As a small-business owner, you have to wear a lot of hats, and that includes working with your marketing team or alone as the sole marketer. Big budget or no, success today depends upon a solid online presence. Beyond your simple presence, local search engine marketing is going to be key to your success. What can your company do to improve your local marketing? Well, these 3 quick tips can help you get started.
Targeted Landing Pages for Each City
Google punishes companies swiftly when duplicate content is found across your webpages. You won't be removed from SERPs, but you won't find yourself near the top of the page either, which is essentially a death blow in itself. Each city or suburb you operate in should have a unique landing page that is strategically tailored to the needs of those residents, but should include the following important information at a minimum:
- Business name, address, and phone number
- Product and service offerings
- Unique URL and page title
- Store hours and contact info
- Social media connections (Facebook and Twitter buttons)
Build a Local Strategy
If you're blogging and building separate landing pages, you've done just half the work you need to excel with local search engine marketing. Every customer-facing facet of your brand needs to have a strategy oriented toward the customers in a particular market. You need to figure how to create the right content, promote it, and improve it in the future.
Focus first on defining your ideal customer, because this will help you hone in on the proper message to send out with your marketing efforts. From there, it's time to consider your positioning strategy to get that message in front of those consumers. Lastly, promote your content and track its performance. Create, promote, track, and repeat. This way you'll figure out what works and what doesn't, and continually improve your local message.
Yelp, Urban Spoon, and other review sites used by consumers can be a great source for your business if you actively manage them. Engage customers who have had a negative experience and let them know you're interested in working hard to improve upon that experience. This will passively promote your business as one interested in the well-being/enjoyment of its customers. You can also actively use these services to promote the good reviews your business receives.