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How can Neighbourhood Small Businesses use Internet to reach their potential Customers

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Small Businesses should leverage & use the internet to connect and reach their potential customers. Search Engines, Social Media and Paid Ads should be explored to target the potential clients. Small …

Small Businesses should leverage & use the internet to connect and reach their potential customers. Search Engines, Social Media and Paid Ads should be explored to target the potential clients. Small Business & Customer Acquisition Strategy

Published in: Business, Technology

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  • 1. Small (neighbourhood) Businesses & internet
    By: Harman Bajwa (bajwaharman@yahoo.com)
    Data & Facts source: Compete.com, Alexa.com, Google Trends, Twitter Search
    All figures are approximate figures, any facts are only for reference purposes
    1
    Contact : bajwaharman@yahoo.com
  • 2. Neighbourhood Businesses Examples
    Restaurants
    Convenience Stores
    Salons
    Laundromats & Dry Cleaners...etc
    2
    Contact : bajwaharman@yahoo.com
  • 3. Mediums to get customers on Internet
    Organic Search (Google, Yahoo, Bing etc)
    Social Media (Facebook, Twitter, Yelp, YouTube, Digg etc)
    Paid Ads (Google Adwords, Facebook Ads, Adbrite etc)
    3
    Contact : bajwaharman@yahoo.com
  • 4. Organic Search
    Jack live in Vancouver and wants to go to Chinese Restaurant.
    Jack goes to Google and types “Chinese Restaurant”
    Lot of other people like Jack do this.
    4
    Contact : bajwaharman@yahoo.com
  • 5. No: of Search/Month on Google
    5
    Contact : bajwaharman@yahoo.com
  • 6. No: of Search/Month from Vancouver
    6
    Contact : bajwaharman@yahoo.com
  • 7. Problem
    If you are a Chinese Restaurant Owner and your website is not on Google’s 1st page results for “Chinese Restaurants Vancouver” you are not visible to 8232 potential customers every month. (Number is much bigger as lot of people search with just “Chinese Restaurant”.) So Jack (and other 8232 customers) who find Mexican Restaurant on Google, will go to some other Mexican Restaurant and not yours. For them, if you don’t exist on Google, you don’t exist in Vancouver.
    7
    Contact : bajwaharman@yahoo.com
  • 8. Some Simple Maths
    Assuming if 10% of these customers can find you on Google, and your average / table billing is $60, every month you are losing 823*60 = $49,380 as Revenue.
    8
    Contact : bajwaharman@yahoo.com
  • 9. Recommendation
    Get listed in Google Local Business Directory
    Get a Search Engine Optimized Website
    Get more quality links to your website
    Buy Google Ads (Links on right side of the Google Page).
    9
    Contact : bajwaharman@yahoo.com
  • 10. Results on Left & Ad on right
    10
    Contact : bajwaharman@yahoo.com
  • 11. Social Media Presence
    11
    Contact : bajwaharman@yahoo.com
  • 12. Social Media Continued
    12
    Contact : bajwaharman@yahoo.com
  • 13. Benefits of Social Media
    Social Media is getting bigger & bigger
    Engage your Users/ Customers with regular updates
    Direct contact to each customer or potential customer if connected on Social Media
    World of mouth is most trusted source of advertisement
    13
    Contact : bajwaharman@yahoo.com
  • 14. Problem
    Tons of Social Media website, which one should be used
    Every other person with account on Facebook and Twitter, proclaims to be Social Media Guru
    How to calculate and maximize ROI (Return on Investment)
    14
    Contact : bajwaharman@yahoo.com
  • 15. Recommendations
    Quantify the expected benefits & Costs to use a particular medium
    Hire a legitimate Social Media Consultant & ask him/her to give you the expected Revenue Increase Numbers
    Rather than just assumptions, follow some method to calculate ROI
    15
    Contact : bajwaharman@yahoo.com
  • 16. Example of ROI
    We will take example of Indian Restaurant in Vancouver, so does this Restaurant use Social Media, if yes then how much budget should it allocate?
    Check the next slide and figure out the potential Indian Restaurant Customers!!!
    16
    Contact : bajwaharman@yahoo.com
  • 17. In 4 hours 3 out of 7 Tweets from Vancouver for keyword “Indian” were related to Indian Food or Restaurant
    17
    Contact : bajwaharman@yahoo.com
  • 18. Some simple Math & Recommendations
    In Vancouver almost 20 people talk about Indian Food or Restaurant on Twitter, i.e 600/month
    Add to this your customers who use Twitter
    Target these 600 tweet senders & other Vancouverite Tweeters, thank them, update them with offers and stay in touch
    It can get you some additional customers & Viral word of mouth can get more customers
    18
    Contact : bajwaharman@yahoo.com
  • 19. Facebook, Yelp, Digg & You Tube
    Approx. 30% of Vancouver is on Facebook
    There are more than 50 Indian Restaurants reviewed on Yelp
    Get your story going on Digg & You Tube
    So what are you waiting for, get connected to your potential customers on Social Media
    19
    Contact : bajwaharman@yahoo.com
  • 20. Paid Ads
    From above mentioned facts & Discussion Google & Facebook should be the medium to reach your customers through paid ads (Review above Slides)
    Divert part of your offline Ad Budget (Fliers & Local Newspaper) towards Internet, as most fo your customers are here
    20
    Contact : bajwaharman@yahoo.com
  • 21. One Slide Recap
    Lot of the customers of neighbourhood businesses are on internet
    These customers use different Online Platforms
    Choose the right platform to reach these customers
    Use combination of Free (SEO, Social Media) & Paid Strategies (Ads)
    Hire consultant but ask him/her to give the expected ROI
    21
    Contact : bajwaharman@yahoo.com
  • 22. Conclusion (Neighbourhood Businesses)
    22
    Contact : bajwaharman@yahoo.com
  • 23. The End
    Suggestions, Questions, Doubts
    Contact at : bajwaharman@yahoo.com
    23
    Contact : bajwaharman@yahoo.com