Push and pull of local internet marketing

As a business owner targeting your local market, you need to use two different techniques when creating local search engine marketing content.

First, you need to apply “pull” techniques inside your website to attract local searchers to your site. These “pull” techniques might include:

• Keyword optimization
• Alt tags
• Compelling local content

Second, you need to apply “push” techniques outside of your website – at other marketing locations, for example – to drive people to your site. These “push” techniques might include:

• Article distribution
• Press releases
• Google AdWords
• Videos posted on YouTube
• Appearance on Google Maps

When it comes to online marketing, there isn’t one strategy that is more important than another. They are both equally critical to ensure that you will search when someone types in your service plus your local target market.

When creating a search engine marketing plan, be sure to include both onsite “pull” techniques and offsite “push” techniques to appear in the search engine listings you’d like to target.

And as you do this, be sure that it doesn’t replace the offline marketing you are currently doing. If you use print or display marketing, billboards, or networking, those things should continue. Rather, your online push and pull local internet marketing should enhance – not replace – your current marketing practices.

Why Internet Marketing is Right for Local Offline Businesses — Part 4 of 4

This is part 2 of a series. To read the first article, click here, read the second article here, and read the third article here.

How much time do you spend in social media sites? A few minutes a day? A few hours a day? What about your kids and their friends? What about your customers?

It’s possible that you’re the rare exception to the rule. Many peole “confess” to spending hours online, primarily in social media engagement via Twitter or Facebook. Internet usage has skyrocketed, according to a study published in May 2009 by the Center for Media Research.

Some stats from this study include:

• There are 87% more online social media users now than in 2003, with 883% more time devoted to those sites.
• In the last year, time spent on social networking sites has surged 73%

And Charles Buchwalter, Senior Vice President of Research and Analytics at Nielsen Online says: “The Internet remains a place of continuing innovation, with users finding new ways to integrate online usage into their daily lives.“

In other words, savvy businesses are using video and social networking and other internet marketing techniques to reach out to their customers where they are spending their time: online… and, specifically, in video and social media sites.

Neilsen also concluded that: “Given the increased focus on digital marketing [...] the Internet’s share of commerce will continue to rise.” For offline businesses that are ignoring the online marketing opportunities, this is a scary thought. Internet commerce is already huge and stealing a large piece of local business revenue… and it’s expected to grow.

Is your business marketing where your customers are spending time?

If not contact us now to get started today.

Why Internet Marketing is Right for Local Offline Businesses — Part 3 of 4

This is part 3 of a series. To read the first article, click here and read the second article here.

Local businesses need to market themselves and they spend a lot of money on offline marketing to do so. Sadly, these “offline-marketing-only” businesses have missed the boat and they are being eclipsed by their larger online competitors.

According to a recent study by online marketing firm Internet-Engine, offline businesses have not kept up with the shifting needs of their customers.

This excerpt, from the CEO of Internet-Engine, says it all: “On-line retailers have developed and maintained a dominant presence in search marketing… To put this in perspective, when a shopper does a search on the Internet, he or she will find three listings from on-line retailers for every one listing from a traditional retailer. I find it very surprising that brick and mortar retailers have not invested more dollars in search marketing, since e-commerce sales have grown 28% since 2006 (according to comScore) while total retail sales have grown by only 3% over the same time period.“

With more and more shoppers starting their shopping “process” online, it’s no wonder that they are turning to online stores who outnumber local stores by 3-to-1.

Your organic local marketing domination today.

Why Internet Marketing is Right for Local Offline Businesses — Part 1 of 4

The thinking goes like this: Internet marketing might be fine for global businesses but local offline businesses (whose customers are drawn through word of mouth or local advertising from the surrounding neighborhoods) aren’t looking online for a service provider.

However, they are looking online! Local internet marketing provides another powerful marketing channel for local businesses to pursue… and it’s even better than offline marketing.

The Kelsey Group is an advisory and consulting service specializing in marketing (particularly search and Yellow Pages marketing). In their annual search forecast, they write that local search is going to become a huge part of marketing for local businesses, outpacing broader global search.

“Local search growth will outpace [broader global] search growth through 2013. Local businesses and those that target geographic areas will make a sustained effort to build … their online presence.“

For the next three years (at least), more and more local businesses are going to get on board with local-focused internet marketing. Your competitors probably are… will you?

Search Engine Marketing as a Branding Tool

The hidden story of search engine marketing

Search engine marketing serves the most obvious purpose of attracting traffic to your site. But that’s not the only work it does. It positions you; it brands you. In this blog, we’ll look at six ways that you can strengthen your brand and, as a result, strengthen your search engine marketing:

1. Define your business and services. While many businesses think they can define their business and their services, they are really just defining them from an industry insider’s perspective. Instead, define your business and your services from a customer perspective: To use one real-estate-related search engine marketing example: People won’t search for “I want a real estate agent”; they’ll search for “I want to buy a home.”

2. Developing your marketing materials and your story. You can’t do it all; there are simply too many marketing options out there. So, decide what your story is (summarize it like an elevator pitch) and then decide which of the many marketing options available are best to relate your story. Be sure to develop a mix of search engine marketing and offline marketing to get a good mix.

3. What makes your brand stand out? Every brand needs to have something unique; otherwise you’ll just get lost in the crowd. As you build up a reputation online, people will start to search for what makes you unique. This also helps local search engine marketing as well if your brand is related to a narrowly defined geographic area.

4. Building and managing your brand online. This is where search engine marketing comes into play: While you’re creating content to push or pull traffic to your website, that content is also establishing your brand. By the time people get to your website they are already familiar with who you are, what you do, and what makes you unique.

5. Manage your brand reputation online.  Search engine marketing is not a “set it and forget” effort. You need to be consistent and strategic in order to maintain your reputation. Develop a search engine marketing strategy that has a long-term timeline with plenty of short-term effort spaced evenly throughout.

We’ll talk more about branding in the weeks to come!