Where do you find that local service or product you’re looking for? Times have changed huh? It wasn’t very long ago that the clunky phone book and it’s hit-or-miss business listings was the best option.
As much as the internet has exploded worldwide and has created entire industries and subcultures, there comes that time when you just need to find a chimney sweep or a place to pick up a new mouthpiece for your kid's game tomorrow.
Small businesses become big by defining themselves in their communities and neighborhoods. And while advertising in coupon books or hanging flyers around town might work, thankfully we don't need to remain prisoners of old-school outbound marketing methods. You know-- blast out a sales pitch and hope that it sticks with some people who might someday need something that you have to offer. No, the internet has allowed small businesses and internet marketers more eloquent and efficient ways to reach their prospective clients.
Now we're well aware that tips and tricks and best practices for getting found locally is nothing new under the cyber sun, but we thought that listing out the building blocks for a solid local search strategy was well worth revisiting. So the following is what we deem as the foundation that small business owners should build upon when cultivating their online presence:
Organic search
On-site optimization
(Clean code, alt descriptions, meta tags, etc). The proper website design is where it all starts. Use descriptions for images. Use accurate and unique meta tags. Again, don't try to stuff too much into your code--Google's robots are smarter than you.
Defined keywords list
Avoid over-optimizing your site by cramming these phrases into every paragraph. Use them in your navigation, page titles and in a natural way throughout your entire content online. Reevaluate and refine regularly.
Blogging
Establish an editorial calendar. Use your keyword phrases and problems and questions of your customers as topics. Blog titles are meant to grab a reader's attention--remember that.
Listings complete and current social media and map sites. Most importantly on the following:
Google+ (Google Maps has replaced Google Local)
Yahoo
Bing
Mapquest
Yelp
yp.com (Yellow Pages - free listing)
Mobile-friendly website
Many of your nearby customers will find you this way. Be sure your site looks good and is easy to navigate when it comes up on their phone.
Social presence
Let your community know that your out there and what you're up to. Still the most effective way to engage potential customers and build loyalty. Can you say 'digital word-of-mouth advertising'? I knew you could.
Facebook - Page, Places (Even if you don't have a company page, you may still have a listing in Places. Check into it.)
YouTube
Groupon
LivingSocial
FourSquare
Paid search (if applicable)
Contrary to what you might believe, a large budget is not necessary to generate leads from paid ads. What it does require though is plenty of research, A/B testing (testing one ad against another, rinse, repeat) and close monitoring.
So there you have it. Our far from all-inclusive checklist of local internet marketing basics. Sometimes just making sure you have the basics covered is enough to jump start your growth. Even if you aren't willing or able to work through the entire list, don't worry. Do what you can. You can always get outside help if you need to succeed online. And the internet is indeed where you want to be.
Hey, we want to know how you're doing! What's your local search strategy? Your biggest advertising challenge as a small business?
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