What keeps you awake at night, indigestion boiling up your esophagus, eyes open, staring at the ceiling? What do you secretly, ardently most desire? Is your business growing to satisfy all of your needs?
Is your local business getting enough phone calls?
With the radical changes in the economy and people moving away from Yellow Pages, newspaper ads and other old school advertising media, your customers are looking on the Internet for you. They search the Internet, and then they go down the street and buy what they want and need. If they don’t find your Local Business in their search, they are not buying from you.
Times have changed, indeed. The Internet is still new; but, it is everywhere, and it is not going away anytime soon. The Internet has transformed our world, shrunk the whole world into a computer you hold in your hand, heretofore known as a cell phone. If you don’t get your business in position to be seen on that small screen, your customers are going someplace else.
WARNING: Your customers are looking for you online right now!
If your Local Business is found on the Internet, you can sell. If…
Perhaps, a few statistics will shed light on this mystery:
- Over 1 Billion local searches performed every month — growing over 50% a year
- 80% American consumers are using the Internet 
- 80% of people first search online before making a purchase
- 97% Internet users use the Internet to shop [NPD Group]
- 90% Internet searches result in offline brick & mortar purchases [Comscore]
- 82% Internet searches result in calls & contact with businesses [Comscore]
- 74% Internet users perform local searches [Kelsey Group]
- 73% Internet searches are related to local content [Google]
- 66% Internet users use Internet for local searches [Comscore / TMP]
- 25% Internet searches have purely local commercial focus [ Kelsey / Bizrate]
- Pepsi, FedEx pass on 2010 Super Bowl ads — shift ad dollars to new marketing efforts mostly online.
What are your customers looking for?
Old school marketing is still King. Times have changed, and media change, too. None of us alive today remember the King’s herald announcing news from the official scroll. Some of us recall barkers calling out theater or carnival sideshow attractions to passers-by. Most of us have bought something from a newspaper advertisement, or called to order something prompted by a Yellow Page spread.
The Internet and computing devices are new media. Applying old school marketing principles to new media is a wise idea. That’s exactly what we are about to show you here.
Can your customers find your Local Business on the Internet?
Local Business Search Results
Don’t worry — if you’re a Fortune Multi-National Conglomerate, you don’t need to appear in the Local Business Results.
One of the best kept local Internet marketing secrets is the Google Local Business Center. Until your business is registered here, it cannot be found in the search results map. Google implemented this feature in early 2009, and it’s been evolving ever since. For those buying locally, however, this is the first thing most searchers see… and probably the first links on which they will click. Once here, not only are you at the top of Page One — look at that map! They now know where you are and how to get to you…
If you’ve seen maps and GPS on cell phones, this is how your Local Business shows up on mobile devices. The Mobile Market is enormous and truly the wave of the future.
Organic Search Results
Additionally, you need to be at the top of the normal, Organic Search Results, the traditional results area on the left, mostly below the Local Business Results. When your web page link is in the top six Organic Search Results — your Local Business has another clickable link on this first search page. Multiple clickable links on the first search page increases your odds that your customers will go to your web site… once there, we believe you can close them.
Your Organic Search Results are a function of the quality & credibility of your Local Business presence on the Internet. You want all online roads leading back to you and your web site. There are virtually unlimited credible and respectable sources throughout the Internet, and from there nearly infinite routes back to your Local Business web site. Remember traditional referrals and testimonials from old school marketing? Referral links back to your web pages from everywhere on the Internet are testimonials to your Local Business relevance.
The local business with the most links wins!
Content Search Results
Furthermore, your online content must also appear in the top search results! All content relevant to that search adds more links back to your Local Business on the first search page. You and your Local Business are going to be viewed as the top authority on all matters regarding this search. Google loves rich, relevant & rewarding online content!!!
- Online Videos (YouTube.com)
- Online Press Releases (PRweb.com)
- Online Articles (EzineArticles.com)
- Social Content Sites (Squidoo.com)
- Online Classifieds (Craigslist.org)
- Online Business Directories (MerchantCircle.com)
- Online Review Sites (Kudzu.com)
But, wait, there’s more!
You want to be in the Pay-Per-Click and/or Sponsored Results up there in the top yellow box and down along the right side. Pay-Per-Click is Pay-As-You-Go — your ad only shows up when somebody searches for your specific key words. Your ad is only shown to your best customers who are searching specifically for what you have to offer. You set how much you are willing to pay, and you only pay when somebody clicks on your ad — the fully qualified buyer.
So, the question is, How much is each fully qualified customer on your web site worth to you???
Geo-Targeting Your Ads
Furthermore, you can also target your ads to local customers in your area. By focusing on local customers, your ad is only seen locally. Locally seen ads are more likely to attract local customers, are cheaper for you, and you do not compete with companies on the other side of the world.
For example, a consumer searches, “I need a plumber.” Google knows where the local plumbers are. When you only show your ad to people in your city for these “generic” keywords, you get cheaper clicks, targeted traffic and less competition.
What if your web pages sit atop the search engine results?
What if you are the #1 Authority online?
Imagine what that will mean for your Local Business! How many more customers do you want coming to you every single day? every single week? every single month?
What will it do for your Local Business when you have your online market domination plan in place?
If you have a Yellow Pages ad, you are already spending marketing money. What is your return on that investment???
Every search engine result page can present only the most relevant web pages that fit into the limited space on one page. Only an elite few Local Businesses can possibly be seen there.
Do your own homework. Look for yourself. Do a search using keywords that your best customers will use to find your Local Business.
Which Local Businesses are on the first search page? How many Local Businesses are on the first search page? Is that your biggest competitor there in A. or B. in the Local Business Results? Are your best customers going to your Competitors because they find them — NOT YOU — in the search results?
As you see, nobody can possibly do a credible job placing more than six Local Businesses in your market on Google page one. Furthermore, when you consider your goal is to have multiple links to your Local Business on that same Google page one, you must carefully consider the sales hype of typical SEO geeks! There can be only one Number One — will it be you and your Local Business?