American Towman Magazine - June 2022 - Corrected

Page 28

Tow Boss

Me the Money $Fourhow Ways to Get More Cash Calls By Kevin McMillan

Kevin McMillan is the Client Director for Lift Marketing Group. Dedicated to the towing industry, Lift Marketing Group provides towing companies large and small with online marketing plans to elevate their company in search results.

The Tortoise and the Hare” tells the story of a critter race. At the start, the hare has a commanding lead, so it stops to take a nap. The tortoise, meanwhile, continues to move slowly without stopping, and as we know, it wins the race. A similar tale can be told when it comes to winning the company race for online cash calls. As soon as you sit still and get comfortable, your competitors will pass you up. On the other hand, you can look at Aesop’s fable from the reverse standpoint, too. A marketing guru once quipped, “May all my competitors stay the same.” So some good advice here, whether you’re just getting into digital marketing, or you’ve been doing it for years. The following are four action points to help you rank higher in online searches, such as “towing near me”, and win the cash-call contest.

Your company’s organic positions should factor in fundamental elements, such as your website, directory listings, and other key components.

28 • June 2022 | Towman.com

ORGANIC FREEBIES

At its most basic, “organic” results are the free clicks and calls you get from being in the top Google Page Results (A) and Maps/Local Pack (B) positions. Combined, these areas influence the biggest piece of the very complicated puzzle that is Search Engine Results Positions (SERP). As much as 60 percent of clicks happen here, so it’s vital to invest in organic. If you’re just starting out, focus on these areas: Claim and maintain your company’s Google Business Profile listing (formerly called “Google My Business” or GMB). This free listing lets Google know you exist and is your gateway into the Local Pack of Google searches Have consistent company information, with a NAP (Name, Address, Phone Number) signature in the key free directories, (e.g., Google, Yelp). This

Posting a steady flow of 4- and 5-star reviews is a great way to distance yourself from your competitors.