The Power of Local Advertising
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The Power of Local Advertising

Time to ask an important question: Where do you hang your hat?

If you’re a local business owner, there’s a good chance you have a few different answers to that question. Of course, your physical store location would seem like a logical choice because, after all, it’s where you interact directly and build connections with consumers. Then again, in today’s digital- and mobile-first world, you may think of your business website as “home-base” because it’s how you engage with consumers in the online world and via your digital marketing efforts. It’s where consumers go to find out more about your business after they’ve searched around a bit.

Truth be told, a website is essential to your business’s success. The challenge for any business owner, however, is getting consumers to visit your site. Building a strong online presence is the first and unarguably most necessary step for achieving this. Couple that with a solid local advertising strategy, and you’ll be well on your way to connecting with local consumers who can help you build and grow your business in no time.

A Place to Shine

Having a strong online presence means creating multiple opportunities – across different platforms and channels – to connect with your target customers. This includes your business website, social media, business listings directories, local reviews sites, and more – basically, wherever consumers are searching online, you’ve got to be ready to engage. Placing local ads on a business directory site can bring those touch points together in one customer profile, helping you target, reach, engage, and convert consumers more effectively. Also, since business listings directories are great resources for helping consumers evaluate local businesses, it’s a great place to get your business the attention it deserves – up, front, and center.

Quality Content Matters

According to YP’s The Why Before the Buy℠ research, seventeen percent of consumers will not consider a business without photos, videos, and other content on their business profile. That’s why it’s so important to leave no stone unturned when it comes to building out your business profiles. The more content you publish, the better able you can tell a compelling story about your business. When consumers search for information, they oftentimes want to see reviews by real customers, pictures of your business, your business’s logo, a description of the products and services you offer, and, most importantly, accurate contact and location information.

Once you’ve done the heavy lifting of building out your business profile by adding rich content that will capture consumers’ attention, placing a local ad on a business listings site will only work to amplify the power of your profile even more. In fact, it will help ensure that local consumers searching for the specific products and services you offer can find your business, fast. Think of it like this: you tell your story so your target customers can get to experience it. That’s your recipe for success.

Make Reviews Work Harder

Consumers care a lot about reviews. It’s one of the first things they’ll look for when they are considering one business over another. In fact, fifty-five percent of consumers make decisions about what not to buy based on the reviews they read, making word-of-mouth still one of the biggest influencers on purchase decisions. That’s just one (or many) reasons why business owners love to put the spotlight on positive customer reviews – as well as why reviews on trusted publisher sites like YP℠ can be an effective way to do just that.

Here’s an easy trick for ypLocal Ads clients: just pick one of your top reviews and place it in a featured spot on your business profile. Now, whenever consumers search for the products and services you offer and then stumble on your business profile, one of the first things they’ll see are words of praise from a happy customer. It’s an easy way to make your profile shine – and a great incentive to ask customers to write more reviews about their experience with your business (even more important if you haven’t received any reviews yet!).

The Verdict

You need a strong online presence to drive traffic to your business and build connections local consumers. Once you’ve got that in place, being strategic about when and where you place local ads can make your online presence sing, giving you many opportunities to target, reach, engage, and eventually convert purchase-ready consumers to your business.

Ready to get started? We can help. Visit YP Marketing Solutions to learn more about ypLocalAds.  


Photo Credit: Adobe Stock (standard license)

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