7 Ways to Promote Your Local Business
Online....
.......Without Spending a Lot of Money
by Sharon Fling
Savvy business owners are catching on to the fact that the local online
market is booming…it’s predicted to be a $50 billion market by 2006. There
is no doubt that the future of the Internet is local - and if you don’t get
your local business into the act now, it may be too late.
Look at how the big boys are reaching out to consumers, driving traffic to
their local stores. Staples, Office Depot, Wal-Mart - these guys are all
going after the local market in a big way.
Why?
Because they know that people spend 80% of their income within 20 miles of
home… and that consumers are turning to the Internet to research products
and services before they buy.
Now, maybe you can’t compete with those deep pockets financially, but it
doesn’t take a million dollars to have a successful web presence. Here are
seven easy ways to promote your local business online... and they don’t cost
a lot of money.
Your URL Everywhere (you do have a website, don’t you?)
Any and every thing that may come in contact with a customer should have
your URL on it. Business cards, bags, flyers, newspaper ads, your store
window, free giveaways -- as you re-order your stationery and promotional
items, just add your URL. Simple and painless.
Network with other local businesses
One of the most powerful strategies for promoting your business is to team
up other business owners, especially those who already have websites. You
probably can learn a lot from their experiences, and there are all sorts of
ways you can work together to benefit all. For example:
Link Exchange - each website can have a special page just for links to other
(non-competing) businesses, giving each business a chance to pick up new
customers at no cost. These links should NOT be on your main page, unless
you want your visitors to click away the minute they hit your site.
Coupon Exchange - every week or two, each business owner can send a special
mailing to their list with coupons from all of the businesses. Each business
has a chance to get some new business without spending a cent.
Local Guide - if there’s no local business guide in your area, why not team
up with some other business owners and create your own? You may be able to
find a web designer that will go in on it with your group, just for the
exposure and the chance to sell his services to individual business owners
later. He could help promote the website in exchange for referrals or the
right to sell ads on the site later.
Local Business Guides
Whether you’re selling a product or a service, local business guides can be
one of your best traffic generators. People are increasingly turning to
these local directories to look for goods and services. Get your site listed
in as many local guides and directories as you can find. Some charge for a
listing, but many are free because they’re just starting out and need to get
listings.
So get listed for free while you still can. Many businesses are still not
taking advantage of this great source of traffic, so you could easily be the
only listing in your category. I’ve heard more than once about consumers who
patronized a business because it was the ONLY listing in its category.
Online Networking
You’ve heard that “It’s not what you know but who you know.” Nowhere is this
more true than on the Net. Whatever your business or interests, there are
others out there just like you, networking and exchanging information. You
might even be able to find a local message board where you can meet other
business owners and prospects. Join in and share, and you’ll find yourself
getting customers and referrals without really trying.
Ask for referrals
Here is an easy, but often overlooked source of new business…ask existing
customers to tell their family and friends about your excellent products and
services. If they’re happy with you, they’ll be glad to make referrals. But
don’t expect them to think of it - remind them. And make it easy for them -
put a tell-a-friend script on your website, so they can do it while they’re
thinking about it. You may even want to offer some sort of reward - one
local business offers $25 worth of free dry cleaning when customers refer 3
people who open an account.
E-mail
This is a real no-brainer. Almost everyone has an email address, and once
you get it, the cost of staying in touch with them is minimal. There are so
many ways you can use email marketing that a slew of books, software and
businesses have been developed to help you. But it all boils down to
persuading your customers and prospects to give you their email address,
then building trust through repeated contact.
Free Publicity
What could be better than free publicity for your business? If you can find
a public interest or news angle to tie into your business, you should write
a press release, including website and email address so people can get more
information. Or your business can sponsor a local event or volunteer
resources to charity, giving your business (and your website) valuable
exposure while you give back to the community. There are lots of free
resources for creating press releases, and entire websites devoted to
helping you get free publicity.
These are only a few of the many ways you can promote your business locally.
You never know how someone is going to search for a business like yours, so
you should use a variety of methods to get your name out there where they
can see it!
Remember, the consumer is just a mouse click away from your store - but only
if you’re online. And with today’s technology, the targeting capabilities
and options are unlimited….even if your bank balance isn’t.
Sharon Fling is managing editor and owner of the premier
website for
local search engine optimization.
Join her website to take your local business onto the net successfully!
