If you are a business owner or marketing executive in a business, I’m sure it’s old news to you that a major shift in the buying habits of people began in the late 90’s and now involves an estimated 83% of the population. Yep, According to the Kelsey Group, 83% of the populations now first search online before buying their products or services. For many businesses local internet marketing has become a primary for generating revenue. However, most business have missed an incredible opportunity with internet marketing that’s been staring them right in the face.
For the business, whose market is local and depends on conventional advertising for survival this could be a problem. The internet is the first stop for most people before making their decisions. That means a company needs good exposure on the first page of a Google search and then they must provide the consumer with great information, when all that is in order the company has scored a major lead.
Why the Internet?
People now shop the internet because they can find out so much more about a business online. However, it goes further than that. They gravitate to the businesses online that offer the best and most information relating to their need. They view businesses that do this as the authority on the subject and are much more likely to buy from them.
One Site is not enough!
If you only have one website that is poorly placed on the internet it will not bring any traffic of consequence. In many cases, even a website well placed on the front page of Google will not drive the traffic you need if you are targeting a local market. It of course depends to a large extent on how much search volume there is for the keywords being used in their internet marketing campaign.
Pay Per Click Campaigns Miss 80% Of Traffic
You will miss about 80% of traffic if you rely on pay per click campaigns to promote your business online. According to Google Statistics 70-85% of traffic will click on the Google local search and natural search results. This number will vary depending on the type of business you have. Why is that you might ask? Simply because customers are looking for information before they are convinced to buy! This is the beauty of the World Wide Web!
Your Company Must Have High Visibility, Authority and Dominate Local Natural Search
Customers are looking for the company that comes across as the authority in the market they are searching, and can give the valuable information they desire. Because of the competition online, just having a nice website on the front page of Google is not enough anymore.
There are three Types of Exposure Online a Business Owner should think about
1. Visibility- What is the number of times you can be found on the front page? 2. Authority- Have you made your company the go to guy on the internet? When customers make a return visit, are they looking for your site? They should be! 3. Dominance- Have you obliterated the competition when it comes to Google’s front page? For both local and natural search results. You should!
The internet marketing opportunity that was staring me in the face finally came to my attention and I jumped all over it!
My personal business is as a home improvement corporation and we fell victim to this buyer shift. Advertising that had shown great results in the 90’s was either removed by legislation or simply fizzled out because of the consumer shift to the internet world. I too, decided a shift was in order so I turned to internet marketing.
After recognizing the huge opportunity that apparently few were seeing, I formed a local internet marketing corporation that I not only used to liberate my struggling home improvement corporation, but other companies as well. Using the Visibility, Authority, and Dominance pillars of promotion, we have produced amazing results. Of course a lot of work and time goes into a local internet marketing campaign of this size. Most internet marketing firms do not possess the skill or the organizational structure to pull off a campaign like this and still make money. However, when properly organized with the proper systems in place, it is possible. We do it every day.
Seiss Taylor is President of Web Excel Inc. an Atlanta ga internet marketing firm that is created from its inception to deliver 1st page dominance, greater brand awareness, and authority for its clients in any city. Get more info at Atlanta internet marketing strategy/
