Local store (B2B) that produces high quality prints for photographers: are we adopting the right strategy?
-
Hi,
I'd like to know your opinion on the following case and gather new ideas on how to optimise our strategy:
Starting situation: local store (B2B) in a bigger city in Europe that produces high quality prints mainly for photographers on paper (or other materials like canvas, aluminium, etc. ). They really take care of your images (e.g. Color Management) and produce printouts that look how they really should look like.
Target audience: photographers (pros), museum, exhibitions and hotel people that would like to produce high quality prints of their images. Almost never the ambitioned private photographers (until now).
**Actual situation: **its really a local business (people around 30 km). competition: big online stores where you can upload your pictures and get your prints sent home (quality: not bad, but not exceptional, no special requests; more for private customers)
Already done (with relatively little results):
-
_AdWords: _very "tight" keyword combinations, not broad at all, targeting area around business location. results: small traffic, small costs: not a lot of conversions.
-
_SEO: _for organic search we now achieve very good positions for tight" keyword combinations, not broad ones. results: little traffic: not a lot of conversions
-
LinkedIn-Ads targeting the above target group: results: little traffic: not a lot of conversions
-
Facebook Remarketing (targeting his newsletter mail-list: results: little traffic: not a lot of conversions
-
Optimized the landingpage (in my opinion far more to the point than before)
PROBLEM: Basically we now get to the right people but traffic is really (too) small. At least we don't waste money at all but we don't gain a lot either... If we broaden the "keywords" the private customers will come in and waste our advertising money.
Do you ever had a similar situation? What did you do? Any suggestions? Other target groups? Alternative channels?
Thanks for your input.
Cheers,
Cesare
-
-
Always is pleasure to help : )
-
thanks for your input.
-
Hi Cesare Marchetti
Continuing our conversation these are some of my advice
Make a list of these persons/business in your area
- Wedding Organizers
- Hotels with Event Rooms
- Purchasing Managers
- Photographers
Pick up the phone and call them, take their email address send to them your company's info, brochures, presentation or whatever you want
Of course, create a list, (here is when your email campaign and your remarketing makes sense)
Prepare a unique value proposition. I mean if you are in this community you are not a newbie on SEO, PPC or SMM (Probably you are not a Guru) but you can help them.
Create a list of blogs and website related to your business in your local area and reach them to make collaborations.
You can hire someone to create 20 articles related to your business and their business (I'm not a copywriter so prefer to hire someone else 10$ per article) the idea behind of that is not the link building (Great if you can) is help them and create a trust relation.
If you offer an outstanding service the price is not a relevant factor, right. Before that, you need to build that trust, the best way to do that giving them something useful for them.
The costs
$20 - A basic CRM $20
$200 - 20 Articles
? - Email Templates
? - Brochures (Printed)Hope will help you, my friend
-
Hi Roman,
Thanks really a lot for your input.It helps me to see the things with other eyes and to get new inspirations.
I also like the ideas of the allies. How would you try to get them?
Cheers,
Cesare
-
Hi Cesare, I will give you my personal opinion about your case I hope will be useful for you
At this point, you have to figure out many problems. But you are in a good position because you are reaching your audience. You have been facing the typical problem that everyone has to face on a local campaign.
On your case, you have been applying a B2C strategy for a B2B business.(This is just my opinion you know the business better than me). In a B2C strategy, Facebook or any other Social is crucial to reach as many people as you can in your funnel. So you need cheap prices, a lot of traffic and lot of funnels.
But in your case, you are offering an outstanding print service in your local area, if there are 1000 photographers probably your target will be 100 or 200 of them. Or if you sell your service to a museum, Linkedin, Facebook will not close the deal. You need to build relations with those clients and then use Remarketing, AdWords and So on.
An Outreach campaign will help you to create a database of your future clients, establish relationships with them, make collaboration with them and finally close deals.
Probably a museum manager will produce you more money in a single sale that all your campaigns of PPC, Social, Email, and SEO together.
Another idea that came to my head is, you need to found allies. In my case in regular print I will not spend too much money on a regular photo, that will be placed in my living room because is not important. But at my wedding, the equation will change so a good idea is found those wedding photographers, catering services provider, hotels or any kind of people who can recommend your business and build relations with them.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
What's the best way to create keyword tracking lists for local SEO?
I have a question for the local SEO crowd: when it comes to creating keyword tracking lists, what are your best practices in reference to tracking from a set location? Do you typically create national keyword lists that include the location operator in each term or are you better creating a list of locally-tracked keywords around a business' location and dropping the location operator from the keyword? Or some combination of the two? To clarify, if I had an example business of a realtor in Chatham, MA, would I want to track -"realtor in chatham ma" (national)
Local SEO | | formandfunctionagency
-"realtor in chatham ma" (with the location set to Chatham, MA)
-"realtor" (with the location set to Chatham, MA) Or some combination of all of the above? Right now, I track waaaay too many keyword variants on my local campaigns! Hoping there's a better way from some more-seasoned Moz users. Thanks in advance!2 -
What is the best SEO tool for tracking local rankings
Hi Can anyone recommend what they think the best tool is to track local rankings. I want to manage several small businesses' visibility and I am not sure which one is the best. I have been told that "Bright local" and "SEO PowerSuite" are the best in the business. Is that true? or is there something better out there Thanks
Local SEO | | coolhandluc0 -
How to optimize local practices in a hospital group
We are redoing a hospital site, and one of the goals is to increase traffic for the various practices associated with the hospital. Which brings up an interesting dilemma -- how to optimize these practices with respect to local SEO. Currently, the sites are listed as in a directory, one after the other, with multiple addresses. Would it be best to create individual pages to each one? Should these then link to the practice's website, if applicable? Any other insights would be appreciated.
Local SEO | | SecondSEOMOZAcct0 -
My First SEO strategy - What's next?
I have recently embarked on an SEO strategy for my website. I've done a lot of reading and researching here on Moz and on search engine land and have got a good idea of how to build a basic SEO strategy. My own expertise is in PPC, so keyword strategy came easy to me. I rebuilt my website and focused on the on page SEO with every single page, this has brought really great results - instantly. For some of my chosen keywords I have gone from not being ranked to being on Google's first page - within a couple of days of my new website going live, for other's I've gone from being outside the top 50 to being ranked in the top 50, so my on page SEO has really strengthened my position and I now understand how important it is as a ranking factor. I've also started to create content on a regular basis with 2 or 3 new blogs being uploaded each week, the blogs are based around my businesses main target market's - PPC, Web design, digital marketing etc. These blogs have a lot of links out to good websites, EG "to learn about adwords check out the adwords fundamentals course on lynda.com" and useful info like that. I also signed up to whitespark for citation idea's so have started adding my site to all relevant directory suggestions that it gives me. So my question is this, after seeing great early results because of my on page SEO, what are my next steps to increase my rankings? And more specifically how do I use Moz to help increase my ranking? During the week, I've started using Open site explorer to find my competitors backlinks, should I now spend my time trawling through these links to find opportunities to add links for my website where I can. Is this a good thing to be doing at this stage? Anything else that I should be doing now to capitalise on my early results please let me know what it is and please tell me how to take full advantage of Moz to gain a better ranking. I appreciate all insight!
Local SEO | | michealbren0 -
Citation Building - Should this still be a part of our link building strategy?
With algo updates like Pigeon, should citation building still remain a core part of our link building strategy?
Local SEO | | AfroSEO0 -
Local SEO Best Practices for 2,000+ 'location' service area business
Hi Moz Community! We operate a business where we have a network of 2,000+ technicians around the country who help people repair their mobile phones. These techs do the fixing at the customer's location, making them service area businesses. Even after scouring all of the go-to places on local SEO, I'm struggling to find best practices for this type of situation - the fact that our techs are operating in service areas presents a number of challenges. The biggest one, it seems, is that inevitably service areas are going to overlap. When I talked to a Google rep on this he said this "might" cause our locations to get de-listed and we'd just have to test and find out. Other challenges include the fact that we cannot bulk upload the service areas of our techs, and we cannot bulk verify - meaning there is a ton of work to do at our scale. Any suggestions on where to go to find resources on this specific topic, or an example of someone doing this well we can model? Thanks everyone!
Local SEO | | JohnGroves1 -
Local Pages for National (Service) Companies
Hi there, I was wanting to know the value of local pages for a service company that operates nationally. They do not have a phone number or address, but they do maintain employees in each of the locations and are thus, keen to emphasize this fact with location pages. The location pages merely explain that they have staff in each of the locations and experience working there, alongside a variety of information that is relevant to the industry/market in that location. None of the location pages are currently ranking well at all - in fact, all of the ones I've looked at so far have had a page authority of 1. Most of the major towns, cities and counties for the entire UK have been covered which means the location pages constitute a significant proportion of all of the pages for the entire site. My questions are: Is a national service company likely to benefit from having location pages? And could it even be something they could be penalised for at some point down the line? Thanks very much, in advance, for your time. Kind Regards, Tom
Local SEO | | National-Homebuyers0 -
Whitespark or Moz Local
Hello all, We can't use Moz Local as we're in the UK. Tempted to use Whitespark, but not quite sure what the differences are between the two. Also, can a website design / digital marketing agency be considered to be a local business - in Googles eyes? Thanks!
Local SEO | | wseabrook
William1