Hitting the Google Local Nail on the Head
Donna Bogatin’s ZDnet post addresses the importance of local salespeople versus the Google “come buy ads” approach.
She notes that InsiderPages, Backfence and other local startups failed to gain traction. I might add that they did not use the traditional Yellow Pages feet on the street approach.
Yellow Pages publishers know that local ad sales is a belly-to-belly business. It’s not pretty, it’s not cheap, but by God it’s worth about $16 billion in the US this year.
To be successful in local ad sales, you need to get the advertiser’s attention, build trust, provide a good value and deliver the goods promised.
Tall orders for any business, but especially difficult in the local channel.
Google: $31 billion local dilemma ZDNet’s Donna Bogatinatin — The local advertising opportunity is currently wide open.
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