Local Marketing For Small Business Part II
Chapter IV: How to Do Local Marketing the Right Way
In this step by step process I will show you the greatest 5 strategies to get the most out of Local Marketing on the web on behalf of your Offline Business. I will show you the easiest, fastest and cheapest ways to apply these strategies.
Those strategies area: Local Website, Local Search, Local Marketing on Social Media, Local Marketing on Mobiles, and Local Lead Generation.
Strategy #1: Local Website
I’m sure you didn’t know that there is an absolutely awesome website somewhere on the web, completely related to your business topic and ready to plug in and start using it right away.
Well that’s because someone very talented has taken the time to apply several awesome Local Marketing tricks on them and is offering them to you for a fraction of the cost and even free.
Today creating a website has become extremely easy, really.
What we recommend you do is use what is called a Responsive WordPress Theme for Local Marketing. “Responsive” means your website can be viewed on absolutely any device of any size.
Responsive WordPress themes are the future made the present for extraordinary business websites.
With a WordPress Theme you can do almost anything with your website by just installing a plug-in.
There are awesome places to find really nice Local Marketing WordPress Themes, ready to be displayed on every single computer device, at the same time.
You can Google it. Just Google Local Marketing WordPress Theme and you will find a lot of great templates to use.
Themeforest.net is one of the greatest places to find some really nice Responsive WordPress Themes especially for your local business. You just search for what you need and there you will find multiple options.
InkThemes.com has an extraordinary collection of Local Marketing WordPress Themes as well. They will even show you some live examples of the Theme and by resizing your browser checking these options here you will be able to check out how responsive it is
WordPress.org gives you a lot free WordPress Themes, itself. They will even give you access to free theme samples of the paid themes services for testing purposes.
You can also visit other websites listed on Google to find some awesome ideas and many more free business theme samples to try out.
As you can see, there is plenty of help for you to create a really nice Professional Local Business Website, fast, quick and easy. And training is something to worry about even less because there is plenty of it.
You can find plenty of videos on YouTube and even those WordPress Theme Vendors have their own training on how to install it. Even your hosting company will have a personalized way to install WordPress with just a few clicks.
Strategy #2: Local Search
Local search is the use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings.
Typical local search queries include not only information about "what" the site visitor is searching for (such as keywords, a business category, or the name of a consumer product) but also "where" information, such as a street address, city name, postal code, or geographic coordinates like latitude and longitude.
Examples of local searches include "Hong Kong hotels", "Manhattan restaurants", and "Dublin Hertz". Source
So, in other words, here we will be looking to get our business presence in the top of the search engine results so our local clients can find our business once they search for a topic directly related to our business.
There are a lot of Search Engines used by people to find answers to their needs and questions. But the most important of all are Google, Yahoo and Bing.
Google My Business:
Google has recently launched what is called Google My Business. I’ve gotta tell you it’s just absolutely great.
Google My Business consist of a multi-layer platform which connects you directly with
customers, whether they're looking for you on Search, Maps or Google+.
You just need to create your Google Offline Business Account which is free by clicking on Get on Google. Of course, you will need to have a Gmail account already created in order to have access to this service as well.
If you already have created any Google Maps or Google Places account, login with those same details and make sure everything is updated.
Once logged in you will able to create a new page. Google will take your current location at every step of the process, because logically you are trying to create a Google Business Page in your local area.
After choosing your Business Type, you will be able to submit the name of your business, and if you don’t find your business listed which probably is what is going to happen, then you can click on “Let me enter the full business details”
Then you will submit all of your Offline Business information with all the details.
Google will even give you the ability to find exactly where your offline business is located. You just need to search on the map where it is exactly located, drag and drop the red pin on top of your business and click on “done”.
Then after clicking on continue, you will be asked if you are authorized to manage this business and if you agree the terms of service.
Then you will need to verify your association with this business with a verification code that will be sent to the postal address you have just inserted into your Business Information.
Then after that confirmation requirement, you will be lead to your brand new Google Business
Account, which is connected to all the amazing tools Google has created for your business which is absolutely amazing.
Let me give you 4 very important pieces of advice to consider using Google My Business:
- You must do every single thing Google asks you to do throughout the process.
- Inside your Google’s Business Page dashboard, by clicking on Edit, you will be able to add a lot more important information - you must add every single thing there, too.
- We strongly advise you to use 100% accurate information, you must use your real Business name (not a keyword), updated business address, real contact info, your actual business hours, real business picture and a really professional and descriptive introduction, etc.
- We advise you to check if there are other Google Business Pages for the exact same company, this is not good at all. Clicking on the settings you will be able to see all pages listed, just go inside of the duplicated one,
click on edit, and going down you will find the “Delete this Page” link.
Finally, I would like you to know the principal Ranking Factors of your Google Business Page
- Accurate and Optimized Business Information: all of your business information should be completely filled and accurate in all places: Google Products, Website, Local Listings, etc.
- Real Followers: the greater the number of real followers from your local area your business has the higher the ranking potential your business will get for that same audience related to your local business.
- Posts Frequencies: consistent updates will tell people you are alive and that you are always trying to offer new content to your audience
- Followers Engagement: another sign of being alive is your followers’ engagement. There is no point having a great deal of real followers for your local business Google listing if no one is having real and constant interaction with your business.
- Reviews: reviews is an extremely important feature Google My Business is offering as well. Google organizes reviews by score as well, and besides registering these reviews inside of Google’s platform, Google has also the ability to retrieve and store those reviews from other websites. Something that is offering real value to other people will surely be picked up by Google to be on top.
- Citations: with this we mean that your NAP (Local Business Name, Local Business Address and your Local Business Phone number) should be everywhere on the web. We can call this Off-Page SEO.
Yahoo is not far behind when it comes to Local Marketing Services for Local Businesses.
Yahoo has introduced an absolutely awesome service called Yahoo Localworks.
With this service you will be able to get your business listing on Yahoo Local, Yelp, WhitePages, Bing, MapQuest, Superpages, and more!
But one of the greatest services guarantees your presence in 40+ local directories, which is just awesome.
This submission to local directories will skyrocket your top ranking potential on Google and on any other search engine as well.
Besides all this, with Yahoo you will be able to tap into a network of 150 million local searches per month.
Bing is actually offering the same service for local business.
“Bing Places for Business is a free service that allows you to add or claim your business listing on Bing and be found by millions of Bing users searching online. Claiming your listing allows you to take control of your business information online and enrich it with content like photos, cuisine & menu URLs, phone numbers, and other relevant information.”
“This information can help Bing users to learn more about your products and services as well as how to contact you if they desire to initiate a transaction with your business.” Source
You can find the same services offered by other search engines as well. It’s a matter of searching a little bit and establishing your local business at the place your customers constantly go to, to search for something on the web.
Strategy #3: Local Marketing on Social Media
Social Media has invested a great deal of money, time and effort into positioning any local business on their respective platforms a lot easier every time and with a great percentage of productivity.
Facebook offers some awesome services especially for Local Businesses. The two most important services for local business are the Facebook Page and Facebook Advertising.
On Facebook you will be able to create a Facebook Page especially for your Local Business or place. Facebook will supply you with all the necessary tools adapted to your Local Business needs to reach as many of your local customers as possible.
Something awesome about creating a Facebook Page for your local business is what is called the Graph Search:
As you can see, Facebook fixes the search results to show Local Places for people searching for a term, and that’s very important for your Local Business
Facebook Page get relevant visitors that are 100% free.
Besides getting free traffic to your Facebook Page from the Graphic Search. Facebook also gives you the ability to advertise to as many people as you want from your local area by what is called Pay per Click Advertising.
Facebook has built an amazing Advertising Platform where you will be able to advertise almost anything you want in several different ways.
And when I say “advertise to as many people as you want from your local area” I do mean it. I think the fact that you can even advertise to Facebook Users living in a small suburb of your city is enough reason for you to be shocked.
Twitter also offer some amazing online advertising tools for local businesses. As with Facebook, Twitter gives your business the option of creating a Twitter Page as well as Advertising on their sponsored sections.
Creating a Twitter Page for your business is just as easy as creating a basic twitter page, you just need to use your Local Business Details to create the account.
Similar to Facebook, with twitter you will have a personalized URL identifying your Twitter Page (https://twitter.com/bestseoclass). Something that can really boost your brand over the web.
Twitter has a wide collection of Advertising options as well.
Besides giving you the tools, they will even provide you great examples of success stories you could easily clone and apply.
LinkedIn, being the world’s largest professional network is a must-use network for any business. LinkedIn is just extraordinary in relation to their online
professional tools for businesses, and that’s because its focus is oriented for professionals, which means it’s directly related to businesses, whether local, national or international.
LinkedIn offers an exclusive area for businesses to create their company page, which is absolutely great for your local business.
LinkedIn has a very easy to apply training course in which you will be able to learn how to apply every step of the process from creating your Company Page, to Learning how to attract more followers, to learning how to engage your exclusive audience.
LinkedIn is a must for your local business presence over the web.
LinkedIn also facilitates sponsor advertising inside their network.
“LinkedIn Ads is a self-service advertising solution that allows you to create and place ads on prominent pages on the LinkedIn.com website. People click on your ads and visit your website.”
“You specify which LinkedIn members view your ads by selecting a target audience: by job title, job function, industry, geography, age, gender, company name, company size, or LinkedIn Group.” Source
As you can see, it is really possible to target high quality customers located in your hometown by using LinkedIn advertising platform.
Anything is possible over the web nowadays. It’s a matter of finding and correctly using the right tools that have been prepared on behalf of your own business.
Since it started, Pinterest has been doing wonders on social media. They also cater to businesses and have a very nice social experience for your business ready for you to enjoy.
You can freely join as a business directly, or if you already have a Basic Pinterest account you created previously for your business, you can just convert it.
Pinterest offers you a special place to show you wonderful success stories people are actually experiencing by using Pinterest for their Business purposes.
Pinterest is slightly different than other social platforms, because it is a platform based primarily on image sharing. Nevertheless, your audience might be hanging out there as much as other social platforms, so having multiple opportunities to reach them is not exactly bad for your business don’t you think?
Pinterest is about to launch their Promoted Pins advertising service. And let me tell you, pins are crazy viral, imagine how promoted pins will be. So be ready to check out their service. Maybe it’s live right now, so go ahead and check it out right away.
In strategy I didn’t include Google+, which is very strong for Local Businesses, and the reason is that Google My Business has included all their amazing tools for local businesses there, including Google+.
So avoid getting confused with Google+ and get the most out of Google+ for your local business by using Google My Business.
Strategy #4: Local Marketing on Mobiles
The whole world is on mobile. Even you are on mobile, your offline customers are on mobile, don’t your think your business deserves to be on mobile too?
According to experts on the subject, it has been discovered that if you don't have a Mobile Strategy you can't connect with well over half of your audience!
People check their mobile devices dozens of times a day, so it just makes good sense to get your business in on the non-stop action by going mobile
Do you realize how volcanically hot Mobile Marketing is getting at this exact moment?
- The number of mobile devices almost exceeds the number of people on earth.
- One in four online searches is done on a mobile device
- The average American spends 2 hours a day on his mobile device
- 40% of users who scan a QR code will buy the product
- 68% of people use a mobile device to look up a store address
- 52% of mobile users check the prices of an item online they wish to buy
- 91% of Smart phone users keep their phone within arm’s length
- 70% of all mobile searches result in an action within an hour
- 52% of mobile searchers call the Company they are researching
- 47% of mobile users are more likely to read reviews online for the product.
And there are so many ways to get on mobile nowadays, and all of them are automatic and convenient.
You have already applied many of those ways already by applying the first 3 local marketing strategies we have been learning about.
If you correctly applied Strategy #1, you have already achieved this extremely important step. A Responsive WordPress Website is the best solution for this.
Having a Responsive WordPress Website will give people the ability to see your local business website from absolutely any device. They can visit your website from their desktop or laptop computer, they can check it out on their table or mobile computer, and they can even check it out on from their mobile phones.
If you have already invested a lot of money on your existing website, there is a way to create a mobile version of it, so mobile users can visit that version instead of the non-mobile version.
There are two ways to do this, you could create a mobile website from scratch. Or you can convert your existing website into a mobile website.
JQMBuilder.com offers an absolutely simple and awesome platform to create your Mobile Website in a matter of minutes.
“JQMBuilder is a powerful online tool that can produce basic professional looking jQuery Mobile Websites in minutes. Its purpose is to provide designers and developers with a tool that can save lots of time when producing jQuery Mobile prototypes.” Source
They will train you step by step how to do it by yourself.
If your intention is to create a mobile website by using your existing non-mobile website, there are 2 ways to do it: one works for WordPress websites and one works for Non-WordPress websites.
If you already have a WordPress website installed but it’s not responsive, this will be the easiest and fastest way to create a Mobile Website.
The first thing you have to do is to check your site and determine whether or not it is responsive, and to do that you can simply visit your site using the Opera Mobile Emulator
As you can see, this site is not responsive because it is displayed as if you were on a desktop computer. As is, the text is absolutely impossible to read.
People need to be able to see your website from their mobile devices without having to magnify the interface so they can read your content.
You can convert that non-mobile WordPress website to mobile by installing a plugin called WP Mobile Detector Mobile Plugin.
Make sure to follow every step of the process in order to activate that plugin. After you are done installing and activating the plugin your brand new mobile website will look like this:
Extremely easy don’t you think?
You don’t have to do anything, what you just did was convert your website into a Responsive website, ready to be accessed with absolutely any mobile device and desktop computer.
Now let me show you how to do the same thing to a non- WordPress website.
For a non-WordPress website, the service we will use is called dudamobile.com. What you will be creating here is a complete Mobile Website but using your existing website. The process is so simple.
First, you submit the URL of your website.
Secondly, you redesign the mobile website however you want which is optional And lastly, you go live. It’s that simple
Take a look how the ClickBank website looks in this example
I would say it just doesn’t get any easier than that.
Mobile Social Media
Well, here you don’t have to do absolutely anything. For just applying Strategies #2 and #3 you or your local business is already on Mobile with Social Media.
That’s because all Social Platforms have gone mobile already, which is absolutely brilliant.
Strategy #5: Local Lead Generation
Lead generation is the practice of soliciting inquiries from potential customers. Building a leads list of your potential customers is key for your local business success.
The practice of collecting those local business leads will increase your sales drastically, because the action of a potential customer giving their contact information to be contacted, significantly increases the chances of closing a sale.
Besides that, having a list will give you the option of contacting those potential customers more often, letting them know the great benefits your product or service possess so those potential customers can finally buy your main and even additional products or services.
But having success with this absolutely awesome local marketing technique will depend on the quality of those leads.
What is a High-Quality Local Lead?
For example, if a visitor goes to your website, and fill outs a form to request more information, giving you even a phone number so you can call that visitor back, this is considered a high quality lead, they will be more likely to buy.
On the other hand if you decide to build a list of leads based on a subscription list from another company, you will find yourself in the situation of registering low quality leads that are indirectly interested in your product or services.
As you can see, a High-Quality Local Lead is a Lead you collect using your own local marketing tools directly and not by alternate ways. So the quality will be assured by the Lead Generation Techniques you apply.
How can we generate High-Quality Local Leads?
By “Your Own Local Marketing Tools” we mean the tools you already have learned so far; like your local business website, your local business social accounts, your local business mobile website if you decided to created it separately from your local business website, etc.
Those places are what you can use to generate High Quality Leads. But there is another very important tool you will use in order to connect it all to your local website, or local social accounts or your local mobile website, and that tool would be a Lead Generation Software program.
There are several lead generation tools on the web. Very Powerful tools you can use in order to collect and build your local lead so you can use it however you want to increase your customer’s engagement, productivity and revenue really well.
There are a lot of other services but I strongly advise that you make sure the service is trustworthy and also that is not 100% free. Because those free lead generation services can lead you into big trouble in the future.
Another piece of advice is that you don’t have to waste a lot of money on those local lead generation services on the web. You can do it yourself, you don’t have to waste your money on this part.
Watch Our FREE Video On Online Marketing
This Video Is Part Of Our Local Marketing Training
You need to do only 1 thing. And that is sending highly targeted traffic to a local lead capture form. Now let me give you some really cool tricks:
Trick #1: You can insert a lead capture form in the home page of your website, that way all traffic your website gets may potentially lead to a lead capture.
Trick #2: You can sponsor a special local deal promotion, you can ask people to fill out their details on a lead capture page you will send them to and advertise that promotion everywhere.
Trick #3: You can sponsor a customer’s personal details update, where you will ask all customers to update all of their personal contact information in exchange for a huge prize which will be randomly delivered to 10 or so participants.
Trick #4: Another cool idea is having a special coupon advertisement, where people have to come to your website, submit their contact information so they can receive that coupon code on their email accounts and then redeem it in under 7 days.
Trick #5: what about creating a special video to show people live about how to use your services, or how other people are using your services. Then you can just have a lead capture page sitting there for them to get access to that content.
There are a lot more brilliant ideas for generating a high quality lead list. But the most important thing to consider is that you should lead people to your personalized local business lead capture process, so your leads can be high quality and directly interested in your own products and services.
Thank you for taking the time to read my blog and if you have any questions please post them in the comment section below.