Le marketing local digital : une approche innovante pour développer son chiffre d’affaires

Internet a changé les rapports de force entre les entreprises. En effet, les enseignes doivent absolument renforcer leur présence sur le web pour conserver leurs parts de marché. Dans ce contexte, de nombreuses sociétés s’appuient uniquement sur une stratégie SEO. Pourtant, le marketing local constitue une approche plus efficace dans certains cas.

Qu’est-ce que le marketing local digital ?

Cette approche vise à favoriser le commerce de proximité en tirant profit des recherches locales. Google prend en effet en compte la localisation de l’internaute au moment de lui fournir une réponse quelconque. Si un particulier cherche un restaurant, le moteur de recherche lui présentera les établissements les plus proches. Le marketing local consiste alors à exploiter cette fonctionnalité pour accroitre la visibilité d’une enseigne. Il figure parmi les rares stratégies permettant de faire la promotion d’un point de vente physique.

Concrètement, cette technique oblige l’entrepreneur à optimiser le site de sa société pour le référencement local. Contrairement à une optimisation SEO classique, l’opération aura pour but de se positionner sur les requêtes géolocalisées. Bien entendu, ce type de projet exige des compétences assez poussées. Pour obtenir un trafic ciblé et attirer des prospects qualifiés, il est alors vivement conseillé de solliciter une agence spécialisée. D’ailleurs, cette approche peut également être complétée par une campagne AdWords. L’accompagnement d’une équipe de professionnels sera ainsi indispensable pour booster la visibilité de sa société sur internet et développer son chiffre d’affaires.

Mettre en place une stratégie locale : les étapes à suivre

Comme pour n’importe quelle stratégie digitale, les responsables devront préalablement réaliser une étude concurrentielle. Par ailleurs, ils établiront un bilan du positionnement de l’enseigne. Les informations collectées serviront à choisir les mots clés à cibler et à déterminer les modifications à apporter au site.

Avant de commencer quoi que ce soit, le webmaster doit créer un compte Google My Business au nom de l’entreprise. Cette étape permettra d’afficher l’adresse de l’établissement sur Google Maps et également sur les SERP de Google. Après avoir réglé ce détail, l’équipe peut enfin se concentrer sur l’optimisation du portail pour le référencement local. Cela consistera tout d’abord à mettre en valeur les mots clés choisis en publiant des contenus pertinents. L’ajout de backlinks avec des ancres optimisées est aussi vivement conseillé.

Pour mener à bien toutes ces opérations, l’entreprise doit absolument solliciter des professionnels. Sans un vaste réseau de partenaires, il sera d’ailleurs impossible de réaliser une campagne de netlinking digne de ce nom. Heureusement, plusieurs agences œuvrent dans ce domaine. Cependant, il faudrait privilégier celles qui comptent déjà plusieurs projets à leurs actifs. L’expérience fait toujours la différence dans le secteur du webmarketing. En effet, les prestataires seront amenés à ajuster leurs stratégies pour répondre aux exigences de leurs clients.


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