Marketing tactics to attract the 'SoLoMo' consumer

According to a recent survey from TMP and 15miles, 83 percent of local search users contacted businesses offline, and nearly half of all local business searchers eventually made purchases. In addition, a Google and Ipsos OTX MediaCT poll found that 70 percent of smartphone owners use their devices while shopping in-store. Many people also like to combine their mobile use with social media outlets, as more than 250 million people access Facebook via their smartphones.

What does this all mean? It represents the emerging "SoLoMo" trend, or how business marketers must meet users on all three platforms - social, local and mobile.

In order for your business marketing efforts to hit the trifecta of SoLoMo, you need to localize, differentiate, encourage sharing and include video, MarketingProfs suggests.

First and foremost, you must be able to reach your consumers both nationally and locally. Try tying marketing efforts to weather in the area (i.e. promote a tent event if it's raining), as well as news, traditions, holidays or sports teams. 

"Prove that your business is an integral part of the local scene, and demonstrate your loyalty to the local community," notes the media outlet.

When it comes to differentiation, you want to showcase exactly why people should care about your company. If you're, say, a barbecue restaurant in Memphis, Tennessee, you have to realize that you're competing against hundreds - possibly thousands - of other BBQ joints in the area, so you need to exploit why your BBQ is the best in town, offering compelling marketing tactics to redirect traffic your way.

Why not consider differentiating using video? According to YouTube's website, people watch more than 600 million videos on the site on a daily basis, so you know you have a good chance of getting noticed if you initiate a video campaign. 

"Various tests have proven that the inclusion of video in landing pages increases conversion rates," explains MarketingProfs. "Video works, so channel your inner Hollywood director to increase marketing results."

If you do create a video - or any marketing campaign for that matter - it won't reach a wide audience unless you encourage sharing. Offer incentives that are easy and lucrative (such as a bonus or value-added content when people post a link to a coupon or discount on their Facebook page or Twitter feed).