Source: Moovweb
Google even built a tool to test your site to see whether it holds up to its mobile standards. Plus, data directly proves that mobile-friendly sites are more likely to appear in the top organic search positions.
Search is how people find you. And since mobile searches make up the majority of traffic, you are missing the largest segment of consumers if you're not available for mobile.
Need more proof? Take note of the more than 70% growth in "near me" searches, which further underscores why your brand should focus on local.
3. Experience your brand locally
Have you ever done a search for your own brand? Or followed your own brand's Facebook, Twitter, or Instagram accounts? How about reading the reviews on Yelp about your company?
Surprisingly, I've found that marketing leaders are not doing such basic gut-checks. Instead, they are relying on the strategy of how things were supposed to work when they drew it up in the war room.
Take the following image of a search engine result for "Fast food restaurants near me." There are a few interesting items that make sense as a corporate strategy, but they don't pan out in local execution.
Google even built a tool to test your site to see whether it holds up to its mobile standards. Plus, data directly proves that mobile-friendly sites are more likely to appear in the top organic search positions.
Search is how people find you. And since mobile searches make up the majority of traffic, you are missing the largest segment of consumers if you're not available for mobile.
Need more proof? Take note of the more than 70% growth in "near me" searches, which further underscores why your brand should focus on local.
3. Experience your brand locally
Have you ever done a search for your own brand? Or followed your own brand's Facebook, Twitter, or Instagram accounts? How about reading the reviews on Yelp about your company?
Surprisingly, I've found that marketing leaders are not doing such basic gut-checks. Instead, they are relying on the strategy of how things were supposed to work when they drew it up in the war room.
Take the following image of a search engine result for "Fast food restaurants near me." There are a few interesting items that make sense as a corporate strategy, but they don't pan out in local execution.
Source: Brandmuscle
Neither of the two ads shown is for a fast-food restaurant. The idea of running Yelp ads is a solid idea; however, the targeting isn't correct. Even if Zocalo is just 0.3 miles away, it is not fast-food ("Tequilería" should be your hint).
The Hot Dog diner is 6.8 miles away. That does not meet my expectations of "near me."
It is possible that these ads are still worth the money if conversions are there; however, I would imagine that if the brands had experienced these ads by searching for themselves, they would opt for some optimization.
On the organic side, the McDonald's location has a 1.5-star review score. Are the people in charge aware of these ratings? Are they doing anything to combat them and increase the score? Being actively involved in community management is something that can be very powerful, and it's pretty cost-effective.
4. Personalize local ads based on context
With the rise of mobile, consumers are expecting brands to understand their situational context and provide a relevant experience based on that context. Someone searching for "running shoes" at 6 PM from a desktop is probably in browsing mode; compare that with someone who does the same search at 6 PM from a mobile phone within a mile of your shoe store.
Only a few years ago, advertisers had access only to the time of day and search term to understand the consumer's context. Today, mobile and local info provides advertisers with much more data. For example...
Facebook allows local business to easily create and launch local contextual ads to drive traffic based on consumers nearby:
Neither of the two ads shown is for a fast-food restaurant. The idea of running Yelp ads is a solid idea; however, the targeting isn't correct. Even if Zocalo is just 0.3 miles away, it is not fast-food ("Tequilería" should be your hint).
The Hot Dog diner is 6.8 miles away. That does not meet my expectations of "near me."
It is possible that these ads are still worth the money if conversions are there; however, I would imagine that if the brands had experienced these ads by searching for themselves, they would opt for some optimization.
On the organic side, the McDonald's location has a 1.5-star review score. Are the people in charge aware of these ratings? Are they doing anything to combat them and increase the score? Being actively involved in community management is something that can be very powerful, and it's pretty cost-effective.
4. Personalize local ads based on context
With the rise of mobile, consumers are expecting brands to understand their situational context and provide a relevant experience based on that context. Someone searching for "running shoes" at 6 PM from a desktop is probably in browsing mode; compare that with someone who does the same search at 6 PM from a mobile phone within a mile of your shoe store.
Only a few years ago, advertisers had access only to the time of day and search term to understand the consumer's context. Today, mobile and local info provides advertisers with much more data. For example...
Facebook allows local business to easily create and launch local contextual ads to drive traffic based on consumers nearby:
Source: https://www.marketingprofs.com/articles/2017/31680/how-to-do-local-digital-marketing-right-four-adjustments-global-and-national-brands-need-to-make
