With the worldwide reach of the Internet, what often gets
forgotten is growing locally. The politicians had it right
with that famous saying that "all politics is local." It
doesn't matter how they rank nationally; politicians need
their hometown votes to stay in office. That logic makes
sense for most businesses, too. Local clients and customers
tend to be the most loyal, because they know you personally.
Every year, new studies point to more consumers using the
Internet to search for businesses that offer a service or
product they need. More than ever, their focus is local,
right down to getting directions from Mapquest.com or using
a Google map to find their way to the most conveniently
located source.
To make your business stand out locally, include your
business name, location, zip code and hours in all Internet
directories. Key search words are important, but so is
letting consumers in your immediate vicinity know that you
are right next door.
To make it personal, get personal by inviting individuals
and organizations to meet with you. Go to individuals and
organizations within a 25-mile radius to meet with them. It
works.
6 Smart Ways to Think Local and Grow Your Business Fast
1. Get your business listed free. There are several
Internet search engines that provide opportunities to set
up free listing accounts. There may be a company 1,000
miles away or overseas that offers what you do, but listing
yourself as the closest local provider makes you the
convenient choice. Here are a few places to start in
setting up free accounts: Google Local at
www.google.com/local/add/login?hl=en_US, Yahoo Local at
http://listings.local.yahoo.com and YellowPages.com at
www.yellowpages.com/sp/contact/update.jsp.
2. Follow the 25-mile rule. Get out a local map and draw a
circle around a 25-mile radius from your front door. Target
local consumers and businesses within that 25-mile radius
that are your potential customers. Visit a local Chamber of
Commerce directory on line to hone your search. Spend an
afternoon driving your target area to discover small
businesses that might not be listed with local chambers.
Instead of spending huge sums on direct mail that might
bring you only a very limited return, invest in a targeted
direct mail campaign focusing on those 10 to 100 potential
customers within the 25-mile radius.
3. Host an event. Using the names and addresses of
potential customers inside your 25-mile radius, create an
invitation list to an event that will allow potential
customers to meet you personally. Offer a free gift or
service as an incentive. If you are a solo entrepreneur
with limited or no space (and limited funds), partner up
with another business or even a nonprofit organization to
co-host an event. Each partner should offer a free gift or
service to double up on the incentives to attend your
event. For ideas, visit the "events" listings in your local
newspaper and online. Circle those that are co-hosted by
similar and also dissimilar organizations for ideas.
4. Follow up. Send personalized thank-you notes to those
who attend your event, and include a flier describing your
services. Include a special offer of a personal invitation
or an opportunity to subscribe free to your newsletter that
will get their attention. Your personal touch tells your
future clients that you are willing to get personal to meet
their needs. For a smart guide to how to write business
thank-you letters, go to
www.ehow.com/how_1378_write-business-thank.html.
5. Get out there! Set aside one afternoon or morning each
week to meet with potential clients (and partners for
future events). Search your local newspaper or
www.craigslist.org for neighborhood meetings, and introduce
yourself. Offer to be a guest speaker, and choose a
general-interest topic that will sell yourself first, and
then your product or service.
6. Participate. Join a nonprofit group for a good cause,
and bring plenty of business cards with you. Write a letter
to the editor of a local newspaper, and include your
business title and business name. More than 90 percent of
all businesses are small businesses. Your perspective on
small businesses is important, because your perspective is
personal. For smart tips on writing letters to the editor
from the Humane Society of the United States, go to
www.hsus.org/legislation_laws/citizen_lobbyist_center/lobbyi
ng_101/tips_on_writing_letters_to_the_editor.html.
Because the Internet has brought untold convenience and
immediacy to our lives, growing locally by using the
Internet, so that our local, hometown resources can find us
is a great way to market yourself virtually.
----------------------------------------------------
Ruth Klein is an award-winning business owner, best-selling
author and marketing and time management consultant whose
clients range from solo entrepreneurs to the Fortune 500.
Sign up to receive Ruth's 7 Part Mini-Course on Branding
and Productivity. http://tinyurl.com/25tqo5
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