"[Businesses] have used signage, billboards, newspapers, magazines, vehicles, buildings, radio, TV – just about every means imaginable to market their products and services. But never have we seen marketing spread exponentially in different directions since the advent of the Internet and the proliferation of computers, laptops, tablets and smartphones."
The Internet and search engines have chanced the nature of marketing forever. And that's fantastic news for your business. This especially holds true for businesses that customers frequent often like retailers.
What can you do to take full advantage of this shift in marketing?
How about focus your advertising budget on the places that consumers turn to most often when looking for news and information about local businesses.
Reach Consumers Through Local Search.
Surveying 1,087 adults on local business and search engines in December 2010, PEW Internet discovered the following findings on where these adults get their news and information about local businesses (not including restaurants and bars). Respondents were able to select more than one option.
- 47% said they relied most on the Internet for local information
- 36% rely on search engines
- 31% rely mostly on newspapers
- 22% rely on word of mouth from family and friends
- 8% rely on local TV
- 5% rely on local radio
What can you take away from this information?
You need to market to every local search site on the Web - these would be sites like Google Places (maps); Yelp (reviews); FourSquare (check-in's); as well as directories like SuperPages, Yahoo Local listings, CitySearch and the many other directories out there. The more places you are located, the easier it is for consumers to find you and not your competition.
To ensure the best results, make sure all of your information on each of the listings matches. It won't help your search listings as much as when all the information matches.
If you like this article, be sure to check out:
- Set Up & Optimize Your Google Places Page
- What is the Zero Moment of Truth (ZMOT)
- Why We Love Pay Per Click
About TeamBishop: TeamBishop (Dawn Bishop & Leslie Whittaker) are Internet Marketing Consultants with ReachLocal Orlando. Our mission is to help you grow your business by increasing your leads and revenues and decrease unproductive advertising expenses through proven online marketing strategies. Give us a call at 321.422.6600 to schedule your free consultation.
Read our client testimonials to learn more!
Author: Leslie Whittaker
Partial content and images from: How to Get a 10x Lift In Monthly Unique Visits by Paul Bruemmer
What should you incorporate on these listings and directories:
- company name
- local phone number
- map directions
- optimized images
- rich media
- social sharing
Sure consumers are utilizing other types of media to gather information but no where is this gathering process more evident than online. 47% simply turn to the Internet. 36% rely on search engines and if you don't think that part of that 22% who rely on word of mouth from family and friends doesn't include social media as the means they gather that information then you'd be dead wrong.
Do you really want to focus your marketing efforts on mediums that aren't the primary way people look for your business? Or are mediums that are not easily accessible via mobile devices?
What marketing mediums do you find to be the most advantageous for your business? Share your thoughts in a comment.