Capturing new customers in your local market can be a challenge. Not only can people be set in their ways and routines, but local marketing channels can also be expensive and scarce. This means that creativity is a must when developing a strategy to promote your local business.
The good news is that there are lots of ways business owners can maximise both high-tech and low-tech options to promote their business.
What’s more, local promotion doesn’t have to break the bank! Understanding where you’re most likely to find success with your customers will be the key to success in this area.
In this article, we’ll provide a comprehensive list of ways to promote your local business. We’ll also take a quick look at what the statistics say about marketing locally. Let’s get started!
Why Your Local Business Needs a Marketing Strategy
Succeeding in the local business market can be difficult, so having a solid marketing strategy is important in building your revenue and customer base. When small businesses are successful, it is good for everyone.
In fact, small and medium enterprises have a significant impact on the country’s economy and employment levels. In that regard, it is important to understand the local business environment when it comes to online searches and customer practices.
For example, it helps to know that online reviews are very important in this business category. In a recent survey, 82% of consumers said they had read reviews online before visiting a local business.
This means that you will want to focus on tools that will help you with your Search Engine Optimization (SEO). Additionally, it is wise to encourage customers to leave positive reviews for others to see.
How To Improve Your Local Business With These 10 Marketing Strategies
Promoting your local business effectively can require a multifaceted approach. This list of 10 marketing ideas will give you a place to start.
1. Set up your free listing with Google
If you are in high school, you may be relying on word of mouth, radio promotions, print ads, and direct email. But last year, 97% of consumers searched online for a local business.
In addition, positive online reviews make 73% of consumers trust local businesses.
That’s why you need to make sure your local business is listed on Google.
When people use the Internet to search for something, they start with Google.
Setting up your free Google listing makes it easy for consumers to find you when they search for terms related to your business.
Your listing will have all your information:
- phone number
- link to website
2. Start blogging
Consumers are using the internet to find local businesses.
That means you need to understand the basic principles of SEO if you want to increase your chances of ranking as a top result.
About 47% of clicks go to the top three Google search results.
Blogging will greatly help you with your SEO strategy. Just look at these numbers:
3. Pay Per Click (Search Ads)
One of the great benefits of paying per click is the fact that you pay for what consumers click on. Whether you are a large or a small business, you can enter the power of a search engine at a low cost. The ability to target and evaluate specific markets and implement niche campaigns means that consumer interest is greater. And with an additional tool like Plai, it is cheaper to manage a large target audience. It is a good marketing strategy and an effective way to attract potential customers.
4. Social Media Ads
Advertising is a financial engine that drives all social media platforms. LinkedIn started offering paid ads in 2005, with Facebook launching ads in 2007, Twitter adding ads in 2010, and Instagram launching ads on the platform in 2013.
The world has become accustomed to the idea of seeing ads on their social media feeds. Many people will jump over it, but they still see it, which leads to getting used to it. With the introduction of tools such as Facebook lead forms, the social media platform has expanded the ways advertisers can reach their market. The social media platform is ideal for both product awareness and business promotion.
5. Email Marketing
Fifteen years ago, when you received an email, you opened it. Today, the chances of opening all your emails are down. Although email rates have dropped dramatically in the past decade, by 2019, the average opening rate has stabilised at 22%.
Depending on your market, sending emails to consumers may be a viable option. Especially when included as part of a comprehensive strategy, email campaigns can help keep your products and services in mind for your customers.
6. Podcast Ads
With the growing popularity of podcasts over the past decade, there is a good chance that advertisers will find an interested audience.
Podcast advertisers are often referred to as ‘sponsors’ as they allow podcasters to stay in business. As a sponsorship deal, there is often a read ad (such as a radio) that the podcast host presents in each episode.
The great advantage of advertising on podcasts is that the audience relies heavily on the person reading the promotion. Most listeners know that a podcaster will not advertise products or services that are not relevant to their audience.
7. Verify your information on Yelp
In addition to your Google listing, your local business will have profiles set up in other forums, whether you subscribe or not.
For example, you might have a Yelp profile because customers rate and review your business.
It is important to ensure that all your information such as your store hours, phone number, address, and website is accurate in these areas.
More than 90% of buyers buy after watching business on Yelp.
8. Offer discounts
Every business that wants to be online should create a Google My Business page to help increase their visibility. The pages are free and allow local searchers to find a business near them.
According to a study from Think With Google, 75 per cent of people who find location information, which is helpful in search results, are more likely to visit reputable stores.
As well as providing information, Google now allows Offers to be added to your list. Usually, these are savings or incentives to encourage people to try your business.
If someone is already searching for a business similar to yours in their area, a small coupon with a gift may be enough to get them to call or visit.
9. Add subscribers to your email list
Do not underestimate the value of email marketing.
While it may not be the most innovative or sex-oriented marketing strategy, it is one of the most effective ways out there.
According to a survey, 81% of small business owners say that email marketing drives customer acquisition. And 80% of them claim to be successful in using email marketing to retain customers.
This strategy is extremely beneficial. For every $ 1 spent on email marketing, your local business can expect to see a $ 44 return.
In fact, 77% of your ROI emails will come from targeted, differentiated, and activated campaigns.
But your email strategy will not work if you do not have subscribers.
Focus on your efforts to get more customers to join your list, and others will take care of themselves if you stay on top of your campaigns.
10. Improve your customer service
Your local business needs to provide excellent customer service
How does good customer service help your business?
Well, as I previously discussed, prospective customers will use a number of different tools and platforms to research your business.
They’ll read reviews online, check social media, and take advice from their friends and family.
If you’re able to provide high-quality customer service, it will be evident in the way you’re perceived online. As a result, your current customers will keep coming back, and you’ll get new customers walking through your doors as well.
As a local business, you may not be able to fall behind your competition.
Take a look at your current marketing campaigns, and ask yourself if they produce the results you want.
It may be time to change your marketing strategy.
If you are looking for new ways to grow your local business, use this guide as a reference.
I don’t expect you to use all of these strategies overnight. But go overboard, and prioritise some of these strategies based on the needs of your business.