The tides for 2010’s internet marketing has changed and the trend continued to advance progressively and aggressively. While many small to large businesses are still struggling to understand the in and outs of social media marketing, recruiting the right person for it and digging deep into the subject; a new hybrid of internet marketing called local search marketing are quickly making waves in the cyberspace. Though the term local search marketing is not as established as search engine marketing and social media marketing, many marketers start to realize its importance and the relative impact that it can do to small businesses in the geo positioning and social media aspect. Trust the trend, local search marketing is going to be big in 2011 onwards. It was said that the emergence of local search marketing will be the complete demise of the Yellowpages. So what is local search marketing? Local search marketing is a hybrid that consists of elements from search engine marketing, particularly in terms of improved search rankings, sprinkled with a little bit of geographical mapping placements with a zest of social media, along with pay per click (PPC) advertising, depending on the marketer’s advertising needs.
Sounds interesting right? But here’s more.
Local search marketing is very business oriented in contrary to social media which is viral-content oriented and search engine marketing which is web optimization oriented. Though it does work for non-business oriented stuff, local search marketing complements ideally with brick and mortar business or anything with a physical address. This is because local search marketing is all about fine tuning your business information to serve users online to find you better geographically via maps and directory listings. Local search marketing must be fine tuned to blend into your business as a small business survivability online depends on it. As a business entity, what drives sales is traffic and your visibility online. The more visible you are is the more exposed you become. That is why Google has taken much of the role of Yellowpages in the past year to cater the traditional side of the offline marketing aspects that Yellowpages used to offer.
While Yellowpages offers myriads of contact list with addresses categorized in their niche industry, local search marketing is all about turning the search engine as a marketing platform into a playground of lists equipped with sleek mapping utility where your location can be pinpointed almost instantaneously as you make searches. To ensure accuracy, this is where search engine optimization is put into play. With proper understanding of meta taggings and key phrasing on your website, your business website will be able to appear in search queries in the most precise manner whenever a user make searches on it. On the social media aspect, the working search engine marketing side of the listings coupled with the geo (mapping) marketing side of it can be bundled along and fed to social media networks for it to go viral. Social media can also be socially generated such as customer reviews which can be useful to give your establishment a boost. If you are doing a good job, you could be getting a decent five-star review, something that is credible in today’s marketing mix. Not to mention those SEO benefit you will be getting once the reviews were indexed in the search engines. That is why social media plays a very crucial part as one of the element that pushes a local search campaign’s effectiveness further.