Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

by Liz Hersh | May 20, 2025 | Featured Articles, Marketing

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

B2B marketing strategies share one common goal: driving sustainable, scalable growth. But what’s the right approach for your business? Is it quicker leads and conversions with paid ads or the slower, steadier path to building trust and authority through organic engagement?

There’s no right or wrong answer. The best marketing strategy depends on your market position and goals, and a balanced approach that leverages both methods for sustainable growth and long term revenue.

In this article, we’ll break down the strengths and trade-offs of each approach, explain when to use them, and explore how combining both can help you scale with clarity and confidence. Whether you’re looking to refine your business marketing strategy or searching for an advertising agency near you to help drive measurable growth, this guide offers a strong foundation for developing a results-driven strategy.

Understanding Paid Advertising (Pros and Cons)

Paid ads are one of the fastest ways to reach your target audience and generate qualified leads. This involves sponsored content that appears on platforms like search engines, social media, and display networks. Paid content can include banner ads, short videos, carousels, or text-based promotions. With the right targeting and keywords, paid advertising puts your business at the top of search results or directly in front of your potential customers, driving traffic, engagement, and conversions. Common paid ads examples include Google Search Ads, Google Display Network, Facebook and Instagram Ads, LinkedIn Ads, and remarketing campaigns.

Advantages of Paid Advertising

Speed: Paid ads give you immediate visibility, delivering results as quickly as two weeks. As soon as your marketing campaign goes live, your ads put you in front of your target audience.

Precision Targeting: You can target specific audiences based on demographics, behavior, location, and more. This ensures your ads reach the right people at the right time.

Scalability: Paid ads offer more flexibility and control. You can increase your reach by adjusting the budget or pausing ads that aren’t performing well. This helps optimize your marketing dollars while maintaining lead quality.

Predictable Outcomes: Paid ads provide measurable results with tools such as Google Analytics to track impressions, clicks, conversions, and ROI. This allows you to calculate cost per conversion and lead volume, and adjust your ad spend accordingly.

Drawbacks of Paid Ads

Costs Add Up: Paid advertising is charged per click or impression, and budgets can escalate quickly without careful management or the right tools.

Temporary Impact: Your ads stop performing when you stop paying or can’t manage your ad budget.

Ad Fatigue: Seeing the same ad repeatedly leads to lower engagement, especially in competitive markets with short attention spans. Your ad strategy must be consistently reviewed and refreshed to maintain originality and creativity.

Understanding Organic Growth (Pros and Cons)

Organic marketing is a long term, non paid strategy that drives growth through SEO(search engine optimization), content marketing, thought leadership, referrals, and earned media. The main objective is to grow business digital presence through increased customer engagement and brand awareness, building credibility and trust with your target audience. Organic marketing is a slower, consistent approach based on keyword research and engaging customers with content that educates, informs, and subtly promotes.

Advantages of Organic Marketing

Long Term Value: With organic marketing, any asset you create, for example, blogs, videos, SEO content, compounds with time. When a potential customer searches for relevant terms, your content appears, offering answers and solutions, helping nurture relationships and build a consistent flow of qualified leads.

Credibility and Trust: People tend to trust organic content more than paid promotions. Educational, helpful resources showcase your industry experience, positioning you as an expert and building brand credibility.

Lower Ongoing Costs: Organic content doesn’t require ongoing spend per click. Once your content ranks well, it continues to generate engagement at a low cost, helping stretch your marketing dollars and deliver better long-term ROI.

Drawbacks of Organic Growth

Takes Time: Organic strategies can take 3 to 6 months to show results, making it a less suitable option if your marketing objectives require fast results and ROI.

More Unpredictable: Shifts in algorithms, policy changes, or platform ownership. For example, Twitter rebranding or social platform mergers can affect your visibility and organic marketing results.

Higher Upfront Labor: Organic marketing requires producing consistent, high quality and relevant content optimized for search engines and different platforms. SEO audits, keyword research, and changing consumer behavior require resources with a unique skill set and the right tools to stay effective.

Paid ads and organic marketing each offer distinct benefits for your business marketing goals. Paid ads provide fast results with precision targeting, while organic growth builds long term credibility and nurtures qualified leads over time. Working with a digital marketing or lead generation company can help you combine these approaches, using content marketing, social media marketing, and other strategies to optimize your digital presence and scale with measurable results.

When Should B2B Companies Focus on Paid Ads?

1. Immediate Visibility for a New Service or Product Launch

Paid ads offer fast, targeted visibility and can be an ideal approach for launching new services or products. Even established businesses may struggle to recover costs by selling to the same audience. Strategic media buying for paid ads helps reach new potential customers, generate qualified leads, and protect your bottom line growth.

2. Entering New Markets and Testing Audience Interest Quickly

Scaling into unfamiliar markets requires testing. Paid ads deliver immediate and measurable results, allowing for A/B testing across segments and helping your team refine messaging and marketing goals. This helps identify mistakes and create targeted marketing campaigns to capture and convert new audiences more effectively.

3. Filling Pipeline Gaps When Organic Strategies are Still Building

Organic marketing takes months to build and rank. In the meantime, paid ads can fill sales gaps, keep your sales pipeline moving, and help maintain a steady revenue stream with qualified leads and conversions.

4. Retargeting High-Intent Website Visitors Who Didn’t Convert

Retargeting allows you to track and re-engage people who have visited your website or interacted with your content but didn’t complete a purchase or inquiry. Paid remarketing ads based on user behavior help convert warm leads and support a steady sales pipeline.

5. Scaling Proven Offers Once Organic Traction is Validated

Once an offer performs well through social media marketing or content, scale it with paid ads. This ensures faster conversions and higher returns on marketing services that users are already interested in buying.

When Should B2B Companies Focus on Organic Growth?

1. Building a Long Term Brand Presence and Thought Leadership

Organic growth strategies through SEO, content marketing, and consistent brand messaging build trust and authority. They allow you to highlight your years of experience and unique skill set in the industry while aligning with your broader marketing goals.

2. Dominating Niche Markets Through Content and Seo

B2B businesses marketing to niche markets can reach target audiences with valuable and relevant content. Content marketing with SEO, highlighting your industry experience with informational videos, blogs, articles, FAQs, and guides, positions your brand as an expert in your niche and builds credibility.

3. Maximizing Lifetime Customer Value (Ltv) Through Education and Trust

Content rich platforms like your website, landing pages, and email campaigns can be used to educate and engage potential customers. Tutorials, customer stories, and proactive interaction on your social media marketing channels build a strong foundation for long term customer relations and brand loyalty.

4. Reducing Customer Acquisition Costs (CAC) Over The Long Term

Organic assets like blogs, social media posts, and landing pages continue to bring in qualified leads over time. With consistent engagement and high search rankings, you maintain visibility and lower your cost per acquisition.

5. Preparing For Future-Proof Marketing as Ad Costs Rise and Privacy Regulations Tighten

Organic marketing on business owned platforms allows you to build a robust customer database base which provides valuable insights on your target audience’s buying behavior and pain points. With tighter privacy regulations and the end of third party cookies, this gives you the competitive edge to create more accurate and relevant marketing campaigns that deliver effective results.

Action Plan for B2B Leaders

Leverage both paid ads and organic marketing for a balanced approach to maintain a steady stream of qualified leads while building brand loyalty and awareness. Investing in paid ads early ensures your sales pipeline keeps moving and the revenue coming in.

Simultaneously, build your organic assets with SEO content, social media, and email marketing, and educational resources like webinars. Strengthen your brand image with a professionally designed website optimized for speed and user experience. Elements like a vibrant website design, social proof or case studies, contact forms, and SEO boost organic engagement and build authority.

Divide your budget, making adjustments to get the most out of your paid and organic marketing efforts. Spending marketing dollars only on paid ads will put your business in a difficult position if you go over budget. Spending only on organic marketing can make it difficult to extend your budget until you start getting leads.

Ready to take action? Let’s have a conversation.

Strategic Growth is Not Either/Or—It’s Both

Sustainable growth comes with smart marketing strategies and identifying which ones your business needs. It can never be only short wins with paid marketing or customer engagement for the long haul. The objective is to keep your revenue growing with increasing market share and consistent, scalable growth.

Partner with an advertising agency near you so you can focus on running your business while experts handle your lead generation and organic presence, helping you stay ahead of the competition and achieve long-term growth

We hope the information and tips above help you choose the right digital marketing company for your business. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

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The Power of Customer Testimonials: How to Leverage Reviews for SEO

Customer feedback is a powerful tool for increasing online visibility, driving traffic, and boosting conversions. If you’re not using testimonials to enhance your rankings and digital presence, now is the time to start. This article explores how business owners can strategically leverage customer reviews to improve search rankings, attract organic traffic, and build long-term credibility online

How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

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The Power of Customer Testimonials: How to Leverage Reviews for SEO

by Liz Hersh | Apr 25, 2025 | Featured Articles, Marketing, SEO

The Power of Customer Testimonials: How to Leverage Reviews for SEO

Customer testimonials are often seen as a reflection of a business, its product or service quality, credibility, and customer experience. Positive reviews help build trust and establish business credibility. They highlight unique selling points, foster personal connections, and showcase the human side of a business. More importantly, they can have a positive impact on SEO. Search engines like Google prioritize businesses with authentic user-generated content, which plays a key role in building trust.

For businesses, especially those partnering with a local SEO agency or a digital marketing company, customer feedback is a powerful tool for increasing online visibility, driving traffic, and boosting conversions. If you’re not using testimonials to enhance your rankings and digital presence, now is the time to start. This article explores how business owners can strategically leverage customer reviews to improve search rankings, attract organic traffic, and build long-term credibility online.

The SEO Benefits of Customer Testimonials & Reviews

One of the ways that search engines like Google assess a local business for credibility and authority is through user generated content, such as customer reviews. Testimonials provide authentic insights into a company’s products or services, making them a powerful ranking factor in local search results.

Google’s search algorithms consider multiple factors when ranking web pages, including Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Reviews provide firsthand user experiences, helping Google assess the credibility of a business. Customer feedback also influences click-through rates, engagement, and keyword research, all of which impact local rankings.

Some of the SEO benefits of customer testimonials include:

Boost Local Search Rankings

Customer reviews play a key role in improving local search rankings on Google Maps and local search results. Businesses with more positive reviews are more likely to appear in the Local Pack, the top three listings on Google Maps, making them more visible to potential customers searching for local services. Reviews also help Google verify a business’s legitimacy, increasing online visibility and helping provide useful insights on a company’s local SEO strategy.

Enhance E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Google prioritizes content that demonstrates real world experience and credibility. Customer reviews contribute to this by offering authentic, user generated content that highlights a business’s reliability and expertise. When business owners receive detailed feedback from customers, it strengthens the company’s authority in its local market and reinforces Google’s assessment of its trustworthiness.

Increase Click-Through Rates

Star ratings and review snippets displayed in Google search results encourage users to click on a business’s website. Businesses with higher ratings (4 or 5 stars) tend to attract more clicks compared to those with fewer or no reviews. A strong review profile signals credibility, which increases CTR and tells Google that the page is valuable. Higher engagement rates can further improve local rankings over time, driving more organic traffic.

Generate Fresh, Unique Content

Reviews provide a steady stream of fresh, keyword rich content that enhances a business’s online presence. Unlike static website content that requires manual updates, customer reviews naturally introduce relevant keywords and phrases that potential customers use when searching. For example, a review might say, “This is the best auto repair shop in Brecksville—quick service and fair prices!” Google can associate your business with searches like “best auto repair in Brecksville”, improving your local search rankings.

For businesses working with a local SEO agency or a digital marketing company, customer testimonials offer valuable data for on-page optimization and content marketing. They provide insights into commonly used search terms, helping to refine a business’s local SEO strategy and improve visibility within its service area.

Reduce Bounce Rates & Improve Engagement

An active and properly managed review profile encourages visitor engagement and enhances user experience metrics. Trustworthy reviews reassure potential customers, encouraging them to spend more time exploring the business rather than leaving the site immediately. Lower bounce rates and higher engagement indicate to search engines that the website provides valuable content, leading to higher search rankings.

How Positive and Negative Reviews Affect SEO

While positive reviews help boost SEO, negative reviews can also contribute to your digital presence. Positive testimonials increase trust, improve CTR, and support your online content for higher rankings on search engine results, higher engagement, and improved brand loyalty.

Negative reviews, though undesirable, can also play a role in SEO. They add authenticity to a business’s local search profile, as an entirely flawless review history can sometimes appear suspicious. More importantly, responding to negative feedback professionally and promptly shows your target audience and search engines that your business values customer opinion and actively manages its reputation. Companies that engage with reviews, valuing customer input and taking direction from negative feedback can earn customer trust and loyalty and improve their reputation in local markets.

Where to Leverage Customer Testimonials for SEO

Customer testimonials can be strategically placed across various online platforms to enhance SEO, boost organic traffic, and improve search rankings. Here are key areas to focus on:

Google Business Profile & Other Review Platforms

Your Google Business Profile is one of the most important places to collect and showcase reviews. Businesses with frequent, positive reviews rank higher, so encourage customers to leave feedback and engage with them to show their voices are valued. Additionally, encourage reviews across multiple platforms like Facebook, Instagram, Trustpilot, and industry-specific directories, especially in your local markets.

Learn more about Google Business Profile Optimization and Local SEO in our blog: Google Business Profile: Your Secret Weapon for Local SEO Success.

Website Testimonials & Dedicated Review Pages

Embedding testimonials on your website creates credibility and trust. A dedicated testimonials page or reviews on your homepage can showcase customer experiences, making it an effective tool to attract potential customers who visit your website for more information. Utilize case studies that detail successful projects, highlighting common challenges and how your business has helped solve them for existing customers. Including a mix of text and video testimonials enhances engagement, keeping visitors on your site longer, and improving search rankings. A consolidated review page also makes it easier for search engines to crawl and index testimonials.

Product & Service Pages

Placing customer reviews next to your products or services provides social proof, reducing buying hesitation and increasing conversions. Testimonials on these pages also integrates keywords naturally, improving on-page SEO and boosting relevance. Showcasing client success stories helps reinforce your expertise and highlights positive customer experiences.

Blog Content & Case Studies

Leverage insights from both positive and negative customer testimonials to create SEO-driven content that addresses common customer pain points. Blog posts and case studies can highlight how your products or services helped customers achieve success. Titles like “How Our Clients Increased Their Local Rankings by 50%” or “Transforming a Garden with [Your Product]” demonstrate real-world results while incorporating search friendly keywords.

Social Media & Video Testimonials

Sharing testimonials on Instagram, LinkedIn, YouTube, and other platforms can indirectly impact SEO by increasing engagement and shares. Video testimonials and user generated content helps build trust, attract more followers, and drive traffic back to your website, strengthening your online presence.

How to Encourage and Collect More Customer Reviews

Customer testimonials offer valuable insights into your target audience’s behavior, preferences, and decision-making process. The more data you can collect, the more insight you have into your target audience to continuously improve your products and services, refine your keyword research and local SEO strategy, and drive organic traffic and conversions.

Here are effective ways to gather more customer reviews:

Make It Easy: Simplify the review process by sending direct links to your Google Business Profile or other review platforms via email or SMS. Use QR codes on receipts, packaging, or in-store signage to make leaving feedback quick and convenient.

Automate Review Requests: Use CRM and email marketing tools to streamline review collection. Set up automated email reminders or website pop ups prompting customers to leave reviews after a purchase or the delivery of your service. Your local SEO agency or digital marketing company can help integrate these systems to maximize review generation.

Incentivize Responsibly: Encourage reviews while adhering to Google’s guidelines. Instead of direct rewards, offer thank you notes, exclusive content, or loyalty points that encourage repeat purchases. Time sensitive discounts or early access to new products can also motivate customers to leave feedback without violating policies.

Leverage Post Purchase & Service Follow Ups: Timing matters. Request reviews shortly after a positive customer interaction to increase response rates. This reinforces customer engagement, builds trust, and strengthens brand loyalty.

Turn Negative Reviews into Opportunities: Address negative reviews professionally and proactively. Acknowledge concerns, offer solutions, and, when appropriate, provide replacements, refunds, or additional support. Responding thoughtfully can turn dissatisfied customers into loyal advocates and show your commitment to quality and service.

Tracking the Impact of Reviews on SEO Performance

An effective local SEO strategy requires continuous tracking and refinement to improve local rankings and maintain a strong online presence. While it can be challenging to measure the direct effect of positive reviews on Google search rankings, certain tools and methods help business owners gain insights into their local search performance. This is where the expertise of a local SEO agency or digital marketing company becomes essential, as they can interpret data from these tools across all digital platforms to build a targeted SEO strategy that drives consistent and improved results.

Here are some tools that can help measure the impact of reviews on SEO:

Google Search Console & Google Analytics: These tools track changes in online visibility, showing how website content with positive reviews improves click-through rates (CTR) and overall Google search performance.

Google Business Insights: This feature helps monitor Google Maps performance, revealing how customer feedback affects local search results and engagement within your service area.

SEO Tools (Moz, Semrush, Ahrefs): These platforms analyze backlinks from local service directories and review sites, improving on-page optimization and overall local SEO strategy.

Conversion Tracking: Helps assess how local search traffic influenced by positive reviews translates into leads, inquiries, and sales, refining your content marketing strategy to attract more potential customers.

Ready to take action? Let’s have a conversation.

Why Every Business Needs a Review Strategy for SEO

Long-term success in digital marketing requires a structured approach to managing customer reviews. Actively collecting, responding to, and optimizing positive reviews can help local businesses improve their online presence, boost local search results, and increase conversions. Reviews also contribute to local rankings, making it easier for potential customers to find your business in their service area.

Instead of viewing customer testimonials solely as a trust building tool, integrate them into your local SEO strategy to strengthen online visibility and customer loyalty. Partnering with a local SEO agency or a digital marketing company ensures that all important factors, from keyword research and on-page optimization to optimizing website content, are effectively managed. This approach helps businesses stay competitive in the local market, continuously attract new customers, and maintain a strong reputation across Google search, Google Maps, and other search engines.

Partner with a local SEO agency so you can focus on running your business while experts handle your digital presence, helping you stay ahead of the competition and achieve long-term success.

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

The Power of Customer Testimonials: How to Leverage Reviews for SEO

How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Demo.

Are you ready to take action? Let’s see how we can reach your
goals with a 20-minute introductory call.

GET IN TOUCH!

How to Choose the Best Marketing Company in 2025: A Complete Guide

by Hersh PR and Marketing | Feb 10, 2025 | Featured Articles, Marketing, Public Relations, SEO, Website Design

How to Choose the Best Marketing Company in 2025: A Complete Guide

In 2025, having a strong online presence is about more than just running ads and applying basic SEO techniques. With AI automating many tasks, the real differentiator for business growth lies in personalization, strategic thinking, and a human touch. A well-crafted digital marketing strategy is no longer optional—it’s a necessity.

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. However, with so many digital marketing firms promising the world, choosing the right one can feel overwhelming. The key is to find a marketing company that aligns with your business goals, understands your industry, and offers expertise in specialized digital marketing services like search engine optimization, content marketing, public relations, and digital strategy.

This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

Defining Your Needs: What Are You Looking for in a Marketing Company?

A qualified marketing company acts as a strategic business partner, helping you build a strong digital presence across all platforms to achieve measurable business growth. Whether you’re a small business looking to dominate local markets or a larger company wanting to expand into new markets, the right digital marketing firm can help you meet your business goals. From increasing website traffic to enhancing brand visibility, a marketing company ensures your efforts align with your long-term objectives.

Before beginning your search for a marketing company near you, it’s essential to clearly define your business goals and marketing needs. Do you already have a solid online presence but struggle to convert visitors into leads? Or are you a local business looking to attract more customers in your area? Identifying these priorities will help you determine whether you need a single service, such as SEO or email marketing, or a full spectrum of digital marketing services.

Other important factors to consider when choosing a digital marketing firm include:

1. Understanding Your Target Audience and Business Goals

Your marketing strategy should revolve around your ideal customer. Are you targeting local clients, a national audience, or a specific niche? Understanding your target audience will help you determine which services—like local SEO or content marketing—are most important.

2. What Are Your Business Goals?

Are you looking to increase website traffic, generate more leads, or improve brand awareness? A marketing company should be able to provide consistent results across all areas of your digital strategy, identifying gaps and areas of improvement to create a clear trajectory toward success.

3. How Does Marketing Align with Your Growth Strategy?

Your marketing efforts should support your overall business growth. For example, if you’re expanding into new markets, a firm with expertise in local search engine marketing and public relations services can help you establish a strong presence in those areas.

Consider these questions:

Who is your target audience?
What problems do you solve for them?
What are your short-term and long-term business goals?

An experienced marketing company will create a digital strategy tailored to your needs, focusing on areas that need improvement and strengthening them while taking into account the overall picture to ensure consistent and overall business growth – helping your business achieve both short-term wins and long-term success.

Core Services a Digital Marketing Firm Should Offer

A qualified marketing team brings specialized expertise across various digital strategies to ensure every aspect of your online presence works in sync. Digital marketing is most effective when its elements support one another—SEO may drive traffic, but without compelling content or effective email marketing to nurture leads, conversions will suffer. To achieve real, measurable growth, your marketing company should offer these essential digital marketing services:

Search Engine Optimization (SEO)

SEO is the process of optimizing your content to ensure your business ranks higher in search engine results. A well rounded SEO strategy includes a combination of technical, on-page, off-page, and content-related efforts, keeping your business visible to your target audience.

Here are the key elements of an effective SEO strategy:

Keyword Research: Identifying the terms and phrases your target audience uses to search for products, services, or information related to your business.
Content Creation: Creating high-quality, valuable, and engaging content that matches user intent and search engine algorithms. It also involves updating outdated content, adding fresh ideas, and internal and external links to lead traffic to relevant pages and build credibility.
On-Page Optimization: Integrating the relevant keywords on web pages, titles tags, meta descriptions, URLs, and Google Business Profile to boost organic traffic. On-page SEO also aims to improve page speed, and loading times, using heading tags to structure content.
Technical SEO: Optimizing the backend elements of a website to improve its search engine visibility and performance. This includes website speed, mobile-friendliness, site architecture, security (SSL), structured data, crawlability, and indexing.
Local SEO: Helps businesses improve their online presence in location-based search results, especially for searches that include phrases like “marketing company near me” or “home renovation services near me”.
User Experience: Makes your business website user-friendly, engaging, and easy to navigate for a positive user experience, thus improving website traffic and visibility.
SEO Audits: Monitoring and analyzing SEO performance to measure success and identify areas for improvement to help refine your strategy and maximize ROI.
Competitor Analysis: Studying competitors’ SEO strategies to identify opportunities and gaps to stay ahead of the curve.

Also read: SEO Basics: 5 Things You Need For a Well-Optimized Website

Content Marketing and Content Creation

A targeted content marketing strategy positions your business as a market leader, building authority and trust. It drives engagement, answers questions, gives solutions, and addresses customers’ pain points. Your marketing company should be able to create strategic content tailored to your business goals, connecting with your target audience to deliver value and drive customer engagement and conversions.

Blog writing
Video content
Website and sales copies
Social media
Newsletters
Lead magnets
Case studies

Email Marketing & CRM Integration

Email marketing is one of the most effective strategies to capture, convert, and nurture leads. Emails provide a direct line of communication with your customers, allowing you to connect with them at a personal level. Integrating email marketing with CRM (customer relationship management) software gives you essential data to analyze customer behavior and create personalized email marketing campaigns.

A marketing company with extensive experience in email marketing helps nurture leads and enhance customer relationships. Integration with a CRM system enables personalized and automated communication with both new and returning customers. A professional marketing company can help you develop and manage targeted email campaigns that engage your audience and drive conversions. A reputable digital marketing firm will:

Build and Segment Your Email List – Gather and categorize contacts based on demographics, behavior, and interests to deliver relevant messaging.
Create Engaging Campaigns – Develop personalized email sequences, including welcome emails, promotional offers, newsletters, and re-engagement campaigns.
Automate and Optimize Delivery – Use automation tools to send emails at the right time and improve engagement rates.
Track Performance and Refine Strategy – Monitor open rates, click-through rates, and conversions to continuously improve your email marketing efforts.

Public Relations (PR)

Your Public relations strategy shapes how your brand is perceived by the public, media, and industry influencers. It allows businesses to build a strong reputation and gain valuable media exposure, making sure their story is heard, understood, and trusted by the right audience.

Public relations enhances brand credibility and market influence through compelling storytelling, strategic communication, and media placements. Whether through press coverage, thought leadership content, or paid opportunities, an effective PR approach amplifies your presence.

Partnering with a marketing company specializing in public relations provides a competitive edge, helping your message resonate with the right audience at the right time while boosting your brand’s visibility and credibility. An effective PR strategy encompasses various elements, including:

Media Relations & Press Coverage – Secure placements in top-tier media outlets, blogs, and industry publications.
Content & Thought Leadership – Develop articles, guest posts, and interviews that position your brand as an expert.
Paid Media Placements – Leverage strategic pay-to-play opportunities for maximum reach and brand impact.
Crisis Communication – Protect your brand’s reputation with proactive and reactive crisis management strategies.

Website Traffic & Digital Presence

Your website is your digital business card, the first thing your customers see when they search for your business. An unappealing design, slow speed, and irrelevant content can lead to a poor user experience and a high bounce rate. A marketing company specializing in website traffic and digital presence can help you maximize visibility and drive targeted traffic to your site.

Here’s what your digital marketing firm’s website services should deliver:

Website Design & Development – Build visually stunning, fast, and user-friendly websites optimized for conversions.
User Experience (UX) & Performance Optimization – Enhance site speed, navigation, and mobile responsiveness for a seamless experience.
Content Strategy & Multimedia – Create engaging content, including blog posts, videos, and graphics, that captivate and inform your audience.
Conversion Rate Optimization (CRO) – Implement design and functionality improvements that turn visitors into leads and customers.

Also Read: Manufacturers: Five Easy Ways To Generate More Website Traffic

Evaluating a Marketing Company: What to Look for

With so many marketing companies providing digital services, choosing the right one can feel overwhelming. Keep these important aspects in mind when assessing a digital marketing firm:

Experience & Real Results: An established marketing company should have extensive experience, case studies, and client testimonials that showcase their results. Look beyond surface-level claims and ask for measurable KPIs from past campaigns.

Ask: What experience do you have in my industry? Can you provide specific case studies of past client success?

Skilled Marketing Team: The best marketing companies have a diverse team of strategists, content creators, and PR professionals so that they handle every aspect of your marketing strategy.

Ask: How do you approach content marketing and SEO? What role does email marketing and CRM play in your digital strategy?

Creative Thinking & Fresh Ideas: Digital marketing is constantly evolving. Look for a company that stays ahead of trends and brings fresh and original ideas to differentiate you from the competition.

Ask: How do you stay ahead of digital marketing trends? How do you measure success and track website traffic?

Customer Service & Communication: Your marketing company should be a true partner, working closely with you to achieve shared goals. Clear communication and excellent customer service are non-negotiable.

Ask: How do you maintain clear and consistent communication with clients? What is your typical response time for inquiries and project updates?

Answers to these questions will provide valuable insight into a marketing company’s strategies and measurable results such as increasing blog traffic by 150% in six months through targeted content and on-page optimization. You’ll also gain insight into the tools they use to track metrics and conversions, and how they use CRM and email marketing to nurture existing customers and attract new leads.

Ready to take action? Let’s have a conversation.

Local vs. National: The Advantage of a Marketing Company Near You

Large, well-known digital marketing firms often draw attention with their proven success, high-profile clients, and strong industry reputation. While these qualities can inspire confidence, there are distinct advantages to working with a local marketing company that a national firm may not offer.

Here are a few reasons why:

Local Firms Understand Your Community: A marketing company near you is connected to the inner pulse of the local community. Because they are a part of the community, they understand local market trends and customer behavior better than a national agency.
Personalized Service & Close Collaboration: A local marketing company often provides more personalized attention and collaboration. You can have in-personal meetings and build a long term relationship for a stronger partnership.
Local SEO & PR Opportunities: A local digital marketing firm will have the contacts and ties needed to build your PR and help you with local SEO. From understanding target audiences and service areas to localized keywords and phrases, they can help your business improve regional brand awareness.

Next Steps for Choosing a Marketing Company for Your Business

Finding the right marketing company can drive measurable business growth. Whether you need SEO, content marketing, email marketing, or PR, choosing a firm with extensive experience ensures real results.

Take the time to vet potential agencies, ask the right questions, and ensure they align with your goals. A well-matched marketing firm will not only elevate your online presence but also create a lasting impact on your business’s success in 2025 and beyond.

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

The Power of Customer Testimonials: How to Leverage Reviews for SEO

How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

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Google Business Profile: Your Secret Weapon for Local SEO Success

by Liz Hersh | Feb 6, 2025 | Featured Articles, Marketing, SEO

Google Business Profile: Your Secret Weapon for Local SEO Success

Marketing a local business requires a strategic approach to connect with potential customers in your area. Unlike online businesses that target a wider audience, local businesses thrive on community engagement, trust, and visibility. Partnering with a Local SEO agency can help you optimize your digital presence and attract your target audience more effectively.

This article explores the key components of a targeted local SEO strategy and the role of Google Business Profile in helping business owners reach their target audience – strengthening their online presence to drive business growth.

What is Local SEO

Local SEO (Search Engine Optimization) involves using various tools and strategies to boost online visibility and rank higher in local search results, helping attract more customers in your service area. This is especially important for businesses that serve specific geographic locations and are targeting customers searching for relevant products and services near them.

A comprehensive local SEO strategy involves:

Google Business Profile Optimization – Providing accurate business information, engaging with customers through reviews and posts, and keeping your profile updated.
On-Page SEO – Using local keywords, optimizing meta tags, and headings, and creating location-specific content on your website.
Content Marketing – Creating and sharing relevant, high-quality content, including blog posts, social media updates, and locally focused web pages to engage your community and improve rankings.
Local Citations & Directories – Listing your business in local online directories like Yelp, Yellow Pages, and industry-specific sites.
Technical SEO – Optimizing website speed, mobile-friendliness, and structured data for better local search performance.

Local SEO is an ongoing process that requires consistent attention to achieve the best results. These strategies that build visibility work together to attract your target audience to your business, build trust, and persuade them to act.

For example, when a potential customer discovers your Google Business Profile through search results, an accurate address, positive customer reviews, and relevant posts can encourage them to make an appointment or visit your website for more information. If your website is optimized for local SEO, showcasing local services and feedback from nearby customers will strengthen that trust and motivate them to take the next step by becoming a customer.

What is a Business Profile on Google?

A Google Business Profile (GBP) is a free tool that allows businesses to manage their presence on Google Search and Google Maps. It provides important details such as your business name, address, phone number, operational hours, and customer reviews. However, optimizing your GBP is much more than just adding business information. It involves using local SEO strategies to help you rank higher in local search results, boosting your online presence in the local community.

To get started with a Google Business Profile, simply log into your Google account (or create a new one if you don’t already have one). Ownership of your GBP is vital for maintaining control over your profile and its credibility. Once logged in, visit the Google Business Profile platform, enter your business details, and verify your business with Google.

After verification, you can address key elements like customer reviews, posts about promotions and appointment booking buttons. These features improve the user experience, making it easier for potential customers to take action directly from your profile, such as calling your business or scheduling a visit.

If you’re working with a Local SEO agency, you can add business managers to your profile. This allows them to assist with management while you retain full control over your account. Integrating your GBP with Google Search and Google Maps helps local customers easily find your business, boosting your trustworthiness and increasing your chances of attracting local customers.

Ready to take action? Let’s have a conversation.

Why Google Business Profiles are Critical for Local SEO

Some of the reasons why Google Business Profiles are essential for your local SEO strategy:

Boosts Local Visibility: A well-optimized GBP ensures your business appears in relevant local search results, making it easier for nearby customers to find you when they need local services.
Improves Local SEO Rankings: Google uses your GBP to determine how to rank your business in local search engine results. Optimizing your profile helps increase your visibility in Google’s Local Pack (the map and business listing that appear at the top of search results).
Increases Trust and Credibility: Customers trust businesses with complete and verified profiles. A professional GBP with accurate information and positive reviews builds reputation and trust in your local community.
Direct Communication with Customers: Potential customers can contact you directly via phone calls, and messages, or even request directions to your business through your Google Business Profile. This improves user experience, helping them make quick decisions and your business quicker conversions.
Fosters Brand Loyalty: Positive reviews, special offers, and updates help build trust and improve your local search ranking. This helps keep your customers informed and engaged, promoting brand loyalty and long term customers.
Local Search Insights: GBP provides valuable insights into how customers find your business. This data can help refine your local SEO strategy and make more informed decisions on improving your online presence.

Key Features of Google Business Profiles

Your Google Business Profile reflects your business reputation and brand image, cementing your physical and digital presence in the local market. The information on your Google Business Profile can be used to strengthen your local SEO strategy and cement your business standing in the local markets:

Business Name, Address, and Phone Number (NAP) Consistency: Accurate business details can help your business rank higher in search engine results, improve user experience, and foster trust in the local community.
Business Category: Selecting the right business category ensures your business name comes up in relevant Google search results for local services.
Local Business Listings: Supporting your business profile with local citations from reputable sources and local directories can improve your visibility and authority.
Customer Reviews: Positive reviews help your business build credibility and increase your ranking in local searches. Engaging with customer feedback by thanking them or responding to negative reviews, is also important for reputation management.
Website Link: Including a link to your website improves the user experience and directs visitors to more detailed information about your business.

How Google Business Profile Fits Into Your Local SEO Strategy

Some important factors to consider when optimizing your Google Business Profile and aligning your local SEO strategy include:

Keyword Research: Identify local keywords, conducting detailed research on the most used local keywords and phrases. Integrate them in your Google Business Profile through updates, information, and posts. Use the keywords across your digital platforms, linking them to your business profile to improve local search engine rankings.
On-Page Optimization: Optimize your business website content with local keywords and search terms to ensure your website appears more frequently in search engine results. The objective is to reach your target audience by understanding what they are searching for and giving them those answers through your website and relevant digital marketing content.
Localized Website Content: Create web pages or blog posts that target specific locations or communities and their pain points. Get insights from your keyword research and create high quality relevant content to provide answers, and solutions and give information on the most common topics related to your business category. These could focus on a specific service area, events happening in your community, local trending issues, or holidays.

A targeted local SEO strategy involves market research, data analysis, A/B testing, and many other methods to ensure businesses rank well in search engine results. Partnering with a digital marketing company that specializes in SEO and marketing strategies can help your business stay visible to its target audience and ahead of its competitors.

A digital marketing company or a local SEO agency has the skills and professional insights to leverage market data and your business expertise to provide personalized strategies that evolve with your business objectives. They will also adjust your local SEO strategy based on local market insights and Google algorithms to keep your business visible and within easy reach of your target market.

Optimizing Your Business Listing

To get the most out of your Google Business Profile, you must actively manage and optimize it. Key optimization steps include:

Adding Accurate Information: Select the right business category, relevant locations, and local services to help Google search show your profile to your target audience.
Adding High-Quality Images: Including professional, high resolution images of your business, products, or services can promote business credibility and enhance business image – attracting more customers.
Keeping Your Profile Updated: Regularly update your profile with current business hours, services, and promotions to keep it relevant and fresh. Providing notice for holidays closures also makes it convenient for customers. Introducing new products with offers and highlighting the benefits of having these services near them also captures more potential customers.
Monitoring and Responding to Customer Reviews: Customers feel valued when you respond and listen to them. Be proactive with responses to both positive and negative customer reviews and answer queries without delay to make a lasting business impression.

It can become challenging to manage a business and stay on top of keeping your Google Business Profile updated. A local SEO agency can help ensure your Google Business Profile is always updated and optimized. Based on customer activity and engagement, your local SEO agency can also make necessary changes when required to protect your business reputation and align with your local SEO strategy.

Beyond the Profile: Boosting Your Online Presence

The value of a local SEO strategy involves utilizing all the digital elements to support each other and deliver the results according to your marketing objectives. A slow website that’s not optimized for mobile can have a negative impact on your business ranking even if your Google Business Profile is updated and optimized. Some other important factors that contribute to the success of your local SEO strategy include:

Technical SEO: Optimizing your website for mobile devices, ensuring fast loading times, and keeping it secure is essential to maintain trust with users. Users will leave your website if it doesn’t load in under three seconds, while security with SSL certificates can also impact your search results as Google search may not show non-secure websites.
Content Marketing: Creating high quality content in your business niche can foster trust and connection with the local markets. Updating promotional events, business updates, and team information that makes local businesses more approachable and trustworthy is vital to boosting your local search rankings.
Building Backlinks: Strengthening local citations and backlinks from trusted websites helps increase your authority and improve search rankings. These links can generate referral clicks from external websites and help establish you as an expert in your field.

A local SEO agency brings expertise in every aspect of your digital marketing strategy, ensuring that both customer-facing elements, such as your website, Google Business Profile, and social media, and technical aspects like website performance, security, and payment integrations are fully optimized. This creates a seamless and effective local search presence, helping your business attract and retain more customers.

Measuring Success and Tracking Local SEO Performance

Google Business Profile provides metrics to understand customer behavior and use that insight to improve your local SEO strategy and business performance. These metrics track actions like:

Customer Interactions: View how many people call your business, request directions, or visit your website from your profile. If your website traffic is high but conversions are low, you can track the visitor path to gauge where the journey is interrupted and how this can be fixed.
Search Performance: Track how often your business shows up in local searches and how it ranks compared to competitors. This can help determine if your search results are delivering high value leads. If you’re coming up in local searches and not getting customers, what could be the cause? Maybe your business category is incorrect or keyword research is not relevant.
Customer Engagement: Monitor the level of engagement your business receives through reviews, photos, and posts. Capitalize on the posts that receive high engagement, including internal links to lead customers to other local services.

A local SEO agency can also help interpret these metrics, providing actionable insights to refine and optimize your local SEO strategy. Website analytics, social media statistics, and SEO reports provide direction for digital marketing companies to adjust local SEO strategies and get optimal results. They also conduct competitor analysis to keep you ahead of the curve and highlight your business’s unique selling proposition to stand out in local search engine results.

Elevate Your Business’s Local SEO Strategy Today

Marketing a local business is about building relationships, staying visible, and delivering value to your community while driving profitability and growth. However, executing a successful local SEO strategy requires specialized knowledge and continuous adaptation—something that can be challenging without professional expertise.

A local SEO agency provides the strategic support your business needs to enhance visibility, attract more customers, and build a strong reputation in your market. From analyzing performance metrics and refining strategies to optimizing your Google Business Profile, managing content, and adapting to changing search algorithms, they ensure every aspect of your local SEO works seamlessly together.

Partner with a local SEO agency so you can focus on running your business while experts handle your digital presence, helping you stay ahead of the competition and achieve long-term success.

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

The Power of Customer Testimonials: How to Leverage Reviews for SEO

How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Demo.

Are you ready to take action? Let’s see how we can reach your
goals with a 20-minute introductory call.

GET IN TOUCH!

Mastering Local SEO for Contractors: Advanced Strategies for Growing Your Business

by Hersh PR and Marketing | Jan 10, 2025 | Marketing, SEO

Mastering Local SEO for Contractors: Advanced Strategies for Growing Your Business

The Role of Local SEO in the Contractor Industry

Local SEO is no longer just an optional marketing strategy for local contractors – it’s a necessity. Whether you’re a general contractor, roofer or HVAC professional, your clients are using search engines to find local vendors. Appearing at the top of local search results isn’t just about visibility; it’s about growing your business.

While basic SEO tactics like keyword research and optimizing your Google My Business (GMB) profile are foundational, advanced strategies can take your online presence to the next level. In this article, we’ll explore actionable steps that contractors can use to dominate their local market.

Advanced Keyword Strategies for Local SEO

Keyword research is the foundation of every SEO strategy. Using the right tools along with an understanding of customer intent will support higher rankings and more engagement. Here are several additional keyword steps you can take:

Long-Tail Keywords

Long-tail keywords are phrases that typically face less competition yet still attract customers who are ready to book your services. Generic terms like “roofing company” are often very competitive, but phrases like “best roofing company in [City]” allow you to capture highly specific search intent.

Service + Location Combinations

You can’t optimize your website for every keyword all at once. But over time, you can build on your momentum and incorporate additional location based phrases into your strategy. Create a list of common combinations of your services and service areas. Start integrating these phrases into your site’s content, metadata, and blog posts. For example:

“Kitchen remodeling in [City]”
“HVAC repair in [County]”
“Commercial roofing contractors near [Neighborhood]”

Competitor Analysis

Your competitors can be a great source of information. Study what keywords your local competitors rank for using tools like SEMrush or Moz. Identify gaps in their strategy and focus on untapped keywords that could bring valuable traffic to your site.

Enhancing Your Google Business Profile

Claiming and populating your Google Business Profile with company information is an important first step. Consistently maintaining your listing empowers potential customers with the information they need to make the right decisions.

Leveraging Profile Posts

Regularly post updates on your Google Business profile to keep it active. Share promotions, showcase completed projects, and announce special services. Each post should include relevant keywords and a call to action, such as “Call us today for a free estimate!”

Attributes and Features

Take advantage of profile attributes, such as “On-site services” or “Free estimates.” These features can make your business more appealing to potential clients.

Advanced Insights

Use Google Business Profile Insights to track how customers find and interact with your profile. Optimize your listing based on the data, such as increasing the frequency of posts or updating photos if engagement is low.

Ready to take action? Let’s have a conversation.

Building a Hyper-Localized Content Strategy

Hyper local marketing allows businesses to connect with their local audience in more personalized and meaningful ways. It’s important to show customers that you understand their specific needs, challenges and community values.

Community-Focused Blog Content

Write blogs that resonate with your local audience. By tailoring your messaging to reflect the unique aspects of the local area, such as regional preferences, seasonal trends, or neighborhood-specific concerns, you build trust and foster stronger connections. Here are several blog article topics that include a local angle:

“Top Roofing Materials for [City]’s Climate”

“How to Prepare Your Home for [City]’s Winter Storms”

If you are very active in your community, consider highlighting your involvement with local non-profits or fundraisers. For example, write a news release to highlight your involvement in a local 5K race or food drive and publish it on your website.

Geo-Targeted FAQs

Frequently Asked Questions are not new, but they are a great opportunity to highlight your service area. Example: “What’s the average cost of a roof repair in [City]?” This is another opportunity to showcase your local expertise and incorporate location-based keywords.

Technical SEO for Local Visibility

Technical SEO is the backbone of a successful Local SEO strategy, ensuring your website is optimized for both search engines and user experience. By addressing critical technical elements, you improve your visibility in local search results .

Mobile Optimization

Most local searches are performed on mobile devices. Ensure your site is fully responsive and provides a seamless mobile experience. Also, test your website across various devices and screen sizes to ensure consistent functionality and user experience.

Site Speed Optimization

A slow website can deter potential customers faster than anything. Use tools like Google’s PageSpeed Insights to identify and fix issues slowing down your site. Invest in quality website hosting and make sure your images are sized appropriately, or use an image content delivery network (CDN) to support faster loading.

Schema Markup for Local Businesses

Add local business schema markup to your website to help search engines understand your business better. This can improve your chances of appearing in rich snippets and Local Packs.

Leveraging Social Proof and Reviews

Public validation of your services helps build trust and influences potential customers. Don’t leave this to chance – you need to actively pursue strategies that demonstrate your credibility. In today’s digital-first world, social proof and customer reviews play a pivotal role in shaping your business’s reputation and influencing potential clients.

Creating a Review Strategy

For contractors, a strong portfolio of positive reviews can make the difference between a customer choosing your services or a competitor’s. Encourage satisfied clients to leave reviews on platforms like Google, Yelp, and Angie’s List. Automate review requests using follow-up emails or text messages.

Showcasing Testimonials on Your Website

Embed customer testimonials on your site. There are numerous WordPress plugins that will display reviews directly from Google without any additional legwork from you. Use support website copy to highlight phrases such as “prompt service” or “high-quality workmanship” to build trust with new visitors.

Next Steps: Becoming a Local SEO Leader

With the right Local SEO strategy, your business can dominate the local market and continue to grow for years to come. By implementing advanced strategies like long-tail keyword targeting, hyper-local content creation, and technical optimizations, contractors can secure their spot at the top of local search results.

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

The Power of Customer Testimonials: How to Leverage Reviews for SEO

How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Demo.

Are you ready to take action? Let’s see how we can reach your
goals with a 20-minute introductory call.

GET IN TOUCH!

Local SEO for Contractors: A Guide to Dominating Your Service Area

by Hersh PR and Marketing | Jan 9, 2025 | Marketing, SEO

Local SEO for Contractors: A Guide to Dominating Your Service Area

Why Local SEO Matters for Trades

As a contractor, your business thrives on attracting customers within a geographic service area. This makes Local SEO one of the most critical tools in your toolbox. In an industry as competitive as contracting, having a solid online presence can be the difference between landing new jobs and losing them to competitors.

Local SEO for Contractors: Visibility Where it Counts

Unlike national brands, local businesses benefit from targeting customers within a defined service radius. A focused local SEO strategy ensures you’re visible to potential clients when and where they need your services.

Understanding where your business should focus its effort will yield results that place your website high on search rankings and a better ROI.

Here are the core components of an effective Local SEO strategy:

1. Hyper-Local Keyword Targeting:

Using location-specific keywords like “roofing services in [City]” or “best general contractor near me” helps search engines match your business with local search intent.

2. NAP Consistency (Name, Address, Phone):

Search engines rely on consistent NAP information to verify your business. Audit your online listings to ensure your NAP details are uniform across all platforms, including your website, Google Business Profile and other local directories.

3. Online Reputation Management:

Online reviews build trust and encourage new customers to choose your services over competitors. In fact, customer ratings influence local search results and rankings so it’s important to have a solid strategy in place to support this.

Tools and Best Practices for Local SEO

Local SEO involves a variety of tools and techniques designed to enhance your visibility and attract more clients in your area. Here’s how to leverage these best practices to ensure your business remains competitive in local search results.

1. Google Business Profile Optimization

Your Google listing is often the first thing potential customers see. Consistently maintaining your listing empowers potential customers with the information they need to make the right decisions. Follow these tips to optimize it:

Ensure your business name, address, and phone number (NAP) are consistent across all platforms.
Add high-quality images of your work, team, and office (if applicable).
Regularly update your business hours, services, and special promotions.
Respond to customer reviews to show you value their feedback.

2. Local Keywords

Keyword research tailored to your service area is vital. A local SEO strategy will include more location-specific keywords to indicate your service area. Tools like SEMrush or Moz are vital for building a solid foundation, and having an agency who knows how to use these tools properly is going to yield the best possible results.

Consider your customer’s intent when searching for a service or product you offer.
Consider long-tail phrases that aren’t as competitive initially.
Incorporate geography into your phrases with options such as “Roof repair in [City]” or “Best siding contractors near [Neighborhood]”

Include these keywords naturally in your website copy, blog posts, and metadata.

3. Online Reviews and Reputation Management

Encourage satisfied clients to leave positive reviews on platforms like Google, Yelp, and Angie’s List. Positive reviews not only improve your online reputation but also boost your Local SEO rankings. Be proactive in addressing negative reviews to maintain credibility.

4. NAP Consistency (Name, Address, Phone)

Make it a habit to check your listing several times per year and refresh the content to demonstrate that you’re actively maintaining your profiles.

5. Localized Content Creation

Creating content that resonates with your target audience builds trust and boosts rankings. Blog ideas include:

“Top Roofing Trends in [City]”
“How to Prepare Your Home for [City]’s Winter”
“5 Things to Consider When Hiring a Contractor in [Area]”

Ready to take action? Let’s have a conversation.

Common Local SEO Mistakes Trades Should Avoid

While Local SEO can be a game-changer, some mistakes can hinder your progress. Avoid these common pitfalls:

Focusing on National Keywords: Broad terms like “contractors” will dilute your efforts. Focus on geographic-specific keywords instead.

Ignoring Mobile Optimization: Roughly 60% of local searches are conducted on mobile devices. Ensure your website is mobile-friendly by sticking to a simple interface design and improving site speed.

Poor Technical SEO: Many businesses focus solely on content, and while that is a big aspect of any SEO strategy, there are technical components that can impact your ranking. Make sure you keep track of your website’s schema, CSS and crawlability.

Ignoring Negative Reviews: Part of your strategy should involve responding to all reviews — good and bad. A good stretegy will include your approach to handling negative feedback.

Results and Expectations in Local SEO

Climbing to the top of a Search Engine Results Page won’t occur overnight given the intense competition online. But with the right strategy and an SEO expert in your corner, you’ll be well positioned for boosting website traffic and ranking. Here are some outcomes you can expect when implementing a local SEO strategy:

Increased website traffic from local customers.
Higher rankings in search results for targeted areas.
More calls, inquiries, and job bookings from nearby clients.

Companies can track progress using tools like Google Analytics and Google Business Profile Insights to monitor metrics such as traffic, clicks and calls.

Next Steps: Implementing Your Local SEO Strategy

If SEO isn’t in your wheelhouse, you’ll likely want to partner with an SEO agency who can help you effectively navigate the search engine playing field. It could take years to acquire the internal bandwidth to build and execute successful SEO campaigns yourself. Having experts in your corner will support online visibility and will naturally assist with lead acquisition.

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

The Power of Customer Testimonials: How to Leverage Reviews for SEO

How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Demo.

Are you ready to take action? Let’s see how we can reach your
goals with a 20-minute introductory call.

GET IN TOUCH!

Maximize Brand Impact: Integrating Public Relations with SEO

by Liz Hersh | Jun 28, 2024 | Featured Articles, Manufacturing, Public Relations, SEO

Maximize Brand Impact: Integrating Public Relations with SEO

Combining PR and SEO Leads to Better Visibility

In a digital era where traditional marketing approaches are often overshadowed by digital tactics, public relations (PR) has become an overlooked strategy. Visibility and thought leadership are critical components of the buyer’s journey—areas where PR excels.

By integrating PR with search engine optimization (SEO), businesses can enhance their visibility across multiple channels, ensuring that their message not only reaches but resonates with the right audience. This article explores how the strategic integration of PR and SEO empowers businesses to better connect with their audience, fostering trust and establishing a commanding digital footprint.

What is Public Relations?

Public Relations (PR) is the strategic communication process that builds mutually beneficial relationships between organizations and their publics. At its core, PR involves managing and disseminating information from an organization to the public to influence their perception and maintain a positive reputation. It encompasses a variety of tactics including media relations, crisis management, event coordination, and content creation, all aimed at shaping the narrative around a brand.

In the digital age, PR extends beyond traditional media outreach. It now integrates digital content, influencer partnerships, and social media strategies, making it a dynamic tool that completes a comprehensive marketing strategy. Effective PR not only informs and engages target audiences but also supports SEO efforts by generating content that earns backlinks, enhances online visibility, and drives website traffic.

The Importance of SEO for Manufacturers

SEO is crucial for manufacturers aiming to reach the right audience at key decision-making moments. In an industry where procurement cycles are lengthy and highly informed, visibility in search results can significantly influence business outcomes. SEO not only helps manufacturers attract more qualified leads by targeting specific searches related to their products and services but also provides a cost-effective marketing channel with long-term benefits.

Optimizing a website for SEO enhances the user experience by improving site navigation and performance, which can lead to higher customer satisfaction and increased conversions. As a result, a robust SEO strategy not only positions manufacturers competitively in crowded markets but also bolsters their credibility as industry leaders.

The Synergy Between PR and SEO

PR and SEO naturally complement each other. A robust PR strategy can generate high-quality content and media coverage, which are invaluable for SEO. Conversely, SEO techniques can enhance the online visibility of PR content, ensuring it reaches a wider audience. Together, they create a virtuous cycle that enhances brand presence both in the media and on search engines.

Optimizing PR Content for SEO

To maximize the SEO benefits of PR activities, it’s crucial to optimize all PR content. This includes:

Keywords: Incorporate relevant keywords into press releases, articles, and other PR materials to boost their visibility in search queries related to your business.

Content Quality: Ensure that the content is informative, engaging, and provides value to your audience. High-quality content is more likely to be shared and linked to, which enhances its SEO value.

Sharing Across Platforms: Distribute PR content across various channels, including social media, blogs, and news outlets. This not only increases reach but also creates multiple backlink opportunities.

Leveraging PR for Link Building

One of the most significant SEO benefits of PR is link building. High-quality backlinks from reputable news outlets and industry publications can significantly boost a website’s authority and rankings in search results. To leverage PR for link building:

Target High-authority Publications: Focus your PR efforts on media outlets with high domain authority as their endorsements (links) are more valuable.

Press Releases: Use press releases wisely to gain backlinks. Ensure they are newsworthy and include direct links to relevant pages on your website.

Media Relationships: Build and maintain relationships with journalists, bloggers and podcasters who cover your industry. They are likely to provide quality coverage and backlinks.

Boosting Brand Visibility and Searches

Effective PR can lead to increased brand searches, which are a strong signal to search engines of a brand’s credibility and relevance. To capitalize on this:

Brand Mentions: Encourage the media to mention your brand name in their coverage, which can lead to increased organic searches for your brand.

Event Coverage: Participate in or sponsor events and trade shows that attract media attention, increasing the likelihood of mentions and searches.

Reputation Management Through SERPs

PR can significantly influence what appears about a company in search engine results pages. By promoting positive content and diluting negative mentions, companies can improve their online reputation. Techniques include:

Positive Content Promotion: Use SEO to promote positive news and press releases, ensuring they rank high in SERPs.

Crisis Management: Quickly address negative publicity by providing clear, optimized responses and engaging with the community.

Ready to take action? Let’s have a conversation.

Measuring Success and ROI

The impact of integrating PR and SEO can be measured through several metrics:

Traffic and Engagement: Track increases in website traffic and engagement from PR sources.

Keyword Rankings: Monitor improvements in rankings for key terms associated with PR campaigns.

Backlink Quality: Evaluate the quality and quantity of backlinks generated from PR efforts.

The Power of Storytelling in Manufacturing

Storytelling is a fundamental human experience, and its role in marketing is transformative, especially for manufacturers. In a sector often dominated by specs and data, storytelling can breathe life into your brand, making complex products relatable and engaging to your target audience.

This emotional engagement not only makes your brand more memorable but also strengthens customer loyalty by making your products feel more relevant and essential. In addition to enhancing brand relatability, storytelling simplifies complex manufacturing processes, making them understandable and interesting to a broader audience.

The strategic use of storytelling has been shown to significantly impact business outcomes. Effective narrative techniques in marketing can increase conversions by as much as 30%, demonstrating the direct benefits of integrating storytelling into your marketing efforts.

Integrating Storytelling, PR, and SEO into Your Manufacturing Marketing Strategy

For manufacturers looking to enhance their market presence and connect more deeply with their audience, integrating storytelling, public relations, and search engine optimization into a cohesive marketing strategy is essential. Here are some concrete steps to get started:

Audit Your Current Content and Strategies

Begin by assessing your existing marketing materials and strategies. Identify areas where PR and SEO can be enhanced through storytelling. Look for content that could be better optimized for search engines or updated to include more engaging narratives.

Define Clear Objectives

Set specific, measurable goals for what you want to achieve through your integrated marketing efforts. Whether it’s increasing brand awareness, boosting web traffic, or generating more leads, having clear objectives will help guide your strategies and measure your success.

Develop a Story-Driven Content Plan

Create a content calendar that outlines what stories you will tell, through which formats, and on what platforms. This plan should include a variety of content types such as blog posts, press releases, customer stories, video testimonials, and behind-the-scenes features that highlight your manufacturing processes.

Optimize Content for SEO

Ensure that all your content is optimized for search engines. This includes using relevant keywords naturally throughout your content, optimizing meta tags and descriptions, and structuring content for readability. Also, ensure your stories are easy to share across social media platforms, increasing their reach and backlink potential.

Leverage PR to Amplify Your Stories

Use public relations to get your stories out into the wider world. This could involve pitching articles to industry magazines, arranging interviews with thought leaders in your company, or issuing press releases that highlight innovative aspects of your business or recent successes.

Engage and Train Your Team

Make sure that your marketing and sales teams understand the importance of storytelling and SEO and are trained in how to implement these strategies effectively. This might include training sessions on SEO best practices or workshops on how to tell compelling stories. If you lack have the bandwidth to do this in-house, consider partnering with an experienced agency.

Monitor, Measure, and Adapt

Continuously monitor the performance of your marketing efforts and measure them against the objectives you have set. Use tools like Google Analytics to track website traffic, engagement metrics, and conversion rates. Be prepared to adapt your strategy based on what is or isn’t working.

Solicit Feedback and Foster Collaboration

Encourage feedback from your audience and collaborate with other departments in your company to ensure that your marketing efforts are cohesive and aligned with overall business goals. This collaboration can lead to richer stories and more effective marketing strategies.

Your Next Steps

Integrating PR with SEO provides a strategic advantage, ensuring that a brand’s story reaches not only a broad audience but the right audience. By aligning PR initiatives with SEO best practices, businesses can enhance their digital footprint, build lasting relationships with their audience, and improve their overall online reputation. It’s a holistic approach that turns good coverage into lasting search engine visibility and brand recognition.

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

The Power of Customer Testimonials: How to Leverage Reviews for SEO

How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

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Developing an Effective Manufacturing Search Marketing Plan

by Hersh PR and Marketing | May 21, 2024 | Featured Articles, Manufacturing, SEO

Developing an Effective Manufacturing Search Marketing Plan

A Strategic Approach to Search Marketing

In the competitive world of manufacturing, having a solid search marketing plan is not just about gaining visibility—it’s about establishing your brand as a key player in a crowded marketplace. A strategic approach to search marketing combines the power of Google Ads, Bing Ads, and SEO to create a comprehensive digital presence that targets the right buyers with precision. This strategy ensures manufacturers don’t just compete but lead in their market segments by engaging effectively with potential clients right from their first online search.

The Basics of Search Marketing

Search marketing is a comprehensive approach that involves various tactics to increase a website’s visibility in search engine results pages (SERPs). It can be broadly divided into two main categories:

Search Engine Optimization (SEO): This is the process of optimizing your website to rank higher in the organic search results. It involves optimizing site structure, improving content relevance, and building authority through quality backlinks. SEO is a long-term strategy that helps build sustainable online visibility.

Search Engine Marketing (SEM): Often synonymous with pay-per-click (PPC) advertising, SEM involves creating and placing ads in prominent positions on search results pages and other relevant sites. Google Ads and Bing Ads are the most popular platforms for this type of marketing. SEM provides immediate visibility and is highly effective at driving targeted traffic quickly, though it requires ongoing investment.

Why Search Marketing Matters for Manufacturers

For manufacturers, search marketing is not just about digital presence but about connecting with the right audience at the right time in their buying journey. Here’s why it is critical:

Reach Target Buyers: Most B2B buyers start their procurement process with an online search. Search marketing ensures that your products and solutions are visible when and where these buyers are looking.

Competitive Advantage: In a sector as vast as manufacturing, being at the forefront of search results can significantly impact your ability to compete and capture market share from competitors.

Measurable ROI: Both SEO and SEM offer analytics that provide insights into the effectiveness of your marketing efforts. This data-driven approach allows manufacturers to understand what strategies are working, where to make improvements, and how to allocate budgets for maximum return on investment.

Adapt to Buyer Behaviors: The digital landscape is constantly evolving with new technologies and changing buyer behaviors. Search marketing allows manufacturers to stay adaptable, responding quickly to market changes and optimizing strategies to meet the latest trends and buyer needs.

Developing Your Search Marketing Plan

Crafting a search marketing plan involves careful strategic planning, which sets the foundation for effective execution. By breaking down the planning process into manageable steps, manufacturers can ensure that each step is thoughtfully considered and tailored to meet both immediate and long-term goals. Here’s how to approach this work:

Step 1: Define Clear Objectives and KPIs

Objective Setting: Begin by identifying what you aim to achieve through your search marketing efforts. Objectives might include increasing brand awareness, boosting specific product sales, improving lead quality, or expanding into new markets. Ensure these objectives are specific, measurable, achievable, relevant, and time-bound (SMART).
KPI Identification: Establish key performance indicators that align with your objectives. These could include metrics like website traffic, lead conversion rates, cost per lead, search rankings, and overall ROI. Choosing the right KPIs will guide your strategy and provide clear benchmarks for success.

Step 2: Audience Analysis and Buyer Persona Development

Market Research: Conduct thorough research to understand your target market’s needs, preferences, and behavior patterns. This includes identifying the decision-makers you need to reach and understanding the factors that influence their purchasing decisions.
Buyer Personas: Create detailed buyer personas based on your research. These personas should include demographic information, job roles, pain points, and typical online behavior. These personas will guide your keyword selection, content creation, and campaign targeting.

Step 3: Comprehensive Keyword Research

Keyword Identification: Utilize tools like Google Keyword Planner, Ahrefs, or SEMrush to identify a broad list of potential keywords that align with your buyer personas’ search habits and your business objectives.
Keyword Prioritization: Analyze the keywords for search volume, competition, and relevance to prioritize them. Focus on keywords that are most likely to attract qualified traffic and lead to conversions.

Step 4: Budget Planning and Resource Allocation

Budget Allocation: Determine how much of your marketing budget will be allocated to search marketing. Consider the balance between SEO and SEM based on your short-term and long-term goals.
Resource Allocation: Decide how internal and external resources will be used. This may involve assigning tasks to team members or identifying external agencies or consultants. Consider the tools and technologies that will support your search marketing efforts, such as analytics and campaign management software.

By methodically planning each of these phases, manufacturers can create a solid foundation for their search marketing strategy. This structured approach ensures that every aspect of the campaign is aligned with the business goals and the needs of the target audience, setting the stage for successful execution.

Ready to take action? Let’s have a conversation.

Executing Your Search Marketing Plan: Action Steps

After meticulously planning your search marketing strategy, the next critical step is execution. This phase transforms your strategic vision into tangible results. Here’s how to effectively put your search marketing plan into action:

Phase 1: Campaign Setup and Launch

Technical Setup: Ensure that all technical aspects of your SEO and SEM campaigns are properly configured. This includes setting up tracking codes for analytics, creating ad accounts on platforms like Google Ads and Bing Ads, and ensuring your website’s SEO foundations are solid (e.g., site speed optimization, mobile optimization).
Content and Ad Creation: Develop the content for your SEO efforts and create compelling ad copy for your SEM campaigns. Make sure all content is aligned with the buyer personas and keywords identified during the planning phase.
Initial Campaign Launch: Start by launching smaller, test campaigns to refine your approach based on initial results. This allows you to adjust your keywords, ad copy, and targeting strategies before fully scaling your efforts.

Phase 2: Monitoring and Managing Campaigns

Performance Tracking: Regularly monitor the performance of all campaigns using the KPIs established in the planning phase. Utilize tools like Google Analytics and SEM platform dashboards to track progress and identify any areas for improvement.
Adjustments and Optimization: Based on the data collected, continually optimize your campaigns. This could involve refining keywords, tweaking ad copy, adjusting bids in SEM campaigns, or updating content and meta tags for SEO.
Budget Management: Keep a close eye on budget spending to ensure you’re maximizing ROI. Adjust spending between SEO and SEM based on which strategies are delivering the best results.

Phase 3: Scaling and Refining

Scale Successful Tactics: Once you’ve identified the most effective strategies and seen consistent results, begin to scale these efforts. This might mean increasing the budget for successful ads or expanding the SEO strategies that are generating the best engagement and conversions.
Refinement: As the market and your business goals evolve, continuously refine your approach. Stay updated on the latest search marketing trends and best practices, and be prepared to pivot your strategies to maintain competitive advantage.
Feedback Loop: Establish a feedback loop where insights and learnings from current campaigns inform future planning and execution. This helps to ensure that your search marketing efforts remain relevant and effective over time.

Phase 4: Reporting and Analysis

Regular Reporting: Develop regular reporting routines to keep stakeholders informed about the performance of search marketing activities. These reports should highlight successes, challenges, and areas for improvement.
Comprehensive Analysis: Perform a comprehensive analysis periodically to evaluate the overall impact of the search marketing plan on your business goals. Use these insights to guide future strategic decisions and resource allocation.

By following these steps, manufacturers can effectively implement their search marketing plan, ensuring that each element works cohesively to drive measurable results. This active management and continuous optimization of the plan are key to maintaining relevance and maximizing the impact of your digital marketing efforts.

Your Next Steps

This article has explored the critical components of creating and executing a search marketing plan specifically tailored for manufacturers. By systematically implementing these steps, manufacturers can enhance their online presence, engage more effectively with potential clients, and achieve sustained business growth in a competitive digital landscape.

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

The Power of Customer Testimonials: How to Leverage Reviews for SEO

How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

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Search Marketing Essentials for Manufacturers

by Hersh PR and Marketing | May 21, 2024 | Featured Articles, Manufacturing, SEO

Search Marketing Essentials for Manufacturers

Discover How to Improve Online Visibility

In today’s digital age, B2B buyers frequently start their product sourcing with an online search. For manufacturers, securing online visibility is not just beneficial; it’s essential to stay competitive. This article explores key strategies in search marketing – specifically Google Ads, Bing Ads, and organic search engine optimization – detailing how these components can be integrated to create a robust digital presence.

When these strategies are used together, they not only increase your visibility but ensure that you are targeting precisely the audience you want with content that meets their specific needs and interests. Executed well, this targeted approach can significantly boost your results, transforming interest into sales.

Fundamentals of Search Marketing

Search marketing enhances your website’s visibility in search engine results pages (SERPs). It’s a vital component of digital marketing that boosts business visibility online. Broadly, search marketing encompasses Search Engine Optimization (SEO) and Search Engine Marketing (SEM), which includes platforms like Google Ads and Bing Ads.

Google Ads and Bing Ads are platforms that allow manufacturers to place advertisements directly in search engine results, capturing the attention of potential customers at the moment they demonstrate interest by making a relevant search. Search Engine Optimization (SEO) complements this by enhancing the organic search rankings of your website, making it more likely to be found by the right audience without direct advertising costs.

Why Search Marketing Matters for Manufacturers

In the manufacturing sector, where decisions are often data-driven and strategic, the importance of search marketing cannot be understated. Here are key reasons why it’s crucial for manufacturers to invest in effective search marketing strategies:

Enhanced Visibility and Reach: Position your business prominently in search results when potential buyers are looking for your products, setting you apart from competitors.

Precision Targeting: Utilize paid search ads to reach specific demographics and regions, significantly increasing the likelihood of attracting customers ready to purchase.

Cost Efficiency: Control costs effectively by setting ad budgets and paying only for clicks, paired with the ability to track and measure ROI, making it possible to refine strategies for better outcomes.

Credibility and Authority: High search rankings and quality content elevate your brand’s credibility and establish your business as an industry leader, fostering trust with potential clients.

Sustainable Growth: SEO builds a long-term online presence that contributes to sustained business growth.

Investing in search marketing not only matches pace with industry competitors but strategically advances your manufacturing business, ensuring visibility, credibility, and targeted customer engagement.

Google Ads vs. Bing Ads

Google Ads and Bing Ads serve as the frontrunners in search advertising. While Google holds a larger market share, Bing Ads—now Microsoft Advertising—offers competitive advantages like lower cost-per-click and less competition, making it an attractive, cost-effective alternative.

When it comes to search advertising, Google Ads and Bing Ads are two of the most significant platforms. Each has unique benefits for manufacturers:

Google Ads:

Extensive Reach: Google is the most used search engine globally, offering unparalleled visibility and reach.
Advanced Targeting Options: Provides robust targeting options including location, language, device, and even time of day, allowing for highly specific campaigns.
Variety of Ad Formats: From text to image and video ads, Google provides diverse formats to engage potential customers.

Bing Ads (Microsoft Advertising):

Cost Efficiency: Generally lower cost-per-click due to less competition, providing a cost-effective alternative for the same keywords.
Extended Network: Bing Ads also appear on Yahoo and AOL, expanding the potential audience beyond just Bing users.
Unique Audience: Tends to attract an older demographic that can have a higher spending power, beneficial for certain B2B manufacturing niches.

Both platforms can be integral to a manufacturer’s digital marketing strategy, with Google offering a broader reach and Bing providing a cost-effective supplement with access to a different demographic.

Ready to take action? Let’s have a conversation.

Google Ads for Manufacturers

Google Ads is particularly powerful for manufacturers due to its extensive reach and detailed targeting capabilities. Here’s how manufacturers can optimize their use of Google Ads:

Keyword Selection: Focus on selecting keywords that are not only relevant but are likely to be used by decision-makers in the manufacturing industry. Use terms that reflect commercial intent and specific product names or categories.

Ad Copy: Write concise, compelling ad copy that addresses the unique needs and pain points of your target audience. Highlight unique selling propositions and certifications that set your manufacturing capabilities apart.

Landing Pages: Design landing pages that are directly relevant to your ad groups. Ensure they provide the necessary information needed to move a prospect through the sales funnel, such as detailed product specifications, case studies, or a contact form for further inquiries.

Budget and Bidding: Allocate budgets based on the competitiveness of keywords and the typical sales cycle length in your sector. Consider using automated bidding strategies like CPA (cost-per-acquisition) or ROAS (return on ad spend) to optimize your bids based on conversion data.

Ad Extensions: Utilize ad extensions to provide additional information and increase your ad’s real estate on the search page. Extensions can include callouts, site links, structured snippets, and call extensions, all of which can improve the performance of your ads.

Measuring Success: Regularly track and analyze the performance of your campaigns. Focus on metrics like click-through rate (CTR), conversion rate, cost per lead, and ROI. Use this data to refine your campaigns and focus on what works best.

By leveraging Google Ads effectively, manufacturers can significantly enhance their visibility among potential clients who are actively searching for their specific products and services, driving both awareness and conversions.

Microsoft Ads: An Untapped Resource

While Google dominates, Microsoft Advertising (formerly Bing Ads) provides a unique platform with distinct advantages. With a smaller user base, it often offers less competition and lower costs.

Maximizing Microsoft Ads

Audience Targeting: Utilize Microsoft’s demographic targeting to reach specific groups.

Ad Extensions: Enhance your ads with extensions like callouts and site links to provide additional information.
Cross-Platform Opportunities: Take advantage of Microsoft’s integration with other products, including LinkedIn, for enhanced targeting and reach.

Organic SEO Strategies for Manufacturers

For manufacturers aiming to build a sustainable online presence, organic SEO is a crucial strategy. It not only enhances visibility without the continual expense of paid ads but also establishes your credibility in a crowded market. Here’s how you can effectively leverage SEO to drive more traffic, generate leads, and ultimately increase sales.

Website Optimization:

Speed and Accessibility: Ensure your website loads quickly and is accessible across all devices, especially mobiles, as search engines favor responsive and fast-loading sites.
User Experience: Focus on creating a seamless navigation experience that helps users find information easily. This includes well-organized content, a simple menu structure, and clear calls to action.
Technical SEO: Regularly check and update your site’s technical elements, such as structured data, sitemaps, and indexing, to help search engines better understand and rank your content.

Content Marketing:

Targeted Content Creation: Develop content that addresses the specific needs and questions of your target audience. This could include detailed product guides, industry insights, and application cases.
Keyword Optimization: Incorporate relevant keywords that potential customers are likely to use when searching for your products or services, ensuring these terms are naturally integrated into high-quality articles and posts.
Authority Building: Position your brand as a thought leader by providing valuable and educational content that goes beyond just selling a product—focus on solving industry-specific problems.

Local SEO:

Google My Business: Claim your Google My Business listing and regularly opitimize your profile with accurate information, photos, and offers to improve local search visibility.
Local Listings: Ensure your manufacturing business is listed in relevant local and industry-specific directories. Consistency in your business’s name, address, and phone number across these directories is crucial.
Community Engagement: Engage with local community events and sponsorships, which can boost local relevance and visibility.

Link Building:

Quality over Quantity: Focus on acquiring backlinks from reputable sites within the manufacturing industry. These links can significantly boost your site’s authority and search ranking.
Guest Posts and Collaborations: Contribute articles or participate in interviews on reputable industry blogs or news sites. This not only provides you with authoritative backlinks but also enhances your brand’s visibility and credibility.
Supplier and Distributor Relationships: Leverage relationships with suppliers and distributors to gain backlinks from their websites, if possible, especially those with high domain authority.

By implementing these detailed SEO strategies, manufacturers can significantly improve their organic search rankings. This not only drives more traffic but also enhances user engagement and conversion rates, providing a solid foundation for long-term digital marketing success.

Developing an Effective Search Marketing Plan

A successful search marketing strategy is not just about implementing SEO and paid ads—it requires a thorough plan that aligns with your business goals and understands your target audience. Here’s a streamlined approach to crafting a search marketing plan that maximizes your impact.

Set Clear Objectives:

Align with Business Goals: Clearly define your search marketing goals, ensuring they are specific, measurable, and tied directly to your business’s broader objectives.
Identify KPIs: Choose key performance indicators that will help you track the effectiveness of your campaigns, such as traffic volumes, conversion rates, and ROI.

Understand Your Audience:

Develop Buyer Personas: Create detailed profiles for your ideal customers, including their demographics, needs, and search behaviors.
Map Customer Journeys: Outline the typical steps your customers take from initial awareness to making a purchase, tailoring your marketing strategies to each phase.

Keyword Research:

Identify Relevant Keywords: Use tools to discover keywords your audience searches for, focusing on both competitive and niche terms.
Analyze Competitors: Study your competitors’ keyword strategies to identify gaps and opportunities for differentiation.

Allocate Budget Wisely:

Balance Spending: Distribute your budget between SEO and paid advertising based on expected outcomes and historical data.
Manage Costs: Monitor spending closely, adjusting based on the performance of different channels and using strategic bidding to maximize efficiency.

Integrate Strategies:

Coordinate Across Channels: Ensure that your SEO and SEM efforts are complementary, using insights from one to enhance the other.
Maintain Consistent Messaging: Keep your brand message unified across all platforms to strengthen your brand presence.

Continuous Optimization:

Review Regularly: Regularly evaluate your strategies against KPIs using analytics tools, making data-driven adjustments.
Test and Adapt: Continuously test different campaign elements and refine based on performance insights.

An effective search marketing plan is dynamic, adapting to new data and market conditions. By continuously optimizing your strategies, you can ensure they remain effective and aligned with your manufacturing business’s goals.

Your Next Steps

For manufacturers, establishing and maintaining online visibility is no longer just an option—it’s essential for staying competitive in a digital-first marketplace.

This article has outlined a comprehensive approach to search marketing, covering the strategic use of Google Ads, Bing Ads, and robust SEO practices. By effectively integrating these tools, manufacturers can not only increase their visibility but also target their marketing efforts more precisely to reach the right audience at the right time.

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

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How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

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Writing High-Impact B2B Case Studies

by Hersh PR and Marketing | Dec 12, 2022 | Featured Articles, Marketing

Writing High-Impact B2B Case Studies

Strong Case Studies Help B2B Clients With Decision Making

Case studies are an engaging way to tell your potential customers how you can help them resolve their problems. It can be engaging end-of-funnel content if appropriately executed. They allow the readers to put themselves into the shoes of your successful customers and how they can achieve their goals.

It is a crucial element in the decision-making process for B2B companies. So, if your business caters to the needs of B2B companies, the case studies will allow them to learn how you can resolve the particular issues they are facing. Consequently, it will lead to a higher conversion rate as you can have more prospects for your business.

The Importance of Case Studies in the Decision-Making Process

The primary objective of using case studies is to present social proof to prospects with the idea of whether they are taking the right decisions. It is an effective marketing tool that can persuade the B2B decision-maker that choosing your business can help resolve their issues.

As a result, it would give confidence to customers that you have delivered the same results in the past. You can add the quantitative and qualitative outcomes to depict your efforts.

Since B2B decision makers have shorter attention spans and little margin for mistakes, they want to ensure that the service they choose is right for them. Therefore, they want to look at the case studies to ensure that they are about to partner with the right vendor.

What Makes a Good Case Study

You’ll only harness the potential of case studies and reap benefits through them if you write them correctly. Writing case studies requires you to follow a proper strategic plan. Here are the critical elements to keep in mind for writing a good case study.

Ready to take action? Let’s have a conversation.

Follow the SOAR Approach

The ideal way to write a good and practical case study is by following the SOAR approach. It stands for the following:

Situation – The issue or circumstance that your client was facing

Opportunity – What were the chances available that you could leverage for your client

Action Taken – The plan, strategies, and actions you took to help your client with their situation

Results – The outcome of your overall efforts

This will help you present a clear idea to your prospects of how you helped a client facing a peculiar issue. It will help them gain confidence in your services and persuade their decision-making process in your favor.

The Length

As mentioned earlier, B2B decision-makers have shorter periods. So, they might want to avoid reading through an extended case study. It is best to cover your point concisely, but you can go for long case studies depending on the audience.

Visuals

You can choose a stock photo to make the case study more engaging and compelling. Ideally, you should try to add visuals that give weight to your case study. For instance, you can add graphs or tables to show the client’s growth.

Customer Testimonials

Although adding a customer’s quote or testimonial isn’t necessary, it can give an excellent touch to your case study. They are a powerful tool to show first-hand how your product helped the users. Nevertheless, you can add or remove it according to your target audience’s preference.

Writing Case Studies for Your Business

Most business owners and entrepreneurs believe that writing case studies by themselves will help add more depth to them. However, not everyone has a flair for writing to deliver the message in the right tone and professional manner.

So, although you might have a better idea about the case, you wouldn’t be able to piece it correctly, which could lead to practical results. That is why hiring a professional writer with experience crafting such documents is vital for your business.

A professional can help tell your story in the proper context to persuade B2B decision-makers to choose your services. You can partner with a reliable agency for your case study to tell about how the company has helped customers previously and can do the same for the reader.

Most importantly, experienced writers know how imperative case studies are for your marketing strategy. Therefore, they would carefully choose their words to persuade the B2B decision-makers with a compelling CTA (Call-to-action).

Your Next Steps

Writing case studies requires you to follow an extensive plan for your business. You must use the SOAR approach to tell B2B decision markets about your client’s success. Also, ensure you vary the length according to your target audience and use visuals effectively.

While it might sound like an easy task, you must pay special attention to all the aspects of the case study. So, it is best to choose a professional writer that can help you persuade your target audience.

We hope the tips above are helpful in improving your campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue.

Advertising vs. Organic Growth: What’s the Best Strategy for Scaling B2B Companies?

The Power of Customer Testimonials: How to Leverage Reviews for SEO

How to Choose the Best Marketing Company in 2025: A Complete Guide

The right marketing company can be the driving force behind your success, helping you refine your brand positioning, connect with your target audience, and generate real results. This guide will walk you through the process of selecting a marketing company in 2025, helping you make informed decisions for sustainable business growth.

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