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Small Business Marketing Campaigns - Broadcasting Vs. Narrow Casting - A Reason To Know How To Get On Google Maps
I think most small businesses should try to learn how to get on Google maps if they wish to be successful in attracting new customers.
You do have a choice. You can attempt to get new customers by broadcasting on television, radio, newspapers, and mass mailings. In that case you will be offering your message to many people who are not likely candidates. Some of them won't need your product. Some others already have a favorite provider or vendor. If you choose a marketing strategy which reaches outside your immediate market area, you will be asking new customers to drive by one or more of your competitors. This is okay, I suppose, if you have lots of money, and nothing much better to do with it. Or maybe, the lifetime value of your potential client is so high that you can afford the inherent waste of mass marketing.
The alternate choice is referred to as narrow casting. In this approach you focus on likely prospects. The easiest, and usually cheapest technique of doing this, is to be where your prospective customers are seeking. To let them find you.
Should you have an outlet on the freeway, main street or the local mega-mall, your business signage and overall visibility are great ways to be found by the passersby who comes to know who and what your location is. But if your market extends beyond your immediate area or individual mall location, that might not be enough.
The yellow pages are yet another example of being where individuals were looking. What was especially nice about the yellow pages is that a very high percentage of the people who spent the time to open up their yellow pages were inspired customers - all set and also eager to do business.
Because of the value of that urgency and the corresponding high conversion rates, the yellow pages became an extremely lucrative business. They can and did charge quite a bit for their display listings. Charges varied by group and community but ran into the $100's to thousands of dollars a month for several businesses. The good news is that the Google Places Page is free, and has several other advantages too.
But just because its free, that does not imply its without value. Far from it. Discovering how to get on Google maps which appear when prospective customers do a search on their computer or increasingly their cell phones is critical for your success.
There are a number of resources for solid information about how to get on Google maps. I know I have created my own guide that can be obtained from the Kindle store at Amazon and also my web site. Search for "How To get ON Google Maps" on Amazon or Google and check out your options, and then take action.
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