Local marketing is a crucial aspect of a successful, comprehensive internet marketing strategy. For the business with multiple locations or the corporation seeking more local customers, a traditional approach to SEO won’t be enough; in fact, marketing to a targeted local audience requires its own unique set of strategies. When done correctly, local online marketing allows businesses to improve their branding, positively engage with their community, increase customer loyalty and secure higher conversion rates. It also helps customers find your business (and yes, they’re looking), helps you to more effectively spend marketing dollars and mitigates the loss of valuable market shares to your competition. And did you know that research indicates that nearly 60% of consumers use Google every month to locate a local business? Local marketing matters!
What does a local marketing plan look like? Effective local marketing involves numerous components that require seamless, simultaneous implementation. The following chart is a summary of each local marketing technique and we dive into each category in detail below.
Our Local Marketing Services
Local Search Engine Optimization (SEO)
Local search is a growing facet of the online search experience. Web users are increasingly interested in searching for local information regarding places of interest and area businesses. These searchers are usually looking to find certain businesses of a given industry in a particular region, be it a state, city/town, or city-neighborhood level of focus. Searchers gather information about these businesses and what they offer, getting contact details, check hours of operation, and mapping directions. In turn, local SEO works to optimize the web presence of businesses specifically for local search in order to gain greater visibility and increase the average position of search engine results.
Many local businesses cater to customers in a specific location so they benefit immensely from our local SEO services that address both general visibility and search engine traffic. Our services increase their rankings on the Search Engine Results Pages (SERPs) and increase overall online exposure for relevant industry and location-specific search queries. In simple terms, our local SEO efforts increase the reach these businesses have in their local context, putting their information in front of more people online – giving them an advantage over their local competition.
Before we move forward, try one of our SEO tools and see how your keywords and Internet marketing campaigns compare to your local competitors.
Local Business Directory Listings
WebiMax can create a number of local business profiles for your company on Yelp, Google, Bing and various other online directories.
WebiMax also creates client listings in numerous online business directories like Yelp and Google Business to significantly boost a company’s local online presence. Our primary goal is to make every client’s company more visible and accessible and, despite the decline in popularity of the physical phone book, an online business directory is now the best method for achieving both of these objectives. A local business listing is a page that provides basic contact information, including the company’s official name, address, and phone number, and a link to its main website, all represented uniformly on every business profile (consistency is key). Google uses a NAP consistency as their local search ranking factor, this means a business should have consistent information across all directories (name, address & phone number).
The more directories and citations we build a business, the better chance a business has of being found when customers search for nearby services. At WebiMax, we can create well over 50 directories for clients with brick-and-mortar storefronts. If a client has multiple locations, we’ll set up profiles for each individual location as well. We’ll also make sure that each local profile is categorized correctly based on the product or services offered as categories play an important role in ranking.
Inconsistent directories with false information and duplicate directories can have a negative impact on a businesses ranking. To combat this, WebiMax corrects any false information found on a directory, ensuring the right information is shown to the user and crawled by Google. For duplicate directories found, WebiMax works closely with the directory to suppress the extra listing(s). Cleaning up directories can be a very tedious process but WebiMax has the knowledge and experience in making sure this is done the right way to bring the best results.
Social Media Marketing
Social media marketing serves as another highly effective means by which to establish a loyal local customer base and increase conversion rates. In addition to creating social media profiles for each of a client’s physical locations, we can also create locally-advertised coupons and advertisements on Facebook to engage a new audience. These Facebook ads and coupons are highly customizable, allowing us to incorporate specific expiration dates, terms, and conditions, advanced options and reminder e-mails based on the preferences of our clients.
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WebiMax can further help clients reach a local consumer base through the use of Google AdWords. A client’s ad will appear on a Google search results page at the top when users from a specific region search for a targeted keyword. This system ensures that businesses only target viewers who are actually interested in a particular service or product within the client’s region. This local advertising tactic can have a very large ROI for a business as it is guaranteed visibility.
Local Page Creation
When embarking on a local marketing campaign, it’s also smart to create separate, individual pages for each of a business’s locations. Why? Unique local web pages (not to be confused with directory profiles), can help improve organic search results for local businesses and provide an overall enhanced user experience. A unique local page allows visitors from specific locations to easily find exactly what they’re looking for when visiting a business’s main page. We also create distinct pages for each of a business’s locations – without duplicate content that could be penalized by Google – and instead provide valuable content that is tailored to the audience of a specific location. For example, a unique local page may have links to a client’s local blogs or outbound links to relevant local websites, along with case studies and photos of service conducted within the city, testimonials from area customers, or a Google map of the specific location. A unique local page created by WebiMax lets customers know that a client is truly cognizant of the individual needs and specific interests of its consumers in a particular region.
WebiMax can also implement a mobile marketing plan as part of a comprehensive local campaign. Without proper mobile marketing, modern businesses have little to no chance of observing significant local growth. Why? The reality is that mobile device usage for Internet searches is skyrocketing, with 95% of mobile device owners stating that they rely on their devices for local searches. Given that Google has also recently announced that websites will be identified as “mobile-friendly” on search engine results for meeting specific compatibility criteria, the stakes have never been higher for businesses to jump on the mobile bandwagon to sustain and grow their local customer base. Our effective mobile marketing involves creating a responsive website design that allows a site to easily adapt to any mobile device to ensure consistent usability and navigation for mobile users, as well as elicit higher conversion rates. We can also implement an advertising campaign specific to mobile devices and personalize it based on collected demographic information so that ads are targeted (and retargeted) at a local mobile audience. These ads will appear on mobile search engine results pages as well as on mobile apps and are properly configured for these devices in terms of format and presentation.
Google Business Creation & Optimization
Google Business and Google Maps are interrelated features that list company information in the SERPs when searchers enter brand, industry and location search terms. These provide an opportunity for companies to list their details and location in the “Google Local Pack” which is the localized set of results found on Google’s SERPs. Optimized visibility on these features is immensely important as Google holds such dominance in Web search. This is an essential facet of local SEO and marketing. Similarly, many users utilize their phones for mobile searches and the “Google Local Pack” takes up a lot of real estate on the screen of a mobile phone, making this an important place for any business to be listed.
Let WebiMax’s effective services guide your customizable local marketing campaign today! For more information on how we can help, contact us at firstname.lastname@example.org; or, to see how your website stacks up against the competition, check out our free website analysis tool.