Though digital marketing is used for its global reach, it can also be used to target their business's local area, as search results often take into account the user's location. For example, type 'camping supplies in my area' in Google, and you will probably get results from stores and hobby stores presented via Google Maps, in which you are given information like description, contact number, and reviews.
Therefore getting visibility in the digital landscape should be one of the focuses for local businesses. Because:
1. More and more people have been using the internet as a source of reliable information.
2. Online marketing online is more cost-effective and has a broader reach
3. It gives a better platform for startups and small businesses that are looking to leverage location as their value proposition.
So how do you market your local business online?
Local Internet Marketing: Most Asked Questions
First, we need to get some background things you need to know about local internet marketing.
What is Local Internet Marketing?
Local Internet Marketing refers to the set of activity, processes, and campaigns that focuses on getting visible online so that people will see your brand when they search for products or services in their local area. Usually, the search patterns for their target audience type in "products or services in my area", in which search engines like Bing and Google narrow down the results and give the target audience descriptions and location of the nearby matching businesses.
What are Some Examples of Local Internet Marketing?
Services that people want to get as soon as possible, like plumbing repairs, usually advertise their business online. They highlight their location, reviews from local customers, and contact information like a phone number and email address. They also do marketing campaigns to channels like Facebook, as the site also accounts for location.
Some business websites also integrate Google Maps where they are located, usually for brick-and-mortar stores.
What are the Best Channels for Local Internet Marketing?
The digital landscape has numerous channels for local businesses to leverage from. Knowing where their target audience usually are is the key to making effective use of them. Here are some of the channels that we recommend when you start to build a digital presence for your local business:
1. Social Media Marketing
2. Email Marketing
3. Direct Mail Marketing
How Much Should A Small Business Spend on Local Internet Marketing?
Cost-effectiveness is one of the main advantages of digital advertising, as you can create a Google My Business profile for free and handle social media engagement by yourself. But having to work with agencies specializing in local business digital visibility will certainly give you a better jumpstart against your local competitors. Moreover, you can also invest in online advertising through Google Ads.
Remember that your core customer base is usually just within your local area, so spending scales only to how many customers you expect to have.
Now that you are more familiar with local marketing. Let's discuss how we can leverage digital technology to our advantage by looking into some effective local online marketing tips.
Tip 1: Optimize Google My Business Listing
The first thing to do is to make sure your local business shows up in Google Search, as this is the usual first thing people go to when searching for a product or company. Google accounts for most of the search engine market, so we must focus on it first. The steps for creating a business profile for Google My Business are instructed on the linked page and guidelines when creating an account.
Search Engine Optimization is a digital process in which you ensure that the content you put online is visible in the search results by methods such as keyword optimization. SEO is also vital in listing local businesses in Google, so you must maximize your online information and be as detailed as possible. It also drastically reduces the investment you have on your local advertising down the line. Add relevant images of the store or establishment. Ensure that the listing adds contact info like a phone number, email, and a URL for your business website. You also have to ensure that you put keywords relevant to your business (e.g., 'plumbing services'). This way, Google's algorithm will work in your favor and recognizes your business as a relevant search result for the local audience.
Keep in mind that optimization takes time to work, and it depends greatly on your effort in creating your business profile.
Tip 2: Focus on Localized Keywords
In extension to Search Engine Optimization, make sure that you highlight the hallmark value proposition of the local business, which is the location. After all, the main point of being visible online is for them to know that your establishment is near, available, and ready to sell or service their customers. Using our example, we can extend the keywords to 'plumbing services in Denver.'
But there is a good chance that Denver already has plumbing services everywhere, so we should further refine the keywords for local SEO. This is where you define your other value proposition: what you can offer your customers that no other can. Do you specialize in plumbing services? Do you offer subscriptions for monthly checkups? Do you offer services that are cheaper than your competitors? Or do you offer to deliver a one-of-a-kind and holistic service for a premium price?
The choice is up to you. But if you feel paralyzed by the conception of your value proposition, you can check this guide to learn more.
Tip 3: Refine Your Website Design
After you list your business on Google, the next thing to do is to create a company website, which must be the center of your digital marketing campaign. Brick-and-mortar business owners often dismiss the significance of a website in their operation as they mostly rely on word-of-mouth marketing, but today's customers, especially the younger generations, are willing to research first their products or services before they make a purchase; one way to showcase that you mean business is to create a sleek website. It should tell your visitors everything they need to know about your business and what you offer. It needs to be compatible with mobile devices as smartphones are increasingly used for online browsing.
A good example of this is when we worked with A Production Building Solutions to revamp their website design to prepare for bigger clients and more potential customers. We focused on user-friendliness and modern appeal to its visuals.
Tip 4: Establish a Social Media Presence
There isn't any significant downside to social media marketing anymore. People are much more willing to know more about their brands beyond their products and services, and customers are much more willing to engage. Moreover, setting up a social media account for your company is more cost-effective, and it allows you to directly connect with your customer and gather crucial data like feedback.
For startups and small businesses, setting their social media accounts on their own is not uncommon. And as the demand and the need for reach grows, companies often opt to hire social media managers with the expertise needed to handle customer engagement online on multiple social media sites.
But if you are willing to do it on your own, the first thing to do is identify which platform where you can find your target audience. Statistics show that Facebook users come from the older generation, and Tiktok is where Gen Z usually goes. Moreover, if your focus is digital marketing, you must've expected your customers to do their research first before purchasing.
Second, this is to create content. It doesn't necessarily have to point towards what you are selling, but your goal must be to generate leads - a group of audience who are interested in your brand but is yet to decide whether they want to purchase or not.
You can post content like social media ads celebrating local events or highlighting local culture and traditions.
Tip 5: Localize Your Digital Content
To generate more leads, you can also do content marketing posted on your website, shared through your social media account as well as optimized through SEO. Like social media posts, content should have a local context but should be more relevant to your industry.
For example, plumbing services could write content that empowers their readers with tips to repair their pipes before calling services - as the primary goal in content is to be helpful. That way, you value your audience's time, as well as increase your credibility from the services you provide.
Tip 6: Encourage Reviews and Feedback from Local Customers
Social proof is a truly effective way to convince more customers to purchase your product or services, as our views are often shaped by the majority. Google My Business also features reviews in local searches, and it is important that the review section should be filled with people saying something about your product. Remember, while it is great that you get positive reviews, you should expect and allow people will be critical. If they do so, you should respond respectfully and accordingly, with the promise to address their concern.
Because of this, the review section serves two purposes for a digital marketing campaign: (1) positive reviews increase your credibility and translate directly to an increase in interest, purchase, and loyalty; and (2) critical reviews serve as your starting point in which you can reevaluate your marketing efforts, your brand strategy, and your product development.
Tip 7: Hire Agencies For Your Local Internet Marketing Strategy
Small businesses often underestimate the difficulty of digital marketing, as it only looks like campaigns only happen on a PC. But to set expectations, digital marketing for local businesses often involves monitoring social media accounts, keyword research, content creation, audience analysis, reevaluation d
- the list goes on.
Hiring marketing agencies knowledgeable on creating an effective local online marketing strategy may be your best business investment, as much of the workload can be delegated to an expert like Evolv while you focus on things like business logistics, product development, administration, and such. Let us know how Evolv can maximize the potential of your local business.
Final Thoughts
Now that you have learned the best practices to build your local marketing strategy through online channels, there is still much more that you can do for your company to grow. Branding and marketing go hand in hand, and it should be something that you have to develop for your company. If you want to learn more about branding, check out our blog page and check the latest trends and best strategies that will make your local business lead the ever-competitive market.
