Internet Search, Like Politics, Is Local - Local Relevance Promotions...
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Local Relevance Promotions:
Don't forget the importance of dominating the market you're already in. A local search marketing strategy will help you solidify your base with a reminder that you're still there.
As a local business owner you are sought out by every community endeavor for your support. Local search provides an opportunity improve on your local relevance - why people should support your business. Local search gives you a chance to remind people of your commitment to them.
As with the Italian restaurant - I'll pay more money for new tires if given the chance to buy them from the nice people who sent the local high school band to New Orleans to play in the Sugar Bowl parade - even if it was a decade ago.
Compare that to saving a few bucks from a giant store where I am just a number and actually had to be there before 10am to qualify for the special price anyway.
Here are three things to keep in mind when considering your local search marketing strategy.
What do you really want?
How far can you haul gravel and still make money? How far can your service technicians travel and still at least break even? Do you simply want to dominate your traditional selling area or do you see local search as a way to gradually and systematically expand you company into a wider and wider area? Knowing this will help you when it comes to budgeting the resources required.
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