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 searching behavior shifts toward journeys – meaning consumers may search the same phrase over the course of a month or so but expect different results as they progress in their buying journey. This solidifies the fact that consumer want personalized results, including results that are near them. In fact, Google found that “near me” mobile searches have increased over 500% in the last few years.
What does this mean for local businesses? 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 Location Extensions for PPC Ads
Location extensions allow you to show ads with more information about your business location, which allows searches to see click-to-call and direction links, as well as their proximity to the business.
Taking advantage of location extensions can help you drive searchers to take action directly from your ad, driving calls, leads, and even foot traffic for your local business.
2. Advertise in Apps & Deliver Real-Time Offers
When consumers aren’t searching for information on their mobile devices, they are likely using a mobile app, since 90% of smartphone time is spent in apps. How can local businesses reach consumers where they are spending all that time? In-app advertising, like geofencing, 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.
3. Get Found in Google Maps with an Optimized Google My 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 a claimed Google My Business listing that’s 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.