March 29, 2010
David Mihm’s illustration representing the “local search” relationships makes a great point: this business of local search marketing is complicated!
In my experience, the typical local business owner doesn’t have the time or expertise to effectively manage online advertising investments - as illustrated in the recent Search Engine Land article ”Local Search Complexity = SMB Frustration“.
Not only do you have numerous, complex supplier/directory relationships – but the continued fragmentation which is taking place keeps everyone on their toes! Search Engines, social networking, blogs, directories and Internet Yellow Pages, mobile, vertical and hyper-local sites, etc., etc., etc. Additionally, there are website design issues, analytics to keep up with, billing reconciliation, A/B testing, optimization and many other time-consuming elements. Oh, and by the way – let’s not forget about the day job! It can be challenging, to say the least.
This is the primary reason so many third-party providers have jumped-into the game over the past several years – there is a void to fill; an overwelming demand to hand off this business of Internet marketing to a trusted advisor. Problem is: exactly who can you trust? The local SEO expert? Your website design guy? An out-of-work executive or moonlighting sales rep? The phone company, the local newspaper publisher, your tax software company? All these characters are now in the game!
A word to the wise: be careful with whom you choose to work with! Here are a few quick tips:
- Stick with a well-known firm. Check their history; how long have they been in the Internet marketing business? Is it one of their core competencies?
- Was the term “guarantee” used in their pitch? If so, run for the hills!
- Are they charging you for free services like Google Maps, or worse yet – taking “credit” for those leads/clicks?
- Is there a monthly recurring management fee? And if so, is it based on a percent of your overall budget? Hmmmm - could be a conflict of interest…
- Are they willing to provide full transparency and reporting?
- Are testimonials, references or case-studies from happy clients available?
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Posted by Rich H
December 5, 2009
Incredibly, almost 50% of all local business still do not own a website - a statistic which is virtually unchanged for more than 5 years.
Despite all the compelling reasons to get online, many local businesses still risk their online representation to unchecked review sites, third-party aggregators and inaccurate databases. I speak with local business owners every day, and although their reasons are understandable (“no time”, “don’t know where to start”, “I have a guy doing it”) this gamble costs them any hope of reaching new customers and generating additional leads.
I think my most recent experience is typical - this week I finally decided to see a Chiropractor – 18 months of neck pain is enough. Like many, I started by asking friends and sent out an email seeking advice. I received three solid recommendations, and then went online to check ratings, reputation, location, phone numbers and overall credibility. I searched for their ”names” + “city” and expected to find all three quickly. I didn’t, and this story is exactly what the research confirms; a Nielsen/NetRatings survey found that 85% of people agreed that a website is an important factor in earning a consumer’s trust.
The first Chiropractor only came up through various third-party sites like Merchant Circle - limited information and no link to a website. The second candidate was partially visible (bottom of first page) via an Internet Yellow Pages, good listing information but again – no link to a website. Neither of these two firms were even in Google Maps! The third was at the top of the results page with their own website – here.
The site is nothing extraordinary – and there are certainly some elements which could be improved (the link to the site’s developer is even broken), but the point is this: I felt more comfortable in literally ”risking my neck” with this local business. They appear to be more credible, up-to-date and qualified. They are also smart enough to realize that a businesses online representation is too important to leave up to other uncontrollable sources. Even the most basic of websites can properly position you reach new customers.
What’s next? Making the site visible! After all, what good is this marketing tool if it cannot be found? Here are some tips for Chiropractors, and all businesses should consider the various optimization and pay-per-click options available.
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Posted by Rich H
October 11, 2009
Some 38% of internet users, or 28% of adults, go online in search of information about hospitals or medical facilities.
Of those adults seeking hospital information online, 45% have consulted online rankings or reviews of hospitals or other medical facilities. About one-fifth (20%) of all internet users have looked at online rankings or reviews of medical facilities. Additionally, 9% of hospital information seekers (just 3% of internet users) actively posted their own review of a hospital or medical facility.
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Posted by Rich H
