by Patrick Fransco
July 27, 2022
Three Essential Local Marketing Strategies
Marketing is often approached in a broad sense. The terms are thrown everywhere – having a website, doing “SEO”, running AdWords and running targeted social media campaigns. While all of this is important for a small business, focusing on specific local marketing strategies could pay big dividends. In this article, I’m going to focus on three essential local marketing strategies for your business.
1. Create, Verify, Optimize, and Manage a Google Business Page—I talked about it at length in that previous article, and it’s just as relevant today. You should think of this page as a second, more localized version of your website. If you don’t have a page, create one as soon as possible and get it checked out. Once verified, optimize your page by filling in all the information about your business, service area, and products. Finally, maintain this page by continuing to add new posts and photos as well as having a strategy to start collecting Google reviews for your business.
2. Join local Facebook groups—A quick search of Facebook groups for things related to your local community is sure to bring up various local and community groups. You can join these groups from your business page and join the conversation in your area.
A note of caution is that you should not spam these groups with the equivalent of an advertisement. Join the conversation and be an active part of the group. People will start to notice and understand what you do, which can have a positive effect on your local marketing efforts. Once established, you will have earned the right to occasionally post something promotional for your business. Even in these situations, try not to be too spammy and, where possible, try to make it look like an advertisement.
3. Create content on your website and social media that is relevant to local audiences—While it’s good to create universal content for the products and services you offer, content specifically related to your local market is even better. Post about local projects you’ve been involved in and local charities you’ve supported. These posts will not only help you potentially appear in more local feeds, but you’ll seem more relevant and native to that community. People want to feel like they’re doing business with someone in their community rather than some faceless company somewhere. Use your social media posts to build that connection.