Relevant, effective digital ad campaigns are data-driven. Implementing a data-first strategy is key to ensuring return on investment on local campaigns. A recent report by SweetIQ shared the importance of using data to learn about who your consumers are, how they found you, and the products they’re interested in. What sort of data should you gather from different platforms including Google My Business, Facebook, Foursquare, and Bing to successfully execute your marketing strategy?
Google My Business: Google handles about 3.5 billion searches per day. With so much search activity, Google provides a wealth of information. You can discover how consumers are finding your business (local listings, paid, or organic search) and what location-specific action or conversions consumers are completing. Knowing insights on a per-location basis allows you to develop highly targeted marketing campaigns.
Data to gather and analyze: conversion clicks against in-store visits to assess which stores are drawing customers in, which listings are gaining the most views
Facebook: Facebook users spend an average of 40 minutes on Facebook per day, making it a prime place to advertise. Your Facebook ads need to be engaging, relevant, and accurately targeted to reach your audience. Facebook’s competitive landscape makes evaluating your analytics even more important. Understanding demographics and ad engagement are critical for successful local marketing.
Data to gather and analyze: audience demographics, post reach, shares, visits to page, and audience response.
Bing: Google may garner the most attention, but don’t neglect this search engine. Bing captures over 30 percent of the US search market and its users are ready to spend money (stat: ). Your competitors may be discounting the value of this platform, which means you can occupy a greater space for less ad spend.
Data to gather and analyze: user demographics, volume of impressions
Foursquare: Foursquare has 50+ million active monthly users and over 2 million businesses are listed on the app. You can gather insight into local search behavior and capture traffic of users who are looking for something quick and local. Leverage data to launch location-based campaigns and market to nearby consumers with special incentives and offers.
Data to gather and analyze: total and average check-ins per each location, number of new vs returning visitors, busiest hours, and demographics
