When it comes to local marketing, casting a wide net often misses the mark. Instead, you need a refined and targeted approach that speaks directly to your community. In this blog, we’re diving into the best ways to hone your targeting to a hyperlocal level, focusing on building a local brand and generating sales within your community. Let’s jump in!
Local Brand-Building
1. Local Events
Attending or sponsoring local events can be a game-changer for building brand relationships in your area. Think of corporate events, workshops, meetups, and networking groups. These gatherings are more than just a chance to mingle—they’re a breeding ground for grassroots connections.
But don’t just stop at traditional events! Explore opportunities that are more relaxed and community-driven, like art exhibitions or local festivals. While the SEO benefits might be limited, the relationships you build can lead to future marketing opportunities.
SEO benefit: Backlinks from event listings can boost your online presence. Encourage event organizers to publish recaps that feature your business for added visibility.
2. Local Influencers and Stakeholders
You don’t need Kim Kardashian to tap into influencer marketing! Instead, focus on local influencers who resonate with your audience. Build a database of these local personalities and create a content calendar that integrates their insights.
For instance, if you offer ski insurance, interview local ski instructors about their favorite après-ski bars. This not only engages your audience but also helps strengthen community ties.
SEO benefit: Increased traffic and engagement can lead to better search rankings and more backlinks, enhancing your online presence.
3. Local Sponsorship
Claudia Cruz at Moz states, “Local sponsorships remain the most-overlooked and opportunity-rich channel, and they build real local connections for both large brands and small businesses alike.”
Identify local nonprofits, events, or sports clubs that align with your brand values and consider sponsorship opportunities. This can take various forms—not all sponsorships need to be monetary.
SEO benefit: Secure dofollow backlinks from your sponsorship partners’ websites. Being involved in local initiatives boosts your relevance in the community and online.
Local Leads and Sales
4. Hyperlocal Google Ads
Google Ads can provide immediate leads when executed well. If your digital strategy encompasses both SEO and PPC, hyperlocal Google Ads should be on your radar.
Tom Waddington’s guide to Google Local Service Ads is an essential read for this.
5. Paid Social Media
Using sponsored social content to reach local audiences is not only effective but also cost-efficient. Facebook’s local awareness ad option is a prime example.
Key principles for success:
Use local references in your ad copy.
Incorporate local imagery.
Speak the local language and use relevant slang.
Ensure your landing page matches the local emphasis of your ads to prevent drop-offs in conversions.
6. Local Partnerships
Look around—who else is working in your niche locally? For example, the wedding industry thrives on partnerships among venues, caterers, and photographers.
Tips for establishing partnerships:
Research potential partners and approach them strategically.
Build meaningful relationships before discussing referrals.
Keep the focus on collaboration rather than just revenue.
Summary
Local business marketing is a long game, but quick wins are possible. Building your brand at a local level takes time, and while it requires manual effort, the payoff is worth it.
By leveraging hyperlocal Google Ads and targeted social media campaigns, you can efficiently reach your community. However, remember that relationships are key to driving sales—from nurturing leads to establishing referral partnerships.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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