The lifeblood of any business is a continuing stream of customers. Local businesses have a special challenge because the available marketing has defined geographic limits. For example a company that builds and installs fences is likely to have market with a radius of 50 miles or perhaps 100 miles. Beyond that the cost of doing business is too high unless the company adds locations, which would then have a radius of business.
Today the marketing opportunities for local businesses are changing. The once powerful yellow pages is no longer a viable approach – what did you do with the last yellow pages book delivered to your front door? Like you, I promptly placed in the recycle bind.
Local search is and will continue to replace the paper-based approaches of the past – this is not news. What is news is the various ways that innovative small businesses are using internet marketing and in particular social media marketing.
Moreover, the competition for ranking high in local search is heating up. The world is very quickly splitting into “have” and “have not” businesses, that is, those that have an viable social media strategy and those that, well simply don’t. Playing catch up will be hard and it will get harder with every passing month.
If you are a local and/or small business the time to act is now – actually it was yesterday, so don’t wait until tomorrow.
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