Using Internet Marketing Campaigns to Grow a Local Business

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Author: Liz Jones

Growing a local business is much easier than it used to be. With the advent of the Internet, launching local marketing campaigns for surfers in the area is as simple as learning how to choose the right keywords, and reach out to potential customers.

Most people no longer use phone books to find local businesses. The Internet allows users to instantly grab information about businesses in the area that offer the services that they are looking for. Customers who want to find local services and products will turn to the Internet, so it is important to make sure that a company is able to harness the power of search engine optimization (SEO) to climb to the top of the page. This way, when users type in a certain keyword, they will see the results of a business that utilized a smart local business internet marketing campaign strategy.

There are vital components of any powerful Internet marketing campaign. Using the power of electronic word of mouth marketing (Ewom) in combination with SEO optimization and geo-targeted search advertising, a business can draw in a wide variety of new customers from their area and beyond.

The first thing that any campaign will focus on is the utilization of organic search rankings. These are the rankings that play into everyday searches. Using SEO allows business to climb to the top of these listings utilizing target keywords laced into copy and content, which will make a businesses’ website more “relevant” to local searches.

Utilizing the local listings feature, a business can let users find them on a local map of relevant businesses. Say for example a potential customer types in “pizza” and these maps detect that the customers is located in Seattle, Washington. The local maps and listings will show nearby pizza bistros with local reviews and other pertinent information. This type of search opens new opportunities for local businesses, but it requires different techniques than climbing a page to the top of organic search rankings. Some companies decide to buy out reviewers to do a number of reviews for their business. If the reviewer lists these reviews on a popular site, the search engine will automatically absorb the data and reference it when someone searches for the business on the map.

Geo-targeted sponsored searches are paid searches where a business pays the search provider a fee to host their advertisements to local customers. The search provider will then will use data uploaded from a mobile GPS, or the IP address of the user, to host ads from local businesses offering similar services to what the user is currently searching for. This is a good strategy for businesses looking to spend a bit of money, but it is not nearly as cost-effective as utilizing local search maps or organic search rankings.

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Victor Chuma

Victor Chuma

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