Marketing is how a business presents its products or services to customers. Many businesses with a large customer base strive to use a marketing strategy that reaches as many consumers as possible. While a useful metric, recent marketing strategies aimed at a more local audience are more often successful.
To capitalize on this trend, businesses that have a broad geographic appeal should try to localize their marketing plans.
Bee Cuevas is the founder and growth manager of Digital Marketer Bee, a digital marketing agency in Albury-Wodonga that offers a full suite of services and prioritizes client profitability over results. Their goals are to become a market leader in digital marketing and bring a newer, more local strategy to regional and rural areas of Australia.
Bee offers suggestions to help companies move from a global perspective to one more narrowly focused on a local area:
1. Always start with market and keyword research
Bee: Be sure to start with market insights specific to your region and tie it into your story if you have a large customer base and want your marketing to resonate more with the local community. Consider cultural nuances when choosing your words and tone of voice. Test your marketing campaigns in your target market in your area to see what works. In addition to learning about the demographics of your audience, you should also conduct keyword research to identify the terms entered by potential customers on search engines such as Google when searching for companies, products and services similar to yours.
2. Feature local customers and testimonials
Bee: Creating regional or local web pages on their websites that include local customer case studies or testimonials is one of the best ways for B2B companies to make marketing more intimate and local. Include graphics, brand names and video testimonials if possible. Also, make sure all local images are original; avoid archival photographs.
3. Find faces and voices they can trust
Bee: Organic and paid ambassadors can make a huge difference. There are now established networks to access trusted voices in communities across the country, whether online or offline. They can be mothers, bosses, teachers or even influential people in the business world. Find a network you can use to spread your messages across every channel while resonating with audiences who trust them.
4. Prioritize local community involvement
Bee: By promoting causes important to both the brand and the target, national and local brands can make real connections with audiences in different cities and markets. Brands can foster closer emotional connections 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 underutilized resource is a company’s workforce. They frequently interact with customers and potential customers, but most companies discourage rather than promote their employees as ambassadors. The term ‘local’ is misleading as it can also mean ‘geographic’, but it should actually mean ‘like-minded’, making online communities of people with similar interests a prime target for ‘marketing agencies’. local”.
6. Engage in collaborative marketing
Bee: Collaborative marketing is a great way to connect with your audience. This approach involves working with other local brands and organizations that cater to similar audiences and share the same vision and goals as your business. Through collaborative marketing initiatives, you will be able to build a stronger brand image and relationship with your target audience by partnering with other local entities that potential customers already know and trust.
7. Set up a Google My Business profile
Bee: Google My Business (GMB) is a free web tool developed by Google and designed to help businesses increase their online visibility by making them more relevant to local searches. Setting up a GMB profile can optimize your brand for local search and improve your search engine results page (SERP) ranking. In other words, it makes it easier for people in your target area to find you 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 prioritized in search results. Implement consistent and accurate location data on your websites, optimize locally relevant keywords, and create a website page for each location of your business to ensure your business 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 content shared on these platforms and a company’s social media presence as factors that can affect search engine rankings. When it comes to using social media for your business, always be sure to share and post high-quality, relevant, and informative content to keep users engaged.
10. Use geo-targeting
Bee: In digital marketing, the concept of geo-targeting refers to the practice of targeting online users based on their location. This is a useful strategy used by brands looking to target potential customers in the area or region where they operate. Although geo-targeting can be done 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 advertisements with content tailored to the behavior and location of the target audience.
11. Improve the structure of external and internal links
Bee: Getting external or inbound links from high-quality, trusted websites pointing to your page is a great way to boost your local search rankings and attract more customers. These links signal to Google that you are a legitimate and credible business, helping you get top positions on the SERPs. But besides external links, your internal link structure, which refers to your own links pointing to other pages on your site, is also important when it comes to SEO. Internal links can provide a smoother user experience by making it easier for visitors to navigate your site. Improved navigability and experience can lead to better site engagement and increased sales.
12. Optimize for mobile
Bee: Optimizing a website for mobile devices is one of the most important things you can do to increase your site’s conversion rate. According to the latest research, around 61% of all Google searches are done using mobile devices. If your site isn’t mobile-friendly yet, visitors may leave it immediately because it won’t work properly when viewed on a mobile device. This means that if your site is not mobile optimized, you run the risk of not attracting and converting a significant number of potential customers who use their smartphones, tablets and other portable gadgets to search for local products and services that are similar to what you are suggesting.
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