Local business needs to attract local consumers. It sounds like a simple goal, but reaching the right consumers at the right time can have many challenges, especially as consumer buying behavior shifts toward micro-moments. In fact, Google has stated that searches for nearby businesses are up 34x since 2011 and they have doubled in the last year.
What does this mean for local business? You need to be able to reach consumers where they are spending their time –on mobile devices— and be even better than your competitors at doing so.
Making this happen requires you to have the right tools and technology in place. Fortunately, technology companies are now making it easier for local businesses to get their hands on these digital marketing tools and use them to reach nearby consumers. Following are three ways you can use these tools.
1. Attract Searchers on Google with ‘Nearby’ PPC Ads
Google recently rolled out a Nearby Ads format for mobile search ads, which optimizes the way ads display for local search queries, such as “sushi restaurants near me,” on mobile devices. These nearby ads display with click-to-call and direction links, as well as the searcher’s proximity to the business.
In order for your business to appear with a “nearby” ad for relevant local mobile search results, make sure your campaign has location extensions (with a phone number) enabled. Doing so can help you drive searchers take action directly from your ad, driving calls, leads, and even foot traffic for your local businesses.
2. Advertise in Apps and Deliver Real-Time Offers
When consumers aren’t searching for information on their mobile devices, they are likely using a mobile app, since 86% of smartphone time is spent in apps. How can local businesses reach consumers where they are spending all that time? In-app advertising shows relevant advertisements to consumers when they’re using their favorite apps near your business. Consumers see ads that show their proximity to the business in real time and a compelling message, such as an offer or coupon, driving visits and sales the business would have not gotten otherwise.
See if in app advertising a fit for your local business and learn more about how our solution, ReachDisplay InApp, reaches nearby consumers while they’re using popular apps.
3. Get Found in Google Maps with an Optimized Business Listing
Advertising isn’t the only way you should be promoting your business to local consumers. The Google Maps app is one of the most frequently downloaded and used apps – so it’s important to make sure your business is visible there, that all your information is correct, and that your listing links back to your website. Not only will this help your listing get found in local map searches on both web and mobile, but having it claimed and consistent with your website is also an important factor in your site’s SEO.
Impress Nearby Consumers & Drive Conversions
All of these mobile marketing tactics underscore the need to have a mobile optimized website for your business that appeals to nearby consumers who find you on a mobile device. Ensure that your website not only looks great and works well on smartphones, but also that it’s built to capture leads from all your digital marketing and advertising efforts. Featuring a phone number (or a click to call button) and an email submission form on your site or landing page means you can get more than just clicks from your marketing.