Lead Generation Mistakes That Prevent Your Campaigns From Being Successful

How do you prevent lead generation mistakes from turning your marketing campaigns into failures? First, it’s important to understand what you are trying to accomplish.

Generating leads play a vital role in creating sales for your business. Leads are the potential customers who’ve expressed an interest in your business. These leads are the key to converting your business’ marketing into sales.

But what happens when your business’ leads aren’t responding to your marketing campaigns in the way you would like?

Being aware of common lead generation mistakes will allow you to create new leads better and convert those leads into sales. Here are four lead generation mistakes that every marketing manager or business owner should avoid:

Failure to Test Campaigns 

You probably wouldn’t buy a car without test driving it first, right? The same should go for your campaigns.

Whether it’s search engine marketing, social media marketing, or email marketing, testing your marketing campaign before running it is essential to ensure it will be effective. 

When testing your campaigns, don’t make the mistake of testing to confirm that it’s a solid campaign. Instead, it would be best to see how to improve the campaign. There’s always room for growth.

There are several ways you can test the potential success of your campaign. You can test the campaign’s content or the platform where you want to run it. For example, one campaign might be more successful on social media than it would through email. Either way, testing these things will help you optimize the campaign to generate more clicks and sales. 

Landing Page Issues

Having a solid landing page for your business’ website is necessary to attract leads and make sure those leads stay on the website.

A few of the common mistakes that businesses make with their landing page include slow load time, lack of SEO content, poor formatting and a difficult to navigate landing page.

Optimizing your landing page to make it more accessible and user-friendly is the key to successful lead generation.

Bad Forms

To generate quality leads, you need a quality lead capture form. But how does a good lead form look?

A good lead form is all about balance. If the form is too short, you’re generating many leads that may not have an interest. On the other hand, if the form is too long, you could miss out on many potential leads due to a lack of convenience.

Your lead capture form should capture just enough information that allows you to reach out to your lead and potentially personalize the marketing. In addition, the form should capture the necessary information from the lead without appearing intimidating. 

Not Giving Prospects a Good Reason to Click

Why aren’t your leads clicking on your lead generation campaigns? It might sound like the obvious answer, but are you giving them a good reason to click?

The content of the marketing campaign needs to be attention-grabbing. Keep the content fresh, exciting and engaging. If the potential lead is engaged and eager for more, there’s a higher chance you’ll get that click.

Think about what makes your leads want to click on the content. Is it a promotion, an exclusive offer, personalized content, a new and exciting product? Knowing what your leads want will help you to generate higher-quality leads.

Need More Assistance Generating Quality Leads?

No worries, we’re here if you need us. At 10|20 Marketing, we apply our extensive experience to help companies generate quality leads. We utilize digital marketing strategies such as paid advertising, lead conversion, social media, geofencing and directory marketing. Our low-cost services are available to both big and small businesses.

Want to book a free marketing consultation? Contact us!

Or look for us on social media as well. Twitter | LinkedIn | Facebook | Instagram

Zoho: Business Growth and Optimism For Canadian Business

Well, here’s something we can all celebrate! Recent research by Zoho highlights Canadian business growth in 2021 and optimism for 2022, as current investments in digital transformations are paving the way for Canadian companies to build successful hybrid work models. 

The results of new research by Zoho Corporation are in our hands – and they reveal a surprising amount of growth among Canadian businesses in 2021. Despite the pandemic and the challenges it presented, most respondents indicated they experienced year-over-year growth in 2021.

The survey queried 501 business owners across Canada, and 72.5% had year-over-year growth in 2021. Even more said they had high hopes for the future, with 82.6 % stating they had optimism for growth in 2022.

“The pandemic has greatly accelerated digital transformation for many Canadian businesses, and they see fantastic returns on their investments. In addition, the innovative technologies they are embracing have enabled them to manage a distributed workforce like never before, which sets these businesses up for a new future of work,” said Chandrashekar LSP, evangelist for Zoho in Canada. “As business leaders and entrepreneurs continue to drive digitization and automation within their organizations, it is vital they determine how to best support their team with the tools they need, and collaboration and productivity tools like those from Zoho will be a key part of that.”

Key Survey Findings

The following are key findings from the survey, which should interest businesses of all sizes across Canada:

  • 72.5% of Canadian businesses say their business is growing compared to 2020:
    • The Greater Toronto Area (GTA) leading the pack at 77.6%, 
    • Montreal lags at 66.7%,
    • And Calgary came in last at only 59.3%.
  • 82.6% of Canadian businesses are optimistic about the next 12 months
    • That optimism is significantly less pronounced in Calgary, with only 67.9% stating optimism for 2022. 
  • 66.3% of businesses say they are at the intermediate to advanced level of fully digitizing/automating their interactions, indicating a solid acceleration in digital transformations.
  • Business apps are popular among Canadian businesses, with 56.9% of respondents using 1-40 apps and another 7.6% using more than 40 apps.
  • 64.9% said low-code apps improve speed-to-market, and another 62.2% plan to use a low-code tool to build more apps.
  • While 40% say they’ll maintain a work-from-home or hybrid model in the future, 33.3% of respondents overall said they’re unsure about where their employees will ultimately work. 
    • In Montreal, 50% of those surveyed plan on having employees return to the office full-time.
  • Almost 1-in-5 people surveyed have relocated since the beginning of the pandemic.

“While some businesses struggled with the disruption of the pandemic, as we now see, a majority of entrepreneurs and business leaders continue to succeed in large part due to their use of innovative technology designed to improve productivity and collaboration,” said LSP. “Focusing their investments on apps that resolve operational challenges – including digitization and retention challenges – while delivering real-time insights for business decisions will be a critical step to their continued success as we further navigate through the pandemic.

Report Methodology

Conducted in October 2021 by Zoho Survey, this study contacted 501 individuals across Canada. Participants of the study included a range of business leaders from manager roles to the C-level at small and large enterprises across various industries.

About Zoho

With 50+ apps in nearly every major business category, including sales, marketing, customer support, accounting and back-office operations, and an array of productivity and collaboration tools, Zoho Corporation is one of the world’s most prolific technology companies. 

Zoho is privately held and profitable, with more than 10,000 employees. Zoho is headquartered in Austin, Texas, with international headquarters in Chennai, India. Additional offices are in the United States, India, Japan, China, Canada, Singapore, Mexico, Australia, the Netherlands, Brazil, Saudi Arabia and the United Arab Emirates. For more information, please visit www.zoho.com/ 

Three Reasons Why You Should Try An Email Marketing Campaign

Email marketing can feel like a big demand. After all, what are you supposed to write about regularly? Who will even want to get emails from you that often? How are you supposed to find the time to write regular emails? 

Regardless of what may be holding you back, it’s time to let go and move forward. Email marketing is a crucial part of any local business’s marketing strategy, and if you haven’t already started building your list, now is the time to do so.

We’ve put together three reasons why, and five ways to get started today.

Three Reasons Why You Should Try An Email Marketing Campaign
1. Platforms Come and Go

Social Media moves in waves. Remember just a few months ago when Clubhouse was the latest and greatest? When’s the last time you heard anyone say they were going live in Clubhouse?

MySpace, MSN Messenger, Vine – even Google tried their hand at creating a social media platform for individuals that wasn’t successful long-term. Social media platforms come and go. And, believe it or not, Facebook, Instagram, and LinkedIn will also disappear or greatly adapt. If those platforms remove key features you rely on, it’s farewell!

When a contact gives you their email address, however, it’s yours to keep. And emails certainly aren’t going away anytime soon.

2. Speak Directly to Warm Leads

If someone is giving you their email address, they’re telling you they are interested in what you have to offer – and that it’s OK for you to email them. Email is permission based, and it’s a much bigger ask than getting someone to follow you on Instagram or like your Facebook Page. So once you have their permission to communicate with them, make sure you do!

Plus, email software services give you the opportunity to personalize each email you send, allowing you to land in their inbox and speak directly to people, instead of speaking generally on social media. 

3. Higher ROI (Return on Investment)

It’s no surprise then, that if email marketing allows you to speak directly to people, warm leads that they are, it has a higher return on investment than avenues like social media.

In fact, according to Direct Marketing Association, the average ROI of email marketing is a whopping 4300%!

Those numbers aren’t a fluke. ExactTarget’s stats show for every dollar spent on email marketing, businesses earn $44.25. With this kind of ROI, it’s really a no brainer.

Five Ways to Start Building Your List For Email Marketing 
1. Opt-In Forms

Put an opt-in or sign-up form on every page of your website.

2. Put links to your newsletter everywhere

Share your newsletter sign-up link everywhere. Use your email signature, social media platforms, and the bottom of your newsletter, so anyone who is forwarded your newsletter has the opportunity to sign up, too.

3. Create a downloadable freebie

Create a PDF your audience can download for free (or rather, in exchange for their email address) that teaches them something or guides them through a process. If you’re a retail clothing store, this can be a guide to styling new fall fashion items. If you’re a bake shop, it could be a recipe they can bake at home. Share the link to your freebie on your website and/or your social media platforms.

4. Create a survey or quiz

A survey or quiz is a fun way to get your audience engaged, share valuable information, and collect their email address at the same time. Link the survey or quiz on your website and/or your social media platforms.

5. Offer a coupon or discount code to your shop

If you sell products or services (whether via an e-commerce store or a brick and mortar shop), you can offer a discount code in exchange for an email address. Often this appears as a pop-up when you visit a website.

Email marketing is an excellent way to speak to people who have given you permission to do so. And, don’t worry, if they don’t want to hear from you, they can simply unsubscribe. The key is to find the sweet spot of delivering value to their inbox. If your audience appreciates your emails, they’ll engage more, helping you increase sales. 

Need help with your email campaigns? Sign up for a free consultation and let us know where you want to improve and we’ll see how we can help!

Four Reasons Why You’re Having Trouble Attracting Traffic to Your Local Business

Have trouble attracting traffic to your local business? In-store shopping and the local, small business industry are changing. But these institutions aren’t going away anytime soon. And change certainly doesn’t mean that you can’t generate more revenue through in-store sales. As more and more businesses open each year, though, competition for consumers gets tougher and tougher. So it’s important to stand out from the crowd to earn your share of traffic.

But what if your store is still having trouble attracting traffic? Here are four reasons why you might be having trouble – and how you can change that for your local business. 

Your Local Business Doesn’t Stand Out From The Crowd – Literally

Do people notice your business, and what you’re offering when they walk past it? On a busy Saturday morning when the streets are bustling with foot traffic, are folks stopping to come into your store?

If not, consider setting up a sandwich board or creating window paintings that catch the eye and highlight your sales. Maybe even consider putting some product on the sidewalk so it’s immediately visible. Nothing says “we sell bicycles” like a string of bikes on the sidewalk.

Your Target Audience Doesn’t Know About You

You have great products? Great. Your store is beautiful? Even better. Does your audience know about you? Aha! If your audience doesn’t know about your store, they can’t come in and buy from you. 

If you have a great understanding of who your ideal clients are, reach out to micro-influencers (influencers that are typically hyper-focused on local). Find ones who have a similar audience, and invite them into your store for an event or collaborate with them for exposure.

Learn more about working with influencers for local businesses here.

Your Google My Business Listing Isn’t Set-Up Properly And/Or Optimized

Google might show your business to people searching for local stores like yours (on Google and on Google Maps). To ensure that they do, make sure your Google My Business (GMB) listing is set up properly. Include your name, address, phone number, hours, and photos of your business to ensure people know exactly what you offer.

Once your business listing is set up and optimized, Google will be more likely to show your listing more often. Add Google posts to your listing, a keyword-optimized description and encourage reviews, and Google will present your listing even more often. The more your listing is exposed, the more visits you’ll get to your store and website, and calls too. Yet another reason it’s so important to have that Google My Business listing up to date!

You Don’t Have Instagrammable Spaces

Want your local business to gain popularity? Create Instagrammable Spaces within your store. This doesn’t mean your entire local business has to look like an influencer’s Instagram page. It means creating a space within your business’s location that people will want to take and share pictures from. Doing so is a fast and easy way to get free exposure via user-generated content.

Examples can be fun, bold printed wallpaper with a neon sign, a bright seating area, even coffee mugs with fun quotes if you’re a cafe, for example. Anything that visitors will want to take a picture of can be an Instagrammable space. And the exposure will be sure to drive traffic to your location. 

Stop having trouble attracting traffic to your local business! Small business hasn’t died with online shopping – if you’re able to generate foot traffic to your local business, you can continue to grow year after year. And we’re sure you have some ideas that aren’t on our list. Feel free to share them in the comments below!

If you’re looking for a customized marketing strategy for your business, book a free consultation and let’s chat.

Bring in More Business With Local Business Listings

You’ve probably heard a lot about the importance of SEO for your website, how to use social media to grow your audience and the ROI of email marketing. But what about Local Business Listings?

A local business listing displays your business’s information in an online directory – like Google My Business or Yelp. Business information displayed can include your website, phone number, opening hours, location address(es), and more.

Local business listings are essential for helping your potential customers discover you and understand what you offer. The more complete your listing, the more likely those potential customers will come to your shop and buy from you.

Follow these additional tips to leverage local listings and bring in more business:

Start with Google, But Don’t Stop There.

Google is the most-used search engine (with more than 90% of market share), so it makes sense to start by creating your Google My Business listing first. Creating your listing will help you appear in web search results and on Google Maps. In addition, Google Maps is often used on mobile devices by local customers looking for businesses like yours.

But Google isn’t the only directory. So it’s critical to diversify to as many places as possible. (See our series titled Directories To Grow Your Local Businesspart 1 and part 2.) Big sites (Google, Yelp, Facebook, Waze) have their listings, while many small directories pull information from these sites to populate their pages. The more places you can be listed, the better. 

Book a free consultation if you find yourself overwhelmed with setting up and managing multiple local business listings. We can help.

Don’t Forget to Verify.

Once you have your listings set up, don’t forget to verify them (i.e., take ownership). To do this, Google will generally require you to receive a postcard to the business location with a code to enter on their platform. Verify your business listing to take control of it so you can:

  • Add more information and complete your profile;
  • Share updates (see the point on content below); 
  • And respond to reviews and questions. 

All of the above get your listing found more easily. And a complete listing helps you share critical business information with your audience.

Take a look at the difference between a fully-optimized listing and an unoptimized one.

Image source: https://www.wordstream.com/blog/ws/2020/11/02/promote-your-business

Create and Share Content

Posting new content like a blog on your website helps improve your organic search results. In addition, content is a meaningful way to give customers value, which builds relationships and trust with your audience (key to sales). But simply creating content and posting it on your website isn’t enough. You need to share it, too!

 Listing directories like Google My Business allow you to share updates, and this is a great space to share and promote your blogs.

Ask For – And Respond To – Customer Reviews

Don’t rely on customers giving you reviews – ask for them! The best time to do this is after you complete the sale or service. If it was an online transaction, send an email within a couple of days of the sale (you can automate this). If you’re operating an in-person local business, ask your customers to leave reviews as you hand them their purchased items.

Of course, good reviews on your listing show potential clients you’re a reliable business. But getting reviews is only half the battle; you have to respond to them as well. 

Responding to good reviews shows Google you’re active, which increases your reach. Of course, responding to bad reviews does this as well, but perhaps more importantly, it also shows searchers that you’re willing to learn from mistakes and fix them. The point is to increase consumer confidence in your business.

For more pointers on how to take advantage of reviews, read the following posts to:

Using local listing is a smart way to attract potential customers and generate traffic to your local business. Follow these tips to get the most out of your listing. If you’re not sure how to get started or if your listings are properly optimized, book a free consultation.

Directories to Grow Your Small Business: Part 2

Earlier this week, we talked about how important directories can be to grow your small business. Online directories help you get found and generate leads. And we’ve also written about how to use Google My Business to get more customers

At 10|20 Marketing, we offer local listings management to get your business listed on a number of directories and maintain them. Maintenance means they stay consistent, up to date and that consumers have accurate information about your business. All this leads to more leads to grow your small business. 

In Part 1, we talked about listings on Search Engines, Social Networks and Navigation Services. Today, we’re going to round out our review by covering directories in what is called the General Publishers category.

General Publishers

General Publishers are business directories in and of themselves. They’re not necessarily tied to navigation systems, for example, though consumers may be able to find directions through them.

  • Cylex: Founded in 1998 and operating in more than 30 countries, Cylex is an online business directory whose aim is to connect companies with consumers. You can find the Canadian directory here (the top 3 cities for searches are Toronto, Calgary, and Montreal).
  • Infobel: Launched in 1995, Infobel was the first online phone directory – the first digital phonebook! Consumers can search for businesses by industry, business name, or location. You can add your company to their database here (Canadian site is linked).
  • Manta: America’s Small Business Directory. Consumers can search for local businesses based on business name, type, or location. You can add yours to the list here.
  • Baidu: Baidu is a Chinese technology company and search engine that uses AI to make content discovery on the internet easier. Learn more about listing your business on Baidu’s directory here.
  • Brownbook: Brownbook is a global business directory with more than 40 million listings – however, consumers can of course filter by country. You can list your business for free, and upload photos, your logo, videos, and more to promote your business for free online. Get started here.
  • Tupalo: “Stuff in your neighbourhood.” Tupalo is visited by more than 3 million consumers each month and connects consumers with local businesses in their area. You can list your business for free.
  • Yandex: Yandex is an online directory that also has maps, navigator, and search functions. You can add your local business listing to Yandex here. If you do not have a brick-and-mortar location consumers can visit, you can still list your business however it will not be visible on the maps function.
  • ShowMeLocal: ShowMeLocal is an online business directory founded in New York but with directories around the world including more than 22 Million listings. You can create a free account and add your business here.
  • iGlobal: iGlobal is an online directory with a presence in more than 60 countries, which not only has business listings but also allows consumers to leave reviews. You can add your business to iGlobal for free here.
  • Petal Search: Petal Search is a search engine created by Huawei in Ireland, and offers access to a number of local services. It filters based on a number of criteria – including business location, making it ideal for local businesses. Get your business listed on Petal Search here.
  • NextDoor: An app designed to bring neighbours together, one of the key features is recommendations from neighbours for local businesses and service providers. You can share your business story and let consumers know about important updates; get started here.
  • N49: N49 is a review-based online directory where Canadian consumers can read, write, and share reviews, with a US directory coming soon. There are multiple listing plans, but you can get started for free.
  • FindOpen: FindOpen is the best place to find opening hours for local businesses, as well as directions, phone numbers, addresses and more. FindOpen aggregates their data from Cylex; to get listed, register with Cylex.
  • Acompio: An online business directory and marketplace, where consumers can rate and review products and services offered by thousands of businesses. You can join Acompio Canada’s database with a free listing here.
Get Listed Stress Free!

There are so many online business directories. And for every directory, there’s an opportunity to be found and grow your small business. But you have to create your listings and they have to stay up to date. We recommend starting with the lists in these two blogs. Or you can simply reach out to us to help you get listed stress-free.

Directories to Grow Your Local Business: Part 1

To grow your local business and get more clients through the door, consumers need to first know about your business. The best way to get more eyes on your business is to be visible in more places where people are already looking. 

Online directories are websites where you can list your business. The information you can share varies from directory to directory but generally includes your address, hours of operation, phone number, and website. In addition, some directories allow you to highlight any promotions you might currently be offering. Other sites may also provide an opportunity to collect reviews or answer questions from potential customers.

There are five different categories of directories: Search, Social Networks and Apps, Map and Navigation Services, and General Publishers.

At 10|20 Marketing, our expertise lies in getting businesses listed on these directories. So we thought we’d compile a list of the top types of directories that we work to help grow your local business. Here’s the first batch of these types, with more coming later this week!


Search engine directories are essential because most people are still turning to them when looking for local businesses. Great SEO (Search Engine Optimization) can help your website be shown higher in results, but they also show profiles or listings, not just website results.

  • Google: Google My Business is one of (if not the) most important directories to be on, simply due to the sheer popularity of Google as a first-choice search engine. 
  • Bing: Like Google, Bing Places is the search engine’s directory listing that helps your business be found by those using Bing to search for local businesses and services. You can get set-up and verified in just 3 easy steps.
Social Networks and Apps

Social networks and apps connect people and businesses around the world with similar interests. They offer companies the opportunity to be found by potential customers and engage with them as well.

  • Facebook: The social networking platform that started it all, Facebook still has the largest audience and, therefore, most significant potential reach. Facebook Pages also show up in search results for search engines and are necessary for creating ads.
  • Instagram: Owned by Facebook, Instagram may not have matched Facebook in size just yet, but its engagement is unmatched. Unlike Facebook, where you have to have a personal profile to create a business page, anyone can create a Business Account on Instagram. It’s free, fast, and is just like using a personal account.
  • FourSquare: FourSquare is a location-based app that delivers personalized recommendations to users based on their current location and past browsing history. List your business on FourSquare, and sit back and let the app recommend you to potential customers!
Map and Navigation Services

Navigation services help users get from where they are to where they are going. But have you ever noticed how when you search for the business or landmark you need to get to, you’re served up similar recommendations or see cafes and restaurants near your destination? That’s only possible with business listings.

  • Google Maps: Google Maps is the navigation system owned by Google. When you create your Google My Business listing, you have the opportunity to be found by users searching for local businesses and by those looking for directions.
  • HERE: HERE WeGo was initially developed for Nokia as their navigation system HERE Maps. HERE is “a free navigation app that guides local and global travellers on journeys both familiar and foreign.”
  • TomTom: TomTom released the first route-planning software for mobile devices back in 1996, and in 2001 released the first car navigation system using satellites. 
  • Navmii: Navmii offers navigation and maps services to business owners, meaning, if you’re building an app and need a map, Navmii can help you create a customized solution! Of course, with this service Navmii also shows local businesses on its maps. You can add your business listing here.   
  • Apple Maps: In 2012, Apple launched its navigation system that became the default Maps option for the iOS operating system. You can add your business information in Apple Maps Connect to help customers find you.
  • Uber: Founded in March 2009, Uber is a ride-sharing app that offers budget transportation on demand. They eventually expanded to include Uber Eats, a meal delivery service in partnerships with local restaurants. You can sign your business up for Uber Eats here
  • Waze: A subsidiary of Google, Waze is a navigation software app for phones and tablets with GPS. It operates using user-submitted time data and location information to offer you the fastest travel times. You can set up a business listing and ad on Waze here.
Think More Directories

The more listing directories you are on, the more likely you are to be found by consumers in your neighbourhood looking for businesses like yours. 10|20 Marketing makes it easy to get listed – and keep your directory listings updated – on all of the apps and networks listed above, and even more. 

Stay tuned for our next post, where we’ll go over General Publishers you will want your business listing to appear to grow your local business. 

Shop Local For Small Business Month

Shop Local Next Month. And The Month After That Too. 

As so many of you know, October is Small Business Month. It’s a month designed to bring awareness and attention to hardworking business people and entrepreneurs who make our economy go. It’s also a great month to shop local.

The focus is generally on local businesses at our agency – the retailers, restaurants, clinics, and companies where you regularly do business. Essentially, the people you know and support in your neighbourhood. 

Over the last year and a half, some have thrived, but many have struggled to find their footing. As a result, perhaps some of your favourite local businesses may even have closed shop. When they do, you miss them and maybe even wish you did more to support them. 

The good news is that you can. Shop local starting today. 

We strongly believe in shopping local and supporting the business owners who are closest in proximity to you. Perhaps they’re people who live right next door to you!

Think about these questions:

  • Who owns your favourite restaurant? The place where you can pick up a quick and easy dinner on the way home from work.
  • Who runs the dry cleaners you use?
  • Do you have a local mechanic who you trust with your car?
  • Where do you shop for your mom when it’s her birthday? Is there a boutique clothing store she likes?
  • What about your dentist? It just might be someone who lives a few blocks over. 

Of course, not all of these examples may apply to you, but you get the idea. Supporting these hardworking business people feels good. 

Think about the feeling you get when you go into any one of these establishments. Do you get a warm hello? Does someone onsite ask you about your family? Do you get greeted with a silly story or funny joke? Has the person become someone meaningful to you?

It Just Feels Good To Shop Local 

You may answer yes to some of the above questions, no to others. But think about the feeling you have when you leave, when the business owner or staff makes you feel like family. 

Well, sometimes your family needs help. With competition from Amazon and other big-box retailers who have taken their product catalogues online, local businesses need your support more than ever. So shop local and support those in your neighbourhood who need it most. 

Doing Our Part, Too

These aren’t just empty words from us. When the pandemic started, we wanted to do our part too. We’ve done so by launching our Owner Stories series – interviews with entrepreneurs that we post on our website and share on social media to drive awareness for our participants. The series supports our clients, sure, but not only them. It’s open to virtually anyone looking for a positive story about their business to share. Participation doesn’t come with any obligation. We’re happy to help build positive buzz for the small business community. And encourage others to shop local too. 

We also offer free consultations, as we’re happy to hop on a video conference and offer advice to small business owners. Again, with no obligation. 

Supporting local businesses does good. It helps your local economy, supports your neighbours and neighbourhood, and brings focus to people who work their tails off for their families and futures. And if you owned a shop or a corner store, wouldn’t it feel great if your neighbours thought to shop local to support you?

Types Of Business Directories That Make Your Local Business Stand Out

One of the best ways to expand your online reach is through optimized listings using different types of business directories. While Google My Business is one of the most popular ones, it’s certainly not the only directory nor is it the only type of directory. Directories come in a number of forms.

Different Types of Business Directories

Here at 10|20 Marketing, we work with a number of different types of business directories, including:

  • Search: Search engine directories (like Google and Bing) are most important. This is because the majority of people are still turning to them when executing local searches. 
  • Social Media: Social networks and apps were created to connect people and businesses around the world with similar interests. They offer businesses the opportunity to not only be found by potential customers but to engage with them as well.
  • Maps and Navigation Services: Navigation services help users get from where they are to where they are going. But have you ever noticed how when you search for the business, you’re served up similar recommendations or see other businesses near where you’re headed? That’s only possible with business listings.
  • General Publishers: General Publishers are business directories in and of themselves. These are not necessarily tied to navigation systems, though consumers may be able to find directions through them.
  • Aggregators: Aggregators are sites that pull information from the larger players – like Google My Business – and display that information on their own site.
  • Voice Search: Voice Search services are search engines that operate through voice recognition. Siri or Google Assistant are examples. 

A smart directory listings strategy can help you stand out from the competition and be more readily found in search results. How?

Common Information For Different Types of Directories

The majority of searches for local businesses, products, or brands start with the ‘Near Me’ feature on Google. The best way to appear there is to have an optimized directory listing. These listings are crucial to getting in front of customers looking for what you offer, and it’s critical to deliver to them all of the information they are looking for.

This includes:

  • Your location address
  • Business hours
  • Website
  • Products and services
  • Phone Number, and
  • Updates and Images

But just because your potential customer is searching through Google doesn’t mean that having a listing on Google My Business is going to be enough to get discovered. This is where you can use a consistent, complete listings management strategy to stand out from the competition. List your business in more places, and be rewarded by Google (i.e., appear at the top of the search results).

Remember, though, your customer’s journey doesn’t just take place on one platform, So you’ll want to be wherever they’re searching. So we recommend that you find the most relevant directories for your business and claim your business on all types of business directories. Business directories are powerful, but only if you’re actually present on them!

Of course, your listings also have to be consistent. Conflicting information will confuse Google (and your potential customers) and will push you down the search rankings. 

We understand that it’s a daunting task for busy local business owners, so we’ve partnered with Uberall. Our partnership brings you a Listings Management service that takes care of this for you at an affordable monthly rate. All you have to do is provide us with your business information, and let us manage the rest for you.

Book your free consultation today and let’s chat. 

Smart Social Media In Five Steps

With almost 3.6 billion social media users around the world, you can bet your ideal client is one of them, scrolling Instagram or checking Facebook throughout the day. Wouldn’t it be great if they saw one of your posts and thought, “Hey that would make my life easier” and then immediately purchased your product or booked a consultation with you?

Of course it would be!

Social media has become the epicentre of content marketing: if you build it (relationships and trust) they will come (shop, that is).

But in order to “build it,” you have to have a plan. Posting on social media just for the sake of posting won’t get you anywhere. How do you create a plan that works? Follow these five steps to creating a custom plan that not only works but that you’ll actually stick to – and watch your social media turn from a waste of time to lead generator:

1. Get Clear on Your Target Audience

Like any other marketing strategy, you need to understand who you’re trying to reach and connect with. If you don’t know your demographic, everything else is just a guessing game. The language you use, the images you use, the pain points you address all depend on your ideal customer. If these don’t align, your efforts won’t stand a chance.

2. Audit of Your Past Content

If you’ve been posting on social media for a while, take a look at your insights and see which type of posts perform best for you. Is it memes? How-to style content? Reels? Images of your product being used by real people? Whatever it is, you’ll want to make sure to include this ‘super’ content in your strategy going forward.

This can also be a good time to see what kind of content does not perform well – but the key here is to remember that you’re looking for trends. A post can flop without any rhyme or reason sometimes, so just because one picture of a dog didn’t do well, doesn’t mean you should avoid all images of animals going forward (tip: people love animals!)

3. Define Your Goals

Your social media goals should be aligned with your business goals, for example:

  • Do you want to increase brand awareness? Monitor your follower count and post reach.
  • Do you want to generate new leads? Monitor calls or form completions. 

Be sure to set these out in advance, and track your starting point too. As you’re tracking progress over the next six months or so, be sure to focus on the big picture. As mentioned above, a post can flop for no reason at all, and sometimes a ‘bot cleanup’ by Instagram will see your followers plummet. It’s important not to get hung up on these events and instead monitor overall progress.

4. Create Content That Positions You As A Thought Leader

There’s no denying it, there is a lot of noise out there on social media. A lot of people talking about and selling the same things. But if you understand your audience (step 1, remember?) and what their pain points are, then you can stand out from the crowd by speaking directly to them as individuals.

Take what you know about them, and create content that helps them solve their problems. It’s as simple as that. By sharing value, you become someone they want to keep coming back to see what else you have.

Remember, value doesn’t always have to be educational. It can also be entertaining or inspirational, so use your imagination and expand the content you share beyond just your business.

5. Engage, Engage, Engage.

Social media is a long-term game and is all about building relationships and trust with your audience. Your content positions you as an expert, but it’s the engagement that positions you as a trusted friend. Someone they can rely on to deliver. Also, someone who will help them if they have questions post-purchase.

Be sure to respond to all comments on your posts, and reach out to other ideal clients (again, see step 1 above) and engage with their content, too. Even if they don’t follow you. It’s just as important to start the conversation as it is to continue it. 


Every business will have a different strategy or plan for social media. Who you target. The content you create. How often you post. They’re all dependent on your business and shouldn’t be part of a cookie-cutter strategy. If you have questions about getting started on social media (or maybe changing how you’re approaching it), send us a message and let’s chat.