eing a home-based business owner, I am aware of the many challenges one could face while operating a local business. Today’s prevailing changes to the marketplace is a major challenge, but let’s not forget political factors such as wage rates and possible union issues. Under-capitalization is another huge challenge that haunts so many well-meaning entrepreneurs. So how is implementing an Internet marketing strategy going to overcome these challenges?
The Internet has become a majorly useful tool to have in the business toolbox. While it may not be able to ward of the government and their regulations, it does work magic for creating buzz, building brand loyalty and generating new business & referrals.
I cannot speak for you, but when I think about my friends, co-worker and even myself, we turn to the Internet (Google, Bing, Yahoo, etc) when we are looking for a solution. This can be any kind of solution for example, “Oh my stomach is growling & I don’t feel like cooking. What’s around here to eat or order in?” or “My back is really soar from that car accident the other day. I need to find a chiropractor and perhaps a lawyer while I am at it!”. Let’s take a look at some facts taken from: comScore, Google, Kesley and the NPD Group:
• 97% of American Internet users use the Internet to shop of which 57% characterize their behavior as “shop online, purchase offline.”
• 90% of online commercial searches result in offline bricks and mortar purchases
• 82% of local searchers follow-up offline via an in-store visit, phone call or purchase
• 74% of Internet users perform local searches
• 73% of online activity is related to local content
• 66% of Americans use online local search to locate local businesses
• 61% of local searches result in purchases
• 54% of Americans have substituted the Internet and local search for phone books
• 35% of all searches are local
• For every $1U.S. consumers spend online, an