Heidi Cohen, who is a columnist for the ClickZ Network, raised some interesting points in a recent article about local advertising. Many retailers, local news organizations and regional businesses still haven’t done much online advertising yet because they feel that people will find them through word of mouth, store visits or the yellow pages. While they are sitting on the sidelines, many of their readers and patrons are being influenced by online discussions rather than local print and TV ads. People are reading about their favorite stores, local events and service providers on blogs, community forums and discussion boards that are available 24x7.
Not everyone may be online yet but in most households, someone is online everyday with access to local information for teens through seniors. So what are people looking for in local information? Just about everything you can think of:
- Parents are seeking details on school events, children’s programs and sports leagues
- Seniors are seeking information on senior activities, retirement planning programs, travel and local restaurant and retail discounts
- Teens are seeking information on local clothes retailers, movie times, concerts and their friends
- New residents are seeking information on local stores, insurance providers, and contractors
Whether your company is new or long established, a mom & pop store or a national retailer targeting local consumers, local search engine advertising and online community building can help you connect with your local community to increase your visibility and expand your reach to consumers in nearby towns.
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