A quick scan through the local papers and the same small businesses appear week-in, week-out. Now the problem with local papers is that they have a very short shelf life – you pay for a weeks advertising and that’s all you get. Stop paying and immediately the phone stops ringing. This is the biggest issue with newspaper advertising and one that can have significant implications for companies who are struggling to pay their weekly marketing bill.
As an exercise we looked at ten different business sectors which has more than one company advertising in our local paper. The ten business types we looked at were as follows
- Oven Cleaning
- Roofing Contractors
- Water Softeners
- Double Glazing
- Coach Trips
- Bed Suppliers
- Used Car Dealers
- Carpet Suppliers
We then Googled the companies that were advertising in the newspaper to see how their website ranked in the search engines and the results were quite shocking. Across the 10 sectors above, we checked 33 individual companies:
- 56% of businesses didn’t have a free Google Places listing
- 44% of businesses didn’t appear on the first page of Google at all
- 21% of the business didn’t even have a website
Considering that most consumers (81%) access the Internet everyday is seems amazing that these businesses are overlooking such a huge opportunity to gain new customers. Assuming that each of the companies we researched spend approximately £100 every week, that’s a marketing commitment of over £5,000 every year!
The reality is that these companies could spend less than half of that and achieve better results. The other beauty of advertising online is that you don’t have the continuous demand on your bank account. Once the website is set-up and optimised it doesn’t need a huge amount of work to keep it ticking over. Of course you could spend money on additional SEO but even at it’s most basic level, a good quality website will provide a business with a steady stream of new customers.