Even if Google remains central, some media offer valuable complementary visibility, especially when the purchase intention is strong. This video presents the platforms that generate traffic according to consumer behavior, Facebook for engagement, Waze for mobility, Tripadvisor for restaurants and hotels, and how to integrate them into your local strategy.
In the previous video we saw that Google Business Profile, and more broadly Google, is the first point of access for consumers during a local search. However, depending on your industry, there are media that you need to know how to use wisely in order to maximize traffic to your points of sale.
What factors should you base your decision on?
First, you should favor sites or applications that have, à leur échelle, a high volume of users, all sectors combined. A high volume of users increases the chances that your location listings are shown and seen by consumers. This thus allows you to make the time invested in managing and updating this media worthwhile. Among others, this includes GPS browsers (Apple Maps, Waze, Here, Bing, TomTom, ...). Second, focus on the media that correspond to your sector. To do this, determine in advance your consumer segments as well as their stage in their purchase journey: awareness of a need, consideration, decision, experience sharing. Let's take Tripadvisor as an example: people using this media are looking to answer a present need. For example: where could I go eat Italian tomorrow evening with a group of friends? This corresponds to the need, consideration and decision stages of their purchase journey. Properly informing your establishment through a menu or recent photos will allow you to stand out.
The media listed below meet the two factors mentioned: they have a high volume of users and correspond to the moment when consumers are looking for information about a point of sale, product or service when the purchase intention is near.
As a social network, Facebook has been built as a platform that fosters interactions. It's a prime place to engage with customers through various posts: stories, posts (text, photo or video), instant messaging, …Users can interact with this content through reactions, comments and shares. These interactions help gain visibility and allow contacts of people who have interacted with your listings to discover the brand's store page.
Waze
As a GPS navigator, Waze will give you the best visibility for consumers driving through your catchment area by car. Waze also allows you to advertise. However, you need to know how to use it according to the locality and seasonality in order to have a good return on investment.
Tripadvisor
C’est un acteur majeur de la recherche locale pour la restauration et l'hôtellerie. Il permet à votre établissement d’avoir une vitrine digitale complète, qui peut être mise en valeur à travers l’offre premium (voir notre article sur Tripadvisor). Comme Waze ce média est extrêmement porteur si il est utilisé en se souciant de la localité, l’activité saisonnière et la typologie de clientèle que l’on souhaite attirer dans ses établissements.Ressources complémentaires :Qu'est-ce que le ROPO ?Quel l'impact des recherches locales ?Etude : Quels médias de diffusion sont incontournables en 2026?
