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Business-to-business and business-to-consumer firms are slow to adopt local search tools into their Internet strategy. About half of all search-engine users utilize search engines to find local products and services. By far, the most-common search phrase is ďindustryĒ plus ďlocation.Ē With so few sellers doing local search-engine marketing, new local customers are there for the taking.

It is not enough for SEMís to know all the latest and greatest techniques and trends. Technical proficiency alone will not convince companies with traditional sales and marketing models to establish new budget categories and launch untested programs. For that to happen, SEMís need to: Focus the client on local search; Build interest with local search success stories; Offer a strategic vision; and road map the tactical steps to make the vision a reality.

Only when the client sees the why of local search should the SEM turn to the how. This is the time for the SEM to demonstrate precision and technical skill; for example, a detailed explanation of cost and return-on-investment for a paid-search campaign will convince the client local search is meat and potatoes, not pie in the sky.

Success stories influence slow adopters: it is one thing to hear bold claims from a vendor; it is another thing to hear about a company who actually achieved double-digit growth with a local search strategy. Effective SEMís overcome skepticism by using well-documented case studies of their best projects.

The entire universe of SEM can bewilder potential clients, so they often retreat to the certainty of the status quo. However, nothing is more certain than cultivating local customers. A client will see the value of local SEM more readily than strategies with less-direct impact on customers.

Clients will collaborate with SEMís that have compelling vision and technical expertise in equal measure. Make local search central to the vision, describe the new marketplace and show clients systematic how to thrive in it. The business will follow. SEMís, immersed in their field, sometimes assume the client's level of understanding is better than it actually is. In fact, most companies eagerly seek help in understanding how technology is changing customer behavior.

At the strategic level, the SEM must focus on the marketplace, not the technology. For instance, instead of explaining the intricacies of Voice over IP describe how customers will soon be using cell phones to find products and services. When a company sees where their customers are headed, it will do everything possible to get there first.

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