Local Online Marketing 101: How to Uncover New Revenue
As competition increases, it is becoming more difficult to attract new customers. Reducing churn is important, but your business must also be focused on bringing new people through the doors. Implementing a local online marketing strategy can help you uncover a whole new pool of customers to bring into the business. Find out how below:
What is Local Online Marketing?
If you are going to implement a local online marketing strategy, it is important that you understand what it means to be local. Businesses that have successfully mastered local search on sites like Google, Bing, and others have taken the time to ensure they show up when customers are conducting searches for products or services near them.
There are a few factors that dictate which business should appear before another during a local search. A search engine will look at the relevance of the search terms, how close the searcher is to a particular business, as well as factoring in things like online reviews. The search engine will want to present the best possible candidates first.
To ensure your business shows up during local searches, it is important to keep your business listings up-to-date with correct contact information, hours of operation, and an accurate description of your business.
Get Serious About Mobile
The rise in “near me” searches goes hand-in-hand with the rise in mobile device usage. According to Marketing Land, mobile now represents 65 percent of digital media time, while the desktop is becoming a “secondary touch point” for an increasing number of digital users. This means that people are conducting more searches on the go, using apps like Google Maps that pull information from the closest most relevant businesses to their search.
With Google’s revised algorithm, it is vitally important that you have a mobile-friendly website. Not only should a site be optimized for mobile users, but it should also include photos, videos, and promotions if possible. These are all factors that can boost your local SEO.
Google actually says that it favors mobile-friendly responsive websites:
“We’re boosting the ranking of mobile-friendly pages on mobile search results. Now searchers can more easily find high-quality and relevant results where text is readable without tapping or zooming, tap targets are spaced appropriately, and the page avoids unplayable content or horizontal scrolling.”
Focus on Feedback
If collecting online reviews is not part of your business plan, then it is time to make adjustments. According to BrightLocal, 88% of consumers read up to 10 reviews before forming an opinion about a business. If you don’t have many reviews, or even if you have bad ones, you need to make a push toward getting more.
Even though having reviews is important for your business, you should never pay or reward your customers for leaving them. Not only is this practice against the terms of service for many online review sites but if this becomes a prominent practice among businesses, consumers could lose trust in online reviews.
Improve local online marketing with reviews
Not all review management platforms are created equal. You should choose a solution that works best for your business. However, we recommend looking for a platform that utilizes text message as the primary invitation channel. Text messages have a significantly higher open rate than emails, so using them to invite your customers to review your business should result in an increased number of reviews. Learn how Podium’s platform can help your business by requesting a demo today!