This blog was originally posted on http://www.rso-consulting.com.
When it comes to driving customers to make purchases at a physical store, there is general online marketing and then there is nitty-gritty local search marketing. No matter which vehicle you champion, a recent survey suggests the latter can be exceptionally lucrative for brick-and-mortar businesses.
According to a Local Search Study, 73 percent of local searches on mobile devices turned into purchases at a physical store.
“Stores” can be anything from restaurants and entertainment facilities to health clubs and financial institutions as well as retail and service shops.
The study also notes that of all the service, restaurant and travel searchers, nearly half look for a business from which they have never made a purchase.
Perhaps it goes without saying, but this data clearly spells out enormous opportunity for physical stores to grow their customer base through local mobile search.
How can I get started with local mobile search for my own business?
Optimizing your Google+ business page with up-to-date information about your business is a great place to start. Getting people to submit online reviews about their experiences is also helpful in getting more leverage on mobile search.
Once you have those in place, it may be helpful to contact a search marketing consultant who can guide you on keyword selection and copywriting that will enhance your experience with local search.