3 Ways to Be a Better Local Search Marketer With the Apple Watch

Wearable tech and smartwatches have been around for a while, but Apple is poised to turn the industry on its head with the release of the Apple Watch. The convenience of using a device on your wrist to do everything from check into your hotel room to search for homes will change behaviors such as communication, exercise, and shopping. This shift in behavior will have huge ramifications on how national marketers target and engage consumers at the local level.

The Apple Watch creates exciting and transformative opportunities for national marketers that compete locally. The potential for hyperlocal marketing increases by leaps and bounds, as does the potential for hypertargeted marketing. But these developments aren’t going to happen overnight, and there are some steps that marketers need to take now in order to get ready for what’s ahead.

1. Get Your Local Search House in Order

It has never been more critical for businesses to invest in local search marketing. As Google recently reported, "near me" searches have exploded in recent years – growing by 34 times since 2011 and nearly doubling in just the last year. It is reasonable to expect that the Apple Watch will encourage more "near me" searches, including voice-activated searches with Siri. Since 80 percent of local searches on mobile phones convert, marketers need to organize their local data now and be visible in those mobile moments where and when consumers are looking for them. Brands and businesses would be wise to invest in automated platforms and enterprise solutions that are designed to provide accurate information to the local search ecosystem. By organizing the name, address, phone, and other pertinent data into a local marketing automation platform, brands will make the information readily available and actionable for Apple Watch users.

2. Capitalize on the Micro Moment

The rise in "near me" searches dovetails nicely with the second opportunity marketers need to start planning for: location-based targeted marketing. The Apple Watch and iBeacon technology provide marketers an additional opportunity to connect with their customers by extending relevant content and experiences to their wrists based on their behavior and location. Forrester Research refers to these simple interactions between a brand and consumer as "micro moments."

Location-based marketing is no longer a passive activity in which the brand makes information available and hopes that consumers will find it. Marketers can now reach out to consumers who opt in to receive content from their favorite brands, an example being a national retailer that lets you create a shopping list on your Apple Watch and shows you where to find your products in the store. Of course, it's important that brands wisely choose the right moments to engage with customers or else risk becoming intrusive. Marketers need to start planning now how they are going to start leveraging these "micro moments" so that they can begin gathering needed data and ultimately start engaging customers.

3. Go Frictionless

Finally, retailers need to jump on the Apple Pay bandwagon (which powers transactions made with the Apple Watch) and be prepared to start accepting other forms of contactless payment technology. Google Wallet made inroads with its app-and-tap tech, and certain credit cards have added a chip that eliminates the need to swipe, but both of these options still require a customer to pull either a phone or card out of a wallet, pocket, or purse. With wearable tech like the Apple Watch that comes with frictionless payment options, customers no longer need to carry cards or fumble around in their pockets to find a payment device; everything they need is already on their phone and wrist. This layer of convenience will encourage customers to start shopping exclusively at stores that accept swiping one's watch as a form of payment. To remain relevant, marketers will need to appeal to swiping consumers.

Are You Ready for Transformation?

The Apple Watch isn’t the only player in wearable tech, but its entry into the field almost ensures that the marketplace is about to get a lot more competitive – leading to a lasting and transformative impact on local search marketing. Marketers can’t afford to take a wait-and-see approach. Instead of perpetually playing catch-up, they need to prepare now to get ahead. By quickly adapting to the next generation of wearable tech, national brands will be ready to take advantage of all the opportunities that the Apple Watch provides to connect with their customers at the local level.

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How Influencer Marketing Can Improve Your SEO

There are lots of ways to drive quality traffic to your website in 2015. Although the amount of channels has clearly increased in the last few years, your best bet in driving traffic is still organic search. According to SEO platform BrightEdge more than 50% of all traffic across a number of industries comes from organic searches. Email, display and referral is the next biggest traffic source followed by paid search.

Let’s take a look at business services sector. This is where pretty big disparities appear and if you’re in the business services sector more than 60% of your traffic comes from organic search.

Display, email and referral represents roughly 20% of all your traffic. Let’s forget display straight away, paying actual money for 0.1% click through rates is just silly. Email can be a solid traffic driver but we want to focus on referral and this is where combining SEO and influencer marketing can give you a great boost. Read on to find out how you can improve your SEO and referral traffic without spending a penny on advertising.

Times Have Changed

Since the mid-90s search engines began indexing pages and two years later the term Search Engine Optimization came into use according to industry analyst Danny Sullivan. Back in the day your regular SEO strategy consisted of finding between 5 and 15 keywords most relevant to your business or activity. Your business would focus on improving their ranking for these keywords and that would hopefully drive lots of traffic to your website.

In 2015 you could try and make this simple keyword strategy work for you but failure will be imminent. The internet, SEO and searches have changed a lot in the past few years. Keywords still have their importance but the way people search in Google (or any other search engines) has fundamentally changed.

Instead of typing the classic 2-3 keywords (like “influencer outreach” for example), people will now rather search for a phrase like: “how to scale influencer outreach”. This is called natural language search and these queries often contain more detail and their search volumes are smaller. In short, it’s often easier for your business to rank higher through producing quality content and seeding that with key influencers rather than investing in costly advertising across 10+ keywords based upon these searches.

SEO and Social

Social sharing and social profiles have always been a good way of improving your off-the-page SEO. As outlined earlier, you now have a good SEO strategy in place and have focused on some lower volume relevant searches for your business.

With a social strategy in place, the key now is to get a steady flow of Twitter, LinkedIn and Google + shares. These will all boost your search engine ranking and get you more traffic and visibility. This is of even more importance now as tweets will appear in Google’s search results in real time later this year. Plenty of people sharing your content is great but what’s even better is having key market influencers share your content.

SEO and Influencer Marketing

Social media and SEO are now working together to bring you lots of traffic and sales but here’s how you can really take it to the next level. Off-the-page SEO in social is defined by the amount of shares you receive but also by the influence of who retweets or shares your content.

Key influencers on social media can highly increase your reach on those networks but they can also have a very positive effect on off-the-page SEO. Identifying your key influencers and making sure that they share your content is one of the most overlooked SEO techniques in marketing.

Building up an influencer marketing program inside your company can have very straightforward benefits such as lead generation or sales, but don’t overlook the “small” (but extremely important) benefits like the increase of social shares and the continuous improvement of your website’s SEO. Remember most website traffic is still generated via organic search in most industries.

By applying this technique in the long run you also increase the chances of getting spontaneous mentions with the people you have been building relationships with. Furthermore, this will also allow you to get your content reblogged or reposted on some of your key influencers’ blogs, even better SEO thanks to quality backlinks!

A Few Actionable Tips To Get You Started

1. IDENTIFY YOUR KEY MARKET INFLUENCERS

It is extremely important you identify people that that are key to your business or activity. Don’t always focus on the biggest influencers, start small and work your way up.

2. CREATE ENGAGING CONTENT

Make sure you create great content that will engage your influencers and be sure to keep it relevant to your business goals.

3. SHARE YOUR CONTENT WITH THE GOAL OF GETTING NOTICED BY YOUR INFLUENCERS

This is the tricky part and this is something that will not happen overnight. Focus on building relationships first and start sharing some of your influencers’ content if your just starting with influencer marketing.

4. BOOST SOCIAL SHARES FROM YOUR INFLUENCERS

Once you have build up relationships with your influencers you’re in a good position to collaborate and maybe co –create some content in the future. This is one of the best ways of getting improved SEO and more social shares.

5. SCALE

Now that you have built good relationships with a number of influencers, be sure to always keep engaging with new and undiscovered influencers. Scaling this activity is the best way of increasing your social shares, website traffic and also boost your SEO!

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