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29 December 2010

Local Internet Marketing to be BIGGEST Trend in 2011

By: Category: Business and Employment, Internet Marketing, Local Business Marketing, Search Engine Marketing Comments: 2
Local Internet Marketing

Watch Local Internet Marketing blow up

I’m writing this post while visiting my parent’s home in Canada for the Christmas holidays in 2010.  While I’m reflecting on our accomplishments of 2010, our vision for 2011, the changes in 2010 and what the future might hold, I was surprised when my father picked up the phone book to find the phone number to a local establishment to order some grub.  I let him find the right page in the yellow pages before I opened my computer screen, and the race was on. It took me less than 15 seconds to open my computer, navigate to Google.com and type in the name of the business, hit enter and read the information out loud before he could find the listing on the page, that he was already on.

Why in 2010, someone who was managing a Computerland retail chain in 1984, owns a brand spankin new iMac and MacBook Pro, an XP laptop and XP desktop and a windows 7 laptop….still uses the darn phone book!  Oh yeah, they’re owners of some fancy wireless devices as well. So the question becomes, why are we moving into 2011, 19 years after the inception of the public Internet, that it’s still so common to use the phone book?  Even worse, why are less than 10% of SME’s in North America adopting Internet Marketing practices? What’s even more surprising, a recent study by BIA/Kelsey reveals that, get this

97% of consumers research products online

Sure, these are people that are already online, but 77% of Americans are online, increasing at an average rate of almost 5% increase year over year for the last 10 years. Yet it still gets better!  Kelsey has also reported, in 2010, that 90% on local consumers are using search engines (Google has a whooping 66%) 48% use Online Yellow Pages, 42% use comparison shopping and 25% are using vertical websites.

In addition, over the years, consumers are using 7.9 different sources to find information about local products and services! To add to this, the Google-Groupon failed deal of $6 billion left many people wonder what the heck Groupon knew that other’s didn’t, why they’d turn away $6 billion for a two year old company generating $600 million in revenue. What the heck is going on???  Are you seeing what’s going on here?  This reminds me of the milk industry in the early 80’s.  Farmers around the country needed to sell more milk, so they created a demand for calcium.

Still in 2010, most offline business owners are clueless to the opportunities online.

Running into a Google Employee at lunch

They may not be an online business, but their customers are online!  Plain and simple.  There are tremendous opportunities online for SME, small business, local business, brick and mortars, whatever you want to call them. This is definitely a surprise for me though.  Why did we have to wait until 2011 for this to be the top rated trend of 2011 by one of the top leading Search Marketing websites?  yeah, our friends at Search Engine Land rated this.  I would say they are right, by a long shot.

However, as a brick and mortar myself, I reflect back to 6 years ago when I got my first brick and mortar to #1 for a lucrative keyword with a geomod. I mean, concepts like NAPAREX emerged in many local markets quickly even in 2008.  What about 2011?  Well, open up the Yellow Pages in my town in Lake in the Hills, IL and I find two full pages for a local dentist…hmmm, maybe $1500 a month for this ad?  How come if they are reviewed online, searched online and decided upon online, they don’t show up on the first SERP for their top keyword (Dentist) with their Geomods? Bottom line is that local companies are operating in the most dangerous quadrant of the circle of knowledge.

These business owners DON’T KNOW WHAT THEY DON’T KNOW! That is scary!  So what is being done?  Well, let’s consider the behemoth of Internet Marketers…Google!  In mid 2010, the Google Small Business Blog was introduced.

The fourth quarter we saw Google Boost introduced.  We saw the integration of Google Places into the main SERPs.  We saw test after test after test after test in the local SERPs (follow Mike Blumenthals).  We saw Yelp saw a 50% increase in traffic and practically DOUBLED the number of reviews in one year.  We witnessed the previously mentioned company called Groupon, who generated more than $600M in revenue in 2010 (prorated for 12/10).

We saw the introduction of Local Internet Marketing education like Local Marketing Source, Nitro Marketing, Traffic Geyser and IM leadership among several  others emerge.  We saw introductions of new advertising mediums like Google TV in our living rooms, Mobile OS’s skyrockets and smartphone usage exploded past laptop usage among executives!

We learned Google was actually calling local businesses to verify listings!  Google couldn’t even crack the automated local business code and needed to get some human power in to garner the best online database.  To your left, was a Google employee I met on a business trip in Buffalo, when I learned in October 2010 that they were taking pictures of companies on the inside.  Here’s a link to get them to come to your local business.

I could go on with the changes in 2010, but this one is the blatantly obvious move by the 800 pound gorilla as to what is really going on here.  Check this out, our favorite Internet Marketer resorts to direct mail!!!  Google mails 50,000 businesses information about being a favorite place! Alright, so is the picture being painted here?  I hope I’ve provided enough evidence to demonstrate exactly what the message is here.

Local Business don’t yet get it, but the rest of the world does!

For a variety of reasons, many of which could take up a entire post, brick and mortars haven’t yet jumped on.  This is great, adoption or change takes time, right?  Well, this is the perfect storm for local Internet Marketing.  There is no doubt that 2011 and 2012 are going to be massive years for brick and mortars getting online to gain more business.

Oh yeah, aren’t we in the greatest recession of our lifetime?  Isn’t that further motivation for a local company to explore a new avenue of revenue in Q1 2011?

You decide, I’m already convinced.

If you are a local business owner, grab this free report from my marketing agency here.  No Opt-in, direct download!

If you are marketer who aspires to provide these services to local companies, opt-in to grab out free introductory report here!

12 December 2010

Local Online Marketing – A New Career in Difficult Times

By: Category: Blog, Business and Employment, Internet Marketing, Local Business Marketing Comments: 0

In today’s economy, many people are being forced to change their career choice.  With little or no jobs available, if you’re waiting for large companies to begin hiring again, you may be waiting awhile.  This predicament has many people turning to the internet as a means to earn a living when jobs are scarce.  If you’re seeking marketing employment, the internet could provide not only the income, but the means with which to control when and how you work.  If you already have a marketing background, you are that much further ahead in the internet marketing game, however internet marketing is multi-faceted and there are many ways to implement an online campaign.

For those venturing into marketing for the first time, you not only need to understand the sales climate, but the technical aspects of marketing online as well.  There are many courses available online that will show you the ropes. The prices on these courses are wide and varied and are dependent on which avenue in online marketing you want to take.  It is usually recommended to learn one way of internet marketing first and expand to other areas once you see positive results.

With little to no competition in online marketing for local businesses, somewhat of a blessing has been created in the online marketing industry. Historically, small local businesses have failed to realize the power of the web and how they could broaden their customer base by putting their business online. Savvy internet marketers have recognized this and have begun targeting local businesses in their area for local business marketing. This is being referred to as the Gold Rush of the internet marketing industry with many marketers adding new local clients every day.  As more local businesses see tangible results, the demand for solid online marketing services continues to grow and many people are positioning themselves to provide for that demand.

You don’t need formal training or a degree to become a marketer for local businesses but you do need to have knowledge of specific online marketing strategies.  Most of the information you need to know can be obtained by simply researching the subject on the internet. A lot of what you might need to know can be learned at no cost by frequenting internet marketing forums. This is not structured learning however and might be a little confusing. Those who do best with a laid out step by step lesson plan might do best by purchasing a course as mentioned previously. One such course is Scott Gallagher’s Accelerated Training program. With focus on marketing for local businesses, this will give you the tools you need to get started in an increasingly popular market.

The earning potential in online marketing for local businesses is truly limited only by the amount of work that you put into it.  You decide when you want to work and how you want your business to run. It is not always an easy road, however, and many would be marketers fall into the trap that it’s easy and requires little or no effort. As with any business, success requires time and investment on your part, but if you are willing to put in the time and determination, you will have a successful business that you have control of.

Many have suggested that in this economy that marketing becomes less of a priority for local businesses. The fact of the matter is, businesses must continue to reach potential customers to either maintain or increase their customer base. Marketing is truly a necessary cost to running a business and the internet provides a low cost way to do that. Some business owners don’t realize that a well run marketing campaign is essential to remain profitable, even in difficult times.

If you are looking for a job in marketing, employment is guaranteed if you have control and you call the shots.  Start researching the different online marketing strategies to begin your new local business marketing career.

12 December 2010

How to Sell SEO

By: Category: Blog, Business and Employment, Internet Marketing, Local Business Marketing Comments: 0

When selling SEO, you are selling part of a small business marketing solution. Many small business owners have heard about the power of the web and they either don’t have the time or know how to implement it themselves.  If you’ve been marketing online, you can use strategies that you already know to offer to clients on a local level.

Online local marketing usually entails nothing more than using the web as a white page type listing.  They don’t realize that many potential customers are searching online when wanting to compare or shop around for goods and services. When made aware of this fact, most will happily pay to get more exposure by branching out onto the web.

So how do you convince the small business owner that you can get him more exposure by making his website number one in the search engine result pages? First, you don’t want to speak in technical terms. The whole reason he is looking at hiring someone is that he does not have the expertise to get it done himself. Speak in laymen’s terms that he can understand and identify with.  Explain to him that you can optimize his website so that it is more appealing to Google. This is more easily understood than terms like on page and off page SEO. If he should ask how you are going to do it, try to keep your explanation at a high level. It’s also good to have common answers to questions that may seem obvious to most such as, “What is a keyword?”  You can expect someone who is not familiar with these terms to ask about them during the initial meeting.

You don’t want to focus on getting his website to number one in the search results. Focus on what this will mean to his business in terms of potential traffic. This is what he’s most interested in and will make him more likely to sign on the dotted line.

As with selling any other product, knowing your customer is the key to gaining their trust and showing them that you mean business. To successfully sell SEO you need answers in these key areas:

What products or services does the potential client offer?

Who are they competing with?

What sites come up when you search for their key product or service?

Where do they currently fall in the search engine result pages?

What does their current backlink strategy look like?

What sites do they currently have set up?

You should have this information documented and ready to go so that you can answer any questions the client might have as well as counter any objections.  Seeing his situation in black and white will give him insight into why his site might not be ranking well and how you can help him.

Most business owners are willing to pay for quality SEO services if they can expect a good return on their investment. This is why it is always a good idea to understand what the client’s expectations are in terms of traffic generation and return on investment. Since you’re not in the business of sales, you can’t guarantee him an increase in sales but you can guarantee an increase in the number of visitors to his website. You want to set realistic expectations on the part of the client so that there are no misunderstandings later. This is even more important when marketing to a small business.

As with any small business marketing solution, there needs to be an understanding on both sides as to what to expect, as well as cost and any deadlines involved.

12 December 2010

Stand Out in the Crowd Using the Review System Strategy

By: Category: Blog, Internet Marketing, Local Business Marketing Comments: 0

One of the most effective forms of marketing online, product or service reviews create a sense of trust and confidence in the potential customer.  It is human nature to purchase a particular product when there is testimony to the success or efficacy of the product documented by other people. Scott Gallagher, an authority on online local marketing, mentions reviews as one of his top ways to implement internet marketing for small businesses.

Using this strategy to your advantage as a small business owner is key when implementing a small business marketing solution. You have loyal customers, and getting them to voice their positive experience with your company is a powerful tool in your online marketing arsenal.

Here are some ways that you can solicit positive feedback from your customers that can later be translated to reviews online:

  1. Put out a feedback box – Placing a box asking customers for their opinions on what you’re doing right not only shows the customer that you care about customer satisfaction, but provides a way for you to obtain honest reviews that can be shared online.
  2. Contact Form – Nothing is more powerful than getting direct feedback from your customers, and providing a contact form on your website soliciting feedback gives customers a way to do just that.  With this strategy, you need look no further than your inbox for positive reviews to create a review page for your website.
  3. Comments – Allowing comments on your site will encourage open dialogue from your customers. Customers feel empowered when they are given a public platform to express their opinions.

Once you have positive reviews, you can then ask the customer if you can use their feedback for a review of your business.  Most will happily agree, knowing that you care about their opinion and want to use it to share with others.

When creating a review style page for your website, it must be genuine and not overhyped. Potential customers will detect any trace of false statements or exaggerations.  Equally important is to include any negative feedback you might have received.  The key here is to include the review in its entirety. If the review is overall a positive one, but the customer has mentioned one thing that could be improved upon, make sure that you include this in the review.  This honesty creates further credibility in the eyes of the customer and gives him or her an idea of what to expect. Sounding too good to be true often backfires when the business cannot live up to the unrealistic expectations of the customer that might be established by a hyped up over exaggerated review.

Many people begin their buying cycle by performing research online. First they determine which product or service would solve their issue, who is selling this product or service, and lastly who offers the best value and service to their customers.  The business review strategy is a key component in setting your business apart from the rest of the crowd. It is helpful to do a search yourself and see what your competition might be doing.  If a negative theme comes up consistently when researching a competitor, use this to your advantage by publishing your customers’ reviews that address the issue in a positive light.

By publishing customer reviews on the web, you’re establishing a reputation in the industry for your business.  When being searched for online, you want your business’s name to be the one that consistently shows up as the gold standard for service and quality in your industry.  A customer review takes little time to publish, and will return large dividends in the long run. Scott Gallagher agrees and you could be missing out on a many new potential customers.


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