Local businesses need channels and platforms to connect with their future buyers. Let’s take a look at a few of the most popular options for local web marketing on the market today.
Local Search-based Advertising: consumers research products or services online before they make purchasing decisions. Since “search” is users’ primary tool of choice for finding information, local business owners should aim to position themselves within the online channels providing search functionality to end-users.
Google Places and Local.com, for example, both prove to be valuable options in their ability to drive results-so consider starting there if the aim is to increase online visibility and website traffic, as well as foot traffic into a brick-and-mortar
Business owners can enhance their local profiles by upgrading their listings and advertising to audiences on these sites. While Google Places listings are free and payment won’t influence position, Google now offers Adwords Express, a locally targeted advertising program designed specifically for local businesses wanting additional exposure.
Google is clearly the main source of traffic for websites but there are others which can supplement a Web marketing campaign’s traffic acquisition objectives. When a business upgrades its listing on Local.com, for example — which reaches, according to the company’s own count, more than 20 million consumers a month, driven in large part by its distribution network of more than 1,000 partner sites — a business can all but assure itself of greater exposure and do so on a variety of sites.
Local business marketers can accelerate their exposure by further expanding their locally focused ad campaigns beyond vendors such as Google or Local.com. There are many options which deserve consideration including SuperMedia, CitySearch and YellowPages.com. These directory-based advertising platforms offer small businesses a cost-efficient and effective way to position themselves in front of their prospects.
Daily Deal Promotions:Daily deal sites have risen in popularity with the faltering economy and consumers are hopping on board in droves. Groupon has transformed the way local businesses market themselves around the world, harnessing the power of the internet to successfully grow their businesses. Groupon you know these customers are going to come through your door and hopefully find a reason to come back.
Although creating a deal on a site like Groupon exposes a business to a large and new audience, it’s not always a good fit.
If you’re willing to take the risk and have the ability to convert one-time visitors into long-term customers, daily deal vendors including Groupon should be in your local Web marketing mix.
Local joins Social Advertising: As for advertising on social media sites, by now everyone should know that social media provides businesses with an extremely large audience and for many that has been the primary draw towards participation. Aside from setting up multiple social media accounts — such as a Facebook page, Twitter account and a LinkedIn group, businesses should also advertise on these wildly popular Web destinations.
Creating an advertisement on Facebook is straightforward and relatively inexpensive. Businesses can choose their budget as well as define which audience the ad will reach, such as location, age and interests. Twitter too, while still evolving its advertising options, is gradually releasing more “promoted tweets” into the Twitterverse.