Trends for 2010 Local Internet Marketing

Seemingly on the other side of the worst recession in recent memory, 2010 is poised for a rebound and marketing on the internet with continue to be a big part of that recovery. A lot of businesses cut advertising spends and spent 2009 exploring avenues such as social media as inexpensive ways to marketing their business. Since there isnt exactly a handbook on how to do it, this year will be a year that many businesses spend their time and money on “owning” their customers instead of paying to bring them in from major directories and portals. Here are a few trends for 2010.
 
1. Google Local
 
Up until 2009, directories such as Yelp, Citysearch, and Superpages dominated for locale based searchs such as “dallas plumber” or “miami jewelry store”. This was due to effective SEO from millions of pages of active content. But Google has shown to be quite proficient at making money ;) and through its Google Maps has created an opportunity for local businesses to reach 90% of the search traffic for these types of queries. Google Local still takes SEO skill, but now you are vying against true competitors and not deep pocketed directories who ultimately charge you for that traffic through their subscription fees.
 
2. Geolocation
 
Mobile devices are now deeply tied into GPS coordinates, and this gives local businesses the opportunity to take advantage of a person’s proximity to them when broadcasting promotions and specials. Companies like Foursquare and Gowalla lead the race in active users but have yet to show any significant signs of an advertising product or business model for local companies. But rest assured this will be a huge topic and place for innovation in 2010, and local businesses have the opportunity to reap huge rewards if they can effectively tap into it.
 
3. Social CRM
 
Social CRM (customer relationship management) is not a word that’s quite on the mainstream radar yet, but one I believe will in some form or the word or another show up more and more in 2010. A lot of local businesses I talk to struggle with understanding how they should use social media to drive more business, and more importantly than that have overlooked how it can tap into the clientele you already have. Promoting your business to people you have already have had a relationship with is easier than ever, and new tools and methodolgies will help business owners take advantage of that fact.
 
4. Facebook Connect and the Social Graph
 
Social graph is another word not getting a lot of play outside of Facebook enthusiasts, but tapping into friends and neighbors of people your business already has a relationship with will become easier in 2010. Facebook Connect is leading the way for a portable social identity and graph, and can easily be implemented on any site including Wordpress. With the ability to comment, register, and see which friends also on another website, every business out there can take advantage of the potential business in a persons social network.
 
5. Manage Your Own Message
 
It wasnt long ago that we had to send over a word document or email with changes we needed made to our website, if you arent a technical person and/or spend most of your time running your business. Now with the emergence of fantastic content management systems tied into social media channels, non-technical business owners can manage their own message and content through their own website, and easily syndicate that content through outlets such as Facebook and Twitter. Websites need updates every few years, and with content management and social media applications now so easily accessible, this is the biggest update needed to date in the internet’s brief history.
 
2010 is going to be a great year and as it has always been in the past, those that work hard and stay active with their marketing will come out on top. I hope this insight helps us all think about where internet marketing for local business is headed.