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Ethical question about Local Marketing

by venethia
18 replies
Hi,

I found a very lucrative niche to make local marketing in my city (about 250.000 people), with low competition on google.

For example : dentists

If i get one dentist as customer can I make the same services (seo, offline marketing, lead generation and many more) for other dentists?

Or is it better to make a directory website with all dentists in my city?

Thanks
#ethical #local #marketing #question
  • Profile picture of the author bawls
    I depends on the terms of what you are selling them, as far as SEO goes it is unethical to do SEO for multiple clients on the same keywords, IMO.
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  • Profile picture of the author mjbmedia
    well , if you think creatively here, you can have different levels of service for the SEO side, how much do they want to invest , what position do they want to aim for, how many phrases, how many pages etc ?

    SEO is never just SEO, if one dentist Mr A only invests $800 a month then they shouldnt get or expect similar results to one Mr B that invests $3000 per month, of course that doesnt mean they may not get a better rating on one specific keyphrase as Mr A may purposefully target veneers as their main breadwinner whereas for Mr B veneers are less important a pull, but the bigger picture results (targeted lead gen) will go to the one that invests the most.

    There is no problem representing more than one client even for the same keyphrases if you think in the above way. Fit your service around the amount they're willing to invest rather than pidgeonholing your service and then finding businesses that fit.
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    • Profile picture of the author bawls
      Originally Posted by mjbmedia View Post

      well , if you think creatively here, you can have different levels of service for the SEO side, how much do they want to invest , what position do they want to aim for, how many phrases, how many pages etc ?

      SEO is never just SEO, if one dentist Mr A only invests $800 a month then they shouldnt get or expect similar results to one Mr B that invests $3000 per month, of course that doesnt mean they may not get a better rating on one specific keyphrase as Mr A may purposefully target veneers as their main breadwinner whereas for Mr B veneers are less important a pull, but the bigger picture results (targeted lead gen) will go to the one that invests the most.

      There is no problem representing more than one client even for the same keyphrases if you think in the above way. Fit your service around the amount they're willing to invest rather than pidgeonholing your service and then finding businesses that fit.
      Not too sure we bid SEO in the same way...I offer the maximum potential at the least amount of overhead, $1 a month or $10,000 a month does not change the strategy to get to #1, so I let the fact on the ground dictate the cost, if they cant afford it, they cant afford SEO...because half-ass SEO is a waste of time and money.

      you may be right, I might be cheating myself and pidgeon-holing my services but I would rather error on the side of ethics.
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      • Profile picture of the author DABK
        Maybe he means packages: client one buys one 5,000 backlinks package, another one buys 3. The one with 3 moves closer to the top than the one who bought one package.


        Originally Posted by bawls View Post

        Not too sure we bid SEO in the same way...I offer the maximum potential at the least amount of overhead, $1 a month or $10,000 a month does not change the strategy to get to #1, so I let the fact on the ground dictate the cost, if they cant afford it, they cant afford SEO...because half-ass SEO is a waste of time and money.

        you may be right, I might be cheating myself and pidgeon-holing my services but I would rather error on the side of ethics.
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        • Profile picture of the author bawls
          Originally Posted by DABK View Post

          Maybe he means packages: client one buys one 5,000 backlinks package, another one buys 3. The one with 3 moves closer to the top than the one who bought one package.
          If you are selling backlinks packages to local companies you probably are just praying upon their ignorance of SEO, now some might think that is what they need for SEO and approach you for it...but I can tell you 95% of local business owners barely know what SEO stands for, let alone what is effective.
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          • Profile picture of the author DABK
            95%, in my experience, is high.
            Still, there are people who are selling backlinks... Ocasionally, I clean after them.

            Still, maybe that what the post I responded to was about.

            Originally Posted by bawls View Post

            If you are selling backlinks packages to local companies you probably are just prying upon their ignorance of SEO, now some might think that is what they need for SEO and approach you for it...but I can tell you 95% of local business owners barely know what SEO stands for, let alone what is effective.
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            • Profile picture of the author OnlineStoreHelp
              I am gonna disagree with many people on here, because it all depends on your niche, and whether its competition, or co-optician. As well, what services are you providing? As an example, in my city, I do very well with the pet stores and pet suppliers. They all compete in some ways but they each have their own specific niche. For example, one pet store I have sells dog food X, but the other sells dog Food Y. They are also several miles apart and attract a different clientelle. (BTW, don't target the pet industry, most are broke as sh*t!)

              My services include, setting up websites and ecommerce sites, email marketing, social media marketing, google plus services, etc. I don't even touch SEO since they are retail stores, there are better ways of reaching the client.

              The key thing is confidentiality. I don't talk about my other customers services, results, etc with each other. And I am upfront with them, oh yes, I work with Joe and I work with Mary. But don't worry I create campaigns specifically for you and keep it 100% confidential.

              Now, if it is something like, dentists, then yes it will be more difficult to do things like SEO, but I see no reason why you cant create websites, set up email campaigns and the others. Especially if they are in different parts or neighbor hoods of the city.

              For example, most franchise car dealerships go through the same company that does marketing services for dealerships. Sitting right next to each other, many times the same clients yet I see nothing unethical about it.

              Why do you think you see the same products in walmart, safeway, target and every other stores. Each one needs to find its niche... that is where you come in...
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            • Profile picture of the author bawls
              Originally Posted by DABK View Post

              95%, in my experience, is high.
              Still, there are people who are selling backlinks... Ocasionally, I clean after them.

              Still, maybe that what the post I responded to was about.
              I used the word YOU as a third party to illustrate my point...I didn't mean you as an individual, so sorry if it came off that way
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  • Profile picture of the author venethia
    Thanks for replies. What type of package services do you offer for these type of customers?
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  • Profile picture of the author jgant
    SEO is a zero sum game. If you offer SEO, how on earth can you avoid a conflict of interest serving 2 dentists in the same town? You can't.

    I serve one client in one area for the specified service. There are so many towns/industries so why get into a conflict of interest?

    That said, you could use this to your advantage as I have. You can promote a contract to ensure they're locked in and that you won't promote competitors during the length of the contract. If they refuse a contract, you can explain that if a better offer comes along, you may end the contract. This is strong-arming and won't endear you to clients, but if you phrase it correctly, it's not so bad. After all, if you go month-to-month, your clients can fire you any time if a better deal comes along.

    This is why I retain ownership of all web properties I use to promote local businesses. It gives me leverage ... if a client fails to pay, I get a new client on the web properties. Hasn't happened because my clients are great and we have a terrific relationship, but it could. In fact, I'm not out for the highest dollar ... having an easy relationship is part of the equation and my clients leave me alone to do my thing which is wonderful.
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  • Profile picture of the author mrmatt
    Can you break up this niche into sub niches?

    Using your dentist example

    Dentist is pretty broad

    What about
    Implants
    Oral Surgery
    Root Canals
    Bridges
    retainers
    braces
    TMJ
    dentures
    veneers
    extraction
    etc.

    If you break it up into specialties than I don't see why you couldn't work for multiple dentists at the same time. Plus breaking it up into those sub-niches makes it even that much more easy to get a site ranking.
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  • Profile picture of the author Eddie Spangler
    SEO is a funny thing and so unlike other forms of promoting.
    Other media forms could not give a rats ass how many competitors
    are buying their space as long as they are buying.

    I like Matts idea of breaking down by main niches to get MAX value out of any
    specific city or area.

    Yes you can take a niche and go to different cities but one can build a VERY nice business just working within your city and say a 25-50 miles radius around it.

    It seems like a large majority of high value B2C operations can be broken down into specialties. And using dentist as an example if you are good you can have 10 or more different subniches each dominating their respecting specialty and getting all the biz they can handle.

    To me the 1 ONLY per area clause would only come into play when you are dealing with a heavy hitter who is willing to invest at least 10k month with you. (or whatever large # you are comfortable with)
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    • Profile picture of the author digichik
      Originally Posted by Eddie Spangler View Post

      SEO is a funny thing and so unlike other forms of promoting.
      Other media forms could not give a rats ass how many competitors
      are buying their space as long as they are buying.

      I like Matts idea of breaking down by main niches to get MAX value out of any
      specific city or area.

      Yes you can take a niche and go to different cities but one can build a VERY nice business just working within your city and say a 25-50 miles radius around it.

      It seems like a large majority of high value B2C operations can be broken down into specialties. And using dentist as an example if you are good you can have 10 or more different subniches each dominating their respecting specialty and getting all the biz they can handle.

      To me the 1 ONLY per area clause would only come into play when you are dealing with a heavy hitter who is willing to invest at least 10k month with you. (or whatever large # you are comfortable with)
      The above is a a great solution... $10k or more per month gets exclusivity.

      I wonder... when the if yellowpages.com or web.com or 1and1.com or any of these other national companies only does SEO work for just one client in any area? Hmm, what do you think?
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  • Profile picture of the author scottgallagher
    for us it's simple. If two dentists compete for the same service with the same geographial customers, IT'S UNETHICAL.

    Dentists in our area agree on a 5 mile radius. We won't get another dentist in this agreed upon radius.
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  • Profile picture of the author mjbmedia
    If you choose to only supply one business per industry per location for SEO, thats fine cos you're (all) running your own businesses your ways and I am running mine my way and loving it.

    Different business models abound in all industries and ours in no different, else it would be a dull world.
    and DABK, no ,that isnt what I meant, see Matts and Eddies & onlinestores posts, saying the same as mine in a different way maybe as I like to try to make the questioner think things through for themselves more from what I put down rather than giving them clear solutions, comes from teaching people to drive for 8 years, where they have to learn to assess each situation each time on its own merits rather than driving from the text book manual.

    To those who suggest it is unethical, or that they wouldnt do it, care to fully explain why please, maybe you look at SEO differently, or separately rather than as a part of an overall marketing strategy? Interested , genuinely and non judgementaly, to hear.
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  • Profile picture of the author venethia
    A lot of answers, thanks. I appreciate it.

    I think that SEO can be done for 1 customer per area.

    Other services can be offered to many customers.
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    • Profile picture of the author DABK
      Yes, if you're selling SEO. If you're selling leads/marketing, you may be able to use SEO as one of the many tools you use to get the higher number of leads you promise. Which means, you don't tell them you're going to rank them for a particular keyword, you tell them you're going to increase their online visibility via a lot of tools.

      Originally Posted by venethia View Post

      A lot of answers, thanks. I appreciate it.

      I think that SEO can be done for 1 customer per area.

      Other services can be offered to many customers.
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  • Profile picture of the author venethia
    What about prices? What's your experience?

    For example...

    - SEO (Google 1st Page) = $ ???
    - Lead Generation (price per lead) = $ ???
    - Others ?
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