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Amazon gets it. So does Salesforce. So does Etrade. Tesla? Yep, they get it too. Virtually all companies that exist mostly or solely online already understand how critical successful Internet marketing is to the bottom line.

Yet for small businesses, there seems to be a massive disconnect with how to make digital marketing work in a way that’s impactful and cost effective. So let’s take a closer look at this difficulty, the best ways around it, and why local online marketing is so necessary to create lasting success.

If you’re a small business owner, you may believe that online marketing really isn’t very important… especially if your business is located in a smaller town. But do your town residents have mobile? Do they have access to the Internet? If so, you are missing out on an opportunity to outwit your competitors.

The reality is starker. According to Marketing Land, 90% of survey respondents say that positive reviews influenced a purchase decision.  Just as people leverage Google & Bing far more than the Yellow Pages to find services, they are also checking on the services they find via review sites. This trend growing nationally and is happening with as much frequency in small communities as it is in large cities. However, in small cities, bad reputations travel like wildfire. In other words, an accountant in the city with a handful of negative reviews is simply better equipped to correct those negative reviews vs. an accountant in a small town of 5,000.

And it’s important to recognize that mobile is quickly replacing all other forms of computing. Laptops and PC’s are dwindling in sales while tablets and smart phones are selling like hotcakes. If you run a local service business, it’s critical to be found in mobile-optimized search. (Yes, that’s a thing.) If your website isn’t mobile friendly, Google has said it will be dropping your website from all search results as of 2017.

If you run a small business, you must have a robust online presence. It’s that simple.

And this is where that concept of Guerilla Marketing comes into play. Remember that the notion of Guerilla Marketing is that you can have a huge marketing impact without breaking the bank and really, that’s at the core of online marketing in general. The Internet offers the potential of truly infinite reach for a relatively low cost for that potential impact. At least that’s the promise…

The truth is, this is where most business owners get lost. With search engines like Google & Bing, reputation sites like Yelp & Angie’s List, social media sites liked Facebook & LinkedIn, is it any wonder that most feel completely overwhelmed?

If you’ve talked with experts you’ll know right away that local SEO alone can cost $1,500 a month for a handful of keywords and Reputation Management can cost $500 or more each month per location.

But marketing online can be affordable, particularly if you take advantage of the right technology and learn the methods that actually work for SEO, writing content, marketing automation, etc. Sure, it takes time to do this work but if you learn how to do it properly, you’ve created new potential revenue streams that will last a long time.

One important tip as you contemplate online marketing… don’t think for a minute that you have to come across as some giant corporation. If you serve a local market, chances are people would prefer to know they are dealing with someone who cares rather than a faceless monolith. So, let your individual personality shine. Make it your mission to become the hero in your market. Leverage your messaging both online and offline to create deep personal connections that will bring you lots of business and lots of referrals… and that can elevate your brand to a premium status… yes, you might actually be able to charge MORE in your market if done correctly.

So, is it necessary to leverage Internet marketing to help grow your small business? In today’s world, the answer is a resounding yes. In fact, it is critical for your survival. If you are curious about your local reputation, how well positioned you are in your local market, and what you can do to begin taking action on strengthening your local marketing, check out this free local website analysis (link to: that offers a pretty handy report on a company’s local presence.

Then start to take your local online marketing seriously. Make “action” be your mission and strive to be at the forefront of your local market while also working to do so in a manner that keeps your return on investment front and center.

And remember that as your company grows, be sure to reach out to your local insurance agent for ways to reduce insurance costs, expand benefits for employees, and make your company more stable. They may be able to help you find savings opportunities that you can then invest in your nascent online marketing efforts!

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