When you’re starting a business, the first thing you’re likely to be asked for is money. Having some quick cash on hand can help you get started, but ultimately, you’ll need to find ways to generate revenue. One option is to use local online marketing.
What is local online marketing? It’s simply using the internet to target consumers who are nearby. If you run a business in a major city, you can bet there are a lot of potential customers nearby. For example, in a suburb of San Francisco, there are more than 22 million potential customers within a 300 mile radius of the city.
So, if you’re looking to generate leads and grow your business, consider using local online marketing. But how can you use this tool to grow your business? Let’s look at some of the ways.
1. Product Awareness
Awareness is the first step in the buyer’s journey. You can grow your business with local online marketing by increasing product awareness. Product awareness is simply the knowledge a customer has about your product or service. For example, if you’re a hair dresser, you might want to advertise on a website that focuses on dog grooming. Your target audience is familiar with grooming dogs, so they might be more likely to click on your ad. On the other hand, if you’re an eyeglasses shop, you might want to focus your marketing efforts on a website that focuses on cars.
Generally, a car website is more of a challenge for you, as an eyeglasses shop, because you’re not familiar with cars. However, if you do a little research into what makes cars unique, you might be able to come up with an idea for a product that could be used in cars as well as glasses. For example, the headlights on cars have gotten bigger over the years, and they’re no longer rectangular. So, you could create a glasses model that fits more heads, therefore increasing customer awareness of your product.
Of course, you don’t always need to go the extra mile. If your product is relatively simple and has a one-click buy option, you might not need to focus on increasing customer awareness. However, if you’re selling your product or service in person, you can bet there’s a lot of awareness already.
2. Customer Segmentation
Now, once you’ve increased product awareness, you can begin to segment your customers and identify those who are most likely to become paying customers. You can use a number of tools, including Google Trends, to find the most popular search topics among your target audience. You can also use Google Custom Search to run searches that are focused on individual topics.
For example, if you run a hair salon and you notice that people are searching for ‘best hair salons in Singapore’, ‘top hair salons in London’, and ‘Hair Stylist near Me’, you might want to create landing pages for each of these topics.
You can also use tools like Google Trends to find keywords and topics that your customers are interested in. In the example above, we can see that the customers are interested in salons and hair care. So, if we wanted to create a resource for hair salons in Singapore, we could use the internet to find blogs, articles, and forums that discuss hair and beauty issues. Alternatively, we could use Google Trends to find the topics that our customers are interested in and use that information to create content for our landing pages.
In addition to finding the topics that your customers are interested in, you can use tools like Google Trends to find any sudden jumps in interest. In the example above, note the sudden increase in interest for ‘eyeglasses’ around the same time that we started seeing a lot of searches. We can assume that this is because people were searching for ‘eyeglasses’ when they saw an advertisement for the brand on Facebook or Google ads.
3. Content Curation
As you begin to build your business, you’ll inevitably find yourself swimming in a sea of information. Research, case studies, product reviews, and corporate blogs are just a few of the sources of information available online.
You can use the tools above to find the most popular searches related to your product or service and to find relevant content that you might want to curate and repurpose to create a cohesive piece of content.
For example, if we wanted to create a blog post about converting retail purchases into leads for our customer relationship management (CRM) software, we could use the above tools to find relevant content in our database of articles and repurpose that content for our blog post.
If you’re new to content curation, it can be hard to know what makes for effective content. One of the best things that can help you along your content curation journey is creating content guidelines. Following these guidelines will help you curate content that is most likely to be effective.
When someone finds your website or social media channels and decides to engage with your content, this is known as an outreach. Outreach is a way of getting the word out about your business, and much like product awareness, it can be increased by using local online marketing.
To find potential customers, you can use a tool like HubSpot to create automated emails that you can send to existing and potential customers. With these emails, you can talk about your product or service, offer tips on how to use your product, or ask for feedback on your services. You can also use tools like KlientBoost to find new customers and grow your business through word of mouth marketing.
For example, if we wanted to discover the most popular topics among our target audience and create blog posts around those topics, we could use tools like Google Trends, Google Custom Search, or HubSpot to find content that is most likely to engage our audience. We could then use tools like KlientBoost to find people who are most likely to be interested in our product and, through word of mouth marketing, convince them to become customers.
5. Buyer Personas
It’s likely that you already have an idea of who your customer is and how you will sell to them. With local online marketing, you can expand on this idea by creating buyer personas. These personas are simply fictional characters that represent your ideal customer. They are used to identify key behaviors, discernment, and key challenges that your customers might face. They can help you identify the type of content that you might want to create or curate.
For example, if we wanted to write about our customer base, we could create a persona named ‘Jane Doe’ and use that to identify the content that we will create. Jane Doe is a 33-year-old medical doctor who has been searching for a new eyeglass provider for her family. She has three children who are all under the age of five and spends a lot of time taking care of them. She is also concerned about the impact of sugar on her children’s fitness and well-being. Because of these priorities, she has decided that she doesn’t need or want ‘additional lens choices’. She can be found on Facebook, Instagram, and Pinterest, where she likes to share images of her family.
If you find that your customers have several challenges that they need help with, you can create a blog post to address these challenges. Because Jane Doe has decided that she doesn’t need or want ‘additional lens choices’, this implies that there are issues with the type of lenses that you offer and that she is not finding these lenses to be suitable for her needs. In this case, you could write a blog post about why your lenses are the best option for her and how they can help her with the issues that she is facing. In addition, you could create a page on your website that lists all of the challenges that she is facing and provide her with contact information. This will then become a content curation project that is relevant to her needs.
Personas help you discover the type of content that your customers are interested in, so it’s important to keep them in mind while creating content. If you do a little research into your customers’ interests, you will be able to create topics that they are most likely to be interested in and to find content that is most effective for them.
6. Personal Branding
Finally, as you begin to build your business, you’ll inevitably be asked for your opinion on a number of brands and products. It’s important to be able to differentiate yourself from competitors and create a unique selling point (USP) that makes you stand apart. With local online marketing, you have the opportunity to define yourself as an expert in your field and to engage with your audience on a personal level.