The Best Local Marketing Techniques

Many businesses need their marketing to reach people in their area. Here are some ways for small businesses to market locally. Local marketing means using strategies to reach people in the area around your business.
Local marketing works well for businesses that have a physical location, like restaurants, small shops, and professional advisors. Starting a local marketing plan for your small business is fast, easy, and free. These tips will help you improve your local marketing right away. This article is for small business owners who want to use local marketing strategies to reach customers near their store.

Local marketing is an important part of a larger marketing plan for small businesses because it puts your brand in front of a larger local audience that is likely to buy from your business soon. But what can you do as a business owner to make your small business more accessible to people in your area? This guide gives you seven quick, free ways to improve your local marketing strategy right away.

How does local marketing work?

Local marketing is aimed at people who live or work in the same town or area as your business. It is meant for people who live or work within a certain distance of your business and could buy your product or service at any time. This distance is usually based on a reasonable driving distance.

For example, if you run a restaurant in Red Bank, New Jersey, getting website traffic from Sacramento, California, won’t do you much good. Instead, you should use local marketing strategies to make sure that most of your audience lives close enough to your restaurant that they could drive there or order delivery.

Travis McKnight, senior content strategist at Portent Inc., said, “The most important thing people should do is really understand who they’re trying to sell to and what people can get out of the product or service, and then tell them right away.”

He added that this is true for all marketing, but especially for a local marketing strategy. One of the most important things you should tell people is where your business is.

The goal of a local marketing strategy is to make better use of your money for marketing and advertising. Digital marketing is a useful tool for all types and sizes of businesses. But if you have a local business and can’t get people in your area interested, all of your marketing costs were for nothing. Not all traffic is the same, so a local marketing strategy makes sure you’re going after people who might buy from you.

Local marketing focuses on people who live or work within a certain distance of your business. It can increase the number of people who buy from you by focusing your digital marketing efforts on potential customers who are close by.

What kinds of businesses can benefit from marketing in their own area?

Local marketing can help a lot of businesses, but it’s a must for some. Restaurants are a good example because they are real places where you can eat in, pick up, or have food delivered. By definition, a restaurant can only be in one place.

A retail store is another type of business that needs to do local store marketing. Even small stores often have online stores these days, but local marketing can bring more people into the store and raise brand awareness in the area. This is very important for small stores that are trying to compete with big chains.

In the same way, professional services like law firms and accounting firms should use local marketing. Even though it might be better to reach out to a wider area for these services, it is important for professional advisors to connect with a large number of people in their own area. There are some notable exceptions to this rule, like digital marketing companies, which often work entirely online. But nothing beats meeting with someone in person.

There are a lot of businesses that need a local marketing plan, but there are other kinds of businesses that should also think about using local marketing. Even if a local strategy isn’t your top priority, you can still benefit from reaching more people in the town or region where your business is located.

Local marketing is good for all businesses, but some, like restaurants and stores that depend on foot traffic, need a local marketing strategy.

11 ways to market locally that you can start right now

Local marketing starts with a few easy-to-do things that you can start doing right away. Here are a few quick and easy ways to improve how you market your business locally.

1. Make your website better (and localize it).

Website optimization is the key to getting people to visit your site, but is your site optimized for people in your area? Heather Lodge, the chief marketer at Click and Mortar, said that you should not only follow best practices for search engine optimization (SEO), like using keyword research to shape your website content, but you should also make sure that your website is great for mobile users.

Over half of all website visitors use their mobile devices, according to her.”It will be easier to get local business if your website is clean and easy to use, with big text that can be read on a small screen and big buttons that are easy to click.”

Lodge said that in addition to these tips, which are important for any digital marketing plan, your website should also be localized. That means figuring out keywords and key phrases based on local SEO. Ask yourself, “What does the local market search for on Google?” A good rule of thumb is to talk about your community or communities close by often. If you want to reach people in a certain area, you could say something like “serving the tri-state area” on your website.

You can learn even more about local SEO by using free keyword research tools like Google Analytics, Google Trends, and Google Search Console to find out exactly which local terms you should use. The more you optimize your site for local searches, the more likely it is that local customers will find your pages.

2. Change the title tags and meta descriptions.

McKnight said that another thing to think about when it comes to SEO is whether or not your website’s title tags and metadata are up to date.

There are a number distinct sections to metadata, but “most users just need to care about the meta description and title tag,” he said.

The 60 characters that search engine users see on the page of search engine results are called the “title tag” (SERP). McKnight said that it’s best to keep your title tag relevant to your brand and location and no longer than 60 characters.

McKnight said that the meta description is less likely to affect search rankings, but it can increase click-through rates by telling users what kind of information they might find on the page.

On the other hand, having a phone number in the meta description is huge for a business like a restaurant that wants people to call. “Meta descriptions should never be longer than 160 characters.”

The tools for the administrator of the web hosting platform you use will let you change the title tag and meta description. McKnight said that WordPress makes it easy for many small business owners to use SEO.

3. Make landing pages for each location of your business.

If your business has more than one location, you should give each location its own page on your website to help with localization.

Often, Lodge added, “companies with a lot of various locations don’t have pages on their website that inform you about those numerous locations. “These pages should have information about each store’s location, how to get there, and when the store is open.”

Lodge said that these pages should have content that is specific to your business. For instance, a real estate agent in Nashville, Tennessee, shouldn’t just say “real estate agent” on their website. Including the key phrase “Nashville’s top real estate agent” informs search engines where the agent is located, which helps them offer results to a specific audience in the city.. It also takes into account how people look for real estate agents. They don’t just want anyone; they want “the best” or “leading” real estate agents.

4. Take control of your Google My Business profile.

Claiming your Google My Business listing is one of the easiest and most effective ways to start marketing your business locally right away. Google My Business gives people who use search engines information like your location, store hours, directions, contact information, and more right on the SERP (search engine results page).

McKnight said, “Claim your Google My Business knowledge panel and make sure it is up to date.” “Make sure it shows the store’s current hours and accurately explains any restrictions, like takeout or delivery only, especially during COVID-19.”

Lodge said that you should also claim local listings on sites like Yelp that are not owned by you. The better your local marketing will work, the more places people can find your business and find out where it is.

5. Optimize social media pages.

When it comes to online marketing in your local area, social media marketing is very important. Your social media pages should be optimized and localized in the same way that your website should be. This means giving accurate information, like where your business is, how to reach you, and when it’s open. It also means keeping a social media account up to date. Using tools like Hootsuite, you can plan ahead for your social media posts.

“From a small business’s point of view, most social media communication is about deals, store reopenings, or sales,” McKnight said.

6. Ask people to leave positive reviews and interact online.

Encourage your happy customers to write good reviews about you online, whether it’s on Google Reviews, Facebook, Yelp, or somewhere else. You could even give them a discount or a promotion, like a raffle or giveaway, to get them to write good reviews.

You should also take the time to answer the online reviews that your customers leave. McKnight said to always be honest and not copy and paste generic answers.

7. Host or sponsor events in your community.

Digital marketing is great, but it’s much more important to build a real-world connection between your audience and your brand. If you want more people in your community to know about your brand, you could sponsor or host a local event. This is also a great way to get local press coverage, which makes it more likely that local people will find you online.

8. Use targeted email marketing in your area.

Email marketing strategies can be some of the least expensive ways to market your business. Getting valuable email addresses is where most of the money goes. There is nothing in an email address that tells you where the user is located, but you can start using email-gathering methods that filter users by location. The easiest way is to have a sign-up sheet in your store, preferably by the register, or at booths or events that you sponsor, so that interested customers can see it and sign up to get updates and promotions from you.

9. Try using direct mail.

Direct mail is a lot cheaper than it might seem as a way to reach customers. You can get back what you spend on stamps by not spending money on mailing lists and professional targeting. You can often reach your target audience by looking at neighborhoods that have the same kind of people as your target audience.

10. Join forces with other businesses in your area.

Having a partnership with another business can be a very useful tool. These partnerships can help both companies reach more people. This works best when you find businesses with similar values and goals that don’t directly compete with yours.

For example, you and your partner businesses can put on events together. You can work with your SEO content to create a relationship that is good for both of you. You can also link to each other. If you use these strategies, every outreach effort you make is multiplied by the efforts of the businesses you work with.

11. Localize paid ads.

Ad groups can filter ads based on location and IP address. Google, Facebook, and other digital advertisers use this feature to show ads to people in a certain area.

Localized paid ads are still useful even when they are not online. Some of the best ways to get your brand in front of local customers are through local newspapers, radio spots, coupon books, movie theaters, and local sponsorships.

Key Point: You can make it easier for people in your area to find your business by putting location information on your website and social media pages and making sure your Google and Yelp listings are up to date.

Think globally, but advertise locally

There are many things you can do to optimize your digital properties for a local audience that won’t cost you much or anything at all.

The best places to start are by making a website that is optimized and localized, giving the same treatment to your social media pages, and claiming your Google My Business listing. From there, spend some time connecting with your local audience in person and online. Respond to reviews and host community-based events to get more people to know about your brand and build a stronger relationship with your audience.

Whether you run a business that needs to connect with locals or just want to improve your local marketing, these tips are easy, cheap, and effective.

Try out these local marketing ideas today to see what kind of a splash your business can make in your area.

The main thing to remember is that many local marketing strategies are free and easy to use. Start by putting your business’s location on your website and other online listings.

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