Let’s face it. If you live in Leicester and need to buy tyres, you are not going to travel all the way to Oxford. Neither will your customers. Localising your digital marketing campaign is all about connecting with potential local customers who are much more likely to convert.
But don’t get me wrong, short distance convenience isn’t enough. In order to build trust and connect with your customers on a personal level, you need to understand your audience’s culture, traditions and language.
And how amazing is it that adding these unique factors to your communications can even help you achieve sustainable competitiveness when you come up against larger or global organizations who compete in your local area.
In this blog post, we reveal how implementing local research in your digital marketing campaign can give you a head start on search engine optimization by helping you get listed on Google more prominently.
By now, you may be thinking sure that is great, but where do I start?
Local Landing Pages
Having different versions of area pages with specific and useful content for each local area your business covers can get you better targeted and increased traffic to your website.
This way if you are based in Leicester but also have the capacity to serve Loughborough, users searching for “Used Tyres Loughborough” may find your brand online since you have a page dedicated to this customers.
In order to achieve this, start by finding out what keywords your potential customers are using to find your services online. Organic Search results are, generally, highly competitive. In fact, the first three listings account for 50% of clicks from searches. This is why it is essential to be aiming for a top three position.
Get your head on the game and start your keyword research for each one of your local coverage areas. You can use tools such as ubersuggest or Google keyword planner to know which keyword/s to include in your campaign.
Area Specific Content
Well, if you are a small business you probably won’t need to worry about translating your website into several different languages but you can always add local colloquialisms so it isn’t your “bog-standard” sales pitch but a more conversational one instead. Furthermore, case studies of local recent work, local phone extensions and testimonials will help the user to trust your brand whilst helping you to rank better on search engines such as Google.
If search engines crawl your webpage and find geo-targeted content, your website is much more likely to be seen as authoritative for geographical searches.
It is as simple as this, if you don’t have them, you can’t compete locally. Getting your business details cited across not only the main ones such as Scoot, Yelp or Yahoo but also on local and industry-related ones will go a long way to putting yourself on the map.
But before you start requesting to be listed on every directory out there it is also important that you consider the relevance and authority of the websites where you will be cited. You don’t want to be identified as spam.
Google My Business
Google My Business is a free and very easy to use tool that can seriously boost your online visibility. Having an optimized Google My Business account means that when a customer searches for your services in your local area your business will appear in a profile box with all relevant information, including address, description, images and options to call, check direction or view your website.