Local Marketing for Your Local Business
By Jill Kurtz, Kurtz Digital Strategy
There is no one size fits all digital marketing plan. The “right” plan is custom to your business, your customer and your location. In this article I will focus on the impact of location on your digital marketing.
Local businesses need a local marketing plan. Localizing your marketing efforts will build brand recognition within your community and foster brand loyalty from consumers who support local businesses.
Why you need a local marketing strategy
What’s the first thing you do when you need your car repaired, want to find some local entertainment or want to plan a date night?
If you’re like most people, you turn to Google. “Near me” searches have grown consistently since 2013, according to Google. In fact, these searches are so common that Google’s algorithm routinely will provide localized results for most searches.
A local marketing strategy can help increase your visibility in these local searches. Whether users start with a search query, use Google maps, or go directly to their preferred third-party review site, you want your company to be listed among the options.
How to use digital channels to support local marketing
Getting listed takes specific focus on local marketing strategy. Here are a few tactics that are essential.
Claim your business page on third-party review sites
Google Business, Yelp, Angie’s List, and TripAdvisor are just a few of many sites that people turn to when they want to find a local resource. Claim your business page on these sites to make sure the information is accurate and that you can respond or react to comments, questions and reviews.
Create targeted advertising campaigns
Digital ads offer you an excellent opportunity to target your audience using various parameters, including location. You can leverage posts within Google maps, ads on social media, and ads within review and other sites to make sure your business is seen.
Have a SEO strategy
When creating content for your website, it’s important to factor in search engine optimization (SEO). Understand what your customers search to find a business like yours and use those words and phrases on pages and posts. Make sure that your meta description field highlights keywords as well as information that will make someone click on your search result.
Structure your website for local users
Local users often search for the same information, and it is best to highlight those things on your website. Have your name, address and phone in the header and footer of every page. On your contact page, be sure to include those details along with a map and driving directions from central locations.
Also be sure to mention the areas you serve. Most often, you’ll best serve the needs of people and search engine crawlers by naming specific towns and cities.
It’s good to be local
It wasn’t too long ago that local businesses could not compete online with national organizations with large budgets. All that has changed as search engines react to the trend of users looking for and preferring local business results. This creates a terrific digital marketing opportunity for those businesses that take time to apply a local marketing strategy to their online efforts.
About the Author
Jill Kurtz created Kurtz Digital Strategy to help businesses get the most from online marketing opportunities. She develops customized marketing strategies that help clients make the most of their resources and achieve their business goals.