Where do I get started with my Local Advertising
Why is local advertising important?
Every successful small business needs to have some plan of action when it comes to a marketing strategy to attract potential customers. According to Investopedia, marketing mishaps are one of the most common reasons that local businesses fail due to a lack of understanding of the time, effort, or realistic goals when it comes to their marketing efforts. North by South Marketing took some time to go through some of the “tools of the trade” and provide some basic information on each one, we’ve broken down two sections, Marketing (Organic or Free) and Advertising (Paid).
Search Engine Optimization (SEO)
Let’s hit this one first, local SEO, is one of the largest buzz words you’ll hear about in local marketing. It’s one of those ambiguous terms that can cause some confusion as to how it impacts your site. Let's start by giving you a relatable scenario as to what SEO is all about. Think about a concession stand for a minute. If you were running a concession stand that’s top seller was popcorn, where would you put the popcorn? Most of you probably answered somewhere people can see it and it’s easy to reach, that’s just like SEO, Google, Yahoo, Bing, and other search engines look to provide the person looking for information with more relevant and search results to what they are looking for. Local companies can take advantage of this by making sure their site is showing up correctly in local searches online through setting up a site that is providing relevant information to your audience. Some really great examples of SEO on a national brand level are Hubspot or Amazon, both utilize different practices to increase search engine visibility.
Social media platforms like Facebook, Instagram, and Snapchat allow for a business to engage with it’s consumers one-on-one rather than as a corporate face. The growth in social channel usage in the last few years has played a big roll in everyday lives of people. It’s now imperative for brands to use social media to your advantage as well as for influencer marketing (think of my friend recommended this company).
Search Engine Marketing
Commonly known as Pay Per Click (PPC) or Cost Per Click (CPC), these online advertisements show up at the top and bottom of a search engine search. Google, which has ~90+% of all search traffic utilizes Google Ads. These campaigns are great because they can be highly targeted local ads or they can be very specific location based advertising focused on a specific area. Some of the biggest wins, and failures, are found here. Make sure that you or the partner you’ve chosen to provide this service is focused on the right metrics for your business and providing you the information in terms of the Key Performance Indicators (KPI’s) that matter to you.
Social media sites all normally are great places to attract engaging customers to your brand. These platforms are great because they provide you with more placement options to reach your goals and objectives. Be sure to read up on what visual assets you need to be able to place social advertising, nothing can kill a campaign quicker than not having the right assets to run the ads correctly. Again, make sure that you focus on the right metrics with social advertising, lots of page likes do not equate to a successful business, but a solid group of local online influencers can make all the difference.
There of course is a million other pieces that we can cover with this topic, but this should get you started. Make sure that you identify your goals and objectives for your marketing strategy. Talk to a professional if you need help to get started and know what are the next steps to make sure you have a scalable marketing strategy to meet your business needs.