Local Marketing Strategies That Work & How-To Guide
Local marketing specifically targets prospects based on the city, county, state, or region of your business. Targeting local is a completely different marketing strategy than national campaigns, which is why discussing local marketing strategies that actually work is important.
Here are some of our favorite strategies and how you can implement them in your local service business marketing:
1. Focus on Local SEO
Local search engine optimization is a digital marketing technique that’ll improve your business ranking. 40% of online searchers pick between the first 3 options on Google. People tend to think that a business name that appears at the top of the search engine has a great reputation because after all google is recommending it. This is why SEO is important to let google know how great you are and build a relationship so they can refer you.
Benefits of Local SEO:
– Low advertising costs
– Enhances local traffic
– Better conversion rates
– Bypass competition
– Long-lasting rankings
– Mobile Optimization
A big part of local SEO is managing your listings and specifically your Google Business Profile (GBP) and getting local reviews. This is important because 17% of googles ranking is Google reviews.
2. Google Business Profile
A fully optimized Google Business Profile (GBP) will help you attain your goals, whether you’re looking for web traffic or local foot traffic. Local search listings give your potential buyers more information about your business. For instance, you’ll have to include business location, contact information, company name, address, opening hours, reviews, relevant category, and business pictures.
Also, past clients’ reviews will build trust, drive sales, and build brand recognition locally with prospects. In addition, ensure you verify your listing updates in your Google Business Profile. You should update the information from time to time and we recommend posting at least 2 or 3 times a week.
3. Review Your Website’s Design
The design of your website can influence the purchasing process. The best keywords will attract your targeted leads, but the user experience and website design will retain them. An impressive website design portrays the professionalism of your business. Here are the 3 call to actions we recommend:
– Chat widget
– Schedule Now or Request Service
– Get an Estimate or Freebie doc
In addition, a fantastic website design will provide a great first impression. A well-designed site should be easy to use, navigate, and understand. The load time is an essential aspect because online buyers and google both opt for a fast-loading site.
4. Attract Local Prospects Through Google Ads
Google ads offer an array of campaigns: display network, search network, shopping, video, and app campaigns. You can use Google ads to target audiences based on their geographical location. For instance, you can prospect based on the city, ZIP code, state, and country.
Combining Google ads with search engine optimization will support your brand awareness and lead generation campaigns. Marketers should consider pay-per-lead because it’s cost-effective. You will only pay for the campaign when a visitor turns into a lead.
We really like Google local service ads as a way to pay for leads only on Google and it holds the #1 real estate on Google’s search engine results page.
5. Create Localized Content
Content is king, essentially, when it comes to online marketing. The content should be unique, relevant, and original. A localized website will attract a local audience, thus increasing your odds of thriving in your niche. Upload content that relates to your geographical location. Some of the tricks that you can use to make your content compelling are:
– Use area-specific keywords
– Mention your location
We recommend doing this by creating local case studies of projects you completed in the local area and telling the story of the problem the customer was facing, the unique solution you provided, and the result the customer received. Be sure to add some pictures and a review if they left one as additional social proof.
6. Leverage Social Media
Social media marketing is an effective digital marketing technique. It’s a cost-effective way to increase traffic, sales, and business recognition. There are different social media platforms that you can use, including Facebook, Instagram, YouTube, LinkedIn, and Twitter. Before leveraging these social media platforms, you should determine your audience. Below are the key steps to your social media marketing success:
– Determine your goal
– Identify your audience
– Select the appropriate social media platform
– Content creation
– Build your audience
A social media platform like Facebook will allow you to promote your brand to locals through local Facebook groups. Also, this is a great place to share case studies and community-specific specials, instead of door knocking, promo your “down the street” projects in Facebook groups.
7. Sponsor Local Events
Sponsoring local events will give you a golden opportunity to increase brand awareness. You should choose an event that goes hand-in-hand with your brand. This will help you convert potential prospects into loyal customers. Also, ensure you register with local business directories. Most locals will analyze directories to select a reputable firm and it gives you a link back to your website, which google loves.
8. Integrate CRM System
The customer Relationship Management (CRM) system will help you manage your relationship with loyal and potential customers. The right CRM tools will help you understand customers’ tastes and preferences. This will help you develop your product to meet their expectations. Below are some of the ways that a customer relationship management system will help you excel with local marketing:
– Categorize customers by city or county and market to them
– Categorize customers by services and cross-sell
– Send monthly newsletters to the entire customer list
Detailed information about your clients and potential prospects will help you predict customer buying needs. You’ll have sufficient information to make sound decisions.
Local Marketing Experts
Other local marketing strategies can help you increase sales, including offline activations and events, telling your story, increasing customer referrals, creating a loyalty program, and making local business contacts. These strategies will play a major role in the growth and development of your business.
At Phlash Consulting we believe that digital marketing companies should be an asset, not another liability. If you are looking for a company that wants to see you succeed, you can set up a meeting to discuss your business – click here.