Local Intent Marketing: What Businesses Need to Know
Local business marketing is at a turning point.
Smartphones have far surpassed other avenues for local business discovery.
Increasingly when people search for a business, the information they’re seeing comes in the form of:
- Listings (address, contact info, hours, etc.).
- Content (photos, reviews, menus, inventory and the like).
…delivered through media like Google, Waze, Alexa, or Yelp.
This cycle of customer intent is essential.
76% of people who search on their smartphones for something nearby visit a business within a day.
Gone are the days when a customer only visits a business’s website. More business results are appearing in the form of digital business profiles.
Because of this, multi-location businesses urgently need to curate and optimize their presence on those platforms.
Profile and listing platforms have become the starting point of customer purchase intent. Businesses need to start thinking in terms of intent marketing.
This means not just maintaining accurate information across digital platforms, but looking to those platforms as major business drivers. They’re the source of customer intent.
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