What Is the Importance of Marketing for Your Business? 

  • By Evan Pomeranz
  • 26 Dec, 2017

If you're debating the importance of marketing for your company, check these reasons on why you need a marketing strategy for your business.

Marketing is one of the most-loathed tasks among business owners. It comes second  only to bookkeeping.

The reasons vary but there are a few common threads. Simple social discomfort makes people despise promoting their business. A lot of people also worry about coming off as pushy or sleazy.

While these concerns are valid, you can't underestimate the importance of marketing for your long-term success.

So let's jump in and see what marketing does for your business.

Brand Awareness

Customers can't buy what they don't know exists. Customers won't buy what they don't like.

Say you run a chiropractic practice.

Who do you cater to? Where are you located? What principles do you focus on?

These are all part of your brand. The only way to turn potential customers into paying customers is to inform them about your brand.

You can use social media  for brand building with content and targeted ads. Content helps you convey your brand message. If you've got a holistic bent, you can share blog posts that highlight that.

If you cater to senior citizens, you can target ads to senior citizens located near your office location.

This combination of marketing tells people you exist, who you serve, and what you're about. It also gives them an opportunity to learn to like you.

Boost Sales

The first purchase is only the beginning of your relationship with any customer.

You can keep yourself top of mind for future needs with non-intrusive engagement .

Let's stick with the chiropractic example. You might send out a weekly email with back health tips. If you've got the time and energy, a monthly newsletter helps cement you into their minds.

You can step things up with a referral program. For example, you can offer 10% off the first appointment for referrals. You can even create a form on your website that lets customers make referrals.

All of this helps to boost sales with a minimum of salesy language. Happy customers are often glad to refer friends. The easier you make it, the better the chances that they will tell others about you.

Exploit a Competitive Advantage

Do you do the same work at a better price? Do you do something nobody else in your area does? These are the two main types of competitive advantage .

Marketing lets you communicate that information to the public.

Let's say there's only one dentist in the area that offers cosmetic dentistry. Let's say that you know that they grossly overcharge for their services.

If you start offering cosmetic dentistry at a better price, you secure a competitive advantage. You can build affordability into your brand messaging and into every aspect of your marketing.

In essence, you become synonymous with cosmetic dentistry at a sane price point.

Parting Thoughts on the Importance of Marketing

It's easy to underestimate the importance of marketing when you see it as something that pushy salespeople do.

In reality, marketing is the vehicle you use to introduce your business and its values to customers. It lets you drive sales without a hard sell. Marketing even lets you achieve a level of market dominance if you can secure a competitive advantage.

Peak Evolve specializes in website design and online marketing with an eye toward inbound marketing and patient/client acquisition systems. 

For questions or more information about our marketing services, contact us today .

Peak Evolve Blog

By Evan Pomeranz 26 Dec, 2017

Marketing is one of the most-loathed tasks among business owners. It comes second  only to bookkeeping.

The reasons vary but there are a few common threads. Simple social discomfort makes people despise promoting their business. A lot of people also worry about coming off as pushy or sleazy.

While these concerns are valid, you can't underestimate the importance of marketing for your long-term success.

So let's jump in and see what marketing does for your business.

By Evan Pomeranz 23 Nov, 2017

Long gone are the days when you could throw up any old website and know that traffic would just show up without any further effort.  

That scenario would have worked well back in 1995, perhaps, when there was much less competition no matter your niche. Today’s website owners and online entrepreneurs are each in the fight of their life to gain attention and remain relevant in a sea of websites.  

As you might guess, it’s no longer enough to just put up a website and hope traffic finds its way to your home page; that doesn’t happen in large enough numbers to matter anymore.  

Unless you exert targeted effort backed up by the latest SEO as applied to website design and user experience, there’s not much point in having a website at all. We’ve identified the 8 Most Critical Errors Website Owners Make.

By eastrockawaywebdesign 15 Jun, 2017
You cannot afford to ignore your website's mobility. It is the key driver to sales, and it will make or break your business for the foreseeable future. Invest in your mobile design, and your business will flourish.
By Evan Pomeranz 31 May, 2017

Virtual office solutions are perfect for all business who don’t want to spend an awful lot of money for hiring employees & renting physical office space. However, it’s not going down well with Google.


From now on, Google will not consider virtual office space as your service area businesses as per their updated Google My Business guidelines . Your virtual office must be staffed during the business hours. They have recently updated the Google my business guidelines and made it clear that the virtual offices are causing a lot of confusion and that’s why they are compelled to take this step.

So unless a team is there to receive the customers during business hours, Google will not consider it as the Service-area businesses.


Here’s the new section that has been added:


Service-area businesses — businesses that serve customers at their locations — should have one page for the central office or location and designate a service area from that point. Service-area businesses can’t list a “virtual” office unless that office is staffed during business hours.


Some businesses, like pizzerias that have both have restaurant seating and deliver pizza to customers, are hybrid service-area businesses. These businesses can show their storefront address and designate a service area in Google My Business. If you serve customers at your address and want to set a service area, your business location should be staffed by your team and able to receive customers during its stated hours.


Google will determine how best to display your business address based on your business information as well as information from other sources. Learn more about service-area businesses.

By Evan Pomeranz 31 May, 2017

Be it the upcoming Mobile first index or the launch of features that are focused on mobile users, Google is encouraging the “Near Me” searches to the maximum. People who search for “Service+ near me” tend to make decisions faster as they are not only looking for the information but they are about to make a decision as well. For instance: When people search “Restaurants near me” it is most likely that they will go there and grab something to satisfy their hunger. This micro-moment can be your moment to rise & shine.



The intent-rich moments when decisions are made and preferences shape are defined as “Micro-Moments” by Google. When people are actively looking to learn something, buy something or watch something, their expectations are higher than ever & they are willing to make a decision in a fraction of the second.


So in these moments, people expect from businesses to deliver exactly what they are looking for, instantly! For example, if someone is willing to watch a movie in next 1 hour, they will require information as soon as possible. And the site that will succeed in providing instant result will reap mammoth benefits.  


Google has published a guidebook that sheds light on this new consumer behaviour and how brands can boost their sales by focusing on the shift to mobile & “near me” searches.


By Evan Pomeranz 31 May, 2017

The only thing constant in the world of SEO is change. To stay on the top, we need to follow the current trends and optimize our sites so we can reap maximum benefits. Unlike other things, SEO is not one size fits all, it should be bespoke, then only it will work.


Here are the tips that you can follow to get on the top of the search results:


1. Title Tag & Meta Description

The most noticeable element on the search engine result page is Title Tag. Title tags are so basic that they often get ignored despite the fact that the first thing a user notices about your website is the title tag. Experts say that Title tags are the 2nd most vital on-page factor for SEO, after content. So here are some valuable tips to optimize your title tag:

·      Auto generated title tags are your enemy i.e. Wordpress could create your title tag, but sticking to it will cost you visitors. So first analyze that what could possibly be the best title tag that sums up your whole content in an appealing way.

·      Don’t try to stuff your titles with keywords, use a keyword which is also describing the title.

·      Keep your title tag in the front, it's helpful for both search engines and users.

·      Your title tag should guide the user, so make sure that you're making title tags for humans.

·      Also, the meta description gives you 160-200 characters to play with, so make sure you are making full use of it.

·      Be as creative and descriptive as possible. Consider it like your little ad space.


2. Online Directories and Citations

Local search is becoming more fruitful as compared to big scale search. Since you are a local small business owner, you know the specific requirements of the local audience and that's where you can beat your competitors. Nowadays, being the best bakery shop in California is much better than being an OK bakery shop on a national level.

By Evan Pomeranz 31 May, 2017

Instagram, has recently launched a new update which will allow its users to post several images and videos of a particular occasion in a single post. So, now you can share all your best pictures and videos of the occasion in a single post, like an album and make it memorable.

The best thing about the update is that now you don’t have to spend time in selecting your best picture of the event to upload and share your happy moments with others. Now, you can combine up to 10 pictures and videos in one post and see them all one by one.


With is new update you can share the pictures of the entire celebration step by step as per the flow of the event. You can even share pictures of your recipes or craft work you have done, with your friends and explore your talent amongst them.

While uploading the post, you can see a new icon on the screen from where you can select several picture and videos. You can select the pictures as per your wish the way you want them to be lined up, you can also change the order, by tapping on the post and hold to edit it. Either, you can apply a filter to the entire post at once or edit it one by one. Your post will display on your profile with a single caption and a little icon of the first picture or video of your post.


Like always Instagram has made your sharing experience wonderful and memorable, this new update will make your experience more pleasant.


You can find this new update as a part of Instagram version 10.9 for iOS in the Apple App Store and for Android on Google Play.

By Evan Pomeranz 31 May, 2017

The converted clicks were the old metric that counted the number of clicks that lead to one or more conversions. From last 15 years, advertisers were using this metric to track the success of their ads.


Google has decided to replace the “Converted clicks” with “conversion” metric as the later is more sophisticated and provide greater insight. The conversion metric has been developed to provide advertisers with accurate data so that they can plan things accordingly. Earlier the converted clicks showed very little data, but the conversion metric not only shows the direct purchases but also shows data about the indirect purchases. Below is the infographics that will help you understand it better!

By Evan Pomeranz 31 May, 2017

A recent research by Moz has revealed that the proximity is the new king of the local search.

If you will search for a local business i.e dry cleaners using a mobile device in a small city, you are probably going see that all the dry cleaners are listed out on the map. However, in a bigger city, this whole scenario will change drastically. If you will search for a local business, you will only be able to see few options. For example, if you will search for “Restaurants”, you will only see 6-7 restaurants on the map. So how is Google determining which business to show? Is it about the number of links? mobile friendliness? positive reviews or a measurable presence in the local directories?

A thorough research revealed that it is just about one thing: “Proximity”.  Only those businesses appear on the map that is closest to the searcher’s physical location.

Our take on this research is that these results are not the best and it downgrades the quality of local results. Putting high emphasis on proximity is a poor way to show results. I don’t care if a plumber is close to me. I am looking to hire a plumber that’s reputable, prominent in my city, and does good work. The same applies for every business category I can think of.

By eastrockawaywebdesign 17 May, 2017
In the 21st century, websites are critical components to any successful business. Whether a business is based online or not, a properly constructed website can help to increase sales, exposure and boost a company’s growth… More
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