With the rapid growth of different marketing strategies, local businesses need to learn to adapt to the modern way of marketing. If you see your business declining in sales, it’s time to mix and match your marketing strategies.
If you want your business to grow, it’s an undeniable fact that you need to invest in marketing. As a local business owner, you can utilise digital marketing to get a cost-effective solution for your business.
Having a strong online presence is extremely important for your brand. Digital marketing is not only a must for promoting your service, but optimising your online assets is also crucial for your overall success. Therefore, for local business, it is necessary to have updated information readily accessible to potential customers.
With a consistent marketing effort in the digital space, you can easily dominate the local market and increase your customer reach without additional expenses of traditional advertising.
Marketing starts with some easy-to-implement steps that you can start today! Here are a few tips and ideas to help you improve your business right away.
1. Determine Your Brand’s Identity
A consistent brand identity to promote your business will make you look more authentic, professional, credible and attract new customers. According to a Facebook study in 2016, their report that 77% of people are loyal to brands and 37% indicated that they make repeat purchases.
In the words of Jeff Bezos, the Amazon Tech Mogul, he defines a business’s branding as “what other people say about you when you’re not in the room.”
In other words, your brand is the connection, the feeling and emotions people have when they hear your brand’s name. Therefore, a brand identity compromises what your values are, how you communicate your product, how you want your customers to feel when they interact with it.
Having a brand identity makes your product and service memorable and authoritative in the market. It establishes a unique personality and maintains it consistently over time, developing credibility and trust among its customers.
2. Build A Website! 🖥️🌐
Having a professional website for your brand is an essential asset for your business. It is a place to show who you are, what your brand represents, where you are, what your products and services are, and how a potential customer can get in touch with you.
The website is your channel and allows you to market your local business online. It helps to increase your business’s authenticity and credibility. Customers have become smart buyers and no longer feel the need to visit a physical store.
One of the great things about the internet is that the size of your business does not really matter. Therefore, by making your business accessible, customers can visit your site from anywhere.
A well designed, informative website extends to every aspect of your digital marketing strategy. Every piece of content that you put online will drive the customer back to your site.
Therefore, if a website will strengthen your brand and help to accomplish many different marketing tactics to grow your business.
3. Update Meta Descriptions And Title Tags
An important aspect to consider after setting up a website is to update the meta description and title tag. Meta descriptions don’t contribute much to search rankings but improve click-through rates by signalling to users the type of information they might find on the webpage.
Title tags refer to the 60 characters that are displayed on the search engine results page as clickable headlines. The title tag is meant to be an accurate and concise description of your brand.
Even if your site ranks high, a good title can be the make and break factor in determining if a visitor clicks on your link or not. Therefore, a unique and relevant title with the right keywords is optimal.
If your business is just taking the initial steps into digital marketing, WordPress is a good place to start and offers easy to use SEO functions.
4. Boost Your Google Rankings With SEO 📈☝️
Have you ever wondered why certain sites appear on top of the Google search engine page results and asked yourself how you can rank well on Google as well? SEO definitely plays a crucial role to increase the ranking but there many other aspects why certain sites appear at the top.
A report from Backlinko also shows some of Google’s top factors, which include having relevant keywords, length of content, high-quality content, how fast the page loads, how often content is posted and many more.
Simply understanding, Google tries to give the best result to the visitors searching for a specific product or service. Therefore, Google always wants to put the most relevant and highest quality content front and centre for its users.
To rank higher, you can also leverage the power of SEO. With SEO, you can structure your website to be friendly to appear at the top of Google. Some SEO strategies include buyer persona, keyword research and on-page SEO research.
By using these methods, you can position your business to get discovered by the right people.
5. Do Keyword Research 🧐🔎
Keyword research is about identifying phrases and topics your target audience is looking for, so that you can create relevant content for them. A core competency for SEO is the ability to do keyword research.
It is essential to know trending topics, hashtags and keywords your target audiences use so that you can share content that matches their interest.
Keyword research will help you learn which phrases and hashtags to use in your social media posts. So that you have a higher chance of being noticed by your target audience.
SEO uses different tools to search how often certain keywords and phrases are searched. You can use tools like KW Finder to find related keywords for your target audience.
6. Optimise Your Website For Mobile Devices 📱👌
Mobile phones are extensively in our day-to-day lives giving us the freedom and accessibility to communicate from anywhere and at any time. Today, consumers are increasingly using different apps, Google, and more for online searches. Many Google searches are done on mobile devices and mobile search is different from desktop search. Therefore, it’s important to have a structured, responsive and easy to navigate website.
Google states that “if your site isn’t mobile-friendly, visitors are 5 times more likely to leave” so it only makes sense that a mobile-friendly website will also rank higher in the Google search. People’s experience on your website will influence their impression of your business and a high probability that they’ll be a customer.
Therefore, focus on minimalistic, clear navigation that connects easily to people and what they’re looking for.
7. Claim Your Google My Business Listing
This is one of the easiest and most effective marketing strategies for your local business – Google My Business. Google My Business (GMB) is a free service that every local business can take advantage of.
Through GMB, you take control of the information displayed for your business across all of Google’s services, such as Google Maps. For instance, if you change a piece of information in GMB, it will automatically update across all Google’s services.
Besides letting you manage your business’s information, there are many other features that come packed in the GMB dashboard. Through the dashboard, you can either add your own images or view images that customers have uploaded about your business. Google Bookings lets your customers book appointments directly on your Google Business page. Track your highs and lows with Google Insights. Insights will help you see how people find your business.
8. Optimise Social Media Pages
Social media platforms like Facebook, Instagram, and Pinterest play an essential role in promoting your local business.
Just like your website, your social media pages should be localised and optimised. In other words, providing relevant information related to your business, posting high-quality images and maintaining an active online account.
The lack of a social media strategy is also a roadblock for many businesses. Partly because it’s still new and also social media is changing. 28% of brands feel that a lack of strategy has been a major blockade from becoming a social business. Hence, in order to optimise your social media marketing campaigns, a strategy with clearly defined goals and objectives is important.
A planned strategy in place can help you measure where your business stands and make improvements accordingly.
9. Write Optimised Blog Posts ✍️📝
Content. Content. Content. There are many reasons why “Content will always be King”. First, digital and social media marketing is all about content. Can you imagine what Facebook, Instagram, LinkedIn would be like if they didn’t have content? It would just be white spaces that no one would want to visit.
Whether paid, owned or earned media, they are becoming complex and creating new kinds of marketing strategies. Therefore, it’s never been more important to create a feasible content strategy.
Blogging plays an important role when it comes to search engine ranking. Using relevant keywords in high-quality and helpful content is likely to appear in search results. You can even create blogs and content around your niche to position yourself as an authority for the products and services you sell. As Forbes puts it, “content is quickly moving past marketing and is becoming a piece of the puzzle that is the way people interact with the world around them.”
10. Utilise Email Marketing 📧💻
Email marketing is one of the most cost-effective solutions among many marketing strategies available. Once you’ve built your website and published regular content, you will want to share it with new customers who are interested in learning more about your product. For this reason, building an email marketing strategy will get the work done.
You need to be careful and not bombard your customers who signed up for your email list. Sending too many emails might push the customer to unsubscribe from your list. So, you just want to send enough to keep your customers informed and engaged.
If you’ve never sent a newsletter before, there are many affordable tools online to create and send an email with a professionally designed template. For example, Sender, Hubspot, Sendinblue and many other tools can help you amplify your marketing channel and can save time and money.
Don’t Be Afraid To Try Out Marketing Experiments! 🧪⏱️
If there’s a new marketing trend you are interested in or a social platform, don’t be afraid to experiment. As the saying goes, “the true method of knowledge is experimenting”, you need to try new strategies to know what works for you. Don’t let the feeling of failure hold you and your business back. If the experiment goes as expected, you are ahead of the game.
Whenever you want to experiment with any new marketing strategy, ensure you have a solid plan or hypothesis in mind. Also, it is crucial to prepare for your plan B or C and so on.
If you are just starting out it will take time to build your online presence but any steps you take will have a huge impact on your business.
Therefore, don’t be afraid to be creative and experiment with your marketing, but remember…ALWAYS test, measure and tweak accordingly!
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