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Every month or so, it seems that I get a new phone book. But I throw them away. When I need to get information on a local business, I go to Google (NASDAQ: GOOG) Local.
According to a research report from the Kelsey Group, about 54% of consumers have substituted internet search in place of phone books. "Users are searching local information from the desktop as well as mobile devices," said Kirk Crenshaw, who is the CEO of RevCatalyst. "Apple (NASDAQ: AAPL)'s iPhone should also accelerate these trends."
So how can your business capitalize on local online advertising?
Paid Search: This means you purchase search phrases on Google and Yahoo (NASDAQ: YHOO). For example, if you operate a mobile phone outlet, you could bid on the phrase "Mobile phone store Fresno California."
Keep in mind that you can geo-target your ads, which means that they will pop-up only for local searches.
However, it can get tricky to manage your campaigns in terms of measuring effectiveness and budgeting. To help things out, Salesforce.com (NYSE: CRM) has developed an online advertising system that's part of its Salesforce Group Edition.
"I talk to a lot of small businesses who are new to internet marketing and online advertising," said Kraig Swensrud, a vice president at Salesforce.com. "Companies tend to use online advertising as a mechanism to generate new leads, so they need a way to present a marketing message to interested buyers and then capture the name and contact information of that interested buyer."
To this end, he recommends spending a few hours to answer the following questions:
- What goals are we trying to achieve by marketing online?
- Who is the target audience for our message?
- Where physically is our audience located?
- How do we intend to get this audience to react? What is our offer? Where will we bring them after people click on an ad?
Search-Friendly Website: It's often the case that websites are not optimized for search engines. No doubt, this can result in missing out on possible leads.
Well, there is a website development platform – which is geared for small businesses – that can help out (although, it will mean recreating your presence.) It's called Doodlekit.
"With our service, each page has a descriptive URL and are W3C complaint," said Heath Huffman, who is the co-founder of Doodlekit. "Or, if you want to insert an image, we require that your write up a description. Such things are often overlooked – but can make a big difference in your Google ranking."
Tom Taulli operates SmallBizMix.com.
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Reader Comments (Page 2 of 2)
1-21-2008 @ 1:47PM
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1-21-2008 @ 1:46PM
debbie staley said...
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1-21-2008 @ 1:45PM
debbie staley said...
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1-21-2008 @ 2:59PM
dluxmann said...
Google Ads have helped me!
Dluxmann's Mobile Auto & RV Detailing
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www.dluxmannsmobile.com
1-21-2008 @ 3:57PM
eddie said...
I am a landscaper for a wealthy gentleman in Ornage County California. He has 5 acres and a large house with several fine cars. He told me he made most of his money investing in stocks. A couple of weeks ago he told me he thought the stock market was going to suffer a big loss. He said he sold most of his stocks except one company AVASOFT (AVAF)
I have a small retirement account and took his advice with ABASOFT and have done pretty well over the past couple of weeks.
Eddie Gonzolas
Orange County, California
1-22-2008 @ 11:40AM
Virginia said...
My husband has been self- employed in The automotive industry 28yrs and hasn't advertised in 15 years. He has done better without yellow page advertising than when he did advertise. (he gets customers from word of mouth )... I have a internet business still working on the advertising ..... not sure what direction to go on that ...but welcome any opinions .... or suggestions ...thanks
http://www.kwiktops.com/ (my business)
http://www.eddyandson.com/ (hubby's business)
1-21-2008 @ 5:31PM
LIDO GONZALES said...
ADD ME TO YOUR LIST. I AM AN APPRAISER AND REAL ESTATE BROKER. HOW CAN YOU ENHANCE WHAT I DO.
LIDO GONZALES
1-21-2008 @ 5:30PM
RL said...
Great Article...Internet Advertising is on the rise but local internet advertising is the best. It is like bring the web into front door.
Has anyone heard of MyZipple.com it is a community website in over 7300 communities throughout the United States. The ultimate in local advertising.
The thing I have found to be the most rewarding with internet advertising is that my ad is working for me 24 hours a day, 365 days a year....it never sleeps. It also is not on page 27 of the local paper so I don't know if it is being seen or not. Advertising locally on the internet has boosted my business and I find it very cost efficient
1-24-2008 @ 2:47PM
FT said...
I actually advertise on myzipple now and get a ton of traffic to my site from them. I have been with them for about a year and love it. I can change my ad at anytime for free. Now that is something the phone book can't give you.
1-21-2008 @ 10:17PM
eddie said...
I am a landscaper for a wealthy gentleman in Orange County California. He has 5 acres and a large house with several fine cars. He told me he made most of his money investing in stocks. A couple of weeks ago he told me he thought the stock market was going to suffer a big loss. He said he sold most of his stocks except one company AVASOFT (AVAF)
I have a small retirement account and took his advice with AVASOFT and have done pretty well over the past couple of weeks.
Eddie Gonzolas
Orange County, California
1-21-2008 @ 10:59PM
JT said...
One of the best tools in search engines today is www.local.com.
It connects local customers with local businesses no matter what they are searching for. They have a very user friendly website, and I find what I need extremely fast.
1-22-2008 @ 11:50AM
Mr. Randel Erlandson said...
Howdy,folks, I am a western American writer, of tall stories, and looking for investors, because I am
not great on marketing, the fictional novels I so love, to create, and western series is going to be three books, and seven more outlined after them,
So, products are here to sell and market and be my partner and percent's determind how much money you want to make, off many more years of stories for the whole wide world to enjoy, I am Mr, Randel Erlandson,Loveland, Colo,,e-mail is best
randelerlandson@aol.com I am deaf sorry,,ok,,
1-22-2008 @ 1:02AM
TONY said...
I THINK THIS IS JUST THE TOOL I NEED TO HELP ME PROMOTE MY VERY UNIQUE MERCHANDISE. THE TELEPHONE BOOK FOLKS DONT SEEM TO KNOW WHERE EXACTLY I FIT. SO THEY WANT TO CHARGE ME FOR MULTIPLE LISTINGS.
I'VE GOT TO GO FINE OUT MORE, C-YA!
HTTP://TONYDEEsNEGROLEAGUE.COM
1-22-2008 @ 2:53AM
jim said...
We must continue to evolve with time to also help our new friends move forward too. Go to www.mybizpad.com. Its still a work in progress but it can help us all get started in many marketing areas with my expert friends.
1-23-2008 @ 4:04AM
Dale Dodge said...
I don't even own a phone book! Who needs one when you have a talented young race car driver to advertise for you! He will get you media marketing from local to international television, radio, podcast, newspaper, magazine, internet, mobile and crowd enthused Advertisement! Why do you think professionals like the National Guard have even joined DAD Racing and Dale Dodge Jr Try it for yourself http://www.freewebs.com/dadracing