta descriptions, alt tags, and onsite copy to attract the right audience. High-Quality Content : Creating valuable, authoritative, and informative content that appeals to users and search engines. Technical SEO : Improving site speed, mobile-friendliness, and security to enhance user experience. Backlink Building : Earning links from reputable websites to increase domain authority. Benefits of SEO Builds Long-Term Organic Traffic : Once your website ranks well, you can enjoy a steady stream of visitors without ongoing ad spend. More Cost-Effective Over Time : While SEO requires an upfront investment in content and optimization, it becomes more affordable as your rankings improve. Boosts Credibility and Trust : Appearing in organic search results gives your business more authority in your industry. What is PPC? PPC is a paid advertising strategy where businesses bid on keywords to appear in sponsored search results. Every time a user clicks on your ad, you pay a fee. Google Ads is the most popular PPC platform, allowing businesses to target specific demographics, locations, and search queries. Benefits of PPC Delivers Instant Traffic : PPC generates immediate site visitors, whereas SEO results are not immediate. Highly Targeted : You can reach specific audiences based on keywords, location, demographics, and even online behavior. Measurable Results : PPC provides detailed analytics, allowing you to track performance and adjust campaigns for better ROI. Scalable: Depending on your immediate business needs, you can increase and decrease your budget, and therefore the number of leads and sales you get each month from PPC. SEO is not that nimble. Setting Realistic Expectations: SEO is a Marathon, PPC is a Sprint When deciding between SEO and PPC, it’s important to set realistic expectations for results. Think of SEO as a marathon and PPC as a sprint. Both can get you to the finish line, but they work at different speeds and require different strategies. SEO: The Marathon Approach SEO takes time, just like training for a marathon. You won’t see results overnight, but with consistent effort, you’ll build momentum and endurance. Timeline Expectation: Months 1-3: Research, technical optimization, and content creation. During this period of time, expect little to no ranking improvements. Months 4-6: Gradual ranking improvements and some organic traffic growth. Months 6-12: Stronger rankings, increased traffic, and leads (provided ongoing effort continues). 1 Year & Beyond: Established rankings, steady organic traffic, and a strong foundation that requires maintenance, but not constant spending. The key takeaway is that SEO compounds over time. The more effort you put in early, the more rewards you reap later. PPC: The Sprint Approach PPC is like a sprint—you get results quickly, but you have to keep paying to stay ahead. If you stop running (funding your ads), the traffic stops too. Timeline Expectation: Week 1: Campaign setup, keyword research, and ad creation. Weeks 2-4: Ads go live, and traffic starts coming in immediately. Months 1-3: Performance optimization. This entails adjusting bids, refining targeting, and improving ad quality for better ROI. Ongoing: As long as you continue funding your ads, you’ll keep generating traffic and leads. PPC provides instant results, but costs can add up. Unlike SEO, which continues to bring traffic over time, PPC stops working the moment you turn off your ads. What’s the Right Strategy? Need leads now? Start with PPC. Want long-term sustainable growth? Invest in SEO. Want the best of both worlds? Run PPC while building your SEO strategy in the background. Understanding these timelines will help you manage expectations and make informed marketing decisions. In Closing All in all, SEO and PPC are not competitors. In fact, they complement each other. Investing in both strategies can maximize your visibility and help your business grow. If you need help deciding where to start, contact Third Marble Marketing , and we’ll help you craft the perfect strategy for your goals and budget!

Mastering Content for Small Businesses

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SAVE THIS EMAIL: Your Guide to Removing 1-Star Reviews

By Alex Huibsch • October 3, 2024

One bad review can cast a long shadow online. It can deter potential customers and damage your reputation. But before you panic, there's good news! Google allows businesses to flag reviews that violate their policies, and with the right approach, you can get them removed. This email is your one-stop shop for reclaiming your online reputation. We'll walk you through the process step-by-step, including some extra tips to maximize your chances of success. Important: Remember, Google won't remove reviews simply because you disagree with them. They only remove reviews that violate their policies. You can find a full breakdown of Google's review policies for more information.

Case Study - How Third Marble Grows HVAC Businesses

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9 Conversion-Boosting Tips from Third Marble Marketing

By Alex Huibsch • August 13, 2024

Are you looking to turn more website visitors into paying customers? You're not alone! Here at Third Marble Marketing, we've helped countless businesses achieve dramatic conversion increases. In this post, we'll share 9 powerful tips that can help you do the same.

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