Local sales are what every local business owner strives for, but are not always attainable until they hit on the right combination of marketing tactics. To muddy the decision-making process even further, the perfect marketing combination is different for every local business.
Though testing is part of the process, a good marketing strategy minimizes the amount of guesswork. The right strategy can position a brand in front of the right people at the right time. Identifying the “right people” is one of the first steps; a target audience is the key to selecting the right marketing tactics and schedule that increase the bottom line.
Website
Today’s websites are more than online brochures; they are a means to an end, with the end being an online sale or contact. To that end, a website should be created with the ends in mind. The website should be easy to navigate for online users, with content produced for the target audience and easy-to-access contact information and calls to action. A mobile-friendly website used to be a luxury; today, mobile-friendly is a must for any business website. Walk (or run) away from any website design company that suggests otherwise.
Local Optimization
Without promotion, a website is just another page on the internet. Significant effort and planning should be put into website promotion; one of those methods can be done during website creation and continually after it goes live. Optimization is the process of creating content for search engines like Google, Yahoo, and Bing; if done correctly, an optimized website is listed on the first page of search engine results pages for phrases relevant to the business.
For local businesses, there is an added factor: locality. Local optimization services not only get a business at the top of online users’ search results; they get the website ranked at the top of local search results within a radius around the business. Not all optimization services are created equal; contact a local search optimization firm that can show results and data from other clients—and continually produce the data that proves it works.
Content
Optimized web content is only a part of attracting the attention of search engines and users. Regular, high-quality content added to a website continually earns their attention AND can be used in other promotional tools. Regular blog posts, graphics, and video relevant to the target audience (note-they are the key to successful marketing AGAIN). This content can also be used on social media, snail mailings, and in these other business promotion tactics.
Social Media
A connection with customers that walk in the door is vital to sales; an online connection keeps them walking in and gets them to the door. Social media sites like Facebook, Twitter, LinkedIn, and Instagram are the link. As with every marketing tactic, positioning the business in front of the target audience is the key to success. Before any business blindly dives on social media, some thought should be given to choosing the social media site with the majority of users in the target audience (use this data on social media demographics). No matter what social media site chosen, regular posts get results. Choosing the right social media or sites, and devoting regular efforts to posting, is the formula for a regular connection with customers.
To connect with local customers, post regular content that shows the business is part of the community and takes an interest in local activities. Share news of local events the business is involved in, and pictures of the people in it. With their permission, post photos and videos of employees and customers that are vital to keeping a local business going.
(Snail) Mailings
Mailings to customers and potential customers may not play as vital of a role in modern marketing as in the past, but they are still a solid way (especially when integrated into a marketing campaign) to retain and attract local customers. Always include alternate ways to contact on the mailer, such as a website link and social media address, so customers can communicate on their own schedule and via their preferred means.
E-mail is a digital marketing tactic that has one of the highest returns on investment IF sent to e-mail users that want to receive e-mails. Build a strong e-mail list by making in-person and online asks (i.e. via website, social media, etc.). Send relevant e-mails to that list with content valuable to them (not just discounts and offers) on a regular basis. A solid e-mail is relevant, valuable, and creative enough to get users’ attention AND clear call-to-actions that customers can easily use.
Reviews
An online review is more than just a record of a customers’ experience; it’s a marketing tactic that can be utilized to attract customers. Statistics prove that reviews are a valuable marketing tactic. Creating online profiles and ‘owning’ those reviews are an essential part of marketing a local business. Ask for local reviews (use these ideas to get positive reviews) and incorporate them into daily operations. Integrate reviews into your marketing strategy or lean on local marketing pros that have put other businesses on the map.
