Find out what the #1 advertising choice is

In local business marketing, one of the top questions I get most often is: “What’s the best form of advertising for my local business?” 

The question itself at the surface is harmless, and I advocate asking. But, deeper down – it indicates some kind of thinking that a “short-cut” to results (getting more clients or customers) exists.

And, even worse, it shows lack of understanding of advertising in the first place. While I place no blame, the point is – the “best advertising option” is specific.

“Advertising is the ‘wonder’ in Wonder Bread.” – Jef I. Richards

Here is the rule by which you can determine the best local advertising option.

RULE: Whatever option you choose, it must produce results, but ultimately, a positive ROI (return on investment). Nothing else matters.

For example, Groupon and LivingSocial are all the rage these days. (Groupon even turned down Google for a multi-billion dollar buy out deal.) Lots of attention is given to these hip deals marketplaces. It’s a popular and worthwhile platform, maybe. Most often it turns out, not profitable for the buyer (you).

Going Negative Feels Great.

If you are jumping on the daily deals band-wagon, you may actually be hurting your local business, and lose money. After you’ve lowered your pricing, accepted the terms from Groupon or similar, you may end up only with a 25c to the dollar ratio. That means that if you own a restaurant, and your business is accepting these coupons, and you’re actually using what you deem to be the “best advertising”, you are going negative. And, pretty soon – you must stop. (Plus, everybody and your competition can see what you are doing, a dead give-away.)

Another example, with a massage parlor business with a Groupon deal, an $80 massage could be purchased by the consumer for $40 through Groupon, and then Groupon and the retailer would split the $40. That is, the retailer gives a massage valued at $80 and gets approximately $20 from Groupon for it (under a 50%/50% split).

Each Business is Different?

Each business is different, but they are ALL THE SAME when it comes to choosing the best advertising option: it must create a positive return.

However, in the restaurant example… if the owner was able to monetize the traffic and create return patrons that would spend the minimums, bring in friends, family, referrers – the ‘deal of the day’ programs may / will turn positive. The follow-up and monetization over time makes it good. But, initially – consider it a “loss leader”. If that’s ok with you, that is.

The Best Advertising Channel.

So, if your local business is looking for the best advertising channel – just make sure that you do your math first. It may look good on paper, but test it fully via your customer funnel / experience (yes, you need to build that out), and know what your average check size is, as well as your lifetime value of that customer.

ROI is the rule by which you determine the best advertising solution. (read: profits).

P.S.
I know that brand building, brand awareness becomes part of any advertising & marketing discussion. However, your family will be more concerned about money in the bank, rather than a ‘name’ in the sky. “Hey, honey! We’re on TV! …but not making any money” (… good luck…)

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Here are 7 tips for Local SEO success

The Internet is constantly getting more competitive and high, non-local organic search engine rankings are harder to achieve.

But for many businesses, especially small businesses that target their local markets, the most relevant forms of traffic come from local search.

1. Use keywords to target local areas

Targeting a local market can make Google local SEO go a long way, especially since high rankings in local search are much less competitive. Contractors targeting keyword phrases such as “general contractor” will have to compete with virtually every other English-speaking general contractor in the world, while businesses targeting “elkhart general contractor” will only have to compete with general contractors in Elkhart who happen to own a website and are actively trying to SEO optimize their websites.

2. Get listed in directories

One of the first steps toward getting local traffic is to try to get listed in all of the free local directories. There is no reason to not be listed in Google Places and Yahoo Local. Many users will go to these locations first when trying to find a local business.

3. Focus on other search engines

Most businesses try to focus their efforts on reaching high Google search engine results. And, when aiming for local targeted markets, focusing efforts on other local search engines, such as Bing (Local) Maps, can also be helpful, and is recommended. However, we continue to see that Google Local SEO tends to have the fastest and potential best return, and recommend starting there.

Another important thing that businesses might want to do is register their domain names with their current business addresses. Some believe that Google uses the address that the website is registered under as a way to rank local search results.

5. Create multiple domain names

Businesses that are offering services in more than one country might want to create domain names for each country that they operate in. Google looks at the top-level domain in order to determine whether a particular URL is relevant to search results in a particular country. This can be a good and necessary strategy for international, local businesses.

6. Remain clear on your target

Some businesses are entirely focused on a local market, while other businesses are nationwide, but wish to target a specific location. This can be difficult because the SEO efforts needed to obtain traffic from a specific area might undermine the company’s efforts to receive traffic from other locations, including internationally. Businesses must emphasize that they offer services for those in other parts of the country as well. With many offices, i.e. a franchise network, you can manage listings in a bulk fashion.

7. Claim your business

Businesses can often be listed with NAP (name, address, phone) and related information by those other than business itself. When a business discovers that it is already listed, it should try to claim the business listing and update the records appropriately.

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These ideas can help you drive more sales

Building a successful business is all about marketing. If potential customers don’t know about your product, they will never become actual customers.

Here are 19 easy ways to publicize your business and bring in more sales opportunities.

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How To List Your Business on Google Places

Google Places is a great way to get your business on the map. Here is a step-by-step guide that should help get started.

Step 1: Get a Google Account

If you don’t have one already, you will need a Google Account to get started.

Step 2: Basic Information

Once you sign into Google Places, you should perform a search for your business. If your business is not listed with Google, then you will need to fill out your business information including:

• Name of Company
• Physical Address (Don’t use a PO Box)
• Phone Number
• Website URL
• Description of your Company and Services.
• Country
• Category

Step 3: Tell Google More About your Business

This part is fairly linear. Just follow the onscreen instructions and tell Google the following:

• The Service Area of your Business.
• Types of Services (offline or online)
• Hours of Operation
• Payment Options

Step 4: Add a Photo and Video to your Business Listing

These are two very important things so don’t just skip them. Having at least a photo will make your business seem more real to people who stumble upon it. Although a video is optional, it is highly recommended. It’s your chance to connect with others so don’t waste it.

Step 5: Additional Details

At this point, you need only supply Google with any additional information about your business. Here are some examples:

• Brands of Products
• Any Promotional Events

Step 6: Verify your Pin Number

Finally, you will need to verify your address. Google will send you a post card with a pin number on it. Once you receive the card, simply enter the Pin Number to verify your address. You’re done! However, here are some additional things to keep in mind.
Additional Noteworthy Factors

NOTE: Here is a list of business models which are not allowed on Google Places: (Make sure your business doesn’t fall within these boundaries.)

1. New businesses still under construction.
2. Only businesses that make in-person contact with customers are allowed. Therefore, a business selling digital products through a website is not allowed.
3. Location that you don’t own and don’t have permission to list.
4. Other businesses – even if they carry your product.

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Get Started With Local Mobile Marketing

Using mobile strategies to market your small business locally can be far less expensive than traditional marketing campaigns and works to draw tech-savvy customers to your business while they’re already in the area.

To get started with mobile local marketing, consider these simple steps:

1. Ensure a Mobile-Friendly Web Presence
Mobile phone screens are much smaller than computers or even tablets. Make sure that mobile phone users can see all of the most important information about your business without having to scroll or resize their screens.

2. Text Message Marketing
Adding an “opt-in” for text messaging on your website or in your business newsletter allows you to build a database of mobile phone numbers that you can market directly to. Through text message marketing, you can

• Send mobile-only coupons directly to customers’ Smartphones
• Alert customers to time-sensitive sales
• Grab people’s attention while they’re already out and about

3. Mobile-Only Contests
Hosting a mobile-only contest is another good way to collect mobile numbers for your advertising database. Offer customers a chance at a discount, free item or free service that they can only get by texting a special code to your business, and you’ll be well on your way to building a mobile local marketing list.

4. Let The Customer’s Location Work For You
People bring their Smartphones everywhere these days. This has given rise to location-based websites and services such as

• Foursquare
• Facebook Places
• Google Places

Using these sites, people can easily let their friends know where they are and what they’re doing. Make sure your business has a presence on these sites so that every time someone “checks in,” your business name and brand will instantly appear in their social media feeds.

5. Frequent Customer Incentives
Location-based services allow you to see who “checks in” to your business most often. Offering special coupons to these customers lets them know that you appreciate their patronage and can make them more likely to recommend your business to others.

6. Place QR Codes Locally
QR codes (‘what are QR codes‘) are special codes that can be scanned by Smartphone users to get more information about a business or product. Place one in the local newspaper, on a flier inside your business or in your business booth at a local festival and offer a discount to anyone who scans it.

Related Mobile Marketing Articles

• Beyond Email: 17 Easy Techniques to Optimize Your Mobile Marketing
• How to Use QR Codes to Market Your Business
• Are You Ready to “Go Mobile”? New Marketing Book Shows You How!

Mobile Marketing Video – Mobile World Congress 2012

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When comes to getting more business from your local website, there is nothing that beats the model where prospects seek YOU out.

It’s what local SEO is based on: get your website found in Google Local (and other local search engines), add a relevant page with some kind of strong local offer, and you’re in the starting gate.

Below, we posted a 10 minute, free training video that shows you how to set up and use Google Adwords Express to help you get found quickly (via paid ads).

(We’ll cover the why and how to set up your business profiles in the local search engines (Google, Bing, Yahoo) in another video.)

Most local businesses can benefit from using the Google Local and local search engine optimization, but here are some great marketplaces that could start right now.

Local Business Categories – The List:

Accountants
Air Conditioning Repair
Alarms and Safety Systems
Antiques
Auto Repair Shops
Auto Transmission Repair
Beauty Salons
Bowling Alleys
Caterers
Chiropractors
Criminal Attorneys
Criminal Law Attorneys
Day Spas
Dentists
Dry Cleaners and Laundries
Electricians
Family Law Attorneys
Fertility Clinics
Fine Dining Restaurants
Florists
Furniture Stores
General Contractors
Golf Courses
Gyms
Hair Stylists
Handyman Services
Heating and Air Contractors
Hotels
Indian Restaurants
Italian Restaurants
Limousine Rentals
Message Therapists
Mexican Restaurants
Nail Salons
Nutritionists
Optometrists
Painting Contractors
Party Supply Rentals
Personal Injury Attorneys
Person Trainers
Pest Control Services
Pet Boarding Kennels
Physical Therapy Clinics
Physicians and Surgeons
Plastic Surgeons
Physics
Real Estate Agents
Roofing Contractors
Seafood Restaurants
Steakhouse Restaurant
Thai Restaurants
Tire Dealers
Used Car Dealers
Veterinarians

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