Nowadays, digital marketing managers have a wealth of data at their disposal – though it might sometimes feel more like a tsunami. Countless data analytics platforms offer services that claim to support location marketing by measuring almost every metric imaginable, from traffic sources and online ratings to Twitter likes. Of course, keeping track of all of this would be inefficient and extremely expensive.
You need to focus your efforts on the metrics that matter.
In this article, we’ll help you determine which KPIs and metrics matter for your business locations – and demonstrate how you can leverage this valuable data to maximise the ROI of your online-to-offline marketing activities.
Why do local analytics matter?
At this point, you might be fairly satisfied with how your business locations are performing. If so, you may well be wondering how to take your local marketing to the next level. The answer? Carefully focused, highly granular analytics to respond to specific questions.
When focused on guiding future developments, analytics deliver clear, concise and detailed insights that highlight areas with potential for improvement.
Three core points to guide your use of analytics
- Data needs to be aggregated from different sources to provide a holistic view of how your business locations are performing and how they are perceived by consumers. If you aren’t considered all key factors, you will probably miss key insights and misdirect your efforts.
- Raw data alone cannot guide strategy. Platforms that drown users in data muddy the waters more than they help. Analytics deliver insights that support decision-making by providing a sound, data-driven foundation.
- Simply collecting data without conducting proper, targeted analysis is just throwing money away. After all, if you don’t connect the dots, you’ll never be able to see patterns emerging.
How can analytics help me attract customers?
In order to respond to consumers’ needs and convert leads into customers, you need to create the perfect online-to-offline journey. Before you can do that, you need to discover exactly how consumers find, interact with and experience your business locations online. This means asking yourself a host of questions.
How do prospective customers find your business locations? Do they tend to use branded or unbranded searches? Are your business locations featured in Google’s Local 3-Pack?
What sites or platforms do consumers use to interact with your locations online? Can prospective customers find the information they need about your business locations? Are details such as the address and opening hours clear and correct for each location?
How do consumers experience your locations? Do certain locations have a better Google rating than others? If customers ask a question or post a review, do your business locations respond?
Analytics make it possible to answer all these questions and – crucially – implement targeted and effective improvements. This will ensure that, at every stage, prospective consumers have the information and encouragement they need to visit your brick-and-mortar business locations.
What can metrics tell me?
We’ve already seen that analytics can answer questions about how prospective customers behave online. Metrics add another dimension as they are essentially a sub-category of analytics. They allow you to assess ongoing performance in relation to specific, quantifiable factors.
Different metrics provide different insights
Metrics draw on historic data points to show exactly what is currently happening and how the figures have developed over time.
They should provide hard data on factors such as your locations marketing expenses, website traffic and overall impressions. It is essential that you have a means of viewing precise, granular metrics that enable you to assess the situation at a local level rather than just in overview, as you can then compare performance between your various business locations.
Metrics cannot tell you outright why one location might be performing better than another. However, precise local and national metrics provide a sound foundation for you to make comparisons, investigate where needed and draw data-driven conclusions.
How metrics can support location marketing
National metrics provide a generalised picture of how your locations are performing. So, while they help you get a solid overview, they can only tell you so much.
Local metrics enable you to identify the strengths and weaknesses of your online-to-offline marketing for specific locations, with granularity down to regional, city and even postcode level.
Let’s say a metric shows that one location is generating more impressions than any of the others. Your next task is to identify why – and, just as importantly, how you can adjust your local marketing activities to reproduce this success elsewhere. The metric has not answered the problem on its own, but it has flagged an area in need of attention.
Which metrics should I focus on?
You should carefully select a handful of metrics that deliver meaningful data you can translate into useful insights and, ultimately, measures that yield tangible improvements. The metrics that matter to one business will not necessarily be meaningful to another as they will probably have different objectives.
Let’s break the process down and take things step by step.
Step 1: Define your objective and KPIs
To determine which metrics are most important, you need to decide what your end goal is. This, in turn, allows you to define KPIs that will help you measure your success.
A KPI always needs to be geared towards a strategic objective. In this way, it helps to guide a company and show if it is on course to reach its goals. Your goal might be to increase your locations’ visibility in ‘near me’ searches or to convert people who search for your services into visitors to your nearest location to them.
Suitable KPIs based on these goals might include local page impressions or store visits. Once you have defined your KPIs, you can select metrics to help you measure your success.
Step 2: Select your location metrics
Metrics need to be simple, clear and focused so that you can understand them and take targeted action in response. In truth, an exhaustive list of complex metrics is almost as useless as having no metrics at all.
So, what metrics might help you achieve your goals? Well, as we saw earlier, it can help to break the customer journey down into phases in which potential customers find, interact with and experience your business locations.
- Queries and impressions are commonly used to measure how easily customers findyour locations, but it’s important to know what they signify. Diving down to the local level can provide insights that national metrics can miss – allowing you to tailor your local marketing measures accordingly.
- Where are users finding your locations online? Are your impressions driven by Google searches or Google Maps queries? Do certain regions, cities or postcodes generate more impressions than others?
- The next stage is to uncover how and where consumers interact with your business locations. Monitoring secondary actions and conversion rates enables you to identify whether consumers find the information they need to visit your real-world business locations – or whether their journey ends here.
- How customers experience your locations is essential to whether they make the jump from online searches to offline visits. Ratings and reviews are vital in shaping how consumers perceive your locations. Our Reputation Management Report shows that a Google rating increase of just 0.1 can boost conversion rates by 25% – while business locations that respond to reviews also achieve markedly more conversions.
Using analytics to improve local marketing performance
Once you have identified key metrics for your business locations, you can leverage these insights to help guide your marketing activities by making data-driven decisions.
But what does this mean in practical terms? Here are five ways analytics can improve your online-to-offline marketing outcomes:
- Analysing your business locations’ search engine ranking and visibility can help you to define location-specific keywords. Just as you would adapt to different markets internationally, adopting a tailored approach in different regions can maximise the impact of your location marketing activities.
- Identifying locations that are performing less well allows you to give them extra attention. Do they lack visibility in branded or unbranded searches? Are their opening hours and addresses entered correctly across all platforms? Is there intense competition nearby? Comparing performance between locations allows you to concentrate your time and expenditure where it is needed most, maximising your ROI.
- Monitoring conversions over time and comparing sources can help you to identify what your customers need and when. If clicks from directions, phones or the company website peak at certain times or on certain days, this could provide insight into customer behaviour and enable you to tailor your marketing approach accordingly.
- Comparing ratings at national, regional and local levels can help to highlight a problem in one particular location. This provides a starting point for your investigation. Why might one location be performing relatively poorly? Is there a difference in how customers perceive or experience it? How does that location operate differently to more successful locations?
- Checking the reply rate for individual locations shows whether customers are getting the information and responsiveness they need. As outlined above, positive reviews and ratings are key, but simply showing that you care about your customers and their feedback creates the impression of a business that cares – and a sense that its locations genuinely connect to their local community.
How can you measure location marketing performance?
Ideally, you work with a tool that aggregates data from key sources such as Google and Facebook and displays it with clear and illuminating graphics. No tsunami of data. No blizzard of metrics. Just a clear user interface with useful filtering options. An effective tool to help you maximise your local marketing measures. With solutions like the Uberall platform, you can already access the most important metrics to measure your success – but there is more to come. Stay tuned and sign up for the Uberall newsletter: