4 Rules for Integrated Local and Digital Marketing That Works
Paid listings, like Google AdWords, allow you to bid for higher placement above even organic search results on engines like Google, Yahoo and Bing. You can typically buy these ads with a pay-per-click option, so you only have to pay when someone actually clicks on the link. Some also offer a pay-per-call option that’s great for mobile searches; in this case, you only pay when someone calls you through your ad. The key to success with search ads is optimization of the copy. You need to make sure your copy is eye-catching, but also contains the key words or search terms you anticipate your customers will use to find you.
When it comes to SEM, Google reigns. Studies have found that over 70 percent of customers who use their mobile phones to search for a business call the business directly from a Google result. A full complement of business tools for Google are available for free, with Google My Business integrating with Google Maps and Google+ to give customers who are searching for you on mobile devices access to all the information they need to research and contact your business.
4. Long Live Traditional Marketing:
Digital marketing is undeniably on the rise, but traditional local marketing is still alive and well for many businesses. This is especially true if your customers tell you they found you through a local tactic like a postcard or print ad. If these are drumming up business, don’t be tempted to abandon them for digital simply because it seems like the way of the future.
It’s worth keeping traditional ads running alongside your digital and mobile efforts, at least until you’re absolutely positive which works best for you. There’s a lot of experimentation involved in any good, well-rounded marketing strategy. Through some trial and error, you’ll learn which channels give you the most bang for your buck. Remember, you need to make sure you have a mechanism in place to keep track of the performance of each channel, and compare against your overall goals.