Local vs. global

I attended a meeting last night where the speaker gave networking tips. Many of her tips had to do with face-to-face networking.  Also at the meeting was a student reporter who was interviewing people for a story she was doing.  Her questions had to do with how small startup businesses use computers.  Suddenly the light went on in my head...!

Many people are focused locally.  If you look around, likely you can see some businesses that are focused on their regions or neighborhoods.  Many libraries have a very local focus.  Doing business with people that we interact with in our communities is very comfortable for many reasons.  And for some, having a truly local focus is the correct thing to do.

Do you need a web site if your focus is purely local?  Although I would agree that a web site could be helpful, I suspect that some businesses really wouldn't see the need if their customers truly are people in their community that they can reach out and (literally) touch. 

Do you need to use social networking tools if your focus is purely local?  Again, maybe not.  Although we know that there could be a benefit in using them.

However, if you want to reach out beyond your local area and want to do business with -- or just interact with -- people in other geographic areas, then you need to be more findable.  You need a web site and you need to be using various online tools in order to interact with your potential customers.

Local libraries do want to attract people from outside their region to use their local history collections.  They also want to remain relevant to students who head of to college and residents who travels.  They also recognize that some of their customers don't feel comfortable walking through the door, but do feel comfortable walking through a virtual door.  So being online is important.  It also helps those libraries to collaborate on electronic resources and other things that will make their collections stronger.

The other thing that really hit home last night was that I am of a different generation.  Not necessarily age-wise, but in my comfort in communicating electronically.  What is normal for me, is not normal for others who are around my actual age.  Last night's speaker has rules about what she won't do electronically, like send a note of sympathy when someone dies.  mmm...when my mother died several years ago, I sent an email note to a lot of people with the information, and received email notes of sympathy back.  The emails came quicker that the snail mail and were greatly appreciated.  But I need to keep in mind that some are not comfortable with that type of interaction.

I've rambled and don't have a "conclusion."   If you've read this far, thanks.  If you found something that hit home, that's good!  I think I just needed to get this all off my chest!

Comments

[Kelvin]

Hi, Jill and I see your point, and I guess the real question is how one defines the word "need."

Conventional marketing methods do reach many people locally, but that contact is somewhat limited (and often expensive). Yes, you can reach people via post cards and flyers and personal networking but how much information can you really put on that medium for your prospective client?

I'm all in favor of low cost conventional methods in conjunction with a web presence. The web site -- when done properly -- will offer more information about what you're doing and what you offer, 24 hours a day. Local people can search library catalogs, for instance, online, 24 hours a day, then reserve the books or publications so they can pick up at their convenience.

In my own case, I have a habit of checking the web first, even before I think to make a phone call -- it's just habit, and Google Search is a wonderful thing. And the information you provide on a web site, even for local people, can help them decide whether or not they even want to see you (or your business) face to face.

In many ways, I consider a web site to be like a resume. The resume is designed to get you the interview. Once you're there, you have to deliver on the hype. Same thing with a web site. It's purpose is to give them enough information that they want to give your business a shot. After they're there... you have to close the deal or deliver the product or service. These days, if two businesses are offering identical services and one has an informative web site and the other does not, I predict that the one with the web site will prosper more.

Lastly, I believe it is more cost effective to put your information on a web site than it is to do quality run of printed materials to reach the same audience, and it's definitely cheaper to update the information on an established web site, than to do a reprint of the printed literature to update the same, even local, audience. So one may not *need* a web site to do business, but I believe one will do better / more business with a good web site. Then the question is, do you *need* to do more business :-D

Those are my thoughts ;-)

Have an awesome day.

Kelvin

[Stacey Greenwell]

I have to agree with Kelvin that I tend to check the web first. I like his analogy to a resume.

I'm currently getting bids for replacing the roof on my house, and once I selected several companies based on word of mouth and on Better Business Bureau listings, I looked at their websites. Even though these companies are here in town (one showroom is just a few minutes from campus), I still preferred looking at things online first.

I think we're getting close to all successful businesses needing a website. We're not there yet--I know my favorite Mom and Pop places back home will probably never have websites, and there's just no better place for a barbecue sandwich or a slice of homemade pie. Eventually though, I think most businesses are going to have some kind of web presence, even if it's just the basic hours, contact info, and list of services/menu/whatever.

Interesting thoughts!

[Kelvin Ringold]

Thanks for your feed back, Stacey, and you're right; even a "business card" web site like you described above let's inquirers know the business is alive and ready for customers, and these days, that can be done for about the price a box of good business cards.

Now... where exactly can I get that barbeque sandwich?

Kelvin