In a discussion with Dirk Tolken, a digital marketing specialist, we discussed the top local marketing strategies and tactics for small businesses looking to improve local awareness and sales.
A local marketing strategy is approached differently from national marketing strategies and is usually applied to businesses that have and a physical location with localised support, or that are limited to providing localised services.
Here follows the 7 top local marketing strategies:
1. Optimize your online presence
“Getting started with online marketing is a daunting task for first-timers. The first step in local business marketing is to make sure that your business is easy to find online,” Dirk said.
“This means claiming and verifying your business on Google My Business, as well as other local online directories. You should also make sure your website (yes, you need one of those) is optimized for local search, with your address (physical location) and contact information prominently displayed.”
2. Leverage social media
“Social media is a powerful tool for small businesses looking to reach new customers in their local area,” Dirk said.
“Creating and populating social media accounts on platforms like Facebook, Instagram, Twitter & TikTok is great for building relationships with potential customers and creating a sense of community. By sharing engaging content and running local marketing promotions, small businesses can increase their visibility and drive more foot traffic.”
3. Partner with other local businesses
“Collaborating with other local businesses can be a great way to expand your reach and build your brand,” Dirk said.
“Consider partnering with other businesses to cross-promote each other’s products or services, or to run joint promotions. This can help you tap into new local customer bases and build stronger relationships with your community.”
4. Get involved in the community
“One of the most effective ways to build your brand and increase visibility is to get involved in your community,” Dirk said.
“Consider participating in local events, volunteering for community organizations, or sponsoring a local sports team. These activities can help you build positive relationships with potential customers and create a sense of goodwill in your community.”
5. Use word of mouth and Referral marketing
“Word of mouth is still one of the most powerful forms of marketing, and it’s especially important for small businesses,” Dirk said.
“Encourage customers to leave reviews on Google Business Listing or social media pages, and consider running referral promotions to reward customers for bringing new business to your door.”
6. Optimize for Local SEO
“Optimizing your website for local SEO is crucial to help your business rank higher in search results,” Dirk said.
“Make sure to include relevant keywords in your website’s content, meta tags and titles, and include your business name, address, and phone number (NAP) on your website. Further, creating directory listings on various directories with these same NAP details help Google understand that you’re a legitimate local business.”
7. Local Newspaper Marketing
“Rather than using traditional PR to promote your business in your local newspapers, try and identify opportunities to be a source of information,” says Dirk.
“Local journalists are always on the lookout for interesting stories or sources of information about specific topics, so there might be opportunities as part of your local marketing strategy to make them aware that you’re available to provide input on articles. Take solar installations or inverters as an example of current topical information. What are you an expert on that you can be a source for to a journalist? Read up more about HARO (Help A Reporter Out) to understand the concepts behind positioning yourself as a source of information on relevant current topics.”
In conclusion, Dirk emphasized that small businesses should focus on building strong relationships with their local community, leveraging online tools and referral marketing and optimizing for Local SEO to achieve success in their local marketing efforts.
Keep optimising!