Before the internet existed, how did you attract new customers? More than likely you marketed to your local community through the use of local papers, signage, local TV advertisements, traditional yellow page ads etc. When the internet emerged on the scene it offered exposure to markets worldwide but not all businesses needed this type of exposure; so where does the local bakery or community center fit and how do they get the type of local exposure needed for their business? Many believe that local search is the answer to a somewhat untapped SMB market. As the industry shifts its focus toward local search and new technologies emerge surrounding local search, more information than ever is available to assist you with tapping into your local market and taking it even one step further to create a sense of community online.
CAPABILITIES OF LOCAL SEARCH
According to a recent survey(Online Media Survey, Piper Jaffray, 2007), local search was the second-most popular service on the internet, behind only email. The increased usage of local search is due in part to traditional print mediums (such as yellow page and newspaper advertising) migration to the internet. In recent years, local search providers have begin to cater to local markets by offering enhanced capabilities to advertiser and end-user alike. Some of these enhanced capabilities include:
Self-Managed Listings - the ability to keep business listing information current with immediate updates to changes in address, phone numbers, hours of operati
Driving Directions – some local search listings offer built in mapping functionality providing the end-user a convenient way to locate and get directions to your business.
Automated Feeds – local information about the surrounding community automatically populate to enhance your listing (this is usually found in the sidebar area of the screen)
Customer Feedback – user feedback or rating systems provide consumers with the opportunity to comment and/or rate your products or services. Some local search providers even offer an automated survey function allowing you to solicit feedback from your customers to be displayed within your listing.
Pay-Per-Phone Call – utilizes contextual advertising to produce phone leads. This is particularly effective for businesses without a website.
Online Video Platforms – small businesses can easily create and syndicate short videos on the internet about their services.
FINDING THE MIX WHAT WORKS FOR YOUR BUSINESS
When it comes to local search, one size does not fit all. To assist you in developing a action plan for your local search campaign, the following table outlines local search providers and some of their capabilities...
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This article was written by Suzanne Aimee, President and Founder of Able Web Professionals, Virtual Assistant Services and Solutions. Ms. Aimee has 15-years of administrative and business support experience and has been helping small businesses develop successful online strategies for over 5 years.
