When it comes to online marketing, small business owners can often feel a little bit overwhelmed. It is true that the world of digital marketing is quite fast paced and you need to keep up with the latest news in the industry, to be able to do it efficiently. However, if you get the right help and adopt the right strategies, it can pay dividends in the long term. Local digital marketing is not something that can only be used by larger companies. In fact, the market for small businesses is quite big and the competition is relatively lower.
One of the requirements of doing local digital marketing is that your business has to be located in a neighborhood that is reasonably busy and naturally gets a fair bit of traffic. The purpose behind this is that, in adopting the strategies we are going to talk about, you are going to start drawing attention to your business. But when you have people’s attention, it is also necessary to be in a convenient location to them, so they can actually come to your establishment easily.
Let’s look at some of the basic steps you can implement right away to get more traffic online. Once you have a good idea of which of these steps are more relevant for your business, design a plan of action and start implementing right away!
1. Approaching Local Councils
This is a great way to get a decent amount of traffic to your website or online listing. It also marks you as an authority in your industry within that neighborhood and shows that you are endorsed by the Local Council. You might be surprised to find out how easy it is to get the council to do this for you. They like supporting local businesses and most will not even charge or ask for a donation to do this.
2. Listings on Relevant Websites & Reviews
Depending on what industry you are in, there are typically websites that are relevant and popular. These can include Review websites where people go to get non-biased opinions about the business. Try to find out this kind of sites and add a listing of your business. The next step is to get some of your happy customers to review your business on this website. Most of these websites have systems in place that show the highest rated businesses at the top of the search results. This is where you want to be. If you have a decent number of reviews and people praising your products or services, you are likely to get traffic directly from these websites.
Websites like Yelp are primarily for restaurants even though they also list all types of businesses. A website like Bodypass though mainly focuses on health fitness related businesses such as personal trainers and gyms. Astute Fitness is a local personal training studio that several good reviews on Bodypass and thus gets direct traffic from it as a result. On the other hand, a restaurant like Ribs & Burgers which is also based in Hawthorn gets significantly more traffic from its listing on Yelp because that is deemed as the authority in the restaurant industry.
Videos are becoming more and more engaging in the digital word. They inspire much more trust and make your business more personable. This is especially true for a service-based business. When your potential clients can see the people behind the business in a video, it provides a much better user experience and is a great sign for trust to them. Try to make your videos more targeted to your local market and demographic.
Check out this video to find out how Astute Fitness – Hawthorn made a short 30-second video, to reach their target market in the area. Click here (opens in new window) to learn more about their business and marketing strategies they have effectively implemented.
4. Local Search Adwords
Find out the popular search phrases related to your industry in your local area and start advertising to these people who are specifically looking for your services. This can be done through Google Adwords, Bing Ads etc. This is slightly more complicated and you will need to invest a little bit of time and energy into learning how this can be done. Their interface is very user-friendly and helps you set things up reasonably fast.
The more targeted traffic you get from your local area, the better you chances of conversion. But you also have to take steps and ensure that your website itself is optimized and converts this traffic properly by making sure there is a clear call-to-action, a secondary step for people to take if they are not ready to call you yet, such as subscribing to a Newsletter etc. You can also implement re-targeting so that the people who do visit your website, will keep seeing your Ads in other places on the Internet and are more likely to buy from you when they are ready.