In the previous blog post, we wrote a bit about the importance of marketing on a local basis and how that might be accomplished effectively. However, we just scratched the surface of the tools and approaches available to local marketers. In this post, we’ll look at some more of those tricks and techniques that can be used to grow your local customer base.
Promote Reviews Rather Than Product Pages A lot of your advertising will undoubtedly be done online. That is the way that business works these days but be sure that you are promoting the things that potential customers really want to see. The chances that a person clicks through on the advertisement for your company page aren’t great, but if you promote an event or a customer review that speaks directly to the intended customer base, you may find that your return on investment is substantially better.
Ask for Reviews If you are going to promote them, then you better have a backlog of reviews. It has been reported that 70% of people will provide a company review when asked, and yet many companies fail to ask. Be sure that you are not missing out on this opportunity. Include links to a review page on receipts and point them out at the time of sale. When consumers reach out on Facebook, Twitter, or one of the other social media platforms, end the conversation with a request for a review. Reach out to previous big-scale clients asking for a review to post on your website. Ask, ask, ask!
Promote Other Local Events and Activities If you know of a fair, festival, a great dog park, an excellent new coffee shop, or a children’s event at the local library, then promote it! Not all of your social activity online has to be directly related to your business. Make it known that you care about your community by supporting others living and making a living there.
Track Your Local Search Success One of the biggest and most important tips that can be offered to local marketers is to ensure that the advertising budget is being wisely spent. You do that by taking advantage of the tools available to you today, such as Yext. This online service will help you determine how well your business is performing in local searches across a wide variety of platforms, including Google, Yahoo, Facebook, Yelp, MapQuest, Local.com, and many others.
There are so many tools, services, and tips related to local marketing these days that you may feel overwhelmed and uncertain where your money and time is best spent. It is often wise to invest in the professionals who know how to reach your intended audience most effectively, so you can get the biggest bang for your buck.