According to a BrightLocal survey, 99 percent of consumers have used the internet to search for information about a local business over the last year, and 78 percent of consumers do this more than once a week — up 9% over the previous year. So if you run a brick-and-mortar business or rely on customers within a certain radius to support your brand, there’s never been a better time to ensure you’re ranking high for “near me” searches.
If you’re looking to take advantage of these trends this year, here are five easy ways to increase your local traffic.
1. Optimize Your Website for Local SEO
When aiming to increase your visibility for local search, general SEO practices are not enough. You’ll also need to optimize your site’s content to rank in searches with local intent. Location-centric keywords are effective starting points, but that just begins to scratch the surface of what you can do. Here are a few actionable strategies from The Paperless Agent to optimize your website for local SEO:
- Incorporate local keywords into your content: Plug local keywords such as “[your business] services in [city]” into the site headings, meta descriptions, title tags, and body copy.
- Include your contact information in key locations: List your business name, address, and phone number on the contact page, as well as in the header and/or footer. This should be up-to-date and match the information on local listing platforms such as Yelp or Google.
- Optimize for mobile-based searches: As roughly half of all organic internet traffic comes from mobile devices, Google’s algorithm now factors in how well websites are formatted for mobile searches. Optimize your site’s visual layout, loading speed, navigation, and other user experience elements for mobile devices.
2. Procure Positive Reviews from Customers
As the BrightLocal survey referenced above points out, 98 percent of consumers read online reviews for local businesses. Not to mention, research from Trustpilot found that 64 percent of purchasing decisions are influenced by customer reviews directly. In fact, customer reviews are so integral to a brand’s reputation that Google uses them to help evaluate where your website and Google My Business Page should rank.
According to Google, local rankings are based primarily on relevance, distance, and prominence. The number of Google reviews and review scores have an influence on determining prominence, which is essentially a measure of how well-known a business is.
Fortunately, 67 percent of consumers will write a review for a positive brand experience, BrightLocal reports. So don’t hesitate to ask your satisfied customers to share their positive feedback online.
3. Increase Your Local Backlinks
A website’s domain authority (DA) is a score from one to 100 that indicates its credibility and thus how successfully it ranks in search engine results. The higher the domain authority your site has, the better you’re likely to perform in search engines.
If you’re looking to give your DA a boost, securing backlinks — links to your website — plays an essential role. According to a study from Ahrefs, only five percent of sites without backlinks receive organic traffic. And if you’re looking to increase your search rankings for local results, procuring backlinks from local organizations should be an important part of your backlinking strategy.
- Form relationships with local organizations: Establish a strong presence in your community by joining your local chamber of commerce and other prominent business networking groups in the area. As you nurture these relationships, they will likely feature your website on their business listings pages.
- Engage with local businesses on social media: Connect with other local business owners on social media for cross-promotional opportunities.
- Create content that other local sites want to link to: Produce compelling content about your local area that informs, entertains, and feels relevant to locals to increase social shares and backlinks to your website.
4. Optimize Your Local Social Media Campaigns
In the post-pandemic marketplace, the amount of time spent on social media across all platforms is now higher than ever at 95 minutes per day. And it’s clear that digital marketers have taken note — social media accounts for 33% of all digital advertising spending in 2022, and annual social media ad spend has increased 17% over last year, Hootsuite reports.
So how do you make your local social media campaigns stand out in this ultra-competitive landscape? I spoke with Aaron Dunham, the CEO and Principal Growth Strategist at the integrated marketing firm Concentric Management, for some best practices. Here are the tactics he recommends focusing on this year:
- Refine your location radius: According to Aaron, the most important piece when it comes to paid local advertising is accurately figuring out the distance customers are willing to travel to your business location.
- Strengthen your offer: Unlike Google advertising, which is great for reaching lower-funnel, high-intent customers, social media targeting is based on behavior, interests, and light demographic information. With social users’ lower intent, it’s important to create an irresistible offer that will get your audience’s attention. Aaron recommends offering an introductory service that includes a giveaway as a way to encourage people to start patronizing your business right away. For instance, an HVAC business can offer a free filter as part of an initial maintenance service.
- Think beyond collecting just email: Set up your landing page to require more relevant information than the standard form. “While email is always great to collect, why not collect a phone number too so you can reach out and nurture more effectively?” Aaron says.
5. Optimize Your Google My Business Page
As Google itself points out, local consumers are 70 percent more likely to visit a business and 50 percent more likely to consider purchasing from a business with a complete Google My Business (GMB) profile. Not only that, a business’s GMB page can also have a significant impact on local search rankings.
First things first, make sure you’ve claimed your business page through Google.com/business and make sure the basic information — business name, physical address, hours of operation, contact information, and product offerings — is accurate and consistent with your website. Don’t forget to update your GMP regularly as needed, for example, if your business hours change seasonally.
Imagery is a great way to make your profile stand out to users. Add current photos and videos of your facilities, team, or merchandise. Your customer reviews will be visible on this profile too, which makes it all the more critical to respond to their feedback in a timely, helpful manner. Finally, take the time to select the most relevant services for your business to increase the impact of paid advertising campaigns.
Take Your Local Traffic to the Next Level in 2022
Whether you’re a brick-and-mortar business or a digital brand hoping to attract more customers in your local area, there’s never been a greater opportunity to generate more local business. With a clear strategy that implements the best practices above, local customers will flock to your website in 2022 and well beyond.
The Ultimate Guide to Paid Marketing for B2B
Paid marketing is an effective way of promoting a business, and the various mediums for paid B2B marketing are Google Marketing, Bing Ads, Facebook Ads, LinkedIn Ads, etc.
For enterprise B2B companies, paid social and pay-per-click advertising can be challenging. The unfortunate reality is that the buyer journey for these businesses is long, with multiple stakeholders at different points in the process.
It’s harder to promote B2B than B2C businesses with paid advertising because there needs to be a rock-solid strategy to reap significant results from your ad spend.
Paid B2B marketing strategies have an essential role in this process: here are some tips on implementing them when used by enterprise B2B companies.
Use Display Advertising to Boost Brand Awareness
Before someone can start considering your services, they need to know you. The first step in any decision-making process is finding the supplier – you can do this by utilizing Google’s Display Network and company advertisements in industry publications.
This type of digital marketing campaign doesn’t aim at driving leads. Still, you must keep in mind that these campaigns don’t generate direct results such as lead generation, mostly not in the short term if tangible results matter most for other business stakeholders (for example, shareholders).
This campaign aims to get your company’s name in front of as many people as possible. There are some ways you can target the ads, and we would usually recommend using keywords or an affinity audience.
Use Google Text Ads to Target Transactional Keywords
Google text ads are the most common form of paid media campaigns for B2B marketers, but they are also one of the most misinterpreted.
Transactional keywords, or keywords as they are commonly known, refer to phrases that suggest a level of intent to purchase- words like “solutions,” “software,” and “business” can often be seen at the end.
For example, when someone searches for marketing software (marketing), their intention is different than if they were searching google on how to do marketing (PPC).
Transactional search phrases have a higher level of intent, so they are the target for text advertisements on places such as Google. Rather than being too broad with their keyword targeting, many companies mistake spending more budget on keywords that attract few search results.
However, as long as you don’t spend all your budget on these words without seeing any returns, it won’t matter. You can also use these AI content generators to create compelling ad copies.
Use Organic Keyword Research
The information-focused content on your website should address the broader search terms that are not targeted by your text ads. These searches require a more informative approach than an interactive one, so educating them on blog posts or another form of content is best.
You could also target these broader keywords with an awareness campaign, as I mentioned at the beginning of this article.
Still, unless you provide educational materials in your ad, it is always better to approach those keywords from an SEO angle rather than trying to advertise for them explicitly.
Engage in Re-Marketing
Paid ads can still help increase visibility. Many businesses put pay-per-click ads on the first page of search results to target buyers searching for relevant terms.
For the right price, you can place an ad for your business – a pay-per-click ad – at the top of a search results page, and it will only cost you more money if you don’t place it correctly.
Regarding advertising, 98% of visitors don’t convert on just one website, so how else would anyone reach these people? The best way is through remarketing advertisements.
Remarketing ads are digital marketing advertisements that appear specifically for prospects who have already visited your website. They show up on the internet as candidates move around and experience other websites so that they can be top-of-mind.
With all of the data available about customer demographics and browsing habits, these personalized messages allow you to create a hyper-personalized ad experience for every person – with or without an initial visit to your site.
Just make sure that post-click experiences (the landing page) deliver a message too.
Include Video Marketing in Your Strategy
Video has become a non-negotiable part of B2B marketing. More and more companies are waking up to the value of video in their campaigns. Videos help you engage prospects and boost lead generation.
Let’s look at the most impactful video formats that you could use within a new or existing B2B marketing campaign.
- Brand Videos – These videos are a subtle way of letting your customers know who you are and what you have to offer. They’re an excellent alternative to formal, overly produced sales pitches. Make sure your personality and company message shine through when creating the video. It would aid if you thought about what makes your company more valuable than your competitors.
- Tutorial Videos – A tutorial video is a self-explanatory video that teaches the user something new. Tutorial videos, in a nutshell, take the user through step-by-step instructions on how to complete a specific task.
- Testimonial Videos – Testimonial videos are a powerful way to build customer trust. It’s worth the time to collaborate with clients to create original and engaging testimonial videos.
- Case Study Videos – Case study videos are a more comprehensive account of your work successes than testimonial videos. They focus on how you improved your client’s business performance and included ROI and conversion rates.
Videos don’t need to be complex for B2B prospects. Connecting with them and demonstrating your value will serve you well.
Concentrate on the overall ROI
Don’t worry about how many of your ads are getting impressions or the cost per click. If you have set up your B2B marketing campaigns rightly, you should measure overall investment instead of the value of leads.
You may spend $6,000 on one lead worth $50k or even $12k on one lead worth over a million dollars. These can be extreme examples, but what matters when looking at your long-term paid B2B situation measures how much money you invest versus how valuable leads come out and assess.
Increasing your overall return on investment will require you to make efforts and modifications in various areas. Doing this requires being brave with your B2B marketing strategies and abandoning established tactics for newer ones. It’ll also need long-term initiatives.
However, all these changes should be worth the time invested if you have the right plan to understand what customers want and effective communication. They are statistics to help track any progress made towards ROI improvement.
Adopt a Customer-Centric Strategy
B2B companies need to adopt a customer-centric strategy to excel in B2B marketing.
A customer-centric company needs to have more than just good customer service. It should focus on providing positive experiences before and after the sale to drive repeat business, increase loyalty and improve growth.
When you give your customers the focus they deserve and combine this with Customer Relationship Management with the help of CRM tools, you have the key to a wealth of data- giving you an all-encompassing view of each customer. You can then use this information to provide them with more tailored experiences.
To build a customer-centric strategy for B2B marketing, a B2B company should take these actions:
- Operationalize customer empathy
- Hire for customer success
- Democratize customer data
- Facilitate direct interaction with customers
- Connect company culture to customer outcomes
- Tie compensation to the customer
To achieve customer-centric visions, companies need to have a customer-focused culture.
The buyer journey for a B2B company is often long. It can take a little bit to see a return on your paid campaigns, but you’ll likely cover any lost revenue quickly once you do B2B marketing.
It will help if you consider a couple of things when working on your paid search for a B2B marketing campaign. You need to ask yourself about the customer problems and then choose keywords that match those.
Consider video marketing to make sure many people are looking at your ad, engage in re-marketing, focus on overall ROI, and adopt a customer-centric strategy correctly.
How to Accept Payments Online [7 Top Payment Processing Providers]
4 Clues From Google That Tell Us Everything
Google Showing More Search Results With FAQ Rich Results
6 Mind-Blowing Artificial Intelligence Applications
Benchmark your social media performance for a competitive edge
Google Launching May 2022 Broad Core Algorithm Update
How to Create an Email Newsletter People Actually Read
Google Analytics 4 Does Not Support Google AMP
Elon Musk Announces He is Temporarily Halting Twitter Purchase
What you need to know from Google Marketing Live
LinkedIn Adds Live Captions for Audio Events, Custom URL Listings on Creator Profiles
Daily Search Forum Recap: May 2, 2022
Six Ways to Adjust Google Ads to Save Budget
How Does Google Multisearch Affect SEO?
How to Write the Perfect Page Title With SEO in Mind
Where To Invest In SEO For Maximum Impact
Google Testing New Ad Format With Swipeable Images In A Carousel
Google Says You Can Use Hashtags In Meta Descriptions
Google Search Console URL Parameter Tool Is Now Offline
What’s A Good Cost Per Acquisition (CPA)? Ask The PPC
MARKETING6 days ago
The Ultimate Guide to On-Page SEO in 2022
MARKETING2 days ago
50 Video Marketing Statistics to Inform Your 2022 Strategy [New Data]
SEARCHENGINES5 days ago
Google Displays Out Of Stock For Items Using Back Order Value In Structured Data
SEO2 days ago
Google Unveils New Ads Manager Tools For Video Ads