The idea sounds like something delivered from Alec Baldwin’s lips, either in Glengarry Glenross or in his role as Jack Francis Donaghy on ’30 Rock.’ In either case, it remains true; you should always be promoting your business.
In the past, that meant advertising in your local paper, passing out fliers, networking or updating your storefront. Those things are still necessary, and hopefully if you are a brick and mortar store, you are still doing some of these things. It’s important to constantly remind your customers why you matter in their lives and why your services fulfill a need for them. But to think these things are all encompassing in our modern age is a fallacy.
Online, that means constantly growing your website. Not only does letting your customers know what you are offering in terms of products and sales, but also Google likes this because it shows that you are constantly trying to improve your business. Our founder, Ben, is fond of the phrase “Google rewards honesty.” It was true when he coined it in 2007 and it’s even more true today.
Search engines like Google, Bing and Yahoo! have improved to near artificial intelligence in terms of how to deliver the right content — in this case, your business— to the people searching from services similar to those that you offer.