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Zoom In to the Local Industry

How to go into the local industry

Kaye Marks

May 13, 2008

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Online advertising is one of the easiest ways to market your product or service today. Nevertheless, what would make it even better is if you do some local online advertising. People are starting to ignore online banner ads, so you need to make sure your copy is snappy and to the point. You need to grab that reader’s attention before he clicks on to the next page. Online advertising is on the rise because you can get a high return-on-investment for a little time and money.

If you want to use an all-text ad, like Google ads that are on the side of a Google search page, you will need good keywords. Keywords are what will make your ad appear on the search results page. Good keywords will encourage the reader to click through to your site so you can sell her your product.

Good writing is the key for any kind of online advertising. Here are three ways to market online:

1. Litter your Web site with keywords. Insert phrases and words into your Web page copy that people are likely to use to look up what they need. To get local people, add your address to the bottom of your Web page so that when people type in your town, you are Web page has a good chance of coming up.

If you have any awards, such as Tempe’s best barber, use those exact words on your Web page. Think about what you would type in if you were looking for a service or product that your business supplies. Use those words on your Web page where you can.

Keep in mind that search engines cannot pick up words that are embedded in photos. Make sure you have text to go along with all of your photos, or even describe your photos if that is what you think would be going into a search engine. A breeder might add a caption to a photo on her Web site that says, “Cuddly, cute, warm lab pups.” Think of words that people will use in their search.

2. If your local newspaper has an online edition, advertise on their Web site. Create an eye-catching ad that is also simple. There will already be a lot of text on the page, and most of it will probably be serif, so using sans serif will help your ad stick out. Use commercial color printing when available and if you can afford it.

Using colors that the paper does not use much will also help people notice your ad. Use casual language that any average newspaper reader will understand, keeping in mind that newspapers generally write for an 8th grade reading level. If you go with a classified ad, you need to use more words than an ad that has color or a photo. Pay for the extra words – it will make up for itself when you get more customers calling.

3. Use localized national Web sites. Realtor.com is one good example of this. If someone is looking for a house in a certain town or area, when those search results pop up on Realtor.com, the ads on the page localize to the real estate agents that service that area. Other popular options are Craig’s List and eBay.

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