Making a mark in the local community can be a valuable way for small businesses to gain customers, create a brand name, and grow revenue. Many businesses start too fast, attempting to target a larger pool while ignoring the resources at home. However, those who understand how to harness the power of local marketing can inspire growth and development. By taking the right approach to targeting your community, you and your company can tap into a wealth of resources, right outside your front door.
Search Engine Optimization
When individuals in your community search for your business, you want to be the number one result they see. In order to make sure this can happen, it’s important that your website and its content is optimized for search engines, especially in your local market. 93% of online experiences begin with a search engine, which makes the content on your website absolutely critical in ensuring your page is seen. The higher your search engine rankings are, the more visible you are to the web users who need your services.
Google prioritizes rankings using SEO data and web presence, making your company’s web page, social media pages, and online reviews very important.
As a part of its search tools, Google features three top local businesses fitting users’ search parameters through its Google Local tool, making basic business information readily available. Keep in mind, 59% of consumers use Google for local searches at least once a month, making your presence as one of Google’s top three businesses extremely important.
Want members of your local community to remember your name? Get out there and show it to them! By participating in local events, like holiday gatherings, fun runs, festivals, and concerts, you can put a face with your company name. In addition, being active in the community can be a great way to network with other small businesses and meet your potential customer base face to face. Instead of heading to Google to look for all local service providers for a particular job, someone you’ve interacted with in person may be likely to search for your brand specifically.
Content marketing can be a critically important strategy, especially when it comes to growing a small business. By making sure your site has high quality content and interesting, informative posts users want to read, you can establish credibility in your field and build a reputation locally. 82% of consumers are more willing to make a purchase after reading fresh, original content, making your strategy a vital part of brand awareness. Through blog posts and email campaigns, you can target your local market in a way that will enhance consumer confidence.
Social Media Marketing
Nearly 45% of individuals in the world use social media, which is more than 3 billion people. Instead of asking yourself why you should use social media marketing strategies, the better question is, why wouldn’t you? Social media enables you to interact directly with your users, creating a personal connection with those who value your products and services. Social media can also be targeted to specific demographics, allowing you to hone in on members in your community who are a good fit for what you have to offer.
You’ve seen company names on the back of youth sports jerseys and hanging in sports arenas, but have you ever wondered how they got there? By sponsoring events, organizations, and charity drives, small businesses can put their name in the public eye while doing good deeds in the community. In many cases, sponsorships are not overly expensive, creating a positive way to associate your name with something people will remember while giving back to those in need. Local professionals in your community will see your name where it matters most, which will build an audience of those who trust you.
Building a reputation in your community matters a lot, but so does building the expertise that will ensure you succeed in the long run. Participating in industry conferences and conventions will show your community that you are serious about your craft and that you strive to be the best of the best. Demonstrating your competence will go above and beyond your community as well, providing the early foundation for development into a national or global enterprise.
Targeting the local community can make a big difference to companies looking to build a network, increase sales and boost revenue. By employing marketing tactics designed to create a presence to the people around you, your business can create a loyal fan base of customers with easy access to your products and services. By using digital marketing techniques in conjunction with interaction with the community, your company has the potential to improve your presence, extend your reach and help you take advantage of positive growth.