“It’s very tough to encourage positive reviews, but possibly offering a small incentive to leave Google, Yelp, or other types of reviews will vastly improve your visibility on each platform and increase the chances of a user coming to work with your business!”, So, make sure to ask reviews from satisfied customers whenever possible, as Ellen Sluder at RingBoost does. This is, in turn, allows for more local content. Search Engine Marketing Explained, Check Out the Top Digital Marketing Strategies for Small Business, SEO Basics: How to Make Your Website Google-Friendly, How to Use Search Engine Marketing to Get Your Website Noticed, How Local Marketing Helps a Business Bolster Its Presence in Community, Here's What Your Coffee Shop Business Plan Should Look Like, The Balance Small Business is part of the. Also, use Facebook Ads, targeted locally to relevant audiences.”, Hannah Attewell of Force of Nature Coach maintains that localized content and networking are essential to local targeting, and can even compensate for not having as many backlinks: “Focus not only on local SEO but on making sure that content is locally focused – writing about the local community. We use Google Ads, but we did it right. The main focus of a local marketing strategy is to first determine all of the local keywords for your business. A local company needs a targeted marketing strategy to attract a new set of customers who may not realize that there is a local specialty business in the area. This will enable you to gain referrals and develop your local reputation. In contrast, searches for restaurants will almost exclusively click on the map.”, Hoppe goes on to say, “Many companies also serve metros where they don’t have a physical location, which means they can’t get a GMB account for that area. “They’re still incredibly cheap and an easy way to get traffic to your website that you can then nurture and remarket to. Join over 100,000 of your peers and receive our weekly newsletter which features the top trends, news and expert analysis to help keep you ahead of the curve. Says Eric Hoppe of Crowd Content, “We’re seeing a lot of customers succeed by creating city pages for all the metros they serve. Ask local businesses to post your company’s fliers on doors or in highly trafficked areas. When we asked marketers, “If a business just launched their site, what marketing channel should they focus on first?” SEO won out, with 32% of marketers naming it. And the greatest thing is that just a few of your local competitors know about it, which puts you in a unique position to “Steal” their customers by using the internet. Your story will evolve as you find your market. © Copyright 2020 Referral Rock Inc. All Rights Reserved. ” I find that attending local meetups and networking events to be an incredibly powerful way to promote my business,” says Brodzky. We also researched to see what people were searching for and used that in our research. Many times when people will do a query online to search for a product or service online local businesses will appear on the first page. “I am a big fan of Content Marketing and Thought Leadership which are great ways to build your organization’s brand, increase your visibility more broadly, raise your profile and attract more clients/customers,” says Paige Arnof-Fenn from Mavens & Moguls. In Offline Marketing, “Local Marketing can generally refer to any marketing techniques a localized business, in any industry, uses to market itself to the area it operates in.” Source. We’re getting over 13,000 photo views a month, and our area only has around 30,000 people.”, Continues Sinatra, “Google Ads are very effective. The way that interactive marketing is changing local businesses is starting to get a marketing advantage. This is a great place to start in the first year of SEO tactics.”, Another often-overlooked but effective technique is optimization for voice search. 6% said that the most effective channels depend on a business’ customers, audience, and/or business type. First, establish your brand and have continuity across all platforms (Google, Yelp, Social Media, etc. 50 marketers shared their insights, successes, and regrets related to marketing locally. “Online reviews are the next best things to direct referrals/word of mouth. A successful blog with good content is how I am generating my leads naturally. I found that prospects didn’t spend much time on my site and the bounce rate was high. But first, let’s take a look at the surprising statistics we gathered. Our comments are moderated. We did some TV ads that were offered to us at a good price, but I had a customer come up to me and tell me, ‘I heard your TV ad at 3:00 AM last night.’ Those tricky TV ad reps. Content, a channel that works closely with SEO, came in third with 18%. Pitching bloggers on HARO and guest blogging on high-quality sites has helped to increase my site’s traffic steadily over the past year. He regularly asked all his customers what method of communication they would prefer. This retargeting will give you a higher chance of converting those that showed initial interest and your actions should only cost pennies typically.”, But never lose sight of the humanity of the community you do business in. Most forms of advertising you can’t track the ROI, but with digital advertising, you definitely can.”, Speaking from experience, Josh Wardini of Serpwatch warns that marketing efforts not targeted towards your key audience will fail to deliver results. Word will travel fast in your community, so make sure that you’ve built up a positive reputation through reviews! ", The Importance and Benefits of Local Marketing, How Press Releases Still Work for Nonprofits, How to Develop a Strong Online Presence for Your Startup, 10 Highly Effective Local Marketing Ideas for Small Businesses, What is SEM? Irena Zobniow of Insightland says, “I regret that I’ve underestimated, or rather that I put not enough effort into, social media activity like Facebook, LinkedIn and so on. The most basic type of local marketing is to use a business card. © Business 2 Community. and has been republished with permission.Find out how to syndicate your content with B2C, André Klein - Freelance Consultant for DocPath, a Document Output Software and Teldat, a Telecommunications and Router Company. Local marketing is mostly used by small businesses like stores, restaurants and outlets, but franchise businesses also use local marketing to promote themselves around their specific location. Even though Yelp has a history of being problematic with their reviews, it can be great for brick and mortar stores. If you don’t go mobile you will certainly be missing out on a great deal of customers. It also lets customers easily call you, message you, access your website and open directions when they search for your website. The most common thing I see on small business blogs are dozens – if not hundreds – of thin, unuseful blog posts about the business’s products, services, and company in general. Local Mobile: The time has come when every single thing created to be used on a desktop computer has to be optimized for mobile devices. Build meaningful offline relationships in your community. “I create meaningful content daily, and optimize my existing articles daily. In addition to reviews, another effective word-of-mouth technique is encouraging referrals from your satisfied existing customers—another way to use the trust people place in their peers to your advantage. While it does cost money upfront, especially if you’ve never advertised before and don’t have an understanding of the advertising platforms on the different social media channels, you can validate your concept much quicker and get sales sooner.”, Don’t overlook text message marketing, also known as SMS marketing, because of the need for customers to opt-in. Balance your use of social media carefully. Google users tend to stay on the page longer and are more likely to purchase. I only wish we had seen the light sooner and supported SMS right from the start.”, Finally, local businesses should never put all their marketing eggs in one basket. Of course, the number one thing is to be a good business. When a review comes in, excerpt it and use it in your social media or other marketing. A huge focus of local SEO is optimizing your Google My Business account and getting featured in the local pack in search results, but that’s just part of it. Paid was a lot more competitive, but I would have learned quickly about what works and what doesn’t.”, However, over-focusing on Google Ads can also be detrimental, as Lane Rizzardini of Marion Relationship Marketing reports. “Location-based keywords have really helped in ranking my site and reaching my target market,” says Josh Wardini of Serpwatch. Make sure you put your URL or contact info on it so they can find you and follow up. You can give these out as you meet new people or begin work projects. “SEO takes some time to see rankings improve, so the sooner you can get your content created the better. We then asked marketers which marketing channels they found most effective for attracting new customers to their existing business, SEO emerged victorious again, with 32% of marketers naming it. Besides, I wish I had created a complete list of my accounts in local citation sites because when I moved to a new store, it was difficult to change my address in all the directories.”, Don’t forget that your existing customers are your best customers!