Mar 01, 2010

Entrepreneur’s Journal: Get Customers Clicking and Calling with Online Local Ads

By Tom Taulli
Not long ago, marketing was fairly simple for local businesses. You would place an ad in the Yellow Pages. There may even be an occasional mailer and sponsorship.

But of course, things have gotten more complicated lately as customers increasingly use the Internet. Unless you are a marketing expert, you'll probably have trouble handling things like dealing with the hundreds of local search engines and directories, the need to write strong copy, bidding effectively on key search terms and even putting together compelling videos.

So to get some insight on local advertising, I had a chance to talk to some of the key players in the market: Intuit (INTU), Web.com (WWWW) and Yodle. From what I can see, all provide the necessary tools to put together a successful campaign. Here's a look:

Website Design: A simple design tool -- which has many templates for various businesses -- will help you get started. But it's important to have a professional Web designer provide some help and customization. This will cost anywhere from a $100 to $1,000, depending on your requirements.

Interestingly enough, having a sleek-looking website may not be the best approach. "Customers go to local businesses because they are not like big businesses," said Justin Kitch, who is the chief growth officer of Intuit's Small Business Group. "Having a folksy look can be an advantage."

You also want a website that clearly explains your business and makes it easy for customers to take action, such as with "buy" buttons, 1-888 numbers and so on. And speaking of toll-free numbers, some services offer tracking of such calls (this is the case with Yodle).

Ad Copy and Management: Writing ad copy takes experience and experimentation. Plus, you want to make sure your ads are getting quality leads. A local online ad firm should provide you with reports to show the performance of your campaign.

And the costs of the marketing? It varies, based on your budget. But, for a traditional local business, the amount is likely to range from $500 to $1,000 per month.

Some Extras: If want want to go beyond the typical local online strategies, there are some other things to consider.

First of all, you can start using an e-mail newsletter, which can be a way to send discount offers to existing customers. It can also be a way to stay in touch. As part of its service, Intuit provides an e-mail marketing service.

Next, you can have a video, which presents your product or service. If anything, it will make you stand apart from your competition. Yodle has a video service as well.

Shop Around: So which local online ad firm you should chose? Basically, it depends on your needs. But a good firm will have demo videos and sample sites. They will also be willing to talk to you. So, just like anything, check out your options and see which one is the best fit.

Tom Taulli advises on business tax preparation and is also the author of a variety of books, including The Complete M&A; Handbook. His website is at Taulli.com.

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