Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct
Many local business’s today are overwhelmed by the variety of local marketing choices available across desktop, mobile and tablet platforms. Many don’t know where to start which is where these marketing tips help. At YouCom Direct, we understand how every local business is trying its utmost best to attract as many local customers as possible. We can help businesses outperform their competitors through local search optimisation and directory advertising.
Accurate & Accessible Information
One of the most important aspects of local search is ensuring that your businesses information is consistent, accurate and accessible throughout the web.
50% of business owners have listings for their business that are not accurate.
70% of business owners say they don’t have the time to manage listings on all of the sites that consumers use.
Only 23% of business owners have a good sense of how listings drive traffic to their business.
If your business information is outdated or appears in different ways in different places, it will not only lower your visibility in search it will make it difficult or even impossible for potential customers to find you.
Optimise Your Website
Make sure that potential customers can find your business in search by listing all relevant information in the website title. Create individual pages for each business location as well as each product or service your business offers. This will raise the visibility of each in search, making it easier for potential customers to find exactly what they’re looking for.
Use keywords and phrasing that potential customers are most likely to use. Include basic business name, address and phone number information on every page of your website. This not only boosts SEO, but also makes it easier for a potential customer to contact or visit your business. We recommend more than this of course for a website needs a UX focus but these are the basic tips.
One of the biggest mistakes your business can make is not optimising its website for mobile. 50% of local searches are carried out on mobile devices. If a potential customer attempts to access your website via mobile but is interrupted by pages not loading, sizing issues or the inability to find information, they are more likely to go back into search until they find one of your competitors.
70% of mobile searches lead to online action within an hour. Mobile users that find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop. Why? Because mobile users are on the go. When a consumer grabs their smartphone to search, they have a specific intent in mind.
A picture is worth a thousand words, and when it comes to capturing your audience’s attention, you want to take full advantage of every chance to communicate your message. Consumers today are attracted to photos and engaging videos, they also help to boost website SEO and improve visibility for local listings.
Studies show our brains not only process visuals faster, but they retain and transmit much more information when it’s delivered visually.
According to Brightcove, video on social sites generates 1,200% more engagement than texts and images. Imagine what this could do to your business listing on a directory site? But you need the right sort of video so talk to us to get it right.
Don’t ignore reviews
If you want your business to appear prominently for localised searches, then you will certainly need to consider how your customers are able to leave reviews for your business online. The importance of accumulating genuine and honest reviews is increasing.
People are looking for reviews on local businesses to determine if they are exactly what they want or try somewhere else. Customers are now sensitised to write reviews and publish them, especially after a positive service and experience.
For 7 out of 10 consumers, positive reviews inspire trust. This highlights just how important they are for a local business, and it’s clear that reputation management is something that cannot be ignored.
Over 20% of searches on Google today are from users who are looking for local information and 97% of all consumers are going online to look for local companies. Using the above tips can really help to engage your customers. 83% of people doing online local searches then continue with a number of actions offline such as phone calls, emails, visits or even purchases. What’s interesting is how consumers are researching online but buying locally. Contact us to discuss how we can help you enhance your customer engagement using the above great tips and much more!
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Glossary: UX – User Experience SEO – Search Engine Optimisation
Required reference: YouCom Direct News Article, April 2017, London, ‘Local Marketing Tips’.