Using Mobile App Marketing for Local SEO Strategy Ideas
July 9, 2018 | Contributed by: Trishawn Brown
We all know someone who will not buy a product or service without first reading reviews. This person will scour Google reviews to see real opinions. We all do this for multiple reasons, but typically the main idea is to boost our confidence.
Being informed reduces our anxiety around a new experience. We don’t want to waste our time and money going to a place or paying for a service that lets us down. For example, Google Insights shows a 120%+ growth in mobile searches for wait times in the last two years.
More customers invest time on the front end of a purchase or experience in order to have more convenience and ease during the actual experience. However, local marketers can be a part of this research process and even use that opportunity to help searchers make the decision to visit or buy from a business.
SMBs can learn some best practices for researched-based marketing from larger brands use of mobile app marketing.
Learn from Successful Mobile App Marketing Strategies
Many larger companies are able to afford the development of their own app. These apps help create a sense of ease in users as they provide all the information about a shopping or money-spending experience in one place. They also have the advantage of a single, captive medium to market to their potential customer–the mobile app.
Mobile app marketing is all about interaction with participants and engagement through the entire life cycle. Mobile apps give companies an easy access point to the searching behaviors clients engage in before experiencing a product or service.
For example, regular Starbucks patrons who travel to a new city will search within a mobile browser or the company’s mobile app to find the store closest to them, their hours, directions, and even contact information. That same user is more likely to continue to convert to a customer because they were able to reach the information they needed through their smartphone easily.
Starbucks app users also receive in-app notifications about specials, loyalty programs, new items, and more. The brand’s mobile app marketing enhanced the customer experience and can even influence online reviews which positively influence potential buyers.
While they may not be global brands, local marketers can learn from Starbucks’ successful use of mobile app marketing strategy to create informational and loyalty programs that help put searchers at ease and create a sense of knowing what’s expected in a buying experience.
Most searchers looking for local businesses use Google My Business to figure out their next local experience. Ensure that GMB pages are complete. Don’t leave any fields blank, if you can. Create promotional posts to highlight specials, inform users of unusual hours, or just to keep a business top of mind.
In apps, you can also find user data trends and employ those to determine what users want, when, etc. Using call tracking numbers in a GMB listing can help get some of that same data (when people call, what did they ask, did they make reservations/appointments, etc.).
How to Reach the Researcher
Many local customers are money-motivated and experience-driven. They work well with lists of top sellers, checklists in preparation leading up to an event, and even nurture email campaigns to solidify and iron out details before the day arrives. Knowing the focus for these users you will want to take the following into consideration as well:
- Optimize websites for mobile. This creates an easily accessible platform which increases the chances of rankings and visibility in local SERPs as mobile-first indexing is rolling out. A mobile app marketing strategy that is customer based and user friendly will also increase these chances.
- Integrate an SEO strategy with a local social media strategy to fully utilize the mobile experience. Engagement is the driving force for local businesses — and many people use social media to read reviews of businesses and for word of mouth recommendations.
- Include local content on websites to further optimize geographical locations in searches, maps, and listings to become even more visible to the audience. Bear in mind that the majority of viewers will be researching a specific business. Either for preparedness or to simply find the best option. Be clear and concise with the content.
Customers are researching before every experience to be as prepared as possible — whether it’s for the menu, parking information, traffic around a business, holiday hours of operation and much more. Learning strategies from effective mobile app marketing is a way to capitalize on this growing sensation to gain brand awareness and loyal brand connections. Visibility not only assists the buyer journey, but it also builds upon the existing research taking place.