When you're searching for somewhere to eat or shop, you wouldn't think of googling establishments in a different city, right? So why do so many businesses fail to pay attention to local marketing?
Anyone who tries to sell any kind of product or service is aware that there are always marketing challenges to overcome. One way for marketers to make life easier for themselves is to shift their priorities to local marketing.
The numbers are concrete: 46% of all searches on Google are seeking local information. Considering the rest are (one can assume) porn and memes, that's a mind-blowing percentage. Similarly, 86% of consumers rely on the internet to find a local business, and 29% search for local businesses at least once a week. A whopping 30% of Google mobile searches are relating to location – all of which means there are customers out there, waiting to be found.
So what's the takeaway? Well, if you're not optimizing your marketing to attract those local consumers, you're missing out. For any kind of brick-and-mortar business, attracting clicks and attention from around the world doesn't actually mean much if people aren't walking in and spending cash. By focusing on local customers, businesses can be more efficient with their marketing and get a greater bang for their buck.