Making Your Business Stand Out From Local Competitors
In today’s highly competitive business landscape, ensuring your local business stands out from the crowd is more crucial than ever.
Our comprehensive local business guide will provide you with the tools and techniques to excel in marketing your business in 2023. Securing your local business in the right search locations is now key to effective business as shown by Bright Local’s recent consumer review which showed over 90% of consumers used search to find a local business in the last year.
Understanding which systems deliver the most results for local businesses now means the difference between success and failure. In this guide, our digital marketing experts with over 20 years industry experience will relay the best strategies they have picked up that will help local business stand out.
Get More Customers For Your Local Business
Getting more customers through digital marketing means first understanding the market you are in and what marketing channels available to your business. Once you know the market and the channels available to you and how they work you will be better able to decide on how to position your business to reach your customers.
Generally, the first step in any marketing campaign is to create your ‘customer avatar’ – the process of creating an avatar helps you focus in on who your customer is and what drives them to seek out the products or services your business offers. Once you understand their needs better you can then begin mapping the ‘customer journey’ that leads them to your business.
Understanding the customer journey is how you locate which marketing channels you need to build your presence on.
Creating Your Customer Avatar And The Customer Journey
Unless you are in the very first stages of creating a business your customer avatar should be fairly well known to you. The idea here is to figure out who is the ‘average customer’ coming to your business. You want to be able to identify as much information about your average customer during this process.
Common Customer Avatar Questions:
- How much disposable income do they have to spend on your product/service?
- Are they Male or Female?
- Where do they go to learn about/read reviews of your product?
- Are they passionate about your product or is it a necessity item?
- Do they prefer to buy in person or online?
- Why do they need your service?
Utilising the answers to these questions you will get a broad understanding of core behaviours your customer exhibits.
Knowing these behaviours allows you to then map out the customer journey – which is what you need to plan out your marketing campaign.
Typically you will identify where they go to find your product or service and how they ascertain the value of your product. Mainly do they read online reviews?
Local Business Marketing Channels
Digital marketing channels can vary wildly from industry to industry however there is a core group of channels that are always important in any industry – Search Engine Marketing, Pay Per Click Marketing and Social Media Marketing. Marketing for local businesses utilises these same channels but in different ways to standard digital marketing.
The Google ‘Map Pack’
With Local Business Marketing the main area to focus on is the ‘Map Pack’, dominating in the map pack means any search queries made in the local area will show your business as the top ranking. It is important to note that nearly 1/3rd of all searches on Google now show a map pack in the search results.
How you get listed in the Map Pack is through your ‘Google My Business‘ profile (GMB).
There are a number of criteria that you must follow to set up your Google My Business correctly, after that however you must work on ranking your business inside the Map Pack by ensuring your business displays certain ‘ranking factor’ elements that Google wants to see before they recommend you at the top of the Map Pack.
At ByteSizeMe we have Google Certified Local Search Marketers on hand to help with ranking your local business inside the Google Map Pack. Contact Us on the number below to be put in touch with our experts who will help guide your business to the top of your local rankings.
Local Search Pay Per Click (PPC)
Just after the prominence of the Map Pack, ‘Local Search PPC’ (Pay-Per-Click) advertising holds a significant position in the realm of local business marketing.
Local Search PPC is an indispensable digital marketing tool that can help small businesses reach their target audience more effectively and drive tangible results.
Local Search PPC involves creating targeted ads that appear when users search for specific products or services within a defined geographical area.
These ads can be displayed on search engines like Google or Bing, as well as social media platforms like Facebook or Instagram. The key advantage of this marketing approach is that businesses only pay when users click on their ads, ensuring that advertising budgets are spent efficiently.
The most effective Local Search PPC takes two forms.
- The first is ensuring you have highly optimised text ads running that display at the top of Google’s search results for certain search queries.
- The Second is ensuring you have ads running on your GMB profile so that your business shows at the top of the local search results.
Local Search PPC channels require a high level of knowledge and expertise to execute profitably – click here to see our PPC Services and learn how we help your business dominate in the local space.
Local Search Engine Optimisation (SEO)
One of the most reliable ways that you can make your local business stand out from the crowd is local Search Engine Optimisation (SEO).
For over 20 years this has been one of the most consistently important digital marketing channels for the majority of businesses.
The main reason for this is that Google remains the number one place where the majority of customers start their customer journey.
Ensuring your business ranks in the top 3 search results for any query relating to your business is critical to securing a reliable stream of enquiries month after month. Our veteran SEO experts have written many guides on Search Engine Optimisation which can be found in our blog or on our main SEO Page.
Essentially SEO boils down to three practices:
The higher these metrics go the higher your probability of ranking for any local search query you have targeted your business towards.
Finally, you have a commonly overlooked old-school practice of ‘Local Directory’ Listings. While a major contributor to your business presence online in the past they are still relevant in today’s digital landscape.
Local directory listings alongside anywhere that your business can be reviewed now contribute towards something called your ‘Reputation Research’ – a new ranking factor that Google has introduced that evaluates your collective rankings from all local directories and review sites and uses it to qualify how credible your business is for customers.
Alongside that local business directories still have a use among certain internet users and can in certain cases be a reliable traffic source in itself.
This is typically the case among trade services and business directories like ‘Check-a-Trade‘.
Recap Of The Most Important Local Business Marketing Channels
To make your local business stand out you need to prioritise the marketing channels listed below in the order they are listed.
- Google My Business – Map Pack
- Local Search Pay Per Click
- Local SEO
- Local Directories
Tackling these channels in this order allows you to benefit from a ‘domino effect’ – The GMB listing will be the main focus but GMB takes ranking signals from local SEO and local directories.
PPC takes ranking signals from your on-page experience data which will be improved by accurately targeting local search queries with your GMB.
Your Local SEO will be improved by local directory listing data. So if you start with GMB first everything you do afterwards will feed into it and improve your overall local performance.
Boost Your Local Business Presence
Contact us today to arrange a no-obligation free consultation with our digital marketing experts with over 20 years industry experience. We specialise in helping local businesses rank highly in their area of operation.
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How Can Google paid search Ads help your local business
Local Business Marketing FAQs
Local business marketing refers to the process of promoting a business to customers in a specific geographical location. This can involve a variety of strategies such as targeted advertising, local SEO, and building relationships within the local community.
Local business marketing is important because it helps businesses connect with potential customers in their local area, which can lead to increased brand recognition, customer loyalty, and sales. By targeting a specific geographic location, businesses can also reduce their marketing costs and improve their return on investment.
To improve your local business marketing strategy, you can start by identifying your target audience and tailoring your marketing efforts to their needs and preferences. You can also leverage the power of online marketing, engage with your local community, and measure your marketing results to make data-driven decisions.
Some effective local business marketing techniques include building a strong online presence, leveraging social media, optimizing your website for local SEO, listing your business in local directories, and engaging with your local community through events and sponsorships. It’s important to experiment with different techniques and measure your results to find what works best for your business.
Online marketing plays a crucial role in local business marketing as it allows businesses to reach potential customers through digital channels such as search engines, social media, and email. By implementing effective online marketing strategies, businesses can improve their visibility, build relationships with customers, and ultimately drive more sales.
To measure the success of your local business marketing efforts, you can track key metrics such as website traffic, search engine rankings, social media engagement, and customer feedback. By regularly reviewing and analysing these metrics, you can identify areas for improvement and make data-driven decisions to optimise your marketing strategy for better results.
Local SEO refers to the process of optimizing your website and online presence to appear in local search results. This is important for businesses as it can increase their visibility to potential customers in their local area, drive more traffic to their website, and ultimately generate more leads and sales.
To make your business more visible to potential customers in your local area, you can use local SEO techniques to optimize your website and online presence, list your business in local directories, participate in local events, and engage with your local community through social media and other channels. It’s important to regularly monitor your visibility and track your results to identify areas for improvement.