Local business owners understand the importance of digital marketing. However, they often struggle with either maintaining consistency or running out of ideas, which hinders their growth. Fortunately, effective digital marketing encompasses various elements such as search engine optimization, pay-per-click marketing, content marketing, and social media advertising, among others. Moreover, as trends adapt, there are always opportunities to generate fresh ideas.
There are both familiar and unfamiliar strategies outlined here, catering to individuals of various experience levels in local marketing.
What is local digital marketing?
Local online marketing refers to a type of digital advertising that focuses on customers or potential customers within a particular location. It makes use of different digital platforms like social media, search engines, email, and mobile apps to engage with the desired audience.
Approximately 85% of transactions take place in brick-and-mortar shops, with individuals increasingly finding these stores through online searches. When people search for a local business using their smartphones, approximately 75% of them visit related establishments within 24 hours. Additionally, more than a quarter of local searches ultimately lead to a purchase.
The use of proximity marketing is an effective method to reach the intended audience with the purpose of promoting products and services. With the implementation of regional advertisements and other focused strategies, businesses can expand their marketing endeavors and increase the number of their customers.
How to use local digital marketing
Businesses can utilize local digital marketing to effectively connect with their target audience in a specific geographic area. To make the most of their local digital marketing strategies, businesses should comprehend their target audience and the local market. This includes recognizing the requirements and preferences of the target audience, comprehending the competitive environment, and staying current with the latest trends and modifications in the local market.
The significance of local digital marketing lies in its ability to effectively reach the target audience and enhance brand visibility for small businesses or companies operating in a specific region. Additionally, it aids in establishing trust and credibility with local customers while remaining cost-effective.
If you are considering implementing common local digital marketing tactics, such as search engine optimization, advertising, social media, local listings, or content strategy, it may be wise to seek the assistance of professionals due to the complexity of these strategies.
Effective local marketing ideas
Run Google Ads
Google, a leading search engine globally, offers the option to target specific local customers using pay-per-click ads. You can utilize various ad formats on this platform, including the traditional Google Ad, Google Local Services Ads (find tips here), Google Shopping Ads, and others.
Running Google Ads can have numerous benefits, including an increase in inquiries and sales volume. Additionally, a carefully crafted ad strategy can result in intangible long-term advantages, such as enhanced brand awareness and recognition, ultimately leading to referrals and future sales.
Set up detailed radius location targeting in Google Ads
Setting up radius targeting in Google Ads is crucial for maximizing your advertising success. While it may seem sufficient to set a target radius of 2-5 miles around your store, there is more to it than that. To truly excel, you must utilize the radius targeting feature in combination with location bid adjustments. This strategic approach will take your Google Ads from performing well to dominating the competition.
Step 1: Establish your locations.
Suppose you are the owner of a coffee shop situated in Irvine, CA. Suppose further that customers are only willing to travel a maximum of five miles in order to visit your establishment.
- Go to settings at the campaign level > all settings > edit locations > advanced search > radius targeting.
- Type in your address and select search.
- Add locations for a 1, 2, 3, 4, and 5 mile radius.
Step 2: Gather information
The key element in this Google Ads optimization strategy is utilizing data for decision-making. After placing the locations in the campaign, it is crucial to allow them enough time to gather clicks and, more importantly, conversion data. Once your data reaches a considerable level, you can proceed to step three and apply bid adjustments using the formula.
Step 3: Determine the adjustments for location bids
A location bid adjustment refers to the percentage by which you wish to modify your bids for a particular location. You have the option to decrease bids with negative numbers or increase bids with positive numbers.
To implement these location bid adjustments, navigate to campaign settings and access the locations tab. Here you will find the recently created radius locations along with their performance data.
Run local Facebook Ads
By running local Facebook ads alongside Google Ads, your small business can achieve sustained growth more effectively. Social media ads not only boost sales but also enhance consumers’ familiarity with your business gradually. As they browse through their feeds and conduct Google searches, they will come across your business more frequently. Consequently, when they require your services, it is highly probable that they will choose to contact your business.