To keep up with new online marketing trends, I rely on a number of informative blogs. One blog I regularly read is written by local search expert, Larry Sullivan. I recently asked Larry to participate in an interview to get his take on the value of using local search and online marketing, and the benefits they can bring to the small business owner. I truly believe Larry's insights are worth sharing. You can check out my interview with Larry Sullivan below:

1) How and when were you introduced to online marketing?

I began working online in later 1999. I started by web site design for a friend who had a web hosting business. Initially business was very, very slow so I spent the time surfing the web, reading what I could and  learning a ton about proper website design, link building, search engine optimization and then finally search engine marketing. I quickly learned that putting a website up was not enough, one has to put some effort into getting the site noticed (i.e., found in search engines, get inbounds links, etc) online. Today pretty much anyone can build a website but understanding the aspect of marketing it online is a whole other ballgame.
 
2) Since you work a lot with small businesses, how would you explain the benefits of online marketing to a small business owner who has very little knowledge on the subject?

Online marketing involves or deals with the process of promoting ones business on the Internet. As with offline marketing, there are many options available to the small business to advertise on the Internet. Search engines, directories, pay per click advertising, link building -- the list goes on. So what are the benefits? 

1. ROI (return on investment) can be very good online
2. With online marketing, small business can compete in many ways with the larger businesses
3. Normally one has the ability to change or modify their advertising campaign etc very easily and quickly
4. Online marketing does not have to cost a lot of money

3) What type of online marketing would you recommend to a business that has a significantly small marketing budget?

First off, I would recommend a small business get a website that is optimized for the search engines. Now it does not have to be fancy but it would represent a good starting point. Once a website is created, then many of the marketing efforts could be made to focus on producing traffic to that website.  If creating a website is not in the budget, then getting ones business information online would be the first step. (This is the local search submission process that I provide). Once your business information is online within the search engines and directories, then maybe a small pay per click campaign might be appropriate or maybe a press release. The best advice is to set an amount one wants to spend and then speak with a professional search engine marketer to see what would make sense. The biggest problem I have encountered with small businesses is that they have just jumped online without a game plan. To really do well online is to set a goal, setup a plan and then follow through on it.

4) What types of businesses can benefit from local search?

Any and all small business can benefit from local search marketing.

5)  How can local search help these businesses?

Local search is all about getting one's business information online, so that they can increase their visibility via the local search engines, directories and yellow pages.  The more ways customers can find you the better.

6) How should small business owners stay current on new local search and internet marketing information? And, what are some good sources you'd recommend?

The best way to stay current is to read the blogs. What are some good ones? These are ones that I read. Now they sometimes can get a bit detailed but they do know they are talking about.

Small Business Search Marketing:  http://www.smallbusinesssem.com/
Smalll Business Commando News:  http://www.ypcommando.com/blog/
Local SEO Guide: http://www.localseoguide.com/
HyperlocalBlogger: http://www.hyperlocalblogger.com/
Understanding Google and Yahoo Maps: http://blumenthals.com/blog/

Another idea is to use Google Alerts and put in the keywords local search marketing or something similar...

7) In your opinion, what is the future of online marketing?

Online marketing in general is only going to grow. As more WIFI locations pop up, home Internet users grow, and broadband penetrates small towns, more and more consumers will be going online to shop/search for items. Local search will be the dominant factor. Right now most folks will search online for products and services and then go offline (drive to the store) to buy.

8) What motivated you to start LocalBizBits.com?

LocalBizBits is a blog that started almost 2 years ago. A good friend suggested I start it to share my knowledge, to network with others and to keep learning. The blog has done all of that and more. It is one of the best decisions I have made. LocalBizBits blog is geared to helping small business owners understand and raise their awareness of local search and other online marketing techniques and trends. There are a lot of blogs out there talking about local search but not many take the time to speak to the small business owner who does not have all of the technical lingo down.

9) Tell us a little bit about LocalBizBits.

In addition to the blog, LocalBizBits provides local search submission services for the small business owner. We can submit their business information to the major local search engines, directories and Internet Yellow Pages. Also I provide local search engine optimization and local search marketing assistance.

If you would like to find out how to contact Larry or read his professional bio, please go to: http://www.mysolutionspot.com/LarrySullivan