Small Business (Neighbourhood) & Internet

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SMALL (NEIGHBOURHOOD) BUSINESSES & INTERNET

By: Harman Bajwa ([email protected])

Data & Facts source: Compete.com, Alexa.com, Google Trends, Twitter Search

All figures are approximate figures, any facts are only for reference purposes

Contact : [email protected]

mailto:[email protected]

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Neighbourhood Businesses Examples

Restaurants

Convenience Stores

Salons

Laundromats & Dry Cleaners...etc


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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)


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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.


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No: of Search/Month on Google

1931805

1693853

1979525


Mexican RestaurantsIndian RestaurantsChinese Restaurants


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No: of Search/Month from Vancouver

3052

5473

8232


Mexican Restaurants Vancouver

Indian Restaurants Vancouver

Chinese Restaurants Vancouver


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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.


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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.


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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).


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Results on Left & Ad on right


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Social Media Presence

Google.com

Facebook.com

Yelp.com

Twitter.com

Digg.com

0 50 100150200250300350400450

417

440

31

62

95

Approx. Unique Visitors/Month in Million

Approx. Unique Visitors/Month in Million


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Social Media Continued

Google.com

Facebook.com

Yelp.com

Twitter.com

Digg.com

0 2000 4000 6000 8000 10000

7674

9040

51

359

262

Approx. Total Visitors/Month in Million

Approx. Total Visi-tors/Month in Million


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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


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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)


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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


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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!!!


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In 4 hours 3 out of 7 Tweets from Vancouver for keyword “Indian” were related to Indian

Food or Restaurant


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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


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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


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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


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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


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Conclusion (Neighbourhood Businesses)

• Yelp, Google Local Reviews etc

• Google Ads, Facebook Ads

• Facebook, Twitter, YouTube etc

• Google, Yahoo etc

Search Social Media

Reviews

Paid Ads


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The End

Suggestions, Questions, Doubts

Contact at : [email protected]


Small Business (Neighbourhood) & Internet

Technology

potential customers

internetthese customers

users customers

social media guruhow

social media presence11contact

google page

google trends

example of indian restaurant