This may seem counter-intuitive, but the best way to get more local customers is online. This isn’t a misprint; the local customers down the street from the business or the customer driving around doing errands is on their computer and smartphone right now looking for information (mobile usage statistics show the latter to be especially true).
With that being stated, don’t throw away those postcards or signs just yet. After all, local marketing is the process of using tactics to reach local customers around the business. Rather, businesses should integrate traditional marketing tactics with online strategies that drive customers into the business in-person or via phone or message. Think of the process as connecting with a person who is walking by on their phone and doesn’t look up.
Effective local marketing campaigns target many potential customers on their phones and computers and convert those visitors into customers. The key word “effective” comes with a marketing plan that integrates tactics into a seamless series of strategic online and in-person interactions with potential customers. While all that sounds like a mouthful, it basically revolves around a list of social media posts, e-mails, and other tactics that reach potential customers.
Those communications should be focused on driving local people to the business location, website, or social media messages. To be effective, most businesses should use all or most of the one-time or ongoing tactics listed below; the exact list of tactics included in the marketing plan that gets results is different for every business.
Be part of the community on social media.
If a business wants to be seen as local, the business needs to show they are local. This tactic is a great way to build awareness and loyalty within the community. Businesses can sponsor local events, host events, and promote local causes and events on social media. One note: this is an effective tactic IF the business chooses the social media site (or sites) that has users from the local community and in the business’ targeted demographic.
This effort is not just about showcasing what the business is doing. It’s also about sharing news about community events (such as holiday events) and publicizing local causes. In addition to information and company promotions, businesses should regularly share photos and videos of company volunteering days, company-sponsored events that benefit a local cause, and posts from local organizations that the business endorses. These social media efforts need to be regular to be effective; if the business cannot maintain a regular schedule of relevant posts, the effort can be outsourced for best results.
Completely fill out the Google My Business listing.
Google My Business (GMB) is an online directory that the search engine uses to answer online visitors’ questions. GMB listings show up when visitors ask to see “flooring companies near me” or “coffee shops near me.”
To show up in those search listings, businesses should claim their Google My Business listing. Claiming the listing is free, but it does require entering a code from a postcard that comes in the mail. Listings should be optimized and filled out completely for optimal results.
Add the business information (exact information) to online review sites and directories.
Accurate information on online review sites and directories is an important part of showing up in online searches. When checking and entering information, businesses need to make sure that the listings are the same on every suite. Even road and suite abbreviations should be consistent.
When choosing online review sites and directories, businesses should start with popular sites like Yelp and Manta. Depending on the industry, businesses may want to consider listings on other sites as well.
Start asking for reviews.
According to a recent report, more than three-quarters consumers report that they research businesses before purchasing. An easy way to build trust with online visitors is to have a review or social media site full of positive reviews. The best way to get those reviews is to ask.
Businesses staff can ask customers during almost every interaction, such as at the checkout or in a follow-up communication. Signage and marketing postcards placed in packages and bags can also be an easy way to request a product or service review (a full list of ways to ask for reviews can be found here). To make the review process easier for customers, salesman and managers can also send follow-up emails with satisfied customers with links to review sites.
Build an e-mail list.
E-mails are a form of marketing with a huge return-on-investment. However, email marketing is not effective without a list of recipients interested in the product or service.
There are several ways to ask for e-mail addresses, both in-person and electronically. Salesman and checkout staff can ask customers if they would like to provide an e-mail address during the sales process or in follow-up communications. Automated e-mails sent after a completed transaction can provide a link where customers can sign up to receive electronic communications. On websites and on social media, businesses can ask customers if they would like to opt-in to their e-mail list. These ideas are just a few of many ways to build an e-mail list; there also a few tactics to avoid so customers are not driven away with unwanted e-mails.
Once a solid e-mail list is built, the “trick” that gets results is to draft an e-mail with information that the recipients want to read. The subject should get the recipients’ attention and make them want to read the contents. Businesses should include strategic call-to-actions (i.e. “for more information,” “click here for…,” etc.) that make it easy for recipients to interact and with the business. Every e-mail should include links to the website and social media sites.