Local Marketing: Simple Ways to Market Your Business Locally

Local Marketing: Simple Ways to Market Your Business Locally

This curated content was originally published on 03 Apr, 2017 via:
http://www.womenonbusiness.com/simple-ways-market-business-local-community/

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We are all familiar with the concepts of online marketing. From working social media channels to sending out periodic emails to old and new customers, online marketing is quick, easy, and relatively cheap. There is no denying that social media and other online marketing strategies are successful, but have you considered the effectiveness of offline marketing?

Offline marketing is not for everyone. If you provide SEO services or you are a copywriter, you probably find most of your new clients in the online world, and a website is more cost-effective than printing leaflets for distribution in the local neighborhood. However, in many instances, offline marketing is worth the effort, as some of your neighbors could easily become clients.

Spending time on social media, paying for PPC advertising, and building an attractive website is going to pay dividends, but don’t overlook the fact that you need local customers, preferably people who live a short distance away. To this end, it is worth spending some time and money on local advertising, so what are your options?

Yard Signs

Yard signs are an excellent way to advertise your business to local audiences. A prominent yard sign will attract attention and let local people know that you provide a potentially valuable service. You may need to ensure this is permitted if you’re a renter or your property is subject to any covenants.

Car Stickers

Do you drive around the local area regularly? If so, custom stickers for your vehicle will attract attention and draw in some new clients. Stickers can be used to build brand recognition and advertise services. Go small and discrete for a car or large and bold for a van. Use your company logo for maximum effect, and don’t forget to include a telephone number so people can contact you when they are out and about.

Leaflet Drops

Leaflets cost very little to print in bulk, and if you have the time, it’s worth pounding the sidewalk and delivering leaflets over a few days. The majority will be discarded, but you may just secure some new clients.

Newspaper Advertising

Newspaper advertising is less effective than it once was, but in smaller communities where a popular newspaper serves the local community, a small ad could reach people who might not know your business exists. This is particularly true of seniors, who often rely on community newspapers for their news and local information.

Store Noticeboards

Place a poster or some business cards on a store noticeboard. Customers often check these on their way into and out of a store. For maximum effectiveness, target stores most likely to be used by your customers.

Local Networking Events

Networking events are not just useful for building contacts and making B2B connections. They are also good for promoting small businesses in the local community. A quick conversation over coffee could yield a new client.

Don’t forget about word of mouth advertising. And be sure to perfect your elevator pitch – you never know when it might come in handy.

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This article was originally published on 03 Apr, 2017 by .
The original article appeared here:
http://www.womenonbusiness.com/simple-ways-market-business-local-community/

5 easy ways to launch a local email marketing strategy

Originally published on 03 Apr, 2017 via:
https://searchenginewatch.com/2017/04/03/5-easy-ways-to-launch-a-local-email-marketing-strategy/

Vector graphic showing hands holding up smartphones in front of a globe, which is surrounded by floating icons representing digital concepts like shopping, music and email.

Email marketing is alive and well in 2017, with over 269 billion emails being sent every day.

Unfortunately, according to Email Monday, of these 269 billion only 22% of retail emails are opened. This is significantly less than the open rate of 34% garnered by other types of emails.

It’s also important to note that of the emails that are opened by consumers, 45% are done via a mobile device. In fact, email marketing is becoming synonymous with mobile marketing.

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If your company’s email marketing campaign isn’t seeing success and you find yourself in the 78% of retail emails that are being sent to the junk folder without a second glance, you might want to rethink your strategy. Creating or updating your campaign to focus more on local marketing could be the answer you’ve been looking for.

There’s a lot of evidence to suggest that the future of email marketing is hyperlocal. Below we’ve compiled some tips for how to create a successful localized email marketing strategy.

1. Make sure your offers are tailored to your customers so they can actually use them

One strategy to use when creating a local email marketing campaign is to send out coupons and offers for specific geographic areas.

Sending coupons is a great way to get consumers to open your emails, but if you consistently send offers that they can’t realistically take advantage of, they’re going to get annoyed and eventually start sending those emails straight to the trash.

Do some research and figure out how your audience best likes to redeem offers. Is it in person in a brick and mortar store, online via a voucher, etc.? If you have to differentiate your emails and offers based on various target groups, then take the extra time to do that.

Your audience will thank you by consistently opening the emails and taking advantage of the coupons you’re sending.

2. Add a personal touch to email campaigns, and reach out in person whenever possible

No one wants to receive an automatic email that seems to have been written by a robot—it’s impersonal and boring and won’t succeed in engaging your audience. Even if you include a great offer, chances are consumers will stop reading before they even notice it.

Something as simple as a border or a photo around an image can immediately tip the viewer off that it is an automated email. You can try to make emails sound as personal as possible by sending emails from the name of someone in the company, as opposed to the business name itself, and formatting the email in a more natural way.

AWeber.com suggests sharing emails on social media since it’s easy for people to like, comment, and share them with others. One of the businesses they work with, Vault Brewing, also saw success when they went out into the community to look for email subscribers. They asked people in person at their business location and at live events via surveys and subscriber apps.

They saw much greater success with their email marketing campaign after they incorporated these personal touches, and it’s also a good way to connect with the community and learn more about your target audience.

In the example above, which was sent to a family member of mine, you can see that the email is certainly automated, but that isn’t completely obvious at first glance. This gets you to open the email and engage before making any assumptions, so I thought they did a great job.

Although this may not necessarily be targeted locally, it gives itself a “local” feel by creating an inclusive environment.

3. Integrate social media to spread the word

As I stated above, social media is a great way to connect with a local audience and spread the word about your email marketing campaign. If your business has a newsletter that you email to subscribers, consider posting parts of it on social media with a link to sign up for your email campaign.

Post offers and rewards on social platforms to encourage people to sign up for emails, and get to know your audience better by investigating what groups and communities they participate in socially online. Just make sure you don’t offer the exact same incentives and materials on social media that you do via email, or consumers won’t have a reason to subscribe to your campaign.

As far as local impact goes, social media is actually very localized when shared by individuals as opposed to businesses. Be sure to share these posts directly with those in your local filters.

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4. Use a subject line that relates to the local area

When crafting an email, how much thought do you put into the subject line? Of course you want it to be engaging so people will be tempted to open it, but have you thought much past that?

Businesses who are focusing on hyperlocal email marketing have suggested using a specific state or city name in the subject line of emails being sent out in order to make national content more relevant for a local audience. According to ImaginePub.com, this simple strategy has the potential to increase open rates by as much as 7%.

Even if you don’t see an improvement at this same rate, most likely your open rates and click-through rates will increase to some degree when you deliberately target audiences in a specific geographic area.

5. Segment your list by language and region for more targeted marketing

Don’t be afraid if a section of your target audience speaks a language other than English, or resides in an unfamiliar location. Instead, embrace these differences and target your marketing to meet them.

Campaignmonitor.com says that incorporating this strategy is a no brainer, seeing as how the Localization Industry Standards Association carried out a study that showed $25 was returned for every $1 invested in localization.

First you’ll want to survey your customers to make sure you have accurate data before segmenting your email list(s). Modify your subject lines based on the criteria from your different lists, and don’t forget to consider your calls-to-action. What works in one language and one region might not have the same effect somewhere else.

If all of this seems a bit overwhelming, consider working with a localization specialist to help get you started. There are also several programs that can help automate your email campaign and free up some of your time so you can focus more on your localization efforts.

The takeaway

As you can see, there’s a lot that goes into launching a local email marketing strategy. The tips above are just some of the ways you can localize your email marketing; there are many more ways you can do this depending on how much effort and time you’re willing to put in.

I suggest taking it one step at a time, incorporating one or two strategies, and monitoring their success before going further. Launch 27 recommends many more helpful strategies and case studies in this article published on their blog.

Also keep in mind that when constructing a localized email campaign, don’t forget about best practices associated with email marketing. You always want to ask a customer’s permission before signing them up for email, and you should also offer them an “opt-out” option as well. NoRiskSEO goes into more detail about these strategies and offers other ways to take your marketing campaign to the next level.

Image credit 1-3: Screenshots taken by author March, 2017

Image credit 4: 1.bp.blogspot.com

 

Amanda DiSilvestro is a writer for NoRiskSEO, a full service SEO agency, and a contributor to SEW. You can connect with Amanda on Twitter and LinkedIn.

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This article was originally published on 03 Apr, 2017 by Amanda DiSilvestro.
The original article appeared here:
https://searchenginewatch.com/2017/04/03/5-easy-ways-to-launch-a-local-email-marketing-strategy/

The newest addition to the marketing mix’s Ps: Proximity

The newest addition to the marketing mix’s Ps: Proximity

Originally published on 31 Mar, 2017 via:
http://searchengineland.com/newest-addition-marketing-mix-proximity-272062

Any marketer worth their salt, or at least one who has managed to stay awake during Marketing 101, can rattle off a long list of marketing mix “Ps.” You know what I’m talking about: product, price, place, promotion, people, processes and physical evidence.

Unfortunately, those old pillars of marketing don’t quite hold up under the weight of today’s digital marketing needs. Our aging mnemonic sorely needs a renovation. It’s time we add proximity into the mix.

Digital puts you in the center of the map

Long gone are the days of unfolding a paper map to find out where you are and where you want to go. Back then, when you ran off the edge of the map, you either got a new map or assumed that “here be monsters.”

You’ll find no edges on today’s digital maps. You are limited only by the power of your zoom and the reach of your click. By default, you are the center of the digital map. The world fills in around you, depending on the whim of your search.

Proximity — the distance from the user to any given location — is a heavily weighted ranking factor for all “near me” searches. Only when you specifically move the focal point from yourself to an area without you in it does proximity seem to loosen its grip on rankings.

And it makes sense that digital maps should be organized this way. Something closer to you is usually easier to get to than something farther away. For marketers, the further a potential customer is from a store, the less likely it is that the customer will visit the location.

Since most people find businesses through local search and digital maps, proximity needs to be a major aspect of every marketing strategy. If you get everything else right but fail to optimize for proximity, you’ll have a hard time leading customers to your brick-and-mortar locations.

Local SEO: Tipping the scale of proximity in your favor

You can’t control where your customers are when they search, but you can put a finger on the scale of proximity to help you rank above another similarly distanced location in your business category.

How? You have two options: You either purchase a higher rank with PPC, or you optimize for organic and hope that the user is searching in an area wide enough that the map needs to filter out locations.

Google and the other major search platforms are making it harder to win the organic hustle with each passing year. But there are still things you can do that will help you improve your rankings on the map.

First, give yourself a chance to show up in local search results by doing the basics. Make sure that your location information is accurate and properly distributed to all the major location data aggregators. Specifically, your name, address and phone number (NAP) need to be accurate, and your geocoordinates for each location should lead customers to the right place.

But the bare minimum doesn’t really cut it anymore. It’s 2017, after all. If you’re relying on the incompetence of your competitors to win at local search, you’re in trouble.

So how do you tip the scales in your favor?

You increase the weight of your local credibility and authority.

Local citations, reviews and Google My Business attributes

Proximity’s influence diminishes as the map zooms out. The more area within your field of vision, the more important it is to filter out locations on the map to avoid clutter. If you’re only looking at the area covered by a city block, good luck trying to shake proximity’s influence. However, if you zoom out just a little, other ranking factors increasingly come into play.

Recently, Andrew Shotland and Dan Liebson gave a presentation about local search ranking factors at SMX West. Some of the most important factors they uncovered outside of proximity were local citations, reviews and optimizing for Google My Business (GMB).

Local citations are important in that they give Google a strong indication that your location is where you say it is and that you have enough clout to attract backlinks.

Meanwhile, reviews help establish the local authority of your brand. The more people vouch for your location with positive reviews, the more comfortable Google feels about sending customers your way.

Finally, Google My Business is critical for helping your cause in local search. This is especially true for filling out your GMB attributes. We’ve begun to see the proliferation of Google My Business fields for each business type. For example, a restaurant will have the opportunity to fill in fields ranging from payment options, takeout, delivery, patio seating and anything else you’d want to know about a location.

You can expect GMB attributes to become a significant ranking signal going forward, thanks to digital assistants and voice search. Why? Because digital assistants and voice search are allowing for much more discerning answers when it comes to helping us find locations.

Voice search and digital assistants

The way we ask questions is changing. Thanks to digital assistants and voice search, when we talk to Google Assistant, Amazon Alexa or Siri, we give these search engines much more information than we typically do with a typed search.

We’re often terse when typing in search queries, mainly because we grew up having to do precise keyword matching if we wanted to see relevant search results.

But Google and the other search engines are getting much better at understanding the meaning of words. More importantly, they’re getting better at interpreting user intent. As a result, exact keyword matching is no longer as important — much to the chagrin of advertisers. However, this allows questions and answers to be much more nuanced.

The growing intelligence of search engines is fueling the rise of voice search. Instead of typing a simple query on Google like nearby Mexican restaurants, we’re much more likely to get long-winded with voice search and say, “Okay Google, where’s a good nearby Mexican restaurant with patio seating and a short wait?” Thanks to the blossoming artificial intelligence of search engines, these nuanced questions are becoming much easier for digital assistants to answer.

But just because Google can understand the intent behind more complex questions, it doesn’t mean that Google has the data to answer them. It’s no mystery why Google is crowdsourcing business attributes through Google Maps by asking users about their recent trips to a location. Google is gathering as much information about a location as possible to have the data to answer more nuanced questions.

This presents marketers with an opportunity. If you meet the nuanced criteria of a user’s question by filling out as many applicable attributes as possible in GMB, your location can leapfrog businesses that might be closer but fail to meet the search criteria.

After all, there may be only be a handful of restaurants in an area that meet the criteria of my previous voice search question. Proximity is still a factor, of course, but you at least lessen its tyranny and raise your odds of ranking higher organically.

Final thought

No matter what marketers do, thanks to the way digital maps are organized, it’s hard to escape the influence of proximity on search results. That’s why, even though our list of marketing mix Ps is growing long, it’s time that proximity joins the list.


Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.


 

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This article was originally published on 31 Mar, 2017 by Brian Smith.
The original article appeared here:
http://searchengineland.com/newest-addition-marketing-mix-proximity-272062

Nine Ways To Grow A Business Through Local Marketing

Nine Ways To Grow A Business Through Local Marketing

This curated content was originally published on 09 Mar, 2018 via:
https://www.forbes.com/sites/forbesdallascouncil/2018/03/09/nine-ways-to-grow-a-business-through-local-marketing/

Becoming a household name in your community takes a strong marketing initiative, one that focuses on building relationships with local residents. Allowing people to see your connection to the area, for instance, can help boost your business, as well as bring more customers through your doors.

Part of establishing that connection comes from local events, such as hosting creative workshops, or organizing startup meetings with fellow business leaders. It also comes from giving back to the community, through offering goods or services related to your business, or through donating time and funds to groups in need.

The right approach can mean all the difference when marketing locally, which is why nine members of Becoming a household name in your community takes a strong marketing initiative, one that focuses on building relationships with local residents. Allowing people to see your connection to the area, for instance, can help boost your business, as well as bring more customers through your doors.

Part of establishing that connection comes from local events, such as hosting creative workshops, or organizing startup meetings with fellow business leaders. It also comes from giving back to the community, through offering goods or services related to your business, or through donating time and funds to groups in need.

The right approach can mean all the difference when marketing locally, which is why nine members of Forbes Dallas Council share the initiatives they are using in Dallas to successfully grow their business.

1. Surround Yourself With Thought Leaders

Over the years, we’ve strategically selected office space throughout the Dallas-Fort Worth Metroplex to ensure we’re constantly surrounded by fellow thought leaders and innovators — we believe strongly in the power of the cross-pollination of ideas. – Daniel Black, Glass-Media, Inc.

2. Give To The Community

We find a small local, active organization that is doing something hands-on in the community to improve the lives of the people who live there. We come up with a unique, seasonal burger called “The Give Back Burger.” For every “Give Back Burger” sold, we donate $1 to that organization. It works for cross-promotion, limited time offerings, featured products and community involvement – Mariel Street, Liberty Burger

 3. Create A Home Base For Entrepreneurship

By creating several physical locations that can serve the entrepreneurial ecosystem as a hub for education, mentorship and community, we have been able to create a home base for entrepreneurship in Dallas. This has proven to be a powerful way to market entrepreneurs and their companies to potential partners, customers and investors. – Trey Bowles, Dallas Entrepreneur Center

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This article was originally published on 09 Mar, 2018 by Forbes Dallas Business Council.
The original article appeared here:
https://www.forbes.com/sites/forbesdallascouncil/2018/03/09/nine-ways-to-grow-a-business-through-local-marketing/

How to Upgrade Your Local SEO Marketing

How to Upgrade Your Local SEO Marketing

This curated content was originally published on 09 Mar, 2018 via:
http://growmap.com/upgrade-local-seo-marketing/

The whole purpose of going digital today is to give an extra boost to your small business. Something you should keep in mind is the important of local SEO (search engine optimization).

How to Upgrade Your Local SEO Marketing

The first perception people have of your business depends on where it is in local search results. To know how to upgrade your SEO marketing, read the local SEO tips below.

1. Make the Best Use of Google Lens

Google Lens gives you the option of visual search optimization. People project that when it comes to local SEO in 2018, buyers will make Google Lens the most frequently used search engine.

For example, if you are running a shoe store, then Google Lens will show your specific audience an image that people can tap to decide whether to buy from you or not.

In fact, it is really important for marketers to seize the opportunity of Google Lens’s technology in order to run their businesses smoothly.

2. Optimization Via Voice Search Queries

Before moving towards digitalized marketing, it is extremely important to understand each of the features of SEO marketing. Voice search queries are a new and amazing feature for running your business competitively and easily.

Voice search queries are basically a process where somebody asks any question and Google Voice triggers the markup points that sellers provide on their websites. It then shows relevant results to the askers.

But what is important about voice search for local SEO? Select a good assistant, such as Google Assistant, in order to get in Google’s common markup list. That way, if anyone searches through conversational queries, they can get instant access to your website.

To get in the list of voice search queries on Google’s local SEO, you need to make sure to provide common and well-defined markups on your websites.

These include mentioning your opening and closing hours, payment methods, favourites list, cell phone number, address, and city. Other than this information, make sure to use sentences that begin with W’s, e.g., what, why, where, when, and who.

3. NAP Consistency

SEO marketing is worth nothing if you fail to depict the same NAP at all your logins. NAP stands for name, address, and phone number.

Even before the time of information technology, all of the top MNC’s (multinational corporations)—if they were still ruling as number one—had their business listings at the top of readers’ lists. NAP consistency is must for promoting your local business through SEO.

What does Google really want? Well, if you correctly provide your NAP on the major directories on Google, you can easily catch your potential buyers.

If your business is small and you cannot afford to dive into a large pool of world-class business directories, then try the best you can to get listed within local business directories.

Another good tip is to be reviewed on the best listings. If your business gets 5-star ratings on various directories, that will enrich the development of your business.

4. Online Local Influencers

In 2017, www.daraz.pk, a number one ecommerce website of Pakistan, earned millions just on Black Friday. The major reason behind the site’s phenomenal success was its dealing with online local influencers.

To jumpstart your SEO marketing, get access to online local influencers. Now the question is, who are online influencers? They can be any bloggers, social media activists, or marketing campaigners. One of the major local SEO strategies is promotion through a popular social media personality.

For example, is there any blogger who is posting about ongoing events in your city and has access to many followers on Twitter or Facebook? If so, then try to get your business associated with his or her social media platform. Doing so can be the best way to promote your business in your location.

How does Google link to the influencer? Since 2010, Google has had the capability to show the results of an appropriate search of your choice by locating online influencers in its search results.

online marketing diagram

5. Get Hands-On Maximum Backlinks

Getting information on how to do local SEO is not like an economic theory, but is rather a practical process. To give a boost to your business via SEO marketing, the very first step you should take is to get backlinks.

What is a backlink? It is when you link your website to another site’s domain. For example, if you sponsor a college concert with some cash or credit, that university will promote your business or brand name in its promotional campaign on its website.

Local SEO Will Grow Your Business

The advice above includes some of the best and most informative tips for you to promote your local business while working on proper SEO marketing techniques.

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This article was originally published on 09 Mar, 2018 by Mirza Faraz Baig.
The original article appeared here:
http://growmap.com/upgrade-local-seo-marketing/

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