The days in which a consumer would listen to his or her neighbor for recommendations on products or services have fallen to the wayside. Today, people tend to visit the web for referrals, which makes it essential for brands to employ online marketing techniques to reach buyers on a local level.
There are various data points available to B2B marketing professionals that can help them create an online presence to generate leads and convert them to buyers. The key take away from the emergence of local search is the importance of immediately fostering user engagement and a positive brand experience. A brand can register its service on websites like Google Places, Google+, Yelp and a variety of other services to increase its odds of being found by interested prospects.
However, in today’s highly social marketplace, brands need to leverage more than their contact information online to generate local search leads – they need an interactive presence that encourages users to review services. People may not turn to their neighbors for recommendations, but they certainly take web content seriously, and customer testimonials play significant roles in lead nurturing online, especially with local search. Therefore, marketing professionals may want to initiate a local search campaign to complement their content and social efforts – this concurrent approach may prove to produce lucrative results.