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11 Things You Should Do to Build an Awesome Local Presence
Local is all the rage these days as more and more businesses realize the importance of nearby audiences for more opportunities. Here are some steps you can take to ensure your site is taking advantage of the best opportunities for local leads.
1. Optimize your website content
To attract a local audience, you need to look credible and professional. Start by making sure your site’s content is fully optimized. Include concise and relevant information such as your locations, contact numbers and email, as well as an interactive map showing where you can be found. Display customer stories, frequently asked questions and a blog for a more personal approach.
2. Go mobile
According to Google and Nielsen, 75% of mobile searches for local stores and services lead to a store visit, a purchase, more research or a call. This undeniable opportunity cannot be missed by local SMBs. Be sure to incorporate mobile responsiveness into your game.
3. Be found in lists and folders
Your local presence will not be complete if you cannot be found in local directories online. Own all your listings by providing up-to-date information. Get listed on Google Places for Business as well as local Google+ pages. These will help you provide accurate information to customers as well as communicate with them and gain more exposure.
4. Use social media to your advantage
Social media is a powerful tool for online businesses, making and breaking businesses. Make sure you have active social media profiles on the various platforms where your customers can reach you. This doesn’t stop at just creating a Facebook page.
Analyze your target audience and find out which platform they would likely use more, such as Pinterest or Instagram for fashion or food, and maintain a strong presence there. Knowing how people use different platforms is invaluable, such as how Twitter for quick questions and shout-outs, or Facebook for sharing content and stories.
5. Use localized search engine marketing
Increase people’s awareness of your business with pay-per-click ads on search engines. Choose keywords that are most relevant to your business within the area. This will allow your business to target the target audience in the specific area and give you a competitive advantage over other businesses.
6. Find your voice
Many companies attract a large following by having a distinct approach – a human touch or voice behind the company. Find the personality to build your business around, whether it incorporates a family business approach or quirky language. This will help local audiences remember your business when they are looking for your services.
7. Get involved in the community
Local visibility can be significantly improved by being involved in local events. One way to do this is to organize a drive for a good cause that will benefit a specific local audience. Not only do you generate good public relations, but you can also give back to the community that supports your business.
8. All about branding
Branding is a must, whether you are a small business or a more established business. This includes not just a logo or a tagline, but the overall image that you project in the community. Give your branding a local touch by including local trends, expressions or approaches.
9. Encourage local reviews
With so many people with access to the Internet, prospects are able to find what others are saying about you with just a few clicks. That is why it is important to have reviews from real customers. The more good reviews your business receives, the more likely people will choose what you have to offer.
10. Join local business organizations
Getting involved in local business organizations is a good way to establish ties in the larger business environment. This will help you build your network and be more visible in the community.
11. Monitor results closely for continuous improvement
Finally, the pursuit of further improvement is important to any business, large or small. Monitor the results of your efforts and analyze where you can still improve. Listen to customer feedback and reduce negative chatter across the web.
When it comes to local presence, it’s a good idea to build a business that your audience can relate to, something that can have some relevance to their daily lives. These steps will help you on your way.
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