You need your online marketing to be successful, but it’s just so complicated and hard to translate what the internet marketing “experts” and “gurus” preach to a local, offline business. Winning your local market is about getting found in the search engines, building a reputation as a local expert in your industry, and getting your ideal customers to not only find you, but trust you and turn to you when it’s time to buy.Customers Are Searching…Are They Finding You?
Imagine you decide to hire a bookkeeper to relieve some of the pressure you feel every day and make sure things are accounted for correctly.
You go to Google…like over 90% of shoppers do…and you type in “dallas bookkeeper.” You check out the first link that comes up…like over 42% of searchers do as well.
When you get to the site, you see a very professional looking website that lists and describes all of the company’s services and tells you how to contact them. (I’d call this a brochure website). They look good enough, but you decide to go back to Google and choose the second link that came up.
When you get to the second site, you notice right away that it doesn’t look quite as professional as the first site. It’s still nice, but you can tell they didn’t spend tens of thousands on graphics and design like the other company probably did.
But there, on the right side of the screen, you notice a graphic
of an ebook titled: “10 Ways Bookkeepers Make You Money.” It sounds interesting, so you download it and give it a quick read.
It’s well thought out, makes a lot of sense to you, and gives you some tips you hadn’t thought of to help keep your books straight before you get a bookkeeper. It even provides a handy checklist to tell when a bookkeeper might be needed and what information you’ll need to provide your new bookkeeper to help them do their job.
Which of those companies do are you more likely to contact for information? Probably the second one, right? I would (but of course I wrote this article too…so take that for what it’s worth).
Solve Your Customers Problems and You Have Them for Life
You see what happened behind the scenes? This bookkeeper researched small business owners and found out their frustrations. Then she developed an e-book that spoke directly to you and your needs so she could start building a relationship with you.
Her e-book also lets you educate yourself instead of her trying to sell on why you need a bookkeeper. Which makes her look like an expert and let’s you pre-qualify (or disqualify) yourself, saving her tons of time she can spend on income-producing activities.
And while you might not begin using her services right away, she’s pre-disposed you to using them in the future. If she stays in touch over the next few weeks and months, there’s a high probability you’ll be even more educated and ready to sign on than you are now. She’s effectively eliminated all her other competition!
5 Step Plan to Win Your Local Market
You need to do the same thing our fictitious bookkeeper did.
- Reintroduce yourself to your ideal customers. Choose the customers you enjoy working with the most or the most profitable ones and learn everything you can about them. Make up ideal customer personas for each one.
- Revamp your website into a direct response marketing machine that appeals to your ideal customer’s persona.
- Develop content that answers their questions, allays their fears, and helps them make informed decisions. Produce the content in multiple mediums (written, audio, and video). Not every piece has to be in all three, but you should have a good mix because different customers like to consume content in different ways.
- Drive traffic to your content (not your website) through article marketing, Twitter and other social media sites like Squidoo and HubPages.
- Optimize your local search engine marketing efforts so local searchers can find you quickly and easily.
I know…it doesn’t sound too simple. And it can be quite overwhelming in the beginning.
But remember two things:
- You don’t have to have it all done tomorrow…you have time.
- You don’t have to do it alone…that’s what we’re here for.
Start today by downloading our FREE Guide to Local Search for Small Businesses. Get started today by clicking below…
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- Why Your Marketing Doesn’t Work
- Local Search Mastery Straight from Google
{ 6 comments… read them below or add one }
Follow Me on Twitter: melaniekissell
April 15, 2010 at 3:50 pm
Very well stated, Todd!
I was reading Patsi Krakoff’s blog this morning (Writing On The Web) and she was honing in on the “human” element and how we can draw more of our target market in by the focus of the content we produce.
Chris Brogan (Chris Brogan dot com) was also addressing a blog’s focus and purpose in his post today.
Looks like you’ve hit upon a hot topic!!
Follow Me on Twitter: jeannekolenda
April 15, 2010 at 3:52 pm
Hi Todd. Nice article; I ReTweeted it. I saw your comment on my blog and I replied to you, but I’m not sure if you’re notified of the reply, so if you don’t mind, go back over there and read my reply. It will be the comment under yours. Thanks for your support and I look forward to getting to know you better and see what you’re doing. Stay SAFE!!
Follow Me on Twitter: billysticker
May 16, 2010 at 11:32 pm
Great post. I just recently found your blog. Lots of quality info.
Thanks!
-Billy
http://instantinfluencer.com
Follow Me on Twitter: abnormalmarket
June 10, 2010 at 1:23 pm
Awesome ideas, especially re-introducing yourself. Some businesses that have been around for a while sometimes start to assume that if potential customers see their business that they will automatically know what they do. Also re-vamping your website is a great idea. I think a website is always an everchanging work in progress.
Fiona Bosticky´s last blog ..What your Website Colours say about your Business
You bring up an interesting point about re-introducing yourself to your customers, Fiona. I meant that you should research your customers to make sure you understand them and what makes them tick. for example, why they buy your products or services and what pain or problems they’re trying to solve by buying from you.
But you’re exactly right…simply by reminding your prior customers that you’re still here and willing to relieve their pain or serve their needs you can revitalize customers you haven’t seen in a long time.
Thanks for sharing!
Follow Me on Twitter: jeannekolenda
June 21, 2010 at 12:10 am
Hi Todd,
I know you’ve probably been really busy trying to get things in order and smooth yourself back into life in the States. I’ve been thinking about you and praying that everything is going well. I haven’t seen much of you on Twitter so I haven’t sent you any tweets. When you get ready to pick this JV back up, just let me know. I’ve got some ideas. No rush…when the time is right.
Jeanne
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