For most people the start of January is a time for reflection, looking back to what worked in 2016 and more importantly, what didn’t. If you’ve identified that it’s time to declutter your web marketing strategy, making it clearer and easier to execute, then here are 10 do’s and don’ts to consider to get it back on track.
Do get on board with web marketing technology
Technology is constantly evolving the way that your consumers access brands and consume content online. Your consumers are fragmented across hundreds of different platforms, search engines, social media websites and apps. Just think about how many you use yourself on a daily basis …
If you want to promote your business online to the local market it can be hard to be the jack of all trades and master your presence in all of these places. So look for web technology that can help you do the job of staying on top of your online presence. There are heaps of options available to incorporate into your local web marketing strategy, many of which are low cost and super simple to use.
Here are some we love:
Do look to reuse & recycle
Large businesses have the resources at hand to employ a person for each area of their web marketing such as running the blog, social media and managing the website. But if you’re a small business looking to progress your local marketing strategy chances are you’re probably a one man band trying to tackle it all yourself.
So make life easier for yourself by creating one great piece of content that you cut up, reuse and recycle for the blog, social and email. It’s a great way to reach the same customers across different channels – with the same targeted message.
Do drill down your target audience.
One of the most common mistakes small businesses make with their local web marketing strategy is to over complicate it by trying to target too many audiences online, or even worse not even having idea of who they want to target in the first place. According to Forrester, while 66% of marketers think they are doing a great job at personalising the marketing and advertising for their audience, only 31% of consumers agree.
In today’s data driven world, your local web marketing strategy has to be specific and targeted. The more you know about your customer, the more effective your marketing will be at attracting consumers in the local area to your business.
Start by looking at your existing customer base – who already buys things from you? Even if they seem like a pretty diverse group of people it’s likely that they’ll have at least one or two characteristics in common. Once you start to spot what these commonalities are you can start to build up a picture of your local target market.
Check out this handy guide on how to create a customer persona you and your whole team can use here.
Do simplify your message.
When it comes to writing calls to action, ads, copy and website messaging – keep it simple.
One of the biggest challenges any local web marketing strategy must look to tackle is how to cut through the information overload and noise consumer’s experience online. In order to succeed consumers need to be able quickly understand what your business is about and how it can help them.
Take stock of your current customer experience online and look to simplify it at every stage of the journey. What’s the quickest and easiest path to conversion? Do you put unnecessary steps in the way that make it harder for them? Making it simple for your customers, also helps to keep it simple for you.
Don’t fall into the trap of posting on social media just for the sake of it – make it meaningful
Social media has lots of benefits – the biggest one of all being the size of their global reach. You probably have a Facebook page for your business and try to post whenever you can, but have you ever considered whether it’s the best channel for attracting potential local consumers?
If you’re short on time and budget then focus your time on using social media to engage and retain existing customers. It’s a great channel for updating customers with what’s happening in your business and reaching out to them about new deals and promotions.
Don’t neglect how your business appears on a mobile device
If you’re thinking about getting a new website in 2017 then make sure it’s built with mobile in mind. What this means is that when someone looks at your website using a smartphone they can easily access all text must be easy to read and navigate. Photos and maps should be easily accessible, and all content should adjust to display properly on the device on which a user is viewing it.
Stats show that mobile marketing is key for local small businesses – so save yourself time and hassle down the line by making sure your website takes mobile into consideration now.
Don’t dismiss the importance of sharing customers testimonials
Sharing testimonials, reviews and ratings online is key to a successful local marketing strategy. Need convincing? We’ll let the numbers do the talking…
97% of consumers use internet when researching local products/services (BIA/Kelsey)
According to research by BrightLocal:
What it boils down to; reviews and testimonials from customers are an important trust factor.
Don’t miss out on opportunities from the local media
Building relationship with the local media is one great way to give your local marketing strategy a boost, but many businesses forget look at the opportunities that are close to home.
Not only are mentions in the local media a great way to increase the exposure of your business to the local community, but it’s also a great way to get new links back from other local websites.
Don’t forget to look at what’s happening offline in the local area to inspire your online marketing
Getting involved in local activities and events is a great way to improve your local presence online, and offline. Local community events from street fairs, concerts and charity events to holiday markets can be a great place to meet potential customers and introduce them to what your business offers. Use it as an opportunity to run social media competitions, generating signups to you email newsletter and hand out codes for discounts and promotions that can be redeemed online.
Make sure you’re always looking a couple of months in advance to check what events are coming up in your local community – and be armed and ready to reach out to organisers and promoters to see how your business can get involved.
Don’t neglect your online business listings
Business directories, city websites, local community blogs, online forums, Google business profile, chamber of commerce websites, social profile bio’s.
Doing this not only makes sure it’s easy for potential local customers to find you, but also makes it easy for Google to understand where you are located and which local markets you service – ensuring that you remain competitive in the local search results.
Learn what works for your small business – by implementing these simple do and don’t you’ll be able to grow your customer base more quickly than you would by just relying on word of mouth alone. For hundreds of more ideas to power your local area marketing strategy sign up to a free trial of Glasshat.