Why Local Search Matters for Small Businesses…And Other Hot Topics

This week, a new study from Google provided an important reminder of why it’s so important for people to be able to find your business online.

One of the most revealing findings from the study was: 50 percent of mobile users are more likely to visit a store after conducting a local search.

The study also provided insight into the different devices consumers are using, where they are looking to find information, and what information is most important to them.

Read about this top story and more in this week’s marketing news roundup.

Report: Local searches lead 50 percent of mobile users to visit stores

According to the study, 50 percent of mobile users are more likely to visit a store after conducting a local search on a smartphone, compared to 34 percent on a tablet or computer.

Google also found that 80 percent of people who conduct local searches, use a search engine to do it — 88 percent search on a smartphone, 84 percent on a computer or tablet.

Google provides a breakdown of the most important information people are searching for:

On a smartphone:

  • 54 percent look for business hours
  • 53 percent look for directions
  • 50 percent look for local store address

On a computer or tablet:

  • 45 percent look for availability of products
  • 42 percent look for business hours
  • 38 percent look for local store address

Read the full report here.

Bottom Line: Making it easy for people to find your business online is one of the most important things you’ll need to do to attract new customers in today’s increasingly mobile world.

With local search, consumers aren’t just searching for information, they are acting on it.

By making sure people are able to find your business, and taking steps to keep your information up-to-date, you’ll be in the best possible position to be found by your next great customer.

We’ve compiled a list of resources to help you get started.

Facebook announces new video metrics

Facebook announced this week that they will soon be rolling out a number of new video metrics for page admins and advertisers.

Currently, admins can only see basic information like total number of views. Now, with the latest update, admins will also have access to information like video views, unique video views, the average duration of video views, and audience retention.

According to Facebook, “These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook.”

Page admins will be able to access the new metrics within their Facebook Insights.

Bottom Line: With today’s mobile technology, small businesses have the ability to create professional-looking videos that fans will love. On Facebook, videos are a great way to give fans a look behind the scenes and make a more personal connection with the people viewing your content.

According to Facebook, videos generate 100 percent more engagement than text-only posts.

If you haven’t tried using video on Facebook, now is a great time to start.

Here are a few resources to help you get started:

Pinterest users remain almost exclusively female

A new report from RJMetrics has revealed two important details about Pinterest’s user base:

1. Its users remain almost exclusively female.

2. Its users are more loyal than ever.

The report, which includes data from 50,000 randomly selected Pinterest users, concluded that 80 percent of Pinterest’s user base is female, and 92 percent of all pins on Pinterest are made by women.

It also found that 84 percent of Pinterest’s female users have been active on Pinterest since its launch, four years ago.

Bottom Line: When deciding how to spend your time and invest your resources on social media, it’s important to understand the audience you’re trying to reach. With an audience in mind, you can then take steps to identify the networks that are right for you.

While studies and demographic data about these networks will help when making these decisions, it’s also important to focus on the people you’re interacting with everyday. As a small business, you have the ability to communicate directly with your customers and ask them about the platforms they are using and the content they are most interested in. Use that to your advantage.

What top stories caught your eye this week? Let us know in the comments below.

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