Aug
31
Written by:
David Duncan
Wednesday, August 31, 2011 4:35 PM
Here are four steps to improve your local search marketing capabilities
1. Changing the Channels
Now you know where your target audience is, the next step is to identify the best channels – or websites – to attract them from. As well as obvious channels such as the search engines, this may also include banner advertisements, social networking (with increasing opportunities for local search), videos and more. At the same time as helping drive more website traffic, each channel will also increase your search engine visibility.
2. Get Personal
Take care that your marketing messages reflect something of your locality. The more relevant, or personal, the shopper feels you are being to them, the more likely you are to attract their attention – and their business.
This will also enable the search engines to successfully identify not only the relevancy of your services – but also your geography in relation to local searches.
3. It Was the Tortoise That Won
Be consistent and patient. Enough of the right techniques in the right places will win you the marketing ‘race’. Make sure your marketing plan incorporates a schedule of activities that matches your budget. A steady consistent approach will bear more long term search traffic than a short burst of misguided web marketing activity.
4. Test, Monitor, Tweak and Repeat
The last step in the plan is the testing and monitoring phase. It is only by monitoring the success of your results that you are able to improve and build on what you have accomplished. Identify how and when you will evaluate your local search marketing activities and re-tweak your plans accordingly.
Local search marketing does require an investment of time and money, but when done right, it will return your investment many times over.