Why Marketing Localization Matters in 2019
Forget everything you’ve been told about how technology is making the world smaller. Or about how we are living in a globalized world. When it comes to marketing your business, localization matters.
Research shows that consumers want local content that matters to them, not generic content that comes from New York City or Los Angeles. Still not convinced? These statistics will change your mind:
- A massive 97 percent of people have used the internet to find a local business.
- Sixty percent of Americans search for local product and service information on smartphones and tablets.
- Fifty percent of consumers who carried out a local search on their smartphone visited a store that very same day.
If you still haven’t created a localized marketing strategy, now’s a good a time as any. Here’s why localization matters in 2019.
1. You Can Attract New Customers
Stuck in a sales slump? Perhaps your marketing is to blame. Consumers favor local content over non-local content and want to find businesses in their area that provide them with the best services.
By localizing your website and mobile site, you can instantly attract new customers in your local area. Once these leads have visited your site, use local content to move them through your sales funnels. Don’t forget to mantain your social media prescene, either. This will also help you attract new leads.
“A local company needs a targeted marketing strategy to attract a new set of customers who may not realize that there is a local specialty business in the area,” says The Balance Small Business.
Quick Tip: If you own several businesses, creating a localized marketing strategy for each of them is a good way to facilitate sales and attract new leads.
2. You Can Improve Your Search Rankings
Search engines like Google now personalize search results based on someone’s location. A person searching for shoe stores in Seattle, for example, will receive a different set of results than a person in San Francisco.
Google, in particular, favors local content other other types of content. This is why it’s important to optimize your website and mobile site to reflect these algorithm changes. You should also focus on online reviews, which can impact your search rankings significantly. Responding to negative reviews and encouraging your customers to leave feedback on sites like Yelp will turbocharge local SEO.
“The Google Venice update, for example, was one of the first changes to really influence how local search works. This update made it critical for businesses to dedicate a landing page for each of the locations they service and optimize the page with the right keyword combination,” says Search Engine Journal.
Quick Tip: Keep contact information such as phone numbers and addresses consistent across all of your pages in order to improve search rankings. Make sure all of your contact information is up-to-date.
3. You Can Increase Engagement
Different areas of the country have different cultural attitudes, values, and purchasing habits. One brand might dominate the East Coast, for example, but struggle to attract customers on the other side of the country. This is where a good localized marketing strategy comes in.
When you create local content for your website and mobile site, you can engage with the audience in that particular area. By producing content that resonates with this demographic, you can improve sales and increase your brand visibility. Using a virtual marketing system can automate this entire process. You can keep content in one place and receive real-time insights into your localized marketing campaigns.
Quick Tip: Use local words, slang, and cultural references on your pages to improve engagement with consumers in a particular city, state, or region.
Marketing localization is so much more than providing your consumers with information about your brand. It helps you attract new leads and move them through your sales pipelines, increase visibility, and boost sales. Localizing your website could be the best thing you do for your business in 2019.