One of the many things that I have concentrated on this off
season is to create and define a web presence for Leaf It To Us. In the ‘golden
days’ of the internet that meant throwing up a web page and doing a bunch of
SEO (Search Engine Optimization). If anybody has seen the 2k decade lately
please tell them I want my internet back.
I don’t seriously want to go back to what the internet was;
but I am struggling to keep up with what the internet is becoming. Pages, even
entire sites are set up specifically for the plethora of mobile devices that
everybody is armed with; the watch that is a phone or the T.V. that is a P.C.
or the wifi enabled reader that does more than my computer did just a decade
ago and who knows what is behind door number 3!
SEO is now a thing of the past. Local search is in vogue now
as is optimizing content and segment specific searches. Does building a page
and linking every place that your business appears on line back to it even
matter anymore? As of this moment, my incarnation of Leaf It To Us does not
even have a dedicated web page.
We can however, be found on Facebook, Twitter, Google+, Blogger,
Angie’s List, Pinterest, Houzz, Thumbtack, Landscape Networx, and a few others;
I personally can also be found on LinkedIn. With 12-15 different active bulletin
boards/social media sites, how does a small business manage them all? To be
quite honest a few of the sites that I’ve listed frustrate me to no end. The
user interfaces vary widely and some are not very user friendly; some have
hidden costs that unless a small business is willing to incur severely reduce
the accessibility of the sites.
The most important factor in any marketing campaign is ROI,
Return On Investment. I struggle with how to get the most out of the few dollars
that I have for internet marketing. I am also challenged with determining what
is providing me the most bang for my buck, even if all I am spending is time
creating or modifying content.
This is all a process. What may work well for one business
may provide painful results for another. This process also takes lots of time.
No one expects a campaign to provide results overnight. This means that as a
small business owner you have to know when it is time to say; “I’ve made a
serious effort; but, this isn’t working for me”, taking a loss and moving on to
the next thing.
These are just some of the challenges of a small business
owner in regards to navigating the World Wide Web.
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