Category Archives: marketing to local customers

6 Effective Ways to Make Your Local Business Stand Out

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sale sign in business window trying to attract local customers with marketingToday’s customers have a lot of places they can spend their money. Online websites, local stores, big box stores…there an overwhelming number of places for consumers to spend their money.

Why should they choose your business?

The question itself is incredibly common among business owners. The answer is different for every business; however, if analyzed and used correctly, can yield incredible marketing and sales results.

Connect online.

Every business should strive to start a conversation with customers. Create and maintain a complete online presence with an optimized website, blog, and social media sites. Establish a stellar website with content optimized for search engines and created for the target audience (both written and images).

Produce premium content with the same audience in mind and choose the social media sites that are frequented by those users (use this social media demographic chart as a reference). Regularly update the social media sites with relevant content (i.e. videos, images, written content) that the target audience wants to see—and wants to engage with. In essence, use an online presence to create a connection that converts visitors to customers.

Choose a unique tone.

Snarky, smart, fun, professional, silly. Every business should have a tone that sets them apart and makes them unique. Decide on the tone and use it in every marketing effort (i.e. social media, printed materials, e-mails). A distinctive tone paired with properly branded materials makes a business easily identifiable—even among the industry crowd.

Invest in effective local marketing tactics

Be selective about choosing marketing efforts. The most effective tactics are delivered in ways that the target audience communicates, such as sending printed materials to a more experienced demographic. For a local business, tactics with the highest return-on-investment target a local audience, such as local website optimization and content produced with a local focus. Local website optimization is technology that targets customers around a business location and delivers top organic search results during local searches.

Highlight your local community involvement

As a local business, extra care should be taken to not only identify a target gender and demographic, but also a local audience. This is a distinct difference from a national online retailer’s marketing efforts. Make a concerted effort when marketing to showcase community involvement. Share information about local community events, event sponsorships, and relevant local information.

Answer their questions

Customer conversation should be a two-way discussion. Respond to their comments. Deliver exemplary customer service that goes above and beyond their expectations. Answer inquiries promptly, or let the customer know when to expect a response. When replying, ditch the canned responses; engage with responses that sound human and resolve the customer’s issue.

Showcase your “hook”

Every business has a “hook” that makes it different. Showcase it. Fast customer service, unique products or services, a high level of expertise…determine why customers should spend their hard-earned dollars and communicate with them accordingly. Be open and honest. It’s refreshing—and incredibly effective.

8 Marketing Mistakes Local Businesses Make ALL the Time

map of world on laptop for business owner looking to reach local customersIt’s easy to take the “follow the leader” approach to marketing.  After all, if that marketing tactic has worked for other (bigger) businesses, it should work for you, right? However, following the “big dogs” can be the wrong strategy when you’re trying to reach local customers and they are marketing to a much larger, national audience.

We’re not saying you can’t use resources that national suppliers send your way, or use elements of a national strategy in your marketing.  But you should avoid these marketing pitfalls we’ve seen many local businesses make when they use marketing tactics meant for a not-so-local audience.

Not showcasing your community involvement

If you want to reach your local customers, show them you’re in their community—and an active participant.  Share an occasional social media post about an event you sponsor, pictures of a public event you’re involved in (i.e. business trick-or-treating, class your staff gave at a local school or group, etc.), or any other proof that you are a trust-worthy member of your community.

Forgetting to include a solid contact page with your website

This is local business 101: if you want your local customers to contact you and you want search engines to bring up your address in search results, you NEED a contact us page with all your information on your website.  It’s shocking how many businesses don’t include that basic information on their website.

Not investing in local SEO

More than 90% of online users use search engines to find information.  If your business is not listed on the search engine, you’re missing out on a golden opportunity to get their attention and their business.  There are many kinds of SEO that businesses use for their website; local SEO gets your business in front of users within a certain radius of your business (and your business locations).  Don’t just take our word on it; research the what, why, and how of local SEO before you invest in this valuable marketing tool (and read about the proof that it works).

Thinking you have to be everywhere

Overreaching is one of the most common mistakes we see local business owners make; they want to reach EVERYONE so bad that they miss out on the opportunity to reach their targeted local audience.  These business owners see the ‘big dogs’ on every social media site, and they follow by signing up for every social media site.  Unfortunately, they can’t keep up with the workload and the result is that they miss out on what they set out to achieve: reaching their local audience (more info on effective tactics to reach a local audience here).

Treating social media like a world-wide connector

Your local business social media strategy should be different than a national business with a wide scope.  One of the biggest (and most common) errors we see is a local business that doesn’t have its contact information on social media.  If your social media goal is aimed at your local customers, carry it out with solid marketing tactics in your social media plan.

Not using email to connect with customers

Email marketing is one of the most valuable tools for small business owners, but one that they often don’t utilize.  We’re not talking about cold-selling emails sent to addresses on an email list bought online.  We’re talking about emails sent to customers who have given you their consent to send them emails (use this info to build your email list)—customers who want to hear from you and have an interest in your business.

Failing to include calls to action in your marketing

What do you want your customers to do?  Surprisingly, one of the biggest mistakes we see local businesses make is not telling their customers what they want them to do.  To be clear, this doesn’t mean always screaming in their face: “CALL US NOW!”  The right call-to-action is somewhere in between; a sentence or graphic that lets your customers know what they can do to find an answer to their problem (you, the local business!).

Not taking advantage of local reviews

Local reviews of your business—positive local reviews—are an important part of marketing to local customers that many business owners fail to utilize.  Ask for local reviews on social media and local review sites, and respond to those customers that indicate they had a less-than-stellar experience.  Showcase your company’s responsiveness and excellent customer service—and enjoy the results of a sound local marketing tactic.