The dawn of digital marketing has made the overall business environment extremely competitive for smaller businesses. With an army of digital marketers being fueled by what seems like a never ending marketing budget, big corporations have been able to fortify their presence in the local markets as well.
While on one hand, the interwebs are responsible for the exponential growth of many big brands, latest trends indicate consumers are supporting local businesses more than ever before. In fact, Google’s data indicates 4 out of 5 consumers use search engines to find local information. This clearly indicates that local businesses have a unique advantage when it comes to marketing their business online.
For instance, ranking for ‘designer boutique’ might be much more difficult than ranking for search terms ‘designer boutique in Brisbane’. At a time when 50% of people that conduct a local search on their smartphone are visiting the store within 24 hours, ranking locally might do wonders to your conversion rates. With proper knowledge of how to leverage their local advantage, local businesses can easily put their brand in front of the right eyes.
Being social, locally
Social media arguably presents the most viable opportunity for local businesses to market themselves. Audiences turn into loyal consumers when they feel like they belong. This is especially easy to achieve with small businesses with just a few employees. Given that you have a plan, social media can provide a medium to build a loyal customer-base. Here are a few pointers:
Local social media marketing is all about building a community. There are several ways to do that, from contests to getting involved in conversations, your efforts towards building a community will translate into a loyal audience, and customer base. For instance, Morton’s Steak House went viral when they delivered a porterhouse in response to a tweet request by a local entrepreneur.
Optimising for local search
As mentioned earlier, ranking for local keywords means a lot less competition. However, only optimising for keywords is not going to get you paying customers. At a time when 18% of local searches turn into sales, you need to make sure you are putting your best foot forward.
All that begins with a professional looking website that is optimised for all devices. This website will make it possible for your business to rank on various search engine, and let interested consumers find your business. With a simple contact form on your website, you can use it to generate leads by directing traffic through social media and local search. Apart from ranking for the relevant keywords, you can do the following things to make sure your presence is felt locally:
Over 85% of consumers trust online reviews as much as personal recommendations. For this reason, having positive reviews across business directories and social media should be at the top of your priority list.
While it is not advisable to pressure your customers into leaving behind positive reviews, you should definitely make it a point to remind every happy customer to leave a review. If you spot a bad review anywhere, make sure to promptly respond to it.Addressing problems will turn unhappy customers into satisfied ones, while helping boost your online reputation.
Targeted paid advertising
Paid advertising has proven to be one of the most effective methods for generating quality leads with low investment. However, this requires an in-depth knowledge of who your target audience is. This can be achieved by constructing detailed buyer personas and targeting them through paid advertising.
More consumers are looking for ad experiences that are customised to their surroundings. For this reason, when you run a PPC campaign, make sure you are only targeting for local keywords. Similarly, Facebook and Linkedin now allow locally targeted advertisements.
Locally marketing your business is somewhat similar to traditional digital marketing. However, as with any successful marketing campaign, if you target the right audience, results can be achieved with little efforts.Continute to next blog
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