In a study published last December, Adweek argued that search engine optimization is about to change and 2017 will be the year of impressive innovations in location-based marketing. Due to the prevalence of mobile devices and sophisticated technologies that allow marketers to collect data about their prospects in real-time, businesses can now target consumers better and accurately than ever before.
Irrespective of their size, companies report that 85% of their engagement with customers takes place locally, whether through landing pages or localized social media (like Facebook Local Pages.) However, 90% of purchases still happen in physical stores.
So, here’s the thing: you can use website visitors’ data to segment your audience for marketing messages because, as it turns out, the location is one of the most relevant sales triggers. Indeed, research has shown that consumers prefer to travel 20 minutes or less for everyday shopping, with urban consumers being even less willing to spend time on the road. Convenience is, therefore, of the essence.
How can you use location information to attract prospects based on what their needs are? Here are some ideas:
- Use Local Landing Pages
If you’re a business with more than one location, then it’s important to create local landing pages with the address, hours, and contact information of each establishment. Moreover, since most engagement happens via social media, it’s paramount to set up social media pages, such as Facebook or Instagram for each location.
- Geolocation Is Your Best Friend
Learn from businesses such as Whole Foods, which increased post-click conversion rate by 4.69% using geofencing. This highly neglected method can help you send targeted ads and special offers to customers passing by your stores
- Earn Their Trust
Be transparent about the way you use your customer’s location data. People don’t like being gaslighted, so explain how you use their data and how they can benefit from it. Transparency will help you get better accuracy and precision when using various tools.
- Make Location Information Easy to Fin
Post your location information in a visible place on your website. Although it may seem obvious, designers often neglect this crucial detail when building a site and focus on the aesthetic elements. However, your location is essential not only for your search engine optimization but also for conversion. So, don’t push it to the last page or hide it somewhere where users can’t find it. Add maps, addresses and phone numbers, if not on your homepage, then using links for easy access.
- Provide Detailed Information About Your Location
Sometimes, a street number is not enough for people to know how to reach your store or if it is close enough to their location. For example, La Cienega Boulevard in Los Angeles is 13 miles long. Part of it runs through West Hollywood and is known as the Restaurant Row, so if you own a business in that area, it’s important to say so. Describe the neighborhood, cross streets, corners, other businesses everybody knows or, even better, famous landmarks that are near your establishment.
- Describe Your Location for Tourists.
The location is crucial not only for the regular buyers but also for out-of-town visitors. Tourism is a boost for business, so make guests’ lives easier by explaining exactly where they can find you. They would be less familiar with the surrounding area and in search for stores around them.
- Create a Compelling Presentation
Even though your store doesn’t move, your location description shouldn’t be static. On the one hand, the environment changes around you and other landmarks emerge. On the other hand, you cater to various groups of people, each with their particularities. Why not present your location in different ways? If you’re close to a stadium, use that to attract football fans. Use interactive maps to keep users on your landing page while providing enough details to facilitate access.
Local consumers and tourists alike prefer to shop close to home. Using location-based marketing and providing secure location information will increase your conversion rate, as it allows people to buy more conveniently and waste less time.
If you need help optimizing your business for local buyers, then don’t hesitate to reach out to us. As a Sydney SEO company, we have the knowledge, tools, and passion for putting your business on the map.