12 Techniques from Digital Marketer Bee That Companies Can Use to Reach More Local Customers
Marketing is how a company gets its goods or services in front of customers. Many businesses with a large customer base strive to use a marketing strategy that reaches as many consumers as possible. While this is a helpful measure, recent marketing strategies that focus on a more local audience are succeeding more often.
To take advantage of this trend, businesses that have a broad geographic appeal should try to localise their marketing plans.
Bee Cuevas is the Founder and Head of Growth of Digital Marketer Bee, a digital marketing agency in Albury-Wodonga that offers a full range of services and prioritises client profitability over results. Their goals include becoming a market leader in digital marketing and bringing a newer and more locally oriented strategy to Australia's regional and rural areas.
Bee offers suggestions to assist businesses in switching from a global perspective to one that is more narrowly focused on a local area:
1. Always start with market and keyword research
Bee: Make sure to start with market insights specific to your area and tie them into your narrative if you have a sizable customer base and want your marketing to resonate more with the local community. Consider the cultural nuances when choosing your words and tone of voice. Test your marketing campaigns on your target market in your area to see what works. Aside from learning about your audience's demographics, you should also conduct keyword research to identify the terms typed in by potential customers on search engines like Google when searching for businesses, products, and services similar to yours.
2. Showcase local clients and testimonials
Bee: Creating regional or local web pages on their websites that include case studies or testimonials from local clients is one of the best ways for business-to-business companies to make marketing more intimate and local. Include graphics, brand names, and video testimonials if at all possible. Additionally, make sure that all local images are original; stay away from stock photography.
3. Find faces and voices they can trust
Bee: Organic and paid ambassadors can make a huge difference. There are now established networks for gaining access to reliable voices in communities across the country, whether online or offline. They could be mothers, chefs, teachers, or even influential people in business. Find a network you can use to deliver your messages on every channel while also echoing them to the audiences who trust them.
4. Prioritise involving the local community
Bee: By promoting the causes that are important to both the brand and the target, national and local brands can establish genuine connections with audiences in various cities and markets. Brands can foster closer emotional bonds and increase local awareness by supporting local sports teams, venues, events, festivals, or initiatives that benefit that particular community.
5. Make employees brand ambassadors
Bee: The most frequently underutilised resource is a company's workforce. They frequently interact with customers and potential customers, but most businesses discourage rather than promote their employees as ambassadors. The term "local" is deceptive because it can also mean "geographic," but it should actually mean "like-minded," making online communities of people with similar interests a prime target for "local marketing agencies".
6. Engage in collaborative marketing
Bee: A great way to connect with your audience is through collaborative marketing. This approach involves working with other local brands and organisations that cater to similar audiences and share the same vision and objectives as your business. Through collaborative marketing initiatives, you'll be able to establish a stronger brand image and relationship with your target audience by associating with other local entities that potential customers already know and trust.
7. Setup a Google My Business profile
Bee: Google My Business (GMB) is a free web tool developed by Google that's designed to help businesses increase their online visibility by making them more relevant to local searches. Setting up a GMB profile can optimise your brand for local search and improve your search engine results page (SERP) rankings. In other words, it allows people within the area you're targeting to find you more easily through Google search.
8. Make local SEO efforts a priority
Bee: Consumers are using search engines more frequently to find local information, and local content is given priority in search results. Implement consistent and accurate location data across your websites, optimise for locally relevant keywords, and make a website page for each location of your business to ensure that your company ranks for local searches.
9. Build a social media presence
Bee: Social media platforms such as Facebook, Instagram, and LinkedIn are no longer mediums that are solely about forging personal and social connections. Over the years, social media has become a powerful tool for local businesses to improve their brand image and attract new customers. In fact, Google now considers the content shared on these platforms and a business' social media presence as factors that can affect search engine rankings. When it comes to using social media for your business, always make sure to share and post high-quality, relevant, and informative content to keep users engaged.
10. Utilise geotargeting
Bee: In digital marketing, the concept of geotargeting refers to the practice of targeting online users based on their location. This is a helpful strategy utilised by brands looking to target potential customers within the area or region where they're operating. Although geotargeting can be carried out organically through SEO, this concept is commonly used as part of paid advertising strategies on Google and Facebook. In this approach, location data is used to create and launch ads with content that's appropriate for the behaviour and locality of the target audience.
11. Improve external and internal linking structure
Bee: Getting external or inbound links from high-quality and trusted websites that point back to your page is a great way to improve your local search rankings and attract more customers. These links signal to Google that you are a legitimate and credible business, helping you secure the top positions on SERPs. But aside from external links, your internal linking structure, which refers to your own links that point to other pages on your site, is also important when it comes to SEO. Internal linking can provide a smoother user experience by allowing visitors to navigate your site more easily. The improved navigability and experience can lead to better site engagement and more sales.
12. Optimise for mobile
Bee: Optimising a website for mobile devices is one of the most important things that you can do to increase your site's conversion rate. According to the latest research, about 61% of all Google searches are conducted using mobile devices. If your site isn't mobile-friendly yet, visitors might immediately leave because it won't function properly when viewed on a handheld device. This means that if your site isn't optimised for mobile, you run the risk of failing to attract and convert a significant number of potential customers who are using their smartphones, tablets, and other handheld gadgets to look for local products and services that are similar to what you're offering.
Digital Marketer Bee