It’s not a surprise that many local businesses use online directories and sites to provide basic contact information for their businesses. But it is at least somewhat surprising that those who add coupons or images—even something as simple as a company logo or professional photo—are in the minority.
In an April 2011 survey by MarketingSherpa, 81 percent of the U.S. marketers surveyed included a phone number with their local-search, pay-per-click listings. Only 16 percent of them, however, included coupons with their listings, and only 48 percent included images. 
Why the discrepancy? I'm guessing that many business owners simply don't understand the impact coupons and images can have on the effectiveness of their local-search listings.
For example, BrightLocal reported that 23 percent of Google online searchers surveyed in the United States were more inclined to reach out to a business if an image was included in the search listing. Another 37 percent at least willing to give more consideration to a company that included images or a logo with its search listing. In addition, eMarketer estimated that 88.2 million U.S. consumers (47 percent of all adult Internet users) will take advantage of online coupons that are redeemable both offline and online.
What does all of this data mean for local businesses?
It means that if they’re not already doing so, businesses should incorporate images and coupons into their online marketing strategies.
These additions don’t need to be complicated or costly. A small business can get good results simply by adding a professional image of a business owner or including a company logo to their local-search directory listings and social media accounts.
In addition, a quick online search will show you that there are plenty of free coupon-creating applications that your small business can use.
When incorporating these items into your online marketing strategy, you build brand exposure and attract consumers -- the statistics I mentioned above make this very clear. Best of all, you can do this with very little effort or out-of-pocket costs to promote and grow your business!
