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"Selecting Local Internet Marketing Possibilities"
Paul Jahn - June, 2004
Many small businesses would like to
market their web site locally, but run into a few obstacles. The main
reason is that the Internet has always been (until recently) considered
"global". Since the web is run globally, how can a local business compete
with big company budgets to attract "only" local customers,
and what are my options?
Natural Search Engine Rankings (SEO)
Your natural search engine rankings can be optimized with "regional"
modifiers. For instance, if you have a physical store in Seattle that
sells "Climbing Gear", you could optimize for "Seattle
climbing gear", or "Mt. Rainier climbing gear".
This is a great free option, although regional modifiers can be and have
been exploited.
Local Search Engine Advertising (PPC)
This vehicle is newer and providing some really good results. You can
now utilize cost-effective "local" advertising. By determining which state,
or even city that your ads appear in, you can target more competitive
search terms at a much lower rate than if you advertised them nationally.
Internet Yellow Pages (IYP's)
Many companies such as SuperPages, SmartPages and Switchboard realize
the local 'Search' marketing potential and are doing everything that they
can to be the industry leader. The cost is usually a bit more, but can
be effective in competitive industries such as real estate, auto rentals
and hotels. In the near future, we're hoping they'll even have a better
Return On Investment (ROI) for smaller search-based companies.
Non-Search related Internet Marketing Methods
These tools are not new, but can be effective if utilized correctly. You've
probably heard of techniques such as including your web site on every
receipt, mailer, letterhead, etc… These are all great ideas that you can
utilize for free.
Promotional products can be a great way to brand your local business web site as well. Although these strategies don't help your rankings, it's not always about rankings - it's about making you profits. Make the most out of your web site.
With all the competition trying to be the local Internet leader, "Local Search Engine Advertising" is currently a step above the rest. This is the one medium where you can absolutely select a regional category as well as your budget, track your results, and is very cost-effective.
Keep in mind, this does not mean you should ignore the other opportunities. In fact, you should utilize more than one option. Each business in unique and will normally benefit from the combination of local search campaigns.
*Update* On June 28, 2004, Overture released Local Match, which is unique to Google's Local Search Advertising program.
Localmn customizes your local Internet marketing strategies depending on your needs and budget. To find out more on your small business web possibilities, email founder Paul Jahn.
Localmn.com
15 S. 1st St, Suite A516
Minneapolis, Minnesota 55401
612-226-8852
Email info@localmn.com