In the past, local businesses relied heavily on Yellow Pages advertising for promotion and marketing. Contemporary times and technology have changed the advertising and marketing landscape and with the ever- increasing usage of cell phones, iPads and other Internet connections, consumers are turning to Google searches to find local businesses and services. Businesses that expect to compete and maximize the vast opportunity that the Internet offers must utilize search engine optimisation (SEO) practices to achieve an online presence and remain competitive.
Improved Credibility
One of the most compelling reasons for business management to embrace online marketing is because many consumers perceive that listings that pop up on Google+ and Facebook as more reliable than the results generated by a traditional Google search. The inclusion of map results, videos, reviews and address that are found on these pages provides consumers with added confidence in a business listing. In a world where competition is steep, any competitive edge gained as the result of an Internet presence and image boost is welcomed by marketing management that is always striving to gain market share whenever possible.
Smartphones
As cell phones are increasingly smartphones with Internet access, consumers are much more likely to search for services and products they need on the go. Instead of checking out a directory, many people will search for the product online and filter the search by the city or zip code they are located near. Smartphone usage is expected to continue growing as prices come down and more people switch from surfing the Internet on computers to surfing on cell phones.
Local Conversion Rates
A worthy incentive to motivate small business professionals to fully embrace online marketing is the higher conversion rates attributed to local searches on the Internet. For example, when a consumer searches for a dry cleaner in a small geographic vicinity, he is serious about finding one. The chances are high that a consumer who needs a dry cleaner and finds one in their local area of interest is going to use the service. Customers seeking convenience favour local searches, and businesses that spend the time and effort to promote the company online will see the rewards.
Inexpensive Marketing
Compared to traditional radio, print and TV advertising, online promotion is relatively inexpensive and reaches a much more targeted audience. The biggest cost is the time expense of getting established online. Setting up a page on Facebook and LinkedIn can take some concerted effort for Internet novices who are new to social media promotion. When factoring in ROI for marketing costs, it is critical to go where the audience is to reap the best return for the effort committed. Since it is estimated that over 97 percent of buyers are searching for local businesses via the Internet, this online market represents an affordable way to attract new customers.
Michael is a Business Development Manager for Search Factory, a Brisbane based online marketing agency specializing in delivering tailored strategies to help local businesses achieve the best possible results through a variety of online marketing channels, including local and geo-targeted SEM and SEO campaigns. Find out more at http://searchfactory.com.au
