By James Bischoff
At ChoiceLocal we provide hyper-localized digital marketing services. Although that statement seems straightforward, I also understand that we operate in an industry shrouded in confusion and contempt. A combination of misinformation and outright lies from fly-by-night “digital marketers” has fostered a landscape where you’ve likely been burned by a previous digital marketing agency. The feeling of being duped or sold snake oil carries over from vendor to vendor until the chain can be broken. But how do you break the chain? How do you build trust with a partner who has been burned by another?
Easy! Hire a fisherman.
You probably didn’t know that ChoiceLocal fancies itself a professional fisherman.
If you are a business owner you likely have a very specific territory you can operate in before you infringe upon another business’s space. This is especially true if you are part of a franchise system where the territories come pre-defined and legally reinforced. This is your “lake” and it comes stocked with a variety of fish in a variety of shapes, sizes, and general accessibility.
Sure, you’ve caught some fish. You might even fancy yourself a successful fisherman. Here’s a question – if you catch more fish than your neighbor, does that make you more successful? Obviously, right! What about if you catch twice as many fish. Does that make you twice as successful? Of course it does! This sounds great, right?
But what if you are spending 3x the resources to catch 2x the fish? Would you define that as success? What if you are fishing in a huge lake and your neighbor only has a pond? Still a success?
The problem many business owners have is that they may have a good idea of how many fish they’ve caught but they don’t really know which bait is most effective. Unfortunately, your “bait” does not all cost the same. This inherently means that not all fish are the same. Can you catch big fish with inexpensive bait? Sure. But are you catching small fish with expensive bait? Do you know?
As a professional fisherman we will work with you, whether you are in small pond or the middle of a vast ocean, to help identify where your biggest fish are and what bait you need to reel them in.
What differentiates ChoiceLocal is that we are professional fishermen that do four things exceptionally well:
1) Analyze your local marketing territory to learn exactly where your fish are – big, small, and everything in between.
2) Offer a comprehensive tackle box full of digital marketing “bait.”
3) Use data to track which types of “bait” are bringing you which types of “fish.”
4) Report this back in a way that makes sense and adjust accordingly.
If you have caught a fish or two but are ready to take your efforts to the next level with a fish finder, speedboat, top-notch poles, lines, rods, hooks, baits, and more, check out your local sports shop.
If, however, you are ready to see how this giant metaphor can actually drive bottom-line growth, contact us today about our local marketing services!
About the Author
James Bischoff is an Account Director at ChoiceLocal. He enjoys spending time with his fiance, playing with their dogs and listening to music.
