There was a time when local marketing meant having an ad in the Yellow Pages, newspaper, or airing an ad on TV. That was all it took to encourage someone to contact you or to buy your product. Today, local marketing entails so much more. You have to be everywhere online, have the right SEO elements on your mobile-responsive website, and create lead generation in all your marketing, online and elsewhere.
As Generation X and millennials become the majority of buyers, your marketing needs to reach them. They don’t even know how to use a phone book. They are connected to their mobile device. That’s how they share information, research, and buy.
Even if your target consumer is older than 50 (the oldest Gen-Xers), chances are good they are online. In fact, eight out of 10 American consumers are online at least once a day. It could be checking email, Facebook or Instagram feeds, watching a video, or texting. The majority of those consumers have a mobile device. During times your target market is online, you need to create a micro-moment where you inspire them to take action that will lead them to your business or product.
[Tweet “Mobile has changed the way people act”] No longer do we see a billboard and have to remember that clever vanity number to make a call. It’s right in front of us; we click and are automatically directed to a place that we can immediately learn more information and make a decision to learn more or even make a purchase. Sixty-five percent of buying decisions start on a mobile device.
Search volume for the home improvement industry has grown by 20% in the past four years and it’s being driven by mobile search. With homeowners spending over $500 billion dollars a year on home remodeling, you must not only come up in search but be accessible in places your market spends time in order to survive – SEO and lead generation aren’t just for websites anymore.
[Tweet “Search volume for #homeimprovement has grown by 20% in the past 4 years”]
Whether you’re a home improvement contractor or a small business selling locally-made products in a storefront, video should be an element of your marketing plan. Today, on mobile devices alone, YouTube reaches more 18- to 49-year-olds than any cable TV network. Nielsen reports that TV viewing peaked in 2009 and all we need to do is look at the various online video providers to know where those viewers are today.
If your target market has a mobile device, you should be utilizing video to reach them. An online video is the only medium that can introduce a new concept or brand, prove out its value, and motivate the viewer to take action in less than a minute. Think about the Kickstarter videos for new products that raise hundreds of thousands of dollars in days. Would people have invested or even clicked on the link if there was only a photo of their invention?
Between having a cell phone with a video camera, YouTube and all the places you can share the video, it’s never been easier. With two-thirds of buyers reporting that they are influenced by video at some point in the buying decision, it’s hard to ignore as an important part of your local marketing. Video must be an important part of your online lead generation.