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Small Business Marketing Campaigns - Broadcasting Versus Narrow Casting - A Good Reason To Know How To Get On Google Maps
I do think most small businesses need to learn how to get on Google maps if they wish to be successful in bringing in potential customers.
You actually have a choice. You can attempt to find new customers by broadcasting on television, radio, newspapers, and mass mailings. In that case you will be presenting your message to lots of people who are not likely prospects. A few of them won't require your product. Others already have a favorite dealer or vendor. If you choose a marketing tool which reaches outside your immediate market area, you will be asking new clients to drive by one or more of your competitors. This is fine, I suppose, should you have lots of money, and nothing better to do with it. Or maybe, the lifetime value of your potential client is so high that you can afford the inherent waste of mass marketing.
The alternative is known as narrow casting. In this strategy you concentrate on likely prospects. The simplest, and usually cheapest way to do this, is to be where your prospective customers are seeking. To let them find you.
If you have an outlet on the freeway, main street or the local mega-mall, your business signs and overall presence are excellent ways to be found by the passersby who comes to know who and where you are. But if your market extends beyond your immediate area or individual mall location, that might not be enough.
The yellow pages are another example of being where individuals were seeking. What was particularly good about the yellow pages is that a very high percentage of the people who took the time to open up their yellow pages were inspired buyers - ready and also desperate to conduct business.
Because of the value of that urgency as well as the corresponding high conversion rates, the yellow pages became a very lucrative business. They can and did charge quite a bit for their display listings. Charges varied by category and community but ran into the $100's to thousands of dollars a month for a lot of businesses. The good thing is that the Google Places Page is provided for free, and has a number of other advantages as well.
But just because its free, that does not imply its without value. Far from it. Learning how to get on Google maps that appear when potential customers perform a search on their computer or increasingly their mobile phones is critical for your success.
There are multiple resources for solid information about how to get on Google maps. I know I have composed my own guide that is available from the Kindle store at Amazon and also my web site. Hunt for "How To get ON Google Maps" on Amazon or Google and check out your alternatives, and then take action.
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A significant change occurred in late 2010 in how Google handles local searches. This is an important change and if you are a local business you want to learn how to get on Google maps as soon as possible.
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