In the online and search marketing work I’m doing for Sundog Trading Company, we are leveraging a great asset that the company has: two locations at the Mall of America, the premier retailing center in the United States. Most of the work I’m doing is to drive sales at the online store, but I make sure we mention the company’s MOA stores every chance I get. This broadens the appeal of our messaging to people interested in the Mall and in Twin Cities retailing. Operating stores at the biggest mall in the country helps with customer service and online credibility, both essential components in online buyer choice. Additionally, the top-notch PR staff at the Mall has helped Sundog Trading with numerous media mentions, and we’re looking for ways to use them more and more.
Sometimes online operators aiming for a national audience shy away from localizing themselves. Every e-commerce operator can benefit by grounding their business to where they work and live. It doesn’t have to be a headline, but it should be there somewhere. People that are familiar with the locality will identify more with the company. And you can get great local search results – and fast growing part of search – because the pool of competition is much smaller, especially for competitive keywords.
If your company has retail locations, mention them often in your online marketing. Get local! It will help both your online and offline marketing efforts.
Resources:
- Google Local Business
- Yelp local business reviews
- Yahoo! Local
- Bing Local
- Links to promote your local business online
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