by Kevin Ryan
Question: I have an 11-year old, small, profitable retail business. I am trying to use the Web to promote more local brick-and-mortar business, since the majority of fitness-equipment sales are still made by first trying the item. I have contracted with ReachLocal, one of many companies that promote local, targeted Web advertising. I have diverted nearly all of my Yellow Page print dollars into this, and it seems to be working. What is your advice on using this form of advertising? Are there other less costly or more effective ways to do this (without an SEO [search-engine optimization] staff)?
Answer: ReachLocal, WebVisible and their ilk are great ways to reach out to your audience with locally targeted ads. More and more companies I talk to are diverting dollars away from print Yellow Pages into these local platforms.
Kevin Ryan is the global content director for Search Engine Strategies and Search Engine Watch, both units of Incisive Media. He was formerly vice president of Interactive Media for the Interpublic Group, agency Wahlstrom Interactive and chief executive of Kinetic Results, a leading search-engine marketing firm. Clients have included Rolex Watch, USA; State Farm Insurance; Farmers Insurance; Minolta; Samsung Electronics America; Toyota Motor Sales, USA; Panasonic Services; and Hilton Hotels.