Small businesses are often slower to adopt fresh marketing technology than their larger counterparts. Since small business owners tend to have more responsibilities and less specific roles, sometimes marketing trends just don’t make their priority list. However, with a little creativity, knowledge of the local market, and a focus on some key marketing strategies, small businesses can achieve remarkable results for their local business.
Local content marketing
One of the advantages of a small business is the opportunity to connect to the local area. Engaging, high-quality content that encourages shares, clicks, and interaction is the key to a higher organic ranking. When a business has local insight, they can edge out competition by being more relevant and relatable.
Partnering with local influencers
Partnerships with influencers can draw substantial attention to your brand, but can also be extremely expensive on a national level. Small businesses should consider partnerships with local influencers who already have an engaged, loyal following. Well-known and respected members of the community are in a prime position to endorse local businesses and make an impact.
Social media advertising
Social media advertising can target very specific audiences and is easily updated. On Facebook, ads can be targeted to cities, zip codes, or the business’ address. Searches can be refined to include residents, visitors, age demographics, and interests. Social media advertising is an effective way to reach the local audience and drive website conversions, local business, and even brand awareness.
Local search ads
Local search ads are one of the most effective and cost-friendly ways to drive interest in local businesses. Setting up local search advertising campaigns with Google can result in prime ranking in relevant local searches. Ads will show on both desktop and mobile browsers, and mobile ads include the option to call the business directly from the search results page.
Customers are likely to search for businesses when they are already spending time and money in the area. Therefore, targeting the mobile searcher should be a priority for small businesses. Showing up in search results—and following through with a very mobile-friendly website—is crucial for small businesses to drive interest in their company.