6 Things You Need to Know About Local Digital Marketing

What is Local Digital Marketing and why is it important for businesses? Local digital marketing is very important for companies doing business in the region and looking for local customers online. Local digital marketing enables you to reach your target audience online by pinpointing the area your advertising reaches and ensuring you show up in area-specific local searches.

Some digital marketing techniques include:

•   SEO
•   Pay-Per-Click advertising
•   Paid and organic advertising on social media
•   Content marketing; including blogs, newsletters & email marketing
•   Digital PR

Increased visibility using digital marketing includes greater brand awareness, a wider (and global) audience, more inquiries, and more sales.

Local businesses can benefit from local SEO by ensuring that their target market finds them when they are performing searches that apply to their products or services within their catchment area.

Local SEO is all about improving your online presence to increase visibility in search engines, like Google, for local searches.

If you rely on local commerce or local traffic, improving your local SEO is essential to your future success and will help you outperform your competitors.

Local PPC and local paid advertising involve you inserting the information of the area you’re targeting, such as telling google ads which city, town, or postcode you’re targeting, in order to only show ads to the area inputted within the initial setup of the advertisement. Local keywords can be inserted into the advertisements with phrases like “near me,” “local,” or inserting the actual name of the location.

Blogs and content should also include the name of the place you’re aiming to target.

Digital PR can also target online publishers and guest blogs in your local area.

How is local digital marketing related to changing situations?

Increasing mobile and digital use was already a key factor before 2020 and the coronavirus pandemic.

Since then, more research has been done, and buying habits have changed as online purchases have increased.

More than ever, it’s important for local businesses to be seen and found online. That way, you won’t miss a chance or lose out to your competitors.

Your customers will always have access by investing time and money in local digital marketing, and competition will not overtake you.

Read tips on how to improve your digital marketing for your local business.

5 tips to get you started with local digital marketing

1) Create a simple website

If you don’t have a website yet, consider investing in one.

Once you have defined your site’s purpose, such as for an e-commerce website, business blog, social proof, leads, or educational purpose. A marketing agency or website developer can help you design and develop your website.

If you aim to find customers in your local area, then the focus would be on local website content and keywords with landing pages focused on local services. Wix, Squarespace, and WordPress are popular places to start building your website.

2) Add a localised landing page

If you already have a website, make sure you have a local landing page with localised keywords and content.

For example, if you are a plumber based in London, make sure you have a page for services specific to your area.

Such as “Plumbing Installation in South London.”

It’s also important to find out which related keywords generate the most search volume and make sure your local landing page is optimised for those terms.

3) Create a locally targeted Google AdWords campaign

The beauty of Google AdWords is that you’re completely in control of Google AdWords campaign costs.

You pick your target keywords and how much you can afford to bid for them, and you control campaign budgets. The affordability of Google AdWords makes it much easier to advertise and digitally market your small business.

The easy-to-use features allow you to select the exact geographic radius you’re looking to target with your campaigns.

To find the best local keywords, make sure to specify your location and industry.

Some ideas worth researching include quality such as “best or top,” occasions such as “spring or Christmas,” the type of service you’re offering, and your special offerings such as “all-inclusive” or “same day.”

4) Create a Google My Business listing

More and more user searches are geographically identified.

Therefore, creating a list of services you can provide in your location is very important to do.

These lists improve your local presence on Google and Google Maps and allow you to collect customer reviews that will help you sell your product/service compared to your competitors.

Make sure the business details are up-to-date with the correct address and time, description, and relevant business information, and add more photos and videos.

5) Gather 5* reviews for your Google My Business listing from your loyal customers

If you have customers that would be willing to leave you positive reviews on your GMB listing, ask them if they’ll do you a favour. If they need persuading, consider offering incentives in return, such as a discount on the next order.

This enhances your online presence from an SEO perspective and helps potential consumers make purchase decisions by showing real-world examples of other customers’ experiences.

Not only is it important to gain positive reviews from customers, but it is equally important to respond to and monitor the negative ones. Replying to all comments professionally and thoughtfully can prevent you from gaining a bad reputation online.

If consumers are struggling to choose between you and your competitors, this may be the added incentive they need to help them make the right decision.

6) Make sure you list in a local business directory like Yelp

According to a recent survey, Yelp appears in the top 5 of 92% of Google user searches, including location and business categories.

If you’ve invested your time and money in SEO and already have access to page 1 of the relevant local search, using the proper directory list will increase the location of page 1 and make it harder for your competition.

If you need help with SEO or want to know more about local SEO marketing, read the pros and cons list.

Additional local marketing tips

Promote your business with a local social media group

Join a local social media group on a platform such as Facebook. This allows you to promote your company locally to the appropriate target group. Customers on social media can also refer their friends, family, and other contacts to your business page.

Run paid advertising campaigns on Facebook

Target your ideal customers with paid Facebook ads. Facebook is a relatively inexpensive way to get clicks on your website with a wide range of targeting options. The advantage of Facebook is that it’s very easy to target in your local area. Run a paid advertising campaign on Facebook and set it to target your local search.

Support the local community

Join the community and show your support.

Sponsor a local sports team or work for a charity. Make sure you are considered a great help to the community.

Author bio for this guest post:

This article was written by Lisa Sampson of Search Buddy Digital Marketing Agency Leeds.

Search Buddy is an agency focused on creating long lasting partnerships with clients.