With the rise of social media and location-based services, consumers are becoming more resourceful about accessing local business information. A new study revealed that more people are turning to social networks to find local businesses.
Localeze, 15 Miles, and comScore released findings from their Local Search Study. The companies surveyed 4,000 U.S. adults to find how consumers search for and find local business information across digital platforms.
According to the study, the usage of social networks to find local businesses has increased 67 percent since 2010. Also, individuals searching for local businesses through social means are active content creators, with 45 percent submitting reviews online.
The study also revealed that 63 percent of those surveyed are more likely to use a local business if the company has information available on a social network, such as Yelp or Facebook. Social media can help to humanize a brand, which can make your business feel more personal and trustworthy.
In fact, according to the survey, 61 percent of online searchers consider local results to be more relevant and 58 percent find them more trustworthy than paid search results — which only caught the eye of 10 and nine percent, respectively.
And finally, the data revealed that 49 percent of smartphone and tablet owners are using apps to find local information. While this shouldn’t come as a surprise, it’s an important reminder to make sure you’re sharing mobile-friendly content, especially on your website.
Make it easy for your customers to find you by taking advantage of social media platforms, including those that focus on locations — such as Foursquare, Google Places, and so on.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.