When it comes to creating an online marketing strategy for your local business, staying in the know about the latest marketplace trends and statistics will lead you to success.
However, the Internet is filled with marketing statistics of all sorts — from SEO statistics to local business statistics. Discerning the information applies to a local business, out of the sea of data available, is difficult.
Back in October, we wrote about the 2016 digital marketing trends that local businesses should incorporate into their strategy. Our article, and others you may find across the Internet, will tell you the factors that can influence your strategy in the future, but don’t tell you what is already having an effect.
So, how do you find out what your small business should be doing right now?
Answer: Local marketing stats.
- Use local marketing stats to focus your existing strategy
- 100 million live broadcasts have occurred on Periscope since March of 2015
- Consumers are over 5x more likely to complete a purchase if a recommendation is personalised to them
- 20% of consumers turn to social media for answers to complex questions
- Millennials ranked word-of-mouth as the #1 influencer in their purchasing decisions
- Leads from content searches are 8x as likely to close
Use local marketing stats to focus your existing strategy
The local business statistics about effective marketing come directly from the source: small business owners and marketers across the country. In addition, we also pulled user data directly from platforms, like Google and Facebook, that small businesses use for marketing.
Keep reading for the top six local internet marketing stats that you can use to create a marketing strategy that is successful right now.
Local marketing stat #1
Mobile is becoming a bigger part of digital marketing every single year. In 2015, mobile search surpassed desktop and Google made algorithm changes that decreases rankings for websites that are not mobile-friendly.
As technology continues to develop, the more important mobile will become to your business. You can check your Google Analytics to break down the traffic coming to your website from desktop, mobile or tablets, which will give you a sense of the volume of opportunity you are missing if you are not serving the mobile market.
To find your website user statistics go to Google Analytics -> Audience -> Mobile -> Overview.
Since Periscope live broadcasts have been able to be shared on Twitter, the traffic to the evolving platform has taken off. Combining the video power that YouTube helped introduce, with brand personality, live broadcasts allow businesses of all sizes be able to connect and engage with their audience, almost as if they were hosting in-person events.
See how you can use live broadcasts for your local business (hint, it’s easier than you may think).
Consumers are over 5x more likely to complete a purchase if a recommendation is personalised to them
I think we all recognize this behavior – when you see an email from a company which includes your name in the subject line, you are more likely to open it. That’s just the beginning of the personalization possibilities. The better you can track your consumers spending habits and interests, especially loyal customers, the more you can drive them back to your location with personalized recommendations. You don’t need the complex algorithms of Amazon to recommend and personalize either. Many times just a bit of targeting and segmentation is just as effective, and tools like the Vivial platform can help deliver your message across distribution channels.
Just as mobile is becoming a bigger piece of marketing, social media has as well. Consumers spend more and more time on a number of different social media platforms. And while they are still sharing their lunches, and venting about their days, they are also asking questions and looking for help to their issues of the day.
These questions truly run the gamut, and range from “how do I fix my broken dryer belt?” (personally searched for this one) to “what should my next car purchase be?”– and your business can be there to answer! Engaging with your prospects and customers by replying to their questions relevant to your business offerings is a great way to express your expertise, establish relationships and drive new customer growth.
Don’t think there’s anyone asking about your businesses services? Go on Quora and search common questions you get or search your field. You can also go on Twitter and through advanced search look for people in your direct area looking for help in your business field.
As of 2015, Millennials now outnumber Baby Boomers and make up one quarter of the US population. As they become an increasingly important component to your customer base, one of the best ways to affect their purchasing habits is by creating a strong online reputation. Engaging on review sites like Yelp, Facebook and Google, where millennials look for the next business they want to shop, dine or receive a service from, you can benefit from the help of your satisfied previous patrons through recommendations… which for millennials, is their version of word-of-mouth.
If you still don’t believe content marketing works, hopefully the local marketing stat above will help to persuade you. People are searching for answers to their questions, helpful information that they can use, and your business can provide that information because you have your own, special expertise. Creating content such as blog articles, allows you to share your knowledge and attract those looking for the information you can provide.
You can also then use your content marketing to support your other online marketing channels such as social media, email and advertising.
While trends share you what may be the next great thing for your small business to be a part of, these local marketing stats show what you’re small business is already missing out on.