Local search marketing is mainly focused on small and medium companies as it does not have the reach or resource to compete with larger companies. However, the local market is crammed with competitors, big, small and rising.
For efficient local search marketing and yield of good returns, marketers need to work on few important elements. The key elements to work on, to yield the best possible local search marketing results are:
1. Online marketing strategy
The planning or strategizing is one of the major elements for any marketing, online or otherwise. Before commencing the entire process of marketing and promotion, a proper framework needs to be chalked out by the marketer. With local search marketing, marketers have a higher chance to pull in new customers and promote their products in a better way.
2. Stunning website design
No customers will be attracted towards a shabby website without any defined categorization. Your website should have enough content, both textual and imagery, which would increase viewers’ engagement. Create website that will keep viewers hooked to your sites. Identify your target audience and try to evaluate their psychology. Insert content that would call for their attention. For example – a photographer will not be quite interested in a site selling web products.
Hence designing a website at par with the requirements of your target audience is necessary to have higher ranking at local search marketing level.
3. Social media
Social media is an indispensable part of online marketing. A marketer without a social media profile is better off the market itself. This has now become a standard for every marketer, online or otherwise. Social media provides every marketer with a huge base to display products as well as to interact with them.
For local search marketing, social media is all the more beneficial as conversion rate is much higher for local businesses. However, selecting the correct social media is important to get a greater fan following. For example – if yours is an ecommerce site selling clothing, creating a social profile on LinkedIn will not benefit you.
4. Review and ratings
Reviews and ratings often form the most vital turning point in conversion. With the internet now flooded with numerous review sites, searchers turn towards these sites to assess the quality of a site. For a local business owner, it is all the more important to monitor these as reviews and ratings highly affect local search marketing. If a user, at any point of time gets a negative response from the review, it becomes really tough to convert the user.
Learn where your target audience is centered. Make amends and improvements, so that that your audience is attracted enough to take a look through your site.
5. Ranking analysis
Ranks form a major factor. A site with a higher rank will be displayed on the first page of the SERP. Hence analyzing various factors on which a site’s rank depends forms an essential part of local search marketing. Analyze all your marketing strategies. Monitor what strategies your competitors are using. Try and stay ahead of them with constant innovation in your marketing strategy.
The analysis of a website, to succeed in local search marketing, depends mainly on factors like keywords, inbound and outbound links, fan following in various social media, traffic and click through rates.