13 Local Marketing Strategies That Work
You can get valuable leads through local online and offline marketing.
You need to develop effective local marketing strategies to increase your brand awareness and attract more customers.
Whether you're starting a new business or an existing one, a digital marketing strategy is essential.
According to Google, “83% of US shoppers who visited a store last week did research online before entering the store. Digital marketing and social media are the most important elements of marketing.
We'll cover some internet marketing strategies and tactics that we've used with great success to reach local audiences.
The best local marketing strategies for this year
1. Optimize for local search
With a Google Business Profile (GBP), your business appears when someone searches for your business or keywords on Google.
It's free, which is amazing.
The results show businesses in the searcher's area and include your business on Google Maps.
To get started, include your business name, contact information, industry, etc. Create a profile with
Then check your GBP list.
Once approved, you can add photos and bios, upload blogs, create presentations, send and receive messages, add customer reviews, and view analytics.
Plus, it's very easy to update, so you'll always have relevant information online.
You can take it a step further and develop a business with a strong local link building strategy.
Using citation sources like Yellowpages.com tells Google where your business is.
GBP also has a nice feature that allows you to set the range of services to a specific radius, say 10 km.
It is important to regularly add new content or blog posts to your GBP account.
Since a post ends after seven days, you should probably schedule a post at least once a week. Why is this important?
GBP posts can help increase traffic and engagement.
Have a sale or event coming up? You can advertise anything related to your business on GBP.
If you're not confident enough to upload a blog every week, use content planning software and tools like Semrush and Hootsuite.
When it comes to high local visibility, GBP is no slouch.
2. Local reviews from local customers
As careful internet users, the first thing that catches people's attention is the reviews of GBP listings.
A positive review or review can show local customers that you are a business they can trust.
This goes a long way in moving customers through the sales funnel to a conversion or purchase.
So how do you get feedback?
While I don't advocate asking your existing customers directly for reviews, and certainly not paying for reviews, customers don't remember to write positive reviews.
Have negative feedback? no problem.
You can use negative reviews to gather meaningful customer data.
Not only can you gain insight into improving products or customer experience (CX), but you can take the opportunity to turn negative feedback into positive feedback by connecting with the customer and fixing a poor set of experience, product or the service. .
3. Optimize your website's SEO.
The next step to promoting your brand and product locally is to optimize your website for organic search.
The first and most important way to do this is keyword optimization.
While most of them are intuitive at first, you'll soon run out of great ideas and need to do some keyword research.
Competition for short-tail keywords is fierce, and it's guaranteed that someone older than you is already ranking for them.
So focus on long-tail and geo-specific keywords.
This is ideal because people using long tail keywords usually know what they are looking for (not tire killers) and are more willing to engage.
People who use geo-specific keywords know where to look for businesses.
Let's say you are a digital marketing company that provides B2B marketing services to businesses in a specific domain.
Optimizing just for “marketing” or “digital marketing” is useless. This boat has sailed!
Instead, create keyword pages on location-based, niche, long-tail pages.
For example, you could create a page or blog titled "Digital Marketing for California B2B Businesses" or "How California B2B Businesses Can Benefit from Digital Marketing."
You get the picture.
This means that search engine results pages (SERPs) show results for users searching for "digital marketing company near me".
4. Create local content
Content marketing is an important part of attracting a target audience, which is related to inbound marketing.
We've found that the more valuable, relevant and consistent your content is, the more likely your target audience will engage with it.
But where to start?
Create consistent content that addresses your customers' pain points.
There are no shortcuts to creating great content. Do the research, write for people and the Google bots will love it.
For this, we like blogs, white papers, e-books, infographics, videos and other long-form blogs (more than 900 words).
This way, your content will help potential customers find your website when they are looking for solutions.
In this example, when someone types in the long-tail keyword "best wedding flowers," Google displays ads for the search term.
It also gives organic results. Most importantly, it creates questions "People Also Ask" (PAA).
These include "What is the average price of flowers for a wedding?" They can enter
Why not use it as a guide for new content ideas?
This type of SEO-rich, high-value content drives new visitors to your site and establishes your brand as a leader and authority on the subject.
By integrating content marketing into your local online marketing strategy, you will get better results for your business.
5. Redesign your website
The look of your website is just as important as the keywords and content that help search engines find you.
However, while keywords drive visitors to your website, your design and user experience (UX) keep them there.
Use images and videos on your website that refer to your region, neighborhood and business so that you have a distinct reference to your local establishment.
Furthermore, the Internet is growing as fast as consumer demand.
So your website, which was last when you launched it five years ago, is probably out of date.
It may be time for an adjustment.
The most important thing to protect on your website is your user experience.
The website should be easy to use, easy to navigate and easy to understand.
6. Integrate a CRM tool
Customer Relationship Manager (CRM) solutions enable us to fully understand our customers.
Most CRMs can be integrated into modern websites. But how does your website feed audience data into your CRM?
First, you might want to consider adding a popup to your website.
This could be an invitation to subscribe to your newsletter, view a limited promotion, or announce a new product launch.
If you're connected to a CRM, your lead-generating landing pages will automatically update your CRM like HubSpot or Salesforce.
This will not only strengthen your pipeline, but improve first-party data and targeting, making your marketing messages even better.
Additionally, localized campaigns can be launched through CRM.
If data is captured in a CRM, you can easily identify and segment customers and prospects by region.
Remember that the quality of the data you capture is the quality of the output you get.
This includes personalized event invitations and personal promotions, location-specific email campaigns, and more. can be used for
7. Attract local visitors with Google Ads
As I always say, if you want sales, you have to advertise. That's what Google Ads is.
While SEO is great for local organic search, you need Google Ads and other paid media sites to support your lead generation and brand awareness campaigns.
Google Ads is a keyword-based pay-per-click channel that allows you to target audiences based on keywords and location (among others).
Your creative copy and solution-based content will help you conquer your local market while your SEO works.
When setting up Google Ads, implement conversion tracking – this will help you optimize your campaigns and achieve optimal business success.
It also links marketing strategies with sales goals and ultimately supports business growth.
For example, one of our clients is a gym and fitness studio.
Through Google Ads, we only target people within a 10km radius of the seven gyms.
This way we get the best return on investment (ROI) for the money spent.
8. Fill the fund with marketing
Remarketing is an essential part of your local digital marketing arsenal.
Effective if your SEO or Google ads don't work the first time, or if the customer is still in the buyer's journey.
As you plan to strengthen your local marketing strategies, remarketing supports other, more location-specific strategies.
So whether your Google Ads campaign (restricted to a geographic area) or your paid social campaign (targeted to the same demographic) is driving traffic to your site, remarketing takes care of tracking those visitors.
Ultimately, remarketing increases conversions, increases brand awareness, and helps gain mind control with prospects.
9. Set your phone to only receive Google Call Ads
If you rely heavily on phone calls to generate business, Google Call Only ads can be invaluable and ideal for local marketing.
This is because, like other Google products, you can target a specific demographic in your call-only ad.
If you don't have a specific landing page because you don't need your product or service and a direct phone call works best, this is also a good option.
One of the disadvantages of local internet marketing is that you may not get all the qualified calls.
10. Insist on CRO-optimized landing pages for every campaign
Contrary to popular belief, your homepage is not your landing page.
Your home page is your home page.
It's a summary of your website, with multiple exits to other pages, various calls to action (CTAs) - "learn more" and "contact us" - and many different goals.
A landing page has only one job: to convert.
If you're going to spend money on an ad campaign, you need those clicks to do more.
To do this, you need a landing page designed specifically for this campaign, think lead generation.
So the tried and true format:
- Emotional copy with pain points and solutions.
- Emotional image.
- CTA above the curve.
- Under the hood are trusted staff, credentials, bonuses and more. you can be
- The bottom can repeat the CTA.
Not any more.
There are no buttons or links to take you away from the site.
No clicks required to expand sections. The only click on the page is "Buy Now" or "Submit" (or whatever action you want).
Rinse and repeat for each campaign.
11. Use of social media
Social media can be a great way to increase local brand awareness and engagement.
First, community groups often gather all the clients they need in one place.
Remember to be active on the social media channels of your target audience's choice.
It might not be your local watering hole, so you should be content with TikTok and Instagram for Gen Z and Millennial audiences, while Facebook is best for Gen Xers and baby boomers.
LinkedIn is suitable for B2B targets.
Post organic content like status updates, photos and videos or run ad campaigns.
Like Google Ads, most social platforms allow you to geo-target your campaigns.
This is great for local marketing.
For example, if you have a physical location, you can target your social media ads to anyone within 10 miles of your location.
This allows for hyper-local and targeted marketing strategies.
12. The video tells the story of your home
Video is now preferred by many consumers over other visual media. In fact, 95% of B2B business conversions are facilitated by video.
Personalize it, localize it, and target your video content to customer problems you can solve.
Not all of your video assets have to be ads. Reviews and how to upload them to your site or post them on YouTube.
Just make sure you tell a story and - in the story - your customer is the hero and you are the only guide to help them succeed.
13. Offline Activities and Events
Offline activities and events are a way to increase local marketing.
With your online activities like email, advertising and social media, this "first in the field" approach can produce impressive results.
Take advantage of your physical proximity to your local customers.
Consider loyalty cards, charity sponsorships, referral programs, networking breakfasts and other community building events.
All of this gives your brand more traction and enables you to connect locally with your target audience.
Final Thoughts
With so many ways to get online locally, we're confident your local target audience will find your products and services.
Make sure you are up and running on your Google Business Profile.
Keep your website fresh and user-friendly and don't forget to add content (blog) regularly.
Find social media communities and create ads that reach your target audience on Google and social platforms.
Reach out to real communities and create events and activities that engage local target audiences.
All this helps to strengthen the brand.
Finally, position your customer as a hero when you solve their problems where they are.
Additional resources:
Featured Image: Gonzalo Aragon/Shutterstock
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