4 Rules for Integrated Local and Digital Marketing That Works
Secondly, we always recommend the tried and true method of asking your customers how they found your business. When your customers buy something from you, they may be willing to tell you how they discovered your location. If you’re hearing a lot of “I found you through Google,” then you know your audience is using that search engine actively and it’s worth making an investment to rank higher than your competition. If you hear “Facebook,” you know that channel is working. Customers may not always feel like answering this question, but for the ones that do, the information is invaluable.
2. Take Your Marketing to Mobile:
Your best customers are discovering and shopping on mobile devices — it’s undeniable. Global Web Index reports that 80 percent of Internet users search on their smartphones. And of all smartphone users, 80 percent also use their devices to shop. Add to that the fact that 70 percent of consumers who find a business on their mobile devices act within an hour. It’s staggering how important mobile has become in such a short time. If your website is not optimized for a mobile experience, you will lose business. This means your local site must load quickly and be easy to read and navigate on a small screen.
Mobile is more than just your website, though. If you’re employing digital marketing tactics, you must make sure they all work on mobile devices. For example, if you’re looking to purchase ad space on a relevant website, but that site is not mobile responsive, your ad won’t make the right impression to mobile-savvy customers.
3. Untangle the Web of Search Engine Marketing:
SEO, SEM and all the other related acronyms can be confusing to business owners who’ve never played the game of ranking higher in search engines. But understanding the impact these tactics have on your business is essential. If you’re a big brand with big resources, ranking well organically in search is an easy task. For small and medium businesses, where competition is especially stiff, it’s much harder. However, going back to the previous example of customers mentioning they find you a lot on Google, if you’re seeing a ton of search referrals to your website and your business then you can’t afford to ignore paid listings.