Far too many local business owners are not getting on board with local search marketing. Listed here are some of the reasons and the ramifications of not doing so.
1. Many business owners are simply stuck-in-a-rut with their marketing. Even though their traditional advertising methods are outdated and don't work as well as they used to, it's easier to leave their head stuck in the sand and do what they have always done in the past. Change is difficult for most people.
2. Others understand they need to make some changes. However, they feel overwhelmed with all the information and "sales pitches" about online marketing. They have no idea where to even begin.
The only real hope for the first group is that they see the light before their old school marketing methods lead them to bankruptcy. As we say in Oklahoma, "You can lead a horse to water, but you can't make him drink."
It is those in the second group I want to address. Actually, the more competitors who remain in group one, the more advantage there is for forward thinking business owners to take advantage of local search opportunities. Yes, it can seem overwhelming in the beginning. But with proper guidance and support, the process is quite simple when broken down into workable steps.
"Can't I Just pay Someone to Handle My Local Search Marketing"
The local Yellow Page rep would love to answer that question! The rep can easily hook up a business with one of their premium online listings for Only $300 per month.
Say what?
Remember that 95% of all Internet searches begin with Google, Yahoo, or Bing. YellowPages.com is not even on the radar screen!
To be fair, paid premium listings with YellowPages.com and business directories can help with local business listing and organic rankings in Google. But so do the free YellowPages.com listings.
(Ooops, your Yellow Pages rep did not mention they have free listings too?)
Remember, placements next to the Google map and in the organic listings are free those placements are the most productive and most clicked. Again, those listings cost nothing.
Before paying for any type of premium listings, first take advantage of the free advertising Google offers!
"OK, How About I Just Pay Someone to Get My Business Listed In Google Maps And In The Organic Listings?"
That's a better question. However, my first response would be, "Why pay a company $300, $500, $1000, or more to do something that is SO easy to learn?"
Secondly, and this is from my Internet marketing perspective: Why if these companies are so good at what they do are they wasting their time and resources in exchange for nickels and dimes? SEO experts have huge potential with their skills. I have to really question any business model that offers their so called "expertise" in this manner.
Don't get me wrong. I am a huge fan of outsourcing. If a business owner wishes to hire someone to help with some of the work involved, I'm all for it. But.....that is if, and only if, they understand the process and know exactly what work needs done and why.
Whether the owner does the marketing his or herself, has an employee do it, or outsources it to a third party, the owner must first learn the process and know what is required.
I strongly suggest business owners never simply "throw money" at local search marketing. It's a different marketing world now days; money alone is rarely the answer.
As an example of how productive free online marketing can be, some online experts point out that President Obama's huge campaign presence on free social sites like Twitter and Facebook were enough to guarantee his narrow victory in the last election.
Forget Monthly/Yearly Advertising Invoices!
Traditional advertising all has one thing in common; the cost is on-going! Got a Yellow Page Ad? The cost is monthly or yearly...Every month, Every year!...ditto for radio, newspaper, TV, billboard, or ValPak advertising. Monthly or yearly checks must be written in order to maintain exposure in those media.
Actually, this giant shift society is making towards the Internet is the best news ever with respect to advertising budgets!
Internet marketing is completely different! Not only are Google local business listings and their organic listings free, there is no significant on-going work required!
Any effort done today for achieving search engine traffic continues to provide traffic not only next month, but also for the coming years. In fact, the work is accumulative and the results tend to be magnified exponentially. Any business owner willing to invest some time up front in achieving good rankings will reap the rewards for many years to come...all with little to no costs and with very little ongoing effort required.
I am not suggesting that business owners should build and then neglect their online marketing. I am simply pointing out the vast difference between the costs associated with offline vs. online marketing.
Should Business Owners stop Advertising In The Yellow Pages?
Although I do know of businesses having so much success with their online marketing that they have completely discontinued their Yellow Page advertising, it's likely that time has not come for most local businesses. The fact is that there are still people who consult the Yellow Pages when looking for local goods and services.
As I point out in my 5 year prediction below, it is quite clear that a major shift is occurring in how consumers shop locally. The Yellow Pages may still be required, but their usefulness is decreasing steadily. Businesses must be prepared for this transition.
What is the most important marketing strategy for a business to implement during these changing times?
There is only one answer that will ensure your customer base increases. Develop online marketing as rapidly as possible while monitoring and tracking off-line advertising. There will come a time when Yellow Page usage drops to unacceptable levels and the return on investment for that type of advertising is no longer cost effective.
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