Earlier this month, we hosted Local Marketing 101—a detailed, 30-minute webinar in which Ewan Darby, our VP of Sales, walked through examples of the good, the bad, and the downright ugly when it comes to “local”. There were valuable insights for multilocation businesses seeking to create omnichannel local strategies that incorporate local listings, Facebook Locations, Google Map Packs, PPC, local SEO, and more.
Missed the presentation, or didn’t have 30 minutes to spare? We’ve got you covered with a brief summary video and Ewan’s seven key takeaways to getting started in local digital marketing. But let’s start by asking ourselves…
Why local?
Firstly, because it drives transformational growth for businesses that implement it properly. Secondly, it is critical as part of a dedicated voice search strategy—and with more and more searches expected to become voice-based every year, this is becoming more important than ever.
Finally, you should care about local because of the direct impact it has on customers visiting your brand, both online and in-store. Our clients typically experience a 25%+ uplift in store visits, when we work with them on their local strategies.
So, without further ado, here are our seven steps to get started in local:
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Claim your locations
This simple-yet-time-consuming task is crucial because it forms the foundation for the entire local strategy. Take control of your locations as a priority.
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Make them accurate
Accuracy on locations is vital to ensuring a good customer experience from their very first touch point. Ensure opening times, contact details, local services offered, and pin placements are all correct, consistent, and are updated whenever required (seasonal opening changes, for example).
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Answer reviews—good and bad
Consumers trust reviews almost as much as recommendations from a friend, so make sure you respond to reviews whether they’re good or bad.
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Implement tracking
It surprises us still how many clients don’t have their Google My Business (GMB) traffic included in their universal tracking. Ensure this is set up today for improved insights as to where your customers are coming from, and how they are interacting with you brand.
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Personalise pictures
They say a picture paints a thousand words, so what picture are you painting with broken, poor quality, irrelevant images on your GMB locations? Make sure they are up to date, relevant, professional, and attractive to your audience.
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Test Google Posts
Google Posts last for seven days and provide you with a (currently free) platform for promotion of services, events, and offers at your stores. Take advantage of this additional channel.
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Speak to DAC!
Ready to take your local marketing strategies to the next level? Let’s talk about incorporating important local principles into your overall marketing—and find out how we have helped clients like Clas Ohlson increase their ecommerce revenues by 90%. Get in touch today.
