Few distinctions are ever made between Internet marketing for an online business and that of a brick and mortar one. While often overlooked, this is one of the most important determinations a website owner needs to consider. But why is this so critical?

When marketing for an online business, it makes little difference where the customer is located. It does not matter if the person purchasing your product is located three miles away or across the country. Regardless, you are going to package and ship the product.

On the other hand, if you are marketing a brick and mortar business online there is a specific geographic area that needs to be targeted. A plumber in Virginia Beach has no need to advertise to someone in California. Still businesses wastefully and wrongly try to conquer the world.


Type “plumbing” into Google and you will start to understand. Sure enough a plumber in the United Kingdom is persuading me that he should unclog my toilet. The trick is not to make the same mistake as this UK plumber. If you only intend to sell your product or service in a specific region than do not go after the whole world. Rather, try to rank well for relevant terms such as “Virginia Beach plumber.” This way, when people see your site they will be potential customers.

New services make geographic targeting even easier. Pay per click search engines allow you to bid on general terms such as plumber, but only display your website if the search comes from a location within Virginia.

Conversely, if your site sold plumbing supplies throughout the world it does not matter where the search originated. Your business has the capability to sell to anyone anywhere. In this case it would be beneficial for your website to be found under general terms such as “plumbing,” since people viewing your site will be legitimate prospects.

It is critical to distinguish between Internet marketing for an online business and a brick and mortar company. This often overlooked step will prevent you from making the same mishaps as your competitors and save you thousands in wasted advertising.

No comments yet. Be the first one to comment.