4 Stages of Local Intent Marketing
Lately, local search has been making waves in the digital marketing world as smartphones become the primary tool used to search for information about a local business. Major platforms like Google My Business, Waze, Alexa, and Yelp have become the source of customer intent and, thus, generate business. The clean and simple format of these platforms makes it so easy to search for basic information about a business as well as other content including photos, products, reviews, menus, etc. According to Think with Google, 76% of mobile users who search for something nearby visit a business within a day.  Therefore, it’s more important than ever to beef up your local store marketing with the help of our local SEO team by following the 4 stages of local intent marketing so you can put your business at the forefront of the online landscape in your area.
Updating your local business listing with basic but accurate information is the first stage in local intent marketing, also known as presence. By doing so, your business is easily found when people use voice search, navigation apps, social media, or business review sites. Accurate store information such as location, business hours, and phone number shouldn’t just be updated on Google, but it should also be updated across all customer search channels. This ensures that your business doesn’t miss out on customers or other opportunities.
The second stage in your local intent marketing strategy is content. Content is additional information found online that can range from user-generated photos connected to your Google My Business profile to discussions on your business’ Facebook page and more. Many customers tend to make a decision about whom they should give their business based on the content on these platforms. Reassess your marketing strategy and consult with your local marketing team to include engaging and relevant content across these platforms.
As the third stage in local intent marketing, insights help explain the reasons why your business is performing a certain way, especially if you notice a drastic change. Tracking the different ways that customers interact with your business profiles on search platforms and how it affects the organic search rankings, customer reviews, and conversions can give you insights into what issues need to be addressed and the areas where you are succeeding. A decline in traffic and sales could be the result of incorrect NAP information, a bad review, or a competitor in a better location that draws more customers. Tracking the data will give you insight into the real reason there was a decline in traffic and sales. Stay ahead of the game by frequently checking the analytics to see how your audience interacts with your business on major profile and listing sites compared to your website, where your conversions are coming from, and why.
Is your local presence up to date? Check. Is your content properly managed? Check. Are you gaining valuable insights about traffic to your local listing? Check. With the first three stages of local intent marketing addressed, it’s time to dive into reputation management, a vital component to ensure customers trust your business. This requires you to stay on top of reviews across all customer search platforms and responding to them, especially the negative ones. Neglecting to respond to negative reviews can give your business a bad reputation over time, so ensure your business is as responsive as possible, answering customer questions and addressing their concerns.
If you’d like to learn more about how local intent marketing can benefit your business, contact the local SEO experts at our Fort Lauderdale digital marketing agency today!
Sources: Think with Google – How Mobile Search Connects Consumers to Stores