How to Grow Your Business Online with Localised Marketing

Local area marketing is known by a few different names, such as ‘Neighbourhood Marketing,’ and ‘Local Area Marketing,’ however the intent is shared in driving nearby users to engage with a particular brand or business in their geographical region. This is primarily done by increasing awareness to help drive in-store foot traffic and brand awareness, whilst also engaging user interest with relevancy to their search.

The results focus on brand consideration and create a sense of urgency with users based on locale and convenience, but how can you grow your business using local area marketing to appeal to the masses?

Here’s 5 ways to easily grow your business locally to increase sales and conversion:

1. Ensure your website is Fully Optimised & Relevant

  • It’s important to ensure your website is not only fully optimised for your users, but also optimised to take advantage of increasing awareness in localised regions. This is primarily because Google’s search algorithm’s use an individuals search location to serve relevant local business information. This means that Google, and most search engines out there, will prioritise search results to favor local area businesses.
  • Increase relevancy on your website by focusing on keyword that users engage with the most to drive the most relevant traffic. If you think about how most of us interact with location based searches, we typically focus on specific keyword sets in combination with location based search terms. Ensuring your website is up to date with the right keywords not only associates your brand with the right searches but it keeps people’s interest.
    • TOP TIP: Consider creating new landing pages that relate to areas that you wish to market towards. Perhaps you have a franchise business that you are looking to localise marketing for across each location or local area. Why not create bespoke landing pages for each area that hones in on the local area keywords commonly used in search, or create a landing page that speaks to a wider region where relevancy can still be found? (eg; Sydney Metro landing page which covers multiple locations vs a landing page for one specific suburban location)


2. Engage Locally with Social Media

  • Customer service has grown beyond just your in-store experience with users, and Social Media has scaled in a way where users expect to connect with businesses in a variety of ways. We live in an age of reviews where majority of users will actively read reviews before making their decision, so it’s vital to stay on top of your social media channel activities….and if you don’t do any social….start now!
  • We all like putting a face to a name, and personalisation goes a long way in local area marketing, however how do you prioritise your social awareness? One way is to leverage advertising on social channels such as Facebook, Instagram, and LinkedIn, by focusing on user locations to deliver the right localised message at the right time. This is a great way to increase awareness in the short-term and drive increased brand consideration, however is usually only one part of the social engagement strategy. Localised marketing however also extends into social engagement, which is where content creation and  community management come into play…and there are several different ways in which you can engage social to drive local area marketing growth:
    1. Ensure you are active on social and creating engaging content that captures users interests.
    2. Inspire users to have conversations online, either with you or one another.
    3. Be proud of your business and share your success! People like to know they are supporting  a business that is growing and proud of their accomplishments. It’s OK to brag about your local area teams success.
    4.  Reward your loyal customers with bespoke offers/ incentives only available on social.
    5.  Take the good with the bad. People like to see that you care, so responding to negative reviews as much as the positive ones goes a long way in customer service and creating a better user experience overall.

3. Automate your Marketing Communication Strategy

  • Personalisation goes a long way in your marketing communication plans, and acts as a thin line between what users would classify as spam and actual relevant brand communication. By ensuring you have a CRM (Customer Relationship Management) system in place, not only can you save time on menial tasks but you can also personalise your marketing communication by creating detailed location based audience segments. Imagine sending lapsed customers a special offer for your brand, relevant to their local area, and aimed at encouraging them to re-visit and consider your business…without having to lift a finger. That’s the power of marketing automation on a local scale.
    1. Create segments of customers based on their location.
    2. Customise marketing emails, SMS messages, and re-marketing based on user location details.
    3.  Fully track user engagement and activity in their path to purchase.

4. Localise your Paid Media Advertising

  • Paid advertising can be a large investment, and depending on your industry and target audience an expensive one too. You need to ensure your marketing strategy is hitting the right audiences and providing tangible results on a local level, not just competing in a bidding war nationally.
    1. It’s much easier to setup a campaign and target your ads nationally, however your bids will be competing against a wider range of brands. Focus on targeting your business location and the surrounding suburbs by running geo-targeted ads.
    2. Speak the same language. Incorporating local terms/ slang and locations in your ad-copy appeals to users because they can visualise your business and creates a tangible product.
    3. Users can come through your site in a variety of ways, either via organic search/ SEO, word of mouth, social etc. Capturing their details and re-marketing to them can help cut down costs, whilst also allow you to customise your ads beyond just your users geographical location.
      •  Ie; Show ads to users who live in a certain area, but spent more than 2 minutes browsing a specific product on your website.

5. Localise your SEO Marketing Plans

  • Search Engine Optimisation (SEO) is a powerful optimisation tactic that helps your brand and website in multiple ways. Not only does it help increase your brands rankings in search locally, but it’s also a great way to focus on user engagement and conversion rate optimisation. This also has a knock on effect as optimising your site for relevance will also benefit your paid media channels and create an overall better user experience. Long story short, SEO acts as a foundation for your digital marketing plans.
    1. Make sure your website is compliant with the latest search trends and algorithm updates. Google regularly sets the tone for this in the industry, with developments being made every 12-18 months. Ensure you are compliant with these and stay ahead of the curve.
    2. Google has updated their search algorithms for local businesses by displaying your business contact details and product/ service offers at the forefront of user search. This acts as a gateway to your businesses local offering by getting the right info in front of customers, and is typically the first thing people see when searching for your brand.
      • Your Contact Info (address, phone)
      • Local Area Map and Directions
      • Business Hours & Special Event Hours
      • Your Website
      • Photo’s
      • Promo’s/ Offers
      • Google Reviews
    3. Creating content is not only a part of a great SEO strategy, but it also helps increase the appeal and relevancy of the area(s) you are operating your business in. By creating local-centric content you help capture the engagement of users you want as customers and educate them in the process. This is a great way to capture new users attention and feed them into a local area marketing strategy.
      1. Create content that coincides with your local business offerings.
        •  Ie; a local bike shop might post content about the best bike trails around Sydney.
      2. Share your content in local area publications and media outlets.
        • Link building strategies are a critical component to SEO development, and ensuring your brand is mentioned/ referenced on reputable websites is the key to organic growth. Got a local community website you can tap into? Perhaps a township Facebook page? Reach out and ask if they’ll share their content, you’ll be surprised as to how many people would be happy to have content provided for them in most cases.

Final Thoughts

The digital marketing landscape is competitive and vast, and it’s very easy to get lost when you’re dealing with large audiences at scale and promoting your business. By defining your local offering and marketing strategy you can tap into what your customers really want; a real and genuine brand experience that they’ll remember.

If you want to stand out from the competition and increase your sales and customer retention and loyalty, you should focus on what really drives local area marketing and brand consideration.

This means:

  1. Focus on personalising your brand experience.
  2. Regularly engage with your audiences.
  3. Showcase your expertise and offering (through social, content, SEO link building etc)

From small companies to larger franchise businesses, your marketing plans should focus on where your customers are sourced and what will gather the best return for your investment. Stay ahead of the curve and put your local area marketing strategy to work.

Looking to Elevate your Marketing Strategy?
We specialise in growing businesses like yours on a local and national scale, integrating the best marketing tools with industry expertise and creative strategies. Contact one of our experts for a free consultation on how you can grow your business and reach the right audiences.

 

Looking to Elevate your Marketing Strategy?

We specialise in growing businesses like yours on a local and national scale, integrating the best marketing tools with industry expertise and creative strategies. Contact one of our experts for a free consultation on how you can grow your business and reach the right audiences.

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