Local SEO: Media not to be underestimated

Dans la vidéo précédente nous avons vu que Google Business Profile, et de manière plus large Google, est le premier point d’accès des consommateurs lors d’une recherche locale. Cependant, selon votre secteur d’activité il y a des médias qu’il faut savoir utiliser à bon escient afin de maximiser le trafic vers vos points de vente.

What factors should you base your decision on?

First, you need to favor sites or applications that have, on their scale, a high user volume, all sectors combined. A high user volume increases the chances that your points of sale will be shown and seen by consumers. This makes it possible to make the time invested in managing and updating this media profitable. Among other things, these media include GPS navigators (Apple Plans, Waze, Here, Bing, Tomtom, ...). Second, focus on the media that correspond to your sector. To do this, determine in advance your consumer segments as well as their stage in their buying journey: awareness of a need, consideration, decision, sharing of experience. Let's take Tripadvisor as an example: people using this media are looking to respond to a present need. For example: where could I go to eat Italian tomorrow night with a group of friends? This corresponds to the stages of need, consideration, and decision in their buying journey. Properly listing your establishment through a menu or recent photos will allow you to stand out.

The media listed below meet the two factors mentioned: they have a high volume of users and correspond to the moment when consumers are looking for information about a point of sale, product or service when the purchase intention is near.

Facebook

As a social network, Facebook has been built as a platform that fosters interactions. It's a prime place to engage with customers through various posts: stories, posts (text, photo or video), instant messaging, …Users can interact with this content through reactions, comments and shares. These interactions help gain visibility and allow contacts of people who have interacted with your listings to discover the brand's store page.

Waze

As a GPS navigator, Waze will give you the best visibility for consumers driving through your catchment area by car. Waze also allows you to advertise. However, you need to know how to use it according to the locality and seasonality in order to have a good return on investment.

Tripadvisor

It's a major player in local search for restaurants and hotels. It allows your establishment to have a comprehensive digital showcase, which can be enhanced through our premium offer (see our article on Tripadvisor). Like Waze, this media is extremely effective if used with consideration of the locality, seasonal activity, and customer type you want to attract to your establishments. Additional resources:What is ROPO?What's the impact of local searches?Study: Which media channels are essential in 2020?