Category Archives: local location in search engine results

Effective Online Marketing Tactics that Target Local Customers

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local business trying to reach local customers with marketingLocal businesses need to invest their dollars into marketing tactics that target local customers. After all, a customer thousands of miles away isn’t going to travel cross country to buy your product.

And local customers aren’t looking in their phone book anymore. Consider phone books in the same category as the extinct do-do bird.

It’s time to move into the modern age of smartphones and tablets—and use them to target local viewers that can actually buy.

The chance for increasing sales is high. The investment (of time and funds) in the marketing tactic doesn’t have to be (if you choose the right marketing firm that delivers results).

To be clear, we’re not discounting the significance of in-person customer interactions. Customer service (both online and off) is more important than ever, building relationships and customer loyalty. However, you have to reach customers before you can provide excellent customer service. Far too often, local business owners waste their money on generic marketing tactics that can reach anybody anywhere. Frankly, a flooring store isn’t going to increase sales if their marketing is seen 1,000 miles away.

Website Optimization

An optimized website is built and designed for users and search engines. This is not done blindly. The best websites are built with the right structure for search engines and fast enough for any impatient customer (statistics have shown that online viewers leave websites that take too long).

For the benefit of both search engines and online viewers, website content should be written with information and images relevant to local online viewers. Lastly, contact information for the business should be included on several web pages for search engines and customers. For the latter, include easy-to-use ways to contact the business, such as a contact form and social media.

Optimization Technology

An optimized website is the first step; it shouldn’t be the last. The next step is to continually optimize with content and technology. Search engines credit websites that regularly add high-quality content (i.e. blog posts, infographics, etc.) Online viewers use the content as they research topics that solve their problem. The answer is to regularly add content to the website for both online viewers and search engines. If a staff member isn’t available to do so or doesn’t have expertise, consider outsourcing the effort to the experts.

For brick-and-mortar businesses with one or several locations, optimization technology is the logical next step. Optimization technology specifically targets customers within a specific radius around a business location (or locations). This marketing tactic takes a high level of expertise and understanding of best-use search engine practices; use this guide to choose a marketing firm that offers effective optimization technology that has proven results.

Social Media

Social media is a free marketing tactic that gets results. Unfortunately, those results can be hit-or-miss if some best-use social media practices aren’t followed. Sales-driven posts can also be more in the miss category if these ideas for local social media posts aren’t used.

To build a solid social media following that buys, promote the social media channel on every marketing piece (i.e. website, e-mails, traditional mailers) and during in-person interactions (i.e. register sales, sales meetings, etc.) Get the maximum amount of followers and audience engagement by carefully choosing the social media network that the business target audience is on. Use this helpful social media chart to select the right social media networks and post regularly for maximum effect. Regular posts fit into the “not too often, not often enough” category. The exact schedule should be determined by using statistics, social media insight, and a testing method that determines the best time for customer engagement (i.e. comments, likes, etc.)

Increasing sales on social media does not necessarily mean “only sales” posts. Social media marketing is more of a subtle practice; approximately 60 percent of posts should be sales and 40 percent should be relevant content. To that end, plan a marketing calendar that meets this criterion and showcases the local nature of the business (this list of ideas for social media posts).

E-mail Marketing

E-mail marketing is one of the most effective marketing tactics—especially for local businesses. The first step is to build an e-mail list that is open to communications (use this list of ideas for building an e-mail list). Try to avoid buying e-mail lists which can fill the list with e-mail users that don’t have any interest in the business.

Set a regular schedule of e-mails (i.e. weekly, bi-weekly, monthly) around dates that are relevant to the e-mail recipients. Try to avoid sending e-mails too often (this is a sure-fire way to annoy e-mail recipients). If the schedule starts to feel too arduous, consider outsourcing the effort a marketing firm.

In the e-mails, include content that is relevant to the target audience. Just like social media content, these topics are not always sales-driven. For local businesses, include community events that the e-mail users are interested in and topics that e-mail recipients want to act on. For a maximum return-on-investment, include call-to-actions in the e-mail that are easy-to-use.

What is local website optimization?

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man using smartphone to find local businessesMarketing for a local business is different than a national company. Not better or worse, just different.

National and local businesses may have the same goals. They may even target the same audience demographic.

But a potential customer interested in lawn mowers in Texas isn’t going to drive to Wisconsin to purchase. Or for dinner at a Wisconsin restaurant. Or order carpet from a flooring store thousands of miles away. Local franchises are in the same proverbial boat.

But every company should have an online presence, both national and local. This can leave local business owners and sales teams asking, “How can we get our website in front of local customers?”

Trust us. We’ve been asked the question A LOT.

Unfortunately, building a well-designed, easy-to-navigate website is only part of the task. The next step is website optimization, the process of creating a website optimal for search engines. Some website optimization can be accomplished during the building process by optimizing the website structure for search engines.

Website optimization is a continual process. For local businesses, the next website optimization step revolves around targeting local customers (and no, this does not mean listing local community names at the bottom of every page). Basically, the goal of local website optimization is to be found by local customers when they search.

Generally, think of this scenario; a homeowner is looking for new flooring. Instead of pulling out the traditional phone book, the homeowner goes online and searches for local flooring store. Search engines pull up a list of local flooring businesses and information (plus ads) relevant to the search. Local website optimization puts a local flooring store in that list.

Embracing local website optimization

Local website optimization is not a flippant process. Strong (and complete) efforts lead to strong results. Its also a process that should be focused on the audience and search engines; optimized website caters to both. All website content should be created with keywords and topics that potential local customers would use in their search. Simply put, when potential customers have a problem, they look for a solution online. Website optimization provides the answer to the problem, and local optimization technology ensures that content shows up in organic searches (below the ads) by a local audience. If the process sounds like its being communicated in another language, outsource local website optimization efforts to the professionals (use these guidelines for selecting the right optimization pros).

As stated previously, optimization is a continual process. Optimized content added to a website on a regular basis gains credit with both search engines and online users. To target a local audience, produce relevant content that a local audience can relate to and create a promotion plan to reach the target audience.

Establishing a strong online presence

In addition to optimization, creating a strong online presence can play a crucial role in earning key positions on search engines. Taking ownership of business profiles on local review websites (i.e. Yelp, Facebook, Google My Business, etc.) is a necessary step in the endeavor to earn a top spot on search engine pages. As with website optimization, this effort is a continual process. Fortunately (and unfortunately) for businesses, owning these pages comes with positive and negative reviews. Manage these reviews by connecting with a company with brand online management software or use these tips to deal with unhappy customers and request reviews from satisfied customers.