Use the Internet to promote your local business

Today I want to share three strategies on how to promote a local business on the Internet. Whether you operate a pet shop, day spa, restaurant or any other type of local business, these strategies will work for you.

By Dion Jones
Brigham Young University

http://deseretnews.com/dn/view/0,1249,595080744,00.html

• Actively build your e-mail list. Have you ever had a slow day in your business? What if you had an e-mail list of your customers to whom you can send a special offer when business is slow? I know of a Mexican restaurant that uses this strategy to literally pack its restaurants when business seems to be declining.

Here are three ways to build your e-mail list of local patrons.

First, ask existing customers. The best way to start building your list is with those who are already customers. Many businesses ask for business cards to be entered in a drawing of some kind, but rarely do they ask for your e-mail address.

Second, ask as part of a coupon or promotion. A business in Colorado sends a coupon to people via direct mail. When their customers redeem it, they are asked to verify their physical address and write their e-mail address on the back of the coupon. Currently more than 50 percent of those who redeem the coupon enter their e-mail address.

Third, use your Web site. If you have a Web site, make sure you are asking for visitors’ names and e-mail addresses. Make them part of your customer loyalty program for joining your list.

If you don’t have an e-mail list of your customers and prospects, then you are missing out on an opportunity to increase traffic to your business. Why not start asking your customers if they would like to be added to your customer loyalty program? Then, when you have a slow business day, send them a special offer that expires in 24 to 48 hours.

• Use regional and national portal sites. A portal site attracts a lot of visitors because of its resources. Weather.com, Google.com and DexOnline.com are examples of portal sites. All of these sites offer advertising options that can be targeted to a specific geographical area.

Weather.com and DexOnline.com can target your ads to Internet users from your city or the local area that your business serves. This is an affordable way to start testing paid advertising that is strictly targeted to a specific area or region.

Just remember to use a special page for the traffic that comes from your ads. Don’t send the traffic to your home page. You want to put the text you used in your ad prominently on the page they see after clicking your ad. For example, if your ad says, "Click here to save $10 on our deluxe car wash," you want to repeat the offer on the Web page that shows up, along with some additional details about the offer.

• Use offline promotions to drive traffic to your site. You’ve probably heard this advice: "Put your Web site address on everything." Well, that isn’t enough. Instead of just listing your Web site address, include an offer that gives the reader a reason to visit your Web site. For example: "Look at our model homes at http://www.GreatUtahHouse Builder.com" or "Save even more with our special offers at http://www.GreatUtah RestaurantDeals.com."

These strategies will help you effectively promote your business on the Internet. All you need to do is apply them.

Dion Jones is affiliated with the BYU Center for Entrepreneurship. He can be reached via e-mail at [email protected].