| Don't think that because you are not a retailer or | | | | site to appear when a searcher enters keywords |
| have a strong presence in your community that | | | | related to your company in the search engine. |
| you do not need to develop an online presence. It | | | | Look for directories that are industry related or |
| is a fact that most people begin any search for | | | | locally collected. Many users may turn to these |
| an organization, a service, or a product by | | | | lists to find area providers of certain services. |
| conducting online research. You will be invisible to | | | | Typically, if a customer is using this method of |
| this audience and may be missing out on | | | | finding service companies, they just want to get |
| significant business opportunity by not capitalizing | | | | a phone number to call and speak with someone, |
| on this comparatively inexpensive marketing | | | | set up an appointment, or drive to the local |
| opportunity. People simply do not use print phone | | | | storefront. This plays right into your hands. |
| directories anymore; they turn to search engines | | | | Geo-Targeting |
| like Google®, Bing®, and Yahoo!® | | | | Geo-targeting is a search engine optimization |
| Things to Consider | | | | (SEO) term. It uses geographic keywords in your |
| Get online or evaluate your current website. If | | | | site content and in the behind the scenes coding |
| you're not online yet, there is a multitude of free | | | | of your website to make sure your site is more |
| website builder tools available online, and typically, | | | | likely to be found by the right audience. As you |
| they offer templates that are easy to use and | | | | add pages to your site, add content, or undertake |
| will help you at least have a one-page site that | | | | online marketing, you'll want to make sure you |
| can explain to potential customers who you are, | | | | target your service region with location-rich |
| what you do, and instruct them on how to get in | | | | keywords (e.g., Oskaloosa Baptist ministry or |
| touch with you. | | | | Italian cultural organizations Chicago). |
| Compare web hosting packages to find one that | | | | Geo-targeting offers two distinct advantages: |
| fits your needs and budget now and offers | | | | - Better targeting of the right customers |
| flexibility for future growth. | | | | - Maximize your SEO dollars |
| Basic website elements: | | | | SEO efforts are aimed at gaining rankings and |
| - A logo unique to your business or organization | | | | PPC campaigns provide a way to attract people |
| - Colors, fonts, images coordinated to unify your | | | | to your site. But any effort is only as good as the |
| brand | | | | amount of actual business that closes. |
| - Contact information | | | | Geo-targeting to get the right customers to your |
| - Clear outline of your services and service areas | | | | site is a critical step for a small, local business. You |
| - A brief outline of the company or organization, | | | | can look at some Web hosting companies for tips |
| including a mission statement or vision if relevant | | | | to get started. |
| For search engine optimization purposes, you will | | | | And Beyond |
| want the page or pages have a sufficient amount | | | | Once you have a website up and have begun |
| of content, at least 200 words per page. | | | | online marketing, targeting a local audience, you |
| Use your company name a few times, as well as | | | | can do a few other things to expand your |
| identify the key terms that customers may use | | | | presence, such as: |
| when looking for your company: This will make it | | | | Adding pages and articles to your site regularly |
| easier to find your company locally. | | | | Hosting a blog on your site |
| Your website can also serve as a marketing tool. | | | | Contributing to other industry blogs and linking to |
| Once you cut your teeth on getting the site up or | | | | your site |
| revising it and using your regular marketing outlets | | | | Offering online scheduling or form downloads |
| to advertise its existence, you'll be ready to | | | | There's no one way to get your local service or |
| accelerate your online efforts. | | | | community organization online. To move forward, |
| Marketing your Online Presence | | | | you can begin to compare web hosting options |
| Online marketing doesn't have to be intense or | | | | and set up a website, then plan for success. Find |
| daunting. You can do a few simple things to get | | | | a web hosting company that will grow with you, |
| the ball rolling, then proceed as time, budget and | | | | one that offers marketing services when you're |
| skills develop. | | | | ready to use them. Bottom line? Get started, |
| Submit the site to directories | | | | take baby steps, and you may open a whole new |
| Register your site with Google. This will allow your | | | | marketing arena for yourself. |