How To Promote Your Business Locally (10 Years Of Experience)

Local marketing. If you have reached this point we are guessing you have a business up and running or are very close.

When we talk about marketing what we are really talking about is awareness. Everything else is sales. So where are the best places and what are the best local marketing tactics that will get your business that local awareness you are looking for?

Our guide below walks you through what we think are the best digital platforms to promote your business on and some ideas on how to use each. Google Maps is still top dog at the local marketing pound so we say focus there first.

Before you take any steps in marketing or spend any marketing dollars it is a good idea to outline three things.

1. Who is your target customer and what are they feeling when they are looking for your product or service?
2. What are your unique selling propositions for your business?
3. What is your offer?

With these three pieces of information (which will change and evolve over time) you can use the below tools to gain an advantage on your local competition.

Key Takeaways

• Understanding Local Marketing Basics: Start by understanding your local market and target audience to tailor your promotional efforts effectively.
• Building an Online Presence: Establish a strong online presence through a website and social media profiles to reach a wider local audience.
• Optimizing for Local SEO: Improve your website’s visibility in local search results by optimizing for local keywords and maintaining consistent business information.
• Utilizing Google Business Profile: Claim and optimize your Google Business Profile to enhance your local online visibility and credibility.
• Encouraging Customer Reviews: Encourage satisfied customers to leave positive reviews online to build trust and attract more local customers.
• Leveraging Social Media Platforms: Use social media platforms to engage with the local community, share updates, and promote your products or services effectively.

Understand Local Marketing Basics

Define Local Marketing

Local marketing involves promoting products or services to a specific geographic area.

It focuses on engaging with local communities and establishing a strong presence within a defined region.

This type of marketing is crucial for small businesses looking to attract customers in their immediate vicinity.

Importance for Small Businesses

Local marketing is essential for small businesses as it allows them to connect directly with their target audience. By focusing on the local community, businesses can build loyalty and establish a reputation within their neighborhood.

This personalized approach often leads to increased sales and customer retention. One of the key aspects to achieving this is understand the “half life” of some of these strategies. Meaning, at first a lot of paid advertising may be necessary of direct offers let’s say through Google Ads. Over time, as SEO efforts take effect and community awareness grows you may need to spend less and less on those platforms. Same thing applies to social media, you may spend more upfront in order to accelerate growth but when the proverbial flywheel starts spinning you can taper off.

Identify Target Demographics

To effectively promote a business locally, it’s important to identify the specific demographics within the area. Understanding the age, income levels, interests, and shopping behaviors of the local population helps businesses tailor their marketing strategies to better resonate with potential customers.

Explore Local Marketing Channels

There are various local marketing channels available to businesses, including:

• Social Media: Platforms like Facebook, Instagram, and Twitter allow businesses to engage with their local audience through targeted ads and posts. Don’t immediately discard TikTok or YouTube Shorts either. Both are places you can grow organically. Outside of search, social media is one of the last places you don’t necessarily have to “pay per eyeball”.
• Local SEO: Optimizing your website for local search terms can help businesses appear in relevant searches within their area.
• Community Events: Participating in local events or sponsoring community activities can help businesses increase their visibility and connect with potential customers.
• Local Directories: Listing your business in online directories like Google Maps or Yelp can improve your visibility in local searches.

Build an Online Presence

Create Website

Creating a professional website is crucial for promoting your business locally. Your website serves as the online face of your brand, reflecting your values and offerings. Ensure that the design and content align with your brand identity.

A well-designed website can attract potential customers and establish credibility. It should provide essential information about your business, such as contact details, services offered, and customer testimonials. This helps build trust with local customers.

Mobile-Friendly Design

Optimizing your website for mobile devices is essential in today’s digital landscape. With the increasing use of smartphones, having a mobile-friendly website ensures better accessibility for users on the go. A responsive design adapts to different screen sizes, providing a seamless browsing experience.

Mobile optimization not only improves user experience but also boosts your online visibility. Search engines prioritize mobile-friendly websites in search results, making it easier for local customers to find your business online. This can lead to increased traffic and potential sales.

Use Google’s Mobile Friendly Testing Tool

Local Keywords

Incorporating local keywords into your website content is key to enhancing your visibility in local search results. By including terms specific to your location and target audience, you can attract local customers who are actively searching for products or services in their area.

Local keywords help search engines understand the relevance of your business to a particular region. This increases the chances of your website appearing in local search queries, driving organic traffic from nearby potential customers. Consider including neighborhood names, city landmarks, or regional phrases related to your industry.

Benefits of Online Presence:

• Increased visibility among local customers
• Establishing credibility and trust with online visitors
• Expanding reach beyond physical store locations

Optimize for Local SEO

Full Local SEO Checklist for small business owners here.

Incorporate Keywords Strategically

Utilize location-based keywords in your website content to signal to search engines where your business is located. This helps improve your local SEO and makes it easier for potential customers to find you online.

Claim and Optimize Business Listings

Claim your business listings on relevant directories such as Google Maps, Yelp, and Bing Places. Ensure that all information is accurate and up-to-date. Optimizing these listings with local keywords can significantly boost your local search visibility.

Utilize Structured Data Markup

Implement structured data markup on your website to provide search engines with additional information about your business. This can include details like your address, phone number, business hours, and customer reviews. By structuring this data, you help search engines better understand and index your site for local searches.

Utilize Google Business Profile

Set Up

To boost local visibility, set up and verify your Google Business Profile. Ensure to provide accurate details to enhance your online presence.

Regular Updates

Update your profile regularly with current information and engaging photos.

This helps in attracting potential customers to your business.

How To Update Your Google Business Profile

Monitor Insights

Keep track of the customer engagement insights from your profile. This data can help you understand your audience better.

Encourage Customer Reviews

Ask Customers

Ask satisfied customers to leave positive reviews on popular review sites like Yelp and Google Business Profile.

Encourage customers to share their experiences with your business to attract potential customers.

Respond Promptly

Respond to reviews promptly, whether positive or negative, to show that you value customer feedback.

Address any concerns raised in the reviews and express appreciation for customers taking the time to provide feedback.

Highlight Positive Reviews

Highlight positive reviews on your website and social media platforms to showcase customer satisfaction.

Use testimonials from happy customers to build credibility and trust among new and existing customers.

Leverage Social Media Platforms

Choose Platforms

When promoting your business locally, it’s crucial to choose social media platforms that align with your target audience. Consider where your potential customers spend their time online.

Selecting the right platforms such as Facebook, Instagram, or Twitter can help you effectively reach and engage with your local community. By understanding your audience demographics, preferences, and behaviors, you can tailor your content to resonate with them.

Share Local Content

To establish a strong local presence, share content that is relevant to your community. Post about local events, news, and initiatives to show that you are actively involved in the area.

Engage with your followers by responding to comments and messages promptly. Building relationships with your audience through meaningful interactions can foster trust and loyalty towards your brand.

Run Targeted Ads

Utilize social media ads to target specific demographics within your local area. Platforms like Facebook offer detailed targeting options based on location, interests, and behaviors.

Engage in Community Events

Participate:

Participate in local fairs, markets, or festivals to increase visibility within the local community. These events provide a platform to showcase your products or services to a wider audience.

Sponsorship Opportunities:

Consider volunteer work or sponsor community events as a way to build goodwill and enhance brand recognition. By supporting local initiatives, you can demonstrate your commitment to the community.

Networking:

Engage in networking with other local businesses to explore potential partnerships and collaborations. Building relationships with fellow entrepreneurs can lead to mutually beneficial opportunities for growth.

Use Email Marketing Effectively

Build List

Build an email list of local customers and prospects by collecting contact information through your website or in-store sign-ups.

Send personalized emails with local offers to entice customers to visit your business. Include updates about upcoming events or promotions.

Segment Audience

Segment your audience based on their preferences to tailor content effectively. This allows you to send targeted emails that resonate with different customer groups.

By creating local email campaigns, you can reach out to customers in your community directly. This is an effective way to promote your business locally.

Sending regular newsletters with creative advertising can keep your audience engaged and informed about your products or services.

1. Pros:
   • Personalized communication
   • Targeted marketing efforts
2. Cons:
   • Requires time and effort to manage
   • Risk of unsubscribes if not done strategically

Segmenting your email list based on demographics, purchase history, or interests enables you to send relevant content that resonates with each group.

Crafting compelling subject lines and including call-to-action buttons can increase the likelihood of recipients clicking on your emails.

1. Build a strong brand presence
2. Increase customer engagement
3. Drive traffic to your website or physical store

Consider offering exclusive discounts or promotions for subscribers to incentivize them to sign up for your newsletter.

Offer Local Promotions

Exclusive Discounts

Create exclusive discounts for local customers to drive foot traffic. Providing special deals for those in the community can incentivize them to choose your business over competitors. By offering discounts tailored to local residents, you can establish a loyal customer base and increase repeat business.

Collaborate with other local businesses for joint promotions to expand reach. Partnering with complementary businesses can help you tap into each other’s customer bases and attract new clients. By working together on promotions, you can leverage each other’s strengths and create a win-win situation for both parties.

Limited-Time Offers

Promote limited-time offers to create urgency and encourage immediate action. Time-sensitive deals can prompt customers to make quicker purchasing decisions, driving sales for your business. By highlighting the scarcity of these offers, you can instill a sense of FOMO (fear of missing out) in potential customers, motivating them to take advantage of the promotion.

• Pros:
  • Increase foot traffic
  • Establish a loyal customer base
  • Drive sales through urgency
• Cons:
  • Requires careful planning to avoid financial losses
  • May need to monitor inventory levels closely