As a small business owner, your desire is to establish a connection with local consumers, become an integral part of the community, and differentiate yourself from competitors.
In order to promote your business locally, it is important to use intelligent marketing strategies. This is because there is a limited pool of customers in your vicinity, and your rivals are also trying to attract the same customers you are. Therefore, giving priority to local marketing endeavors is essential.
By following this guide, which provides various marketing strategies, you can differentiate yourself from competitors and attract the attention of customers in your locality.
How to promote your business locally
To connect with potential customers, a combination of digital marketing tactics and in-person marketing initiatives is required as there is no single marketing effort that can win over local customers.
1. Write a blog
Blogging is an efficient marketing tool that is both cost-free and capable of attracting website visitors globally. Additionally, it can be utilized for local business promotion, regardless of whether you sell products online or exclusively in physical stores.
To achieve measurable results from your blog, it is essential to have a well-researched keyword strategy and a search engine optimization (SEO) strategy, rather than solely writing about topics that you believe people are searching for.
A law firm in Austin, Texas, may contemplate on ways to attract more clients who have experienced workplace injuries. To achieve this, the firm conducts research on commonly searched terms within the local area and discovers that many individuals in Austin inquire about “work injury laws in Austin.” Consequently, the firm decides to create a blog post discussing this topic and applies SEO techniques to optimize the content. Consequently, the firm’s website experiences an improvement in its local SEO performance.
The first step in creating content that will bring in traffic and results is to use free keyword research tools to plan your strategy and select the most relevant and popular search terms for your location. Understanding what your audience is searching for is crucial.
2. Master social media marketing
Social media marketing channels such as Facebook and LinkedIn are widely used for engaging with customers and fellow local business owners. Social media platforms are commonly utilized by consumers to gather information about local businesses and engage with them. Therefore, it is important to remain engaged on your channels and prepared to promptly address any comments or inquiries they may have.
When considering how to promote your business locally, utilizing your Facebook page can be done by promoting sales events, seasonal offers, or contests. It is important to keep your posts relevant to your local market and connect with your local audience by incorporating elements specific to your community and using relatable messaging.
By utilizing LinkedIn, you have the opportunity to connect with fellow small business owners and entrepreneurs. This can lead to the possibility of forming alliances, working together, or participating in local business activities.
3. Sign up for a local directory or local listings
To ensure that potential customers can research your company before making a purchase, you can submit your business profile and contact details to industry-specific local listings, which are typically managed by professional organizations, or to your local Chamber of Commerce. Additionally, review sites and local directories such as Yelp increase your business visibility among local consumers.
Your Yelp Business Page serves as a convenient hub where you can perform multiple tasks such as uploading business photos, crafting a business description, including your address and phone number, addressing online reviews, and more. The process of adding or claiming your Yelp Business Page is quick, free, and requires only a few moments.
4. Use locally targeted ads
By incorporating local digital ads into your marketing strategy, you gain the opportunity to reach an audience that may otherwise be out of your reach. The effectiveness of online advertisements stems from their capability to effectively target specific local audiences.
The first choice you have is search engine marketing (SEM), which refers to the ads displayed at the top of local search engine results. By selecting a target audience and specific terms for your ads, you can ensure that your business appears at the top of the search results when local people look for your products or services.
If you own a salon in Detroit, Michigan, you may consider paying for advertisements that display when individuals search for the “best salon in Detroit.” By doing so, your salon will be featured as the first option on the search results page, offering an advantage over your competitors.
An option to consider is using cost-per-click (CPC) or pay-per-click (PPC) advertisements on platforms such as Yelp. One example is Yelp Ads, which function to advertise your business in important locations on the Yelp site and mobile app. This includes placements above search results and on rival companies’ business pages.
You have full control of your budget and have the ability to pause your ads whenever you want. Moreover, you will only be charged when someone clicks on your ad, guaranteeing that your money is being used to target customers who are more likely to make a purchase.
5. Create a strong brand
Branding comprises an organized appearance that incorporates logos, color palettes, taglines, and fonts.
Branding may appear to be an optional step, particularly for local business promotion; however, it holds significance for the future of your business. By branding your small business, you offer your customers a convenient means of identifying your business. Moreover, it serves as a fundamental basis for various other strategies discussed here.
6. Create or update your website
Your website serves as your virtual store. It is likely that you already have a website, but have you confirmed if your landing pages are optimized for your intended audience? Is it ADA-compliant? As you begin advertising your business within the local area, it is crucial that your website is modified and prepared for your customers.
Having a mobile-optimized website is crucial because it enhances the customer experience for mobile users and improves your search engine rankings.
7. Launch a newsletter
If you don’t have a newsletter yet, it is necessary for you to create one. Consider sending a newsletter to your customers on a monthly basis. It doesn’t need to be complex or lengthy; you can make use of these templates to begin.
Newsletters enable you to remain in the forefront of existing customers’ minds, expand your email list by attracting potential new customers, and spread information regarding upcoming sales, promotions, or noteworthy events for your business.
8. Ask for online customer reviews
To gain exposure and build trust with an online audience, encourage your customers to leave honest reviews on various platforms such as Facebook, Google, Yelp, etc. These customer reviews serve as social proof for your business.
9. Respond to negative and positive reviews online
Customers have the capacity to provide an open and truthful assessment of your business through online platforms, where the reviews can be accessed by anyone. It is important to note that both negative and positive reviews possess influential significance.
Although you cannot have complete control over what people say about your business online, it is within your control to determine how you react to it. It is crucial to respond because prior to making a purchase, 97% of individuals will read both the reviews about your business as well as your responses to them.
Here are some quick tips for enhancing your business’s credibility by responding to negative reviews and demonstrating your appreciation for customers.
- Always respond with a professional tone.
- Never dismiss, mock, or insult the customer.
- Personalize your feedback by using the reviewer’s names and by responding to the specific problems mentioned in the review.
- Offer a solution and provide a way to resolve the issue offline.
10. Try TikTok advertising
TikTok advertising holds considerable significance as it establishes itself as a prominent cultural trend. It is crucial not to disregard its potential, as it facilitates not only the creation of a TikTok account and gaining followers, but also enables reaching your intended audience within your local vicinity.
11. Pin blog posts and social media posts to Pinterest
When considering social media, Pinterest may not be the first platform that comes to mind, but it should be. This is because 80% of Pinterest users have found a new brand or product on the website. It is recommended to pin your social media posts, videos, and blog posts onto Pinterest.
12. Provide helpful advice on social media
To fully utilize social media, it is essential to not only generate original content but also engage with others online. By actively responding to people’s posts and interacting with them, you can establish connections and demonstrate the worth of your brand. This strategy will help you gain influence in the online sphere and draw in additional followers.
13. Run a giveaway tailored to your local audience
Running a giveaway on Facebook or Instagram is an excellent strategy to reach a fresh local audience. Giveaways incentivize individuals to engage with your content by liking, following, and sharing. Gather a selection of your products, gift cards, and other valuable items that will appeal to your local audience.
14. Run Google Local Services Ads
If your business is service-based, you have the option to advertise locally using Google Local Services Ads. These ads are displayed above regular Google Ads on the search results page and operate on a pay-per-lead basis instead of pay-per-click.
To run Local Services Ads, an approved business type is required and the business must be either Google Guaranteed or Google Screened.
15. Run display advertising
To effectively target local customers online, one option is to utilize display advertising which can be featured on various websites such as local news sites, ecommerce sites, and other online publications. The purpose of these ads is to raise awareness and generate traffic to your own website.
