Local Business Ads Series – Part 2: User Behaviour
In part one of the Local Business Ads series I explained in a few sentences what Local Search Marketing consists of. Today, in part two we will get some insights into user and purchase behaviour online vs offline.
Many people research about products and services (P/S) online but still prefer buying offline in a local store. More and more of these potential customers search online for local points of sale or service providers. According to a study which was performed by comScore and commissioned by TMP Directional Marketing in 2008, internet was the primary source of local business information for more than 60% of consumers. The respondents ranked search engines as the most important resource even above the print Yellow Pages (see screenshot below). This shift from offline to online research presents a huge advertising opportunity for local business owners.
Source: TMP Directional Marketing & comScore Local Search Usage Study, Q2 2008
When it comes to researching and purchasing, offline search is still used overwhelmingly when a business has already been identified and consumers are ready to make a purchase. Online search, on the other hand, is used earlier in the purchasing process (see screenshot below). Something it is commonly referred to as “ROBO” or research online buy offline.
Source: TMP Directional Marketing & comScore Local Search Usage Study, Q2 2008
A local business can lead potential customers to its shop (or website) during each step of the buying process outlined above, whereby step 3 and 4 are most important in terms of local conversions. You should abide to the following steps to improve your chances for local sales:
- Definition of Need: If you have a website, offer product specifications, reviews and comparisons of similar products and services to help the consumer determine the P/S which fulfils his needs while he is researching.
- Research & Consideration: If you have a website, offer extensive and unique content about your products and your business that will be of interest to the consumer when he is looking for more information about the specific P/S he is interested in.
- Intent/Shop: Be visible when the consumer is comparing shops that offer the specific P/S, i.e. make sure you are listed in search engines as well as in other online and offline directories like Yellow Pages. Watch and manage your reputation, too.
- Local Selection: Be findable online and offline when consumers are looking for a particular local business from which to buy the P/S
In the next post of the Local Business Ads Series we will have a look at the Google Local Business Center.
Related posts:
