Local search marketing (LSM) is the practice of using both digital and physical tactics to promote local businesses. These efforts can enhance customer satisfaction, reputation, traffic, visibility, conversions, and revenue for businesses that serve nearby clients.
Though marketing can seem complex, there are simple steps you can take to get started. It won’t cost much time or money and learning the basics will be much simpler than you think!
Local SEO
Local Search Marketing (local SEO) is an effective way to promote your business online and draw in new customers in your vicinity. Whether you’re a franchise, retail store, small business, or service provider, local search can help you reach a new clientele.
Local SEO differs from general SEO in that it targets specific needs of potential local customers. Additionally, this strategy works to convert website traffic into paying customers and builds brand loyalty.
The initial step in local SEO is identifying which keywords are pertinent to your business. This can be done through keyword research and analysis, or by studying what competitors are doing to rank for certain phrases.
Once you’ve identified these local keywords, begin targeting them for increased visibility and brand growth. There are several ways to do this including creating a strong local website, promoting your Google My Business listing, and submitting to local directories.
Google My Business
Google My Business (GMB) is a free service offered by Google to manage your business’ online presence. It plays an integral role in any comprehensive local search marketing plan, as it ensures your business appears prominently in search results.
Your GMB also enables you to display contact information, set operating hours and upload photos of your business. To maximize its performance, complete all information accurately and update it regularly.
In addition to updating your address, you can also add service areas that appear on Google Maps if your business provides services outside of its physical location. You have the capacity to add up to 20 service areas; however, please be aware that these will likely only appear for searches within 20 miles of your storefront.
Your description can be up to 750 characters long, so be sure to include only the most pertinent information that potential customers are searching for. Be sure to incorporate one or two keywords early in your description and explain why people should visit your business.
Local Listings
As a local business, you must optimize your listing information. This includes NAP (name, address and phone number), as well as opening hours and directions to your location.
Wrong NAP information can cause searchers to get confused and could negatively affect your business’ ranking on Google. Optimizing your NAP information will help boost your ranking higher in Google search results, giving you a boost over competitors.
You may want to consider creating a business profile in industry-specific directories. These listings may be free or pay-to-play, but they can help attract new customers and generate online leads.
Local marketing success requires a combination of tactics, from optimizing your online presence on major search engines and directory sites to using paid advertising to drive more local searches. The ultimate aim is to create an integrated approach that helps you be found by more customers and convert those inquiries into sales.
Content Marketing
Traditional marketing often involves spending money to reach potential customers, while content marketing focuses on creating valuable material that draws in, engages and delights your target audience.
Create effective content by conducting extensive research on your ideal audience. The better you understand their desires, goals, struggles and demographics, the easier it will be to craft targeted material that resonates with them in a meaningful way.
Once you’ve accomplished this, it’s time to develop your content strategy. Utilize a topic-based approach so that your articles remain topically pertinent and can naturally rank for relevant keywords.
By creating helpful content that assists your audience with problems, you’ll establish yourself as an authority and boost your search engine rankings. This will generate more long-term traffic and leads without spending money on expensive paid advertisements. Furthermore, measuring return on investment allows for future marketing decisions based on that data.