How to Promote a Local Business Online
Using the Internet to Attract Customers
For a small local business owner, competing with the Starbucks, McDonalds and Best Buys of the world may seem like a daunting task. But it doesn't take a multimillion dollar marketing budget to draw a crowd to a local storefront.
From online directories, to search engines, to email promotion, there are countless free and low-cost ways to get a business' name out there and grow a customer base. First thing's first- a website is necessary. A February 2009 study by Webvisible and Nielsen titled "The Great Divide" revealed that 63 percent of consumers go online first to find information on local businesses. A business' website could be the first thing their potential customer sees.
Putting a Website Work
There are many ways to get a site up and running. Friends or employees that are experienced in this arena may be able to help. There are also free or low-cost templates and hosting sites that make creating a website fast and simple, even with little to no knowledge of HTML.
Businesses that have money to invest in marketing should strongly consider spending it on hiring a local interactive/design shop or freelancer to help build a site. The old adage "You get what you pay for" applies here. A professional will produce a higher-quality site, and have expertise in search engine optimization (SEO)- ultimately making a site more visible.
Get on Google
For businesses with physical locations, the next step should be to add the business to Google Maps by visiting the Google Local Business Center. Hundreds of millions of people search on Google everyday--and when someone searches for a business in a certain city, those listed on Google Maps are typically the first result. And Google AdWords is one of the best options for businesses with advertising budgets. The October 2006 Piper Jaffray & Co. study, "The New eCommerce Decade: The Age of Micro Targeting," revealed that search advertising is the by far the most cost-effective marketing channel, costing just $8.50 per acquisition, on average. The next cheapest is the Yellow pages at an average of $20 per acquisition, while direct mail is the highest at $70.
Know Where the Customers Are
Speaking of search engines, Google, Yahoo! or MSN are research tools that may give insight into customers' online habits. A local restaurant owner, for example, might want to perform an online search for restaurants the city they're located in. Top results for this type of search are typically directories or online communities that compile ratings, links and other information about local businesses.
For example, Citysearch.com and MenuPages.com tend to come up high in searches for local restaurants, but it's different for every city. Business owners should get listed on the sites that come up high in their search. Listings on these types of sites are typically free--visit each site for details. For businesses that offer special services or fit into a certain niche, get specific. For example, restaurants and bars that deliver should get listed on sites such as GrubHub.com.
Make a Direct Connection
In addition to having a website, some businesses may want to consider creating a Facebook or MySpace page. Building a network on a social media site can allow businesses to easily communicate with customers and promote special offers, sales, news and events. Another cheap way to directly communicate with customers is via email. Be sure to only collect email addresses from customers that have opted in to receiving communications. As with a website, friends or employees are a good place to start when looking for help designing emails. Free or low-cost HTML email templates are also available online.
Keep it Current
An online presence is absolutely required for a local business these days. And remember, consumers' online habits, and the Internet itself, change every day. Work promoting a business online is never done. Keep up on the latest online resources, continue to learn about best practices in online marketing and be aware of what customers are saying on blogs and other online forums.
Sources
Loechner, Jack. "Small Business Not Keeping Up With Online Presence." 13 February 2009. 12 April 2009.
Zaharias, Chris. "Where's the Beef?" 9 February 2007. 12 April 2009.
Promote your business online--at little to no cost
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