Having a strong online presence is essential for any local business. Whether you’re running a brick-and-mortar store or providing services to your community, online marketing can help you connect with nearby customers and grow your brand. But how do you market locally online, and what are the most effective strategies for small businesses? Let’s dive into the answers.
At Zodigital, we’ve spent over a decade helping businesses improve their online visibility, specifically through Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO). Led by digital marketing expert Zoe Collins, Zodigital uses proven strategies to boost local search rankings, drive organic traffic, and turn website visits into sales. We understand the challenges that small, local businesses face and have successfully helped many companies in the UK and USA dominate their local competition through targeted digital marketing efforts.
How to Market Locally Online?
Marketing locally online starts with creating and establishing your digital presence and then optimising that specifically so it’s easy for people in your area to find you. Here’s where to start:
Create and optimise a Google Business Profile: Registering your business on Google Business Profile (GBP) is essential for local SEO. It allows your company to appear in local search results and Google Maps. Keep your GBP profile updated with accurate information, customer reviews, social media links, website URL, updates and photos.
Local SEO: Search Engine Optimisation (SEO) isn’t just for big businesses. Local SEO focuses on boosting your visibility within your community. One of the key factors involves optimising your website content with location-specific keywords, like “best bakery in East Sussex” or “plumber near me.”
Social Media Marketing: Leverage social media platforms like Facebook, Instagram, and even LinkedIn. These platforms allow for targeted advertising, helping you reach potential customers in your local area with precision.
Local Online Directories: Register your business on local online directories like Yelp, TripAdvisor, or specific community websites. These platforms help increase your visibility and allow customers to leave reviews, further boosting your credibility.
Nextdoor: This neighbourhood-focused platform allows you to target hyper-local communities. It’s ideal for businesses that cater specifically to nearby residents.
How Should I Advertise My Small Local Business?
Firstly, its important to note the difference between advertising and organic marketing. Small businesses can advertise online without breaking the bank. Here are a few effective methods:
Pay-Per-Click (PPC) Advertising: Platforms like Google Ads allow you to create paid search ads that appear when people in your area search for relevant products or services. You can set a budget and target specific locations to ensure you’re reaching the right audience.
Google Local Services Ads: These ads are designed for service-based businesses like plumbers, electricians, and cleaners. They appear at the top of Google search results when users search for those services in your area.
Facebook & Instagram Ads: Social media ads are a cost-effective way to get your business in front of local customers. Facebook and Instagram allow you to narrow down your audience by location, interests, and behaviours, ensuring your ads reach those most likely to convert.
Where Can A Local Business Advertise Online for Free?
Advertising online for free is an excellent way to gain visibility without investing in paid ads. Organic marketing strategies should always be in place prior to an investment in ads and some organic marketing requires little effort, like directories and other strategies require effort like social media. Here are some of the best platforms to market your local business for free:
Facebook Groups: Joining local community or business-related Facebook groups can help you connect with potential customers. By engaging with members and offering valuable content, you can promote your services organically. Just ensure you follow group rules about advertising.
Social Media: Posting consistently on platforms like Instagram, Facebook, and even LinkedIn can help you gain visibility and keep in touch with local customers. Create relevant content and engage with followers to increase your reach.
Google Maps: Google Business allows your business to appear on Google Maps, helping local customers find you for free, read your reviews and see your services. Ensure your profile is optimised with your latest contact details, hours, images and services.
Online Directories: Listing your business on free online directories like Yelp, Foursquare, and TripAdvisor increases your chances of being discovered by local searchers. These platforms are especially valuable for restaurants, service providers, and local shops.
Search Engine Optimisation (SEO): Optimising your website for search engines is one of the most cost-effective ways to be found and invested in by local customers without paying for the exposure or click. Focus on local keywords, publish valuable and relevant content, and make sure your site provides a good user experience. If you're unsure where to start, our Power Hour offers tailored clarity and strategic website feedback. Alternatively, get in touch to discuss SEO & Website Conversion Rate Optimisation done for you.
Email Marketing: Build an email list of local customers and send them regular updates about special offers, events, and news. Email marketing remains one of the most powerful ways to connect directly with your audience.
Nextdoor: This neighbourhood-focused platform allows you to target hyper-local communities. It’s ideal for businesses that cater specifically to nearby residents.
As a dedicated SEO and CRO partner for local businesses, Zodigital is committed to helping you navigate the complexities of online marketing. We understand that every local business is unique, and our tailored strategies are designed to meet your specific needs and goals.
Whether you’re just starting out or looking to enhance your online presence, our team is here to support you every step of the way. Explore our range of services and discover how we can help your business get searched, found, and invested in by your ideal clients. Get in touch with us today to start your journey toward greater visibility and success in your local market!
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