Local Marketing: The action or business of promoting and selling products or services to a particular area or neighbourhood. – localiq.com
As a local business owner, being able to target your local area is extremely important. You want to reach these people, engage them and ultimately attract them to your business. And that could be in the form of foot traffic to your business’s location or website traffic.
Did you know that almost half of all Google searches are specifically for a local business? Follow these tips to ensure you show up in those search results like a local marketing pro.
Google AdWords
Running a Google Ad campaign can allow you to get highly specific with your targeting, so you reach those near your business. Google Ads can give consumers directions to your store but can also be used to encourage online shopping and website visits. In addition, you can tailor the ads depending on the specific product or service you are promoting.
Local SEO
Search Engine Optimization (SEO) is a combination of tactics that help your business’s website appear higher in search results. SEO tactics can include keyword optimization of your website and content, website load time, and how easy it is to view or navigate your website from phones and tablets.
Local SEO draws information from your local listings – like Google My Business, Yellow Pages, Bing, and Waze. Ensure these listings are updated with your business address to encourage consumers to come to your location.
Tailor Your Website
Does your website speak directly to your local neighbourhood? Name the areas or boroughs specifically, including local landmarks, reference local stories, and make it easy for people to gain context for your local area. Making your website feel like an old friend to consumers will help you convert website traffic from leads to sales – whether that’s via foot traffic in your store or an online purchase.
Optimize Your Social Media Platforms
Having a social media presence is essential, but with the large amounts of people (and now businesses) on social media these days, it’s vital for you to stand out from the noise and make sure you’re attracting the local audience want.
For example, Facebook page names and Instagram handles and usernames are all searchable fields. If you are targeting local, make sure to include your city in these fields to appear in searches on those platforms.
Make sure your address is listed, and, on Facebook, add your business hours. Then, take advantage of Instagram’s buttons, including Order Food, Book a Call, or Reserve a Table.
Tell Stories
Stories have always played an essential role in communicating, beginning with the sharing of oral histories thousands of years ago.
People relate better to stories and also remember them better than facts or numbers. So including stories in your local marketing is a great way to capture your audience’s attention and stand out from the noise. In addition, stories help people think of you the next time they are near you and want what you offer.
Here are some story ideas for a pizza parlour. Instead of advertising the types of pizza you offer:
- Detail local business deals being closed over a slice
- Satisfying late-night cravings when nothing else is open
- Or talk about the retired couple who’s been coming in weekly since you opened decades ago.
Combine Multiple Tactics
Individually, each of the above strategies and tactics can help your business grow, but the best local marketing strategies will include a combination of them. You don’t have to do everything under the sun. Still, by appearing in multiple places to your audience, you increase brand awareness and trust, which ultimately encourages locals to visit your business.
For more tips on how to become a local marketing pro and learn how to increase foot and website traffic, check out the rest of our blog posts.