By Louise Thompson
By Louise ThompsonWe may live in a digital world, but offline sales still drive the consumer economy. In fact, the vast majority of purchases happen offline through phone calls and in-store visits. To be successful in today’s hyper-competitive world of search, marketers must optimize not only for what happens online but also for these highly valuable online to offline conversions.
75% of smartphone owners turn to search first to address their immediate needs. This means today’s search marketers must understand the desires of search customers, particularly highly convertible mobile searchers.
And because 30% of all mobile searches have local intent, mobile search often means local search. Mobile searchers are also more likely to visit a store, call a business, and make a purchase than searchers on other devices.
Because today’s path to purchase often moves from device to voice to stores and back again, online, in-store, and call channels should work together. Taking a data-driven strategy for calls and in-person visits—just as you do for clicks—can enable search marketers to drive, more high-quality conversions to store locations and call centers at a lower cost.
The following tips will help search marketers drive more high-quality calls and in-store visits that result in sales.
Set up targeting to serve ads only to those using a mobile phone within a certain radius around each of your business locations. This very specific targeting will allow you to save on CPL and convert more customers who are immediately in the market for your product or service.
With call and location extensions you can add phone numbers and addresses to ads and drastically increase CTRs. Searchers can tap a button to instantly place a direct call to your business or click to be sent directly to individual location pages on your website. This makes it fast and easy for consumers to call.
A healthy Google My Business presence can enhance your chances of showing up in Google’s Local Pack, Local Finder, Google Maps, and organic rankings in general. The same holds true for Bing.
These tools and ranking groups are evolving together to become less of a repository of available information about businesses and more of a recommendations machine for consumers. It’s more important than ever to optimize content for your brand to rank for local search.[img50][/img50]
Nearly two-thirds of smartphone users are more likely to purchase from companies with online content that is 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
A call to a business is a powerful indicator of strong purchasing intent. By making it as easy as possible for consumers to place calls after finding you via search, you increase call conversions and give callers an opportunity to engage more deeply with your brand.
By adding phone numbers or call buttons to the most important customer touch points, you provide a fast and easily identifiable way to help consumers call your business.[img50][/img50]
Search marketers have many opportunities to drive more, higher quality offline leads from PPC and SEO. For more tips and a deeper dive into how to drive more calls and in-store visits that lead to purchases, download your copy of our eBook, The Search Marketer’s Playbook For Offline Conversions.
Learn how to acquire more customers from search by optimizing SEO and PPC to drive more phone calls and in-store visits.Download the Search Marketer's Playbook for Offline Conversions →
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