It's no secret that consumers are increasingly tied to their mobile devices, and while some business owners may look at this trend and shake their heads, thinking that this movement toward digital spells eventual doom for their physical business, nothing could be further from the truth. In fact, data recently released by Google shows that mobile search is driving consumers to stores in physical, trackable ways. How can you make sure that your business is taking full advantage of this trend? Here's how to attract customers using mobile search:
Make Sure Your Directory Listings Are up to Date
Consumers are increasingly using the power of mobile search to find out where to go, what to do and when to do it. One of the easiest ways for businesses to boost their visibility online is to make sure their directory listings are correct. This means making sure your address, hours and phone number are all correct, not only on Google, but across third-party sites like Yelp, as well. Today's mobile searcher is looking to their device to act as a local guide of sorts, and it is vital that they know where to find you and when you're open. For instance, if you own and operate a Southwest bar and grill, hungry diners probably won't stop by unless they know for sure that your establishment is open and they can stop in for something to eat.
Stand out With Special Offers
Continuing with the example of the Southwestern bar and grill, imagine you are a hungry diner looking for something to eat. You search for Tex-Mex restaurants in your zip code, and you find two listings. One has a name, a phone number and an address. The second has all of the above, but also includes ad copy that invites guests to stop in for a 50 percent discount on an appetizer. Which one would you choose?
Use Strategic Copy
According to an editorial published in Search Engine Land, it is vital to employ strategic copy, as it allows consumers to fill in the blanks for an "I want to" statement. For instance, using the example above, say the consumer turned to their phone because they wanted to eat. By offering them a specific opportunity to save money on an appetizer, you're directing consumers toward a specific option. Delivering the exact right content at the precise moment is a huge factor that is driving conversions in a real way, and marketers must harness the trend by deploying copy and content as strategically as possible.
Mobile search has already overtaken desktop search as a whole, and marketers wondering how to attract customers using this tool will find that, with simple moves like keeping directory listings up to date and creating ad copy that entices consumers to stop by, they can really harness the power of this platform.
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