Because most of your customers will check the Internet before they jump in their cars and drive to your store. Even if they live just around the corner, they will probably search Google or another search engine for local stores and businesses that offer the goods or services they are looking for.
Think of it as a modern-day Yellow Pages. But instead of the mammoth book that lands in your driveway (and often sits there for ages until you get around to throwing it into the recycling bin), all the local businesses place their listings in the Local Search section of Google, Yahoo, Bing and various specialty search engines and directories. If you’re targeting a local clientele, you simply cannot afford not to put some effort into local search advertising.
When you advertise locally, you have the opportunity to secure a prominent listing in the search results. Your ad/listing should provide key information about your business, including description, business hours, and contact information. You can even have your business location pin-pointed on Google Maps or a similar mapping service, so potential customers can zero in on your location and get driving directions to there.
So if you’re operating, say, a sporting goods store in Bangor, Maine, then you must ensure that anybody who searches the Web for “Sporting goods + Bangor Maine” or similar phrases will find your listing and easily get to your store if needed.
Another reason why local advertising is so important is that your competition is already doing it. Today’s consumers EXPECT businesses to have a presence on the Web. Preferably a Web site. But even if a business doesn’t have a Web site, a simple local listing with contact information, etc. ensures that potential customers know your business exists. If you aren’t listed, then most customers will take their business elsewhere.
So how do you get listed in a local directory, online Yellow Pages or even among the local ads in Google/Yahoo/Bing? Well, it depends. For the top search engines, the quickest and most efficient way is to create and place a pay-per-click ad in their search results. If this is an intimidating proposition, then services like the Premium edition of Go Daddy’s Search Engine Visibility will do all the heavy listing, including composing your ad(s) and managing your campaign. Aside from the big three search engines, there are several Web sites that specialize in local listings. Many of them are broken down into specific categories — restaurants, medical service providers, fashion stores, you name it. Most of them require a fee to add your listing, which is usually well worth the cost, but if you’re lucky, you might be able to track down a site or directory that offers to list local businesses for free.
In any event: If you have any interest in attracting local customers, advertising locally is paramount to the success of your business.
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