Top Sites are Still Missing the "Easiest" Market.

Top Sites are Still Missing the "Easiest" Market.
by Richard Bolduc

Have you ever hired someone for their services and wished you could
meet with them face to face? You call them, and call them, but you end
up playing phone-tag, and email-tag, and yes, even that old Fax-tag? You'd
like to set up an appointment to cover some things about your new ideas,
but they are located in some firm out in Houston, Texas while you're
stuck in Rhinoville, Connecticut?

This situation is happening to more, and more, businesses. The power of
the Internet is showing it's metal. Many businesses, and consumers are
learning that the Internet can be downright convenient. Oh yeah, it
makes the world a much smaller place. Now you can get your boat's motor
delivered from Virginia Beach to Spokane Washington. You'd probably rest
assured you got the best price as well. Having the whole world to price
shop is great. Until there's a problem...

When you have a problem, then the distance is real, and the options
are limited.

I have had clients of mine call and leave messages on voice mail to their
previous "Discount Webmaster" and never get a reply, or wait for days,
and actually suffer some rather unpleasant experiences in solving issues,
especially when the distance is great.

Then there is the idea of getting a refund for these shabby long distance
services or supplies. Oh yeah, people get burned daily by the "long distance
cutoff." More red tape and unfamiliar territory leads to giving up, and
eventually getting stiffed for the cash. In most cases it would cost a
pretty penny, in time alone, to deal with all the headaches of getting your
fair share of whatever arrangements went sour.

Above is a brief description of a problem that encompasses the Internet
World. The solution is simple, really. When a consumer or business man
gets the reality of the long distance problems, they go back to their
comfort zone, back to dealing locally. Locally is definitely the easiest
way to do business.

There are several business types that are limited to region and need to
be indexed as local businesses. For instance the Car Insurance Industry,
Attorneys or Real Estate Agents. I would personally rather have my
custom printer be local or even my webmaster or marketer.

Being from Connecticut, I would have to type in Connecticut Website
Promotion if I wanted a local Promoter or Connecticut Website Design
for a local Designer.

Are you properly submitting your sites to include these localized
variations? If you're not, then you are missing out on these "easily
targeted" markets.

They are easily targeted because there is little, or no, competition
for the localized keyword phrases. Localizing gets overlooked by almost
everybody. Most people are not even thinking of optimizing their sites
to include the State they live in. Those of us that know the technique,
nail that localized market every time.

More and more people have need for localized services. If you are not
taking the time to create special indexes for your localized listing
then you will surely miss out on business in your local area.

I like having local clients rather than the long distance ones. Getting
burned or stiffed goes both ways. I have had several long distance
clients disappear when payment time rolled around. Now I'm sure to
specifically target my state and a couple of other ones close by.

There is a great market for local businesses or local clientele.

Just target it.

See YOU on the Front Page!
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This article was written by Richard Bolduc the webmaster for
The Rhinos Web, a featured speaker and the well known author guide to the Search engines
of "Front Page, Webmasters Guide to the Search Engines ."
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Find Out WHY Every Website YOU Submit CAN Land on the Front Page.

Hi Richard,

Good points about Local websites. So I thought I'd add to your post with some thoughts on localized promotion.

The more marketing methods you employ and the more time you spend promoting your site, the greater chance you have of building a successful online business.

Let’s ponder on the value of “localized” or off line promotions.

Just because your Web site is on the World Wide Web, and potentially can reach an audience of millions, it does not follow that you have to focus all your marketing efforts using modern online means.

The old adage;

“Look for gold by digging in your own backyard first, before you look elsewhere”
is a wisdom that applies to the Web as well.

At the end of the day, it does not matter whether your Web orders come from a radius 10 kilometers from home or ten thousand miles away.

In fact there can be more advantages in selling closer to your real world business address, than from afar.

For example, if you are selling a product that you must post out to your customers, rather than a downloadable item. The obvious advantage here, are the savings in postage or courier costs.

Another, would be the level of personalized local support you could offer.
For many businesses, their product or service may only appeal to people in their hometown. For instance, if you where promoting a service, whereby you delivered fast food to their door, or offered a mobile auto mechanic service. Concentrating your marketing efforts and spending your advertising dollars to customers who live in another country would be a complete waste of time.

Apart from the geographic considerations’ there are other important “sales psychology” reasons for localized promotions.

It is a known fact, that people buying on the Web, would prefer to buy from a local supplier than from a trader on the other side of the world.

Assuming they can source the exact goods at the same price point. It is much easier to get prospective customers to order from you and give you their credit card details online if you’re a local business.

There is a greater sense of trust, and perception of recourse or comeback should the goods not be delivered. For instance, if further dealing with the online trader is required, such as warranty claims and refunds.
Local promotions are also easier to quantify in terms of results.

You also get a comforting sense that you have done something “physical” to create awareness of your site. For example, handing out 2000 flyers at a local shopping center on a busy Saturday morning. You know instantly and for sure that at least 2000 people have been made aware of your product and Web site.

On the other hand, you might never know if 2000 people have seen your listing in a Search Engine or online directory unless they visit.

Warmest Regards & $uccess

Ricky Higgs




Sell Your Brain On The Net... Locally if you want :-)

Hi Ricky,

I liked your response. Thanks for the reminder to market locally too.