There are numerous ways that web has in some ways leveled the playing field for small businesses. As the web continues to develop as a business tool the small and medium size businesses needs to grow and learn how to harness all the capabilities that the web has to offer. The importance of highly targeted local search engines is growing as customers look to the Web to find goods and services.
A recent study by Borrel Associates contends that by 2010 local search advertising will reach $4 billion by 2010 which will considerably exceed the $420 million spent in 2005.
The overall growth of Web based advertising was reported in a recent Clickz News article. They say that global online local search market, which includes Internet Yellow Pages, local search and wireless, is set to grow from the $3.4 billion it brought in last year to nearly $13 billion by 2010.
Local search is a growing part of online searching. Many small businesses have relied on the efforts of traditional media, yellow pages, direct mailers, city pages etc to reach their local market. The fact is that local searches provide retailers with data that the Yellow Pages and other traditional methods can’t provide. This includes interactive maps and the website of the business which can tell the story better than print ads.
Customers using local search have a problem and are looking for someone in their area to solve it. Local search is a super hot topic, and not just in the search engine blogs and online discussion groups but it’s a hot topic for all kinds of local businesses. More people are switching from the traditional yellow pages and telephone directories to their BlackBerry devices and laptops to find out the nearest spa, lawyer, tax preparer or even a store that a favorite wine.
Every small business will need a strategy to drive those customers who are online to their brick and mortar businesses. Small businesses need to tap into the growing trend of local search and reach the people within their community who are probably the easiest targets in terms of acquiring customers.
Local search is on the rise and as a small business you need to understand how you can compete in the race. Local search is a relatively inexpensive way to reach your potential customers and track the way they find you both online and how they reach you off line, via driving directions and phone calls.
Small business can use the web to compete and gain customers is by reaching them on the net and driving them to their local stores, facilities and offices. Google, Yahoo, and MSN have all launched local search to their general search engines. Positioning yourself in local search categories can help you reach your key potential customer.
Service based businesses can really see a huge advantage in the use of local search for new customers. Local search requires a little research and understanding of search terms to truly maximize your marketing dollars.