Why is Local Marketing So Important for Small Businesses
Posted on 26th May 2021
Starting a new business can be hard, whether this is because you’re trying to get your name out there, meet initial demand or face one of the most common challenges, competing with larger organisations. As a new business, it’s especially hard to compete with a larger company in another geographical location, so how is it best to grow when starting out?
It is important that you create a marketing strategy which focuses on growth but also on drawing attention from local customers who may not have been aware that there was a speciality business in their area. This has always been important but is even more so now as people continue to shop online and return to what they’re familiar with, as opposed to working with smaller businesses they haven’t come across before.
Local marketing is one of the best techniques when it comes to generating interest, both online and in person. It is paramount that upon starting up, you determine the best local marketing strategies that will benefit your business. Below are some common strategies that small businesses tend to find most effective.
Networking with other Local Businesses
Networking with local businesses is especially applicable if you are based in a small town that doesn’t already have the service you are providing. You should speak to other local businesses, which will increase your exposure and generate clients. Once you are on good terms with some organisations you can even ask them to help grow that exposure, doing things such as posting your companies flyers through doors or in high-traffic areas.
A flyer is great for general promotion as it allows you to convey a lot of information in a little amount of time. They can include your logo, company name and a short write-up on what your business is able to provide as well as contact details.
Another great way of engaging with local businesses can be to take some time out of your day for a local church or fraternal organisation. Working with places like this increases your exposure, allowing you to engage with more people. Not to mention it will add to your local reputation as well.
View our blog on business networking groups in the local area
Google Business Listing
Millions of people turn to the internet for multiple services. Nothing will ever be quite as effective a tool on a personal level than going out and meeting a potential customer. However, the amount you can grow your business simply by having a strong online presence is impressive.
The first thing you should do is establish your business on Google by opening a Google My Business account. This will mean that you show up in searches when people are looking for you online. If you want to have any kind of online presence, listing yourself as a business is paramount as without doing so potential customers will not be able to discover you.
Setting up an account is incredibly straightforward. If you already have a Google account that you use for Gmail and Google Drive then you can use these details to set up your business account. Don’t worry if you don’t have a Google Account as they’re incredibly easy to set up, simply search “Create a Google Account” and you will be taken to the relevant page.
You should also look for online directories that are applicable to the work that your business does. Simply add your businesses name, address and phone number to these directories and potential customers and colleagues will be able to find your details with ease.
Find out more about our favourite online Business directories and why they work.
Search Engine Marketing
It is not enough to simply list yourself as a business and add your details to directories. In order to generate customers online you need to ensure you have a strong online presence and this starts with Search Engine Marketing.
This still involves talking to local people or businesses but the purpose this time is to determine local keywords for your market. These will need to be specific to your business and your local area in order to attract the greatest number of customers.
Once you have determined what these keywords are, be it whether they pertain to your city, county, geographic area or service, it is important you include them on your website. As a result, when people search these terms, your site is one of the first that will come up, generating more potential clients in the process.
Keywords and phrases will need to be used on every page of your website. As above, this will increase your site’s ranking and visibility when people search for a particular area or service. The way that marketing is developing in a more interactive world is incredibly beneficial as it means that even if people are only searching a specific query, they may still be directed to your site.
Local keywords are going to help you differentiate your site from other competitors, so the importance of establishing what these are and using them on your website cannot be understated. In order to confirm you are definitely using the right ones, you should approach customers and ask what types of things they are searching and the terms they would use when trying to find a business in your area.
If upon speaking to customers you realise that some of the keywords mentioned are not on your website, you can add or amend them and increase your business’s visibility.
It is important to utilise both offline and online local marketing as these can be effective when attracting and retaining new customers. It is an extremely effective way of gaining customers in your local and surrounding area, ensuring they opt to use your services as opposed to larger organisations.
A lot of the work that goes into local marketing will be reprised on your website and as such it is important to have one that stands out and conveys your business’ message clearly. At it’seeze Windsor, we provide professional and friendly web development services that will dramatically improve your online presence. If you’d like more information on developing your online status, then do not hesitate to get in touch and we will be happy to help.
We look forward to hearing from you.
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