Now that you know how to promote your business using a local internet marketing strategy, it’s time to look at the metrics and KPIs that will tell you if your marketing efforts are paying off. As a business, you obviously need to know the ROI on your marketing dollars; small businesses can’t afford to invest time and money into marketing campaigns that don’t deliver clear results. Below are the primary KPIs and metrics you should be paying attention to.
Look For Increases In Traffic From Your Target Areas
The first, and most basic, metric you should review is sessions from searches in your target location(s). One of your goals of using local internet marketing is to increase visibility and engagement with a local audience, so you need to know if your hard work is actually attracting users to your website or store.
Evaluate traffic coming to your website from searchers in the area you’re targeting. It can be helpful to look at local traffic sources in the context of a search analytics report from Google Search Console. Look at how visitors from different areas interact with your site: bounce rate, pages per visit, page depth, and social interactions can all tell you more about how those visitors are using your website when they arrive.
Online Efforts Lead to Offline Conversions
A 2014 survey from BrightLocal shows that phone calls are considered the most important metric among local businesses. There are many tools out there for connecting clicks to calls, so if phone calls are a focal point of your lead generation efforts, this is an important connection to make. 60 percent of phone calls to businesses happen via mobile, and that number is expected to increase drastically—so tracking additional information like device and OS can provide valuable insight as well.
Obviously, it all comes down to revenue. Sales completed can be difficult to attribute to local search marketing campaigns if the transactions don’t happen through your website or online store, but understanding where your website and other online properties are accessed during a customer’s buying process is the key to nudging them along. If you can build trust and provide a consumer with the information they’re looking for as they shop, you have a better chance at earning their sale.
Reviews: Taking the Good with the Bad
If you’re trying to increase the positive local reviews posted about your business online (or influence a decrease in negative mentions), then obviously the number of reviews by type is an important number to keep track of. Monitoring reviews and other social behavior is a long-term endeavor, but regular analysis of progress and good reviews vs. bad reviews will give you insight into growth over time. While not all reviews may be particularly helpful, evaluating frequency and content of online reviews can yield answers to the following questions:
- Am I handling negative reviews properly?
- Are there consistent pain points my customers experience with my business and complain about?
- Are there aspects of my products or services consumers often mention in good reviews?
The information in reviews is helpful for optimizing customer service and future reputation management strategies. Additionally, it provides great perspective on your product and potential areas for improvement.
As many local marketers know, when you dive into the various analytics tools and platforms available to you, you access a vast amount of data that may, to the less experienced, seem very difficult to manipulate into actionable insights. If that’s you, then take advantage of local SEO software that can break all that information down for you and show you what you need to know.