Local marketing offers a great opportunity for businesses to connect with customers in a specific geographic area through targeted content. For small businesses, this is essential to keep up with larger companies. According to the Google study from 2022, users are increasingly searching for terms like “open near me,” reflecting changes in consumer behavior. The Safari Digital report from 2024 highlights that 86% of consumers use Google Maps to find businesses, underscoring the need for an effective local marketing strategy.
The customer journey has changed. Yet businesses often struggle to keep up with these changes.
Let's explore some offline and online local marketing strategies that can help you increase customer traffic, strengthen brand awareness, and boost sales.
Successful local marketing begins with understanding your target audience. Start by analyzing local demographic data and behaviors to tailor your offerings. Conduct a competitive analysis to identify opportunities to stand out from the competition.
Tools such as surveys and focus groups can help gather specific insights from your target audience. Past marketing campaigns can provide valuable insights into your audience's engagement, characteristics, and buying behavior.
Location-Based Promotions: Organizing events at your physical store or partnering with local businesses increases traffic and promotes cross-promotion. Such collaborations make your brand known to a wider customer base and foster relationships in and with the community.
Traditional Advertising Methods: Despite the digital shift, print ads, local radio stations, TV ads, and flyers remain effective. According to the Nielsen report from 2023, local TV advertising still regularly reaches 70% of the population. In smaller markets, these channels can help you maintain consistent visibility.
Networking and Community Engagement: Join local business associations like the Chamber of Commerce to expand your network. Sponsorship of local events, sports teams, or charitable activities enhances your brand's reputation. Consumers tend to support companies that are actively engaged in their community.
Organizing or participating in local activities not only strengthens your reputation but also solidifies your presence as a trustworthy member of the community.
Why not try hosting a free-entry event at your store?
Google and Apple Business Profiles: Claiming and optimizing your business profiles is crucial. Provide comprehensive information such as opening hours, location, services, and high-quality photos. Google Trends shows that searches like “opening hours” are often used alongside business names, making complete business profiles essential for local visibility.
According to Think with Google 2022, 76% of users who search for something nearby visit the business within 24 hours, and 28% of them make a purchase. This highlights the importance of sharing accurate, reliable, and up-to-date information.
Don’t forget that Apple users, who make up almost 30% of the market, may use Apple Maps, where you can also create a comprehensive business profile.
Ensure that your information is consistent in various online directories such as yellow pages, as this is a strong signal that the information about your business is correct and up-to-date.
Tip: If you have multiple stores, you can simplify the process by creating a central data source for location data, an internal database that you can use to update information. Using a feed to upload location information ensures consistency and eliminates human error. Use naming conventions, especially if you have more than one store or office in a city.
Optimization for Local Search (Local SEO): Your website is your virtual storefront, so it must be comprehensive and tailored to the local audience. Make sure to include references to the area and key keywords that can help you reach potential customers nearby. How do you choose the right keywords? Use keyword research tools like Ubersuggest, Google Keyword Planner, and Google Trends.
Tip: In the case of multiple stores, creating a landing page for each location is recommended so that Google and other search engines can index them. If you offer different services at each location, make sure to mention this or, even better, create specific pages for certain services in a region.
Google and Microsoft Advertising Campaigns: Did you know you can create local ads by selecting a specific target location and using localized keywords? This allows you to reach the right audience when they search for products in your area.
Microsoft and Google also allow you to upload a local inventory feed that contains products you sell in the store. If people are nearby, they will see your local listings; otherwise, they will see the range of your online store. Microsoft also allows you to add a badge for drive-in pickups. This feature informs potential customers that they can take advantage of the drive-in or contactless pickup offer at your store.
Google also offers the option to place “Local Services Ads,” specifically designed for service companies. If you offer services such as plumbing, moving, or cleaning, you can present your business at the top of the search results in your area.
Social Media Marketing: Use local hashtags and geotags to expand your reach within a target area. Collaborations with local influencers can give you an edge: Harness their unique relationship with their audience.
Running geolocated ads on Facebook or Instagram allows you to focus on nearby customers. They also provide useful insights into your audience's interests.
Online Reviews and Reputation Management: Positive reviews play a crucial role in influencing new customers. A BrightLocal study from 2023 found that 93% of consumers read online reviews before deciding to visit a local business. Encourage satisfied customers to leave reviews, perhaps by handing out a card or asking in person. However, ensure you always respond promptly to new reviews and comments, particularly negative feedback, to demonstrate your commitment to good service quality.
Combining offline and online activities maximizes reach. You can promote your in-store events on your social media platforms, in email newsletters, and on local websites. The use of QR codes in-store or on printed materials can also increase online traffic.
Customer Retention and Loyalty: Develop loyalty programs that reward both in-store and online customers. Use email marketing to send exclusive local offers or updates on new products. By integrating these platforms, a unified customer experience is created that fosters loyalty.
Click-and-Collect Services: Offering in-store pickup services allows interested buyers the convenience of online shopping while interacting with your physical location. Make sure this service is highlighted on your website, social media, and in the store.
Local Shipping and Delivery Options: Offering fast delivery options in the local area such as same-day or next-day delivery increases the satisfaction of online shoppers who appreciate fast service. Partner with local couriers to ensure on-time deliveries at competitive prices.
Virtual Events and Local Partnerships: Online events such as workshops or product demonstrations help you connect with your local community even if they do not visit your physical store. Collaborations with local influencers or businesses at such events expand your reach.
New trends like Apple Business Connect are changing local listings. Apple allows businesses to post updates and logos and track engagement, offering deeper insights into customer interactions.
Voice Search is also growing rapidly. Optimizing your content for voice search by using natural, conversational language can improve your ranking. Be sure to use long-tail keywords and W-questions.
Additionally, visual content, especially short-form videos, is becoming increasingly important. According to the HubSpot report from 2024, short-form videos are the format with the highest ROI. Short-form videos showcasing local stories or charitable engagement resonate well with local audiences.
A successful local marketing strategy combines both offline and online efforts to increase visibility and boost sales. From optimizing your Google Business Profile to organizing community events, businesses that invest in understanding and interacting with their local market will benefit. Implement these strategies, monitor the results, and adjust your approach to grow your business.
At BREITETIEFE, we specialize in local marketing strategies that connect businesses with customers in their area.
Our experts develop tailored strategies that aim to increase customer traffic, improve online visibility, and boost sales. With a hands-on approach, we ensure that you remain connected with your local customers.
Optimizing your business profiles, consistently updating all relevant details, and SEO for your website may seem overwhelming, but we at BREITETIEFE can help you stay ahead of the competition and enhance your business visibility.
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As a specialist in performance marketing and bespoke digital marketing strategies, Sara relies on data-driven decisions. Her work includes the development of targeted campaigns and in-depth data analyses, enabling the implementation of effective measures tailored to the needs of clients. With a clear focus on the importance of data in the decision-making process, she ensures that marketing strategies are targeted and sustainably successful.
Sara Trenti T. +39 0471 0616-03 E. st@teamblau.com
