As local businesses begin to market on the Internet, they are becoming easy prey for less than scrupulous web designers and so-called Internet marketers. In the past, local businesses would advertise through direct mail, newspaper ads, yellow pages, radio and TV. These advertising options were simple and followed industry standards.
Then along comes the Internet. Most local businesses would prefer not to deal with the Internet. It is new and confusing, with numerous options. However, their customers are going online in growing numbers. It is becoming the media of choice for searching for local products and services. Therefore, local businesses must have a viable Internet presence to stay competitive.
So, here is the problem. Local businesses need to market online to connect with customers. The Internet and the advertising options are foreign to most local businesses. And guess what? There are number of sleazy individuals that are taking advantage of naïve local businesses who do not understand the practical marketing options available online.
This is the first of a number of posts on Local Internet Marketing Scams. More will come as I find them.
Scam #1 – Charging a monthly fee for submissions to local directories and search engines.
There are a number of high-profile web sites that offer free listings to local businesses. They include Google, Yahoo, MSN, SuperPages and Local.com. In addition to listing your business name and location, you can add you phone #, link to your web site, email address, and business description. Some offers interactive maps and coupons, in addition you can provide info on affiliations, hours of operations, forms of payments and product or service details. Also, sites like Google let you add photos.
Best of all there is not cost. It just takes some time to list with the top local Internet resources. There are a number of services that will do it for you.
Here is where they scam you. Many charge a monthly fee, as if there is some sort of maintenance involved. The reality is, once listed, you stay listed. So paying a monthly fee is like throwing away money. I’ve found some services charging as much as a $100 per month. Ouch!
My recommendation is to take the time and list your business yourself. This way you control the information and will have control over password access. However, if you want to save time find a service that charges one upfront fee.
As a member of the Local Online Marketing Association you will find a list of the most prominent local resources to list your business. You can do it yourself and avoid a costly, recurring fee.
Regards,
Fred Waters
