Generating Local Leads for your Business

Dec 10, 2020

Now more than ever, customers want to know that they have local options when it comes to local, service-based businesses. Focusing on localized marketing keeps your online presence front and center for those who are looking for your services. It also helps cement your reputation in the community and become a cornerstone of your industry to customers in your community. Generating local leads is a dynamic, ongoing process that encompasses several marketing strategies that can be used on their own, but are much more effective when combined.

Local SEO

This is a blog post topic on its own, but to sum it up, there are a few fundamentals that go into gaining visibility in your local market. Keyword research helps hone in on the commonly searched words and phrases that begin a customer’s discovery journey. Think about what keywords you would use as a customer to find products or services like yours, and include locally-specific keywords as well.

Keeping your Google My Business profile updated and accurate is also another requirement for local SEO success. Your business name, address, phone number, and email contact are the minimum information you need on GMB but the more you can add, the better. Upload pictures of your work, post about new services or discounts, and change operating hours accordingly.

Local Content

Under the umbrella of local SEO is the creation of localized content that takes keywords one step further. Search engines love to see content (even beyond blog posts) that’s relevant for local customers, and localization can give you a competitive edge.

Create email newsletters, marketing videos, and even podcasts that create a connection with your business and your community. Look at website visitor insights to help give you a better visualization of what your target demographic is interested in and which communities are engaging more online. This will shape your local content and make it highly personalized.

Google Local Services Ads

Local Services Ads are paid advertising, but they carry a little more cache than other forms of paid ads. “Local Services ads help you connect with people who search on Google for the services you offer. Your ads will show up for customers in your service area, and you only pay if a customer calls you directly through the ad.”

These ads come with a Google Guarantee, which is a strong endorsement from the search engine giant. The ads even contain past customer reviews and ratings, which works hard to build trust and work to convert internet visitors to loyal, paying customers.

Geomarketing

Have you ever received a discount notification on the app for that fancy coffee shop right as you’re driving by? This isn’t a coincidence; it’s an example of geomarketing. Technology is being used on hyperlocal customers and the notification is triggered based on proximity to the business.

It’s easy and inexpensive to create an app for your business, and it offers the added benefit of being a channel for geomarketing. At the intersection of timing and location is this type of advertising, and reaches shoppers when they’re primed to be in a position to make a purchase decision.

Landing Pages

Think about all the times you search for local businesses using “near me”. Your customers (potential and current) are doing the same thing all day every day from their mobile devices, and your business website needs to show up in those search results. Creating localized landing pages are particularly important for franchises or multi-location businesses that cast a wide net with their service area.

Additionally, these local landing pages serve as a platform for hyper-localized content, along with being optimized for conversions from paid search ads. The best way to get local landing pages right is by working with a marketing pro that has a broad view of your overall marketing strategy and can include technical SEO strategies to truly optimize the page.

While this certainly isn’t the complete list of lead generation strategies for local businesses, they are easy-to-implement techniques that can offer quick results. For a long-term solution to growing your online presence and expanding your local visibility, get the help of an expert. 

If you’re not sure how to set up your online advertising, a marketing consultant can help guide you through this process or handle it for you so you get great results. Schedule a consultation today.

Forecasting the Next Ten Years of Marketing

10 Apr, 2024
Marketing is gearing up for significant changes as we enter the new decade. With new technologies, shifts in buyer behavior, and changes in consumption culture, the way businesses reach out to customers will look very different in the coming years. While we can't say what marketing will look like in 10 years, we can examine emerging trends and strategies to forecast its future. Here are some predictions experts are suggesting could take shape moving forward. Increasing Personalized Advertising Personalized marketing should undergo even more profound transformations in the coming decade, leveraging advanced technologies such as artificial intelligence and data analytics to forge deeper customer connections. With the ability to glean insights from vast amounts of data, companies will craft highly tailored ads and messages that resonate with individual preferences and behaviors, fostering stronger brand-consumer relationships. From dynamic content customization to predictive marketing algorithms, the era of hyper-personalization will redefine how businesses engage with their target audiences on a one-to-one level. Advanced Device Communication The proliferation of voice-enabled devices and virtual assistants heralds a new era in consumer engagement, requiring marketers to adapt their strategies to communicate effectively through these mediums. As voice technology continues to gain traction, companies must anticipate the rise of voice commerce and tailor their approaches to accommodate this emerging trend. By leveraging conversational AI and natural language processing, brands can deliver seamless, personalized experiences that resonate with consumers, whether shopping, seeking information, or interacting with digital assistants. Wider Use of Virtual Reality Virtual reality (VR) is poised to become a ubiquitous tool in the marketer's arsenal, offering immersive experiences that transcend traditional advertising methods. With VR, brands can transport consumers into captivating virtual environments where they can interact with products and services unprecedentedly, fostering deeper engagement and brand loyalty. As VR technology becomes more accessible and sophisticated, expect to see a proliferation of immersive marketing campaigns that leverage the power of virtual experiences to captivate audiences and drive conversions.

The Power of Storytelling

12 Mar, 2024
Marketing tends to focus on analytics and systems, but we sometimes forget about one powerful tool that has existed since the beginning: storytelling. From our ancestors telling ancient myths to be passed down for the generations to come to modern-day brand narratives, stories have held the power to inspire and connect in all different ways. Today, consumers face a constant bombardment of advertisements and catered content; using the power of storytelling in marketing campaigns has become critical for businesses, especially smaller firms aiming to create meaningful connections with their target clients. Why Storytelling is an Effective Strategy When a brand uses storytelling to convey its message, it connects with the audience emotionally. By telling a compelling story, marketers can create a memorable experience for consumers, making them more likely to remember and engage with the brand. Additionally, storytelling allows marketers to communicate the brand's values and personality more authentically. Instead of bombarding consumers with sales pitches, storytelling enables brands to share their stories and build trust with their audience, increasing brand loyalty and customer engagement. The Emotional Resonance of Stories At the heart of storytelling lies its ability to bring out emotions and create profound connections on a human level. Unlike traditional marketing messages focusing solely on product features or sales pitches, stories can engage the audience's imagination, stir empathy, and spark genuine interest. By weaving narratives that resonate with their target audience's hopes, dreams, and challenges, small marketing firms can create a powerful emotional bond that transcends transactional relationships. Building Brand Identity and Authenticity Storytelling is a potent tool for small businesses to authentically define and express their brand identity. Through compelling narratives that reflect their values, mission, and vision, small firms can differentiate themselves from competitors and carve out a distinct identity in the minds of consumers. Whether recounting the founder's journey, highlighting customer success stories, or showcasing the company's commitment to social responsibility, storytelling allows small businesses to humanize their brand and foster customer trust and loyalty.

A Guide to Employee-Generated Content

13 Feb, 2024
In a world of "influencer marketing" and brand deals, companies can easily overspend their marketing budgets and get caught up in the frenzy. An influencer may feature your product or brand only for their videos to perform poorly. At best, you lose out on the money spent sending the product to the influencer and whatever you spent on hiring them. At worst, your business gets a bad reputation online, and customers don't take your brand seriously. Consider that influencer marketing is just the "shiny new toy" in marketing. In that case, companies should continue to produce consistent, cost-effective outcome. One source for this? Your Employees. Employee-generated content refers to any videos, pictures, or copy that employees publicly post about their position and the company. Find out the benefits of employee-generated content (EGC), what this content can look like, and how to implement EGC into your overall strategy. What Does Employee-Generated Content Look Like? The beauty of employee-generated content is that it can take many forms. Any content your employees make that involves details about their role, the company itself, or the relationships they've developed with coworkers or customers/clients can be EGC. A simple, straightforward EGC piece can be an employee spotlight for new hires or veteran employees. You can choose to craft employee spotlights as infographics with a picture of the employee along with some fun facts about them, write a long-form piece from an interview with the employee speaking about their time at the company, or even long or short-form videos with the employee speaking on their experiences. While these methods may require the help of a graphic designer, copywriter, or videographer, the idea is that the employees generate the content by speaking about their experiences and introducing themselves. Other ideas for EGC pieces might be "day in the life" videos following a specific employee throughout their day, reflections employees have from conferences or professional development opportunities, employment milestones or recognitions, or even just pictures employees take with each other or showing what happened that day. There are limitless options and iterations for employee-generated content, and the key is to find out what works well for your business and why.
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