Online marketing strategies for local businesses do not seem to be taken into account in many manuals and marketing guides. The consequence of all this is that many local business managers end up thinking about the impossibility of doing profitable internet marketing actions for them.
The globality of the internet seems to be a difficult mental barrier to be transferred to many local companies, and on the other hand, the low budget that is often associated with the local context itself. Well, in this direction there is a great message to give: “It is not necessary to have a national or multinational business, nor a big budget to create a successful online marketing strategy.”
Effective Online Marketing Actions For Local Companies
Having said that, I will offer a list of online marketing actions that may be useful in these geographical conditions:
Local SEO: If you have a local business, your website should be adapted to local searches. How to do that? To start optimizing you’re “title”, and “description” of your web page indicating your geographical location. On the other hand, you can incorporate a “where to find us” page with a map of google maps. And finally, open a blog and write some articles where from time to time (without passing) you can incorporate your location.
Local platforms and directories: Following the SEO strategy, it is highly recommended to register as a local company in Google places, facebook places, Yelp, QDQ and similar. These links will help your web positioning as well as attract local traffic to your web page.
Facebook activity: On an organic level (unpaid) what you can do is open a “fanpage” and include yourself in local groups. There you can participate from time to time without being too brazen with self-promotion.
Marketing local businesses
Twitter activity: In this social network you can carry out effective actions of different forms. The first is to do local manual searches and see “what fighters” as conversations and users who live nearby. The second is to use some tool like Followerwonk to locate users who live near your business. And finally, with some ingenuity, you can locate a Hashtag close to your location. I give an example, if you have near a monument of the style #sagradafamilia in Barcelona, you can monitor it (follow the comments by the twitter itself) and reply with some welcome message or some form of interacting with them (some restaurant menu offer, 2 × 1 in souvenirs … .where you take your imagination (I.e.).
Targeted PPC Ads: On the platforms of Google adwords, facebook ads and Linkedin ads you have the option of targeting your ads by geographic location. You can do it by city for example and only there will be your ads. It is a fantastic option to expand your customer network.
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Joint action with local media: Here I recommend two options. You can negotiate with some local newspaper that you write some article of interest about your profession and that in some occasion you can introduce a link to your web page in the signature of the article. Or on the other hand carry out some action that is “newsworthy” for a local media. For this you need creativity and ability to draw attention without damaging the image of your local company.
Marketing actions with the social network Foursquare: This social network is focused on the geolocation of the users. The first thing to do is to register on the platform and communicate that you are present in it. Then you can carry out some actions like offering discounts to users who do “chek-in” in your local or make lists of sites to visit and publish it.
Take advantage of your offline traffic to increase your mailing list: This is very basic and you forget a lot of people. The best thing is to look for some favorable context to be able to ask the email to your visitors. One option may be to make a “customer card” with special conditions. In this way you increase your list so that you can send interesting information and help maintain communication with all of them.
Wifi marketing: This is quite new but very useful. If you have a cafeteria, library or the like you can incorporate a Wi-Fi service where users have to register. These data then you can use to develop an effective email marketing strategy.
As you can see, there are many valid options for marketing strategies and actions for local businesses. It is only a matter of informing yourself and doing some “testings” to find the right path.
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