Local Search by Internet Search Engines is as Essential to Your Business Survival as Your Telephone

Your Enterprise Won't Survive Unless People Find It

Whether you're a one-man shop or a mid-size operation, you need to make it easy for people find you. Most enterprises serve the people who live in the same town (80% of all dollars are spent in a buyer's home community).

Being included in the Yellow Page directory tells the world you're open for business-listed alongside competitors offering similar products and services. After people check the directory, they came to your store, or "let their fingers do the walking."

Your Telephone Links You to Buyers Ready to Spend

Unlike other methods of promotion, the Yellow Pages connects a business with customers at precisely the moment when they're ready to buy.

Traditional Buying Cycle

Stage 1 A person consults the directory when they're considering a purchase. They narrow their choices (on whatever criteria they consider important). As it turns out, over 50% select on the basis of convenient location.

Stage 2 They call with questions. Whereupon the business owner persuades them to come into the shop or make an appointment - or not.

Stage 3 Their coming to your store provides a face-to-face opportunity to nail the sale.

The popularity and convenience of the Internet has thrown that sequence on its head.

The Shortest Distance from Your Customer to You is Over the Internet

Recent studies show that these days as high as 70% of potential buyers head to the Internet instead of the Yellow Page directory. They consider search engines the fastest way to get the information they need to make buying decisions. By the time they walk into your place of business, they're already informed about the products they want.

Increasingly, buyers learn about available products and services in their hometown by conducting a Local Search. A Local Search occurs when a search engine query is coupled with a geographic term, like city, state, zip code (for example: plumber + Spokane). The search results only include enterprises within that area.

Even a very small business can show up at the top of the search results. But if they're not included in the databases the search engines use, they won't show up at all. Learn whether your business is listed by checking it on these resources: http://www.localsearchresources.com/listed.html .

Being Found Demands You Show up where Customers are Looking

Small businesses will be compelled to make themselves findable online because of changed consumer behavior. And the Internet has altered other habits as well. The majority of young adults (a highly sought-after demographic) use the Internet every day. It's an integral part of where they get news or the facts they trust. For them going online is as convenient as picking up the phone.

Since 74% of households have Internet access, more and more of the buying public uses search engines as a preferred local shopping resource. By comparison, Yellow Page use declined from 75% to 62%.

The public is very attached to their cell phones (literally) and, they carry them everywhere they go. There are about 200 million wireless phones in the U.S - 200 million potential buyers walking around. It's now possible for anyone to conduct a Local Search from their cell phone. So there's no question that on-the-go consumers will rely on Local Search even more.

Re-examine your assumptions about your own customers. Times have changed. How do they find you? What information they want to know, and how hard is it for them to find it? And what do you intend to do about that?

Yesterday's answers about the best way to promote your business don't match the new reality. Most buyers are ahead of you when it comes to computer savvy and confidence in search engine results. That's not a prediction, it's an actuality. Take Local Search seriously because your survival is at stake.

Dr. Lynella Grant An expert in Yellow Page ads and Local Search. Learn to stand out online and offline, so you capture more Internet-savvy buyers for your brick and mortar business. Free resources http://www.localsearchresources.com 719-395-9450

RELATED ARTICLES

Seven Sure Steps In Building Your Reputation Online
If you have to part with your hard-earned money for some goods or services, who would you rather trust: a novice provider or an expert one?

Internet Marketing ? Have a Beer With Your Own Internet Marketing Consultant
Did you ever wish that you could sit at the feet of an Internet marketing master?

Why Your Internet Business is Like the Stock Market
As savvy stock market investors know, chasing after the one "hot stock" with the possibility of bringing instant riches is not a wise idea. You know the old saying, "Don't put your eggs in one basket". This type of thinking carries a high risk. If your stock goes up and you are smart enough to sell, then you've made money. However, if your stock falls, you just don't know when (or if) it will ever make a comeback.

Selling to Sellers - Utterly Stupid Idea or Not Quite?
The list of promotional tools and resources available to online marketer today isvery impressing, and new ones appear almost every day, each fancier and more sophisticatedthan ever. Almost all of them however are touched (some willeven say "cursed") by a sort of the original sin. After all, after SPAM became criminaloffence and as the result direct email marketing became all-but-impossible, the onlypeople who see your offer are those who are also trying to sell something.Every thinking person involved in the Internet marketing must have noticed thisdisturbing fact. Most marketers evidently try to forget, after having classified itas some modern version of the ancient Achilles and the Hare paradox - intellectuallysound perhaps, but not really applying to the real world. Other escape into "niche"markets where you sell to "normal people" i.e. not-marketers. Which of course isa perfectly valid and often profitable option. But is it really THE ONLY rational solution?Is it really not possible to sell to other marketers and be successful in that?In my opinion this "selling to sellers" is not at all as absurd as many people believe.It's simply different. And I often wonder why so little has been told about this differenceby the experts. Because to me it seems to be the most important aspect of yourmarketing, the most important initial decision: "Will I be trying to sellthings to people at large? Or perhaps will I concentrate on selling tools, resources andinformation to marketers?". And even the obviously important question of tangible vs. intangiblemerchandises doesn't seem to me more crucial.There are two main branches of Internet marketing. They are, as I will soon try toprove, very different but none of them is "absurd", "stupid", or by definition unprofitable.Of course, there are many more branches. Whether you're selling tangible or intangiblegoods is perhaps equally important. I don't know. In any case it's much moreobvious and widely understood. (That's probably because selling of tangible goods is asold as the humanity itself, and in it the tested methods of the post-order selling still basically rule,though of course adapted to the virtual reality.)Let's now give those two categories some short, simple names for the use of this text. Howabout "X marketers" (from eXternal) and "N marketers" (from iNternal)?The X marketers will be those selling to the "world at large", and N marketers will be thoseselling to fellow marketers.Now, an explanation is needed. When you start your marketing career you don't usually"decide" whether you want to be X or N marketer. It's mostly determined by the promotional toolsyou have access to at the beginning. If you start without any investments, or only with littleones, you will be using opt-in lists, traffic exchanges, FFA pages and similar resources. Then,by their very nature you start promoting to people who see those ads, and who are those people?Of course they are other marketers using the same tools! You have become an N marketer withouteven giving this issue much thought. (It can be noted that you are an N marketer trying to sellto other N marketers. Selling to X marketers seems a much more difficult matter, for they don'tuse the same promotional tools, or at least not in the same extent. You will need to besomewhat of a Guru to start selling to those people!No doubt there's lots of common between those two branches. After all "the money is in the list",and the really big profits come from back-selling to people who have already bought from you,are satisfied, trust you and therefore are willing to buy from you more. This part of yourbusiness will be fairly similar, no matter if you send to marketers or non-marketers.There are also important differences of course. If it wasn't so our distinction would have little meaning andso the this article would have no meaning. But those differences are very visible. let'sstart with the language itself. If you are an N marketer and aresuccessful, have a list of many thousands happy clients and so on -- then you will be soon called a "Guru".If, on the other hand, you're enormously successful in selling let's say 2' x 3' stainless-steel widgets(or ebooks on painless, well-fed & lazy slimming for that matter), which of course means that you arean X marketer, then, even if you have thousands of faithful clients with deeppockets, instinctively reaching for their credit Platinum cards whenever they hear your name...Well, you will of course be admired and envied, not to mention rich, but you won't be called a Guru!You might be called something like "a Great Salesman", which is not too bad of course, but it's not the same,is it?Another difference is thatin N marketing you don't usually speak much about "niches". Selling memberships in credit based opt-in listsfrom some external point of view can be seen as much "niche marketing" as selling, let's say...polishing-wax for pet anacondas. Not true? But I personally have never heard this term used in this context.The most important differences are however in how X's and N's find their clients in the first place.Or sometimes how they let themselves to be found by them. This is not just a play with words,as search engines do exactly that --they let people find your offer, don't they? There are of course many different types of search enginesand similar systems ("normal" search engines, Pay Per Click search engines, directories etc.) but fromthe viewpoint of the potential client they basically do the same thing. And for the X type marketerthey are nowadays one of the very few available means of promotion. Of course it's in large part becausethey are very powerful tools, providing you with highly targeted hits. If you'reable to get high position on those search engines that really matter (and don't get bankrupt on the way, as theytend to be costly) you're almost there. Add some off-line promotion and you're onyour way to become The Great Salesman. (Of course all other aspects of your business also must bedone right.)If however you have decided that selling to sellers doesn't sound so absurd or pointless as it is oftenpresented, then your options are much more numerous. Which is a good thing of course, though yourcompetition also has the same options, so it's not an unmixed blessing. You must show your offerto marketers, so you need to show it where marketers are looking for offers. Why should they be looking?There are two main reasons.The first reason is that they simply are forced to look at your offers. How? Why? By whom?It's simply that many, if not most, of the methods of online promotionavailable today base on the principle reciprocality. Which in this context means: "I will take a look at yoursif you agree to take a look at mine". Yes, of course, you don't always have to actually look at those offers.Often you can pay the service to show your offers to others and ignore theirs.Still, the people who will see your offer will be those who wantto show theirs to the world. (Of course they don't necessarily need to be commercial offers, they can be sites devotedto hobbies, charities, private or group obsessions etc. But they all want to SHOW people something ratherthan SEE somebody else's offer.)Does anything positive result from this fact? And, to pose a much broader question: does the marketertrying to sell to sellers (N marketer in our terminology) have any advantages over the one trying to sell to non-marketers(X marketer)? My answers would be: YES and YES. Why? There are a few reasons. Some of them pretty trivial thoughnot without importance, like the fact that marketer usually is much more exposed to contact with offersfrom online businesses.Marketer also has some needs that can possibly be satisfied by buyingthings online. Two sorts of needs in fact. Firstly, the same needs that everybody else has. Secondly,specific needs related to Internet marketing. By being rather more exposed to Internet ads and offersthan an average person, more used to it and understanding it better, marketer would probably buy morethings online. But the other type of needs is far more important here.Now for the second type of needs. Marketer will need marketing tools, resources, information...These things change and develop in an enormous pace. This is of course a truism but it's absolutelytrue. If you're able to quickly find new promotional tools, opportunities and/or informationon Internet marketing, you will be in position to sell (more or less directly, we will notplunge here into discussing downlines and referrals) these information - for after all it isexactly information! - to other marketers. I personally see no reason why marketers should beless receptive to this sort of information than average person. In fact they are probablymuch more receptive, as they know perfectly well how much in their personal lives depends onthose tools, information and opportunities.It is probably not true that whole 95% of people trying to earn online is not earning any money, butit must be obvious that most marketers still have not found their way of doing business online andthere's no reason to believe that this situation ever radically changes.So it's not only information on new available services and opportunities that is sought after,and therefore sellable. In order to be successful in this sort of business, where there's so muchavailable information, potential chances and risks, and so little road-signs that can be fullytrusted, one needs to find their own way. Way of doing business online.Human life being as short as it is, with most often very limited finances (or you wouldn't spendyour time in front of the monitor with uncertain result, would you?), people who still haven'tfound the right method and attained real success in online business will need a "recipe", or,perhaps better, a successful person to help them -- a teacher, or even perhaps what the Americanscall "the mentor". (There's this old joke about some American children asking their parents topay them tree-climbing lessons, but Internet marketing without qualified help is a dreary andvery risky thing to do.)If you already are successful, then being the N marketer you have serious advantages. One of them,perhaps the most important, is that you only deal with one (big, that's true) issue: online marketing.As X marketer you would need to handle both marketing itself and the market niche you're in. Thisfact has some further interesting effects. For example this that by attaining success as N marketeryou're becoming a Guru, or "almost a Guru", and this time I'm using this term without irony. WhatI mean is simply that you've become an accomplished expert in your field, which of course isInternet marketing. While if you attait even the biggest success in selling widgets online, youwill be a "Great Expert In Selling Widgets Online". Which means that you will be generally seen asa crossing between "widgets expert" and "marketing expert". Nobody will be certain how good you arein any of those two parts of your activity! Effect of which will be that your success will bemuch harder to duplicate! You will have much more difficulty in teaching people your tested businessmethods. If they are not going to sell widgets like yourself, nobody can be completly sure it's thebest marketing practice that you're teaching. And the widget niche may be too small to accomodate manynew players. It will be a totally different matter with general marketing knowledge that you obtain practicingN marketing.One special advantage that N marketing has is something that I personally call "self-propelling money machines".So far they are not very numerous, at least those that work smoothly and bring tons of money withoutconstant need for adjustments and pushing. But there are some, pretty successful. And their will be more.What are those self-propelling money machines? They are smart combination of promotional resources with selling.One could say that they are resources that sell themselves, automatically. The simpler form cosists of just twomain parts: the Lead Generating Module (more often multiple Resources) that are constatly being sold by something thatcan be called the Selling Module to the leads they generate. One program that I remember that worked like that wasCommisionSpyder. In another, more advanced, version is probably best represented by the new "Explosive" ebook byStephanie L. Woolford, a very successful online marketer. (This ebook can be for example found on http://ebiz-guru.com.)Here one can three conceptual modules:the Lead Generating Module, the Selling Module, and an ebook (that can be either free or paid) that ignites thewhole process. I'm not sure I managed to describe the idea clearly enough, but it can be understood when seen in action.Ebooks are supposed to be the almost-perfect business and in near future they may really become that. If we assumethat this statement is true, we can say probably risk an opinion that X marketers have greater chance of publishinga competent book on topics related to their chosen niche they know lots about, while N marketers seem to have muchgreater chance of publishing purely marketing ebook, "viral" ebooks, and ebooks of the sort mentioned in previousparagraph included. Which seems to be another advantage of N marketing. So after all Selling to Sellers may notbe so stupid idea, wouldn't you agree?

7 Quick Marketing Tips To Uplift Your Profits
1. Publish an ezine.

Identify your Target Market by Tracking and Exploiting Profitable Search Engine Keyword Phrases
There's a very lucrative "marketing formula" to targeting prospects on the Internet with "laser-beam"-like precision.

How to Make Money from Your Website Using Advertising
You have managed to get your website to that magical point where you have established popularity, traffic, loyalty and a community of fans. Your site contains a wealth of information, resources and services that you provide free because that's just the kind of person you are. You may not have intended to make money from your site but now that you have an audience you realise that it's possible, or perhaps you have to start thinking about generating income because your costs to manage the site have increased and it's starting to hurt.

Strategic Internet Marketing Using Joint Ventures
The goal of most webmasters is driving more traffic to their website in order to increase revenue. As a result, finding creative ways to market on the internet is critical. One such option is using joint ventures to assist in strategic internet marketing. The way this works, however, requires two or more businesses working together for the good of both. You cannot have a joint venture if you don't have another website or business working with you, so you must accomplish this first and make sure the goal is to benefit both websites involved. Read the following suggestions for strategic Internet marketing with joint ventures.

A Couple Of Basic Killer Internet Marketing Techniques
There are many simple, infallible ways to earn income, and one of the surest ways is through marketing your business on the internet. When you learn basic internet marketing techniques, you'll wonder why you haven't already jumped on the bandwagon. When you think about it, the only things you'll need to make money is a vision of what you want out of life and the wisdom and energy to put your ideas into motion.

At Last, A Plain English Guide to Internet Marketing
Have you ever been horrified and intimidated at the convoluted, jargon-reliant information about Internet marketing available on the Net?

The Secret To Having A Successful Online Business
For three years in Internet Marketing, I've tried to find what the secret was to having a successful online business. During the first 9 months it was pure money-loss. I've lost count the number of downline clubs, retire early opportunities and other get rich stuff on the web which I've joined. I thought I was robbed in broad daylight in the cyber world. The phrase "Why me?" started to come out.

Time is Money in Online Marketing
We all do it.

Yahoo Search Marketing: Is an Effective Online Marketing Tool
Yahoo! manages to utilize its huge network of websites and portals to provide Yahoo! Search Marketing services which provides you an opportunity to advertise your business in a number of methods. The methods are sub-divided in the following categories:

Internet Marketing and Your Old Age
Everybody wants to learn how to make money on the Internet. What about saving money for retirement and your future? If you don't do it, who will? Alan Greenspan, Chairman of the Federal Reserve Bank, recently confronted the U.S. Congress about the cost of future retirement benefits.

3 Ways In Which You Can Kick Butt With Low Cost Advertising
If you are new to the Internet Marketing arena, or have a limited advertising budget, it must be hard to see where you go to get the success you crave. But it is within your grasp, if you only knew it.

My Dumbest Marketing Blunder And How You Can Avoid It
When I started submitting Ezine articles, I never realized their true power. I was just happy to see the articles being published.

Online Testing Optimization
Simply put, online testing involves keying each different test variable with a unique identifying code (so each desired response can be tracked to its source), running the test campaign, keeping records, and tabulating and comparing the results. The winning variable then becomes the control, or bench mark, which future ones are measured against. Let's look at testing in more detail...

Internet Marketing Secrets Spiel
Wouldn't you like to know all the Internet marketing "secrets" that have made me the man I am today?

The Internet Marketing Pie: Slice It Up Right or Lose
The number one concern for Internet sales is your marketing list -- in other words, your audience.

The Most Successful Internet Marketing Model - Start with Free Tools, Spend Money Later
There is a particular web site where I regularly place my free internet marketing articles to generate traffic to my blog. Quite often several so called internet marketing experts place articles shortly after one of mine has been posted talking about the impossibility of making any money online without spending lots of cash on advertising.

home | site map | www.1001topwords.com