Every single day there are people searching on the internet for the product or services you sell. The problem is and always has been finding out where these people are and then having a way to really show them why they should choose you over your competition. Online search engines have changed the game and made things much easier for businesses, yet many still are not in the game.
Companies dabble in SEO and paid search marketing for a month maybe two and if they don’t see immediate results they drop out and either don’t market at all or they divert their spends to other non-trackable resources such as print. (not sure which is worse) Proper website infrastructure (with tagging and back end descriptions) is a start and the creation of content is a must! If you have a website and you offer services it is a MUST HAVE not a NICE TO HAVE that you tell that story through content. Video, Blogs, Images, success stories etc.
This article in Social Media Today offers some simple and great ideas on how to listen to the audience and then respond to their needs. If you owned a brick and mortar store that sold school supplies you would get in high gear at back to school time. You would offer deals, change around your merchandizing and probably put ads up in your window pushing BACK TO SCHOOL! It seems like every year I see stores pushing this earlier and earlier to try to get ahead and gain a competitive advantage. The same should be true online. You need to “re-merchandize” and push out the content to be inline with the needs of those who would buy from you.
You opened a business because you felt there was a need and that in some way you could satisfy that need for consumers. If you aren’t letting people know your store exists through search and social marketing then nobody will be able to see how great your business truly is. In the world of digital marketing there is no moral victory in being a hidden secret. You want to be found, so get to work to make sure that happens!