The Internet has created fresh challenges, but also new opportunities, for small businesses to reach and communicate with customers. Online consumers use search engines like Google, Yahoo and Ask, directories like YellowPages.com, Local.com and Superpages.com, and information portals such as local newspaper, radio, and television sites -- all to find better and faster information. These sites provide opportunities for small businesses to market to existing and potential customers with increased targeting and relevance.
In the toolbox, you will find articles, case studies, and market research. Please feel free to use them for your business, and we welcome your comments and personal stories.
White Papers
Research Studies
Industry Data
Websites We Recommend
Case Studies (coming soon)
Why advertise online?
In recent years, you may have noticed a small decline in the response you get from your traditional advertising efforts. It is likely because the audience for your local advertising is moving online.
Online media measurement group comScore claimed an astounding 808 million local business searches occurred each month in 2008. That means consumers are searching their local towns and cities for places to shop or services to hire. If they do not find you there, they will probably find one of your competitors.
Advertising on search engines is a necessary component to a well-rounded advertising strategy. It is not meant to replace or compete with other popular forms of advertising; however, advertising on search engines – with the ability to serve users with exactly the information they are actively seeking – is an opportunity to connect to a rapidly growing consumer audience that is ready to transact with your business.
Local search is exploding and marketers everywhere are eager to be among Yahoo! and Google’s sponsored search listings. WebVisible goes a giant step further. Our advertiser’s network reaches more than 95% of search engine users.
Ask.com, MSN, and AOL are surging in popularity with millions of local business searches each day.
White Papers
“Connecting Small Businesses with the Substantial Search Engine Consumer Audience”
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Research Studies
“Why Search Matters to Local Business”. Find out why search engines are now the #1 choice among consumers for finding local businesses from which to buy.
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Industry data
10 Facts You Need to Know About Local Search and Your Consumers:
Consumers use internet search engines, such as Google and Yahoo! 73% of the time, when shopping locally for a product or service. Nielsen//NetRatings, 2007
When consumers search for a local business today, they use the internet 78% more than they did two years ago. Nielsen//NetRatings, 2007
Almost 60% of advertisers outsource paid placement because it is too time consuming. SEMPO (Search Engine Marketing Professional Organization), 2007
Two thirds of people prefer to use Internet yellow pages over a telephone directory, because of its speed and currency. Nielsen//NetRatings, 2007
72% of users are willing to travel up to 20 minutes to reach a business. Nielsen//NetRatings, 2007
73% of users would prefer to find products and services using search engines rather than having an advertisement sent to them. Nielsen//NetRatings, 2007
The average advertising budget for small to medium businesses is $3,089 a year. Kelsey Group, 2007
85% of people believe the quality of a business owner’s website is an important factor in earning the consumer’s trust. Nielsen//NetRatings, 2007
86% of people said the internet was vital to their lifestyle. Nielsen//NetRatings
In June of 2008, the average person spent almost 80 hours online. Nielsen//NetRatings
Websites we recommend:
If you’re curious to learn more about advertising online, there is a wide variety of online resources. Here are some to consider:
http://searchenginewatch.com
The source for search engine marketing.
http://googleblog.blogspot.com
Googler insights into product and technology news and our culture.
http://www.mediapost.com
Home on the Web for media, marketing, and advertising professionals.
http://battellemedia.com
Thoughts on the intersection of search, media, technology, and more.
