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| Internet Marketing for Local Business | | | | In spite of some negative publicity and Presidential |
| In spite of some negative publicity and Presidential | | | | comments, here in Las Vegas we still host a lot of |
| comments, here in Las Vegas we still host a lot of | | | | conventions, especially in internet marketing. The |
| conventions, especially in internet marketing. The | | | | hottest topic for the last few years has been |
| hottest topic for the last few years has been | | | | marketing local businesses on the internet. There are |
| marketing local businesses on the internet. There are | | | | some programs being sold on the web but, so far, the |
| some programs being sold on the web but, so far, the | | | | jury is still out on their effectiveness. |
| jury is still out on their effectiveness. | | | | |
| | | | | However, the premise is still accurate. The next wave |
| However, the premise is still accurate. The next wave | | | | of internet wealth will not be overseas in a global |
| of internet wealth will not be overseas in a global | | | | economy. It will be right here in our back yards |
| economy. It will be right here in our back yards | | | | showing local businesses how to be found on search |
| showing local businesses how to be found on search | | | | engines, social networking sites and media sites. |
| engines, social networking sites and media sites. | | | | |
| | | | | This was predicted several years ago by Paul Zane |
| This was predicted several years ago by Paul Zane | | | | Pilzer in an interview with Dr. Joe Vitale (pdf available |
| Pilzer in an interview with Dr. Joe Vitale (pdf available | | | | upon request.) Mr. Pilzer seems to be one of those |
| upon request.) Mr. Pilzer seems to be one of those | | | | rare individuals in actual possession of a "crystal ball." |
| rare individuals in actual possession of a "crystal ball." | | | | He taught economics at NYU for 20 years, was an |
| He taught economics at NYU for 20 years, was an | | | | economic advisor to the first Bush administration and |
| economic advisor to the first Bush administration and | | | | both Clinton terms. He made millions in IPOs and is an |
| both Clinton terms. He made millions in IPOs and is an | | | | author of several books on futuristic economic trends. |
| author of several books on futuristic economic trends. | | | | |
| | | | | He subscribes to the local business internet marketing |
| He subscribes to the local business internet marketing | | | | boom and is upset that the current "marketing experts" |
| boom and is upset that the current "marketing experts" | | | | are missing the boat. He maintains that the next wave |
| are missing the boat. He maintains that the next wave | | | | of internet wealth is indeed in your local restaurants, |
| of internet wealth is indeed in your local restaurants, | | | | dry cleaners, auto repair and all local product and |
| dry cleaners, auto repair and all local product and | | | | service providers. |
| service providers. | | | | |
| | | | | Pretty much all small local businesses across the |
| Pretty much all small local businesses across the | | | | board are experiencing reduced revenues, layoffs or |
| board are experiencing reduced revenues, layoffs or | | | | even losing their businesses and shutting their doors |
| even losing their businesses and shutting their doors | | | | completely. The attrition rate has been on a scale not |
| completely. The attrition rate has been on a scale not | | | | seen since the Great Depression of the 1930s. |
| seen since the Great Depression of the 1930s. | | | | |
| | | | | Also, whether we like it or not, the game has changed |
| Also, whether we like it or not, the game has changed | | | | and is continuing to change, sometimes at the speed |
| and is continuing to change, sometimes at the speed | | | | of progressing technology which can be blindingly fast. |
| of progressing technology which can be blindingly fast. | | | | Not only are the demographics different but it is now a |
| Not only are the demographics different but it is now a | | | | rare occurrence for a potential customer to actually |
| rare occurrence for a potential customer to actually | | | | pick up that heavy yellow book when they're trying to |
| pick up that heavy yellow book when they're trying to | | | | find a particular product or service. It's becoming more |
| find a particular product or service. It's becoming more | | | | and more common, especially as more consumers are |
| and more common, especially as more consumers are | | | | buying and becoming proficient with computers, to |
| buying and becoming proficient with computers, to | | | | simply go to your favorite search engine, usually |
| simply go to your favorite search engine, usually | | | | Google, and type what you're looking for in the |
| Google, and type what you're looking for in the | | | | "Search" window. |
| "Search" window. | | | | |
| | | | | This is the contemporary reality and woe to those |
| This is the contemporary reality and woe to those | | | | who don't get with the new program. And, the truth is, |
| who don't get with the new program. And, the truth is, | | | | most of these business owners are too busy and |
| most of these business owners are too busy and | | | | uncomfortable with marketing on the internet. The main |
| uncomfortable with marketing on the internet. The main | | | | reason for their discomfort is a lack of knowledge on |
| reason for their discomfort is a lack of knowledge on | | | | just how to do their marketing in the real world. They |
| just how to do their marketing in the real world. They | | | | are frequently approached by companies who charge |
| are frequently approached by companies who charge | | | | them to build a website, promise them the world and |
| them to build a website, promise them the world and | | | | they wind up with another business expense that, |
| they wind up with another business expense that, | | | | instead of producing revenues, is just another drain on |
| instead of producing revenues, is just another drain on | | | | their operating capital which has already been taking |
| their operating capital which has already been taking | | | | quite a beating in this economy. |
| quite a beating in this economy. | | | | |
| | | | | Most of the reason for this is that the IT people are |
| Most of the reason for this is that the IT people are | | | | great (sometimes) at building a website but don't have |
| great (sometimes) at building a website but don't have | | | | a clue on how to market one. Unfortunately, most of |
| a clue on how to market one. Unfortunately, most of | | | | these outfits just want their check and then they leave |
| these outfits just want their check and then they leave | | | | the client hanging in the breeze. Exacerbating this is the |
| the client hanging in the breeze. Exacerbating this is the | | | | fact that the business owners and, if they can afford it, |
| fact that the business owners and, if they can afford it, | | | | their so-called "computer guys" are completely clueless |
| their so-called "computer guys" are completely clueless | | | | as to how to get the potential customer to even find |
| as to how to get the potential customer to even find | | | | their website despite the fact that the search engines |
| their website despite the fact that the search engines | | | | read the local IP addresses to try and direct this traffic |
| read the local IP addresses to try and direct this traffic | | | | directly to them. |
| directly to them. | | | | |
| | | | | The upside to this is that the savvy and hard working |
| The upside to this is that the savvy and hard working | | | | internet marketer has a huge, mostly untapped source |
| internet marketer has a huge, mostly untapped source | | | | of revenue sitting virtually in their back yard. He/she |
| of revenue sitting virtually in their back yard. He/she | | | | must also stay abreast of the latest technologies, one |
| must also stay abreast of the latest technologies, one | | | | of which I know is only a few months old, that can |
| of which I know is only a few months old, that can | | | | bring fresh, relevant content to the customer's website |
| bring fresh, relevant content to the customer's website | | | | so they can, at the very least, be found by a paying |
| so they can, at the very least, be found by a paying | | | | customer who is actually looking for them. Although |
| customer who is actually looking for them. Although | | | | much attention is given to the search engines, though |
| much attention is given to the search engines, though | | | | vital, the smart marketer cannot ignore the social |
| vital, the smart marketer cannot ignore the social | | | | networking and media sites. Video and article |
| networking and media sites. Video and article | | | | marketing must be taken into account and those who |
| marketing must be taken into account and those who | | | | can provide these turnkey systems to local business |
| can provide these turnkey systems to local business | | | | owners will reap the reward inherent with this trend. |
| owners will reap the reward inherent with this trend. | | | | |