How to Promote a Brick and Mortar Business (part 2)

Inbound marketing is basically being accessible by, and  in front of, as many potential clients as you can be, without being intrusive and annoying. That way, when someone in your target audience needs your service or product, and they look for someone to do business with, they can find you, and may already recognize, or know, like, and trust you. Here's how it's done:

First of all you will need to have a nice presence on the Internet. It doesn't have to be over the top, or too much, but it  does have to represent your company in a professional way. Think of it this way. If you were looking for a service, and you looked at two websites, and one was a one page site that looked as though it was thrown up by the company owner's kid, and the other site looked clean an professional, which company would you have more confidence in? Most people would have more confidence in the second company. If that's not your answer, you're in the minority. Do not underestimate the power of having an adequate website, or you will be wasting time and money on all your other inbound marketing. Here's why...

In today's world, when someone is looking for a product or service, they often turn to the Internet. They Google the term they are looking for information about. In 2010 66% of Internet searches were done using Google. There are billions of searches being done each day. Anyone who doesn't understand that the Internet is and will be the number one way that most people will find most services and product for the foreseeable future needs to understand that right away.

Once the search is done, and Google serves up the sites it thinks are most relevant, if your prospect sees what he's looking for on the search engine results page, he will visit a site or two, or sometimes more. The top position in the organic results (the free listings) will get about 42% of the clicks. The second result will get about 22% of the clicks. The third result will get about 12% of the clicks, and so on down the page. Only 20% of people make it to the second page. Almost nobody looks at the third page or beyond. If they don't find what they want on the first or second page, they will do another search or give up.

Your prospect will be looking for a website that has the information he's looking for. The site must look appropriate, genuine, and professional, and instill confidence in your company, or he will look at another site. He may not be thinking in those terms, but subliminally his decision to stay on your site, and potentially do business with you will, for a large part, be determined by those factors.

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