Internet Business U

Local Internet Marketing for Small Business

Video – How Many Local Customers are Searching for Your Products or Services Every Month?

Posted on | January 6, 2010 | No Comments

Whenever I talk to a new client we always go online and check their local search numbers. These are the potential customers using geo-targeted keywords when searching on Google each month. For example, the video below shows the search volume for someone searching for “Wichita Dentist” along with some other keywords.

Many business owners are amazed at how many local customers are searching online each month for their products and services. But what’s really amazing is the the lack of competition. The potential is an eye-opener.

Anyway, the video shows you how to check your local search volume. Before you watch it, think about your customer and the keywords he would use to find your products and services. Write them all down and watch the video…

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Let me know if you liked the video, and ways I can improve them in the future. I always aim to please. ;-)

Category: LSEO, PPC, Video Tutorials
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USPS Reports $476 Million Loss in 2 Months

Posted on | January 4, 2010 | No Comments

Wow. What a surprise…

I was talking with a buddy of mine late last year (around the time the USPS was losing this half billion) about the USPS and their lame business model. They have done everything possible to encourage their demise. Besides raising rates for first class stamps to the point where consumers stampeded to online options, they destroyed the catalog and direct mail Standard Mail industry with wacky new database qualifications and ridiculous rates.

I don’t think the postal service is going to fold — it can’t — but they’re going to have to go through some drastic changes very soon.

Anyway, let’s look at their business model. It’s not too complicated…

First off, you have a business with all the systems in place to successfully carry out all it’s functions at a steady operating cost. You pretty much know how much you need in sales every month to break even. If sales volume falls below a certain level you start losing money. At this point you have two choices. You can raise your prices or increase sales volume.

So what does the Post Office always do?

Of course, they raise the prices. And they’re doing it an ever increasing frequency. Even worse, they raise rates when the economy is in terrible shape. Makes sense, right?

But what would happen if they did what a smart businessman would do in the same position? Remember, you  have a fixed operating cost (unless fuel costs fluctuate wildly). If you don’t want to start laying off employees or closing up stores there’s only one thing to do.

Increase sales volume.

And what’s the best way to do that? Of course the answer is to increase demand. And the only way for the USPS to do this is by lowering their prices. (It works great for Wal-Mart)

Now I don’t know if this is the answer but the only way to find out is through testing. If you boost volume it’s found cash flow.

Anyway, get ready for another postal rate increase. It’s the only business model they know.

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If the USPS lowered the rates would you use the service more? What do you think? Your comment is welcome!

Category: Uncategorized

An Introduction to Local Search Engine Optimization (LSEO)

Posted on | November 4, 2009 | 2 Comments

Over the last year or so I’ve been calling the specialized SEO work a small business owner must accomplish to get his business and web pages indexed on Google, Yahoo and Bing Local Search Engine Optimization or LSEO.

This work includes getting a top listing next to the Google Local Business Results map and other directories, optimizing landing pages for consumer geo-targeted searches, building local citations and valuable backlinks to boost SERP position, and setting up geo-targeted PPC campaigns to enhance sales and marketing strategy.

Since this type of optimization work is unique in many ways I thought I should officially “coin” the phrase.

Maybe it’ll catch on. :-)

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Love to hear what you think? Leave a comment!

Category: LSEO, SEO

Small Business Internet Marketing – Pay Per Click Advertising is Just The Beginning

Posted on | October 20, 2009 | No Comments

It seems that a lot of small business internet marketing services focus mainly on Pay-Per-Click (PPC). This is a mistake for several reasons…

You see, while local PPC is the best place to start to organize an online campaign, it shouldn’t be your only strategy. The old saying, “Don’t put all your eggs in one basket” comes to mind. Counting on Google for your entire online marketing campaign isn’t much of a business model. If they change anything — which they are notorious for — you’re whole online campaign is sunk. Not good.

However, PPC campaigns are a mountain of information for a smart marketer. They will tell you what is effective in terms of keywords, creative, copy and much more. With this information you can scale your campaigns into SEO and offline strategy as well.

For instance, let’s say you run a PPC campaign. First, you split test ads for the highest click-through-rates (CTR). At the same time you test landing page content for best conversion rates. And then you can focus on what keywords are generating you the best ROI.

With this information you can focus efforts on optimizing special landing pages for your best keywords. In a matter of months using SEO strategy you can dominate these keyword phrases and enjoy high quality traffic from natural search. What’s nice here is the fact that through PPC you have already fine-tuned your landing pages for maximum conversion.

Now you can take these working models and test  offline marketing strategies to increase traffic. What’s more, you can use the ads, sales letters and overall marketing strategy from your proven online campaigns and replicate them for offline marketing in print, direct mail, radio and more.

And don’t forget, once you have your website up and running, and your online presence tested and proven, you can advertise your web address in all your current marketing efforts.

As you can see, a website can do a lot for your small business if you focus on PPC as a tool instead of just a sole marketing effort.

Category: Landing pages, PPC, SEO
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