Are You Spending Money You Can’t Measure? Be More Effective with Local Search Marketing
When is the last time you used a phonebook? More specifically, when is the last time you used a phone book for its intended purpose? This does not include a booster seat for your kids, to prop open a door or as kindling in a fire (don’t try this; it doesn’t work). I want to know the last time you thought to yourself, “I need to find a plumber/restaurant/attorney/dentist, let me just whip out my phone book and flip to the yellow pages for that.” If you’re telling me it was recently, I’m calling shenanigans. In reality, today’s consumer is using a different tool to find local businesses. This tool is called the Internet and it’s not going anywhere.
- 97% of consumers in the U.S. use the Internet when researching products or services in their local area, reports the Kelsey Group.
- The MIT Technology Review shows that “for every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research.”
- How many people are searching for you
- How many people are coming to your website (and what search terms got them there)
- How long they’re staying on your website
- How many people call you based on the traffic source
- Number of people who get the phonebook
- Demographics of their phonebook subscribers
- Reach, frequency and impressions
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