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.
- HOT!Content – a no-cost Daily Email with content and DIY tools.
- Digital Marketing Assistant, (DMA) – a managed subscription service.