Small businesses typically need to make the most of their often limited advertising budgets. Therefore, understanding different local marketing strategies can make a significant difference to your results. While not all of these strategies are suitable for every business, here are some of the best options to start with if you want to attract more customers.
Create your business profile on Google
The first local marketing strategy you should implement is to claim your business profile on Google. This free tool from Google was created specifically for small businesses to help them manage how they appear in search results and maps. Having your business verified increases trust and attracts more potential customers to your website and store.
This marketing strategy allows you to create your own business profile, which includes location, phone number, hours of operation, business description and photos. Once created, you can use this profile to send direct messages to customers, collect and respond to reviews, announce special offers, and manage your business from Google Search.
Promote Your Local Advertising
Once you've approved your business profile, the next step is to claim your local business listing on third-party sites like Yahoo, Yelp or Bing. Checking your business on these directories is another way to build trust since the information will be consistent across all sites.
Take the time to make sure the information you post, such as your business name, address, phone number, and website address, is the same wherever you search, and make necessary corrections if you notice inconsistencies. Consistency in local marketing efforts has many benefits, including attracting and converting new customers.
Check mobile site compatibility
Most people searching for a local product or service do so on their phone, which means it's absolutely essential that your website has a mobile-friendly interface. Slow loading pages, broken links and pop-ups will quickly frustrate potential customers and most likely send them to a competitor.
When testing your site for mobile compatibility, you need to ensure that users have a fast and optimized experience. This will likely include adjusting font size, reducing the number of images or graphics, changing button size and placement, and optimizing page loading speed.
Customize your website
Once you've made sure your site is mobile-friendly, it's time to localize it. This marketing strategy is based on search engine optimization (SEO), which involves identifying the best keywords and phrases to target local customers.
Your website should contain plenty of links to the area in which your business is located and serves, as well as relevant content for the audience who will be looking for what you offer. However, location-based marketing is not limited to your website, it should extend across all your social media platforms.
Post local ads
While advertising can be a more expensive local marketing strategy, it can also generate greater profits. There are several options for paid advertising, including search engine and social media advertising. These ads are specifically targeted to audiences who are looking for the exact product or service your business offers.
In addition to the visibility of your business through paid local advertising, you will also gain access to important information and customer data. The information you receive includes what your customers are buying, what channels they prefer, and what their purchasing decisions are. All of this information can be used to improve your future marketing efforts.
Take advantage of reviews
Potential clients are sure to read the reviews available about your business, and these reviews will often determine whether or not someone will visit your business. Collecting reviews can be used as part of your local marketing strategy as they can act as free advertising.
After someone makes a purchase, thank them for their consideration and ask them to leave feedback about their experience, whether at the point of sale, on a printed receipt, or in a quick email or text message. When someone finishes a review, take a moment to respond to their review. This helps build trust and loyalty among customers, and shows that your company is truly committed to providing excellent service.
Offer incentives
Customers love to be rewarded for their loyalty, so take advantage of this and create a program to thank your loyal customers. Offering customer incentives helps generate more interest and brand awareness in your business. Social media, in particular, offers the opportunity to attract new followers, communicate with them and convert them into customers.
You can still give out traditional punch cards, run contests on social media, or give away giveaways in stores. Whatever you choose, loyalty programs are a local marketing strategy that requires minimal effort and can yield big results.
Introduce yourself to your community
Being visible and involved in your community is a great local marketing strategy that has stood the test of time. Even with all the email marketing options available, introducing yourself is still a powerful tool for promoting your business.
If your budget allows, consider financially supporting or sponsoring local events, teams and schools. But don't feel like you need to spend a lot of money to advertise your company. Volunteering at an event, serving on a board of directors, attending local government meetings, and in-kind donations of goods or services will also demonstrate your willingness to give back and offer support locally.
