So you now have a local business. Congratulations. You are on your way towards success. There aren’t a lot of people who can successfully say that they own a business. You are one of the very few. However, it is only the beginning and you have a long way ahead.
The very fact that you are reading this post proves that you already know the importance of marketing for your local business. The world has completely changed in the last 10 years & marketing is not what it used to be before anymore. A billboard is not going to take you anywhere like it used to back in the days.
Digital Marketing For Local Business: 6 Things To Do
In this article, we will look at the top X immediate tasks that you should think of when you are trying to market your business. Remember, if people don’t know about your business, you don’t exist.
Being a SEO driven company, it is obvious that we would talk about SEO first. In case if you don’t know, SEO is Search Engine Optimization which is nothing but the method of ranking your website up in the Google rankings for specific keywords. Let’s use an example to simplify things. Let’s assume that you are a plastic surgeon or a plumber (I know, right?) & you work in Texas.
What do people do in Texas when they are in need of either a plumber or a plastic surgeon? Yes, the first thing that they do is a Google Search.
You can do SEO to make sure that your website appears on the top 3 when people search for terms like:
- plastic surgeon in Texas
- plastic surgeon
- where to do plastic surgery near me
- plumber near me
- plumber in Texas
- plumber contact number
And so on.
You get the idea, right? When you manage to place yourself in the Google results for those search terms, you get phone calls from potential customers/clients and your business thrives.
We have been working with wedding planners, photographers, dentists, garage door repair shops & tattoo parlors for more than 3 months now (July, 2017) and SEO has been our number one marketing strategy to grow their sales.
If you are not thinking about SEO, you are definitely doing the old school marketing which won’t give you great results.
Running a Blog
A lot of us do not understand the value of a blog. No matter what industry you are operating in, it is extremely important that you run a blog on your website to share industry specific details with your customers or followers. For example, if you run an Ice-cream shop, you can actually go ahead and write blog posts on your website about different ice-cream recipes, what was the most sold item last week and so on.
The benefit is tough to measure with immediate numbers. Obviously, these posts get a lot of social shares which will result in indirect customers for your store. At the same time, this helps you with branding. People find it easier to connect with you when you write blog posts regularly.
Also, when you have a follower base who are interested to know about the updates of your business, you can easily go ahead and promote different coupons and upcoming products/services to them. This creates a long term relationship which will eventually benefit you.
Video documentation or a series is a great way to engage your audience with your product or service on a constant basis. These days, it is not difficult to get into the minds of your consumers with a daily or a weekly show. Distribution of video materials has never been easier with the help of websites like YouTube.
Again, let’s use an example. Suppose, you have a home cleaning service and you are looking to get more customers. What if you start producing home cleaning tips and tricks related videos on your YouTube channel on a regular basis? Yes, initially you won’t have many viewers but if you are consistent and if the product quality is good enough, you will eventually start generating visitors and clients from the videos.
Also, you can now use Google Adwords to target your video viewers and show specific advertisements to them at a very cheap cost.
Audio as a medium is older than the video medium. Radios have existed before the invention of television but things have changed a lot in 2017. Podcasts have started going big and it is a good time to invest your effort into podcasts. The idea is very similar to video promotions.
Start a podcast show in your industry and try to get into the minds of customers. Understand their pain, their problems and try to answer their queries in your podcast. If possible, ask people to come and then interview them on your podcast. This will widen your reach as a company. Also, this will help you to create those awesome relationships with fellow businessmen on your or related industry. Those all come in handy at one point of time, trust us.
As we also said before on multiple occasions, the days of analog advertising is long gone. You will have to focus on digital mediums especially the social networks to advertise for your business no matter what the business is about. The idea is very simple. If you want customers, you have to go to places where your customers hangout. Social networks is a great place to begin with, followed by the mighty Google Adwords.
Suppose, you run a plumbing service in Texas. What do people do when they need a plumber in Texas? They do a Google search and the result looks like this:
The first 3/4 results as well as 3/4 at the bottom will always be ads from Google. They are cheap, they convert well and you actually improve your business with the help of Google Adwords.
A lot of our clients want us to do nothing but Google Adwords management. We happily do that for them because it works. Think about it. Depending on which industry you are operating in, Google Adwords might work way better than social media advertising.
On the other hand, if you are running an eCommerce business or something similar, social media is the way to go ahead.
Influencer based marketing is a very new term of digital marketing. It didn’t used to exist even in 2015. The idea is basic. You ask people with social followings on Facebook, Instagram or Snapchat to talk about your product and you offer money or free products/services in return. This is the advanced way of spreading word of mouth with a little twist.
Influencer marketing has worked really well for a lot of companies. We have personally contacted Instagram influencers on a lot of occasions and they have mostly been reasonable with their price. When you are hiring an influencer, make sure that you are not getting deceived by only the number of followers. The follower number can be manipulated. Look for good engagement on influencer profiles. That will give you a better idea.
That’s pretty much all we wanted to tell you today. What do you have in mind? What business do you currently operate? Let us know in the comments.