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Digital marketing has become more targeted locally as search engines have recognized and adapted to the proliferation of sales for local geographies. Search continues to evolve as technology platforms available from Apple and Android solutions make search more personalized and connected, accessible from phones and integrated with maps, voice search technology, and video. These improvements in search technology make for a more compelling personal search experience for individual consumers who can find the closest service provider or store to buy what they need.
For an enterprise marketer, lead generation strategy now has to encompass this broad spectrum of search features that individual consumers have come to expect. An omnichannel approach that still provides a tailored, personalized experience is necessary.
Enterprise solutions must take into account the increasing growth of mobile search. There are some challenges in this area as mobile search is changing rapidly. Search has grown beyond the website and directories to include articles, social media and reviews. Enterprise solutions must contain structured data across these different platforms.
Importance of Local Marketing: Search, Discovery & Visibility
Local search is very important for all marketers and especially for those who generate revenue within a specific, localized geography. Data structure needs to be correctly presented so that search engines can crawl and search data in the right order, in the right place, consistently. This attention to detail offers a better user experience for your customers as well as helping to improve ranking in search engines.
Marketers often miss or fail to understand how to best present their enterprise solutions for local search. This confusion often pertains to return on investment and figuring out the optimal spend per month per location. You can overcome these challenges by drilling down on the essentials that you need per location, such as location data management, parent/child websites with directories, and external directories. After determining your local checklist of avenues for marketing, you then need to consider how to scale the idea to ensure you are delivering consistent data across multiple locations. Scaling content and figuring out the best way to strategically present your content is a big part of this process.
Tech stacks can help in automating and measuring your digital footprint to ensure that you are able to deliver a consistent SEM strategy across your different locations with all the right data. By constantly measuring progress, you can determine accurately your ROI and how many leads you are able to generate from your digital marketing efforts across local channels.
For example, if someone visits your local channel on Pinterest or finds your company through Houzz, and then visits your website, you want to have a marketing strategy in place that appeals to that visitor. This can be through special offers. You can also remarket to your visitors and build out a database for this. It is essential that you know who your customers are, where your visitors come from and where they are in your marketing funnel.
Your goal as an enterprise marketer must be to engage your local visitors to get a direct response. This can range from a discount to filling out a form that helps move them further down a funnel. Your goal is to engage your leads and get them to take an action, whether it is to visit your website, attend a webinar, engage in a live chat or fill out a form.