You’re on the verge on being inundated by local business internet marketing services.
While you dote methodically on growing your company, internet marketers are planning to visit your company in droves in the near future. Because the need is so great and the experience level so small, small business owners are going to be getting phone calls by the dozens by June of 2011.
And what you’re going to hear is this, “Let us get your site to the top of Google, so you can stop paying for billboards and yellow pages”. They’re going to tell you about the antiquated nature of newspapers, and the inability to track revenue from billboards. And you’re also going to hear that the ability to follow-up with your customers is where the gold is.
Guess what? That’s all it’s going to take to get millions of business owners to sign the dotted line.
But that is exactly what’s going to get those same millions of companies to switch from one local business internet marketing professional to the next, month after month. Because local search marketing is not about getting to the top of Google – and it’s not about following up with your customers. 
To acquire customers using the internet, you’re going to have to be found – that’s the part about getting to the top of Google. But being on top doesn’t mean people are taking their credit cards out ready to buy.
Local business owners who are personable on site are going to need to extend that personality to the computer monitor. Products that sell themselves at the register are going to have to be marketed online. Nobody’s buying that last second “Hershey” bar on your site, if they have to wait 7 days for it to arrive.
The bottom line is this: until you’re on the first page of the search results, and until you can both capture and follow-up with your customers – you’re not even in the game. But once you accomplish that – that’s when the game begins.
Realtors for instance get many more leads from Realtor.com, Homes.com and Craigslist than they’ll ever get from their sites alone. So what if you’re at the top of Google for Mayberry Real Estate? If everyone in the town is searching for listings on Homes.com – your hilltop position will be quiet as a mouse. So don’t let a marketer sell you the #1 position for Mayberry Real Estate if all your customers are on Craigslist.
Once you climb the search results to page 1, and get your customers to the front door, then you’re going to have to use your charm, your personality and your guile to meet their every need. You’re going to have to test and restest, to try things and fail, to ultimately become a friend to your customers.
Local Business Internet Marketing isn’t about being on top of the mountain. It’s about getting to the top and then proving to your customers that you deserve to be there. And ultimately to “employ” your customers to help you stay there by blogging about you, tweeting about you and making videos for you.
Local. Likable. Learned.
