Local digital marketing strategies rely heavily on search engine marketing (both organic and paid advertising), social media engagement, review gathering, and community engagement. The key benefit is the ability to cater to the unique preferences and behaviors of local audiences across each of these areas. Let’s dive into each in more detail.
Local SEO
Local SEO (search engine optimization) is the foundation of any local digital marketing strategy, as it helps your business appear in search results when customers search for nearby services. This involves optimizing your website for location-specific keywords (e.g., “best pizza in Chicago”), creating and managing a Google My Business profile, and ensuring that your business information student data (name, address, phone number) is consistent across all online directories.
Local SEO also includes acquiring backlinks from local websites and publishing content that is relevant to your community, such as blog posts about local events or tips.
According to On The Map Marketing, local searches lead to visits to physical stores or offices 40% of the time for millennials and 39% of the time for non-millennials .
Geo-targeted advertising
Geo-targeted advertising allows businesses to show ads to people based on their physical location. Platforms like Google Ads, Microsoft Ads, and social media advertising channels (such as those available on Facebook, TikTok, and Instagram) allow you to define a radius around your business or target specific cities and neighborhoods. This ensures that your ad spend is focused on an audience that is most likely to visit your store .
You can also use advanced targeting features, such as targeting customers near competitors, promoting special offers to nearby users, or creating location-specific seasonal campaigns.
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