This Article is About
local marketing
traditional marketing
black hat
cash flow
Local Marketing - New V Old
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Local Marketing  -  New V Old

First off, if you can’t do this yourself and are looking for someone who can, there are 3 easy signs to spot when you are in his or her office this.

1. They are wearing a black 10 Gallon hat.

2. They talk about getting off horses and drinking milk.

3. If he says you’re going viral get to the Doctors immediately.

Run as fast as you can these black hat methods don’t work anymore in Local Marketing or any form of SEO. This is not as hard as you think to do yourself.

It really doesn’t matter if the business is big or just a small one serving their local community, they can still benefit from local marketing.

We all need to get social and have optimized mobile sites. Below I look at the new v old, in other words the internet v traditional marketing. So let’s start with some survey information, shall we?

2011 2012 2013 2014 2015

Newspapers 20.3% 18.9% 17.8% 16.8% 15.9%

Magazines 9.4% 8.8% 8.3% 7.8% 7.3%

Television 39.9% 40.2% 40.1% 40.1% 40%

Radio 7.1% 7% 6.9% 6.7% 6.6%

Cinema 0.5% 0.6% 0.6% 0.6% 0.6%

Outdoor 6.7% 6.6% 6.5% 6.4% 6.3%

Internet 16.1% 18% 19.8% 21.6% 23.4%

Let’s break these down,

Newspapers have been in decline for some time this is only taken from 2011. Shelf life will depend on which publication you use, so typically it ranges from 1 day to 1 week. Poor reproduction was always an issue and you have to increase your advertising budget quite considerably to stand out from the crowd.

Magazines have better reproduction of your ad. Long lead times, again depending on publication choice could take anything from 6 weeks to 8 weeks, not good for cash flow regarding smaller businesses. Magazine advertising has never been cheap, shelf life 1 week to 1 month normally.

Television according to a recent survey only 18% of ads return a positive ROI and 80% of viewers, if they can skip adverts do exactly that. A very expensive form of advertising a lot of companies just don’t have the advertising budget to even consider it.

Radio is again in decline because of low audiences and poor attentiveness. More and more people are tuning in to commercial free stations; shelf life depends on how deep your pockets are!

Cinema was never one of the big hitters really, going back many years you had to wait for 45 minutes before the film came on because of bloody Pearl and Dean Ads and I can still hum the tune.

Cinema audiences rose for a brief spell but will drop soon as the internet takes over with Sky Box Office, Netflix and even YouTube for a free option.

Outdoor (billboards etc.) have very low exposure time, you see it briefly on the bus as you go past or in the car. In the UK old trailers in farmers’ fields next to the motorways were all the rage for billboard type ads, the police are now having them removed for safety reasons. (For the motorist not the farmer!) Limited word count is an old issue which will never go away and the start-up costs for a campaign are high.

Internet the high flyer

It's moving very fast for instance, 78% of people trust personal recommendations more than anything else that’s why reviews are collected by businesses daily. Future customers will look at up to 10 reviews on a company before purchasing, a big advantage straight away over the old style way of advertising.

Google has over 3 billion searches a day,

Tell me which other medium goes anywhere near that? (Social you’re all shouting you clever people you!). Mobile search is getting ridiculous figures lately. 4 billion people own a mobile phone and 91% of adults have their phone within easy reach 24/7. This article will be far too long if I go into the social aspect of the internet I think that should be a complete article on its own.

Safe to say

Facebook, Twitter, Google+ and Pintrest are the main players, you should be involved with some if not all. Your future clients are using these forms of communicating on a daily basis.

As I said at the top of the article it’s not that difficult to do this yourself. Local SEO is one of the easier forms of marketing and you can save some of your hard earned cash.

So if you can’t see an opening for an increase in your businesses sales and profits using local marketing here, then you need to retire, today!

Street Talk

Your right Steve, Google have set up everything for local businesses and people are still too stubborn.

  about 9 years ago

Local businesses have a free partner in Google but many don't get it most don't even want to hear about it!

  about 9 years ago
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