Bringing in more local customers means getting involved in your community. Fortunately, digital tools like local SEO and social media make it easy to advertise your business locally and jump in front of your ideal audience.
In this article, we’ll break down how to use local search optimization, online reviews, social media, and local advertising to boost your presence in your service area, plus a few general outreach tips to round out your strategy.
1. Optimize Your Business for Local SEO
Local SEO is one of the best local advertising strategies for small businesses. When people search for services near them, you want your business to show up first.
Google Business Profile Optimization
Start by claiming and optimizing your Google Business Profile (formerly Google My Business). This is necessary for appearing in Google Maps and local searches and appearing the way you want.
Here’s how to start:
- Sign in or sign up to claim your Google Business Profile
- Provide accurate business information, including your name, address, and phone number (NAP).
- Choose relevant categories for your business to help customers find you easily.
- Add high-quality images to make your profile more appealing.
- Encourage customers to leave reviews to increase your credibility.
- Regularly update your listing with posts, offers, and events to keep it fresh and engaging.
Local Keywords Matter
Using location-based keywords improves your visibility in search results.
For example, if you own a bakery in Nashville, incorporating phrases like “best bakery in Nashville” or “fresh bread in Nashville” in your website content, meta descriptions, and headers helps attract more local customers.
Get Listed in Online Directories
We focus on Google because they still hold the majority of search engine market share at around 90%. However, beyond Google, listing your business on platforms like Yelp, Bing Places, and other local directories enhances visibility and reinforces your local SEO efforts.
Consistency in your business details across all listings is key to building trust with search engines.
2. Leverage Online Reviews
Data shows that 95% of customers read reviews before making a purchase, and 81% read Google reviews specifically.
Customer reviews build trust and influence purchasing decisions. Positive feedback from satisfied customers encourages others to choose your business over competitors.
How to Get More Reviews
Simply ask happy customers to leave a review after a purchase. Following up with an email request also increases the chances of receiving feedback. Offering incentives, such as discounts for leaving a review, encourages participation.
Responding to all reviews, whether positive or negative, shows that you value customer feedback and are willing to improve their experience.
3. Use Social Media to Promote Local Business
Social media is a powerful tool for engaging with your local community and increasing brand awareness.
Choose the Right Platforms
Contrary to popular belief, you do not need to be on every social media platform to be successful. In fact, trying to do so will only burn you out. Instead, figure out which platforms your local audience spends the most time on and focus your efforts there. Different platforms cater to different audiences and business needs:
- Facebook: Excellent for promoting events, special offers, and community engagement.
- Instagram: Works well for sharing visual content, such as product photos and behind-the-scenes footage.
- Nextdoor: A neighborhood-focused platform where locals seek recommendations, making it valuable for local businesses.
- LinkedIn: Popular for networking and most effective for B2B businesses.
Engage with Local Customers
Posting regularly about your services, promotions, and community involvement keeps your audience engaged.
Using local hashtags like #NashvilleEats or #ShopSmallNashville increases your visibility. You can also designate a specific location at the post level.
Quick responses to comments and messages help build relationships with potential customers.
Running location-based ads allows you to target users within your service area.
4. Invest in Paid Local Advertising
Google Ads for Local Businesses
Google Ads lets you target customers in your area with location-based keywords. The more targeted your ads are, the less you spend on the wrong audience, and the higher your ROI.
- Local search ads appear when people search for businesses like yours.
- Display ads help promote your business across websites and apps.
- YouTube ads provide an opportunity to engage customers through video content.
Read more about running display ads vs. search ads.
Social Media Advertising
Facebook and Instagram ads let you reach users based on location, interests, and behaviors. You can promote special deals, increase brand awareness, and drive traffic to your website or store through targeted campaigns.
5. Network Within the Community
Face-to-face interactions remain essential for business growth. Attending networking events and local business meetups helps you build relationships with potential customers and partners. Partnering with other local businesses for cross-promotions benefits both parties.
Sponsor community events or sports teams to increase your visibility. Try participating in farmers’ markets or pop-up shops that allow you to showcase your products or services directly to your target audience.
6. Create Localized Content
A blog or video series featuring local events, customer stories, or industry tips positions you as a credible resource and attracts local traffic.
Ideas for Localized Content
- “Top 5 Places to Visit in [Your City]”: Appeals to both residents and visitors.
- “Customer Spotlight”: Showcases how someone benefits from your product or service, building trust.
- “Behind the Scenes: A Day at [Your Business]”: Gives potential customers insight into your brand.
7. Offer Special Promotions for Locals
Providing special offers for local customers encourages them to choose your business over competitors.
- Discounts for local patrons make them feel valued.
- A referral program incentivizes existing customers to spread the word about your business.
- Implementing a loyalty program rewards repeat customers and fosters long-term relationships.
Need Help Advertising Your Business Locally?
Learning how to advertise your business locally takes time and effort, but the results are worth it. You can attract more customers and grow your business by leveraging local SEO, social media, online reviews, and community engagement.
Not getting the results you want? Contact us at Astute and supercharge your local business marketing strategy today.