What is Local Marketing?
Local marketing is one element of a SoLoMo (Social, Mobile, Local) marketing strategy. With the rapid adoption of smart technologies and social media engagement, empowered consumers are behaving differently. The path to purchase no longer resembles the traditional purchasing funnel.
Google, the search engine giant, is changing their search algorithm to prioritize local results to search queries. Why? Because increasingly consumers are ready to take action when searching and this tilts the relevant results scale in favor of a local solution.
There are four major players in this space. Google, Bing, Yahoo and Yelp. You can find out more here.
Local Marketing Online
Small businesses can take advantage of the new emphasis on local results by adopting a customer-focused mindset and taking advantage of growing local platforms. Following are a few resources that may be helpful.
First, and most important, make sure you have a comprehensive local presence. Google Local is incorporating customer reviews into search results, so in addition to signing up and completing your profile, pay attention to the customer experience as expressed by customer satisfaction.
While Google is important, be sure you do NOT overlook the other search engines and social platforms. Following are links to each of these properties. Remember to use consistent information and be as complete as possible. Where possible, use pictures.
Sign up for Google Places
Google Local Explained
Google Local Carousel
If you are currently using promotions, you may want to consider incorporating a local presence like Foursquare. The process of establishing a presence on Foursquare is relatively simple, but it’s important to remember to encourage your customers to check in.
Claiming a Foursquare Venue
Mashable – Claiming a business venue quickly
Foursquare – Claiming your venue
How to start marketing on Foursquare – Mashable
How to set up a Foursquare Special – Mashable
10 Tips for marketing on Foursquare – Marketingland
Getting Your Local Marketing Plan Underway
Stop and think for a moment how much emphasis you’ve put on your company’s local presence in the past year. If you feel like a deer in headlights, with that thought, it is not too late to address it. Ignoring establishing your local presence can be detrimental; it should be one of the marketing initiatives that you revisit frequently.
If you’re not sure where to start, or just feel a bit overwhelmed by the thought of it, we can help. Just click on the button below to set up a no-obligation call.