The peninsula of the Wirral may be a unique part of the British landscape, but businesses on this fascinating jut of land face just the same challenges as those anywhere. To get ahead, Wirral businesses need to start thinking about internet marketing, the scope of campaign that will suit them, and just how they’re going to conquer the net.
Businesses local to the Wirral need local SEO
The first decision any business on the Wirral has to make is whether or not to go local. Snugly caught between the River Dee and the River Mersey, right on the border to Wales, the Wirral forms a fascinating landscape, even compared with the other beauties of Great Britain. From high up in Wallasey down to Ellesmere Port, businesses on the Wirral experience a unique blend of isolation and community. In addressing both the community and the national market, businesses on the Wirral do well when they incorporate local SEO into their internet marketing campaigns.
Locally-focussed search engine optimisation differs from regular optimisation in that it has a slightly different set of targets. Usually, a business looking to rank well for local searches will concentrate on local directories and publications to increase its local credibility. The result is a better presence when customers perform searches, including geographic Wirral keywords such as ‘Merseyside‘ or ‘Ellesmere Port’ on Google. The advantage of using a local search engine optimization company is that their familiarity with the area and local business needs makes the process a much smoother one.
Can local and national work together?
Probably the first question that comes to mind when considering a local focus for internet marketing is whether this excludes the possibility of a national campaign. If a business is working with an experienced internet marketing team like ours here at Engage Web, there’s no question that national markets are just as easy to reach as local ones.
There are common areas to focus on for local and national campaigns. The web design of the business site is essential to the success of any internet campaign, as is the site’s content. Social media engagement is another area that can help a business both locally and nationally.
It’s also easy to increase a local campaign to a national one. Things such as PPC can help boost a national presence.
The scope of the campaign
Each business’ internet marketing campaign is necessarily different, but every business should consider the scope of the campaign.
Smaller businesses on the Wirral might be tempted to think that a small but hard-hitting campaign suits them. This is flawed thinking. To make an impact, it’s often better to overhaul an entire website than to invest heavily in a PPC campaign that gets traffic to only one page.
The scope of a campaign will depend on the business goals. Before making the decision, however, businesses should consider what they’re after in the long term. They might be surprised to find that the best approach is slow and steady.