Thinking of focusing more of your local marketing efforts on local search but you’re not sure if it’s worthwhile? Consumers have been using the internet to search for information for well over a decade. Search engines have revolutionized the way we handle everyday life. During this journey, location-based searching has shown steady growth as well.
Location-based searching is the practice of searching for a product, service, or business based on location. Couple this with the fact that mobile usage has grown exponentially in recent years, you can only imagine how this has impacted the level of local searches performed by consumers.

Both local and mobile consumer buying habits have had significant impacts on the local marketing world and are becoming more popular as time goes on.
Here are some statistics you may not know and what they mean for your business:

1. Most local consumers use local information in ads

Google actually carried out a survey into local search behavior and the results showed over 60% of consumers wanted ads to be customized based on their location. Around 61% prefer ads that are customized to their exact location, while 67% want them to be customized to include at least their zip code and city.
What does this mean for local marketing? It means your business needs to ensure that the ads you place are extremely targeted by making uses of location extensions.

2. Nearly 70% Of Consumers Use “Call” Or “Get Directions”

If you’re wondering just how important it is to list your phone number and address, this statistic clears it up. With this amount of smartphone users claiming to use the “call” and “get directions” feature on Google, your business is seriously missing out if your details aren’t included in your Google My Business profile. Double check to make sure your address and phone number are correct. Also, claim and optimize your listing for even better results.

3. Mobile Searches Lead to Action FAST

Another very interesting fact is that 70% of searches on mobile devices are followed up with an action within one hour. Even more importantly, a significant 50% of consumers who carry out a local business search on their smartphone or tablet, visit the company’s store within one day.
So not only are potential customers carrying out more local searches, they’re also following up on their search. You know what this means … If your company wants to connect with SERIOUS potential buyers, your local listing has to be up to par and ready to give these consumers the information they need. In other words, make it easy for them to buy from you.
As you can see from the information above, local search has become extremely popular in recent years. It’s driving in a lot more local consumers, not only to company websites but into physical company doors.
So if you’re looking to draw in new customers, increase website traffic, and boost profits, local search is definitely your first order of business for your local marketing efforts.