What Is Local Marketing?
Local marketing is the business practice of using strategies designed to target local buyers and reach nearby customers. It combines traditional marketing techniques with the latest digital media platforms and tools. This type of marketing is designed to increase brand recognition, engagement, and sales in a specific geographical area.
Why Is Local Marketing So Important?
Local marketing is essential for businesses of any size to reach their local audience. It allows you to connect with potential customers in your area who are more likely to purchase from a business they know and trust. Local marketing also allows you to differentiate yourself from large competitors by highlighting the unique aspects of your products and services, such as local knowledge or expertise. Additionally, targeted campaigns can encourage loyalty among existing customers, resulting in repeat purchases and referrals.
51 Local Marketing Strategies
1. Name, Address, and Phone (NAP)
One of the most important aspects of local marketing is NAP – name, address, and phone number. When you list your business on directories, websites, and other online platforms, it’s important to ensure that your NAP is consistent across all of them. This helps potential customers find your business easily, and it also helps Google determine that you are a legitimate business. Inaccurate or inconsistent NAP can result in lower search rankings and lost leads.
2. Location Pages
If you’re a local business, it’s important to create a location page on your website. This page will include your business name, address, and phone number, as well as a map and directions to your location.
3. Mobile-Friendly Website
Most people these days access the internet using their smartphones and other mobile devices. If your website isn’t mobile-friendly, you’re likely losing out on a lot of business. A mobile-friendly website is easy to navigate and looks good on all devices. It’s also important to make sure your website is updated with the latest technologies so that it’s compatible with all browsers.
4. Localize Your Website
A localized website means that you should tailor your website content to reflect the specific geographical area where you do business. This can include adding local information and contact details, as well as using language that resonates with your target audience. By localizing your website, you make it easier for potential customers in your area to find and connect with you.
5. Claim Your Local Listings
There are many benefits to claiming your business on local listings and directories. First, it allows you to control the information that is displayed about your business. This means you can ensure that your contact information, hours of operation, and other key details are accurate and up-to-date. Secondly, claiming your business on local listings and directories can help increase your visibility online.
When potential customers search for businesses in your area, they are more likely to find you if your information is included in these directories. Finally, claiming your business on local listings and directories can help improve your SEO ranking. By listing your website on these sites, you can improve your website’s authority and rank higher in search engine results pages.
6. Search Engine Optimization (SEO)
If you’re looking to connect with potential customers in your area, local SEO is a great option. Local SEO involves optimizing your website and online profiles for local search results. When potential customers enter relevant keywords related to your business, they are more likely to find you if your website is optimized for local search. This will result in more website visitors and leads from people in your area.
7. Paid Advertising
Local paid advertising is a type of marketing that allows you to target people within a certain geographic location or who are searching location-specific keywords, so you can be sure that the people who are seeing your ads are those who are most likely to purchase from your local business. Local pay-per-click campaigns, display ads, and social media ads are all effective ways to reach local customers.
8. Social Media
Social media can be used to share relevant updates about your business and connect with local customers. Try creating content that speaks directly to people in your area, such as events, deals, or promotions that are specific to them. Additionally, you can use social media platforms like Facebook and Instagram to advertise to people in your area. This will ensure that you are getting the most out of your social media efforts.
9. Be Active in Your Community
It’s important to be active in your local community. Attend networking events and workshops, join local chambers of commerce or business associations, or volunteer for a cause that is important to you. All of these activities will help increase the visibility of your business and give potential customers the opportunity to get to know you better.
10. Professional Groups
Join local Facebook Groups, LinkedIn Groups, or other forums related to your industry and start engaging with people in the community. Share helpful information about your business, answer questions from members, and offer advice when appropriate. This will help build trust and visibility for your business.
11. Follow Up With Customers
Following up with customers is a great way to show them that you care about their experience. Create personalized messages for each customer and ask for feedback on how they found your product or service and how you can improve it in the future. This will not only help ensure future business or referrals, but it also demonstrates that you are invested in your customers’ satisfaction.
12. Referral Program
Encourage customers to refer their friends and family to your business by offering incentives such as discounts or free products. This will help increase the number of leads you receive from local customers and will also help foster a sense of community around your business.
13. Local Media
Consider introducing yourself and your brand to local media outlets. This could include interviewing with a newspaper or radio station, submitting press releases, or even appearing on podcasts or TV shows. All of these activities will help you get exposure in the local community.
14. Google My Business
Make sure to create a Google My Business page for your business and optimize it with all of the necessary information. This will help customers find you when they search for relevant keywords, as well as provide them with important information such as hours of operation, contact details, and more. Be sure to include photos of your business to further enhance your online presence.
15. Direct Mail Campaign
Direct mail is still a powerful marketing tool. Consider sending postcards to local customers with discounts or other offers that will help foster loyalty and encourage repeat business.
16. Email Marketing
Email marketing is a great way to reach out to local customers and keep them informed about news, offers, and events related to your business. Be sure to create content that is targeted toward the local audience, such as personalized messages or location-specific deals.
17. Partner With Other Local Businesses
Reach out to other local businesses that have a similar target audience and consider partnering with them to mutually benefit both of your companies. This could involve creating joint promotions, sponsoring events together, or even offering discounts when customers purchase from the two of you.
18. Set Up Detailed Radius Location Targeting in Ads
Take advantage of location targeting options in Google Ads and other advertising platforms to ensure that your ads are only reaching the local audience you want. This will help you maximize the return on your ad investment and give you peace of mind knowing that your budget isn’t being wasted on irrelevant clicks.
19. Show the Approximate Distance From Your Store
You can target zip codes when advertising your business in order to ensure that your ads are only reaching the local audience you want. This will help you maximize the return on your ad investment and give you peace of mind knowing that your budget isn’t being wasted on irrelevant clicks.
You can also specify the approximate location of your store from popular points of interest, such as downtown areas or other well-known landmarks. This will help potential customers find you more easily and give them an idea of where to go.
20. Build Custom Landing Pages for Every Campaign
If you want your online marketing campaigns to be successful, it’s important to create custom landing pages for each one. This will help ensure that visitors reach the right destination when they click on your ad, and it will also allow you to tailor the content on the page to match the interests of your target audience.
21. Try Third-Person Ad Copy Instead of Talking About Yourself
Using third-person ad copy is an effective way to avoid a salesy tone and reach out to local customers in a more conversational and relatable style. For example, instead of simply stating, “Come to our store,” you could use titles such as “They Have the Best Team in Town.”
22. Leverage Call-Only Ads
Google Ads offers a variety of different ad formats, and one of the most effective is call-only ads. These ads allow you to connect with potential customers immediately by prompting them to call your business directly from the ad itself. This eliminates the need for them to search for your number or visit your website, which can often lead to lost opportunities.
23. Test Store-Front Images in Paid Media
If you want your online marketing campaigns to be successful, it’s important to include high-quality images of your store in your ads. This will help potential customers get a better idea of what your business looks like, and it will also encourage them to visit your store in person.
24. Avoid “Not Recommended” Reviews on Yelp
Yelp’s algorithm has been designed to only recommend reviews that it believes are genuine, helpful, and unbiased. Reviews that violate Yelp’s guidelines or have a low star rating may be flagged as “not recommended.” This means that the review won’t show up in search results, making it difficult for users to find. To ensure that this doesn’t happen, make sure you provide instructions to customers on how to search your business name on Yelp, and then leave a review. Giving customers a link to your Yelp page can cause it to be flagged as spam, so it’s best to avoid doing this.
25. Create Service Location Pages
If your business serves specific areas, Google likes to see pages for each of those areas. For example, if you are a plumber that serves the Bronx, then you should create a page specifically dedicated to your services in the “Bronx” area. This will help local customers find you more easily and make it easier for Google’s algorithm to understand where you’re located.
All you need to do is create a page on your website that lists the different areas that you serve, and then include detailed information about each one. This could include hours of operation, contact information, and a map showing the location of the office or store.
26. Highlight Customer Reviews
Highlighting customer reviews is a great way to gain credibility and build trust with prospects, as it provides social proof by showing potential customers that you have a positive track record with previous customers. To make it even more powerful, you should include a direct quote from the customer that highlights their experience with your business. This adds a personal touch to the review and gives prospects an idea of what they can expect if they decide to do business with you.
27. Run a Contest or Giveaway
Contests and giveaways are a great way to drum up excitement about your business and attract new customers. They can also be a valuable tool for increasing brand awareness and generating leads. However, there are a few things you should keep in mind when planning a contest or giveaway.
First, make sure the prize is something that people will want to win. It should be something that is relevant to your target audience and that they would be excited about winning. Second, make sure the rules are clear and easy to understand. People are more likely to enter a contest if they know what they need to do in order to qualify. Finally, make sure you promote the contest or giveaway heavily on social media and through other channels. This will help ensure that as many people as possible hear about it.
28. Post in Facebook Groups
Posting in Facebook groups is an effective way to reach local customers and increase brand awareness. These groups can be used to offer exclusive deals, discounts, or promotions to members of the group and also to let them know about upcoming events. However, it’s important to make sure you follow the rules of each group and don’t spam their members with sales messages. Try to provide value by answering questions or providing helpful advice so that people will be more likely to engage with your posts.
29. Use Location Hashtags
Location tags are a great way to make sure that local customers can find you on social media. Adding location tags to your posts makes it easier for people in your area to find your business. It also increases the chances of being discovered by customers searching for businesses in their local area. For example, if you own a restaurant in Los Angeles, adding “#LosAngeles” to your posts will help make sure that people searching in LA can easily discover your business.
30. Become a Local Sponsor
Sponsoring local events and organizations is a great way to build brand awareness and connect with potential customers. Not only does this help put your business in front of a large audience, but it also allows you to support the community that you operate in.
There are many different ways to become a sponsor for local events and organizations. The most common approach is to make a financial donation, but there are also other options, such as providing materials or services free of charge. In order to get the most out of sponsorship, it’s important to be strategic about which events and organizations you choose to partner with. Try to focus on events and organizations that are directly related to your business and will be of interest to your target audience.
31. Volunteer in Your Local Community
There are many different ways to volunteer in your local community, and it’s important to find one that best suits your interests and skills. One of the most popular options is to volunteer at local events. This allows you to help out with tasks such as setting up, cleaning up, or handing out materials.
Another popular option is to volunteer at local organizations. This can involve tasks such as answering phones, filing paperwork, or helping out with special events.
Whatever option you choose, make sure you research the organization thoroughly before signing up. This will help ensure that you’re a good fit for the organization and that they are a good fit for you.
32. Attend Local Farmer’s Markets or Trade Shows
Attending local farmer’s markets or trade shows is a great way to build relationships with customers in your local area. These events provide the perfect opportunity to showcase your products and services and talk directly with potential customers.
It’s important to be prepared when attending these events. Make sure that you have plenty of product samples, information about your services, and promotional materials on hand. You should also come up with a plan for what to do if someone expresses interest in your products or services. Having a well-thought-out plan will help you make the most out of these events.
33. Join Your Local Chamber of Commerce
The Chamber offers many different benefits, such as networking events, discounts on business services, and access to resources that can help you grow your business.
The Chamber also provides a variety of resources for small business owners, including information on starting and growing a business, marketing your business, and financial planning.
34. Build Guides for Local Activities & Promote Them
Not only do guides help put your business in front of a large audience, but it also allows you to support your community.
One great way to get involved is by building guides for local activities and promoting them online. This will help ensure that as many people as possible know about the events taking place in their area. It also gives you an opportunity to show off your expertise and connect with potential customers.
35. Newspaper Ads and Contributions
It’s no secret that the newspaper industry is in decline. However, if your target audience is still likely to see print ads, newspaper advertising can still be an effective way to reach them.
In addition to buying traditional newspaper ads, you can also try contributing articles or opinion pieces to the paper. This is a great way to showcase your expertise and help build trust with potential customers in your area.
36. Offer Coupons
Coupons allow customers to save money on their purchase and also helps to promote your business. There are a few things you should keep in mind when offering coupons: first, make sure the coupon is easy to understand and has all the necessary information (such as expiration date, terms, conditions, etc.). Second, make sure you promote the coupon heavily through social media and other channels. This will help ensure that as many people as possible hear about it. Finally, track the results of the coupon promotion so you can see how well it worked.
37. Encourage Word-of-Mouth
Word-of-mouth marketing involves getting customers to talk about your business to their friends, family, and colleagues. This can be done in a variety of ways, such as providing excellent customer service, offering great products or services, or running special promotions. One of the best things about word-of-mouth marketing is that it’s free, and it helps create a positive image for your business.
38. Distribute Business Cards, Brochures, and Flyers
Small business owners can increase their visibility and promote their businesses by distributing business cards, brochures, and flyers.
Business cards are a great way to introduce yourself and your company to potential customers. Make sure to include your name, company name, contact information, and website address on the card. Brochures are a great way to provide more detailed information about your company and its products or services. They can also be used to generate leads. Flyers are a great way to promote special offers or events. Be sure to include all the necessary information, such as the date, time, and location of the event.
39. Create Seasonal Content
Seasonal content involves creating content that is relevant to the season, such as holiday-themed articles, blog posts, and videos. It’s a way to hop on the bandwagon, stay relevant, and engage your audience. It’s also a great way to show off your creative side and make sure people remember you when it comes time for them to buy.
40. Create a “Get Directions” Page and Set Views as a Micro-Conversion
If your business is a brick-and-mortar store, it’s important to provide your customers with detailed directions on how they can get to you.
One way to do this is by creating a “Get Directions” page on your website that features an interactive map and provides directions from various points in the area. You can also add tracking codes to the page so you can track how many people view it and use it as a micro-conversion.
If your local business doesn’t require customers to visit your location, you can set the “Contact” page as a micro-conversion and track how many people visit it. This will help you optimize your local marketing efforts or give you the ability to create retargeting campaigns.
41. Encourage Customers to Leave Reviews
Reviews help your business build trust with potential customers, and can be incredibly influential when it comes to driving conversions. Positive reviews also help you stand out among your competitors and give consumers confidence in their decision to purchase from you. To make it easier for customers to leave reviews, create a post-value process where you find out if customers are happy or dissatisfied with your product or service, and then ask those who are happy to leave a review.
42. Partner Up With Local Influencers
Look for social media influencers in your area who have a large following, and partner up with them to help create content about your brand. This can be anything from creating an Instagram post about your products or services, hosting an event at your store, or even just giving them a shoutout on their page – any kind of content that resonates with their followers and promotes your business.
43. Live Chat
Live chat allows you to communicate with customers in real-time, answer their questions, and help them resolve any issues they may have. It also gives customers the opportunity to ask you questions about your products or services, and potentially convert into paying customers.
44. Social Proof
A way to increase confidence in a purchase decision is by using social proof. Social proof is the psychological principle that states people are more likely to do something if they see that others have done it first. It’s based on the idea that we want to fit in and be part of the crowd. There are many different types of social proof, but some of the most common include testimonials, ratings and reviews, and celebrity endorsements.
45. Increase Touchpoints
A touchpoint is any point of contact between a customer and your company. The more touchpoints you have, the more opportunities you have to connect with customers and convert them into paying customers. Historically, the number of touchpoints needed to convert someone into a customer was much higher than it is today. With the advent of automated digital marketing, businesses of all sizes have easily increased the number of touchpoints. The only way to compete, is to dramatically increase the number of touchpoints and length of the sales cycle.
46. User Generated Content (UGC)
UGC is content produced by consumers or users, like customer reviews, photos, or videos. Using UGC can help bring more visibility to your business and create a sense of trust between you and your local customers. Businesses should encourage customers to share their experiences with the company through reviews, stories, pictures, videos, etc., which can then be used on social media platforms. This type of content not only makes your brand look more authentic but also encourages customers to engage with your products or services.
Furthermore, UGC has been found to be more effective than traditional advertising campaigns because it’s natural and organic – it comes from real people who have experienced the product firsthand. This authenticity builds trust among your local customer base and increases the chances that they will continue to purchase from you in the future.
47. Customer Relationship Marketing (CRM)
Customer Relationship Marketing (CRM) enables companies to track customer data, behavior, preferences, and interests in order to provide personalized experiences and offers that are tailored specifically for each individual customer. CRM also allows businesses to segment their target audience into smaller groups with similar needs, desires, or interests that can be targeted more efficiently with marketing messages and campaigns. Utilizing CRM can help businesses understand how their customers respond to their marketing efforts and provide insights on how they can improve their campaigns over time.
Remarketing can be used to target customers who have visited your website, as well as those who have interacted with your brand in some way but haven’t made a purchase yet. It’s an effective way to reach out to potential customers who may have been interested in your product or service but didn’t make a purchase for some reason. By showing them targeted ads, you can remind them about your business and increase the chances that they will convert into paying customers.
49. Leverage Video
Companies that use video in their sales process have significantly higher conversion rates than companies that neglect the impact of video. Video engages customers emotionally and helps them to connect with a business in a more meaningful way.
A video can be used for product tutorials, demonstration videos, customer testimonials, explainer videos, behind-the-scenes footage, or any other type of content that will better illustrate the features or benefits of your products or services. Video allows you to capture the attention of potential customers and can help to boost conversions.
50. Use a Sidewalk Sign
A sidewalk sign is a great way to get your business noticed by potential customers walking or driving by. They are an inexpensive way to grab attention and can be used to promote seasonal sales, new products or services, or special events.
51. Set Up a Suggestion Box
Setting up a suggestion box allows customers to communicate their thoughts and ideas directly to you, which can help you improve your business in ways that they may not have otherwise thought of.
There are a few things to keep in mind when setting up a suggestion box: make sure it’s prominently displayed so that it’s easy for customers to see, provide a way for customers to submit suggestions anonymously if desired, and make sure someone is responsible for regularly checking the box and recording the suggestions.
There is no silver bullet when it comes to local marketing, but there are a variety of strategies you can use to get the attention of your target audience and increase conversions. Taking advantage of these tactics will help you reach out to potential customers in new ways and build relationships that last. With a bit of experimentation and dedication, any local businesses can use these strategies to strengthen their presence in the community and gain an edge over their competitors.
If you are busy running your business and would prefer to enlist the help of an agency that specializes in local marketing, and can help your business implement a proper strategy, contact us today. We will have experienced professionals on hand to discuss the best strategies for your business and help you develop a comprehensive plan that is tailored specifically for you.