When it comes to advertising today, local is trending. We can see this from examples in the industry as well as in changes to Google search and the way people are using social media. With Smartphones in the hands of most consumers today, technology makes it even easier to connect with a local business or service provider right when you need it.
In 2010, Twitter released their Local Trending Topics feature and just recently, Google launched Google+ Local, allowing businesses more opportunity to get noticed by people in their area. This allows businesses and consumers to connect in a way that is beneficial to all parties. Consumers can see reviews, Zagat ratings, search for businesses based on keywords and zip codes and more. Google also now keeps track of the physical location of viewers that are performing searches, and will give higher search rank to sites that show local relevance as well as topical relevance.
Whether it is consumers on a quest to support their local businesses (such as this blog, One Local Family) or hyperlocal news websites like Patch.com, much attention is now on how to be connected to and involved in your local community. Even national brands are trying to go local through tools that let them target specific ad messaging to certain markets. This is good news for the local business owner. Let’s take a look at some of the reasons why.
Geo-Targeting and Local Business
To understand fully how this trend in local advertising is working, let’s explore more into geo targeting and how it works for the local business. Today, business owners have more opportunities than ever before to reach their audience.
Until recently, purchasing online advertising meant that ads would show nationwide. This gave the advantage to national advertisers who benefited from mass exposure, while being largely a waste of money for local advertisers. As online advertising has become more sophisticated, advertisers can now be much more selective about the audiences that ads are targeted to, through a technique called geo-targeting. Now targeted display ads are made possible for local businesses and to a specific targeted area.
Geo-targeting uses IP addresses to estimate the location of a website visitor. This allows website publishers to serve different ads to viewers in different regions. The business owner can now provide advertising that gives information specific to their location. This might be specials and discounts, or it might help point viewers to where the business is physically located. By not placing ads across the whole network, money is not wasted on clicks or exposure to people who are too far away to be interested in your business.
Users also benefit because it helps cut down on irrelevant clutter online. This can lead to increased click-thru-rates and ROI because the people who are seeing the ads are those who would be interested in them in the first place. It’s targeted advertising as its finest.
Get Connected- Go Local
Local is trending right now because businesses and advertisers are seeing the incredible benefit behind it. You can now connect with your target market in a direct way that was not available before. Consumers are also happy to be able to connect with the businesses and services that they need in a more direct way. They want control over their choices and local apps, websites and advertising are the tools that give them this power.
How can you use the trending power of local advertising to help boost your business today? If you have questions on how we can help, contact Vantage Local today.