Localize Your National Marketing: A Case Study of Service Experts
On the ReachLocal blog, we enjoy covering issues related to local search and how companies of all sizes can leverage online marketing to capitalize on consumers searching for local services. By localizing their marketing, large companies and corporations, not just SMBs, can benefit from a lower cost-per-click and higher return on investment.
Many regional and national companies have local branches, stores, or locations, either company-owned or franchised. National marketing efforts can help them build brand awareness, but national brands need a more targeted way to reach consumers at the point when they are searching for goods or services. For example, if a consumers’ water heater has exploded, they are more likely to search for “plumber in Springfield” than just “plumber.” They may even search for a term like “24 hour plumber.” Because search engines can to see this type of term as one with local intent, it can return local search results rather than national ones, or a mix of the two.
Understanding how to harness consumer search intent is important, because these location-based phrases have smaller search volumes; therefore, the competition for those phrases is lower, as is the resulting cost-per-click. In addition, prospects who click on ads for these types of keywords are likely to be within the service area, making a conversion to a sale much more likely. Voila -- Lower cost of customer acquisition for the marketer! One long-term ReachLocal customer, Service Experts, has lowered their cost-per-lead and increased online conversions by 308% using our local marketing services.
Service Experts is a leading heating and air conditioning sales, installation, and repair company with 110 locations serving more than 2,700 homes and businesses every day. With local offices across the U.S., Service Experts found that the effectiveness of traditional media such as billboards, yellow pages, direct mail, and broadcast was declining. Additionally, the effectiveness of these marketing tactics was unclear and calculating ROI was difficult.
Service Experts engaged ReachLocal for expert help in adding online marketing to their integrated marketing strategy. Using ReachSearch™ search engine advertising, Search Experts was able to track every click, email, and call, and gain valuable insight into how the program was working. Detailed reporting provided ROI metrics and recorded calls enabled Service Experts to monitor customer interactions.
“ReachLocal has helped us navigate a successful path as paid search matured into the competitive medium it is today,” said Dave Moody, Director of Field Marketing, Service Experts.
You can download the entire case study to learn more.
Are you incorporating local strategies in your national marketing program? If so, what kinds of programs are working for your business? Please share your thoughts in a comment!
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