how can neighbourhood small businesses use internet to reach their potential customers
DESCRIPTION
Small Businesses should leverage & use the internet to connect and reach their potential customers. Search Engines, Social Media and Paid Ads should be explored to target the potential clients. Small Business & Customer Acquisition StrategyTRANSCRIPT
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SMALL (NEIGHBOURHOOD) BUSINESSES & INTERNET
By: Harman Bajwa ([email protected])
Data & Facts source: Compete.com, Alexa.com, Google Trends, Twitter Search
All figures are approximate figures, any facts are only for reference purposes
Contact : [email protected]
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Neighbourhood Businesses Examples
Restaurants
Convenience Stores
Salons
Laundromats & Dry Cleaners...etc
Contact : [email protected]
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Mediums to get customers on Internet
Organic Search (Google, Yahoo, Bing etc)
Social Media (Facebook, Twitter, Yelp, YouTube, Digg etc)
Paid Ads (Google Adwords, Facebook Ads, Adbrite etc)
Contact : [email protected]
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Organic Search
Jack live in Vancouver and wants to go to Chinese Restaurant.
Jack goes to Google and types “Chinese Restaurant”
Lot of other people like Jack do this.
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No: of Search/Month on Google
1931805
1693853
1979525
No: of Search/Month on Google
Mexican RestaurantsIndian RestaurantsChinese Restaurants
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No: of Search/Month from Vancouver
3052
5473
8232
No: of Search/Month on Google
Mexican Restaurants Vancouver
Indian Restaurants Vancouver
Chinese Restaurants Vancouver
Contact : [email protected]
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Problem
If you are a Chinese Restaurant Owner and your website is not on Google’s 1st page results for “Chinese Restaurants Vancouver” you are not visible to 8232 potential customers every month. (Number is much bigger as lot of people search with just “Chinese Restaurant”.) So Jack (and other 8232 customers) who find Mexican Restaurant on Google, will go to some other Mexican Restaurant and not yours. For them, if you don’t exist on Google, you don’t exist in Vancouver.
Contact : [email protected]
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Some Simple Maths
Assuming if 10% of these customers can find you on Google, and your average / table billing is $60, every month you are losing 823*60 = $49,380 as Revenue.
Contact : [email protected]
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Recommendation
Get listed in Google Local Business Directory
Get a Search Engine Optimized Website
Get more quality links to your website
Buy Google Ads (Links on right side of the Google Page).
Contact : [email protected]
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Social Media Presence
Google.com
Facebook.com
Yelp.com
Twitter.com
Digg.com
0 50 100150200250300350400450
417
440
31
62
95
Approx. Unique Visitors/Month in Million
Approx. Unique Visitors/Month in Million
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Social Media Continued
Google.com
Facebook.com
Yelp.com
Twitter.com
Digg.com
0 2000 4000 6000 8000 10000
7674
9040
51
359
262
Approx. Total Visitors/Month in Million
Approx. Total Visi-tors/Month in Million
Contact : [email protected]
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Benefits of Social Media
Social Media is getting bigger & bigger
Engage your Users/ Customers with regular updates
Direct contact to each customer or potential customer if connected on Social Media
World of mouth is most trusted source of advertisement
Contact : [email protected]
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Problem
Tons of Social Media website, which one should be used
Every other person with account on Facebook and Twitter, proclaims to be Social Media Guru
How to calculate and maximize ROI (Return on Investment)
Contact : [email protected]
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Recommendations
Quantify the expected benefits & Costs to use a particular medium
Hire a legitimate Social Media Consultant & ask him/her to give you the expected Revenue Increase Numbers
Rather than just assumptions, follow some method to calculate ROI
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Example of ROI
We will take example of Indian Restaurant in Vancouver, so does this Restaurant use Social Media, if yes then how much budget should it allocate?
Check the next slide and figure out the potential Indian Restaurant Customers!!!
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In 4 hours 3 out of 7 Tweets from Vancouver for keyword “Indian” were related to Indian
Food or Restaurant
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Some simple Math & Recommendations
In Vancouver almost 20 people talk about Indian Food or Restaurant on Twitter, i.e 600/month
Add to this your customers who use Twitter Target these 600 tweet senders & other
Vancouverite Tweeters, thank them, update them with offers and stay in touch
It can get you some additional customers & Viral word of mouth can get more customers
Contact : [email protected]
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Facebook, Yelp, Digg & You Tube
Approx. 30% of Vancouver is on Facebook
There are more than 50 Indian Restaurants reviewed on Yelp
Get your story going on Digg & You Tube
So what are you waiting for, get connected to your potential customers on Social Media
Contact : [email protected]
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Paid Ads
From above mentioned facts & Discussion Google & Facebook should be the medium to reach your customers through paid ads (Review above Slides)
Divert part of your offline Ad Budget (Fliers & Local Newspaper) towards Internet, as most fo your customers are here
Contact : [email protected]
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One Slide Recap
Lot of the customers of neighbourhood businesses are on internet
These customers use different Online Platforms
Choose the right platform to reach these customers
Use combination of Free (SEO, Social Media) & Paid Strategies (Ads)
Hire consultant but ask him/her to give the expected ROI
Contact : [email protected]
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Conclusion (Neighbourhood Businesses)
• Yelp, Google Local Reviews etc
• Google Ads, Facebook Ads
• Facebook, Twitter, YouTube etc
• Google, Yahoo etc
Search Social Media
Reviews
Paid Ads
Contact : [email protected]
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The End
Suggestions, Questions, Doubts
Contact at : [email protected]
Contact : [email protected]