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 has been staring them right in the face.
If your business’s market is local in nature and its survival is dependent on conventional advertising, this spells bad news. Simply put, most people research what they want on the internet before they buy. If a company has adequate exposure on the front page of Google, and provides the information they are looking for, bingo, that company just acquired a very hot lead.
Why the big shift to 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 website will not give your business the exposure it needs
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
If you are relying on Pay Per Click ads to promote your business on the internet, you’re missing about 80% of the traffic. Google’s statistics show that about 70% to 85% of the traffic will click on the natural search ads and Google Local search results. It varies between these two percentages depending on the type of business you are in. Why is this? Because potential customers need information before they are sold. That’s the beauty of the internet.
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.
As a business owner, you have to think in terms of 3 types of exposure online.
1. Visibility – How many times will they find you on the front page.
2. Authority – Have you established your company as the THE company to do business with online (Authority). When the potential customer returns ready to buy your service or product, are you the one they return to? You better be!
3. Dominance. Have you chased most of your competition off the front page of Google in the local, natural search. You need too!
I recognized the internet marketing opportunity staring me in the face and jumped on it.
I personally own a home improvement corporation that fell victim to the huge shift in buyer habits. Off line advertising that use to work great in the 1990’s either was legislated away, and or just quite working well because of the huge buyer shift to the internet. I shifted my efforts 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 COO Of an Atlanta Ga internet marketing firm called Web excel Inc.. If you’re serious about really
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