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How can businesses use location in their local search marketing to increase conversions and sales?

1. Personalize location search results by transport mode

If you're a marketer for a bricks and mortar store, you have to make sure your customers can reach you quickly and safely: In search results, there's no point suggesting a service station restaurant to someone without a car, or a grocery store that has no nearby parking if the searcher is coming by car.

Pre-filtering locations so that they're bike-friendly, public transport-friendly, or step-free acknowledges the fact that the closest location is not always the best one.

2. Use direct marketing with a twist

There was a time when printing someone's name on a leaflet looked damn good, and the literature was seen as a novel piece of advertising. Up the ante and deliver a marketing campaign that uses each individual's house address and explains the shortest route from their home to store. (Companies such as locr can make that happen.)

3. Geofence by time

Basic geofencing means businesses can set a perimeter around a location and send mobile alerts to customers when they cross into the delimited area. It's possible to draw the area manually or use a distance radius so that you can target specific customers using services from companies such as ThumbVista.

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image of Charlie Davies

Charlie Davies is a co-founder and the technical director of iGeolise, provider of the TravelTime and MinuteMapr APIs for mapping, finding, ranking, and sorting location search results by time rather than distance.

LinkedIn: Charlie Davies