marinsoftware.com The Online-to-Offline Search Marketing Playbook Incorporate social media Social media is a great way to generate awareness about your company’s products or services. expand your marketing efforts across other channels, and attract new buyers. Sharing images, posts, promotions, and other giveaways are great ways to garner more interest. And, the more you share, the more your followers will. This helps keep customers and prospects updated on your current events and latest offerings, and creates a strong bond with your customers, fostering a connection with you and your business. By responding to your customers’ concerns and asking for their opinions, you can enhance satisfaction while getting more traffic for your site, which further promotes in-store traffic for your brick-and-mortar business. Localize your branded content Location data gives advertisers the ability to tailor ads to respond to people’s unique experiences and behaviors—where they are and what’s happening in their world. Highly targeted audiences result in better ROI and more personalized ad experiences that make people feel like a business is speaking directly to them. In a study that Google conducted, it was found that two-thirds of smartphone users are more likely to purchase from companies with online content customized to their location. Building brand content that calls out the geographic locations of your business will lead to more engaged, higher-converting consumer interactions. of smartphone users are more likely 67% to purchase from companies whose mobile sites or apps customize information to their location. Source: Google / lpsos Connect, Jan. 2018, Playbook Omnibus 2018, n±1,604 us online smartphone users aged 18+. Location data isn’t just about delivering highly targeted ad experiences. It can also help retailers figure out how to better attribute revenue to the right marketing channel. After pushing an ad to a mobile device, advertisers can track whether a person actually visits a store by using location data that their mobile app provides. Some tips on how to localize your branded content include: • Mention specific locations in metadata, headlines, and body content. • Write unique, targeted content that provides information relevant to each location. • Use images specific to locations.