We work with our clients to pull together and tailor a surefire local business marketing strategy that incorporates all of the right elements that prove to be effective to grow and build their particular business. Often, however, we find that many underestimate the value that multimedia, such as images and videos, can add to their local marketing campaign. But now, in addition to the results we see when incorporating this strategy into our clients’ local business marketing plans, there’s a new online survey that was conducted by UK based SEO firm BrightLocal that further verifies this truth.
The survey, conducted in 1Q of this year, surveyed 1,250 US consumers of which 60% of the consumer respondents said images that came up with local business search results made them more inclined to contact or consider that particular business. In other words, images in local business search results did indeed grab their attention and influenced their decision making. Only 20% of the respondents said that images didn’t grab their attention at all or influence their decision making in any way. Pretty fascinating results don’t you think?
What does this mean for your local business? It means that if you’re not incorporating images in your Google Place page and throughout the Internet, then you need to start doing so yesterday! You don’t want your competitors landing more leads simply because they took the extra bit of effort to incorporate photos as part of their marketing campaign and you didn’t! And if the survey showed that images matter in search engine results, then I believe it’s safe to assume that images make a difference and add value when sprinkled throughout your local business marketing campaign.
You should be incorporating images, at a minimum, as part of:
- Your Google Place page.
- Your social media platforms, including FaceBook.
- Your local business website.
- Your local business blog.
Some great examples of images to use include:
- A picture of your business location for your Place page.
- Before and after shots of a job well done.
- On-the-job or ‘in action’ shots.
- Professional employee photos where appropriate.
Don’t take these survey results lightly. I can’t emphasize enough the importance of incorporating multimedia into a successful local business marketing campaign, and the survey speaks for itself.