Small and independent businesses are at the very heart of communities, and consumers are getting more turned on to use them rather than large faceless organizations. Research has shown that for every $100 that is paid to a local business, on average $68 of that is spent in the locality; these small businesses are the backbone of local economies and help to make neighborhoods thrive.
However, with competition stiff between smaller businesses and the larger corporations, it can feel like David fighting Goliath, so if you have a small business, you need to be proactive with your marketing to make your business reach its full potential.
To survive in this digital world, you need to have an online presence that promotes your business to your local audience. Did you know that 80% of disposable income is spent within a 20-mile radius of home? So, to take advantage of these statistics, you need to optimize your marketing for a local audience.
Use Google AdWords
Google AdWords is a fantastic and free tool for identifying the keywords that local people have used to search for your industry. You can refine the area that you search for down to the local zip such is the accuracy. Use the keywords and geographical areas that you cover in your content, meta description, alt tags and even image labels. All can help to promote your business to local people searching for the goods or services that you provide.
Here are some fantastic Google Ad tips on how to run effective ad campaigns.
Link with local businesses
A significant influence on your website’s ranking position is the backlinks from other websites, so it makes sense that to appeal to Google’s local algorithm you have links from other local businesses. If the content that you are posting is shareable on social media groups and geared towards a local audience, you will get links from other local businesses.
It can take time to forge relationships with local business owners, but it will be a great help to your business if you can. One way to speed up the process is by asking them if they can display your fliers and leaflets. You can design a mailshot that offers locals a promotion if they quote a code. This is an inexpensive way to complement your digital marketing strategy, use quality laser printer cartridges to create a professional finish, you can get them cheaper online from suppliers such as Cartridge Shop. Be sure to include your website address and contact details.
Create a Google My Business profile.
Google does not use the contact and address information from your website, you need to make a Google My Business profile yourself. This is vital for listing as a local business. It takes 20 minutes to register your details, but it may just be the most productive 20 minutes of your career to date.
Join local social media groups
To promote your business locally, you need to be active on as many local social media platforms as you can. People often post for recommendations and advice, and the more that you engage with people, the greater that others will recall that you are the go-to business for a solution.
One of the great things about the internet is that it gives smaller businesses the opportunity to level the playing field with the larger companies that have a greater access to marketing funds. However, you have the distinct advantage of being able to authentically communicate with potential clients and customers and develop meaningful relationships with other local business owners.