Daniel Kehrer; Business.com
Monday, October 12, 2009
Every day, customers turn more and more to the Web for what they need.
And in many cases, what they need is available from a local business;
maybe YOUR business. When customers search online for a local solution
or supplier, will they find you?
The demand for finding local solutions has made "local search" one of the hottest areas of online marketing that includes local search engines, local search features on major engines like Google and Yahoo, online yellow pages, user recommendation sites suchas Angie's List and a growing list of other local search methods.
That has also resulted in a complex web of choices for businesses, including free and paid search and directory listings
that can include different levels of information. And even if customers
do locate a listing for your business, will it be accurate and
up-to-date? For many small businesses, just making sure listings are in
place and up to date is becoming a full time job, let along doing
anything proactive.
Many local search providers will let you
submit profile information to aid local searchers. Sadly, however, most
small businesses are still unaware of the many opportunities that
exist in placing these free or low cost listings. To gain more local
visibility online:
1) Make sure your business has a free
profile on local business listing sites, search engines and services,
and can be found on mapping services at Google and Yahoo.
2)
Place “pay-per-click” ads with search engines that allow small
businesses to advertise just for buyers seeking local solutions.
Action Steps
The best contacts and resources to help you get it done
Put yourself in the local limelight
To draw maximum coverage with potential customers you need to list your
business on as many local directories and search engines as possible. I recommend:
Line up your free or low cost listings at DexKnows, Switchboard, InsiderPages, SuperPages and YellowPages.com. DexKnows helps customers find local businesses in search-engine fashion, with side-by-side comparisons, maps and more.
Get a complete local online submission solution
Opt for the latest Web-based solution to come along - a service that
helps create your profile and submits it to local listing services on
your behalf for a flat annual fee. They make the local listing
submission process quick and painless for biz owners. I recommend:
Create your local business profile at RegisterLocal.com and have it submitted Internet-wide for $130 per year. RegisterLocal – from LocalLaunch
-- will also handle pay-per-click ads for your business and has a
pay-per-call product that works similar to click-based ads except it
drives phone calls to your business rather than clicks to your Web
site. Webvisible is
another firm offering a "fully managed" solution to connect your
business with new local customers. Their software supports interactive
advertising with predictable pricing. Yodle also provides local internet marketing solutions.
Get it done locally with Google
Yes, the search giant has great ways to localize your pay-per-click listings.
I recommend:
Google AdWords
lets you set ads to appear only to people in a particular city, state
or region. Google has also linked the service to Google Maps, so people
searching for your service will see your location and contact
information highlighted on a neighborhood map. Click on “For local
businesses” under “How it works.” See how local targeting works.
Ask your customers for help
Positive customers reviews or recommendations online can help your business.
I recommend:
Angie's List has
become one of the most popular sites on the web for customer reviews
and recommendations of local service businesses in 150 cities
nationwide. You can't review or even list your own business there, but
you can get yourself on their radar, correct inaccuracies and -- above
all -- ask customers who belong to Angie's List to recommend your
business on the site. Angie's CompanyConnect section has information for small business owners about how the site works.
Put your local listing to work on Yahoo
Yahoo Local Listings are another great way to promote your business to prospects in your area alone.
I recommend:
Yahoo Local Listings
are based on a flat fee (or no fee) basis. A basic listing is free;
enhanced listing is $9.95 per month and featured listing is $25 per
month.
Go to a local search specialist
Local.com is a search engine devoted exclusively to local business listings.
I recommend:
The search box at Local.com lets users search for “What” and “Where” at the same time. Add or update your own business listing. Basic listing is free; featured listing is $10 per month; and a full-blown “Master Profile” is $40 per month.
Become a search engine marketing (SEM) pro
The Search Engine Marketing Professional Organization (SEMPO) offers free access to information on SEM.
I recommend:
A great place to dive into search engine marketing is the SEMPO Learning Center.
Tips & Tactics
Helpful advice for making the most of this Guide
- Many
small companies are hiring outside search marketing firms to create and
implement a strategy. Results can be dramatic, though it's not cheap.
- You
can also submit your own profiles to a dozen or more sites and open
pay-per-click accounts yourself with a little time and effort.
- If
your business is missing local online exposure - something that is
quickly becoming "must have" for small business -- the competition
could quickly pass you by.