Cost: Free
One of the first places your customers will search for your business is Google. While Google My Business may not sound familiar, it's the platform that lets you create a business profile and listing that appears in Google Search or Google Maps. For instance, when someone searches for "salons near me," a local list of salon locations appears. Your listing will tell Google to include your nearby business.
Claiming or setting up your listing will make your company’s information—including contact information (phone number, website, address), business hours, and more—visible in Google's search results. Google My Business will give you helpful analytics, such as how many times your listing has been viewed and appeared in searches.
Cost: Low-cost (you determine the budget)
Search engine marketing (SEM) is a paid option where your listings are featured in sponsored placements (i.e., are highly visible) in search engines. Say a popular demographic that likes to frequent your store includes women in their 30s. You can set up ad campaigns to target that demographic and focus your campaign by other criteria, such as ZIP code. Try SEM tools like Google Ads (and similar services from Bing, AOL, and Yahoo!).
Cost: Free or low-cost
Spread word of mouth where your neighbors hang out: In person, by placing flyers and ads in community newsletters and bulletin boards, and online, in local communities like Myarea. At this moment, members are likely already asking for local business recommendations and searching for local businesses like yours on the platform. It's free to set up a Business Page on Myarea where local customers can leave recommendations and discover you in your neighborhood.
Cost: Free or low-cost (you determine the budget)
Customers learn about businesses on social media platforms: where you're located, when you're open, and how other customers have reviewed you. As with Google My Business, it's free to build business profiles on Facebook and Instagram—two of the most popular social networks. There are paid advertising options to reach your target audience (by demographics, interests, and location) as well.
Consider other social media platforms like Twitter, Snapchat, LinkedIn, YouTube, Pinterest, and Reddit. There are so many tools out there nowadays, so prioritize the ones where your customers are and what makes the most sense for your business.
Cost: Free or low-cost (you determine the budget)
New digital options like Yelp, Yellow Pages, and Myarea provide a platform for companies to List on Map. Consider Myarea's Events, a local advertising offering that enables small businesses to narrow in on an exact area—down to specific neighborhoods—so you only end up paying to reach your target audience. Choose the business listing service that makes the most sense for your niche or industry.
Cost: Free
Search engine optimization (SEO) is the practice of ensuring your company's website ranks high in search engine results.
SEO involves understanding how people search for your products or services.
Are they more likely to look for "Thai restaurant near me" or "Thai food nearby"? Know the keywords people use to search for you, and ensure your website's content satisfies those queries. Keep your contact information up to date, and maintain your social media profiles.
Cost: Free
Once your website is up and running, a great way to help improve your SEO and connect with the community is to create a blog. For example, if you’re a restaurant owner, feature profiles on your staff, share recipes, and highlight loyal customers on your blog. Strong content helps Google understand your niche, which should result in your business appearing in more results.
Cost: Free or low-cost (you determine the budget)
Growing your own social media following can take time. One way to generate interest in your products or services on popular apps like Instagram and Snapchat is to partner with local influencers. They may be willing to post about your company in exchange for freebies or VIP experiences.
Cost: Free or low-cost email marketing tools are available
Creating an email list for customers to join is one way to keep them engaged. Consider offering a one-time discount or other incentives to encourage people to sign up to receive emails. Local businesses can share updates such as new products or services, promotions, or changes to hours. Tools like MailChimp can get you started.
Cost: Varies
While some may think email has made physical mail obsolete, marketers have done some number crunching and the response rates to direct mail – mailers and other physical items sent to local customers’ homes – may be 10 to 30 times higher than digital marketing tactics like email, reports Forbes.
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2021 January 28 10:13
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