Smartphones have become ubiquitous in the shopping process, from discovery to comparison-shopping to actually completing transactions. The trend to mobile has dramatically and permanently changed the way shoppers look for local business information.
People are increasingly searching for local business data while they’re on the go and even while in-store considering a purchase. In fact, 82% of smartphone users say they consult their phones on purchases they’re about to make in a store. According to Google, these high intent shoppers are making commercially driven decisions in their “micro-moments,” the new battleground for brands.
If businesses are not visible in those micro-moments, or if the information presented to the consumer is incorrect, they may go to a competitor. Offering the right information at the moment of intent is the key to conversion, increased revenue, and ROI.
Meet Motivated Customers with Seamless Shopping Experiences
Consumers aren’t thinking about your channels separately and neither should you. Google urges teams to organize in ways that enable them to meet these shoppers in their micro-moments, when and where they take place.
However, no one likes to work data across platforms — it creates friction and makes it more difficult to ensure any one single source of information in correct. Using existing CMS platforms like Adobe EM, SiteCore, or LDAP for updating, then feeding it into a central system like Rio SEO’s Open Local Platform for seamless data collection is key. This local system can then normalize and optimize the data without the need for naming conventions, geocoding or other client work.
Additionally, aggregated data from sources like Bazaarvoice and Yelp can provide a more robust user experience for consumers while enabling local businesses to expand on their content. As well as offering fresh content, reviews are a fantastic conversion tool — 88% of consumers trust online reviews as much as personal recommendations.
Successfully Integrate Online & Offline with Measurable ROI
Now that brands are savvy to the critical importance of local SEO, the challenge has become the deployment of reporting tools to show the true ROI from campaign activation and deployment. Every channel your consumers touch, online and in-store, must be measured and considered.
We have recently begun integrating the “Book Appointment” feature Google is testing for large brands for this very reason. It’s another method of connecting directly to conversion elements, rather than sending people clicking off to a webpage.
Another important integration is the “Add to Wallet” functionality that enables marketers to associate coupon downloads to in-store visits and redemptions. Brands are increasingly able to close the loop from mobile web to purchase, outside of applications like beacons or hardware, which are limited to the data source powering it.
Be There for Mobile-Specific Engagements
People are often searching on mobile before they come into your store; in fact, this year we surpassed the watermark at which over 50% of searches are now conducted from mobile devices. These mobile searches tend to have both local and commercial intent. According to Google, “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.”
Mobile consumers are focused on solving immediate needs, like “where to buy xyz near me,” or “what business of xyz type is on my route home.” An optimized mobile presence tied to these specific mobile engagements allows brands, at scale or not, to drive users to purchase, effectively solving their need and shortening the sales cycle in the process.
On top of making sure you’re there in mobile moments, brands can further inspire conversions through behavioral targeting, where it makes sense. Delivering the interactions and content consumers want, when they want it most, can help to manipulate the conversion funnel. Whether on the web or in-app, brands can tailor the experience for users, making it more compelling and better answering their needs.
Meet Consumers in Their Micro-Moments with Search to Sale
Managing your local listings, ensuring you’re able to meet each consumer in their moment of intent with the information they need, seems daunting. It doesn’t have to be. Our Open Local Platform manages all of your critical business information across search engines and directories, enables organic presence with optimized local landing pages for desktop and mobile, all while capturing essential micro-moment data to improve the experience you offer consumers.
If you’re struggling to effectively tie offline and online and accurately measure your local marketing ROI, see how Rio SEO’s Search to Sale can take you to the next level.