Utilizing Localized Internet Targeting For Your Small Business

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The big business push has come and gone, and now small businesses are returning to glory. Major corporations may have cheaper prices, but with that comes lower quality products that apply to a general populace of consumers. Small businesses have the advantage of remaining local and highly specialized, but a major set back is having to operate with higher costs compared to larger competitors. In the digital age knowledge is power, and connecting with your customers online can be simple for big businesses on a national scale, or a small local shop looking for customers in a focused area. It's all about knowing how to reach the right people. 

"Over the past few decades, American consumers have become very comfortable with big box stores. These are the Wal-Marts of the world, the one-stop shops that promise low prices, consistently stocked shelves and a sense of familiarity from one store to the next. This mentality has somehow managed to find its way into every aspect of American life -- we have chain restaurants, big breweries and even massive websites that dominate retail. Recently, however, there has been a big push for supporting local businesses. Somewhere along the way, consumers began to value the offerings of smaller, more focused retailers and the local economy has begun to recover from the invasion of the retail giant. What happened? Why the sudden shift? It would seem there's a major problem when it comes to the big box model and local businesses are finally finding solutions to help them compete again."

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What Do You Want Your Website Visitors To Do?

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If you are doing digital marketing right, then you are reaching the right audience online and effectively drawing them into your website. Great. Now that they are here though, how do you effectively portray your message and generate a lead? Is there a clear path for a visitor to take in order to go through the full process of realization of need, research, consideration and purchase? The conversion process is much more in depth than simply throwing the price of a product online and needs to be thought out carefully to maximize your outlets on the web. 

"Websites cannot remain static and effective at achieving high conversions. It's an either-or decision. Every company should answer the question: What do you want your site visitors to do? Your answer determines your conversion goals. Are you missing out on potential micro conversions by focusing too much on the macro level? Are you only tracking one macro conversion funnel?

You should concentrate on one overriding objective: Relevancy. Ask yourself if you're sending the right message to the right person at the right time? Converting your audience may require a combination of new calls to action, upgraded content and a new user interface. Your choice depends on how relevant it is to your audience."

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