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Google AdWords and AdSense - A Dynamic Small Business Marketing Duo
Unless you have been living under a rock for the last year or so, you probably know that Google has become the king of the search engine hill. There are many reasons for this but number one in my opinion is that above all else they put value on...
Grow Richer As Your Competition Gets Tougher
Copyright 2005 Roy Primm
"The market is getting crowded
It’s getting harder to compete;
The path to take is clouded
Which profit path should I seek;
I’ll stand firm and take on tough competition
I won’t run away from my mission,
I’ll grow...
Outsourcing Your Ecommerce Order Fulfillment
When your eCommerce business grows to the point where you can no longer package and ship the orders yourself, it’s time to begin outsourcing your order fulfillment. Although all order fulfillment centers offer the same basic services, their...
Small Cap and Big Cap Investing
To be honest, it doesn't matter what type of stocks we invest
in. Common stock with small capitalization (defined as having
market capitalization of $ 500 Million or less) and big
capitalization (market capitalization of $ 5 Billion or more)
can...
Visa & MasterCard Raise Credit Card Processing Rates
Visa & MasterCard have raised interchange rates
again effective April 2005, but before we explain the increase lets look at
what comprises a discount rate as these credit card processing rate increases
are not simple.
The discount...
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Yellow Page Advertisers Need to Show Up
Copyright 2005 Off the Page
Many Buyers Never Consult the Yellow Pages Before They Buy
Customers purchase most goods and services from local merchants. In the past, they relied on the Yellow Page directory to research their choices when they were ready to buy.
The Yellow Pages connected them to providers at the perfect moment in the sales process. They were referred to as "now" buyers, because they were motivated to buy right away. Although most people still spend their money close to home, more and more of them ignore the Yellow Pages. They acquire desired information elsewhere.
Computer-savvy customers go online to find what they need to know about where to do business. A large percentage of young adults or business buyers never consult the directory at all. And they control an expanding chunk of dollars spent.
The Internet Changed the Way People Locate Products and Services
Many buyers find it faster and easier to enter a query into a search engine than to dig through out-of-date phone books. If your primary or sole exposure to buyers is through your Yellow Page ad, you won't even be in the running when online searchers decide where to buy. It's time to get your Yellow Page directory exposure to mesh with your Internet visibility.
Places Where Customers Look for Online Information
1. Websites, Portals and Directories
Even a simple site can provide the information that customers want to find about you: location (including maps or directions to find it), hours, products and brands carried, specialties, payment methods, staff, services, prices, credentials, or special sales. Add to it to suit your customer's desires.
But if you're not inclined to take the plunge to its own site, your business can still be found through listings in a local portal (a site maintained to showcase community businesses) or in professional membership directories. The search engines can still locate you when queried.
2. Local Search
Local Search combines a search engine query word or phrase with a specific geographic term, like city or zip code. Such search results only include enterprises in that local area. Instead of
information about a small enterprise being lost among millions of pages of search results, it shows up in a small pool of local providers. That works for the merchant as well as the person looking for what they provide.
Over 36% of all search-engine queries request Local Search results; and that percentage is growing quickly. Last year, both Google and Yahoo committed to expanding the value of Local Search results they deliver. People want them and are driving the trend. Small businesses that don't get aboard risk being left behind (and unfound).
3. Local Search on Cell Phones
Google recently offered the local search option on cell phones. Given the widespread use of cell phones, that new feature will create an immediate impact. People on the go (and who isn't, anymore?) will have less reason than ever to look in the printed Yellow Page directory. They can conduct Internet searches from their car.
Picture this. A person enters their desired business destination (Thai restaurant) plus their town into their cell phone as a search query. Within seconds, the options appear, and the customer can select the best or most convenient choice. They can even click on their preference to dial for any questions.
4. Internet Yellow Pages (IYP)
These are kept up to date (unlike print directories) and can be searched from anywhere. There are a variety of suppliers, so some checking around is required. Some are free or provide a link to your Website. Their usage is growing 25% a year.
Rethink how much you can realistically rely on your Yellow Page listing to provide a steady flow of new business. Merchants who don't want their enterprise to lose ground also need to provide a combination of web-based promotion methods that potential customers can use to find them. If you want to be considered, you need to appear in the places where customers visit when they're making buying decisions.
About the Author
- Dr. Lynella Grant Author, Yellow Page Smarts: Make more money from your directory ad in tandem with your website http://www.yellowpagesage.com Smarter ways to attract more YP customers. Local Search resources Off the Page Press (719) 395-9450
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