The Power of Local Marketing: A How-To Guide for Small Businesses

With the majority of consumers using search engines to find businesses nearby, optimizing your website and online listings as well as adopting a range of local marketing initiatives should, if done properly, significantly improve your chances of being discovered by potential customers.

In today’s digital age, having a strong online presence is essential for any business, however large or small they are. Local search engine optimization (SEO) is an effective way for small businesses to boost their visibility online and attract more customers from their town or city.

So where do you start? If you’re on a limited budget, there’s plenty you can do to improve your rankings in search engines such as Google.

Google Business Profile

Formally, Google My Business, filling out this online listing is the bare minimum that you should do for improving visibility locally.  The Google Business Profile is a powerful tool for small businesses to increase their visibility and connect with customers in their local area.

• Fill out your business information completely and accurately, including your address, phone number, website address, and business hours.
• Use relevant keywords in your business name and description.
• Add photos and videos to showcase your business.
• Respond to customer reviews and engage with your audience.

Example: A local restaurant can add mouth-watering photos of their signature dishes to their Google Business Profile and respond to customer reviews to improve their local search visibility.

Build local citations and backlinks for local marketing

• List your business on local directories and industry-specific websites.
• Get backlinks from reputable sources in your industry.
• Ensure that your business information is consistent across all online listings.

Example: A builder can list their business on local construction directories and get backlinks from friendly construction industry blogs to improve their local search rankings.

Create high-quality, locally focused content

• Write blog posts, articles, or guides that are relevant to your local audience.
• Use local keywords and location-specific terms in your content.
• Share your content on social media and other online platforms.

Example: A retail store could create a blog post about the latest fashion trends in their local area and share it on social media to attract local customers.

Optimise your website for local search

• Use local keywords in your website content and meta tags.
• Add location pages to your website with information about your service area.
• Use schema markup to provide search engines with additional information about your business.

Example: A plumber can create a location page on their website with information about their service areas and use schema markup to provide search engines with information about their business hours and phone number.

Get involved in local events and sponsorships

• Sponsor local events or sports teams.
• Attend community events and meet potential customers in person.
• Offer special promotions or discounts for local customers

Example: A local bar might sponsor a local music festival and offer discounts for attendees who visit their establishment after the event.

Use social media to connect with your local audience

• Create and maintain social media profiles for your business.
• Post updates, photos, and videos that are relevant to your local audience.
• Engage with your followers and respond to customer inquiries

Example: A television repair service could post before-and-after photos of successful repairs on their social media profiles and engage with customers who have questions about their services.

Encourage customer reviews and testimonials

• Ask satisfied customers to leave a review on your Google Business Profile or other review websites.
• Display customer testimonials on your website or social media profiles.
• Respond to negative reviews professionally and constructively.

Example: A local restaurant encourages customers to leave reviews on their Google Business Profile and display positive reviews on their website or social media profiles to attract more local customers.

Monitor your search rankings and adjust your local marketing strategy

• Use tools like Google Analytics and Google Search Console to track your website traffic and search rankings.
• Monitor your online reviews and respond to customer feedback.
• Adjust your strategy based on your results and feedback from your customers.

Example: A retail store can use Google Analytics to track the number of visitors to its website and adjust its content strategy to attract more local customers.

Using Traditional Local Marketing and Advertising

Traditional marketing can still be an effective way to advertise your business locally. By targeting your audience, you should reach potential customers who may not be online or who might not have found your business through search engines.

Advertising in local papers

• Place an ad in a local newspaper or community magazine.
• Use eye-catching graphics and a compelling headline to grab readers’ attention,
• Include your business address, phone number, and website URL

Example: A local plumber can place an ad in a community magazine that targets homeowners who may require their services.

Putting leaflets through doors

• Create a leaflet that promotes your business and services.
• Use local distribution services to deliver your leaflets to homes and businesses in your area or do it yourself.
• Include a special offer or discount to encourage customers to try your business.
• Leaflets and cards are a lot cheaper than they used to be and this type of marketing does deliver a strong ROI.

Example: A local retail store can create a leaflet with information about their products and services and distribute it to homes in their local area.

Supporting/sponsoring local events

• Sponsor a local sports team or community event.
• Display your business logo or banner at the event.
• Hand out promotional items or samples to attendees

Example: A local bar can sponsor a local music festival and display their business logo on banners and flyers at the event, and hand out promotional items such as branded t-shirts or koozies to attendees.

Getting Local People to Follow You on Social Media

Here are some tips on how to encourage local people to follow you on social media and what sort of content you should be posting and how often, as well as some of the best social media platforms for local businesses:

Offer exclusive promotions or discounts to social media followers:

• Create special offers or discounts that are only available to your social media followers.
• Promote your exclusive deals on your social media profiles and encourage your followers to share them with their friends.
• Make sure your promotions are relevant and appealing to your local audience.

Host social media contests or giveaways:

• Host a contest or giveaway on your social media profiles to engage your followers.
• Encourage your followers to share your contest or giveaway with their friends and family.
• Choose a prize that is relevant and valuable to your local audience.

Share local news and events:

• Share news and events happening in your local area.
• Highlight your involvement in local events or sponsorships..
• Show your support for local charities or community groups

Encourage user-generated content:

• Encourage your followers to share photos or videos of themselves using your products or services.
• Repost user-generated content on your social media profiles to showcase your satisfied customers.
• This is a great way to build community and social proof around your business.

Engage with your followers:

• Respond to comments and messages on your social media profiles in a timely manner.
• Ask your followers for feedback or opinions on your products or services.
• Use polls or surveys to engage your followers and gather feedback.

The Best Social Media for Local Marketing

As for the best social media platforms for local businesses, it depends on your business type and target audience. However, here are some of the most popular platforms for local businesses:

1. Facebook – A great platform to engage with your local community and advertise your business.
2. Instagram – A visual platform that is good for showcasing your products or services and building brand awareness.
3. Twitter – A platform for quick updates and conversations with your followers.
4. LinkedIn – A professional platform that is great for B2B businesses and networking.
5. TikTok – A growing platform that can be great for businesses targeting younger audiences.

When it comes to posting frequency, it’s important to strike a balance between being present and active without overwhelming your audience. For most businesses, posting 2-3 times a week is a good starting point. However, it’s important to adjust your posting frequency based on your audience’s engagement and preferences.

Case Study: Growing a Customer Base for a Hairdressing Business through Local SEO

Background: A local hairdressing business in a small town was struggling to attract new customers and increase its visibility online. Despite having a loyal customer base, the business was not appearing in local search results, which made it difficult for potential customers to find them online. The owner realized that improving their local SEO was the key to increasing their visibility and attracting new customers.

Strategy: The hairdressing business implemented the following local SEO strategies:

1. Optimizing their Google Business Profile: The business updated its Google Business Profile with accurate and complete information, including its business name, address, phone number, and website URL. They also added high-quality photos of their salon and services to their profile and encouraged their existing customers to leave reviews on their profile.
2. Creating location-based pages on its website: The business created location-specific pages on its website with information about its services, prices, and opening hours. They also included relevant keywords and location-based terms on their website to improve their local search rankings.
3. Building local citations and backlinks: The business listed its salon on local directories and industry-specific websites, including local business directories, hairdressing associations, and salon review sites. They also built backlinks from reputable sources in their industry to improve their online visibility.
4. Creating locally focused content: The business created blog posts and articles about hairdressing trends and styles that were relevant to their local audience. They also shared their content on social media and other online platforms to attract more local customers.

Results: After implementing these local SEO strategies, the hairdressing business saw a significant increase in its online visibility and customer base.

Within 3 months, their Google Business Profile was appearing in the top 3 search results for local hairdressers in their area, and their website was ranking higher in local search results. The business also saw an increase in foot traffic to their salon, with new customers mentioning that they found them through Google or other online directories. The salon owner reported a 20% increase in revenue from new customers within 6 months of implementing the local SEO strategies.

Summary

Improving local SEO can have a significant impact on the visibility and success of a local business. By implementing a range of local SEO strategies, such as optimising your Google Business Profile, building local citations and backlinks, creating location-based pages on your website, and creating locally focused content, local businesses can attract more customers and increase their revenue.