When your organization is concerned with generating qualified leads anywhere in the country, being geo-specific isn't essential. However, many companies may need to find other businesses in their own areas and choose to do so with inbound marketing and search engine optimization. This requires some potentially different tactics than typical internet marketing techniques.
Putting a local slant on online marketing can benefit companies when performed properly. Many people search the internet for information about local organizations, and recently released data from international market research firm Mintel indicates that locality is more important to companies and consumers making purchases than most other qualities.
A survey by Search Engine Watch found that a company's domain name can emphasize a specific location to improve its search engine ranking. Keep this in mind when choosing a new domain name. It can be a complicated task, but the shift to a URL that mentions the city, town or area in which a company operates is a great way to improve online marketing efforts and ultimately improve lead nurturing campaigns.