A report was released to today by Borrell and associates showing the huge churn there is in small to medium sized business customers buying paid search. Greg Sterling and David Mihm gave some excellent analysis on the report but in short it said that:
- The local search advertising market is huge and there has been some significant growth by industry players such as Yodle, Reach Local, and Local.com
- Being a great sales force is one thing but re-sellers of the major paid search need to find ways to add value. This make sense as a smart business will always be asking what are they paying for and will eventually go direct if they dont see the value.
- The biggest challenge for resellers is churn. Estimates are that 60% of customers leave every 12 months. The biggest reason is that the small businesses not perceiving a return on investment, particularly in the first 90 days.
The reason for this failure is the failure for the re-sellers to clearly understand the amount of business being brought to the small business and clearly and easily communicating that to the owner. To a business owner that has just made thier first purchase of search engine marketing campaign to expect them to immediately understand the value of a click is naive. If I own a local restaurant do my 500 extra clicks on my website per month result in a good investment of my $500 per month. When they read that i bet most owners dont think it does. If they can show it resulted in 50 new reservations, then it is so much easier for the owner to understand without having to be an SEM expert.
Tracking online reservations and calls sent to a business is the only way to determine the true effectiveness of a local search marketing campaign and until the business models and sales commission structures are based around that then there will always be some misalignment between the business, the local search directory and their users. The industry isnt there yet and its because half of the 100,000 sales people selling to these businesses are yellow pages and local newspaper people so its the history of those industries that are still leaving thier legacy.
If you are interested in learning how to re-align your online directories to be more inline with business owners and users get in touch with dean (at)bookingangel (dot) com or follow me on twitter
