Take a second to think about the last time you "Googled" something you were interested in buying.

Did you type in the name of a specific business or product?

Based on a recently revealed survey (conducted by TMP Directional Marketing's local social and mobile marketing arm 15miles) if you were searching via Google (or another search engine) you likely entered keywords related to a product or service (opposed to the name of a specific business). However, if you'd been conducting your search via your mobile phone or Facebook, chances are you would have searched for a specific business name (opposed to using product/service-related keywords).

These findings highlight some of the growing differences between how your local customers search for your business (and/or the product/services that you offer) based upon the search vehicle they use. Recognizing these differences, and incorporating their associated learnings into your local marketing strategy will help to ensure that your plan maximizes your potential ROI.

Consider the following (7 key search trends identified by MediaPost followed by my take-away from each stated trend):

Trend 1: Online search is the preferred method for information about local businesses, with 70% of consumers citing online sites as their primary source.
Balihoo Perspective: If you aren't incorporating search in your integrated marketing plan, you're missing out on a huge audience.

Trend 2: Search engines are most popular, but they are not growing as fast as other media.
Balihoo Perspective: With countless studies indicating that smartphone-use and social network engagement are widely adopted across various demographics—and new research indicating that such consumers are more likely to write reviews for products/businesses they enjoy—don't think you can just rely on search (or just on social media).

Trend 3: Local searchers are more apt to buy.
Balihoo Perspective: This trend speaks for itself. When it comes to local internet marketing - you're local customers are searching for your products/services online - make sure that they can easily find you.

Trend 4: Businesses must develop a comprehensive search presence with essential information.
Balihoo Perspective: Work on improving your Quality Score (see this article for some great tips) and ensure that you include a specific call-to-action as well as specific directions/location/hours/contact information.

Trend 5: To develop a complete search presence, local businesses must consider every avenue.
Balihoo Perspective: Easier said than done. SEO is truly an art. To save time, energy and money, consider working with a professional team (such as the Balihoo Media Planning Strategy team) who can provide you with their broad experience with AdWords, SEO, social networks, etc.

Trend 6: Print is declining, but it still holds value for today's consumers as a secondary source.
Balihoo Perspective: Again, in this day and age you need an integrated marketing strategy that incorporates various media vehicles.

Trend 7: With emerging media on the rise, a diverse media mix must now include social and mobile marketing.
Balihoo Perspective: Your consumers, regardless of your target demographic, are more than likely utilizing at least one, if not both of the above. Therefore, pay attention to the tactics you implement for each vehicle. Feeling overwhelmed? (Refer to Balihoo Perspective 5!)

Never before have local marketers had so many online options to connect with potential local customers. If your national brand's or franchise's local internet marketing strategy has yet to deliver the ROI you're after, and you are confused what to do next, contact us!