Multi-location businesses need multi-channel marketing beyond just local SEO. Here’s how you can ensure you get the right marketing mix.
Google Shopping can be huge for retailers that manage several storefront with their own inventory. Here’s what you need to know to get started.
Knowing how to analyze and track your digital competition is essential if you want to establish yourself in a new market.
Don’t dilute your brand to try and please everyone. Consistent multi-location messaging is one of the most powerful marketing tools at your disposal.
Don’t let your web traffic go to waste. Implement an effective signup funnel to help turn site visitors into long term customers.
Testing your franchise branding is crucial if you want to nail your messaging, keep franchisees happy and ensure compliance.
For your social media marketing to be truly effective, all of your digital channels need to work together, not separately.
It’s an exciting time to be a local business owner. Thanks to the internet, retailers are now able to reach more customers than ever before. Customers themselves are able to buy from those businesses with ease. Google Shopping is among the most useful tools local retailers have for reaching these customers. Used effectively, Google Shopping lets local and regional businesses go head-to-head with big box and online retailers — and win. Any store has the potential to become a nationwide competitor. There isn’t just one way to use Google Shopping, either. Here’s what you need to know about the web’s biggest advertising platform for retail businesses and how you can make it work for your store. Google Shopping Is the Most Popular Ad Platform for Good Reason Google Shopping’s product listing advertisements have become the most popular ad format for retailers. Research by competitor analysis platform Adthena found that the platform boasts 76.4 percent of all retail search ad spend and is responsible for 85.3 percent of all clicks on Adwords and Google Shopping ads combined. There are several reasons why Google Shopping is so popular with retailers and why local stores should pay particular attention to the platform. The first is visibility. Prominence is the main driver of the Google Shopping platform, according to Adthena VP of Marketing Ashley Fletcher. Since 2016, Google has displayed a carousel of image-based ads at the top of relevant desktop search results page. Today, if a user searches for something as general as “basketball shoes,” for example, a rotating selection of shoes available for purchase is displayed at the top of the search results page. As it stands now, searchers can see up to 30 related product ads from multiple retailers at the top of that search page. Mobile users see their own rich ad content, called Showcase Shopping ads, which feature big images of relevant products from both online and nearby retailers. That means local retailers get slotted in right alongside major brands and national retailers. Further, the quality of web traffic coming from Google Shopping ads is incredibly high, says Sales & Orders marketing manager Anthony Capetola. This is the second reason Google Shopping is an excellent tool for retailers. When people are searching for products on Google (and Google Shopping ads are being displayed), this indicates that those users are very close to making a purchase. Either they are in the final stages of research or they are actively looking to make a purchase that day. So, if one of these users clicks through an ad your business is running, there’s a high likelihood that user is at least price-shopping on your site if not ready to buy. It’s a great time to connect with this person. The data supports this, too. Research by Sales & Orders has found that Google Shopping ads drive 45 percent more revenue, on average, than simple text ads. Brett Curry, CEO of OMG Commerce, reports that he has managed to deliver average returns [...]
All marketing – LOCAL SEO included! – must be evaluated with specific reference to the metrics that drive revenue. If you are a retailer or restaurant, LOCAL SEO should increase the foot traffic passing through your front door. And, if you are a service business, leads or appointments probably matter the most. Regardless of the right metric for your business, we must be able to draw a straight line between LOCAL SEO expenditures and revenue. Consider that The US Small Business Administration and SCORE* recognize the very direct relationship between online success and revenue: 76% of local web searches result in a visit to a related business within a day – and 28% of those visits result in a purchase Your business needs to be prominently represented in those local web searches - and the recipe for success is no secret! LOCAL SEO describes the tactics that digital marketers use to put your business information in front of consumers when they are in the process of making purchase decisions. We discuss these tactics, prescribed by Google, in our recent blog post. Add in a sensible digital advertising campaign to gain a leg up over the competition and you have all the ingredients needed to achieving the customer metrics that drive revenue for your business. All that's left to complete the recipe is the ability to measure results and continuously refine your tactics. However, while many small businesses have made the decision to commit resources to digital marketing and LOCAL SEO, few have baked in success by implementing reliable measurement capabilities. We are here to help. Restaurant and Retail: Engage121 has partnered with solution providers that measure foot traffic so we can provide a fully integrated program. Service businesses: Engage121 develops and manages custom landing pages that measure leads, conversions and bookings. Online retailers and E-commerce: Engage121’s end-to-end Google shopping facility puts local business on par with the largest e-tailers. And, integrating measurement and digital marketing does far more than validate the marketing expense: Achieve data-driven insights into the messages that motivate your consumers; Take advantage of the ability to continually refine your marketing to achieve optimal results; Manage your inventory with the knowledge of which programs are driving traffic; and more that we are sure you will discover! Just remember the steps: Develop a LOCAL SEO program that . . . Achieves the drivers of your revenue, and Measure your results. Learn more Related Services HOT!Content – a no-cost Daily Email with content and DIY tools. Digital Marketing Assistant, (DMA) – a managed subscription service. * https://www.score.org
Make organic and local search work together to get found faster We recently considered whether Google has become the new homepage for local businesses. Today, we’re going to take a look at organic and local search and consider how they’re related and highlight ways that they can work in harmony to help you get found faster. It’s not surprising that 65% of marketers* agree that there’s strong correlation between local and organic rankings. The biggest similarity, of course, is that both start with a search. But both also focus on content, backlinks, keywords and website activity. What sets LOCAL SEO apart is the geographic component. With organic search, you want people to know what you do, but to get found locally, you also want to highlight where you do it. That’s where the power and value of your website comes into play, influencing not just organic rankings, but LOCAL SEO. In fact, a majority of marketers believe that companies with good visibility in local Search Engine Result Pages (SERPs) have high organic placement, too. At the heart of it all is user intent. Simply put, search engines want to give users what they’re looking for. For instance, when a person conducts a search that includes both a business type and location, the search engine knows that the user has local intent. So, if that person wants to find a good pizzeria that delivers, they may search “Pizza delivery” along with their location. What happens next can make or break discovery: The three closest pizza places – also known as the “local 3-pack,” show up under the ads on the first search results page. Having the strongest LOCAL SEO presence gives you the very best chance at getting your business to display in this free local 3-pack. Why? Because all these local SEO criteria provide the authority to support local rank. Better together There are a few simple practices that help you get LOCAL SEO and organic search to work in harmony. Local business citations: A full 46% of all Google searches seek local information! Google places a lot of weight on having that information accurate and correct. Having a consistent business name, address and phone number (NAP) is quite important, helping LOCAL SEO by providing search engines with your correct location and creating consistent links back to your website and to all your mentions online. Local citations also help your organic search efforts since search engines consider the number of backlinks when they rank websites. The more backlinks you have, the better your chances of meeting your customers right where they are, when they need to find you. Good content: Content is king, especially when it’s structured to meet your business goals and customer needs. What’s more, search engines like fresh content. Adding rich, relevant content, including a locally focused blog post, or simply updating a page, is a great one-two punch because it helps establish your LOCAL SEO relevance and can also boost your organic search rankings. Other strategic synergies between local and organic search [...]