Local Search is Yellow Pages on Steroids
The Yellow Pages is the one traditional marketing medium which makes a complete departure from all other traditional marketing mediums. The difference is when someone opens the big yellow book and turns to his or her desired section, the prospect's mind is totally focused. Not only that, the prospect is likely to take action and place a phone call.
The truth is local search on the internet works similarly except the good marketer can be much more focused on the niche. Let's say, for example, you are a plumber specializing in plumbing emergencies. If one were to go to the Yellow Pages, they won't find a sub-section of plumbers called "emergency plumber".
With that in mind, the prospect would have to sift through all other plumbers and hopefully find your ad which says, "Specializing in Plumbing Emergencies" on the fourth page of plumbers. Chances are they won't find you and will make any number of phone calls to other general plumbers before finding your ad. The clutter on the pages simply hides you within every other subset of plumbers.
Local search on the internet completely eliminates this problem. Local search in the form of Pay Per Click advertising through Google or MSN allows you to bid on keyword terms like "Emergency Plumber", "Plumbing Emergencies", "Fast Plumber", and "Need a Bloody Plumber Right Freeking Now" to name a few.
That last one I was sort of joking, but you would be very surprised how many search terms people are actually typing in to that Google search bar. And all of them can be found using tools Google makes available to its advertisers. The point is that your potential customers have very specific thoughts, far more specific than just a general idea of what they want online. And when they type these words in, the good marketer not only can but will create ads that exactly meet those thoughts.
The Yellow Pages is local search in the internet in its primal form. It walks like a duck, quacks like a duck, and for the most part acts like a duck. Except the duck in the form of local search might be one of many types of ducks of which your prospect is actually desiring. The truth is internet marketing is still in the proverbial "Wild West". Marketers are not that good yet and are not exploiting niches the way they should. This means the opportunity for you, if you understand some basic online marketing concepts, is really quite huge.
The truth is local search on the internet works similarly except the good marketer can be much more focused on the niche. Let's say, for example, you are a plumber specializing in plumbing emergencies. If one were to go to the Yellow Pages, they won't find a sub-section of plumbers called "emergency plumber".
With that in mind, the prospect would have to sift through all other plumbers and hopefully find your ad which says, "Specializing in Plumbing Emergencies" on the fourth page of plumbers. Chances are they won't find you and will make any number of phone calls to other general plumbers before finding your ad. The clutter on the pages simply hides you within every other subset of plumbers.
Local search on the internet completely eliminates this problem. Local search in the form of Pay Per Click advertising through Google or MSN allows you to bid on keyword terms like "Emergency Plumber", "Plumbing Emergencies", "Fast Plumber", and "Need a Bloody Plumber Right Freeking Now" to name a few.
That last one I was sort of joking, but you would be very surprised how many search terms people are actually typing in to that Google search bar. And all of them can be found using tools Google makes available to its advertisers. The point is that your potential customers have very specific thoughts, far more specific than just a general idea of what they want online. And when they type these words in, the good marketer not only can but will create ads that exactly meet those thoughts.
The Yellow Pages is local search in the internet in its primal form. It walks like a duck, quacks like a duck, and for the most part acts like a duck. Except the duck in the form of local search might be one of many types of ducks of which your prospect is actually desiring. The truth is internet marketing is still in the proverbial "Wild West". Marketers are not that good yet and are not exploiting niches the way they should. This means the opportunity for you, if you understand some basic online marketing concepts, is really quite huge.
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