Mike’s Note: I’m exited to implement and share with clients the powerful resource that is nSphere‘s local search widget. I’ve started using it on my site (see below each post) and have begun coaching others the widget can benefit their customers and bring in new customers.
Guest Post by Navah Fuchs of nSphere
If one could only teach the English how to talk, and the Irish how to listen, society here would be quite civilized. ~Oscar Wilde
Mr. Wilde, sardonic wit that he is, touched upon a communication opportunity that rings true to this day. We are a culture of communicators and consumers, but there is often a disconnect between the messenger, message, and the intended recipient. This is particularly true in the world of local businesses and their intended audiences.
In the past, a business would pay an arm and a leg to be listed in yellow pages, the newspaper, or some other wide reaching small return medium. Sure there were some results, but because targeting was in its infancy, businesses large and small would spend big bucks on CPM (cost per mille) advertising, a full page in a local newspaper, or throw money at penny ads on parked domains. After all, so long as you put your message out there and have an advertising budget to clobber the competition with you’ll win the largest market share….
Turns out, most folks don’t care how cool your new product is, because they’re not in a transactional mindset. There are two types of users in the internet consumer market: education seekers and local search users. There’s many more educational users out there (think people looking up cute pictures of kittens rather than someone looking for a vet to help them with their emergency at 11 PM), but every educational user has a corresponding local need. As a local business, it’s vital to get in front of the local search user, but as a publisher of educational content, you cease being relevant to the user once they’ve switched into the transactional mindset (often due to your awesome advice).
How do you take care of your users without diluting message/budget?
There’s a couple solutions out there for local businesses to get in front of local audiences. One such solution is the nSphere local platform, which uses a unique algorithm to map local businesses along with corresponding pieces of local information and contextual content in one spot so your new client can have everything at their fingertips to make an informed decision to contact you. You may also want to join an association or distribution network that focuses specifically on your industry.
For the publishers, partnering with a solution like nSphere’s local search widget will allow you keep users who would otherwise bounce to Google, while connecting your business to publications like Kiplinger.com, HealthCommunities.com, and CarandDriver.com.
With solutions like this, maybe we can finally start communicating effectively.
Photo found on MyFunnyPics.org