Forget the phone book. Today, more consumers are turning to the internet to find local businesses.
That’s right. The overwhelming majority of consumers are using the internet – and their smart phones – to search for pizza delivery, plumbers, attorneys … you name it.
And getting listed on the internet for local searches – whether you’re an electrician, doctor, carpenter or insurance agent – is an important strategy for small business owners to generate leads.
What is a local search? It’s when someone searches for “pizza delivery in Austin” or “DUI attorney in Dallas” for example.
Let’s face it, the phone book may be useful as a booster seat in a pinch, but it’s definitely no longer the first thing most people reach for when shopping for goods or services.
A recent PollDaddy.com poll asked Gizmo readers, “Do you still use a phone book?”
The results may surprise you:
- 4% said ‘Yes’
- 76% said ‘No’
- 20% said ‘Rarely’
One poster commented: “Perhaps phone books should be available to those who are 65 and older, but seriously, who else really needs this any longer?”
A new generation of web sites that cater to local searches are a testament to the burgeoning business of local search.
For example, CityOf.com maintains an extensive directory of businesses in 117 cities. Visitors to the top-ranked website can quickly find their city, then browse through a business directory of more than 300 to 400 categories. Customers can find listings for everything from Car Washes to Title Companies to Veterinarians.
Businesses that traditionally rely on word-of-mouth or print advertising are finding that the next generation of customers are more internet-savvy – and more likely to search for a service business through online advertising. Searchers can also get information more quickly and easily through the next generation of smart phones and mobile devices.
Smart business owners are taking notice.
When the woodworking industry site www.woodweb.com recently asked members “Do Phone-Book Ads Work?” the response was overwhelming.
One poster noted: “I primarily correspond with clients via e-mail after an initial visit. I’ve noticed that the few people I find who don’t use e-mail or have home computers tend to be those who have used the yellow pages. So I conclude that the computer users – clearly a larger group – are using the computer more than the Yellow Pages.”
Clearly, the buzz on local searches is everywhere.
Local searches are an economic and effective way to generate new business – and it’s easy for any business owner to get in on the action. Our next blog post will reveal how you can target your advertising dollars for local searches and measure your success.
