Why Your Business Needs Local

Why Your Business Needs Local
In The United States, “... 4 out of 5 people use search to find local info like business hours and directions …” and … ”... 73% try to use a business that is closest to their location…”

===>>> Local businesses get more customers if they have a local listing.

Above conclusions are from a Google/IpSOS consumer behavior survey which also claims that ”Complete listings engage interest, establish trust, create positive brand equity, and motivate action…”

Let’s take a look at the basis for each of these claims (all %s, below, are from the survey):

➢➢ 1) Engage interest because ”43% more likely to be viewed as has what I need” … and … ”79% more likely to be viewed as a place for someone like me”

➢➢ 2) Establish trust because ”197% more likely to be viewed as a place I can depend on” … and 91% more likely to be viewed as knows what it’s doing” … and ”201% more likely to be viewed as current” … and ”215% more likely to be viewed as offers the latest products or services”

➢➢ 3) Create positive brand equity because ”199% more likely to be viewed as cares about its customers” ... and ”501% more likely to be viewed as well-liked” … and ”204% more likely to be viewed as offers quality products or services” … and ”94% more likely to be viewed as is a reputable business”

➢➢ 4) Motivate action because ”29% more likely to motivate consumers to visit the business” .. and ”29% more likely to motivate customers to consider purchasing from this business”

And yet, … despite these seemingly compelling reasons ... ”... only 37% of businesses have claimed a local business listing on a search engine …”

So, ... Why aren’t more local businesses “going online?”

Originally shared by Sanjiv Manifest

The Opportunity in Going Local Online…

In The United States, “... 4 out of 5 people use search to find local info like business hours and directions …” and … ”... 73% try to use a business that is closest to their location…”

===>>> Local businesses get more customers if they have a local listing.

Above conclusions are from a Google/IpSOS consumer behavior survey which also claims that ”Complete listings engage interest, establish trust, create positive brand equity, and motivate action…”

Let’s take a look at the basis for each of these claims (all %s, below, are from the survey):

➢➢ 1) Engage interest because ”43% more likely to be viewed as has what I need” … and … ”79% more likely to be viewed as a place for someone like me”

➢➢ 2) Establish trust because ”197% more likely to be viewed as a place I can depend on” … and 91% more likely to be viewed as knows what it’s doing” … and ”201% more likely to be viewed as current” … and ”215% more likely to be viewed as offers the latest products or services”

➢➢ 3) Create positive brand equity because ”199% more likely to be viewed as cares about its customers” ... and ”501% more likely to be viewed as well-liked” … and ”204% more likely to be viewed as offers quality products or services” … and ”94% more likely to be viewed as is a reputable business”

➢➢ 4) Motivate action because ”29% more likely to motivate consumers to visit the business” .. and ”29% more likely to motivate customers to consider purchasing from this business”

And yet, … despite these seemingly compelling reasons ... ”... only 37% of businesses have claimed a local business listing on a search engine …”

So, ... Why aren’t more local businesses “going online?”

Google’s Get Your Business Online program has been available since 2011, but the 37% figure above suggests that there is a gap between GYBO and small businesses, i.e., certain expertise and experience is required to effectively use GYBO and “get on the map.”....” which is also one of the key conclusions of the   #EagleCO   project.

Therein lies the opportunity for those who are interested in helping businesses get online.

And, that is where GLO or Go Local Online comes in...

For the   #EagleCO     team, pursuing this opportunity in various other localities (e.g., CO, NM, TN, NY) is a natural next step - whereby the key conclusions from the case study ( https://goo.gl/0amdjB ) can be applied in multiple different settings.... so Go Local Online (GLO) is the natural outgrowth of EagleCO Vail2015 ( https://goo.gl/jfxiTw ).


Go Local Online (GLO)  members ( or TeamGLO ) will help businesses get properly listed on Google My Business (GMB) but will go beyond that by helping them manage their ongoing “life on the web,” which means managing reviews, keeping the listings fresh and appealing, and socializing on Google+ (using the listings) and other social channels (i.e., twitter, facebook, instagram, etc).

GLO, as an entity, will evolve as the various members' participation and needs evolve ... and as Google "local" evolves, ... and as ongoing results are incorporated … GLO is a "living" entity that will grow, change, and adapt over time ... and we'll share updates re our efforts on the new Go Local Online (GLO)   G+ Page :-) … 


GLO is also an experiment but unlike EagleCO, GLO has a commercial underpinning, each member is pursuing a city (or an industry segment) “going local” as a commercial endeavor ….

Collaboration works ! ... ... it continues to be a real pleasure working with TeamGLO ... Let’s see what emerges from putting prior lessons into further actions!


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All quotes, above, are excerpted from GYBO (www.gybo.com) or Google/IpSOS survey ( https://goo.gl/Pm8DdQ ).