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Posted on Wed, 02/8/2012 - 04:35 PM by
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GMS surveyed marketers from national brands in the U.S. with more than 500 physical locations; two-thirds of the respondents were from traditional retail. While 70 percent of the survey takers said they spend more than 60 percent of their budgets on local marketing, the survey also revealed that many of these national companies aren’t doing some of the basic blocking and tackling of local search marketing.
I put an arrow on the graph to emphasize that these are the numbers of marketers not using these tactics.
According to the GMS survey, the main reasons for this are lack of money (58 percent) and lack of awareness of local opportunities (32 percent). The GMS survey reminds me of the stats I shared back in September from Marketing Sherpa, stats that showed how the local search ranking factors aren’t actual industry practices. In that survey, tactics like adding photos and videos to a local business listing, associating the listing with multiple categories, and building local citations were all used by less than 50 percent of the marketers who answered. What does it all mean? I think it means that a) local search remains a mystery to a lot of marketers, and b) there’s still a lot of opportunity in local for marketers of any size, from national brands down to as one-man shop working from home. What do YOU think it means that so many basic local search tactics are still not widely used? This is a post from Matt McGee's blog, Small Business Search Marketing. MORE NEWS FROM SMALL BUSINESS SEMHow NOT To Get Good Reviews in Google PlacesThe topic of fake reviews in Google Places (which has been around for what seems like forever) is getting airtime on Denver TV. Why I’m Not Sure Google Will “Nail” the Places-Plus IntegrationDavid Mihm wrote an epic post earlier this week about the eventual merge/integration of Google Places and Google Plus. (It would help if you read that post before continuing on here.) SBSM Flashback: May 2011For those of you who are new SBSM readers & subscribers, here’s a list of noteworthy posts you probably missed from one year ago. I try to put together a post like this each month to introduce new readers to old content that might be worth reading. Google’s Freshness Algorithm in ActionReal quick post here (I hope) about fresh content in Google’s search results. Background Google has been emphasizing fresh content in its search results for some time now. That link goes back to November 2011, and when I write on Search Engine Land about Google’s monthly search quality ... The Fallacy of Timing Blog Posts & Social Media UpdatesStudies that claim to tell you when the best time to publish a blog post or share content socially are, in my opinion, mostly a load of crap. RELATED SMALL BUSINESS NEWSWhat can content marketing do for your business?Content marketing.  It seems like everyone’s talking about it. But what exactly is it and what can it do for your business? How and Why I Use LinkedIn Groups to Build My BusinessAs I’ve written here in the past, I think there are solid business reasons for participating in most social networks these days, but if your business sells primarily to other businesses, you must get more active on LinkedIn. LinkedIn is not the biggest or most talked about network these day, bu... Is Seek or Shout the Holy Grail for PR, Bloggers and the Disconnected Media?This is a guest post from Yvette Pistorio of Cision. Two shifts have dramatically changed the way media and public relations professionals interact over the past few years: the move away from email in favor of online social channels, and the emergence of versatile, freelance content creators who ar... Content marketing is important but not free!One of the things that irks me is when I hear a marketing “expert” extoll the virtues of content (or social or digital) marketing and to close the sale — they remind their audience — “and best of all, it’s free.” A Very Short Message to the Shitdiots at @KloutA Very Short Message to the Shitdiots at @Klout originally appeared on Danny Brown - under a Creative Commons license. |
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There are a lot of national advertisers/marketers who should be, but aren’t, taking full advantage of the most basic local search marketing tactics. That’s the main conclusion to be drawn from a new study by GMS Local. 