97% of consumers learn more about a local business online than via any other means. Local mobile web searches result in a call or company visit in 88 percent of the cases.
Local marketing is a must-have approach if your firm caters to a local clientele, offers several services, or has a physical site. We’ll go over all you need to know to get started with local marketing in this tutorial.
What is local marketing?
When a company does local marketing, it’s aiming to reach people within a particular distance of the company’s actual location(s). Neighborhood marketing or small business marketing are other terms for local business marketing.
Local marketing should be considered if your company has at least one brick-and-mortar presence (this applies to both local and chain firms). For any company with a physical site, local marketing may be effective, but it’s particularly critical for locally-based companies whose core business is done in person (versus online, where consumers in any location can make purchases).
To focus your advertising dollars on a specific audience, you need to use local marketing. This helps you target just those customers who are most interested in and likely to buy from you.
Buyer personas are critical to local marketing success because they tell you exactly who your target audience is. As a result of this procedure, you’ll have a deeper understanding of the demographic and psychographic characteristics of your target audience (s). You may focus your local marketing efforts by using this location data to find out where your customers are.
Make a mental note of these tactics if local marketing appeals to you and your company. By putting these strategies into practice, your business may be able to attract new local consumers. (Hey, the most successful viral marketing initiatives have come from little local firms.)
Local Marketing Strategies
- Confirm your website is mobile-friendly.
- Localize your website.
- Claim your local listings on third-party websites and directories.
- Invest in local SEO.
- Localize your paid advertising.
- Go local on social media.
- Be active in your community.
- Don’t forget your local media.
- Leverage your ecommerce activity.
Take a look at these nine local marketing strategies for attracting new business from your neighborhood and the neighboring areas. Combining these tactics will help your local marketing campaign succeed.
1. Confirm your website is mobile-friendly.
You’re probably not shocked to learn that mobile devices account for more than half of all global internet traffic.
While this is true, did you also know that 61% of mobile searchers are more inclined to contact local businesses with mobile-friendly websites? New clients, particularly local ones, will be drawn to your site if it is mobile-friendly.
When using a mobile device to browse a mobile-friendly site, the page loads instantly. Because they make everything larger when seen on a smartphone, browsing the site while on the move is much simpler.
Make sure your website is mobile-friendly before you start these local marketing methods. Use Google’s Mobile-Friendly Test tool if you’re unsure whether or not your site is mobile responsive.
2. Localize your website.
Making your website content relevant to your local audience and customer base is known as localizing your website. To begin, include phrases related to your business’ location in the content of your website. Instead of “vegan bakery,” your site may say “Wrigleyville’s top vegan bakery.”.
Keep your language constant throughout your website, social media, and digital advertisements by localizing your online content wherever possible.
Second, make sure your website has pages for different locations. This is particularly true if your business operates out of many physical locations. As well as helping you rank on local search results pages (SERPs), these sites also broadcast your company name, address, phone number, and other essential shop information.
3. Claim your local listings on third-party websites and directories.
Third-party websites, directories and review sites promote local businesses and inform customers on where to purchase. You don’t want to lose out on this business if you’re a local one (both digital and foot).
For example, consistency between your name, address, and phone number information (known as NAP) is vitally essential, and these directories help you create that online. These directories are crucial for SEO and search intent.
Google My Business is the most critical listing to claim. As a result, when individuals do a search for your company name, industry, goods, or any combination of these, the information they get will be correct.
Customers will be more equipped to provide you evaluations as a result of this approach, which is essential for generating local business. You may also claim or build your listings on Yelp, Yellow Pages, the BBB, and Foursquare. Using tools like Moz Local makes this procedure much easier since it eliminates the need to do it manually.
Depending on your sector, you may even be able to list on Niche.com or GreatSchools.org if you provide a specialized service.
Incorporating these listings gives your company credibility and elevates your position in search engine results. These websites help feed word-of-mouth marketing, which is by far the most effective marketing method available today.
4. Invest in local SEO.
Mobile users who utilize local search are 50% more likely to visit a shop within the next 24 hours. However, without local SEO, this would be impossible. Local SEO is the process of enhancing your website’s visibility for phrases and keywords that are specific to your local area. Google Trends is a great resource for finding out what search phrases are trending locally and across industries.
In addition to localizing your website, you should also offer content tailored to your target audience’s needs. Promote neighborhood get-togethers, neighborhood activities, and local business listings. Having this sort of material on your website helps with localization and establishes you as an expert in your area.
5. Localize your paid advertising.
Another effective technique to reach your local audience is via local advertising. In addition to focusing on certain demographics and personas (hint: depending on their geographic area), this approach also entails including relevant keywords into your ad copy.
When feasible, use phrases like “your city” or “neighborhood” in your ads.
6. Go local on social media.
The fastest and most effective approach to communicate with local and global customers is via social media. From establishing your location on your profile to marking the location of each post on most social media networks, you have lots of localization choices.
In the description or comments, you may also use local hashtags.
7. Be active in your community.
People are proud of their cities, towns, and neighborhoods, as well as the companies and organizations that call them home. When you give back to your community as an employer and a company, you’re more likely to get the same in return.
Attend community events such as fairs and expositions or become involved in non-profit initiatives. Instead of attending in person, try sponsoring an event to increase awareness of your company’s name and products.
8. Don’t forget your local media.
Consumption of local news is still going strong. Customers rely on local media to keep them informed about the happenings in their homes and towns, which includes business and economic news.
Consider radio advertising, newspaper advertisements, or getting on the local morning news program. Even if you’re not advertising your grand opening, getting your name in front of the local media might help you attract new consumers.
9. Leverage your ecommerce activity.
If done correctly, ecommerce and local marketing may complement one other rather than compete with each other. It’s possible to increase local business using ecommerce (and vice versa).
Consider, for example, giving a free in-store pickup or return with every online transaction or providing a voucher for it. These tactics entice clients to come into your business and look around, even if they found you online.
Local Marketing Ideas
- Distribute local print marketing materials.
- Become a local sponsor.
- Invest in booth space at local events.
- Hold a contest on social media.
- Use a sidewalk sign.
- Set up a suggestion box.
These local marketing suggestions put the aforementioned methods to good use in your area. Consider using some of these suggestions in your next marketing campaigns.
1. Distribute local print marketing materials.
Produce professional-looking business cards, postcards, flyers, and more, including vehicle magnets. This is a tangible piece of your brand that consumers can keep onto, but it may also provide them the tools they need to promote your business. To encourage repeat business, give consumers a little discount or gift in exchange for their contact information on your business card.
2. Become a local sponsor.
Sponsor a local sports team, a school event, or a non-profit fundraiser to get your company name in front of new clients. Your brand may be shown on signs, marketing materials, and even uniforms using this method.
3. Invest in booth space at local events.
Buying a booth at a local event is another approach to gain fresh eyes on your brand. You may give out branded items and engage with more people of your local community by renting booth space, whose costs vary based on the event and expected attendance.
4. Hold a contest on social media.
Increase foot traffic by using digital platforms such as social media. A contest where participants may participate through social media and then pick up their prize in person could be an interesting idea to consider. Customers who follow your social media accounts, discuss their purchases, or mention the company on Facebook or Twitter might get discounts or freebies.
5. Use a sidewalk sign.
Signage is the best way to catch the eye of local customers. Install a sidewalk sign in front of your company to draw in passers-by on foot or in a car. Include the name of your company, the word “open,” and maybe the hours of operation. If you’re promoting in a high-traffic region, consider using billboard advertising as an additional alternative.
6. Set up a suggestion box.
If you don’t ask your clients, you’ll never know how to better attract them. Set up a suggestion box at your place of business so that customers may anonymously submit their thoughts on their visit. Check this box on a weekly basis, and put any new information to use.
Local Marketing Helps You Grow Better
By using local marketing, you may expand your client base, improve your search engine rankings, and attract more customers from your local area. Consider using these local marketing methods to start bringing in new clients right now!