Local Internet Advertising and Marketing

Buying local has many appeals… not the least of which is that reduced sense of fear if something goes wrong.

Search Engines make it quick and easily for a customer to become educated and

  • become aware of solutions to their problems,
  • learn more about products and services,
  • determine which products best suit their needs,
  • compare prices for products and services, and
  • assist them decide on a product or brand All this prior to making contact or visiting a store.

While the Internet has broken down many traditional geographic barriers, many local businesses cater to a local customers who are located within 20 KM of their office or shop.

For example:

If you’re a chiropractor in Ballarat, then your patients (or the majority of) will be located in Ballarat.

If you’re a lawyer in western suburbs Melbourne, then (or the majority of) your clients will come from western suburbs Melbourne.

If you’re a builder in London, then you’ll be building and renovating homes located in London.

For these small businesses, the answer to the “how do we market our selves online question” will be to target the guy next door, in the same suburb, or same town or area.

Research published in July 2006 by Sensis found that that 87% of Australia small businesses and 83% of medium business sell to locally via the internet.

Sensis E Business Report

The Sensis research looks a the selling side of the equation it's worth considering the other side of the equation. ComScore reports an estimated 63% of buyers visit websites prior to purchase.

What ever the number in Australia, with broadband (permanent internet connections) increasingly becoming the norm, it is reasonable to expect that this trend will continue. You can also read a case study about a local catering business dominating local search results and returning it's investment in only 6 weeks.