While it might seem like online business is the only kind of business that matters (if you get all your news online), there are still plenty of businesses that thrive and even depend on a physical location to serve their local needs. However, the online world is not irrelevant to those of you running a locally-focused brick-and-mortar operation. Vying for and winning the attention of your online audience can only bolster the reach of your store, but you need to do it well.
Build Community Connections Through Social Media
One of the most important and relevant ways that digital marketing has changed over the past decade is the increasing role of social media channels not just for advertising, but for community engagement as well. Businesses are using it to stay visible and to build connections with their customers.
Aside from posting about promotions and events, sharing behind-the-scenes moments and customer stories, as well as taking the time to welcome and engage directly with questions and feedback, can help you build your brand’s bonds with its customers through authentic interaction. This sense of realness is more important than a polished marketing message, especially as local businesses tend to rely on repeat customers who want to feel seen more than marketed to.
Yes, You Need A Website
Even if you don’t plan to sell anything through it, a professional website is still essential for credibility and accessibility in the modern world. If people look up your store or business and find no information, that does not inspire trust or confidence. What inspires that confidence is working with a web designer to create an online hub with clear information on what you provide, easy navigation, and simple contact forms or details that make it a lot easier for those who want to find out more.
Given that most local business searches tend to happen on smartphones, you should ensure that your site is designed with mobile-first principles, loading quickly and displaying clearly on smaller screens.
Strengthen Visibility With Local SEO
While building the business’s reputation more broadly certainly doesn’t help, you want to make sure that your marketing efforts target locals first, as they’re the people who are most likely to become your customers. As such, local search engine optimization can be the strategy you want, making it more likely for your business to appear when nearby customers search for relevant products or services.
You can do this by optimizing your website content with location-specific keywords and highlighting your service areas, while also publishing locally relevant content, such as new pieces on your business’s community involvement or guides to accessing or using your services in a specific area. Local SEO ensures your business appears at the moment potential customers are actively looking for solutions nearby, increasing foot traffic, inquiries, and your general visibility.
Optimize Your Google Business Profile
When people search up your specific brand name, or even the type of services and products you offer with a local keyword, then your Google Business Profile is one of the first things that’s likely to appear. Without it, you add an extra step for anyone trying to find you, which does not build trust.
Make sure that you have a fully fleshed out Google Business Profile, including accurate contact information, your business hours, and basic service descriptions that can encourage customers to act. Adding photos of your storefront, products, or completed work also gives a quick advertisement of your offerings so that customers have a clear idea of what to expect.
Utilize Targeted Local Advertising
If you have a bit of an advertising budget, then make sure that you’re using it as cost-efficiently as possible with the help of targeted local advertising platforms. Google Ads and social media ad tools allow you to target your audience based on their location, interests, behaviors, and timing that suits your campaign. This can ensure that your promotions are most likely to be seen by those they’re directly relevant to, especially when you have seasonal offers, limited-time promotions, or new services to share. What’s more, you can track your performance metrics to see what works, what doesn’t, and how you refine your messaging and timing to improve your return on investment.
Every business should have an online strategy, whether it’s a wholly digital landscape of e-commerce stores or a little mom-and-pop shop that serves only its local community. With the tips above, hopefully you can make effective use of the wide reach of the internet.
Photo by Tim Mossholder Image Link – CC0 License
