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Your brand may be more successful if it takes a smaller focus. But you can’t sit still and wait for things to happen. You need a proactive local online marketing strategy. And in this article, we’re going to explore some specific ways you can execute.
Trying to be all things to all people is one of the biggest sins of marketing. Yet the vast reach of the internet has turned many small brands into national “wannabes.” Really strong local brands that have no business moving into national markets have suddenly been convinced that they should serve everyone.
We’re here to tell you that bigger isn’t always better.
In fact, your brand may be more successful if it takes a smaller focus. But you can’t sit still and wait for things to happen. You need a proactive local online marketing strategy. And in this article, we’re going to explore some specific ways you can execute.
“Near Me” Searches
Over the years, search engines like Google have gone from useful research tools to real-time information providers. With the rise of mobile phones and unlimited data plans, people now have access to the internet at all times. This gives them the ability to search for stores, companies, products, and services nearby. So it should come as no surprise that “near me” searches have increased by a factor of 34X since 2011.
Rather than chasing after highly-competitive keywords that you’ll probably never rank for, we recommend targeting “near me” searches as part of your local online marketing strategy. But before you do this, make sure you have all of your basic ducks in a row:
Verify that your Google My Business page listing is claimed, active, and updated
Encourage your most loyal customers to leave a review on Google
Ensure your website is using the latest responsive web design features
These three factors are really the foundational elements of a “near me” keyword strategy. Google serves pages to users based on the user’s location. So if you want to win with these types of searches, Google has to know where you are. Then (and only then) should you shift your focus to related “near me” keywords.
Local PPC Ads
With local PPC ads, you’re able to target customers within a specific region. And depending on the ad platform, you can get as specific as zip codes and neighborhoods. (Facebook has an especially powerful ad platform that makes micro-targeting really easy.)
The key to winning with local PPC ads is to be specific with your location and message. For best results, try running the same ads to different niche locations within your local market. For example, if there are four zip codes in your target market, you’d run the same ad to each of these four locations. Doing so will allow you to further tailor your messaging to that specific group.
When it comes to messaging, use local keywords and references that resonate with people in your area. You want to show them that you understand who they are and what they want. (Consider soft drinks as an illustration. People in the midwest use the word “pop,” while those in the northeast call it “soda.” Those in the south often call it “coke” – even if it isn’t a Coca-Cola product.)
Another benefit of targeting very specific geographic markets is that you can send each audience to a location-specific landing page. This further increases your ability to drive conversions up.
Local Influencers
Influencers are another key element of a local online marketing strategy. While most brands focus on the big celebrities and national names, you can get much more cost-effective reach by going after people with large audiences in your local market.
Here in Nashville, for example, all you have to do is walk out on Broadway and you’ll find plenty of talented musicians and local celebrities who have tens of thousands of social media followers. You can tap into their network by partnering with them. The result? High-value exposure with your ideal target audience at a discounted price.
Twice Social: A Leading Nashville Marketing Agency
Looking to revamp your local online marketing strategy? Twice Social is a leading Nashville marketing agency with an eye for taking small brands and turning them into household names. Contact us today and we can chat about whether we’d be a good fit!
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