As I was searching online for some information to one of my favorite Mexican food joints here in Arizona I ran across several problems with their website and wanted to share them here. I also came across several areas where I thought they could capitalize on social marketing, increase traffic to their website and interact better (online) with the people who love them.
You walk into one of their locations and they are already packed. True, but tell me of a business (you know of) that does not want to reach MORE customers, or expand to MORE locations? If they are speaking the truth, every business wants to grow and expand – and of course, make more money. So, I feel with a few improvements to their website and nickles worth of free social marketing advice here, I think they could be making vast improvements to their overall bottom line.
Their Website Problems:
The entire thing, besides one html page and some PDFs is built in flash, that means – the entire website is a single flash file, which is NO GOOD for search engine optimization, because even if the flash is crawlable, only be a single page indexed. They have four valley locations and could be doing a better job with their local marketing and creating pages that target those areas. When they do this, people searching for them, and those locations get a better experience when they are taken right to the exact information they are looking for. People hate having to search through an unfriendly website trying to find the information they want. There are many other things having a site like this will not allow you to capitalize on SEO wise, but for the sake of keeping this post simple – I am not going to go there.
They have 4 locations here in the valley, so they should at least have four crawlable pages to target the specific locations like so:
We will get into how they can capitalize on social marketing with those specific location pages here in a minute, but first lets talk about why doing the above thing is good. When I go to Google to look for information on “Some Burros San Tan Location” (because they do catering so it’s not out of the question to think that people will be looking information for them online) the result that needs to come up is the http://www.someburros.com/san-tan-arizona-location page because then I do not have to navigate several clicks on their website “trying to find” the information I was looking for.
They also have the opportunity to include a link to their Google Maps listing on that page (for that specific location) and maybe link to their Yelp listing with a link that says: “see what people are saying about us”. By doing this, you are sealing the deal with being found for not only your specific name searches locally, (when you get crawled) but almost anything GEO targeted in your industry (ie: a search on Google for “Mexican Food restaurant in San Tan Arizona”). This really is just the beginning of how they can capitalize, but I think that gives them a good start. (if they just so happen to be reading this)
Social opportunities missed (and solutions offered):
You see they have a page on their website talking about coupons and promotions (so you know, they know people are looking for this info online – or they would not have included it). People do not want to go through the process of clicking on, and sending you an email just to get your offers – they want the easy way of getting your offers and deals: In comes social marketing.
Here is my suggestion to them: Why not have a place to connect with customers via Twitter and Facebook? You can tell them to follow you on Twitter, and friend you on Facebook for special deals that only they get by being your friend or by being a follower. This gives customers a reason to follow your business on Twitter, or friend you on Facebook because they are getting (and know about) deals of the day that are going on. Put the “Follow Us On Twitter” or Facebook “Friend Me” logos/buttons on the specific location pages (as talked about above) where someone (that worsk for that location) can give specific updates and offers (again, for THAT LOCATION), and offer a little insight or blurb on the page why following or friending would be a good thing etc.
This will bring a whole new following of people to your business, and you can connect with them in a way you never thought was possible – the human way. There are so many other things that this will do for your business that you do not realize, like filling the SERPs up with the content that you want out there – so its great for reputation management.
Being social just helps your business connect with more people too (then the regulars), you will gain new attention, attract new customers and will be keeping up with the marketing techniques of this generation. I am going to give local businesses a warning – if you are not making your sites more friendly, and doing everything you can to connect with your customers on a social level, you will be left in the dust by a competitor that is doing this, and “gets it”.
I hope other businesses can learn and get some ideas from this post, and that Some Burros can take it as (like I said) a nickles worth of free advice to improving things. Its funny, I suffer from a problem that most don’t … when I am online doing searches, or looking for something I can’t just “look” and get the info I wanted. I have to look at everything as if I were doing marketing for them (always a marketer) – it’s a curse I know, but I hope these guys benefit from it this time, and that everyone can learn something! LOL