The Affect of Social Media on Paid Search

Marketing for small businesses existed long before online strategies and search engine algorithms were around. Some small business owners continue to use these traditional forms of marketing that have been around for ages; however, some are realizing how important it is to adapt to the changes around them. Everything is transitioning to a digital world and not everything is as simple as it used to be. “There used to be this thing called the Yellow Pages, and if you had the right spot and the right-sized ad, you’d get calls. But if you’re not online today, no matter how big or small your business is, you’re likely going to get hurt,” said Ely Dahan, a professor at UCLA. Dahan also cites skepticism as a key reason as to why nearly half of small businesses still have not focused their marketing efforts online.

Utilizing online search engines and review sites, some small business owners have taken the leap to online marketing. For Gary Harter, the analytics that are available through advertising on Google are what has convinced him that it is something worth trying.

Online reputation is also proving to be an incredibly valuable asset to generating business. Using review sites such as Yelp, many consumers today search for local businesses based on the opinions of other users. Maintaining a positive online reputation can be key in driving new customers into a local business.

If you’re interested in moving your business’ marketing and advertising strategies online, consider a free consultation with ReachLocal Internet Marketing Consultant Lisa Pulido. ReachLocal has many platforms that can help businesses reach all facets of online marketing and advertising.