Implementing a strategic local search marketing plan can really pay off for brick-and-mortar businesses, by providing an excellent opportunity for garnering both increased foot traffic as well as increased website traffic.

Even as early as 2005, an article in the MIT Technology Review, April 2005,
"E-Commerce Gets Smarter", reported that for every one dollar U.S. consumers spend online — they spend another five or six dollars on offline purchases that are directly influenced by online research.

Gordon Borrell, CEO of Borrell Associates, states — "We think search is a very viable advertising segment that produces great results and great leads for advertisers. But it has to be managed properly."

It also provides a way to claim more space in the local search engine results pages, thus increasing your chances of getting that valuable consumer click-through to your business profiles and listings. Ultimately, these click-throughs result in sales and increased profits.

Local User Search and Research

As a example, if a local consumer searches for "pain-free dentistry" and a dental practice has it optimized correctly, there is a very good chance that it will appear prominently in the local search listings. 

Ideally, a local consumer will acquire dental related information from the main website of the close proximity dental practice, and thus be influenced to seek out their services. The goal is to shorten the consumer’s path from searching and researching to making a purchase.

Further proof is presented in a study by The Kelsey Group and ConStat, showing that 74% of U.S. households now use the Internet when shopping locally for products and services. Hence, this fast growing trend can no longer be ignored.

Even more evidence of this growing trend in local search is presented by The Kelsey Group’s Annual Forecast, which shows that local advertising is shrinking. Going from $155.3 billion in 2008 to a estimated $144.4 billion in 2013.

This means that approximately $11 billion that would normally have been spent on traditional local media (newspapers, Yellow Pages, direct mail coupons, etc.) will shift to local search, social networks, mobile and similar digital media spends.

Michael Boland, senior analyst at The Kelsey Group states — "We are seeing a shift as the overall local ad media pie shrinks over the next five years."

Summary

While local search strategy is not an "end-all solution", it can definitely become a foundational solution that will provide a quick and effective base for your overall local online marketing strategy. It’s been proven that such a strategy will definitely pave the way to increased exposure and ultimately, increased profits.

About the Author

This white paper is brought to you by Jeff Steffens, Internet Marketing Specialist with Marketing Impact Solutions, LLC. Marketing Impact Solutions, LLC is a full service online/offline marketing company whose focus is on helping small and medium size businesses create and implement effective online and offline marketing strategies.

For more information please call Marketing Impact Solutions, LLC at (260) 220-4830 or Toll Free at 1-866-330-5282 or visit www.MarketingImpactSolutions.com

Google Discusses Local Internet Marketing at SES ‘09 in San Jose

Well, I’m sitting on a plane heading back to Chicago from San Jose, where I attended Search Engine Strategies and Local Search Summit. 

Online Marketing Can Assist Local Service Businesses

Some smaller businesses have a deep recognition of the marketing possibilities that the Internet provides; others languish in the online world. Indeed, some small businesses have no Internet….

How Internet Marketing Services Get To Your Customers

Listing your business in Google, Yahoo and MSN’s ‘Local’ sites is a great idea, and asking your customers to review it on the site is an excellent Internet marketing tactic.

Labor Day thoughts: morality, ethics, and online marketing

On a day that celebrates the American worker and the careers that we pursue, I think it’s fitting to step back for a moment and look at the big picture… 

Successful Internet Marketing Strategies

Appropriate marketing tools accompanied with good marketing strategies and plans can lead you towards profitable and successful business. Some of important strategies that you can…  

Technorati Tags: local internet marketing, local online marketing, web site marketing strategy