While marketers have been discussing the importance of targeting customers by location for years, with the rise of the hyperlocal search and its relationship to mobile, it has been pushed into the spotlight. Google Trends show a dramatic increase in ‘near me’ queries, and as a result, it is better to serve users by personalising the results based upon their exact location.
Why use Maps for local marketing?
Hyperlocal targeting, marketing to customers within your area based upon their location, has the potential to help brands answer the immediate needs of their prospects. Brands that fail to deliver this may end up seeing a considerable drop in both online and in-person traffic. According to retailers, as many as 82 percent of customers, including who end up making a purchase in-store, research online before making a purchase. A poor online presence can harm a brand’s visibility, hindering business growth. Maps enable you to show customers precisely where you are located, meaning they are more likely to transact with you, improving your conversion rate greatly.
The growing number of people using handheld mobile devices is another reason for you to market locally. People search for things they want on the go. If they see you located nearby, they are likely to head to your outlet or location to make a transaction. An update this month means Google now allows users to save their favourite locations, such as businesses, bars or restaurants, into lists stored within the Google Maps smartphone app and share them across different social mediums. Coupled with another new feature that allows users to see how busy businesses are in real time, it’s just another reason why you really need to consider using Google Maps in local marketing.
How Maps can boost the effectiveness of your marketing efforts
By using location intelligence to inform your marketing planning for lead generation and customer retention, Maps can you help you to plan your marketing efforts more effectively.
Once you begin to optimise your content for hyperlocal targeting, you need to make sure that you track your progress within the right location. This means monitoring the local search engine results pages serving your area. Track your keyword rankings at your location of choice and use this kind of data to gain insight into the online local search experience of your target audience. This allows you to measure the effectiveness of local marketing strategies; view and analyse prospect and customer behaviour; and improve market segmentation. Using Maps in your reporting also enables you to customise product and service offerings; plan geo-targeted campaigns for better ROI and transform customer loyalty programme planning.
Boosting the Sales Value from this data
Visualising data is quickly becoming the standard for marketers and sales teams everywhere and those who embrace dashboards will find that they are able to make sense of the dearth of information now available to them and make smarter decisions, more quickly. Not only do dashboards provide the support you need to justify decisions about how to move your hyperlocal marketing efforts forward, but thanks to Google Maps, also show you the best route to get there.
Using a dashboard solution enables you to understand the relationship between your customers and exactly where they are located in an easy to use visual format. This means that you can geographically map existing and future prospects – in fact, any element key to your business – and quickly spot real time opportunities that can be used to improve processes, performance and revenue generation.