Consumers performing local search queries likely to convert [study]

Published on
by Brafton Editorial
It pays for brands to create web content with local SEO value because the majority of consumers convert after finding nearby businesses.

It’s wise for companies to plan their content marketing strategies with long-term goals in mind. A balance of web content for new prospects and individuals already in the sales funnel will nurture leads until they are ready to convert. However, there is another group they must consider as they develop editorial briefs and content calendars. Consumers conducting online searches for businesses are highly likely to buy, according to recent Nielsen data, and 85 percent of all consumers look for companies’ data online.

The study of Yelp users found that 93 percent of people who visited the site to look up local business information acted on the information, making a purchase occasionally, frequently or always. There were similar findings for the portion of internet users who visit local or call local businesses after they read website content. 

This shouldn’t come as a surprise, according to Nielsen. Considering the fact that people spend at least four hours a week using a computer to access the ‘net, and individuals logging in with smartphones and tablets surpass that total.

As consumers discontinue their use of phone books in favor of digital content, it’s imperative that marketers develop appropriate presences on popular channels. Online directories are one outlet, but brands must also be visible on social networks. Brafton recently reported that Twitter acquired an application that will allow the site to stream real-time reviews and updates about nearby companies to users, essentially closing the gap between social chatter and searches for nearby businesses.

By reaching target audiences with social media content and web reviews when they’re making purchase decisions, marketers can positively impact their bottom lines and bolster sales margins.

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