Below is a nice infographic on the ROI of local online marketing techniques. I think it is good summary of techniques, although I think some of the analysis is flawed. For example, Search Rankings mean traffic in the long run. And traffic can almost always mean sales (ex. using Social Media to drive sales or your blog). It could be argued that loyalty marketing via email and social media is the BEST driver of sales, depending on your existing customer base and over the long term. I would also add effort and cost effectiveness to the table, because local businesses have limited time and budget for online marketing. Our customers want to know how to get the biggest bang for their buck and their time.
And of course, with this laundry list of marketing techniques, you should look for a local online marketing platform that gets you everywhere you need to be including:
- messaging to new customers and existing prospects
- local SEO, mobile and local directory optimization
- social reputation management
What do you think? How would you view the different marketing techniques? What drives your business? One channel that’s missing from the below is mobile marketing. Given the latest trends, it would be interesting to see where that fits, although arguably it’s a subset of local SEO, social and Pay-Per-Click.