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Offline Marketing assistance.

by xDennis
14 replies
Hello everyone. I'm new to the whole offline world, a close friend of mine just purchased a tanning salon. I wanted to try my go at getting him setup on the internet using the offline marketing techniques.

I just recently submitted his business into google, but outside of that. What are some other things that you offline marketers are doing to get their clients websites ranked high and the customers pouring in?

Things I will be doing:
- Twitter
- He has a myspace setup
- Few articles

ALSO - the previous owner collected email addies through their point of sale system. Can you take a database of emails and plug them into your aweber? If you can do this, would the people have to confirm their email, or can you do it as a single opt in to where they don't have to confirm the email?


I guess my main question is, how should I optimize the page properly to geo target, do i have to use meta tags?

Just some guidance would be great.

Thanks everyone in advanced!
#assistance #marketing #offline
  • Profile picture of the author MarkR
    xDennis,

    For a local business with a local client base, on-page SEO is the most cost-effective way to go, by far.

    I like to create a site that has multiple pages, each page with unique content and keywords/phrases, and each page targets a city or two.

    Meta tags are useful for drawing traffic but don't help SEO much anymore. I use them to say "15% off tanning services - first time Phoenix, AZ customers!". That way it's a call to action to get click th roughs, and still has your main city and keywords in it.

    One page focuses on "tanning" and "cityname1". Next page on "tans for brides/weddings/beach/travel" and "cityname2'. Next page is "service#3" and "cityname3", and so on. More pages - more traffic! Then build some backlinks and your friend is golden for many years!

    So, no matter what service or local city they search for, you're covered.

    Mark
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  • Profile picture of the author xDennis
    If I cold thank you multiple times, I would Mark. That appears to be a very solid marketing structure, I will most definitely implement ASAP.

    Do you happen to know the answer to the question about the email list he has? I think I edited the post while you were typing your response.

    Thanks
    Dennis
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  • Profile picture of the author Ed Stas
    Don't waste too much time on those.

    As previously stated, SEO based on locally searched keywords is #1.
    #2 is VIDEO. Think youtube.
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    • Profile picture of the author debra
      Don't forget to include coupon marketing in your mix.

      Blog commenting in your areas news media to draw attention to special coupon offers has worked really well for me in just about any of the offline businesses.

      In your city, just about any of the news media blogs that cover fashion trends should work really well.
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  • Profile picture of the author artwebster
    This is a business under new ownership.

    The business already has a client list.

    Two things you must take immediate action on:-
    1 - Contact all the clients and inform them of the change of ownership and explain how it is going to be of benefit to them. Get them to sign in to the new autoresponder by having a special offer (say 20% discount for their first session).
    2 - Create a simple and cheap advertising campaign in the offline catchment area using very simple web pages with opt in boxes to see what response you get.

    These will help your friend retain existing clients, find new clients and also give a feel for the buoyancy of the local market.

    They will also help explain why your friend could buy at such a bargain price or help justify the high price he paid.

    Once you have looked at the health of the local market place and secured the existing clientelle, then you can think about all the SEO and other stuff that so many people think is so important for local businesses.

    Remember the Holy Grail - Less Expense - More Paying Customers.

    If you have done 1 and 2 above and you are still asking this question, I wonder why.
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    • Profile picture of the author MarkR
      Dennis,

      You're welcome!

      I know of no way to add subscribers to AWeber without making them confirm (double opt-in). There are ways to import lists, but they must confirm. Which I still think is a good thing!

      If you import, make sure you customize the confirmation email to thoroughly explain why they are getting this message. e.g. "We're sending this becuase... If you don't confirm we can't give you all this free/great stuff...yadda yadda."

      Your original question was around on-page SEO, so that's what I covered.

      But, if you start looking at off-page SEO, then building local-SEO'd videos, Squidoo pages, Blog entries, articles, press releases, bookmarking, and such are awesome ways to dominate the first page of Google. What I mean is that when your buddy's would be clients type in "tanning salon Phoenix", they'll see 10 organic results - #1 is/can be your main site, #2 is your video, #3 is your Google local maps listing, #4 is an article, #5 is your Squidoo page, #6 is your Blog entry, etc. etc. Every page listed on the first page of Google points them your buddy's salon!

      "Local" SEO can be the easiest, fastest, most predictable way to make serious money. You just need a game plan, show progress with every project and upsell like crazy!

      Mark
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  • Profile picture of the author xDennis
    I don't want to sound Dense, however where is the best place to put the keyword phrase, EI "Charlotte Tanning" etc.. without coming of as spammy

    Is it in <h1> at the top of the page?
    Is it in the <Title>?

    Should the title of pages be "Charlotte-tanning.html" or something?
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    • Profile picture of the author MarkR
      Denniis,

      You're very close.

      For on-page SEO - put it in the 1) title tag, 2) keyword/description meta tags, 3) H1/H2 tags, 4) 3-4 times in the body copy, 5) page name (charlotte_tanning_salon.html) and 6) in some internal text links from other pages and you'll be a hero to your buddy!

      Off-page - use it in inbound link text, Blog post titles, Squidoo page names, video descriptions, etc.

      Don't forget the most important FIRST step of SEO that you haven't even mentioned - keyword research!! i.e. "tan" gets way more searches than "tanning" and "tanning beds" gets way more than "tanning salon", but "tanning beds" may not be as targeted as "tanning salon".

      All the proper SEO is a waste of time without good keyword research. Learn them both, and you're on your way!

      Mark
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  • Profile picture of the author xDennis
    Hey Mark, thanks again. This is like a complete mini WSO

    I haven't done the KW research yet, however I will plug all this into Micro niche finder and the Google tool very soon

    Thanks for the guidance, this will help big time!
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  • Profile picture of the author Glenn Leader
    There's some very good advice on this page... I've bookmarked it. Mark and Art, thank you both very much
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    • Profile picture of the author AndrewCavanagh
      2 areas you want to think about that haven't been mentioned here.

      # 1: You can substantially increase the revenue of this business with little or no cost simply by following up with clients and getting them to use the services of the business more regularly, more often or to try services they're not using yet.

      You can do this with email follow up (yes Aweber will work...just give people a real incentive to subscribe and an incentive to read the emails...email tips on getting the best tan, the most beautiful body etc etc for example.)


      # 2: What is happening at the point of sale in this business?

      When people are turning up for a tan the staff can get them to sign up to the email list and they can also start educating clients about the value of other services.

      You can integrate this client education with the internet too (reports, audio, video, email courses on how to get the most from a spa (for example) or whatever other service or product this business offers).

      The same content can be used for prospects who arrive to the website online or even prospects who walk into the tanning salon looking for information.

      By creating a compelling education/sales piece you're going to substantially increase the conversion of prospects to paying clients and make effective staff sales training a whole lot easier (get them to go through the stuff you create).


      Kindest regards,
      Andrew Cavanagh
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  • Profile picture of the author jsherloc
    I would HIGHLY recommend setting him up with a simple-to-edit wordpress blog once you get things rolling as well. A blog is easily updated (either by you or teach him), keeps your rankings/blog fresh, and you can eventually target othe rlocal keywords VERY easily with keyword-rich blogposts and backlinks.

    HTH
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  • Profile picture of the author MarkR
    Glenn,

    You're welcome. Happy to help.

    Andrew, your insight is always on target, and well thought out. Keep it comin' man!

    Mark
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