From SearchEngineLand’s Locals Only: Smooth Sailing through the Rough Waters of a Down Economy
June 10, 2008 By: Brian D. Gulledge, General Manager, Idearc Search Marketing
The June 10 Search Engine Land Locals Only column featured tips from Idearc Search Marketing’s Brian Gulledge for local and Internet retailers looking to weather today’s economic challenges. The most important tip: don’t give up on your advertising as it can help you stay ahead of the competition. Here are some tips from the column, which can be read in its entirety at: http://searchengineland.com/080610-132700.php.
Economic waves rise and fall and local and Internet retailers are as vulnerable to capsizing as any business. Why do some local businesses seem to ride it out more easily than others? What can you do to help your business stick around until the next break in the storm? Here are some common sense answers to how you can not only survive tough times, but flourish. If you can hang tough in a downturn, you’ll be in a position to breeze through when times get better.
Don’t Give Up the Ship!
Don’t throw in the towel too soon – continue to work, continue to advertise and continue to try to develop your business to its fullest potential.
Take the Most Direct Course to Ready Buyers
Online searches and purchases are growing faster and faster every year and in 2008, with gas prices up to $4 a gallon, shoppers will be doing a lot less driving as they can research online and complete an online purchase cheaper and easier than ever before. You need to be there when they are looking to buy with competitive rankings, streamlined costs, and effective messaging.
Look Around
The old adage of “a penny saved” really holds true when the economy is tight. For any business it means having great control and understanding of exactly where the dollars are being spent, and what the return for each dollar spent is. Analytical Web reporting tools can provide the tracking information that will give you that control with all the supporting data you need to make smart and efficient decisions.
Stop Wasting Your Money
Marketers and local merchants alike need the proper reporting tools to tell exactly what and how the keywords and creative types are driving revenue. Without any analytics, you really are flying blind.
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