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Last updated September 10, 2018.
Although the Web is actually,"The World-Wide Web," it is an extremely effective tool to employ for highly targeted local marketing. There are many tools and approaches available for targeting your specific market at very reasonable cost.
While e-commerce is growing at staggering speeds, the importance of brick-and-mortar retail shouldn’t be ignored.
1.According to Pew’s findings. 65% of online shoppers in Pew’s study said that, all things being equal, they’d prefer to shop in a physical store.
2. 51% explicitly characterize their behavior as “Shop Online, Purchase Offline” (NPD Group)
3. One-third (33%) of retailers cited “targeting and personalization” among their top three tactical priorities for the year ahead, higher than for any other marketing tactic. (Adobe)
4. New Research by The Kelsey Group and ConStat Indicates 70% of U.S. Households Now Use the Internet When Shopping Locally for Products and Services.
5. 70% of online customers will use search to find offline businesses. The TMPDM-comScore study shows 86 percent of online users will be searching for a local business at some point in time. [Research by Kelsey Group]
6. 43% of search engine users are seeking a local merchant to buy something offline. [Source: comScore Networks]
7. 54% of search users have substituted Internet/search for the phone book. [Source: comScore Networks]
8. There are approximately 300 million searches per day for information on the Internet [Nielsen/NetRatings 2005]
9. 60% of activity online is one way or another “related to local content” (Google 5/03)- For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research (MIT Technology Review, April 2005, “E-Commerce Gets Smarter“)
10. 117 million Internet users accounted for over 3.7 billion searches conducted on the Internet in the month of August 2004 (comscore qsearch, 01/2004-4/2004)
11. 25% of ALL commercial Internet searches are conducted by users looking for local merchants (Kelsey-Bizrate 2004)
12. 35% of ALL searches are “local” (DM News)
With the exploding growth of smartphones, the statistics above are just the tip of the iceberg since they are mostly based on 2004 results.
1. Make sure you claim your business listing on the major online directories. Include a photo and a robust description. Encourage your satisfied customers to post a referral or at least “like” you.You can use a tool like YEXT to automate this process.
2. Consider signing up with Google AdWords or a similar PPC program. Google's local search algorithm, in layman's terms, looks something like this: Ranking = Location + Information + Corroboration + Input + X
3. Understanding the variables in this equation are a critical part of getting found online. The latter of the two is what we are discussing here.
4. Contract with a professional marketing firm to maximize your results.
5. There are over 40+ possible choices including Yelp, Dex, Yellow Pages, and EZLocal. I suggest EZLocal because they provide an extensive and effective local search program coupled with an effective AdWords program at a very competitive cost. Check out the others and then look at EZLocal
For even more information go to additional information for local search optimization
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