Savvy Solutions For Local Business Marketing
updated March 20, 2018
If you own or operate a small business, then you know how important it is to get your brand in front of the right target audience. Unfortunately, when it comes to promoting products and services, small business owners are often at a loss for where to start. Sure, they can put a sign up in front of the shop to promote a sale, or they might advertise in the local newspaper. However, if you want to capitalize on local business marketing, you absolutely need to take your company online.
Gone are the days when businesses relied mainly on walk-in traffic to drive sales. Similarly, customers are unlikely to find your company in the Yellow Pages. Having a website is no longer a benefit but a necessity, and companies that don’t take advantage of the latest online marketing tips and tricks are going to miss out on valuable sales leads. Still, even the most attractive and effective website will do you little good if searchers can’t find it.
Getting Your Site Found
As a local business owner, you’ll need to take steps to enhance your internet presence and ensure the right consumers find your page. If you’re new to digital marketing or unsure how to proceed, you might want to hire a search engine optimization company to raise your position in the Google rankings. You can also use Google Analytics to evaluate and revamp your site, place promotional ads on YouTube or Social Media channels, and invest in a pay-per-click (PPC) campaign to increase leads.
When it comes to business marketing though, creating and optimizing your website is just the beginning. You’ll also need to find ways of reaching your target audience while determining the unique selling proposition that helps you stand out from the competition. From brochures to press releases, strive to convey that value proposition in every piece of marketing material that presents your business.
Additionally, today’s marketers must realize that a majority of business is local. According to a 2017 survey by Cox Business, over 90 percent of Californians visit a small or medium-sized business at least once a week. As small business owners, if you aren’t actively seeking ways to connect with members of your community, you’re missing out on valuable opportunities to promote your goods and services.
6 Ways to Revitalize Your Local Marketing
Here are some local business marketing ideas to help give your company a competitive lead:
1. Networking
It’s not enough to connect with a few local businesses on social media. If you want to improve your local offline leads or brand, focus on networking in person at business events, trade shows, and community activities. For example, maybe your town holds a street fair every summer. You can make a more profound connection in person than you would on Facebook or LinkedIn.
2. Direct mail
Don’t hesitate to send out direct mail pieces. You can measure the success of each type of piece you send by setting up unique call-in numbers for each campaign, and recording customers’ responses. Then, stick with the campaign that yields the best results. You can even send free samples, if that’s applicable for your business.
3. Traditional advertising
Just because the world has gone digital doesn’t mean more traditional forms of advertising are totally defunct. Consider putting an ad for your business on the radio or purchasing a billboard – the latter can be surprisingly cost-effective these days but be sure to track the results with unique call-in numbers or landing page domains.
4. Social media marketing
Facebook pages, Twitter accounts, and LinkedIn profiles are all great for obtaining new clients or customers. Be sure to post interesting, relevant content regularly, and avoid spamming your followers with too many sales offers. Use the 80/20 rule for best results, 80% give value 20% sell.
5. Email marketing
This works best when customers can opt-in on your website, which builds a willing and interested audience. Sending regular emails to your list can keep clients or customers aware that you are still there and ready to help them with whatever they need.
6. Online directories
If you want to increase your odds of being found online, take time to list your business on various free directories. Not only does this help direct searchers to your business, it can also increase the value of your local SEO efforts. While there are numerous directories out there, some of the most commonly visited include:
Google My Business is a free service that lets you list your business and provides information for customers. Additionally, companies can upload images, videos, and posts and list their addresses and hours. As a bonus, businesses can obtain and respond to customer reviews on their GMB profiles.
Not only does this show current and future clients that you care about their experiences, it also gives you the opportunity to improve your services and correct problems moving forward.
Bing’s Places for Business lets businesses add compelling content online, such as photos, videos, and services info. It’s free to use.
Yelp is a free review site that helps local businesses gain reviews and get found. If you own a restaurant, retail establishment, or spa, this is a great option. In fact, many people regularly check Yelp reviews before making purchasing decisions. Businesses can also pay to get more eyes on their listings in the form of sponsored posts.
LinkedIn is great for connecting with other business owners and getting expert endorsements from clients and companies. This social site is particularly valuable for B2B companies that need to connect with other businesses rather than selling directly to customers.
Foursquare is a free listing site that shows your business’ name and address, and displays a map with your exact location in town. It’s a great way to get more customers or clients in your door. As a perk, businesses can use Foursquare to share special offers or coupons for their products.
Local Business Marketing Done Right
These are just a few of the many options for improving your local business marketing. If you’re looking for more tips and tricks, don’t hesitate to give us a call.
At OnPoint Marketing, we work with a limited number of clients at any one time, so you’ll never be just a number. We can give you our full attention whenever you need it. For more information about our products and services, call today or request a marketing proposal online.