Everyday, more and more customers use the internet to meet their needs. According to recent studies, over 80% of US consumers chose the internet as their favorite channel to find what theyre looking for, which includes about 40% of consumers who said they use their mobile device for local search. The reason? Simple The Internet offers dynamic information in real time. Customers are now just c tucked away from having a technician in their house to diagnose the problem.
So what does this mean to you? This means that local businesses must have a strong presence on traditional forms of local advertising, such as printed Yellowpages and newspaper ads, have become less significant and much less cost effective. To be competitive in todays marketplace, local businesses must have a strong online presence. A big question for a local business owner is of course: Where on the internet should you be advertising?
The typical attitude that a customer takes when searching online uses a search engine, of which Google is a leader, followed by Bing and Yahoo. There are two ways to advertise on search engines: through the organic or natural search results, and through the paid search results, which are the selected search results marked at the top and on the page. A common misconception is that to get a good online presence, you must have a website. This is not the case. A nice site that is easy to navigate is a good tool to have, but its also a very difficult thing to build yourself and its quite expensive to put out. More importantly, a good website is not worth anything for your business if you fail to drive the right traffic to it.
In order to do that, you must either optimize your site to rank high in the organic search results, or you must spend a lot of money on clicks to drive traffic through the paid search results. Search engine optimization SEO is the practice of improving your natural search rank, which is achieved through a combination of methods to improve the content and design of your website. Its a little complicated, expensive to hire a business to do for you, and takes time before you see results. The question of a local company to achieve high rank and drive traffic through paid search is that it is very expensive and therefore it is much easier for larger companies or advertising companies that represent many companies in the appliance industry to achieve.
So where do you start? Well, the goal of your online effort is clear: you want new customers in your service area that need a device that is being repaired to find your company and pick up the phone and call you. My recommendation? First, take advantage of every free listing available to you online, including getting your name out there via social networks, like Twitter and Facebook. But you must realize that these free listings will not get you the results you should look for; Studies show that 78% of the searchers click on the first or second results they find, and so you think better that publishers not only give away these lists.
For this reason, it is wise to spend your advertising money to be listed across the internet. Different searches will give different results and it is impossible to have a website or to be listed in a directory to be optimized for all searches that you want to drive traffic for. Also try different things and analyze your results. Different companies have different successes through different ad formats, you need to find the one that suits you best.