I’ve worked with many local businesses over the years to help them leverage online marketing more effectively. I engineered this strategy based on my experience on what works for local businesses like yours. Most small businesses don’t have the budget to experiment with new marketing techniques and strategies at the same rate larger companies do. You need a marketing process and strategy that is going to work immediately.
The strategy I engineered is called Local Business Builder. It’s perfect for businesses like the ones below.
- Massage Therapists
- Real Estate Agents
- Insurance Agents
- Auto Dealerships
- Auto Body Shops
- Vet Clinics
Local Business Builder Strategy Elements
When it comes to a successful marketing strategy for local businesses, simplicity is key. I wanted this strategy to be something once setup can be mostly hands off. The strategy comprises of making sure you claim ownership of all your business listings, such as Facebook, Yelp, Google, etc.. If you have bad reviews then they must be addressed. Having negative reviews without a response from you will negatively affect your business.
Here’s The Different Elements used in the LBB strategy
- Reputation Management
- Optimized Website
- Lead Forms/Online Booking
- Pay Per Click
- Facebook Ads
- Retargeting Ads
Managing, Promoting, and Growing Your Reputation Online
Your reputation online can make or break your business. If you don’t take control of your online reviews then all the marketing in the world can still lead to poor results. This is why the first step in a successful marketing strategy for local businesses is making sure you claim all the profiles on multiple websites that allow people to leave you a review.
- Yellow Pages
A Difference of One Star In An Online Review Profile Can Lead To A 5–9% Difference In Revenues.
– Harvard Business Review
Once all your profiles are claimed and negative reviews are addressed, I like to kick off a campaign that asks your pre existing customers to leave you a review. This will help boost your average star rating. This will create more social proof while also giving you the potential to show more frequently in the search engines for people looking for the services you provide.
Next I have my clients set up a survey they send to all new customers. If they have a great experience we ask them to leave them reviews online. If they didn’t have a good experience they will immediately get a follow up from a customer service rep or the business owner to understand why their experience wasn’t satisfactory.
This process helps prevent bad reviews while promoting the growth of positive reviews. This process alone will have a perpetual positive effect to your bottom line over the years to come.
Auditing Your Businesses Website
After looking at more websites than I wish to count, one thing is certain. Small business websites usually are poorly designed and optimized. They don’t target the right keywords, properly communicate their value proposition, or effective at generating leads and sales.
That’s why after we get your reputation in order, I usually suggest having a new website developed that is much more effective at promoting your business and converting them into customers. This process however does vary business to business.
I do have a marketing process in place that I utilize in every business I work with. You can read more about that clicking here.
Driving Qualified Traffic with Geo Targeted PPC Campaigns
After your website is properly optimized it will take time before it starts to receive an increase of organic traffic from the search engines. Like any business, it’s not ideal to wait for the Search Engines before you can leverage the benefits of people looking for your services right now.
That’s why I suggest setting up PPC campaigns that target people looking for your services based on their location. This allows you to see the immediate value of online marketing compared to just leveraging SEO and other online marketing tactics. While SEO is very effective it generally can take a few months to see the value.
Win Back Potential Customers with Retargeting Ads
When your website starts to receive an influx of website traffic the next marketing tactic I like to employ is retargeting ads. These are ads that target people visiting certain pages on your website but haven’t converted into customers yet. There are 3 types of retargeting ads I like to leverage for local businesses.
- Case Study Ads – These ads demonstrate the value of your service. They can be before and after ads or results for particular customers.
- Time Sensitive Promotions – These ads are great for giving your audience an incentive to use your services immediately.
- Review Showcase Ads – These ads are great for building social proof. Once they see how many others have benefited from your services it makes their buying decision easier.