Local Marketing For Dummies
There is insurmountable empirical evidence that local marketing via social media works and can benefit many small businesses
1. Local Searches Lead 50% Of Mobile Visitors To Visit Stores Within One Day
Google’s research into local search behavior reveals that local searchers are poised to take action. According to their findings, “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.” This means ranking in local search has a direct impact on in-store traffic.
2. More Than 60% Of Consumers Have Used Local Information In Ads
In the same study referenced above, Google found that consumers have a clear preference when it comes to having ads customised to their surroundings. They found that:
- 67% of smartphone users want ads customised via city and Postal code
- 61% want ads customised to their immediate surroundings.
- 61% use the address or phone number in the ad.
- 68% use the “Get Directions” or “Call” buttons.
3. 88% Of Consumers Trust Online Reviews As Much As Personal Recommendations
Local businesses should be aware of the importance of positive online reviews, as highlighted in this stat from BrightLocal’s 2016 Local Consumer Review Survey (source: www.brightlocal.com). Increasingly, consumers are turning to Google to get recommendations and referrals for local businesses.
4. Business Address/Location Is The Primary Piece Of Information Sought By Local Searchers
We’ve already talked about the importance of using local information in your ads; however, it’s just as important to make sure you’re including key contact and location info on your website and social media profiles.
According to research by comScore, Neustar Localeze and agency 15 Miles, address and location are the primary pieces of information sought by local searchers.
5. 18% Of Local Mobile Searches Lead To A Sale Within One Day
We already talked about how local searchers are more likely to visit a store, but Google found that these customers are likely to actually make a purchase, as well. They also found that one in three smartphone searches occurred immediately before a consumer visited a store and that 15% of in-store activity involved product or price comparison searches.
In other words, capturing the local search market means first dibs for consumers who are in the final stages of the buying cycle, wallets out, ready to buy. Try enticing these consumers to spend money in your store through the use of mobile coupon campaigns.
6. 50% Of Mobile Users Prefer A Mobile Browser To A Mobile App
There has been a lot of talk about mobile optimization, mobile apps and responsive design since Google’s move to include mobile-friendliness as a significant ranking factor for its mobile search results. However, brand-new research from BrightLocal reveals that half of mobile users prefer using a mobile internet browser to mobile maps (40%) and mobile apps (only 10%).
If you haven’t already optimized your site for mobile, you may have seen a significant drop in your search rankings and traffic since April 21, 2015 (the launch date of Google’s Mobilegeddon algorithm update).
7. According to the BrightLocal study, 38% of consumers are impressed when a local business has a mobile-optimized site.
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