The Internet provides businesses with a convenient way to influence a large audience. However, a large audience is not the ideal demographic for all businesses. Local businesses use geo-targeting to address this marketing need.
Geo-targeting Works
59 percent of consumers use an online search engine to find a solution to their problems. Of those consumers, 61 percent complete a transaction. Half of the users who researched a business on their smart device visit the establishment within 24 hours. Targeting local consumers online is no longer a nice to have but a must have.
Consumers Want Local Content
70 percent of mobile searchers have called a local business using the call button in a Google ad. Over 60 percent of users welcome geo-targeting advertising, citing that having a business information at their fingertips, such as store address, a phone number, directions and a call button is a welcomed convenience.
Consumers Use Local Search Results in Many Ways
Consumers need different information to help them solve different problems, and they use varying methods to do so. At any given time, a mobile user may need your business hours, address or product availability. They also look for different type of information during different stages of the buying process: they may have just considered they need a solution; realized your solution may answer their needs; committed to buying or already purchased and want reassurance they made the right decision.
Consumers research a business in different devices. They may start conducting queries while they are at home on a tablet, at work on their laptop or out running errands on their mobile device. This is where it is important to consider the responsiveness of your website for a consistent experience, as most consumers look for information across varying devices. Regardless of their needs, consumers want information they can act on locally on their mobile device.
Now Is the Time for Action
Mobile users are looking for your solutions now. It is to your advantage to ensure the information consumers need to patronize your business is not only readily available but that the experience that they have with your site on a mobile device is a good one. Having this information accessible — when consumers need it — will increase your brand local visibility and your conversion rate.
