Is Your Brick-and-Mortar Small Business Mobile Local? 7 Steps To Take Now

Is Your Small Business Mobile Local?

If you have a brick-and-mortar small business that sells products or services to local consumers, I have two questions for you…How large is your local footprint? How aggressively mobile are your customers?

Chances are good that your customers and prospects are already using their Smartphones and Tablets to conduct local searches. In fact, three out of five consumers already use a mobile phone to search for local businesses now. By 2016, mobile local searches will overtake desktop local searches.

Consumers' Local Search BehaviorIn May 2014, Google published a report called Understanding Consumers’ Local Search Behavior. In it are nuggets of great information including how consumers conduct searches based on their location and proximity, the numbers of consumers who take action after conducting a local search, and how important location information—product availability, business address and directions—are for consumers. Check out these statistics in the inforgraph to the left.

Numbers and statistics are great. But, how do you get a piece of the action? Right?

Benefits to being mobile local include improved brand awareness, lead quality, and lift over traditional search programs.

Here are seven steps you can take now to take your small business store to the mobile local level.

 

 

How To Go Mobile Local: 7 Steps to Take

Take Your Website Mobile. A report by BaseKit released in April 2014 revealed a surprising 91% of small business websites are not optimized for mobile use. Not only will a mobile-friendly website help your online results, Google is now sending emails to webmasters who haven’t updated to mobile yet….which could be a sign that Google is planning a new mobile ranking algorithm.  Google offers a Mobile-Friendly Test if you’re not sure about the mobile status of your website. Responsive design, which detects a visitor’s screen size and orientation and changes the layout accordingly, is recommended.

Get Google My Business. Google My Business replaced Google Places and is great for improving your local visibility. It puts your business information on Search, Maps and Google+. It will help improve your search engine page ranking and put you on Google Maps.

Optimize Location-Specific Content. Does your website content contain location-specific content? What location keywords have you used? Location-specific content is usually found on the Contact Us page of websites. But, it’s important to optimize other website content with location keywords and information.

Optimize Local Listings. How visible is your business on local listings? How accurate is that information? Local SEO is about both visibility and accuracy. This means making sure your listing on Yelp, Yahoo, Bing, Foursquare, MapQuest, etc. is accurately maintained. Optimizing local listings takes this a step further by adding content, hours of operation, promotions, images, videos, price menus and more based on your customers’ needs and expectations.

Go Local With Ads. Consumers want to know if you have the product and where you’re located. Ensure that product availability, address and directions appear in your ads across venues.

Gather Customer Reviews.  Eighty eight percent (88%) of consumers trust online reviews. This is huge. Having customer reviews on your website and/or on your Google+ page

Be Consistent and Maintain Presence as Mobile Local. Search engine optimization of your website and local listings is not a one-and-done step. It requires consistency of local information across online venues and ongoing maintenance to ensure that information and keywords reflect what your customers want and look for.

Need help going mobile local? Misaki Digital Marketing can help. Contact me today.

 

What Digital Media Investment Would You Make For $4.5 Million–The Cost of One 2015 Super Bowl Ad Slot

 

The Super Bowl has become a national event in the United States. Football fans want to see the best two NFL teams of the season and many–football fans and non-fans alike–enjoy the ads that top brands air (such as the Budweiser television ad shown above). This year’s broadcast is setting records for revenue including the amount brands are spending on Super Bowl ad slots. According to Newsday, a 30-second advertising slot in 1981 cost a mere $324.000. This year, NBC has sold out all of its Super Bowl ad slots, which cost $4.5 million for 30 seconds of airtime and will feature well-known brands such as Budweiser, Snickers, Bud Light, T-Mobile, BMW, Toyota, McDonald’s and more.

I’ve been watching how digital media and marketing is trending upward. eMarketing recently published a new report about the growth of online search as a trusted media source; it has even lapsed traditional media (including television). The fact that consumers turn to Google and Yahoo first means that television advertising could be a less than attractive option.

But John McDermott, in an interesting article for Digiday, wrote about how digital media has actually increased the value of Super Bowl advertising. “In an era of ad-skipping, time-shifting and a virtually infinite number of on-demand digital media options, sports — the Super Bowl, especially — remains a last bastion of appointment viewing and, correspondingly, one of the precious few times a brand can ensure people will actually watch its TV ads.”

That makes sense.

It doesn’t lessen the fact that the amount of money brands pay for a 30-second Super Bowl spot is astounding. Taking McDermott’s lead, here’s how $4.5 million could benefit a company if it invested it in digital media: run 3.5 billion display ads, get 50 million video views on Facebook, receive 6.4 million clicks on search ads, have a topic trend for 22.5 days on Twitter, pay for 7 days of Snapchat ads, and cover one year’s worth of sponsored content on DailyMail.com.

Super Bowl Spending Options

The businesses I work with don’t have marketing budgets as large as Budweiser or McDonald’s, but I do think the example from the Super Bowl ad slots and what could be purchased online instead, show the growing value of online marketing…no matter the budget.

How would you invest $4.5 million in digital marketing?

 

Facebook Owns Corner on Content Sharing—Good News For Small Businesses Ready to Dip Toes into Facebook Water

This is intersting. eMarketer came out with a report today showing that Facebook accounted for 81% of content sharing activity in Q4 2014. In fact, the report shows that Facebook has expanded its share of content sharing by 8.2% year over year.

That’s good news for small businesses wondering if having a presence on Facebook is worth it. Not only did Facebook blow the content sharing numbers out of the water, the other social media platforms pale in comparison.

accounted for 81% of content sharing activity in Q4 2014 according to eMarketerCheck out the graph to the left. No other social media platform came remotely close to Facebook’s growth. And, email did better than LinkedIn, Pinterest, Blogger, reddit, and Twitter. Whoa.

eMarketer estimates that Facebook’s mobile phone audience is near 1 billion worldwide and sharing activity reflects mobile. In fact, Facebook accounted for 85% of mobile sharing activity among US internet users in Q4 2014; that’s up 51% year over year.

What are your thoughts on Facebook as a marketing venue? Still not sure if you want to dip your business toes in Facebook’s water? Misaki Digital Marketing can help your small business build a solid digital footprint and start raking in revenue online. Contact me today at elise@misakimarketing.com.

 

 

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