Wake up call for small businesses
February 17, 2009
A recent study shows small business owners are missing consumers by not investing in websites and search marketing.
According to a new report from Webvisible and Nielsen, 63% of consumers and small business owners go to the internet first for information about local companies. 82% of these people use search engines, such as Google or Yahoo to do their research.
Notice that said LOCAL companies. These numbers aren't talking about the Ford vs. Chevrolet or Verizon vs. AT&T. This study is talking about clients, prospects and competitors on the level most of us deal with daily.
Amazing...only 44% of small businesses have a website. Can you believe that number??? It is 2009! This world wide web thing isn't a fad and news flash...potential customers are using the internet looking for products and services that fit their wants and needs.
Another genuine concern for small business owners is current customers shopping a competitor that is a little more "with it" in terms of offering them access to information about their business online, a prettier web presence, a possibly perceived better brand.
Another statistic that came out of the report showed a weak effort in search marketing. Not all that suprising and leads one to believe its a lack of knowledge by business owners regarding search marketing. According to the research, less than 10% spend a portion of their marketing budget online.
Believe it or not, just because you build a fantastic website, doesn't mean people are going to find it while searching online. One item we have noted in visiting with clients is the perception their site is doing great in search because it shows up near the top when someone searches their company name. While that is great and a must, it likely won't be the way your company, product or service is found when someone unfamiliar with the marketplace begins their research.
A business should want to rank high for keywords and phrases related to your niche or industry. For example, Acme Fireworks will want to show up early in search results for "firecrackers", "roman candles" or "bottle rockets". Seems easy enough but there is not a groundswell of people in a strategy/decision making role regarding small business marketing that get it and the numbers prove they aren't investing in it at the local level.
The numbers clearly say consumers are using search predominantly over any other medium when looking for local companies. So if the consumers are there, why aren't you as a small business there as well?
We found it interesting how small business owners act drastically different as consumers versus marketers/business owners. The survey found that search engines are the most popular source for finding local information for small business owners when they have on their consumer hat:
- 82% use search engines
- 57% use Yellow Pages directories
- 53% use local newspapers
- 49% use Internet Yellow Pages
- 49% use TV
- 38% use direct mail
- 32% White Pages directories
With less than 10% of small business owners investing in search marketing, there is a serious disconnect. To use the tool as predominant way to find goods and services personally but not investing in it for own business doesn't make a lot of sense. If you are currently investing a majority of your marketing dollars in one of these categories and not in search marketing, you might want to rethink your strategy.
Businesses of all shapes and sizes need to get educated on the value of a strong, professional web presence and how search marketing can help increase their exposure to new business. Be clear, search marketing is more than title tags, keywords and pay per click advertising. There is a wealth of tools and strategies out there to maximize your ROI and get the sales leads you covet.
- Look into diversifying your marketing efforts with some search marketing
- Get up to speed on the methods and opportunties search marketing has to offer, its a lot more than you think
- Seize a competetive advantage of untapped new revenue streams through getting serious about the web
Or sit around, do nothing and get leapfrogged by a competitor that gets it figured out. It is about that simple.
Tags: consumers, search marketing, local business
