Many small business owners have a website now. Unfortunately, if you ask them about statistics concerning their site, most business owners will be unable to tell you. This is usually the case because they bought their site as an afterthought or as a side-note to their offline business. They cannot deny that they need to ‘be online’; they just did not know how to use their internet presence to compliment their offline marketing efforts. To this day, there still seems to be a sort of mystery enveloping the online marketing industry; especially when applied to local markets. When we look closely and investigate certain aspects of marketing on the internet, we find that the local online marketing mysteries are much more like sciences and are more predictable than any offline marketing efforts.
However, local online marketing is taking a turn for the better; especially in terms of small business owners’ checkbooks. More people are learning from the internet marketing industry as a whole and are starting businesses to offer services that mimic successful campaigns to local business owners. Even top-branded directories, which have been cornerstones in traditional advertising, have migrated to concentrate their efforts online.
Recent studies have shown that 82% of consumers (that’s total consumers!) research their purchases online before buying offline. Consumers may be tempted by an ad they saw offline, then go online to see what other local offerings are available…a sort of a competition-type shopping experience. Perhaps the propensity of information about local businesses, the convenience of being able to search online, and the increasing need to use time and gas more conservatively inspires people to go online to search for their local businesses.
Small business owners know they need to be online. That fact is becoming less and less a point of debate as we move forward. The question has now started to become more about successful tactics and ways to generate leads or phone calls to the brick-and-mortar point of sale.
There have been several keys to successful local online marketing for small business that have been ‘borrowed’ from the internet marketing industry and scaled down to fit the needs of local business owners. Two of the most prominent components are:
Landing pages
Email campaigns
We talk more about these two components of local online marketing in upcoming articles.
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