Category Archives: local marketing ideas

6 Powerful Ways to Improve Your Local SEO

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customers looking at smartphone for local businessLocal businesses need local SEO. This isn’t an overstatement or an opinion. When a company’s local SEO efforts are sub-par, the company misses out on valuable opportunities to gain website traffic, leads, and sales. Fortunately, the effort doesn’t have to be overwhelming, but it does need to be comprehensive and start with a few simple steps.

Confirm your Google My Business listing.

Think of Google My Business as a giant online directory filled with local business listings. When customers search for local businesses (i.e. “restaurants near me,” “antiques near me,” “furnace repair near me”), the search engine giant pulls the most relevant and local listings.

The process makes claiming a business’ Google My Business listing a top priority for companies wanting to improve their local SEO. The claiming process is free, but does need to be confirmed by a postcard sent to the business address. For optimal results, take the process a step further by optimizing the GMB listing or outsource the task of creating and optimizing to trusted marketing professionals.

Find more opportunities to ask for online reviews.

Online reviews are a key part of a local SEO strategy that gets results. Online reviews on sites like Yelp and Google My Business are incredibly relevant to customer searches about companies, making reviews a valuable asset for local companies.

Most customers won’t leave a review unless asked—and companies have numerous opportunities to do so. The process of asking for reviews (and improving local SEO) starts with a complete evaluation of company standard operating procedures. Companies can ask for reviews via:

  • Electronic communications (i.e. company promotional emails, sales professional emails to clients, follow-up emails after receiving product or service, etc.)
  • In-person asks (i.e. cashier during check-out process, sales professional in follow-up meeting, technician after service is completed, etc.)
  • Paper ask (i.e. postcard with information to leave review with package, sales professional thank you note, etc.)

Monitor online reviews.

Asking for online reviews comes with a risk. This risk can be minimized by only asking customers that are satisfied, but the truth is that some customers leave negative reviews. While finding a negative review is never pleasant, negative reviews come with an opportunity. The key word here is “find.” Companies cannot seize on the opportunity to showcase their excellent customer service until they are aware of the review.

Negative reviews can be located with diligent online monitoring or via automated software (contact a marketing company for an automated monitoring option). The latter option makes companies aware of every review so they can respond (to both negative and positive reviews). When the review is negative, companies should respond promptly without getting defensive. Instead, companies need to acknowledge the issue and offer to discuss the matter privately (through electronic messages).

A company employee should be designated to answer and resolve the matter (if possible) to eliminate the chance of the inquiry falling through the cracks. This employee should be chosen carefully and should be trained to respond using the best customer services practices. If the customer’s issue is fully resolved to their satisfaction, company employees can ask for the customer to remove or revise their review.

Embrace the latest online search trends.

The way people find products and services online is continually evolving. Companies wanting to get online customers need to utilize this information when optimizing their online presence. Online consumers are using voice search and mobile devices for their searches. More than a million voice searches are done every month, according to this Forbes article. The amount of searches on mobile devices surpassed searches done on desktop devices years ago.

This information is invaluable for businesses, but only if used correctly. Companies should construct websites optimized for long-tail keywords, with a structure built for search engines, and with optimized media (video and images). These basics are only part of developing a website that shows up in online searches. A marketing professional can help fill in the gaps and ensure that every website element is optimized for the latest search trends.

Make it clear online the business is local (or has locations).

One of the most important aspects of local SEO is to make it incredibly obvious that the business is local or has multiple locations—without compromising the customer experience. The effort should start on a website with the location clearly spelled out on the Contact Us page, multiple location pages (if the business has more than one location), and on other optimized website pages. In addition to a clear location, businesses can also benefit from localized content and local links.

This effort comes with an incredible attention to detail. Companies should take extreme care to ensure that the name, address, and phone number is exact on the website and any other online listings. For example, address road should be written as ‘Road’ or ‘Rd.’ in all listings.

List the business in local online business directories.

Local online business directories are a powerful—and strategic—local SEO tool. The first step is to research local business directories and select the right “online phone books” relevant to the company. This comprehensive list of online directories is an excellent start (and can be used by a company or as part of an outsourced local SEO campaign). When filling in the listings, make sure that every name, address, and phone number are exactly the same. Consistency is key; all listings should include the same suite number and label (‘Ste.’ Or ‘Suite).

Local Businesses: 20 Marketing Ideas that Connect with Customers

local customer with smart phoneAs local business owners, another sale may be the ultimate goal, but a connection with a customer is what gets those sales in the door. With in-person and digital options available, local business owners and managers need to select the right (and most efficient) marketing ideas that form those invaluable connections with local customers.

What is the goal of a customer connection?

A connection with a local customer is more than just a means to another sale—and it’s different for a local business versus a huge national corporation. A local business owner should choose tactics that inspire actions from a customer, such as (but not limited to) a referral, brand awareness, positive reviews, or in-person contact. The desired action should play a key factor in deciding on the type of tactic selected to reach business goals. A marketing professional can also offer advice on the specific tactics right for a local business.

It’s also important to realize that many marketing tactics are more than just a part of a plan; they are an integral part of operations that should be implemented via customer service employees who are the face of the business. This means that local business owners and managers should develop standard operating procedures that are a daily part of business and a standard part of employee trainings.

When its time to outsource local marketing efforts, take that team approach a step further. A marketing firm is an extension of your business’ efforts; contact them regularly with updates and information that can be used for a cohesive execution of all local marketing tactics.

How can I get more connections with my customers?

In-person

  1. Ask customers during customer interactions to follow business on social media
  2. Provide a card or flyer during customer interactions with social media options
  3. Ask customers during customer interactions to sign up for email list
  4. Provide a card with deals and contact information to be included in local community event goodie bags
  5. Ask satisfied customers for online reviews
  6. Give customers a mobile device for payment and for leaving an online review (when service is completed)

Website

  1. Optimize your website so you appear in search engine rankings
  2. Include clear call-to-actions (graphic & text) that ask for social media follows and email list sign-ups
  3. Post content with local news, tips, and information helpful for customers

Social Media

  1. Post pictures of employees doing work or on special occasions (with their approval)
  2. Drive traffic to a specific website page from social media
  3. Share website content relevant to customers’ lives
  4. Respond promptly to messages from customers with helpful advice
  5. Share posts from other local businesses and events
  6. Social media advertisements that target local users

E-mails

  1. Send out personalized e-mails with relevant information
  2. Showcase community involvement and local news pertinent to the community and business

Print

  1. Send out flyers or printed materials to local prospects
  2. Ask other local business owners to carry printed materials

Online Review Sites

  1. Take ownership of business profiles on review sites
  2. Contact a company with brand reputation software that manages positive and negative reviews from all online review sites
  3. Respond to all online reviews (negative and positive)
  4. Provide excellent customer service to customers who leave negative reviews (i.e. assist with resolving issue, offer to help)