It makes sense that if a local business wants to dominate locally, then they need to create a localized strategy. A broad online campaign won’t deliver the same results on a local level. You need to get hyper-focused on your digital marketing strategy for local SEO.
Now more than ever, consumers and clients – your target audience – are turning to the web over other mediums in order to obtain information on local businesses and sales. According to TMP and ComScore a massive 83% of local search users contacted businesses offline, with 46% of consumers making contacts over the phone and 37% visiting the businesses in person, and half of all local business searchers eventually made purchases as a result of their searches.
That should be more than enough reason to launch a local digital marketing strategy – and here’s how to make that strategy work.
Local SEO – Get Hyper Local
You may be worried about competing with the big brands locally, but big brands in your local area are going to focus more on national marketing through standard media. They’ll have a limited local message (if they have one at all). Those who do use generic, boring content marketing as part of their digital marketing strategy because they don’t understand the community.
They aren’t in touch on the same local level that you are. You know the neighborhood, the people and you really know the consumers. Get local and start using compelling localized messaging, content offerings, contests and calls to action that specifically cater to the people around you. Leverage the fact that you know your customers better than a corporate suit 1000 miles away.
Local SEO – Take Advantage of Mobile Marketing
Did you know that more than 250 million people access Facebook via their mobile devices every day? Of all the Google searches that take place each day, 40% come from mobile devices and more than 70% of those mobile searchers are for local business.
A lot of mobile users break out their phone while they’re shopping in order to look at reviews, compare prices, check availability and more. You can reach out to that mobile population by incorporating easy-access mobile sites, a custom application, advertising, SMS offers, QRcodes to bring customers into a sales funnel or opt-in, loyalty programs and more.
A mobile marketing strategy with other concentrated local digital marketing is guaranteed to bring you results.
Local SEO – Provide Compelling and Valuable Content
Major brands are starting to finally realize the importance of content. If you visit the home page of Redbull, it almost looks like a powerhouse eZine with news, articles and videos. They understand that people don’t just want to come to the site and see boring product information. Customers want to digest information and learn, be entertained, etc.
Publish a blog, be a guest blogger, contribute to your local paper – whatever you do, create content that is compelling and sharable. This keeps your business in the front of the mind of your customers.
Local SEO – Optimize Properly
In all your marketing, don’t forget that your website needs attention as well. You need to optimize the individual landing pages with relevant keywords to make your site visible. For local SEO, this means including location info, service areas, neighborhoods and more.
Google had more than 11.7 billion US searches in January of 2012. Of those searches, more than 20% were geared toward local. That number skyrockets for mobile users, so make sure your prospects can easily find your site online
Other strategies can ensure better visibility and a higher conversion from visitor to customer. This includes social media marketing, social deals, direct marketing and conversation marketing and even user reviews. Want to know more? Contact us today and let us help you develop a hyper local SEO strategy for your business.