Connecticut: How to Find the Right Small Business Marketing Firm

jglazer75, CC BY 2.0 <https://creativecommons.org/licenses/by/2.0>, via Wikimedia Commons

Connecticut: Wide Variety for a Small State

Connecticut is the 3rd smallest state in the country. Only Delaware and Rhode Island are smaller. However, the degree of wealth distribution in the state varies significantly. The house hold (HH) income of the wealthiest county is nealy $30,000 above the least wealthy. But, even the least wealthy is nearly $10,000 higher than average US HH.

No matter how you look at it, Connecticut is a wealth state. The wealth distribution has much to do with geography. Those towns, cities, and counties near New York City are where most of the wealth is concentrated. Once you cross the Connecticut river, it drops. 

Businesses in Connecticut that don’t straddle the river, it’s pretty clear cut which market you service. For those who do, a conscious choice needs to be made on which to target.

Get Right Small Business Marketing Help

Use the 6 Key Factors

6 Factors Great Small Business Marketing Agency

All great marketing starts with a strategy.

In other words, the small business has a clear understanding of their market segment, and they have a clear picture of how they can win. Strategic marketing is how you make this happen.

Measurement and Return of Advertising Spending are Must Haves

If there isn't a expected outcome and clear indication of your expected return, then find other help marketing your small business.

Testing is Key

If the small business marketing agency you found to help raise your visibility in your market doesn't have a testing and learning plan, find someone else

Digital Marketing Knowhow is Fundamental

Any small business digital marketing agency should have digital knowhow. But, you would be surprised that many don't. Before you accept marketing help for your small business, check their technical credentials. Do they offer email marketing? What does their own online marketing look like? How about social media marketing? What do their post look like?

Small Business Experience Can't be Beat

This probably goes without saying, but you'll want to make sure that any marketing help you hire has significant small business experience. Large company solutions won't work.

Risk Sharing

Marketing is inherently risky. When seeking marketing help, see whether they will share the risk with your small business.

Why Digital Marketing is Important in Connecticut?

The challenges vary for businesses in Connecticut based on location. East of the river is a very different market than west. Local digital marketing, when used effectively, can help either one.

  1. Local digital marketing in Connecticut is about being visible, at the right time, and at the right place.
  2. Once you identify the target, it is important to raise awareness among them that your business exists. 
  3. Local digital marketing lets your target the right customers when they are nearby. It is so much easier to get what you need when it's a short walk from where you are.

Size Does Matter

I wish it were otherwise, but it is like a law of nature. The size of your account is directly proportional to the time the agency will spend on it. It is also proportional to the quality and experience of the talent that we are assigned to your business. Luckily, you can solve this problem by finding an agency where your business and budget matters to their bottom line. This is why smaller firms are preferable for smaller businesses.

Location is equally important. Most small businesses are local businesses, where the target audience is within a few blocks to mile radius from your location. Each place is unique. It has its own quirks. It takes someone who knows the area to understand those nuances. This is important because you want your ads to be perceived as authentic. Customers are easily turned off by cookie-cutter responses or creative.

Are They Willing to Share the Risk?

Marketing is not an exact science, where you say X and your target always does Y. This doesn't mean that marketing does not work or that it is a waste of time. It simply acknowledges the fact upfront that marketing contains some risk. It is true that there are best practices that can reduce this risk to optimize your return.

However, you never have complete information so sometimes even the best plans take time or need tweaking. This is why you should seek a partner who is upfront about the risk and is willing to share it with you. You also have to be willing to invest the time in following best practices. If you are dictating all the terms, then it is only reasonable that you accept that risk.

If you need help with marketing your business, please do not hesitate to contact us.

Things to Remember…

If you're thinking about finding help in Connecticut for your small business, here are the things to keep in mind.

  1. Find a firm that knows your area. If your small business is marketing in Connecticut or the surrounding area, you'll want help from someone who understands the lay of the land, character of the cities, towns, and regions, and the difference across the state.
  2. Find a company you can trust. If you can't trust a business to have your best interests, you're already going to be left in the lurch. Make sure you have a guarantee that your business will be treated fairly by all parties.
  3. Get the size of help you need. A larger firm can provide more resources and can do more things. A smaller firm, on the other hand, can be less intimidating, with the added benefit of one-on-one help from the best the company can offer.

How to Adapt Our Small Business SEO Tips for Connecticut

Aside from all the general tips above, here are some specific actions you can take based on the three key elements of local search algorithms:

Proximity 

All of this assumes that you have completed your keyword research and developed your keyword list. If you have not, this section will be more effective once you do. Please see our previous post on digital marketing in Connecticut and then come back.

Go through your keywords list and select those which are good descriptors of your business. If it were me, I would use something like “digital marketing agency”, “seo services”, for example. Then make a list of the regions/towns you service, for example “seo services New Haven”, or “seo service Stamford”.

Now comes the harder part, that is frankly a bit tedious. For each combination, see if you can create a somewhat unique post that’s 500-1000 words for that keyword. For us, it is a post like this. I try to write a post that helps my potential clients learn something or do something they didn’t know they could. 

Prominence 

Now, this is the good part. If you do write quality posts for these keywords, you will be raising your prominence. Google knows that all these areas are in Connecticut. So, for each good post you write, you help raise your prominence on a given topic in a given location.

Prominence is also helped by the basic techniques I mentioned earlier, such as being a part of local business groups. Please see the Connecticut Business Industry Association or NIFB Connecticut for listings that might pertain to you. Any local listing helps.

Relevance

This is why I like the blog technique because it hits all three key areas. If your keyword is a descriptor of what you do and the neighborhood is one you serve, it is highly that you will score points on relevance.

Finding the right SEO for your small business in a neighborhood like Connecticut can be a crucial way to get your company noticed online.

If you want more about what we do, you can see our Small Business Marketing in Connecticut.