Local Search Cape Cod

Google Maps Evolution Impacting Local Cape Cod Advertisers

Google's recent changes to its popular "Maps" section is creating quite a stir on the Cape. We know of several local contractors who were previously in the Google Maps Top Ten and have now dropped down out completely. Apparently the change in Maps listings from 10 to 7 or 3 , was accompanied by changes in the local search algorithm. We've noticed the merging of different accounts listed in the same geographic area. For instance, Clover Landscaping located at 92 Davis Straits Rd Falmouth, was merged with Clover Monuments (same address) despite the fact that the businesses had different phone numbers, urls etc. The recent announcement of Google Social Search and therefore social media results more frequently showing up on search results, portends more changes in the near term. First page Google search results seem to be increasingly paid search results as the valuable local search space becomes more difficult to penetrate. Some sort of local ad option, in addition to Adwords, also appears to be in the offing. How has your business been affected ?

Hey ! Where did you buy those glasses? Job Lot, Hyannis ?

The one constant on the Internet is change. Things that
worked a few months or even years ago don't work today.

The one constant on the Cape is change. People who were here in the spring, summer and fall disappear, only to reappear. The Cape’s summer population swells 300%. Most of the influx is from a younger demographic than the year round population.

Demographics and timing are a major challenge for the typical Cape business. Barnstable County is one of the oldest counties in the United States. Much of the year round residents are over the age of 55. This group increasingly uses the Internet, but their consumption of information and their surfing habits are markedly different than seasonal residents and tourists. Most off-Cape seasonal residents are from metro areas, where high speed Internet connections are the norm, mobile phone usage is high and as a result their online usage is much greater.These consumers, for the most part, do not use print yellow pages, newspapers, magazines, radio, cable tv and, of course, direct mail. Unfortunately, most Cape businesses that advertise for seasonal customers, continue to have a disproportionate amount of ad dollars in the old, mass media outlets.

The challenge today is to find the right mix of media and transition excess “old media” advertising dollars into the new media: Search engine advertising, email marketing, mobile (cell phone), Facebook, etc. Most Cape businesses are still spending 90% or more of their budgets on the old /traditional media. In off-Cape markets ,the split is usually 60/40 or more online, a huge difference. Transition of advertising is especially key, because the old media that works with one demographic (55 plus), does not work with the other (under 40).On the Cape, you have this major divergence in demographic usage, concurrent with a major change taking place in how consumers use media.

What follows is a list of relatively inexpensive strategies a Cape business may take to close the gap in online and offline advertising. Your comments, as always, are invited.

1. Web Site: If you do not have one get one. If your site hasn’t changed in several years, spend a few dollars to create a new one that incorporates the new, interactive Internet capabilities, such as Facebook, blog, RSS and video capabilities.
2. Define your target market: If you primarily attract off Cape and/or the under 40 crowd, the majority of your ad budget should be moved online, including email marketing, search engine ads, etc.
3. Email: This is still the most popular and useful way to stay in touch with existing customers, and a nice introduction to new ones off- Cape. Provide free content, such as how-to-videos, written advice or Internet only special offers, that require an email address.
4. Chamber of Commerce or local civic or business association membership, is very useful for credibility building with the search engines, and for constructing a opt-in list for your email marketing.
5. Get whatever free online listings you can.The free business profile from Idearc Superpages, capecodtoday.com, capecodonline.com, capecod.com, citysearchcapecod.com, Google, Yahoo, Bing, etc

There are another 10 in the report that I will not share here in the interest of time. I would be happy to share the full report on request.

If the above isn’t enough to make your head spin, consider the following:

Regarding the pace of change, we believe more users will likely connect to the Internet via mobile devices than desktop PCs within five years."
--The Mobile Internet Report, Morgan Stanley, 12/09
The common thread throughout this report is change. Changing demographic usage, changing advertising media, seasonal change ,etc. Cape Cod business has always adapted and thrived. The difference today is the speed of change. New technology is Internet centric so it accelerates and magnifies change. Those businesses that move quickly to understand this changing dynamic will thrive; a wait and see approach does not work. Research, experimentation, and flexibility with your advertising is essential for success!

Online and Offline Marketing with Social Media on Cape Cod

I met with Jay Zavalla, President of the Falmouth Chamber of Commerce in Falmouth (Cape Cod) Massachusetts, on Wednesday. After joining the Chamber I was asked if I had a few minutes to meet with Jay. I anticipated a pitch for the usual stuff - committees, advertising, etc. Boy was I wrong! Jay and I had a forty minute conversation on a variety of subjects relating to doing business in Falmouth and the Cape. I was impressed with the innovative approaches the Chamber is incorporating for its members. They have a "Film in Falmouth" initiative and social media ties on their web site. My conversation with Jay included a lengthy discussion about connecting online with offline with social media. He referenced the Chamber making html code indicating Chamber membership available for members to place on their site thereby deriving key back-link benefits and therefore search optimization benefits. I observed that the emerging model of Internet search was placing more importance on the reputability of a web site; and of course the impending move to real time updates. See my accompanying video for more about this conversation.

Social Media on Cape Cod

The upcoming tourist season will be an interesting one. The evolution of social media should lead to changes in the way Cape businesses address its' growing popularity and applicability to their business. Off-Cape and seasonal residents are increasingly using social media in their local markets and there should be carry over into the Cape.Twitter, Facebook and social sites will all be increasingly referenced by the 20-35 year old crowd.

Cape Cod Business Changes

Seems like every print media outlet on Cape Cod is sponsoring a social media and/or Internet advertising seminar. The Cape Cod Times brought in heavy hitters from Borrell Associates and the Hyannis Chamber of Commerce featured Capecod.com reps presenting the basics on Internet search optimization etc.It is clear that there is interest on the part of "early movers" but the likelihood is that those who need it the most will continue to procrastinate, bogged down by the day-to-day responsibilities  of their business and/or cajoled by their yellow pages, Cape Cod Broadcasting, Cape Cod Times etc. rep. to use them for their online/print advertising bundles.

The evidence of business owner behavior change is rampant. The Yellow Pages of Cape Cod is down over 30% in ad pages from previous years edition. Idearc/Verizon is down less in part due to heavy incentives. Yellowbook is reported to have pulled their field reps and gone to a telephone sales group for the Cape market. The Cape Cod Times ad space is down as circulation dwindles however they seem to be doing better than larger metro newspapers. Cape Cod Broadcasting is in Chapter 11 Bankruptcy reorganization and their online site is dated.

Meanwhile, numerous off Cape Internet ad companies are swarming to pick up anticipated new ad revenues: Yodle, Yellowpages.com, Reachlocal, Local Adlink, etc. are all in the hunt as they smell blood. It will be interesting to see if local Internet ad choices are able to keep Cape dollars on the Cape.