Recent Local Internet Research Experiences + Success Factors

Two recent experiences have highlighted significant marketing opportunities for business’s wishing to gain a marketing edge through their websites and internet marketing activities.

Example 1: Friday Night Book Shopping

After reading a blog entries referencing a particular book title, instead of walking around all the book shop in ballarat, I though I’d save some traveling time and Googled the “book title ballarat”.

I found a result and rang the book shop to double check that it was indeed in stock, only to be told by the sales attendant that the stock list was inaccurate and “Our website is totally separate to our business.”

Needless to say, I was left with a negative impression of the store, returned to my search results and shopped else where. A poor online experience can not only damage your brand, but enhance that of your competitors.

Example 2: Sourcing Business Card Printing

We organise printing of business stationary as part of our Corporate Identity Design package. Unhappy with quality print work from a supplier, we looked at local suppliers. After visiting a well known local Ballarat printer’s website, we contacted them to make sure that the pricing on their website was up to date.

“No Mate, That pricing is a couple of year out of date”
“Can you email me a quote anyway?”
“No problems.”

24 hours later, no response.

As a potential customer, I felt no obligation to contact the printer again, returning to Google, found a simple to find my way around site and ordered online in less than ten minutes.

Again a local business lost out due to failure to keep up with the technology and effectively adapt their business processes to the marketing channel.

Minimum requirements (Success Factors) for Local Online Marketing

So what are the minimum requirements before commencing any internet marketing strategies to target more local customers? Three general but obvious, that will allow the online internet marketing work best for your business. These are:

  1. Making your contact information on your web site easy to find.
  2. Respond to customer enquiries in a timely fashion (preferably same day or quicker).
  3. Maintain up to date information on your website that accurately reflects your business.