If you’ve spent any time researching trends in digital marketing, you may have come across SoLoMo. An acronym for social, location and mobile, it’s a powerful strategy that can drive countess new customers to your business. To learn more about the marketing power of SoLoMo and how it can help your business, keep reading.

Social

The first part of SoLoMo is social media, which is a fundamental element of every business’s digital marketing efforts. According to a Pew Research Center survey, approximately 79% of adults in the United States use Facebook — and that’s only one of many social media networks. As a business owner, you should maintain a strong presence on Facebook, Twitter, Instagram, Pinterest and other networks to increase your brand visibility.

Location

The second part of SoLoMo is location, which specifically refers to local-based search optimization. While most business owners acknowledge the importance of social media, many overlook location-based optimization. Nonetheless, location-based optimization is still fundamentally important in maintaining your brand’s visibility on the Internet, especially if you have a brick-and-mortar business. According to various reports, more than half of all searches performed “on the go” have local intent. This means more than half of all searches performed on smartphones and other mobile devices are looking for local businesses and other local results. If your business isn’t properly optimized for these local searches, prospective customers may find a competitor’s business instead.

Here are some tips to optimize your business for local search:

  • Create a Google My Business (GMB) listing
  • Add location information to your business’s website, including address, zip code, city/country, state and phone number
  • Add your business to local directories
  • Be consistent with your business’s name, address and phone number (NAP)
  • Ask customers to leave reviews about your business

Mobile

The third and final part of SoLoMo is mobile. A separate study by the Pew Research Center suggests that 95% of adults in the United States own a cellphone, and 77% own a smartphone. Embracing mobile in your digital marketing efforts will capture these users, potentially converting them into paying customers or clients.

So, how do you optimize your business’s online presence for mobile traffic? Basically, your business’s website should feature a mobile-friendly design. Google specifically recommends using a responsive web design, as it automatically adjusts according to the device on which it is viewed. There are other mobile-friendly configurations supported by Google (e.g. separate mobile domain), but the search engine giant only recommends using a responsive design.