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?
Get listed: Make sure you enter your business profile on Google's Local Business Center and Yahoo's Local Listing. "When the information is processed, your business will appear on maps and searches," said Crenshaw. "You should also list with smaller sites, such as Citysearch, Ask.com's AskCity, and Local.com."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.
Reader Comments (Page 1 of 2)
12-08-2007 @ 6:57PM
Angela Watkins said...
Great Article.
eMarketing & Advertising online works 24 hrs/7 days/365 days a year and it does not take sick leave, etc. depending on what type of package you purchase.
The advantages -- you never know who will discover you online that could not discover you in your local communities if you were not online.
The Internet is global and I have reviewed a copy of books that shares on don't pass up freebies as well.
Angela, http://www.angelasgems.com & http://www.e-angelaswisdom.com
12-08-2007 @ 9:48PM
Jay Hall said...
I have noticed that nobody keeps a phone book around anymore. All of the technology users use the internet for everything. But there is still a need for phone books for the non-technology users. In addition, not all businesses have an online presence.
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12-09-2007 @ 12:10PM
Wanda said...
Phone Books are like the little corner grocery store, they fill a need but if you are shopping you want more choices. Online you can compare prices, find phone numbers, locations, and even get a map.
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12-10-2007 @ 6:51AM
JUAN said...
Keep the yellow book many old folks don't use the internet they need the old yellow book
12-10-2007 @ 8:55AM
JERRY said...
I AM A REALTOR IN SOUTHEAST FLORIDA.
www.unclejerrycharles.com or
www.jerrycharles.com
How can you help me get more buyers and sellers of Real Esate in Florida.
cell 954-821-0554
12-10-2007 @ 10:14AM
theyardking said...
I agree with the older crowd still heavy on using the tried and true phone book. And they are the people who are more stable(have more money), than the 18-35 year olds scrambling with a young family. I have used the online system for a month and recieved no calls, i'll stick with the yellow pages, thanks, not everyone is glued to a computer. http://the-carpetking.com/
12-10-2007 @ 7:28PM
Kevin said...
Sorry,
You are ignoring the trends. Those who survive in business evolve with marketing trends. Those who don't die a slow excruciating death. Numbers don't lie. A month is nowhere near enough time to test. Try reallocating your advertising budget to include some local online advertising. You may find that your ignoring the 18 - 35 year old crowd while others are capitalizing on the customers you ignore that are right under your nose. This age group also ages and the older consumers die off.
12-10-2007 @ 12:15PM
On Track Marketing said...
Yikes!
I hope you REALLY don't throw your phone books out. You need to recycle them.
Thinking Green,
http://www.OnTrackMarketingSolutions.com
12-10-2007 @ 12:29PM
steve s. said...
I am restarting a business. I hope the internet is as productive as some say it is for advertising.
12-10-2007 @ 8:10PM
manny said...
GREAT IDEA
BEAT OUT THE
YELLOW BOOK
REAL YELLOW PAGES
GREEN BOOK
BLUE BOOK
I HAVE NO MORE ROOM
FOR ANOTHER BOOK ON MY DESK
HOPE THIS WILL STOP THE RAINFOREST
FROM LOSING TREES
MAYBE STOP TY ATMOSPHERIC WAMING
AND HELP THE PENGUINS DO A DANCE
12-10-2007 @ 10:37PM
Gwen said...
I'd just like to say the internet is awesome and infinite! And if you have a business and have not utilized the major search engines then you are three cans short of a six pack and your business probably won't last any longer than a fart in a windstorm!! However, if you are reading this you must have some relationship with the internet, Use It!! While you're at it, and since it's Christmas time a delectable goodie can be found at :
www.realbreadpudding.com that is registered with the search engines!!!!!!
12-11-2007 @ 1:01AM
Lucky Zelahi said...
Hoorahhh!!! Two more free listings for my business on the ever expanding internet!
DLUXMANN'S MOBILE AUTO & RV DETALING
http//www.dluxmannsmobile.com
12-11-2007 @ 2:05AM
Cindy said...
Hey, your toilet overflows... your computer isn't up and you need a plumber NOW? Where do you look?
Your friend has recommended a great carpet cleaner last month, and NOW you need THAT carpet cleaner as your in-law's are coming tomorrow! Where do you look to find his phone number?
Your spouse wants you to take her out to dinner, but doesn't know what - the yellow pages has menus with PRICES, easy and FAST! Don't discount the local yellow pages.
12-11-2007 @ 5:23AM
Cape Dunes said...
I too have gotten away from the phone book, when possible. Being in Massachusetts, I have found www.justthecape.com to me my new source for Cape Cod info and numbers.
12-11-2007 @ 5:26AM
Cape Dunes said...
FYI, I just noticed on their site that they have a couple other ones www.justtheberkshires.com and www.justthecapitalregion.com. Guessing the same for different areas.
12-11-2007 @ 7:26AM
Matt said...
Sorry folks- but pereption here is far outpacing reality. Online search is certainly growing - but it is no where near ready to surpass the phone book. Most of the phone books have online options for their customers as well. Believe me it's a lot more profitable for the phone book company to throw an ad online than publishing all of those books AND delivering them. The reason you all get four and five phone books is that the product works well and there are therefore multiple companies fighting for market share.
"Ditching the phone book" to build an online presence for your business- for many would be like taking the sign down off of the front of their store and selling it to finance a direct mail campaign.
You complain about the number of phone books? If you want to look at market fragmentation how many search engines are there? Can you really afford to advertise on Google, Yahoo, MSN, Ask, Yellowbook, Superpages, Yellowpages, dex, etc.
Yes you can get your name listed in the local search areas - but that only really helps you if there is no one else in your area doing what you do. It only shows the three closest listings.
An effective Yellobook campaign still has my money hands down for most businesses. It IS the oldest search engine. IS it wise to start building an online presence as well- certainly - but don't gut the engine of your car just to buy a new exhaust system.
12-24-2007 @ 11:02AM
JP said...
I here a lot of pros and cons here about email marketing. We have a brand new...never before...
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any advice... THANKS!!!
1-21-2008 @ 9:54AM
c fuller said...
We have had a yellow page presence for over 40 years and offer free services in that advertisement also. It has always been our main advertising and has supported and grown our business for us.
In the past few years we have noticed that fewer and fewer people call from the phone book OR the listings on the internet locations we have.
This year we are getting rid of our yellow page ad this year as we canvas every new customer and almost ALL are coming from seeing our presence on the street with our signs.
I believe the problem is the TINY yellow pages directories they send now to almost anyone with print so small you can barely see it along with the inconvenience of keeping all those 'yellow pages.'
1-21-2008 @ 1:43PM
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