Local Targetting – Online Marketing for Local Businesses

With the Covid restrictions slowly being lifted, people are wanting to get back out there and start spending again. This has led to a surge in interest in local shopping, dining and socialising. Consumers may also want to support local businesses, particularly those in their communities, as a way of giving something back during these trying times. This desire to give back can be seen through various support mechanisms such as the proliferation of local and small businesses’ websites that have popped up during the pandemic.

These websites enable local businesses to grow their audience and allow them to target specific areas for marketing and sales. However, without proper planning and research, this audience can easily be snapped up by larger businesses who seek to muscle in on the action.

What is local targeting?

To better understand local targeting, let’s look at the difference between national and local marketing.

National Marketing vs. Local Marketing

When a business owner or marketer sets up shop in a new location, they typically start off with a bang, or at least a whimper, as soon as they have a sign up and working website. The first thing they will do is set up a Facebook page and try to build a following on social media platforms like Twitter and Instagram. They will also get a Google account and start creating local listings, or entries, for when potential customers use search engines or directories like Google to find local businesses.

Usually, this is all done with the aim of attracting customers from all over the world, as opposed to just the local area. However, during the pandemic, or any kind of national disaster, people will want to support businesses in their area, especially if they are ones they trust and are familiar with. This is why national and local marketing become so blurred during these times. A business’ marketing may focus on the local area while their sales funnel attracts consumers from all over the place.

Why do you need a marketing plan for your business?

Aside from the fact that every business is different and operates in a unique manner, each business also needs a marketing plan for a variety of reasons. Some of these reasons include the following:

To Generate Leads

With all the tools and technologies available to businesses through online platforms like Facebook and Google, leads are no longer necessary. However, leads are still necessary if you want to perform on a large scale or want to sell your product or service to somebody specific. For instance, if you are selling designer apparel, you would most likely use leads to identify specific individuals who will buy your product.

In these cases, you can either use lead generation tools or marketing campaigns to generate leads, or you can use a combination of the two. The key is to have something to show for your efforts. Regardless, having leads is important because it provides you with a ready-made audience, or at least one that is interested in what you have to offer. If you are new to online marketing and are looking for ways to generate initial traffic to your site, leads are the best place to start.

To Identify Product Or Service Need

When you run a business, you will almost certainly be asked about the need for a new product or service by a customer at some point in time. In some cases, a need for a product or service may be more than obvious, such as when a consumer asks for a new website and you have one specific idea that you want to pitch to them. In other cases, a need for a product or service may be more subtle, such as when a customer asks about your pricing structure or discounts and you have to research the best way to respond.

In these situations, you can use your lead generation techniques to identify specific individuals who may need or want what you have to offer. Once you have a lead, you can follow up with a tailored marketing message that addresses their needs or wants. In some cases, you may end up converting a lead into a customer, or at least a highly-engaged partner who will buy from you again in the future. Identifying unmet needs is one of the best ways to determine what marketing efforts should be concentrated on.

To Gauge Product Or Service Acceptance

Once you have generated some leads and established a small customer base, you can start to explore the degree to which your product or service is accepted or rejected by your target audience. To determine this, you can perform a word-of-mouth survey or use a customer feedback tool to get a pulse on your product or service. You may even want to consider using a small business survey tool like SurveyMonkey, which are free for the first 50 responses.

If you want to learn more ways to improve your business with marketing, continue reading our blog post on the best local SEO tools to grow your business.

Once you have established your local SEO presence, you can use various tools to track the success of your efforts. For example, you can use Google Analytics to track the quality and quantity of traffic to your site, as well as how visitors behave once they are on your site. This includes things like the number of pages viewed, time spent on each page and which pages attract the most attention.

If you are looking for tools that can identify the success of your marketing efforts in other locations, check out these SEO tools that can help:

SEMRush

SEMrush provides several helpful tools for marketers, including a local SEO tool that can help businesses of all sizes and marketing budgets to see the success of their local SEO efforts. Businesses can use the free tool to generate ideas for content, build keyword lists and track the organic search traffic to their sites. Plus, they can use the free tool to discover their top competitors and learn more about their SEO performance.

One of the best things about SEMrush is their customer support. Businesses can leave a message with their account manager and they will respond within 24 hours. Even more impressively, they will attempt to solve the problem immediately.

Local SEO tools

Besides SEMrush, there are several other tools that can help businesses to succeed in the local SEO game. Some of these tools are also useful for national SEO campaigns, depending on the amount of flexibility you need. Here are these other tools:

Lytics

Pricing starts at $24.95/mo for Lytics if you want basic features, however you can get the premium plan for $49.45/mo that provides you with the following features:

  • Local SEO
  • Mobile-Friendly Checker
  • Error Detectors
  • Content Spiders
  • Content Crawler
  • Domain Validation
  • Complete BackLinks Checker
  • And More

What is a mobile-friendly checker?

The phrase “mobile-friendly” has been thrown around a lot over the past few years, but most business owners don’t really know what it means. To ensure that your website is mobile-friendly, you need to make sure that all of the pages have been created with user experience in mind. This means creating content that is easy to scan on a mobile device, having a minimal number of errors and fixing any mistakes or glitches that might appear on the site.

A mobile-friendly checker makes sure that your website is structured correctly for mobile users and that all of the content can be easily scrolled through. If you are not sure what a mobile-friendly checker does, visit this helpful resource.

What is an error detector?

An error detector looks for errors on your site that may cause problems for users. These errors can be anything from a spelling mistake to a broken link or image. For instance, you may have a typo on your site’s homepage that is causing errors when users try to access the site. In this case, you will need to correct the typo and ensure that it does not happen again.

As a business owner, you should be aware of all of the errors that occur on your site. However, sometimes these errors are difficult to find and could go unnoticed for a long time. An error detector can help you discover these errors and fix them before they cause any harm.