Even though the Internet has the power to connect you to a large, global audience, local marketing is crucial for personalization. Whether you target a small area or consumers in multiple geographic regions, content needs to be customized based on their unique interests.
However, marketing is becoming more challenging for many brands as consumers grow more concerned about privacy and turn off tracking in their Web browsers or pay to remove ads from mobile apps, according to Ad Age. Even though companies have more ways to reach customers than ever before, it isn’t always easy. Local marketing makes it easier for companies to connect with their target audience because it enables clearer intersections between search engine optimization, social media and mobile.
Local digital marketing is essential
Citing data from Google, Ad Age said 72 percent of customers who search from a mobile device visit a store location within five miles. This means local is a channel that delivers more immediate results. However, some companies are reluctant to dive headfirst into local search marketings because it’s a complicated channel. Here are some tips for making the most of local marketing :
- Select the approach to local marketing that is right for your customers: Depending on the needs of your target audience, getting too involved in local search at once may not be effective. You need to determine what percentage of your target customers are heavily engaged through smartphones and tablets. Mobile-savvy audiences are a great target for local marketing efforts. If your business has multiple locations, this is even more important.
- Use social media: Reaching customers through multiple social networks can seem overwhelming for smaller businesses, but it is worthwhile, ClickZ reported. Social media can be time-consuming for companies with a small marketing team, and it’s difficult to create engaging content that doesn’t go against brand guidelines. There are tools to help businesses manage their social media presence, so these networks shouldn’t be overlooked. Facebook and Twitter provide a great way to connect your search efforts with another channel.
- Don’t wait and see what happens with local search: As an increasing number of consumers adopt mobile devices, more brands will get involved in local search marketing. Companies that don’t start a local marketing campaign in 2015 may find themselves at a competitive disadvantage. Marketers need to start prioritizing this form of customer experience.
- Local searches correspond to offline purchases: One of the best things brands can do to enhance local marketing efforts is to ensure their store locator pages are mobile friendly, ClickZ suggested. Because local searches often lead to immediate purchases, this ensures users get a seamless experience.
As digital marketing becomes more pervasive, customers will continue to seek out more personalized experiences. This is one of the clear advantages of local search efforts. Brands can create lasting relationships with their clients through this channel, which will give them a competitive advantage.
CONTACT our digital marketing experts if you want to learn more about the best local digital marketing for your business.