Between eight and twelve million businesses are invisible to prospective customers, according to an Interactive Advertising Bureau white paper released April 29 – and it’s largely because of their own inaction.
Lost in cyberspace
Of an estimated 16 to 20 million businesses, the white paper reports, only two to three million have marketers actively managing their online listings. And according to 2011 Google statistics, some 8 million businesses hadn’t claimed their listings at all. Too many of those are small and home-based businesses.
This is a huge lost opportunity, because unless they’re in brick-and-mortar locations that are traffic magnets, unlisted businesses might as well not be in business.
Consumers search for businesses based on what they’re looking to buy, and they overwhelmingly do it with online searches – either one of many online directories like YP, Yelp, Manta and local and vertical specific directories; or search engines like Google, Yahoo or Bing; or social network media like Facebook, Google+ or Linkedin; or mobile apps.
About 40 percent of consumers go online for local searches each day, 67 percent at least three or four times a week. Read more →