Partner Article

Finally an advantage for local business over national brands

The Launch of Google Now, the mobile application for searching by voice command heralds a new era of interactivity between user and PC.

Similar in function to Apple’s Siri, the Google application is also being rolled out to desktop users, allowing users to speak directly to the computer or smartphone using a whole vocabulary of commands to which Google will respond.

If, like most people you speak faster than you type, this makes the interaction even more satisfying.

These voice activated applications are being rolled out just when a large proportion of Internet users is moving to mobile devices. Many are migrating from the desktop PC to a tablet, while in the US the sale of smartphones outstrips PC sales.

Many users find that the smartphone is their tool of choice when accessing the internet.

Another significant finding from eMarketer, an independent market research company that provides insights and trends related to digital marketing, media and commerce is that mobile internet users are likely to reach for their smartphones to plan their route home, read restaurant reviews and to find the location of a nearby business.

Local marketing has arrived.

Couple this with the interactivity between users on Facebook, Twitter and Foursquare on mobile devices, then you have a really powerful Local Marketing tool.

Given the adoption of this technology, local businesses should ensure their visibility in local searches is fully optimised.

There are five key steps to achieving this:

• Go Nap! – Ensure your Name Address and Phone number is clear and always consistently displayed. The company name should be memorable and not easily confused with another when someone talks into a mobile phone.

• Claim and optimise your Google assets – Google Places and Google+ Local for Business will be merged eventually, but for now check them out to ensure the listings are correct.

• Try to Secure your company name in as many social Media assets as possible, but as a bare minimum Facebook, Twitter and Google +.

• Maximise your presence on the internet by registering with Local online directories.

• Get good reviews and display them on your assets The surging trend for local searches to be done on smartphones is one you ignore at your peril.

If you don’t maximise your presence, your competitors will blow you out of the water when they maximise theirs.

This was posted in Bdaily's Members' News section by James McRoy .