Now whatever kind of advertising you do to get new customers, there is hands down one technique that is plainly the worst. That's advertising that never gets seen.
Computer systems became an essential productivity tool in the 1980's long just before the "Internet" or "World Wide Web" manifested itself during the late 1990's. The web opened with a flourish that gradually blew up as the dot com bubble. Now not really everything was bad about that experience. But among the most common results for hundreds upon hundreds of small enterprises was a flock of internet websites that virtually no one ever saw. (Except maybe your mom and you when you spent some time to search for it.)
I've referred to these kinds of small business websites as electronic brochures as effective as a "billboard in a pasture that only the cows see." As of 2010, approximately half of all small businesses in the USA had internet sites for their businesses, and the other 50% steadfastly refused to take the plunge. It's sad for me personally to say so, but in many areas the people who choose not to play the internet game may have won on their bet.
Whether they paid lots of money to a fancy web designer, or got by on the cheap by using the services of the son or nephew the issue was the same. It was one thing to have a web site and another one altogether to have one that was actually worth beans from a marketing and advertising viewpoint.
Now there were a lot of things wrong about most of these websites that goes well beyond the purposes of this specific article. I detailed many of them in an eBook I wrote some time ago called, "Why Most Small Business Web Sites Stink!" But the actual significant point for our discussion today is that these sites in general were really difficult to find by prospective customers looking for a company to meet their requirements. Because of this, they were generally useless, from a strictly marketing viewpoint.
Now if your potential customer already knew your company name, or the URL of your web site, they could find you. They could maybe check your hours, contact number or address, which was not all bad. But if they were actually looking to buy a left handed pipe wrench that you sold, the odds were not good. The net result is that many businesses did not attract a lot of new customers because of their web page. They had to drive site visitors to their webpages by other forms of advertising before they could provide any real help.
I mention all this because, Times Have Changed. Unfortunately, many local businesses having been once burned and/or disappointed about the importance of the world wide web are now slow to pick up on the new facts. The new reality is that small business people need to learn how to get on Google maps.
When people search for a service provider to meet their requirements today they do it online or on their cellular phones. Google shows a map with about seven local establishments they think can fill that need. If you want those customers you need to know how to get on Google maps to be seen when customers search.
The best part about it is that it's free. The best way to learn how to get on Google maps is to search on Google for just that term.
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