Expert: How SMB owners can embrace the CMO title

Continuously create content

“Periodically, Google checks in on your website to see if the content you’re publishing is relevant, but so do customers and potential clients. All the basic information, like business hours and contact information, should be updated as it changes, but new content should also be published. Whether it’s posting to the blog on a regular basis or updating social media channels, new content should always be appearing. Businesses should find a tool that makes the process of updating and adding content to their site seamless,” said Jack Berlin, CEO, Accusoft. “Mom-and-pop restaurants, for example, could change their menu weekly depending on the produce they get from local farmers in the area. By updating the new menu offerings through the web each week, they’ll increase the likelihood of customers searching for a specific menu item in the area and finding their restaurant. New content can increase your business’ rank on Google.”

Have fun and personalize your branding

“While good digital marketing can generate business leads, it doesn’t always do so without a little fun. If your SMB has a Twitter or Instagram account, think if it makes more sense for you to share photos or quick text-based updates, and be sure to have fun with it. Follow the one-third rule: equal parts company branding, industry-related news and fun content. Fun content can be anything from the inside scoop on company culture or anything happening at your business, not relate to work. Humanizing your presence online is key to building trust with customers,” said Berlin.

Implement the right tools for your website

“There are a number of tools out there that can make your website better,” said Berlin. “While a number of CMS options offer SEO capabilities, document sharing sites, like edocr, automatically convert PDFs into searchable HTML files, doing the job of an SEO specialist for you. Implementing Google Analytics can also help SMB owners understand the usability of their website and gauge site traffic month over”