9 tips for effective local marketing

Do you run a website (showcase or e-commerce) and want to optimise your local marketing?
We have already seen that a local content strategy on the internet is the perfect way to stand out online.
Today, we will look at how to support this approach in a broader sense.

The internet is full of advice on how to optimise your overall marketing approach. But tips on local marketing — more community-based and, in a sense, niche — are rarely found.

Whatever your sector of activity (catering, hospitality, souvenir retail, etc.), your local community can carry your business if cultivated well. Here are 10 tips for optimising your activity in this area.

Take care of your SEO

As we have seen recently, natural search engine optimisation is one of the keys to online success. The topic will simply be mentioned here, as more detailed articles on the subject are already available on this site.
But natural SEO cannot be ignored — it is an essential element of any marketing strategy. Even more so in a local marketing strategy.

It is worth knowing that 4 in 5 consumers — 80% of them — research products and services on search engines. It is therefore an extremely powerful tool.
More importantly, 50% of consumers who research businesses online using their smartphone end up visiting a physical shop the same day. This too is an enormous percentage. For any physical shop owner, this is definitely an aspect to take into account — arguably one of the most critical.

You can find more comprehensive information on SEO here, which will help you ensure your SEO strategy is solid.

Use a responsive and fast site

This applies to any business. A responsive site — one that adapts to any screen and loads quickly — is inevitably the key to a successful user experience. But it is all the more important for a local marketing strategy.

Why? 61% of consumers read reviews and recommendations online, on their mobile — not via an app, but through mobile internet. From this, we can easily infer that a large portion of the population researches local businesses on their mobile.
Moreover, Google has adapted its algorithm for mobile devices recently, as their use for online searches continues to grow enormously.
Furthermore, more than 50% of consumers use their mobile to find directions to a business, its address, and its opening hours.

So to find your customers where they are (on mobile internet browsers), you need to ensure you have a mobile version of your site that is efficient, fast, and easy to navigate.

Build an email list

Email lists are not just for advertising. They are also an enormous asset for local marketing.
Newsletters can be used to notify your users of your special offers or new products or services that you offer.

To build your list, you will need to invite your clients to sign up, or use a lead magnet where appropriate.

Maintain your list by avoiding spam and sending only relevant and useful emails.

Use social media correctly

Being present on social media is fairly standard advice these days. But it is not as simple as just opening an account and posting your thoughts. Again, an entire article (or several) would be needed on this subject. You can already take a look at a previous article on the essential points of social media in a successful web strategy.

In general terms, you need content that will interest your target audience. You will then need to make that content visible on your networks so that your target audience sees it. As the organic reach of a post is rarely high at the outset, you may need to use paid advertising on your chosen network to make your content truly visible.

Cross-promote with other local businesses

One of the advantages of running a local business is the opportunity to develop genuine relationships with the owners of neighbouring businesses. Through this quality networking, you can develop cross-promotional strategies where each promotes the other's business.
Assuming you are not competitors, of course — this is a win-win situation.

Whether it is something simple such as exchanging business cards, or something more elaborate such as giving direct referrals, this kind of cross-promotion is a very good local marketing strategy.

Join a local professional association

This is an excellent way to develop cross-promotional relationships or to extend your network with new prospects.
Your town's chamber of commerce is an obvious first port of call. But you should also look into more specific organisations.

Do not limit yourself to your own sector of activity either. Also look for groups where potential consumers are active — even if they do not directly correspond to your market.

Take advantage of local events

In addition to local professional associations, think about local events that may be relevant to your sector. Being present is obviously better than not attending at all. But even better is the opportunity to play a role as a speaker or even a leader.

This kind of participation boosts your profile and also positions you as an authority figure in your sector — an expert on the subject. After all, if your participation carries such significance, it is clearly because you know what you are talking about.

Be listed in local directories

You should always try to be listed in as many local directories as possible. While a single directory is unlikely to bring you mass traffic, a combination of several can have a reinforced impact.

This element alone will not constitute your marketing strategy. But it is work that yields easy returns and only requires a time investment on a one-off basis (unless you change your contact details or branding).

Ask your consumers for online reviews

We are not talking here about fake reviews, which are obviously to be avoided. Similarly, directly asking for a positive review is generally frowned upon.

However, nothing stops you from asking satisfied customers of your services or products to leave their review online. A study has shown that 5 out of 7 consumers will leave a comment simply when asked. In the same vein, 74% of consumers, according to this same study, say they trust a brand more after having read the reviews left by others.

If you regularly communicate with your clients by email, you can add a brief note in your email signature encouraging them to leave a review.
In a physical shop, putting such a strategy in place is more difficult. However, you can include this request at the bottom of your official documents (quotes, invoices, etc.) or have cards printed — business card style — to simply and discreetly ask your clients to leave a review online.

Finally, you can also ask directly, verbally, whether a client would be willing to share their opinion (aim this at satisfied clients, and never ask for "a positive review" — a review, plain and simple, is all you need). As long as it is done tactfully and without unwelcome insistence, you risk nothing.

There are obviously many local marketing strategies to put into practice. These 9 tips are primarily avenues to explore. It is up to you to determine which ones suit your activity, in terms of the means and goals at hand.

Freely adapted from Elegantthemes