SEO is ranking to the top of the search engines to generate demand through capturing clicks in the form of traffic to your digital assets. For example, SEO can be a critical tool in the war chest when integrated into the sales process for offline customers; yet, most business owners do not utilize top Google, Bing and Yahoo rankings as a channel for their sales strategy. Just think about it, whenever you want to find anything, solve a problem, know the answer to a question, and much more, what do you do…? You go to Google and search the World Wide Web for the answer!

Consequently, if a new potential customer is searching for a local solution to their landscaping problem, there is a strong possibility they will incorporate search engines into their overall mix for finding a reputable company that can solve the need. Chances are, the person(s) searching for the answer to their problem will click on the very first result on the top of Google’s Search Engine Results Page (SERP) because statistically they are most likely to do so based on the statistics.

What about other forms of advertising?

You would be crazy to rely on one medium in the marketing-mix for traffic…just crazy beyond words! Marketing is like a mathematical formula that is dynamic in nature – it must always be revised, updated and checked for accuracy. The “marketing-mix” as it is described, is the amalgamation of the various inbound and outbound channels used to create, capture and convert traffic for online and offline customers, alike. The make-up of the marketing-mix can seem quite complex to create, at first, which then makes more and more sense as analytics platforms are incorporated into the back-end to tell you what is working, what is not, what needs to be augmented, etc. Once you have the “traffic dialed in,” and you know what you are working with, the marketing itself becomes less difficult by the day.

So where do I start?

The basics of marketing start with an SEO-optimized website, corporate print collateral, some type of social media presence, and a very aggressive approach towards the messaging behind your marketing campaign, at-large. Don’t be afraid to let your potential customers know exactly who you are, what your culture is, and why they should buy from you. Remember, this is like the prom and, generally, the stakes are a whole lot higher for your business to be successful. With the right marketing-mix, channels to support said mix, messaging to promote the culture of products and/or services, and a bit of luck, any entrepreneur, local, or national company can be successful in their pursuit to reach new customers, build brand loyalty, and create real equity value for all stakeholders involved.