Ultimate Guide to Local Marketing
If you want to boost your local sales and you’re not paying attention to your local marketing – you’re missing out. And it’s a mistake that will cost you money.
Do you really think that people around would just randomly stop by and buy your product because you’re that good? Sorry to disappoint you, but it’s not happening. And I’m not saying there won’t be cases like that. Yes, maybe someone will eventually stop by. But do you really want to leave it to chance?
What I’m saying is that if you want to maximize your chances of customers choosing your product – you need to show them why. And you need to make sure they can find you.
Your role as a business owner is to pave the way for people to buy your product. And to make their way as easy and pleasant as possible.
Guide them. Light their way. Let them come to you.
And if you need help doing that, luckily for you – this ultimate guide to local marketing is here to offer just that.
Understanding Local Marketing
Imagine this. You’re looking for a business that will sell you perfect handmade jewelry as a gift for your loved one. Or want to find a book your friend recommended to you. Or you need a unicorn-themed cake for your kid’s birthday…
What do you do first in this situation? Go for a quick online search to see where you can find it. Well, your customers are no different.
Let me show you some numbers.
97% of people learn more about a local company online than anywhere else. 88% of mobile online searches for local businesses result in either a call or business visit within one day. 46% of all Google searches are looking for local information. 72% of consumers who did a local search visited a store within five miles. And, 78% of location-based mobile searches result in an offline purchase.
If you were looking for a way to boost your sales, local marketing just might be your answer.
Instead of making broad, general campaigns, optimize your marketing efforts to attract customers in your local area. Not only are local campaigns more affordable – they’ll also help you build a loyal customer base and strengthen community ties.
So now that you understand the importance of local marketing, let’s show you actionable strategies to make the most out of it.
Optimizing Your Online Presence for Local Searches
Before you start with anything, let me introduce you to a rule of thumb that you most certainly didn’t know until now: know your audience.
I’m sure this is the first time you’re hearing about it, since it’s not like you already have a business or anything.
Just kidding, but you know the saying: repetition is the mother of learning, and there’s no shame in getting back to the basics.
So, now that we’ve established your understanding of the demographics, preferences, and behaviors of your local customers, it’s time to tailor your marketing efforts accordingly.
Optimize Your Website For Local Users
By now, you must already know the importance of a website for your small business, but – is your website optimized for local users? Here’s how to make sure it is.
- Make It Mobile Friendly
61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. Make sure you provide users with a fast, streamlined experience, without slow-loading pages, broken links or pop-ups.
Adjust the font sizes, reduce the amount of pictures and graphics, change button sizes and placements and optimize page loading speed.
Remember that the majority of your customers will be searching on their phones, so make sure they get a good experience.
- Use Local SEO
Optimizing your website for local search engine optimization (SEO) is crucial for appearing in local search results.
Use local keywords and make sure you incorporate them in your website content, meta descriptions and headers. For example, if you run a bakery in Chicago, use phrases like “best bakery in Chicago.”
But, if your business has multiple locations, don’t cram all information about it on one page. Create dedicated pages for each location to target specific local keywords. You can also partner with local websites and blogs to get backlinks, which can boost your local SEO even more.
- Make Account On Google My Business
Consider this an ace up your sleeve as this is one of the most powerful tools for local marketing. Why? Because creating and optimizing your GMB listing can significantly enhance your visibility in local search results.
And the best thing about it? It’s completely free. Make sure you register and increase your visibility.
Leverage Social Media for Local Engagement
It’s 2024, and if your business is not on social media, it’s like it doesn’t exist. And that is why you need to make sure your social media accounts are active and provide quality content.
But if you’ve already got that covered, here’s how you can optimize it even more to get more local engagement.
I know you might think Facebook is outdated and nobody even uses it anymore, but you’d be surprised. You can join local groups, create and promote events and use Facebook’s local awareness ads to reach more people near your business.
And when it comes to Instagram, make sure to incorporate local hashtags in your posts and use geo-tagging. Also, you can collaborate with local influencers that could promote your business.
Make sure to measure the success of your local marketing efforts. Use analytics tools like Google Analytics and social media insights so you could monitor traffic, engagement and conversion rates. And of course – get feedback from customers. They are the best indicator whether something is working or not.
But all of that insight will be worth nothing if you don’t act on it. So, based on your findings, adjust and improve accordingly. Always keep up with trends and don’t be afraid to experiment to find what resonates the most with your audience.
Don’t Shy Away From Traditional Marketing Tactics
In this digital day and age, it’s easy to overlook traditional marketing tactics, but I assure you they can be quite effective. Marketing is all about getting to as many people as possible, but also making sure they are the right people.
So be involved with your community. Network. Host events. Find your people. Collaborate with other local businesses. And most importantly, don’t underestimate the power of a good ol’ word of mouth. You know how you’re always more willing to believe the recommendation from a friend of a friend? Your customers are too.
A good reputation is heard far and wide, so ensure your customers have a positive experience and encourage them to spread a good word on your business.
Let Your Local Marketing Open The Gates For Success
Remember that local marketing is a valuable addition to your existing marketing strategy, regardless the size of your business. You don’t have to be small to be local.
Additional local focus can help you be recognized as a brand that feels personal and will help you build loyalty and strong relationships with your customers.
At the end of the day, they are the ones that make your business.
