Contrary to popular belief, consumers are actually more likely to turn to sources other than general search engines when looking for local businesses. A recent survey conducted by IDC Research and YP Marketing Solutions revealed that only 36% of queries in search of local businesses started with a general search engine. Therefore, if your local digital marketing strategy is primarily focused on local SEO and major search engines, you might be missing significant opportunities.
## Where are Consumers Searching Locally?
Although local SEO remains crucial, almost two-thirds of consumers start their searches on platforms other than Google. To benefit from these potential opportunities, it’s essential to ensure that your local business is visible on other platforms as well. The following websites and platforms are among the most popular with consumers:
– Niche websites
– Customer reviews
– Online directories
– Mapping apps
– Coupon websites
The study mainly focused on national brands’ local outlets, but similar rules apply to small local businesses too. The most effective marketing platforms can vary significantly between different business niches.
### #1. Niche Directories
According to the survey, 15% of local searches began from directories or websites specializing in the specific subject matter consumers were looking for. For example, people searching for restaurants might head straight to a restaurant review site, while those looking for accommodation might go straight to a booking site. When searching for a specific type of business, people often prefer using a website dedicated to their precise needs rather than a more general search engine. For local businesses, it’s crucial to use major niche directories important to your industry to appeal to a targeted audience.
### #2. Customer Reviews
Approximately 7% of local searches start from customer reviews and recommendations, a figure likely higher in industries like hospitality. People are increasingly looking to customer reviews when searching for retail outlets as well, especially before shopping online. If you run a local retail business, reviews might not be a primary customer source, but they become crucial if you have an e-commerce component. Many consumers also read customer reviews on online shops even if they intend to buy the product in person at a local retailer.
### #3. Online Directories
There are numerous online directories where you can list your business, but the majority may not be worth the effort. However, the survey found that 7% of local searches also began on online directories, primarily from major platforms. Social networks also provide local listings. For local businesses, having listings on major online directories is vital, particularly for retail venues. For example, someone looking for a local hardware store might scan through listings on a directory site. Ensure your listings are consistent to avoid confusing search engines.
### #4. Mapping Apps
Surprisingly, only 4% of local searches started from a mobile mapping app despite the growing use of smartphones and tablets. Although many local searches now begin on mobile devices, mapping apps have yet to become a popular way to find local businesses. This figure is expected to grow as mapping apps improve and more businesses establish a presence on them. Currently, people tend to use maps primarily to get directions to a venue they already decided to visit. Maps are often included in local directories, social networks, and search engine listings, making them an essential part of any local search marketing strategy.
### #5. Coupon Websites
Many consumers search for local businesses on popular coupon websites to save money. Coupon websites account for 6% of local search queries and offer a wide range of discount coupons for various services. Many of these websites also provide customer reviews and other information to help narrow down searches. However, they generally focus on discounted goods and services, making them less suitable for general marketing. Nevertheless, local businesses can benefit from listing on coupon sites by regularly releasing coupons and promotions.
## Final Words
The significance and effectiveness of local marketing are rapidly growing with the rise of mobile. Any business should consider these five online resources when formulating its local digital marketing strategies. Other resources people use for searching local venues include professional reviews and booking/reservation apps. Social media is gradually playing a more significant role in local searches as well.
However, other online resources are often more valuable for marketing your small business than social networks, which are best used for engaging your target audience rather than direct marketing and raising brand awareness.
### Image Credits
Featured Image: Viktoria Kurpas/Shutterstock.com
In-post photo: Bernadette Coleman/Advice Interactive Group
