We are officially in 2019, and while some are cleaning out their closets and reorganizing their pantries, as a local business owner it’s time for you to revisit the necessary steps that will set you up for local marketing success. Whether you’ve been marketing your own local business for years or you’re new to the game, it never hurts to look over the basic steps to local marketing success. We’ve defined them for you, so let’s get started!
1. Define your Target Audience
Before you get into the details of your local marketing strategy, answer the most important question on your way to local marketing success: Who is your target audience? If you’ve been in business for quite some time, who are the customers that are buying from you, where do they live, and what are their ages? These might seem like unnecessary questions, but knowing the demographics of your audience will determine the area you select to target with geofencing ads, the social media platforms your business should be active on, and so much more.
Your target audience must be specific, realistic, and obtainable. In other words, it’s not possible to target everyone (even though that would be nice, wouldn’t it?). Answer these 12 questions to figure out who your target audience really is, then move on to step two of marketing success!
2. Determine Your Goals
What does your business want to accomplish this year? In order to know how to get there, you need to put your goals into words. Whether you want to launch a new product, expand your customer base, or get more leads, don’t be shy to write your goal down on a sticky note to look at every day. But when you do that, be more specific than saying what you would like to do. Your goal needs to be detailed in order to accomplish it!
You didn’t forget about SMART goals, did you? Make sure your goal is smart, measurable, attainable, realistic, and timely.
3. Create Meaningful Content
Now that you’ve determined your business goals, take a strategic approach to creating content that attracts consumers and generates leads and conversions. For example, let’s say your goal is to launch a new product in the next six months to your target audience of millennials. Millennials want the next best thing (trust me, we do!), so grab their attention in an introduction, educate them on what it is, and convince your audience on why they need it. And, with millennials being super tech savvy, the best way to market to them is through social media (of course!).
One way to amplify your message is through branded content. Users want to click on valuable content that seems interesting, so putting your message in a Facebook News Feed Ad or content recommendation widget on your website is a great way to catch the eye of readers and promote your content in a cost-effective way.
4. Have a Solid Social Media Presence
So, you’ve created meaningful content around your business goals, but do you have a solid social media presence to share that content with your audience? If you don’t, do your research on what platforms your target audience is using before you start claiming social profiles. It’s not always necessary to be active on every single social media site, and it’s important to narrow your focus to make sure you’re putting out content in the right place.
If you need help deciding on which social media sites are best for your business and how to get started with social media marketing, check out this post here. With social media being a huge part of our everyday lives, having a solid business presence online is essential for marketing success.
5. Stay up-to-date on Search Marketing & SEO
Social media isn’t the only place your business needs to be present on. Let’s say a potential customer sees an Instagram ad for your business and turns to their search engine to find more information. They type in a few keywords and, because your website has good search engine optimization (SEO) and paid search marketing, they find your page.
Understanding search marketing is a full-time job all on its own. So, as you manage your local business, let a search marketing partner (like us!) manage your local marketing strategy for you.
6. Provide Excellent Customer Service (on the Phone & in Person!)
You’ve determined your business goals, put out content to your target audience through social media, and finalized your search marketing strategy. Bingo! Customers are finally interested, now what do you do when they actually contact you? How you answer the phone and speak with a customer says a lot about your business. There are so many tips on effective call handling that it can be overwhelming in the beginning. Answer the phone with a smile, follow-up with voicemails, and collect contact information before you end the call.
Do you feel one step closer to tackling your local marketing success this year? We know, it’s not that easy, and sometimes a little push in the right direction is all you need. If you’re looking for insight from a marketing expert, you’ve come to the right place!
Contact us here to get started on your journey to marketing success.