One thing our team of digital experts understands about local business is the necessity of having a broad and strong consumer base to stay alive in the marketplace. For those looking to invest in building this from the ground up, or even on top of existing customers, we have an array of digital marketing tactics to catalyze this process.
Local searches in search engines are quickly becoming the norm for consumers looking for products and/or services. The search engines have adjusted their algorithm to become more local rather than universal. Note that social media has what SEO wants, and that is masses of people (consumers) engaged in content. To create successful engagement, you must merge your local SEO strategies with social media, then implement Web Analytics to re-evaluate consumer behavior.
Search engines have begun shifting the responsibility of business listings from themselves to business owners. The most important ranking factor for local searches is the proximity of the searcher to the relevant address that is provided in the search engine’s local business center. Google features like G Maps and G Places make it easier prospective customers to find businesses in the area.
To spur buzz and engagement about your business online, the basics include providing content that is relevant, accessible, and authoritative. However, understanding the integration of Google rankings with social media is another reality that business owners must take into consideration if they do not want to be left behind.
Understanding your audience and their needs is one of the most crucial aspects of maintaining their engagement on your site. So, to successfully engage your audience, immerse yourself in research that will give you insight to what they are searching for.
Other tactics involve conducting field and readership studies, mining social media news feeds and blog pages, and message board threads, and subscribing to RSS feeds and micro-blogging sites like Twitter to interact with potential audience members.
To gain insight on your target consumer’s location and online behavior, use reverse IP look-up to monitor where your consumer base is coming from, and analyze referring data to identify which social sites engage your consumer base. This social behavior will inform you about gaps in your site. Perform frequent engagement analysis to determine what pages are more popular and which ones are not, and optimize the ones that are not popular with A/B testing. Watch RSS feeds’ popularity.
Of course, audience research does not stop once you have published your content and updated your site. After publishing your content, you will need to learn even more about your audience. You can do this through metrics tools and site surveys that can help you adjust your content to serve your audience’s needs more effectively.
One tactic to understand consumer base is implementing surveys. Ask a series of clear and concise questions, including questions regarding your site and how relevant the content is for the audience. Because audiences have a wide variety of demographics and needs, surveys cannot cover all of them. Remember, even at their best, surveys only provide an understanding of the audience after content is developed. It is always better to know more about your target audience before you customize your content for them.
The beauty of the Web is the pace with which you can adjust your content to better meet users’ needs. Unlike print, Web publishing is not finished when the content is published, so you have the opportunity to “try, try again.” This is a perpetual, iterative process to modify published content as you continuously form a more advanced comprehension of your consumer base.
The digital experts at Online Performance Marketing are here for one reason – to make digital easy for our clients. If you think you’d be interested in investing to grow your business online, visit here to contact us for a free consultation: https://www.onlineperformancemarketing.com/contact/