Nflocals

In the past, the tried and tested method for gaining reputation, customers and increasing the profile of a small business or independent trader in the local community was either by word of mouth, personal recommendation or by advertising in a widely distributed business directory such as the Yellow Pages.

Nowadays, recent surveys by market research organisations have shown that 85% of searches by consumers looking for a business or trades person in their area are done online using one of the major search engines, and not through a paper business directory, telephone directory enquiries or even the website of one of the business directory providing companies.

Obviously in many cases decisions about where and how to advertise are constrained by budgets. A television advertising campaign is neither practical not achievable for most small businesses so most turn to cheaper and more local forms of advertising to get their name known. Many take small adverts in local newspapers, sponsor local schools or charity events, or post leaflets through the doors of householders in their target area. All are effective methods of communicating with potential customers, but none are of any assistance to someone searching out a company in a specific market sector.

Many local areas now produce their own small business directory publications, covering a very limited geographical area such as a city suburb or small town or village. Taking an advert in one of these business directories means that the small business is having its name seen in every house in the district, and these local publications may be more trusted than the larger national publications. There is also the chance that the publisher of the local business directory will be interested in doing a feature or editorial on the business, especially if it is somewhat unusual or there have been recent developments in the market. This sort of exposure can bring huge rewards to the small business or independent trader.

The other way that a local business can build its reputation and bring in new customers is to spend a bit of time and effort in building its own website. This can be done cheaply and easily by buying one of the template websites available through hosting companies. Hiring a web or graphic designer will get the company a more individual result and a website that is different from everyone else’s, but is much more costly. Either way, with the increasing use of the internet as the default business directory it is important to ensure all contact details for the company and details of the services being offered are prominently featured on the site.