Consumers have been relying on Internet and digital resources to find businesses, products and services in their local area for a number of years. They are using social media, review websites, and mobile search to do their research before making their final purchase in the local store. These changing consumer habits have been evolving over a number of years and they tend to adopt new technologies much faster than businesses (large or small). When we talk about a local business we are referring to any size local business. This can be a small business operation a local store or a national multi-location company with local stores. The reality is all business is local regardless of the size of business you are and the consumers are validating this through a variety of studies, which have been conducted over the past years. Businesses may look at online marketing as too complex to tackle. This complexity has been created by multiple marketing and advertising channels and each of them seems to change every few months while new ones are being added. The environment is dynamic, fluid and seems to spin on all three axes simultaneously. Having access to the marketing expertise across all [...]
We recently discussed "Use Hyperlocal Advertising to Reach Nearby Consumers" in which we mentioned Google Adwords Express as one method of hyperlocal advertising. The response regarding this advertising tool certainly required a more in depth look at how to best use Google Adwords Express. Whether you are a national multi-location brand or a local small business you will need to use a multi-channel approach in trying to be visible to the local consumers. The primary multi-channel options would include would include desktop search, mobile searches, map searches for both organic rankings and to use advertising. Certainly everyone wants to be ranked in the free organic listings such as the websites, maps, videos and images, however, it is not always easy to get ranked. Patience is always a necessity and you never know from one day to the next if your ranking will stay in place. Google's algorithm changes or competitor efforts can always make organic rankings difficult to sustain. In a separate article are we did discuss "5 Reasons to Use PPC Ads for Local Marketing" in which a few things I outlined included: Targeting local consumers by geography Dominating the first page of Google search results Instantly showing up [...]
"Hyperlocal" has become a term used to describe advertising which is targeted through a web publication towards a specific consumer audience, in a very small geographic area. By using hyperlocal ads, your business can promote products and services to a local audience that is more likely to be interested. Since 2008, the search results have been showing maps and map listings (aka Local Business Listings). Searching no longer requires someone to add a city and state as part of their search term. The search engines know the locale of the person searching and based on that locale, they will display local results first before national results. This not only applies towards the map listings, but it includes websites. Websites identifying themselves for a specific geography will be included in the local results. Something I have discussed in recent years is the concept of "All Business Is Local". Keep in mind this phrase is not only about physical brick and mortar stores, but applies to local results for websites as well. Consumers use the web to research and make a purchase. Depending upon what is being purchased, the purchase may occur on the web or the consumer will go to the [...]
On-the-go consumers using their mobile devices to search for the nearest gas stations make split-second decisions based on many factors. These include gas stations showing up in the search engine results, if the local business listings include marketing materials, and if their ratings and reviews make them competitive with the gas stations across the street. This means that, in a competitive and saturated market of gas stations coupled with tech-savvy mobile shoppers, gas station and convenience store owners have to change their marketing strategies. While mobile searches do not account for all business to a gas station, this would in fact be incremental business that is currently being missed. A multi-channel web marketing strategy is crucial to capture and retain consumers through the digital mediums. This effort would include standard web searches, mobile searches, and more importantly, managing the ratings and reviews within the local business listings. Three Questions To Determine Local Marketability Of A Gas Station There are three marketing questions to be answered for gas station and convenience stores: 1. Can you be found in desktop and mobile search results for something as simple as "gas stations"? 2. If you are able to be found, do you have [...]
Hair Salon Industry Is Perfect Fit For On-The-Go Consumers Using Smartphones and Tablets to Find Fast, Convenient, Recommended Hair Care BIRMINGHAM, MI, November 11, 2013 - Now more than ever, consumers are using the power of the web to find a hair salon, see what other customers think and have experienced , and also share their own experience with a salon. In a market chock full of hair salons all competing aggressively for business, salon owners need to use the marketing power of the smartphones and tablets in every purse, pocket or computer bag to put their best face forward and be as competitive as possible on the digital marketing front. Visibility is Everything: Be Seen! Today's consumers, including salon customers, have become skilled at searching for the exact products and services they desire, in the exact location they desire, using technology resources literally at their fingertips. When it comes to searching for services like hair salons, using web or mobile to find them has become virtually a reflex; searching by phone or tablet has become a "no-brainer". Researching hair salons on web or mobile is a common practice for those seeking a fresh haircut or quick trim nearby with [...]
Local store marketing on the web is a uniquely important business marketing strategy and one that many multi-location national companies are not as engaged. To understand why, if you type in a keyword search on Google and you will notice that generally the first results displayed are local business listings pinned on a map. These local business listings provide companies with local offices, stores, or franchises the tremendous ability to share local store level marketing information online with potential customers – but unfortunately many do not even take advantage of this tool. Interactive Store Level Marketing Local business listings are more than just a one-dimensional online directory. With local business listings, local stores, office locations, and franchises can effectively “saturate” the local communities with store-specific information through the Internet. The local web marketing process helps to reach local buyers when they are ready to use the services. Google search results not only display regular organic search results, but they also include local business listings (and the associated business marketing information) next to the maps. The map listings are relevant to the requested search or based on near a specified city or street address. The listings shown on the top of [...]
Gas Station and Convenience Store Local Marketing Solutions Offered by SmartFinds Internet Marketing
Gas Station and Convenience Store Owners Need to Keep Pace with Search to Reach Local and Mobile Consumers BIRMINGHAM, MI, October 22, 2013 - Today’s world moves faster than ever. Fuel, whether gasoline or coffee, is a daily necessity to keep consumers moving. When it comes to deciding where to fuel up, on-the-go mobile consumers make split-second decisions based on proximity, reliability, and value. Now, take a market saturated with competitors and pair it with tech-savvy shoppers, and gas station and convenience store owners have a significant marketing hurdle. More than ever, gas station and convenience store owners need to use a multi-channel marketing approach to capture and retain consumers on the digital front. Can anyone find you in the search results? The prevalence of mobile technology has allowed consumers to access information on things they need whenever they need it, wherever they may be. A recent article published by Search Engine Watch reported that, "Ninety percent of all searches on mobile related to gas and convenience stores resulted within a purchase. Of that, 35 percent of smartphone users intend to buy immediately; 66 percent intend to purchase within the hour." The study can be interpreted by gas station and [...]
Google Places results which provide local business listing results before national results now received the instant preview feature too and are displayed on the first page of the search results. This is a new functionality that will further encourage and require businesses to take control of their Local Business Listings to insure local customers get the geographic marketing information the business wishes to provide.
Geographic Marketing Solution Announced By SmartFinds Internet Marketing For National Multi-Store and Franchise Businesses
Geographic web marketing as a solution for national multi-location stores and franchises from SmartFinds Internet Marketing expands not only beyond Google, but also encompasses other elements that include Geo Tagging, Citation Marketing, QR Code Marketing, Consumer Rating and Reviews Management along with a Mobile Locations Finder mobile application.
Local business listings holiday season readiness for local business marketing with coupons, offers, discounts, photos, videos and events to local consumers.