You’re a small business owner wondering how to get the word out locally about your company. With so many marketing tools available, it can get overwhelming trying to choose the right strategy.
But don’t worry — we are here with tips to advertise your business locally both online and offline, from optimizing your website for local SEO to sponsoring community events. You’ll learn simple ways to increase awareness and connect with potential customers in your city.
Build your local business advertising presence
When you market your business, you really want to target potential customers who live in your city, or even just in your neighborhood. Fortunately, there are plenty of ways for small businesses to connect with locals who would love to buy your services or products. Here’s a brief overview of the top methods for local business advertising.
- Establish a local presence on social media. Build social media profiles and optimize them with your business name, contact information, and location.
- Develop a local SEO strategy. Optimize your website for local SEO by creating location pages with your business address, hours of operation, and contact details.
- Start an email marketing campaign. Collect customer email addresses and send regular updates about sales, new products, events, or promotions..
- Get involved in the local community. Sponsor local events, donate to charities, or join the neighborhood council to raise brand awareness.
- Advertise in local media. Place ads in newspapers, local magazines, or on radio stations.
Optimize your website for local SEO
To rank higher in local search results, you need to optimize your website for local SEO. This means making it easy for search engines to determine your business is targeting customers in your local area, so that your site will rank high when someone searches “X business near me.”
Here are 5 tips for making your website appear early in the search engine results pages for local searches.
- Include local business information
Make sure that your business name, address, phone number, and email are all prominently displayed on your website. This contact information should be easy to find on your homepage and “contact us” page.
- Create profiles on business sites
You should also create optimized profiles for your business on sites like Google My Business, Bing Places for Business, Yelp, and industry-specific sites like TripAdvisor. Enhancing your profiles with photos, descriptions, and your business details will help raise your visibility in local search.
- Produce locally relevant content
Develop location-focused content for your website, like blog posts discussing your local community or newsworthy events. Mention the name of your city and neighborhood throughout the content. This helps establish you as an authority in your local market.
- Seed local keywords in your site
Use local keywords and phrases in your page titles, headings, and content. For example, include your city name, neighborhood, and any popular local landmarks occasionally in relevant blog posts. This signals to search engines like Google that your content is locally relevant.
- Grow a network of local links
Build links to your website from other local businesses and organizations. Ask to be featured on their resource or partners page and request that they link back to your site. These local backlinks boost your authority and credibility in the eyes of search engines.
Build localized profiles on social media platforms
Social media has become one of the most effective marketing tools for local businesses. Build complete business profiles on each platform, including your business name, logo, and the geographical area that you cover.
Focusing your efforts on the social platforms where your target audience is active is key. For many small businesses, Facebook, Instagram, and Google My Business are good places to start.
Facebook allows you to create a business page to promote your brand. Post regularly to build brand awareness, engage your audience and drive traffic to your website. Share photos, behind-the-scenes glimpses, blog posts, events, and promotions, respond promptly to all comments and messages, and be active on local groups. Facebook also offers affordable advertising options like boosted posts and ads targeted to your local audience.
Instagram is ideal for visually-focused businesses. Share eye-catching photos of your products, services, team, and location, use relevant hashtags to increase visibility, and add a link to your website in your bio and promote special offers in your Instagram stories. Engage with your followers by liking and commenting on their posts, and consider doing Instagram takeovers with social influencers in your local market.
Google My Business
Google My Business is essential for any local search marketing strategy, so claim your free Google My Business listing to show up prominently in Google Maps and Search. Add photos, your business hours, contact details and a brief description, post regular updates, events and offers which show in search results and help boost your local SEO. Respond to all reviews, both positive and negative.
Run local email and social media marketing campaigns
Your email list and social media connections can be valuable methods for extending brand awareness in your local market. With regular email and social media marketing campaigns tailored to your local community, you’ll build meaningful connections with your customers and keep your business at the front of their minds.
Email marketing
Email marketing is one of the most effective marketing tools for local businesses. Build an email list of your local customers and potential customers by offering an incentive for them to sign up on your website and in-store.
Then, send regular emails to your list with updates about sales, new products, or events. But don’t overdo it—stick to once a week or twice a month. Make sure your email marketing has a clear call-to-action, like “Come in this Friday for 20% off!” or “Register now for our annual customer appreciation event!”. Include your business’s contact information and phone number in the email in case anyone has questions.
Leverage social media
Use your profiles on platforms like Facebook, Instagram, and Twitter to build your following. Post regularly to increase brand awareness, engage your local audience, and drive them into your store. Share photos of new products, behind-the-scenes shots of your team, or posts about upcoming local events. Respond to all comments and messages to provide the best customer service.
Run local social media contests
Social media contests are an easy way to increase engagement and gain new followers. For example, run a contest where people have to like and share your page or post to enter to win a gift card or free product. Or post a photo of a mysterious new item and have people guess what it is in the comments to win a prize. Tag your location in posts and use hashtags like #ShopLocal or #SupportSmallBusiness to reach more of your local market.
Nurture your reputation in the local community
Connecting with other local businesses and engaging with your community are among the most effective ways to build brand awareness. Here are some top ways to raise awareness of your business in your local area.
Networking
Seek out opportunities to network and partner with complementary local businesses. You might team up for a promotion, share contact details on each other’s websites, or cross-promote events. Email other business owners and invite them out for coffee to discuss how you might work together to reach each other’s target audiences. These connections can lead to new business and local partnerships.
Get involved in community events
Engaging with your local community in a meaningful way helps to build goodwill and raise brand awareness among potential customers. Look for local events like festivals, fundraisers, or networking mixers, and get involved. Set up a booth to promote your business, donate a product or service, or volunteer your time. Make sure to include your business’s phone number, website and social media profiles on all marketing materials.
Sponsor local teams or causes
If your budget allows, sponsoring a local sports team, charity or other cause is an excellent way to boost brand visibility in your area. Your business logo and contact information on team uniforms, banners and flyers will spread brand awareness to both participants and spectators. Choose causes or groups that match your target audience and values.
Pitch the local media
Build relationships with local newspapers, blogs, podcasts, radio shows and TV stations. Pitch them story ideas related to your business and area of expertise, and ask to be interviewed or profiled. Getting featured in local media is a valuable marketing tool that can significantly increase brand awareness and local SEO.
Local advertising expands your customer base
You now have some great tips to build your local brand awareness and reach local customers. By optimizing your marketing strategy for search engines, promoting across social media, engaging the local community, and running email campaigns, you can connect with potential and existing customers in your area. Focusing your marketing strategy on your local audience and community is key to success as a small business.
