You've probably heard that on the web
"Content is King", but what does this mean to local
business? Some people would say "nothing". Those are
the same people that will put up a site with basic
company info and nothing else.
While this might help an existing
customer who's forgotten your address and can't find
the yellow pages, it may not catch the attention of
the local consumer who stumbles onto your website.
It certainly won't get you listed high in the search
engines, which is what most people use to look for
something, local or not. Just like any other site on
the web, you need to offer something, anything, to
interrupt your visitor's hasty exit from your site.
Some people feel that local sites
shouldn't be promoted like other sites. Someone (Mr.
Paranoid - see LBT survey results below) wrote: "You
seem to focus on promoting a local business site to
the web at large which, to my mind, is beyond the
scope of this newsletter..."
Now, correct me if I'm wrong,
but there is only ONE Web and it's worldwide. Until
it gets to the point where consumers skip the search
engines altogether and just hang out at their local
portal or community site, how else are you going promote
a local business site? Is there another web that I
don't know about?
Sure, your local business site
ends up in the mix with lots of global sites. The
same thing happens when you run an ad in a big city
newspaper. Only a few people may be interested in it,
but it appears in everyone's paper.
So it goes on the web. Yes, there
are tools and services that will allow you to target
local consumers. But for the average local business
owner with only so much time and money, ordinary
promotion methods will have to do.
So unless:
you're on some sort of private
community network, you have a direct connection
to the people you want to reach, or my dream
search engine arrives, that is, one that we can
search by zip code...
...the "web at large" is all we've got.
If you don't promote a local site
on the web, what's the alternative? Relying solely on
offline promotion methods or word of mouth? Not being
found at all? As far as I know, there is no way to reach
local consumers online without promoting to the web at
large....yet. There is a pay-per-click search engine
being developed for the local market but until it's
released, all roads to the consumer lead to through
the World Wide Web.
But, I digress.
The point is, you may be right
around the corner from the perfect prospect, but
they still have to find you first. Use offline
AND online promotions to drive prospects to your
website, then offer them something other than a
place to input their credit card info.
"Like what?" you ask. Here are
some examples of content a local business might
offer in addition to the standard company info:
Restaurant/Bakery/Caterer
recipe of the month (current
and archive) weekly special (offered only via website)
signup for cooking tip of the month signup for
contest or free food (remember the "California
Tortilla" story? LBT issue #8) reprint of magazine
or food critic reviews dining "mood"/atmosphere
photographs
Consulting
customer testimonials uestionnaire
to identify prospect's needs case studies of
previous clients news about related technology
signup for free report of interest to prospect
articles you've written links to other resources
of interest question and answer forum
Health & Nutrition
Diet and exercise tips Articles
on health and nutrition issues recommended books,
tapes, resources electronic newsletter (or weekly
health/nutrition tip) form for submitting comments
or questions info about your background and
credentials customer testimonials
Auto Repair
frequently asked questions
self-diagnostic tools verifiable testimonials
industry awards or link to BBB
sign up for electronic newsletter or tip
of the week car maintenance tips discount
coupon for first visit articles or news
clippings about the business form for submitting
comments or questions customer testimonials
No matter what kind of business
you're in, there is always some sort of related
content you can offer on your website in exchange
for the email address. Not only will it give your
visitors some reason to linger, but it may make
your site easier to find via search engines
Sharon Fling is the author of
"How To Promote Your Local Business On the Internet",
and creator of GeoLocal.com, the web's largest
resource for using the Internet to promote small
local business online. Visit http://www.geolocal.com
and subscribe to GeoLocal's free Tip of the Week.
