Is Your Local Internet Marketing Campaign Building Enough Brand Awareness?
February 14, 2010
When considering local internet marketing, first page positioning of a company’s website on the internet means different things for different businesses owners. The volume of search activity varies widely from industry to industry. The perceived importance of local online marketing as a crucial way to generate clients also varies widely, because of the lack of understanding of the rapid changes in the flow of online traffic in their industry.
It’s time to take a serious look at your online strategies
Some industries by their very nature appeal to a much broader spectrum of the populace than other industries, hence they generate much more online searches for the product or service being offered. However, with 83% of the population in America now searching the internet first to get more information before they buy, even the industries that appeal to a smaller cross section of the populace are getting volumes of online traffic that simply can’t be ignored if you are running any kind of serious marketing campaign for your business.
Casting a larger net
Regardless of the cross section of populace your company appeals too. There are solutions to becoming more visible to your prospects and building brand awareness so that your lead count reaches a respectable level.
1. Multiple sites for natural search – Have you considered what many sites as opposed to one website would do for building brand awareness and much higher visibility for your company. Why give all that online real estate to your competitors?
2. Inclusion in Google Maps (Google local) – This area of the front page of Google simply should not be ignored. A fairly high percentage of the searchers pick from the top 5 companies listed in Google maps. Are you listed there? Is your website among the top 4 positions? If not you need to change this now. Find someone who can optimize your business listing and get you there, otherwise you are letting your competition run over you.
3. Sponsored ads – Although Pay Per Click ads, the little sponsored ads you see at the top of the page and down the right side, only get about 20% of the traffic, for local internet marketing this can still be a money maker. Of that 20% there is a higher percentage of potential customers that are ready to purchase right now. You shouldn’t ignore this.
With the ever diminishing returns from offline conventional advertising, can your business afford not to make brand awareness online a priority? With offline advertising options drying up due to many newspapers, phone books, and various publications going out of business, will your business suffer? The ineffectiveness of much of the offline Medias to deliver buyers to businesses has caused a huge drop in revenues from business advertising. Adequate volume of readership for these Medias, simply don’t exist at the levels necessary to attract businesses anymore.
Don’t wait too long. Grab high visibility, authority and dominance online while the getting is still good.
The huge shift to the internet is only gaining more and more momentum. Apprehension is giving way to trust and dependence on the internet. Integration of the web into everyday life style is no longer the future. It is here today, to stay. Companies that are slow reacting to the changing marketing paradigm are going to find themselves at a disadvantage when they do decide to mount a serious local internet marketing campaign. Their competition may already be entrenched, enjoying huge brand awareness online.
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