Marketing your local business or professional service is the single most important thing you can do to gain new clients and customers. But is your marketing and advertising targeting the right demographic so you’re reaching those who are looking for the products and services you provide?
Traditional advertising methods, such as radio spots, television ads, billboards, yellow pages, direct mail, and other off-line marketing efforts concentrate on a “shotgun” approach, where your message is broadcast to a broad range of individuals who happen to be listening, watching, or driving by at the time your ad is displayed.
The problem with this kind of marketing is that it’s expensive, ineffective, time wasting, and has a low conversion rate because it’s not targeted at those who actually want or need your products and services.
The solution is to use a more “rifled” approach to marketing. If you can target your advertising to those who are actively looking for your product or service, your conversion rates will go up, your dollars spent will go down, and your bottom line will increase.
This is the power of local search marketing. By optimizing your website and online presence for keywords that local customers are searching for, you are targeting the correct audience and increasing the likelihood of being found by those who need and want what you have to offer right now.
If you don’t know who your ideal customer is then you’re most likely not targeting the correct demographic, and possibly the wrong geographic as well.
So ask yourself: “Is my current marketing and advertising targeting the correct audience? Or am I ‘shotgunning’ it, and praying that potential customers will see my ad on whim?”
Who is your ideal market? Is your advertising targeting them?
