Before COVID19, local businesses could often reach potential customers through “analog” marketing. Now, however, the pandemic has forced everyone to focus all their efforts on digital marketing. The good news is that digital marketing can be a great way to reach local customers. Here are some tips to get you started.
Update your local directory listings
Make sure that you have full and accurate business information listed in every relevant online business directory, especially Google My Business and Bing Places for Business. The reason Bing Places for Business matters, a lot, is because it is the main search engine for voice searches. These are often used by drivers looking for directions to local businesses.
Look for local online local networking events
It may take a bit of time for you to get used to videoconferencing technology. Once you’re over this hurdle, however, you’ll soon discover that online local networking is almost identical to real-world local networking. This means that you’ll have plenty of opportunities to make good use of your established business networking skills.
The downside of online local networking is that you don’t usually get quite the same depth of connection as you do in person. The upside, however, is that the lack of travel means that you can often attend more of them. You should definitely try to do so if at all possible.
Work on your search engine optimization
For modern SMBs, the key to successful SEO is to niche down as far as you reasonably can. For example, instead of just targeting “restaurant in Anytown”, be specific about the type of food you offer e.g. “seafood restaurant in Anytown”. In fact, take it down even further if you can e.g. “budget-friendly seafood restaurant in Anytown”.
This approach has two benefits. Firstly, it sets you up to get clicks from people who are already highly pre-qualified for a sale. Secondly, it gives you a solid foundation from which to expand later, if you so choose.
In simple terms, the more you expand geographically, the less you are defined by where you are, and the more you are defined by what you do. This means that the more clearly you can define what you do, the easier it will be for you to expand. As a case in point, take The Optimization Brothers. They are clearly defined by their business niche (SEO for plumbers) not their location.
Socialize on social media
Social media advertising can get excellent results. At the end of the day, however, people go on social media to socialize. This means that it’s a great place for companies to get to know their (potential) customers on a social basis.
If you’re using social media for business, then you’ll probably want a brand account. These are generally easy to set up and most sites offer a free option. Some also have paid options with extra features.
Ideally, you’ll use your brand account to post great content. If your budget is really tight, however, you can still get a lot out of social media just by being there and talking to people. Essentially, use it as it was originally intended, as a way to build and maintain your social network.
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