Is your business doing ok, but could be performing stronger? This is the case with so many small and larger businesses that don’t seem to have the same sway with the local market as they did in previous years. The good news? This can easily be remedied by boosting online performance, putting you on track to generating a wealth of local leads. Follow these tips to achieve a loyal and local base of customers.
Local brand awareness
Now you may believe that you’re known in the area, but what evidence do you have of this? You should no longer need to hit the pavement to reach your local market, you simply need to activate a local SEO strategy through the use of a digital agency who specialises in just that. Through a local SEO strategy, you can be targeting those who are looking for your services in the area and start to convert them into customers. If brand awareness is an area you want to improve on your platforms, SEO will allow you to control the narrative of your business by governing what and where your customers will see you. Reach and understand your local market through digital activity that is designed to analyse, find and replicate your desired customer type.
Email marketing continues to be a powerhouse for all business types, and can make up a large contribution to your local leads funnel. If you’re looking to leverage the local area, be sure to include content that is relevant to that market. This will increase engagement, and if you use appropriate location based email subject lines – it can even boost your open rate. When was the last time you peeked at your mailing list? Analyse and categorise your email distribution list, drilling down to specific and wider locations if required.
So many businesses miss out on the action because they believe they don’t need a social presence. This is where your customers spend time, and where they likely learn about your competitors. The beauty of social media is that it is two pronged, able to serve ads as well as build an identity and relationship with followers. It’s the only environment where you can begin telling your brand story, and indulge in long form posts about the quirks and intricacies of your establishment. If you’re still sure your market doesn’t exist on social, build it and they will come.
Partnerships can be as straightforward or complex as you like, and too many businesses think it will be the latter. Embarking on a local partnership has intrinsic value as it allows you to tap into another businesses audience, educating or promoting that captivated audience as you see fit. While all press is good press, set yourself the task to partnering up with a business that shares the same ethos as your business does. This will make the partnership more authentic, and you won’t need to sacrifice or distort your company core values. If this doesn’t sound quite right for your business, you can also explore the option of a partnership or collaboration with a person or public figure instead. If this is the road you wish to follow, make sure you define what the deliverables are from both parties.
Any marketer or business owner can devise and execute a strategy for increased online performance. It’s only when you want to niche that activity to attract a specific group of customers that you understand the complications. Local SEO campaigns will layer that base, affording you the ability to attract a local market and then optimise your activity after you gain a greater understanding of that market type.